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May, 2013
Mobile marketing in 2013
and the power of context
• A bird’s eye view of the mobile world and mobile apps
• How apps are doing
• Where the users are
• Where the marketers are
• Native and web
• Marketing trends for 2013
• Hyper-context
Overview
Mobile devices are the fastest adopted
technology in our century
A bird’s eye view of the mobile world and mobile apps
Adopted faster than the PC and TV combined
6 years ago marketing possibilities with mobile phones were
limited and it wasn’t considered a relevant game changer for
businesses
And the internet was damn slow and expensive for mobile browsing
Then Steve Jobs came along…
And pulled the ,,we reinvented the phone” surprise
on everybody in 2007
From smartphones and tablets whose potential had
yet to be unlocked…
One in four people will own a smartphone by the end of the year
To ~1,2bn people owning a smartphone in 2012
Tablet sales are increasing as well
From 128m units sold in 2012 (IDC)
To 197M Units In 2013, As PCs/Laptops Decline (Gartner)
And tablets are expected To Pass Desktop Sales In 2013,
Portable PCs In 2014
So we’re looking at a market of over 2bn
mobile smart devices in 2013
Being lead by…
Android & Apple
By users and OS
Android is winning
But...
Comscore shows that users spend more money with
Apple
The same holds true for developers in revenue
For each dollar a developer makes on iOS, he only
makes 24 cents on Android (Flurry)
But what are smart devices without apps?
How apps are doing
How apps are doing
• ~45bn apps downloaded in 2012
• 6.8 bn global mobile connections are
• $30bn revenue from mobile apps in 2012, out
of which $5bn were from mobile ads
• Cumulative revenues from the mobile
ecosystems is ~$1.6tn
• On average, each smartphone user runs 41
apps
• Users spend roughly 127 minutes per day with
mobile apps
• Facebook is the #1 app in popularity
How users interact with phones and apps
Where the users are
Time spent socializing, shopping and searching for
media content has grown
Where the users are
Where the marketers are
The focal point of user interaction with mobile apps will be games,
socializing, media and shopping
That’s where the mobile marketing opportunities will be in
2013
Mobile optimization is the prime concern for marketers in 2013
Strongmail revealed that 42.8% of marketers are willing to invest in mobile
this year, an increase of 11% from 2012
Mobile ads, SMS campaigns, mail and other types of mobile marketing
are just the tip of mobile opportunities
Native apps are still in the spotlight, with 80% of time
being spent on apps vs. 20% mobile browsing
Native and web
In the app vs native debate HTML5 is actually being used more as
a tool for cross-platform native app development
Jakob Nielsen, also called ”the next best thing to a true time
machine” (USA Today), said it best.
,,An app can target the specific limitations and abilities of each
individual device much better than a website can while running
inside a browser.”
Apps are all about user experience and context, from geotargeted
notifications, elegant designs, multiple monetization opportunities
and leveraging user data.
Great mobile marketing will be in the hands of those
that understand and focus on the power of context.
Marketing trends for 2013
Or to be more exact…
Hyper-context
Great things are happening in the mobile world
Techs and software are emerging and innovations happen every day
• Smart push notifications are boosting user engagement and
strengthen relationships between brands and consumers
• Location based services are where mobile marketing will be
golden
• Cool new technologies like ByteLight can reshape context
marketing to indoor location marketing
• Big Data and Analytics will be the fulcrum of successful strategies
Smart push notifications are being leveraged to target specific
user segments and increase engagement
97% of push notifications are read, as opposed to 3-
4% for email based campaigns
Location based services transform coordinates into
rich possibilities
From engineering social serendipity, to delivering products,
content or ads based on real time info and real time needs, LBS
are becoming a game changer for many businesses in retail &
hospitality
ByteLight transform LED enabled light bulbs using light to send
info to your phone for indoor navigation and indoor location
Imagine going to a convention, store or mall and getting a
notification for offers, map and relevant content personalised for
you…all by using a light bulb
Or where you can send targeted info leveraging the cornucopia of
petabytes Big Data means today
Other techs and strategies are gaining traction and popularity
• Near field communication helps mobile users to share info and complete
payments
• QR codes are increasingly used to direct users to landing pages and get
content directly, from products to ads, QR code hunts
• Augmented reality is promising to fundamentally change how we shop and
explore stores
• Brand wars are driving innovation, with new technologies being eagerly
awaited, such as Google Glass or Samsung’s flexible smartphone
• Mobile app development platforms will play a crucial role in getting
businesses and companies in the mobile game
So where does it all add up to?
