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Mobila trender i siffror
- 1. DIGITAL BRIEFING 2010 Mobile Business Innovation December 2010 Kirsty Glenne
- 2. THE WORLD TODAY looks like this 2 © Creuna
- 3. BUT >130 million 70-100,000 50% THERE IS A SHIFT 3 © Creuna
- 4. SMS 60% Email 10% Mobile Internet 9% Play Games 11% Listen to Music 17% All Mobile Users Watch Video/ TV 4% Social Networking 5% 4 © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
- 5. 92% SMS 60% 67% Email 10% 85% Mobile Internet 9% 52% Play Games 11% 61% Listen to Music 17% 36% iPhone Watch Video/ TV 4% All Mobile 47% Users2 Social Networking 5% 5 © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
- 6. Organizer Banking Alerts Payment Voice Commerce SMS Health E-mail/ MMS COMMUNICATE CONTROL Ticketing IM/ chat Parking Social networks Search CREATE CONSUME Web browsing CREATE CONSUME Blogs News Maps Pictures Games Music 6 TV Ringtones Video © Creuna
- 7. In the past 10 years, mobile phones have changed the way we communicate and live… © Creuna
- 8. Google estimates that there will more internet users on mobile phones than PC´s by 2013 (Ian Carrington, Director of Mobile Advertising Google) 8 © Creuna
- 9. …In the next 10 years, the mobile phone will change the way we do business (Forrester 15th Jan 2010) 9 © Creuna
- 10. WHAT DO THESE 3 LUXURY ITEMS HAVE IN COMMON? $120,000 SPORTS $150,000 BOAT SPORTS CAR © Creuna
- 11. 11 © Creuna
- 12. >10 MILLION PEOPLE GLOBALLY USED THEIR IPHONES TO SHOP EBAY 2009 EBAY SOLD PRODUCTS VIA THEIR MOBILE PLATFORM EVERY 2 SECONDS IN THE LAST QUARTER OF 2009 (EBAY, JULY 2010) 12 © Creuna
- 13. $600 MILLION 2009 –$1.5 BILLION BY 2010 eBay Fashion $120,000 $150,000 SPORTS SPORTS BOAT CAR © Creuna
- 14. HAVE PURCHASED 4% 4% 2% WILLING TO 13% 20% 19% 14 © Creuna Source: Errol Denger, IBM (E-handelstrender no10/11 2010)
- 15. THE APPLE APP STORE BUZZ 8E+09 7E+09 6E+09 7 billion 300,000 5E+09 4E+09 3E+09 2E+09 1E+09 0 © Creuna
- 16. WAKE UP – iPHONE ALARM CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMES COMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONE WORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATION MEETING – GET DIRECTIONS ON YOUR IPHONE © Creuna
- 17. © Creuna
- 18. UK 22% 7% Netherlands 19% 6% Sweden 17% 4% France 25% 4% Spain 7% 3% Italy 8% 3% Smartphone Users All Mobile Users Germany 13% 3% © Creuna Source: European Forrester Technographics® Benchmark Survey, Q2 2010
- 19. • Use mobile Internet at least weekly Super • Conduct 2 or more mobile 20% 13% Connected advanced activities at least monthly 27% 19% Entertainers • Play games, listen to music or Watch TV/video at least weekly 12% 7% Connectors • Use mobile phone for work purposes more than 25 percent of their time 41% 35% Communicators • Use primarily communication services (e.g, SMS) 20% 28% Talkers • Primarily use voice 4% 10% Inactives • Do not own a mobile phone © Creuna Source: European Technographics Benchmark Survey, Q2 2010
- 20. BMW WINTER Sent 117,000 MMS TYRES MMS picture messages CAMPAIGN 30% conversion rate 35,000 customers $1,300 Spend Cost 60,000 to run ROI per MMS $758 $45 million 20© Creuna
- 21. In the past 10 years, MIXING UP mobile phones have MOBILE & SOCIAL © Creuna
- 22. $41 million 150 billion 41 2 500 vs 31 © Creuna
- 23. 123% in 4 © Creuna
- 24. THERE IS A In the past 10 years, CONVERGENCE mobile phones have MOBILE, LOCATION & SOCIAL © Creuna
- 25. CHECK-IN’S ARE MORE OF A SOCIAL GAME THAN TRUE LOYALTY PROGRAM I “checked in” I “checked in” from my house from my house down the street. down the street. Weekly usage estimated 1% of mobile owners © Creuna
- 26. INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33% ONE DAY 4SQUARE CAMPAIGN Used100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners Cost them a total of $1000 26 © Creuna
- 27. Location-based Location-based application 11.5% application users users are heavy are heavy mobile mobile researchers 1/3rd researchers © Creuna
- 28. 38% 28 © Creuna
- 29. Get directions from current location 28% 40% Receive coupons while shopping in 15% a store 11% Receive exclusive retailer discounts 11% 13% Look up nearest shop to check 9% availability 21% Location-based retail offers (coupon 8% Swedish Users from a store nearby) 6% Europe i Phone Search for business info 7% Users 17% Look up product info 7% 26% Time sensitive promos (daily sales) 5% 8% 29 © Creuna
- 30. MOBILE WILL ENABLE BRANDS TO INFLUENCE CONSUMERS AT THE POINT OF SALE Sephora launched in January 2009 a mobile service to assist shoppers in- store Product reviews from peers at the point of sale - Coupons - Instant rewards 30 © Creuna
- 31. The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital services M-COMMERCE is here but its still relatively niche LOCATION will become a core enabler of real-time marketing offerings CONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways 31 © Creuna
- 32. “THE MAJORITY OF PEOPLE UNDER 20 THINK THE INTERNET HAS ALWAYS BEEN THERE” 32 © Creuna
- 33. 100% 33 © Creuna