I want to tell you a story about
one of the biggest societal,
technical innovations in all time.
But like this…
In sub saharan, Uganda, Botswana,
Ghana researchers noticed in 2012
that people were transferring air time
(phone credit) as proxy for money
They looked into it, and in 2004 ﬁrst
airtime swapping was authorised in
2007 it was launched as a full service
to transfer small amounts of money,
between private people: M Pesa
Today it has changed the payment landscape in 9 countries. And has 19m active users
This hyper innovative branchless banking service, was amazingly by department by Intl.
Development of U.Today it is run byVodaphone, SafariCom
In 2015 mobile payment
ﬁnally arrive in the west!
Apple Pay: Pay in physical stores and in
apps with one touch
‣ Tiny fees
‣ Strong partners
Mobile payments go big
real world transactions
Big year for
‘there’s an app for that’
Police, sending letter, track
my ﬁtness, for all my reading,
signing documents, for
buying petrol, CPR ﬁrst aid,
school homework, grocery
shopping, decide clothes to
86% mobile time
spent in apps!
Average traveler: 3 apps, use
two. Frequent traveller +1
Market dictates: single purpose apps
Speed über alles
More time: 26 minutes more than Android’s
(Total time 2h 42min pp/day)
More Data: iPhone downloads 1.1 GB p/m vs
Android’s 0.9 GB (US)
‣ Spend 4x more on apps
‣ iPhone 57% of mobile commerce transactions vs
Android's 43% (US)
Android more users
But iPhone users still more valuable
People want stories…
#4 Technology is simply the method
Moleskine: cult notebooks used by Picasso and Hemingway
(but actually invented in 1997)
Tell a story that
lets people join an exclusive crowd...
People want what we cannot have. So wrap
content in a veil of “secret” or “insider”
The “local” concept to make people feel
like a traveler, not a tourist
Airbnb’s “Belong Anywhere” story
And it’s not even branding. In ’71 they rejected GNP as core metric
Also has limited tourism arrival intake. And scarcity creates demand!
Bhutan’s “Gross Happiness Index”
Best tourism branding. Ever.
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