SlideShare ist ein Scribd-Unternehmen logo
1 von 21
Downloaden Sie, um offline zu lesen
AIMIA Digital Summit 2009 The Rise of Mobile An overview of 2009, beyond the hype and some thoughts on the future
2009 – key learnings Mobile internet -> mobile apps The iPhone provides new business And a new business model Mobile advertising – muted promise GFC retreat to conservatism Advertising fears the loss of its audience To varied and diverse devices Entertainment fear the loss of its funding And looks to some new models
Where are we now? 24.5m mobile handsets (113% penetration)* 3G handsets – est 12m** or almost 50%  Double that of a year ago The iPhone phenomena 35m sold globally, about 1.8% all handsets, Blackberry about 2%  Nokia, Sony Ericsson and Samsung still lead*** 800,000 in Australia** Another 250,000 iPod Touch devices use mobile products and service Representing about  4.5% of handsets But around 30-35% of all data/apps/access Mobile internet use:  almost 10m active monthly users (40%)*** Half of these estimated to be daily * Telsyte research     ** Industry best guess      *** AMPLI Survey
The market is broad Is it worth the bother? 24.6m mobiles 12m 3G handsets 20% 2G are smartphones  4.5% iPhone/iTouch Addressable market: 15.5m
Different Services Different Demographics Younger: create ringtones, use social networking, listen to music (web 2.0 type services). Mobile internet services (browsing, apps and e-mail) skew 65-70% male. Mobile content (games and ringtones) more even gender split  MobiLens Data: Three month average ending March 09 across  EU5 (UK, DE, FR, ES + IT) - N= 70,964
Too many devices (1491 EU) Top 6 devices represent 12.3% of mobile media users, top 20 devices – 26.1%. Apple starting to challenge Nokia’s long dominance however still represent just 5% of mobile media users vs Nokia’s 36%. Sony Ericsson represent 17% of media users.  Samsung also represent 17% of media users.  MobiLens Data: Three month average ending March 09  Country: EU5 (UK, DE, FR, ES + IT) - N= 70,964
Top Apps (Comscore EU study) 62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info. In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app. Product: MobiLens   Data: Three month average ending March 09   EU5 (UK, DE, FR, ES + IT) - N= 70,964
Internet = Information Snacking Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc Transactional services starting to emerge – e.g. Auction Sites The combination of local services and transactions will bring about new business models. Product: MobiLens    Data: Three month average ending March 09    EU5 (UK, DE, FR, ES + IT) - N= 70,964
Top Information Services (Aus) 48% of respondents used an information service of some sort  - up 30% on a year ago Most services used at least once a month, with news and weather most frequent use Expectation of future use is high, with 30% growth expected next year also  Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009
Hype or future gazing? Mobile advertising will take off But is still likely to be 18 – 24 months away The PC internet indicates (but mobile will grow faster) Mobile is unlikely to be the preferred screen in Australia But it will be increasingly used as the ‘now’ or first device We will move internet habits to the mobile  Large, touch screen devices Targeting will make services (and advertising) more relevant to us And this will make it more useful Advertising models from the Internet will not necessarily translate to mobile We need to start looking forward and not backwards
IAB Mobile Ad 2008 - £28.6 million 50% from search, 50% from display (banners and text links, tenancy, pre / post roll, etc) Comparisons can be made with the first PC internet ad spend data from 1998: In 1998 there was an average of 7.3 million PC internet users and ad spend was £19.4m In 2008 there was an average of 9.5 million mobile internet users * and ad spend £28.6m The mobile internet has slightly more ad revenue per user than the PC internet 10 years ago Source: IAB Mobile Ad Spend Study 2008/Product: MobiLens   Data: Ending Dec 2008 (UK) * Mobile Internet Users defined as those who browse or use an application for news, info or social networks.
The future in mobile We talk about internet on a small screen…. But there’s much more to this Mobile offers : The first personal mass media channel Always with us, always on Location awareness Built in payment channel Creative tool for UGC (video, text & image) Near-perfect audience data Able to capture the social context of media Proactive communication tool Based upon Tomi Ahonen – Mobile as the 7th Mass Media
Starting to look forward The (PC) internet took off with the advent of broadband and decent speeds 3G is showing us the same thing Operators without decent data plans are hurting themselves and the market Users without decent data plans have lower satisfaction scores and 40% plan on churning Mobile usage and services are growing There is no cannibalisation (yet) – just growth And a hunger for more and better services Apps are showing us that mobile is more than internet A new device with new opportunities
Key reasons to be mobile Most ubiquitous device (ever) Responded to very quickly (96% SMS read in <20 mins) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
When considering mobile services Don’t restrict the content Just manage the navigation and presentation Think of your consumer first What will they be doing? Where? Moving? Tailor your sites for your audience Don’t develop just iPhone But question is you should bother with WAP Your consumers are cross-platform (online and mobile) Allow a single log in for consistent experience Personalise, tailor, make unique, deliver Remember your customers and show you remember Learn from what they do to become more relevant
Key things: (0,1,2,3) Zero changes to user behaviour (don’t make them act differently for you) One login (remember who they are, regardless of device) Two second respond time Make it simple, make it clean, make it fast Three clicks away (maximum) You’ll lose 10% of users for each added level
What will 2010 hold? Mobile advertising will grow Advertisers will look for new engagement Augmented reality will become more common  Great for travel, listings and events iPhone will come under greater competition New mobile operating systems (PalmOS, Android) Handset manufacturers (Nokia, Sony Ericsson) More apps and apps stores, for more devices  Linked cross-media solutions (internet & mobile) Based on better subscriber/consumer engagement Subscription content? Better mobile TV?
Mobile plotting (AR)
2010 and beyond mCommerce will become more common (2011) Screens will get larger (tablet) and smaller (wearable) (2012) Android will become the dominant mobile ecosystem (2012) RFID chips will enable micropayments via mobile (2013) Gestural interfaces will start to penetrate the home market (2013) Mobiles will become smart devices for machine-to-machine communication (2014) We will keep information in the cloud and pull it down to the devices we use when we need it (2014) Optical recognition will be standard, recognising locations and people (2015) Security will become an issue (2015)
The mobile future http://www.youtube.com/watch?v=FScddkTMlTc
Mobile brave enough for the new world? Jennifer Wilson jennifer@theprojectfactory.com 0414 59 58 57 JenWilsonSydney

