The document discusses the significant growth and impact of mobile technology, forecasting that mobile internet access will surpass fixed internet by 2015, with smartphone sales expected to reach between 1.5 billion to 2 billion units in the next five years. It highlights smartphone usage habits, emphasizing that users are highly engaged and view their devices as extensions of themselves, with notable growth in mobile app downloads and social media access. The document provides insights into mobile advertising, e-commerce, and the transformation of user interactions in a mobile-first world.

1. The Mobile TsunamiMay 2011Shay Rosen

2. Shay RosenHead of Strategy and Consulting, RealcommerceShayr@realcommerce.co.ilhttp://il.linkedin.com/in/shayrosenhttp://www.facebook.com/shayrsM: 052-5118539

4. AgendaTsunami Indications

5. The Mobile User

6. What are they doing?

7. Success Stories

8. The Mobile EnterpriseThe 2nd Digital Tsunami

9. Tsunami Indication (1)

10. Tsunami Indication (2)Sources: U.N. telecommunications agency

11. Tsunami Indication (2)Global mobile penetration – 5bn UsersGlobal mobile Internet – 0.8-1bnFixed Internet users – 1.4bnMobile Internet will Surpass Fixed Internet Access in 2015Sources: U.N. telecommunications agency

13. Tsunami Indication (3)

14. Tsunami Indication (3)Smartphone sales – 20%-30% CAGR1.5bn -2bn units will be sold in the next 5 yearsSmartphones dominant mobile data usageSources: Coda Research Consultancy, 03/201 0

15. Tsunami Indication (3)Mobile data usage Growth – 5 year forecast700% growth per user - ~1GB per user per month4000% mobile data consumption growth in the USSources: Informa Telecoms, 11/2010, Coda Research Consultancy, 03/2010

16. Tsunami Indication (4)App sales - >10bn downloads on iPhoneSources: Data aggregated from Apple PR

17. The Mobile User

18. iPhone UsersAge – 20-50 Years Old

19. Average – 37 years old

20. 55% male

21. Income- Higher than average

22. Highly engaged

23. Experienced

24. Intolerant Sources: Admob mobile Metrics survey 01/2010

25. iPhone Usage Habits 75% fall asleep with their iPhone

26. 69%: it’s more likely I forget my wallet at homethan my iPhone

27. 34%: I’m addicted

28. 74% think iPhone makes them more organised

29. 54% think iPhone improves their productivity

30. 74% think iPhone make them “Cooler”Iphone users treat the theiPhone as an extentionof their body and personality!Sources: Stanford University Survey 03/2010

31. Smartphone Usage Habits

32. What are they doing all the time?

33. iPhone appsAverage 10 Downloads per user per month

34. 60 apps installed on iPhoneat any given time

35. Only 10 are in use

36. Average app daily usage time:Less than 5 minutes per app

37. 80% of apps are dropped on first month

38. Over 300,000 apps available

39. Over 10bn downloads to dateNo More “Farts” please. We are looking for true value even if it’s freeSources: Admob mobile Metrics 2010

40. Apps, apps, apps50% of mobile data from smartphones is consumed by apps10bn downloads on apple appstore“There’s an app for that”Sources: Zokem mobile insights statistics, 2010

41. Social Networks250M users access facebook from their mobile device (300% yearly growth)Up 50% in less than 6 monthsExpected to catch up with Desktop users in the next year(Privacy!!)Sources: Facebook PR

42. ShoppingUS - 600% Growth since 2008eBay 2Bn$ Sales in 2010. Expecting $4Bn in 2011ShopSavvyIn Store Price ComparisonMobile coupons Sources: ABIResearch, 02/201 0, ebay PR

43. Shopping (2)

44. LocationFoursquare - ~7.5M users world wideFacebook placesGowalla - ~1MFacebookDeals(Privacy!!)

45. LocationFoursquare - ~7.5M users world wideFacebook placesGowalla - ~1MFacebookDeals(Privacy!!)

46. 95MM users expected to watch video on their mobile device in 2015Switch from “Snacking” to Full EpisodesUse of Tablets expected to strengthen trendIsrael might be slightly different because of local differencesVideoSources: Coda Research Consultancy, 03/201 0

47. Advertising(Very) High response rate!Location BasedPersonalizedLocal searchReach mediaReach media(Privacy!!)

48. Advertising(Very) High response rate!Location BasedPersonalizedLocal searchReach media(Privacy!!)

49. PaymentsIn app paymentsPaypalPeer to peer SquareNFCFaceCashQpay

50. PaymentsIn app paymentsPaypalPeer to peer SquareNFCFaceCashQpay

51. BankingCheck Account BalancePerform account relatedtransactionMoney TransferTradeSMS – Very commonApps - growing

52. Everything goes mobile

53. The Mobile UserWilling to pay for quality productsAlways connected(Spreads the word)Highly engaged, willing to try anythingResponsive to targeted, relevant adsImpatient0 toleranceConcerned about Privacy

54. Success StoriesAngry Birds17.5M Downloads>$6.5M RevenueShopSavvy – 80K downlosds a day

55. Red laser – 2M DownloadsBrand appsZippo Virtual lighter>10M DownloadseBay - $4Bn Sales(!)

56. Campaign Based appsThe Mobile Enterprise

57. Campaign Based apps

58. Transaction Based apps

59. Multi Channel StrategyCompany’s Legacy system’sCRMStoreKnowledge BaseCMSWeb SiteSocial MediaSmartphone appsTablet apps

60. Thanks!