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2013: Tablet Computing in Consumer Retail
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2013: Tablet Computing in Consumer Retail

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How tablets change consumer behavior: More than 100 million tablets have been sold since the first launch of the Apple Ipad. Tablet computers are a significant new device segment that disrupts ...

How tablets change consumer behavior: More than 100 million tablets have been sold since the first launch of the Apple Ipad. Tablet computers are a significant new device segment that disrupts consumer and shopping behaviour. This market overview looks at the detailed growth prospects of the tablet ecosystems, followed by an analysis of consumer behaviour with tablets. It closes with approaches on how merchants can integrate tablets in their online and mobile strategy.

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  • http://www.morganstanley.com/views/perspectives/tablets_demand.pdfhttp://www.gartner.com/it/page.jsp?id=1980115
  • http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture_EHT_Research_2012_Consumer_Technology_Report.pdfhttp://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdfhttp://www.thinkwithgoogle.com/insights/library/studies/understanding-tablet-device-users/http://www.morganstanley.com/views/perspectives/tablets_demand.pdfhttp://www.gartner.com/it/page.jsp?id=2070515http://emergingspaces.co.uk/files/EmergingSpacesPulse-TabletsAndPostPC_03-2012.pdf
  • http://techcrunch.com/2012/12/20/distimo-app-store-report-shows-apple-and-google-app-markets-still-booming/http://assets.monetate.com/eq/EQ2_2012_FINAL.pdfhttp://www.distimo.com/publicationshttp://thenextweb.com/insider/2012/11/29/google-plays-revenue-rises-by-311-but-apples-app-store-sees-4-times-more-sales-study-says/
  • http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdfhttp://media.zmags.com/files/zmags-top100-web.pdfhttp://static.lukew.com/MobileFirst_LukeW.pdf

2013: Tablet Computing in Consumer Retail 2013: Tablet Computing in Consumer Retail Presentation Transcript

  • How are tablets changing consumerbehaviour in retail?An overview of the tablets marketand commercial usage.February 2013
  • How are tablets changing consumer behaviour in retail?Table of Contents – Short summary Summary items 1. Device and platform market overview 2. Market sizing & growth drivers 3. Consumer engagement 4. Tablet integration in mobile/online strategy 5. Tablet design best practices
  • Each platform has a different value proposition and maturity stagePlatforms and device summary iOS (Apple) Android (Google)  Market leader. Has the most applications, users and sales out  Second in overall market share. Android tablets offer lower of the entire tablet industry. prices and good value to their consumers.  Over 550,000 apps available. Over 275,000 designed  Over 675,000 apps on the Play Store. Full integration with specifically for the iPad, most popular applications are available Google products and services.  Exclusively on Apple hardware platform. Full compatibility  Wide variety of form factors and manufactures to choose with iTunes and the Apple range of products product ecosystem. from. Best value in hardware-to-price ratio. Windows 8 (Microsoft) Kindle (Amazon)  New player in the tablet space. Very few users and sales not  Differentiated market positioning. Positions on the lower end yet released. of pricing with subsidized hardware  Full integration with the Microsoft ecosystem. Best  Full support of Amazon Kindle books which sync across implementation of the Office software suite on a tablet, but small devices. A key device in the Amazon Prime ecosystem. app ecosystem due to recent introduction.  Ability to run Android apps and full integration with the  Multiple devices and manufactures to choose from. Amazon ecosystem, low price. Sources: Uniqloud research
  • Tablet ecosystems are growing rapidly and are becoming relevant very quickly Market size and segments Forecast: Shipment of Forecast: Market share by OS device Tablets vs. Computers Marketshipment share (%)(millions) 100% 4% 90% 8% 10% 11% 300 29% Laptop 80% 32% Other 250 70% 34% 35% 36% Desktop 60% Microsoft 200 Tablet 50% Android 150 40% Netbooks 30% 67% 61% iOS 100 55% 51% 47% 20% 50 10% 0 0% 2010 2011 2012 2013 2014 2015 2011 2012 2013 2014 2015  Desktop PCs: Tablet sales are estimated to  Apple was the early mover when opening the overtake Desktop sales by 2016. mass market with the iPad, jumping to a 60-70 % market share in 2011, which is now declining.  Netbooks are already being cannibalized by  Android has gained significant traction due Tablets, there is no growth projected in to Nexus product line expansion and third party Netbooks. manufacturers. They are picking up on Apple in terms of market share and are expected to  Laptops are not cannibalized by Tablets as they reach 40% in 2016 are viewed as complementary products in an increasingly mobile world.  Windows 8 is just entering the stage and is expected to introduce change. As of early indications, it shows only slow momentum. Sources: MorganStanley, Gartner
