May, 2013Mobile marketing in 2013and the power of context
• A bird’s eye view of the mobile world and mobile apps• How apps are doing• Where the users are• Where the marketers are•...
Mobile devices are the fastest adoptedtechnology in our centuryA bird’s eye view of the mobile world and mobile apps
Adopted faster than the PC and TV combined
6 years ago marketing possibilities with mobile phones werelimited and it wasn’t considered a relevant game changer forbus...
Then Steve Jobs came along…
And pulled the ,,we reinvented the phone” surpriseon everybody in 2007
From smartphones and tablets whose potential hadyet to be unlocked…
One in four people will own a smartphone by the end of the yearTo ~1,2bn people owning a smartphone in 2012
Tablet sales are increasing as wellFrom 128m units sold in 2012 (IDC)
To 197M Units In 2013, As PCs/Laptops Decline (Gartner)And tablets are expected To Pass Desktop Sales In 2013,Portable PCs...
So we’re looking at a market of over 2bnmobile smart devices in 2013
Being lead by…
Android & Apple
By users and OS
Android is winning
But...
Comscore shows that users spend more money withApple
The same holds true for developers in revenueFor each dollar a developer makes on iOS, he onlymakes 24 cents on Android (F...
But what are smart devices without apps?How apps are doingHow apps are doing
• ~45bn apps downloaded in 2012• 6.8 bn global mobile connections are• $30bn revenue from mobile apps in 2012, outof which...
How users interact with phones and appsWhere the users are
Time spent socializing, shopping and searching formedia content has grownWhere the users are
Where the marketers areThe focal point of user interaction with mobile apps will be games,socializing, media and shoppingT...
Mobile optimization is the prime concern for marketers in 2013
Strongmail revealed that 42.8% of marketers are willing to invest in mobilethis year, an increase of 11% from 2012
Mobile ads, SMS campaigns, mail and other types of mobile marketingare just the tip of mobile opportunities
Native apps are still in the spotlight, with 80% of timebeing spent on apps vs. 20% mobile browsingNative and web
In the app vs native debate HTML5 is actually being used more asa tool for cross-platform native app development
Jakob Nielsen, also called ”the next best thing to a true timemachine” (USA Today), said it best.,,An app can target the s...
Apps are all about user experience and context, from geotargetednotifications, elegant designs, multiple monetization oppo...
Great mobile marketing will be in the hands of thosethat understand and focus on the power of context.Marketing trends for...
Or to be more exact…
Hyper-context
Great things are happening in the mobile world
Techs and software are emerging and innovations happen every day• Smart push notifications are boosting user engagement an...
Smart push notifications are being leveraged to target specificuser segments and increase engagement
97% of push notifications are read, as opposed to 3-4% for email based campaigns
Location based services transform coordinates intorich possibilities
From engineering social serendipity, to delivering products,content or ads based on real time info and real time needs, LB...
ByteLight transform LED enabled light bulbs using light to sendinfo to your phone for indoor navigation and indoor location
Imagine going to a convention, store or mall and getting anotification for offers, map and relevant content personalised f...
Or where you can send targeted info leveraging the cornucopia ofpetabytes Big Data means today
Other techs and strategies are gaining traction and popularity• Near field communication helps mobile users to share info ...
So where does it all add up to?
Imagine a world where you have the data to send targeted and contextually relevantcontent to your users and customers, out...
Based on advanced user profiles, location triggers, segmentedaudiences, user feedback, the sky’s the limitAnd even simple ...
Great marketing driven by one revolutionary device and thehyper-context it generates
A booming market with great opportunities all awaiting those thatwant to take context to the next level.The bottom line?Th...
Get started on your mobile strategy!Visit us at www.appscend.com and see what makes us the one stop platform for mobileawe...
SOURCESStrongMail: http://bit.ly/XwmNQ3 ABI Research: http://bit.ly/UXfiQnMobile Appeal: http://bit.ly/10IeBCK Baynote, Fl...
The state of mobile marketing in 2013 and the power of context
The state of mobile marketing in 2013 and the power of context
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The state of mobile marketing in 2013 and the power of context

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In a world where by the end of the year, one in four people will own a tablet or a smartphone, mobile marketing is ripe with golden opportunities.

The key takeaway is the most valuable resource mobile devices generate.

Context.

But how do you translate context in conversions and revenue? Let's take a look at the mobile market and find out.

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The state of mobile marketing in 2013 and the power of context

