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MOBIILIMAHDOLLISUUDET: 
1) CONSUMERBAROMETER’14 JA SUOMI 
2) VALIKOIMA ESIMERKKEJÄ 
Google Confidential and Proprietary 
M...
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary 
AGENDA 
• Uusia lukuja 
• Valikoima caseja 
AGENDA 
• Uusia lukuja 
• Valikoima 
case...
MAAILMAN SUURIN KULUTTAJABAROMETRI 
Google Confidential and Proprietary 
30M 
hakua päivittäin 
Suomessa 
Googlen sisäinen...
Mobiili : suunnittelun keskiöön 
● Verkkobisnes = Bisnes (as usual) 
● Verkkobisnes = Mobile First 
--> Bisnes = Mobile Fi...
Google Confidential and Proprietary 
I Kuluttajakysyntä 
on jo mobiilissa 
II Mobiililla on erityinen 
rooli kuluttajan ar...
Google Confidential and Proprietary 
SUOMALAISET JA MOBIILI 
Consumerbarometer:in havaintoja 
Tommi Pelkonen 
Creative Age...
Google Confidential and Proprietary 
HTTP://WWW.CONSUMERBAROMETER.COM
Google Confidential and Proprietary 
ENEMMÄN LAITTEITA KUIN KOSKAAN 
Laitteita/suomalainen 
Lähde: ConsumerBarometer 2014
Google Confidential tinyurl.com/mobilenordics and Proprietary
57 % on älypuhelinkäyttäjiä. 
23 % käyttää älypuhelinten käyttäjistä hakee 
viikottain tuotetietoja 
36 % katsoo videoita ...
ELÄMÄNHALLINAN LINKKUVEITSI KAIKKIEN TASKUSSA 
Google Confidential and Proprietary 
Lähde: ConsumerBarometer 2014
Google Confidential and Proprietary 
TIETOA HAETAA INNOLLA – MUTTA VAIKEUKSIA ON!
Google Confidential and Proprietary 
90,00 % 
80,00 % 
70,00 % 
60,00 % 
50,00 % 
40,00 % 
30,00 % 
20,00 % 
10,00 % 
0,00...
MOBIILI LIITTYY AKTIIVISENA OSANA VIDEOIDEN JA TELEVISION KATSELUUN 
Google Confidential and Proprietary 
Lähde: ConsumerB...
Google Confidential and Proprietary 
ÄLYPUHELIN MUUTTAA KATSELUKOKEMUSTA 
Lähde: ConsumerBarometer 2014
VALIKOIMA CASEJA 
Mobiilin hyödyntämisesimerkkejä maailmalta 
Google Confidential and Proprietary
Full value of mobile - 
what and why? 
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential https://www.youtube.com/v/_UncmkfyEJA?internalcountrycode=FI and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary 
SELECTED CASES IN MOBILITY
Google Confidential and Proprietary 
HTTP://WWW.THINKWITHGOOGLE.COM/INDUSTRIES/RETAIL.HTML
Nespresso: Mobile as a way to smooth customer service 
Client Overview Impact 
Upmarket coffee brewing machine & capsule s...
RESPONSIVE SITE + 
2 APPS 
Google Confidential and Proprietary
Codan uncovers greater value of digital 
through improved call tracking 
MOBILE SITE + CALL TRACKING 
+ BACKEND MATCHMAKIN...
Megogo Movies: Driving app downloads 
To generate better in-app revenue for Megogo 
CAMPAIGNING IN APPS 
TO GET MORE CLIEN...
Booking.com : Mobile booking growth is happening now 
17,5% 
of global revenue comes 
from mobile. 
Google Confidential an...
EasyJet : Meeting the demand of mobile centric customer 
Google Confidential and Proprietary 
Client Overview 
Europe’s n°...
BUSINESS 
MODELLING+ 
RESPONSIVE SITE+ 
MOBILE MARKETING 
Google Confidential https://www.youtube.com/v/EdCFxNvuvSI?intern...
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary 
HTTP://WWW.HOWTOGOMO.COM/FVM
Google Confidential and Proprietary 
APUVÄLINEITÄ JA 
TIETOLÄHTEITÄ 
KÄYTTÖÖNNE
Google Confidential and Proprietary 
HTTP://THINK.WITHGOOGLE.COM/MOBILEPLANET/EN/
Google Confidential and Proprietary 
HTTP://THINK.WITHGOOGLE.COM/MOBILE-PURCHASE-JOURNEY
Google Confidential and Proprietary 
HTTP://WWW.THEMOBILEPLAYBOOK.COM/
Google Confidential and Proprietary 
HTTP://WWW.THINKWITHGOOGLE.COM/PRODUCTS/MOBILE-ADS.HTML
Google Confidential and Proprietary 
HTTP://WWW.GOOGLE.COM/BUSINESS/
Google Confidential and Proprietary 
HTTPS://DEVELOPERS.GOOGLE.COM/WEB/FUNDAMENTALS/
Google Confidential and Proprietary 
KIITOS 
Tommi Pelkonen 
Creative Agency Lead 
tommipelkonen@google.com 
twitter: tomm...
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Mobile Forum 11/2014

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Esitys www.mobileforum.fi -seminaarissa. Teemana kuluttajien mobiilikäyttö ja valikoima caseja, joissa mobiililla iso rooli.

