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Mobile Trends & Innovations

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Mobile Trends & Innovations

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Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.

Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.

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Mobile Trends & Innovations

  1. 1. Mobile Trends & Innovations Hamutal Schieber | October, 2014
  2. 2. Introduction • Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks. • Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier. • The following presentation discusses several trends and enablers, mainly: Emerging Devices & Technologies • Internet of Things • Wearable Tech • Mobile TV Consumer added values from mobile • health & wellness monitoring • Convenience & location based services • Money / time saving • Entertainment and education • personalization Marketing Best Practices • Browsers vs. apps • Gaming • Payments • Content • Advertising • commerce
  3. 3. Market Trend Mapping Market Trends • Smartphone & Tablet • Wearable Tech • Internet of Things • Channel convergence Mobile Content • Video • Growth of Apps • Gaming • Social Mobile Commerce • Research, m-commerce • Mobile wallet • Self service Strategies to Provide Added Value • Consumer health & wellness monitoring • Convenience & location based services • Money / time saving • Entertainment and education • personalization
  4. 4. Market Trend Mapping Market Trends • Smartphone & Tablet • Wearable Tech • Internet of Things • Channel convergence
  5. 5. Mobile Penetration • According to GSMA, the mobile industry has scaled dramatically over the last decade. • By 2020, the majority of the world’s population (56%) is expected to have their own mobile subscription. 2003: 1 billion unique subscribers (1 in 6 people) 2013: 3.4 billion unique subscribers (47% of population)
  6. 6. Mobile Penetration • eMarketer predicts that by the end of 2014, 1.76 billion people will own and use smartphones monthly, up more than 25% over 2013. Just under a quarter of the world's total population will use smartphones this year, and by 2017, more than a third of all people around the globe will be smartphone users. • By 2015, eMarketer estimates that 15 countries worldwide will have seen more than half their populations adopt smartphones.
  7. 7. Mobile Penetration • According to KPCB, between 2013 and 2014 there had been a huge growth in mobile usage share of web usage.
  8. 8. Mobile Penetration | By Device • According to Gartner, global PC, tablet, “ultramobile” and mobile phone shipments are set to break 2.4 billion units in 2014, and nearly 88 percent of that number will be attributable to mobile phones and tablets — specifically devices built on Google’s Android operating system, which on their own will account for nearly 1.2 billion devices. • Within mobile phones, smartphones are very much becoming the norm rather than the rising trend. They will account for 66 percent of all mobile sales in 2014, and Gartner projects that number to be 88 percent in 2018. Gartner predicts the tipping point in favor of tablets will happen in 2015, when there will be nearly 321 million tablets shipped, versus close to 317 million PCs.
  9. 9. Mobile Penetration | By Region • According to GSMA, the global unique subscriber base has been growing at a rate of 7.3% per annum. Growth is forecast to continue, but at a slower rate of 3.5% out to 2020. • Unique subscriber penetration rates vary significantly across regions. Europe has the highest penetration rates, followed by North America and then the CIS. Source: GSMA
  10. 10. Mobile Penetration | By Region • Consumers in the Asia-Pacific region will account for more than half of all global smartphone users this year, totaling 951 million. Western Europe is the second largest region of global smartphone users with 196.6 million this year, eMarketer estimates.
  11. 11. Mobile Penetration | US & UK • eMarketer expects 65.0% of US mobile phone users, or 51.4% of the total population, to use a smartphone at least monthly in 2014. That compares with two-thirds of mobile phone users in the UK, or 53.7% of the total population. • A recent Deloitte study found that 66% of UK consumers state that they have their mobile device with the all the time, and 34% state that their smartphone / tablet is the first device that they reach for when they want information on a product or service. • The over 55s will experienced the fastest y-o-y rise in smartphone penetration. As a large percentage of the population will be over 55 in 2014 (for instance, 25% of adults in the UK), this is a lucrative market.
