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Wap vs. App (again) Oct 13, 2010 @ Marketing Magazine “the future is mobile” Conference Phil Barrett VP Digital & Mobile BSTREET Communications  Toronto & London, UK bstreet.ca  (yah, it’s mobile friendly) +  Chair CMA Mobile Task Force
 
 
(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)
 
 
Laptop sales are down 50%
Other tablets
2
Wap vs. App What is a marketer to do? VS
What we’ll cover in the next 36 minutes  (thanks Michael for eating into my time) ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Critical Mass has been reached Source: 2008 Wireless Attitudes Study: harris /  decima for the CWTA 75% in 2009 93% by 2012 NOTE: Broadband is about 75% penetration
Not just for teenagers anymore… Source: 2008 Wireless Attitudes Study: harris /  decima for the CWTA + ~5% for 2010 >
[object Object],SMS is now ubiquitous Based on published Canadian Wireless Communications Association (CWTA) stats Over 2  billion  SMS messages forecasted on shortcodes in 2010 ~55 billion in 2010 forecasted
Smartphones are HOT! ,[object Object],[object Object],[object Object],[object Object]
Social is Mobile. Mobile is Social The average  Mobile  user spends  295.1  minutes on Facebook, viewing  269  pages and averages  8.3  usage days per month! In a month, the average  PC  user spends  274.7  minutes on Facebook and averages  12.2  usage days! Source: comScore, Inc., Mobile Metrix, United States, July  2010 Source: comScore Inc., United States, Persons: 2+, All Locations,  July 2010 ~ =
comScore Inc. M:Metrics US – October 2009 http://www.insidesocal.com/tomhoffarth/archives/2009/06/if-this-is-the.html
Mobile is a WOM accelerator  ,[object Object],[object Object]
What does this mean?  (to marketers) http://www.grzegorzmilos.com/blog/?p=30
(hint: great and crappy shopper marketing experiences will be shared immediately) http://www.gdirectory.org/articles/article-2.html
He probably just tweeted or updated his facebook status… and wait until you see the “tip” he’s leaving on foursquare! http://www.callcentrehelper.com/call-centre-qa-coping-with-angry-customers-223.htm
How the new TV audience tunes in: by platform  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Apps
(presented at last year’s presentation)
 
App stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg
 
Can you believe it?  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Should you build an App? ,[object Object],[object Object]
Soccer Frenzy Developed by: Mobile Fringe
Weather Network (‎15.7MM on Mobile Web & 87.9MM on Apps. TWN + MM Sept. 2010, BTW)
[object Object],[object Object],[object Object],[object Object],[object Object],5 Advantages to an App
[object Object],[object Object],[object Object],[object Object],[object Object],5 Disadvantages to an App
Wap (Actually, nobody really calls it that anymore)
Relationship Status of the Mobile web…  it’s complicated
Wap, Web, or Full Web?
[object Object],[object Object],[object Object],[object Object],[object Object],5 Advantages of mobile web
Disadvantages of the Mobile Web ,[object Object],[object Object],[object Object],[object Object],[object Object]
So… Wap or App? VS
What does this mean?
The future of mobile is the mobile web http://www.frogdesign.com/images/dattoos_cs_1.jpg
… but there will always be a place for Apps that offer great utility http://blog.appboy.com/2009/12/10-best-free-mobile-apps-of-2009/
Let’s continue the conversation… @phryl – twitter My Mobile & Interactive Marketing Blog burningthebacon.com More about who I work for:  bstreet.ca (mobile enabled!) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications  Toronto & London, UK ‏ +  Chair CMA Mobile Task Force &  Vice Chair of CMA Digital Council

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Wap vs App - marketing magazine "future of mobile event" oct 2010

