Uploaded byTommi Pelkonen
Mobile Forum 11/2014
The document discusses the growing significance of mobile usage in Finland, highlighting that over 50% of consumer internet usage is now mobile. It emphasizes the urgent need for businesses to adopt a mobile-first approach and provides various case studies of companies successfully leveraging mobile technology for customer engagement and service. Additionally, it notes challenges faced by users in effectively utilizing mobile devices, despite their widespread use.
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Mobile Forum 11/2014
- 1. MOBIILIMAHDOLLISUUDET: 1) CONSUMERBAROMETER’14JA SUOMI 2) VALIKOIMA ESIMERKKEJÄ Google Confidential and Proprietary MOBILE FORUM 11/2014 Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip
- 2. Google Confidential andProprietary
- 3. Google Confidential andProprietary
- 4. Google Confidential andProprietary AGENDA • Uusia lukuja • Valikoima caseja AGENDA • Uusia lukuja • Valikoima caseja AGENDA • Uusia lukuja • Valikoima caseja
- 5. MAAILMAN SUURIN KULUTTAJABAROMETRI Google Confidential and Proprietary 30M hakua päivittäin Suomessa Googlen sisäinen data, Suomi >6M Mobiilihakua päivittäin Suomessa
- 6. Mobiili : suunnittelunkeskiöön ● Verkkobisnes = Bisnes (as usual) ● Verkkobisnes = Mobile First --> Bisnes = Mobile First Kyse on siis siitä mitä tehdään juuri tänään! Ihan kohta 50% kuluttajien nettikäytöstä Google Confidential and Proprietary on mobiilissa. ON KIIRE!
- 7. Google Confidential andProprietary I Kuluttajakysyntä on jo mobiilissa II Mobiililla on erityinen rooli kuluttajan arjessa III Kuluttajat odottavat palvelua mobiilissa I. YRITYSTEN MOBIILI-LÄSNÄOLON PERUSTA ON MOBIILISIVUSTO II. NYKYINEN MUUTOSTAHTI EI RIITÄ: TARVITAAN KIIHDYTYSTÄ III. MOBIILISTA TULEE ELINEHTO KAIKELLE (DIGI)TOIMINNALLE
- 8. Google Confidential andProprietary SUOMALAISET JA MOBIILI Consumerbarometer:in havaintoja Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip
- 9. Google Confidential andProprietary HTTP://WWW.CONSUMERBAROMETER.COM
- 10. Google Confidential andProprietary ENEMMÄN LAITTEITA KUIN KOSKAAN Laitteita/suomalainen Lähde: ConsumerBarometer 2014
- 11. Google Confidential tinyurl.com/mobilenordicsand Proprietary
- 12. 57 % onälypuhelinkäyttäjiä. 23 % käyttää älypuhelinten käyttäjistä hakee viikottain tuotetietoja 36 % katsoo videoita älypuhelimellaan ainakin kerran viikossa Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
- 13. ELÄMÄNHALLINAN LINKKUVEITSI KAIKKIENTASKUSSA Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
- 14. Google Confidential andProprietary TIETOA HAETAA INNOLLA – MUTTA VAIKEUKSIA ON!
