why you should get serious about the mobile web by tijsvrolix
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Why you should get serious about the mobile web - Presentation TranscriptUP DA TE D1E-MARKETING PLUS26 January 2011 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEBi by [email protected] saravdv op Flickr / saravdv.beTIJS VROLIXStrategic Planner at Proximity BBDO [email protected] @tijshttp://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/EVEN THOUGH YOU’D THINKWE CAME A LONG WAYBy Leodileo on FlickrWE ARE ONLY JUSTGETTING STARTED2005: the year of the mobile web2006: the year of the mobile web2007: the year of the mobile web2008: the year of the mobile web2009: the year of the mobile web2010: the year of the mobile web2005: the year of the mobile web ited lim hardware2006: the year of the mobile web small2007: the year of the mobile webrket ma bad browsers2008: the year of the mobile web costly data2009: the year of the mobile web ns pla2010: the year of the mobile web2010 WAS THE YEAR OF THE MOBILE WEB2011 WILL BE EVEN MORE SO1BATTLEOF THE DEVICESBy chriswsonic357 on FlickrJANUARY 2007APPLE IPHONE“The iPhone has taken thefrustration out of browsingon a mobile phone.”Charles Wolf, Needham & Company60% Browse the web at least once a day.70% Check email at least once a day.80% Use iPhone to browse the web.By owaief89 on FlickrTOUCHSCREEN SMARTPHONES ARE THENEW STANDARD70605040302010 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley2EARLY ADOPTERS EAGER TOCONSUME THE MOBILE WEBBy ohad* on FlickrSo who isthis earlyadopter?YOUNG (16-34)AFFLUENTURBAN DWELLINGPROFESSIONALAnd what are they usingthe mobile web for?SOCIAL NETWORKINGNEWS AND INFORMATIONEMAIL Source: Essential ResearchLET’S PUT THINGSINTO PERSPECTIVE76% of all mobile phone users do not use their mobile to access the Internet.It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).Source: Essential Research3MILLIONSOF USERS ENTERING THE MARKETIN THE NEXT FEW YEARSIn201380mobileof all %devices will beTOUCHSCREENSource: Gartner“In three yearstime, desktops willbe irrelevant.”John Herlihy, GoogleBy futureatlas.com on FlickrMEET THE REALWORLD WIDE WEBMORE PEOPLE will access the MOBILE WEB than theDESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley4SOCIAL NETWORKINGIS THE NUMBER ONE REASONTO USE THE MOBILE WEBremember70%use the mobile web forSOCIAL NETWORKING“The explosion ofsocial networks in thepast few years is justthe Web catching upwith life, since peopleare naturally social.”Eric Schmidt, Google+112% +347% January 2009 January 2010500 000 000 USERS150 000 000 MOBILE FB USERSCase: dominates UK mobile use2100 Accounts for nearly half of all the time people in1575 the UK spend going1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/ComscTRANSCRIPT
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1 NOWserious about the MOBILE WEB
reasonsis the perfect
WHY
time to get
E-MARKETING PLUS26 January 2011
UPDATED
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Door saravdv op Flickr / saravdv.be
TIJS VROLIXStrategic Planner at Proximity BBDO
[email protected] @tijs
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http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/
EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY
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WE ARE ONLY JUST
By Leodileo on Flickr
GETTING STARTED
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2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web
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2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web
limited hardware
bad browsers
costly data plans
small market
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2010 WAS THE YEAR OF THE MOBILE WEB
2011 WILL BE EVEN MORE SO
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BATTLE
1
OF THE DEVICES
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By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE
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“The iPhone has taken the frustration out of browsing on a mobile phone.”Charles Wolf, Needham & Company
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70% Check email at least once a day.
60% Browse the web at least once a day.
80% Use iPhone to browse the web.
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TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD
By owaief89 on Flickr
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0
10
20
30
40
50
60
70
iPhone Symbian RIM Windows Android Palm
Mobile page view shareMobile internet + apps usage shareGlobal unit shipment share Source: Morgan Stanley
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EARLY ADOPTERS EAGER TO
2
CONSUME THE MOBILE WEB
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So who is this early adopter?
YOUNG (16-34)
AFFLUENTURBAN DWELLINGPROFESSIONAL
By ohad* on Flickr
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Source: Essential Research
SOCIAL NETWORKING
And what are they using the mobile web for?
