iab mobile day - léo xavier - pontomobi
TRANSCRIPT
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MOBILE INDEX: PRESENÇA, FERRAMENTA, EXPERIÊNCIA
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O QUE É MOBILE? O APARELHO OU O CONSUMIDOR?
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CONSUMERS BRANDS
VALOR DA CONEXÃO: ISSO NUNCA VAI MUDAR...
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A DIFERENÇÃ ESTÁ NO DEVICE
NO CONTEXTO, LOCALIZAÇÃO E COMODIDADE
NÃO HÁ SENTIDO EM SEPARAR WEB E MOBILE
A INTERNET É UMA SÓ
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VAMOS A ALGUNS NÚMEROS
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3G CRESCE EXPONENCIALMENTE
*FONTES: TELECO, ANATEL, QUALCOMM E TNS/RESEARCH
4 MI
2009
20 MI
2010
41 MI
2011
124 MI
2014 E ISSO MUDA TUDO...
4G ESTÁ PREVISTO PARA 2014
60 MI
2012
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LAN-HOUSE VAI PARAR NO CELULAR
PLANOS DE DADOS CADA VEZ MAIS BARATOS
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EMINTERNAUTAS ACESSANDOM
MOBILE WEB
PENSE NESSE NOVO CENÁRIO…
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O SMARTPHONE ATINGE A MASSA…
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CONTENT IS KING?
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CONTEXT IS KING!
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MUITAS EMPRESAS AINDA TÊM POUCA PRESENÇA MOBILE…
“Ainda não temos uma estratégia mobile…”
“Não fazemos mídia
mobile por que não
temos aplicativos
mobile.”
“Ainda não temos um mobile site”
Depoimentos colhidos em workshops
realizados pela Hands Pontomobi ao longo de 2012
“…não sabemos pensar o
mobile e queríamos ver o
que é possivel ser feito.”
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PRESENÇA FERRAMENTA EXPERIÊNCIA
“O QUE DEVO FAZER EM MOBILE?”
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PRESENÇA
Ponto de recepção. Bom atendimento.
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FERRAMENTA
Serviços e Utilidades. Mundo Time-Saver.
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Rimi plus | REVOLUÇÃO NO VAREJO
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Pain squad | hospital for sick children [gold]
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EXPERIÊNCIA
Envolvimento e Relacionamento. Mundo Time-Killer. Fun.
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BAND-AID MAGIC VISION | J&J [GOLD]
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MOBILE INDEX
PRESENÇA, FERRAMENTA, EXPERIÊNCIA
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MOBILE INDEX O Que é ?
Metodologia criada
para avaliar,
objetivamente,
grau de mobilidade
de uma marca.
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MOBILE INDEX Como funciona?
•Top 100 anunciantes Meio&Mensagem
•48 critérios objetivos de análise
•3 pilares: presença, ferramenta, experiência
•Tabela com peso dos critérios
•Escala de pontos decrescente
•Máximo de pontos: 250
•6 meses de trabalho para validar a metodologia
•Divulgado publicamente de forma gratuita
•Periodicidade: semestral – 1a edição : 1a quinzena de maio
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EXEMPLO PRESENÇA
E como está a sua presença no Mobile?
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MOBILE INDEX
EXEMPLOS NACIONAIS
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PRESENÇA
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FERRAMENTA
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EXPERIÊNCIA
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FRAMEWORK PARA PENSAR EM
MOBILIDADE
PRESENÇA
FERRAMENTA EXPERIÊNCIA
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RECAPITULANDO
A INTERNET É UMA SÓ
SMARTPHONES ATINGIRAM A MASSA
CONTEXTO: TIME SAVER OU TIME KILLER
CONQUISTAR SHARE OF HARDWARE
3 PASSOS: PRESENÇA, FERRAMENTA E
EXPERIÊNCIA
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WWW.MOBILIZEBOOK.COM.BR
WWW.MOBILIZADO.COM
@MOBILIZADOBLOG
/PONTOMOBI
BLOG
SLIDESHARE.NET/PONTOMOBI
OBRIGADO! [email protected]
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