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Mobile phones to change the world

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  1. Mobile phones to change the world

  2. How many phones worldwide in 2009? 1.3 1.4 1.5 0.8 0.9 Source: http://www.cloudfour.com/27/the-mother-of-all-markets/ GSMA Feb 11 2009

  3. How many phones worldwide in 2009? 1.3 1.4 1.5 0.9 Source: http://www.cloudfour.com/27/the-mother-of-all-markets/ GSMA Feb 11 2009

  4. How many phones worldwide in 2010? 5.1 1.3 1.4 1.5 0.9 Source: http://www.cloudfour.com/27/the-mother-of-all-markets GSMA Feb 11 2009

  5. Mobile overtaking desktop Source: CMR Ofcom Report, August 2010

  6. Mobile Behaviour

  7. home store home work on your way on your way on your way lunch time sleep sleep 16-17 24 0 - 6 7-8 12-13 14 - 16 17-18 18-19 19 - 23 9 - 11 time radio billboards free newspapers radio billboards tabloids newspaper radio tv trade press radio internet exhibitions billboards tv movies dm internet books tabloids popular press MOBILE Connects brands with consumers 24/7 Source: Ansible Mobile, 2009

  8. Use of mobile internet in UK doubled in past two years Source: The Nielsen Company

  9. Majority mobile internet users under 35 Source: MobileSQUARED, 2010

  10. Future is data Source: Ofcom, 2010

  11. Number of people using voice declined 15% YoY *Mobile Media = Connected media (except SMS only)

  12. Time spent using a mobile Source: Ofcom Research, Q1 2010

  13. Postpay is catching up on prepay Source: Ofcom, 2010

  14. iPhonegains hype but only represents 4% of total mobiles Source: Ofcom (EU5), March 2010

  15. Smartphone sales worldwide (% of total sales) Source: Informa Telecoms & Media, March 2009

  16. Smartphoneschanging UK mobile landscape Source: comScore, Mobilens, December 2007 - May 2010

  17. 42% of all mobile connections in 2009 were using 3G Source: Ofcom, 2010

  18. iPhone is losing market share Source: AdMob, May 2010

  19. Apple vs. Android • 30% apps is free • Locked platform • 80% loyalty • 250.000 apps • Market share: -0.1% • 4 phones available • 64% apps is free • Open-source • Fastest OS • 70% loyalty • Market share: +5.2% • 70 phones available

  20. Smartphone users Source: The Nielsen Company, June 2010

  21. iPhone and Android using most data Source: The Nielsen Company, June 2010

  22. Mobile sites PC sites Google Facebook Windows Live Mail eBay UK YouTube • Google • Facebook • Yahoo • BBC • Live / Bing Users aren’t consuming different information Source: M:Metrics July 09, Opera June 09, Hitwise June

  23. When and where they view them They are just consuming it differently Source: M:Metrics July 09, Opera June 09, Hitwise June

  24. Facebook usage in UK higher on mobile compared to PC Source: comScore, Feb 2010

  25. UK mobile app overview • Male to female skew of application usage is 5:2 • Twice as many 25-34s download applications than any other age bracket, 35-44s in 2nd place • Maps, weather, search, news, sport and traffic information most popular areas for application downloads • 4 times more people are downloading apps now than in 2006, if this rate of growth continues by 2011 1 in 4 people with mobiles will be downloading apps Source: M:Metrics, Feb 2009

  26. Purpose of apps Facebook Lynx Get in There Event Guides FedEx Zippo iPint Utility Entertainment • Instant but limited engagement • Potentially short lived • The equivalent of the TV sport or the viral video of mobile • Can support broader campaign • High level of brand service or extension to product • Provides utility and ongoing service • Web 2.0 or desktop application • Will provide central campaign component iFart Mobile Gaming Coke Spin The Bottle North Face Snow report

  27. Level of application brand involvement Level of brand involvement Mobile Ads in Applications App Sponsorship Branded App Build

  28. Apps category percentage Source: 148Apps.biz, Aug 2010

  29. All-Time Top Apps (paid + free) Facebook Google Earth Pandora Radio Tap Tap Revenge Shazam Pac-Man Lite Backgrounds Touch Hockey Labyrinth Lite Edition Flashlight Crash Bandicoot Nitro Kart 3D Koi Pond Enigmo Bejeweled 2 iBeer Moto Chaser Pocket Guitar Flick Fishing Tetris Texas Hold’em

  30. Mobile Marketing the use of the mobile medium as a means of marketing communication Definition

  31. Global ad spending 2010

  32. Mobile ad spend in US in millions $ Source: eMarketer, Sept 2009

  33. US mobile advertising revenues by format in million $ Source: The Kelsey Group, provided to eMarketer, Aug 2009

  34. Case Studies

  35. Hidden Sound

  36. H&M semacodes

  37. IKEA Interactive Catalogue

  38. Absolut Vodka

  39. IBM Seer Wimbledon 2010

  40. Toyota app

  41. AMF Pension

  42. The World's Biggest Signpost

  43. I am T-Pain

  44. Ringtowns

  45. Zipcar

  46. Zipcar