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panorama web mobile

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numeri e scenari sull eprospettive del mercato smartphone e device mobili

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panorama web mobile

  1. 1. Mobile Internet Paolo Maioli March-2010
  2. 2. Table of content • Mobile Internet evolution • Smartphone growth and usage • Mobile user targeting • Mobile advertising • Media industry and mobile • Future thoughts
  3. 3. Pre-mobile • 2G GSM • WAP • Text based, simple graphics • No Internet browsing • Bad user experience • Data usage billing
  4. 4. Mobile today..and tomorrow • 3G mobile infrastructure • Open Internet browsing • Smartphone technology • Intuitive user interface • Social networking (e.g. Facebook) • Video (e.g. YouTube) • VoIP (e.g. Skype) • Applications/App store • Flat fee data usage billing + app billing (many free)
  5. 5. Mobile data traffic
  6. 6. More than a just a PHONE • Internet browsing • E-mail • Instant messaging/social • Tablet • Bookreader/eReader • Music player/recorder • Photo camera/editor • Video player/recorder • GPS device • Car electronics device • Home electronics device • Game computer • Lots of handy utilities
  7. 7. Sales figures • Smartphone sales Q4 2009 41% growth • Best performers Apple iPhone and Google Android source Gartner feb 2010
  8. 8. Mobile App marketing/distribution
  9. 9. Mobile fit with social networking
  10. 10. Mobile Internet user targeting • Mobile Internet: High degree of personalization possible: - geo & demographics (sex, age, address, position) - handset type and brand - usage statistics - always on - short- and long distance journey patterns - individual contributions (blogging, twitter) - buying behaviour
  11. 11. Mobile advertising • Recent acquisitions worldwide: - Google buys AdMob ($750 M) - Apple buys Quattro Wireless ($275 M) - Opera buys Marvel ($ 8 M) • Smartphone installed base drives mobile advertising • Mobile advertising implies mobile landing pages • Ad needs to be content related/context relevant • Different types of mobile Advertising: - SMS/MMS - Mobile search - Mobile video - Mobile game - Mobile banners - Branded content
  12. 12. Mobile in your marketing mix • Mobile website: - offers better navigation than standard website - works on any smartphone • App: - dedicated functionality - navigation speed - good user experience - some functionality only available in app - smartphone specific - dependency app store • Best to develop both types for leading OS’s Standard website Mobile website App
  13. 13. Conclusions • Shifting dominancy in Mobile Internet value chain • Mobile internet access will surpass fixed internet access soon • Media convergence is everywhere: it’s easier than ever to reach a large audience, but harder than ever to really connect • Mobile Phone is unique as personal media device • Advertising on mobile needs to be more content related than ever • Mobile becomes a must in any marketingmix
  14. 14. WHAT ABOUT AUGMENTED REALITY? THAT’S ANOTHER STORY!!

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