Ten reasons why now is the perfect time to get serious about the mobile web

1 NOWserious about the MOBILE WEB

reasonsis the perfect

by [email protected] or @tijs on Twitteri

WHY

time to get

mobile marketing forum

30 april 2010

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http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/

EVEN THOUGH YOU’D THINK

WE CAME A LONG WAY



WE ARE ONLY JUST

By Leodileo on Flickr

GETTING STARTED

2005: the year of the mobile web












limited hardware

bad browsers

costly data plans

small market

BATTLE

1

OF THE DEVICES

By chriswsonic357 on Flickr

JANUARY 2007

APPLE IPHONE

“The iPhone has taken the frustration out of browsing on a mobile phone.”Charles Wolf, Needham & Company

70% Check email at least once a day.

60% Browse the web at least once a day.

80% Use iPhone to browse the web.

TOUCHSCREEN SMARTPHONES ARE THE

NEW STANDARD

By owaief89 on Flickr

0102030405060708090

100

Africa Asia L-America W-Europe E-Europe N-Amercia Oceania

iPhone OS Symbian OS AndroidRIM OS Windows Mobile OS Other

iPhone OSSymbian OSAndroidRIM OSWindows Mobile OSOther

Operating system share regional Operating system share worldwide

(smartphone only), Q4 2009

(smartphone only), Q4 2009

0

10

20

30

40

50

60

70

iPhone Symbian RIM Windows Android Palm

Mobile page view shareMobile internet + apps usage shareGlobal unit shipment share Source: Morgan Stanley

EARLY ADOPTERS EAGER TO

2

CONSUME THE MOBILE WEB

So who is this early adopter?

YOUNG (16-34)

AFFLUENTURBAN DWELLINGPROFESSIONAL

By ohad* on Flickr

Source: Essential Research

SOCIAL NETWORKING

And what are they using the mobile web for?

NEWS AND INFORMATION

EMAIL

LET’S PUT THINGS

INTO PERSPECTIVE

It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).

of all mobile phone users do not use their mobile to access the Internet.

Source: Essential Research

76%

MILLIONS3

IN THE NEXT FEW YEARSOF USERS ENTERING THE MARKET

2013

off all mobile

In

80%

Source: Gartner

devices will be TOUCHSCREEN

“In three years time, desktops will be irrelevant.”John Herlihy, Google

By futureatlas.com on Flickr

MEET THE REAL

WORLD WIDE WEB

MORE PEOPLE

than the

will access theMOBILE WEB

DESKTOP WEBin 2013 2015

Source: Gartner Source: Morgan Stanley

SOCIAL NETWORKING

4

TO USE THE MOBILE WEBIS THE NUMBER ONE REASON

“The explosion of social networks in the past few years is just the Web catching up with life, since people are naturally social.”

Eric Schmidt, Google

70%use the mobile web for

remember

SOCIAL NETWORKING

GSMA/Comscore

Accounts for nearly half of all the time people in the UK spend going online using their phones.

Case: Facebook dominates UK mobile use

UK number of mobile minutes spent (in millions - December 2009)0

525

1050

1575

2100

Facebook Google Microsoft Orange AOL

– You don't know what you're missing until you get a taste –

SERVICES

5

ARE MORE IMPORTANT THAN HARDWARE

– Even Nokia no longer talks hardware –

Focus on mobile services

COMMUNICATIONINTEGRATION AND SYNCHRONISATION

MOBILE PAYMENTSCONTEXT AWAREMOBILE HEALTH

REALTIME

6

Mobile is the perfect medium to keep up with the realtime web.

WHO’S DOING ... NOW?

WHY IS ... NOW?... NOW?

WHERE CAN I ... NOW?

By apoxapox on Flickr

ALWAYS IN

OUR POCKETS

CONTEXT

7

IS KING

OF COURSE THERE’S

LOCATION

“... there are now over 6000 location based iPhone apps, 900 Android appsand 300 BlackBerry apps.” Skyhook

4%

65%

31%

“The smartphone becomes a search phone.”Deloitte

1%

48% 51%

Source: Chitika

Google

Non search

Other search

Mobile traffic share

iPhone only

MOBILE

8

MAKE$ MONEY

The app store economy– July 10, 2008: iTunes App Store launch –

$

140 000 apps

3 000 000 000 downloads

350 / second

75 % free

€ 2,70 price

$€

2009 2010 2013

Downloads 2,5 4,5 21,6

Revenue $4,2 $6,8 $29,5

Numbers in billions

Gartner mobile application store predictions

Kelsey Group

SMS

Display

Search

precious screen estate

35% will be local ads!

73%

18%

9%

24%

13% 63%

2008mobile ad market$160M

2013mobile ad market$3,1B

– Mobile display advertising is not dead –

– Marketing as a service: action speaks louder than words –

IT’S CALLED SMARTPHONE

9

FOR A REASON

location

GPS

humidity

speed

sound

noiseshake

temperature

smell

weight

health

compass light

height

proximity

motion

pressure

Sleep Cycle for iPhone

NOT ONLY GEEKS ARE

10

EXCITED ABOUT MOBILE

By thorinside on Flickr

WE’RE READY FOR THE

REAL THING

“Mobile first!”

Eric Schmidt, Google

Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus.

By Urban Mixer on Flickr

NOW WHAT

ABOUT YOU?

1 NOWserious about the MOBILE WEB

reasonsis the perfect

WHY

time to get

download from slideshare.net/tijs and feel free to use (CC Attribution)by [email protected] or @tijs on Twitteri

mobile marketing forum

30 april 2010





Ten reasons why now is the perfect time to get serious about the mobile web

Technology

Transcript of Ten reasons why now is the perfect time to get serious about the mobile web