  1. 1. May, 2013Mobile marketing in 2013and the power of context
  2. 2. • A bird’s eye view of the mobile world and mobile apps• How apps are doing• Where the users are• Where the marketers are• Native and web• Marketing trends for 2013• Hyper-contextOverview
  3. 3. Mobile devices are the fastest adoptedtechnology in our centuryA bird’s eye view of the mobile world and mobile apps
  4. 4. Adopted faster than the PC and TV combined
  5. 5. 6 years ago marketing possibilities with mobile phones werelimited and it wasn’t considered a relevant game changer forbusinessesAnd the internet was damn slow and expensive for mobile browsing
  6. 6. Then Steve Jobs came along…
  7. 7. And pulled the ,,we reinvented the phone” surpriseon everybody in 2007
  8. 8. From smartphones and tablets whose potential hadyet to be unlocked…
  9. 9. One in four people will own a smartphone by the end of the yearTo ~1,2bn people owning a smartphone in 2012
  10. 10. Tablet sales are increasing as wellFrom 128m units sold in 2012 (IDC)
  11. 11. To 197M Units In 2013, As PCs/Laptops Decline (Gartner)And tablets are expected To Pass Desktop Sales In 2013,Portable PCs In 2014
  12. 12. So we’re looking at a market of over 2bnmobile smart devices in 2013
  13. 13. Being lead by…
  14. 14. Android & Apple
  15. 15. By users and OS
  16. 16. Android is winning
  17. 17. But...
  18. 18. Comscore shows that users spend more money withApple
  19. 19. The same holds true for developers in revenueFor each dollar a developer makes on iOS, he onlymakes 24 cents on Android (Flurry)
  20. 20. But what are smart devices without apps?How apps are doingHow apps are doing
  21. 21. • ~45bn apps downloaded in 2012• 6.8 bn global mobile connections are• $30bn revenue from mobile apps in 2012, outof which $5bn were from mobile ads• Cumulative revenues from the mobileecosystems is ~$1.6tn• On average, each smartphone user runs 41apps• Users spend roughly 127 minutes per day withmobile apps• Facebook is the #1 app in popularity
  22. 22. How users interact with phones and appsWhere the users are
  23. 23. Time spent socializing, shopping and searching formedia content has grownWhere the users are
  24. 24. Where the marketers areThe focal point of user interaction with mobile apps will be games,socializing, media and shoppingThat’s where the mobile marketing opportunities will be in2013
  25. 25. Mobile optimization is the prime concern for marketers in 2013
  26. 26. Strongmail revealed that 42.8% of marketers are willing to invest in mobilethis year, an increase of 11% from 2012
  27. 27. Mobile ads, SMS campaigns, mail and other types of mobile marketingare just the tip of mobile opportunities
  28. 28. Native apps are still in the spotlight, with 80% of timebeing spent on apps vs. 20% mobile browsingNative and web
  29. 29. In the app vs native debate HTML5 is actually being used more asa tool for cross-platform native app development
  30. 30. Jakob Nielsen, also called ”the next best thing to a true timemachine” (USA Today), said it best.,,An app can target the specific limitations and abilities of eachindividual device much better than a website can while runninginside a browser.”
  31. 31. Apps are all about user experience and context, from geotargetednotifications, elegant designs, multiple monetization opportunitiesand leveraging user data.
  32. 32. Great mobile marketing will be in the hands of thosethat understand and focus on the power of context.Marketing trends for 2013
  33. 33. Or to be more exact…
  34. 34. Hyper-context
  35. 35. Great things are happening in the mobile world
  36. 36. Techs and software are emerging and innovations happen every day• Smart push notifications are boosting user engagement andstrengthen relationships between brands and consumers• Location based services are where mobile marketing will begolden• Cool new technologies like ByteLight can reshape contextmarketing to indoor location marketing• Big Data and Analytics will be the fulcrum of successful strategies
  37. 37. Smart push notifications are being leveraged to target specificuser segments and increase engagement
  38. 38. 97% of push notifications are read, as opposed to 3-4% for email based campaigns
  39. 39. Location based services transform coordinates intorich possibilities
  40. 40. From engineering social serendipity, to delivering products,content or ads based on real time info and real time needs, LBSare becoming a game changer for many businesses in retail &hospitality
  41. 41. ByteLight transform LED enabled light bulbs using light to sendinfo to your phone for indoor navigation and indoor location
  42. 42. Imagine going to a convention, store or mall and getting anotification for offers, map and relevant content personalised foryou…all by using a light bulb
  43. 43. Or where you can send targeted info leveraging the cornucopia ofpetabytes Big Data means today
  44. 44. Other techs and strategies are gaining traction and popularity• Near field communication helps mobile users to share info and completepayments• QR codes are increasingly used to direct users to landing pages and getcontent directly, from products to ads, QR code hunts• Augmented reality is promising to fundamentally change how we shop andexplore stores• Brand wars are driving innovation, with new technologies being eagerlyawaited, such as Google Glass or Samsung’s flexible smartphone• Mobile app development platforms will play a crucial role in gettingbusinesses and companies in the mobile game
  45. 45. So where does it all add up to?
  46. 46. Imagine a world where you have the data to send targeted and contextually relevantcontent to your users and customers, outdoors and indoors
  47. 47. Based on advanced user profiles, location triggers, segmentedaudiences, user feedback, the sky’s the limitAnd even simple things such as light bulbs
  48. 48. Great marketing driven by one revolutionary device and thehyper-context it generates
  49. 49. A booming market with great opportunities all awaiting those thatwant to take context to the next level.The bottom line?Thank you!
  50. 50. Get started on your mobile strategy!Visit us at www.appscend.com and see what makes us the one stop platform for mobileawesomeness.
  51. 51. SOURCESStrongMail: http://bit.ly/XwmNQ3 ABI Research: http://bit.ly/UXfiQnMobile Appeal: http://bit.ly/10IeBCK Baynote, Flurry: http://bit.ly/13t51mBCompendium: http://bit.ly/13itfRV Econsultancy: http://bit.ly/125UyuIIDC: http://tcrn.ch/ZvzOgf ByteLight: http://www.bytelight.com/Gartner: http://gtnr.it/14G9XGC http://bit.ly/XdlEgzCommunities Dominate Brands: http://bit.ly/Zb7NwZ GSMA: http://bit.ly/YtskKwComscore: http://bit.ly/12paKZG http://bit.ly/GCKJgZFlurry: http://bit.ly/11yweqj Urban Airship: http://mwne.ws/MuXAirhttp://bit.ly/XNH4FI Tech Crunch: http://tcrn.ch/w1PYfIhttp://bit.ly/RBaHEK http://bit.ly/gevUWbhttp://bit.ly/YVcHd4

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