Post on 21-Dec-2015
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Mobile phones to change the world
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How many phones worldwide in 2009?
0.8 0.91.3 1.4 1.5
Source: http://www.cloudfour.com/27/the-mother-of-all-markets/GSMA Feb 11 2009
CarsPCs
TelephonesCredit cards TVs
Mobiles
0
1
2
3
4
5
0.8 0.9 1.3 1.4 1.5
© dentsulondon 2010
How many phones worldwide in 2009?
0.91.3 1.4 1.5
Source: http://www.cloudfour.com/27/the-mother-of-all-markets/GSMA Feb 11 2009
CarsPCs
TelephonesCredit cards TVs
Mobiles
0
1
2
3
4
5
0.8 0.9 1.3 1.4 1.5
4.1
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How many phones worldwide in 2010?
0.91.3 1.4 1.5
Source: http://www.cloudfour.com/27/the-mother-of-all-markets GSMA Feb 11 2009
CarsPCs
TelephonesCredit cards TVs
Mobiles
0
1
2
3
4
5
0.8 0.9 1.3 1.4 1.5
4.15.1
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Mobile overtaking desktop
Source: CMR Ofcom Report, August 2010
Mobile Behaviour
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Connects brands with consumers 24/7
time
home
sleep
0 - 6
on your way
7-8 9 - 11
lunch time
12-13
work
14 - 16
onyour way
16-17
home
19 - 23
sleep
24
storeon
your way
18-1917-18
MOBILE
tvmoviesdminternetbookstabloidspopular press
tvmoviesdminternetbookstabloidspopular press
radiobillboardstabloids
radiobillboardstabloids
trade pressradiointernetexhibitionsbillboards
trade pressradiointernetexhibitionsbillboards
radiobillboardsfree newspapers
radiobillboardsfree newspapers
newspaperradiotv
newspaperradiotv
Source: Ansible Mobile, 2009
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Use of mobile internet in UK doubled in past two years
Source: The Nielsen Company
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Majority mobile internet users under 35
Source: MobileSQUARED, 2010
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Future is data
Source: Ofcom, 2010
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Number of people using voice declined 15% YoY
*Mobile Media = Connected media (except SMS only)
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Time spent using a mobile
Source: Ofcom Research, Q1 2010
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Postpay is catching up on prepay
Source: Ofcom, 2010
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iPhone gains hype but only represents 4% of total mobiles
Source: Ofcom (EU5), March 2010
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2009 20130%
5%
10%
15%
20%
25%
30%
35%
40%
14%
38%
Smartphone sales worldwide (% of total sales)
Source: Informa Telecoms & Media, March 2009
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Smartphones changing UK mobile landscape
Source: comScore, Mobilens, December 2007 - May 2010
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42% of all mobile connections in 2009 were using 3G
2004 2005 2006 2007 2008 200905
1015202530354045
3G connections (incl laptops/dongles)
% o
f tot
al c
onne
ction
s
Source: Ofcom, 2010
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iPhone is losing market share
Feb-10 Mar-10 Apr-10 May-100%
10%20%30%40%50%60%70%80%90%
100%
74 70 64 59
11 13 19 26
4 5 7 711 11 8 70 1 2 1
OtherSymbianRIMAndroidiPhone
Source: AdMob, May 2010
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Apple vs. Android
• 64% apps is free
• Open-source
• Fastest OS
• 70% loyalty
• Market share: +5.2%
• 70 phones available
• 30% apps is free
• Locked platform
• 80% loyalty
• 250.000 apps
• Market share: -0.1%
• 4 phones available
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Smartphone users
Source: The Nielsen Company, June 2010
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iPhone and Android using most data
Source: The Nielsen Company, June 2010
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Mobile sitesPC sites
Users aren’t consuming different information
1. Google 2. Facebook 3. Yahoo 4. BBC5. Live / Bing
1. Google
2. Facebook
3. Windows Live Mail
4. eBay UK
5. YouTube
Source: M:Metrics July 09, Opera June 09, Hitwise June
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When and where they view them
37% 36%
44%40% 39%
33%28%
39%
30%34%
27%34%
29%
20%24%
34%
22%
33%27%
38%
52%
Your personal bank
Amazon BBC Sport/ESPN Expedia Facebook Monster Playboy / adult site
While on the move During the workday/at work At home
They are just consuming it differently
Source: M:Metrics July 09, Opera June 09, Hitwise June
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Facebook usage in UK higher on mobile compared to PC
Source: comScore, Feb 2010
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UK mobile app overview
• Male to female skew of application usage is 5:2
• Twice as many 25-34s download applications than any other age bracket, 35-44s in 2nd place
• Maps, weather, search, news, sport and traffic information most popular areas for application downloads
• 4 times more people are downloading apps now than in 2006, if this rate of growth continues by 2011 1 in 4 people with mobiles will be downloading apps
Source: M:Metrics, Feb 2009
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Purpose of apps
• High level of brand service or extension to product
• Provides utility and ongoing service
• Web 2.0 or desktop application
• Will provide central campaign component
• Instant but limited engagement
• Potentially short lived
• The equivalent of the TV sport or the viral video of mobile
