mobile phones to change the world

© dentsulondon 2010

Mobile phones to change the world


How many phones worldwide in 2009?

0.8 0.91.3 1.4 1.5

Source: http://www.cloudfour.com/27/the-mother-of-all-markets/GSMA Feb 11 2009

Cars PCs Telephones Credit cards TVs Mobiles

0

1

2

3

4

5

0.8 0.9 1.3 1.4 1.5

http://www.cloudfour.com/27/the-mother-of-all-markets/



0.91.3 1.4 1.5

Source: http://www.cloudfour.com/27/the-mother-of-all-markets/GSMA Feb 11 2009


0

1

2

3

4

5

0.8 0.9 1.3 1.4 1.5

4.1

http://www.cloudfour.com/27/the-mother-of-all-markets/



0.91.3 1.4 1.5

Source: http://www.cloudfour.com/27/the-mother-of-all-markets GSMA Feb 11 2009


0

1

2

3

4

5

0.8 0.9 1.3 1.4 1.5

4.15.1

http://www.cloudfour.com/27/the-mother-of-all-markets




Mobile overtaking desktop

Source: CMR Ofcom Report, August 2010

Mobile Behaviour


Connects brands with consumers 24/7

time

home

sleep

0 - 6

on your way

7-8 9 - 11

lunch time

12-13

work

14 - 16

onyour way

16-17

home

19 - 23

sleep

24

storeon

your way

18-1917-18

MOBILE

tvmoviesdminternetbookstabloidspopular press

radiobillboardstabloids

trade pressradiointernetexhibitionsbillboards

radiobillboardsfree newspapers

newspaperradiotv

Source: Ansible Mobile, 2009


Use of mobile internet in UK doubled in past two years

Source: The Nielsen Company


Majority mobile internet users under 35

Source: MobileSQUARED, 2010


Future is data

Source: Ofcom, 2010


Number of people using voice declined 15% YoY

*Mobile Media = Connected media (except SMS only)


Time spent using a mobile

Source: Ofcom Research, Q1 2010


Postpay is catching up on prepay

Source: Ofcom, 2010


iPhone gains hype but only represents 4% of total mobiles

Source: Ofcom (EU5), March 2010


2009 20130%5%

10%15%20%25%30%35%40%

14%

38%

Smartphone sales worldwide (% of total sales)

Source: Informa Telecoms & Media, March 2009


Smartphones changing UK mobile landscape

Source: comScore, Mobilens, December 2007 - May 2010


42% of all mobile connections in 2009 were using 3G

2004 2005 2006 2007 2008 200905

1015202530354045

3G connections (incl laptops/dongles)

