The document discusses how mobile connectivity and usage is growing rapidly but few companies are successfully monetizing mobile apps and services. It outlines different business models for mobile apps, including paid downloads, subscriptions, and ad-funded models. While many large Belgian companies have mobile apps, very few generate revenue from them. The document argues that to be successful, companies need to create an enriched portfolio of mobile offerings, innovative models like daily deals and geo-location services, embrace cross-industry partnerships, and think big but start small and move fast with innovations. Privacy concerns also remain a barrier to mobile payments.

1. Always On.
Always Connected.
Making Money with Mobile
Executive Summary
Wim Decraene
Mobile Business Congress 2012

2. Mobile is everywhere …
Copyright © 2012 Accenture. All rights reserved. 2

3. The Digital World in 2012
7.0 Billion Global Population
5.9 Billion Mobile Subscriptions 6%
76%
4.6 Billion Mobile Subscribers
48%
2.5 Billion Internet Users
84%
1.2 Billion Mobile
Internet Users
354%
Source: United Nations, ITU, Gartner, Portio Research
Chart created and compiled by Accenture, 2012.
Copyright © 2012 Accenture. All rights reserved. 3

4. … only the happy few make money
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5. Mobile App Business Models
Post Download
Revenues
Pay per
Download
Time Based
Free to Subscription
Download
Item Based
Free Billing Business
Ad-funded Benefits
Marketing /
Physical Sales
Retail Apps
Value Add
Customer Acquisition & Retention
Mobile App
Source: Juniper Research, February 2012, Adapted by Accenture
Copyright © 2012 Accenture. All rights reserved. 5

6. The majority of large Belgian corporates have apps ...
... very few actually make money with these apps
Large Belgian Corporates with Mobile Apps
Educational
Services 23%
Without 27%
With App
App
25% 75%
Financial
Services
11%
Informational
7%
Entertainment
7%
Source: Accenture analysis based on Apple AppStore and Android Market, March 2012.
Copyright © 2012 Accenture. All rights reserved. 6

7. How come?
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8. How to make money with mobile?
The mCommerce ecosystem ...
mTicket
mVoucher mCoupon
Mobile
Device
mFare mLoyalty
mPay
Copyright © 2012 Accenture. All rights reserved. 8

9. Where is the added value for the user?
Accenture, Tech Forward Survey, January 2011
Strongly agree Somewhat agree Not sure Somewhat disagree Strongly disagree Top 2 Box (labeled)
1. Using my mobile phone for payments makes me 73%
worry about my privacy
2. Mobile phone payments increase the risk of identity 70%
theft / fraudulent activities
3. I would accept phone ads if this lowers my mobile 69%
phone usage fees
4. I am more likely to use money-off coupons if 64%
received on my mobile phone
5. I welcome receiving tailored money-off promotions 59%
based on past purchases
6. I welcome getting personalized ads when I’m near 47%
the promoted product/service
7. I welcome the day when most of my payments will 45%
happen with my mobile phone
8. I welcome receiving personalized mobile phone 45%
ads based on past purchases
9. My mobile phone is more convenient than other 44%
forms of payment
0% 20% 40% 60% 80% 100%
Q: To what extent do you agree or disagree with the following statements about the use of mobile phones (both cell phones and smartphones) to make purchases?
Global sample n=1,122
Source: Accenture, Tech Forward Survey, January 2011
Copyright © 2012 Accenture. All rights reserved. 9

10. Overcoming the barriers…
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11. Create an enriched offering portfolio and innovative
offering model
The mCommerce ecosystem ...
Offering portfolio Offering model
 mPayments  Daily deals
 mTicketing  Geo-based offering and
search nearby
 mVouchers
 Cross-industry Loyalty
 mCoupons programs
 Customer Lifestyle  Product and pricing
products and services comparison
 Financial offering linked  Social media integrated
to non-banking products
 Digital Marketing
 Traditional banking
services  Analytics and campaign
execution
Copyright © 2012 Accenture. All rights reserved. 11

12. … is however not enough
Copyright © 2012 Accenture. All rights reserved. 12

13. ... and jointly embrace an smart innovation approach
Think ... Big
Start ... small
Move ... fast
Copyright © 2012 Accenture. All rights reserved. 13

14. Always On.
Always Connected.
Making Money with Mobile
@WimDecraene
Mobile Business Congress 2012
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