SlideShare a Scribd company logo
Our Mobile Internet experience
Last update - 26/11/2010
Rossel
Advertising
Source:TijsVrolix presentation
Intro
Why ? 2010: year of the mobile web
DEVICE NETWORK DATA PLAN ADVERTISING
The growth of mobile
 Mobile Internet
 Browsing
 Applications
 E-Tablets
 Mobile challenges
Agenda
1. Mobile Internet
Device
Penetration
Operating system (OS)
Data Connexion
Profile
Rossel Mobile Galaxy
Manufacturer
(Company)
OS
(Operating System)
(Software)
Mobile
Website
Application
Mobile
Content
Browser
App. stores
Data
Connexion
(Hardware)
User’s device
OrWiFi
Mobile Internet eco-system
Mobile Internet
Device (mobile phone)
Worldwide MobileTerminal Sales to End Users in 3Q10 (Thousands of units)
Source: Gartner, 10/11/2010
Company 3Q10 units 3Q10
Market
Share (%)
3Q09
units
2009
Market
Share (%)
Nokia 117,461.0 28.2 113,466.2 36.7
Samsung 71,671.8 17.2 60,627.7 19.6
LG 27,478.7 6.6 31,901.4 10.3
Apple 13,484.4 3.2 7,040.4 2.3
Research In Motion 11,908.3 2.9 8,522.7 2.8
Sony Ericsson 10,346.5 2.5 13,409.5 4.3
Motorola 8,961.4 2.1 13,912.8 4.5
HTC 6,494.3 1.6 2,659.5 0.9
ZTE 6,003.6 1.4 4,143.7 1.3
Huawei Technologies 5,478.1 1.3 3,339.7 1.1
Others 137,797.6 33.0 49,871.1 16.1
Total 417,085.7 100.0 308,894.7 100.0
Mobile Internet
Device (smartphone)
Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of
Units)
Source: Gartner, 10/11/2010
Company 3Q10 units 3Q10
Market
Share (%)
3Q09
units
2009
Market
Share (%)
Symbian 29,480.1 36.6 18,314.8 44.6
Android 20,500.0 25.5 1,424.5 3.5
iOS 13,484.4 16.7 7,040.4 17.1
Research In Motion 11,908.3 14.8 8,522.7 20.7
Microsoft Windows
Mobile
2,247.9 2.8 3,259.9 7.9
Linux 1,697.1 2.1 1,918.5 4.7
Other OS 1,214.8 1.5 612.5 1.5
Total 80,532.6 100.0 41,093.3 100.0
Mobile Internet
Device
Source: admob – May 2010
 Apple= 30% (ww)VS 62% (WE) based on ad requests
Mobile Internet
Operating System (OS)
 90% ofWW smartphone requests= iOS, Android & Symbian
 iOS = 73% in western Europe
Source: admob – May 2010
Mobile Internet
Device
 6.300.000 handsets <=2,5G
 2.300.000 handsets >3G
 Feature phone vs smartphone
 SOM Smartphones = 16%**
 1.200.000 smartphones ***
Source: Forrester research mobile adoption and sales forecast, 7/09 (western europe),
**GFK, 06/2010 - ***IDC via digimedia , 23/11
Mobile Internet
Operating System (OS)
74.04%
10.74%
5.36%
4.69%
2.90%
2.28%
OS Market - Belgium - May 20010
iOS
SymbianOS
Blackberry
Android
Windows
Others
Source: * Semetis, 19/08/2010,
Mobile Internet
Penetration
 Oct 2010: mobile= 1,23%*of
Internet visits (vs 0,73% in
May 2010)
 15,6%** - 1.300.000 users
Source: * Semetis, 10/112010,
**Forrester research mobile adoption and sales forecast, 7/09 (western europe)
Mobile Internet
Data connexion
 GPRS – 2G
 EDGE – 2,5G
 UMTS – 3G
 HSDPA – 3,5 G
 Data plan penetration:
7,9%* - 700.000 users
10%** (june 2010)
Source: **Forrester research mobile adoption and sales forecast, 7/09 (western europe)
** Internal (handset makers)
Mobile Internet
Profile
Source: Orange / Ipsos – etude exposure europe
Killing time
3 NEEDS
TOTAKE INTO
ACCOUNT
Control space
No wasting time
25-40
- 25
+ 40
 68% of the mobile Internet users (20 -35 yo) use Mobile Internet every day
48% don’t consider themselves such as trend setters
 Mobile doesn’t change their life but it simplifies it !
12-39 yo, high social classes and think and believe in new technologies because it allows them
to gain time
 Biggest activities :
 Search engine : 75%
 mail : 74%
Social network : 65%
Source : MEC Mobile study | May 2010
Watching video : 61%
 News sites : 61%
 Entertainment sites : 57%
 Local info : 55%
Mobile Internet
Profile
What can you do with 1 MB on
your mobile ?
 web pages
 0r emails
Flash QUIZ
50
100
Concerning Le Soir, most of the
traffic comes from:
Browsing mobile website
or
iPhone Application
432.000 (mobile websites)
VS
340.000 (iPhone)*
Flash QUIZ
Source: *adtech, sept 2010
2. Browsing Mobile
Internet
Definition
Same ecosystem
Display advertising formats
Browsing Mobile Internet
Next steps
Fresh news from
(London, 29/09)
 Graham Darracott, MD at Digital Architect :
– « Mobile search on Google has increased 5 times over the past two years”
– «There has been 600% growth in visits to mobile websites in the last 12 months”
 Jason Barrett (Unanimis) :
– « contrary to popular perception, the majority of mobile traffic comes from when the
user is at home”
 EUROPE: Mmbil e media users prefer browsers to apps
– UK : 70%,
– France: 68% …*
*A study by TNS for Orange across Europe
Browsing Mobile Internet
Definition
 Mobile website = running on the BROWSER of a DEVICE using STANDARD
INTERNET TECHNOLOGY (HTML) than can be accessed via a DATA
CONNECTION
 Advantages:
 reach !
 single URL (NO installation)
 listed in Google
 content freedom (NO approval process)
Browsing Mobile Internet
Same ecosystem than online
ONLINE
MOBILE
Media Agency
Creative Agency
Sales House Adserver Websites
Media Agency
Creative Agency
Sales House Adserver
mobileWebsites
Saleshouses
Affiliation plateforms
Run of networks & blind
Unsold inventory
Database brokers
Applications
Browsing Mobile Internet
Display advertising formats
Browsing Mobile Internet
Try to Link !
 Nokia
 Samsung
 HTC
 RIM
 Apple
 LG
 Sony Ericsson
 Motorola
 Palm
Flash QUIZ
Browsing Mobile Internet
m.lesoir.be + i.lesoir.be
i(phone).lesoir.be  iPhone,iTouch,
iPad
= +
m.lesoir.be  other devices (Nokia, Blackberry…)
 +/- 410.000 impressions per month on m.lesoir.be & i.lesoir.be
 Adapted content from the web to the Mobile
 Average of 27.500 monthly unique visitors
 Average of 3 pages per visit
Browsing Mobile Internet
m.lesoir.be
Others
Source:Google analytics |June 2010
Browsing Mobile Internet
June vs september
Browsing Mobile Internet
Operator’s portals activation
Browsing Mobile Internet
Hardware activation : Samsung widgets
Results*: 100% mobile
traffic’s increase on
samsung devices (6
months)
* Source: google analytics
Browsing Mobile Internet
Appstore activation : Nokia ovistore
Browsing Mobile Internet
Results
 Keytrade, ING, Citroën, Dexia, 20thFox, Axa
 Average CTR for the global campaign : 0,70%
 Audit  Traffic optimization : redirection, device
identification
 Database recruitment
 Ergonomy
 Boost traffic: Mobistar “Wake UpYour mobile & pc”
 Continuous R&D