Imagine a world where you have the data to send targeted and contextually relevant
content to your users and customers, outdoors and indoors
Based on advanced user profiles, location triggers, segmented
audiences, user feedback, the sky’s the limit
And even simple things such as light bulbs
Great marketing driven by one revolutionary device and the
hyper-context it generates
A booming market with great opportunities all awaiting those that
want to take context to the next level.
The bottom line?
Thank you!
Get started on your mobile strategy!
Visit us at www.appscend.com and see what makes us the one stop platform for mobile
awesomeness.
SOURCES
StrongMail: http://bit.ly/XwmNQ3 ABI Research: http://bit.ly/UXfiQn
Mobile Appeal: http://bit.ly/10IeBCK Baynote, Flurry: http://bit.ly/13t51mB
Compendium: http://bit.ly/13itfRV Econsultancy: http://bit.ly/125UyuI
IDC: http://tcrn.ch/ZvzOgf ByteLight: http://www.bytelight.com/
Gartner: http://gtnr.it/14G9XGC http://bit.ly/XdlEgz
Communities Dominate Brands: http://bit.ly/Zb7NwZ GSMA: http://bit.ly/YtskKw
Comscore: http://bit.ly/12paKZG http://bit.ly/GCKJgZ
Flurry: http://bit.ly/11yweqj Urban Airship: http://mwne.ws/MuXAir
http://bit.ly/XNH4FI Tech Crunch: http://tcrn.ch/w1PYfI
http://bit.ly/RBaHEK http://bit.ly/gevUWb
http://bit.ly/YVcHd4

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The state of mobile marketing in 2013 and the power of context

  • 1. May, 2013 Mobile marketing in 2013 and the power of context
  • 2. • A bird’s eye view of the mobile world and mobile apps • How apps are doing • Where the users are • Where the marketers are • Native and web • Marketing trends for 2013 • Hyper-context Overview
  • 3. Mobile devices are the fastest adopted technology in our century A bird’s eye view of the mobile world and mobile apps
  • 4. Adopted faster than the PC and TV combined
  • 5. 6 years ago marketing possibilities with mobile phones were limited and it wasn’t considered a relevant game changer for businesses And the internet was damn slow and expensive for mobile browsing
  • 6. Then Steve Jobs came along…
  • 7. And pulled the ,,we reinvented the phone” surprise on everybody in 2007
  • 8. From smartphones and tablets whose potential had yet to be unlocked…
  • 9. One in four people will own a smartphone by the end of the year To ~1,2bn people owning a smartphone in 2012
  • 10. Tablet sales are increasing as well From 128m units sold in 2012 (IDC)
  • 11. To 197M Units In 2013, As PCs/Laptops Decline (Gartner) And tablets are expected To Pass Desktop Sales In 2013, Portable PCs In 2014
  • 12. So we’re looking at a market of over 2bn mobile smart devices in 2013
  • 18. Comscore shows that users spend more money with Apple
  • 19. The same holds true for developers in revenue For each dollar a developer makes on iOS, he only makes 24 cents on Android (Flurry)
  • 20. But what are smart devices without apps? How apps are doing How apps are doing
  • 21. • ~45bn apps downloaded in 2012 • 6.8 bn global mobile connections are • $30bn revenue from mobile apps in 2012, out of which $5bn were from mobile ads • Cumulative revenues from the mobile ecosystems is ~$1.6tn • On average, each smartphone user runs 41 apps • Users spend roughly 127 minutes per day with mobile apps • Facebook is the #1 app in popularity
  • 22. How users interact with phones and apps Where the users are
  • 23.
