Mobile business 12 summary keynote wim decraene Accenture

Always On.

Always Connected.

Mobile Business Congress 2012

Making Money with Mobile

Executive Summary Wim Decraene

Mobile is everywhere …

Copyright © 2012 Accenture. All rights reserved.

2

The Digital World in 2012

3 Copyright © 2012 Accenture. All rights reserved.

Source: United Nations, ITU, Gartner, Portio Research

Chart created and compiled by Accenture, 2012.

7.0 Billion Global Population

5.9 Billion Mobile Subscriptions

4.6 Billion Mobile Subscribers

2.5 Billion Internet Users

1.2 Billion Mobile

Internet Users

354%

84%

48%

76%

6%

… only the happy few make money


Mobile App Business Models


5

Source: Juniper Research, February 2012, Adapted by Accenture

Pay per

Download

Free to

Download

Free

Ad-funded

Marketing /

Retail Apps

Value Add

Mobile App

Time Based

Subscription

Item Based

Billing

Post Download

Revenues

Physical Sales

Customer Acquisition & Retention

Business

Benefits

The majority of large Belgian corporates have apps ...


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Source: Accenture analysis based on Apple AppStore and Android Market, March 2012.

Without App 25%

Services 27%

Educational 23%

Financial Services

11%

Entertainment 7%

Informational 7%

With App 75%

Large Belgian Corporates with Mobile Apps

... very few actually make money with these apps

How come?


7

How to make money with mobile?


8

The mCommerce ecosystem ...

Mobile Device

mTicket

mCoupon

mLoyalty

mPay

mFare

mVoucher

73%

70%

69%

64%

59%

47%

45%

45%

44%

0% 20% 40% 60% 80% 100%

Strongly agree Somewhat agree Not sure Somewhat disagree Strongly disagree Top 2 Box (labeled)

Where is the added value for the user?


9

Accenture, Tech Forward Survey, January 2011

Q: To what extent do you agree or disagree with the following statements about the use of mobile phones (both cell phones and smartphones) to make purchases?

Global sample n=1,122

Source: Accenture, Tech Forward Survey, January 2011

1. Using my mobile phone for payments makes me worry about my privacy

2. Mobile phone payments increase the risk of identity theft / fraudulent activities

3. I would accept phone ads if this lowers my mobile phone usage fees

4. I am more likely to use money-off coupons if received on my mobile phone

5. I welcome receiving tailored money-off promotions based on past purchases

6. I welcome getting personalized ads when I’m near the promoted product/service

7. I welcome the day when most of my payments will happen with my mobile phone

8. I welcome receiving personalized mobile phone ads based on past purchases

9. My mobile phone is more convenient than other forms of payment

Overcoming the barriers…


Create an enriched offering portfolio and innovative

offering model


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The mCommerce ecosystem ...

Offering portfolio Offering model

mPayments

mTicketing

mVouchers

mCoupons

Customer Lifestyle

products and services

Financial offering linked

to non-banking products

Traditional banking

services

Daily deals

Geo-based offering and

search nearby

Cross-industry Loyalty

programs

Product and pricing

comparison

Social media integrated

Digital Marketing

Analytics and campaign

execution

… is however not enough


12

Think ... Big

... and jointly embrace an smart innovation approach


13

Move ... fast

Start ... small

Always On.

Always Connected.

Mobile Business Congress 2012

Making Money with Mobile @WimDecraene

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trademarks, belong to their respective owners. We disclaim

proprietary interest in the marks and names of others.

Mobile business 12 summary keynote wim decraene Accenture

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