INNOVATION WITH MOBILE COMMUNICATION

MORGENBRIEFING DEN 1. DECEMBER 2009

Jeppe Hansen, direktør & Simon Kibsgård, konsulent, mobil systemudvikling,

© Creuna

AGENDA

It’s Time to go mobile Your Mobile Concept Rethink Your service How to get there Convinced yet?

IT’S TIME TO GO MOBILE

3

© Creuna

MOBILE SITES TO DAY

© Creuna 5Gartner, August 2009 & Strategy Analytics, May 2009

WORLDWIDE

Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)

Worldwide Smartphone 40 million units in Q2 2009(27 % increase)

Android from Google will increase by 900% in 2009

iPhone will grow by 79% in 2009

© Creuna

MOBILE MEDIA USAGE GROWING 17 % A YEAR (UK)

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%

26.0%

27.0%

28.0%

29.0%

30.0%

31.0%

32.0%

33.0%

34.0%

35.0%

28.3%

32.7%

% Mobile Media Users

Mobile Media Users

% M

ark

et

Source:

YOUR MOBILE CONCEPT

© Creuna

HOW TO DO ”WEB 2 MOBILE”

Rethink! – don’t shrink

Context is king Micro boredom is free time Adapt gracefully – Make it easy to use

Choose what’s relevant

© Creuna 9

WHAT TIME DO WE USE MOBILE INTERNET? (NO)

Source: http://gallup-tns.no

RETHINK YOUR SERVICE

© Creuna 11

ARLA COOKBOOK- ONE GIGANTIC WEBSITE

© Creuna 12

ARLA COOKBOOK- CUSTOMERS LOOKING FOR INSPIRATION

© Creuna 13

ARLA COOKBOOK- ONE FOCUSED SERVICE

© Creuna 14

KRAFT FOODS ASSISTANT

© Creuna

WEB2MOBILE & 1 CLICK INFORMATION

© Creuna

ONE CLICK UPDATE

Visit a service on the net Select the informations you want to take with you

on the mobile Type your phone number You’ll recieve a SMS with a link Click the link and see your selected information Now update this information from your mobile One click update...

© Creuna

ÅRHUS KOMMUNES BIBLIOTEKER

Search materials Check your

reservations renew your books Secure login Events info Top 10 We recommend And much more…

© Creuna 18

MOBILE WEBSITES VS DESKTOP WEBSITES

© Creuna 19

CONTEXT IS KING

© Creuna 20

© Creuna

DSB S-TOG

© Creuna 22

MOBILE QUIZ

Come back for more

Competition works!

Videos in second

© Creuna 23

PEPSI FOR ALL

Scan to win Know at once Everybody wins Claim price

within an hour

Draw customers to your shop

SMS opportunity

© Creuna 24

JULEKALENDER

© Creuna 25

STATISTIC SETUP 2D BARCODE XMAS CAMPAIGN

Tracking cross channels : Posters 300 Flyers 30.000 Offline magazine ”Byens Puls” article 6 Whole page articles in 3 CPH free News Papers Email Newsletter 70.000 recipients Website landing pages (2) Facebook campaign / fan site / wall publishing Got-U viral marketing

© Creuna 26

© Creuna 27

14 MINUTTER

© Creuna 28

STARK CONCEPT

2D barcode on product labels

10.000 product numbers Get help / more info

Return input /complaints Collect information Get loyalty through cool

cash in return

© Creuna

SPEJDERNET – SCOUTIN’

© Creuna

WHAT 2 DO WITH 2D BARCODES ?