Weitere ähnliche Inhalte

Was ist angesagt?

6 Trends in Telecom for 2020
6 Trends in Telecom for 20206 Trends in Telecom for 2020
6 Trends in Telecom for 2020RAD-INFO, Inc.
 
Sis thu 0900 dave tan
Sis thu 0900 dave tanSis thu 0900 dave tan
Sis thu 0900 dave tanMediaPost
 
Telecommunications Industry:Trends, Challenges & Opportunities
Telecommunications Industry:Trends, Challenges & OpportunitiesTelecommunications Industry:Trends, Challenges & Opportunities
Telecommunications Industry:Trends, Challenges & OpportunitiesIBA
 
OTT_BypassFraud
OTT_BypassFraudOTT_BypassFraud
OTT_BypassFraudTom Wilson
 
Chapter four
Chapter fourChapter four
Chapter fourILHAMRII
 
Rebooting the IOT - ACC Conference
Rebooting the IOT - ACC ConferenceRebooting the IOT - ACC Conference
Rebooting the IOT - ACC ConferenceRob Van Den Dam
 
Knowledge sharing-april252011
Knowledge sharing-april252011Knowledge sharing-april252011
Knowledge sharing-april252011Kamal Kannan
 
Ericsson ConsumerLab: Liberation from location
Ericsson ConsumerLab: Liberation from locationEricsson ConsumerLab: Liberation from location
Ericsson ConsumerLab: Liberation from locationEricsson
 