  • 24. Time spent socializing, shopping and searching for media content has grown Where the users are
  • 25. Where the marketers are The focal point of user interaction with mobile apps will be games, socializing, media and shopping That’s where the mobile marketing opportunities will be in 2013
  • 26. Mobile optimization is the prime concern for marketers in 2013
  • 27. Strongmail revealed that 42.8% of marketers are willing to invest in mobile this year, an increase of 11% from 2012
  • 28. Mobile ads, SMS campaigns, mail and other types of mobile marketing are just the tip of mobile opportunities
  • 29. Native apps are still in the spotlight, with 80% of time being spent on apps vs. 20% mobile browsing Native and web
  • 30. In the app vs native debate HTML5 is actually being used more as a tool for cross-platform native app development
  • 31. Jakob Nielsen, also called ”the next best thing to a true time machine” (USA Today), said it best. ,,An app can target the specific limitations and abilities of each individual device much better than a website can while running inside a browser.”
  • 32. Apps are all about user experience and context, from geotargeted notifications, elegant designs, multiple monetization opportunities and leveraging user data.
  • 33. Great mobile marketing will be in the hands of those that understand and focus on the power of context. Marketing trends for 2013
  • 34. Or to be more exact…
  • 36. Great things are happening in the mobile world
  • 37. Techs and software are emerging and innovations happen every day • Smart push notifications are boosting user engagement and strengthen relationships between brands and consumers • Location based services are where mobile marketing will be golden • Cool new technologies like ByteLight can reshape context marketing to indoor location marketing • Big Data and Analytics will be the fulcrum of successful strategies
  • 38. Smart push notifications are being leveraged to target specific user segments and increase engagement
  • 39. 97% of push notifications are read, as opposed to 3- 4% for email based campaigns
  • 40. Location based services transform coordinates into rich possibilities
  • 41. From engineering social serendipity, to delivering products, content or ads based on real time info and real time needs, LBS are becoming a game changer for many businesses in retail & hospitality
  • 42. ByteLight transform LED enabled light bulbs using light to send info to your phone for indoor navigation and indoor location
  • 43. Imagine going to a convention, store or mall and getting a notification for offers, map and relevant content personalised for you…all by using a light bulb
  • 44. Or where you can send targeted info leveraging the cornucopia of petabytes Big Data means today
  • 45. Other techs and strategies are gaining traction and popularity • Near field communication helps mobile users to share info and complete payments • QR codes are increasingly used to direct users to landing pages and get content directly, from products to ads, QR code hunts • Augmented reality is promising to fundamentally change how we shop and explore stores • Brand wars are driving innovation, with new technologies being eagerly awaited, such as Google Glass or Samsung’s flexible smartphone • Mobile app development platforms will play a crucial role in getting businesses and companies in the mobile game
  • 46. So where does it all add up to?
  • 47. Imagine a world where you have the data to send targeted and contextually relevant content to your users and customers, outdoors and indoors
  • 48. Based on advanced user profiles, location triggers, segmented audiences, user feedback, the sky’s the limit And even simple things such as light bulbs
  • 49. Great marketing driven by one revolutionary device and the hyper-context it generates
  • 50.
  • 51. A booming market with great opportunities all awaiting those that want to take context to the next level. The bottom line? Thank you!
  • 52. Get started on your mobile strategy! Visit us at www.appscend.com and see what makes us the one stop platform for mobile awesomeness.
  • 53. SOURCES StrongMail: http://bit.ly/XwmNQ3 ABI Research: http://bit.ly/UXfiQn Mobile Appeal: http://bit.ly/10IeBCK Baynote, Flurry: http://bit.ly/13t51mB Compendium: http://bit.ly/13itfRV Econsultancy: http://bit.ly/125UyuI IDC: http://tcrn.ch/ZvzOgf ByteLight: http://www.bytelight.com/ Gartner: http://gtnr.it/14G9XGC http://bit.ly/XdlEgz Communities Dominate Brands: http://bit.ly/Zb7NwZ GSMA: http://bit.ly/YtskKw Comscore: http://bit.ly/12paKZG http://bit.ly/GCKJgZ Flurry: http://bit.ly/11yweqj Urban Airship: http://mwne.ws/MuXAir http://bit.ly/XNH4FI Tech Crunch: http://tcrn.ch/w1PYfI http://bit.ly/RBaHEK http://bit.ly/gevUWb http://bit.ly/YVcHd4