Browsing Mobile Internet
Next steps
3. (Native)
Applications
3.1 General
3.2 iPhone
3.3 Android
3.1. Applications
General
AN APPLICATION = PROGRAM created for a specific mobile platform
which must be INSTALLED  constructor approval
Advantages:
 make a game
 sell your services
 have hardware interaction (digital compass, camera, agenda…)
 be listed in the iTunes Appstore (or other App markets)
Applications
Definition
 Nokia
 Samsung
 Palm
 RIM
 Apple
 Google
 Microsoft
 iTunes
 Ovi store
 Android Market
Widget store
 AppWorld
 App catalog
 Market place
Flash QUIZ
Try to Link !
Applications
Application’s stores
Source: Journaldugeek
Source: Businessinsider, http://read.bi/cNOUzb , 25/10/2010
 Ovistore (Nokia): 27.000
 Nokia has most paid apps
 Android largest share free apps
FREEVS PAID
PRICES
Applications
Application stores
Source: Distimo
3.2. Applications
Le Soir iPhone application
Applications
The app store economy
• July 10, 2008: iTunes App
Store launch
• 275 000 apps (oct 2010)
• 6 500 000 000 downloads
(sept 2010)
• 40 apps/user (sept 2010)
• 75% free
• 2,62 € price
Source:TijsVroloks presentation,
 The iPhone= 4% of the EU5 mobile market
(UK, France, Germany, Spain and Italy)
 The iPhone= 18% of the overall EU5
smartphone market.
Applications
iPhone Market
Source: Comscore via Mobie marketer, 26/06/2010)
Applications
iPhone Market
 SOM phones+ smartphones: iPhone= 2%*
 385.000 iPhones in Belgium**
 iPhone = 47% of mobile traffic in october (vs 60%
in january 20010)***
Sources: *GFK - 06/2010, **Fnac -July 2010, Proximus - 06/2010, ***semetis – 10/11/2010
 94% of iPhone owners use mobile media.
 Male with a majority of 18-44 yo
Applications
iPhone users Profile
Source: Comscore via Mobile marketer, 26/06/2010)
Applications
iPhone users profile
 50% of iPhone users regularly
download 1 or more apps a month
 Users spend roughly $9 a month and download 5 paid apps per month
Source: Admob | May 2010
Applications
Le Soir iPhone app
 Launch :V1 | January 2010
 Strategy : free application
Why ?
- build ad inventory (Like Le Monde & Lagardère)
- up sell (paying content) ( Like De Standard)
Timing:
- 1 month for conception and needs analysis
- 2 months for development (Apple approval)
The Launch ! V1
 Buzz on Belgium iPhone.be (12.000 UV/day)
 Exclusive mini site on lesoir.be
 Media campaign on Le Soir, lesoir.be and all websites of Rossel’s group.
 PR campaign (press release & communication in our brands)
 Social networks (Facebook &Twitter)
 Keytrade : our launch partner & sponsor for the 3 first months
Applications
Le Soir iPhone app
62% 60%
46%
20% 19%
10%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Searching for a specific
type of app
Browsing through top
app store rankings
WOM See ads while using
other apps
Press/news articles or
blogs
A brand I know
introduces an app and
reaches out to me
Other
HOW DO IPHONE USERS DISCOVER APPS ?
 How do you discover the apps you decide to download ?
Applications
Le Soir iPhone app
Version 2.0 (start 26 March 2010)
 paying newspaper of the day (0,79€)
Text new & PDF
 Cover flow : turn page of newspaper in cover flow mode
Applications
Le Soir iPhone app
Applications
Le Soir iPhone app: key figures
 Average CTR : 1 %
 46.113 downloads (80% Be)
 46.055 updates
 1.797 daily newspapers sold ( conversion= 4% )
 382.731 imps/month (sept 2010)
 Alaune > Sport > Culture > Autres
Source: interne, septembre 2010
Applications
Le Soir iPhone app: Formats
Applications
Le Soir iPhone app: Formats
Applications
Le Soir | Results EXKI
 Period : 24/05– 6/06
 Impressions :
- 120.440 (splash)
- 140.791 (floorad)
 Clicks: 2.810
 CTR: 2% !!!
 Downloads BE: 1.691
 Conversion rate : 60% !!!
 Appli LeSoir Symbian 3 ?
 Appli Bada Le Soir (Samsung) ?
 Rossel Mobile survey
Applications
Next steps
Which Operating system has the
fastest growth ?
 Blackberry OS
 i OS
Android
 Symbian
Windows mobile
Flash QUIZ
3.2. Applications
Le SoirAndroid application
 More than 50 android
devices
 HTC, Motorola, Samsung
 WW: 160.000 androids
devices activated per day
(5.000.000 per month )
Applications
Android Market
Source: Juniper research, 2010
 11. 209 Android devices in Belgium*
 9% of mobile visits in oct 2010
(vs 3% in March 2010)**
Source: *AdMob Network, April 2010
**Semetis, 10/11/2010
iPhone iPod touch iPad iPhone OS Total
Worldwide 27.411.081 13.056.019 294.653 40.761.753
Belgium 100.711 51.585 894 153.190
Android
Worldwide 11.566.140
Belgium 11.209
Applications
Android Market
 Appli Lesoir Android
 Launch: April 2010
 Development costs : very high due to the multiple devices !
“In May 2010, 14 devices generated 92% of Android traffic,compared to one device a year ago”*
 Number of downloads : 5.219 (20/10/2010)**
Nb of imps per month : 71.500 (sept 2010)**
Source : * Admob, may 2010 - **Adtech
Applications
Le Soir Android app
Applications
Le Soir Android
Ping-ping partnership
Applications
Le Soir Android app
 Boost traffic
 Other brands ?
 Android tablets ?
Source: AdMob Network, April 2010
Applications
Le Soir Android app | Next steps
4. E-Tablets
General
iPad
E-Tablets
Definition
 Tablet,Tablet pc, E-Tablet: handled computing device
E-Tablets
iPad Definition
 E-tablet launch by Apple the 27 of January 2010
 Dimensions : 24 x 19 x 1,3 cm
 Weight : 680 g (WiFi), 730 g (3G)
 Screen : 9.7-inch LED
 Processor: SoC Apple à 1 GHz
 Memory : 16, 32 ou 64 Go
 OS : iPhone OS
 4.200.000 sales (october 2010)
 Forecast: 20 to 30.000.000 sales in 2011
E-Tablets
iPad Market
22 june: Apple Sells 3.000.000 iPads
in 80 Days*
Source : http://tech.fortune.cnn.com , 5/10/2010
E-Tablets
iPad Market
 +/- 45.000 iPads
(estimated)
 30 % of mobile Internet
visits in october 2010 *
(vs 1.87% in April)
Source: *Semetis (10/11/2010)
E-Tablets
iPad user profile
Source : Online survey was fielded in August to more than 500 adult iPad owners by re-contacting them after being
identified by screening the NPD Opt in Online panel., http://www.npd.com/press/releases/press_101001.html ,
* Survey on GQ, Vanity Fair, Wired and Glamour readers, http://paidcontent.org , 12/10
 Nearly 90% Percent of Initial iPad Sales are Incremental and not Cannibalizing the PC Market
 iPad owners are significantly more likely to own Apple products and newer technologies, such as e-readers