WGM4 - Comscore
WGM4 - ComscoreWGM4 - Comscore
WGM4 - ComscoreMobileWeb
 
Service Providers and the Cloud OTT Surge
Service Providers and the Cloud OTT SurgeService Providers and the Cloud OTT Surge
Service Providers and the Cloud OTT SurgeHyperOffice
 
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...tyntec
 
Ericsson Mobility Report - June 2015 - North East Asia appendix
Ericsson Mobility Report - June 2015 - North East Asia appendixEricsson Mobility Report - June 2015 - North East Asia appendix
Ericsson Mobility Report - June 2015 - North East Asia appendixEricsson
 
Mobile Changes Everything
Mobile Changes EverythingMobile Changes Everything
Mobile Changes EverythingCoreMedia
 
8 facts why mobile banking could take off this time
8 facts why mobile banking could take off this time8 facts why mobile banking could take off this time
8 facts why mobile banking could take off this timeMapa International Limited
 
State of Mobile Computing
State of Mobile Computing State of Mobile Computing
State of Mobile Computing Alex Ferrara
 
UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010Jason Cross
 
Straight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transitionStraight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transitionEricsson Latin America
 
Deloitte - TMT Öngörüleri 2014
Deloitte - TMT Öngörüleri 2014Deloitte - TMT Öngörüleri 2014
Deloitte - TMT Öngörüleri 2014Webrazzi
 

Was ist angesagt? (20)

6 Trends in Telecom for 2020
6 Trends in Telecom for 20206 Trends in Telecom for 2020
6 Trends in Telecom for 2020
 
Sis thu 0900 dave tan
Sis thu 0900 dave tanSis thu 0900 dave tan
Sis thu 0900 dave tan
 
Telecommunications Industry:Trends, Challenges & Opportunities
Telecommunications Industry:Trends, Challenges & OpportunitiesTelecommunications Industry:Trends, Challenges & Opportunities
Telecommunications Industry:Trends, Challenges & Opportunities
 
OTT_BypassFraud
OTT_BypassFraudOTT_BypassFraud
OTT_BypassFraud
 
Chapter four
Chapter fourChapter four
Chapter four
 
Rebooting the IOT - ACC Conference
Rebooting the IOT - ACC ConferenceRebooting the IOT - ACC Conference
Rebooting the IOT - ACC Conference
 
Knowledge sharing-april252011
Knowledge sharing-april252011Knowledge sharing-april252011
Knowledge sharing-april252011
 
Ericsson ConsumerLab: Liberation from location
Ericsson ConsumerLab: Liberation from locationEricsson ConsumerLab: Liberation from location
Ericsson ConsumerLab: Liberation from location
 
WGM4 - Comscore
WGM4 - ComscoreWGM4 - Comscore
WGM4 - Comscore
 
Service Providers and the Cloud OTT Surge
Service Providers and the Cloud OTT SurgeService Providers and the Cloud OTT Surge
Service Providers and the Cloud OTT Surge
 
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
 
Ericsson Mobility Report - June 2015 - North East Asia appendix
Ericsson Mobility Report - June 2015 - North East Asia appendixEricsson Mobility Report - June 2015 - North East Asia appendix
Ericsson Mobility Report - June 2015 - North East Asia appendix
 
Mobile Changes Everything
Mobile Changes EverythingMobile Changes Everything
Mobile Changes Everything
 
8 facts why mobile banking could take off this time
8 facts why mobile banking could take off this time8 facts why mobile banking could take off this time
8 facts why mobile banking could take off this time
 
State of Mobile Computing
State of Mobile Computing State of Mobile Computing
State of Mobile Computing
 
UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010UK Mobile Market Overview #1, 2010
UK Mobile Market Overview #1, 2010
 
Straight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transitionStraight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transition
 
Restoring Connections
Restoring ConnectionsRestoring Connections
Restoring Connections
 
What mobileppt
What mobilepptWhat mobileppt
What mobileppt
 
Deloitte - TMT Öngörüleri 2014
Deloitte - TMT Öngörüleri 2014Deloitte - TMT Öngörüleri 2014
Deloitte - TMT Öngörüleri 2014
 

