Why you should get serious about the mobile web - Presentation Transcript UP DA TE D1E-MARKETING PLUS26 January 2011 reasons WHY NOWtime to get is the perfect serious about the MOBILE WEBi by tijs.vrolix@proximity.bbdo.be Door saravdv op Flickr / saravdv.beTIJS VROLIXStrategic Planner at Proximity BBDO tijs.vrolix@proximity.bbdo.be @tijs http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/EVEN THOUGH YOU’D THINKWE CAME A LONG WAY By Leodileo on FlickrWE ARE ONLY JUSTGETTING STARTED 2005: the year of the mobile web2006: the year of the mobile web2007: the year of the mobile web2008: the year of the mobile web2009: the year of the mobile web2010: the year of the mobile web 2005: the year of the mobile web ited lim hardware2006: the year of the mobile web small2007: the year of the mobile webrket ma bad browsers2008: the year of the mobile web costly data2009: the year of the mobile web ns pla2010: the year of the mobile web 2010 WAS THE YEAR OF THE MOBILE WEB2011 WILL BE EVEN MORE SO 1BATTLEOF THE DEVICES By chriswsonic357 on FlickrJANUARY 2007APPLE IPHONE “The iPhone has taken thefrustration out of browsingon a mobile phone.”Charles Wolf, Needham & Company 60% Browse the web at least once a day.70% Check email at least once a day.80% Use iPhone to browse the web. By owaief89 on FlickrTOUCHSCREEN SMARTPHONES ARE THENEW STANDARD 70605040302010 0 iPhone Symbian RIM Windows Android Palm Mobile page view share Mobile internet + apps usage share Global unit shipment share Source: Morgan Stanley 2EARLY ADOPTERS EAGER TOCONSUME THE MOBILE WEB By ohad* on FlickrSo who isthis earlyadopter?YOUNG (16-34)AFFLUENTURBAN DWELLINGPROFESSIONAL And what are they usingthe mobile web for?SOCIAL NETWORKINGNEWS AND INFORMATIONEMAIL Source: Essential Research LET’S PUT THINGSINTO PERSPECTIVE 76% of all mobile phone users do not use their mobile to access the Internet.It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).Source: Essential Research 3MILLIONSOF USERS ENTERING THE MARKETIN THE NEXT FEW YEARS In201380mobileof all %devices will beTOUCHSCREENSource: Gartner “In three yearstime, desktops willbe irrelevant.”John Herlihy, Google By futureatlas.com on FlickrMEET THE REALWORLD WIDE WEB MORE PEOPLE will access the MOBILE WEB than theDESKTOP WEB in 2013 2015 Source: Gartner Source: Morgan Stanley 4SOCIAL NETWORKINGIS THE NUMBER ONE REASONTO USE THE MOBILE WEB remember70%use the mobile web forSOCIAL NETWORKING “The explosion ofsocial networks in thepast few years is justthe Web catching upwith life, since peopleare naturally social.”Eric Schmidt, Google +112% +347% January 2009 January 2010500 000 000 USERS150 000 000 MOBILE FB USERS Case: dominates UK mobile use2100 Accounts for nearly half of all the time people in1575 the UK spend going1050 online using their phones. 525 UK number of mobile minutes spent (in millions - December 2009) 0 Facebook Google Microsoft Orange AOL GSMA/Comsc

1. UP
DA
TE
D
1
E-MARKETING PLUS
26 January 2011
reasons WHY
NOWtime to get
is the perfect
serious about the
MOBILE WEB
i by tijs.vrolix@proximity.bbdo.be

2. Door saravdv op Flickr / saravdv.be
TIJS VROLIX
Strategic Planner at Proximity BBDO
tijs.vrolix@proximity.bbdo.be @tijs

3. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/
EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY

4. By Leodileo on Flickr
WE ARE ONLY JUST
GETTING STARTED

5. 2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web

6. 2005: the year of the mobile web ited
lim
hardware
2006: the year of the mobile web
small
2007: the year of the mobile webrket
ma
bad browsers
2008: the year of the mobile web
costly data
2009: the year of the mobile web ns
pla
2010: the year of the mobile web

7. 2010 WAS THE YEAR OF THE MOBILE WEB
2011 WILL BE EVEN MORE SO

8. 1
BATTLE
OF THE DEVICES

9. By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE

10. “The iPhone has taken the
frustration out of browsing
on a mobile phone.”
Charles Wolf, Needham & Company

11. 60% Browse the web at
least once a day.
70% Check email at
least once a day.
80% Use iPhone to
browse the web.