and smartphones.
 "Early adopters, like iPad owners, follow a traditional pattern of consumer behavior; they purchase
products because they want them, not because they need them,“
 the profile of an iPad owner is much more likely to mirror the overall tech population.
 Satisfaction : 80% (early adopters) vs 65% (after 2 months launch) -- > USB – Printing – Multitasking
 45 min vs 160 Min : iPad and iPhone readers seem to spend more time with the digital replicas in
comparison to the print versions *
E-Tablets
iPad user profile
(Rossel mobile survey exclusivity)
Source : Rossel mobile survey oct
 143 iPad owners (883 participants)
 Men= 92 %
 post-university: 15%
 Not only geeks: IT (20 %), Media (17 %), Finance (10 %),
Internet: (7 %)
49%
43%
54%
47%
45%
54%
51%
48%
47%
30%
35%
26%
33%
33%
26%
26%
32%
35%
16%
16%
17%
15%
18%
15%
18%
17%
14%
4%
6%
3%
5%
4%
5%
5%
4%
4%
Population(15-74)
Men
Women
15-29
30-49
50 +
Secondarylow
Secondaryhigh
Highschool, university…
nothing will never replace the
paper - reading
daily press will be saved thanks
to mobiles, tablets (ipad)
daily press replaced by news
webwites
daily press is old-fashion
Source : Online survey Deepblue & iVox, 3.577 interviews, field: end of May 2010, context « 20 years old in 2010 » presentation
E-Tablets
iPad | Perception of
Newspaper’s future
 1 out of 2 are attached to the paper-reading
With no significant differences between ages … even for the youngest
E-Tablets
Launch | Le Soir iPad app
20/06 : LaunchV1.0
 30/06:
• 1.703 paying downloads although iPad still not
available in Belgium !
• 80% of buying in the Belgian appstore
• 155 daily editions sold (+/- 10% conversion)
15/07 :V1.1 (offline usage)
 Web approach
1,59 €
+
 Print approach
0,79€ / day  6€ monthly subscription
E-Tablets
Business Model | Le Soir iPad app
 75.000 Imps / month - (september)
Average CTR : 8%
 6.482 downloads (85% Be)
 1.388 updates
 1.361 daily newspapers sold ( conversion= 21% )
 566 monthly subscriptions sold (conversion=
9%)
 rem: free effect (downloads – conversion)
E-Tablets
Key figures | Le Soir iPad app
Source: internal, 8/10/2010
 1) Splash Page at the opening of the application (3 or 4 seconds)
3 formats for the sponsor :
Splash Page
E-Tablets
Ad formats | Le Soir iPad app
Floor ad
Vertical right
 2 formats
 Floor ad
Vertical right
E-Tablets
Ad formats | Le Soir iPad app
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Series1 2,89 1,35 682 475 512 617 1,67 4,17 5,30 4,86 3,87 3,32 3,51 3,35 3,14 3,13 3,25 3,83 4,81 5,32 5,27 5,92 6,58 5,48
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
5,500
6,000
6,500
7,000
Source: Adtech, 1/07 – 31/08
E-Tablets
Le Soir iPad app
Evening reading on a sofa
E-Tablets
iPad | A device for a weekend?
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Wednesday,
September
1,
2010
Thursday,
September
2,
2010
Friday,
September
3,
2010
Saturday,
September
4,
2010
Sunday,
September
5,
2010
Monday,
September
6,
2010
Tuesday,
September
7,
2010
Wednesday,
September
8,
2010
Thursday,
September
9,
2010
Friday,
September
10,
2010
Saturday,
September
11,
2010
Sunday,
September
12,
2010
Monday,
September
13,
2010
Tuesday,
September
14,
2010
Wednesday,
September
15,
2010
Thursday,
September
16,
2010
Friday,
September
17,
2010
Saturday,
September
18,
2010
Sunday,
September
19,
2010
Monday,
September
20,
2010
Tuesday,
September
21,
2010
Wednesday,
September
22,
2010
Thursday,
September
23,
2010
Friday,
September
24,
2010
Saturday,
September
25,
2010
Sunday,
September
26,
2010
Monday,
September
27,
2010
Tuesday,
September
28,
2010
Wednesday,
September
29,
2010
Thursday,
September
30,
2010
Impressions
Imps with Defaults
Source: adtech, septembre 2010
 BoostTraffic: iPad app for free
during september !
 New Advertising formats (interactivity)?
New Content (video, wave, pdf, etc…) ?
Other tablets development (Android ???)
Ad formats creation ?
 Buying ? online ? Print ?
 Measurements ?
 Complementarity print + tablet ?
E-Tablets
Next steps
5. Mobile Challenges
 Analytics  measure & authentify (cim mobile taskforce)
 Standardization  formats & offers (sales house association)
 Trafficking  specialized adserver ?
 Synergy between Data Providers , device makers & content providers:
Mobistar “wake up…”, Samsung Bada…
 Data plans  unlimited ???
 M commerce & geolocation Marie-Claire , Foursquare
Mobile Challenges
Audience authentification
Fresh news from Mobile Squared
2010 (London, 29/09)
 Trend 1: UTILITY !
– Examples:The new electric scooter concept from Smart
Fresh news from Mobile Squared
2010 (London, 29/09)
 Trend 2: VALUE!
 Jonathan MacDonald, co-founder of this
fluid world:
– “people will only pay for what they value, and
challenged brands to think about how they can
become more valuable to people”
See you at the next session about
creativity in Mobile ?
Thank you
for your
attention.
Annexes
Business models
3GVS WiFi
 24% of traffic in the US came overWiFi in May 2010
 60% of US traffic came fromWiFi capable devices
The iPhone is used more onWiFi than other smartphones
Devices
Data plans in Belgium
Data plans in Belgium
Data plans in Belgium
How does it works ?
Source : cnet /Washington post
Applications
Applications
Market (WW)
Source: www.research2guidance.com, 19/08/2010
iPhone application
Market (EU5)
 SOM (mobile market): Nokia’s Symbian
(15%), Apple (4%), Microsoft’sWindows
Mobile (3%), RIM’s BlackBerry (2%), Google’s
Android (1%).
 The iPhone= 4% of the EU5 mobile market
(UK, France, Germany, Spain and Italy)
 The iPhone= 18% of the overall EU5
smartphone market. (Source:Comscore via Mobie marketer, 26/06/2010)
Q1:What’s the of Rossel’s
mobile advertising revenues from 2009
to 2010 ?
 50%
 100%
 500 %
Flash QUIZ
Fresh news from Mobile Squared
2010 (London, 29/09)
 5 billion subscribers globally
 1 billion of these are 3g subscribers
 By 2014 it is predicted there will be 2.8 billion
3g subscriptions
 60% of mobile phones users in the EU will be
on smart phones next year
 In 2014 70% of Europe will be on 3g
 Android growth 763%
Source: Joe Barret, Qualcom’senior Strategic Director, 29/09/2010
E-Tablets
iPad user profile
 Less personal than
smartphones
E-Tablets
iPad user profile
 News
E-Tablets
iPad user profile
E-Tablets
iPad user profile
E-Tablets
iPad user profile

