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1 NOWserious about the MOBILE WEB
reasonsis the perfect
WHY
time to get
E-MARKETING PLUS26 January 2011
UPDATED
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Door saravdv op Flickr / saravdv.be
TIJS VROLIXStrategic Planner at Proximity BBDO
[email protected] @tijs
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http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/
EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY
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WE ARE ONLY JUST
By Leodileo on Flickr
GETTING STARTED
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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
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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
limited hardware
bad browsers
costly data plans
small market
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2010 WAS THE YEAR OF THE MOBILE WEB
2011 WILL BE EVEN MORE SO
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BATTLE
1
OF THE DEVICES
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By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE
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“The iPhone has taken the frustration out of browsing on a mobile phone.”Charles Wolf, Needham & Company
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70% Check email at least once a day.
60% Browse the web at least once a day.
80% Use iPhone to browse the web.
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TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD
By owaief89 on Flickr
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0
10
20
30
40
50
60
70
iPhone Symbian RIM Windows Android Palm
Mobile page view shareMobile internet + apps usage shareGlobal unit shipment share Source: Morgan Stanley
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EARLY ADOPTERS EAGER TO
2
CONSUME THE MOBILE WEB
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So who is this early adopter?
YOUNG (16-34)
AFFLUENTURBAN DWELLINGPROFESSIONAL
By ohad* on Flickr
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Source: Essential Research
SOCIAL NETWORKING
And what are they using the mobile web for?
NEWS AND INFORMATION
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LET’S PUT THINGS
INTO PERSPECTIVE
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It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).
of all mobile phone users do not use their mobile to access the Internet.
Source: Essential Research
76%
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MILLIONS3
IN THE NEXT FEW YEARSOF USERS ENTERING THE MARKET
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2013
of all mobile
In
80%
Source: Gartner
devices will be TOUCHSCREEN
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“In three years time, desktops will be irrelevant.”John Herlihy, Google
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By futureatlas.com on Flickr
MEET THE REAL
WORLD WIDE WEB
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MORE PEOPLE
than the
will access theMOBILE WEB
DESKTOP WEBin 2013 2015
Source: Gartner Source: Morgan Stanley
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SOCIAL NETWORKING
4
TO USE THE MOBILE WEBIS THE NUMBER ONE REASON
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70%use the mobile web for
remember
SOCIAL NETWORKING
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“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
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500 000 000 USERS150 000 000 MOBILE FB USERS
January 2009 January 2010
+112%
+347%
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GSMA/Comscore
Accounts for nearly half of all the time people in the UK spend going online using their phones.
Case: dominates UK mobile use
UK number of mobile minutes spent (in millions - December 2009)0
525
1050
1575
2100
Facebook Google Microsoft Orange AOL
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– You don't know what you're missing until you get a taste –
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SERVICES
5
ARE MORE IMPORTANT THAN HARDWARE
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We are seeing a transformation of Nokia into software and services to respond to consumer needs.
Tero Ojanperä, Nokia
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Shift to mobile services
COMMUNICATIONINTEGRATION AND SYNCHRONISATION
MOBILE PAYMENTSCONTEXT AWAREMOBILE HEALTH
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6
REALTIMERELEVANCE
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Mobile is the perfect medium to keep up with the web while you’re
away from your computer.
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By apoxapox on Flickr
BECAUSE IT’S ALWAYS IN
OUR POCKETS
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CONTEXT
7
IS KING
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THE IMPORTANCE OF
LOCATION
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MOBILE
8
MAKE$ MONEY
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The app store economy– July 10, 2008: iTunes App Store launch –
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$
400 000 apps
10 000 000 000 downloads
40 apps/user
75 % free
€ 2,50 average price$€
January 2011
January 2011
January 2011
September 2010
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2009 2010 2013 2014
Downloads 2,5 4,5 21,6 76,9
Revenue $4,2 $6,8 $29,5 $35
Numbers in billions
Gartner, IDC mobile application store predictions
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WHICH IS GOOD NEWS
9
FOR MARKETEERS
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Kelsey Group
SMS
Display
Search
precious screen estate
35% will be local ads!
73%
18%
9%
24%
13% 63%
2008mobile ad market$160M
2013mobile ad market$3,1B
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– Mobile display advertising is not dead –
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THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH
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55+
35-44
25-34
18-24
13-17
0 25 50 75 100
ALWAYS SOMETIMES NEVER
HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING?The Nielsen Company, September 2010
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Android
Windows M
iPhone
Palm
Blackberry
0 25 50 75 100
YES NO
EVER CLICKED AN ADVERTISEMENT WITHIN AN APP?The Nielsen Company, September 2010
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display
MOBILE MARKETING
games
location
loyalty
utility
social
mobile site
payment
SMS
bluetooth
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– Marketing as a service: action speaks louder than words –
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LOCATION
MOBILELOYALTY
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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 *
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WE’RE ONLY GETTING
10
STARTED
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MOBILE BARCODES
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MOBILE PAYMENT
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PAY-DESKS ARE SO
2010
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Let’s go one step at a time though ...
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By thorinside on Flickr
IT’S ABOUT TIME FOR THE
REAL THING
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“MOBILE FIRST!”
Eric Schmidt, Google
Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus.
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download from slideshare.net/tijs and feel free to use (CC Attribution)
1 NOWserious about the MOBILE WEB
reasonsis the perfect
i
WHY
time to get
E-MARKETING PLUS26 January 2011