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Consumer Expectations
  Convergent Communications
         Opportunities
Hugues Rey – Havas Media Brussels
What will we remember from 2010 ?
• The smartphone wars, the consolidation
  of location services, the fight for our
  devices, Apple vs Adobe, Google web
  domination, HTML5 to the limelight ... or
  the birth of the iPad? Technology
  Acceptance
• The word digital is starting to lose its face
  value and being taken out of an isolated
  context, it is becoming an integral part of
  what we produce and interact with. End
  of the Media Silos
• As the perception of audiences between
  the two worlds of physical and digital
  become blended into a single one, so are
  campaigns and ways to communicate with
  consummers. Convergent Communication

                                                  2.
Let’s Be Prospective !

Access New
  Devices


                Empowered
               Opportunities
                   to
               Communicate
 Consumer
  Usability
Expectations
Access New Devices
Smartphone: 19 % - Digital Tablet : 3%
    Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?
    Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2)
                                                                                                                                         n:1072 (wave 1)
                                                                                                                                         n:1067 (wave 2)


100,00%
             94,6%91,60%
 90,00%

 80,00%

 70,00%

 60,00%

 50,00%                                                                                                                          Wave 1
 40,00%                                                                                                                          Wave 2
 30,00%
                                                    19,0%
 20,00%
                                                12,6%                                                               10,9% 11,7%
 10,00%
                                                                                   2,4% 2,9%
  0,00%


                    GSM                     Smartphone Digital tablet                                                Netbook
Purchase intention
                     of tablet & smarts is growing
 Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?n:1072 (wave 1)
                                                                                                                                           n:1067 (wave 2)
 Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)

14,00%


12,00%                                              11,50%
                                                                                  10,50%
                                            9,90%
10,00%


 8,00%                                                                    7,30%                         7,10%
                                                                                                            6,20%                       Wave 1
 6,00%
                                                                                                                                        Wave 2
 4,00%


 2,00%
              0,60%0,90%
 0,00%

                   GSM                   Smartphone Digital tablet                                       Netbook
9 out 10 Smartphone Users
                     are using it every day                                                              Based on digital tablet users / n:31
                                                                                                         Based on smartphone users / n:202
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ?              Based on cell phone users / n:979
And how often do you use the telecommunications devices that you own?

                                                                                                             All Audience
                                                            Smartphone
   89%                                                      Digital tablet
                                                            GSM
          68% 68%




                                               15%                   12% 11%
                                       11%
                                 6%                                                                6%   6%
                                                              2%                              2%                       0%       3%       0%
Use of various services on digital tablet
A quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ?
How often do you use the following different services on your digital tablet?                                                    Based on digital tablet users / n:31


       Each day            Four to five times per week                          Once or twice a week                            Less than once a week                         Never

                     Using digital agenda                                 20%                   13%         6%      13%                             48%

                          Mobile banking                      2% 5%                 18%                 20%                                    54%

   Using functional tools (calculator, ..)                    0%    14%                         27%                       25%                             35%

                       Listening to music                               14%           11%              16%                24%                             35%

                          Watching video                                17%               10%               19%                 25%                         29%

                Playing electronic games                                      24%                7%               20%            16%                       32%

Consult services (weather, schedules ...)                                     24%                8%                     36%                         19%                 13%

                  Use a geolocation tool                       4%               11%         10%                                        69%

              Using GPS as routeplanner                            7%     3% 9%             14%                                         67%

            Connect to a social network                                         31%                           17%         10%         11%                  32%

                                   To chat                          12%               16%        3%         11%                               58%

                   Send / receive emails                                                    52%                                 10%          16%           8%           13%

              Send / receive SMS / MMS                              12%             11%     3% 5%                                            69%

                          Surf on Internet                                                            63%                                   11%      10%        6%      11%
Source : EIAA Mediascope Belgium 2010



                   Multitasking is also becoming
                       more commonplace
          83% of magazine readers media mesh


       35% USE INTERNET    57% WATCH TV
            ON PC
                                                     87% of newspaper readers media mesh
                  WHILST READING
                    MAGAZINE
                                   4% USE INTERNET
                                     ON MOBILE
        65% LISTEN TO RADIO                                 34% USE INTERNET     57% WATCH TV
                                                                 ON PC

                           37% READ
                          NEWSPAPERS
                                                                        WHILST READING
                                                                         NEWSPAPER           6% USE INTERNET
                                                                                               ON MOBILE
                                                           68% LISTEN TO RADIO



                                                                                 39% READ
                                                                                 MAGAZINES




Online news:
• 69% of surfers read news online
Consumer
Usability
Expectations
Consumer “Liquid” Experience




                      11.
Consumer Lisfestream Integration




                         12.
Consumer Lisfestream Integration
http://www.memolane.com/index.html




                             13.
Consumer All Forms Notes + Liquidity
             www.evernote.com




14.
Usability
Reader2011 hr2
Reader2011 hr2
(Mobile) Content Reformating
Reader2011 hr2
Communication
 Opportunities
Cross channel journeys
• 2010 – I interact, therefore I am
• Deep integration between channels: It is not A to B: It is A, to B, C, D, E
  all the way to Z and back again, campaign and promotional bursts need
  to have a long term engagement - once the dialogue with people is open,
  brands will have to keep talking - levels of engagement have to be kept
  high across preferred channels of communication chosen by
  consummers.


