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The Mobile, Digital and
Social landscape in 2014_
An overview of the challenges and opportunities
Paul Fabretti
Digital and Social Media Lead
Telefonica Europe
The landscape_
devices, mobility and
content

2
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

• 

3
Mobile behaviours
It’s about Mobility not Mobile

4

UM Wave Research, Wave 7, 2013
Mobile behaviours
On mobile, you’re one flick away from obscurity_

5
Growth of the smartphone
And people are doing MORE on the move

6
Growth of the smartphone
And people are doing MORE on the move

7
Mobile payments
Explosive growth expected

8
Mobile payments
Investment in early stage payment start-ups is at an all time high

9
Mobile payments
Security and ease of use main concerns

10
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

11

O2 Data Dialogue, 2012
The landscape_
social media

12
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

13

around brand-inclusion
and reach
Encroachment on current
privacies will push more
people to these closed
networks

Source: Business Intelligence, 2012-13
Messaging Growth
OTT grows, SMS crawls

14
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

15

Source: Business Intelligence, 2012-13
Social behaviours
Understand why people use social_

•  Learning
•  Relationships
•  Diversion
•  Progression
•  Recognition

16

UM Wave Research Wave 7, 2013
Social behaviours
Understand why people use social_

17
Social behaviours
Turn this insight into effective content

Themes
Topics
Channel
Medium
18
Paid media
No longer a nice to have

19
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

20
From Social Brands to Social Businesses
NOT the same thing_

21
Digital SWOT - the digital landscape for 2014

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Digital SWOT - the digital landscape for 2014

  • 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
  • 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 •  3
  • 4. Mobile behaviours It’s about Mobility not Mobile 4 UM Wave Research, Wave 7, 2013
  • 5. Mobile behaviours On mobile, you’re one flick away from obscurity_ 5
  • 6. Growth of the smartphone And people are doing MORE on the move 6
  • 7. Growth of the smartphone And people are doing MORE on the move 7
  • 9. Mobile payments Investment in early stage payment start-ups is at an all time high 9
  • 10. Mobile payments Security and ease of use main concerns 10
  • 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 11 O2 Data Dialogue, 2012
  • 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 13 around brand-inclusion and reach Encroachment on current privacies will push more people to these closed networks Source: Business Intelligence, 2012-13
  • 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 15 Source: Business Intelligence, 2012-13
  • 16. Social behaviours Understand why people use social_ •  Learning •  Relationships •  Diversion •  Progression •  Recognition 16 UM Wave Research Wave 7, 2013
  • 17. Social behaviours Understand why people use social_ 17
  • 18. Social behaviours Turn this insight into effective content Themes Topics Channel Medium 18
  • 19. Paid media No longer a nice to have 19
  • 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 20
  • 21. From Social Brands to Social Businesses NOT the same thing_ 21