Mobile phones have changed how people communicate and live over the past 10 years. It is estimated that by 2013 there will be more internet users on mobile phones than PCs. In the next 10 years, mobile phones will change how business is done. There has been a shift to connectivity being mobile, social, and location-based through mobile internet and apps. Marketers now have new opportunities to engage consumers through their mobile devices in real-time based on location.

1. DIGITAL BRIEFING 2010Mobile Business InnovationDecember 2010KirstyGlenne

2. 2THE WORLD TODAYlooks like this

3. 3BUTTHERE IS A SHIFT>130 million 70-100,00050%

4. 4Source: European Forrester Technographics® Benchmark Survey, Q2 2010

5. 5Source: European Forrester Technographics® Benchmark Survey, Q2 2010

6. BankingOrganizerAlertsPaymentVoiceCommerceSMSHealthE-mail/ MMSCOMMUNICATECONTROLTicketingIM/chatParkingSocial networksSearchCONSUMECREATEWeb browsingCONSUMECREATENewsBlogsMapsPicturesGamesMusic6TVRingtonesVideo

7. In the past 10 years, mobile phones have changed the way we communicate and live…

8. Googleestimates that there will more internet users on mobile phones than PC´s by 2013 (Ian Carrington, Director of Mobile Advertising Google)8

9. 9…In the next 10 years, the mobile phone will change the way we do business(Forrester 15th Jan 2010)

10. What do these 3 luxury items have in common?$150,000 SPORTS CAR$120,000 SPORTS BOAT

11. 11

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 200912(eBay, July 2010)

13. $600 million 2009 –$1.5 billion by 2010eBay Fashion$150,000 SPORTS CAR$120,000 SPORTS BOAT

14. 142%4%4%HAVE PURCHASED19%20%13%WILLING TO Source: Errol Denger, IBM (E-handelstrender no10/11 2010)

15. The Apple App Store buzz7 billion300,000

16. WAKE UP – iPHONE ALARMCHECK YOUR EMAIL ON YOUR BEDSIDE IPADBREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMESCOMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONEWORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATIONMEETING – GET DIRECTIONS ON YOUR IPHONE

18. Source: European Forrester Technographics® Benchmark Survey, Q2 2010

19. Use mobile Internet at least weekly

20. Conduct 2 or more mobile advanced activities at least monthlySuper Connected13%20%Play games, listen to music or Watch TV/video at least weekly19%27%EntertainersUse mobile phone for work purposes more than 25 percent of their time7%12%ConnectorsUse primarily communication services (e.g, SMS)35%41%CommunicatorsPrimarily use voice28%20%TalkersDo not own a mobile phone10%4%InactivesSource: European Technographics Benchmark Survey, Q2 2010

21. 20BMW WINTER TYRES MMS CAMPAIGNSent 117,000 MMS picture messages30% conversion rate35,000 customers$1,300 SpendCost 60,000 to runROI per MMS$758$45 million

22. In the past 10 years, mobile phones haveMIXING UPMOBILE & SOCIAL

23. $41 billion500 million150 million241 vs 31

24. 23%1 in 4

25. THERE IS A CONVERGENCEMOBILE, LOCATION & SOCIALIn the past 10 years, mobile phones have

26. Check-in’s are more of a social game than true loyalty programI “checked in” from my house down the street.I “checked in” from my house down the street.Weekly usage estimated 1% of mobile owners

27. 26INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%ONE DAY 4SQUARE CAMPAIGNUsed100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential dinersCost them a total of $1000

28. Location-basedapplication users are heavy mobile researchersLocation-basedapplication usersare heavy mobile researchers1/3rd11.5%

29. 2838%

30. 29

31. Mobile will enable brands to influence consumers at the point of sale30Sephoralaunched in January 2009 a mobile service to assistshoppersin-storeProduct reviewsfrompeersat the point of sale Coupons

32. Instant rewards31The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital servicesM-commerceis here but its still relatively niche LOCATION will become a core enabler of real-time marketing offeringsCONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways

33. “THE MAJORITY OF PEOPLE UNDER 20 THINK THE INTERNET HAS ALWAYS BEEN THERE”32