Presentation on how we work with mobile solutions in Creuna. Originally held for the Google Technology User Group in Denmark. Covering both the business and the technology angle on mobile solutions.

1. Mobile Solutions Challengingopportunities Simon Kibsgård, consultant at Creuna Mobile business and development

2. NOTE For Slideshare users: This is an edited version of the presentation held for Google Technology User Group meetup in Århus February 10th 2010 Numbers and user trends are moved to the back of the presentation, since this is material from my m-commerce presentation.

3. Agenda Doing mobile business Mobile business evolution: What’s hype and what’s business? Different solutions and audiences means different platforms and technologies Going technical Learnings and toolbox The future at present The Numbers and the users Mobile in numbers + forecasts What users do? What’s driving the market?

4. Hype AND/Or Business Not everyone needs an iPhone App At least not the ones without an iPhone Still: The medium is the message (Marshall McLuhan) A lot of people request context aware personal services Mobile is personal (id), media for entertainment and services, billing applicable and always on and online This means business (be it via apps, SMS, web etc.)

5. CONSIDER YOUR MOBILE COMMUNICATION MIX Solution Audience Platform Technology Campaign Dialogue Application Service Shop Everybody The Young The Professional Women Mobile Desktop Feed True Multichannel SMS Application Twitter / other social network Widget Mobile Web Bluetooth Augmented Reality Barcodes LBS

6. New Sales channel by application 6 Arla mobile cookbook: Thinking Applicational Thinking Applicational Web Application

7. A new sales channel for traditionalproducts Find local resources Document the accident Submit claim …and it’s a flashlight! 7 Nationwide Mutual Insurance: Application as a differentiator

8. Julekalender 8 A creuniancreativeconceptonviraladscollectingleads for sale

9. Coupons 75 % of smartphone users are positive towards receiving mobile coupons for offline buys A coupon can be intertainment in itself A coupon can be something you make yourself (collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.) http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

10. Public service adapting to mobile

11. Public service adapting to mobile

12. Public service adapting to mobile

13. Århus KOMMUNEs BIBLIOtEkER Searchmaterials Check your reservations renewyourbooks Securelogin Events info Top 10 Werecommend And much more…

14. a Friendly CMS Desktop website Java App Mobile website WinMo App Symbian App Android App iPhone App SMS dialog Public place television

15. Technology: Mobile Web vs. mobile Apps Do silent patches or launch with a blast! Use HTML, JavaScript + server side code of your choice Get access to GPS, send SMSes, send email + maybe do more later Live data at hand Adapt with detection and styling Ask user to update Use Objective-C, Symbian C++, Java, .Net – according to device platform Get access to most depending on device sandbox settings Synchronize or request live data Design for device (mostly iPhone) Mobile Web Mobile App (in app store)

16. Technology: Still hassling with old Nokias Acceptance: text/html or application/xml Screens: size and renderings CSS ignores .Netviewstates and postback redirects JavaScript support? Tracking for web analytics Detecting device and converting to device profiles

17. Mobile detect on a website Detect the mobile device Adaptstyle and contentreturned to mobile One system to edityour desktop and mobile content SameURL as always Automaticupdatesfor future mobile devices

18. And still there are some great web apps http://google.com/reader http://mail.google.com

19. Technology: HTML 5 The next web standard To reduce the need for plugins in web Rich Interface Application (such as Flash, Silverlight and JavaFX) Introducing <video />, <audio />, <canvas /> and much more Offline use and local storage

20. Technology: HTML 5 Recommendation from 2010, 11, 22? Ready for some use iPhone seems ready Sadly Androids (1.6) still do a lot worse Luckily, there is also Google Gears for Mobile

21. Now go check Widgetpad.com

22. Worldwide Worldwide mobile phone 286.1 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 2009 iPhone will grow by 79% in 2009 22 Gartner, August 2009 & Strategy Analytics, May 2009

23. Percentage of mobile users consuming mobile media (advanced usage) is gaining 17 % a year (UK) Kilde: Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

24. Revenuemix in mobile web 24 http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf

25. Global revenue in mobile web (except data) 2008 Estimated 37 billion USD revenueon mobile internet (data excluded) in 2008 76 % beingpayment for accesson digital content (music, games, video, ring tones etc.) 5 % on advertising Only 19 % ongoods not consumedon mobile (eg. a pair of shoesor a new mobile phone) http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf page 82

26. When is mobile web accessed (hour of day) (NO) 26 Source: http://gallup-tns.no Operator WLAN Total

27. Demographics: mobile Services (UK) Higher on chart = more female Further to right = older Size of bubbles = # of users Source: Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

28. Younger and less feminine(UK) Social media and news are moving mobile to mainstream Source: Product: MobiLens + Media Metrix Data: Three month average ending June 09 Country: UK - N= 13,997

29. Forecast: Mobile penetration in Europa Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe) © 2008 Jupiter Research, LLC

30. Market is driven by... Legislation? Innovative services? Technology / platforms?

31. The introduction of a game changer iTunes, app stores and smartphones Distribution of mobile content just got a super mall After little more than 2 years iPod Touch + iPhone reached 57 mil. users. i-mode in Japan didn’t reach half as many on a far more homogeneous market App Store as Gatekeeper / revenue share model / security enforcement Java capable platforms are still the largest business, but app stores are introducing an intuitive and user oriented distribution channel

32. What’s up with those iPhone users? http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43

33. Gartner says… http://www.gartner.com/it/page.jsp?id=1282413

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35. SELECTED CLIENTS

36. Thankyou! Mobile Solutions: Challengingopportunities SIMON KIBSGÅRD Consultant, mobile business and developmentM: (+45) 22 49 83 41 simon.kibsgaard@creuna.dk