reality of mobile in canada - march 2011

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Creating experiences that enrich people’s lives.

Give us your opinions, we’ll give you rewards!


ABOUT DELVINIA

Our Capabilities

Customer Experience DesignCustomer Experience Design

Qualitative ResearchQuantitative Research

Delvinia Digital MOSAICDelvinia Digital Canadians

insights & analyticsTools Services

Online Panel Management Web Analytics Social Media Monitoring

Delvinia Digital CanadiansSAS Capabilities


ABOUT DELVINIA

Our Capabilities

Customer Experience DesignDigital Strategy

CustomerInsight

Customer Experience Design

Qualitative ResearchQuantitative Research

Delvinia Digital MOSAICDelvinia Digital Canadians

Insights & analyticsTools Services

Digital Strategy

Insight

DigitalLandscape

BusinessContext

Online Panel Management Web Analytics Social Media Monitoring

Delvinia Digital CanadiansSAS Capabilities


ABOUT DELVINIA

Our Capabilities

Digital Strategy Customer Experience Design

CustomerInsight

Digital Strategy Customer Experience DesignVALIDATIONPROTOTYPE OPTIMIZATION

Insight

DigitalLandscape

BusinessContext

DESIGN DEVELOPMENT DEPLOYDISCOVERY


VALIDATIONPROTOTYPE OPTIMIZATION

ABOUT DELVINIA

Our Capabilities

&A

Digital Strategy Customer Experience Design&Firm.

Digital Strategy Customer Experience Design


ABOUT DELVINIA

Our Experience



ABOUT DELVINIA

Thought Leadership

LEARNStudying digital behaviour and reporting the results.

• Publishing reports & whitepapers

GROWSharing with our clients & partners our learning's.

• Seminars• Webinars

S i

PLAYExperiment, prototype and play with new digital technologies.

• Touch Screens• Mobile

• Weekly Polls • Sessions• Social Media


How are Canadians using mobile?g

What are the BIG mobile trends?

Any tips on managing mobile?


Motorola's DynaTAC 8000x was the first commercial cell phone

and cost $3,995 in 1973.


“More users will connect to the Internet via mobile devices than PC’s within 5 years ”mobile devices than PC s within 5 years.

Source: Morgan Stanley, 2009


1 in 2 Canadians find technology helps them increase flexibility between work and homeincrease flexibility between work and home.

Source: Asking Canadians, 2011


1 in 2 Canadians are willing to pay more for technologies that save them time.technologies that save them time.



1 in 5 lament that technology can interfere with their personal lives.interfere with their personal lives.



Ownership of on-demand technologies is growing.

MANAGING THE HYPE

Mobile Trends

technologies is growing.

+16% +59%

- 6%


More mobile entrants.

MANAGING THE HYPE

Mobile Trends

6% ownership 5% ownership

13% intend to purchase

17% intend to purchase p

23% ownership

p

23% ownership

3% intend to purchase


MANAGING THE HYPE

Mobile Trends

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Unprecedentedlevels of loyaltyfor new mobile

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% own technology

Text messagingPhone calls 99%

71%

MANAGING THE HYPE

Mobile Trends% Perform Activities on Mobile Phone

EmailCalendar / Agenda / Organizer / Calculator

Clock / AlarmCamera use

Text messaging 71%69%62%57%41%

GPS / i iPlaying games

Instant Messaging / Blackberry MessengerPicture / Video messaging

Web browsing / Search 40%34%31%31%

Subscriptions/AlertsDownloading (ringtones, games, etc)

Facebook mobileMP3’s / music / videos

GPS / mapping services 26%26%23%19%18%

Twitter mobilePurchasing products

Voting, Polling, Taking surveys Contests, Promotions

Subscriptions/Alerts 18%16%13%13%9%


LinkedIn mobile2009 2010 growth

8%

87%87%Ability to use multiple Ability to use multiple

applications at the same time is important


MANAGING THE HYPE

Mobile TrendsMOBILE MARKETING RECEPTIVITY

12% Relevant marketing messages

9% Marketing messages based on demos

25% Would text a keyword to a company to receive a coupon in exchange25%

30%

a coupon in exchange

Open to receiving product or service


30% Open to receiving product or service coupons based on their demos

MANAGING THE HYPE

Mobile Trends

Check-in for RewardsCustomers receive points and rewards for sharing locations as well as the personal choices we make as we shop.

Mobile ShoppingThe Digital Wallet is real, its on your mobile device and its adoption will arrive faster than I think anyone realizes.

2D Codes Everywhere2D codes will provide the first opportunity for the customer to connect the real world via mobile to online content.


Over 1 and 5 Canadians said they would be interested in using QR codes. interested in using QR codes.

Source: AskingCanadians, 2010


MANAGING THE HYPE

QR Codes

4% Yes/Maybe

“Is this one of those psychology tests? I see a lizard staring at me!”

35% Yes/Maybe


12% of Canadians have heard of Foursquare. of Foursquare.



Microsoft | No Friend Left Behind

MANAGING THE HYPE

Mobile Rewards

Microsoft | No Friend Left Behind


Over half of Canadian online shoppers own a smartphone.own a smartphone.



Manulife | Mobile Travel Ads

MANAGING THE HYPE

Mobile Shopping

Over 1 and 4 Canadians ‘like’

Manulife | Mobile Travel Ads

Over 1 and 4 Canadians ‘like’ the idea of receiving product advertisements via their mobile. Source: Asking Canadians, 2010g ,

Location-based capabilitiesClick-to-callJust in time sales


“It’s time for organizations to understand how to fully leverage the mobile channel and optimize a user-centered approach to drive adoption, as well as reinforce and drive brand loyalty.”


MANAGING THE HYPE

Managing Mobile

Wh i Who is YOUR

customer?


Keep the total customer experience top of mind

MANAGING THE HYPE

Managing Mobile

p p p

Understand your customers mobile & digital behaviour

Personal nature of mobile devices

Consider the environment & contextConsider the environment & context

Provide value & reward your customers

Value = Deeper engagementValue Deeper engagement

Think ‘Marketing’ as a ‘Service’

Education, Promotion & DistributionEducation, Promotion & Distribution

Don’t assume the customer understands

Treat your mobile programs like a product

Use all your marketing vehicles



Keep the total customer experience top of mind

MANAGING THE HYPE

Managing Mobile

p p p

Understand your customers mobile & digital behaviour

Personal nature of mobile devices

Consider the environment & contextConsider the environment & context

Provide value & reward your customers

Value = Deeper engagementValue = Deeper engagement

Think ‘Marketing’ as a ‘Service’

Education Promotion & DistributionEducation, Promotion & Distribution

Don’t assume the customer understands

Treat your mobile programs like a product




MANAGING THE HYPE

Managing Mobile

Keep the total customer experience top of mindKeep the total customer experience top of mind

Provide value & reward your customersProvide value & reward your customers

Education, Promotion & Distribution


~ Thank-you ~~ Thank-you ~

MOBILEdig.delvinia.com• Request a copy• Read about key findings

WEBwww.delvinia.com/digreport• Download a free copy• Get additional information• Read expert POV

Download a free copy of the report. Gi ll @ 416 364 1455


Give us a call @ 416.364.1455 or email Steve @ [email protected]

facebook com/delviniainteractive

Good afternoon!

facebook.com/delviniainteractive

twitter.com/delvinia

linkedin.com/company/delvinia-interactive



reality of mobile in canada - march 2011

Documents

ontariom5v 1j9

technology370 king street

important370 king street

growth370 king street

purchase370 king street

experience370 king street

demosm5v 1j9

ontario m5v 1j9