With main focus on Scandinavia/Europe

2. Hvem er vi
TS Mobile / Telecom Scandinavia
Nicolai N. Worsøe
+45 27890221
nnw@telecomscandinavia.dk

3. Facts
Comparison of Sizes Globally 2009
Compared to people in the world 59% of the entire population has a mobile subscribtion
In 66 countries the mobile subscribtion has now extended 100 %
Source: Tomi Ahonen
4.000.000.000
3.100.000.000
1.700.000.000
1.500.000.000
1.400.000.000
1.300.000.000
1.200.000.000
1.000.000.000
850.000.000
800.000.000
480.000.000
0 1.000.000.000 2.000.000.000 3.000.000.000 4.000.000.000
Mobile phone subscriptions in use
Mobile phones – unique subscribers
Credit card – unique owners of
Television sets
Internet active users (using any access)
E-mail active users
Fixed landlines telephones
PC’s in use incl. laptops
Cabel/Satelite TV subscriptions
Cars registrated in use
Newspapers daily circulation

4. 73% uses their phone to check time
instead of wearing a wristwatch
72% uses their phone as their alarm clock
25% of British couples sleep separately part time
because the other one is texting in bed.
Source: Tomi Ahonen
A survey from Nokia concludes that:

5. Mobile Market (Europe)
Mobile market is driven by Mobile Internet & Apps
- And purchase is made by device price & brand
Still very fragmented
- 4000+ handsets, 8 platforms to develop on, 48+ App stores, nearly
500,000 apps on AppStore, Android Market and GetJar alone.
Increased interest in mobile advertising
- 32% accept mobile ads if it lowers their bill
- 15% responds to mobile add
Source: Tomi Ahonen

6. Mobile Market – Apps (Europe)
Apps growing explosively
- $32 Billion by 2015 (Juniper)
- Driven by Games & Music & Mobile Internet
Increased willingness to pay for apps
- 25% of App downloaders willing to pay up to $ 10

8. Global Mobile Apps DownloadDownloads(mm)
Source: Chetan Sharma Consulting 2010

9. Market is driven by Mobile web and apps
Source: A.C. Nielsen

10. Smartphone Penetration Growth by Country
Q2 2009 - Q2 2010
Source: A.C. Nielsen

11. CASES

12. Case: YELL.COM (UK)
iPhone app, iPhone Safari browser, Blackberry app, JAVA app, alm.
browser
iPhone app:
• local search
• location based
• maps
• search
• business listings
• POI

13. Location Based Services
Zipcar Combines Mobile Internet + GPS

14. Augmented Reality
New York Subway
http://www.youtube.com/watch?v=ps49T0iJwVg

16. Why brands should launch branded mobile apps?
• "Never dismiss branded utility. It's a lot easier to be repeatedly useful than
repeatedly funny.”
Rory Sutherland, Executive Creative Director at OgilvyOne
• You can’t just have a big brand and create an app
You need to develop a cross platform promotion (SMS, Web, App Store, AdNetwork buy,
social media) for your strategy to be successful

17. Why brands should launch branded mobile apps?
• Hype
(Coca Cola, Nike, Mercedes, Kraftfood and Pizza Hut are doing it)
• Entertainment
(iPint, Barclays Waterslide, Volkswagen Polo Callenge, Malibu Bowling)
• Tap into new revenue streams
(North Face Snow Report, Yellow Pages, Timeout by Smirnoff ect.)

18. How to choose mobile platforms (iPhone, Android,
Blackberry, Java, Widgets, etc)?
• What is your objective? PR or Mass market reach?
• Who is your target audience? Markets? Niche segments?
• Where will you get the most attention for the least money? Many operators
and handset manufacturers offer very attractive distribution deals.
• How much are you willing to spend?
• How important are mobile for you ?

19. Apps
Pros Cons
Faster Greater availability with mobile browser
(One app per device)
Better functionality Less spending costs
Better Security The speed of the internet grows rappidly
Top-of-mind
Better visual opportunities… for now
Not depended of network cover

20. Mobile phones i Scandinavia
Smartphones are not mainstream …….. Yet !

21. Mobile Users > Desktop Internet Useres
Within 5 Years
Internetusers(mm
Source: Morgan Stanley

22. ...er den mobile trafik steget fra 5 til 15
mio månedlige sidevisnnger sidste år
...vokset med 1000% det
seneste år
...i år 15-doblet trafikken på sine
mobile apps
JP / Politiken
Berlingske
TV2

23. Internet per phone type in Scandinavia

24. Case: AutoTrader (CA)
Alm. browser
Alm. browser:
• Adjusts to all mobile browsers
• The Client has in short time created over 2000
sites based on 3 templates in AdsiteBuilder

25. Coupons in Scandinavia
Source: MoCo News

26. Coupons in Scandinavia
Coca Cola is claiming that this campaign got one of the highest response rates
in the history of mobile coupons
Stats:
• Total coupons sent: 4531
• Total coupons opend on phone: 2051
• Total coupons redeemed for a Sprite: 1279
• Total times the coupon was viewed: 8499
• Redeem Rate: 28%

27. Next step….
• Analyze your market
• Define your needs
• Make your mobile strategy
• Have a plan – and stick to it !!
• Find your right mobile partner.

28. Q & A

29. The Puma Phone
http://www.youtube.com/watch?v=mOqr-uyGjeI

30. Tak for i dag !