More Related Content

What's hot

50 Stunning Mobile Statistics
50 Stunning Mobile Statistics50 Stunning Mobile Statistics
50 Stunning Mobile Statistics
Vala Afshar
 
When is an app not an app
When is an app not an appWhen is an app not an app
When is an app not an app
Jason Cross
 
Mobile Web Vs Mobile Apps
Mobile Web Vs Mobile AppsMobile Web Vs Mobile Apps
Mobile Web Vs Mobile Apps
Joe Hass
 
Ad Mob Mobile Metrics Jan 10
Ad Mob  Mobile  Metrics  Jan 10Ad Mob  Mobile  Metrics  Jan 10
Ad Mob Mobile Metrics Jan 10
Yuri Itou
 
Around the World with Mobile Global Insights and Regional Relevance of Mobile...
Around the World with Mobile Global Insights and Regional Relevance of Mobile...Around the World with Mobile Global Insights and Regional Relevance of Mobile...
Around the World with Mobile Global Insights and Regional Relevance of Mobile...
Vivastream
 
2013 11 mobile eating the world
2013 11 mobile eating the world2013 11 mobile eating the world
2013 11 mobile eating the world
Benedict Evans
 
AdMob Mobile Metrics Report - January 2010
AdMob Mobile Metrics Report - January 2010AdMob Mobile Metrics Report - January 2010
AdMob Mobile Metrics Report - January 2010
AdMob Inc
 
Executive's guide to the iPad for business
Executive's guide to the iPad for businessExecutive's guide to the iPad for business
Executive's guide to the iPad for business
SmartCompanyWebinars
 
25 amazing mobile phone statistics and facts
25 amazing mobile phone statistics and facts25 amazing mobile phone statistics and facts
25 amazing mobile phone statistics and facts
Andy James
 
Mobile market landscape india
Mobile market landscape  indiaMobile market landscape  india
Mobile market landscape india
Siddhant Tewari
 
Hot house istrategy_presentation_february_2012_original-1
Hot house istrategy_presentation_february_2012_original-1Hot house istrategy_presentation_february_2012_original-1
Hot house istrategy_presentation_february_2012_original-1
iStrategy
 
Van wyk hothouse mobile 2012 sydney
Van wyk hothouse mobile 2012 sydneyVan wyk hothouse mobile 2012 sydney
Van wyk hothouse mobile 2012 sydney
iStrategy
 
Marketers guide to ipad for business
Marketers guide to ipad for businessMarketers guide to ipad for business
Marketers guide to ipad for business
Ogilvy PR
 
Getting users to trust your Mobile Apps and Mobile Web sites
Getting users to trust your Mobile Apps and Mobile Web sitesGetting users to trust your Mobile Apps and Mobile Web sites
Getting users to trust your Mobile Apps and Mobile Web sites
Janet Jaiswal
 
Mobile Apps 101 - Mobile Industry Trends and Development Best Practices
Mobile Apps 101 - Mobile Industry Trends and Development Best PracticesMobile Apps 101 - Mobile Industry Trends and Development Best Practices
Mobile Apps 101 - Mobile Industry Trends and Development Best Practices
Signal
 
The Mobile Digital Omnivore, comScore, Dec 12
The Mobile Digital Omnivore, comScore, Dec 12The Mobile Digital Omnivore, comScore, Dec 12
The Mobile Digital Omnivore, comScore, Dec 12
Anna-Marie Taylor
 
Mobile retail summit 26 1-12 - incentivated
Mobile retail summit 26 1-12 - incentivatedMobile retail summit 26 1-12 - incentivated
Mobile retail summit 26 1-12 - incentivated
Jason Cross
 
Application Environments: Order from Chaos
Application Environments: Order from ChaosApplication Environments: Order from Chaos
Application Environments: Order from Chaos
SlashData
 
Mobile development : reaching critical mass
Mobile development : reaching critical massMobile development : reaching critical mass
Mobile development : reaching critical mass
Alessandro Thellung
 

What's hot (19)

50 Stunning Mobile Statistics
50 Stunning Mobile Statistics50 Stunning Mobile Statistics
50 Stunning Mobile Statistics
 
When is an app not an app
When is an app not an appWhen is an app not an app
When is an app not an app
 
Mobile Web Vs Mobile Apps
Mobile Web Vs Mobile AppsMobile Web Vs Mobile Apps
Mobile Web Vs Mobile Apps
 
Ad Mob Mobile Metrics Jan 10
Ad Mob  Mobile  Metrics  Jan 10Ad Mob  Mobile  Metrics  Jan 10
Ad Mob Mobile Metrics Jan 10
 
Around the World with Mobile Global Insights and Regional Relevance of Mobile...
Around the World with Mobile Global Insights and Regional Relevance of Mobile...Around the World with Mobile Global Insights and Regional Relevance of Mobile...
Around the World with Mobile Global Insights and Regional Relevance of Mobile...
 
2013 11 mobile eating the world
2013 11 mobile eating the world2013 11 mobile eating the world
2013 11 mobile eating the world
 
AdMob Mobile Metrics Report - January 2010
AdMob Mobile Metrics Report - January 2010AdMob Mobile Metrics Report - January 2010
AdMob Mobile Metrics Report - January 2010
 
Executive's guide to the iPad for business
Executive's guide to the iPad for businessExecutive's guide to the iPad for business
Executive's guide to the iPad for business
 
25 amazing mobile phone statistics and facts
25 amazing mobile phone statistics and facts25 amazing mobile phone statistics and facts
25 amazing mobile phone statistics and facts
 
Mobile market landscape india
Mobile market landscape  indiaMobile market landscape  india
Mobile market landscape india
 
Hot house istrategy_presentation_february_2012_original-1
Hot house istrategy_presentation_february_2012_original-1Hot house istrategy_presentation_february_2012_original-1
Hot house istrategy_presentation_february_2012_original-1
 
Van wyk hothouse mobile 2012 sydney
Van wyk hothouse mobile 2012 sydneyVan wyk hothouse mobile 2012 sydney
Van wyk hothouse mobile 2012 sydney
 
Marketers guide to ipad for business
Marketers guide to ipad for businessMarketers guide to ipad for business
Marketers guide to ipad for business
 
Getting users to trust your Mobile Apps and Mobile Web sites
Getting users to trust your Mobile Apps and Mobile Web sitesGetting users to trust your Mobile Apps and Mobile Web sites
Getting users to trust your Mobile Apps and Mobile Web sites
 
Mobile Apps 101 - Mobile Industry Trends and Development Best Practices
Mobile Apps 101 - Mobile Industry Trends and Development Best PracticesMobile Apps 101 - Mobile Industry Trends and Development Best Practices
Mobile Apps 101 - Mobile Industry Trends and Development Best Practices
 
The Mobile Digital Omnivore, comScore, Dec 12
The Mobile Digital Omnivore, comScore, Dec 12The Mobile Digital Omnivore, comScore, Dec 12
The Mobile Digital Omnivore, comScore, Dec 12
 
Mobile retail summit 26 1-12 - incentivated
Mobile retail summit 26 1-12 - incentivatedMobile retail summit 26 1-12 - incentivated
Mobile retail summit 26 1-12 - incentivated
 
Application Environments: Order from Chaos
Application Environments: Order from ChaosApplication Environments: Order from Chaos
Application Environments: Order from Chaos
 
Mobile development : reaching critical mass
Mobile development : reaching critical massMobile development : reaching critical mass
Mobile development : reaching critical mass
 

Similar to Rossel mobile internet experience_20101126

Mobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunitiesMobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunities
Simon Kibsgård
 
Mobile apps and internet
Mobile apps and internetMobile apps and internet
Mobile apps and internet
ITDogadjaji.com
 
Mobile development Belgium
Mobile development BelgiumMobile development Belgium
Mobile development Belgium
Tanguy De Lestré
 
Mobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and TrendsMobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and Trends
Mobile Monday Brussels
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobile
nijsitecore
 
