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Long Way to Mobile Revolution
1. Mobile devices are nearly always within arm's reach and are increasingly replacing computers and other devices for many common tasks. 2. New forms of visual, social media centered around the individual are emerging as mobile platforms that engage users for longer periods each day than Facebook or other social networks. 3. Applying game mechanics and principles of reward/achievement to mobile apps increases engagement and drives behaviors like exercise that improve health.
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Long Way to Mobile Revolution
- 1. DER (LANGE) WEG ZURMOBILEN REVOLUTION DR. MARKUS PFEIFFER 28.03.2012
- 2. MOBILE WEB ISTINTERNET, 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 ENDGÜLTIGAB… 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
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- 7. APPS STATT BROWSERWEB 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 ISTHE 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 MOBILEAPPS $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 brandedapps wurden weniger als 1.000 Mal heruntergeladen. Source: Deloitte, 2011
- 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 EINEREIHE NEUER DIMENSIONEN FÜR DAS MARKETING: Utility Reward Information Emotional Social Source: Picture by exxonvaldez on flickr
- 16. LERNKURVE IM MOBILEMARKETING Utility Mobile Business Information Ziel Reward Emotional Social $ MONEY Mobile Business Heute ECHTER NUTZEN AUFMERKSAMKEIT
- 17. HYPOTHESIS 1 FIVE THINGSTHAT WORK IN MOBILE…
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- 19. 12% DER SMARTPHONE NUTZER VERWENDEN LOCATION BASED SERVICES Rund 65% der Nutzer wollen lokale Promotions oder Informationen!
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- 21. HYPOTHESIS 1 POST SOCIAL: THEVISUAL WEB
- 22. THE METRICS: - 1.36 M DAILY ACTIVES - HIGHEST TIME SPENT (HIGHER THAN FB) - HIGHEST REFERRALS: SOURCE: asdfasdfasdf
- 23. VISUAL, MUCH MORE THEFUTURE 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 EIGENTLICHDOOF? Animierte Hirnregion Abgestorbene Gehirnzellen bei sozialer Kognition bei Alzheimer Patienten Source: FAZ Sonntagszeitung, 11.03.2012
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- 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
- 30. HYPOTHESIS 1 TURN MOBILE INTOPRODUCTS
- 31. THERE ARE OVER1 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 15MRD. OBJEKTE MIT DEM INTERNET VERBUNDEN SEIN UND ÜBER 30% DES TRAFFICS GENERIEREN SOURCES: IDG, GARTNER
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- 34. SUMMARY 1. LOCAL RELEVANCE 2.POST SOCIAL 3. GAME MECHANICS 4. TURN MOBILE INTO PRODUCTS
- 35. Präsentation zum Downloadunter: http://www.slideshare.net/mpfeiffer/ mpfeiffer@bloom-partners.com @markuspfeiffer1 www.bloom-partners.com