digital swot - the digital landscape for 2014
Post on 11-Aug-2014
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The Mobile, Digital and Social landscape in 2014_ An overview of the challenges and opportunities Paul Fabretti Digital and Social Media Lead Telefonica Europe
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The landscape_ devices, mobility and content
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Growth of the smartphone Price is no longer a barrier_
• ASP in 2012: $364 • ASP in 2013: $317
• Iphone: c.$600 • Android: $300 • Non-Google
Android: $180 • Firefox OS: $80
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Mobile behaviours It’s about Mobility not Mobile
UM Wave Research, Wave 7, 2013
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Mobile behaviours On mobile, you’re one flick away from obscurity_
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Growth of the smartphone And people are doing MORE on the move
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Growth of the smartphone And people are doing MORE on the move
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Mobile payments Explosive growth expected
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Mobile payments Investment in early stage payment start-ups is at an all time high
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Mobile payments Security and ease of use main concerns
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Digital Confidence How important is Trust? • Concern over the amount of
personal data in social has grown 10% in 2 years (68%).
In general:
• Just 25% of adults are comfortable with location based data and 23% with online purchasing histories.
BUT
• 73% of consumers would be reassured if they were able to withdraw data on request.
• 66% would like the idea of a dashboard to control data.
O2 Data Dialogue, 2012 UM Wave Research Wave 7, 2013
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The landscape_ social media
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SoMoMe
• The fastest-growing social platforms are:
§ Mobile-first § Messaging § Imaging
• This presents challenges around brand-inclusion and reach
• Encroachment on current privacies will push more people to these closed networks
Closed, private 121
+1021% / 325 MAU +170% / 202 MAU
+130% / 150 MAU
+212% / 430 MAU
+403% / 40 MAU 350m/day – 150 MAU
Source: Business Intelligence, 2012-13
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Messaging Growth OTT grows, SMS crawls
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Messaging apps
• Xiaomi sold 100,000 of their flagship Mi3 devices in 86 seconds
• Sold out (150,000 units) in 10 minutes – Nov 2013
• 20% ($31.5m) of Line’s revenues come from stickers
• 30% comes from partnerships, sponsorship and paid-for brand pages
Modest monetisation, but still monetisation
Source: Business Intelligence, 2012-13
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Social behaviours Understand why people use social_
• Learning • Relationships • Diversion • Progression • Recognition
UM Wave Research Wave 7, 2013
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Social behaviours Understand why people use social_
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Social behaviours Turn this insight into effective content
Themes
Topics
Channel
Medium
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Paid media No longer a nice to have
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Paid media Your fans are not your goal
National Population
Friends of Fans
Fans
Social connections
Custom Audience “match”
Loose “affinity”
Owned Site
Owned content sharing
Paid/earned interaction -> clicks
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From Social Brands to Social Businesses NOT the same thing_
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