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DER (LANGE) WEG
ZUR MOBILEN REVOLUTION




DR. MARKUS PFEIFFER 28.03.2012
MOBILE WEB IST INTERNET, ABER ANDERS…

                                           FOR 91% OF THE POPULATION
                                           THE DEVICE IS ONLY AN ARM’s
                                                                                                         NÄHE
                                               LENGTH AWAY (24/7)


                                                                                      60% OF MARRIED PEOPLE WILL NOT
PERSÖNLICH                                                                            SHARE THEIR MOBILE WITH SPOUSE


           10% OF UNDER-25 YEAR-OLDS FIND
           IT OK TO TEXT WHILST HAVING SEX.                                                            RELEVANT
Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
MOBILE HEBT ENDGÜLTIG AB…




Source: Cisco, 2011; picture by exxonvaldez on flickr
SMARTPHONE STATT DUMBPHONE

                   Global Users (billions)
   6                                                      5,6 B
   5
   4
   3
   2
   1                  835 million


   0
            Smartphone Users Dumbphone Users




Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research     Source: Statista, BITKOM
MOBILE STATT PC




Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
Source: http://dokufactory.twoday.net/stories/jetzt-entdeckt-legales-gehirndoping-mit-ipad-3/
APPS STATT BROWSER WEB




Source: comScore 2011
TROTZDEM KAUM WERBUNG
     50
     45              43%
                             40%
     40
     35
                                           29%
     30
                                                                                              23%
     25                                                                22%                          Ad Spend Per Media
     20                                                          16%
                                                                                                    Time Spent per Media
     15                                                                      11%
                                                                                                       (US Data 2011)
                                                                                   9%
     10
                                                    6%
       5                                                                                11%

       0
                        TV                  Print                    Web     Radio      Mobile


Source: VSS, Mary Meeker (KPCB), comScore, Alewa, Flurry Analytics
SO, WHERE IS THE MONEY?
SHOPPING
        Device Preference by Retail Category:

                                                                  41%
                   Clothing                             30%
                                                          37%

                                                                43%                                    On PC/Desktop
                       Books                                 35%
                                                               41%                                     On Smartphone
                                                                                                       On the Tablet
                                                                                 55%
              Electronics                                    35%
                                                                             53%

                                       0               20                   40         60   80   100


http://www.zmags.com/blog/new-research-report-meet-the-connected-consumer
ERLÖSE AUS MOBILE APPS
$9
$8
$7
$6
$5
$4                                                                                   Total Revenue (billions)

$3
$2
$1
$0
                   2008                          2009                  2010   2011

Source: Mary Meeker, Kleiner Perkins, and BI Intelligence estimators
% der branded apps wurden weniger als
                           1.000 Mal heruntergeladen.
Source: Deloitte, 2011
AUFMERKSAMKEIT
                                                                          ODER #FANS
                                                                          ALLEINE HILFT
                                                                          KEINER MARKE
                                                                          IHRE MARKE
                                                                          HIER ODER HIER




http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
MOBILE ERÖFFNET EINE REIHE NEUER
DIMENSIONEN FÜR DAS MARKETING:


                                              Utility



                       Reward                              Information




                                      Emotional         Social




Source: Picture by exxonvaldez on flickr
LERNKURVE IM MOBILE MARKETING
                           Utility
                                                    Mobile Business
                                      Information
                                                         Ziel
                  Reward



                    Emotional        Social
                                                                      $
                                                        MONEY


Mobile Business
    Heute              ECHTER NUTZEN




 AUFMERKSAMKEIT
HYPOTHESIS 1



FIVE THINGS THAT WORK
IN MOBILE…
HYPOTHESIS 1



LOCAL RELEVANCE
12%        DER SMARTPHONE NUTZER VERWENDEN

LOCATION BASED SERVICES




Rund 65% der Nutzer wollen
lokale Promotions oder
Informationen!
ImmobilienScout24
HYPOTHESIS 1



POST SOCIAL:
THE VISUAL WEB
THE
METRICS:
-   1.36 M DAILY ACTIVES
-   HIGHEST TIME SPENT
    (HIGHER THAN FB)

-   HIGHEST REFERRALS:




     SOURCE: asdfasdfasdf
VISUAL, MUCH MORE
THE FUTURE OF THE WEB IS
THAN TEXT BASED AND MUCH MORE PERSONAL.


