Why you should get serious about the mobile web by TijsVrolix

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Why you should get serious about the mobile web - Presentation Transcript
UP DA TE D1E-MARKETING PLUS26 January 2011 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEBi by tijs.vrolix@proximity.bbdo.be
Door saravdv op Flickr / saravdv.beTIJS VROLIXStrategic Planner at Proximity BBDO tijs.vrolix@proximity.bbdo.be @tijs
http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/EVEN THOUGH YOU’D THINKWE CAME A LONG WAY
By Leodileo on FlickrWE ARE ONLY JUSTGETTING STARTED
2005: the year of the mobile web2006: the year of the mobile web2007: the year of the mobile web2008: the year of the mobile web2009: the year of the mobile web2010: the year of the mobile web
2005: the year of the mobile web ited lim hardware2006: the year of the mobile web small2007: the year of the mobile webrket ma bad browsers2008: the year of the mobile web costly data2009: the year of the mobile web ns pla2010: the year of the mobile web
2010 WAS THE YEAR OF THE MOBILE WEB2011 WILL BE EVEN MORE SO
1BATTLEOF THE DEVICES
By chriswsonic357 on FlickrJANUARY 2007APPLE IPHONE
“The iPhone has taken thefrustration out of browsingon a mobile phone.”Charles Wolf, Needham & Company
60% Browse the web at least once a day.70% Check email at least once a day.80% Use iPhone to browse the web.
By owaief89 on FlickrTOUCHSCREEN SMARTPHONES ARE THENEW STANDARD
70605040302010 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley
2EARLY ADOPTERS EAGER TOCONSUME THE MOBILE WEB
By ohad* on FlickrSo who isthis earlyadopter?YOUNG (16-34)AFFLUENTURBAN DWELLINGPROFESSIONAL
And what are they usingthe mobile web for?SOCIAL NETWORKINGNEWS AND INFORMATIONEMAIL Source: Essential Research
LET’S PUT THINGSINTO PERSPECTIVE
76% of all mobile phone users do not use their mobile to access the Internet.It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).Source: Essential Research
3MILLIONSOF USERS ENTERING THE MARKETIN THE NEXT FEW YEARS
In201380mobileof all %devices will beTOUCHSCREENSource: Gartner
“In three yearstime, desktops willbe irrelevant.”John Herlihy, Google
By futureatlas.com on FlickrMEET THE REALWORLD WIDE WEB
MORE PEOPLE will access the MOBILE WEB than theDESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley
4SOCIAL NETWORKINGIS THE NUMBER ONE REASONTO USE THE MOBILE WEB
remember70%use the mobile web forSOCIAL NETWORKING
“The explosion ofsocial networks in thepast few years is justthe Web catching upwith life, since peopleare naturally social.”Eric Schmidt, Google
+112% +347% January 2009 January 2010500 000 000 USERS150 000 000 MOBILE FB USERS
Case: dominates UK mobile use2100 Accounts for nearly half of all the time people in1575 the UK spend going1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/Comsc

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Why you should get serious about the mobile web by TijsVrolix