12. By owaief89 on Flickr
TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD

13. 70
60
50
40
30
20
10
0
iPhone Symbian RIM Windows Android Palm
Mobile page view share
Mobile internet + apps usage share
Global unit shipment share Source: Morgan Stanley

14. 2
EARLY ADOPTERS EAGER TO
CONSUME THE MOBILE WEB

15. By ohad* on Flickr
So who is
this early
adopter?
YOUNG (16-34)
AFFLUENT
URBAN DWELLING
PROFESSIONAL

16. And what are they using
the mobile web for?
SOCIAL NETWORKING
NEWS AND INFORMATION
EMAIL Source: Essential Research

17. LET’S PUT THINGS
INTO PERSPECTIVE

18. 76%
of all mobile phone users
do not use their mobile
to access the Internet.
It’s too expensive.
My mobile is not capable (60%!).
Why would I?
I don’t get it (and hey, I don’t care).
Source: Essential Research

19. 3
MILLIONS
OF USERS ENTERING THE MARKET
IN THE NEXT FEW YEARS

20. In
2013
80mobile
of all
%
devices will be
TOUCHSCREEN
Source: Gartner

21. “In three years
time, desktops will
be irrelevant.”
John Herlihy, Google

22. By futureatlas.com on Flickr
MEET THE REAL
WORLD WIDE WEB

23. MORE PEOPLE
will access the
MOBILE WEB
than the
DESKTOP WEB
in 2013 2015
Source: Gartner Source: Morgan Stanley

24. 4
SOCIAL NETWORKING
IS THE NUMBER ONE REASON
TO USE THE MOBILE WEB

25. remember
70%
use the mobile web for
SOCIAL NETWORKING

26. “The explosion of
social networks in the
past few years is just
the Web catching up
with life, since people
are naturally social.”
Eric Schmidt, Google

27. +112%
+347%
January 2009 January 2010
500 000 000 USERS
150 000 000 MOBILE FB USERS

28. Case: dominates UK mobile use
2100 Accounts for nearly half
of all the time people in
1575
the UK spend going
1050 online using their
phones.
525
UK number of mobile minutes spent
(in millions - December 2009)
0
Facebook Google Microsoft Orange AOL GSMA/Comscore

29. – You don't know what you're missing until you get a taste –

30. 5
SERVICES
ARE MORE IMPORTANT THAN HARDWARE

31. We are seeing a
transformation of
Nokia into software and
services to respond to
consumer needs.
Tero Ojanperä, Nokia

32. Shift to mobile
services
COMMUNICATION
INTEGRATION AND SYNCHRONISATION
MOBILE PAYMENTS
CONTEXT AWARE
MOBILE HEALTH

33. 6
REALTIME
RELEVANCE

34. Mobile is the perfect medium to
keep up with the web while you’re
away from your computer.

35. By apoxapox on Flickr
BECAUSE IT’S ALWAYS IN
OUR POCKETS

36. 7
CONTEXT
IS KING

37. THE IMPORTANCE OF
LOCATION

42. 8
MOBILE
MAKE$ MONEY

43. – July 10, 2008: iTunes App Store launch –
The app store economy

44. 400 000 apps
January 2011
10 000 000 000 downloads
January 2011
40 apps/user
September 2010
75 % free
€
$$ € 2,50 average price
January 2011

46. Gartner, IDC mobile application store predictions
Numbers in billions
2009 2010 2013 2014
Downloads 2,5 4,5 21,6 76,9
Revenue $4,2 $6,8 $29,5 $35

47. 9
WHICH IS GOOD NEWS
FOR MARKETEERS

48. 2013 precious
mobile ad market
$3,1B
screen estate
9% SMS
2008 18%
Display
mobile ad market
$160M Search
Kelsey Group
24%
73%
13% 63%
35% will be
local ads!

49. – Mobile display advertising is not dead –

50. THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH

51. HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING?
The Nielsen Company, September 2010
55+
35-44
25-34
18-24
13-17
0 25 50 75 100
ALWAYS SOMETIMES NEVER

52. EVER CLICKED AN ADVERTISEMENT WITHIN AN APP?
The Nielsen Company, September 2010
Android
Windows M
iPhone
Palm
Blackberry
0 25 50 75 100
YES NO

53. display
social
games
utility
bluetooth
SMS MOBILE MARKETING
location mobile site
payment
loyalty

54. – Marketing as a service: action speaks louder than words –

56. MOBILE
LOYALTY
LOCATION

58. NOT ONE SINGLE APP/SOLUTION *
But rather a combination of multiple
elements that fit your (consumers’) goals.
This is also the answer to web versus native development *

59. 10
WE’RE ONLY GETTING
STARTED

60. MOBILE BARCODES

61. MOBILE PAYMENT

62. PAY-DESKS ARE SO
2010

63. Let’s go one step at
a time though ...

64. By thorinside on Flickr
IT’S ABOUT TIME FOR THE
REAL THING

65. “MOBILE FIRST!”
Mobile is the key to
Google’s future and its
top programmers now
have mobile as their
primary focus.
Eric Schmidt, Google

66. 1
E-MARKETING PLUS
26 January 2011
reasons WHY
NOWtime to get
serious about the
MOBILE WEB
is the perfect
i download from slideshare.net/tijs and feel free to use (CC Attribution)