Published in: Internet

Mobile Forum 11/2014

  1. 1. MOBIILIMAHDOLLISUUDET: 1) CONSUMERBAROMETER’14 JA SUOMI 2) VALIKOIMA ESIMERKKEJÄ Google Confidential and Proprietary MOBILE FORUM 11/2014 Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip
  2. 2. Google Confidential and Proprietary
  3. 3. Google Confidential and Proprietary
  4. 4. Google Confidential and Proprietary AGENDA • Uusia lukuja • Valikoima caseja AGENDA • Uusia lukuja • Valikoima caseja AGENDA • Uusia lukuja • Valikoima caseja
  5. 5. MAAILMAN SUURIN KULUTTAJABAROMETRI Google Confidential and Proprietary 30M hakua päivittäin Suomessa Googlen sisäinen data, Suomi >6M Mobiilihakua päivittäin Suomessa
  6. 6. Mobiili : suunnittelun keskiöön ● Verkkobisnes = Bisnes (as usual) ● Verkkobisnes = Mobile First --> Bisnes = Mobile First Kyse on siis siitä mitä tehdään juuri tänään! Ihan kohta 50% kuluttajien nettikäytöstä Google Confidential and Proprietary on mobiilissa. ON KIIRE!
  7. 7. Google Confidential and Proprietary I Kuluttajakysyntä on jo mobiilissa II Mobiililla on erityinen rooli kuluttajan arjessa III Kuluttajat odottavat palvelua mobiilissa I. YRITYSTEN MOBIILI-LÄSNÄOLON PERUSTA ON MOBIILISIVUSTO II. NYKYINEN MUUTOSTAHTI EI RIITÄ: TARVITAAN KIIHDYTYSTÄ III. MOBIILISTA TULEE ELINEHTO KAIKELLE (DIGI)TOIMINNALLE
  8. 8. Google Confidential and Proprietary SUOMALAISET JA MOBIILI Consumerbarometer:in havaintoja Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip
  9. 9. Google Confidential and Proprietary HTTP://WWW.CONSUMERBAROMETER.COM
  10. 10. Google Confidential and Proprietary ENEMMÄN LAITTEITA KUIN KOSKAAN Laitteita/suomalainen Lähde: ConsumerBarometer 2014
  11. 11. Google Confidential tinyurl.com/mobilenordics and Proprietary
  12. 12. 57 % on älypuhelinkäyttäjiä. 23 % käyttää älypuhelinten käyttäjistä hakee viikottain tuotetietoja 36 % katsoo videoita älypuhelimellaan ainakin kerran viikossa Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
  13. 13. ELÄMÄNHALLINAN LINKKUVEITSI KAIKKIEN TASKUSSA Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
  14. 14. Google Confidential and Proprietary TIETOA HAETAA INNOLLA – MUTTA VAIKEUKSIA ON!
  15. 15. Google Confidential and Proprietary 90,00 % 80,00 % 70,00 % 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % VÄITE: Matkapuhelimia on mielestäni helppo käyttää VÄITE: Matkapuhelmien käyttäminen on hauskaa Suomi Tanska Ruotsi Norja UK SUOMALAISILLA ON YLLÄTTÄVÄN PALJON HAASTEITA MOBIILILAITTEIDEN HYÖDYNTÄMISEN OSAAMISESSA Lähde: ConsumerBarometer 2014
  16. 16. MOBIILI LIITTYY AKTIIVISENA OSANA VIDEOIDEN JA TELEVISION KATSELUUN Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
  17. 17. Google Confidential and Proprietary ÄLYPUHELIN MUUTTAA KATSELUKOKEMUSTA Lähde: ConsumerBarometer 2014
  18. 18. VALIKOIMA CASEJA Mobiilin hyödyntämisesimerkkejä maailmalta Google Confidential and Proprietary
  19. 19. Full value of mobile - what and why? Google Confidential and Proprietary
  20. 20. Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Google Confidential and Proprietary
  23. 23. Google Confidential https://www.youtube.com/v/_UncmkfyEJA?internalcountrycode=FI and Proprietary
  24. 24. Google Confidential and Proprietary
  25. 25. Google Confidential and Proprietary SELECTED CASES IN MOBILITY
  26. 26. Google Confidential and Proprietary HTTP://WWW.THINKWITHGOOGLE.COM/INDUSTRIES/RETAIL.HTML
