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Discover Mobile Life

Discover Mobile Life. Key questions we will cover. How many mobile users?. What are they doing?. What are the needs that underpin mobile usage?. How can brands develop consumer-centric mobile strategies?. Measuring mobile adoption. How many mobile users?.

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Discover Mobile Life

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  1. Discover Mobile Life

  2. Key questions we will cover How many mobile users? What are they doing? What are the needs that underpin mobile usage? How can brands develop consumer-centric mobile strategies?

  3. Measuring mobile adoption How many mobile users?

  4. The handset is becoming the primary device across much of the world Mobile Ownership Vs. Technology Device Ownership - Global Developed Emerging GDP per capita

  5. The handset is becoming the primary device across much of the world Mobile Ownership Vs. Technology Device Ownership 100 98 96 79 • 6.1 • 3.1 • 2.5 • 1.1 Developed Emerging Uganda Thailand Portugal Norway GDP per capita

  6. The handset is the world’s must-have device Device ownership and likelihood to buy - Portugal Mobile Likely to buy Digital camera Video Camera Smartphone Desktop computer Internet enabled TV/HDTV Portable gaming device Laptop computer DVD player Tablet MP3 player Digital Media Adapter Gaming console Current ownership A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months) Base: All respondents – Portugal 502

  7. Smartphone ownership is increasing worldwide, while many can already access multimedia functions on advanced feature phones Phone level Level of phone ownership

  8. Quiz time...

  9. Quiz time

  10. Quiz time • True or false? There are more mobile phones in Portugal than people?

  11. Quiz time • True or false? There are more mobile phones in Portugal than people?

  12. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages?

  13. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages?

  14. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages? • Which market sees the highest usage figures for mobile wallet services?

  15. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages? • Which market sees the highest usage figures for mobile wallet services?

  16. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages? • Which market sees the highest usage figures for mobile wallet services? • How many people in the US answer their phone whilst on the toilet?

  17. Quiz time • True or false? There are more mobile phones in Portugal than people? • Which market has the highest proportion of mobile data packages? • Which market sees the highest usage figures for mobile wallet services? • How many people in the US answer their phone whilst on the toilet?

  18. Mobile platforms, channels and services – What do consumers use their devices for? How many mobile users? What are they doing?

  19. As devices have developed, consumers have been able to load more and more content, services and features onto their handsets

  20. Entertainment, communication and productivity features form the basis of current mobile phone usage Features usage 63% 50% 42% 33%

  21. Entertainment, communication and productivity features form the basis of current mobile phone usage Features usage Features usage on smartphones 63% 82% 50% 72% 42% 79% 33% 61%

  22. As reliance on mobile increases, advanced functionality and connectivity features have the strongest growth potential White space analysis – high growth potential

  23. ...integrating the ‘digital world’ and the ‘real’ world

  24. Delivering content, driving connections – What consumer needs can be targeted via mobile? How many mobile users? What are they doing? What are the needs that underpin mobile usage?

  25. The exobrain

  26. To remain within an individual’s personal mobile world you need to provide value; you need to address key needs Convenience Relevance Independence Experience Reassurance

  27. Convenience Solutions that save time and make life easier hold increasing appeal in this fast-paced world.

  28. Location based services save people time and money Location based activities

  29. Convenience is a key driver for mobile payments Top three drivers of mobile wallet usage It is convenient It is quick and easy No need to carry cash Portugal Europe Global E5b. Biggest benefit of mobile wallet services Base: User /interested in mobile wallet – Global 11722 | Europe 3588 | Portugal 72

  30. Starbucks utilises LBS to help customers find them, as just one in a range of features available through a single app The Starbucks iPhone app increases the ease of coffee purchasing Facilitating mobile payment – no need to carry cash Order before arriving at the store – less queuing Loyalty points gained without swiping extra card All of which help to make a friendly brand even friendlier

  31. Relevance People value offers and solutions more when they are available at the right time or in the right place.

  32. Overlaying LBS on mobile groupons and coupons holds strong potential Usage and attitudes towards mobile groupons and coupons Interest Current usage

  33. The Shopkickapp rewards shoppers with regard to relevant locations as well as personally relevant benefits • Benefits gained are relevant to the shopper’s location (gain points for entering a store, or while in-store) • Rewards can also be expanded from the store to other products and services of interest to the shopper – e.g. cinema tickets, restaurant vouchers, holidays

  34. Independence People want to get the most out of life. They seek freedom to choose and act without restraints.

  35. Be efficient in work without compromising quality of life… Productivity & connectivity features Would like to do Currently doing

  36. Consume content without being tied to a device or location… Entertainment features Would like to do Currently doing

  37. The ‘Sky Go’ app allows customers in the UK to access their favourite Sky TV channels via their mobile, tablet or laptop device, whenever and wherever they are Sky Go offers access to channels from anywhere A username and password is all that’s required to access Customers can use most internet-enabled devices to view For a premium brand in a somewhat commoditised market, the service offers vital competitive advantage

  38. Mobile solutions such as the Layar app provides freedom without compromising lifestyle or information consumption No need for supporting information sources (e.g. guidebooks or search engines) Information is enhanced immediately while on the go, providing greater flexibility and independence

  39. Experience People want to enrich their lives by interacting with the world around them.

  40. Entertainment functionality allow people to engage with brand message and experience communications like never before... To interact with an advert and receive a special deal

  41. Instant gratification can be gained for sharing experiences Current usage – uploading photos/videos & checking-in

  42. Heineken’s new ‘Open your world’ message is brought to life via mobile at a music festival with a clever and cheeky QR code ice-breaker gimmick Heineken U-Code promotion Heineken’s new brand message is ‘Open your world’ • Other than the music, people go to festivals to meet people Heineken tent allows them to set-up personal QR codes QR codes can be scanned by anyone at the festival A huge hit at the festival and a good fit with Heineken as a brand and product

  43. Reassurance People want reassurance from trusted sources that they are making the right decisions.

  44. Mobile empowers consumer purchase decisions Mobile activities that aid reassurance

  45. Best Buy app provides Reassurance in-store to empower consumers, instil trust and secure purchase Best buy in-store QR code comparison enablement All Best Buy products have QR codes on the tags Customers scan the codes to receive detailed product information and customer reviews Combination of product information and customer reviews reassures consumers, particularly in the absence of in-store service

  46. Customers of Woolworths supermarket in Australia can save time in-store with a shopping list ordered by the layout of their local store The Woolworth supermarket app saves time in-store Users can customize the shopping list to the layout of their local store to save them time in-store Users can shop from phone Create shopping lists by scanning barcodes Access to rewards and weekly specials Recipe ideas

  47. What role can mobile play for you? How many mobile users? What are they doing? What are the needs that underpin mobile usage? How can brands develop consumer-centric mobile strategies?

  48. The fight for the front screen is on Can you get here? Or here? Or nowhere...?

  49. As consumers become more experienced, habits will form around specific applications that consistently deliver value – now is the time to act!

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