mobile solutions: challenging opportunities
DESCRIPTION
Presentation on how we work with mobile solutions in Creuna. Originally held for the Google Technology User Group in Denmark.Covering both the business and the technology angle on mobile solutions.TRANSCRIPT
MOBILE SOLUTIONS CHALLENGING OPPORTUNITIES
Simon Kibsgård, consultant at CreunaMobile business and development
NOTE FOR SLIDESHARE USERS:This is an edited version of the presentation held for Google Technology User Group meetup in Århus February 10th 2010
Numbers and user trends are moved to the back of the presentation, since this is material from my m-commerce presentation.
© Creuna
AGENDA
Doing mobile business Mobile business evolution: What’s hype and what’s business? Different solutions and audiences means different platforms and
technologies
Going technical Learnings and toolbox
The future at present The Numbers and the users
Mobile in numbers + forecasts What users do? What’s driving the market?
© Creuna
HYPE AND/OR BUSINESS
Not everyone needs an iPhone App At least not the ones without an iPhone Still: The medium is the message (Marshall McLuhan)
A lot of people request context aware personal services
Mobile is personal (id), media for entertainment and services, billing applicable and always on and online
This means business (be it via apps, SMS, web etc.)
CONSIDER YOUR MOBILE COMMUNICATION MIX
Campaign
Dialogue
Application
Service
Shop
Everybody
The Young
The Professional
Women
Mobile
Desktop
Feed
True Multichannel
SMS
Application
Twitter / other social network
Widget
Mobile Web
Bluetooth
Augmented Reality
Barcodes
LBS
Solution Audience Platform Technology
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NEW SALES CHANNEL BY APPLICATIONArla mobile cookbook: Thinking Applicational
Web Application
Thinking Applicational
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A NEW SALES CHANNEL FOR TRADITIONAL PRODUCTS
Find local resources Document the accident Submit claim …and it’s a flashlight!
Nationwide Mutual Insurance: Application as a differentiator
© Creuna 8
JULEKALENDER
A CREUNIAN CREATIVE CONCEPT ON VIRAL ADS COLLECTING LEADS FOR SALE
© Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
COUPONS
75 % of smartphone users are positive towards receiving mobile coupons for offline buys
A coupon can be intertainment in itself A coupon can be something you make yourself
(collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.)
© Creuna
PUBLIC SERVICE ADAPTING TO MOBILE
© Creuna
PUBLIC SERVICE ADAPTING TO MOBILE
© Creuna
PUBLIC SERVICE ADAPTING TO MOBILE
© Creuna
ÅRHUS KOMMUNES BIBLIOTEKER
Search materials Check your
reservations renew your books Secure login Events info Top 10 We recommend And much more…
© Creuna
A FRIENDLY CMS
Desktop website
Mobile website
Public place television
SMS dialog
iPhone App
Android App
Symbian AppWinMo AppJava App
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TECHNOLOGY: MOBILE WEB VS. MOBILE APPS
1. Do silent patches or launch with a blast!
2. Use HTML, JavaScript + server side code of your choice
3. Get access to GPS, send SMSes, send email + maybe do more later
4. Live data at hand5. Adapt with detection
and styling
1. Ask user to update2. Use Objective-C,
Symbian C++, Java, .Net – according to device platform
3. Get access to most depending on device sandbox settings
4. Synchronize or request live data
5. Design for device (mostly iPhone)
Mobile Web Mobile App (in app store)
© Creuna
TECHNOLOGY: STILL HASSLING WITH OLD NOKIAS
Acceptance: text/html or application/xml Screens: size and renderings CSS ignores .Net viewstates and postback redirects JavaScript support? Tracking for web analytics Detecting device and converting to device profiles
© Creuna
MOBILE DETECT ON A WEBSITE
Detect the mobile device
Adapt style and content returned to mobile
One system to edit your desktop and mobile content
Same URL as always
Automatic updates for future mobile devices
© Creuna
AND STILL THERE ARE SOME GREAT WEB APPS
http://google.com/reader http://mail.google.com
© Creuna
TECHNOLOGY: HTML 5
The next web standard To reduce the need for plugins in web Rich
Interface Application (such as Flash, Silverlight and JavaFX)
Introducing <video />, <audio />, <canvas /> and much more
Offline use and local storage
© Creuna
TECHNOLOGY: HTML 5
Recommendation from 2010, 11, 22?
