This document discusses mobile market trends and analytics. It notes that 118 million smartphones were sold in the 3rd quarter of 2011, a 24% increase from 2010. Tablets saw significant growth as well, with 63 million units sold. The document also discusses how tablets have become the primary way for many users to access news, videos, and email. Mobile traffic and usage is growing rapidly compared to web traffic and usage. The document advocates for more advanced mobile analytics to better track metrics beyond basic page views and visits. It also discusses opportunities for location-based mobile marketing and geo-targeting of users.

1. www.momomo.ca

2. OS Marketshare
118 MILLION SMARTPHONES SOLD
3rd TRIMESTER 2011 (WW)

3. FOCUS on TABLETS
+ 24 % compared to 2010
63 M
1.5 M

4. WESTERN EUROPE PENETRATION

5. Simultaneous usages

6. tablets
• 58% use tablets to access news sources (140
news applications in France)
• They have become the primary source for
accessing content, watching videos and reading
emails.
• 9.3 million iPads generate more traffic than 23
million iPhones.

7. 8:00-9:00pm : Prime time MEDIA applications

8. Web vs Mobile EVOLUTION
Evolution of number of web page views vs. mobile since
March 2010
140
Millions
120
100
80
60 Web
40 Mobile
20
0
Source AT Internet : January 2012
Client Le Parisien
iOS, Android, Nokia, Windows
Mobile, Bada

9. Web vs Mobile EVOLUTION
Evolution of Unique Visitors on the web vs mobile since
September 2010
14
Millions
12
10
8
6
4 web
2 mobile
0
Oct-10
Apr-11
Oct-11
Sep-10
Nov-10
Dec-10
Jan-11
Jun-11
Jul-11
Feb-11
Mar-11
Aug-11
Sep-11
Nov-11
Dec-11
May-11
Less UV in mobiles, but they consume more
- Web = 3,79 PV/visit
- Mobile = 9,65 Screens/session
Source AT Internet : janvier 2012
Client Le Parisien
iOS, Android, Nokia, Windows
Mobile, Bada

10. What I hear frequently
• My App was downloaded 10K times !!!
- > SO WHAT?
• « I have to develop an App because everyone does it »
-> ANALYSE, SEGMENT AND SEE THE TRENDS
• Mobile Site or Apps (and which one) ?
-> It depends on your goals, your mobile strategy and your
market phone maturity

11. What I hear frequently
• HTML5 is what makes everyone find an agreement
-> True : TRACK IT THEN !
• Social Media Interactions (FB, Twitter, Pinterest … )
-> TRACK IT TOO

12. Mobile Analytics’ future ?
Today there is a lack of maturity in the Mobile Analytics
market, on most Apps only the basic metrics are measured
and seem to show interest : aka PV, UV and Visits
Mainly due to the easy accessibility to free tools, it
“freezes” analytics maturity, simplify projects & KPI
definition and gives less value to the analyst’s work

13. OPTIMISED SITE VS App
Mobile Site Application
Conception/costs ++ +
Graphics/layout + ++
Access + ++
Promotion + -
Monetisation - ++
Coverage ++ -
Business model ++ ++
Updates ++ -

14. Offline TRAFFIC

15. GPS – Geo Mobile marketing
• Geolocalize precisely 3G/Edge/GMS users
• Compare it to your physical stores
• Analyze Store locator page and usage
• Target messages locally

16. About AT Internet’s Solutions
AnalyzerNX Mobile Edition
• Real Time metrics
• Full Segmentation
• No Sampling
• Mobile Commerce tracking
• Apps (iOS, Android, Windows Phone, RIM)
• Mobile Sites, offering the lightest tags on the market
• Offline Tracking
• Geolocalisation by IP and GPS

17. About AT Internet’s Solutions
Client References
Finance Media E-Services Distribution Voyagiste Industrie Institutionnel
Antoine GAY
@antoinegay
http://www.linkedin.com/in/antoinegay