  • 1. Wap vs. App (again) Oct 13, 2010 @ Marketing Magazine “the future is mobile” Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK bstreet.ca (yah, it’s mobile friendly) + Chair CMA Mobile Task Force
  • 2.  
  • 3.  
  • 4. (thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)
  • 5.  
  • 6.  
  • 7. Laptop sales are down 50%
  • 9. 2
  • 10. Wap vs. App What is a marketer to do? VS
  • 11.
  • 12.  
  • 13. Critical Mass has been reached Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA 75% in 2009 93% by 2012 NOTE: Broadband is about 75% penetration
  • 14. Not just for teenagers anymore… Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA + ~5% for 2010 >
  • 15.
  • 16.
  • 17. Social is Mobile. Mobile is Social The average Mobile user spends 295.1 minutes on Facebook, viewing 269 pages and averages 8.3 usage days per month! In a month, the average PC user spends 274.7 minutes on Facebook and averages 12.2 usage days! Source: comScore, Inc., Mobile Metrix, United States, July 2010 Source: comScore Inc., United States, Persons: 2+, All Locations, July 2010 ~ =
  • 18. comScore Inc. M:Metrics US – October 2009 http://www.insidesocal.com/tomhoffarth/archives/2009/06/if-this-is-the.html
  • 19.
  • 20. What does this mean? (to marketers) http://www.grzegorzmilos.com/blog/?p=30
  • 21. (hint: great and crappy shopper marketing experiences will be shared immediately) http://www.gdirectory.org/articles/article-2.html
  • 22. He probably just tweeted or updated his facebook status… and wait until you see the “tip” he’s leaving on foursquare! http://www.callcentrehelper.com/call-centre-qa-coping-with-angry-customers-223.htm
  • 23.
  • 24. Apps
  • 25. (presented at last year’s presentation)
  • 26.  
  • 27. App stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg
  • 28.  
  • 29.
  • 30.
  • 31. Soccer Frenzy Developed by: Mobile Fringe
  • 32. Weather Network (‎15.7MM on Mobile Web & 87.9MM on Apps. TWN + MM Sept. 2010, BTW)
  • 33.
  • 34.
  • 35. Wap (Actually, nobody really calls it that anymore)
  • 36. Relationship Status of the Mobile web… it’s complicated
  • 37. Wap, Web, or Full Web?
  • 38.
  • 39.
  • 40. So… Wap or App? VS
  • 41. What does this mean?
  • 42. The future of mobile is the mobile web http://www.frogdesign.com/images/dattoos_cs_1.jpg
  • 43. … but there will always be a place for Apps that offer great utility http://blog.appboy.com/2009/12/10-best-free-mobile-apps-of-2009/
  • 44. Let’s continue the conversation… @phryl – twitter My Mobile & Interactive Marketing Blog burningthebacon.com More about who I work for: bstreet.ca (mobile enabled!) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏ + Chair CMA Mobile Task Force & Vice Chair of CMA Digital Council

Editor's Notes

  1. I’m here to talk about what has happened over the last 365 days in mobile… but let’s take a second to appreciate all that has changed before that Obviously phones have evolved tremendously 20+ years since wall street 2 + years since the iphone launched Portable, Digital Information Hub …
  2. Capabilities: Initiate phone calls Receive phone calls On the move Text Messaging Mobile Web that doesn’t suck Maps News Watch TV/Video Alarm clock GPS & Maps Apps for everything else!
  3. And now mobile isn’t even about voice.
  4. Matt asked me to cover off some current Canadian Mobile stats for the audience today – so here are some updated stats (mostly courtesy of our friends at the CWTA)
  5. NOTE: 10 billion in 2007, 4.3 billionin 2006, and 2.1 billion in 2005 in Canada
  6. Agree that Apple will dominate for the foreseeable future, but believe RIM will do better than 10% - especially when they decide to focus / own the business application market
  7. Although Apple was the first to popularize the App store, every major mobile OS has rolled out their own version. Such as…
  8. Great example of content driven App
  9. Example of a popular App that is already optimized for Blackberry and the iphone by leveraging their OS to deliver a simple & effective user experience
  10. It just sounded better to use the legacy term for this presentation
  11. Although the “full web” is mostly possible on iphone, and fully possible on some upcoming tablets and other smart phones, keep in mind that context is still very important. What works online may not be what the user wants on the go.