  • Consumers engage with tablets in multiple waysConsumer engagement survey resultsProductivity 46% of respondents were using their tablets for professional purposes 20% of tablet owners use their devices to create or edit files regularlyNetworking 54% use email and 39% use social networking services daily 74% use their tablets for composing and replying to emailsCommerce 78% use their tablets to search for shopping 72% of tablet owners make purchases from their devices on a weekly basisResearch 78% use their tablets to search for information 77% read reviews, 63% compare prices and 65% compare product information on their deviceEntertainment 84% of tablet users use their device for gaming, 46% read e-books and 51% consume entertainment Games 90% of the top10 paid downloads on the App Store Sources: Accenture, Google, EmergingSpaces, MorganStanley, Gartner
  • Consumers endorse tablets for ECommerce more than mobiles ECommerce Web Tablet app monetization According to Monetate, tablet users convert almost 3x According to Distimo, customers seem to be willing to better than Mobile phone users. pay higher prices in the Apple App Store for iPad compared to the iPhone store.  In Q2 2012, 7.2% of all Ecommerce website visitors  Average selling price for iPad apps in 2012 was were using tablets; 9 out of 10 tablets were iPads $3.42, compared to $1.86 in the iPhone app store  Traffic on Ecommerce sites from tablets increased  iPad Apps for Navigation, Productivity and Business 348 percent in the first quarter of 2012 compared to are most expensive with a price average of $6 – 12 the same quarter last year Ecommerce Conversion Rate by Device App store (mobile + tablet) revenue growth (Q1/2 2012, global) +19% Traditional 120 3.19%  Apple‟s iOS App store PC/Laptop 100 generates 4x more 3.54% Android Tablet 80 revenue than Google 60 Play 3.03% +311% iPad 40  Google Play catches 2.10% 20 up with a much higher Kindle Fire 0 growth rate 1.12% Jan 2012 Nov 2012 Smartphone0.00% 1.00% 2.00% 3.00% 4.00% iOS Google Play Sources: Monetate, Distimo, App Annie
  • Maturity stages of mobile & tablet adoption for consumer facingretail businessSample for mobile strategy maturity levels Characteristics Technical solution (example)  Simplified app: Cost-efficient app for one popular  External agency TRIAL platform, reduced functionality (e.g. non- development, HTML-based or transactional, engage a specific customer native standalone segment), little or no marketing app, minimized risk by separation from core in-house applications & infrastructure  Complete App: Fully functional and transactional  Native app/ mobile app/ mobile optimized website, targeted towards website, basic integration with FULL mainstream customers, start marketing to a broad core systems and partial inhouse FUNCTIONALITY audience capacities  Expansion: Mobile/ tablet becomes a significant part  Adaptive user frontends across of business volume & strategy, coverage of multiple devices, integration with core MULTI- mobile/ tablet platforms, redundancy & operational systems, skills and frameworks PLATFORM overhead require more efforts and deeper integration go in-house and become mission-critical  Integration of mobile, tablet and non-mobile efforts.  No separation between mobile Adherence with cross-platform strategy, functional and non-mobile, deep integration CONVERGENCE changes go by default to all platforms, deep of skills, technology and integration and analytics across all frontends methodology  Mobile first becomes the main business driver and  Build a deep and diversified skill- is permanently on the management mindset, primary set in-house to cover multi- target for functional and business changes are platform, in order to react to MOBILE FIRST mobile platforms business requirements quickly across all platforms Sources: Uniqloud research
