Wat zijn de trends in mobile in 2011? En hoe kan je als merk relevant zijn op mobile? In The Pocket licht het toe.

1. Mobile Relevancy
@pieterjan & @louisjonckheere from @itpocket

2. Introduc3on
We are a “mobile agency”
We help advertisers, brands and
organizations use the mobile channel in
an effective and creative way

3. Introduc3on
What we do:
Mobile Marketing

4. Introduc3on
We make Branded applications

5. Introduc3on
We make Media applications

6. Introduc3on
We make Utility applications

8. We will speak about:
Mobile in numbers
5 Trends for 2011
How to be relevant on mobile

9. 1 Mobile in numbers

10. Mobile in numbers
Mobile?

11. Mobile in numbers
Some reasons to get serious
about mobile

12. Mobile in numbers
Market Penetration of smartphones
Belgium 12% 17%
USA 19%
EU 17% +20%
Italy 32%
Spain 28%
France 16%
Germany 17%
UK 23%
0% 10% 20% 30% 40%

13. Mobile in numbers
Mobile internet will be bigger than desktop internet
1.600
1.400
Internet users (Millions)
Mobile internet > desktop internet
1.200
Mobile internet
Desktop internet
800
400
2007 2008 2009 2010 2011 2012 2013 2014 2015

14. Mobile in numbers
Smartphones already outsold PC’s in Q4 2010
>
100M 90M
Source: IDC 2011

15. Mobile in numbers
Social networking becomes mobile
“Facebook Mobile has +250M MAU
(Comscore, 2010)
“800.000.000 people worldwide will
use social networks on their
phone by 2012” (eMarketer, 2010)
“61% of the mobile internet users
in Belgium are using social
networks on their phone” (MEC, 2010)

16. Mobile in numbers
“There is an App for that”

17. Mobile in numbers
So the drivers are

18. Mobile in numbers
More and better smartphones
Cheaper data plans
Social networking

19. Mobile in numbers
What about Belgium?

20. Mobile in numbers
TODAY
+1M Smartphones
(Forrester, 2010; MCDC Insites Research, 2009)
+1M 3G connections
(Forrester, 2010; MCDC Insites Research, 2009)
1.4M access the mobile internet/week
(Forrester, 2010; MEC, 2010)
400.000 iPhones
(Internal)

21. Mobile in numbers
Market share of smartphones by requests in BE
Windows Mobile
RIM
3%3%
iPhone
Symbian
17%
15% 62%
Android

22. 2 5 trends for 2011

23. Trends for 2011
1
Mobile will hit cri-cal mass

24. Trends for 2011

25. Trends for 2011
2
Tablets will become relevant

26. Trends for 2011

27. Trends for 2011
3
Mobile payments will emerge

28. Trends for 2011

29. Trends for 2011
4
Loca-on based will know strong growth

30. Trends for 2011

31. Trends for 2011
5
Apps will remain king

32. Trends for 2011

33. 3 How to be relevant on mobile

34. U3lity Marke3ng on Mobile

35. U3lity Marke3ng on Mobile

36. U3lity Marke3ng on Mobile
Good utility = Good marketing

37. U3lity Marke3ng on Mobile
Things to consider:
• Is there a fit with your audience
• Does it fulfil an unmet need, is it unique
• Is it actually useful
• When and how oJen can it be used
• Is it engaging, entertaining and easy‐to‐use
• Is it easy to share and distribute
• Resources needed to keep it alive

38. UPlity MarkePng on Mobile
Case 1: Nike+
•! Launched September 2010
•! Paying application: $ 1,99 – !1,59
•! Uses typical features of iPhone
!! GPS
!! Accelerometer
!! iTunes
•! What does it do?
!! Nike+ GPS App Product video
•! N°1 grossing app for several weeks in the
Apple app store worldwide

39. UPlity MarkePng on Mobile
Case 2: Peak Performance:
•! Launched December 2010
•! Free application
•! Uses following features of iPhone
!! GPS
•! What does it do?
!! Download ski maps of +1.000 resorts wordlwide
!! Locate yourself and share your position
!! Get the latest detailed weather info & webcams
•! Great tool for every snowboarder and skier
•! N°1 sports app in several local app stores, +
10.000 downloads worldwide
•! It is a platform, many future possibilities

40. LocaPon and loyalty
Simply put, location changes everything
Mathew Honan, Wired magazine 2009

41. LocaPon and loyalty
Location based marketing is the interaction with
customers by their location, offering value-based
opportunities that increase customer loyalty and encourage
social sharing.

42. LocaPon & Loyalty
LOCATION LOYALTY
SOCIAL MOBILE

43. LocaPon & Loyalty
Cases:

44. Prac3cal Tips:
• InvesPgate the different plaSorms
• Determine your objecPves
• ‘Claim’ your locaPon
• Think of compelling promoPons/offers/acPons
• Interact and engage
• Track and measure

45. Notarisstraat 1
9000 GENT
+32 9 234 34 25
info@inthepocket.mobi
www.inthepocket.mobi
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