Ähnlich wie Mobile 2009, 2010 and beyond

Mobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunitiesMobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunitiesSimon Kibsgård
 
Pt.2 mobile trends
Pt.2 mobile trendsPt.2 mobile trends
Pt.2 mobile trendsTerence Ling
 
top10 mobile trends
top10 mobile trendstop10 mobile trends
top10 mobile trendsInteger
 
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing TrainerPresentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing TrainerGreat Marketing Works
 
Are you Smart Phone savvy?
Are you Smart Phone savvy?Are you Smart Phone savvy?
Are you Smart Phone savvy?Simon Lock
 
Wap vs App - marketing magazine "future of mobile event" oct 2010
Wap vs App - marketing magazine "future of mobile event"  oct 2010Wap vs App - marketing magazine "future of mobile event"  oct 2010
Wap vs App - marketing magazine "future of mobile event" oct 2010Phil Barrett
 
Mobile Marketing B O N U S1 P D F
Mobile Marketing  B O N U S1  P D FMobile Marketing  B O N U S1  P D F
Mobile Marketing B O N U S1 P D FAnna
 
Velti OMMA Global NY
Velti OMMA Global NYVelti OMMA Global NY
Velti OMMA Global NYMediaPost
 
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpottingTaly Weiss
 
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screensPatrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screensronewmedia_academy
 
Mobile Media Strategy for your PR Objectives by Brian DeLong
Mobile Media Strategy for your PR Objectives by Brian DeLongMobile Media Strategy for your PR Objectives by Brian DeLong
Mobile Media Strategy for your PR Objectives by Brian DeLongPRSAWDC
 
The new web: mobile New technologies, new applications (new ways of connectin...
The new web: mobile New technologies, new applications (new ways of connectin...The new web: mobile New technologies, new applications (new ways of connectin...
The new web: mobile New technologies, new applications (new ways of connectin...adtech
 
Mobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and TrendsMobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and TrendsMobile Monday Brussels
 
MobileMediaStrategies11DominicJacquesson
MobileMediaStrategies11DominicJacquessonMobileMediaStrategies11DominicJacquesson
MobileMediaStrategies11DominicJacquessonBriefing Media
 

Ähnlich wie Mobile 2009, 2010 and beyond (20)

M-Commerce 2010
M-Commerce 2010M-Commerce 2010
M-Commerce 2010
 
Mobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunitiesMobile Solutions: Challenging opportunities
Mobile Solutions: Challenging opportunities
 
Pt.2 mobile trends
Pt.2 mobile trendsPt.2 mobile trends
Pt.2 mobile trends
 
The Future of Mobile
The Future of MobileThe Future of Mobile
The Future of Mobile
 
top10 mobile trends
top10 mobile trendstop10 mobile trends
top10 mobile trends
 
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing TrainerPresentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer
Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer
 
Nicky Iapino - Going Mobile
Nicky Iapino - Going MobileNicky Iapino - Going Mobile
Nicky Iapino - Going Mobile
 
Are you Smart Phone savvy?
Are you Smart Phone savvy?Are you Smart Phone savvy?
Are you Smart Phone savvy?
 
Wap vs App - marketing magazine "future of mobile event" oct 2010
Wap vs App - marketing magazine "future of mobile event"  oct 2010Wap vs App - marketing magazine "future of mobile event"  oct 2010
Wap vs App - marketing magazine "future of mobile event" oct 2010
 
Mobile Marketing B O N U S1 P D F
Mobile Marketing  B O N U S1  P D FMobile Marketing  B O N U S1  P D F
Mobile Marketing B O N U S1 P D F
 
Velti OMMA Global NY
Velti OMMA Global NYVelti OMMA Global NY
Velti OMMA Global NY
 
Mobile development Belgium
Mobile development BelgiumMobile development Belgium
Mobile development Belgium
 
