- YOUR FAVOURITE WASTE OF TIME -

First things first

THIS IS ME& I simply love the mobile playground

Back in the middle of last century...

WHEN PEOPLE GOT THEIR FIRST GLIMPSESof a world that looked like this...

AND THE INTERNET WAS STILL AN IDEA...

HIGHlooked like this...

DESIGN

USERSpretty much all

LOOKED LIKE THIS...

PUTT YOUR LIGHTERS UPlooked like this

80People were already using telephones for the last

YEARS& they pretty much all looked like this...

FAST FORWARD

FAST FORWARDto the present...

NOW,the world looks like this...

YOU ARE HERE!

IS A The internet

REALITY

&now look like this

PEOPLE

OR LIKE THIS...

OR THIS

PUTT YOUR LIGHTERS UPis now something

more like this...

Times have definitely

CHANGED

As there is a

MOBILE MOVEMENTgoing on...

SMARTER CONSUMERS

The rise of smartphones is creating

SMARTER MARKETING

& more opportunity for

IN 1 WEEK81% browse the internet77% use a search engine48% watch a video63% access a social network

WE’RE USING SMARTPHONES ALMOST EVERYWHERE...

39% use it while going to the bathroom

WE’RE USING SMARTPHONES ALMOST EVERYWHERE...

33% while watching TV

WE’RE USING SMARTPHONES ALMOST EVERYWHERE...

22% while reading the newspaper

SMARTPHONES HAVE BECOME SUCH AN IMPORTANT PART OF

OUR LIVES THAT:

MANY OF US WOULD GIVE UP

MANY OF US WOULD GIVE UP

MANY OF US WOULD GIVE UPJust to keep using them...

THEY ARE BECOMING

IMPORTANT TO OUR SHOPPING

HABITS TOO

79%help with shopping

OF US USE SMARTPHONES TO

70%while in-store

OF US USE SMARTPHONES

54%find a retailer

OF US USE SMARTPHONES TO

49%compare prices

OF US USE SMARTPHONES TO

48%get promotions & coupons

OF US USE SMARTPHONES TO

44%read reviews & product info

OF US USE SMARTPHONES TO

34%search in-store inventory

OF US USE SMARTPHONES TO

BUY74% of shoppers made a purchase based on a smartphone search

WHICH LEADS US TO

SHOPPING?Where do we do most of our

USUALLYIN OUR OWN BACKYARD

95% look for

LOCALINFORMATION

EVERYTHINGWe’re using our phones to find

EVERYTHINGWe’re using our phones to find

EVERYTHINGWe’re using our phones to find

71% of us search

because we saw an AD

BOTH ON traditional media

& ON OUR PHONES

43% search after seeing TV ad

17% search after seeing a display ad on a mobile device

9 OUT OF 10 MOBILE USERS

& we’re acting on it

have taken action

MOBILE MOVEMENTdon’t miss the

CHANGE EVERYTHINGWhy MOBILEis going to

we know to be true

MASS MEDIUMThat’s because we’ll addressMOBILE

as ain stead of as a DEVICE

Not just any

MASS MEDIUM

NOPE

The 7th

MASS MEDIUMof all times...

1The printingpress

2Recordings

3Cinema

4Radio

5Television

6The Internet

7Mobile

MASS MEDIAis the onlyMOBILE

that can do

the previouw six can doEVERYTHING

READ & PUBLISH

PLAY RECORDINGS

WATCH MOVIES

LISTEN TO RADIO

WATCH TELEVISION

SURF THE WEB

But

BUT

THERE’S MORE

CAPACITIEShas some uniqueMOBILE

that make it a unique & superior

MASS MEDIUM

1The first truly

PERSONALmass media

2The firstALWAYS-CARRIED

mass media

3The first

ALWAYS-ONmass media

4The only mass media

PAYMENT CHANNELwith a built-in

5At the point of

CREATIVE impulse

6The mass medium

CUSTOMER INFORMATIONwith the most accurate

ONLY FOR THE HAPPY FEW?

ONLY FOR THE HAPPY FEW?

POPULATION OF THE EARTH: 7 BILLION

20 Million

MOBILE USERS 3,6 BILLION

MOBILE WEB ACCESS 1,6 BILLION

WEB ACCESS by PC 1,1 BILLION

MOBILE WEB ACCESS BY 2015 - HALF OF THE PLANET

2020will be the mostMOBILE PHONES

by the year

important device to access

THE WORLDWIDE WEB

Sander 15y

MOBILE MARKETINGKey elements in

APPS

DEEPEST CAVESMost of the apps live in the

of our app stores

81%one ore more apps

OF SMARTPHONE USERS INSTALLED

25apps / phone

AVERAGELY, THAT’SABOUT

1/2is used

is not

8,1

6,8

MOBILE WEBThe

is all about context & relevance

LOCATION BASED SERVICESleading to higher relevance

& genuine consumer insights

46%even heard of LBS...

OF SMARTPHONE USERS HAVE NEVER

38%but have never used it...

KNOWS WHAT LBS ACTUALLY IS

4%again afterwards...

TRIED LBS & HAVE NEVER TRIED IT

12%location based services

ACTUALLY USES

37% because of privacy-issues

a big part of the smartphone users don’t (want to) use LBS?

WHAT’S THE REASON

a big part of the smartphone users don’t (want to) use LBS?

WHAT’S THE REASON

32% because of indifference

a big part of the smartphone users don’t (want to) use LBS?

WHAT’S THE REASON

32% want to use it, but don’t know how to benefit LBS

a big part of the smartphone users don’t (want to) use LBS?

WHAT’S THE REASON

17% think there are no advantages in using LBS

MOBILE TAGGINGThe bridge between the real world & mobile web

AUGMENTED REALITYExperiencing

MOBILE PAYMENTSThe cashless society, thx to

Key elements in

MOBILE MARKETINGhelp to develop more valuable

interactions & communication between

PEOPLE & BRANDS

Key elements in

MOBILE MARKETINGhelp to build a new

ECOSYSTEMbetween different media

MOBILE STRATEGYA sneak peek into

using 5 simple steps

1Define the

PURPOSEof your mobile initiative

2Choose theMOBILE PLATFORM

that suit your audience & objective

3Maximilise the

VALUEof your mobile solution within the chosen platform

* Location based services* Mobile tagging* Augmented Reality* Mobile Payment

4your mobile solutionMARKET

* Pricing* Promotion* Measurement* Iteration

5use mobile to

CHANGEbehaviour

Mobile proved itself as a medium capable of producing

MEANINGFUL &INTEGRATED communicationwith relevance & added value for the consumer

THE MOTOR

To be a true competitor of the classical marketing budget

MOBILEbetween different

mass media & not as an extraregular advertising channel...

has to be used as

OF A BRAND

Not as an extra regular advertising channel...

but as a genuine extension

“At the moment, we look at mobile as a device. And so we study how fast it is, how small it is, what’s the resolution of the screen, how it functions.

But actually we should look at mobile not as a device, but as a lifestyle. So what’s changing is the way we interact with content, with services, with payment devices. It’s a behavioural thing, and we’re only at the very beginning of understanding of what it is to be continuously connected to a global network. Not just for making phone calls, but for everything.

Let’s say we’re day 1 in a year of mobile revolution. The future is really what happens when any piece of content is available to you at all times and your phone becomes your remote control to this giant global network.”