  • Tablet design is guided by simplification of content, focus onessential functionality and clear, aesthetic and consistent designTablet design best practices (1/2) Challenges Solution approach  Mobile usage depends on limited  Eliminate redirects, reduce page & image bandwidth and unsteady sizes connectivity  Lightweight JavaScript libraries 1. Speed &  “Web page slow to load” is a top  Use HTML5 features like content Connectivity mobile frustration point for users loading, caching, CSS3 tags  Errors with Flash content on iOS  Consider cloud-based caching services for globally minimized latency and load times  Users use the tablet with partial  Focus on key content items and attention and frequent interruptions functions, eliminate least used content  Cluttered screens and complex  Clear distinction between information and 2. Partial interfaces with many small elements action items attention become a distractor  Adaptive interfaces hide advanced or  Users expect Apps to be consistent in irrelevant functionality UI concepts and simplicity of usage  On-the go usage, distraction and  Minimum button size 44x44px, min. 8 instable environment: One hand holds pix spacing between elements 3. On-  Support for common touch gestures the tablet, one hand manipulates screen screen (swipe, tap, etc.) direct mani-  „Fat-fingered‟ direct manipulation is less  Smart input error handling, easy access pulation accurate and more casual than to undo or correct entry traditional mouse/keyboard  Make content responsive on touch Sources: Keynote research, Luke Wroblewski, Zmags
  • The complete market overview contains a 21 page Powerpointpresentation and a comprehensive Excel research sheet Presentation Research sheet  21 page Powerpoint/ PDF presentation  Sheets for market sizing &  Fully reusable segmentation, device overview, user  Source URLs are embedded on each behavioral studies, information sources slide in the comments section  Complete excel model for market growth  Embedded charts with figures easily and sizing with documented assumptions accessible  Link URLs to 100+ sources: Whitepapers, Studies, Presentations, Ne ws announcements, Blogs, Twitter, YouTube Buy the full market overview from http://www.uniqloud.comwith flexible license models for individuals, small teams and corporate customers
  • How are tablets changing consumer behaviour in retail?Table of Contents 1. Video overview “A game of tablets” 2. Device and platform Platform and device summary, device category overview market overview 3. Market sizing & growth Market size & segments, tablet market growth drivers, App ecosystem growth drivers 4. Consumer engagement Consumer tablet usage patterns, engagement survey results, tablets in Ecommerce, Social media & Networking, Publishing and Advertising, Product 5. Tablet integration in research, Productivity, Gaming Mobile strategy maturity mobile platform strategy model, Coverage of mobile platform matrix 6. Tablet design best Best Practices, Twitter Case Study practices
  • Preview full market overview presentation How are tablets changing consumer behavior in retail? 1. Overview video – a game of tablets Table of Contents How are tablets changing consumer 1. Video overview “A game of tablets” behavior in retail? An overview of the tablets market 2. Device and platform Platform and device summary, device category overview market overview and commercial usage. 3. Market sizing & growth Market size & segments, tablet market growth drivers, App ecosystem growth February 2013 drivers http://youtu.be/DAJPvNYZw7o?hd=1 4. Consumer engagement Consumer tablet usage patterns, engagement survey results, tablets in Ecommerce, Social media & Networking, Publishing and Advertising, ! The tablet industry is taking off in terms of ! Apple is the first mover and market leader. The iPad is Product research, Productivity, Gaming sales and market penetration. well received by consumers and tightly integrated in 5. Tablet integration in Mobile strategy maturity model, Apple‟s product portfolio mobile platform strategy Coverage of mobile platform matrix ! Each competitor is positioned with a unique ! Google has built with Android an open and more diverse strategy and approach. tablet platform, which gains rapid market share and 6. Tablet design best Best Practices, Twitter Case Study relevance. practices ! How companies use the tablet platform will ! Amazon is with the Kindle well-positioned in the lower play a big role in their success. cost segment and has a wide set of media offerings ! Microsoft is the newcomer with an enterprise friendly product. Sources: YouTube! 2. Each platform has a different value proposition and maturity 2. Tablet form factors fill the gap between mobile and laptop 3. Tablet ecosystems are growing rapidly and become relevant stage very quickly Platforms and device summary Device category overview Market size and segments Forecast: Shipment of Forecast: Market share by OS iOS (Apple) Android (Google) 3-5 6-7 device Tablets vs. Computers Market inches inches 7 inches shipment share (%) Market leader. Has the most applications, users and sales out Second in overall market share. Android tablets offer lower 8-9 inches (millions) 100% ! ! 