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

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Mobile Marketing Forum 2010 presentation on why you should start thinking seriously about your mobile strategy as of this very moment.

Mobile Marketing Forum 2010 presentation on why you should start thinking seriously about your mobile strategy as of this very moment.

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Ten reasons why now is the perfect time to get serious about the mobile web Ten reasons why now is the perfect time to get serious about the mobile web Presentation Transcript

  • 1 mobile marketing forum 30 april 2010 reasons WHY NOWtime to get serious about the MOBILE WEB is the perfect i by tijs.vrolix@proximity.bbdo.be or @tijs on Twitter
  • http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/ EVEN THOUGH YOU’D THINK WE CAME A LONG WAY
  • By Leodileo on Flickr WE ARE ONLY JUST GETTING STARTED
  • 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
  • 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
  • 1 BATTLE OF THE DEVICES
  • By chriswsonic357 on Flickr JANUARY 2007 APPLE IPHONE
  • “The iPhone has taken the frustration out of browsing on a mobile phone.” Charles Wolf, Needham & Company
  • 60% Browse the web at least once a day. 70% Check email at least once a day. 80% Use iPhone to browse the web.
  • By owaief89 on Flickr TOUCHSCREEN SMARTPHONES ARE THE NEW STANDARD
  • Operating system share regional (smartphone only), Q4 2009 Operating system share worldwide 100 (smartphone only), Q4 2009 90 80 70 60 50 40 30 20 10 iPhone OS 0 Symbian OS Africa Asia L-America W-Europe E-Europe N-Amercia Oceania Android RIM OS iPhone OS Symbian OS Android Windows Mobile OS RIM OS Windows Mobile OS Other Other
  • 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
  • 2 EARLY ADOPTERS EAGER TO CONSUME THE MOBILE WEB
  • By ohad* on Flickr So who is this early adopter? YOUNG (16-34) AFFLUENT URBAN DWELLING PROFESSIONAL
  • And what are they using the mobile web for? SOCIAL NETWORKING NEWS AND INFORMATION EMAIL Source: Essential Research
  • LET’S PUT THINGS INTO PERSPECTIVE
  • 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
  • 3 MILLIONS OF USERS ENTERING THE MARKET IN THE NEXT FEW YEARS
  • In 2013 80% off all mobile devices will be TOUCHSCREEN Source: Gartner
  • “In three years time, desktops will be irrelevant.” John Herlihy, Google
  • By futureatlas.com on Flickr MEET THE REAL WORLD WIDE WEB
  • MORE PEOPLE will access the MOBILE WEB than the DESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley
  • 4 SOCIAL NETWORKING IS THE NUMBER ONE REASON TO USE THE MOBILE WEB
  • “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
  • remember 70% use the mobile web for SOCIAL NETWORKING
  • Case: Facebook 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
  • – You don't know what you're missing until you get a taste –
  • 5 SERVICES ARE MORE IMPORTANT THAN HARDWARE
  • – Even Nokia no longer talks hardware –
  • Focus on mobile services COMMUNICATION INTEGRATION AND SYNCHRONISATION MOBILE PAYMENTS CONTEXT AWARE MOBILE HEALTH
  • 6 REALTIME
  • Mobile is the perfect medium to keep up with the realtime web. WHO’S DOING ... NOW? WHERE CAN I ... NOW? WHY IS ... NOW? ... NOW?
  • By apoxapox on Flickr ALWAYS IN OUR POCKETS
  • 7 CONTEXT IS KING
  • OF COURSE THERE’S LOCATION
  • “... there are now over 6000 location based iPhone apps, 900 Android apps and 300 BlackBerry apps.” Skyhook
  • Mobile traffic share Source: Chitika 4% Google 31% Non search Other search 65% 1% 48% 51% iPhone only “The smartphone becomes a search phone.” Deloitte
  • 8 MOBILE MAKE$ MONEY
  • – July 10, 2008: iTunes App Store launch – The app store economy
  • 140 000 apps 3 000 000 000 downloads 350 / second 75 % free € € 2,70 $$ price
  • 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
  • 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!
  • – Mobile display advertising is not dead –
  • – Marketing as a service: action speaks louder than words –
  • 9 IT’S CALLED SMARTPHONE FOR A REASON
  • sound motion smell compass light humidity location weight shake noise GPS health proximity pressure speed temperature height
  • Sleep Cycle for iPhone
  • 10 NOT ONLY GEEKS ARE EXCITED ABOUT MOBILE
  • By thorinside on Flickr WE’RE READY FOR THE REAL THING
  • “Mobile first!” Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus. Eric Schmidt, Google
  • By Urban Mixer on Flickr NOW WHAT ABOUT YOU?
  • 1 mobile marketing forum 30 april 2010 reasons WHY NOWtime to get serious about the MOBILE WEB is the perfect i by tijs.vrolix@proximity.bbdo.be or @tijs on Twitter download from slideshare.net/tijs and feel free to use (CC Attribution)