Mobile   Usage Insight   Australia Digitech, Sydney June 3, 2010 Lisa Womersley, Sensis
Critical factors in  Sensis’ mobile   success   KPI’s   that matter Web apps vs client   apps Location-based  insight
Is it finally the Year of the Mobile  ( really? ) Well, it’s smaller than desktop internet right now So Why  Care?
… But But it will continue to grow steadily.  And by 2015 the mobile web will be bigger than desktop Internet use.* That’s...
Why   is this happening? 3G adoption Morgan Stanley: Mobile Internet Report 2009 http://bit.ly/aFW9Ns VOIP Social  network...
Critical factors in  Sensis’ mobile   success   What we’ve learned from over 50,000,000 mobile visits
Over 50,000,000 visits ? And counting
At Sensis,  Mobile now makes up  12%  of all digital usage  That’s  double  last year’s share Source: Omniture Site Cataly...
Sensis Mobile Portfolio:  64%  Annual Growth Source: Omniture Site Catalyst; March 2010
On average,  39% of traffic   to on the iPhone 1 app 1 device Source: Omniture Site Catalyst, April 2010 White Pages and Y...
Rules for making your mobile website great <ul><li>Have one </li></ul><ul><li>Make sure it actually works </li></ul><ul><l...
KPI’s   that matter
Measuring success ? Hits Clicks App Downloads Unique Users
Measuring success ? Hits  Visits Clicks App Downloads Unique Users
Measure Engagement &  Performance Searches Clicks to call Share Directions clicks Save to contacts Photo gallery views
Have a device optimisation  strategy
Web apps vs client   apps
Web apps vs client apps: what are they? Client apps Web apps
Web apps  vs  client apps: the future
Location-based   insight
Google on Location: “   ” hugely important A  signal.
Source: Omniture Site Catalyst, April 2010 At least   30%   of searches on Yellow Pages Mobile request information on loca...
How Mobile Advertising Is Different Underlying data overlay Permission-based Location dependent
Meaning? Tech is transformative: Europe + printing press  ≠   Europe + books = New Europe The first ‘Augmented Reality’ So...
Meaning? Personalised, location-aware mobile is transformative: Person + location-aware device  ≠   personalised device = ...
Analysis of Australian Call patterns We analysed over 3 million call patterns in the Telstra network in May to match user ...
Time Segment  Search term
8 am Noon
Empty Nesters 12pm Friday Young Couples 12pm Friday
‘ Pizza’ nearby 12pm Friday ‘ Restaurants’ nearby 12pm Friday Sell: Potential Market
That’s all. It’s been great . [email_address] @lisawomersley
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Mobile Usage In Australia: A Sensis Perspective

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Sensis’ experience of its successful foray into the mobile space was presented at the recent Digitech conference in Sydney. Mobile’s unique ability to connect businesses with consumers has been expounded upon frequently over the past few years, but it’s really in 2012 that we’re finally seeing the much heralded tipping point in terms of usage. Sensis’ mobile portfolio continues to see outstanding growth and in May 2010 it saw 3 million visits during the course of the month.

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  • App usage: a significant boost to mobile traffic
  • Consumer are embracing mobile advertising( http://mashable.com/2010/05/12/mobile-advertising-study/) Of the roughly 1,000 smartphone users surveyed, 52% claim they have acted on an advertisement in an app and 18% have made a purchase directly from an ad in an app in the last month. 53% said they were willing to share their location to receive more relevant advertising and a full 76% said they would prefer to download a free, advertising-supported app instead of paying an upfront fee for the same app. “With nearly half of the on-the-go mobile audience saying they are more likely to engage with an ad that is relevant to their current location, this is an opportunity brands and agencies are more rapidly embracing.” Potential Mobile Advertising Models based on call patterns: Selling Time-Dependent Reach – using mobile call pattern modelling Selling segment-specific reach – using call patterns combined with segmentation information Selling search-specific reach – using search characteristics
  • Mobile Usage In Australia: A Sensis Perspective

    1. Mobile Usage Insight Australia Digitech, Sydney June 3, 2010 Lisa Womersley, Sensis
    2. Critical factors in Sensis’ mobile success KPI’s that matter Web apps vs client apps Location-based insight
    3. Is it finally the Year of the Mobile ( really? ) Well, it’s smaller than desktop internet right now So Why Care?
    4. … But But it will continue to grow steadily. And by 2015 the mobile web will be bigger than desktop Internet use.* That’s big. And soon. Morgan Stanley: Mobile Internet Report 2009 http://bit.ly/aFW9Ns
    5. Why is this happening? 3G adoption Morgan Stanley: Mobile Internet Report 2009 http://bit.ly/aFW9Ns VOIP Social networking Video More affordable data plans Impressive devices
    6. Critical factors in Sensis’ mobile success What we’ve learned from over 50,000,000 mobile visits
    7. Over 50,000,000 visits ? And counting
    8. At Sensis, Mobile now makes up 12% of all digital usage That’s double last year’s share Source: Omniture Site Catalyst April 2010 compared to April 2009; top 4 sites
    9. Sensis Mobile Portfolio: 64% Annual Growth Source: Omniture Site Catalyst; March 2010
    10. On average, 39% of traffic to on the iPhone 1 app 1 device Source: Omniture Site Catalyst, April 2010 White Pages and Yellow Pages Mobile comes from
    11. Rules for making your mobile website great <ul><li>Have one </li></ul><ul><li>Make sure it actually works </li></ul><ul><li>Maintain laser focus on User Experience </li></ul><ul><li>Make your site findable </li></ul><ul><li>Make your site device-aware* </li></ul><ul><li>Test and learn </li></ul>
    12. KPI’s that matter
    13. Measuring success ? Hits Clicks App Downloads Unique Users
    14. Measuring success ? Hits Visits Clicks App Downloads Unique Users
    15. Measure Engagement & Performance Searches Clicks to call Share Directions clicks Save to contacts Photo gallery views
    16. Have a device optimisation strategy
    17. Web apps vs client apps
    18. Web apps vs client apps: what are they? Client apps Web apps
    19. Web apps vs client apps: the future
    20. Location-based insight
    21. Google on Location: “ ” hugely important A signal.
    22. Source: Omniture Site Catalyst, April 2010 At least 30% of searches on Yellow Pages Mobile request information on local businesses nearby
    23. How Mobile Advertising Is Different Underlying data overlay Permission-based Location dependent
    24. Meaning? Tech is transformative: Europe + printing press ≠ Europe + books = New Europe The first ‘Augmented Reality’ Source: Media Theorist Neil Postman
    25. Meaning? Personalised, location-aware mobile is transformative: Person + location-aware device ≠ personalised device = new person ‘ Augmented Communication’
    26. Analysis of Australian Call patterns We analysed over 3 million call patterns in the Telstra network in May to match user behaviour to potential mobile advertising models
    27. Time Segment Search term
    28. 8 am Noon
    29. Empty Nesters 12pm Friday Young Couples 12pm Friday
    30. ‘ Pizza’ nearby 12pm Friday ‘ Restaurants’ nearby 12pm Friday Sell: Potential Market
    31. That’s all. It’s been great . [email_address] @lisawomersley

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