Open Mobiles And Google Android
Open Mobiles And Google AndroidOpen Mobiles And Google Android
Open Mobiles And Google Android
Muhammad Bilal
 
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screensPatrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
ronewmedia_academy
 
Mobile 2009, 2010 and beyond
Mobile 2009, 2010 and beyondMobile 2009, 2010 and beyond
Mobile 2009, 2010 and beyond
Jennifer Wilson
 
Sogeti - Android tech track presentation - 24 february 2011
Sogeti - Android tech track presentation - 24 february 2011Sogeti - Android tech track presentation - 24 february 2011
Sogeti - Android tech track presentation - 24 february 2011
Kenneth van Rumste
 
Is Mobile 2.0 making carriers redundant?
Is Mobile 2.0 making carriers redundant?Is Mobile 2.0 making carriers redundant?
Is Mobile 2.0 making carriers redundant?
fabricapo
 
Mobile Thinking
Mobile ThinkingMobile Thinking
Mobile applications
Mobile applicationsMobile applications
Mobile applications
Shweta Jain
 
Mobile apps: The good, the bad, the …
Mobile apps: The good, the bad, the …Mobile apps: The good, the bad, the …
Mobile apps: The good, the bad, the …
Resource/Ammirati
 
The Evolving Mobile Ecosystem and MeeGo
The Evolving Mobile Ecosystem and MeeGoThe Evolving Mobile Ecosystem and MeeGo
The Evolving Mobile Ecosystem and MeeGo
Gail Frederick
 
Pressmart Mobile Apps
Pressmart Mobile AppsPressmart Mobile Apps
Pressmart Mobile Apps
MicheleAli
 
Tech Future – The Mobile Applications
Tech Future – The Mobile ApplicationsTech Future – The Mobile Applications
Tech Future – The Mobile Applications
Biztech Consulting & Solutions
 
The Future of Mobile
The Future of MobileThe Future of Mobile
The Future of Mobile
The Media Kitchen
 
Are you Smart Phone savvy?
Are you Smart Phone savvy?Are you Smart Phone savvy?
Are you Smart Phone savvy?
Simon Lock
 
Mobile Media & Apps
Mobile Media & AppsMobile Media & Apps
Mobile Media & Apps
E Frustol
 
Think Mobile 2010_Michael Boord_Ap mobile
Think Mobile 2010_Michael Boord_Ap mobileThink Mobile 2010_Michael Boord_Ap mobile
Think Mobile 2010_Michael Boord_Ap mobile
Mediabistro
 

Similar to Rossel mobile internet experience_20101126 (20)

Mobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunitiesMobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunities
 
Mobile apps and internet
Mobile apps and internetMobile apps and internet
Mobile apps and internet
 
Mobile development Belgium
Mobile development BelgiumMobile development Belgium
Mobile development Belgium
 
Mobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and TrendsMobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and Trends
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobile
 
Open Mobiles And Google Android
Open Mobiles And Google AndroidOpen Mobiles And Google Android
Open Mobiles And Google Android
 
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screensPatrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
 
Mobile 2009, 2010 and beyond
Mobile 2009, 2010 and beyondMobile 2009, 2010 and beyond
Mobile 2009, 2010 and beyond
 
Sogeti - Android tech track presentation - 24 february 2011
Sogeti - Android tech track presentation - 24 february 2011Sogeti - Android tech track presentation - 24 february 2011
Sogeti - Android tech track presentation - 24 february 2011
 
Is Mobile 2.0 making carriers redundant?
Is Mobile 2.0 making carriers redundant?Is Mobile 2.0 making carriers redundant?
Is Mobile 2.0 making carriers redundant?
 
Mobile Thinking
Mobile ThinkingMobile Thinking
Mobile Thinking
 
Mobile applications
Mobile applicationsMobile applications
Mobile applications
 
Mobile apps: The good, the bad, the …
Mobile apps: The good, the bad, the …Mobile apps: The good, the bad, the …
Mobile apps: The good, the bad, the …
 
The Evolving Mobile Ecosystem and MeeGo
The Evolving Mobile Ecosystem and MeeGoThe Evolving Mobile Ecosystem and MeeGo
The Evolving Mobile Ecosystem and MeeGo
 
Pressmart Mobile Apps
Pressmart Mobile AppsPressmart Mobile Apps
Pressmart Mobile Apps
 
Tech Future – The Mobile Applications
Tech Future – The Mobile ApplicationsTech Future – The Mobile Applications
Tech Future – The Mobile Applications
 
The Future of Mobile
The Future of MobileThe Future of Mobile
The Future of Mobile
 
Are you Smart Phone savvy?
Are you Smart Phone savvy?Are you Smart Phone savvy?
Are you Smart Phone savvy?
 
Mobile Media & Apps
Mobile Media & AppsMobile Media & Apps
Mobile Media & Apps
 
Think Mobile 2010_Michael Boord_Ap mobile
Think Mobile 2010_Michael Boord_Ap mobileThink Mobile 2010_Michael Boord_Ap mobile
Think Mobile 2010_Michael Boord_Ap mobile
 