9 – 11 inches 4% 8% 10% 11% of the entire tablet industry. prices and good value to their consumers. 300 Laptop 29% Other 80% 32% 250 34% 35% ! Over 550,000 apps available. Over 275,000 designed ! Over 675,000 apps on the Play Store. Full integration with Desktop 36% Microsoft 200 60% specifically for the iPad, most popular applications are available Google products and services. 150 Tablet Android 40% 67% 61% ! Exclusively on Apple hardware platform, Full compatibility ! Wide variety of form factors and manufactures to choose 100 Netbooks 55% 51% iOS 47% 20% with iTunes and the Apple range of products product ecosystem. from. Best value in hardware-to-price ratio. Smartphones E-Readers Small tablets Full-sized tablets Netbook & 50 easy to use Notebooks 0 0% ! Portable design for ! Portable power. ! Large screen ! With e-Ink display, ultimate mobility. These tablets have 2010 2011 2012 2013 2014 2015 2011 2012 2013 2014 2015 ! Full power smartphones with e-Readers are ! Examples: Nexus 7, the best screens, processors provide Windows 8 (Microsoft) Kindle (Amazon) high resolution. optimized for Kindle Fire, iPad mini fastest hardware. the complete web ! Desktop PCs: Tablet sales are estimated to ! Apple was the early mover when opening the ! iOS: iPhone 5 reading e-books ! Optimized for: Designed to bridge experience. Lightweight power , laptop use and overtake Desktop sales by 2016. mass market with the iPad, jumping to a 60-70 ! Android: Galaxy under any condition. ! Examples: ! New player in the tablet space. Very few users and sales not ! Differentiated market positioning. Positions on the low-end of one hand operation mobile use. MacBook Air, % market share in 2011, which is now declining. Note II, etc. ! Examples: Amazon yet released. pricing with subsidized hardware with full tablet ! Examples: Kindle Surface Pro, ! Netbooks are already being cannibalized by ! Windows 8: ATIV Kindle, Nook Simple features. Good Fire HD, Nexus 10, Chrome Books, etc. Tablets, there is no growth projected in ! Android has gained significant traction due Full integration with the Microsoft ecosystem. Best Full support of Amazon Kindle books which sync across S, Lumia 920, etc. ! Optimized for: balance between iPad, Surface RT ! Optimized for: to Nexus product line expansion and third party ! ! Netbooks. ! Optimized for: Battery life, sharp portability and ! Optimized for: Document editing, manufacturers. They are picking up on Apple in implementation of the Office software suite on a tablet, but small devices. A key device in the Amazon Prime ecosystem. Mobile & casual text, front-lit screens, convenience for Video, web surfing, multitasking, media terms of market share and are expected to app ecosystem due to recent introduction reading, gaming, etc. document review. creation. ! Laptops are not cannibalized by Tablets as they Ability to run Android apps and full integration with the use. Quick comfortable reading. reach 40% in 2016 ! ! $199 - $659 ! $299 - $829 ! $199 - $1299 are viewed as complementary products in an Multiple devices and manufactures to select from. information search. ! $50-$180 increasingly mobile world. ! Amazon ecosystem, low price. ! Windows 8 is just entering the stage and is ! $300 - $700 expected to introduce change. As of early indications, it shows only slow momentum. Sources: Uniqloud research! Sources: Uniqloud research! Sources: MorganStanley, Gartner ! 3. Tablets both enlarge and cannibalize the market for computing 3. Apple’s App ecosystem is leading in monetization, but Google 4. Consumers use tablets mostly at home as casual couch device devices Play is catching up Tablet market growth drivers App ecosystem growth Consumer tablet usage patters Apple INCREMENTALITY CANNIBALIZATION ! Apple had an early start in establishing their ecosystem and Number of is leading in monthly app store revenues (4x higher in Nov Time distribution for tablet usage by location Global App Marketplaces Nielsen: “Tablets [..] are relatively easy to use and a very MorganStanley estimates that 20-30% Apps 2012 than Google Play) (mobile + tablet) WHERE appealing product for older demographics” of tablet sales will cannibalize PC sales (thousands) ! With 180,000 iPad apps in the US presumably the biggest ! Watching TV/ Couch: 30% 1200 tablet specific App store ! Lying in Bed: 21% 1000 ! Shopping/ Running Errands: 13% ! Secondary/ Tertiary device: Add-on device for ! Consumer: Replace regular computers for casual existing users of computers & smartphones 800 ! With Friends/ Family: 10% and media consumption oriented use cases Android ! Unexposed: Improved usability and lower price ! Gaming: Replace dedicated devices for gaming 600 ! Android has quickly gained momentum and taken significant points expands the user base