Chris Silva, GSMI Mobile Marketing Strategies Keynote, 2011

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Keynote speech given at GSMI's Mobile Marketing Strategies Summit, December 7, 2011. Presented by Chris Silva, Industry Analyst Altimeter Group

Transcript of Chris Silva, GSMI Mobile Marketing Strategies Keynote, 2011

  • 1. 1 Creating An App For That: Choosing Your Mobile StrategyMobile Marketing Strategies SummitDecember 7, 2011Chris SilvaIndustry Analyst, Mobile
  • 2. Mobile Is Increasingly Users Preferred Computing Platform 2011 Altimeter Group
  • 3. 3 The cost, technology and utility of smartphones drives their majority among mobile phones. The average Android device owner spends nearly 1.5 hours daily actively interacting with their handset. 2011 Altimeter Group
  • 4. 4 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010** Source: Nielsen** Source: Gartner*** Source: Pyramid Research 2011 Altimeter Group
  • 5. 5 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010* 1+GHz processor, 512MHz processor, dual core single core* Source: Nielsen** Source: Gartner*** Source: Pyramid Research 2011 Altimeter Group
  • 6. 6 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010* 1+GHz processor, 512MHz processor, dual core single core 172M 1.5B Forecast Smartphone units smartphone sales, sold, 2009** 2011**** Source: Nielsen** Source: Gartner*** Source: Pyramid Research 2011 Altimeter Group
  • 7. 7 Mobile interaction becomes deeper, more ingrained This was 37% in May, 2011, and 40% in June, 2011 2011 Altimeter Group
  • 8. 8 People cant buy smartphones fast enough iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest selling device ever! 2011 Altimeter Group
  • 9. 9 Tablets are quickly following Apples iPad sold at a rate of 14.8/hr on Black Friday 2011. The pile if stacked would be measured in miles. 2011 Altimeter Group
  • 10. 10 Shoppers Plan to Use Smartphones Holiday will be a big test for mobile strategy as device dependency increases Compare Prices to Locate Stores, Products and 55% Will use GPS/location features on some/most shopping trips 47% Will use smartphones to compare prices Almost half of holiday shoppers in 2011 will be 42% looking for last minute stores and giftsnearest store Will search for via mobile, basedyoucurrent location will on be there? Source:. Google & Ipsos OTX Consumer Intentions Survey for Holiday 2011 23 (Q23a). In which of the following ways, if any, do you plan to use your mobile device(s) to do your shopping this Holiday Season? 2011 Altimeter Group
  • 11. Getting To Mobile Isnt A Strategy 2011 Altimeter Group
  • 12. 12 Mobile Strategy Takes One Of Three Paths Target: Buyers Goal: Drive revenue and transactions Enrich KPIs: Registered Users, Average Purchase Target: Shoppers, New Contacts Engage Goal: Drive brand affinity, consideration KPIs: Engagement, amplification, goodwill Target: Internal constituents and trusted partners Entrust Goal: Secure use of information on mobile KPIs: Productivity gains relative to function 2011 Altimeter Group
  • 13. 13 For brands and retailers: look at the entire buying experience 2011 Altimeter Group
  • 14. 14 2011 Altimeter Group
  • 15. 15 Enrich: Driving revenue through mobile transactions 2011 Altimeter Group
  • 16. 16 Customer facing apps, look at the entire experience Enrich 2011 Altimeter Group
  • 17. 17 Enrichment done right, over 3M have paid with Starbucks mobile app The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. Its available at 9000 stores. Customers purchase credit via PayPal or credit card. 2011 Altimeter Group
  • 18. 18 Enrichment done wrong, playing up the limitations of mobile Users must download all catalog content, a situation exacerbated when relying on a carrier network vs. wifi 2011 Altimeter Group
  • 19. 19 Complexity of task increases complexity of rollout, deepens ROI Taking data like credit card info from the field introduces more complexity and security requirements for the mobile