6. WHY IS MOBILE IMPORTANT?
1. Mobile is personal
2. Mobile is permanently carried
3. Mobile is always on
4. Mobile has a built-in payment channel
5. Mobile is available at the point of creative impulse
6. Mobile is most accurate at measuring its audience
7. Only mobile can capture the social context of consumption
8. Only mobile can offer augmented reality
IN SHORT: Mobile enables CONTEXTUAL services
Tomi Ahonen, @tomiahonen – http://goo.gl/E2tmI
10. WAR OF THE ECOSYSTEMS IS ON, MAKING
THE SMARTPHONE JUST ONE PLAYER
PC smartphone tablet smart TV
Mac computers iPhone iPad Apple TV
Chrome browser Android Android tablets Google TV
Windows, Office Windows Phone Windows 8 Xbox
Bubbling under:
11. IT IS ABOUT EXPERIENCE ROAMING!
2005 2010 2015
one bill, one device, one ecosystem,
triple play thousands of apps tens of screens
vision
focal network device ecosystems
point
compete price of number experience
based on service of apps roaming
12. Apple is the poster child of experience roaming
APPLE:
Apple leads by example, by delivering a consistent experience across divers screens
A PIONEER IN EXPERIENCE ROAMING
Experience roaming Across screens
Social circle Ping iPod
Apps ecosystem App Store iPhone
User data roaming MobileMe iPad
Service roaming iTunes, AirPlay Mac
User interaction design iOS Apple TV
Industrial design Apple ?
Brand Apple
Copyright VisionMobile 2011
14. … and the hit
gadgets of
Christmas 2012:
New iPad, Nokia
Lumia 920 and 820,
the new iPhone, new
Android devices
(phones & tablets),
Kindle Paperwhite…
15. This Christmas
smartphone sales
pass PC sales for Q4 of 2012
the first time in
460
history! million
smart-
435
phone
million
shipments
PC and
notebook
shipments
Source:
Smart Online website
http://goo.gl/tIrDC
16. PUTTING MOBILE DEVICES INTO
CONTEXT (2009 FIGURES….)
3,3 billion in perspective
4B
3,3B 3B
2B
1,5B
1,4B
1,3B 1B
0,8B 0,9B
0B
Cars PCs Telephone Credit TVs Mobile
Cards
17. Let’s think – we should at the
very least be able to monetize
this
18. SIMPLE EARNINGS LOGIC:
SELL MORE OR SAVE COSTS
• New customers
Increase
• Acquisition increases and lead generation
• Loyalty improvements
• More revenue per customer
revenue • New offers
• Better brand dialogue
• Cross-sell at POS
• Design, products, marketing, distributions,
sales, customer service costs
Reduce • Development time
• Material costs
costs • Targeting
• Sales automation
• Better service on the fly
19. MOBILE IS RELEVANT THROUGHOUT
THE PURCHASE CHAIN
Where can I get
Can I buy these
these things?
right now from
Are they
my device?
available now? Where to
What have other buy
Can I pay with
thought about
my mobile?
this?
What to buy BUY
Help me to find
the right things
for me! Now I have it,
then what?
Post-
Repeat the
purchase
purchase
interaction
I had this one – How do I get
maybe they can more out of my
help me again? purchase
20. THINGS TO CONSIDER IN ORDER
TO MAKE MOBILE WORK
• Which customers to service via mobile
channels?
• What content to deliver?
• How integrated an experience to make? How to
roam the experience between channels?
• Experience delivery: website, application or
something else?
• Cost versus benefits: who pays for the
development costs and usage – customer or us?
• Investment lifecycle: how fast to expect gains?
42. Nike GPS
Spotify
Radio Nova
A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS
RADIO, STREAMING MUSIC, GPS…
43. WRAPPING IT UP:
• Mobile-user base is ever growing
• Experience roaming counts
• Mobile is relevant throughout the
purchase chain
• Have a strategy
• Celebrate your content
• Build from the ground up
• Rethink the process
• Be ready for the ever-changing future