The mobile scenario from different perspectives in 2016

1. Elia Méndez – Managing Director
The Mobile Scenario
Elia Méndez
Managing Director – Mobile Marketing Association Spain

2. Elia Méndez – Managing Director
There is not an industry on the
planet that’s not trying to figure
out how mobile becomes core to
their strategy and core to their
business.
David
Christopher
CMO,
AT&T
Mobility

3. Elia Méndez – Managing Director
the leading global non-profit trade
association comprised of more
than 800 member companies,
from 50 countries with members
that cover the entire mobile
ecosystem
The Mobile Marketing Association (MMA) is…

4. Elia Méndez – Managing Director
The MMA ecosystem……..
MMA
Marketers
Agencies
Vendors
Tech
Enablers
Operators

5. Elia Méndez – Managing Director
INSPIRATION CAPABILITY
MEASUREMENT
How we further this mission…

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EVENTS AND NETWORKING
Forums
Seminars
Webinars
White papers
Guidelines

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CASE
STUDY
HUB
550 mobile
case studies –
the best in
mobile
marketing

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Outlines when,
where, and how
to build a
mobile strategy
THE
MOBILE
MARKETING
PLAYBOOK

9. Elia Méndez – Managing Director
Unique research
showing mobile’s
optimum share of
advertising spend
RESEARCH:
CROSS
MARKETING
EFFECTIVENESS

10. Elia Méndez – Managing Director
The Mobile Marketing Association
Mobile is the closest a brand
can get to a Consumer

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Push Notification
MMS
SMS
Messaging
Beacons
RFID/NFC
Bluetooth
Couponing
mSales
Advergaming
Video
Search
Display
mGame
Apps
Mobile Web
Mobile Adv mCommerce Proximity Voice Apps & Content
Mobile Marketing
SmartTags

12. Elia Méndez – Managing Director
The actual environment

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-­‐
+
More mobile devices, less desktop
Source: Gartner Julio 2015

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Source: Google
Spain is one of the most
connected country
worldwide
Spaniards uses 5 or more
connected devices.

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New behaviour

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47% Spain
40% more than 3 hours daily -Spain

21. Elia Méndez – Managing Director
Source: Consumer Barometer de Google / Deloitte
81% of Spaniards that connect to the web, they do it through mobile
devices.

22. Elia Méndez – Managing Director
Mobile is part of the 70% purchase
process.
49% growth on mobile sales on 1st Q.
72%
of mobile users search products while
they are at shops..
29%
of Spanish retail companies have a
responsive web.
49%
of Spanish retail companies have a mobile
app.

23. Elia Méndez – Managing Director
Mobile screen first
choice.
Source: AdReaction 2014, Millward Brown
First Screen - US

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TV is still the first
choice
Source: AdReaction 2014, Millward Brown
First Screen - Spain

25. Elia Méndez – Managing Director
Source: AdReaction 2014, Millward Brown
“Old fashion” investment
Though brands are
aware of screen usage,
advertising investment
still follow old patterns.
Source: AdReaction 2014, Millward Brown

26. Elia Méndez – Managing Director
Source: Appdate 2015
27,7 million app active users 3,8 million apps download daily

27. Elia Méndez – Managing Director
Appdate 2015
We prefer buying from an app than from mobile browsers and
therefore we buy x3 times

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Appdate 2015
Apps by device

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Appdate 2015

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Market
“characters”

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Low Mobile marketing and
technology knowledge
Budget recession
They know mobile its not the
future media. It’s the Today media
Lack of mobile development
Brands

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Employment

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The Near Future

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Creativity

40. Elia Méndez – Managing Director
Formats Geolocation Timing Creativity

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Context -
motion
Canary Islands
Source: Ydigital Media

42. Elia Méndez – Managing Director
Click to
Calendar
L’Oreal
Yves Saint Laurent
Source: Ydigital Media

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Rich Media
Pilot
Source: Ydigital Media

44. Elia Méndez – Managing Director
Brand engagement - geolocalization
Source: Ydigital Media

45. Elia Méndez – Managing Director
elia.mendez@gmail.com
direccion@mmaspain.org
Twitter: @Galath1
https://www.linkedin.com/in/eliamendez
Thank you!