  12. 12. Mobile Penetration | Wearable Tech • The mobile user experience is breaking out of the classic phone form factor. • Juniper Research expects worldwide spending on wearable devices to jump from $1.4 billion this year to $19 billion by 2018. • In another report, ABI Research claims that sales of wearable computing devices will exceed 485 million shipments worldwide by 2018. • And, per Ericsson, once the physicality of mobile payments is altered through wearable tech, mobile wallets will be the idea providers of the necessary identity and value transfer infrastructure to make all this scale. • Garmin is one of the most dominant competitors in the wearable tech sphere, with watches that track location, heart rate, speed and other measurements. • Nike, with Nike+ Fuelband, and Fitbit, are other dominant competitors. • Apple is now entering the field with iWatch.
  13. 13. Mobile Penetration | Internet of Things • Internet of Things / IoT is a network of networks of uniquely identifiable endpoints (“things”), that communicate without human interaction, using IP connectivity. (IDC, 2014) • IDC (2014) estimates that the IoT market revenue was $ 1,928 B in 2013, expected to reach $ 7,065 B ($ 7 Trillion) by 2020. Source: Gridley & Company, Jan. 2014
  14. 14. Mobile Penetration | Internet of Things • LG’s tie-up with Line, the popular Asian messaging service, allows customers to chat with LG’s HomeChat suite of ovens, fridges and washing machines. It even includes the ability to send Line’s famous range of cartoon animal stickers to home appliances. • Alarm.com: The connected home platform connects a wide range of supported devices across the internet of things, through a cloud-based services platform and a mobile app.
  15. 15. Market Trend Mapping Mobile Content • Video • Growth of Apps • Gaming • Social
  16. 16. Mobile Content • As a recent KPCB report indicates, smartphone and tablet are becoming the most significant mediums for content consumption.
  17. 17. Mobile Content | Video • According to research from Digitalsmiths, just over 42% of internet users in North America watched news video content on their smartphones, and more than 36% watched previews for TV shows or movies. • That compared with 30.9% of respondents who said they watched full-length movies on their phones, and 27% who watched TV show reruns. • eMarketer estimates that in the US alone, 72.1 million smartphone users watched video on their devices at least monthly in 2013, a figure that will rise to 86.8 million by the end of 2014. • Mobile owners use devices in conjunction with tv watching (multi-tasking)
  18. 18. Apps vs. Browsers • Mobile app downloads are predicted to double between 2013 and 2017 according to Juniper Research. • In Q4 2013, Nielsen found that US adult Android and iPhone users were spending 65% more time with mobile apps than they had just two years ago: 30 hours, 15 minutes in Q4 2013, vs. 18 hours, 18 minutes in Q4 2011. However, the average number of apps owners used had barely risen over the past two years, from 23.2 in Q4 2011 to 26.8 in Q4 2013, indicating that users were spending more time with the apps they had, as opposed to downloading new ones.
  19. 19. Apps vs. Browsers | Motivations • The main reasons for using apps, per April 2014 data from comScore Mobile Metrix, are: – Easy access – Mobile optimization
  20. 20. Apps vs. Browsers | Leaders • Data from app analytics provider Flurry indicates that gaming still dominates mobile usage with 32% of time spent on iOS and Android devices, while Facebook remained a strong second with 17% of time spent on mobile. • Facebook, combined with Twitter (1.5%) and Social Messaging apps (9.5%) grew to 28% of time spent on mobile in 2014, up from 24% last year, indicating the broader shift from socializing on Facebook to sharing within smaller, more private messaging applications.
  21. 21. Apps vs. Browsers | Browser Success • For some, however, browsers actually claimed an overwhelming chunk of time. – Wikimedia Foundation sites – 88% of time spent done on a browser – Glam Media - 84% of time spent done on a browser • What makes these and other content hubs a Browser success, are: – Responsive design – a must – Easy, quick access, and a great User Experience
  22. 22. Apps vs. Browsers | Browser Strategies • According to a Google Think study, if the mobile experience isn’t properly designed, then the customer might leave or switch to a competitor’s site. • The experience is reliant upon 6 major factors: – Speed – Usability – Content – Consistency – Path to Purchase – M-Commerce • The main strategies to achieve these goals, per Google, are: responsive web design, dynamic serving and separate sites. • Google claims these lead to better search visibility, more effective campaigns and greater brand value.
