mobile ticketing - are you ready?

mobile transactions:are you ready?an introduction to apps, m-sites, tablets & more.

Stuart Buchanan,wearethenest.com.au

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

the mobile landscape,things we do on mobiles,apps & m-sites,mobile case study,the role of tablets,tablet case study

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

the mobile landscape,things we do on mobiles,apps & m-sites,mobile case study,the role of tablets,tablet case study,and...

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

the mobile landscape

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

in 2011, worldwide sales of smartphones exceeded sales of personal computers.

canalys.com

2010

2011

0 125 250 375 500

smartphone

personal computer

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

in 2011, the % growth of mobile devices and tablets completely outstripped PCs.

canalys.com

-75 0 75 150 225 300

smartphone

tablets (iPad)

netbooks

laptops

desktop computers

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

by 2015, more internet users will access the web through mobile devices than through the desktop.

idc.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

now, the #1 method for accessing local information is the mobile device.

higher-and-higher.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

76% of all australians aged 12-14 own a mobile device.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

76% of all australians aged 12-14 own a mobile device.2% of all australians aged 5-8 own a mobile device.higher-and-higher.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

android handset share rocketed in australia from 2010 to 2011.

zdnet.com.au, august 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

but smartphone internet usage is still dominated by apple.

campaignmonitor.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

over 2 million australians now use an iPhone:

roymorgan.com, december 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2%15%

31%28%

24%

Under 2525-3435-4950-6465+

53%47%

MaleFemale

roymorgan.com, december 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

1 in 5 email newsletters are now viewed on a mobile device.

campaignmonitor.com, June 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

things we do on mobiles

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

voice calls are still the most popular feature in most age demographics, except teenagers - less than 2/3 use make calls daily, ranking as only the sixth most used feature.

gsmarena.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

30% of all social media traffic originates on mobile devices.

mashable.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

0 20 40 60 80

SMSAppsBrowserSocialGamesMusic

mobile content usage:

comscore.com, december 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

googlemobileads.blogspot.com, september 2011

mobile & tablet usage peaks later in the day(high likelihood of a social environment)

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

half of all smartphone owners use their devices while shopping in bricks-and-mortar stores: to compare prices (56%), take pictures of products (53%) and seek coupons or discounts (46%).

internetretailer.com, december 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

shopping apps are the fourth most downloaded category of mobile app, behind games (67%), social media (66%), music (57%). at 46%, shopping apps are tied with news apps.

internetretailer.com, december 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

googlemobileads.blogspot.com.au, february 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Australia Council For The Arts, June 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Australia Council For The Arts, June 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Australia Council For The Arts, June 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile users want information right at the point of sale:88% of consumers searching on a mobile device will make a purchase within 24 hours.(short / immediate time window from receiving ‘call to action’ to implementation)

Google Mobile Ads

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

what’s in:‘lean forward’ • short form content• simple forms and quick authorisations

(social authorisations / stored credentials)• social engagement (discussion and

negotiation, sharing links & searches)• leverage all device functions (cameras,

maps etc)

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

what’s out:‘lean back’• long-form content / long pages• multiple actions to achieve single goal• complicated registration processes, and

CAPTCHAs• multiple images / poor image compression• flash

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

apps & m-sites

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

app: application made specifically for a brand of mobile device, downloaded and run on the device.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

app are software,built specific to the device,downloaded and stored, cost more to produce.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

app does not necessarily need an internet connection, if data has already been saved or downloaded.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

apps allow for integrated engagement across social platforms, and can leverage full phone functions.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

native apps are built using specific coding language for each platform, requires specialist skills to develop.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-site: mobile-optimised web site, viewable on any device with an web browser.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-site can be built once, and run across multiple types of devices.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-site requires an internet connection, all data is stored online.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-sites are built using common HTML code, don’t necessarily require large amount of re-training for webdevelopers.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

use simple design and simple functions. and keep the code simple too - no unnecessary bangs & whistles.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

here’s why:

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile320 pixels x 480 pixels

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile320 pixels x 480 pixels

web1024 pixels x 768 pixels

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

what looks good here...

