The first of three mobile focused presentation as part of Creuna´s Mobile Digital Briefing. This presentation provided context for the more detailed content to follow exploring the big mobile trends, key insights and the potential impact on business through the numbers. The presentation was written and presented by Kirsty Glenne, Creuna Norway.

1. København, 24. november 2010
Dansk Arkitektur Center
DIGITAL BRIEFING 2010
Mobile Business Innovation
#DigitalBriefing

2. © Creuna
TALERNE
Simon Kibsgård, Creuna Danmark
INNOVATIVE MOBILE CASES
Martin Deinoff & Fredrik Hörnsten, Creuna Sverige
FORSTÅ PRÆMISSERNE
FOR MOBIL INNOVATION
Kirsty Glenne, Creuna Norge
MOBILE TRENDS I TAL

3. © Creuna
PROGRAMMET
MOBILE TRENDS I TAL
Kirsty Glenne, Creuna Norge
PAUSE OG FORFRISKNINGER
FORSTÅ PRÆMISSERNE FOR MOBIL INNOVATION
Martin Deinoff & Fredrik Hörnsten, Creuna Sverige
INNOVATIVE MOBILE CASES
Simon Kibsgård, Creuna Danmark
DEBAT MED TALERNE
SANDWICHES
09:15
10:00
10:15
11:00
11:45
12:00

4. © Creuna
VIDEO.CREUNA.COM

5. © Creuna
M.CREUNA.COM
5
Gratis scanner:
Send SCAN til 1220

6. © Creuna6
THE WORLD
TODAY
looks like this

7. © Creuna7
BUT
THERE IS A SHIFT>130 million50%70-100,000

8. © Creuna
5%
4%
17%
11%
9%
10%
60%
Social Networking
Watch Video/ TV
Listen to Music
Play Games
Mobile Internet
Email
SMS
All Mobile Users
8
Source: European Forrester Technographics® Benchmark Survey, Q2 2010

9. © Creuna
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
Email
SMS
iPhone
All Mobile
Users2
9
Source: European Forrester Technographics® Benchmark Survey, Q2 2010

10. © Creuna
10
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

11. © Creuna
In the past 10
years, mobile
phones have
changed the way
we communicate
and live…

12. © Creuna
Google estimates that
there will more internet users on
mobile phones than PC´s by 2013
(Ian Carrington, Director of Mobile Advertising Google)
12

13. © Creuna13
…In the next 10
years, the mobile
phone will change
the way we do
business
(Forrester 15th Jan 2010)

14. © Creuna
WHAT DO THESE 3 LUXURY ITEMS
HAVE IN COMMON?
$150,000
SPORTS
CAR
$120,000
SPORTS
BOAT

15. © Creuna15

16. © Creuna
>10 MILLION PEOPLE GLOBALLY USE
D THEIR IPHONES TO SHOP EBAY 2
009
EBAY SOLD PRODUCTS VIA THEIR
MOBILE PLATFORM EVERY 2 SECONDS
IN THE LAST QUARTER OF 2009
16
(EBAY, JULY 2010)

17. © Creuna
$600 MILLION 2009 –$1.5 BILLION BY 2010
$150,000
SPORTS
CAR
$120,000
SPORTS
BOAT
eBay Fashion

18. © Creuna18
2%4%4%HAVE PURCHASED
19%20%13%WILLING TO
Source: Errol Denger, IBM (E-handelstrender no10/11 2010)

19. © Creuna
0
1E+09
2E+09
3E+09
4E+09
5E+09
6E+09
7E+09
8E+09
THE APPLE APP STORE BUZZ
300,0007 billion

20. © Creuna
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

21. © Creuna

22. © Creuna
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

23. © Creuna
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%

24. © Creuna24
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

25. © Creuna
In the past 10 years,
mobile phones have
MIXING UP
MOBILE & SOCIAL

26. © Creuna
$41 billion500 million150 million241 vs 31

27. © Creuna
23%1 in 4

28. © Creuna
In the past 10 years,
mobile phones have
THERE IS A
CONVERGENCE
MOBILE,
LOCATION &
SOCIAL

29. © Creuna
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

30. © Creuna30
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

31. © Creuna
Location-based
application users
are heavy
mobile
researchers
Location-based
application
users are heavy
mobile
researchers
1/3rd11.5%

32. © Creuna32
38%

33. © Creuna
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
33

34. © Creuna
MOBILE WILL ENABLE BRANDS TO
INFLUENCE CONSUMERS AT THE POINT
OF SALE
34
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

35. © Creuna35
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

36. © Creuna
“THE MAJORITY OF PEOPLE
UNDER 20
THINK THE INTERNET HAS ALWAYS
BEEN THERE”
36

37. © Creuna
100%
37