Global Mobile trends material from Mediacom Mobile Connections 2015 Глобальные Тренды в мобильном маркетинге Prepared by Ben Philips, Global Head of Mobile, Mediacom

1. Top Mobile trends in 2015

2. “Retail has hit the mobile tipping point with
over 50% of traffic from mobile devices”
Comscore Sep 2014

3.  In 2014, mobile browsing made
up 35-40% of all web browsing in
terms of time spent
 Transactions from mobile devices
were still low, representing only
15-20% of all transactions, but
they are growing
 You need to ensure that
conversion rates for your business
grow accordingly to mobile
consumption
 Revisit your entire mobile
presence to ensure that
conversion rates are the same,
independent of channel.
Mobile devices generate
the majority of all media
consumption

4. “The growth in Internet of Things will far exceed that of
other connected devices”
December 2014, Gartner

5.  Smartwatches, home appliances,
home entertainment, systems,
sensors, smart vehicles, security
and more are being controlled
through our smartphone and more
is yet to come
 Think about how you can leverage
the smartphone as a hub and IoT
for your organization
Smartphone as the control hub for
the Internet of Things

6. “Consumers are still trying to figure out what mix
of devices and screen sizes will suit them best”
IDC Sep 2014

7.  Global sales of phablets,
smartphones with screens
between 5.5 and 7 inches, will top
sales of portable PCs and surpass
sales of tablets in 2015
 By 2018 phablets will narrow the
gap with other smartphones with
a share of 24.4% compared to the
smaller devices 51.2% percent
share
 Rethink adaptive design based on
screen size and navigation
Phablets - between
smartphones & tablets

8. “Moment of truth applications will be key to drive
consumer purchase decisions”
Forrester

9.  In 2015, big data will stop being a
separate initiative but rather
become an integral part of every
proposition supporting all the
trends in this analysis
 Ensure that you truly understand
the customer, needs, behavior
and that you develop and test the
use cases based on this.
 Make your mobile services data
and fact driven
Big data becomes
integral to all mobile
services

10. “In 2015, wearables will hit mass market”
Forrester, November 2014

11. Wearables and sensors
breakthrough
 2014 was predicted as the year of
the smartwatch and wearables by
media and analysts everywhere but
how many people do you see
wearing these devices?
 The launch of the Apple Watch in
Q1 2015 and a broad portfolio of
other wearable devices and
sensors this year will be the break-
through
 Brands that are willing to
experiment will be perceived as the
innovators

12. “86% of clinicians believe mobile apps will become
important for health management over the next 5 years”
PWC Health Report Nov

13.  Medical industry is optimistic
about technologies that help
monitoring of illnesses,
communicate remotely with
patients and analyzing aggregated
data to make predictions.
 User data privacy regulation will
still be a barrier in healthcare but
legislators will be working closely
with the industry
 Prepare for data intrusion
attempts, security breaches and
for customers wishing to explore
their data
Healthcare takes
a big mobile leap

14. “Shopping is no longer something people go
and do anymore; it’s something they are always doing”
Shopify CEO Aug 2014

15.  Brands will take a new omni-
channel approach based on
mobility, location and context
rather then device type
 retailers need to rethink the use
case of mobile in shopping from a
customer perspective based on
location, context and needs.
 We need to collect data from a
myriad of different sources
New approach to
omni-channel

16. “Apple Pay is going to be a slow-burn success”
Jackdaw Research Dec 2014

17.  The most successful loyalty and
mobile payment apps in 2014
came from but from innovative
companies such as Starbucks,
Amazon and Uber.
 They’ve successfully integrated
payments and loyalty with their
services to the extent that it’s
become a part of customer’s daily
lives.
 Starbucks made up 90% of
physical location mobile payments
in 2014
 Tie-in loyalty and on-the-go
payment into your customer’s
experience.
Mobile Loyalty &
Payments go hand in
hand

18. “In terms of apps, single-focused, highly usable, very fast
applications are the way to go for now”
Flurry, November 2014

19.  With 5000 new features and APIs
for Android L, 4000 for iOS8,
healthkit, carplay, homekit,
equivalent technologies for
Android and Windows, new device
sizes, security threats, business
process transformations and
legacy backend systems
development is actually getting a
lot more complex.
 Don’t overuse variety of tools,
numbers of different technologies
 Clearly prioritize your mobile
service requirements and break
them down into smaller chunks
App development
transformed

20. THANK YOU