Mobile 2.0 : an insight into the future of mobile applications

Pascal Poty Responsable du Pôle Veille technologique Agence Wallonne des Télécommunications www.awt.be

Mobile 2.0: Mobility + Ubiquity = Mobiquity

Mobile 2.0: what future for the mobile industry ?

« Mobile is the most important new technology but we have no idea what it is going to become »

Walter Mossberg (WSJ)

A new era of disruptions and opportunities

Devices Networks Ecosystem

New business models

Mobile is the first real European media

The 7 assets of mobile as a media

1. First « Personal Mass Media »

2. Always in consumer’s pocket

3. Always connected or connectible

4. Built-in payment system

5. Used as an « inspiration point » (image, video, blogging…)

6. More relevant than Web at the Web Analytics level

7. Part of a social context engaging the consumer

« Mobile is not the Widest Reaching Media, but the Most Intensely Involving Media » (Tomi T. Ahonen)

Towards a « data-driven » mobile environment

« The mobile device becomes people’s primary interface to the Internet and social Networks »

Rudy de Waele - Mobile Monday Amsterdam – Sept. 2008

(*) indispensable mobile

iPhone Facebook app. : 15 to 30% of the mobile audience

« Kakasenai Keitai » (*)

But what is « Mobile 2.0 » exactly?

Web business

Hybrid Mobile 1.5

Mobile 2.0

Everywhere

Near to Me Next to Me

Ticketing, access control, m-payment, m-marketing, Bluecasting, LBS QR- Barcode, image recognition…

« Everyone is in the Shop »

Mobile Ecosytem

User centric Strategy

Mobile 2.0 brings a new creative power (1)

Case : advergaming for TOHATO (Japan)

•  Objective: launch of two new snacks brand on the Japanese markets (Habanero, Satan Jorquia)

•  Each package contains a 2D barcode. You’re invited to join one of the two armies representing each snack brand.

•  Highly addictive: the more your recruit new « soldiers », the more you get ahead in the military hierarchy (viral effect)

•  TOHATO releases daily reports on the conflict evolution (who died with honor, who was defeated disgracefully…)

•  Today : 100.000 players fighting on 31 virtual battlefields

•  Bridges with social networks (Mixi, Facebook…) where players can share tips and strategies (best battle plans…)

Mobile 2.0 brings a new creative power (2)

Celio : 2D barcodes (France)

Mobile 2.0 brings a new creative power (3)

Mobile Recognition & Social Tagging: Shazam, SnapTell, Tonchidot, DigIT…

Mobile 2.0 means a new array of services (1)

My mobile cares about my health: Karada Manager – KDDI (Japan)

•  « Smart Sports Run&Walk »

•  500.000 registrations in Nov. 08 – Service launched in Jan. 08)

•  Ubiquity access (mobile and web portal),

•  Management of training data (jogging tracks via GPS, calories consommées… ),

•  Second source of development for KDDI after music business

•  Collaboration with Adidas (mershandising, dedicated devices…).

Mobile 2.0 means a new array of services (2)

My mobile is a universal remote control: « Mobile Regi » - NTT Data/Nissen (Japan)

•  Supported by a wide range of Japanese banks

•  Pay your paper bill by taking a picture of a 2D barcode with your mobile

•  Application connected to the mobile website of your bank where you can complete the transaction

•  Backstage : Java app. connected to a secured payment processing system

Mobile 2.0 means a new array of services (3)

My mobile is my bank: Mobile Banking (South Korea)

•  7,8 million users of mobile banking services end 08 (+ 90% during last 12 months)

•  50 million of bank accounts managed through Internet (to compare with 48 million inhabitants)

•  3,5 million mobile users

•  Creation of a « virtual machine », downloadable app to secure transactions on any available device

Mobile 2.0 means a new array of services (4)

My mobile as an eco-tamagotchi: Watch your energy consumption – Agilwave (USA)

•  Monitor your energy consumption in real-time

•  Help you reduce your ecological footprint

•  Multichannel approach (web and mobile)

Mobile 2.0 means a new array of services (5)

My mobile is a social platform: CitySense (USA)

•  Location-based social network at the local scale

•  User-generated city-guide providing the best nightlife spots in real time

•  Social Tagging + location-based service = mobiquity

Mobile 2.0 means a new array of services (6)

My mobile is a 24/7 shop Voyages-Sncf.mobi – SNCF (France)

•  Launched in December 2007

•  March 2008: 9000 visitors, 600 bookings and 80 mobile transactions per day

•  Turnover x3 thanks to iPhone optimized version

  40% of iPhone users pay online   Conversion rate > 40% compared with other devices

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Thank you!

Any question?