• Can support broader campaign
Entertainment Utility
Mobile Gaming
FedExEvent
GuidesLynx Get in ThereZippoiPint
Coke Spin The Bottle
North Face Snow report
iFart
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Level of application brand involvement
Mobile Ads in Applications
Branded App Build
App Sponsorship
Level of brand involvement
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Apps category percentage
2 2 1 1 1 1
17
14
117
6
65
43
3 2 2 2
Health & Fit NavigationPhotography Social Net.Finance MedicalWeather SimulationBooks GamesEntertainment EducationLifestyle TravelUtilities MusicReference SportsBusiness NewsProductivity
Source: 148Apps.biz, Aug 2010
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• Crash Bandicoot Nitro Kart 3D
• Koi Pond
• Enigmo
• Bejeweled 2
• iBeer
• Moto Chaser
• Pocket Guitar
• Flick Fishing
• Tetris
• Texas Hold’em
• Google Earth
• Pandora Radio
• Tap Tap Revenge
• Shazam
• Pac-Man Lite
• Backgrounds
• Touch Hockey
• Labyrinth Lite Edition
• Flashlight
All-Time Top Apps (paid + free)
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the use of the mobile medium as a means of marketing communication
Mobile MarketingDefinition
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6%
94%
Mobile advertisingRest
Global ad spending 2010
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Mobile ad spend in US in millions $
2013
2012
2011
2010
2009
2008
0 200 400 600 800 1000 1200 1400 1600 1800
1560
1140
830
593
416
320
Source: eMarketer, Sept 2009
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US mobile advertising revenues by format in million $
2013
2008
0 500 1000 1500 2000 2500
270
100
2274
39
567
21
SMS Search Display
Source: The Kelsey Group, provided to eMarketer, Aug 2009
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Case Studies
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Hidden Sound
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H&M semacodes
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IKEA Interactive Catalogue
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Absolut Vodka
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IBM Seer Wimbledon 2010
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Toyota app
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AMF Pension
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The World's Biggest Signpost
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I am T-Pain
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Ringtowns
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Zipcar
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Zipcar
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Zipcar
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Drive your car using your mobile
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Lynx – One is suitable for general audiences...
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Lynx – The other one is not
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Pizza Hut / Dominos GPS Tracker
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PUMA Index
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Barclay’s Waterslide
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Lastminute.com’s Talking iPhone translator
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Charmin’s Sit or Squat app
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TAT Augmented ID
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Starbucks Mobile Payment
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North Face Snow Report
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GoodGuide
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Adidas Originals Berlin Art Guide
Future
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2010
Source: IPG Media Labs, Sep 2009
• Sets the foundation for the years to come
• Introduction iPhone 4
• Tablets like iPad will enter the wireless market
• Release of 4G networks become a reality enabling massive data transfer
speeds for HD Video
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• Users jump to 4G networks for home data connection and all devices
• Significant enhancements in GPS enabling vertical positioning.
Everything has location relevance like display ads
• Inter connection and touch screens across all devices kills keyboards
• 3D phones
2011
Source: IPG Media Labs, Sep 2009
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• The phone in “Mobile Phone” is killed off. Now its just Mobile or
Mobile Device
• Connects your PC, Mobile and TV giving you the same content
on all you devices
2012
Source: IPG Media Labs, Sep 2009
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• Businesses start to understand the seamlessly connected consumer
• Consumers can take pictures of everyday products they see in the street,
find the retailer, buy through the mobile but now also take the image
home, connect to a TV or PC and view themselves using the product.
This will kick start true social retailing
2013
Source: IPG Media Labs, Sep 2009
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• Augmented Reality glasses and contact lenses become reality managed
though mobile devices
• Consumers will be able to see the world with data superimposed on their
visual field. This will enable immediate access to information such as
retail environments, transport, details about people and general
surroundings
2014
Source: IPG Media Labs, Sep 2009