Rossel mobile internet experience_20101126

  • 1. Our Mobile Internet experience Last update - 26/11/2010 Rossel Advertising
  • 3. Intro Why ? 2010: year of the mobile web DEVICE NETWORK DATA PLAN ADVERTISING
  • 4. The growth of mobile
  • 5.  Mobile Internet  Browsing  Applications  E-Tablets  Mobile challenges Agenda
  • 6. 1. Mobile Internet Device Penetration Operating system (OS) Data Connexion Profile
  • 9. Mobile Internet Device (mobile phone) Worldwide MobileTerminal Sales to End Users in 3Q10 (Thousands of units) Source: Gartner, 10/11/2010 Company 3Q10 units 3Q10 Market Share (%) 3Q09 units 2009 Market Share (%) Nokia 117,461.0 28.2 113,466.2 36.7 Samsung 71,671.8 17.2 60,627.7 19.6 LG 27,478.7 6.6 31,901.4 10.3 Apple 13,484.4 3.2 7,040.4 2.3 Research In Motion 11,908.3 2.9 8,522.7 2.8 Sony Ericsson 10,346.5 2.5 13,409.5 4.3 Motorola 8,961.4 2.1 13,912.8 4.5 HTC 6,494.3 1.6 2,659.5 0.9 ZTE 6,003.6 1.4 4,143.7 1.3 Huawei Technologies 5,478.1 1.3 3,339.7 1.1 Others 137,797.6 33.0 49,871.1 16.1 Total 417,085.7 100.0 308,894.7 100.0
  • 10. Mobile Internet Device (smartphone) Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of Units) Source: Gartner, 10/11/2010 Company 3Q10 units 3Q10 Market Share (%) 3Q09 units 2009 Market Share (%) Symbian 29,480.1 36.6 18,314.8 44.6 Android 20,500.0 25.5 1,424.5 3.5 iOS 13,484.4 16.7 7,040.4 17.1 Research In Motion 11,908.3 14.8 8,522.7 20.7 Microsoft Windows Mobile 2,247.9 2.8 3,259.9 7.9 Linux 1,697.1 2.1 1,918.5 4.7 Other OS 1,214.8 1.5 612.5 1.5 Total 80,532.6 100.0 41,093.3 100.0
  • 11. Mobile Internet Device Source: admob – May 2010  Apple= 30% (ww)VS 62% (WE) based on ad requests
  • 12. Mobile Internet Operating System (OS)  90% ofWW smartphone requests= iOS, Android & Symbian  iOS = 73% in western Europe Source: admob – May 2010
  • 13. Mobile Internet Device  6.300.000 handsets <=2,5G  2.300.000 handsets >3G  Feature phone vs smartphone  SOM Smartphones = 16%**  1.200.000 smartphones *** Source: Forrester research mobile adoption and sales forecast, 7/09 (western europe), **GFK, 06/2010 - ***IDC via digimedia , 23/11
  • 14. Mobile Internet Operating System (OS) 74.04% 10.74% 5.36% 4.69% 2.90% 2.28% OS Market - Belgium - May 20010 iOS SymbianOS Blackberry Android Windows Others Source: * Semetis, 19/08/2010,
  • 15. Mobile Internet Penetration  Oct 2010: mobile= 1,23%*of Internet visits (vs 0,73% in May 2010)  15,6%** - 1.300.000 users Source: * Semetis, 10/112010, **Forrester research mobile adoption and sales forecast, 7/09 (western europe)
  • 16. Mobile Internet Data connexion  GPRS – 2G  EDGE – 2,5G  UMTS – 3G  HSDPA – 3,5 G  Data plan penetration: 7,9%* - 700.000 users 10%** (june 2010) Source: **Forrester research mobile adoption and sales forecast, 7/09 (western europe) ** Internal (handset makers)
  • 17. Mobile Internet Profile Source: Orange / Ipsos – etude exposure europe Killing time 3 NEEDS TOTAKE INTO ACCOUNT Control space No wasting time 25-40 - 25 + 40
  • 18.  68% of the mobile Internet users (20 -35 yo) use Mobile Internet every day 48% don’t consider themselves such as trend setters  Mobile doesn’t change their life but it simplifies it ! 12-39 yo, high social classes and think and believe in new technologies because it allows them to gain time  Biggest activities :  Search engine : 75%  mail : 74% Social network : 65% Source : MEC Mobile study | May 2010 Watching video : 61%  News sites : 61%  Entertainment sites : 57%  Local info : 55% Mobile Internet Profile
  • 19. What can you do with 1 MB on your mobile ?  web pages  0r emails Flash QUIZ 50 100
  • 20. Concerning Le Soir, most of the traffic comes from: Browsing mobile website or iPhone Application 432.000 (mobile websites) VS 340.000 (iPhone)* Flash QUIZ Source: *adtech, sept 2010
  • 21. 2. Browsing Mobile Internet Definition Same ecosystem Display advertising formats Browsing Mobile Internet Next steps
  • 22. Fresh news from (London, 29/09)  Graham Darracott, MD at Digital Architect : – « Mobile search on Google has increased 5 times over the past two years” – «There has been 600% growth in visits to mobile websites in the last 12 months”  Jason Barrett (Unanimis) : – « contrary to popular perception, the majority of mobile traffic comes from when the user is at home”  EUROPE: Mmbil e media users prefer browsers to apps – UK : 70%, – France: 68% …* *A study by TNS for Orange across Europe
  • 23. Browsing Mobile Internet Definition  Mobile website = running on the BROWSER of a DEVICE using STANDARD INTERNET TECHNOLOGY (HTML) than can be accessed via a DATA CONNECTION  Advantages:  reach !  single URL (NO installation)  listed in Google  content freedom (NO approval process)
  • 24. Browsing Mobile Internet Same ecosystem than online ONLINE MOBILE Media Agency Creative Agency Sales House Adserver Websites Media Agency Creative Agency Sales House Adserver mobileWebsites Saleshouses Affiliation plateforms Run of networks & blind Unsold inventory Database brokers Applications
  • 25. Browsing Mobile Internet Display advertising formats
  • 27. Try to Link !  Nokia  Samsung  HTC  RIM  Apple  LG  Sony Ericsson  Motorola  Palm Flash QUIZ
  • 28. Browsing Mobile Internet m.lesoir.be + i.lesoir.be i(phone).lesoir.be  iPhone,iTouch, iPad = + m.lesoir.be  other devices (Nokia, Blackberry…)  +/- 410.000 impressions per month on m.lesoir.be & i.lesoir.be  Adapted content from the web to the Mobile  Average of 27.500 monthly unique visitors  Average of 3 pages per visit
  • 32. Browsing Mobile Internet Hardware activation : Samsung widgets Results*: 100% mobile traffic’s increase on samsung devices (6 months) * Source: google analytics
  • 33. Browsing Mobile Internet Appstore activation : Nokia ovistore
  • 34. Browsing Mobile Internet Results  Keytrade, ING, Citroën, Dexia, 20thFox, Axa  Average CTR for the global campaign : 0,70%
  • 35.  Audit  Traffic optimization : redirection, device identification  Database recruitment  Ergonomy  Boost traffic: Mobistar “Wake UpYour mobile & pc”  Continuous R&D Browsing Mobile Internet Next steps
  • 38. AN APPLICATION = PROGRAM created for a specific mobile platform which must be INSTALLED  constructor approval Advantages:  make a game  sell your services  have hardware interaction (digital compass, camera, agenda…)  be listed in the iTunes Appstore (or other App markets) Applications Definition
  • 39.  Nokia  Samsung  Palm  RIM  Apple  Google  Microsoft  iTunes  Ovi store  Android Market Widget store  AppWorld  App catalog  Market place Flash QUIZ Try to Link !
  • 40. Applications Application’s stores Source: Journaldugeek Source: Businessinsider, http://read.bi/cNOUzb , 25/10/2010  Ovistore (Nokia): 27.000
  • 41.  Nokia has most paid apps  Android largest share free apps FREEVS PAID PRICES Applications Application stores Source: Distimo
  • 42. 3.2. Applications Le Soir iPhone application
  • 43. Applications The app store economy • July 10, 2008: iTunes App Store launch • 275 000 apps (oct 2010) • 6 500 000 000 downloads (sept 2010) • 40 apps/user (sept 2010) • 75% free • 2,62 € price Source:TijsVroloks presentation,
  • 44.  The iPhone= 4% of the EU5 mobile market (UK, France, Germany, Spain and Italy)  The iPhone= 18% of the overall EU5 smartphone market. Applications iPhone Market Source: Comscore via Mobie marketer, 26/06/2010)
  • 45. Applications iPhone Market  SOM phones+ smartphones: iPhone= 2%*  385.000 iPhones in Belgium**  iPhone = 47% of mobile traffic in october (vs 60% in january 20010)*** Sources: *GFK - 06/2010, **Fnac -July 2010, Proximus - 06/2010, ***semetis – 10/11/2010
  • 46.  94% of iPhone owners use mobile media.  Male with a majority of 18-44 yo Applications iPhone users Profile Source: Comscore via Mobile marketer, 26/06/2010)
  • 47. Applications iPhone users profile  50% of iPhone users regularly download 1 or more apps a month  Users spend roughly $9 a month and download 5 paid apps per month Source: Admob | May 2010
  • 48. Applications Le Soir iPhone app  Launch :V1 | January 2010  Strategy : free application Why ? - build ad inventory (Like Le Monde & Lagardère) - up sell (paying content) ( Like De Standard) Timing: - 1 month for conception and needs analysis - 2 months for development (Apple approval)
  • 49. The Launch ! V1  Buzz on Belgium iPhone.be (12.000 UV/day)  Exclusive mini site on lesoir.be  Media campaign on Le Soir, lesoir.be and all websites of Rossel’s group.  PR campaign (press release & communication in our brands)  Social networks (Facebook &Twitter)  Keytrade : our launch partner & sponsor for the 3 first months Applications Le Soir iPhone app
  • 50. 62% 60% 46% 20% 19% 10% 13% 0% 10% 20% 30% 40% 50% 60% 70% Searching for a specific type of app Browsing through top app store rankings WOM See ads while using other apps Press/news articles or blogs A brand I know introduces an app and reaches out to me Other HOW DO IPHONE USERS DISCOVER APPS ?  How do you discover the apps you decide to download ? Applications Le Soir iPhone app
  • 51. Version 2.0 (start 26 March 2010)  paying newspaper of the day (0,79€) Text new & PDF  Cover flow : turn page of newspaper in cover flow mode Applications Le Soir iPhone app
