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Transcript of E skyline LLC
E-Skyline LLC
Mobile Applications, Web Development and Social
Media Marketing
Table of Contents
1)Introduction to Mobile Apps and Facts about the Mobile Market.2) Introduction and Layout Of E-Skyline Mobile Web Development and Web App Platform.3) Social Media Networking
More than Talk: Action in Mobile Marketing
3
1,342% Growth in Retail, Restaurants
Verticals Growth in Mobile CampaignsQ1 2010 v. Q1 2011, % growthSource: Millennial Media
Retail & Restaurants
Automotive Finance Telecomm Health: Fitness & Wellness
Education
1342%
723%
379%
242%183%
130%
Six verticals experienced triple-digit growth – or greater – year-
over-year according to Millennial Media's Q1 2011 report
released in June.
Health: Fitness & Wellness is a newcomer on a ranking of top
advertising verticals. This is an indication that advertisers in new
verticals are starting to take a keen interest and to heavily invest
in creating a mobile presence.
More than Talk: Action in Mobile Marketing
4
Smartphones represented
68% of the connected
device impressions on the
Millennial Media network.
Of smartphones on the
Millennial network, the two
most popular platforms by
share of impressions were
Android (53%) and iOS
(28%).
Impressions: Android– 53%, iOS– 28%
Device OS MixApril 2011, % of campaignsSource: Millennial Media
53%
28%
16%
1% 1% 1%
Android iOS RIM Other Symbian
Windows Mobile
68%16%
16%
Smartphones Feature Phones
Connected Devices
Smartphone OS MixDevice Impression Share
More than Talk: Action in Mobile Marketing
5
Almost
half of mobile campaigns on
the Millennial network were
driving traffic to a website,
while 26% sent users to the
an app download page. The
last quarter were aiming to
send traffic to a custom
landing page.
26% Drive to App Downloads
Mobile Advertiser Campaign Destination GoalsApril 2011, % of campaignsSource: Millennial Media
Traffic to site Application download Custom landing page
49%
26% 25%
More than Talk: Action in Mobile Marketing
6
Research from comScore estimates
that
689 advertisers used mobile display
advertising
campaigns to reach consumers, up
128% from two years prior.
Mobile content and publishing
contributed to half of all products
advertised on mobile device. 26% of
mobile display advertisements were
for consumer discretionary goods, IT
accounted for 7%, and financial
services accounted for 6% of mobile
display ads.
128% Growth in Campaigns over 2 Years
Category Share in Mobile Display Ads3-month average share ending March 2011, US mobile subscribers Source: comScore
Used Browser
Used App
Saw ad on web or within App
Responded to SMS ad
19.1%
15.9%
5.0%
3.5%
More than Talk: Action in Mobile Marketing
7
Local Mobile Ads: 51% Share by 2015
Local vs. National Ad Spend in Mobile2010-2015, US$ billionsSource: BIA/Kelsey
In a more conservative forecast,
BIA/Kelsey says that total US mobile
ad spending will grow from $790
million in 2010 to $4 billion in 2015.
The local portion of that total is
projected to increase from $404
million to $2.8 billion.
Among the drivers of mobile ad
revenue growth are smartphone
penetration, mobile web usage and
related increases in ad inventory.
2010 2011 2012 2013 2014 2015
$0.39 $0.49 $0.61 $0.73 $0.92$1.22$0.40
$0.89$0.99
$1.40
$2.03
$2.84
National Local
More than Talk: Action in Mobile Marketing
8
In total, 13.1 million consumers
perform mobile retail. Of those,
almost 63% (8.2 million) use their
mobile browser. Another 32% (4.2
million) use SMS text messaging,
while 24% (3.2 million) use an app.
About 42% use mobile devices for
research. Actual purchasing via
mobile devices is performed by 38%
of mobile consumers, while 29% do
comparison shopping.
13.1 Million Mobile Consumers
Mobile Retail Users, by Access Method2010 Study, Audience in millionsSource: Millennial Media, comScore
Total Browser SMS App
13.1
8.2
4.2
3.2
More than Talk: Action in Mobile Marketing
9
In terms of mobile impact and
adoption of what’s new, mobile retail
users skew younger and wealthier
than the general mobile audience,
according to data from “Mobile Intel
Series: Retail” from Millennial Media
and comScore.
34% of mobile retail users earn
$100,000 or more annually, and 18%
of mobile users earn $75,000 to
$99,000.
About the same percentage of
mobile retail users (21%) as overall
mobile users (20%) earns $50,000 to
$74,000. Below this income bracket,
overall mobile users have a larger
share.
Mobile Shoppers are Young, Wealthy
Mobile Retail Users, by Income2010 Study, % of audienceSource: Millennial Media, comScore
<$25K $25K to $50K $50K to $75 $75K to <$100K $100K+
16%
23%
20%
15%
27%
11%
16%
21%
18%
34%
Total mobile audience Mobile retail users
More than Talk: Action in Mobile Marketing
10
81% of smartphone users have used
their smartphone to
browse or look for products or service
s
and 50% have made a purchase with
their smartphone, according to
research from Prosper Mobile Insights.
Additional marketing-based activities
are even more popular, including
receiving special offers by text
message (54%) or scanning a QR
code, about 58%.
Half Make Purchases with a Smartphone
Consumer Smartphone Usage May 2011, % of respondentsSource: Prosper Mobile Insights
Texting
Internet
Call
GPS
Apps
News
Bluetooth
Calendar
21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
More than Talk: Action in Mobile Marketing
11
123% Growth in Mobile Purchasing
Consumer Trend in Mobile Purchases2009-2010, % of consumers making 1 or more m-purchaseSource: Oracle / ATG Oracle and ATG research finds that
three in 10 (29%) US consumers have
made at least one purchase via
mobile device --123% more than the
13% of consumers in November 2009.
