Iva Caric (Nokia): Consumers on-the-go - kje so priložnosti za vašo blagovno znamko?
1. Consumers on-the-go
(kje so priložnosti za vašo
blagovno znamko?)
Iva Caric, Nokia
Marketing Activation Manager Adriatic
iva.2.caric@nokia.com
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3. Internet usage via mobile in
Slovenia, 2011
Raziskava MOSS poteka pod okriljem Slovenske oglaševalske zbornice (SOZ), v obdobju
2009/2011 jo izvaja družba Valicon iz Ljubljane s podizvajalcem podjetjem Gemius.
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4. Nokia Apps study end 2010
39% of the Slovenian online population (fixed net) is currently using their phone for
surfing the internet.
The typical mobile internet user is male and younger than 30. Students and
employees in leading positions are overrepresented among the mobile internet
surfers.
3 out of 4 mobile internet users have already a data package included in their tarif
plan.
Main reasons for not using the internet via cell phones are the uncertainty about
arising costs and the impression that there is no need.
Nearly 40% of all respondents have made first experiences with mobile apps.
Overall – the network providers‘ app stores are very well known and often used.
Weather is the most popular app category, followed by Games and Entertainment.
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5. Once Apps are adopted, they become the critical driver of
purchase, taking equity from the handset
Single most important factor in next purchase decision (percentage)
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6. Once Apps are adopted, they become the critical driver of
purchase, taking equity from the handset
Single most important factor in next purchase decision (percentage)
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7. Online approach – user perspective
Mobile app approach – user perspective
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9. Goal?
BRAND AWARENESS
PRODUCT BENEFITS
ENGAGEMENT
BUYING
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10. How to make money via
apps PAID APPS
IN-APP PURCHASE
IN-APP ADVERTISING
Monetize your app
Canalys (June 2011): Predicts that direct revenue from
the sale of apps, in-app purchases and subscriptions
across smartphones and tablets will be $7.3 billion in
2011 rising to $36.7 billion by 2015
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11. TechCrunch.com:
July 2011, comScore reports, 88.4 million mobile subscribers were using smartphones. Of the top smartphone platforms in
Europe, Symbian led the way with 37.8 percent market share, with Android grabbing the second spot at 22.3 percent over iOS
at 20.3 percent.
Nokia’s absolute ad requests (which are what makes mobile advertising tick) continue to grow month-to-month, and when it
comes to click-through-rates (CTR), Nokia has been consistently outperforming the rest of the industry (abroad), which includes
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the likes Android, iOS, and RIM.
Company Confidential Source TechCrunch.com
12. iQpon Croatia (and Slovenia soon)
iQpon video
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13. Key NFC experiences
Service Initiation Sharing
Start a service or Transfer content
an application between any two
NFC devices
Reader/writer mode Peer to peer mode
Pairing Secure NFC
Connect easily with Mobile device is
other NFC devices a credit card and
travel card
Reader mode Card emulation mode
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15. A day in the life of an NFC mobile phone user
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16. NFC trial results
January 2011 from the Telefónica, La Caixa, and Visa trial in Sitges, Spain
• Consumers using NFC made 30% more transactions than other shoppers. These were 23%
more valuable transactions than those with regular cards
• 90% of consumers with an NFC phone used it for payment, 80% of participating merchants
processed NFC payments
• 60% of the purchases were for a maximum of €20
• Most purchases were made at supermarkets (57%) and restaurants (14%)
• 75% of transactions were during the working week
• Average age of those to use payments was 46
• 85% of users considered NFC payments sufficiently secure
• 90% of users said they would continue using mobile wallet
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