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting
2010 Mobile Influencers: Trend Predictions in 140 Characters, By TrendsSpotting
 
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screensPatrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
Patrice Slupowski ( Orange ) - New Media as a challenge on 4+ screens
 
Mobile Media Strategy for your PR Objectives by Brian DeLong
Mobile Media Strategy for your PR Objectives by Brian DeLongMobile Media Strategy for your PR Objectives by Brian DeLong
Mobile Media Strategy for your PR Objectives by Brian DeLong
 
Andy Vogel: Integrate Mobile into a Broader Ad Campaign
Andy Vogel: Integrate Mobile into a Broader Ad CampaignAndy Vogel: Integrate Mobile into a Broader Ad Campaign
Andy Vogel: Integrate Mobile into a Broader Ad Campaign
 
The new web: mobile New technologies, new applications (new ways of connectin...
The new web: mobile New technologies, new applications (new ways of connectin...The new web: mobile New technologies, new applications (new ways of connectin...
The new web: mobile New technologies, new applications (new ways of connectin...
 
Mobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and TrendsMobile monday Brussels presentation and Trends
Mobile monday Brussels presentation and Trends
 
What mobileppt
What mobilepptWhat mobileppt
What mobileppt
 
MobileMediaStrategies11DominicJacquesson
MobileMediaStrategies11DominicJacquessonMobileMediaStrategies11DominicJacquesson
MobileMediaStrategies11DominicJacquesson
 

Mehr von Jennifer Wilson

March 2010: AIMIA Nokia Developers Day presentation
March 2010: AIMIA Nokia Developers Day presentationMarch 2010: AIMIA Nokia Developers Day presentation
March 2010: AIMIA Nokia Developers Day presentationJennifer Wilson
 
Transport Technology Forum Show Version
Transport Technology Forum Show VersionTransport Technology Forum Show Version
Transport Technology Forum Show VersionJennifer Wilson
 
ACBA Future Of The (Text)Book
ACBA Future Of The (Text)BookACBA Future Of The (Text)Book
ACBA Future Of The (Text)BookJennifer Wilson
 
Ad:Tech Sydney Mobile Web 3.0
Ad:Tech Sydney Mobile Web 3.0Ad:Tech Sydney Mobile Web 3.0
Ad:Tech Sydney Mobile Web 3.0Jennifer Wilson
 
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overviewAustralian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overviewJennifer Wilson
 
Predictions for Digital 2009 (Australia)
Predictions for Digital 2009 (Australia)Predictions for Digital 2009 (Australia)
Predictions for Digital 2009 (Australia)Jennifer Wilson
 
Future of Digital Advertising (Mobile Perspective)
Future of Digital Advertising (Mobile Perspective)Future of Digital Advertising (Mobile Perspective)
Future of Digital Advertising (Mobile Perspective)Jennifer Wilson
 
ADMA Mobile Presentation 3rd Nov 2008
ADMA Mobile Presentation 3rd Nov 2008ADMA Mobile Presentation 3rd Nov 2008
ADMA Mobile Presentation 3rd Nov 2008Jennifer Wilson
 

Mehr von Jennifer Wilson (8)

March 2010: AIMIA Nokia Developers Day presentation
March 2010: AIMIA Nokia Developers Day presentationMarch 2010: AIMIA Nokia Developers Day presentation
March 2010: AIMIA Nokia Developers Day presentation
 
Transport Technology Forum Show Version
Transport Technology Forum Show VersionTransport Technology Forum Show Version
Transport Technology Forum Show Version
 
ACBA Future Of The (Text)Book
ACBA Future Of The (Text)BookACBA Future Of The (Text)Book
ACBA Future Of The (Text)Book
 
Ad:Tech Sydney Mobile Web 3.0
Ad:Tech Sydney Mobile Web 3.0Ad:Tech Sydney Mobile Web 3.0
Ad:Tech Sydney Mobile Web 3.0
 
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overviewAustralian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
 