  23. 23. Apps vs. Browsers | Browser Strategies Type Responsive Web Design Dynamic serving Separate sites Description Same URL, Same HTML: Optimises experiences across different screen sizes without creating multiple websites. Responds to screen size and orientation to adjust images, layout and content visibility. Uses touch-screen acts e.g. dragging, swiping. Easier for people to share links that work well. Same URL, Different HTML: Server detects device type and presents custom page on same URL. Pages designed for any kind of device. Some code maintenance on a per device basis. Different URL, Different HTML: Mobile site independent of desktop site. Browser detects if visitor is on a mobile device and redirects them to the mobile site. Mobile sites tailored to needs of mobile user. Pros Single URL for a piece of content: Easier to share/link to content and build URL equity (SEO). Content parity: Same content regardless of device being used, providing streamlined user experience. No redirection: This will reduce load time. Breakpoints can easily be added for new screen sizes. Fully customized device experience: Content and layout created for a specific user segment. Easier to make changes: Changes can be limited to specific customer segments. Faster load times: Opportunity to streamline and optimize content for optimal load times. Single URL: Builds brand equity across devices and makes sharing easy Fully customized to mobile users: Content and overall experience created for a specific user segment. Easier to make changes: Changes can be limited to the mobile version of a website, other devices do not have to be considered. Faster load times: Opportunity to streamline and optimize content for optimal load times. Cons Limited flexibility: Challenge to develop a fully customized device-specific experience, and fully address user’s context. Content forking: Several sets of content which can make management more complex (unless CMS is used). Multiple URLs: Sharing a web page requires flawless redirecting integration. Content forking: Two different sets of content which can make management more complex. Source: Google Think
  24. 24. Apps vs. Browsers | Responsive Web Design • Athletic apparel retailer Champs Sports has seen its mobile commerce sales increase 183% in two months, since implementing Responsive Web design. • Content is at the heart of Champs’ mobile efforts: the retailer has been partnering with lifestyle publisher Complex Media to boost the content on its own site and to drive traffic to its ecommerce platforms.
  25. 25. Apps vs. Browsers | Responsive Web Design • According to Google Think, Plusnet saw a rise in visits from smartphones and tablets and implemented a multi-screen strategy, using responsive web design (RWD) to build a new site that works across devices and screen sizes. • The new site has resulted in online sales via smartphone and tablet devices growing tenfold year over year, and "time to convert" has decreased 40%. Source: Google Think
  26. 26. Apps vs. Browsers | Separate Site • According to Google Think, Since moving to a separate site, AutoTrader receives more than 30% of all traffic from users on mobile devices. Source: Google Think
  27. 27. Mobile Gaming • A study by Smashing Ideas found that the number one reason for Smartphone Gaming in the US, is stress relief. • In addition, nearly one in five US females said they played smartphone games to interact with friends and family, compared with just 14% of male respondents. Males' No. 1 reason for playing with pals, on the other hand, was fueled by competition, with 16% of men saying they played because they liked to outrank their friends. • More than eight in 10 respondents said they played games on a smartphone or tablet at home. While the mobile gaming market may be expanding, time spent with the activity is limited. Among US smartphone and tablet gamers, the top amount of time spent playing smartphone or tablet games daily was just 0 to 30 minutes, according to Smashing Ideas.
  28. 28. Mobile Gaming • Games are an important source of revenue in mobile commerce. • In the US, game in-app purchases are estimated to reach $1.5 billion in 2014, while game downloads generate $1.1 billion this year.