POST-SOCIAL =
THE ME WEB
WARUM?
                        MEHR SOCIAL GEHT NICHT
                                          Hours spent per day
                            7
                            6
                            5
                            4
                            3
                            2
                            1
                            0




                                                       Hours spent per day



Source: Nielsen.com, Forrester Research
MACHT FACEBOOK EIGENTLICH DOOF?




                  Animierte Hirnregion     Abgestorbene Gehirnzellen
                  bei sozialer Kognition    bei Alzheimer Patienten


Source: FAZ Sonntagszeitung, 11.03.2012
HYPOTHESIS 1



GAMES
GAME MECHANICS
•       Launched 8 weeks ago
 •       #1 app in 79 countries
 •       20+ million downloads
 •       $100,000+ of revenue per day
 •       12+ million DAUs
 •       On March 8th, 3,000 drawings per second
 •       Today, more than 1 billion drawings per week


 Sold to Zynga last week: +200m US$
Source: Business Insider Research, AppData.com (March 2012)
GAMING FOR
                             HEALTH:
                             NIKE+ IPOD KEEPS TRACK
                             OF FITNESS
                             ACHIEVEMENTS,
                             COMPARES THEM
                             WITH OTHERS AND
                             PROVIDES PERSONAL.

                             DELIVERS YOUR
                             PERSONAL
                             METRICS


Source: http://www.s2h.com
HYPOTHESIS 1



TURN MOBILE
INTO PRODUCTS
THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD
AND NEARLY 1 BILLION MOBILES. BUT A
100.000.000.000 THINGS
RAFI HALDJIAN




                         Source: IDC, Gartner, The Real Life Social Network, Google (2010)
ENDE 2015
WERDEN 15 MRD. OBJEKTE
MIT DEM INTERNET VERBUNDEN SEIN UND ÜBER 30%
DES TRAFFICS GENERIEREN
SOURCES: IDG, GARTNER
Photo by Botanicalls
SUMMARY


1. LOCAL RELEVANCE
2. POST SOCIAL
3. GAME MECHANICS
4. TURN MOBILE INTO PRODUCTS
Präsentation zum Download unter:
http://www.slideshare.net/mpfeiffer/

  mpfeiffer@bloom-partners.com
         @markuspfeiffer1
    www.bloom-partners.com

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Long Way to Mobile Revolution

