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1
E-MARKETING PLUS
26 January 2011
                         reasons WHY
                         NOWtime to get
                                     is the perfect

                          serious about the
                         MOBILE WEB

i by tijs.vrolix@proximity.bbdo.be
Door saravdv op Flickr / saravdv.be



TIJS VROLIX
Strategic Planner at Proximity BBDO
 tijs.vrolix@proximity.bbdo.be   @tijs
http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/




EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY
By Leodileo on Flickr




WE ARE ONLY JUST
GETTING STARTED
2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web
2005: the year of the mobile web ited
                             lim
                             hardware
2006: the year of the mobile web
                              small
2007: the year of the mobile webrket
                             ma
                           bad browsers
2008: the year of the mobile web
                           costly data
2009: the year of the mobile web ns
                              pla

2010: the year of the mobile web
2010 WAS THE YEAR OF THE MOBILE WEB
2011 WILL BE EVEN MORE SO
1

BATTLE
OF THE DEVICES
By chriswsonic357 on Flickr




JANUARY 2007
APPLE IPHONE
“The iPhone has taken the
frustration out of browsing
on a mobile phone.”
Charles Wolf, Needham & Company
60%   Browse the web at
      least once a day.




70%   Check email at
      least once a day.




80%   Use iPhone to
      browse the web.
By owaief89 on Flickr




TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD
70

60

50

40

30

20

10

 0
     iPhone       Symbian           RIM   Windows   Android       Palm

     Mobile page view share
     Mobile internet + apps usage share
     Global unit shipment share                       Source: Morgan Stanley
2

EARLY ADOPTERS EAGER TO
CONSUME THE MOBILE WEB
By ohad* on Flickr




So who is
this early
adopter?
YOUNG (16-34)
AFFLUENT
URBAN DWELLING
PROFESSIONAL
And what are they using
the mobile web for?

SOCIAL NETWORKING
NEWS AND INFORMATION
EMAIL      Source: Essential Research
LET’S PUT THINGS
INTO PERSPECTIVE
76%
                             of all mobile phone users
                             do not use their mobile
                             to access the Internet.

It’s too expensive.
My mobile is not capable (60%!).
Why would I?
I don’t get it (and hey, I don’t care).
Source: Essential Research
3

MILLIONS
OF USERS ENTERING THE MARKET
IN THE NEXT FEW YEARS
In
2013
80mobile
of all
       %
devices will be
TOUCHSCREEN
Source: Gartner
“In three years
time, desktops will
be irrelevant.”
John Herlihy, Google
By futureatlas.com on Flickr




MEET THE REAL
WORLD WIDE WEB
MORE PEOPLE
 will access the
  MOBILE WEB
  than the
DESKTOP WEB
 in 2013 2015
  Source: Gartner   Source: Morgan Stanley
4

SOCIAL NETWORKING
IS THE NUMBER ONE REASON
TO USE THE MOBILE WEB
remember
70%
use the mobile web for
SOCIAL NETWORKING
“The explosion of
social networks in the
past few years is just
the Web catching up
with life, since people
are naturally social.”
Eric Schmidt, Google
+112%



                             +347%


     January 2009   January 2010



500 000 000           USERS
150 000 000 MOBILE FB USERS
Case:                      dominates UK mobile use

2100                                                  Accounts for nearly half
                                                      of all the time people in
1575
                                                      the UK spend going
1050                                                  online using their
                                                      phones.
 525
                                                      UK number of mobile minutes spent
                                                      (in millions - December 2009)
  0
       Facebook   Google   Microsoft   Orange   AOL   GSMA/Comscore
– You don't know what you're missing until you get a taste –
5


SERVICES
ARE MORE IMPORTANT THAN HARDWARE
We are seeing a
transformation of
Nokia into software and
services to respond to
consumer needs.

Tero Ojanperä, Nokia
Shift to mobile
services
COMMUNICATION
INTEGRATION AND SYNCHRONISATION

MOBILE PAYMENTS
CONTEXT AWARE
MOBILE HEALTH
6


REALTIME
RELEVANCE
Mobile is the perfect medium to
keep up with the web while you’re
   away from your computer.
By apoxapox on Flickr




BECAUSE IT’S ALWAYS IN
OUR POCKETS
7

CONTEXT
IS KING
THE IMPORTANCE OF
LOCATION
Why you should get serious about the mobile web by TijsVrolix
Why you should get serious about the mobile web by TijsVrolix
Why you should get serious about the mobile web by TijsVrolix
Why you should get serious about the mobile web by TijsVrolix
8

MOBILE
MAKE$ MONEY
– July 10, 2008: iTunes App Store launch –

The app store economy
400 000    apps
                  January 2011




10 000 000 000    downloads
                  January 2011




             40   apps/user
                  September 2010




           75 %   free



 €
$$       € 2,50   average price
                  January 2011
Why you should get serious about the mobile web by TijsVrolix
Gartner, IDC mobile application store predictions
Numbers in billions




                      2009   2010   2013    2014

 Downloads            2,5    4,5    21,6    76,9
   Revenue            $4,2   $6,8   $29,5   $35
9

WHICH IS GOOD NEWS
FOR MARKETEERS
2013                      precious
                         mobile ad market
                         $3,1B
                                                 screen estate


                                            9%                    SMS
2008                                             18%
                                                                  Display
mobile ad market
$160M                                                             Search

                                                             Kelsey Group


 24%
                                73%

13%                63%


                                                  35% will be
                                                   local ads!
– Mobile display advertising is not dead –
THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH
HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING?
        The Nielsen Company, September 2010



 55+


35-44


25-34


18-24


13-17

        0               25               50           75   100


            ALWAYS           SOMETIMES        NEVER
EVER CLICKED AN ADVERTISEMENT WITHIN AN APP?
             The Nielsen Company, September 2010



  Android


Windows M


   iPhone


     Palm


Blackberry

             0               25               50   75       100


                 YES       NO
display
                                         social
                            games
      utility
                                        bluetooth

SMS                MOBILE MARKETING


 location                             mobile site

                            payment
                loyalty
– Marketing as a service: action speaks louder than words –
Why you should get serious about the mobile web by TijsVrolix
MOBILE
             LOYALTY


  LOCATION
Why you should get serious about the mobile web by TijsVrolix
NOT ONE SINGLE APP/SOLUTION *
But rather a combination of multiple
elements that fit your (consumers’) goals.




This is also the answer to web versus native development *
10

WE’RE ONLY GETTING
STARTED
MOBILE BARCODES
MOBILE PAYMENT
PAY-DESKS ARE SO
2010
Let’s go one step at
a time though ...
By thorinside on Flickr




IT’S ABOUT TIME FOR THE
REAL THING
“MOBILE FIRST!”
 Mobile is the key to
 Google’s future and its
 top programmers now
 have mobile as their
 primary focus.

 Eric Schmidt, Google
1
E-MARKETING PLUS
26 January 2011
                                   reasons WHY
                                   NOWtime to get
                                    serious about the
                                   MOBILE WEB
                                                                 is the perfect




i   download from slideshare.net/tijs and feel free to use (CC Attribution)

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Why you should get serious about the mobile web by TijsVrolix