Mobile Media & Convergence 2010


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Presentatie voor de tweede editie van het Mobile Marketing Forum op vrijdag 30 april 2010 in Brusselse hotel le méridien

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  • 02.05.10
  • Traffic is expected to increase (from 210 bln in 2009) to levels of 5.471 bln by 2013
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  • Gen Y = children of the Boomers or people born in the 1970s and 1980s Google dominates the local search market for both PC-based and mobile-based local searches
  • Mobile users expect an experience similar to what they get online
  • it gives you a unique insight into six European cities from hand picked local “Nike Insiders” while also delivering the latest premium content, product release integration, QR code readers for secret competitions that will be activated later and live social media integration with a rewards scheme for participation - all developed with the latest iPhone app features and technology. 
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  • Mobile advertising is more successful than internet advertising and shows potential for future revenue generation Conclusion : Total impressions delivered: 50.149 Total clicks: 149 CTR* Medium Rectangle HUMO : 0,45% CTR Half Banner HUMO: 0,21% Other mobile advertisements this year on & Volkswagen, BMW, Fox Marley 02-05-10
  • - This map shows the popularity of different mobile browsing platforms country by country, with some interesting results. - Apple’s dominance can clearly be seen, with the iPhone and iTouch accounting for over half the market in the US, Canada, UK, France, Germany and Japan. The Android platform has its largest share in the US and the UK, but has a much weaker share in other countries. This could change in the near future as new phones emerge that run Android, such as the Nexus One. Docomo and KDDI are the largest mobile phone operators in Japan, and account for 12% of the mobile browser share platforms. - Canada seems to like the iPhone and iTouch, with 86% of mobile internet users using this platform to access the internet.
  • * > 3500 applications available exclusively for iPad * 50.000 iPads sold within 2 hours VS 1.038.295 iPads 3 weeks later (26/04/2010, AppleInsider) * Largest category (games): 833 titles (35%), - Entertainment: 260 and Education: 205 titles * 83% of applications on the iPad are paid, while only 73% of all applications are paid on the iPhone. * Average price of all paid applications that are solely compatible with iPad is $3.61 compared to $3.55 for applications compatible with iPhone * Books are currently cheaper on the iPad than on the iPhone which may be influenced by the iBook store availability on the iPad.
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  • According to the report, Android traffic in the U.S. increased to 46 percent of operating system share compared to 39 percent for the iPhone operating system. Worldwide, the iPhone OS still took the top spot, taking 46 percent of the OS share, with Android phones seeing 25 percent of impressions. AdMob measures mobile ad impressions, which is a proxy for overall traffic. 02-05-10
  • Social media is a natural sweet spot for mobile since mobile devices are at the center of how people communicate with their circle of friends, whether by phone, text, email, or increasingly, accessing social networking sites via a mobile browser 02-05-10
  • - There are more than 100 mln active users currently accessing facebook through their mobile devices - People that use facebook on their mobile devices are twice more active on facebook than non-mobile users 02-05-10
  • - In january 2010 more than 25 mln facebook users accesses the site via a mobile browser - The number of mobile phones in general connecting to facebook through a mobile browser grew by 112% from a year ago, while twitter experienced a 347% jump - At the end of 2009, 17% of mobile phone users had smartphones, up from 11% at the end of 2008 02-05-10
  • 02.05.10 Methodology: The mobile intent index research study is updated on a quarterly basis. Each quarterly update is based on a nationally representative and Census-balanced sample of a minimum of 500 American adults 18 years of age and older. The index for each category is calculated on the basis of how frequently respondents report going online for 295 reasons or intents.
