Mobile Media & Convergence 2010
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Presentatie voor de tweede editie van het Mobile Marketing Forum op vrijdag 30 april 2010 in Brusselse hotel le méridien
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Mobile Media & Convergence 2010
- 1. Mobile & Media Convergence Mobile marketing forum 2010 30 April 2010 Carole Lamarque Business Unit Manager • Mobile http://be.linkedin.com/in/carolelamarque http://twitter.com/caroberry Carl Vanormelingen voor stagementor Carole Lamarque
- 2. Caroberry • Bio Media & Mobile convergence• Runner & Music fan• Member of the General Assembly of AB Concerts• Mobile Business Unit Manager Sanoma Magazine• Founder m.Humo.be "Carole Lamarque is Solvay HEC Master Marketer with over 15 years experience in Consumer Marketing, having started at Belgian Shell in 1994 in BtoB Sales & Marketing, and moving to Belgacom in 1999. As Belgacom ’ s Senior Marketing Strategy Manager, Carole was responsible strategic implementation Customer Centric focused programs, after launching several innovation as Phonemail, free Internet called Belgacom.net, creating the Winback activities and joining the Fixed/Mobile convergence. In 2007 she went for Mobile & Media convergence by taking a new challenge at Sanoma Magazines Belgium as Business Unit Manager Mobile, and founded the Proximus partnership and HUMO on mobile internet. ° The Vlerick Business School, Master in Innovation & Entrepreneurship broadened her marketing know how, with the ability for innovation & change management within large organizations." WHO Media Madam in love with Technology
- 3. The end & future of advertising WHAT [video]
- 5. SMS Mobile bannering Mobile search Mobile video Couponing Augmented reality QR-codes iPhone branded apps Mobile games Location Based Services WHAT
- 6. Mobile Messaging Futures 2009-2013 SMS SMS Number 1 communication worldwide
- 7. Mobile bannering Flair “Love Wheel” Spin Love Wheel • Share Love on Facebook • Or just Play again Business Models ° Advertising sponsored ° Pricing Customer : Free ° Launched 15.02.2010 Business Model Concept ° The real Love Wheel was published in print as well ° Spin the Wheel ° Get Romantic or Spicy suggestions for your loved1 ° Post them on Facebook or Twitter Concept
- 8. Advertising via Pre-roll Mobile bannering Attracted several advertisers in 2009
- 12. Morgan Stanley The Mobile Internet Report • 15.12.2009 Mobile video
- 20. Source : Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen • March 2010 WHY
- 21. WHY Bron: Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen
- 22. WHY Number of mobiles for 100 people Bron: Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen
- 25. ° Twitter : Carole Lamarque [@caroberry] 04/03/10 06:44 [Market Share] • Mobile Browser market share map http://bit.ly/cGACyr Popularity of mobile browsers per country Apple’s dominance is clear What about the US market shares? Android has a ground in UK & US HOW
- 26. Morgan Stanley The Mobile Internet Report • 15.12.2009 The technology sector is gaining vs. Telco as the mobile Internet market develops & a large portion of incremental profits go to companies that drive innovation & gain scale Print media hail iPad’s potential HOW
- 27. Purpose: What will tablets be used for? HOW 12/04/10 • IAB UK • http://www.iabuk.net
- 28. Location: Where will they be used? HOW 12/04/10 • IAB UK • http://www.iabuk.net
- 29. Marketing: Opportunities for brands? HOW 12/04/10 • IAB UK • http://www.iabuk.net
- 32. Belgian figures Forrester Research TODAY Mobile adoption and sales forecast
- 33. Forrester Research TODAY Mobile adoption and sales forecast
- 34. Mobile internet penetration Forrester Research TODAY Mobile adoption and sales forecast
- 35. TODAY
- 36. Morgan Stanley The Mobile Internet Report • 15.12.2009 TODAY
- 37. http://ow.ly/1evEP Android grows, iPhone not TODAY
- 38. TODAY Android passes iPhone Web Traffic in U.S. 27/04/2010: Admob Mobile Metrics
- 39. TODAY
- 40. TODAY
- 41. TODAY
- 42. TODAY
- 43. TODAY 30/03/10:How are mobile phones changing social media
- 44. TODAY 30/03/10:How are mobile phones changing social media
- 45. TODAY 30/03/10:How are mobile phones changing social media
- 46. TODAY 30/03/10:How are mobile phones changing social media
- 48. iPod touch is particularly popular among younger users 2/3 iPod touch owners are now under 17 24/03/10: iPhone Age Segmentations & Comparison: Say hello to the i[Phone] generation WHO iPhone Age Segmentations & Comparison
- 49. WHO ° Twitter : Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Quarterly US study
- 50. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Mobile phone users go quicker online than online users to be part of a community WHO
- 51. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Men use their mobile phones more than women WHO
- 52. WHO ° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Women are more likely to entertain others/ share with others