towards ! Mobility: Replace mobility computing, dedicated market share. Amongst other factors, Google Play takes its 400 Top usage times for tablets (% of consumer use tablet for general & social media): previously uncomputed audiences, such as devices and lightweight clients with web apps, e.g. momentum from strong growth outside the US. Tablet seniors and children in customer-facing roles (sales, cash registers) 200 specific numbers are not disclosed WHEN ! Productivity: Portable productivity device for ! Wakeup: 28% for social media, 16% for general use 0 year presentations, meeting notes, etc. ! TV-time: ~30% for social media & general use 2010 2011 2012 2013 ! After work: 28% for social & general media Apple iOS App Store Amazon Device market penetration* forecast (US) ! Tablet penetration grows faster than any ! Waiting times: ~ 20% for social media & general use Android: Google Play Store ! Amazon focuses on media content, such as video, music other device. Uniqloud estimates that the and eBooks. Beyond that, Distmo reports 50,000 apps by penetration ceiling in Western markets may be Nov 2012 in the US Amazon App store. Tablet 6% 13% 27% 57% reached between 60% and 80%. 2010 2012 2014 2016 Change in consumption habits Smart ! Smartphones penetration ceiling is driven Uniqloud opinion 25% 44% 65% 97% Windows HOW phone beyond 100% as people use multiple phones ! Second screen device while watching TV: Consumers use the tablet for product/ 2010 2012 2014 2016 ! Microsoft Windows 8 was recently released in Oct 2012. across carrier contracts and for business/ Targeting multiple app ecosystems for ad research and social networking ! As of Nov 2012, more than 20.000 apps are available in the Laptop 55% 61% 68% personal use smartphones and tablets is costly and ! TV: 14% of tablet users watch more TV than before, 24% watch less App Store, 87% of which are free. The launch of Windows 8 2010 2012 2014 difficult for publishers, retailers and ! Print: 17% of tablet users read more print than before, 32% read less tablets is very recent and no tablet specific numbers have ! Laptops replace desktop computers, while developers. In the long run, there may be been released. Desktop 54% 62% only 1-2 leading app ecosystems that are desktop computers have reached a 2014 2010 penetration ceiling at 60-70%. sustainable for mainstream business. 10% 20% 30% 40% 50% 60% 70% 80% 90% ! Sources: Google, U.S. Census, MorganStanley , PEW Internet *) 100% penetration represents one device per adult Sources: Forrester, Gartner, Statista.com, Distimo App Annie! Sources: Nielsen, ABI Research!
  • Preview full market overview presentation 4. Consumer engage with tablets in multiple ways 4. Consumers endorse tablets for ECommerce more than mobiles 4. Social media usage is one of the key applications for mobile devices, including tablets Overview of consumer engagement survey results ECommerce Social media & Networking Productivity Web Tablet app monetization Social media growth is driven by mobile and Top 5 social networks on mobile/tablet1 ! 46% of respondents were using their tablets for According to Monetate, tablet users convert almost 3x According to Distimo, customers seem to be willing to tablet usage1 via app via mobile web professional purposes. better than Mobile phone users. pay higher prices in the Apple App Store for iPad ! 20% of tablet owners use their devices to create or compared to the iPhone store. ! 30% of consumer‟s time on mobiles and tablets is ! Facebook ! Facebook edit files regularly. spent on social media sites/apps ! Twitter ! Twitter ! Mobile app usage accounts for 1/3 of all social media ! Foursquare ! Blogger ! In Q2 2012, 7.2% of all ecommerce website visitors ! Average selling price for iPad apps in 2012 was Networking were using tablets; 9 out of 10 tablets were iPads activity ! Pinterest ! Tumblr ! 54% use email and 39% use social networking $3.42, compared to $1.86 in the iPhone app store ! Time spent on social media via apps is significantly ! Google Latitude ! Reddit services daily. higher than via mobile web ! Traffic on ecommerce sites from tablets increased ! iPad Apps for Navigation, Productivity and Business ! 74% use their tablets for composing and replying to 348 percent in the first quarter of 2012 compared to emails. are most expensive with a price average of $6 – 12 the same quarter last year. Commerce ! 78% use their tablets to search for shopping. Ecommerce Conversion Rate by Device App store (mobile + tablet) revenue growth Social user growth on mobile and tablet Uniqloud opinion ! 