DIGITAL BRIEFING 2010<br />Mobile Business Innovation<br />December 2010<br />KirstyGlenne<br />
2<br />THE WORLD <br />TODAY<br />looks like this<br />
3<br />BUT<br />THERE IS A SHIFT<br />>130 million <br />70-100,000<br />50%<br />
4<br />Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
5<br />Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
Banking<br />Organizer<br />Alerts<br />Payment<br />Voice<br />Commerce<br />SMS<br />Health<br />E-mail/ <br />MMS<br />...
In the past 10 years, mobile phones have changed the way we communicate and live… <br />
Googleestimates that there will more internet users on mobile phones than PC´s by 2013  <br />(Ian Carrington, Director of...
9<br />…In the next 10 years, the mobile phone will change the way we do business<br />(Forrester 15th Jan 2010)<br />
What do these  3  luxury items have in common?<br />$150,000 <br />SPORTS <br />CAR<br />$120,000 <br />SPORTS <br />BOAT<...
11<br />
>10  million  people  globally  used  their  iPhones  to  shop   eBay  2009 EBAY SOLD PRODUCTS VIA their mobile platform e...
$600 million 2009 –$1.5 billion by 2010<br />eBay Fashion<br />$150,000 <br />SPORTS <br />CAR<br />$120,000 <br />SPORTS ...
14<br />2%<br />4%<br />4%<br />HAVE PURCHASED<br />19%<br />20%<br />13%<br />WILLING TO <br />Source: Errol Denger, IBM ...
The Apple App Store buzz<br />7 billion<br />300,000<br />
WAKE UP – iPHONE ALARM<br />CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD<br />BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK...
Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
<ul><li>Use mobile Internet at least weekly
Conduct 2 or more mobile advanced activities at least monthly</li></ul>Super <br />Connected<br />13%<br />20%<br /><ul><l...
20<br />BMW WINTER TYRES MMS CAMPAIGN<br />Sent 117,000 MMS picture messages<br />30% conversion rate<br />35,000 customer...
In the past 10 years, mobile phones have<br />MIXING UP<br />MOBILE & SOCIAL<br />
<ul><li>$41 billion</li></ul>500 million<br />150 million<br />2<br />41 vs 31<br />
23%<br />1 in 4<br />
THERE IS A CONVERGENCE<br />MOBILE, <br />LOCATION & <br />SOCIAL<br />In the past 10 years, mobile phones have<br />
Check-in’s are more of a social game than true loyalty program<br />I “checked in” from my house down the street.<br />I “...
26<br />INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%<br />ONE DAY 4SQUARE CAMPAIGN<br />Used100 randomly awarded $5 and $10...
Location-based<br />application <br />users are heavy mobile researchers<br />Location-based<br />application users<br />a...
28<br />38%<br />
29<br />
Mobile will enable brands to influence consumers at the point of sale<br />30<br />Sephoralaunched in January 2009 a mobil...
 Instant rewards</li></li></ul><li>31<br />The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital s...
“THE MAJORITY OF PEOPLE UNDER 20 <br />THINK THE INTERNET HAS ALWAYS BEEN THERE”<br />32<br />
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Mobile briefing oslo 13th dec2010

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Mobile briefing oslo 13th dec2010

