December 2010 Kirsty Glenne
DIGITAL BRIEFING 2010 Mobile Business Innovation
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THE WORLD TODAY looks like this
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BUT THERE IS A SHIFT >130 million 50% 70-100,000
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5%
4%
17%
11%
9%
10%
60%
Social Networking
Watch Video/ TV
Listen to Music
Play Games
Mobile Internet
SMS
All Mobile Users
4 Source: European Forrester Technographics® Benchmark Survey, Q2 2010
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5%
4%
17%
11%
9%
10%
60%
47%
36%
61%
52%
85%
67%
92%
Social Networking
Watch Video/ TV
Listen to Music
Play Games
Mobile Internet
SMS
iPhone
All Mobile Users2
5 Source: European Forrester Technographics® Benchmark Survey, Q2 2010
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CREATE CONSUME
IM/ chat
SMS
E-mail/ MMS
Organizer
Voice Alerts
COMMUNICATE
Blogs
Ringtones
Social networks
Pictures
CREATE
CONTROL
Health
Payment Commerce
Banking
Ticketing
Parking
Music
Search
News
Video
TV
Web browsing
Games
Maps
CONSUME
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In the past 10 years, mobile phones have changed the way we communicate and live…
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Google estimates that there will more internet users on mobile phones than PC´s by 2013
(Ian Carrington, Director of Mobile Advertising Google)
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…In the next 10 years, the mobile phone will change the way we do business
(Forrester 15th Jan 2010)
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WHAT DO THESE 3 LUXURY ITEMS HAVE IN COMMON?
$150,000 SPORTS CAR
$120,000 SPORTS BOAT
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>10 MILLION PEOPLE GLOBALLY USED THEIR IPHONES TO SHOP EBAY 2009
EBAY SOLD PRODUCTS VIA THEIR MOBILE PLATFORM EVERY 2 SECONDS IN THE LAST QUARTER OF 2009
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(EBAY, JULY 2010)
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$600 MILLION 2009 –$1.5 BILLION BY 2010
$150,000 SPORTS CAR
$120,000 SPORTS BOAT
eBay Fashion
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2% 4% 4% HAVE PURCHASED
19% 20% 13% WILLING TO
Source: Errol Denger, IBM (E-handelstrender no10/11 2010)
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0
1E+09
2E+09
3E+09
4E+09
5E+09
6E+09
7E+09
8E+09
THE APPLE APP STORE BUZZ
300,000 7 billion
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WAKE UP – iPHONE ALARM
CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD
BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMES
COMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONE
WORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATION
MEETING – GET DIRECTIONS ON YOUR IPHONE
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3%
3%
3%
4%
4%
6%
7%
13%
8%
7%
25%
17%
19%
22%
Germany
Italy
Spain
France
Sweden
Netherlands
UK
Smartphone Users
All Mobile Users
Source: European Forrester Technographics® Benchmark Survey, Q2 2010
© Creuna
Source: European Technographics Benchmark Survey, Q2 2010
Super Connected
Entertainers
Communicators
Talkers
Inactives
Connectors
• Use primarily communication services (e.g, SMS)
• Primarily use voice
• Do not own a mobile phone
• Use mobile Internet at least weekly • Conduct 2 or more mobile
advanced activities at least monthly
• Play games, listen to music or Watch TV/video at least weekly
• Use mobile phone for work purposes more than 25 percent of their time
13%
19%
7%
35%
28%
10%
20%
27%
12%
41%
20%
4%
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Sent 117,000 MMS picture messages
30% conversion rate
35,000 customers
$1,300 Spend
Cost 60,000 to run ROI per MMS
$758
$45 million
BMW WINTER TYRES MMS CAMPAIGN
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In the past 10 years, mobile phones have
MIXING UP MOBILE & SOCIAL
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$41 billion 500 million 150 million 2 41 vs 31
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23% 1 in 4
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In the past 10 years, mobile phones have
THERE IS A CONVERGENCE MOBILE, LOCATION & SOCIAL
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CHECK-IN’S ARE MORE OF A SOCIAL GAME THAN TRUE LOYALTY PROGRAM
I “checked in” from my house down the street.
I “checked in” from my house down the street.
Weekly usage estimated 1% of mobile owners
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INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%
ONE DAY 4SQUARE CAMPAIGN
Used100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners
Cost them a total of $1000
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Location-based application users are heavy mobile researchers
Location-based application users are heavy mobile researchers
1/3rd 11.5%
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38%
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8%
26%
17%
6%
21%
13%
11%
40%
5%
7%
7%
8%
9%
11%
15%
28%
Time sensitive promos (daily sales)
Look up product info
Search for business info
Location-based retail offers (coupon from a store nearby)
Look up nearest shop to check availability
Receive exclusive retailer discounts
Receive coupons while shopping in a store
Get directions from current location
Swedish Users
Europe i Phone Users
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MOBILE WILL ENABLE BRANDS TO INFLUENCE CONSUMERS AT THE POINT OF SALE
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Sephora launched in January 2009 a mobile service to assist shoppers in-store
Product reviews from peers at the point of sale
- Coupons - Instant rewards
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CONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways
The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital services
M-COMMERCE is here but its still relatively niche
LOCATION will become a core enabler of real-time marketing offerings
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“THE MAJORITY OF PEOPLE
UNDER 20 THINK THE INTERNET HAS ALWAYS
BEEN THERE”
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