WELCOME TO ALL

Tune In To The Mobile Channel5th of October 2010Simon Kibsgrd, Concept Developer Creuna1AGENDASome distinctions in mobileUsage trendsGaining competitive ground with great mobile conceptSome tools for getting started CreunaSOME DISTINCTIONS IN MOBILE CreunaTHERE IS MOBILE, AND THEN THERE ARE DEVICESMobile is personality, context and location and of course mobilityDevices are part of the ubiquitous web

#1#2 CreunaToday we talk mostly about being mobile - with devices of course, but many of the adaptions you need to make in order to meet the mobile are also preparing you to serve devices (like the TV, the fridge and the likes)4MOBILE IS OFTEN ADDRESSED WITHA Main technology

SMSAppsWebsites

And some supportive push/pull technologies

SMSBarcodesBluetoothWebsitesEmailMass media in any combination

CreunaAND TO OFTEN FOCUS IS SHIFTED TOWARDS THE TECHNOLOGY MIX OF A SOLUTIONDiscussing the great mobile business case, we try to stay focused on the mobile

not the deviceand not the technology

WAP, WEB, What? CreunaUsage trends7 CreunaTHE YEAR OF MOBILE2006: This will be the year of the mobile web!2007: This will be the year of the mobile web!2008: Come on, this has got to be the year of the mobile web!2009: Alright, now what more hardware do you need?

2010: Finally! The year of mobile (web)

2006

2007-8

2007

2009 CreunaWHAT used to be an IDEA, IS NOW BUSINESS2007: Mobile dating2010: Dating mobile

52% increasehttp://www.comscore.com/Press_Events/Press_Releases/2010/8/Males_Driving_Europe_s_Summer_of_Mobile_Love/(language)/eng-US Creunahttp://www.comscore.com/Press_Events/Press_Releases/2010/8/Males_Driving_Europe_s_Summer_of_Mobile_Love/(language)/eng-US

9So, what just happened? CreunaMARKET ENABLERS3G and next best friend 4GEnter real smart SmartphonesFlat rate data plan subscriptionsAnd enter the App Stores Creuna4G dkker over en nyudviklet mde at bruge 3G nettet p, s der kan opnes bedre hastigheder og kortere svartider. 4G-licenserne p 2,5Ghz-bndet er solgt og det bliver kun interessant i strre byer og tt p mobilmasterne pga. rkkevidde p denne frekvens.

Men de nuvrende 3G-forbindelser kan da ogs presses mere og hhv TDC og 3 har lovet hastigheder mellem 20 og 84 Mbit/sekundet. Det burde vre rigeligt.11EU5 USE THEIR MOBILE PHONE FORhttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 8)

12IF WE ASK THE DANISH POPULATIONAge (the younger)Socio-eco. status (students or men with an above avg. income) Sex (men)Length of education (longer)http://www.statistikbanken.dk/BEBRIT03 Creunahttp://www.statistikbanken.dk/BEBRIT03BEBRIT03:Mobil adgang til internet (udenfor hjemmet) efter type og mobil adgang - pct. af dem der har benyttet internet inden for de seneste tre mneder13DEMOGRAPHICS OF EU5 MOBILE MEDIA USE

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 10)

14

http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/ Creunahttp://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/15MORE USERS ON THE APP OR THE WEB?http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 20)

16MAJOR TRENDS EU5Web is slowly overtaking appsSocial networking is doubling

14%25%http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 14)

17DONT ADAPT TO PLATFORMS - ADAPT TO BEHAVIOR

By far there are most Nokia smartphonesStill iPhone users are the most trendy. Runner ups are Androids and Blackberries.

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 31)

18SMARTPHONE MARKET IN DENMARKIn the age group 18 707.2 % have an Android6.9 % have an iPhone (then theres iPod and iPad to add to that)Thats 14.1 % (plus those with Symbian, WinMo etc.) with a smartphoneMore than half og those have flat rate on dataSmartphone market is increasing with more than 50 % year over yearEnd 2011 75-80 % will use a smartphoneSmartphones are now the ones being segmented withThe road warriorThe chicks phoneThe cheapThe creative and so onehttp://blog.creuna.dk/2010/08/25/saa-kom-android-i-foerertroejen/ CreunaDet viser en ny mling blandt 6.737 danskere i alderen 18-70 r, som firmaet Balleby & Grumsen har bedt Analyse Danmark om at udfre.

http://www.version2.dk/artikel/15956-android-overhaler-iphone-i-danmark19HOW ARE WE HOLDING UP WITH THE DEMAND?

