My presentation from Digital SWOT 2014, a major new conference examining the increasingly pervasive digital revolution from a business point of view: essentially a SWOT analysis of how companies and organisations and/or their agencies should re-examine their commercial performance from a digital point of view.

1. The Mobile, Digital and
Social landscape in 2014_
An overview of the challenges and opportunities
Paul Fabretti
Digital and Social Media Lead
Telefonica Europe

2. The landscape_
devices, mobility and
content
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3. Growth of the smartphone
Price is no longer a barrier_
•
•
ASP in 2012: $364
ASP in 2013: $317
•
•
•
Iphone: c.$600
Android: $300
Non-Google
Android: $180
Firefox OS: $80
•
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4. Mobile behaviours
It’s about Mobility not Mobile
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UM Wave Research, Wave 7, 2013

5. Mobile behaviours
On mobile, you’re one flick away from obscurity_
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6. Growth of the smartphone
And people are doing MORE on the move
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7. Growth of the smartphone
And people are doing MORE on the move
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8. Mobile payments
Explosive growth expected
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9. Mobile payments
Investment in early stage payment start-ups is at an all time high
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10. Mobile payments
Security and ease of use main concerns
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11. Digital Confidence
How important is Trust?
• Concern over the amount of
personal data in social has grown
10% in 2 years (68%).
In general:
• Just 25% of adults are
comfortable with location based
data and 23% with online
purchasing histories.
BUT
• 73% of consumers would be
reassured if they were able to
withdraw data on request.
• 66% would like the idea of a
dashboard to control data.
UM Wave Research Wave 7, 2013
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O2 Data Dialogue, 2012

12. The landscape_
social media
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13. SoMoMe
Closed, private 121
• The fastest-growing social
platforms are:
+212% / 430 MAU
+1021% / 325 MAU
§ Mobile-first
§ Messaging
§ Imaging
+170% / 202 MAU
• This presents challenges
•
+403% / 40 MAU
+130% / 150 MAU
350m/day – 150 MAU
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around brand-inclusion
and reach
Encroachment on current
privacies will push more
people to these closed
networks
Source: Business Intelligence, 2012-13

14. Messaging Growth
OTT grows, SMS crawls
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15. Messaging apps
Modest monetisation, but still monetisation
• Xiaomi sold 100,000 of their flagship Mi3 devices in
86 seconds
• Sold out (150,000 units) in 10 minutes – Nov 2013
• 20% ($31.5m) of Line’s revenues come
from stickers
• 30% comes from partnerships,
sponsorship and paid-for brand pages
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Source: Business Intelligence, 2012-13

16. Social behaviours
Understand why people use social_
• Learning
• Relationships
• Diversion
• Progression
• Recognition
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UM Wave Research Wave 7, 2013

17. Social behaviours
Understand why people use social_
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18. Social behaviours
Turn this insight into effective content
Themes
Topics
Channel
Medium
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19. Paid media
No longer a nice to have
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20. Paid media
Your fans are not your goal
Paid/earned interaction -> clicks
Custom Audience
“match”
Social
connections
National Population
Friends of Fans
Owned Site
Fans
Loose “affinity”
Owned content sharing
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21. From Social Brands to Social Businesses
NOT the same thing_
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