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Mobile Innovation - Creuna Morning Briefing
This document discusses the growing use of mobile internet and provides recommendations for developing mobile concepts and services. It notes that worldwide smartphone usage increased 27% in 2009 and that mobile media usage is growing 17% annually in the UK. It emphasizes that for mobile websites and services, context is key and that content should be focused on what is most relevant for mobile users. The document recommends rethinking existing websites and services to make them more suitable for mobile by focusing on core services and making them easy for mobile users to access.
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Mobile Innovation - Creuna Morning Briefing
- 1. Innovation with mobilecommunicationMORGENBRIEFING DEN 1. DECEMBER 2009Jeppe Hansen, direktør & Simon Kibsgård, konsulent, mobilsystemudvikling,
- 2. AgendaIt’sTime to gomobileYourMobile ConceptRethinkYour serviceHow to getthereConvincedyet?
- 3. It’s time togo mobile3
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- 5. WorldwideWorldwide mobile phone286.1 million units in Q2 2009 (6.1 % decrease)Worldwide Smartphone 40 million units in Q2 2009(27 % increase)Android from Google will increase by 900% in 2009iPhone will grow by 79% in 20095Gartner, August 2009 & Strategy Analytics, May 2009
- 6. Mobile Media USAGEGrowing 17 % a year (UK)Source: Product: MobiLensData: Three month average ending June 09 Country: UK - N= 13,997
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- 8. How to do”web 2 mobile”Rethink! – don’tshrinkContext is kingMicro boredomis free timeAdaptgracefully– Make it easy to useChoosewhat’s relevant
- 9. What time doweuse Mobile Internet? (NO)9Source: http://gallup-tns.no
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- 11. Arla cookbook- Onegigantic website11
- 12. Arla cookbook- CustomersLookingfor inspiration12
- 13. Arla cookbook- Onefocused service13
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- 15. Web2Mobile &1 click information
- 16. oneClickUpdateVisit a serviceon the netSelectthe informations youwant to takewithyouon the mobileTypeyourphonenumberYou’llrecieve a SMSwith a linkClick the link and seeyourselectedinformationNowupdatethis information from your mobileOne clickupdate...
- 17. Århus KOMMUNEs BIBLIOtEkERSearchmaterialsCheckyour reservationsrenewyourbooksSecureloginEvents infoTop 10 WerecommendAnd much more…
- 18. Mobile webSites VSDesktop Websites18
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- 22. Mobile quiz22Come backfor moreCompetitionworks!Videos in second
- 23. Pepsi for allScanto winKnow at onceEverybodywinsClaimpricewithin an hourDraw customers to your shopSMS opportunity23
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- 25. Statistic setup 2Dbarcode Xmas CampaignTracking cross channels :Posters 300Flyers 30.000Offline magazine ”ByensPuls” article6 Whole page articles in 3 CPH free News PapersEmail Newsletter 70.000 recipientsWebsite landing pages (2)Facebook campaign / fan site / wall publishingGot-U viral marketing25
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- 28. Starkconcept2D barcodeonproduct labels10.000productnumbersGethelp / more infoReturn input /complaintsCollect informationGetloyaltythrough cool cash in return28
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- 30. What 2 dowith 2D barcodes ?Offline goes onlineScan the same code and getdifferentthingseverydayScan the screen and get the informationScan to get info, updates, to reportScan pairedwith timeScan pairedwith locations
- 31. Find nearest Gasstation31
- 32. Mobile UserContent -TrygfondenReportPresentSubscribe
- 33. OK Local sportcommunityLoyalty, reputationand self-fashioning33
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- 35. Push Information andupdatesGuide and trackcustomerbehaviorPush info to customers in specificareas / zonesGetcrosssellingopportunities
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- 37. Mobile Paymenttoday© Creuna37SMSticketsWAP-BillingBooksPremium SMS
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- 39. How to getthere
- 40. Politikenwww.pol.dk, i.pol.dk, mobil.pol.dk©Creuna40Klkl
- 41. Mobile-detectonyour websiteDetect themobile deviceAdaptstyle and contentreturned to mobileOne system to edityour desktop and mobile contentSameURL as alwaysAutomaticupdatesfor future mobile devices
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- 43. The Mobile InternetRevenue MIX2012 SmartphoneforecastSymbian OS 39 % (50 %)Android 14.2 % (2 %)iPhone 13.7 %Windows Mobile 12.8 %BlackBerry 12.5 %Various Linux 5.4 %Palm 2.1 %43From http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner
- 44. Mobile Services Demographics(UK)Higher on chart = more femaleFurther to right = olderSize of bubbles = # of usersSource: Product: MobiLensData: Three month average ending June 09 Country: UK - N= 13,997
- 45. Younger and Lessfemale (UK)Source: Product: MobiLens + Media MetrixData: Three month average ending June 09 Country: UK - N= 13,997
- 46. Usersthisweek (No)12.8 %used mobile content at least once this week6.3 % used mobile content todayAge:18 % age 12 - 1921 % age 20 - 3914 % age +40- Use mobile content at least once a week Sex:17 % men use mobile content at least once a week8 % women46Source: www.tns-gallup.no/medier 2009Q2
- 47. European Mobile penetrationSMSpenetration is greater than 70 % todayGrowth of content available expected to rise dramaticallyTelecom providers will likely spark growth by bundling flat rate internet with voice serviceSource: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)© 2008 Jupiter Research, LLC
- 48. Wap, web, What?TheMobile Web IS the internetYour web CMS is the source of informationYouruser’s mobile context is the key to successm.yourdomain.dkwillbe the entrance for all your mobile contentWeb applicationswillbehugeApp Stores, short code sms, barcodes, bluetoothwillcatchyourusers…So get the idea and getmoving48
- 49. Geton the trainThere’sonly one FacebookThere’s only one GoogleMobile users get loyal, when the service they found, is targeted them and easy to access.Would you like a one click shortcut on your customer’s mobile phone ?49
- 50. How to do”web 2 mobile”Rethink! – don’tshrinkContext is kingMicro boredomis free timeAdaptgracefully– Make it easy to useChoosewhat’s relevant
- 51. FocusIdentify the coreservices to your mobile users and make it easy to access
- 52. ABOUT CREUNADIGITAL AGENCY.LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY
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- 54. ThankyouMORGENBRIEFING DEN 1.DECEMBER 2009JEPPE M. HANSENDirektør, forretningsudviklingM: (+45) 22 49 83 32jeppe.hansen@creuna.dkSIMON KIBSGÅRDKonsulent, mobil systemudviklingM: (+45) 22 49 83 41simon.kibsgaard@creuna.dk
Editor's Notes
- #7 Detteerprocentandelenafmobilbrugerei England deranvendermobilentilapplikationer, downloads ogmobil web surfing.
