navin williams mobile - 2012

A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Mobile Diversity & Mobile Mr In Emerging Markets Navin Williams, MobileMeasure Consultancy Limited

Speaker: Navin Williams, Mobile-Measure, China NewMR Mobile Event, 22 Feb 2012, Session 2

MOBILE DIVERSITY & MOBILE MR IN EMERGING MARKETS

NAVIN WILLIAMS, CEO - MOBILEMEASURE CONSULTANCY LIMITED

Navin Williams, MobileMeasure Consultancy Limited, China NewMR Mobile Event, 22 Feb 2012, Session 2


–  MOBILE DIVERSITY & THE NEXT BILLION MOBILES

–  SMART ENOUGH FOR MOBILE MR

–  DIVERSITY DRIVEN CHALLENGES – DEVELOPED & EMERGING MARKETS

–  SOME INNOVATIVE SOLUTIONS IN MOBILE MR


HOW BIG IS THE DEVELOPING WORLD REALLY?

Source : ITU

1.61 Bil

752mil 859mil

0.5

1

1.5

0.25

1.2

3.8

-‐

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

2000 2005 2010

Mob

ile Sub

scrib

ers in Billion

s

Developed World Developing World

5.6

6.9

Figures in Billions

Popula1on

Mobiles

2011


MOST POPULAR MOBILE OS BY COUNTRY


NEXT BILLION TO BE MAINLY FROM DEVELOPING WORLD


WHO HAS A SMART ENOUGH PHONE FOR MOBILE MR


MOBILE SALES VOLUME PER REGION IN 2011

Source : Techcrunch

[FIGURES IN MILLIONS OF UNITS]

DEVELOPING MARKETS. 80+ % PHONES STILL NON SMART


MOBILE HANDSET MANUFACTURERS VS MOBILE OS [H1 2011]

Source : VisionMobile

ü  Smart vs Non-‐Smart 1:4

ü  Nokia s*ll No. 1

ü  Samsung the other major player in both phone segments.

ü  At 5%, Apple is a niche player at the top end


SMARTPHONE DEFINITION


DEFINITIONS -‐ SMART vs FEATURE PHONES vs SMART ENOUGH

SOURCE : hbp://en.wikipedia.org/wiki/Smartphone

SOURCE : hbp://www.greenbookblog.org/2010/07/14/smart-‐enough-‐for-‐mobile-‐market-‐research/

SOURCE : hbp://en.wikipedia.org/wiki/Feature_phone

A smartphone is a mobile phone built on a mobile compu1ng plaform, with more advanced compu1ng ability and connec1vity than a feature phone.

A feature phone is a mobile phone which at the 1me of manufacture is not considered to be a smart phone, but nevertheless has addi1onal func1ons over and above standard mobile services.

For research to get the best out of mobiles, the smart enough phone approach is a much beber way to look at it. If we want to reach our target audience, we should go out and reach them irrespec1ve of the phone they use. The debate about penetra1on of mobile phones has all but died out. Now it’s about how to target these consumers.


VIDEO DRIVING MOBILE DATA TRAFFIC – SMART ENOUGH?

