3. 1. Our Mobile World
The new multi-screen world
Our time online is spread between 4 primary media devices
(source: “The new multi-screen world”, Google, 2012)
3
4. 1. Our Mobile World
The new multi-screen world: Computers
Computers keep us productive and informed
(source: “The new multi-screen world”, Google, 2012)
4
5. 1. Our Mobile World
The new multi-screen world: Smartphones
Smartphones keep us connected
(source: “The new multi-screen world”, Google, 2012)
5
6. 1. Our Mobile World
The new multi-screen world: Tablets
Tablets keep us entertained
(source: “The new multi-screen world”, Google, 2012)
6
7. 1. Our Mobile World
The new multi-screen world: Computers
PCs are most often a starting point for more complex activities
(source: “The new multi-screen world”, Google, 2012)
7
8. 1. Our Mobile World
The new multi-screen world: Smartphones
Smartphones are the most common starting place for online activities
(source: “The new multi-screen world”, Google, 2012)
8
9. 1. Our Mobile World
The new multi-screen world: Tablets
Tablets are most often a starting point for shopping and trip planning
(source: “The new multi-screen world”, Google, 2012)
9
10. 1. Our Mobile World
Top activities performed during multi-screen usage
78% of simultaneous usage is multi-tasking, 22% is complementary
(source: “The new multi-screen world”, Google, 2012)
10
11. 1. Our Mobile World
5 Mobile myths… busted
Myth #1: people use 1 device for 1 task
Myth #2: mobile devices are only used on-the-go
Myth #3: everybody has a desktop/laptop computer to access the Internet
Myth #4: mobile doesn’t support reading well
Myth #5: marketers/publishers know how people are using their mobile devices
Mobile development is often still grounded in outdated beliefs.
11
12. 1. Our Mobile World
The call for smart ubiquity
“ If mobile doesn’t imply a specific
device or a specific context, then
what does it mean?
Life-saver #1: Responsive design
Ubiquity is the principle of being on every platform and device.
Responsive design can help creating a good experience on different platforms.
12
13. 1. Our Mobile World
The call for smart ubiquity
“ Knowing the type of device the user is holding
doesn’t tell you anything about the user’s intent.
You can’t make assumptions about what the
user wants to do simply because she has a
smaller screen.
Today, we often use “designing for the mobile context”
as an excuse to make mobile an inferior experience.
13
14. 1. Our Mobile World
The call for smart ubiquity
Life-saver #2: Adaptive content
“ Adaptive content is a path to content parity,
where all users get a complete set of content—
the exact same content when that’s
appropriate, and equivalent alternatives when
it’s not.
Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook,
etc., and that means that content needs to be ready to go in all these new contexts.
14
15. 1. Our Mobile World
The call for smart ubiquity
Life-saver #2: Adaptive content
Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook,
etc., and that means that content needs to be ready to go in all these new contexts.
15
16. 1. Our Mobile World
The call for smart ubiquity: e-mail
Don’t forget about e-mail! In September 2012, 38% of e-mail opens came from mobile,
versus 33% from desktop and 29% from webmail (source: Litmus)
16
17. 1. Our Mobile World
Smartphone usage in Belgium
23%
22%
18-29
30-49
19%
30%
26%
owns a smartphone
13%
36%
50+
0% 10% 20% 30% 40%
iOS Android Blackberry OS Microsoft Windows Mobile Symbian Other Don't Know
In Belgium, Android is overall the most used mobile OS on smartphones.
17
18. 1. Our Mobile World
Smartphone usage in Belgium
48,5
avg. number of apps installed
19,7
12,8
avg. number of apps used at least once a week
7,4
15
avg. number of paid apps
5
11,1
avg. number of brand-related apps
5,2
0 10 20 30 40 50 60
iOS Android
iPhone users install the most apps. They also have the highest number of paid and brand-
related apps. (source: “Social media around the world”, Insites Consulting, 2012)
18
19. 1. Our Mobile World
Smartphone usage in Belgium: DIY
At http://www.thinkwithgoogle.com/mobileplanet/ you can find al kinds of information
on mobile consumers in Belgium.
19
21. 2. Mobile Commerce
How consumers buy online
Consumers take a multi-device path to purchase
(source: “The new multi-screen world”, Google, 2012)
21
22. 2. Mobile Commerce
Smartphones vs. commerce
iOS device owners are the most active mobile commerce users
(source: “The State of Mobile Technology Adoption”, Forrester, 2012)
22
23. October 5, 2012
Shop Amsterdam’s ‘9 Straatjes’ with PayPal mobile
Using the app, people can shop 24/7. After scanning the QR-code, users select the product
from the mobile website 9straatjesonline.com and pay with PayPal mobile.