Predictions for Digital 2009 (Australia)
Predictions for Digital 2009 (Australia)Predictions for Digital 2009 (Australia)
Predictions for Digital 2009 (Australia)
 
Future of Digital Advertising (Mobile Perspective)
Future of Digital Advertising (Mobile Perspective)Future of Digital Advertising (Mobile Perspective)
Future of Digital Advertising (Mobile Perspective)
 
ADMA Mobile Presentation 3rd Nov 2008
ADMA Mobile Presentation 3rd Nov 2008ADMA Mobile Presentation 3rd Nov 2008
ADMA Mobile Presentation 3rd Nov 2008
 

Kürzlich hochgeladen

Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsRavi Sanghani
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfpanagenda
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
Deliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceDeliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceOpsTree solutions
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...itnewsafrica
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Nikki Chapple
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesMuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesManik S Magar
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Karmanjay Verma
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Mark Goldstein
 
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...Jeffrey Haguewood
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Strongerpanagenda
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...amber724300
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfNeo4j
 
Why Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionWhy Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionDEEPRAJ PATHAK
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentPim van der Noll
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPathCommunity
 
QMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfQMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfROWELL MARQUINA
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfAarwolf Industries LLC
 

Kürzlich hochgeladen (20)

Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and Insights
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
Deliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceDeliver Latency Free Customer Experience
Deliver Latency Free Customer Experience
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesMuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
 
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...
Email Marketing Automation for Bonterra Impact Management (fka Social Solutio...
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdf
 
Why Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionWhy Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile Evolution
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to Hero
 
QMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdfQMMS Lesson 2 - Using MS Excel Formula.pdf
QMMS Lesson 2 - Using MS Excel Formula.pdf
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdf
 

