The Mobile Tsunami Reloaded

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This is an updated version of my Mobile Tsunami presentation. The presentation includes a detailed analysis pf the main trends in the mobile market, mobile usage habits, app usage habits etc. All the numbers have been updated to May 2011

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The Mobile Tsunami Reloaded

  1. 1. The Mobile Tsunami<br />May 2011<br />Shay Rosen<br />
  2. 2. Shay Rosen<br />Head of Strategy and Consulting, Realcommerce<br />Shayr@realcommerce.co.il<br />http://il.linkedin.com/in/shayrosen<br />http://www.facebook.com/shayrs<br />M: 052-5118539<br />
  3. 3.
  4. 4. Agenda<br /><ul><li>Tsunami Indications
  5. 5. The Mobile User
  6. 6. What are they doing?
  7. 7. Success Stories
  8. 8. The Mobile Enterprise</li></li></ul><li>The 2nd Digital Tsunami<br />
  9. 9. Tsunami Indication (1)<br />
  10. 10. Tsunami Indication (2)<br />Sources: U.N. telecommunications agency <br />
  11. 11. Tsunami Indication (2)<br />Global mobile penetration – 5bn Users<br />Global mobile Internet – 0.8-1bn<br />Fixed Internet users – 1.4bn<br />Mobile Internet will Surpass Fixed Internet Access in 2015<br />Sources: U.N. telecommunications agency <br />
  12. 12.
  13. 13. Tsunami Indication (3)<br />
  14. 14. Tsunami Indication (3)<br />Smartphone sales – <br />20%-30% CAGR<br />1.5bn -2bn units will be sold in the next 5 years<br />Smartphones dominant mobile data usage<br />Sources: Coda Research Consultancy, 03/201 0<br />
  15. 15. Tsunami Indication (3)<br />Mobile data usage Growth – 5 year forecast<br />700% growth per user - ~1GB per user per month<br />4000% mobile data consumption growth in the US<br />Sources: Informa Telecoms, 11/2010, Coda Research Consultancy, 03/2010 <br />
  16. 16. Tsunami Indication (4)<br />App sales - >10bn downloads on iPhone<br />Sources: Data aggregated from Apple PR<br />
  17. 17. The Mobile User<br />
  18. 18. iPhone Users<br /><ul><li>Age – 20-50 Years Old
  19. 19. Average – 37 years old
  20. 20. 55% male
  21. 21. Income- Higher than average
  22. 22. Highly engaged
  23. 23. Experienced
  24. 24. Intolerant </li></ul>Sources: Admob mobile Metrics survey 01/2010<br />
  25. 25. iPhone Usage Habits <br /><ul><li>75% fall asleep with their iPhone
  26. 26. 69%: it’s more likely I forget my wallet at homethan my iPhone
  27. 27. 34%: I’m addicted
  28. 28. 74% think iPhone makes them more organised
  29. 29. 54% think iPhone improves their productivity
  30. 30. 74% think iPhone make them “Cooler”</li></ul>Iphone users treat the theiPhone as an extentionof their body and personality!<br />Sources: Stanford University Survey 03/2010<br />
  31. 31. Smartphone Usage Habits <br />
  32. 32. What are they doing all the time?<br />
  33. 33. iPhone apps<br /><ul><li>Average 10 Downloads per user per month
  34. 34. 60 apps installed on iPhoneat any given time
  35. 35. Only 10 are in use
  36. 36. Average app daily usage time:Less than 5 minutes per app
  37. 37. 80% of apps are dropped on first month
  38. 38. Over 300,000 apps available
  39. 39. Over 10bn downloads to date</li></ul>No More “Farts” please. We are looking for true value even if it’s free<br />Sources: Admob mobile Metrics 2010<br />
  40. 40. Apps, apps, apps<br />50% of mobile data from smartphones is consumed by apps<br />10bn downloads on apple appstore<br />“There’s an app for that”<br />Sources: Zokem mobile insights statistics, 2010<br />
  41. 41. Social Networks<br />250M users access facebook from their mobile device (300% yearly growth)<br />Up 50% in less than 6 months<br />Expected to catch up with Desktop users in the next year<br />(Privacy!!)<br />Sources: Facebook PR<br />
  42. 42. Shopping<br />US - 600% Growth since 2008<br />eBay 2Bn$ Sales in 2010. Expecting $4Bn in 2011<br />ShopSavvyIn Store Price Comparison<br />Mobile coupons <br />Sources: ABIResearch, 02/201 0, ebay PR<br />
  43. 43. Shopping (2)<br />
  44. 44. Location<br />Foursquare - ~7.5M users world wide<br />Facebook places<br />Gowalla - ~1M<br />FacebookDeals<br />(Privacy!!)<br />
  45. 45. Location<br />Foursquare - ~7.5M users world wide<br />Facebook places<br />Gowalla - ~1M<br />FacebookDeals<br />(Privacy!!)<br />
  46. 46. 95MM users expected to watch video on their mobile device in 2015<br />Switch from “Snacking” to Full Episodes<br />Use of Tablets expected to strengthen trend<br />Israel might be slightly different because of local differences<br />Video<br />Sources: Coda Research Consultancy, 03/201 0<br />
  47. 47. Advertising<br />(Very) High response rate!<br />Location Based<br />Personalized<br />Local search<br />Reach media<br />Reach media<br />(Privacy!!)<br />
  48. 48. Advertising<br />(Very) High response rate!<br />Location Based<br />Personalized<br />Local search<br />Reach media<br />(Privacy!!)<br />
  49. 49. Payments<br />In app payments<br />Paypal<br />Peer to peer Square<br />NFC<br />FaceCash<br />Qpay<br />
  50. 50. Payments<br />In app payments<br />Paypal<br />Peer to peer Square<br />NFC<br />FaceCash<br />Qpay<br />
  51. 51. Banking<br />Check Account Balance<br />Perform account relatedtransaction<br />Money Transfer<br />Trade<br />SMS – Very common<br />Apps - growing<br />
  52. 52. Everything goes mobile<br />
  53. 53. The Mobile User<br />Willing to pay for quality products<br />Always connected<br />(Spreads the word)<br />Highly engaged, willing to try anything<br />Responsive to targeted, relevant ads<br />Impatient<br />0 tolerance<br />Concerned about Privacy<br />
  54. 54. Success Stories<br />Angry Birds<br />17.5M Downloads<br />>$6.5M Revenue<br /><ul><li>ShopSavvy – 80K downlosds a day
  55. 55. Red laser – 2M Downloads</li></ul>Brand appsZippo Virtual lighter<br />>10M Downloads<br />eBay - $4Bn Sales(!)<br />
  56. 56. Campaign Based apps<br />The Mobile Enterprise<br />
  57. 57. Campaign Based apps<br />
  58. 58. Transaction Based apps<br />
  59. 59. Multi Channel Strategy<br />Company’s Legacy system’s<br />CRM<br />Store<br />Knowledge Base<br />CMS<br />Web Site<br />Social Media<br />Smartphone apps<br />Tablet apps<br />
  60. 60. Thanks!<br />

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