  • 52. Applications Le Soir iPhone app: key figures  Average CTR : 1 %  46.113 downloads (80% Be)  46.055 updates  1.797 daily newspapers sold ( conversion= 4% )  382.731 imps/month (sept 2010)  Alaune > Sport > Culture > Autres Source: interne, septembre 2010
  • 55. Applications Le Soir | Results EXKI  Period : 24/05– 6/06  Impressions : - 120.440 (splash) - 140.791 (floorad)  Clicks: 2.810  CTR: 2% !!!  Downloads BE: 1.691  Conversion rate : 60% !!!
  • 56.  Appli LeSoir Symbian 3 ?  Appli Bada Le Soir (Samsung) ?  Rossel Mobile survey Applications Next steps
  • 57. Which Operating system has the fastest growth ?  Blackberry OS  i OS Android  Symbian Windows mobile Flash QUIZ
  • 59.  More than 50 android devices  HTC, Motorola, Samsung  WW: 160.000 androids devices activated per day (5.000.000 per month ) Applications Android Market Source: Juniper research, 2010
  • 60.  11. 209 Android devices in Belgium*  9% of mobile visits in oct 2010 (vs 3% in March 2010)** Source: *AdMob Network, April 2010 **Semetis, 10/11/2010 iPhone iPod touch iPad iPhone OS Total Worldwide 27.411.081 13.056.019 294.653 40.761.753 Belgium 100.711 51.585 894 153.190 Android Worldwide 11.566.140 Belgium 11.209 Applications Android Market
  • 61.  Appli Lesoir Android  Launch: April 2010  Development costs : very high due to the multiple devices ! “In May 2010, 14 devices generated 92% of Android traffic,compared to one device a year ago”*  Number of downloads : 5.219 (20/10/2010)** Nb of imps per month : 71.500 (sept 2010)** Source : * Admob, may 2010 - **Adtech Applications Le Soir Android app
  • 64.  Boost traffic  Other brands ?  Android tablets ? Source: AdMob Network, April 2010 Applications Le Soir Android app | Next steps
  • 66. E-Tablets Definition  Tablet,Tablet pc, E-Tablet: handled computing device
  • 67. E-Tablets iPad Definition  E-tablet launch by Apple the 27 of January 2010  Dimensions : 24 x 19 x 1,3 cm  Weight : 680 g (WiFi), 730 g (3G)  Screen : 9.7-inch LED  Processor: SoC Apple à 1 GHz  Memory : 16, 32 ou 64 Go  OS : iPhone OS  4.200.000 sales (october 2010)  Forecast: 20 to 30.000.000 sales in 2011
  • 68. E-Tablets iPad Market 22 june: Apple Sells 3.000.000 iPads in 80 Days* Source : http://tech.fortune.cnn.com , 5/10/2010
  • 69. E-Tablets iPad Market  +/- 45.000 iPads (estimated)  30 % of mobile Internet visits in october 2010 * (vs 1.87% in April) Source: *Semetis (10/11/2010)
  • 70. E-Tablets iPad user profile Source : Online survey was fielded in August to more than 500 adult iPad owners by re-contacting them after being identified by screening the NPD Opt in Online panel., http://www.npd.com/press/releases/press_101001.html , * Survey on GQ, Vanity Fair, Wired and Glamour readers, http://paidcontent.org , 12/10  Nearly 90% Percent of Initial iPad Sales are Incremental and not Cannibalizing the PC Market  iPad owners are significantly more likely to own Apple products and newer technologies, such as e-readers and smartphones.  "Early adopters, like iPad owners, follow a traditional pattern of consumer behavior; they purchase products because they want them, not because they need them,“  the profile of an iPad owner is much more likely to mirror the overall tech population.  Satisfaction : 80% (early adopters) vs 65% (after 2 months launch) -- > USB – Printing – Multitasking  45 min vs 160 Min : iPad and iPhone readers seem to spend more time with the digital replicas in comparison to the print versions *
  • 71. E-Tablets iPad user profile (Rossel mobile survey exclusivity) Source : Rossel mobile survey oct  143 iPad owners (883 participants)  Men= 92 %  post-university: 15%  Not only geeks: IT (20 %), Media (17 %), Finance (10 %), Internet: (7 %)
  • 72. 49% 43% 54% 47% 45% 54% 51% 48% 47% 30% 35% 26% 33% 33% 26% 26% 32% 35% 16% 16% 17% 15% 18% 15% 18% 17% 14% 4% 6% 3% 5% 4% 5% 5% 4% 4% Population(15-74) Men Women 15-29 30-49 50 + Secondarylow Secondaryhigh Highschool, university… nothing will never replace the paper - reading daily press will be saved thanks to mobiles, tablets (ipad) daily press replaced by news webwites daily press is old-fashion Source : Online survey Deepblue & iVox, 3.577 interviews, field: end of May 2010, context « 20 years old in 2010 » presentation E-Tablets iPad | Perception of Newspaper’s future  1 out of 2 are attached to the paper-reading With no significant differences between ages … even for the youngest
  • 73. E-Tablets Launch | Le Soir iPad app 20/06 : LaunchV1.0  30/06: • 1.703 paying downloads although iPad still not available in Belgium ! • 80% of buying in the Belgian appstore • 155 daily editions sold (+/- 10% conversion) 15/07 :V1.1 (offline usage)
  • 74.  Web approach 1,59 € +  Print approach 0,79€ / day  6€ monthly subscription E-Tablets Business Model | Le Soir iPad app
  • 75.  75.000 Imps / month - (september) Average CTR : 8%  6.482 downloads (85% Be)  1.388 updates  1.361 daily newspapers sold ( conversion= 21% )  566 monthly subscriptions sold (conversion= 9%)  rem: free effect (downloads – conversion) E-Tablets Key figures | Le Soir iPad app Source: internal, 8/10/2010
  • 76.  1) Splash Page at the opening of the application (3 or 4 seconds) 3 formats for the sponsor : Splash Page E-Tablets Ad formats | Le Soir iPad app
  • 77. Floor ad Vertical right  2 formats  Floor ad Vertical right E-Tablets Ad formats | Le Soir iPad app
  • 78. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Series1 2,89 1,35 682 475 512 617 1,67 4,17 5,30 4,86 3,87 3,32 3,51 3,35 3,14 3,13 3,25 3,83 4,81 5,32 5,27 5,92 6,58 5,48 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 7,000 Source: Adtech, 1/07 – 31/08 E-Tablets Le Soir iPad app Evening reading on a sofa
  • 79. E-Tablets iPad | A device for a weekend? 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Wednesday, September 1, 2010 Thursday, September 2, 2010 Friday, September 3, 2010 Saturday, September 4, 2010 Sunday, September 5, 2010 Monday, September 6, 2010 Tuesday, September 7, 2010 Wednesday, September 8, 2010 Thursday, September 9, 2010 Friday, September 10, 2010 Saturday, September 11, 2010 Sunday, September 12, 2010 Monday, September 13, 2010 Tuesday, September 14, 2010 Wednesday, September 15, 2010 Thursday, September 16, 2010 Friday, September 17, 2010 Saturday, September 18, 2010 Sunday, September 19, 2010 Monday, September 20, 2010 Tuesday, September 21, 2010 Wednesday, September 22, 2010 Thursday, September 23, 2010 Friday, September 24, 2010 Saturday, September 25, 2010 Sunday, September 26, 2010 Monday, September 27, 2010 Tuesday, September 28, 2010 Wednesday, September 29, 2010 Thursday, September 30, 2010 Impressions Imps with Defaults Source: adtech, septembre 2010
  • 80.  BoostTraffic: iPad app for free during september !  New Advertising formats (interactivity)? New Content (video, wave, pdf, etc…) ? Other tablets development (Android ???) Ad formats creation ?  Buying ? online ? Print ?  Measurements ?  Complementarity print + tablet ? E-Tablets Next steps
  • 82.  Analytics  measure & authentify (cim mobile taskforce)  Standardization  formats & offers (sales house association)  Trafficking  specialized adserver ?  Synergy between Data Providers , device makers & content providers: Mobistar “wake up…”, Samsung Bada…  Data plans  unlimited ???  M commerce & geolocation Marie-Claire , Foursquare Mobile Challenges
  • 84. Fresh news from Mobile Squared 2010 (London, 29/09)  Trend 1: UTILITY ! – Examples:The new electric scooter concept from Smart
  • 85. Fresh news from Mobile Squared 2010 (London, 29/09)  Trend 2: VALUE!  Jonathan MacDonald, co-founder of this fluid world: – “people will only pay for what they value, and challenged brands to think about how they can become more valuable to people”
  • 86. See you at the next session about creativity in Mobile ? Thank you for your attention.
  • 89. 3GVS WiFi  24% of traffic in the US came overWiFi in May 2010  60% of US traffic came fromWiFi capable devices The iPhone is used more onWiFi than other smartphones
  • 91.
  • 92. Data plans in Belgium
  • 93. Data plans in Belgium
  • 94. Data plans in Belgium
  • 95. How does it works ? Source : cnet /Washington post
  • 98. iPhone application Market (EU5)  SOM (mobile market): Nokia’s Symbian (15%), Apple (4%), Microsoft’sWindows Mobile (3%), RIM’s BlackBerry (2%), Google’s Android (1%).  The iPhone= 4% of the EU5 mobile market (UK, France, Germany, Spain and Italy)  The iPhone= 18% of the overall EU5 smartphone market. (Source:Comscore via Mobie marketer, 26/06/2010)
  • 99. Q1:What’s the of Rossel’s mobile advertising revenues from 2009 to 2010 ?  50%  100%  500 % Flash QUIZ
  • 100. Fresh news from Mobile Squared 2010 (London, 29/09)  5 billion subscribers globally  1 billion of these are 3g subscribers  By 2014 it is predicted there will be 2.8 billion 3g subscriptions  60% of mobile phones users in the EU will be on smart phones next year  In 2014 70% of Europe will be on 3g  Android growth 763% Source: Joe Barret, Qualcom’senior Strategic Director, 29/09/2010
  • 101. E-Tablets iPad user profile  Less personal than smartphones

