10 reasons why now is the perfect time to get serious about the mobile web

10 nowtime to get serious about the mobile web

reasons why is the perfect

v2

Email tijs.vrolix@proximity.bbdo.be or follow @tijs on Twitter.i

My name is Tijs and I love mobile.

http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/

And we’re only just getting started

By Leodileo on Flickr

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

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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1 Battle of the devices

By chriswsonic357 on Flickr

Apple introduces the iPhone (2007)

“The iPhone has taken the frustration out of browsing on a mobile phone.”Charles Wolf, Needham & Company

70%Check email at

least once a day.

60%Browse the web at least once a day.

80%Use iPhone to

browse the web.

http://www.billshrink.com/blog/wp-content/themes/shrinkage/images/graphics/nexus-one-total-cost.jpg

iPhone sets the bar

Let’s not forget about software.

2 Early adopters eager to consume the mobile web

So who is this early adopter?• young (aged 16-34)• affluent• urban-dwelling• professional

By ohad* on Flickr

Essential Research

• Social networking (70%)• News and information• Email

And what are they using the mobile web for?

Let’s put things in perspective though

Essential Research

• “It’s too expensive.”• “My mobile is not capable.” (60%!)• “Why would I?”• “I don’t get it (and hey, I don’t care).”

76% of mobile phone users don't use their mobile to access the Internet

3 Millions of users entering the market in the next few years

The launch of the iPad brought about an interesting discussion

• “Most people don’t need a computer.”• “The iPad is the uncomputer for the

masses.”• “Should the Apple iPad be considered

a computer?”• “My mom's next computer is going

to be an iPad.”• “Apple foresees a future in which the

iPad is the default way people do what they now do with computers.”

“In three years time, desktops will be irrelevant.”

John Herlihy, Google

By futureatlas.com on Flickr

Mobile brings internet to developing countries

“More people will access the mobile web than the desktop web.”

20132015

In according to Gartner.

In according to Morgan Stanley.

4 Social networking is the number one reason to use the mobile web

“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

70%Use the mobile web for social networking.

GSMA/Comscore

Accounts for nearly half of all the time people in the UK spend going online using their phones.

“Facebook dominates UK mobile use.”

December 2009

Facebook 2002

Google 395

Microsoft 165

Orange 138

AOL 106

UK number of mobile minutes spent (millions)

– You don't know what you're missing until you get a taste –

5 Services are more important than hardware

– Touchscreen smartphones are the new standard –

– Even Nokia says so –

Focus on mobile services

• communication (social networking!)• integration and synchronisation• mobile payments• context-aware• mobile health• ...

6 Realtime

– Everything is realtime –

Mobile is the perfect medium to keep up with the realtime web.

• Who’s doing ... now?• Where can I ... now?• Why is ... now?• ... now?

By apoxapox on Flickr

It’s always with us

7 Context is king

Location is pretty obvious

“... there are now over 6000 location-based iPhone apps, 900 Android apps and 300 BlackBerry apps.”Skyhook

freymartin.de/en/projects/jitwatch

8 Mobile makes money

The app store economy– July 10, 2008: iTunes App Store launch –

140 000 apps

3 000 000 000 downloads

350 / second

75 % free

€ 2,70 price

2009 2010 2013

Downloads 2,5 4,5 21,6

Revenue $4,2 $6,8 $29,5

Numbers in billions.

Gartner mobile application store predictions

+ -• users know where to go• closely monitored: secure• don’t worry about payment,

traffic, ...• top lists generate more

downloads• ...

• revenue share• app store owner decides• slow publishing process• ...

* don’t worry: the app store is only one way to distribute your service

Kelsey Group

SMS

Display

Search

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– Mobile display advertising isn’t quite dead though –

– Action speaks louder than words –

– Bridging the gap between online and offline –

9 It’s called “smartphone” for a reason

location

GPS

humidity

speed

sound

noise

shake

temperature

smell

weight

health

compass light

height

proximity

motion

pressure

Cry Translator for iPhone

Sleep Cycle for iPhone

WakeMate

10 Big businesses are excited about mobile

We’re ready for the real thing

By thorinside on Flickr

“We think there is the potential to actually make this mobile web better than the PC web.”

Jonathan Rosenberg, Google

tijs.vrolix@proximity.bbdo.be

slideshare.net/tijs@tijs on Twitter

– Thank you –