DMVÖ Kongress 2010 Alexander Oswald

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Presentation given at the DMVÖ Kongress 2010 in Vienna

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DMVÖ Kongress 2010 Alexander Oswald

  1. 1. Vom Gadget zum Dialog Marketing Tool Alexander Oswald
  2. 2. • Mobile Markets Fakten, Trends, Potenziale • Location based services & Augmented reality Möglichkeiten location based services Augmented reality? Was ist es und was kann es. • Consumer Insights Bedürfnisse und Verhalten verstehen und erfolgreich nutzen Übersicht 21.10.2010Alexander Oswald, Nokia
  3. 3. 21.10.2010 Most intimate electronic device ever Alexander Oswald, Nokia
  4. 4. 21.10.2010 Roles of the consumers are changing, empowered by mobile device Alexander Oswald, Nokia
  5. 5. 21.10.2010 People do all that for, with and against brands Alexander Oswald, Nokia
  6. 6. 21.10.2010 How does this all fit together? Alexander Oswald, Nokia
  7. 7. • Continued importance of SMS • Geo-Location – location based services • Augmented reality • Mobile Sites vs Mobile Apps 4 mobile advertising trends to watch 21.10.2010Alexander Oswald, Nokia
  8. 8. Continued importance of SMS 21.10.2010Alexander Oswald, Nokia
  9. 9. • Starbucks and L’Oreal Test in UK • O2 partnered with location services platform Placecast Location-Based SMS Coupons 21.10.2010Alexander Oswald, Nokia
  10. 10. • “Where are you?” is the single most commonly sent SMS in the world • Royal Melbourne Institute of Technology (RMIT) • The standard simply geotags SMS messages • “I’m at the pub.” will become basically “I’m at the pub geo:-37.801631,144.980294,” Independent, Location-Based SMS Has Arrived – GeoSMS 21.10.2010Alexander Oswald, Nokia
  11. 11. • Continued importance of SMS • Geo-Location – location based services • Augmented reality • Mobile Sites vs Mobile Apps 4 mobile advertising trends to watch 21.10.2010Alexander Oswald, Nokia
  12. 12. From passive – 1876 - 1981 21.10.2010Alexander Oswald, Nokia
  13. 13. To real time – 1981 to 2007 21.10.2010Alexander Oswald, Nokia
  14. 14. Participatory - now 21.10.2010Alexander Oswald, Nokia
  15. 15. Location is game changer 21.10.2010Alexander Oswald, Nokia
  16. 16. 2 cases from leading global provider of maps, traffic and location data 21.10.2010Alexander Oswald, Nokia
  17. 17. • 6 month campaign • with 14 advertisers across • promoting each of the brands and their locations. • Advertisers consisted of hotel, food, auto, fuel and large department/retail stores. NAVTEQ Media Solutions test 21.10.2010Alexander Oswald, Nokia
  18. 18. • Average monthly CTR 1.6% • 39% of consumers engaged with a call to action • 8% “clicked to coupon” • 5% “clicked to route” • 4% “clicked to map” NAVTEQ Media Solutions test 21.10.2010Alexander Oswald, Nokia
  19. 19. • Overall Click Through Rate of 6.3% was achieved. • 22.6% Clicked to map • 10.8% Clicked to Call • 8% Clicked the Web Domino´s Pizza Results 21.10.2010Alexander Oswald, Nokia
  20. 20. 30% Penetration of GPS-enabled devices in 2010 In Austria – 1 number to know 21.10.2010Alexander Oswald, Nokia
  21. 21. • Continued importance of SMS • Geo-Location • Augmented reality • Mobile Sites vs Mobile Apps 4 mobile advertising trends to watch 21.10.2010Alexander Oswald, Nokia
  22. 22. 21.10.2010 Remember Terminator Alexander Oswald, Nokia
  23. 23. • Internet 1.0 (1995-1999) was all about the great disruptive promise of the “cyberspace” and “online shopping” • Internet 2.0 (2005-2009) was the 10 years it took to really figure out what to do with it: USG, rich web apps, social media • Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. Augmented reality finishes what the internet started 21.10.2010Alexander Oswald, Nokia
