Mobila trender i siffror

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År 2010 är året då det mobila bredbandet fick sitt riktiga genombrott. Men vad innebär det egentligen? Hur snabbt sker utvecklingen inom det mobila området och i vilka områden händer det mest? Vilka är den mobila plattformens viktigaste fokusområden idag och i framtiden? Här får du siffror svart på vitt som visar dig att du måste ta mobil kommunikation på allvar om du vill ta din affär framåt.

Kirsty Glenne, Senior Executive Advisor, Creuna Norway

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Mobila trender i siffror

  1. 1. DIGITAL BRIEFING 2010Mobile Business InnovationDecember 2010Kirsty Glenne
  2. 2. THE WORLDTODAYlooks like this 2 © Creuna
  3. 3. BUT>130 million 70-100,000 50%THERE IS A SHIFT 3 © Creuna
  4. 4. SMS 60% Email 10% Mobile Internet 9% Play Games 11% Listen to Music 17% All Mobile UsersWatch Video/ TV 4%Social Networking 5% 4 © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
  5. 5. 92% SMS 60% 67% Email 10% 85% Mobile Internet 9% 52% Play Games 11% 61% Listen to Music 17% 36% iPhoneWatch Video/ TV 4% All Mobile 47% Users2Social Networking 5% 5 © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
  6. 6. Organizer Banking Alerts Payment Voice Commerce SMS HealthE-mail/ MMS COMMUNICATE CONTROL Ticketing IM/ chat Parking Social networks Search CREATE CONSUME Web browsing CREATE CONSUME Blogs News Maps Pictures Games Music 6 TV Ringtones Video © Creuna
  7. 7. In the past 10years, mobilephones havechanged the waywe communicateand live… © Creuna
  8. 8. Google estimates thatthere will more internet users onmobile phones than PC´s by 2013 (Ian Carrington, Director of Mobile Advertising Google) 8 © Creuna
  9. 9. …In the next 10years, the mobilephone will changethe way we dobusiness (Forrester 15th Jan 2010) 9 © Creuna
  10. 10. WHAT DO THESE 3 LUXURY ITEMS HAVE IN COMMON?$120,000SPORTS $150,000BOAT SPORTS CAR © Creuna
  11. 11. 11© Creuna
  12. 12. >10  MILLION  PEOPLE  GLOBALLY  USED  THEIR  IPHONES  TO  SHOP  EBAY  2009EBAY SOLD PRODUCTS VIA THEIRMOBILE PLATFORM EVERY 2 SECONDSIN THE LAST QUARTER OF 2009 (EBAY,  JULY  2010) 12 © Creuna
  13. 13. $600 MILLION 2009 –$1.5 BILLION BY 2010 eBay Fashion$120,000 $150,000SPORTS SPORTSBOAT CAR © Creuna
  14. 14. HAVE PURCHASED 4% 4% 2%WILLING TO 13% 20% 19% 14 © Creuna Source: Errol Denger, IBM (E-handelstrender no10/11 2010)
  15. 15. THE APPLE APP STORE BUZZ 8E+09 7E+09 6E+09 7 billion 300,000 5E+09 4E+09 3E+09 2E+09 1E+09 0 © Creuna
  16. 16. WAKE UP – iPHONE ALARMCHECK YOUR EMAIL ON YOURBEDSIDE IPADBREAKFAST – BROWSE FACEBOOK,TWITTER & THE NEW YORK TIMESCOMMUTE – LISTEN TO PODCASTON YOUR SMARTPHONEWORK – SCROLL THROUGH RSSFEEDS, MAYBE SKYPE OR IMCONVESATIONMEETING – GET DIRECTIONS ONYOUR IPHONE © Creuna
  17. 17. © Creuna
  18. 18. UK 22% 7%Netherlands 19% 6% Sweden 17% 4% France 25% 4% Spain 7% 3% Italy 8% 3% Smartphone Users All Mobile Users Germany 13% 3% © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
  19. 19. • Use mobile Internet at least weekly Super • Conduct 2 or more mobile20% 13% Connected advanced activities at least monthly27% 19% Entertainers • Play games, listen to music or Watch TV/video at least weekly12% 7% Connectors • Use mobile phone for work purposes more than 25 percent of their time41% 35% Communicators • Use primarily communication services (e.g, SMS)20% 28% Talkers • Primarily use voice 4% 10% Inactives • Do not own a mobile phone © CreunaSource: European Technographics Benchmark Survey, Q2 2010
  20. 20. BMWWINTER Sent 117,000 MMSTYRES MMS picture messagesCAMPAIGN 30% conversion rate 35,000 customers $1,300 Spend Cost 60,000 to run ROI per MMS $758 $45 million 20© Creuna
  21. 21. In the past 10 years,MIXING UPmobile phones haveMOBILE & SOCIAL © Creuna
  22. 22.  $41 million 150 billion 41 2 500 vs 31 © Creuna
  23. 23. 123% in 4 © Creuna
  24. 24. THERE IS AIn the past 10 years,CONVERGENCEmobile phones haveMOBILE,LOCATION &SOCIAL © Creuna
  25. 25. CHECK-IN’S ARE MORE OF A SOCIALGAME THAN TRUE LOYALTY PROGRAM I “checked in” I “checked in” from my house from my house down the street. down the street. Weekly usage estimated 1% of mobile owners © Creuna
  26. 26. INCREASE FOOTTRAFFIC TORESTAURANTSBY 33%ONE DAY 4SQUARECAMPAIGNUsed100 randomlyawarded $5 and $10giftcards as checkin baitto lure in potential dinersCost them a total of$1000 26 © Creuna
  27. 27. Location-basedLocation-basedapplication 11.5%application usersusers are heavyare heavymobilemobileresearchers 1/3rdresearchers © Creuna
  28. 28. 38% 28 © Creuna
  29. 29. Get directions from current location 28% 40% Receive coupons while shopping in 15% a store 11% Receive exclusive retailer discounts 11% 13% Look up nearest shop to check 9% availability 21%Location-based retail offers (coupon 8% Swedish Users from a store nearby) 6% Europe i Phone Search for business info 7% Users 17% Look up product info 7% 26% Time sensitive promos (daily sales) 5% 8% 29 © Creuna
  30. 30. MOBILE WILL ENABLE BRANDS TOINFLUENCE CONSUMERS AT THE POINTOF SALE Sephora launched in January 2009 a mobile service to assist shoppers in- store Product reviews from peers at the point of sale -  Coupons -  Instant rewards 30 © Creuna
  31. 31. The drivers are in place for MASS MARKETUP-TAKE of mobile internet & digital servicesM-COMMERCE is here but its still relativelynicheLOCATION will become a core enabler ofreal-time marketing offeringsCONVERGENCE OF MOBILE, SOCIAL &LOCATION that offers the most potential forcompanies to engage with consumers innew ways 31 © Creuna
  32. 32. “THE MAJORITY OF PEOPLE UNDER 20THINK THE INTERNET HAS ALWAYS BEEN THERE” 32 © Creuna
  33. 33. 100% 33 © Creuna

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