  27. 27. Nespresso: Mobile as a way to smooth customer service Client Overview Impact Upmarket coffee brewing machine & capsule seller 320 boutiques worldwide in 2013 Global sales of CHF 92,2b in 2013 20% Google Confidential and Proprietary Shop online: - Order online, pick-up your order in shop 1 hour after -Order online, get delivered the same day (chose delivery schedule) Shop in-store: - Self-check out by product bar code scanning thanks to your mobile -Or shop through a shoppable wall Source: E-Commerce One to One blog & Ecommerce Mag, March 2014, of Nespresso Club members actively use the apps. of total revenue (offline + online) already comes from mobile Mobile Vision Omnichannel as a way to better serve Nespresso Club members, with a personalized & time-saving experience, with adaptive design & apps: “At Nespresso, we don’t believe in such or such communication channel. We believe in client first.” “We consider that real luxury is to have choices. A choice in product range, but also in purchase channels.” Nathalie Gonzalez, MD 6% WW
  28. 28. RESPONSIVE SITE + 2 APPS Google Confidential and Proprietary
  29. 29. Codan uncovers greater value of digital through improved call tracking MOBILE SITE + CALL TRACKING + BACKEND MATCHMAKING Google Confidential and Proprietary
  30. 30. Megogo Movies: Driving app downloads To generate better in-app revenue for Megogo CAMPAIGNING IN APPS TO GET MORE CLIENTS 1 2 3 GOALS APPROACH RESULTS cost controlled with Conversion Optimizer 862 190 app ranks in RU +218 +67 app ranks in UA Google Confidential and Proprietary How to maximize app download & conversion with a maximum $0,50 CPA? Admob display campaign, with tracked downloads on iOS + Android. Increase penetration in UA & RU, thanks to mobile. 5,16% conversion rate
  31. 31. Booking.com : Mobile booking growth is happening now 17,5% of global revenue comes from mobile. Google Confidential and Proprietary Client Overview World’s largest booking site: 450 000 hotel listed. Implanted in 196 countries. Global revenue of $39b. Mobile Vision Mobile impact goes beyond transactions, says Darren Huston, CEO of Priceline Group. Impact “Much more importantly than a source of transactions, mobile is a chance to plumb the end-to-end user experience. Source: news.booking.com, Tnooz, February 2014; Skift, June 2014 $8b 2013 mobile revenue. x8 mobile sales growth from 2011 to 2013. In the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” WW MOBILE SITE + APPS + MASSIVE OPTIMISATION WORK
  32. 32. EasyJet : Meeting the demand of mobile centric customer Google Confidential and Proprietary Client Overview Europe’s n°1 air transport network. Carries more than 60m passengers annually. EU 2013 revenue: £4,258m Mobile Vision Improve passenger’s experience, and reduce contact center costs, thanks to live updates & push notifications reminders in the app. Impact App features: - search for fares - booking mgt - mboarding card - add ancillaries - flight tracker App perf: Fastest airline booking app: you can book a flight on >600 routes in <30sec. EU 6m app downloads. 5% of overall sales came from mobile in 2013 Source: corporate.easyjet.com, Computing.co.uk & 2013 annual report, January 2014 MOBILE SITE + APPS
  33. 33. BUSINESS MODELLING+ RESPONSIVE SITE+ MOBILE MARKETING Google Confidential https://www.youtube.com/v/EdCFxNvuvSI?internalcountrycode=FI and Proprietary
  34. 34. Google Confidential and Proprietary
  35. 35. Google Confidential and Proprietary
  36. 36. Google Confidential and Proprietary HTTP://WWW.HOWTOGOMO.COM/FVM
  37. 37. Google Confidential and Proprietary APUVÄLINEITÄ JA TIETOLÄHTEITÄ KÄYTTÖÖNNE
  38. 38. Google Confidential and Proprietary HTTP://THINK.WITHGOOGLE.COM/MOBILEPLANET/EN/
  39. 39. Google Confidential and Proprietary HTTP://THINK.WITHGOOGLE.COM/MOBILE-PURCHASE-JOURNEY
  40. 40. Google Confidential and Proprietary HTTP://WWW.THEMOBILEPLAYBOOK.COM/
  41. 41. Google Confidential and Proprietary HTTP://WWW.THINKWITHGOOGLE.COM/PRODUCTS/MOBILE-ADS.HTML
  42. 42. Google Confidential and Proprietary HTTP://WWW.GOOGLE.COM/BUSINESS/
  43. 43. Google Confidential and Proprietary HTTPS://DEVELOPERS.GOOGLE.COM/WEB/FUNDAMENTALS/
  44. 44. Google Confidential and Proprietary KIITOS Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip

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