  29. 29. Mobile Gaming | Strategies • Mobile gaming is far from being restricted to classic game applications. In fact, many companies now offer gaming features in their apps, in order to increase consumer engagement. Keeping scores at the Aviva insurance app
  30. 30. Market Trend Mapping Mobile Commerce • Research, m-commerce • Mobile wallet • Self service
  31. 31. Mobile Commerce • Data from eMarketer indicates that U.S. m-commerce sales on tablets are soaring while the influence of smartphones on purchases grows: U.S. retail mobile commerce sales (on smartphones and tablets, including sales of digital goods but excluding sales of travel services and event and movie tickets) will soar from $42.13 billion in 2013 (16.0% of total web sales of $263.31 billion) to $132.69 billion in 2018 (27.0% of $491.44 billion). • In 2014, eMarketer expects $38.02 billion in sales on tablets compared to $18.49 billion on smartphones; this already exceeds a 2- to-1 ratio. By 2018, 72.6% of m-commerce will take place on tablets, totaling $96.31 billion. • Tablet sales are growing considerably faster than smartphone sales in the UK, even though smartphone usage is far more common than tablet usage, and is expected to account for two-thirds of total UK m-commerce sales in 2014. • eMarketer expects tablet-based retail m-commerce sales to more than double from £9.28bn this year to £20.96bn by 2018. Forrester, 2014
  32. 32. Mobile Commerce • In the US, m-commerce constitutes a small share of e-commerce sales. • Goldman Sachs estimates that worldwide, mobile commerce sales will account for almost half of total web sales by 2018. That’s in large part because, compared with the U.S., a much higher percentage of Internet users in developing countries with huge populations access the Internet via mobile devices. • In any case, the importance of mobile is not only for sales via mobile devices, but also stems from the use of mobile in-store and its influence on purchase made online.
  33. 33. Mobile Commerce | By Age Group • The most active group for mobile commerce in the UK is 25 to 34 year olds, according to a recent Deloitte survey. 50% of respondents reported browsing retailer websites from their phone in the last week, and 21% reported buying goods from the phone.
  34. 34. Mobile Payments • According to eMarketer, the significant jump in total and per-user spending, will be driven by consumers adopting mobile payments for a wider array of products and services constituting an equally broad gamut of price points. • Another important factor is the fact that payment enabling devices are becoming more widespread, and they include the mobile payment integration in the new iPhone by Apple. Competing technologies include PAYM, NFC, BLE, MPOS, QR Codes, MasterPass, Paywave, Pingit, Zapp and others. • Electronics online retailer Newegg reported that adding Google Wallet Instant Buy to its mobile site, caused shoppers to convert 100% more often compared to other payment options • The PayPal app enables to make payments and money transfers anytime, anywhere.
  35. 35. Mobile Payments | USA • According to eMarketer, mobile proximity payments (i.e., as transactions for goods or services made by scanning, tapping, swiping or checking in with a mobile phone at the point of sale), will top $1 billion in the US this year, before expanding rapidly to reach an estimated $58 billion by 2017. • Driven by consumers buying items like daily coffee via closed-loop payment systems, as well as an increase in in bigger-ticket purchases made via smartphones, mobile • payment transactions more than tripled from 2011 to 2012 in the US, eMarketer estimates, reaching $539 million last year. • Still, the market is growing slower than previously expected, as evidenced by eMarketer’s scaled-back estimates of user adoption and transaction value from initial projections in October 2012. Delays and adoption issues facing numerous mobile wallet initiatives, as well as a congested landscape of competing technologies, materially affect eMarketer’s outlook on mobile payment transaction values, which will not top $20 billion until 2016. The previous forecast predicted mobile payments would top $20 billion by 2015.
  36. 36. Market Trend Mapping Strategies to Provide Added Value • Consumer health & wellness monitoring • Convenience & location based services • Money / time saving • Entertainment and education • Personalization
  37. 37. Best Practice | Mobile Service • Akbank Direkt is one of Turkey’s top mobile banking application and an award winning app, allowing to perform all money transactions on the go. • Hotels use mobile technology to create a personalized self-service experience: smart phone as a key, self-service check-in and booking available 24/7.
  38. 38. Best Practice | Mobile Service • Customers of German health insurer DKV can submit their invoices over iPhone, iPodTouch or iPad by simply scanning the square QR code printed on the document into their device. The scanned data is encoded and sent to DKV. The only requirement is that the correct barcode is printed on the doctor’s invoice.
  39. 39. Best Practice | Mobile Commerce • JUST EAT revealed that its iOS and Android apps have reached the milestone of 1.3 million total downloads. During 2013, download numbers have increased by 500%. • Users of the app are now able to save their card details, filter search results by cuisine and customer rating, write their own reviews, and find nearby takeaways with new geolocation features. • The result is an environment that empowers both restaurant and consumer. JUST EAT customers are able to use the app to find the highest rated takeaway restaurants in their area and make informed decisions on where to place their order. Meanwhile, small local restaurants have the opportunity to expand their customer base, enter the growing online marketplace and compete with national takeaway chains.