% o

f tot

al co

nnec

tions

Source: Ofcom, 2010


iPhone is losing market share

Feb-10 Mar-10 Apr-10 May-100%

10%20%30%40%50%60%70%80%90%

100%

74 70 64 59

11 13 19 26

4 5 7 711 11 8 70 1 2 1

OtherSymbianRIMAndroidiPhone

Source: AdMob, May 2010


Apple vs. Android

• 64% apps is free

• Open-source

• Fastest OS

• 70% loyalty

• Market share: +5.2%

• 70 phones available

• 30% apps is free

• Locked platform

• 80% loyalty

• 250.000 apps

• Market share: -0.1%

• 4 phones available


Smartphone users

Source: The Nielsen Company, June 2010


iPhone and Android using most data

Source: The Nielsen Company, June 2010


Mobile sitesPC sites

Users aren’t consuming different information

1. Google 2. Facebook 3. Yahoo 4. BBC5. Live / Bing

1. Google 2. Facebook3. Windows Live Mail4. eBay UK5. YouTube

Source: M:Metrics July 09, Opera June 09, Hitwise June


When and where they view them

37% 36%

44%40% 39%

33%28%

39%

30%34%

27%34%

29%

20%24%

34%

22%

33%27%

38%

52%

Your personal bank

Amazon BBC Sport/ESPN Expedia Facebook Monster Playboy / adult site

While on the move During the workday/at work At home

They are just consuming it differently

Source: M:Metrics July 09, Opera June 09, Hitwise June


Facebook usage in UK higher on mobile compared to PC

Source: comScore, Feb 2010


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


Purpose of apps

• 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

• Instant but limited engagement

• Potentially short lived

• The equivalent of the TV sport or the viral video of mobile

• Can support broader campaign

Entertainment Utility

Mobile Gaming

Facebook

FedExEvent

GuidesLynx Get in ThereZippoiPint

Coke Spin The Bottle

North Face Snow report

iFart


Level of application brand involvement

Mobile Ads in Applications

Branded App Build

App Sponsorship

Level of brand involvement


Apps category percentage

2 2 1 1 1 1

17

14

117

6

65

43 3 2 2 2

Health & Fit NavigationPhotography Social Net.Finance MedicalWeather SimulationBooks GamesEntertainment EducationLifestyle TravelUtilities MusicReference SportsBusiness NewsProductivity

Source: 148Apps.biz, Aug 2010


• Crash Bandicoot Nitro Kart 3D• Koi Pond• Enigmo• Bejeweled 2• iBeer• Moto Chaser• Pocket Guitar• Flick Fishing• Tetris• Texas Hold’em

• Facebook

• Google Earth

• Pandora Radio

• Tap Tap Revenge

• Shazam

• Pac-Man Lite

• Backgrounds

• Touch Hockey

• Labyrinth Lite Edition

• Flashlight

All-Time Top Apps (paid + free)


the use of the mobile medium as a means of marketing communication

Mobile MarketingDefinition


6%

94%

Mobile advertisingRest

Global ad spending 2010


Mobile ad spend in US in millions $

2013

2012

2011

2010

2009

2008

0 200 400 600 800 1000 1200 1400 1600 1800

1560

1140

830

593

416

320

Source: eMarketer, Sept 2009


US mobile advertising revenues by format in million $

2013

2008

0 500 1000 1500 2000 2500

270

100

2274

39

567

21

SMS Search Display

Source: The Kelsey Group, provided to eMarketer, Aug 2009


Case Studies


Hidden Sound


H&M semacodes


IKEA Interactive Catalogue


Absolut Vodka


IBM Seer Wimbledon 2010


Toyota app


AMF Pension


The World's Biggest Signpost


I am T-Pain


Ringtowns

http://www.canneslions.com/work/direct/entry.cfm?entryid=21565&award=99


Zipcar


Drive your car using your mobile


Lynx – One is suitable for general audiences...


Lynx – The other one is not


Pizza Hut / Dominos GPS Tracker


PUMA Index


Barclay’s Waterslide


Lastminute.com’s Talking iPhone translator


Charmin’s Sit or Squat app


TAT Augmented ID


Starbucks Mobile Payment


North Face Snow Report


GoodGuide


Adidas Originals Berlin Art Guide

Future


2010

Source: IPG Media Labs, Sep 2009

• Sets the foundation for the years to come

• Introduction iPhone 4

• Tablets like iPad will enter the wireless market

• Release of 4G networks become a reality enabling massive data transfer speeds for HD Video


• Users jump to 4G networks for home data connection and all devices

• Significant enhancements in GPS enabling vertical positioning.

Everything has location relevance like display ads

• Inter connection and touch screens across all devices kills keyboards

• 3D phones

2011



• The phone in “Mobile Phone” is killed off. Now its just Mobile or

Mobile Device

• Connects your PC, Mobile and TV giving you the same content

on all you devices

2012



• Businesses start to understand the seamlessly connected consumer

• Consumers can take pictures of everyday products they see in the street,

find the retailer, buy through the mobile but now also take the image

home, connect to a TV or PC and view themselves using the product.

This will kick start true social retailing

2013



• Augmented Reality glasses and contact lenses become reality managed

though mobile devices

• Consumers will be able to see the world with data superimposed on their

visual field. This will enable immediate access to information such as

retail environments, transport, details about people and general

surroundings

2014


mobile phones to change the world

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