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The Mobile, Digital and
Social landscape in 2014_
An overview of the challenges and opportunities
Paul Fabretti
Digital an...
The landscape_
devices, mobility and
content

2
Growth of the smartphone
Price is no longer a barrier_
• 
• 

ASP in 2012: $364
ASP in 2013: $317

• 
• 
• 

Iphone: c.$60...
Mobile behaviours
It’s about Mobility not Mobile

4

UM Wave Research, Wave 7, 2013
Mobile behaviours
On mobile, you’re one flick away from obscurity_

5
Growth of the smartphone
And people are doing MORE on the move

6
Growth of the smartphone
And people are doing MORE on the move

7
Mobile payments
Explosive growth expected

8
Mobile payments
Investment in early stage payment start-ups is at an all time high

9
Mobile payments
Security and ease of use main concerns

10
Digital Confidence
How important is Trust?

•  Concern over the amount of
personal data in social has grown
10% in 2 years...
The landscape_
social media

12
SoMoMe
Closed, private 121

•  The fastest-growing social
platforms are:

+212% / 430 MAU

+1021% / 325 MAU

§  Mobile-fi...
Messaging Growth
OTT grows, SMS crawls

14
Messaging apps
Modest monetisation, but still monetisation

•  Xiaomi sold 100,000 of their flagship Mi3 devices in
86 sec...
Social behaviours
Understand why people use social_

•  Learning
•  Relationships
•  Diversion
•  Progression
•  Recogniti...
Social behaviours
Understand why people use social_

17
Social behaviours
Turn this insight into effective content

Themes
Topics
Channel
Medium
18
Paid media
No longer a nice to have

19
Paid media
Your fans are not your goal
Paid/earned interaction -> clicks

Custom Audience
“match”

Social
connections

Nat...
From Social Brands to Social Businesses
NOT the same thing_

21
Digital SWOT - the digital landscape for 2014
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Digital SWOT - the digital landscape for 2014

My presentation from Digital SWOT 2014, a major new conference examining the increasingly pervasive digital revolution from a business point of view: essentially a SWOT analysis of how companies and organisations and/or their agencies should re-examine their commercial performance from a digital point of view.

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Digital SWOT - the digital landscape for 2014

  1. 1. The Mobile, Digital and Social landscape in 2014_ An overview of the challenges and opportunities Paul Fabretti Digital and Social Media Lead Telefonica Europe
  2. 2. The landscape_ devices, mobility and content 2
  3. 3. Growth of the smartphone Price is no longer a barrier_ •  •  ASP in 2012: $364 ASP in 2013: $317 •  •  •  Iphone: c.$600 Android: $300 Non-Google Android: $180 Firefox OS: $80 •  3
  4. 4. Mobile behaviours It’s about Mobility not Mobile 4 UM Wave Research, Wave 7, 2013
  5. 5. Mobile behaviours On mobile, you’re one flick away from obscurity_ 5
  6. 6. Growth of the smartphone And people are doing MORE on the move 6
  7. 7. Growth of the smartphone And people are doing MORE on the move 7
  8. 8. Mobile payments Explosive growth expected 8
  9. 9. Mobile payments Investment in early stage payment start-ups is at an all time high 9
  10. 10. Mobile payments Security and ease of use main concerns 10
  11. 11. Digital Confidence How important is Trust? •  Concern over the amount of personal data in social has grown 10% in 2 years (68%). In general: •  Just 25% of adults are comfortable with location based data and 23% with online purchasing histories. BUT •  73% of consumers would be reassured if they were able to withdraw data on request. •  66% would like the idea of a dashboard to control data. UM Wave Research Wave 7, 2013 11 O2 Data Dialogue, 2012
  12. 12. The landscape_ social media 12
  13. 13. SoMoMe Closed, private 121 •  The fastest-growing social platforms are: +212% / 430 MAU +1021% / 325 MAU §  Mobile-first §  Messaging §  Imaging +170% / 202 MAU •  This presents challenges •  +403% / 40 MAU +130% / 150 MAU 350m/day – 150 MAU 13 around brand-inclusion and reach Encroachment on current privacies will push more people to these closed networks Source: Business Intelligence, 2012-13
  14. 14. Messaging Growth OTT grows, SMS crawls 14
  15. 15. Messaging apps Modest monetisation, but still monetisation •  Xiaomi sold 100,000 of their flagship Mi3 devices in 86 seconds •  Sold out (150,000 units) in 10 minutes – Nov 2013 •  20% ($31.5m) of Line’s revenues come from stickers •  30% comes from partnerships, sponsorship and paid-for brand pages 15 Source: Business Intelligence, 2012-13
  16. 16. Social behaviours Understand why people use social_ •  Learning •  Relationships •  Diversion •  Progression •  Recognition 16 UM Wave Research Wave 7, 2013
  17. 17. Social behaviours Understand why people use social_ 17
  18. 18. Social behaviours Turn this insight into effective content Themes Topics Channel Medium 18
  19. 19. Paid media No longer a nice to have 19
  20. 20. Paid media Your fans are not your goal Paid/earned interaction -> clicks Custom Audience “match” Social connections National Population Friends of Fans Owned Site Fans Loose “affinity” Owned content sharing 20
  21. 21. From Social Brands to Social Businesses NOT the same thing_ 21

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