Dal Web alle Apps · Advertising & Marketing !!2009 U.S. mobile advertising grew 62% to $2.6...

Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Michele Marrone

24 November 2010

Dal Web alle Apps

From Web!..

- Year 2010 - A typical day for “internet surfers”

08:00 a.m. You wake up and check your email on your bedside iPad — that’s one app.

08:30 a.m. During breakfast you browse Facebook, Twitter, and The New York Times — three more apps.

09:00 a.m. On the way to the office, you listen to a podcast on your smartphone. More apps.

02:00 p.m. At work, you have Skype and IM conversations. More apps.

08:00 p.m At the end of the day, you come home, make dinner while listening to Pandora, play some games on Xbox Live, and watch a movie on Netflix’s streaming service. More apps.

All day on the Internet, but not on the Web.

!.. to Apps

3 © 2009 Accenture. All rights reserved.

“While the use of the Internet continues to grow, the web is becoming less relevant overtaken by new ways to access the services, as the ubiquitous "app" that have colonized the Smartphones and tablet”

“The era of the Internet, lived through the browser, chaotic, creative, free and a bit anarchist, gives way to the world of mobile apps, more orderly and effective

A lot has happened in 10 years in mobility

750M mobile users

Hottest handsets: •!Nokia •!Motorola

Hottest mobile apps •!Ringtones •!Wallpaper

Hospitality apps •!Text-based Service Mgmt

4.6B mobile users

Hottest handsets: •!Apple •!Google

Hottest mobile apps •!Videos •!Social networking

Hospitality apps •!Mobile Check-in •!Hotel Analytics •!Mobile Loyalty and

Marketing

Ten years ago ! Today !

4 Copyright © 2010 Accenture. All Rights Reserved.

5

Advertising & Marketing

!! 2009 U.S. mobile advertising grew 62% to $2.6 billion !! 2010 growth forecast at 45% to $3.8 billion – JP Morgan

Banking & Payments

!! Value of mobile payments to reach $110 billion in 2013, CAGR of 104.8% – IE Market Research Corp

!! Mobile banking users to be more than 150 million globally by 2011 – Juniper Research

Telematics & Location- based Services

!! Global shipments of automotive telematics systems to rise to 84.4 million units in 2016, up by more than 4x from 19.3 million in 2008 – iSuppli

!! Location Based Services user base will grow globally from 96 million in 2009 to more than 526 million in 2012 – Gartner

Energy Management

!! Over 45% of the North American and European installed base of meters to be replaced by 2015, breaking the traditional 15–20 year replacement cycle

!! $19.5 billion smart meters will be deployed worldwide between by 2015 – Pike Research

Healthcare !! 15 million wireless sensors and devices in use by 2012 – ABI Research

!! About 5,000 health/medical smartphone apps currently in the market – MobiHealth News

!! Remote patient monitoring global market at $3 billion ($8 billion by 2012) – Triple Tree

Copyright © 2010 Accenture. All Rights Reserved.

Mobile applications are transforming traditional industries

Four trends that are shaping the future of mobile Applications

6

Diversity

Persistence

Personalization

Complexity

1

2

3

4


Mobile applications need to manage the “next movers” in the mobility space

7

Apple iPhone GPS Connect

Locator Bracelet

Fiat Lancia Delta

Landis+Gyr Power Meter

The Chumby Phillips iPill

Amazon Kindle Tom Tom GPS Samsung Refrigerator

Yamaha Piano

Trend 1: Diversity


Persistence refers to the “always on, always connected” nature of devices


Trend 2: Persistence

!! !"#$%$&'()&%*+"'($&+%,"%)-.,"/&+%

!! 0&'"1-2"#3+(&.%!-.(#&..%4"$&1%

!! 5+"/%67&11(#8%*+"$-),.9%:;%67&11(#8%7&+'()&.9%

!! 5+"/%6;#&<:(/&%.31&.9%:;%6;#<8"(#8%=">%"?%,+3#.3)2"#.9%


Mobility promotes a highly personalized user experience


Trend 3: Personalization


!! @+&3,&%.&#.&%"?%(#2/3)A%

!! 6B,%)"/&.%,"%A"-9%'.%6A"-%8",%(,9%

!! C&'()&%6D#">.9%E")32"#.%@"#,3),.%!&F3'("+%G+&?&+&#)&%&,)%%

Offerings become more complex over time

10

Trend 4: Complexity

•! Each platform has its own SDK, and often its own programming language, so there is a high cost to develop and maintain thick client applications for multiple platforms.

•! Certification and distribution channels vary.

•! Market is saturated with niche development companies specializing in stove-pipe application development.

•! Vendor and Open IDEs to “write one set of code” and “compile to any thick client platform” are emerging, but unproven.

•! Applications need to be launched on “public application stores”.


11

Smart-Device Offerings – B2C

Smart-Device Offerings – B2E

The mobile market place offers a variety of offerings for consumers and enterprise

Copyright © 2010 Accenture All Rights Reserved.

Mobile Money Management

Mobile Loyalty & Promotions

Mobile Ticketing Mobile Marketing

Enterprise App Store/MDM Mobile Data Collection

Solutions for mobile payments, mobile wallets and mobile banking

Solutions for loyalty/reward programs, and for purchase, issuance and redemption of vouchers and coupons

Solutions to purchase and redeem transportation, event and parking tickets

Solutions to design, execute and track ad campaigns through various mobile channels

Provision, deploy and manage applications and devices through out the enterprise

Solutions for automating traditional paper-based processes and capturing data remotely

Mobility for the Consumer


!"#$%

"&'()*+,"-./)$$.-$%

0.1232+'%45)-2*6$%%

%

Among smartphone users:

69% are aware of large retailers who offer free applications

48% have downloaded a retailer app

90% have found the app useful

7)+&23)-$%

Reward shoppers for scanning products, testing products or even visiting a dressing room through Shopkick‘s app

Kellogg, Coke, Pepsi, SCJ, Bertolli, General Mills and Kraft are offering specials via Shoprite Supermarket’s mobile app

Mobile operators offer differing flavors of mobile applications and support OS specific apps as well

0.123)%8)+9.-:%"-.;2<)-%

Visa is testing a mobile technology that transforms many smart phones with a microSD slot into a Visa payment device

Source: Accenture/Lightspeed Consumer Mobility Study; July, 2010

Mobility in the Enterprise

13

at the Information

Capturing & Delivering

increasing productivity and efficiency

service improving point of

activity decreasing

costs

The typical ROI recovery period for Enterprise Mobility projects is 6 - 18 months. Gartner cites cases of 2 to 7 months with ROI of 200 – 700% from the 480 companies they are currently tracking in this domain. (Gartner)


In summary: Mobility is changing the way will use internet

14

Diversity

Persistence

Personalization

Complexity

Opportunity Challenge

More ways to reach customers

Must nurture more 3rd party relationships

Encourages innovation in new services

Requires opening systems to 3rd parties

Add value by tailoring offerings to individual needs

Must shift from product focus to customer focus

Services become bundled into broader offerings

Risk that brand loses visibility


Dal Web alle Apps · Advertising & Marketing !!2009 U.S. mobile advertising grew 62% to $2.6...

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