views Op donderdag 26 september organiseerde de DDMA Commissie Mobile de Mobile Wave. Jasper Olieroock, strategy director bij mobtzu, heeft hier een sessie verzorgd en inzicht gegeven in de mobiele markt die door zijn omvang en snelheid van ontwikkelen al lang niet meer in de kinderschoenen staat. Aan de hand van cijfers over mobiel gebruik en trends in de markt maakt hij duidelijk waarom het vastleggen van regelgeving op dit terrein de markt volwassener zal maken.

1. jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675

2. introduction
facts & figures
mobile as digital ecosystem
big trends
content

3. 2008 2009 2010 2011 2012 2013 2014 2015
mobile internet fixed internet
confidential - Gartner 2010 mobile internet report
in 2014 there will me more people with access to the internet via mobile than via a fixed internet line. This urges
companies to start developing ‘mobile first’ which fuels mobile usage in countries with an already high adoption rate.

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mobile apps for brands
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Economist global installed base PC v. mobile dec 2012
mobile
PC

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mobile apps for brands
Google develops everything
mobile first and puts laptop
and pc on the 2nd place.
consumers glance at their
mobile phone 150 times a day.
Facebook has stated that if
they would have started
their business today they
would have developed their
service around mobile first.
rise of the iPad stands out.
The shop traffic coming from
this device increase
exponentially and will continue
to do so. In general conversion
raties on the iPad are higher
than those from pc or latop.
Facebook: ‘if we would have
started our business today, we
would have developed our service
around mobile first
mobile
first

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mobile apps for brands
Google develops everything
mobile first and puts laptop
and pc on the 2nd place.
Google develops everything
mobile first and puts laptop and
pc in 2nd place.
mobile
first

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mobile apps for brands
150
people glance at their phone 150
times per day

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bedtime
90% of people under 30 sleep
with their phone next to their
pillow

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mobile apps for brands
facts &figures
9

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mobile apps for brands
smartphones in
NL
10
7mio
Source PCMweb.nl Q1 2013 - data GfK Intomart

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tablet users in
NL
11
4mio
Source PCMweb.nl Q1 2013 - data GfK Intomart

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30%
70%
smartphone
dumb phone
20%
80%
Android + iOS
other
Source: telecompaper feb 2012- Gfk: eind 2012 70% van alle verkochte telefoons smartphone, projectie operating system per Q4 2012
smartphone penetration
70% of the Dutch audience has or will buy a smartphone in 2013 and this number will only increase in the years to come.
When developing for this audience you can reach 80% of them with Android and iOS.
Dutch audience is hypermobile
operating systems

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iPad owners by household income
<$25k $25k to <$50k $50k to <$75k $75k to <$100k $100k+
7% 17% 17% 19% 38%
Comscore, Forrester, emarketer - IDC 29 may 2013
global tablet shipments to
overtake PCs in 2015

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how we use our smartphones
apps are 75% of usage

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smartfigures
15
50 billion downloads in
Apple Appstore

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bol.com verkoopt 20% van
Sinterklaas cadeaus via
mobiel
16
sells 20% via mobile

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mobile apps for brands
mobile as
digitalecosystem
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mobile apps for brands
context aware intimate always on

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context aware

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mobile apps for brands
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context aware

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mobile apps for brands
intimate

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mobile apps for brands
always on
mobile apps for brands

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mobile apps for brands
context
aware
intimate
social
always on
24/7 mcommerce
new digital
ecosystem
is mobile
geo
location
mobile
utility &
payments
social
selling &
buying
m-crm

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app
ecosystem of me

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25
every
week
every
day
itunes
email
shazam
draw
something
maps
waze
baby
monitor
instagram
skype
mb meter
flipboard
the eatery
flayvr
ifitness
imdb
myorder
runkeeper
trein
whatsapp
nu.nl
camera
youtube
parkmobile
facebook
twitter
linkedin
spotify
veronica
tv gids
every
month
app
ecosystem of me

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mobile apps for brands
4big trends
26

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mobile apps for brands
trend1:
quantifiedself
27

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mobile apps for brands
people
tracking daily
activities
through
technology
mobile
apps
data
visuali
sation
big
data
sensors gamification
there is a big trend going on where people track their daily activities and routines via their mobile devices and share
those activities via the same devices with their friends.

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trend2:
bigdata
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‘technology is becoming an
expander of human
consciousness’
Jason Silva - Futurist

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#5
bigdata
31
big data
is not a scary thing that is somewhere
out there
confidential

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small nuggets
it’s making big impact with small nuggets of
relevant information
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confidential
waze

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trend3:
brandutility
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mobile apps for brands
brand utility
useful
eye-catching
products & services
advertising
Ingmar de Lange: Brand utilities
marketing as a service is a trend where people want great utility from brands. Tools that make their lives easier. For the
provider of these tools this is a great opportunity to enter the daily lives of people in stead of ‘pushing’ via advertising.

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mobile apps for brands
advertising tells something
products do something
one activity
confidential

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mobile apps for brands
it’s not about demographics,
it’s about activities
confidential

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nike+ running
confidential

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north face
confidential

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appie
confidential

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trend4:
connecteddevices
&wearables
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thank you
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675