App vs. Mobile Web
30
description
With main focus on Scandinavia/Europe
Transcript of App vs. Mobile Web
Facts
Comparison of Sizes Globally 2009
Compared to people in the world 59% of the entire population has a mobile subscribtion In 66 countries the mobile subscribtion has now extended 100 %
Source: Tomi Ahonen
4.000.000.000
3.100.000.000
1.700.000.000
1.500.000.000
1.400.000.000
1.300.000.000
1.200.000.000
1.000.000.000
850.000.000
800.000.000
480.000.000
0 1.000.000.000 2.000.000.000 3.000.000.000 4.000.000.000
Mobile phone subscriptions in use
Mobile phones – unique subscribers
Credit card – unique owners of
Television sets
Internet active users (using any access)
E-mail active users
Fixed landlines telephones
PC’s in use incl. laptops
Cabel/Satelite TV subscriptions
Cars registrated in use
Newspapers daily circulation
73% uses their phone to check time instead of wearing a wristwatch
72% uses their phone as their alarm clock
25% of British couples sleep separately part time because the other one is texting in bed.
Source: Tomi Ahonen
A survey from Nokia concludes that:
Mobile Market (Europe)
Mobile market is driven by Mobile Internet & Apps - And purchase is made by device price & brand
Still very fragmented - 4000+ handsets, 8 platforms to develop on, 48+ App stores, nearly 500,000 apps on AppStore, Android Market and GetJar alone.
Increased interest in mobile advertising
- 32% accept mobile ads if it lowers their bill
- 15% responds to mobile add
Source: Tomi Ahonen
Mobile Market – Apps (Europe)
Apps growing explosively
- $32 Billion by 2015 (Juniper) - Driven by Games & Music & Mobile Internet
Increased willingness to pay for apps
- 25% of App downloaders willing to pay up to $ 10
Global Mobile Apps Download D
ow
nlo
ad
s (m
m)
Source: Chetan Sharma Consulting 2010
Market is driven by Mobile web and apps
Source: A.C. Nielsen
Smartphone Penetration Growth by Country Q2 2009 - Q2 2010
Source: A.C. Nielsen
CASES
Case: YELL.COM (UK)
iPhone app, iPhone Safari browser, Blackberry app, JAVA app, alm. browser
iPhone app: • local search • location based • maps • search • business listings • POI
Location Based Services Zipcar Combines Mobile Internet + GPS
Augmented Reality New York Subway
http://www.youtube.com/watch?v=ps49T0iJwVg
Why brands should launch branded mobile apps?
• "Never dismiss branded utility. It's a lot easier to be repeatedly useful than repeatedly funny.” Rory Sutherland, Executive Creative Director at OgilvyOne
• You can’t just have a big brand and create an app
You need to develop a cross platform promotion (SMS, Web, App Store, AdNetwork buy, social media) for your strategy to be successful
Why brands should launch branded mobile apps?
• Hype (Coca Cola, Nike, Mercedes, Kraftfood and Pizza Hut are doing it)
• Entertainment (iPint, Barclays Waterslide, Volkswagen Polo Callenge, Malibu Bowling)
• Tap into new revenue streams (North Face Snow Report, Yellow Pages, Timeout by Smirnoff ect.)
How to choose mobile platforms (iPhone, Android, Blackberry, Java, Widgets, etc)?
• What is your objective? PR or Mass market reach?
• Who is your target audience? Markets? Niche segments?
• Where will you get the most attention for the least money? Many operators and handset manufacturers offer very attractive distribution deals.
• How much are you willing to spend?
• How important are mobile for you ?
Apps
Pros Cons
Faster Greater availability with mobile browser (One app per device)
Better functionality Less spending costs
Better Security The speed of the internet grows rappidly
Top-of-mind
Better visual opportunities… for now
Not depended of network cover
Mobile phones i Scandinavia
Smartphones are not mainstream …….. Yet !
Mobile Users > Desktop Internet Useres Within 5 Years
Inte
rnet
use
rs (m
m
Source: Morgan Stanley
...er den mobile trafik steget fra 5 til 15 mio månedlige sidevisnnger sidste år
...vokset med 1000% det seneste år
...i år 15-doblet trafikken på sine mobile apps
JP / Politiken
Berlingske
TV2
Internet per phone type in Scandinavia
Case: AutoTrader (CA)
Alm. browser
Alm. browser:
• Adjusts to all mobile browsers
• The Client has in short time created over 2000 sites based on 3 templates in AdsiteBuilder
Coupons in Scandinavia
Source: MoCo News
Coupons in Scandinavia
Coca Cola is claiming that this campaign got one of the highest response rates in the history of mobile coupons
Stats:
• Total coupons sent: 4531
• Total coupons opend on phone: 2051
• Total coupons redeemed for a Sprite: 1279
• Total times the coupon was viewed: 8499
• Redeem Rate: 28%
Next step….
• Analyze your market
• Define your needs
• Make your mobile strategy
• Have a plan – and stick to it !!
• Find your right mobile partner.
Q & A
The Puma Phone
http://www.youtube.com/watch?v=mOqr-uyGjeI
Tak for i dag !