  40. 40. Best Practice | Mobile Commerce • US retail giant Target is pursuing an aggressive omnichannel agenda, and it views mobile as the bridge between the online and physical worlds. In 2013, Target has been named 2013 Mobile Retailer of the Year. Target worked to understand how its customers shopped and met them there, blurring the lines between channels.
  41. 41. Best Practice | Mobile Commerce • Starbucks is seeing big results via mobile, with the beverage giant generating more than three million United States mobile payment transactions per week. • Starbucks reported that new mobile users are embracing its mobile payments app because it lets them track their loyalty status in an interactive way. In October 2013, Starbucks’ mobile app surpassed 70M mobile payments transactions. • The company recently announced its plans to launch a mobile-based delivery service, tying the app’s loyalty and payment plans.
  42. 42. Best Practice | Mobile Commerce • Glasses.com offers a virtual try-on feature
  43. 43. Best Practice | Mobile Commerce • Asos.com offers to sell unwanted clothes via the mobile app. • eBay RedLaser – Barcode Scanner, Shopping assistant & QR Code Reader.
  44. 44. Best Practice | Mobile Commerce • On June, 2014, Amazon launched Fire, the first smartphone designed by Amazon. • It features two unique technologies - Dynamic Perspective and Firefly. The Dynamic Perspective uses a new sensor system to respond to the way you hold, view, and move Fire. • The phone has two dedicated shopping/consumption functions, designed to funnel more mobile commerce through Amazon. • The Firefly button, Amazon's real-world shopping recognition technology: Customers can use the phone's cameras to scan physical objects in the real world, like a store, and Firefly will identify them, and then provide a channel through which users may be able to buy the objects more cheaply.
  45. 45. Best Practice | Mobile Personal Assistant • Organize your travel plans in one place with TripIt from Concur: forward your travel confirmation emails to plans@tripit.com and TripIt automagically creates a detailed daily itinerary for every trip. • Everything.me: creates a personalized phone, based on the user’s preferences, time of day etc.
  46. 46. Best Practice | Mobile Socializing • Glympse is a fast way to share your location safely using GPS tracking in real time with friends and family
  47. 47. The research was conducted by: Hamutal Schieber Schieber Research | Market Research & Competitive Intelligence www.researchci.com | hamutal@researchci.com Executive Summary. For the full research - please contact Carmelon Digital Marketing http://www.carmelon-digital.com Thank You

Notes de l'éditeur

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  • http://http://www.fiercewireless.com/press-releases/emarketer-worldwide-smartphone-usage-grow-25-2014
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  • http://www.emarketer.com/Article/No-Thanks-Mobile-BrowsersTheres-App-That/1011002
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    http://think.storage.googleapis.com/intl/ALL_uk/docs/how-make-website-work-across-multiple-devices_articles.pdf
  • https://www.thinkwithgoogle.com/articles/how-make-website-work-across-multiple-devices.html
    http://think.storage.googleapis.com/intl/ALL_uk/docs/how-make-website-work-across-multiple-devices_articles.pdf
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-commerce-trends
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  • http://www.internetretailer.com/2014/04/21/mobile-commerce-critical-internet-retailings-future
    http://www.thedrum.com/news/2014/06/23/two-fifths-online-sales-be-smartphones-and-tablets-2018
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-commerce-trends
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  • http://http://www.fiercewireless.com/press-releases/emarketer-worldwide-smartphone-usage-grow-25-2014
  • http://http://www.fiercewireless.com/press-releases/emarketer-worldwide-smartphone-usage-grow-25-2014
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-commerce-trends
  • http://www.just-eat.com/just-eat-celebrates-1-3-million-uk-app-downloads/
  • http://www.mobilecommercedaily.com/target-signals-bigger-mobile-innovation-push-with-digital-advisory-council
  • http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week
  • http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week

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