- 15. Google Confidential andProprietary 90,00 % 80,00 % 70,00 % 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % VÄITE: Matkapuhelimia on mielestäni helppo käyttää VÄITE: Matkapuhelmien käyttäminen on hauskaa Suomi Tanska Ruotsi Norja UK SUOMALAISILLA ON YLLÄTTÄVÄN PALJON HAASTEITA MOBIILILAITTEIDEN HYÖDYNTÄMISEN OSAAMISESSA Lähde: ConsumerBarometer 2014
- 16. MOBIILI LIITTYY AKTIIVISENAOSANA VIDEOIDEN JA TELEVISION KATSELUUN Google Confidential and Proprietary Lähde: ConsumerBarometer 2014
- 17. Google Confidential andProprietary ÄLYPUHELIN MUUTTAA KATSELUKOKEMUSTA Lähde: ConsumerBarometer 2014
- 18. VALIKOIMA CASEJA Mobiilinhyödyntämisesimerkkejä maailmalta Google Confidential and Proprietary
- 19. Full value ofmobile - what and why? Google Confidential and Proprietary
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- 25. Google Confidential andProprietary SELECTED CASES IN MOBILITY
- 26. Google Confidential andProprietary HTTP://WWW.THINKWITHGOOGLE.COM/INDUSTRIES/RETAIL.HTML
- 27. Nespresso: Mobile asa way to smooth customer service Client Overview Impact Upmarket coffee brewing machine & capsule seller 320 boutiques worldwide in 2013 Global sales of CHF 92,2b in 2013 20% Google Confidential and Proprietary Shop online: - Order online, pick-up your order in shop 1 hour after -Order online, get delivered the same day (chose delivery schedule) Shop in-store: - Self-check out by product bar code scanning thanks to your mobile -Or shop through a shoppable wall Source: E-Commerce One to One blog & Ecommerce Mag, March 2014, of Nespresso Club members actively use the apps. of total revenue (offline + online) already comes from mobile Mobile Vision Omnichannel as a way to better serve Nespresso Club members, with a personalized & time-saving experience, with adaptive design & apps: “At Nespresso, we don’t believe in such or such communication channel. We believe in client first.” “We consider that real luxury is to have choices. A choice in product range, but also in purchase channels.” Nathalie Gonzalez, MD 6% WW
- 28. RESPONSIVE SITE + 2 APPS Google Confidential and Proprietary
- 29. Codan uncovers greatervalue of digital through improved call tracking MOBILE SITE + CALL TRACKING + BACKEND MATCHMAKING Google Confidential and Proprietary
- 30. Megogo Movies: Drivingapp downloads To generate better in-app revenue for Megogo CAMPAIGNING IN APPS TO GET MORE CLIENTS 1 2 3 GOALS APPROACH RESULTS cost controlled with Conversion Optimizer 862 190 app ranks in RU +218 +67 app ranks in UA Google Confidential and Proprietary How to maximize app download & conversion with a maximum $0,50 CPA? Admob display campaign, with tracked downloads on iOS + Android. Increase penetration in UA & RU, thanks to mobile. 5,16% conversion rate
- 31. Booking.com : Mobilebooking growth is happening now 17,5% of global revenue comes from mobile. Google Confidential and Proprietary Client Overview World’s largest booking site: 450 000 hotel listed. Implanted in 196 countries. Global revenue of $39b. Mobile Vision Mobile impact goes beyond transactions, says Darren Huston, CEO of Priceline Group. Impact “Much more importantly than a source of transactions, mobile is a chance to plumb the end-to-end user experience. Source: news.booking.com, Tnooz, February 2014; Skift, June 2014 $8b 2013 mobile revenue. x8 mobile sales growth from 2011 to 2013. In the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” WW MOBILE SITE + APPS + MASSIVE OPTIMISATION WORK
- 32. EasyJet : Meetingthe demand of mobile centric customer Google Confidential and Proprietary Client Overview Europe’s n°1 air transport network. Carries more than 60m passengers annually. EU 2013 revenue: £4,258m Mobile Vision Improve passenger’s experience, and reduce contact center costs, thanks to live updates & push notifications reminders in the app. Impact App features: - search for fares - booking mgt - mboarding card - add ancillaries - flight tracker App perf: Fastest airline booking app: you can book a flight on >600 routes in <30sec. EU 6m app downloads. 5% of overall sales came from mobile in 2013 Source: corporate.easyjet.com, Computing.co.uk & 2013 annual report, January 2014 MOBILE SITE + APPS
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- 36. Google Confidential andProprietary HTTP://WWW.HOWTOGOMO.COM/FVM
- 37. Google Confidential andProprietary APUVÄLINEITÄ JA TIETOLÄHTEITÄ KÄYTTÖÖNNE
- 38. Google Confidential andProprietary HTTP://THINK.WITHGOOGLE.COM/MOBILEPLANET/EN/
- 39. Google Confidential andProprietary HTTP://THINK.WITHGOOGLE.COM/MOBILE-PURCHASE-JOURNEY
- 40. Google Confidential andProprietary HTTP://WWW.THEMOBILEPLAYBOOK.COM/
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- 42. Google Confidential andProprietary HTTP://WWW.GOOGLE.COM/BUSINESS/
- 43. Google Confidential andProprietary HTTPS://DEVELOPERS.GOOGLE.COM/WEB/FUNDAMENTALS/
- 44. Google Confidential andProprietary KIITOS Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip