The Mobile - Online Wave and What to Expect

1. Training
Day
–
31st
October,
2011
The Mobile - Online Wave and What to
Expect
Navin Williams – Mobile Measure
A
Presenta*on
from
the
Fes*val
of
NewMR
Training
Day
–
October
31,
2011

2. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
THE
MOBILE
–
ONLINE
WAVE
&
WHAT
TO
EXPECT
NAVIN WILLIAMS, CEO - MOBILEMEASURE CONSULTANCY LIMITED
Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT

3. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
– GLOBAL
MOBILE
DIVIDE
– MOBILE
–
ONLINE
CONSUMER
DRIVEN
UNITY
– CASE
STUDY
– MOBILE
MR
OPPORTUNITY
– TOP
5
MOBILE
MR
TRENDS

4. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
FEATURE
PHONES
OUTSELL
SMARTPHONES
4
:
1
2010
2011
2012
2013
2014
North
America
33%
37%
44%
51%
54%
Western
Europe
28%
32%
37%
44%
49%
APAC
9%
10%
12%
14%
16%
Central
&
Eastern
Europe
7%
9%
11%
14%
16%
Middle
East
&
Africa
3%
4%
5%
6%
7%
LATAM
1%
2%
2%
3%
3%
Worldwide
10%
11%
13%
15%
17%
Source
:
Cisco
Systems,
‘Cisco
Visual
Networking
Index
(VNI)
Global
Mobile
Data
Traffic
Forecast
Update
2009
–
2014’
with
Informa
Telecoms
&
Media,
In-­‐stat
and
Gartner.
Feb
2010
SMARTPHONE
PENETRATION
GLOBAL
SMARTHPONE
PENETRATION
2010
-­‐
2014
MOBILE
LANDSCAPE
–
SMART
vs
DUMB
83%
OF
MARKET
TO
BE
DOMINATED
BY
FEATURE
PHONES
BY
2014
IF
MOBILE
IS
TO
GO
MAINTREAM
IN
MR,
SMART
ONLY
IS
NOT
REPRESENTATIVE
ENOUGH

5. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
1.72
Bil
1.5
Bil
3.8
Bil
1.2
Bil
1
Bil
0.25
Bil
0.5
Bil
MOBILE
LANDSCAPE
–
HOW
BIG
IS
THE
DEVELOPING
WORLD
REALLY?
827mil
896mil

6. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
MOBILE
PENETRATION
110%
110%
SMART
PHONE
PENETRATION
43%
53%
iPHONE
PENETRATION
AMONGST
SMARTPHONES
40%
12%
MOBILE
FACTS
:
SHANGHAI
&
AUSTRALIA
[WHAT
DIVIDE]
POPULATION
21.2
mil
22.2
mil
SHANGHAI
AUSTRALIA
45%
74%
SYMBIAN
SMARTPHONES
Source
:
www.mobicity.com.au

7. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
MOBILE
–
ONLINE
DIVIDE
&
THE
EVOLVING
MOBILE
CONSUMER

8. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
MOBILE
INTERNET
TO
OVERTAKE
PC
ACCESS
GLOBALLY

9. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
N
America
Europe
Dev
Asia
Lat
Am
China
M
East
Emerg
Asia
India
Africa
Digital
music
Calendar
Navigadon
Transfer
files
Playing
games
IM
Video
calling
Internet
access
Download
content
Email
Edit
photos
and
videos
Banking
Browse
the
Internet
Download
applicadons
Read
eBooks
Online
shopping
Edit
documents
Prefer
PC
Prefer
Mobile
Preferred devices for activities
+Mobile capability
RAPID
GROWTH
MARKETS
LEAD
DEVICE
CONVERGENCE
Source:
TNS
GTI
2010
+PC penetration

10. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
Why?
1.
Improving
user
interface
2.
The
growth
of
“Now”
3.
Unlimited
data
plans
4.
Cheaper
phones
10
http://www.flickr.com/photos/escalepade/3823351212/sizes/o/in/photostream/
5.
Tool
of
Empowerment

11. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
China Consumer
Snacking
Ethnography
Plahorm:
MM
TPV
Blogger
plahorm
Case Study:

12. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
q 2
fieldwork
cides
–
Shanghai
(Tier
1)
&
Lishui
(Tier
3)
q Around
25
acdve
pardcipants
q A
total
of
5
topics
were
discussed
Mon Tue Wed Thu Fri Sat Sun
10 11
12 13 14 15
16
Day
1
Day
2
Day
3
Day
5
Day
6
Day
7
Day
4
TIME
FRAME

13. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
ADer
lunch
Late
aDernoon
On
the
way
home
Bed*me
Morning
ADer
dinner
(watching
TV
&
surf
online)
“I am snacking a lot everyday!”
For
health
“早起一杯蜂
蜜水，对健康好”
Conquer
hunger
(before
lunch)
Whole
wheat
bread;
As
dessert
For
sharing
Kill
boredom
Please
sensory
Help
digesdon
Pudding
Peach
“南匯水蜜
桃,也是
同事給
我吃的”
Bubble
tea
“到家的時候
嘴巴有點干,
所以順便去
家門口的coc
o 茶買了
杯布丁口味的”
Sour
milk
+
other
chewable
crackers
(e.g.
salty
crackers)
“上網看電視的時候喜歡邊吃東西邊看,冰箱
里拿一杯光明健能原味酸 喝喝,搭配其他
小零食吃起來很爽,既解 也不會發胖, 才
是女人吃零食的最高境界嘛”
Yogurt
&
fruit
“一般睡前都會
喝酸 ,小小一
瓶剛剛好又不會太
,又能調理腸胃
.同樣小巧的皇
帝蕉還是第一次
吃,皮超級薄啊,
肉質比普通香蕉
緊實些.”
For
health
Conquer
hunger
Effervescent
Tablets
Self-­‐
baked
cake
“不甜,但很鬆軟.
肚子餓的時候吃
什 都美味不是
?”
“不止補充vc還有
其他微量元素.吃
起來很方便,很適
合工作繁忙的上班
族”
SNACKING
THROUGH
THE
DAY

14. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
“吃零食，吃出快乐，
吃出心的呐喊。吃，
是人生存下去的根
本。一日不吃，头
晕肚子叫，一日不
笑，头白脸色掉”。
INSIGHTS
–
THE
WORLD
OF
SNACK
IS
FULL
OF
EMOTIONAL
ENJOYMENT!
“
Eat
fun,
eat
whatever
in
my
heart!
Without
snacks,
my
stomach
feel
pain
&
my
brain
is
swirling.
“
“正 纯粹是为了吃饱，
没有太多的享受…零食就不同 ，饿的时候也能吃，不太饿的时候也能吃∼那才是享受生活 ∼ ”。
“3
Main
meals
are
purely
for
geAng
me
full,
never
being
a
enjoyment…
Yet,
snack
is
different.
I
can
eat
whenever
I
am
hungry,
and
also
can
eat
whenever
I
am
not
hungry…
Haha,
this
is
life!”

15. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
“I
was
very
impressed
by
the
shape
of
this
package.
So
I
grabbed
it
immediately
from
the
shelf.”
(in
the
hypermarket)
“It
looks
like
a
new
product,
but
it's
fried...anyway
it's
good
for
movies,
very
casual”
(in
the
hypermarket)
“The
promoter
kept
selling.
She
gave
us
2
samples.
It
tasted
not
that
bad!
Anyway,
it
is
on
discount
and
buy
1
get
1
free.
So
I
put
3
packs
in
my
cart!”
(in
the
hypermarket)
IMPLICATIONS
–
THE
IN-­‐STORE
DYNAMICS
&
IMPULSE
PURCHASE
TRIGGERS

16. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
More
than
photos
300
More
than
text
responses
500
More
than
video
clips
40
CASE
STUDY
OUTPUTS
&
RESULTS
–
WHAT
WE
GOT
IN
ONE
WEEK!

17. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
SOME
AREAS
WHERE
THIS
TECHNOLOGY
IS
SUCCESSFULLY
USED

18. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
MOBILE
MR
OPPORTUNITIES

19. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
– RINGSIDE
SEAT
@
THE
KNOWLEDGE
VS
TECHNOLOGY
DEBATE
– INTEREST
IN
ANALYTICS
AND
HUMAN
NATURE
– MARKETING
INSIGHTS
CROSS
CATERGORY
/
INDUSTRY
– A
TRADITIONALLY
CONSERVATIVE
INDUSTRY
EVOLVING
– VALUED
OPINION
&
SEEING
THINGS
NO
ONE
ELSE
DOES
– THRIVING
IN
DIVERSITY
– A
GLOBAL
COMMUNITY
TO
BE
PROUD
&
PART
OF
– OTHER
REASONS
– BOOMING
INDUSTRY
– WIDE
SCOPE
– INCOME
WHY
MR
–
A
CAREER
CHOICE

20. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
MOBILE
QUAL
– MOBILE
TPV
BLOGGING
– ETHNO
&
TREND
SPOTTING
TRACKING
– BRAND,
CONSUMPTION
ADVERTISING
TESTING
– CONCEPT,
VIDEOs
(TVCs),
PRINT
AD
– PRODUCT
TESTING
LOCATION
BASED
– SHOPPER
/
DISPLAY,
CUTOMER
SAT
/
LOYALTY
MOBILE
METERING
&
MULTI-­‐MEDIA
MONITORING
NEW
AREAS
– SOCIAL
GAMING
– MOBILISED
SOCIAL
COMMUNITIES
MOBILE
MR
OPPORTUNITIES

21. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
-­‐ EVOLVING
TECHNOLOGY
NEED
NIMBLE
EVOLVING
SOLNS
ü MOBILE
OS
ü WEB/ONLINE
ü APP
ü WAP
ü HTML5
ü SMS
ü MMS
ü LBS
(GPS
vs
CELL
TOWER
TRIANGULATION)
ü *OTHER
COMPONENTS
MOBILE
SOLUTIONS
–
HYBRID
AND
INTEGRATED
*
F2F,
IVR,
CATI,
ETC
MULTIPLE
COMPONENTS
FOR
HYBRID
SOLUTIONS
THE
MOST
EFFECTIVE
MOBILE
SOLUTIONS
WILL
BE
THOSE
WHICH
USE
MULTIMEDIA
TOUCH
POINTS
LIKE
ONLINE,
WAP,
SMS,
ETC
IN
ADDITION
TO
MOBILE
INTERACTIONS
WITH
CONSUMERS

22. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
TOP
MOBILE
MARKET
RESEARCH
TRENDS

23. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
① Online
panels
extend
to
Mobile
panels
② Muldple
source
panels
(integrated
online
–
mobile)
③ Unparalleled
reach
–
geographical
&
demographic
④ At
the
botom
of
the
pyramid
the
most
important
purchase
auer
food
is
the
cell
phone.
MOBILE
PANELS
&
SAMPLES

24. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
① Single
project,
Muld
coverage
(Smart
+
Feature)
② Anydme
anywhere
environment
driven
by
consumers
③ Consumers
love
change
ü iTunes
store
cross
300,000
Apps
ü Nokia
Ovi
hit
3
million
downloads
a
day
ü 2
mil
AngryBirds
downloads
on
Getjar
in
2
days
ü 3.9
billion
apps
downloads
in
1st
half
of
2010,
3.1
bil
in
2009
ü All
major
players
launching
their
own
app
stores
HYBRID
MOBILE
MR
SOLUTIONS

25. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
① Reduce
processing
cycle
② Live
repordng
as
data
is
gathered
③ Key
KPIs
&
longitudinal
tracking
/
monitoring
real
dme
INSTANT
REPORTING

26. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
① Techno
savvy
Researchers
blurring
the
lines
between
operadons
and
client
service
② Evolving
soludons
delivered
driven
by
evolving
environment
③ Social
media,
mobile
&
other
domain
knowledge
essendal
ü Ten
percent
of
all
mobile
owners
use
locadon-­‐based
mobile
services
at
least
once
per
week
ü Foursquare
has
>
2
mil
subscribers
&
5.6
mil
venues
ü The
most
popular
venue
names
on
Foursquare
are
Home,
Subway,
Starbucks,
McDonald’s’,
Burger
King
&
Walgreen

27. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
① With
the
growth
of
mobile
commerce
understanding
mobile
shoppers
is
geyng
cridcal
② For
some
services
expected
to
be
purchase
method
of
choice
ü 37%
of
US
Smartphone
users
have
made
a
purchase
on
their
handsets
in
the
last
6
months
of
which
16%
were
thru
an
iPhone
ü Mobile
Barcode
scanning
is
up
700%
in
2010.
A
sign
of
interest?
ü The
PayPal
Mobile
app
was
downloaded
more
than
one
million
dmes
in
just
three
weeks
ü In
Japan,
which
has
one
of
the
most
vibrant
mobile
markets,
mobile
commerce
exceeded
$10bn
in
2009

28. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
*we
only
advocate
“opt-­‐in”
engagements
MOBILEMEASURE
IS
A
PIONEERING
DIGITAL
MR
AGENCY
WITH
A
BIAS
TO
MOBILE
MOBILEMEASURE
SEEKS
INSIGHTS
BY
ENGAGING
CONSUMERS*
@
“THE
MOMENT
OF
TRUTH”
–
“REAL
TIME”
–
“ANYWHERE”
Thank
You

29. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
Q
&
A
Navin Williams
Mobile Measure
Pravin Shekar
Krea

30. Navin Williams, MobileMeasure Consultancy Limited, China
Training Day - Festival of NewMR 2011 – Mobile Online Wave – What to Expect Schedule: 06:15-06:30 GMT
INSIGHT►MOBILE◄MINDS
*we
only
advocate
“opt-­‐in”
engagements
Email
:
navin@mobile-­‐measure.com
Visit
Us
:
www.mobile-­‐measure.com
MOBILEMEASURE
IS
A
PIONEERING
DIGITAL
MR
AGENCY
WITH
A
BIAS
TO
MOBILE
MOBILEMEASURE
SEEKS
INSIGHTS
BY
ENGAGING
CONSUMERS*
@
“THE
MOMENT
OF
TRUTH”
–
“REAL
TIME”
–
“ANYWHERE”
Our
Blog
:
hnp://www.greenbookblog.org/author/navinwilliams/

31. Training
Day
–
31st
October,
2011
The Mobile - Online Wave and What to
Expect
Navin Williams – Mobile Measure
A
Presenta*on
from
the
Fes*val
of
NewMR
Training
Day
–
October
31,
2011