Offline goes online Scan the same code and get different

things every day Scan the screen and get the information Scan to get info, updates, to report Scan paired with time Scan paired with locations

© Creuna 31

FIND NEAREST GAS STATION

© Creuna

MOBILE USER CONTENT - TRYGFONDEN Report Present Subscribe

© Creuna 33

OK LOCAL SPORT COMMUNITY

Loyalty, reputationand self-fashioning

© Creuna 34

CARLSBERG MOBILE MARKETING

© Creuna

PUSH INFORMATION AND UPDATES

Guide and track customer behavior

Push info to customers in specific areas / zones

Get cross selling opportunities

© Creuna

MOBILE VIDEO

© Creuna 37© Creuna

MOBILE PAYMENT TODAY

SMS tickets WAP-Billing Books Premium SMS

© Creuna 38© Creuna

WHAT’S COMING

HOW TO GET THERE

© Creuna 40© Creuna

POLITIKEN

www.pol.dk, i.pol.dk, mobil.pol.dk Klkl

© Creuna

MOBILE-DETECT ON YOUR WEBSITE

Detect the mobile device

Adapt style and content returned to mobile

One system to edit your desktop and mobile content

Same URL as always

Automatic updates for future mobile devices

CONVINCED YET?

© Creuna 43From http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner

THE MOBILE INTERNET REVENUE MIX

2012 Smartphone forecast

Symbian OS 39 % (50 %)

Android 14.2 % (2 %) iPhone 13.7 % Windows Mobile 12.8 % BlackBerry 12.5 % Various Linux 5.4 % Palm 2.1 %

© Creuna

MOBILE SERVICES DEMOGRAPHICS (UK)

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users

27 28 29 30 31 32 33 34 3520.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

55.0%

Mobile Media Users

Browsed for News / Info

Used email

Unlimited Data Plan Subscriber

Made own ringtone

Played a game

Social Networking

News/info via App

Listened to music

Ringback

TV

On-Demand Video

Purchased a game

Purchased a Ring-tone

Median Age

% F

emal

e

Source:

© Creuna

27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%

40.0%

42.0%

44.0%

46.0%

48.0%

50.0%PC Internet BrowsersPC Internet Social

Networkers

Mobile Browsers for News and Info

Mobile Social Net-workers

PC Internet vs Mobile Internet Demographics

Median Age

% F

emal

e

Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users

YOUNGER AND LESS FEMALE (UK)

Product: MobiLens + Media Metrix

Data: Three month average ending June 09

Country: UK - N= 13,997

Source:

© Creuna 46

USERS THIS WEEK (NO)

12.8 % used mobile content at least once this week

6.3 % used mobile content today

Age: 18 % age 12 - 19 21 % age 20 - 39 14 % age +40

- Use mobile content at least once a week

Sex: 17 % men use mobile content at least

once a week 8 % women

Source: www.tns-gallup.no/medier 2009Q2

© Creuna

EUROPEAN MOBILE PENETRATION

SMS penetration is greater than 70 % today

Growth of content available expected to rise dramatically

Telecom providers will likely spark growth by bundling flat rate internet with voice service

Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)© 2008 Jupiter Research, LLC

© Creuna 48

WAP, WEB, WHAT?

The Mobile Web IS the internet Your web CMS is the source of information Your user’s mobile context is the key to success m.yourdomain.dk will be the entrance for all your

mobile content Web applications will be huge App Stores, short code sms, barcodes, bluetooth

will catch your users …So get the idea and get moving

© Creuna 49

GET ON THE TRAIN

There’s only one Facebook There’s only one Google Mobile users get loyal, when the service they

found, is targeted them and easy to access. Would you like a one click shortcut on your

customer’s mobile phone ?

© Creuna

HOW TO DO ”WEB 2 MOBILE”

Rethink! – don’t shrink

Context is king Micro boredom is free time Adapt gracefully – Make it easy to use

Choose what’s relevant

© Creuna

FOCUSIdentify the core

services to your mobile users and make it easy to

access

DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA

LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY

ABOUT CREUNA

SELECTED CLIENTS

THANK YOUMORGENBRIEFING DEN 1. DECEMBER 2009

JEPPE M. HANSENDirektør, forretningsudviklingM: (+45) 22 49 83 32jeppe.hansen@creuna.dk

SIMON KIBSGÅRDKonsulent, mobil systemudvikling M: (+45) 22 49 83 41simon.kibsgaard@creuna.dk