Mobile 2009, 2010 and beyond

  • 1. AIMIA Digital Summit 2009 The Rise of Mobile An overview of 2009, beyond the hype and some thoughts on the future
  • 2. 2009 – key learnings Mobile internet -> mobile apps The iPhone provides new business And a new business model Mobile advertising – muted promise GFC retreat to conservatism Advertising fears the loss of its audience To varied and diverse devices Entertainment fear the loss of its funding And looks to some new models
  • 3. Where are we now? 24.5m mobile handsets (113% penetration)* 3G handsets – est 12m** or almost 50% Double that of a year ago The iPhone phenomena 35m sold globally, about 1.8% all handsets, Blackberry about 2% Nokia, Sony Ericsson and Samsung still lead*** 800,000 in Australia** Another 250,000 iPod Touch devices use mobile products and service Representing about 4.5% of handsets But around 30-35% of all data/apps/access Mobile internet use: almost 10m active monthly users (40%)*** Half of these estimated to be daily * Telsyte research ** Industry best guess *** AMPLI Survey
  • 4. The market is broad Is it worth the bother? 24.6m mobiles 12m 3G handsets 20% 2G are smartphones 4.5% iPhone/iTouch Addressable market: 15.5m
  • 5. Different Services Different Demographics Younger: create ringtones, use social networking, listen to music (web 2.0 type services). Mobile internet services (browsing, apps and e-mail) skew 65-70% male. Mobile content (games and ringtones) more even gender split MobiLens Data: Three month average ending March 09 across EU5 (UK, DE, FR, ES + IT) - N= 70,964
  • 6. Too many devices (1491 EU) Top 6 devices represent 12.3% of mobile media users, top 20 devices – 26.1%. Apple starting to challenge Nokia’s long dominance however still represent just 5% of mobile media users vs Nokia’s 36%. Sony Ericsson represent 17% of media users. Samsung also represent 17% of media users. MobiLens Data: Three month average ending March 09 Country: EU5 (UK, DE, FR, ES + IT) - N= 70,964
  • 7. Top Apps (Comscore EU study) 62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info. In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app. Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964
  • 8. Internet = Information Snacking Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc Transactional services starting to emerge – e.g. Auction Sites The combination of local services and transactions will bring about new business models. Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964
  • 9. Top Information Services (Aus) 48% of respondents used an information service of some sort - up 30% on a year ago Most services used at least once a month, with news and weather most frequent use Expectation of future use is high, with 30% growth expected next year also Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009
  • 10. Hype or future gazing? Mobile advertising will take off But is still likely to be 18 – 24 months away The PC internet indicates (but mobile will grow faster) Mobile is unlikely to be the preferred screen in Australia But it will be increasingly used as the ‘now’ or first device We will move internet habits to the mobile Large, touch screen devices Targeting will make services (and advertising) more relevant to us And this will make it more useful Advertising models from the Internet will not necessarily translate to mobile We need to start looking forward and not backwards
  • 11. IAB Mobile Ad 2008 - £28.6 million 50% from search, 50% from display (banners and text links, tenancy, pre / post roll, etc) Comparisons can be made with the first PC internet ad spend data from 1998: In 1998 there was an average of 7.3 million PC internet users and ad spend was £19.4m In 2008 there was an average of 9.5 million mobile internet users * and ad spend £28.6m The mobile internet has slightly more ad revenue per user than the PC internet 10 years ago Source: IAB Mobile Ad Spend Study 2008/Product: MobiLens Data: Ending Dec 2008 (UK) * Mobile Internet Users defined as those who browse or use an application for news, info or social networks.
  • 12. The future in mobile We talk about internet on a small screen…. But there’s much more to this Mobile offers : The first personal mass media channel Always with us, always on Location awareness Built in payment channel Creative tool for UGC (video, text & image) Near-perfect audience data Able to capture the social context of media Proactive communication tool Based upon Tomi Ahonen – Mobile as the 7th Mass Media
  • 13. Starting to look forward The (PC) internet took off with the advent of broadband and decent speeds 3G is showing us the same thing Operators without decent data plans are hurting themselves and the market Users without decent data plans have lower satisfaction scores and 40% plan on churning Mobile usage and services are growing There is no cannibalisation (yet) – just growth And a hunger for more and better services Apps are showing us that mobile is more than internet A new device with new opportunities
  • 14. Key reasons to be mobile Most ubiquitous device (ever) Responded to very quickly (96% SMS read in <20 mins) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
  • 15. When considering mobile services Don’t restrict the content Just manage the navigation and presentation Think of your consumer first What will they be doing? Where? Moving? Tailor your sites for your audience Don’t develop just iPhone But question is you should bother with WAP Your consumers are cross-platform (online and mobile) Allow a single log in for consistent experience Personalise, tailor, make unique, deliver Remember your customers and show you remember Learn from what they do to become more relevant
  • 16. Key things: (0,1,2,3) Zero changes to user behaviour (don’t make them act differently for you) One login (remember who they are, regardless of device) Two second respond time Make it simple, make it clean, make it fast Three clicks away (maximum) You’ll lose 10% of users for each added level
  • 17. What will 2010 hold? Mobile advertising will grow Advertisers will look for new engagement Augmented reality will become more common Great for travel, listings and events iPhone will come under greater competition New mobile operating systems (PalmOS, Android) Handset manufacturers (Nokia, Sony Ericsson) More apps and apps stores, for more devices Linked cross-media solutions (internet & mobile) Based on better subscriber/consumer engagement Subscription content? Better mobile TV?
  • 19. 2010 and beyond mCommerce will become more common (2011) Screens will get larger (tablet) and smaller (wearable) (2012) Android will become the dominant mobile ecosystem (2012) RFID chips will enable micropayments via mobile (2013) Gestural interfaces will start to penetrate the home market (2013) Mobiles will become smart devices for machine-to-machine communication (2014) We will keep information in the cloud and pull it down to the devices we use when we need it (2014) Optical recognition will be standard, recognising locations and people (2015) Security will become an issue (2015)
  • 20. The mobile future http://www.youtube.com/watch?v=FScddkTMlTc
  • 21. Mobile brave enough for the new world? Jennifer Wilson jennifer@theprojectfactory.com 0414 59 58 57 JenWilsonSydney