40% of consumers age 18-34 had
made a mobile purchase as of
December 2010, up 74% from 2009.
27% of 34-54-year-old consumers had
made a mobile purchase as of
December 2010, an increase of 145%
from 11% 13 months earlier.
While only 17% of consumers 55 and
older had made a mobile purchase in
2010, it’s up 142% from 7% recorded
in 2009.
November 2009 July 2010 December 2010
23%
41% 40%
11%
23%
27%
7%9%
17%
13%
23%
29%
18-34 35-54 55 and older Overall
More than Talk: Action in Mobile Marketing
12
Sent text mes-sage to another
phone
Used browser Used downloaded apps
Accessed social networking site or
blog
Played Games Listened to music on mobile phone
68.1%
37.0% 35.4%
25.3% 23.7%
16.5%
68.8%
39.1% 37.8%
28.0%26.2%
18.0%
3 months ending Jan. 2011 3 months ending April 2011
By the next month, the frequency of activities such as
mobile social networking grew about 10% between
January 2011 and April 2011. Twenty-eight percent of
US mobile subscribers accessed a social networking site
via mobile phone in April, compared to 25.3% in January.
Mobile gaming also grew by about 10% in that period.
Mobile Content UsageJan. 2011 v. April 2011, 3-month average shareSource: comScore
Mobile Social Networking Up 10%
More than Talk: Action in Mobile Marketing
13
Nielsen data shows that Android has taken the lead on
Apple iOS as the most desired OS for consumers planning
on getting a new smartphone in the next year. 31% of
consumers desire the Android OS, narrowly beating the 30%
who want iOS. About one-fifth remain unsure.
Next Smartphone, Android or iOS?Desired OS of Next Smartphone2010 v. 2011, % of consumers who plan to purchase new smartphoneSource: The Nielsen Company
Android iOS RIM BlackBerry Microsoft Windows Mobile
Palm/WebOS Not sure
26%
33%
12%
7%
2%
18%
31%30%
11%
6%
1%
20%
July-Sept. 2010 Jan.-Mar 2011
More than Talk: Action in Mobile Marketing
14
Combining smartphones, feature phones and
connected devices, Millennial Media finds that
smartphones accounted for more than
two in three mobile impressions onto the
Millennial mobile advertising network in May
2011. Feature phones (17%) and connected
devices (16%) were responsible for virtually equal
shares.
Within connected devices, mobile gaming devices
and MP3 players combined to generate 70% of
the connected device impressions, and tablets
accounted
for another 29%.
Smartphones: 68% of Impressions
Connected Device, Category MixApril 2011, % shareSource: Millennial Media
68%16%
16%
Smartphones Feature Phones
Connected Devices
More than Talk: Action in Mobile Marketing
15
Perhaps more importantly, the
amount the average
smartphone user pays per unit
of data has dropped
by 43% percent in the last
year, from 14 cents per
megabyte (MB) to 8 cents per
MB, according to The Nielsen
Company.
Even as data usage has
almost doubled, most users
are paying around what they
did a year ago for data –
meaning a lower cost per unit
of data consumed.
Total Data Costs Drop 43% YOY
Smartphone Data: Effective Cost per MBQ1 2010-Q1 2011, Total data charge/Data consumptionSource: The Nielsen Company
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011
$0.14$0.13
$0.10$0.09
$0.08
More than Talk: Action in Mobile Marketing
16
It is a mobile “data tsunami”
according to Nielsen, with app-
friendly OS phones at the epicenter.
Consumers with iPhones and
Android smartphones consume the
most data: 582 MBs per month for
the average Android owner and 492
MBs for the average iPhone user.
Overall, in the last 12 months, the
amount of data the average
smartphone user consumes per
month has grown by 89%, from 230
MB in Q1 2010 to 435 MB in Q1
2011.
“Data Tsunami” – 89% Growth Y-o-Y
Data Usage in MB by Mobile Operating SystemQ1 2010-Q1 2011, Average MB per userSource: The Nielsen Company
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011
312
381
495525
582
319354
415
468492
81102 95 103
127
233 169227
205174
149
317
Android OS Apple iPhone Blackberry OSWindows Mobile Windows Phone 7
More than Talk: Action in Mobile Marketing
17
Prosper Mobile Insights asked
smartphone users what smartphone
function they cannot live without, and
one in five (22%) said texting,
followed by internet (17%) and
texting (16%).
Interestingly, showing just how
diverse a device the smartphone has
become, only 8% of users cited
making phone calls as an
indispensible feature of a smartphone
– but it still was ranked fourth overall.
Ranked 4th: Making Phone Calls
Top 10 Essential Smartphone Functions May 2011, % of respondentsSource: Prosper Mobile Insights
Texting
Internet
Call
GPS
Apps
News
Bluetooth
Calendar
21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
More than Talk: Action in Mobile Marketing
18
Google RIM Apple Microsoft Palm
28.7%
31.6%
25.0%
8.4%
3.7%
34.7%
27.1%25.5%
7.5%
2.8%
3 months ending Dec. 2010 3 months ending March 2011
MobiLens data from comScore released in May indicates
72.5 million people in the US owned smartphones by March
2011, up 15% from the preceding three-month period.
Google Android continued its trend of luring US smartphone
subscribers from RIM Blackberry, though RIM retained its
number two position. Android gained about 21% market
share from December 2010, rising from 28.7% to 34.7%.
72.5 Million Owners and Growing
U.S. Smartphone Market, by PlatformDec. 2010-March 2011, 3-month average shareSource: comScore