  1. 1. DIGITAL BRIEFING 2010<br />Mobile Business Innovation<br />December 2010<br />KirstyGlenne<br />
  2. 2. 2<br />THE WORLD <br />TODAY<br />looks like this<br />
  3. 3. 3<br />BUT<br />THERE IS A SHIFT<br />>130 million <br />70-100,000<br />50%<br />
  4. 4. 4<br />Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
  5. 5. 5<br />Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
  6. 6. Banking<br />Organizer<br />Alerts<br />Payment<br />Voice<br />Commerce<br />SMS<br />Health<br />E-mail/ <br />MMS<br />COMMUNICATE<br />CONTROL<br />Ticketing<br />IM/chat<br />Parking<br />Social networks<br />Search<br />CONSUME<br />CREATE<br />Web browsing<br />CONSUME<br />CREATE<br />News<br />Blogs<br />Maps<br />Pictures<br />Games<br />Music<br />6<br />TV<br />Ringtones<br />Video<br />
  7. 7. In the past 10 years, mobile phones have changed the way we communicate and live… <br />
  8. 8. Googleestimates that there will more internet users on mobile phones than PC´s by 2013 <br />(Ian Carrington, Director of Mobile Advertising Google)<br />8<br />
  9. 9. 9<br />…In the next 10 years, the mobile phone will change the way we do business<br />(Forrester 15th Jan 2010)<br />
  10. 10. What do these 3 luxury items have in common?<br />$150,000 <br />SPORTS <br />CAR<br />$120,000 <br />SPORTS <br />BOAT<br />
  11. 11. 11<br />
  12. 12. >10  million  people  globally  used  their  iPhones  to  shop  eBay  2009 EBAY SOLD PRODUCTS VIA their mobile platform every 2 seconds in the last quarter of 2009<br />12<br />(eBay,  July  2010)<br />
  13. 13. $600 million 2009 –$1.5 billion by 2010<br />eBay Fashion<br />$150,000 <br />SPORTS <br />CAR<br />$120,000 <br />SPORTS <br />BOAT<br />
  14. 14. 14<br />2%<br />4%<br />4%<br />HAVE PURCHASED<br />19%<br />20%<br />13%<br />WILLING TO <br />Source: Errol Denger, IBM (E-handelstrender no10/11 2010)<br />
  15. 15. The Apple App Store buzz<br />7 billion<br />300,000<br />
  16. 16. WAKE UP – iPHONE ALARM<br />CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD<br />BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMES<br />COMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONE<br />WORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATION<br />MEETING – GET DIRECTIONS ON YOUR IPHONE<br />
  17. 17.
  18. 18. Source: European Forrester Technographics® Benchmark Survey, Q2 2010<br />
  19. 19. <ul><li>Use mobile Internet at least weekly
  20. 20. Conduct 2 or more mobile advanced activities at least monthly</li></ul>Super <br />Connected<br />13%<br />20%<br /><ul><li>Play games, listen to music or Watch TV/video at least weekly</li></ul>19%<br />27%<br />Entertainers<br /><ul><li>Use mobile phone for work purposes more than 25 percent of their time</li></ul>7%<br />12%<br />Connectors<br /><ul><li>Use primarily communication services (e.g, SMS)</li></ul>35%<br />41%<br />Communicators<br /><ul><li>Primarily use voice</li></ul>28%<br />20%<br />Talkers<br /><ul><li>Do not own a mobile phone</li></ul>10%<br />4%<br />Inactives<br />Source: European Technographics Benchmark Survey, Q2 2010<br />
  21. 21. 20<br />BMW WINTER TYRES MMS CAMPAIGN<br />Sent 117,000 MMS picture messages<br />30% conversion rate<br />35,000 customers<br />$1,300 Spend<br />Cost 60,000 to run<br />ROI per MMS<br />$758<br />$45 million<br />
  22. 22. In the past 10 years, mobile phones have<br />MIXING UP<br />MOBILE & SOCIAL<br />
  23. 23. <ul><li>$41 billion</li></ul>500 million<br />150 million<br />2<br />41 vs 31<br />
  24. 24. 23%<br />1 in 4<br />
  25. 25. THERE IS A CONVERGENCE<br />MOBILE, <br />LOCATION & <br />SOCIAL<br />In the past 10 years, mobile phones have<br />
  26. 26. Check-in’s are more of a social game than true loyalty program<br />I “checked in” from my house down the street.<br />I “checked in” from my house down the street.<br />Weekly usage estimated 1% of mobile owners<br />
  27. 27. 26<br />INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%<br />ONE DAY 4SQUARE CAMPAIGN<br />Used100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners<br />Cost them a total of $1000<br />
  28. 28. Location-based<br />application <br />users are heavy mobile researchers<br />Location-based<br />application users<br />are heavy mobile researchers<br />1/3rd<br />11.5%<br />
  29. 29. 28<br />38%<br />
  30. 30. 29<br />
  31. 31. Mobile will enable brands to influence consumers at the point of sale<br />30<br />Sephoralaunched in January 2009 a mobile service to assistshoppersin-store<br />Product reviewsfrompeersat the point of sale<br /><ul><li> Coupons
  32. 32. Instant rewards</li></li></ul><li>31<br />The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital services<br />M-commerceis here but its still relatively niche <br />LOCATION will become a core enabler of real-time marketing offerings<br />CONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways <br />
  33. 33. “THE MAJORITY OF PEOPLE UNDER 20 <br />THINK THE INTERNET HAS ALWAYS BEEN THERE”<br />32<br />
  34. 34. 100%<br />33<br />

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