DATA TRAFFIC & VIDEO

CAPABLE MOBILES ARE THE SMART ENOUGH PHONES


CHALLENGES IN A MOBILE WORLD APAC DIVERSITY – DEVELOPED & DEVELOPING WORLDS


NEXT BILLION TO BE MAINLY FROM DEVELOPING WORLD – LED BY ASIA

Source : Asia Pacific Mobile Observatory 2011 Report by ATKEARNEY

TIME FOR THE ELEPHANT & THE

DRAGON TO TANGO


47 COUNTRIES IN APAC – TOP 3 COUNTRIES ADD TO 68%

Source : ATKearney


SOME KEY DEVELOPING MARKETS MATCH DEVELOPED

Source : www.mobicity.com.au

MOBILE PENETRATION 110% 110%

SMART PHONE PENETRATION 43% 53%

iOS PENETRATION AMONGST SMARTPHONES 40% 12%

POPULATION 21.2 mil 22.2 mil SHANGHAI AUSTRALIA

45% 74% SYMBIAN SMARTPHONES Source : Mobile-‐Measure Consul1ng


MOBILE PENETRATION RATES IN APAC

Source : ATKearney


3G NETWORK POPULATION COVERAGE

Source : ATKearney


DATA (EXCL. SMS) vs VOICE REVENUES

Source : ATKearney


DATA REVENUES AS A % OF TOTAL BY REGION

Source : ATKearney


PRE-‐PAID vs POSTPAID CONNECTIONS DIVIDE

Source : ATKearney


Source : ATKearney

REGULATORY TAXATION IN APAC


–  MOBILE & E QUOTIENT –  Mobile & Smartphone penetra1on –  Mobile network, 3G reach & Broadband reach –  Infrastructure Stability & Access speeds –  Geographical coverage and access to popula1on

–  BUSINESS & COMPETITIVE QUOTIENT –  Entrepreneurship spirit –  Compe11ve market economy

–  REGULATORY & INFRASTRUCTURE QUOTIENT –  Government policy and regulatory framework –  Infrastructure for growth –  Integrated into the Global economy

–  DEMOGRAPHIC QUOTIENT –  Popula1on & demographic profile 0

TELECOM QUOTIENT – HOW THE REGIONS STACK UP

W. EUROPE REST OF AP AFRICA NA & ME

1

DEVELOPED AP

N. AMERICA

S. AMERICA

E. EUROPE

0.9

0.8

0.7 0.6

0.5 0.4

0.3 0.2

0.1

Source : Mobile-‐Measure Consul1ng


–  CHALLENGES TO MOBILE MR IN THE DEVELOPING WORLD

–  NO STANDARDS [lack of norms, poor infrastructure]

–  LITRACY [Rapid adop1on, poor u1lity & understanding]

–  COST SENSITIVITY [costs sensi1vity]

NOBODY SAID GOING AFTER THE BOTTOM HALF OF THE PYRAMID WAS GOING TO BE EASY

MOBILE MR CHALLENGES

THE GOOD NEWS .. THEY LEAPFROG SMARTER MARKETS


3 COMING INNOVATIVE MOBILE MR SOLUTIONS


HEAT MAPPING – FOR SHOPPER & PACKAGING RESEARCH

USER INTERACTION MONITORING USING HEAT MAPS ALLOW

US TO MONITOR AND

MEASURE USER

SPONTANEOUS CHOICES AND PREFERENCES


Source : Fugumobile

MOVE ENLARGE HORIZONTAL ROTATE

VERT

ICAL

RO

TATE

MOBILE 3D – PRODUCT, PRODUCT PACKAGING & DISPLAY RESEARCH

MULTI TOUCH NAVIGATION GIVE US THE ABILITY TO MOVE, ENLARGE, MINIMISE, ROTATE BOTH HORIZONTALLY &

VERTICALLY.


MOBILE VIDEO – FOR CONCEPT & AD TESTING RESEARCH

30 SECOND TVC CONCEPT FOLLOWED BY AN AD EVALUATION

QUESTIONNAIRE. Source : Mobile-‐Measure Consul1ng


Q & A

Ray Poynter Vision Cri1cal

Navin Williams Mobile-‐Measure

Speaker: Navin Williams, Mobile-Measure, China NewMR Mobile Event, 22 Feb 2012, Session 2 *we only advocate “opt-‐in” engagements

Email : navin@mobile-‐measure.com Visit Us : www.mobile-‐measure.com

MOBILEMEASURE IS A PIONEERING DIGITAL MR AGENCY WITH A BIAS TO MOBILE

MOBILEMEASURE SEEKS INSIGHTS BY ENGAGING CONSUMERS* @ “THE MOMENT OF TRUTH” – “REAL TIME” – “ANYWHERE”

Our Blog : hkp://www.greenbookblog.org/author/navinwilliams/

THK U

A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Mobile Diversity & Mobile Mr In Emerging Markets Navin Williams, MobileMeasure Consultancy Limited

navin williams mobile - 2012

Marketing

china newmr mobile event

orgwikismartphone source

visionmobile smartvsnonsmart1

bil 752mil859mil

data traff