1. DIGITAL BRIEFING 2010 Mobile Business Innovation December 2010 KirstyGlenne

2. 2 THE WORLD TODAY looks like this

3. 3 BUT THERE IS A SHIFT >130 million 70-100,000 50%

4. 4 Source: European Forrester Technographics® Benchmark Survey, Q2 2010

5. 5 Source: European Forrester Technographics® Benchmark Survey, Q2 2010

6. Banking Organizer Alerts Payment Voice Commerce SMS Health E-mail/ MMS COMMUNICATE CONTROL Ticketing IM/chat Parking Social networks Search CONSUME CREATE Web browsing CONSUME CREATE News Blogs Maps Pictures Games Music 6 TV Ringtones Video

7. In the past 10 years, mobile phones have changed the way we communicate and live…

8. Googleestimates that there will more internet users on mobile phones than PC´s by 2013 (Ian Carrington, Director of Mobile Advertising Google) 8

9. 9 …In the next 10 years, the mobile phone will change the way we do business (Forrester 15th Jan 2010)

10. What do these 3 luxury items have in common? $150,000 SPORTS CAR $120,000 SPORTS BOAT

11. 11

12. >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 12 (eBay, July 2010)

13. $600 million 2009 –$1.5 billion by 2010 eBay Fashion $150,000 SPORTS CAR $120,000 SPORTS BOAT

14. 14 2% 4% 4% HAVE PURCHASED 19% 20% 13% WILLING TO Source: Errol Denger, IBM (E-handelstrender no10/11 2010)

15. The Apple App Store buzz 7 billion 300,000

16. 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

18. Source: European Forrester Technographics® Benchmark Survey, Q2 2010

21. 20 BMW WINTER TYRES MMS CAMPAIGN 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

22. In the past 10 years, mobile phones have MIXING UP MOBILE & SOCIAL

24. 23% 1 in 4

25. THERE IS A CONVERGENCE MOBILE, LOCATION & SOCIAL In the past 10 years, mobile phones have

26. 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

27. 26 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

28. Location-based application users are heavy mobile researchers Location-based application users are heavy mobile researchers 1/3rd 11.5%

29. 28 38%

30. 29

33. “THE MAJORITY OF PEOPLE UNDER 20 THINK THE INTERNET HAS ALWAYS BEEN THERE” 32

34. 100% 33