ThinkMobile Google Mobile Conference The Changing Face of Mobile

In 1973…

Then, in 2007…

The Rise of Mobile How quickly is it changing?

52% of Australia’s population has a smartphone - 2nd highest usage rate in the world.

Market Share IOS: 42% Android: 29% - but growing 4x as fast.

8x faster growth rate than desktop computing at the same point in development.

45 billion apps by 2015.

1st billion downloads of Android apps took 2 years. The last billion took 60 days.

Why Mobile?

Consumer market drivers & inhibitors Drivers Inhibitors

•  Increase in paid & free made for tablet content (eBooks & short digital video)

•  Push from major print media organisation (newspapers & magazine) to drive readership to tablet apps. (eg. News Limited, Fairfax)

•  Greater familiarity with devices

•  Adoption of segments of the market that are not as comfortable with laptops/PCs (devices with keyboards) such as the elderly (over 65 year olds).

•  Parents buying devices as ‘child minding devices’ or ‘toys’

•  Increase in range of available devices (particularly Android)

•  Decrease in price points & reductions in mobile broadband fees

•  Use of tablets for gaming applications

•  Current lack of discrete, made for tablet content or services

•  Increased adoption of smart phones negating the need for some consumers

•  Low cost laptops & computers with long battery life, quick boot up and built in 3G

•  End user concerns about battery life, weight, carrying a second device, etc.

Consumer use of mobile & applications

•  Tablets are an experiential device which is often shared by households –  More users than devices

•  50/50 split over consumer preference between web & apps

1. Mobile entertains us

125 years of Angry Birds are played every day.

75% use smartphones in off-time at work.

60% use smartphones on their commute to work.

200 million playbacks a day on YouTube.

1. Mobile entertains us

Predicted to be

69% by 2015.

37% of Australia’s mobile data traffic is related to video.

2. Mobile is immediate

82% of people booked within 1 day of departure vs 45% on desktop.

58% were within 35km of their hotel.

11% of all travel enquiries are made via mobile.

3. Mobile connects us locally

66% of local searches are from a mobile. Half of these result in an action. Smartphones

enable communication & connect us.

4. Search

•  In contrast to desktop, mobile search peaks at night, weekends & in the period leading into holidays.

5. Mobile makes shopping easier

1 in 5 changed their mind in a retail store as a result of their mobile.

25% have bought using their mobile phone.

72%

of people use their mobile for comparison shopping.

5. Mobile is a part of our lives

#1 usage location is in the home.

nearlyHALF of users are ‘dual-screening.’ - Integrated messaging across multiple platforms is extremely important.

44% of us go to bed with our phones in arms reach.

What can we do to keep up?

What can we do to keep up?

•  Create a mobile specific site –  Having a mobile site puts WiTH & our clients ahead of

79% of the competition

•  Think about local consumers in local markets –  How can we create relevant & memorable

experiences?

•  Get personal –  Mobile is an extra chance to engage with our

audiences

What can we do to keep up?

•  Learn from our progress and change our process –  Constantly reflect, review and amend our strategy –  Every learning is an opportunity for improvement

What about our clients?

Where are the opportunities? •  Consume content •  mCommerce •  mHealth •  Mobile wallet / online banking •  Engagement via SM •  Personalised advertising

It’s not too late to be early

Thank you

WiTH Collective facebook.com/withcollective hello@withcollective.com 02 8203 2128