  1. 1. UP DA TE D1E-MARKETING PLUS26 January 2011 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEBi by tijs.vrolix@proximity.bbdo.be
  2. 2. Door saravdv op Flickr / saravdv.beTIJS VROLIXStrategic Planner at Proximity BBDO tijs.vrolix@proximity.bbdo.be @tijs
  3. 3. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/EVEN THOUGH YOU’D THINKWE CAME A LONG WAY
  4. 4. By Leodileo on FlickrWE ARE ONLY JUSTGETTING STARTED
  5. 5. 2005: the year of the mobile web2006: the year of the mobile web2007: the year of the mobile web2008: the year of the mobile web2009: the year of the mobile web2010: the year of the mobile web
  6. 6. 2005: the year of the mobile web ited lim hardware2006: the year of the mobile web small2007: the year of the mobile webrket ma bad browsers2008: the year of the mobile web costly data2009: the year of the mobile web ns pla2010: the year of the mobile web
  7. 7. 2010 WAS THE YEAR OF THE MOBILE WEB2011 WILL BE EVEN MORE SO
  8. 8. 1BATTLEOF THE DEVICES
  9. 9. By chriswsonic357 on FlickrJANUARY 2007APPLE IPHONE
  10. 10. “The iPhone has taken thefrustration out of browsingon a mobile phone.”Charles Wolf, Needham & Company
  11. 11. 60% Browse the web at least once a day.70% Check email at least once a day.80% Use iPhone to browse the web.
  12. 12. By owaief89 on FlickrTOUCHSCREEN SMARTPHONES ARE THENEW STANDARD
  13. 13. 70605040302010 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley
  14. 14. 2EARLY ADOPTERS EAGER TOCONSUME THE MOBILE WEB
  15. 15. By ohad* on FlickrSo who isthis earlyadopter?YOUNG (16-34)AFFLUENTURBAN DWELLINGPROFESSIONAL
  16. 16. And what are they usingthe mobile web for?SOCIAL NETWORKINGNEWS AND INFORMATIONEMAIL Source: Essential Research
  17. 17. LET’S PUT THINGSINTO PERSPECTIVE
  18. 18. 76% of all mobile phone users do not use their mobile to access the Internet.It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).Source: Essential Research
  19. 19. 3MILLIONSOF USERS ENTERING THE MARKETIN THE NEXT FEW YEARS
  20. 20. In201380mobileof all %devices will beTOUCHSCREENSource: Gartner
  21. 21. “In three yearstime, desktops willbe irrelevant.”John Herlihy, Google
  22. 22. By futureatlas.com on FlickrMEET THE REALWORLD WIDE WEB
  23. 23. MORE PEOPLE will access the MOBILE WEB than theDESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley
  24. 24. 4SOCIAL NETWORKINGIS THE NUMBER ONE REASONTO USE THE MOBILE WEB
  25. 25. remember70%use the mobile web forSOCIAL NETWORKING
  26. 26. “The explosion ofsocial networks in thepast few years is justthe Web catching upwith life, since peopleare naturally social.”Eric Schmidt, Google
  27. 27. +112% +347% January 2009 January 2010500 000 000 USERS150 000 000 MOBILE FB USERS
  28. 28. Case: dominates UK mobile use2100 Accounts for nearly half of all the time people in1575 the UK spend going1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/Comscore
  29. 29. – You dont know what youre missing until you get a taste –
  30. 30. 5SERVICESARE MORE IMPORTANT THAN HARDWARE
  31. 31. We are seeing atransformation ofNokia into software andservices to respond toconsumer needs.Tero Ojanperä, Nokia
  32. 32. Shift to mobileservicesCOMMUNICATIONINTEGRATION AND SYNCHRONISATIONMOBILE PAYMENTSCONTEXT AWAREMOBILE HEALTH
  33. 33. 6REALTIMERELEVANCE
  34. 34. Mobile is the perfect medium tokeep up with the web while you’re away from your computer.
  35. 35. By apoxapox on FlickrBECAUSE IT’S ALWAYS INOUR POCKETS
  36. 36. 7CONTEXTIS KING
  37. 37. THE IMPORTANCE OFLOCATION
  38. 38. 8MOBILEMAKE$ MONEY
  39. 39. – July 10, 2008: iTunes App Store launch –The app store economy
  40. 40. 400 000 apps January 201110 000 000 000 downloads January 2011 40 apps/user September 2010 75 % free €$$ € 2,50 average price January 2011
  41. 41. Gartner, IDC mobile application store predictionsNumbers in billions 2009 2010 2013 2014 Downloads 2,5 4,5 21,6 76,9 Revenue $4,2 $6,8 $29,5 $35
  42. 42. 9WHICH IS GOOD NEWSFOR MARKETEERS
  43. 43. 2013 precious mobile ad market $3,1B screen estate 9% SMS2008 18% Displaymobile ad market$160M Search Kelsey Group 24% 73%13% 63% 35% will be local ads!
  44. 44. – Mobile display advertising is not dead –
  45. 45. THE FUTURE OF MOBILE ADVERTISING IS INPULL, NOT PUSH
  46. 46. HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING? The Nielsen Company, September 2010 55+35-4425-3418-2413-17 0 25 50 75 100 ALWAYS SOMETIMES NEVER
  47. 47. EVER CLICKED AN ADVERTISEMENT WITHIN AN APP? The Nielsen Company, September 2010 AndroidWindows M iPhone PalmBlackberry 0 25 50 75 100 YES NO
  48. 48. display social games utility bluetoothSMS MOBILE MARKETING location mobile site payment loyalty
  49. 49. – Marketing as a service: action speaks louder than words –
  50. 50. MOBILE LOYALTY LOCATION
  51. 51. NOT ONE SINGLE APP/SOLUTION *But rather a combination of multipleelements that fit your (consumers’) goals.This is also the answer to web versus native development *
  52. 52. 10WE’RE ONLY GETTINGSTARTED
  53. 53. MOBILE BARCODES
  54. 54. MOBILE PAYMENT
  55. 55. PAY-DESKS ARE SO2010
  56. 56. Let’s go one step ata time though ...
  57. 57. By thorinside on FlickrIT’S ABOUT TIME FOR THEREAL THING
  58. 58. “MOBILE FIRST!” Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus. Eric Schmidt, Google
  59. 59. 1E-MARKETING PLUS26 January 2011 reasons WHY NOWtime to get serious about the MOBILE WEB is the perfecti download from slideshare.net/tijs and feel free to use (CC Attribution)

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