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10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
10 reasons why now is the perfect time to get serious about the mobile web
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10 reasons why now is the perfect time to get serious about the mobile web

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Stichting Marketing event on Mobile Marketing.

Stichting Marketing event on Mobile Marketing.

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  • 1. 1 Stichting Marketing 13 October 2010 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEB i by tijs.vrolix@proximity.bbdo.be
  • 2. Door saravdv op Flickr / saravdv.be TIJS VROLIX Strategic Planner at Proximity BBDO tijs.vrolix@proximity.bbdo.be @tijs
  • 3. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/ EVEN THOUGH YOU’D THINK WE CAME A LONG WAY
  • 4. By Leodileo on Flickr WE ARE ONLY JUST GETTING STARTED
  • 5. 2005: the year of the mobile web 2006: the year of the mobile web 2007: the year of the mobile web 2008: the year of the mobile web 2009: the year of the mobile web 2010: the year of the mobile web
  • 6. 2005: the year of the mobile web ited lim hardware 2006: the year of the mobile web small 2007: the year of the mobile webrket ma bad browsers 2008: the year of the mobile web costly data 2009: the year of the mobile web ns pla 2010: the year of the mobile web
  • 7. 1 BATTLE OF THE DEVICES
  • 8. By chriswsonic357 on Flickr JANUARY 2007 APPLE IPHONE
  • 9. “The iPhone has taken the frustration out of browsing on a mobile phone.” Charles Wolf, Needham & Company
  • 10. 60% Browse the web at least once a day. 70% Check email at least once a day. 80% Use iPhone to browse the web.
  • 11. By owaief89 on Flickr TOUCHSCREEN SMARTPHONES ARE THE NEW STANDARD
  • 12. 70 60 50 40 30 20 10 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley
  • 13. 2 EARLY ADOPTERS EAGER TO CONSUME THE MOBILE WEB
  • 14. By ohad* on Flickr So who is this early adopter? YOUNG (16-34) AFFLUENT URBAN DWELLING PROFESSIONAL
  • 15. And what are they using the mobile web for? SOCIAL NETWORKING NEWS AND INFORMATION EMAIL Source: Essential Research
  • 16. LET’S PUT THINGS INTO PERSPECTIVE
  • 17. 76% of all mobile phone users do not use their mobile to access the Internet. It’s too expensive. My mobile is not capable (60%!). Why would I? I don’t get it (and hey, I don’t care). Source: Essential Research
  • 18. 3 MILLIONS OF USERS ENTERING THE MARKET IN THE NEXT FEW YEARS
  • 19. In 2013 80mobile of all % devices will be TOUCHSCREEN Source: Gartner
  • 20. “In three years time, desktops will be irrelevant.” John Herlihy, Google
  • 21. By futureatlas.com on Flickr MEET THE REAL WORLD WIDE WEB
  • 22. MORE PEOPLE will access the MOBILE WEB than the DESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley
  • 23. 4 SOCIAL NETWORKING IS THE NUMBER ONE REASON TO USE THE MOBILE WEB
  • 24. “The explosion of social networks in the past few years is just the Web catching up with life, since people are naturally social.” Eric Schmidt, Google
  • 25. remember 70% use the mobile web for SOCIAL NETWORKING
  • 26. +112% +347% January 2009 January 2010 500 000 000 USERS 150 000 000 MOBILE FB USERS
  • 27. Case: dominates UK mobile use 2100 Accounts for nearly half of all the time people in 1575 the UK spend going 1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/Comscore
  • 28. – You don't know what you're missing until you get a taste –
  • 29. 5 SERVICES ARE MORE IMPORTANT THAN HARDWARE
  • 30. We are seeing a transformation of Nokia into software and services to respond to consumer needs. Tero Ojanperä, Nokia
  • 31. Shift to mobile services COMMUNICATION INTEGRATION AND SYNCHRONISATION MOBILE PAYMENTS CONTEXT AWARE MOBILE HEALTH
  • 32. 6 REALTIME RELEVANCE
  • 33. Mobile is the perfect medium to keep up with the web while you’re away from your computer.
  • 34. By apoxapox on Flickr BECAUSE IT’S ALWAYS IN OUR POCKETS
  • 35. 7 CONTEXT IS KING
  • 36. THE IMPORTANCE OF LOCATION
  • 37. 8 MOBILE MAKE$ MONEY
  • 38. – July 10, 2008: iTunes App Store launch – The app store economy
  • 39. 275 000 apps October 2010 6 500 000 000 downloads September 2010 40 apps/user September 2010 75 % free € $$ € 2,62 price October 2010
  • 40. Gartner mobile application store predictions Numbers in billions 2009 2010 2013 Downloads 2,5 4,5 21,6 Revenue $4,2 $6,8 $29,5
  • 41. 9 WHICH IS GOOD NEWS FOR MARKETEERS
  • 42. 2013 precious mobile ad market $3,1B screen estate 9% SMS 2008 18% Display mobile ad market $160M Search Kelsey Group 24% 73% 13% 63% 35% will be local ads!
  • 43. – Mobile display advertising is not dead –
  • 44. THE FUTURE OF MOBILE ADVERTISING IS IN PULL, NOT PUSH
  • 45. HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING? The Nielsen Company, September 2010 55+ 35-44 25-34 18-24 13-17 0 25 50 75 100 ALWAYS SOMETIMES NEVER
  • 46. EVER CLICKED AN ADVERTISEMENT WITHIN AN APP? The Nielsen Company, September 2010 Android Windows M iPhone Palm Blackberry 0 25 50 75 100 YES NO
  • 47. display social games utility bluetooth SMS MOBILE MARKETING location mobile site payment loyalty
  • 48. – Marketing as a service: action speaks louder than words –
  • 49. MOBILE LOYALTY LOCATION
  • 50. NOT ONE SINGLE APP/SOLUTION * But rather a combination of multiple elements that fit your (consumers’) goals. This is also the answer to web versus native development *
  • 51. 10 IT’S CALLED SMARTPHONE FOR A REASON
  • 52. sound motion smell compass light humidity location weight shake noise GPS health proximity pressure speed temperature height
  • 53. Sleep Cycle for iPhone
  • 54. Future phones will sense your mood I think you can expect to see features that support context- aware computing starting to appear in Intel products in the not-too-distant future. Justin Rattner, CTO Intel
  • 55. By thorinside on Flickr IT’S ABOUT TIME FOR THE REAL THING
  • 56. “Mobile first!” Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus. Eric Schmidt, Google
  • 57. 1 Stichting Marketing 13 October 2010 reasons WHY NOWtime to get serious about the MOBILE WEB is the perfect i download from slideshare.net/tijs and feel free to use (CC Attribution)

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