1 Stichting Marketing 13 October
2010 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEB i by tijs.vrolix@proximity.bbdo.be

Door saravdv op Flickr /
saravdv.be TIJS VROLIX Strategic Planner at Proximity BBDO tijs.vrolix@proximity.bbdo.be @tijs

http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/ EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY

By Leodileo on Flickr WE
ARE ONLY JUST GETTING STARTED

2005: the year of the
mobile web 2006: the year of the mobile web 2007: the year of the mobile web 2008: the year of the mobile web 2009: the year of the mobile web 2010: the year of the mobile web

2005: the year of the
mobile web ited lim hardware 2006: the year of the mobile web small 2007: the year of the mobile webrket ma bad browsers 2008: the year of the mobile web costly data 2009: the year of the mobile web ns pla 2010: the year of the mobile web

1
BATTLE
OF THE DEVICES

By chriswsonic357 on Flickr JANUARY
2007 APPLE IPHONE

“The iPhone has taken the
frustration out of browsing on a mobile phone.” Charles Wolf, Needham & Company

60% Browse the web at
least once a day. 70% Check email at least once a day. 80% Use iPhone to browse the web.

By owaief89 on Flickr TOUCHSCREEN
SMARTPHONES ARE THE NEW STANDARD

70 60 50 40 30
20 10 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley

2 EARLY ADOPTERS EAGER TO
CONSUME THE MOBILE WEB

By ohad* on Flickr So
who is this early adopter? YOUNG (16-34) AFFLUENT URBAN DWELLING PROFESSIONAL

And what are they using
the mobile web for? SOCIAL NETWORKING NEWS AND INFORMATION EMAIL Source: Essential Research

LET’S PUT THINGS
INTO PERSPECTIVE

76% of all mobile phone
users do not use their mobile to access the Internet. It’s too expensive. My mobile is not capable (60%!). Why would I? I don’t get it (and hey, I don’t care). Source: Essential Research

3 MILLIONS OF USERS ENTERING
THE MARKET IN THE NEXT FEW YEARS

In 2013 80mobile of all
% devices will be TOUCHSCREEN Source: Gartner

“In three years time, desktops
will be irrelevant.” John Herlihy, Google

By futureatlas.com on Flickr MEET
THE REAL WORLD WIDE WEB

MORE PEOPLE will access the
MOBILE WEB than the DESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley

4 SOCIAL NETWORKING IS THE
NUMBER ONE REASON TO USE THE MOBILE WEB

“The explosion of social networks
in the past few years is just the Web catching up with life, since people are naturally social.” Eric Schmidt, Google

remember 70% use the mobile
web for SOCIAL NETWORKING

+112% +347% January 2009 January
2010 500 000 000 USERS 150 000 000 MOBILE FB USERS

Case: dominates UK mobile use
2100 Accounts for nearly half of all the time people in 1575 the UK spend going 1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/Comscore

– You don't know what
you're missing until you get a taste –

5 SERVICES ARE MORE IMPORTANT
THAN HARDWARE

We are seeing a transformation of
Nokia into software and services to respond to consumer needs. Tero Ojanperä, Nokia

Shift to mobile services COMMUNICATION
INTEGRATION AND SYNCHRONISATION MOBILE PAYMENTS CONTEXT AWARE MOBILE HEALTH

6
REALTIME
RELEVANCE

Mobile is the perfect medium
to keep up with the web while you’re away from your computer.

By apoxapox on Flickr BECAUSE
IT’S ALWAYS IN OUR POCKETS

7
CONTEXT
IS KING

THE IMPORTANCE OF
LOCATION

8
MOBILE
MAKE$ MONEY

– July 10, 2008: iTunes
App Store launch – The app store economy

275 000 apps October 2010
6 500 000 000 downloads September 2010 40 apps/user September 2010 75 % free € $$ € 2,62 price October 2010

Gartner mobile application store predictions
Numbers in billions 2009 2010 2013 Downloads 2,5 4,5 21,6 Revenue $4,2 $6,8 $29,5

9 WHICH IS GOOD NEWS
FOR MARKETEERS

2013 precious mobile ad market
$3,1B screen estate 9% SMS 2008 18% Display mobile ad market $160M Search Kelsey Group 24% 73% 13% 63% 35% will be local ads!

– Mobile display advertising is
not dead –

THE FUTURE OF MOBILE ADVERTISING
IS IN PULL, NOT PUSH

HOW OFTEN DO YOU LOOK
AT MOBILE ADVERTISING? The Nielsen Company, September 2010 55+ 35-44 25-34 18-24 13-17 0 25 50 75 100 ALWAYS SOMETIMES NEVER

EVER CLICKED AN ADVERTISEMENT WITHIN
AN APP? The Nielsen Company, September 2010 Android Windows M iPhone Palm Blackberry 0 25 50 75 100 YES NO

display social games utility bluetooth
SMS MOBILE MARKETING location mobile site payment loyalty

– Marketing as a service:
action speaks louder than words –

MOBILE
LOYALTY
LOCATION

NOT ONE SINGLE APP/SOLUTION *
But rather a combination of multiple elements that fit your (consumers’) goals. This is also the answer to web versus native development *

10 IT’S CALLED SMARTPHONE FOR
A REASON

sound motion smell compass light
humidity location weight shake noise GPS health proximity pressure speed temperature height

Sleep Cycle for iPhone

Future phones will sense your
mood I think you can expect to see features that support context- aware computing starting to appear in Intel products in the not-too-distant future. Justin Rattner, CTO Intel

By thorinside on Flickr IT’S
ABOUT TIME FOR THE REAL THING

“Mobile first!” Mobile is the
key to Google’s future and its top programmers now have mobile as their primary focus. Eric Schmidt, Google

1 Stichting Marketing 13 October
2010 reasons WHY NOWtime to get serious about the MOBILE WEB is the perfect i download from slideshare.net/tijs and feel free to use (CC Attribution)