Alexander Oswald gave a presentation on mobile marketing trends, including the continued importance of SMS, the rise of location-based services and geo-targeting, the potential of augmented reality, and the relationship between mobile websites and apps. He discussed several case studies demonstrating the effectiveness of location-based mobile advertising and highlighted privacy, accountability, and neutrality as important issues for the future of mobile.

1. Vom Gadget zum
Dialog Marketing
Tool
Alexander Oswald

2. • Mobile Markets
Fakten, Trends, Potenziale
• Location based services & Augmented reality
Möglichkeiten location based services
Augmented reality? Was ist es und was kann es.
• Consumer Insights
Bedürfnisse und Verhalten verstehen und erfolgreich nutzen
Übersicht
21.10.2010Alexander Oswald, Nokia

3. 21.10.2010
Most intimate electronic device ever
Alexander Oswald, Nokia

4. 21.10.2010
Roles of the consumers are changing,
empowered by mobile device
Alexander Oswald, Nokia

5. 21.10.2010
People do all that for, with and against
brands
Alexander Oswald, Nokia

6. 21.10.2010
How does this all fit together?
Alexander Oswald, Nokia

7. • Continued importance of SMS
• Geo-Location – location based services
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch
21.10.2010Alexander Oswald, Nokia

8. Continued importance of SMS
21.10.2010Alexander Oswald, Nokia

9. • Starbucks and L’Oreal Test in UK
• O2 partnered with location services platform Placecast
Location-Based SMS Coupons
21.10.2010Alexander Oswald, Nokia

10. • “Where are you?” is the single most commonly sent SMS
in the world
• Royal Melbourne Institute of Technology (RMIT)
• The standard simply geotags SMS messages
• “I’m at the pub.” will become basically “I’m at the pub
geo:-37.801631,144.980294,”
Independent, Location-Based SMS
Has Arrived – GeoSMS
21.10.2010Alexander Oswald, Nokia

11. • Continued importance of SMS
• Geo-Location – location based services
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch
21.10.2010Alexander Oswald, Nokia

12. From passive – 1876 - 1981
21.10.2010Alexander Oswald, Nokia

13. To real time – 1981 to 2007
21.10.2010Alexander Oswald, Nokia

14. Participatory - now
21.10.2010Alexander Oswald, Nokia

15. Location is game changer
21.10.2010Alexander Oswald, Nokia

16. 2 cases from leading global provider
of maps, traffic and location data
21.10.2010Alexander Oswald, Nokia

17. • 6 month campaign
• with 14 advertisers across
• promoting each of the brands
and their locations.
• Advertisers consisted of
hotel, food, auto, fuel and
large department/retail stores.
NAVTEQ Media Solutions test
21.10.2010Alexander Oswald, Nokia

18. • Average monthly CTR 1.6%
• 39% of consumers engaged
with a call to action
• 8% “clicked to coupon”
• 5% “clicked to route”
• 4% “clicked to map”
NAVTEQ Media Solutions test
21.10.2010Alexander Oswald, Nokia

19. • Overall Click Through Rate of
6.3% was achieved.
• 22.6% Clicked to map
• 10.8% Clicked to Call
• 8% Clicked the Web
Domino´s Pizza Results
21.10.2010Alexander Oswald, Nokia

20. 30%
Penetration of GPS-enabled devices in 2010
In Austria – 1 number to know
21.10.2010Alexander Oswald, Nokia

21. • Continued importance of SMS
• Geo-Location
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch
21.10.2010Alexander Oswald, Nokia

22. 21.10.2010
Remember Terminator
Alexander Oswald, Nokia

23. • Internet 1.0 (1995-1999) was all about the great disruptive
promise of the “cyberspace” and “online shopping”
• Internet 2.0 (2005-2009) was the 10 years it took to really
figure out what to do with it: USG, rich web apps, social
media
• Augmented Reality (2008…) is where mobile technology
and wireless broadband make the internet finally
ubiquitous. And inescapable.
Augmented reality finishes what the
internet started
21.10.2010Alexander Oswald, Nokia