- #14 Madplaner, IndkøbssedlerBarcodes på produkterMere information om dette produktOpskrifter med dette produktPromoveringskonkurrenceWeb 2 mobileFavoritter, planlæg hele ugen selv og få den ud som en indkøbsseddel på mobilenMen hov, var der ikke osse en iPhoneApp?Bestil ingredienser om morgenen i toget på vej ind.Osuma.
- #15 iPhoneApplikationMobile WebWidgets for iGoogle, Facebook, bloggen, din desktop – og din mobil!What iFood Assistant can teach marketersConsumers are willing to pay for utility and convenience.They will share personal information in exchange for useful ideas.Use information gathered in a targeted manner.Look for the "sweet spot" of what your brand can offer consumers.Mirroring Apple software is a selling point.
- #16 Søgeagenter-> oneclick informationBind tilbage til Arla.
- #18 Simon
- #31 Hovedstaden i Chile
- #32 Forklar hvad det går ud på - pointe at alle mobiler kan gøre det uden GPS / DGS ex. med at spørge efter nærmeste ”bager”Forklar tekniske måder kort / med dækning i by og på landDK er på vej (TDC pilotprojekt + kulturnat ex. )Vi har kunder som venter – TDC skal være klar på driftsdelen EKSEMPLER PÅ LBS:Et hav af mobile dating-applikationer. iPhone-udgaver af snart enhver af de store sociale services kan anvende GPS eller anden LBS-teknologi.OK at nævne teknik delene – men fokuser på mulighederne - DGS, OK , Visitdenmark etc...LBS-TEKNOLOGIER:Maste-positionTriangulerings-teknikker (fællesnævner for forskellige netværksafhængige teknikker til at lokalisere en mobilenhed)OS-specifikke applikationer der anvender GPS dataGoogle Gears (ikke device-specifikke, det løb er kørt), der Context-awareness: Hvad laver du nu? Vi er vandt til at lave statusupdates. Disse opdateringer kan anvendes til at vise kontekst-relateret indhold. Hvis jeg fx ”ser Horsens tabe til FCK” kan jeg være interesseret i at få pushet FCK’s kampprogram, synkronisere min kalender med tv-visninger af SAS-liga kampe eller måske sælge min bolig i Horsens. Det kan også være at jeg besøger Politikens website, får et context-spørgsmål og svarer ”Sidder i tog på vej mod københavn”. Politiken kan nu levere indhold der specifikt handler om København, SMAL SAG, men de kan også kombinere det med deres tracking-viden om mine præferencer for dancehall musik og fortælle mig koncerter indenfor den genre, der spilles de næste par aftener.Context-awareness teknologier:Brug barcodes til at trække brugere ind. I ved selv hvor barcoden er sat op, i hvilket blad den er trykt, hvilken annonce eller på hvilken webside den vises. Brug bluetooth, så ved i hvor brugeren er og hvor ofte han kommer der. På en baresso-café kan man fx tilbyde særlige tilbud til folk der kommer tit / bliver længe / benytter flere forskellige baressoer.
- #37 Bluetooth til video
- #38 TDC-kunderkøber på Gyldendal via mobiltelefonregning. (WAP-Billing) andre får et girokort.Gyldendal forventer at 20%-40% af deres fremtidige salg vil foregå på mobilen
- #39 Japan i dag? Europa i morgen?
- #52 PUSH !Fra offline til OnlineBarcodesBluetoothPush i køerne: udfyld data på forhånd.Det offentlige har en god mulighed for at skabe brug ved at lave fx barcodes på de offentlige myndighedssteder, der linker ind til den konkrete myndigheds placering på borger.dkRespektforvand: Hundested eller Hørsholm strand?Jobzonen: Kerneydelsen til ”den lille tid”Borgerservice: Hvor er borgerservice? Er der åbent? Er der ventetid? Kan jeg slippe for at tage derned?