72% of tablet owners make purchases from their (Q1/2 2012, global) devices on a weekly basis. +19% Total users Mobile users iPad users Social media usage on tablets vs. mobile 120 3.19% Traditional PC/ ! Apple‟s iOS App store Facebook 1.0bn 604m 48m ! Facebook usage is equally popular, different Research Laptop 100 generates 4x more (Oct 2012) +25% YoY +61% YoY +860% YoY usage contexts (at home vs. on the go) ! 78% use their tablets to search for information. 80 revenue than Google define the device preference 3.54% Android Tablet ! 77% read reviews, 63% compare prices and 65% Play Twitter 200m 130-140m n/a ! Pinterest‟s visual concept is more suitable compare product information on their device. 60 +311% 3.03% (Dec 2012) +70% YoY +90-100% YoY for tablets users, hence we assume a strong iPad 40 ! Google Play catches tablet penetration Pinterest 46m 19.2m n/a Entertainment 2.10% 20 up with a much higher (US, Jul 2012) +1600% YoY +9500% YoY ! Twitter & Foursquare are rather on-the-go/ ! 84% of tablet users use their device for gaming, 46% Kindle Fire 0 growth rate geolocal services, which may result in a read e-books and 51% consume entertainment. 1.12% Jan 2012 Nov 2012 Foursquare 23m 10.4m n/a stronger mobile penetration than tablet ! Games 90% of the top10 paid downloads on the App (Jul 2012) +111% YoY (apps only) ! 0.00% 1.00% 2.00% 3.00% 4.00% Smartphone iOS Google Play Store. Sources: Accenture, Google, EmergingSpaces, MorganStanley, Gartner ! Sources: Monetate, Distimo, App Annie ! Sources: Nielsen, Keynote Systems, Enders Analysis! 1) 2012 survey amongst U.S. consumers! 4. Publishers and advertisers are most prepared for iOS as a 4. Research and “Pre-Commerce”: Tablets become decision 4. Tablet productivity tools are well-established with consumers commercial platform devices as research tasks shift from computers to tablets. and will be increasingly adopted in business environments Publishing and Advertising for tablets Research activities on tablets along the marketing funnel Productivity Publishing adoption Tablet advertising matures quickly Consumer Business AAM says “for the first time [in 2012], publishers are ABI Research: “77% of users interact with ads whilst Pre-purchase activities on tablets Key influence factors for mobile ! Tablets are a tertiary device in many households, ! On average, 46% of respondents were using their developing more Apps for the iPad than the iPhone.” using a tablet compared to only 53% on smartphones” AWARENESS purchase decisions on tablets supplementing PCs and smartphones tablets for professional purposes. ! 78%: Search for information ! 88%: Friends ! Personal data such as documents, communication, ! Around 45% of users who use apps on their ! 77%: Read reviews ! 71%: Emails from Companies Pictures, Video, Music is accessed from multiple ! Reading: 30% of tablet users spend more time reading tablets have apps which are used for productivity ! Tablet-centric activities: Consumers prefer tablets for ! 65%: Compare product information 68%: Online Ads after purchasing a tablet than before. INTEREST ! devices – drives utilization of online storage & and work completion. working, online shopping, reading print and video ! 63%: Compare prices ! 52%: Facebook ! Learning: By 2014, 1 in 5 students will rely solely on e- services watching over smartphones. textbooks ! iOS users show most engagement with advertising ! Monetization: Increasing trend to monetize content via Popular Consumer Productivity Use Cases Tablet adoption in business environments EVALUATION Paywalls and new pricing models (content & advertising) (2012) Post-purchase activities on tablets and mobiles Publisher Content targeting Mobile advertising spend forecast Productivity use cases (Top-selling iPad app examples): coverage for mobile platforms (US, by device) ! Social care: one in three social media users prefer social media COMMITMENT ! File storage (Dropbox, Google Drive, Box.net) 20% 22% (%) (North America) customer service over contacting a company by phone. 80% 2% 100% Mobile ! Music/ Video: Cloud music hosting (Google, 60% phones ! Sharing & support channels: Consumers use predominantly the 10% 80% Amazon, ..) REFERRAL following channels to comment or ask questions: Tablets, e- 22% 2011 40% ! Facebook (personal & company page) 60% readers ! Online office/ collaboration: Google Drive, ! Official company Blog 24% 2012 20% CloudOn, Microsoft Online Office, etc. 40% other ! Twitter mobile REPEAT ! YouTube 0% ! News/ Information: Flipboard Already Deployed 20% ! Personal Blog This Year 0% ! Sketching/ taking notes: Evernote, Paper, Write2, Next Year iPad iPhone Android Kindle Doodle Buddy, Within Two Years 5 year growth in More Than Two Years Platform $2.1bn $14.8bn mobile Ad spend No Plans Sources: Alliance for Audited Media, IDC, ABI Research! Sources: Alliance for Audited Media, Adobe, Nielsen, Accenture! Sources: Dimensional Research for Model Metrics, Distimo 4. Gaming is the biggest monetization driver for Apps 6. Maturity stages of mobile & tablet adoption for consumer facing 6. Maturity stages of mobile & tablet adoption for consumer facing retail business business Gaming Sample for mobile strategy maturity levels Challenge: Coverage of the mobile platform matrix Top Grossing iPad Gaming Apps of 2012 Characteristics Technical solution (example) Gaming ! Simplified app: Cost-efficient app for one popular ! External agency development, Flurry Analytics: “In 2012, [app revenue] will approach 1. DragonVale Management/ Simulation TRIAL platform, reduced functionality (e.g. non- HTML-based or native Platform matrix coverage considerations Technical solution $10 billion, with games taking over 80% of the pie.” transactional, engage a specific customer segment), standalone app, minimized risk Mobile Tablet Raise, feed and breed lovable dragons, build and “Consumers spend 71% more of their time using small or no marketing by separation from core in-house manage a dragon park games on tablets [than] [! ] on smartphones.” applications & infrastructure Top Top ! Access to the biggest commercial target ! Native app: Full utilization iOS commercial engaged audience, leading penetration particularly for high of all device features, best 2. Slotmania HD/ Slotmania Slot/ Virtual gambling look & feel at highest cost ! Complete App: Fully functional and transactional ! Native app/ mobile website, App mktshare, customer value user engagement on tablets ! Kid‟s (age 6-12) most wanted Christmas gifts in Play a large amount of different slot machine themes mature base, high in terms of custom effort 2012 were iPad (44%), iPod Touch (30%) and app/ mobile optimized website, targeted towards basic integration with core market growth FULL mainstream customers, start marketing to a broad systems and partial inhouse per platform iPhone (27%), followed by Computers, gaming 3. Kingdoms of Camelot: Battle for the North Strategy FUNCTIONALITY audience, basic capacities Top mkt Diverse, ! Largest & fastest growing target audience, cross consoles, etc Android early stage/ platform, penetration particularly with cost-aware ! App with embedded ! Key business model is freemium: Basic game is free share & Build a medieval kingdom and battle other players App top growth user segments is interesting HTML: App encapsulates to play, premium upgrades are paid ! Expansion: Mobile/ tablet becomes a significant part ! Adaptive user frontends across growth in customer of business volume & strategy, coverage of multiple devices, integration with core devices base web app content & ! Mobile social gaming is targeting a much broader functionality. Hybrid MULTI- mobile/ tablet platforms, redundancy & operational systems, skills and frameworks demographic than traditional gaming 4. Modern War Social turn-based PLATFORM overhead require more efforts and deeper integration go in-house and become Very early Very early ! Highly focused and early adopter target solution offering a tradeoff Build a military empire, conquer the world, forge mission-critical Windows8 stage, stage, audience, easy integration with Microsoft between costs/efforts per alliances and destroy the enemies Integration of mobile, tablet and non-mobile efforts. App specific specific environment platform and multi-platform Mobile Freemium Games: ! ! No separation between mobile target group target group App coverage Money spent by age and sex Adherence with cross-platform strategy, functional and non-mobile, deep integration 5. Mystery Manor: Hidden Adventure HD Hidden object changes go by default to all platforms, deep of skills, technology and CONVERGENCE Capture ! Maximum reach with mainstream audience, 30% 29% Hidden object game, complete quests in a mystic integration and analytics across all frontends methodology Mainstream Mobile and feature lower mobile web is the key to reach lower engaged 20% Males mansion inhabited by people, monsters and ghosts Web engaged & phone user segments across all platforms 20% 16% casual Females ! Mobile first becomes the main business driver and ! Build a deep and diversified skill- volume audience ! Most economic solution in terms of cross-platform 12% 6. Clash of Clans Strategy 9% is permanently on the management mindset. primary set in-house to cover multi- maintenance 10% 7% Combat strategy game, lead your clan to victory. MOBILE FIRST target for functional and business changes are platform, in order to react to 3% 2% 1% 1% Build your village, train your troops and battle with mobile platforms. business requirements quickly 0% other players. across all platforms 13-17 28-24 25-34 35-54 55+ Sources: Flurry, Apple, Nielsen Sources: Uniqloud research! Sources: Uniqloud research!