  • 02.05.10 70% women vs. men 58% go online using their mobile to entertain
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  • Mobile Media & Convergence 2010

    1. 1. Mobile & Media Convergence Mobile marketing forum 2010 30 April 2010 Carole Lamarque Business Unit Manager • Mobile Carl Vanormelingen voor stagementor Carole Lamarque
    2. 2. Caroberry • Bio Media & Mobile convergence• Runner & Music fan• Member of the General Assembly of AB Concerts• Mobile Business Unit Manager Sanoma Magazine• Founder "Carole Lamarque is Solvay HEC Master Marketer with over 15 years experience in Consumer Marketing, having started at Belgian Shell in 1994 in BtoB Sales & Marketing, and moving to Belgacom in 1999. As Belgacom ’ s Senior Marketing Strategy Manager, Carole was responsible strategic implementation Customer Centric focused programs, after launching several innovation as Phonemail, free Internet called, creating the Winback activities and joining the Fixed/Mobile convergence. In 2007 she went for Mobile & Media convergence by taking a new challenge at Sanoma Magazines Belgium as Business Unit Manager Mobile, and founded the Proximus partnership and HUMO on mobile internet. ° The Vlerick Business School, Master in Innovation & Entrepreneurship broadened her marketing know how, with the ability for innovation & change management within large organizations." WHO Media Madam in love with Technology
    3. 3. The end & future of advertising WHAT [video]
    4. 4. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>WHAT Agenda
    5. 5. SMS Mobile bannering Mobile search Mobile video Couponing Augmented reality QR-codes iPhone branded apps Mobile games Location Based Services WHAT
    6. 6. Mobile Messaging Futures 2009-2013 SMS SMS Number 1 communication worldwide
    7. 7. Mobile bannering Flair “Love Wheel” Spin Love Wheel • Share Love on Facebook • Or just Play again Business Models ° Advertising sponsored ° Pricing Customer : Free ° Launched 15.02.2010 Business Model Concept ° The real Love Wheel was published in print as well ° Spin the Wheel ° Get Romantic or Spicy suggestions for your loved1 ° Post them on Facebook or Twitter Concept
    8. 8. Advertising via Pre-roll Mobile bannering Attracted several advertisers in 2009
    9. 9. <ul><li>Still a niche behaviour </li></ul><ul><li>+ $20 bln in revenue by 2015 </li></ul><ul><li>Use Add advertisements or POI attributes to underlying map data (TomTom, TeleAtlas, …) </li></ul>Forrester study (19/10/20009): Gen Y points mobile future for local search Mobile search Google dominates both PC and mobile search market
    10. 10. <ul><li>Growth of 52% in Q1 2009 <> 2008 </li></ul><ul><li>13,4 mln US consumers watch + 3,5u mobile video/month </li></ul><ul><li>Same experience on mobile ‘as’ online </li></ul><ul><li>Mobile video ad inventory offers innovative options beyond just the banner </li></ul><ul><li>Mobile video ads “beat” online video ads in every measure: </li></ul><ul><ul><ul><li>8x higher increase in purchase intent </li></ul></ul></ul><ul><ul><ul><li>Audience is smaller than online, but engagement and efficiency is the best of any digital media </li></ul></ul></ul><ul><ul><ul><li>Highest recall rate (55%) </li></ul></ul></ul>23/03/2010: Nielsen A2/M2 Three Screen Report Mobile video State of Mobile video
    11. 11. [Cisco] – Global mobile data traffic forecast 2009-2014 Belgian Mobile Internet will triple in the next 5 years -> 28% in 2015 <ul><li>Mobile data traffic will double every year through 2014 </li></ul><ul><li>Increasing 39 times between 2009 and 2014 </li></ul><ul><li>66% of the world's mobile data traffic will be video by 2014 </li></ul><ul><li>Overall mobile data traffic is expected to grow to 3.6 Exabytes (3,6 bln GB) per month by 2014 </li></ul>Mobile video
    12. 12. Morgan Stanley The Mobile Internet Report • 15.12.2009 Mobile video
    13. 13. <ul><li>One of the biggest differences with PC users </li></ul><ul><li>We can know where you are  define the context  show relevant information </li></ul>LBS © The Reference Location Based Services The Reference
    14. 14. iPhone branded apps
    15. 15. Consumers Discovery Delivery Usage Consumers Discovery Delivery Usage <ul><li>Operator mobile portal or </li></ul><ul><li>direct address entry </li></ul><ul><li>e.g. </li></ul><ul><li>Mobile search </li></ul><ul><li>e.g. </li></ul><ul><li>Mobile application </li></ul><ul><li>store on the handset </li></ul><ul><li>e.g. iTunes app store </li></ul><ul><li>Operator portal </li></ul><ul><li>Browse PC Web site </li></ul><ul><li>Download </li></ul><ul><li>over the air [3G, Wifi] </li></ul><ul><li>Download to PC, </li></ul><ul><li>then onto the phone via a cable </li></ul>Source : based on Forrester Research April 2009 summaries for Sanoma Magazines Belgium <ul><li>Mobile Web browser built in to the handsets </li></ul><ul><li>Mobile Web browser built in to the handsets </li></ul>App store versus Mobile Browsing • What’s the difference? Application stores versus Mobile Surfing WHAT Browsing 1 App Store 2
    16. 16. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>Agenda WHY
    17. 17. ° Mobile ad campaign norms 5x more effective than online norms ° Effective advertising medium ° Mobile Internet campaigns resulted in 9% points for aided & unaided awareness & 24% points for ad awareness <ul><li>° Mobile <> Online </li></ul><ul><ul><li>Product Purchase 3x higher  </li></ul></ul><ul><ul><li>Entertainment purchase intent 4  </li></ul></ul><ul><ul><li>Travel purchase intent effect 5  </li></ul></ul><ul><ul><li>Technology purchase intent 7  </li></ul></ul><ul><ul><li>Advantage over online when it comes to the engagement people have with the device/environment ads are being served in </li></ul></ul>05/02/10 : Mobile ad campaigns 5 times more effective than online by InsightExpress Why should you go mobile? WHY
