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Wrap up digital 7

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Mobile goes fast

• Adoption is 9 times faster than desktop internet– Adoption by car makers: start engine, open doors, warm up through your

smartphone.

• Interactions are multiple: with web and things.– Use of watermarks facilitates interaction with things.– Get a video clip while listening to a song from Absynthe Minded on the

radio…

• Beware of geeks– Many developments are “geeky”. – Augmented reality is often disapointing like at the Danish Airport.

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Driver 1: SOLOMO

• Cf Hugues Rey’s presentation• Many apps get developped in retail and are based on

what people do already in retail:– Texting about products– Shooting pictures of products– Sharing those with friends– Scanning Barcodes for info/price checkings, etc.

• Famous apps are making life more easy– Price checks, e.g. Amazon– Google Wallet– App van’t stad from Concentra: an smart alternative to Groupon

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Driver 2: Competition

• Strong competition lowers prices and accelerates innovation , hence adoption.– Penetration of smarthone in belgium : 26%– 34% to be achieved by June. – Penetration of tablets: 11%– Expectinf 22% by june. Tablets grow faster than smartphone

• Dominant operating systems:– IOS 53%– Android 27%– Symbian 10% but will be replaces by windows which seems promising– In fact, market is dominated by key players Apple (IOS), Google (android)

and Microsoft/Nokia (Windows), Facebook is expected to join the party…

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3rd Driver: Users, Use, Usage

• Users adopt faster and facter mobile technology• Use happens mainly at home after 6pm

– While watching TV in the living room– On my way, driving home– In my bed while getting to sleep

• Don’t confuse moble web and web apps.– Web apps interact with things and first of all your device

• Don’t expect to change people’s behaviuor• Get strong insights about people’s wants, desires and

frustrations• Buils something unique delivering a service that improves

your customers’ and prospects’ daily life

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Conclusions

• Success factors:Insight -> Innovate -> Improve daily life

• Mobile will change business as it definitely reduces the gap between what people experience with your product, service or brand and the feedback you get.– The gap is getting reduced to the instant– People react immediately and you can gain immediate feedback

without distorsions.

• Mobile web is less a media than im-media-cy