  • Preview full market overview presentation 7. Tablet design is guided by simplification of content, focus on 7. Tablet design is guided by simplification of content, focus on 7. Twitter simplified its mobile site and created a higher essential functionality and clear, aesthetic and consistent design essential functionality and clear, aesthetic and consistent design compatibility based on user behavioural analytical findings Tablet design best practices Tablet design best practices Example: Twitter mobile website redesign, July 2012 Challenges Solution approach Challenges Solution approach Before After ! Mobile usage depends on limited ! Eliminate redirects, reduce page & image ! User registration and extensive text ! Simplify user registration, use social bandwidth and unsteady sizes entry are key reasons for dropoff connect features connectivity ! Lightweight JavaScript libraries during purchase/ checkout ! Remember entered text, dropdowns to auto- 1. Speed & ! “Web page slow to load” is a top ! Use HTML5 features like content loading, 4. Minimize ! On screen keyboard is harder to populate content, predict & autocomplete Connectivity mobile frustration point for caching, CSS3 tags data entry use, errors are slower to correct text ! Errors with Flash content on iOS ! Consider cloud-based caching services for ! Utilize GPS/ IP-address/ camera to replace global & minimize data entry ! Users use the tablet with partial ! Focus on key content items and functions, ! Many checkout processes are hard ! Highlight key items such as price, shopping attention and frequent interruptions eliminate least used content to use on mobile devices and impact cart items and buy button ! Cluttered screens and complex ! Clear distinction between information and conversion rate Avoid scrolling and keep checkout flow as 2. Partial action items 5. Optimize ! interfaces with many small elements ! Compulsory user registration with short as possible attention ! Adaptive interfaces hide advanced or checkout in become a distractor detailed profile to complete ! Allow guest checkout and alternative ! Users expect Apps to be consistent in irrelevant functionality eCommerce ! Navigation elements/ menus/ payment methods UI concepts and simplicity of usage popups are not fat-finger friendly ! Page size reduction, faster load times ! On-the go usage, distraction and ! Minimum button size 44x44px, min. 8 ! Devices and OS platforms have ! Dynamically resize and rearrange screen Multi-browser support, CSS3/ HTML5 standard ! Statistical analysis of mobile usage behaviour ! instable environment: One hand holds pix spacing between elements 6. OS different functionalities & hardware elements in landscape mode adoption, enable JavaScript turned off browsers 3. On- the tablet, one hand manipulates ! Support for common touch gestures ! Sign-up/ Sign-in pain points screen specific & features ! Multi-touch elements, gyroscope and device ! Most important user interaction patterns ! Dynamic scaling from 240x240 to large screen (swipe, tap, etc.) Most tablet users are avid users of positioning features direct mani- Smart input error handling, easy access popular ! ! Iterative development resolution screens ! „Fat-fingered‟ direct manipulation is less ! social networking such as Facebook ! Reuse application patters (drag to refresh, ! Compatibility testing with a wide array of mobile devices ! Look & feel brand-consistent, even without pulation accurate and more casual than to undo or correct entry App or Twitter & popular System apps etc.) from facebook etc. and comply with images loaded traditional mouse/keyboard ! Make content responsive on touch patterns expected application behaviour Sources: Keynote research, "#$% ( ) * + , $-.!Zmags! !& % Sources: Keynote research, "#$% ( ) * + , $-.!Zmags! !& % Sources: Twitter!