  24. 24. Example: Wikitude 21.10.2010Alexander Oswald, Nokia
  25. 25. How could Augmented Reality look like? 21.10.2010Alexander Oswald, Nokia
  26. 26. How could Augmented Reality look like? 21.10.2010Alexander Oswald, Nokia
  27. 27. • Continued importance of SMS • Geo-Location • Augmented reality • Mobile Sites vs Mobile Apps 4 mobile advertising trends to watch 21.10.2010Alexander Oswald, Nokia
  28. 28. Global mobile apps downloads 21.10.2010Alexander Oswald, Nokia
  29. 29. 25% Penetration of Smartphones in 2010 75% Penetration of Feature Phones in 2010 In Austria – 2 numbers to know 21.10.2010Alexander Oswald, Nokia
  30. 30. 45% 20% 19% 9% 4% In Austria – 5 numbers to know OS Shares 2010 21.10.2010 Symbian Android iPhone RIM Windows Mobile Alexander Oswald, Nokia
  31. 31. Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010 21.10.2010Alexander Oswald, Nokia Surfen Sie mit Ihrem Handy / Smartphone auch im Internet? Ja ; 32% Nein; 68%
  32. 32. Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010 21.10.2010Alexander Oswald, Nokia • 27% der Befragten haben bereits Erfahrung mit mobilen Apps. • Personen, die bereits Applikationen genutzt haben, haben im Schnitt 9,6 Apps auf ihrem Device installiert. • 39% der App-Nutzer haben kostenpflichtige Apps bezogen. Lieblingskategorien (kostenpflichtige Apps)Lieblingskategorien (free Apps)
  33. 33. Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010 21.10.2010Alexander Oswald, Nokia Warum haben Sie sich für einen speziellen AppStore entschieden? (Gestützt abgefragt, Mehrfachnennungen möglich, Top5)
  34. 34. Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010 21.10.2010Alexander Oswald, Nokia Aus welchen Quellen erfahren Sie von mobilen Applikationen? (Gestützt abgefragt, Mehrfachnennungen möglich, Top5)
  35. 35. • Mobile websites are not dead • Plugins like Flash, Silverlight and Java have added media integration to the Web, but not without some cost. • "better user experience" and battery life • Mobile websites = websites easily accessible for mobiles Mobile Sites 21.10.2010Alexander Oswald, Nokia
  36. 36. Mobile Sites 21.10.2010Alexander Oswald, Nokia
  37. 37. • adds many new features, and streamlines functionality. • Media playback – It lets sites directly embed media • Store offline data for Web apps. • Interactivity features, like drag-and-drop HTML5 21.10.2010Alexander Oswald, Nokia
  38. 38. 21.10.2010 Some concerns about the future of mobile Alexander Oswald, Nokia
  39. 39. • Privacy • Accountability • Neutrality Some concerns about the future of mobile 21.10.2010Alexander Oswald, Nokia
  40. 40. • Not the same level of awareness as in online from users – yet • Making it easy to understand, when a user is sharing critical information • Who can access that data • How much control the user has • Do all this without ruining the user experience Privacy 21.10.2010Alexander Oswald, Nokia
  41. 41. • Responsibilities definition for companies that want access critical user data • Need to build up systems that respect those concerns about data Accountability 21.10.2010Alexander Oswald, Nokia
  42. 42. • Everybody accessing every service by same speed • Will there be prioritization soon? Sound tempting for big companies ... • Tim Berners-Lee: „The moment you let neutrality go, you lose the Web as it is – you lose the idea that you can click a link and go anywhere“. Neutrality 21.10.2010Alexander Oswald, Nokia
  43. 43. the one most responsive to change It is not the strongest of the species that survive, nor the most intelligent, but 21.10.2010Alexander Oswald, Nokia
  44. 44. Danke für Ihre Aufmerksamkeit! 21.10.2010Alexander Oswald, Nokia

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