    18. 18. Average click through rates for Mobile advertisements on in 2009 are 6 times higher than for online advertisements Click through rates Mobile Advertising 2009 Medium rectangle Banner Source: AIMIA 6th conference on the Future of Digital Advertising Source: Sanoma Mobile Belgium data 2009 96% of SMS are read within 20 minutes <ul><li>Response Mobile: 3 - 7% </li></ul><ul><li>Conversion Mobile: 10 - 20% </li></ul>Mobile advertising more successful than internet advertising WHY
    19. 19. <ul><li>Different media are used at different time slots for different purposes </li></ul><ul><li>Sanoma has access to 3 channels: Print, Internet & Mobile </li></ul><ul><li>The combination of these 3 channels provide full coverage of the information reading time slots </li></ul>Extending to new medias allows to adapt to consumers’ new lifestyle WHY Sanoma Mobile Belgium 2009 7-9 am Mobility Office 1-2 pm 8-9 pm Evening WE Office Mobility TV Print Radio Internet Mobile 9am -1pm 2-7pm 7-8 pm 9-10 pm Increasing fragmentation of places and times for information reading
    20. 20. Source : Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen • March 2010 WHY
    21. 21. WHY Bron: Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen
    22. 22. WHY Number of mobiles for 100 people Bron: Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen
    23. 23. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>Agenda HOW
    24. 24. <ul><li>According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On 15.01.2010 « only» 133.979. </li></ul>iPhone fastest growth IN HISTORY HOW
    25. 25. ° Twitter : Carole Lamarque [@caroberry] 04/03/10 06:44 [Market Share] • Mobile Browser market share map Popularity of mobile browsers per country Apple’s dominance is clear What about the US market shares? Android has a ground in UK & US HOW
    26. 26. Morgan Stanley The Mobile Internet Report • 15.12.2009 The technology sector is gaining vs. Telco as the mobile Internet market develops & a large portion of incremental profits go to companies that drive innovation & gain scale Print media hail iPad’s potential HOW
    27. 27. Purpose: What will tablets be used for? HOW 12/04/10 • IAB UK •
    28. 28. Location: Where will they be used? HOW 12/04/10 • IAB UK •
    29. 29. Marketing: Opportunities for brands? HOW 12/04/10 • IAB UK •
    30. 30. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>Agenda TODAY
    31. 31. <ul><li>Mobile Internet is used when: </li></ul><ul><ul><li>54%: “when they have to wait” </li></ul></ul><ul><ul><li>33%: at home, in their free time </li></ul></ul><ul><ul><li>31%: during public transport </li></ul></ul>DESKTOP WEBSITE MOBILE WEBSITE Bed surfing Wake up / Traffic jam surfing Bus/Tram/Train waiting Lunch surfing TV surfing Bed surfing <ul><ul><ul><li>18%: at work </li></ul></ul></ul><ul><ul><ul><li>13%: in the car </li></ul></ul></ul><ul><ul><ul><li>10% always and everywhere </li></ul></ul></ul>They do it everywhere When do Belgians surf? TODAY The Reference
    32. 32. Belgian figures Forrester Research TODAY Mobile adoption and sales forecast
    33. 33. Forrester Research TODAY Mobile adoption and sales forecast
    34. 34. Mobile internet penetration Forrester Research TODAY Mobile adoption and sales forecast
    35. 35. TODAY
    36. 36. Morgan Stanley The Mobile Internet Report • 15.12.2009 TODAY
    37. 37. Android grows, iPhone not TODAY
    38. 38. TODAY Android passes iPhone Web Traffic in U.S. 27/04/2010: Admob Mobile Metrics
    39. 39. TODAY
    40. 40. TODAY
    41. 41. TODAY
    42. 42. TODAY
    43. 43. TODAY 30/03/10:How are mobile phones changing social media
    44. 44. TODAY 30/03/10:How are mobile phones changing social media
    45. 45. TODAY 30/03/10:How are mobile phones changing social media
    46. 46. TODAY 30/03/10:How are mobile phones changing social media
    47. 47. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>Agenda WHO
    48. 48. iPod touch is particularly popular among younger users 2/3 iPod touch owners are now under 17 24/03/10: iPhone Age Segmentations & Comparison: Say hello to the i[Phone] generation WHO iPhone Age Segmentations & Comparison
    49. 49. WHO ° Twitter : Carole Lamarque [@caroberry] 28/02/10 Quarterly US study
    50. 50. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 Mobile phone users go quicker online than online users to be part of a community WHO
    51. 51. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 Men use their mobile phones more than women WHO
    52. 52. WHO ° Twitter: Carole Lamarque [@caroberry] 28/02/10 Women are more likely to entertain others/ share with others
    53. 53. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 Youth uses mobile phones to personally express WHO
    54. 54. WHO ° Twitter: Carole Lamarque [@caroberry] 28/02/10 Seniors use their mobile phones to educate
    55. 55. <ul><li>What’s mobile marketing </li></ul><ul><li>Why advertising on mobile </li></ul><ul><li>How big is the market </li></ul><ul><li>Mobile today </li></ul><ul><li>Who: Segmentation </li></ul><ul><li>Conclusion </li></ul>Agenda CONCLUSION
    56. 56. BBC (Erik Huggers): “Future of Media & Technology”: 2012 Olympics: Broadcasting on 3 platforms: tv – web – online Blackberry (Mike Lazaridis): Respect of operators networks against “capacity crunch” Google (Eric Schmidt): “Mobile in the heart of the internet” CONCLUSION
    57. 58. Follow Me on Twitter Carole Lamarque Questions