• 2011 & after …
• Isolated single channel activites will finally start their long waited
  graceful decline, and the integration of a multi-part campaign will be
  the norm.
• Great emphasis on user journeys and narratives and how each piece
  or ‘episodes’ of a larger campaign takes the user through a storyline
  being told by the brand.
• Brand engagement is not a sprint, it’s a marathon.


                                                               21.
Convergence: Info + Application
        BNP Paribas Fortis Ultimag




22.
Augmented Content Readership
Augmented Reality
… is the zero click interface" (Anselm Hook)
As a conclusion
  Convergence of Media
Content Advertising Strategy
  End of
  Media
   Silo
                  Opportunity to:
              1. Reach Accurate Targets
                2. On an Unlimited
               Numbers of plateforms
                3. With a deformated
                       content
               4. Enhance Interactivity
 Content
Portability

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Reader2011 hr2

  • 1. Consumer Expectations Convergent Communications Opportunities Hugues Rey – Havas Media Brussels
  • 2. What will we remember from 2010 ? • The smartphone wars, the consolidation of location services, the fight for our devices, Apple vs Adobe, Google web domination, HTML5 to the limelight ... or the birth of the iPad? Technology Acceptance • The word digital is starting to lose its face value and being taken out of an isolated context, it is becoming an integral part of what we produce and interact with. End of the Media Silos • As the perception of audiences between the two worlds of physical and digital become blended into a single one, so are campaigns and ways to communicate with consummers. Convergent Communication 2.
  • 3. Let’s Be Prospective ! Access New Devices Empowered Opportunities to Communicate Consumer Usability Expectations
  • 5. Smartphone: 19 % - Digital Tablet : 3% Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ? Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2) n:1072 (wave 1) n:1067 (wave 2) 100,00% 94,6%91,60% 90,00% 80,00% 70,00% 60,00% 50,00% Wave 1 40,00% Wave 2 30,00% 19,0% 20,00% 12,6% 10,9% 11,7% 10,00% 2,4% 2,9% 0,00% GSM Smartphone Digital tablet Netbook
  • 6. Purchase intention of tablet & smarts is growing Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?n:1072 (wave 1) n:1067 (wave 2) Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2) 14,00% 12,00% 11,50% 10,50% 9,90% 10,00% 8,00% 7,30% 7,10% 6,20% Wave 1 6,00% Wave 2 4,00% 2,00% 0,60%0,90% 0,00% GSM Smartphone Digital tablet Netbook
  • 7. 9 out 10 Smartphone Users are using it every day Based on digital tablet users / n:31 Based on smartphone users / n:202 Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on cell phone users / n:979 And how often do you use the telecommunications devices that you own? All Audience Smartphone 89% Digital tablet GSM 68% 68% 15% 12% 11% 11% 6% 6% 6% 2% 2% 0% 3% 0%
  • 8. Use of various services on digital tablet A quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ? How often do you use the following different services on your digital tablet? Based on digital tablet users / n:31 Each day Four to five times per week Once or twice a week Less than once a week Never Using digital agenda 20% 13% 6% 13% 48% Mobile banking 2% 5% 18% 20% 54% Using functional tools (calculator, ..) 0% 14% 27% 25% 35% Listening to music 14% 11% 16% 24% 35% Watching video 17% 10% 19% 25% 29% Playing electronic games 24% 7% 20% 16% 32% Consult services (weather, schedules ...) 24% 8% 36% 19% 13% Use a geolocation tool 4% 11% 10% 69% Using GPS as routeplanner 7% 3% 9% 14% 67% Connect to a social network 31% 17% 10% 11% 32% To chat 12% 16% 3% 11% 58% Send / receive emails 52% 10% 16% 8% 13% Send / receive SMS / MMS 12% 11% 3% 5% 69% Surf on Internet 63% 11% 10% 6% 11%
  • 9. Source : EIAA Mediascope Belgium 2010 Multitasking is also becoming more commonplace 83% of magazine readers media mesh 35% USE INTERNET 57% WATCH TV ON PC 87% of newspaper readers media mesh WHILST READING MAGAZINE 4% USE INTERNET ON MOBILE 65% LISTEN TO RADIO 34% USE INTERNET 57% WATCH TV ON PC 37% READ NEWSPAPERS WHILST READING NEWSPAPER 6% USE INTERNET ON MOBILE 68% LISTEN TO RADIO 39% READ MAGAZINES Online news: • 69% of surfers read news online
  • 14. Consumer All Forms Notes + Liquidity www.evernote.com 14.
  • 21. Cross channel journeys • 2010 – I interact, therefore I am • Deep integration between channels: It is not A to B: It is A, to B, C, D, E all the way to Z and back again, campaign and promotional bursts need to have a long term engagement - once the dialogue with people is open, brands will have to keep talking - levels of engagement have to be kept high across preferred channels of communication chosen by consummers. • 2011 & after … • Isolated single channel activites will finally start their long waited graceful decline, and the integration of a multi-part campaign will be the norm. • Great emphasis on user journeys and narratives and how each piece or ‘episodes’ of a larger campaign takes the user through a storyline being told by the brand. • Brand engagement is not a sprint, it’s a marathon. 21.
  • 22. Convergence: Info + Application BNP Paribas Fortis Ultimag 22.
  • 24. Augmented Reality … is the zero click interface" (Anselm Hook)
  • 25. As a conclusion Convergence of Media Content Advertising Strategy End of Media Silo Opportunity to: 1. Reach Accurate Targets 2. On an Unlimited Numbers of plateforms 3. With a deformated content 4. Enhance Interactivity Content Portability