DMVÖ Kongress 2010 Alexander Oswald

Vom Gadget zum
Dialog Marketing
Tool
Alexander Oswald

• Mobile Markets
Fakten, Trends, Potenziale
• Location based services & Augmented reality
Möglichkeiten location based services
Augmented reality? Was ist es und was kann es.
• Consumer Insights
Bedürfnisse und Verhalten verstehen und erfolgreich nutzen
Übersicht
21.10.2010Alexander Oswald, Nokia

21.10.2010
Most intimate electronic device ever
Alexander Oswald, Nokia

21.10.2010
Roles of the consumers are changing,
empowered by mobile device

21.10.2010
People do all that for, with and against
brands

21.10.2010
How does this all fit together?

• Continued importance of SMS
• Geo-Location – location based services
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch

Continued importance of SMS

• Starbucks and L’Oreal Test in UK
• O2 partnered with location services platform Placecast
Location-Based SMS Coupons

• “Where are you?” is the single most commonly sent SMS
in the world
• Royal Melbourne Institute of Technology (RMIT)
• The standard simply geotags SMS messages
• “I’m at the pub.” will become basically “I’m at the pub
geo:-37.801631,144.980294,”
Independent, Location-Based SMS
Has Arrived – GeoSMS

From passive – 1876 - 1981

To real time – 1981 to 2007

Participatory - now

Location is game changer

2 cases from leading global provider
of maps, traffic and location data

• 6 month campaign
• with 14 advertisers across
• promoting each of the brands
and their locations.
• Advertisers consisted of
hotel, food, auto, fuel and
large department/retail stores.
NAVTEQ Media Solutions test

• Average monthly CTR 1.6%
• 39% of consumers engaged
with a call to action
• 8% “clicked to coupon”
• 5% “clicked to route”
• 4% “clicked to map”
NAVTEQ Media Solutions test

• Overall Click Through Rate of
6.3% was achieved.
• 22.6% Clicked to map
• 10.8% Clicked to Call
• 8% Clicked the Web
Domino´s Pizza Results

30%
Penetration of GPS-enabled devices in 2010
In Austria – 1 number to know

• Continued importance of SMS
• Geo-Location
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch

21.10.2010
Remember Terminator

• Internet 1.0 (1995-1999) was all about the great disruptive
promise of the “cyberspace” and “online shopping”
• Internet 2.0 (2005-2009) was the 10 years it took to really
figure out what to do with it: USG, rich web apps, social
media
• Augmented Reality (2008…) is where mobile technology
and wireless broadband make the internet finally
ubiquitous. And inescapable.
Augmented reality finishes what the
internet started

Example: Wikitude

How could Augmented Reality look
like?

Global mobile apps downloads

25%
Penetration of Smartphones in 2010
75%
Penetration of Feature Phones in 2010
In Austria – 2 numbers to know

45%
20%
19%
9%
4%
In Austria – 5 numbers to know
OS Shares 2010
21.10.2010
Symbian
Android
iPhone
RIM
Windows Mobile

Studie zu mobiler Internetnutzung und
mobilen Applikationen, March 2010
Surfen Sie mit Ihrem Handy /
Smartphone auch im Internet?
Ja ; 32%
Nein; 68%

• 27% der Befragten haben bereits Erfahrung mit mobilen Apps.
• Personen, die bereits Applikationen genutzt haben, haben im Schnitt 9,6 Apps auf ihrem
Device installiert.
• 39% der App-Nutzer haben kostenpflichtige Apps bezogen.
Lieblingskategorien (kostenpflichtige Apps)Lieblingskategorien (free Apps)

Warum haben Sie sich für einen speziellen AppStore entschieden?
(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

Aus welchen Quellen erfahren Sie von mobilen Applikationen?
(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

• Mobile websites are not dead
• Plugins like Flash, Silverlight and Java have added media
integration to the Web, but not without some cost.
• "better user experience" and battery life
• Mobile websites = websites easily accessible for mobiles
Mobile Sites

Mobile Sites

• adds many new features, and streamlines functionality.
• Media playback – It lets sites directly embed media
• Store offline data for Web apps.
• Interactivity features, like drag-and-drop
HTML5

21.10.2010
Some concerns about the future of
mobile

• Privacy
• Accountability
• Neutrality
Some concerns about the future of
mobile

• Not the same level of awareness as in online from users –
yet
• Making it easy to understand, when a user is sharing
critical information
• Who can access that data
• How much control the user has
• Do all this without ruining the user experience
Privacy

• Responsibilities definition for companies that want access
critical user data
• Need to build up systems that respect those concerns
about data
Accountability

• Everybody accessing every service by same speed
• Will there be prioritization soon? Sound tempting for big
companies ...
• Tim Berners-Lee: „The moment you let neutrality go, you
lose the Web as it is – you lose the idea that you can click
a link and go anywhere“.
Neutrality

the one most responsive to change
It is not the strongest of the species that
survive, nor the most intelligent, but

Danke für Ihre Aufmerksamkeit!

DMVÖ Kongress 2010 Alexander Oswald

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