2010 7 6 mindshare mobile landscape v4.0
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TAMSIN HUSSEY MINDSHARE WORLDWIDE THE MOBILE LANDSCAPE
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Transcript of 2010 7 6 mindshare mobile landscape v4.0
TAMSIN HUSSEY MINDSHARE WORLDWIDE
THE MOBILE LANDSCAPE
‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’
James Eadie -Coca-Cola Marketing Manager
‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’
Andrew Robertson - CEO, BBDO
‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’
Peter Chernin, COO of News Corp
HIGH EXPECTATIONS MEANS WE FORGET…THE SIZE OF THE CHANNEL:THERE ARE NOW MORE MOBILE DEVICES THAN TELEVISIONS AND COMPUTERS COMBINEDTHE TECHNOLOGY:NOKIA BECAME THE LARGEST PRODUCER OF CAMERA DEVICES GLOBALLYTHE NUMBER OF SMARTPHONES = FACEBOOK USERSPENETRATION OF 3G AT 12% GLOBALLYCURRENT CONSUMER USAGE:APPLE HIT 3 BILLION APP DOWNLOADS IN 18 MONTHSMOBILE INTERNET TRAFFIC OUTPACES DESKTOP INTERNET IN IT’S FIRST FIVE YEARS
“WE BELIEVE MORE USERS WILL CONNECT TO THE INTERNET VIA MOBILE THAN DESKTOP PCS WITHIN FIVE YEARS” – MORGAN STANLEY MOBILE INTERNET REPORT
BY 2013 MOBILE AD SPENDING TO SURPASS $13BILLION – GARTNER
“THE NEW RULE…MOBILE COMES FIRST” (AFTER THEIR ACQUISITION OF MOBILE FIRM ADMOB FOR $750MILLION) – ERIC SCHMIDT, GOOGLE CEO
BOLD FUTURE PROJECTIONS
If someone had told you 10 years ago that the internet or even social media would be as big as it is, would you have done things differently?
Question
Mobile is already bigger
Mobile Vs Internet Penetration (Size of bubble indicates size of population) CIA World fact Book & Internet World Stats Est 2009
40% 60% 80% 100% 120% 140% 160%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile vs Internet Penetration(Size of bubble indicates population size)
Mobile penetration
Inte
rnet
pen
trati
on
CHINA
INDIA
JAPAN
USA
TURKEY
ITALY
BRAZIL
SOUTH AFRICA
RUSSIA
GERMANYUK
SPAIN
AUSTRALIA
Voice
Text
Personalisation(ringtones, wallpapers)
Photo
Alarm clock
Internet
Music
Video streaming / download
Ticketing / coupon
Video phone
TV
Radio
Shopping
Banking
Loyalty cards
Remote control
Social
Usage before 2008
Usage in 2008
Usage beyond 2008
MOBILE IS ABOUT TO EXPLODE…
Declining Costs
Speed of Connection
(3G/4G)
Handset Development
Universal Standards in
Place
HOW WE CONSUME
TRADITIONAL MEDIACHANGING
Channel Sample executions
Messaging (SMS / MMS)
VotingPolling
CouponsSweepstakes
CompetitionsAlerts
Mobile WebBannersInterstitials
SearchWAP sites
Interactive VoiceIVRAbbreviated dial tones
BluetoothEvent-based content distributionProximity marketing
On-DeviceGamesApplications
MusicRing tones
WallpapersAlerts
VideoMobile TelevisionPre-roll
Video Clips (Streams / downloads)
CREATING AN OPPORTUNITY TO CONNECT WITH ANYONE
What can mobile do for marketers?
Benefitsof Mobile6
Takes into consideration where you are, what time of day it is, previous behaviour, resulting in the most appropriate message being delivered
1Contextual
Click through rates for mobile banner campaigns average 1-2% and text messages are more likely to be read than any other media and quickly (96% within two minutes)
2 High response rates
By putting a text call-to-action on other media it becomes an interactive experience
3 Makes other media interactive
Hayfever pollen alerts
Daily pollen count Customised to
individual postcodes
Tips for sufferers
The message that is sent to the consumer can be intensely personal as it can take into consideration their location as well as previous data that they have supplied
4Targeted and personal
Mobile can be used as an instrument to drive consumers in-store through couponing or other call-to-actions, which can be usedto drive trial and sales
5 Drives sales
Mobile can be used for everything from brand awareness and sales to CRM and loyalty, and has a potential role to play in any campaign.
6Multi-purpose
What does the future of mobile
hold?
Apps and Widgets
Augmented RealityImage Recognition (QR Codes)
Image Based Search
THE BIGGEST GAME-CHANGER OF ALL…
“MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.”
MARTIN SORRELL, CEO, WPP
