Stichting Marketing event on Mobile Marketing.

1. 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

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

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

4. By Leodileo on Flickr
WE ARE ONLY JUST
GETTING STARTED

5. 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

6. 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

7. 1
BATTLE
OF THE DEVICES

8. By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE

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

10. 60% Browse the web at
least once a day.
70% Check email at
least once a day.
80% Use iPhone to
browse the web.

11. By owaief89 on Flickr
TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD

12. 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

13. 2
EARLY ADOPTERS EAGER TO
CONSUME THE MOBILE WEB

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

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

16. LET’S PUT THINGS
INTO PERSPECTIVE

17. 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

18. 3
MILLIONS
OF USERS ENTERING THE MARKET
IN THE NEXT FEW YEARS

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

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

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

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

23. 4
SOCIAL NETWORKING
IS THE NUMBER ONE REASON
TO USE THE MOBILE WEB

24. “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

25. remember
70%
use the mobile web for
SOCIAL NETWORKING

26. +112%
+347%
January 2009 January 2010
500 000 000 USERS
150 000 000 MOBILE FB USERS

27. 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

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

29. 5
SERVICES
ARE MORE IMPORTANT THAN HARDWARE

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

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

32. 6
REALTIME
RELEVANCE

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

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

35. 7
CONTEXT
IS KING

36. THE IMPORTANCE OF
LOCATION

38. 8
MOBILE
MAKE$ MONEY

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

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

42. 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

43. 9
WHICH IS GOOD NEWS
FOR MARKETEERS

44. 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!

45. – Mobile display advertising is not dead –

46. THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH

47. 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

48. 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

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

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

52. MOBILE
LOYALTY
LOCATION

55. 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 *

56. 10
IT’S CALLED SMARTPHONE
FOR A REASON

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

58. Sleep Cycle for iPhone

59. 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

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

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

62. 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)