Wap vs App - marketing magazine "future of mobile event" oct 2010


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Presentation given at Marketing Magazine's "the future is mobile" conference. This is really an updated POV from last year's event on the same topic.

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  • I’m here to talk about what has happened over the last 365 days in mobile… but let’s take a second to appreciate all that has changed before that Obviously phones have evolved tremendously 20+ years since wall street 2 + years since the iphone launched Portable, Digital Information Hub …
  • Capabilities: Initiate phone calls Receive phone calls On the move Text Messaging Mobile Web that doesn’t suck Maps News Watch TV/Video Alarm clock GPS & Maps Apps for everything else!
  • And now mobile isn’t even about voice.
  • Matt asked me to cover off some current Canadian Mobile stats for the audience today – so here are some updated stats (mostly courtesy of our friends at the CWTA)
  • NOTE: 10 billion in 2007, 4.3 billionin 2006, and 2.1 billion in 2005 in Canada
  • Agree that Apple will dominate for the foreseeable future, but believe RIM will do better than 10% - especially when they decide to focus / own the business application market
  • Although Apple was the first to popularize the App store, every major mobile OS has rolled out their own version. Such as…
  • Great example of content driven App
  • Example of a popular App that is already optimized for Blackberry and the iphone by leveraging their OS to deliver a simple & effective user experience
  • It just sounded better to use the legacy term for this presentation
  • Although the “full web” is mostly possible on iphone, and fully possible on some upcoming tablets and other smart phones, keep in mind that context is still very important. What works online may not be what the user wants on the go.
  • Wap vs App - marketing magazine "future of mobile event" oct 2010

