Nokia Digiday Mobile


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  • Nokia Digiday Mobile

    1. 1. Mobile trends Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia Interactive
    2. 2. <ul><li>More than 1 billion Nokia devices in use - 38% market share </li></ul><ul><li>World’s 5th most valued brand </li></ul><ul><li>Focus on Internet services </li></ul><ul><li>Global network of Nokia, carrier and premium publisher sites </li></ul><ul><li>6 Awards in 2008 for brand campaigns </li></ul>
    3. 4. PC internet also growing … Source: AMD, Internet World Stats, EMC, Nokia 1995 2000 2005 2010 1 2 3 4 5 6 7 Billion but not homogeneously Source: ITU, Internet World Stats Mobile has different role to play in emerging markets World population Internet users Mobile subscriptions Internet penetration Mobile users
    4. 5. Attitudes to advertising vary Cynical Cynical Cynical consumers saturated by advertising and cynical in attitude Optimistic Optimistic Optimistic Optimistic consumers view advertising positively as useful source of info & entertainment Rational Rational Rational consumers open- minded about ads, but demand clear benefit
    5. 6. <ul><ul><li>Smartphones rising </li></ul></ul><ul><ul><li>Death of patience </li></ul></ul><ul><ul><li>Rewarding engagement </li></ul></ul><ul><ul><li>Personal expression </li></ul></ul><ul><ul><li>New learning economy </li></ul></ul><ul><ul><li>Clickable world </li></ul></ul><ul><ul><li>Personal relevance </li></ul></ul>7 trends
    6. 7. Smartphones rising
    7. 8. Source: Economist
    8. 9. The converged device Always with me
    9. 10. Smartphones multiple usage Voice 12 % Time per application Source: Smartphone 360 study 2007 Messaging 37 % Multimedia 16 % Personal Information Management 14 % Productivity 1 % Utility 4 % Games 4 % Browsing 8 %
    10. 11. <ul><ul><li>30+% pa growth </li></ul></ul><ul><ul><li>Exceeds laptop unit sales </li></ul></ul><ul><ul><li>Nokia 44% share </li></ul></ul><ul><ul><li>Taking roles from online </li></ul></ul><ul><ul><li>Rise of the app </li></ul></ul><ul><ul><li>Highly influential </li></ul></ul>Tap to Sign Up for Alerts Nokia 44% Apple 8% RIM 17% HTC 4% Other 23% Samsung 4% Source: Gartner, end 2008
    11. 12. “ The value of an app is directly proportional to the number of people who access and download it” © 2008 Nokia
    12. 13. Smartphone = 40% of users on Nokia Media Network © 2008 Nokia
    13. 14. <ul><ul><li>Launch May 2009 </li></ul></ul>
    14. 15. <ul><ul><li>Not just for Smartphones: addresses 98% of users new to apps </li></ul></ul><ul><ul><li>But a smart store: </li></ul></ul><ul><ul><li>- suggests things you might like, adding ‘social location’ dynamics </li></ul></ul><ul><ul><li>- shows relevant apps based on what friends have bought or where you are </li></ul></ul><ul><ul><li>AccuWeather, Facebook, Rough Guides, Lonely Planet, Electronic Arts, Fox Mobile, and MySpace already developing </li></ul></ul><ul><ul><li>Ovi Store </li></ul></ul>
    15. 16. Death of patience LouisCK.flv
    16. 17. <ul><ul><li>New technologies raising expectations </li></ul></ul><ul><ul><li>Intolerance of delays: </li></ul></ul><ul><ul><ul><li>Queues </li></ul></ul></ul><ul><ul><ul><li>Download times </li></ul></ul></ul><ul><ul><li>Dislike of ‘downtime’ </li></ul></ul><ul><ul><li>Rise of bite-sized information </li></ul></ul><ul><ul><li>Expectation for fast, instant engagement </li></ul></ul>
    17. 19. Contactless payment Mobile wallet Couponing
    18. 20. Rewarding engagement
    19. 21. <ul><ul><li>Consumer/provider relationship changing </li></ul></ul><ul><ul><li>Brands must reward engagement </li></ul></ul><ul><ul><li>Lines blurring between advertising and useful services </li></ul></ul><ul><ul><li>Consumers interacting more to create the content </li></ul></ul><ul><ul><li>New business models </li></ul></ul><ul><ul><li>Future where basic services and copyable content free, while people pay for deeper engagement </li></ul></ul>
    20. 22. Appeal of mobile incentives © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Source: Harris Interactive, 2008
    21. 23. <ul><ul><li>Pepsi Super Bowl can design launch </li></ul></ul><ul><ul><li>Banners on Sprint offered: </li></ul></ul><ul><ul><ul><li>Win tickets </li></ul></ul></ul><ul><ul><ul><li>Live video updates of game </li></ul></ul></ul><ul><ul><ul><li>Download branded wallpaper </li></ul></ul></ul><ul><ul><ul><li>View video of new can designs </li></ul></ul></ul><ul><ul><li>4.65% average CTR </li></ul></ul><ul><ul><li>Wallpaper download more popular than click to win tickets (175,000 downloads) </li></ul></ul><ul><ul><li>50+% of clicks downloaded wallpaper </li></ul></ul><ul><ul><li>60+% of clicks viewed video </li></ul></ul>© 2008 Nokia
