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Mobile Trends & Innovations

Mobile Trends & InnovationsHamutal Schieber | October, 2014IntroductionConsumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks. Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.The following presentation discusses several trends and enablers, mainly:

Market Trend MappingMarket Trend MappingMobile Penetration According to GSMA, the mobile industry has scaled dramatically over the last decade. By 2020, the majority of the worlds population (56%) is expected to have their own mobile subscription.

2003: 1 billion unique subscribers (1 in 6 people) 2013: 3.4 billion unique subscribers (47% of population)

Mobile Penetration eMarketer predicts that by the end of 2014, 1.76 billion people will own and use smartphones monthly, up more than 25% over 2013. Just under a quarter of the world's total population will use smartphones this year, and by 2017, more than a third of all people around the globe will be smartphone users.By 2015, eMarketer estimates that 15 countries worldwide will have seen more than half their populations adopt smartphones.

http:// Penetration According to KPCB, between 2013 and 2014 there had been a huge growth in mobile usage share of web usage.

http:// Penetration | By DeviceAccording to Gartner, global PC, tablet, ultramobile and mobile phone shipments are set to break 2.4 billion units in 2014, andnearly 88percentof that number will be attributable to mobile phones and tablets specifically devices built on Googles Android operating system, which on their own will account for nearly 1.2 billion devices.Within mobile phones, smartphones are verymuch becoming the norm rather than the rising trend. They will account for 66 percent of all mobile sales in 2014, and Gartner projects that number to be 88 percent in 2018.

Gartner predicts thetipping point in favor of tablets will happen in 2015, when there will be nearly 321 million tablets shipped, versus close to 317 million PCs.

Mobile Penetration | By RegionAccording to GSMA, the global unique subscriber base has been growing at a rate of 7.3% per annum. Growth is forecast to continue, but at a slower rate of 3.5% out to 2020. Unique subscriber penetration rates vary significantly across regions. Europe has the highest penetration rates, followed by North America and then the CIS.

Source: GSMA

Mobile Penetration | By RegionConsumers in the Asia-Pacific region will account for more than half of all global smartphone users this year, totaling 951 million. Western Europe is the second largest region of global smartphone users with 196.6 million this year, eMarketer estimates. Penetration | US & UKeMarketer expects 65.0% of US mobile phone users, or 51.4% of the total population, to use a smartphone at least monthly in 2014. That compares with two-thirds of mobile phone users in the UK, or 53.7% of the total population. A recent Deloitte study found that 66% of UK consumers state that they have their mobile device with the all the time, and 34% state that their smartphone / tablet is the first device that they reach for when they want information on a product or service.The over 55s will experienced the fastest y-o-y rise in smartphone penetration. As a large percentage of the population will be over 55 in 2014 (for instance, 25% of adults in the UK), this is a lucrative market. Penetration | Wearable TechThe mobile user experience is breaking out of the classic phone form factor.Juniper Research expects worldwide spending on wearable devices to jump from $1.4 billion this year to $19 billion by 2018.In another report, ABI Research claims that sales of wearable computing devices will exceed 485 million shipments worldwide by 2018. And, per Ericsson, once the physicality of mobile payments is altered through wearable tech, mobile wallets will be the idea providers of the necessary identity and value transfer infrastructure to make all this scale.

Garmin is one of the most dominant competitors in the wearable tech sphere, with watches that track location, heart rate, speed and other measurements.Nike, with Nike+ Fuelband, and Fitbit, are other dominant competitors.Apple is now entering the field with iWatch. Penetration | Internet of ThingsInternet of Things / IoT is a network of networks of uniquely identifiable endpoints (things), that communicate without human interaction, using IP connectivity. (IDC, 2014)IDC (2014) estimates that the IoT market revenue was $ 1,928 B in 2013, expected to reach $ 7,065 B ($ 7 Trillion) by 2020.

Source: Gridley & Company, Jan. 2014 Penetration | Internet of ThingsLGs tie-up with Line, the popular Asian messaging service, allows customers to chat with LGs HomeChat suite of ovens, fridges and washing machines. It even includes the ability to send Lines famous range of cartoon animal stickers to home appliances. The connected home platform connects a wide range of supported devices across the internet of things, through a cloud-based services platform and a mobile app. Trend MappingMobile Content As a recent KPCB report indicates, smartphone and tablet are becoming the most significant mediums for content consumption. Content | VideoAccording to research from Digitalsmiths, just over 42% of internet users in North America watched news video content on their smartphones, and more than 36% watched previews for TV shows or movies.That compared with 30.9% of respondents who said they watched full-length movies on their phones, and 27% who watched TV show reruns.eMarketer estimates that in the US alone, 72.1 million smartphone users watched video on their devices at least monthly in 2013, a figure that will rise to 86.8 million by the end of 2014.

Mobile owners use devices in conjunction with tv watching (multi-tasking) vs. BrowsersMobile app downloads are predicted to double between 2013 and 2017 according to Juniper Research.In Q4 2013, Nielsen found that US adult Android and iPhone users were spending 65% more time with mobile apps than they had just two years ago: 30 hours, 15 minutes in Q4 2013, vs. 18 hours, 18 minutes in Q4 2011. However, the average number of apps owners used had barely risen over the past two years, from 23.2 in Q4 2011 to 26.8 in Q4 2013, indicating that users were spending more time with the apps they had, as opposed to downloading new ones. vs. Browsers | MotivationsThe main reasons for using apps, per April 2014 data from comScore Mobile Metrix, are:Easy accessMobile optimization vs. Browsers | LeadersData from app analytics provider Flurry indicates that gaming still dominates mobile usage with 32% of time spent on iOS and Android devices, while Facebook remained a strong second with 17% of time spent on mobile.Facebook, combined with Twitter (1.5%) and Social Messaging apps (9.5%) grew to 28% of time spent on mobile in 2014, up from 24% last year, indicating the broader shift from socializing on Facebook to sharing within smaller, more private messaging applications. vs. Browsers | Browser SuccessFor some, however, browsers actually claimed an overwhelming chunk of time. Wikimedia Foundation sites 88% of time spent done on a browserGlam Media - 84% of time spent done on a browser

What makes these and other content hubs a Browser success, are:Responsive design a must Easy, quick access, and a great User Experience vs. Browsers | Browser StrategiesAccording to a Google Think study, if the mobile experience isnt properly designed, then the customer might leave or switch to a competitors site.The experience is reliant upon 6 major factors:SpeedUsabilityContentConsistency Path to PurchaseM-CommerceThe main strategies to achieve these goals, per Google, are: responsive web design, dynamic serving and separate sites. Google claims these lead to better search visibility, more effective campaigns and greater brand value. vs. Browsers | Browser StrategiesTypeResponsive Web DesignDynamic servingSeparate sitesDescriptionSame URL, Same


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