23
24. June 6, 2012
Facebook launches simple mobile payments
Facebook launched simple, 2-step carrier billing to make it easier for users to pay for in-
app purchases. For Belgium, KPN, Mobistar, Proximus and Telenet are supported.
24
25. August 1, 2012
Google Wallet expands
Google released a cloud-based version of its Google Wallet app that now supports credit
and debit cards from Visa, MasterCard, American Express, and Discover.
25
26. 2. Mobile Commerce
Rise of the European Square clones: iZettle, Payleven, …
Solutions like iZettle and Payleven allow merchants to accept mobile payments using a
smartphone or tablet reader add-on.
26
27. June 11, 2012
Apple dips its toe with Passbook app
The iOS6 Apple Passbook app allows users to keep a digital wallet holding loyalty cards,
coupons, vouchers, tickets, … but no payment cards (yet?)
27
28. June 11, 2012
Apple dips its toe with Passbook app
Nearly every ticketing app that has implemented Passbook since Apple released iOS6, has
gotten a boost in its placement on Apple’s charts.
28
29. November 7, 2012
Apple dips its toe with Passbook app
In its first 50 days, Kinepolis theatres sold over 50.000 tickets redeemed via Passbook in
Belgium, France and Spain.
29
32. September 12, 2012
Apple launches iPhone 5
The new iPhone 5 comes with a larger, 16x9 display that runs at 113 x 640px and shows 5
rows of icons. It also has a smaller ‘lightning’ connector and uses the nano-sim format.
32
33. 3. On Tablets and Phones
… with 4G (LTE) support
click next for video
33
34. September 12, 2012
iOS6: taking on the Google
Besides of not supporting NFC, Apple worked on improved search via Siri, a better
Facebook integration and left Google maps for its own maps app.
34
35. September 12, 2012
When the plan backfires…
A study conducted by Strategy Analytics found only 75% of Western European users were
likely to purchase another Apple handset, down from 88% in 2011.
35
36. October 23, 2012
The iPad mini
Although the iPad mini was priced rather high, it could have a huge impact on tablet
usage in education, retail, small businesses, …
36
38. October 25, 2012
Microsoft Surface
Microsoft created its own hardware for the Surface, which comes in 2 flavors: a consumer
version running on WindowsRT and a professional version running on Windows8.
38
40. October 26, 2012
Windows 8 to the rescue
With Windows 8, Microsoft created a true integrated platform offering a consistent
experience on different devices.
40
42. June 27, 2012
Meet the Nexus family
With its solid, low-cost range of mobile devices, Google mostly aims at getting more
people onto the mobile Internet wave and in to the Android experience.
42
44. September 6, 2012
Amazon’s digital ecosystem
Just like Microsoft, Amazon decided to take control over the hardware in order to control
the ecosystem of services it offers.
44
45. September 6, 2012
Amazon’s digital ecosystem
Amazon core app store availability
Amazon’s lack of global content offerings is getting to be a very serious issue.
45
46. September 6, 2012
Apple’s digital ecosystem
Apple core app store availability
Amazon’s lack of global content offerings is getting to be a very serious issue.
46
47. 3. On Tablets and Phones
Putting things in perspective
47
48. October 26, 2012
Disruption is coming? The $20 tablet
With its 911 million cell phones, the mobile tablet market opportunity in India is huge.
The Aakash 2 is a 7” Android tablet costing only $20 (subsidized) or $45 (retail).
48
50. May, 2012
Johnson & Johnson band-aid Magic Vision
The augmented reality app won the Cannes Gold Lion award in the new mobile category
50
51. August 24, 2012
Moleskine Evernote
Despite Evernote’s efforts to move people to go paperless, Moleskine’s journals are still a
booming business. Still, 60% of Moleskine owners also use digital notes.
51
53. 5. Key Take-Aways
Key Take-Aways
1 2 3
People are navigating Apple, Microsoft, Google
between multiple and Amazon are fighting
devices to interact with a over the mobile and tablet
brand. They use these space. The common
devices interchangeably strategy: take control over
for different tasks, in Mobile payment is still hardware, provide
different contexts, … We going all directions with cross-device experien-
can no longer assume that initiatives focusing on ce and a focus on apps.
smartphones are only used credit cards in the cloud,
on-the-go. NFC, carrier billing, …
With the launch of
Passbook, Apple –for
now- only tries to tackle
the ticketing, couponing
and loyalty card side of
mobile wallets.
53
54. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
54
