The document discusses 4 major mobile trends for 2016 and their impact on sales opportunities: 1) Mobile screens have become the primary screens for digital media consumption, requiring products and services to be optimized for mobile. 2) Retail is shifting to mobile as online retail sales move from desktop to mobile, with the largest growth outside the US. This opens opportunities in mobile commerce technologies. 3) The growing Internet of Things connects more devices to the internet and mobile apps, creating sales opportunities for related mobile products and cloud services. 4) Ad-blocking is moving from desktop to mobile, stimulating new mobile ad formats and security technologies, and new sales opportunities.

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Trends in Mobile
for 2016
And How They Impact
Your Sales

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Trends in Mobile
We at SFE are fortunate to work with some of the smartest technology
companies in the world, many of them in the mobile and Telco sector.
And in our capacity as the European sales force for these companies,
we have a prime view of the mobile trends bubbling to the surface –
and specifically how those trends will impact global sales
opportunities.
Here we have synthesized four important trends in mobile for 2016:
• 1) Mobile Screens Are Now The Primary Screens
• 2) Retail Shifts to Mobile
• 3) Internet of Things (IoT) Is A Mobile Sales Bonanza
• 4) Ad-Blocking Moves to Mobile
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1. Mobile Screens Are Now The Primary Screens
• The tipping point between desktop screens and mobile screens already arrived during
2015: currently 54% of time spent viewing digital media is now spent looking at a mobile
screen. (source: comScore)
• Nielsen shows that mobile viewing is cutting into TV time: the audience for TV viewing
among 18-34-year-olds fell 10 percent (to 8.4 million people/minute) while viewing from
a smartphone, tablet or streaming box grew 26 percent (to 8.5 million people/minute).
(source: Associated Press)
• With so many eyeballs shifting from TV and desktop screens to mobile screens,
everything from where entertainment and news is consumed to how enterprises roll out
corporate software will be impacted. Location-based data can be over-laid on top of
almost any service or software function to give it new meaning and capabilities.
Everything from enterprise applications to video advertisements will have to be re-
engineered to load quickly on 4G networks and re-designed to be interfaced via small
screens and clumsy thumbs.
• Selling these new mobile-optimized products and services will often involve mobile
operators and Telco networks – and the resources and know-how to navigate their
bureaucracies.
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Mobile Commerce Sales Growth by Region
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2. Retail Shifts to Mobile
• Another trend from 2015 that will become more manifest in 2016 is the shift of retail
sales to mobile devices. Online retail sales has been growing faster than in-store retail
sales for the past several years, and now the online sales are shifting from desktop to
mobile devices. Ironically, shoppers are bringing their mobile devices back into the retail
stores where they comparison shop, look up discount codes and promotions to apply, and
even purchase in-store but have the items ship to their homes.
• The largest growth in mobile commerce (m-commerce) is actually coming from other
parts of the world outside of the United States. Europe, China and Latin America all lead
the U.S. by a wide margin and comprise 63% of global m-commerce revenues. Europe
alone counts 93 of Internet Retailers ‘Mobile 500’ merchants, and has contributed an
estimated $25.66 Billion in m-commerce sales this year.
• This trend is opening up huge sales opportunities for vendors of mobile hardware and
software such as mobile Point-of-Sale (mPOS), NFC and other mobile payments
technologies, in-store beacons and ad networks, text-based marketing and promotions
software, etc. The UK, in particular, is way ahead of the United States and other
countries in consumer adoption of these mobile retail and marketing technologies.
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3. Internet of Things (IoT) Is A Mobile Sales Bonanza
• The first web cam was deployed in 1993 to let grad students at the University
of Cambridge monitor a coffee pot so as to avoid a wasted trip if the coffee
was out. A year later the first WearCam was developed.
• Two decades later, cheap WiFi chipsets and ubiquitous Internet connections are
allowing everything to become IP-addressable. This trend, coupled with the
advent of new and inexpensive sensors, has also propelled the wearables
sector to new heights with everything from sleep monitors to sports clothing
embedded with training sensors to GPS tags and wearable health monitors for
pets.
• The impact of IoT on mobile and Telco is that virtually every IoT device has a
mobile app to go along with it. This trend yields sales opportunities for related
mobile products and cloud services like cloud-based monitoring services for
healthcare and sports, industrial sensors, and other applications.
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4. Ad-Blocking Moves to Mobile
• There are now 198 million active ad block users worldwide, according to
PageFair. Ad blocking in the U.K. in particular grew 82% during 2015 to 12
million active users. Many of the major ad block developers like Adblock Plus
offer mobile browser versions, and with Apple’s the release of iOS 9 — which
actually includes APIs to allow content blockers to work with Safari — the
move of ad blockers to mobile has accelerated. A start-up company called
Shine recognized that mobile operators have a large incentive to keep
bandwidth-hogging ads off of their network infrastructure, and introduced an
ad-blocker that works at the network level. Asian mobile operator Digicel is a
customer, and operators in the UK are exploring.
• As with all shocks to an ecosystem, the impact will stimulate growth of new
technologies and services, new ad formats, even new malvertising and the
related security technologies to stop them — and new sales opportunities.
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How These Trends Impact Your Sales
• If any of the trends outlined here touch your business, you will likely be selling into a
Telco or mobile carrier network. Since the Telco’s are service providers who operate on a
subscription business model, now more than ever your sales approach must focus on
revenue or cost savings, not on your technology.
• Also, successful sales campaigns to Telco’s touch multiple departments, so having a sales
person who is well connected to multiple contacts within the target company is
essential. There are many complementary technologies within the Telco ecosystem, so if
the ‘direct’ approach to the Telco is not delivering results, be creative and try working
via partners who are already trusted and working with the Telco in your target country.
• SFE has been selling into the Telco ecosystem since 2003 and we have 65+ seasoned sales
professionals who are native in 27 countries and 14 languages.
• Sales Outsourcing can give your company access to high-performance sales professionals
with established buyer contacts, and can deliver a relatively quick boost to revenues.
Much like selling through a channel, sales outsourcing can also help companies penetrate
certain hard-to-reach vertical markets, or rapidly expand sales in new geographies like
international markets. Sales Outsourcing is the fastest and lowest-risk way to grow
revenues.
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About Sales Force Europe
SFE has helped over 100 technology companies expand to international
markets. With over 60 active Sales and Marketing professionals, SFE’s
mission is to help high-tech companies rapidly and profitably launch,
develop and expand their business – without the costs, risks and delays
associated with opening foreign offices and hiring local employees.
We work as on-demand sales professionals who represent your brand in-
country, blend into your company culture, and use our local market
knowledge and sales contacts to make revenues manifest quickly. We
work in 27 countries and 14 languages throughout Europe and beyond.
To learn more about SFE visit www.salesforceeurope.com.
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10. 3/2/16PRIVATE & CONFIDENTIAL Copyright© Sales Force Europe 2014
Sales Force Europe
Fastest Way to Scale Tech Sales
RickPizzoli@SalesForceEurope.com
www.SalesForceEurope.com
www.linkedin.com/in/rickpizzoli
EU Mobile +34 659 449 202
Skype rpizzoli