Mobile Marketing Forum 2010 presentation on why you should start thinking seriously about your mobile strategy as of this very moment.

1. 1
mobile marketing forum
30 april 2010
reasons WHY
NOWtime to get
serious about the
MOBILE WEB
is the perfect
i by tijs.vrolix@proximity.bbdo.be or @tijs on Twitter

2. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/
EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY

3. By Leodileo on Flickr
WE ARE ONLY JUST
GETTING STARTED

4. 2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web

5. 2005: the year of the mobile web ited
lim
hardware
2006: the year of the mobile web
small
2007: the year of the mobile webrket
ma
bad browsers
2008: the year of the mobile web
costly data
2009: the year of the mobile web ns
pla
2010: the year of the mobile web

6. 1
BATTLE
OF THE DEVICES

7. By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE

8. “The iPhone has taken the
frustration out of browsing
on a mobile phone.”
Charles Wolf, Needham & Company

9. 60% Browse the web at
least once a day.
70% Check email at
least once a day.
80% Use iPhone to
browse the web.

10. By owaief89 on Flickr
TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD

11. Operating system share regional (smartphone only), Q4 2009 Operating system
share worldwide
100
(smartphone only), Q4 2009
90
80
70
60
50
40
30
20
10 iPhone OS
0 Symbian OS
Africa Asia L-America W-Europe E-Europe N-Amercia Oceania Android
RIM OS
iPhone OS Symbian OS Android Windows Mobile OS
RIM OS Windows Mobile OS Other Other

12. 70
60
50
40
30
20
10
0
iPhone Symbian RIM Windows Android Palm
Mobile page view share
Mobile internet + apps usage share
Global unit shipment share Source: Morgan Stanley

13. 2
EARLY ADOPTERS EAGER TO
CONSUME THE MOBILE WEB

14. By ohad* on Flickr
So who is
this early
adopter?
YOUNG (16-34)
AFFLUENT
URBAN DWELLING
PROFESSIONAL

15. And what are they using
the mobile web for?
SOCIAL NETWORKING
NEWS AND INFORMATION
EMAIL Source: Essential Research

16. LET’S PUT THINGS
INTO PERSPECTIVE

17. 76%
of all mobile phone users
do not use their mobile
to access the Internet.
It’s too expensive.
My mobile is not capable (60%!).
Why would I?
I don’t get it (and hey, I don’t care).
Source: Essential Research

18. 3
MILLIONS
OF USERS ENTERING THE MARKET
IN THE NEXT FEW YEARS

19. In
2013
80%
off all mobile
devices will be
TOUCHSCREEN
Source: Gartner

20. “In three years
time, desktops will
be irrelevant.”
John Herlihy, Google

21. By futureatlas.com on Flickr
MEET THE REAL
WORLD WIDE WEB

22. MORE PEOPLE
will access the
MOBILE WEB
than the
DESKTOP WEB
in 2013 2015
Source: Gartner Source: Morgan Stanley

23. 4
SOCIAL NETWORKING
IS THE NUMBER ONE REASON
TO USE THE MOBILE WEB

24. “The explosion of
social networks in the
past few years is just
the Web catching up
with life, since people
are naturally social.”
Eric Schmidt, Google

25. remember
70%
use the mobile web for
SOCIAL NETWORKING

26. Case: Facebook dominates UK mobile use
2100 Accounts for nearly half
of all the time people in
1575
the UK spend going
1050 online using their
phones.
525
UK number of mobile minutes spent
(in millions - December 2009)
0
Facebook Google Microsoft Orange AOL GSMA/Comscore

27. – You don't know what you're missing until you get a taste –

28. 5
SERVICES
ARE MORE IMPORTANT THAN HARDWARE

29. – Even Nokia no longer talks hardware –

30. Focus on
mobile services
COMMUNICATION
INTEGRATION AND SYNCHRONISATION
MOBILE PAYMENTS
CONTEXT AWARE
MOBILE HEALTH

31. 6
REALTIME

32. Mobile is the perfect medium to
keep up with the realtime web.
WHO’S DOING ... NOW?
WHERE CAN I ... NOW?
WHY IS ... NOW?
... NOW?

33. By apoxapox on Flickr
ALWAYS IN
OUR POCKETS

34. 7
CONTEXT
IS KING

35. OF COURSE THERE’S
LOCATION

36. “... there are now over 6000 location
based iPhone apps, 900 Android apps
and 300 BlackBerry apps.” Skyhook

37. Mobile traffic share Source: Chitika
4% Google
31%
Non search
Other search
65% 1%
48% 51%
iPhone only
“The smartphone
becomes a search phone.”
Deloitte

39. 8
MOBILE
MAKE$ MONEY

40. – July 10, 2008: iTunes App Store launch –
The app store economy

41. 140 000 apps
3 000 000 000 downloads
350 / second
75 % free
€ € 2,70
$$
price

43. Gartner mobile application store predictions
Numbers in billions
2009 2010 2013
Downloads 2,5 4,5 21,6
Revenue $4,2 $6,8 $29,5

44. 2013 precious
mobile ad market
$3,1B
screen estate
9% SMS
2008 18%
Display
mobile ad market
$160M Search
Kelsey Group
24%
73%
13% 63%
35% will be
local ads!

45. – Mobile display advertising is not dead –

46. – Marketing as a service: action speaks louder than words –

47. 9
IT’S CALLED SMARTPHONE
FOR A REASON

48. sound
motion
smell
compass
light humidity
location weight shake
noise GPS health
proximity pressure
speed
temperature height

49. Sleep Cycle for iPhone

50. 10
NOT ONLY GEEKS ARE
EXCITED ABOUT MOBILE

51. By thorinside on Flickr
WE’RE READY FOR THE
REAL THING

52. “Mobile first!”
Mobile is the key to
Google’s future and its
top programmers now
have mobile as their
primary focus.
Eric Schmidt, Google

53. By Urban Mixer on Flickr
NOW WHAT
ABOUT YOU?

54. 1
mobile marketing forum
30 april 2010
reasons WHY
NOWtime to get
serious about the
MOBILE WEB
is the perfect
i by tijs.vrolix@proximity.bbdo.be or @tijs on Twitter
download from slideshare.net/tijs and feel free to use (CC Attribution)