搜索
MobileInternetWhat’sappJohanLooijenga•MobileInternetevolution•MobileInternetvaluechaindominance•Smartphonegrowthandusage•Mobileusertargeting•Mobileadvertising•Mediaindustryandmobile•FuturethoughtsMobileInternet1.0•2GGSMcircuitswitcheddata•WAP•Textbased,simplegraphics•NoInternetbrowsing•Baduserexperience•DatausagebillingMobileInternet1.5•2.5Gmobileinfrastructure•DoCoMoiMode•ProprietaryJapanesephones•Operatorwalledgarden•Subscriptionbasedbilling+datausagebillingMobileInternet2.0•3Gmobileinfrastructure•OpenInternetbrowsing•Smartphonetechnology•Intuitiveuserinterface•Socialnetworking(e.g.Facebook)•Video(e.g.YouTube)•VoIP(e.g.Skype)•Applications/Appstore•Flatfeedatausagebilling+appbilling(manyfree)MobileInternetvaluechainMobileInternet1.0MobileInternet1.5MobileInternet2.0EuropePhones:NokiaJapanOperator:DoCoMoUnitedStatesApps:AppleInnovationgame:Newservices,Appstores,applicationsandcontentChallenge:attractlargescaledevelopercommunityDominatedbyInternetgiantsandstartupsPlatformgame:Infrastructureandreach/economiesofscaleHostasmanyapps/servicesaspossibleChallenge:rapidgrowthofspectrum/bandwidthusageDominatedbyMobileoperators,Handsetvendors,InternetGiantsMobilebandwidthchallengeMorethanjustaphone•Internetbrowsing•E-mail•Instantmessaging/socialmedia•Tablet•Bookreader/eReader•Musicplayer/recorder•Musicalinstrument•Photocamera/editor•Videoplayer/recorder•GPSdevice•Carelectronicsdevice•Homeelectronicsdevice•Gamecomputer•LotsofhandyutilitiesSmartphonesales•SmartphonesalesQ4200941%growth•BestperformersAppleiPhoneandGoogleAndroidsourceGartnerfeb2010MobileAppmarketing/distributionMobilefitwithsocialnetworkingMobileInternetusertargeting•CommercialTV:Globalusersegments,globalusagefigures•Internet:Individualuserbehaviour,contextualadvertising•MobileInternet:Highdegreeofpersonalizationpossible:-consumervalue(ARPU,post-paidonly)-demographics(sex,age,address,post-paidonly)-handsettypeandbrand-usagestatistics-alwayson-location-short-andlongdistancejourneypatterns-individualcontributions(blogging,twitter)-buyingbehaviourBusinessmodelsmobile•Accessflatrate,timebased,volumebased,free•FreeLoyalty,supportexistingbusiness•Subscriptionarea’s:music,films,newspapers,magazines,books•Advertisingarea’s:news,magazines,radio,TV•Transaction-Premium0900,SMSClassicInternetvs.Mobile:freevs.paidservicesbasedonphonespecificcontentandeaseofbilling-Appone-timefee-M-commerceMobileadvertising•Recentacquisitionsworldwide:-GooglebuysAdMob($750M)-ApplebuysQuattroWireless($275M)-OperabuysMarvel($8M)•STIR/Nedstatlabmobielinitiative•Smartphoneinstalledbasedrivesmobileadvertising•Mobileadvertisingimpliesmobilelandingpages•Adneedstobecontentrelated/contextrelevant•DifferenttypesofmobileAdvertising:-SMS/MMS-Mobilesearch-Mobilevideo-Mobilegame-Mobilebanners-BrandedcontentNewspapersandmagazines•Ofallmedianewspapersandmagazinessufferfrombiggestadincomedecline•On-lineshiftfromtexttovideoandinteractivity•Mobileofferingstartsasacopyofpaper•Tech-basedandspecialinterestmags/sitesareearlyadoptersofnewtechnologye.g.WiredtabletappRadioWeeklymusicconsumptiontime-RadioNext2008US•6-10%listeningtimeonline•Broadcastradiowillloosemarketsharetopersonalradio•ExistingRadiocompanieswellpositionedtofundpersonalradio,howevermostareunabletomakedigitalshift•Mobilephone:-Accesstomusicshopdownloads-CDplayer-Broadcastradiotuner(home,car)-Personalmusicstreamer-PersonalradiostreamerTelevision•Trends:-Endofmass-mediaadvertisinggrowth-Growthofon-lineon-demandconsumption-TVintegratedinternetbrowsing-PersonalTV(e.g.usingiPad)•Uitzendinggemist-150millionvideo’sin2009-8millionNOSJournaal-growth25%in2009-2Muniquevisitors/month•Uitzendinggemistmobile-2,7millionvideo’sonmobilein2009-last4months230.000appdownloads-last4months2millioniPhonevideo’sMobileinyourmarketingmix•Mobilewebsite:-offersbetternavigationthanstandardwebsite-worksonanysmartphone•App:-dedicatedfunctionality-navigationspeed-gooduserexperience-somefunctionalityonlyavailableinapp-smartphonespecific-dependencyappstore•UseofdedicatedAppswillmigratetomobilewebsites•BesttodevelopbothtypesforleadingOS’sStandardwebsiteMobilewebsiteAppConclusions•ShiftingdominancyinMobileInternetvaluechain•Mobileinternetaccesswillsurpassfixedinternetaccesssoon•Mediaconvergenceiseverywhere:it’seasierthanevertoreachalargeaudience,butharderthanevertoreallyconnect•MobilePhoneuniqueaspersonalmediadevice•Advertisingonmobileneedstobemorecontentrelatedthanever(‘contvertising’)•MobilebecomesamustinanymarketingmixMobileInternetWhat’sapp