Ready for some use iPhone seems ready Sadly Androids (1.6)
still do a lot worse Luckily, there is also
Google Gears for Mobile
© Creuna
NOW GO CHECK WIDGETPAD.COM
© Creuna 22Gartner, August 2009 & Strategy Analytics, May 2009
WORLDWIDE
Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)
Worldwide smartphone 40 million units in Q2 2009(27 % increase)
Android from Google will increase by 900% in 2009
iPhone will grow by 79% in 2009
© Creuna
PERCENTAGE OF MOBILE USERS CONSUMING MOBILE MEDIA (ADVANCED USAGE) IS GAINING 17 % A YEAR (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%
26.0%
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
34.0%
35.0%
28.3%
32.7%
% M
ark
ed
Kilde:
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REVENUE MIX IN MOBILE WEB
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf
© Creuna
GLOBAL REVENUE IN MOBILE WEB (EXCEPT DATA) 2008
Estimated 37 billion USD revenue on mobile internet (data excluded) in 2008
76 % being payment for access on digital content (music, games, video, ring tones etc.)
5 % on advertising Only 19 % on goods not consumed on mobile (eg.
a pair of shoes or a new mobile phone)
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf page 82
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WHEN IS MOBILE WEB ACCESSED (HOUR OF DAY) (NO)
Source: http://gallup-tns.no
OperatorWLANTotal
© Creuna
DEMOGRAPHICS: MOBILE SERVICES (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
27 28 29 30 31 32 33 34 3520.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
Mobile Media Users
Browsed for News / Info
Used email
Unlimited Data Plan Subscriber
Made own ringtone
Played a game
Social Networking
News/info via App
Listened to music
Ringback
TV
On-Demand Video
Purchased a game
Purchased a Ring-tone
Median age
% f
emal
e
Source:
© Creuna
27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%PC Internet BrowsersPC Internet Social
Networkers
Mobile Browsers for News and Info
Mobile Social Net-workers
PC Internet vs Mobile Internet Demographics
Median Age
% F
emal
e
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
YOUNGER AND LESS FEMININE(UK)
Product: MobiLens + Media Metrix
Data: Three month average ending June 09
Country: UK - N= 13,997
Source:
Social media and news are moving mobile to mainstream
© Creuna
FORECAST: MOBILE PENETRATION IN EUROPA
Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)© 2008 Jupiter Research, LLC
© Creuna
MARKET IS DRIVEN BY...
Legislation? Innovative services? Technology / platforms?
© Creuna
THE INTRODUCTION OF A GAME CHANGERiTunes, app stores and smartphones
Distribution of mobile content just got a super mall After little more than 2 years iPod Touch + iPhone reached 57 mil.
users. i-mode in Japan didn’t reach half as many on a far more homogeneous market
App Store as Gatekeeper / revenue share model / security enforcement
Java capable platforms are still the largest business, but app stores are introducing an intuitive and user oriented distribution channel
© Creuna
WHAT’S UP WITH THOSE IPHONE USERS?
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43
© Creuna
GARTNER SAYS…
http://www.gartner.com/it/page.jsp?id=1282413
2009 2010 20130
5000
10000
15000
20000
25000
30000
35000
Apps downloaded in app stores
Downloads (mil.)Indtægter (mil. USD)
DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY
ABOUT CREUNA
SELECTED CLIENTS
THANK YOU!Mobile Solutions: Challenging opportunities
SIMON KIBSGÅRDConsultant, mobile business and developmentM: (+45) 22 49 83 [email protected]