Ad example: There seem to be a lot of potential!http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends Creunahttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends (slide 24)

20BESIDES NEWS, WHAT ARE THEY DOING ON THAT MOBILE?Of course one can still text and call other people

SocialMashups of social, gaming and locationGaming

Location Creuna21BESIDES NEWS, WHAT ARE THEY DOING ON THAT MOBILE?Of course one can still text and call other people

Social

GamingNifty Gimmicks

Location

Mashups of social, gaming and location Creuna22

WHEN ARE THEY DOING ALL THAT?Arla Mobile Cookbook Website95%Other downtime82%At work81%While shopping80%At home65%Commuting to workhttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

23What does this mean to you? Creunait MEANS BUSINESSMobile device use is explodingBeing mobile meansDoing the usual stuff in intervals ranging from longer to very shortReacting to context and location based offers (not just commercial)Acting to get context and location based informationActing more explorative than with other media38 % acting on adsGreat touch interfaces lets you play with the mobile mediaTrying out new apps or websites, just because they appear (as links, on top lists or recommended by friends)Tap into this behavior with your products, services or messages to the mobile crowd CreunaGAINING COMPETITIVEGROUND WITH THE GREAT MOBILE CONCEPT26 CreunaMOBILE CONCEPTS DIMENSIONSAdding digital dimensions to your physical productsMore product dimensionsExtra servicesThe friendly brand helping me out, though Im not even a customerDifferentiating like products with mobileAdapting existing services to mobilePushing products to a new groupExpanding customer serviceAdding niceness and fun to your appearanceAccelerating innovationCatering that mobile trafficCutting costs with mobile! Creuna

ADDING A DIGITAL DIMENSION TO YOUR PHYSICAL PRODUCT

Flgger: helping you choose the right product or act on inspirationLets you take a picture of a nice color and the app shows you the match on the color cards and codes to help you buy painting for those nice colors.

Men are helped to express their color preferences (!)Women are encouraged to act on inspirationEveryone gets help buying Creuna

THE FRIENDLY BRAND HELPING ME OUT, THOUGH IM NOT EVEN A CUSTOMERQ8: Leading you to the nearest gas station. Even the the competing!Shows your position and the position of nearest gas stations and guides you there.

Everyone needs gasQ8 top-of-mindOpening a channel to more services and offerings

NowNext CreunaDIFFERENTIATING similar PRODUCTS WITH MOBILE servicesDanske Bank: Providing the mobile bankLets you check balance and transfer money etc.

Make Danske Bank stand outImproving service and opening a channelYoung illoyal customers get loyal

Creuna50.000 downloads100 har allerede valgt Danske Bank pga. app30

ADAPTING EXISTING SERVICES TO MOBILEOnline price comparison services: Price information on the goLets you find the best price, when you consider an offline offer.

At least / reach for their mobile, when making a buying decisionThat scanner app on your mobile will probably link to Pricerunnerhttp://econsultancy.com/uk/blog/3234-retailers-need-to-look-to-the-mobile-internet-survey Creunahttp://econsultancy.com/uk/blog/3234-retailers-need-to-look-to-the-mobile-internet-survey (feb 2009)31

ADAPTING EXISTING SERVICES TO MOBILEDSB: Focuses on getting you there starting nowFind public transportation and timetables for stations.

Everybody can use this.Great for the mobile contextDoes pretty much the same as m.rejseplanen.dkWaiting to buy the mobile ticket or get travel details in the calendar.Go value add! Creunahttp://econsultancy.com/uk/blog/3234-retailers-need-to-look-to-the-mobile-internet-survey (feb 2009)3233PUSHING PRODUCTS TO A NEW GROUPNew free poem every day. Like, favor or share. Buy the book

Meet new poet lovers in the App Store or FacebookLet them buy the book easilyGyldendal Norway: Application for kicking in the door

The Mobile Webshop

Posters & other offline Creuna33

ADDING NICENESS AND FUN TO YOUR APPEARANCESkanderborg Festival: Squirting water, turning a mill, lowering beer and some practical stuffLets you have all sorts of fun and find relevant info on music, events and friend