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

might not look good here.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

many of us this year will solve the m-site conundrum with ‘responsive design’.

earthhour.fr

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

bostonglobe.com

anderssonwise.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-site or app? of all the social media traffic generated on a mobile,52% comes from browsers (inc. m-sites) and 48% comes from apps.

mashable.com, february 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

m-site or app?how much money do you have to spend?how & where will it be used? are you looking for deep level of social engagement?how flexible is your web site?

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile case study: sydney festival 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2011 festival,iPhone app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2011 festival,iPhone appprogram ‘at a glance’search listingsin-app planner

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,new mobile site

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

high festival mobile consumption across the board + strong growth in Android and non-iPhone market from 2011 to 2012.

2012 festival,new mobile site

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

program ‘at a glance’search listingslinked planner(across mobile site, desktop site and app)

2012 festival,new mobile site

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

if we can get so much from the mobile site, then what can we do with the app?

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

geo-taggingeverything is geo-tagged - find events, restaurants, bars, ticket booths, car parks, utilities and festival photos - right where you are now

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

cross-platformpersonalisation‘my festival’ feature, linked planner, bookmarked venues & shared photos + a home page ‘news feed’ with live info & updates

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

gamificationtake part in the sydney festival mobile game - win discounts, prizes & badges, and unlock the ‘final game’ to win a special VIP prize

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

2012 festival,mobile app(iPhone & Android)

iphoneographyin-app camera allows you to snap photos at festival events, tag your location, ‘festivalise’ your image and share with the world

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

results:• total number of app downloads across platform 27,000• ratio of apple : android app downloads was 17:1• m-site represented 22% of all web traffic (over 1 in 5)• apple mobile or tablet devices represented 18% of all

web traffic• apple mobile or tablet devices represented 80.5% of all

mobile traffic (ratio of apple : android web traffic was 4:1)• ipad represented 5% of all web traffic• ipad represented 22% of all mobile traffic• facebook generated 2.5 more visits to the site than print

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

the role of tablets.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

comscore.com

ipad dominates the tablet market entirely.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

comscore.com, october 2011

apple iOS traffic (u.s.)

0 12.5 25 37.5 50

iPad iPhone iPod Touch

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

comscore.com

ownership led by 25-34.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

businessinsider.com

majority use it between 2 and 5 hours per day.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

flurry.com

some statistics claim that app use outweighs web on mobile.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

businessinsider.com

when consuming news, over 60% choose apps over web.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

comscore.com, october 2011

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

adobe: average tablet transaction $123, average desktop transaction $102(based on 16.5 visits to 150 retailers)

success.adobe.com

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

ipads replacing other devices in public cultural institutions.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile case study: art gallery of new south wales

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

ContemporaryAGNSW iPad app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

ContemporaryAGNSW iPad app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

ContemporaryAGNSW iPad app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

ContemporaryAGNSW iPad app

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

and...

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

what about the QR code?

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

comtex: “the short-lived and soon-to-be-antiquated QR codes will be replaced with mobile visual search, which provides consumers with faster, more convenient and compelling, interactive marketing experiences”

marketwatch.com, january 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

mobile visual search

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

near field communciation

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

juniper predicts that 1 in 8 (13%) of north american and western european mobile users will use their NFC-enabled mobile phone as a metro rail or bus ticket by 2016

intomobile.com, february 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

juniper predicts that NFC mobile tickets will represent more than 50% of all mobile ticketing revenue by 2016

intomobile.com, february 2012

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

and...

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

augmented reality allows you to use a mobile device to ‘augment’ locations with information, images and media.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

augmented reality offers engagement via ‘real world’ interactions.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

‘unseen sculptures’ showcases augmented reality art installations around australia.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

artists staged an augmented reality ‘intervention’ at the 2011 venice biennale, “extending the Giardini with extra [virtual] pavilions”.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

and...

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

AMOLED display (active-matrix organic light-emitting diode) will allow our devices to be fully flexible and as thin as a piece of paper.

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

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