Editor's Notes

  1. Afin de situer sa position sur le marché internet, Belgacom précise que « Aujourd’hui, notre base totale de clients internet compte 1 545 000 clients, dont plus de 90 % ont des produits internet d’un débit d’au moins 12 Mbps. Un tel résultat n’aurait pas été possible sans notre excellent réseau fixe, avec une couverture « de la fibre à la borne » supérieure à 75 % des ménages belges, ce qui nous permet de figurer parmi les leaders mondiaux. ». Sans trop faire de bruit, l’internet mobile progresse également avec 140.000 connexions actives. Bon nombre d’entre elles sont le fruit de l’offre intégrée avec les liaisons fixes. DEVICE: Devices become more and more adapted (Phone  iPad) & Smartphones SOM increase NETWORK: Data network become more and more performing (3,5 G ) DATA PLAN: The price for Data plan become less expensive ex: The number of Mobistar Internet Mobile subscribers has increased by 51% in Q1 (88.603 subscribers in March 2010) 140.000 BELGACOM internet mobile clients (30th of July 2010)* ADVERTISING (WW): Mobile advertising revenues should increase by 55% in 2010 to reach 5 billion & should triple before 2015 Source : Morgan Stanley ‘the mobile internet report’ Dec 2009 Source: http://www.bemobile.be/2010/07/30/140-000-clients-internet- mobile-chez-belgacom/?utm_source=facebook&utm_medium=social-media&utm_campaign=facebook
  2. Method Our experience Who ? Target & Reach How ? Technical Stuff Analytics & Results Focus on Belgium datas  Next step
  3. Method Our experience Who ? Target & Reach How ? Technical Stuff Analytics & Results Focus on Belgium datas  Next step
  4. Apple passe dans le top 5 et depasse RIM Nokia a méchament chuté Samsung sold close to 1 million bada devices in the third quarter of 2010, and 6.6 million Android phones, making Samsung the top Android seller.
  5. Rossel est bien placé
  6. Rossel est bien placé
  7. Chez belgacom, l’internet mobile progresse également avec 140.000 connexions actives Mobistar The number of Mobistar Internet Mobile subscribers has increased by 51% in Q1 (88.603 subscribers in March 2010)
  8. Proximus: Mobile Internet Pay&Surf for iPad - 10€ - Valable 31 jours avec un  maximum de 500Mb. - Volume et crédit expire après 1 mois Mobile Viking = 15 € the first month and then 12 / month for 1G (but indeed it's Base 3G Network...) 
  9. etude
  10. EUROPE: MOBILE MEDIA USERS PREFER BROWSERS TO APPS A study by TNS for Orange across the UK, France, Spain and Poland has highlighted user preference for browsers rather than apps as people increasingly seek a PC-like experience on their phone. The “Mobile Exposure 2010” study shows use of mobile browsers is most prominent in the UK, with 7 out of 10 mobile media users choosing to find information and content in this way, against 55% preferring mobile apps. Pro mobile web: UK (70%), France (68%)
  11. Browser mobile: opera mini, safari mobile, blackberry browser, Firefox mobile… Device: mobile phone, smartphone, iPod Touch, e-tablet, laptop… STANDARD INTERNET TECHNOLOGY : HTML Data connection : GPRS, EDGE , UMTS (HSDPA - 3.5G )
  12. audit
  13. TOP devices: Windows SymbianOS Blackberry Android Samsung Others
  14. Fnac ( eric calluart ex mobistar)150.000 3g, 19000 3gs, 40.000 v1 – 25% export= 285000 (114000 fr Obj iphone 4: 300.000 juillet 2011 412.000 iPhones in Belgium (Source: Sanoma, 04/2010)
  15. Why ? Flat-rate Data plan, great user experience, vertical ecosytem (iTunes) (No difference between EU5 users of Apple platform devices compared to devices using platforms from Symbian, RIM, Google and Microsoft).
  16. 2500 vendus à la fnac bruxelles 6000 avant la sortie Fanac estime à 80000 unités d’ici juin 2011 Obj points de venter e: 70000 en 2011
  17. Harald Neidhardt, Co-Founder and CMO of Smaato: “Mobile advertising not having to be taken in it's literal form as advertising on a mobile device. .. A piece of advertising - sometimes utility can be more effect and more ultimately more useful to a customer”. Examples: The smart escooter, Lufthansa and American Airlines and starbucks