    22. 24. Game rewards <ul><ul><li>Nike T90 football game </li></ul></ul><ul><ul><li>Pan Europe on Nokia Media Network </li></ul></ul><ul><ul><li>200,000 downloads in month </li></ul></ul><ul><ul><li>7% average CTR, 33% on some sites </li></ul></ul><ul><ul><li>View catalog & download ‘Dee&Gee’ game </li></ul></ul><ul><ul><li>10% average CTR on </li></ul></ul>
    23. 25. Coupons and tickets Big potential, especially in a recession-hit world “ Frugal cybermoms are nations new sweethearts”
    24. 26. Personal expression
    25. 27. <ul><ul><li>The way we engage with machines has changed dramatically </li></ul></ul><ul><ul><li>Mobiles are potent for self expression, both in what they say about you and how they are used </li></ul></ul><ul><ul><li>Becoming more expressive, easy, rich, intuitive and fun </li></ul></ul>
    26. 28. Missing you…
    27. 30. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
    28. 31. Seda: Brazil Talked about in 100+ internet communities First tech attribute scores 5% average CTR 360k mobile site visits (2x web) in 2 months MMA award
    29. 32. New learning economy
    30. 33. New learning economy <ul><ul><li>Greater personal responsibility for education </li></ul></ul><ul><ul><li>Outside classroom: gaming and communities </li></ul></ul><ul><ul><li>Blurring boundaries between gaming and learning </li></ul></ul><ul><ul><li>Learning increasingly seen as personal enrichment and self-development </li></ul></ul><ul><ul><li>Growth of self monitoring tools and services </li></ul></ul>
    31. 34. Nokia Sports tracker GPS-based activity tracker Monitors route, distance, speed, altitude, heart rate, pictures on route Community functions MWC 2009 award
    32. 35. Knorr recipes: bookmark by handset & market Knorr Mobile Cookbook
    33. 36. Next billion digital consumers Mid Low High Rural Suburban / low tier cities Urban Population spread Population by income class No Mobile access No Internet access Mobile penetration Fixed line internet
    34. 37. Nokia Life Tools Sponsorship opportunities Agriculture
    35. 38. Sponsorship opportunities
    36. 39. Education
    37. 40. Sponsorship opportunities
    38. 41. Clickable world
    39. 42. <ul><ul><li>We see a clickable world where all marketing will become interactive </li></ul></ul><ul><ul><li>Rather than mass media dollars moving to online, interactive technologies will infiltrate all media </li></ul></ul><ul><ul><li>Mobile will be key: </li></ul></ul>Response Enquiry Reward Carry on the person Locate Profile Dialogue Payment Research
    40. 43. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials SMS MMS
    42. 45. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
    43. 46. Point & find
    44. 47. Personal relevance
    45. 48. <ul><ul><li>More data in mobile to use to improve targeting </li></ul></ul><ul><ul><li>People more willing to share info – location, time, preferences - for relevance </li></ul></ul><ul><ul><li>Mass-targeted content in decline </li></ul></ul><ul><ul><li>Control in the hands of the user </li></ul></ul>
    46. 49. Sprint leads the field <ul><li>Most advanced Carrier Grade Media </li></ul><ul><li>Rock solid subscriber data and mobile behavioral targeting </li></ul><ul><li>18m unique mobile internet users </li></ul>Behaviors: 50+ categories of high-propensity Individuals. Based on mobile web browsing activity & premium mobile content purchase <ul><li>Content Categories: </li></ul><ul><li>Search & Directories </li></ul><ul><li>News & Finance </li></ul><ul><li>Entertainment </li></ul><ul><li>Mobile Communications </li></ul><ul><li>Premium Content & Downloads </li></ul><ul><li>Sports </li></ul><ul><li>Weather </li></ul><ul><li>Demographics: </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>HH Income </li></ul><ul><li>Geography </li></ul><ul><li>Education </li></ul><ul><li>Presence of Children </li></ul><ul><li>Ethnicity </li></ul><ul><li>Marital Status </li></ul>Time of Day & Day of Week
    47. 50. Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications. LBS extends from locations to businesses, other points of interest and friends 2012: 500 million users worldwide
    48. 51. Exchange of personal information for more relevant services Relevance profiling gathers sophistication Likes brands
    49. 52. More than mobile advertising © 2008 Nokia Branded content distribution On device marketing Carrier data Behaviour and location targeting Consumer Context In app media Bookmarks Premier publishers Handset knowledge Display advertising Nokia mobile internet services Carriers
    50. 53. How will mobile’s unrivalled impact grow? Over 3 times more powerful than online (Dynamic Logic) Mobile banner ad brand recall as high as 30 sec TV spot (Nielsen 2008) © 2008 Nokia Source: Dynamic Logic AdIndex July 08 2.6 5.6 23.9 3.0 12.2 1.7 5.4 1.5 4.7 6.9 Aided Brand Awareness Ad Awareness Message Association Brand Favorability Purchase intent Mobile Online
    51. 54. Thank you [email_address] Global Director, Mobile Brand Strategy, Nokia Interactive