    1. 1. Wap vs. App (again) Oct 13, 2010 @ Marketing Magazine “the future is mobile” Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK bstreet.ca (yah, it’s mobile friendly) + Chair CMA Mobile Task Force
    2. 4. (thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)
    3. 7. Laptop sales are down 50%
    4. 8. Other tablets
    5. 9. 2
    6. 10. Wap vs. App What is a marketer to do? VS
    7. 11. What we’ll cover in the next 36 minutes (thanks Michael for eating into my time) <ul><li>A few updated Canadian Mobile stats </li></ul><ul><li>Apps </li></ul><ul><li>Waps </li></ul><ul><li>Our recommendation </li></ul><ul><li>Questions </li></ul>
    8. 13. Critical Mass has been reached Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA 75% in 2009 93% by 2012 NOTE: Broadband is about 75% penetration
    9. 14. Not just for teenagers anymore… Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA + ~5% for 2010 >
    10. 15. <ul><li>~35 Billion text messages sent in 2009 </li></ul>SMS is now ubiquitous Based on published Canadian Wireless Communications Association (CWTA) stats Over 2 billion SMS messages forecasted on shortcodes in 2010 ~55 billion in 2010 forecasted
    11. 16. Smartphones are HOT! <ul><li>About 5 million Canadians are accessing the mobile web through their mobile device </li></ul><ul><li>6 of the top 10 best selling phones are touch-based smart phones </li></ul><ul><li>25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09. </li></ul><ul><li>55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months </li></ul>
    12. 17. Social is Mobile. Mobile is Social The average Mobile user spends 295.1 minutes on Facebook, viewing 269 pages and averages 8.3 usage days per month! In a month, the average PC user spends 274.7 minutes on Facebook and averages 12.2 usage days! Source: comScore, Inc., Mobile Metrix, United States, July 2010 Source: comScore Inc., United States, Persons: 2+, All Locations, July 2010 ~ =
    13. 18. comScore Inc. M:Metrics US – October 2009 http://www.insidesocal.com/tomhoffarth/archives/2009/06/if-this-is-the.html
    14. 19. Mobile is a WOM accelerator <ul><li>35% of Canadian teens aged 13-18 have bought a product because the brand allowed them to interact with it - IMI International, July 2010 </li></ul><ul><li>64% of Canadian teens aged 13-18 have bought a product because it was recommended to them - IMI International, July 2010 </li></ul>
    15. 20. What does this mean? (to marketers) http://www.grzegorzmilos.com/blog/?p=30
    16. 21. (hint: great and crappy shopper marketing experiences will be shared immediately) http://www.gdirectory.org/articles/article-2.html
    17. 22. He probably just tweeted or updated his facebook status… and wait until you see the “tip” he’s leaving on foursquare! http://www.callcentrehelper.com/call-centre-qa-coping-with-angry-customers-223.htm
    18. 23. How the new TV audience tunes in: by platform <ul><li>Base sizes: </li></ul><ul><li>Total=1823 </li></ul><ul><li>TV Only=1183 </li></ul><ul><li>Online Only=105 </li></ul><ul><li>Both TV/Online=535 </li></ul><ul><li>‘ The future of original TV Viewing and the new digital consumer’ was a survey conducted by comScore in December 2009 </li></ul>
    19. 24. Apps
    20. 25. (presented at last year’s presentation)
    21. 27. App stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg
    22. 29. Can you believe it? <ul><li>Android app downloads now around 1.8 billion total </li></ul><ul><li>Blackberry users downloading 1.5 million apps per day on average </li></ul><ul><ul><li>40% increase from previous quarter </li></ul></ul><ul><li>Nokia Ovi users downloading 1.4 million apps per day on average </li></ul><ul><li>Microsoft Windows Mobile 7 looks promising & huge installed dev base for future App development </li></ul>
    23. 30. Should you build an App? <ul><li>Nielsen survey found that games were the most popular apps, followed by music, food and entertainment, news and weather, social networking and maps and navigation. </li></ul><ul><li>Eighteen to 29 year olds made up 44 percent of apps users </li></ul>
    24. 31. Soccer Frenzy Developed by: Mobile Fringe
    25. 32. Weather Network (‎15.7MM on Mobile Web & 87.9MM on Apps. TWN + MM Sept. 2010, BTW)
    26. 33. <ul><li>Buzz worthy – nobody ever talks about a great mobile website they just saw! </li></ul><ul><li>Allows you to build a richer experience without impacting data speeds / charges </li></ul><ul><li>Allows you to take advantage of native phone features </li></ul><ul><li>Features can work offline </li></ul><ul><li>Can become a great extension of your brand attributes </li></ul>5 Advantages to an App
    27. 34. <ul><li>Try sending a consumer to an App from a QR / 2D bar code! </li></ul><ul><li>Most consumers will not use your App more than once unless you offer true utility </li></ul><ul><li>It’s expensive (especially with Canadian budgets) to build multi-platform – even single platform can cost more than a mobile website… </li></ul><ul><li>Not great for shopper marketing – consumers want info or enter contests right away </li></ul><ul><li>Harder to drive mobile media to an App </li></ul>5 Disadvantages to an App
    28. 35. Wap (Actually, nobody really calls it that anymore)
    29. 36. Relationship Status of the Mobile web… it’s complicated
    30. 37. Wap, Web, or Full Web?
    31. 38. <ul><li>Can work on 100% of devices (without spending 6x the dev cost) </li></ul><ul><li>Experience can be optimized to the highest common denominator </li></ul><ul><li>Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks or for QR codes or txt to web </li></ul><ul><li>More intuitive shopper marketing experience </li></ul><ul><li>You can update your mobile website all the time without forcing the user to download a “new version” </li></ul>5 Advantages of mobile web
    32. 39. Disadvantages of the Mobile Web <ul><li>Nobody really talks about that AMAZING new mobile website – so not as great in generating awareness </li></ul><ul><li>Optimizing for all devices can be time consuming and expensive </li></ul><ul><li>Although thanks to webkit we are seeing great experiences, generally Apps have better UX </li></ul><ul><li>You can’t access all device hardware features through the mobile web (although GPS works) </li></ul><ul><li>You can’t really charge for access to a mobile website </li></ul>
    33. 40. So… Wap or App? VS
    34. 41. What does this mean?
    35. 42. The future of mobile is the mobile web http://www.frogdesign.com/images/dattoos_cs_1.jpg
    36. 43. … but there will always be a place for Apps that offer great utility http://blog.appboy.com/2009/12/10-best-free-mobile-apps-of-2009/
    37. 44. Let’s continue the conversation… @phryl – twitter My Mobile & Interactive Marketing Blog burningthebacon.com More about who I work for: bstreet.ca (mobile enabled!) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏ + Chair CMA Mobile Task Force & Vice Chair of CMA Digital Council