mobile innovation - creuna morning briefing
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INNOVATION WITH MOBILE COMMUNICATION
MORGENBRIEFING DEN 1. DECEMBER 2009
Jeppe Hansen, direktør & Simon Kibsgård, konsulent, mobil systemudvikling,
© Creuna
AGENDA
It’s Time to go mobile Your Mobile Concept Rethink Your service How to get there Convinced yet?
IT’S TIME TO GO MOBILE
3
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MOBILE SITES TO DAY
© Creuna 5Gartner, August 2009 & Strategy Analytics, May 2009
WORLDWIDE
Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)
Worldwide Smartphone 40 million units in Q2 2009(27 % increase)
Android from Google will increase by 900% in 2009
iPhone will grow by 79% in 2009
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MOBILE MEDIA USAGE GROWING 17 % A YEAR (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%
26.0%
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
34.0%
35.0%
28.3%
32.7%
% Mobile Media Users
Mobile Media Users
% M
ark
et
Source:
YOUR MOBILE CONCEPT
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HOW TO DO ”WEB 2 MOBILE”
Rethink! – don’t shrink
Context is king Micro boredom is free time Adapt gracefully – Make it easy to use
Choose what’s relevant
© Creuna 9
WHAT TIME DO WE USE MOBILE INTERNET? (NO)
Source: http://gallup-tns.no
RETHINK YOUR SERVICE
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ARLA COOKBOOK- ONE GIGANTIC WEBSITE
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ARLA COOKBOOK- CUSTOMERS LOOKING FOR INSPIRATION
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ARLA COOKBOOK- ONE FOCUSED SERVICE
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KRAFT FOODS ASSISTANT
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WEB2MOBILE & 1 CLICK INFORMATION
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ONE CLICK UPDATE
Visit a service on the net Select the informations you want to take with you
on the mobile Type your phone number You’ll recieve a SMS with a link Click the link and see your selected information Now update this information from your mobile One click update...
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ÅRHUS KOMMUNES BIBLIOTEKER
Search materials Check your
reservations renew your books Secure login Events info Top 10 We recommend And much more…
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MOBILE WEBSITES VS DESKTOP WEBSITES
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CONTEXT IS KING
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DSB S-TOG
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MOBILE QUIZ
Come back for more
Competition works!
Videos in second
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PEPSI FOR ALL
Scan to win Know at once Everybody wins Claim price
within an hour
Draw customers to your shop
SMS opportunity
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JULEKALENDER
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STATISTIC SETUP 2D BARCODE XMAS CAMPAIGN
Tracking cross channels : Posters 300 Flyers 30.000 Offline magazine ”Byens Puls” article 6 Whole page articles in 3 CPH free News Papers Email Newsletter 70.000 recipients Website landing pages (2) Facebook campaign / fan site / wall publishing Got-U viral marketing
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14 MINUTTER
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STARK CONCEPT
2D barcode on product labels
10.000 product numbers Get help / more info
Return input /complaints Collect information Get loyalty through cool
cash in return
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SPEJDERNET – SCOUTIN’
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WHAT 2 DO WITH 2D BARCODES ?
Offline goes online Scan the same code and get different
things every day Scan the screen and get the information Scan to get info, updates, to report Scan paired with time Scan paired with locations
© Creuna 31
FIND NEAREST GAS STATION
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MOBILE USER CONTENT - TRYGFONDEN Report Present Subscribe
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OK LOCAL SPORT COMMUNITY
Loyalty, reputationand self-fashioning
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CARLSBERG MOBILE MARKETING
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PUSH INFORMATION AND UPDATES
Guide and track customer behavior
Push info to customers in specific areas / zones
Get cross selling opportunities
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MOBILE VIDEO
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MOBILE PAYMENT TODAY
SMS tickets WAP-Billing Books Premium SMS
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WHAT’S COMING
HOW TO GET THERE
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POLITIKEN
www.pol.dk, i.pol.dk, mobil.pol.dk Klkl
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MOBILE-DETECT ON YOUR WEBSITE
Detect the mobile device
Adapt style and content returned to mobile
One system to edit your desktop and mobile content
Same URL as always
Automatic updates for future mobile devices
CONVINCED YET?
© Creuna 43From http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner
THE MOBILE INTERNET REVENUE MIX
2012 Smartphone forecast
Symbian OS 39 % (50 %)
Android 14.2 % (2 %) iPhone 13.7 % Windows Mobile 12.8 % BlackBerry 12.5 % Various Linux 5.4 % Palm 2.1 %
© Creuna
MOBILE SERVICES DEMOGRAPHICS (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
27 28 29 30 31 32 33 34 3520.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
Mobile Media Users
Browsed for News / Info
Used email
Unlimited Data Plan Subscriber
Made own ringtone
Played a game
Social Networking
News/info via App
Listened to music
Ringback
TV
On-Demand Video
Purchased a game
Purchased a Ring-tone
Median Age
% F
emal
e
Source:
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27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%PC Internet BrowsersPC Internet Social
Networkers
Mobile Browsers for News and Info
Mobile Social Net-workers
PC Internet vs Mobile Internet Demographics
Median Age
% F
emal
e
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
YOUNGER AND LESS FEMALE (UK)
Product: MobiLens + Media Metrix
Data: Three month average ending June 09
Country: UK - N= 13,997
Source:
© Creuna 46
USERS THIS WEEK (NO)
12.8 % used mobile content at least once this week
6.3 % used mobile content today
Age: 18 % age 12 - 19 21 % age 20 - 39 14 % age +40
- Use mobile content at least once a week
Sex: 17 % men use mobile content at least
once a week 8 % women
Source: www.tns-gallup.no/medier 2009Q2
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EUROPEAN MOBILE PENETRATION
SMS penetration is greater than 70 % today
Growth of content available expected to rise dramatically
Telecom providers will likely spark growth by bundling flat rate internet with voice service
Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)© 2008 Jupiter Research, LLC
© Creuna 48
WAP, WEB, WHAT?
The Mobile Web IS the internet Your web CMS is the source of information Your user’s mobile context is the key to success m.yourdomain.dk will be the entrance for all your
mobile content Web applications will be huge App Stores, short code sms, barcodes, bluetooth
will catch your users …So get the idea and get moving
© Creuna 49
GET ON THE TRAIN
There’s only one Facebook There’s only one Google Mobile users get loyal, when the service they
found, is targeted them and easy to access. Would you like a one click shortcut on your
customer’s mobile phone ?
© Creuna
HOW TO DO ”WEB 2 MOBILE”
Rethink! – don’t shrink
Context is king Micro boredom is free time Adapt gracefully – Make it easy to use
Choose what’s relevant
© Creuna
FOCUSIdentify the core
services to your mobile users and make it easy to
access
DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA
LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY
ABOUT CREUNA
SELECTED CLIENTS
THANK YOUMORGENBRIEFING DEN 1. DECEMBER 2009
JEPPE M. HANSENDirektør, forretningsudviklingM: (+45) 22 49 83 32jeppe.hansen@creuna.dk
SIMON KIBSGÅRDKonsulent, mobil systemudvikling M: (+45) 22 49 83 41simon.kibsgaard@creuna.dk
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