24. Example: Wikitude
21.10.2010Alexander Oswald, Nokia

25. How could Augmented Reality look
like?
21.10.2010Alexander Oswald, Nokia

26. How could Augmented Reality look
like?
21.10.2010Alexander Oswald, Nokia

27. • Continued importance of SMS
• Geo-Location
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch
21.10.2010Alexander Oswald, Nokia

28. Global mobile apps downloads
21.10.2010Alexander Oswald, Nokia

29. 25%
Penetration of Smartphones in 2010
75%
Penetration of Feature Phones in 2010
In Austria – 2 numbers to know
21.10.2010Alexander Oswald, Nokia

30. 45%
20%
19%
9%
4%
In Austria – 5 numbers to know
OS Shares 2010
21.10.2010
Symbian
Android
iPhone
RIM
Windows Mobile
Alexander Oswald, Nokia

31. Studie zu mobiler Internetnutzung und
mobilen Applikationen, March 2010
21.10.2010Alexander Oswald, Nokia
Surfen Sie mit Ihrem Handy /
Smartphone auch im Internet?
Ja ; 32%
Nein; 68%

32. Studie zu mobiler Internetnutzung und
mobilen Applikationen, March 2010
21.10.2010Alexander Oswald, Nokia
• 27% der Befragten haben bereits Erfahrung mit mobilen Apps.
• Personen, die bereits Applikationen genutzt haben, haben im Schnitt 9,6 Apps auf ihrem
Device installiert.
• 39% der App-Nutzer haben kostenpflichtige Apps bezogen.
Lieblingskategorien (kostenpflichtige Apps)Lieblingskategorien (free Apps)

33. Studie zu mobiler Internetnutzung und
mobilen Applikationen, March 2010
21.10.2010Alexander Oswald, Nokia
Warum haben Sie sich für einen speziellen AppStore entschieden?
(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

34. Studie zu mobiler Internetnutzung und
mobilen Applikationen, March 2010
21.10.2010Alexander Oswald, Nokia
Aus welchen Quellen erfahren Sie von mobilen Applikationen?
(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

35. • Mobile websites are not dead
• Plugins like Flash, Silverlight and Java have added media
integration to the Web, but not without some cost.
• "better user experience" and battery life
• Mobile websites = websites easily accessible for mobiles
Mobile Sites
21.10.2010Alexander Oswald, Nokia

36. Mobile Sites
21.10.2010Alexander Oswald, Nokia

37. • adds many new features, and streamlines functionality.
• Media playback – It lets sites directly embed media
• Store offline data for Web apps.
• Interactivity features, like drag-and-drop
HTML5
21.10.2010Alexander Oswald, Nokia

38. 21.10.2010
Some concerns about the future of
mobile
Alexander Oswald, Nokia

39. • Privacy
• Accountability
• Neutrality
Some concerns about the future of
mobile
21.10.2010Alexander Oswald, Nokia

40. • Not the same level of awareness as in online from users –
yet
• Making it easy to understand, when a user is sharing
critical information
• Who can access that data
• How much control the user has
• Do all this without ruining the user experience
Privacy
21.10.2010Alexander Oswald, Nokia

41. • Responsibilities definition for companies that want access
critical user data
• Need to build up systems that respect those concerns
about data
Accountability
21.10.2010Alexander Oswald, Nokia

42. • Everybody accessing every service by same speed
• Will there be prioritization soon? Sound tempting for big
companies ...
• Tim Berners-Lee: „The moment you let neutrality go, you
lose the Web as it is – you lose the idea that you can click
a link and go anywhere“.
Neutrality
21.10.2010Alexander Oswald, Nokia

43. the one most responsive to change
It is not the strongest of the species that
survive, nor the most intelligent, but
21.10.2010Alexander Oswald, Nokia

44. Danke für Ihre Aufmerksamkeit!
21.10.2010Alexander Oswald, Nokia