- 53. ° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Youth uses mobile phones to personally express WHO
- 54. WHO ° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf Seniors use their mobile phones to educate
- 56. BBC (Erik Huggers): “Future of Media & Technology”: 2012 Olympics: Broadcasting on 3 platforms: tv – web – online Blackberry (Mike Lazaridis): Respect of operators networks against “capacity crunch” Google (Eric Schmidt): “Mobile in the heart of the internet” CONCLUSION
- 58. Follow Me on Twitter Carole Lamarque http://be.linkedin.com/in/carolelamarque http://twitter.com/caroberry http://twitter.com/belgiancowboys Questions
Editor's Notes
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- Traffic is expected to increase (from 210 bln in 2009) to levels of 5.471 bln by 2013
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- Gen Y = children of the Boomers or people born in the 1970s and 1980s Google dominates the local search market for both PC-based and mobile-based local searches
- Mobile users expect an experience similar to what they get online
- it gives you a unique insight into six European cities from hand picked local “Nike Insiders” while also delivering the latest premium content, product release integration, QR code readers for secret competitions that will be activated later and live social media integration with a rewards scheme for participation - all developed with the latest iPhone app features and technology.
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- Mobile advertising is more successful than internet advertising and shows potential for future revenue generation Conclusion : Total impressions delivered: 50.149 Total clicks: 149 CTR* Medium Rectangle HUMO : 0,45% CTR Half Banner HUMO: 0,21% Other mobile advertisements this year on m.humo.be & m.vtm.be: Volkswagen, BMW, Fox Marley 02-05-10
- - This map shows the popularity of different mobile browsing platforms country by country, with some interesting results. - Apple’s dominance can clearly be seen, with the iPhone and iTouch accounting for over half the market in the US, Canada, UK, France, Germany and Japan. The Android platform has its largest share in the US and the UK, but has a much weaker share in other countries. This could change in the near future as new phones emerge that run Android, such as the Nexus One. Docomo and KDDI are the largest mobile phone operators in Japan, and account for 12% of the mobile browser share platforms. - Canada seems to like the iPhone and iTouch, with 86% of mobile internet users using this platform to access the internet.
- * > 3500 applications available exclusively for iPad * 50.000 iPads sold within 2 hours VS 1.038.295 iPads 3 weeks later (26/04/2010, AppleInsider) * Largest category (games): 833 titles (35%), - Entertainment: 260 and Education: 205 titles * 83% of applications on the iPad are paid, while only 73% of all applications are paid on the iPhone. * Average price of all paid applications that are solely compatible with iPad is $3.61 compared to $3.55 for applications compatible with iPhone * Books are currently cheaper on the iPad than on the iPhone which may be influenced by the iBook store availability on the iPad.
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- According to the report, Android traffic in the U.S. increased to 46 percent of operating system share compared to 39 percent for the iPhone operating system. Worldwide, the iPhone OS still took the top spot, taking 46 percent of the OS share, with Android phones seeing 25 percent of impressions. AdMob measures mobile ad impressions, which is a proxy for overall traffic. 02-05-10
- Social media is a natural sweet spot for mobile since mobile devices are at the center of how people communicate with their circle of friends, whether by phone, text, email, or increasingly, accessing social networking sites via a mobile browser 02-05-10
- - There are more than 100 mln active users currently accessing facebook through their mobile devices - People that use facebook on their mobile devices are twice more active on facebook than non-mobile users 02-05-10
- - In january 2010 more than 25 mln facebook users accesses the site via a mobile browser - The number of mobile phones in general connecting to facebook through a mobile browser grew by 112% from a year ago, while twitter experienced a 347% jump - At the end of 2009, 17% of mobile phone users had smartphones, up from 11% at the end of 2008 02-05-10
- 02.05.10 Methodology: The mobile intent index research study is updated on a quarterly basis. Each quarterly update is based on a nationally representative and Census-balanced sample of a minimum of 500 American adults 18 years of age and older. The index for each category is calculated on the basis of how frequently respondents report going online for 295 reasons or intents.
- 02.05.10 70% women vs. men 58% go online using their mobile to entertain
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