case study : mobile marketing in top 100 fashion companies

Mobile & Marketing

Italian Fashion Industry Case

Thursday, November 8, 12

Espansione Mobile / InternetIndicator Name Country 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Internet users % WORLD 0.25 0.45 0.78 1.33 2.05 3.15 4.64 6.74 8.06 10.57 12.25 14.08 15.78 17.55 20.67 23.50 26.42 30.16Internet users % EUROPE 0.17 0.31 0.44 0.83 1.59 2.82 5.13 8.43 14.60 20.57 25.32 35.16 41.83 46.77 50.98 54.54 60.27 63.96 67.07 70.78Internet users % ITALY 0.04 0.07 0.12 0.19 0.53 1.02 2.28 4.55 14.37 23.13 27.33 28.21 29.17 33.29 35.04 38.08 40.87 44.57 48.88 53.74Mobile cellular subscripMons % WORLD 0.30 0.43 0.62 0.99 1.59 2.50 3.66 5.35 8.15 12.08 15.54 18.47 22.32 27.43 33.97 41.84 50.62 59.90 68.24 78.17Mobile cellular subscripMons % EUROPE 0.90 1.20 1.80 2.93 4.61 7.27 11.64 19.93 34.29 54.05 65.27 71.37 78.38 86.47 96.27 105.42 115.51 121.31 122.39 123.96Mobile cellular subscripMons % ITALY 1.00 1.38 2.12 3.93 6.89 11.28 20.63 36.04 53.27 74.13 89.59 94.26 98.11 107.70 121.87 136.11 150.94 150.84 146.10 149.63

0

50

100

150

200

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Internet users % WORLDInternet users % EUROPEInternet users % ITALYMobile cellular subscriptions % WORLDMobile cellular subscriptions % EUROPEMobile cellular subscriptions % ITALY

Personal elaboration on World Bank’s data. 1991 - 2010


2011 2012 2013 2014 2015 2016Free downloadsPaid downloadsTOTAL

Free Download %

22,044 40,599 73,280 119,842 188,946 287,9332.893 5.018 8,142 11,853 16,430 21,67224,936 45,617 81,422 131,695 205,376 309,606

88.40% 89.00% 90.00% 91.00% 92.00% 93.00%

87%

89%

90%

92%

93%

2011 2012 2013 2014 2015 2016

Free App Download %

Free Download % Source : Gartner data and estimation, Sept 2012

0

100,000

200,000

300,000

400,000

2011 2012 2013 2014 2015 2016

Downloads, units

Free downloads Paid Downloads TOTAL

App Download Forecast


Android

Symbian

iOS

Blackberry

Others

0% 13% 25% 38% 50%

Market Share by installed OS, %

Market Share Q2 2012


Quota di mercato per Sistema Operativo Installato

Source : Tomi Ahonen Consulting Group, August 2012Source : Garnet, Vendor Data



Android 41% 32%

Symbian 25% 30%

iOS 19% 18%

Blackberry 10% 11%

Bada 2% 2%

Windows Mobile

1% 1%

Windows Phone

1% 2%

Others 2% 3%


Risultati

0%

15%

30%

45%

60%

One App Two App Three app

Apps, %

0%

2%

5%

7%

9%

App Store Google Play Both

4%

1%

9%

Presenza di App, %

Source : Personal Research, Sept - Oct 2012 The results may be freely distributed


Risultati, caratteristiche delle App

0%

33%

67%

100%

iPhone / iPad %

iPhone iPad

Condivisione FB

Condivisione TW

Condivisione Email

Catalogo

News

Game

Good Places

Geo-Localisation

M-Commerce

Wish LIst

0% 20.0% 40.0% 60.0% 80.0%

14%

14%

57%

24%

14%

79%

29%

36%

14%

36%

Features, %

Source : Personal Research, Sept - Oct 2012 The results may be freely distributed


Austria

Belgium

Denmark

Finland

France

Germany

Ireland

Italy

Netherlands

Norway

Spain

Sweden

0 8 16 24 32 40

12

8

10

10

9

11

9

11

6

13

8

10

31

19

29

26

21

29

25

31

17

29

20

26

Uso delle App - Europa, unità

Currently on smartphone Used in last 30 days Source : Google data, www.ourmobileplanet.com, 2012

Uso delle App in Europa


http://www.ourmobileplanet.com

http://www.ourmobileplanet.com

Conclusioni

Share FB

Share TW

Share Email

News

Geo- Location

0% 20% 40% 60% 80%

57%

79%

36%

14%

36%

Main Features + Twitter

+ Condivisione

+ News+ Geo-Social

Network Source : Personal Research, Sept - Oct 2012

The results may be freely distributed

+ Android


Grazie


case study : mobile marketing in top 100 fashion companies

Business