mobila trender i siffror
DESCRIPTION
År 2010 är året då det mobila bredbandet fick sitt riktiga genombrott. Men vad innebär det egentligen? Hur snabbt sker utvecklingen inom det mobila området och i vilka områden händer det mest? Vilka är den mobila plattformens viktigaste fokusområden idag och i framtiden? Här får du siffror svart på vitt som visar dig att du måste ta mobil kommunikation på allvar om du vill ta din affär framåt. Kirsty Glenne, Senior Executive Advisor, Creuna NorwayTRANSCRIPT
December 2010 Kirsty Glenne
DIGITAL BRIEFING 2010 Mobile Business Innovation
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THE WORLD TODAY looks like this
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BUT THERE IS A SHIFT >130 million 50% 70-100,000
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5%
4%
17%
11%
9%
10%
60%
Social Networking
Watch Video/ TV
Listen to Music
Play Games
Mobile Internet
SMS
All Mobile Users
4 Source: European Forrester Technographics® Benchmark Survey, Q2 2010
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5%
4%
17%
11%
9%
10%
60%
47%
36%
61%
52%
85%
67%
92%
Social Networking
Watch Video/ TV
Listen to Music
Play Games
Mobile Internet
SMS
iPhone
All Mobile Users2
5 Source: European Forrester Technographics® Benchmark Survey, Q2 2010
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CREATE CONSUME
IM/ chat
SMS
E-mail/ MMS
Organizer
Voice Alerts
COMMUNICATE
Blogs
Ringtones
Social networks
Pictures
CREATE
CONTROL
Health
Payment Commerce
Banking
Ticketing
Parking
Music
Search
News
Video
TV
Web browsing
Games
Maps
CONSUME
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In the past 10 years, mobile phones have changed the way we communicate and live…
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Google estimates that there will more internet users on mobile phones than PC´s by 2013
(Ian Carrington, Director of Mobile Advertising Google)
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…In the next 10 years, the mobile phone will change the way we do business
(Forrester 15th Jan 2010)
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WHAT DO THESE 3 LUXURY ITEMS HAVE IN COMMON?
$150,000 SPORTS CAR
$120,000 SPORTS BOAT
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>10 MILLION PEOPLE GLOBALLY USED THEIR IPHONES TO SHOP EBAY 2009
EBAY SOLD PRODUCTS VIA THEIR MOBILE PLATFORM EVERY 2 SECONDS IN THE LAST QUARTER OF 2009
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(EBAY, JULY 2010)
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$600 MILLION 2009 –$1.5 BILLION BY 2010
$150,000 SPORTS CAR
$120,000 SPORTS BOAT
eBay Fashion
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2% 4% 4% HAVE PURCHASED
19% 20% 13% WILLING TO
Source: Errol Denger, IBM (E-handelstrender no10/11 2010)
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0
1E+09
2E+09
3E+09
4E+09
5E+09
6E+09
7E+09
8E+09
THE APPLE APP STORE BUZZ
300,000 7 billion
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WAKE UP – iPHONE ALARM
CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD
BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMES
COMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONE
WORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATION
MEETING – GET DIRECTIONS ON YOUR IPHONE
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3%
3%
3%
4%
4%
6%
7%
13%
8%
7%
25%
17%
19%
22%
Germany
Italy
Spain
France
Sweden
Netherlands
UK
Smartphone Users
All Mobile Users
Source: European Forrester Technographics® Benchmark Survey, Q2 2010
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Source: European Technographics Benchmark Survey, Q2 2010
Super Connected
Entertainers
Communicators
Talkers
Inactives
Connectors
• Use primarily communication services (e.g, SMS)
• Primarily use voice
• Do not own a mobile phone
• Use mobile Internet at least weekly • Conduct 2 or more mobile
advanced activities at least monthly
• Play games, listen to music or Watch TV/video at least weekly
• Use mobile phone for work purposes more than 25 percent of their time
13%
19%
7%
35%
28%
10%
20%
27%
12%
41%
20%
4%
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Sent 117,000 MMS picture messages
30% conversion rate
35,000 customers
$1,300 Spend
Cost 60,000 to run ROI per MMS
$758
$45 million
BMW WINTER TYRES MMS CAMPAIGN
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In the past 10 years, mobile phones have
MIXING UP MOBILE & SOCIAL
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$41 billion 500 million 150 million 2 41 vs 31
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23% 1 in 4
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In the past 10 years, mobile phones have
THERE IS A CONVERGENCE MOBILE, LOCATION & SOCIAL
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CHECK-IN’S ARE MORE OF A SOCIAL GAME THAN TRUE LOYALTY PROGRAM
I “checked in” from my house down the street.
I “checked in” from my house down the street.
Weekly usage estimated 1% of mobile owners
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INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%
ONE DAY 4SQUARE CAMPAIGN
Used100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners
Cost them a total of $1000
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Location-based application users are heavy mobile researchers
Location-based application users are heavy mobile researchers
1/3rd 11.5%
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38%
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8%
26%
17%
6%
21%
13%
11%
40%
5%
7%
7%
8%
9%
11%
15%
28%
Time sensitive promos (daily sales)
Look up product info
Search for business info
Location-based retail offers (coupon from a store nearby)
Look up nearest shop to check availability
Receive exclusive retailer discounts
Receive coupons while shopping in a store
Get directions from current location
Swedish Users
Europe i Phone Users
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MOBILE WILL ENABLE BRANDS TO INFLUENCE CONSUMERS AT THE POINT OF SALE
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Sephora launched in January 2009 a mobile service to assist shoppers in-store
Product reviews from peers at the point of sale
- Coupons - Instant rewards
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CONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways
The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital services
M-COMMERCE is here but its still relatively niche
LOCATION will become a core enabler of real-time marketing offerings
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“THE MAJORITY OF PEOPLE
UNDER 20 THINK THE INTERNET HAS ALWAYS
BEEN THERE”
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