1
mobile marketing forum
30 april 2010
                          reasons WHY
                          NOWtime to get
    ...
http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/




EVEN THOUGH YOU’D THINK
WE C...
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 m...
2005: the year of the mobile web ited
                             lim
                             hardware
2006: the yea...
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
 ...
By owaief89 on Flickr




TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD
Operating system share regional      (smartphone only), Q4 2009   Operating system
                                       ...
70

60

50

40

30

20

10

 0
     iPhone       Symbian           RIM   Windows   Android       Palm

     Mobile page vi...
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
          ...
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 ...
remember
70%
use the mobile web for
SOCIAL NETWORKING
Case: Facebook dominates UK mobile use

2100                                                  Accounts for nearly half
   ...
– 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?
...
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%
         ...
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
$$
...
Gartner mobile application store predictions
Numbers in billions




                      2009   2010      2013

   Downl...
2013                      precious
                         mobile ad market
                         $3,1B
              ...
– 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
  l...
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.

...
By Urban Mixer on Flickr




NOW WHAT
ABOUT YOU?
1
mobile marketing forum
30 april 2010
                                  reasons WHY
                                  NOW...
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
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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.

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

  1. 1. 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
  2. 2. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/ EVEN THOUGH YOU’D THINK WE CAME A LONG WAY
  3. 3. By Leodileo on Flickr WE ARE ONLY JUST GETTING STARTED
  4. 4. 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
  5. 5. 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
  6. 6. 1 BATTLE OF THE DEVICES
  7. 7. By chriswsonic357 on Flickr JANUARY 2007 APPLE IPHONE
  8. 8. “The iPhone has taken the frustration out of browsing on a mobile phone.” Charles Wolf, Needham & Company
  9. 9. 60% Browse the web at least once a day. 70% Check email at least once a day. 80% Use iPhone to browse the web.
  10. 10. By owaief89 on Flickr TOUCHSCREEN SMARTPHONES ARE THE NEW STANDARD
  11. 11. 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
  12. 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. 13. 2 EARLY ADOPTERS EAGER TO CONSUME THE MOBILE WEB
  14. 14. By ohad* on Flickr So who is this early adopter? YOUNG (16-34) AFFLUENT URBAN DWELLING PROFESSIONAL
  15. 15. And what are they using the mobile web for? SOCIAL NETWORKING NEWS AND INFORMATION EMAIL Source: Essential Research
  16. 16. LET’S PUT THINGS INTO PERSPECTIVE
  17. 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. 18. 3 MILLIONS OF USERS ENTERING THE MARKET IN THE NEXT FEW YEARS
  19. 19. In 2013 80% off all mobile devices will be TOUCHSCREEN Source: Gartner
  20. 20. “In three years time, desktops will be irrelevant.” John Herlihy, Google
  21. 21. By futureatlas.com on Flickr MEET THE REAL WORLD WIDE WEB
  22. 22. MORE PEOPLE will access the MOBILE WEB than the DESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley
  23. 23. 4 SOCIAL NETWORKING IS THE NUMBER ONE REASON TO USE THE MOBILE WEB
  24. 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. 25. remember 70% use the mobile web for SOCIAL NETWORKING
  26. 26. 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
  27. 27. – You don't know what you're missing until you get a taste –
  28. 28. 5 SERVICES ARE MORE IMPORTANT THAN HARDWARE
  29. 29. – Even Nokia no longer talks hardware –
  30. 30. Focus on mobile services COMMUNICATION INTEGRATION AND SYNCHRONISATION MOBILE PAYMENTS CONTEXT AWARE MOBILE HEALTH
  31. 31. 6 REALTIME
  32. 32. Mobile is the perfect medium to keep up with the realtime web. WHO’S DOING ... NOW? WHERE CAN I ... NOW? WHY IS ... NOW? ... NOW?
  33. 33. By apoxapox on Flickr ALWAYS IN OUR POCKETS
  34. 34. 7 CONTEXT IS KING
  35. 35. OF COURSE THERE’S LOCATION
  36. 36. “... there are now over 6000 location based iPhone apps, 900 Android apps and 300 BlackBerry apps.” Skyhook
  37. 37. 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
  38. 38. 8 MOBILE MAKE$ MONEY
  39. 39. – July 10, 2008: iTunes App Store launch – The app store economy
  40. 40. 140 000 apps 3 000 000 000 downloads 350 / second 75 % free € € 2,70 $$ price
  41. 41. 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
  42. 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. 43. – Mobile display advertising is not dead –
  44. 44. – Marketing as a service: action speaks louder than words –
  45. 45. 9 IT’S CALLED SMARTPHONE FOR A REASON
  46. 46. sound motion smell compass light humidity location weight shake noise GPS health proximity pressure speed temperature height
  47. 47. Sleep Cycle for iPhone
  48. 48. 10 NOT ONLY GEEKS ARE EXCITED ABOUT MOBILE
  49. 49. By thorinside on Flickr WE’RE READY FOR THE REAL THING
  50. 50. “Mobile first!” Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus. Eric Schmidt, Google
  51. 51. By Urban Mixer on Flickr NOW WHAT ABOUT YOU?
  52. 52. 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)
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