Sold out every yearMoney to spend on extreme info and interactions mashupsHardly a business case

CreunaACCELERATING INNOVATIONSome Danish city: Help making streets, squares, schools etc. betterLets you react to problems and suggest new solutionsCitizen to authoritiesCitizen to citizen

Creuna

CATERING THAT MOBILE TRAFFICDet Biovidenskabelige Fakultet: Getting closer to their target group with mobile appearancesLets you read news and educations related information

A part of their existing cms platformSame editor interfaceBoth for push and pull intiated dialogue

CreunaCATERING THAT MOBILE TRAFFIC 2Creuna: Meeting the growing smartphone traffic with nifty design and web technologies for on-the-go updates and show off.Lets you read news, blogs and cases. And get in touch of course.

A part of their existing cms platformSame editor interfaceBoth for push and pull intiated dialogue

CreunaCUTTING COSTS WITH MOBILESOS International: Making me want to crash my car in a foreign countryGet assistance and file you insurance claim on the spot digitally.

A calming guide in a stressful situationPotential of saving SOS money

CreunaTOOLS FOR GETTING YOU STARTED39 CreunaTOOLBOXDefining characteristics of mobileHow to evaluate ideas across technologiesHow to measure successHow to get in touch CreunaDEFINING CHARACTERISTICS OF MOBILECharacteristics of mobileOn the goFrom micro boredom to battery drainLocation awareContext relatedInstant info and easy updating

Your characteristics?Example: Looking to deliver timely services

Your audiences?Example: Demanding transparency CreunaBilvrkstedet, der sender en besked til kunden om, hvor meget, der skal repareres p bilen og hvad det vil koste. Kunden, der vurderer tilbuddet og straks godkender.41YOU HAVE A WEBSITE. WHATS MOBILE HERE?A WebsiteYour newsYour productsYour servicesThe getting in touch pagesThe help pagesThe About us pagesA Mobile SolutionDont shrink. Re-think!Single focusYour mobile contextIdentify your core offerings. Whats the mobile angle? CreunaMske ikke engang et website.42

Websites are islands. Think about your company offerings. How should they appear on

Creuna

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ONE SERVICE, MANY PLATFORMSDSB S-Tog: Expanding the daily travel experience

The AppThe WebsiteThe Same Website On DesktopThe SMS ServiceOn The Train TV Creuna44YOU ARE ALREADY LOOKING AT LOADS OF DIFFERENT TECHNOLOGIES AND PRODUCTS TO REACH THE MOBILE AUDIENCEMobile Portals (rss-feeds)DragnDrop Solutions (mini websites, 1size fits all)SMS leads, polls, feedback, competitions and dialogueMobile CouponsBluetooth PushOffline -> OnlineApps, Apps, Apps Creuna45HOW TO EVALUATE IDEAS ACROSS TECHNOLOGIESMobile has to be part of the overall product and marketing strategyReal ROI comes with mid to long term investments in solutions on platforms suitable for adjustments and continuous developementServices has to be build up around content and business logicWhats your business? If you sell bikes, dont be satisfied with 10.000 apps download success.

The (almost) same KPIs can be set up for both sms, web, apps and so on. Creuna

RADAR PROFILEScoring qualitative dimensions to gain comparison groundStrategy and goalsUser ValueComplexityCompany specific featuresGives an overview of different solutionsDecision making tool CreunaEXAMPLE: RADAR PROFILE012345Strategic goalsThe marketBrandingTurnoverUser valueUser ExperienceFrequencyRetentionTech. complexityCostsPolitical / organisational challengesEase of maintenenceExisting products complementationProcess optimization?????ComplexityValue to the userStrategy and goalsYour company specific features Creuna48EXAMPLE KPIs# Unique visitors# Registered users# Sales!# Upgrades# Downloads# Ratings# Friendly word of mouth# Image

Youve got to put numbers and monetized value to that!(and a least, you should start tracking use and reading those reports) Creunahttp://www.emarketer.com/Report.aspx?code=emarketer_200069149When someone say their iPhone app was a success.

Ask for their Android app CreunaThank you!SIMON KIBSGRDConcept DeveloperM: (+45) 22 49 83 41simon.kibsgaard@creuna.dk

Dont know this? Text scan to 1220 Creuna51