emakina academy #12 : an insight into the future of mobile apps
DESCRIPTION
Discover the new mobile apps that will change the way we use our mobile phone. Presentation by Pascal Poty (AWT, Belgium)TRANSCRIPT
Mobile 2.0 : an insight into the future of mobile applications
Pascal Poty Responsable du Pôle Veille technologique Agence Wallonne des Télécommunications www.awt.be
Mobile 2.0: Mobility + Ubiquity = Mobiquity
Mobile 2.0: what future for the mobile industry ?
« Mobile is the most important new technology but we have no idea what it is going to become »
Walter Mossberg (WSJ)
A new era of disruptions and opportunities
Devices Networks Ecosystem
New business models
Mobile is the first real European media
The 7 assets of mobile as a media
1. First « Personal Mass Media »
2. Always in consumer’s pocket
3. Always connected or connectible
4. Built-in payment system
5. Used as an « inspiration point » (image, video, blogging…)
6. More relevant than Web at the Web Analytics level
7. Part of a social context engaging the consumer
« Mobile is not the Widest Reaching Media, but the Most Intensely Involving Media » (Tomi T. Ahonen)
Towards a « data-driven » mobile environment
« The mobile device becomes people’s primary interface to the Internet and social Networks »
Rudy de Waele - Mobile Monday Amsterdam – Sept. 2008
(*) indispensable mobile
iPhone Facebook app. : 15 to 30% of the mobile audience
« Kakasenai Keitai » (*)
But what is « Mobile 2.0 » exactly?
Web business
Hybrid Mobile 1.5
Mobile 2.0
Everywhere
Near to Me Next to Me
Ticketing, access control, m-payment, m-marketing, Bluecasting, LBS QR- Barcode, image recognition…
« Everyone is in the Shop »
Mobile Ecosytem
User centric Strategy
Mobile 2.0 brings a new creative power (1)
Case : advergaming for TOHATO (Japan)
• Objective: launch of two new snacks brand on the Japanese markets (Habanero, Satan Jorquia)
• Each package contains a 2D barcode. You’re invited to join one of the two armies representing each snack brand.
• Highly addictive: the more your recruit new « soldiers », the more you get ahead in the military hierarchy (viral effect)
• TOHATO releases daily reports on the conflict evolution (who died with honor, who was defeated disgracefully…)
• Today : 100.000 players fighting on 31 virtual battlefields
• Bridges with social networks (Mixi, Facebook…) where players can share tips and strategies (best battle plans…)
Mobile 2.0 brings a new creative power (2)
Celio : 2D barcodes (France)
Mobile 2.0 brings a new creative power (3)
Mobile Recognition & Social Tagging: Shazam, SnapTell, Tonchidot, DigIT…
Mobile 2.0 means a new array of services (1)
My mobile cares about my health: Karada Manager – KDDI (Japan)
• « Smart Sports Run&Walk »
• 500.000 registrations in Nov. 08 – Service launched in Jan. 08)
• Ubiquity access (mobile and web portal),
• Management of training data (jogging tracks via GPS, calories consommées… ),
• Second source of development for KDDI after music business
• Collaboration with Adidas (mershandising, dedicated devices…).
Mobile 2.0 means a new array of services (2)
My mobile is a universal remote control: « Mobile Regi » - NTT Data/Nissen (Japan)
• Supported by a wide range of Japanese banks
• Pay your paper bill by taking a picture of a 2D barcode with your mobile
• Application connected to the mobile website of your bank where you can complete the transaction
• Backstage : Java app. connected to a secured payment processing system
Mobile 2.0 means a new array of services (3)
My mobile is my bank: Mobile Banking (South Korea)
• 7,8 million users of mobile banking services end 08 (+ 90% during last 12 months)
• 50 million of bank accounts managed through Internet (to compare with 48 million inhabitants)
• 3,5 million mobile users
• Creation of a « virtual machine », downloadable app to secure transactions on any available device
Mobile 2.0 means a new array of services (4)
My mobile as an eco-tamagotchi: Watch your energy consumption – Agilwave (USA)
• Monitor your energy consumption in real-time
• Help you reduce your ecological footprint
• Multichannel approach (web and mobile)
Mobile 2.0 means a new array of services (5)
My mobile is a social platform: CitySense (USA)
• Location-based social network at the local scale
• User-generated city-guide providing the best nightlife spots in real time
• Social Tagging + location-based service = mobiquity
Mobile 2.0 means a new array of services (6)
My mobile is a 24/7 shop Voyages-Sncf.mobi – SNCF (France)
• Launched in December 2007
• March 2008: 9000 visitors, 600 bookings and 80 mobile transactions per day
• Turnover x3 thanks to iPhone optimized version
40% of iPhone users pay online Conversion rate > 40% compared with other devices
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Thank you!
Any question?