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David Merzel
Country Manager
Entertainment & Device
Microsoft BeLux
Blog:davidmerzel.wordpress.com
Agenda
Agenda
Pre-PC Era(1980)
PC Era(1995)
Internet Era(2000)
Consumer Era(Today+)
Consumer (R)evolution
Connected
Informed
Choice
Personalized
Anywhere,
Anytime
50
45
40
35
30
25
20
15
10
MIL
LIO
NS
OF
US
ER
SRadio
38 yearsTV13
years
Internet4 years
iPod3 years
Facebook: 100M
9 months
5
Seismic Shift calling for New Marketing
Passive Engaged>
Interrupt Relevant>
Mass Targeted>
Broadcast Interactive>
30 Seconds Extended time>
Advertiser Control Consumer Control>
Publisher Timetable My Timetable>
Single platform Multiple Media Platforms>
Agenda
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
Opportunities for Future Marketeers
The Marketer’s Dilemma
How do you manage:
• The changing media landscape?
• Evolving consumer needs and behaviour?
• Measuring success?
• Fragmenting audiences?
• Breaking through the clutter?
12
Nike
We’re not in the business of
keeping the media companies
alive. We’re in the business of
connecting with consumers.
Trevor EdwardsCVP Global Brand and Category
Management, Nike
Traditional Media Spend
1996: 55%
2006: 33%
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
Opportunities for Future Marketeers
The Rise of Media Multi-taskers
• 2 out of 3 European internet users
use the internet whilst watching TV
• Men and women equally are
media multi-taskers
• More people are surfing the internet
during TV commercial breaks
• The number of media multi-taskerswill increase as netbook and laptop
penetration grows
• TV and internet can converge perfectly
offering much deeper engagement
Used in combination can increase
purchasing intent by up to 50%
SOURCE: MEET EUROPE’S MEDIA MULTI-TASKERS
“THE RISE OF SIMULTANEOUS TV AND INTERNET CONSUMPTION ACROSS EUROPE”
Europe's multi-taskers
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
• Usage of the Internet whilst also watching TV is now very much a mainstream
activity
What are they doing whilst watching TV?
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
Opportunities for Future Marketeers
Top CMO Challenges
1. Quantify & measure the value of marketing investments
2. Grow customer knowledge, insight & conversations
3. Upgrading the efficiency & effectiveness of the
marketing organization
53%
46%
Source: CMO Council Marketing Outlook 2009
43%
&&
Marketers need to track,
measure
react as never before.
Toconnect
integratemarketing across all media.
The opportunity…
…. The Solution
Customer
Insight & Agility
Audience
Target & Reach
Engage & Excite Relationships & Sales
80 million usersin Europe per month
Bing
17 millionEuropean pro’s per month
Office Online
Premium inventory from
300 of the Web’stop publishers
Microsoft Media Network
90+partnerships with mobile carriers in
48 markets
Over
19.4 million Unique Usersevery month
Microsoft Mobile Media Microsoft Gaming Media
Xbox LIVE36 millionactive users who have spent15 billion hours interactive worldwide
Massive (in game ads)Over 5.5 milliongamers playing 59+ titles in Europe
121 million usersin Europe per month
WL Hotmail
No.1messenger service
113 million usersin Europe per month
WL Messenger WL Sharing
73million usersin Europe per month
No.1 email service
167 million usersin Europe per month
Source comScore Q4/09 – European Monthly Average/ comScore M:Metrics, average ending December/Microsoft Internal
MSNNo.1 Portal
Over
119 million usersin Europe per month
A Unique Portfolio of Media Assets
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
Opportunities for Future Marketeers
We offer technologies to target the right audiences
at the right time, in the right place
Agenda
26
Xbox LIVE on Windows Phone 7
Launch
10th November
27
Kinect changes the way we see entertainment & games
Interface/Entertainment
Communication
Recognizes: Movements, voices, facial expressions
Games
28
Sensor Kinect Xbox 360™
ERP : 149€
Xbox 360 4Gb Kinect
ERP : 299€
Xbox 360 250Gb Kinect
ERP : 349€
Kinect : Offer on November 10
29
Kinect : 1st Party Launch Games
30
• Nine 3rd party titles due at
launch *Dance Central is 2nd Party
• Fifteen due by Christmas 2010
• Varity of genres
• Dance
• Sports
• Racing
• Fitness
• Family
• Party
• Nine 3rd party titles due at launch
*Dance Central is 2nd Party
• Fifteen due by Christmas 2010
• Varity of genres
• Dance
• Sports
• Racing
• Fitness
• Family
• Party
Kinect: 3rd Party games for launch window
31
Conversation Marketing with the Diverse groups is KEY
2 • .2 • .
Offline
Online
Kinnect Case: Parallel engagement through
offline and online
Awareness
TrialCommunity
Marketing
E3 – Cirque du
Soleil
Los Angeles Fiesta Latina
Brussels
July
August
September
October
November
Kinect Loft
Brussels
MIC
Mons
Septembre
Fan Page
Xbox Elite Team
Blog Xet360.be
Brandialog /
DH
MSN
Portal +
Newsletter
Trial
Kinect.me
Trying is Believing
Thank you for your time
David Merzel
Cell: 0477 451490
BLOG = http://davidmerzel.wordpress.com/