Consumer revolution

David Merzel

Country Manager

Entertainment & Device

Microsoft BeLux

Blog:davidmerzel.wordpress.com

Agenda

Pre-PC Era(1980)

PC Era(1995)

Internet Era(2000)

Consumer Era(Today+)

Consumer (R)evolution

Connected

Informed

Choice

Personalized

Anywhere,

Anytime

50

45

40

35

30

25

20

15

10

MIL

LIO

NS

OF

US

ER

SRadio

38 yearsTV13

years

Internet4 years

iPod3 years

Facebook: 100M

9 months

5

Seismic Shift calling for New Marketing

Passive Engaged>

Interrupt Relevant>

Mass Targeted>

Broadcast Interactive>

30 Seconds Extended time>

Advertiser Control Consumer Control>

Publisher Timetable My Timetable>

Single platform Multiple Media Platforms>

Agenda

1. Market Dilemna

2. Rise of Multi-Taskers

3. CMO Priorities

4. Targetting

Opportunities for Future Marketeers

The Marketer’s Dilemma

How do you manage:

• The changing media landscape?

• Evolving consumer needs and behaviour?

• Measuring success?

• Fragmenting audiences?

• Breaking through the clutter?

Nike

We’re not in the business of

keeping the media companies

alive. We’re in the business of

connecting with consumers.

Trevor EdwardsCVP Global Brand and Category

Management, Nike

Traditional Media Spend

1996: 55%

2006: 33%

1. Market Dilemna


3. CMO Priorities

4. Targetting


The Rise of Media Multi-taskers

• 2 out of 3 European internet users

use the internet whilst watching TV

• Men and women equally are

media multi-taskers

• More people are surfing the internet

during TV commercial breaks

• The number of media multi-taskerswill increase as netbook and laptop

penetration grows

• TV and internet can converge perfectly

offering much deeper engagement

Used in combination can increase

purchasing intent by up to 50%

SOURCE: MEET EUROPE’S MEDIA MULTI-TASKERS

“THE RISE OF SIMULTANEOUS TV AND INTERNET CONSUMPTION ACROSS EUROPE”

Europe's multi-taskers

Source: Media meshing - UK, FR, DE, ES, IT, DK, BE

• Usage of the Internet whilst also watching TV is now very much a mainstream

activity

What are they doing whilst watching TV?

Source: Media meshing - UK, FR, DE, ES, IT, DK, BE

1. Market Dilemna


3. CMO Priorities

4. Targetting


Top CMO Challenges

1. Quantify & measure the value of marketing investments

2. Grow customer knowledge, insight & conversations

3. Upgrading the efficiency & effectiveness of the

marketing organization

53%

46%

Source: CMO Council Marketing Outlook 2009

43%

&&

Marketers need to track,

measure

react as never before.

Toconnect

integratemarketing across all media.

The opportunity…

…. The Solution

Customer

Insight & Agility

Audience

Target & Reach

Engage & Excite Relationships & Sales

80 million usersin Europe per month

Bing

17 millionEuropean pro’s per month

Office Online

Premium inventory from

300 of the Web’stop publishers

Microsoft Media Network

90+partnerships with mobile carriers in

48 markets

Over

19.4 million Unique Usersevery month

Microsoft Mobile Media Microsoft Gaming Media

Xbox LIVE36 millionactive users who have spent15 billion hours interactive worldwide

Massive (in game ads)Over 5.5 milliongamers playing 59+ titles in Europe


WL Hotmail

No.1messenger service


WL Messenger WL Sharing

73million usersin Europe per month

No.1 email service


Source comScore Q4/09 – European Monthly Average/ comScore M:Metrics, average ending December/Microsoft Internal

MSNNo.1 Portal

Over


A Unique Portfolio of Media Assets

1. Market Dilemna


3. CMO Priorities

4. Targetting


We offer technologies to target the right audiences

at the right time, in the right place

Agenda

26

Xbox LIVE on Windows Phone 7

Launch

10th November

27

Kinect changes the way we see entertainment & games

Interface/Entertainment

Communication

Recognizes: Movements, voices, facial expressions

Games

28

Sensor Kinect Xbox 360™

ERP : 149€

Xbox 360 4Gb Kinect

ERP : 299€

Xbox 360 250Gb Kinect

ERP : 349€

Kinect : Offer on November 10

29

Kinect : 1st Party Launch Games

30

• Nine 3rd party titles due at

launch *Dance Central is 2nd Party

• Fifteen due by Christmas 2010

• Varity of genres

• Dance

• Sports

• Racing

• Fitness

• Family

• Party

• Nine 3rd party titles due at launch

*Dance Central is 2nd Party

• Fifteen due by Christmas 2010

• Varity of genres

• Dance

• Sports

• Racing

• Fitness

• Family

• Party

Kinect: 3rd Party games for launch window

31

Conversation Marketing with the Diverse groups is KEY

2 • .2 • .

Offline

Online

Kinnect Case: Parallel engagement through

offline and online

Awareness

TrialCommunity

Marketing

E3 – Cirque du

Soleil

Los Angeles Fiesta Latina

Brussels

July

August

September

October

November

Kinect Loft

Brussels

MIC

Mons

Septembre

Facebook

Fan Page

Xbox Elite Team

Blog Xet360.be

Brandialog /

DH

MSN

Portal +

Newsletter

Trial

Kinect.me

http://www.facebook.com/album.php?profile=1&id=134139129934741



Trying is Believing

Thank you for your time

David Merzel

[email protected] ,

Cell: 0477 451490

BLOG = http://davidmerzel.wordpress.com/

mailto:[email protected]



Consumer revolution

Business

Transcript of Consumer revolution