  • 1. DER (LANGE) WEG ZUR MOBILEN REVOLUTION DR. MARKUS PFEIFFER 28.03.2012
  • 2. MOBILE WEB IST INTERNET, ABER ANDERS… FOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s NÄHE LENGTH AWAY (24/7) 60% OF MARRIED PEOPLE WILL NOT PERSÖNLICH SHARE THEIR MOBILE WITH SPOUSE 10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX. RELEVANT Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
  • 3. MOBILE HEBT ENDGÜLTIG AB… Source: Cisco, 2011; picture by exxonvaldez on flickr
  • 4. SMARTPHONE STATT DUMBPHONE Global Users (billions) 6 5,6 B 5 4 3 2 1 835 million 0 Smartphone Users Dumbphone Users Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: Statista, BITKOM
  • 5. MOBILE STATT PC Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
  • 7. APPS STATT BROWSER WEB Source: comScore 2011
  • 8. TROTZDEM KAUM WERBUNG 50 45 43% 40% 40 35 29% 30 23% 25 22% Ad Spend Per Media 20 16% Time Spent per Media 15 11% (US Data 2011) 9% 10 6% 5 11% 0 TV Print Web Radio Mobile Source: VSS, Mary Meeker (KPCB), comScore, Alewa, Flurry Analytics
  • 9. SO, WHERE IS THE MONEY?
  • 10. SHOPPING Device Preference by Retail Category: 41% Clothing 30% 37% 43% On PC/Desktop Books 35% 41% On Smartphone On the Tablet 55% Electronics 35% 53% 0 20 40 60 80 100 http://www.zmags.com/blog/new-research-report-meet-the-connected-consumer
  • 11. ERLÖSE AUS MOBILE APPS $9 $8 $7 $6 $5 $4 Total Revenue (billions) $3 $2 $1 $0 2008 2009 2010 2011 Source: Mary Meeker, Kleiner Perkins, and BI Intelligence estimators
  • 12. % der branded apps wurden weniger als 1.000 Mal heruntergeladen. Source: Deloitte, 2011
  • 13.
  • 14. AUFMERKSAMKEIT ODER #FANS ALLEINE HILFT KEINER MARKE IHRE MARKE HIER ODER HIER http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
  • 15. MOBILE ERÖFFNET EINE REIHE NEUER DIMENSIONEN FÜR DAS MARKETING: Utility Reward Information Emotional Social Source: Picture by exxonvaldez on flickr
  • 16. LERNKURVE IM MOBILE MARKETING Utility Mobile Business Information Ziel Reward Emotional Social $ MONEY Mobile Business Heute ECHTER NUTZEN AUFMERKSAMKEIT
  • 17. HYPOTHESIS 1 FIVE THINGS THAT WORK IN MOBILE…
  • 19. 12% DER SMARTPHONE NUTZER VERWENDEN LOCATION BASED SERVICES Rund 65% der Nutzer wollen lokale Promotions oder Informationen!
  • 22. THE METRICS: - 1.36 M DAILY ACTIVES - HIGHEST TIME SPENT (HIGHER THAN FB) - HIGHEST REFERRALS: SOURCE: asdfasdfasdf
  • 23. VISUAL, MUCH MORE THE FUTURE OF THE WEB IS THAN TEXT BASED AND MUCH MORE PERSONAL. POST-SOCIAL = THE ME WEB
  • 24. WARUM? MEHR SOCIAL GEHT NICHT Hours spent per day 7 6 5 4 3 2 1 0 Hours spent per day Source: Nielsen.com, Forrester Research
  • 25. MACHT FACEBOOK EIGENTLICH DOOF? Animierte Hirnregion Abgestorbene Gehirnzellen bei sozialer Kognition bei Alzheimer Patienten Source: FAZ Sonntagszeitung, 11.03.2012
  • 27.
  • 28. Launched 8 weeks ago • #1 app in 79 countries • 20+ million downloads • $100,000+ of revenue per day • 12+ million DAUs • On March 8th, 3,000 drawings per second • Today, more than 1 billion drawings per week Sold to Zynga last week: +200m US$ Source: Business Insider Research, AppData.com (March 2012)
  • 29. GAMING FOR HEALTH: NIKE+ IPOD KEEPS TRACK OF FITNESS ACHIEVEMENTS, COMPARES THEM WITH OTHERS AND PROVIDES PERSONAL. DELIVERS YOUR PERSONAL METRICS Source: http://www.s2h.com
  • 31. THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD AND NEARLY 1 BILLION MOBILES. BUT A 100.000.000.000 THINGS RAFI HALDJIAN Source: IDC, Gartner, The Real Life Social Network, Google (2010)
  • 32. ENDE 2015 WERDEN 15 MRD. OBJEKTE MIT DEM INTERNET VERBUNDEN SEIN UND ÜBER 30% DES TRAFFICS GENERIEREN SOURCES: IDG, GARTNER
  • 34. SUMMARY 1. LOCAL RELEVANCE 2. POST SOCIAL 3. GAME MECHANICS 4. TURN MOBILE INTO PRODUCTS
  • 35. Präsentation zum Download unter: http://www.slideshare.net/mpfeiffer/ mpfeiffer@bloom-partners.com @markuspfeiffer1 www.bloom-partners.com