NEWS AND INFORMATION
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LET’S PUT THINGS
INTO PERSPECTIVE
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It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).
of all mobile phone users do not use their mobile to access the Internet.
Source: Essential Research
76%
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MILLIONS3
IN THE NEXT FEW YEARSOF USERS ENTERING THE MARKET
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2013
of all mobile
In
80%
Source: Gartner
devices will be TOUCHSCREEN
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“In three years time, desktops will be irrelevant.”John Herlihy, Google
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By futureatlas.com on Flickr
MEET THE REAL
WORLD WIDE WEB
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MORE PEOPLE
than the
will access theMOBILE WEB
DESKTOP WEBin 2013 2015
Source: Gartner Source: Morgan Stanley
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SOCIAL NETWORKING
4
TO USE THE MOBILE WEBIS THE NUMBER ONE REASON
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70%use the mobile web for
remember
SOCIAL NETWORKING
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“The explosion of social networks in the past few years is just the Web catching up with life, since people are naturally social.”
Eric Schmidt, Google
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500 000 000 USERS150 000 000 MOBILE FB USERS
January 2009 January 2010
+112%
+347%
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GSMA/Comscore
Accounts for nearly half of all the time people in the UK spend going online using their phones.
Case: dominates UK mobile use
UK number of mobile minutes spent (in millions - December 2009)0
525
1050
1575
2100
Facebook Google Microsoft Orange AOL
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– You don't know what you're missing until you get a taste –
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SERVICES
5
ARE MORE IMPORTANT THAN HARDWARE
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We are seeing a transformation of Nokia into software and services to respond to consumer needs.
Tero Ojanperä, Nokia
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Shift to mobile services
COMMUNICATIONINTEGRATION AND SYNCHRONISATION
MOBILE PAYMENTSCONTEXT AWAREMOBILE HEALTH
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6
REALTIMERELEVANCE
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Mobile is the perfect medium to keep up with the web while you’re
away from your computer.
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By apoxapox on Flickr
BECAUSE IT’S ALWAYS IN
OUR POCKETS
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CONTEXT
7
IS KING
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THE IMPORTANCE OF
LOCATION
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MOBILE
8
MAKE$ MONEY
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The app store economy– July 10, 2008: iTunes App Store launch –
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$
400 000 apps
10 000 000 000 downloads
40 apps/user
75 % free
€ 2,50 average price$€
January 2011
January 2011
January 2011
September 2010
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2009 2010 2013 2014
Downloads 2,5 4,5 21,6 76,9
Revenue $4,2 $6,8 $29,5 $35
Numbers in billions
Gartner, IDC mobile application store predictions
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WHICH IS GOOD NEWS
9
FOR MARKETEERS
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Kelsey Group
SMS
Display
Search
precious screen estate
35% will be local ads!
73%
18%
9%
24%
13% 63%
2008mobile ad market$160M
2013mobile ad market$3,1B
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– Mobile display advertising is not dead –
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THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH
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55+
35-44
25-34
18-24
13-17
0 25 50 75 100
ALWAYS SOMETIMES NEVER
HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING?The Nielsen Company, September 2010
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Android
Windows M
iPhone
Palm
Blackberry
0 25 50 75 100
YES NO
EVER CLICKED AN ADVERTISEMENT WITHIN AN APP?The Nielsen Company, September 2010
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display
MOBILE MARKETING
games
location
loyalty
utility
social
mobile site
payment
SMS
bluetooth
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– Marketing as a service: action speaks louder than words –
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LOCATION
MOBILELOYALTY
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NOT ONE SINGLE APP/SOLUTION *
But rather a combination of multiple elements that fit your (consumers’) goals.
This is also the answer to web versus native development *
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WE’RE ONLY GETTING
10
STARTED
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MOBILE BARCODES
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MOBILE PAYMENT
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PAY-DESKS ARE SO
2010
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Let’s go one step at a time though ...
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By thorinside on Flickr
IT’S ABOUT TIME FOR THE
REAL THING
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“MOBILE FIRST!”
Eric Schmidt, Google
Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus.
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download from slideshare.net/tijs and feel free to use (CC Attribution)
1 NOWserious about the MOBILE WEB
reasonsis the perfect
i
WHY
time to get
E-MARKETING PLUS26 January 2011