MOBILE TAKEOVER They’re not just for making calls anymore.

Location-based Apps • M-Commerce • Mobile Advertising

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To give you an idea of just how HUGE the mobile landscape is...

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Over 70% of the world’s population now have a mobile phone.

That’s over 5 billion mobile subscribers.

Source: http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/, and Sybase, a SAP mobile intelligence company

70% 30%

5,000,000,000mobile subscribers

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Source: http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/, and Sybase, a SAP mobile intelligence company

In the United States, 9 in 10 people have a mobile phone.

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Source: Nielsen

At the end of 2010, nearly 1 in 3 mobile users in the U.S. owned a smartphone.

2010

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And it’s still growing...

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2013

2012

2011

5.9 billion

5.25 billion

4.6 billion

The number of mobile users is expected to grow to

Source: IDC & Infonetics Research

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Mobile will soon be the dominant source for the Internet, surpassing desktop and laptop computers.

Mobile Internet Users

DesktopInternet Users

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Source:: Microsoft Tag, 2011

By 2014mobile internet is projected to take over desktop internet usage.

Global Mobile vs. Desktop Internet User Projection, 2007 - 2015

400

800

1200

1600

2000

2007 2009 2011 2013 2015

Inte

rnet

Use

rs (

MM

)

MOBILE & SOCIAL

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of mobile users access the internet to socialize.91%

Source: Microsoft Tag, 2011

AT &T

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20% is to view a video.

11% is to contribute to charity.

29%of mobile users will scan a mobile tag to get coupons.

MOBILE + LOCATION

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42% rely on location-based services to find store locations

Source: eMarketer.com, SNL Kagan, “Economics of Location-Based Services” as cited in press release, Oct 21, 2010

78% of mobile consumers use location-based apps

29%of them use them multiple times a day

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Overview of Location-Based Apps

Recommendation-based

Game-based

Other

Deal-based

WHY DO PEOPLE USE LOCATION-BASED APPS?

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Source: eMarkter.com, Webroot survey by e-Rewards, July 13, 2010

% of UK & US mobile wi-fi users

Reasons for Using Geolocation Apps

43.2%Meet up with friends

14.8%Meet new people

8.6%e.g. Points, Expert status,

Fourquare “Mayor”

Competition

64.6%Get informed

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Source: eMarketer.com, JiWire, “Mobile Audience Insights Report: Q3 2010” Nov 17, 2010

Most Valuable Aspect of “Checking In” to a Location via a Mobile App

17%Sharing my location

14.%Association with

cool places

7%Scoring points

% Mobile Wi-Fi Users

29%Deals & promotion

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MOBILE SHOPPING

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11% of U.S. mobile phone users (9% of

the entire U.S. adult population) have made a purchase from their mobile device.

20% of 18-29 year olds made purchases.

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Smartphone Usage for Holiday Shopping Among U.S. Smartphone Owners

22%Receive sale alerts

23%Look for product reviews

20%Search for products at another store

19%Use mobile barcode scanning technology

Source: InsightExpress as cited in press release, Dec 6, 2010

19%Use coupons received on their phone

29%Look for a Better Price

MOBILE ADVERTISING

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34% have clicked onto ads because of a location specific message.

63% are more likely to engage with an ad that is relevant to their location.

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HOW LIKELY ARE YOU TO ENGAGE WITH AN AD

THAT IS RELEVANT TO YOUR LOCATION?

More likely

Makes no difference

Less likely

18%

37%

Q1 2010

45% 13%

30%

Q4 2010

57%

11% growth

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17% of mobile consumers make purchases via a mobile device post-ad.

20% also make brick-and-mortar store visits after seeing relevant mobile ads.

EXPECTED ANNUAL GROWTHAd Spend 2009-2012

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30%

Social Mobile

43%

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Source: Brand Anywhere and Luth Research Study, October 2010

Ways that US Retailers Leverage Their Mobile Solutions

Coupons/marketing based on location 11.1%

Fully functioning mobile site 51.9%

Store locator 23%

Showcase a select group of products 33.3%

QR codes 1.7%

Participate in location-based 11.1%

Gaming 11.1%

Other 7.4%

How does the impending Mobile Takeover affect

your brand ?

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