1.
Mobile Trends & Innovations 2016
Meital Yachin | September 2016

2.
• Marketing Strategies
– Video
– Chats
– Gamification
– Instant Messages
– Social
• Mobile Technology
– Location Based &
Connected: Beacons,
RFID, QR Codes
– Virtual / Augmented
Reality
– Wearables
– Payment
• Mobile Commerce
– Research
– Mobile wallet
– Self service
This report aims to identify trends and innovations that are driven by
the rising mobile technology penetration, and includes examples for
marketers who are responding to those trends, mainly in regards to the
following aspects:
Introduction

3.
“Mobile has forever changed the way we live, and it has forever changed
what we expect of brands. It has fractured the consumer journey into
hundreds of real-time, intent-driven micro-moments. Each one is a critical
opportunity for brands to shape our decisions and preferences.”
Three major engines drive
mobile marketing trends:
convenience, seamless
experiences and instant
experience.
Mobile Shapes Consumers Lives
Source: Google Think

4.
• According to GSMA,
at the end of 2015,
there were 4.7 billion
unique mobile
subscribers globally,
equivalent to 63% of
the world’s
population.
• By 2020, almost
three-quarters of the
global population will
have a mobile
subscription, with
around 1 billion new
subscribers added
over the period.
GSMA, “The Mobile Economy”, 2016
Market Trends | Mobile Penetration

5.
• Today, more and more
people in the USA rely
on their mobile devices
for digital access.
• eMarketer expects that
in 2016, 11.7% of US
internet users will go
online exclusively
through a mobile device,
and that number will
continue to rise through
the forecast period
(2016 – 2020).
eMarketer, “US Internet Users Rely on Mobile Devices for Digital Access”, Mar 2016
Market Trends | Mobile Penetration

6.
• According to Deloitte survey, 78% of global consumers have smartphones,
nearly 10% own wearables, and more than 50% have tablets.
• 7% of consumers own all three devices.
• Ovum estimates that the global market for Smartphones is forecast to grow
to around 2,053 million units by 2020. (Ovum, “The Future of E-commerce:
The Road to 2026”, 2016)
Deloitte, “Global mobile consumer trends: 1st Edition Mobile proves to be indispensable in an always-connected
world”, 2016
Market Trends | Mobile Penetration

7.
Source: The Consumer Barometer , Google. 2016
Market Trends | Device Penetration

8.
• The “Internet of things” is expected to further grow
with consumers intending to purchase IoT devices
in the future.
• Cisco estimates that
by 2020, there will
be 601 million
wearable devices
globally, growing
fivefold from 97
million in 2015 at a
CAGR of 44%.
Cisco, “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020 White Paper”, Feb
2016
Market Trends | IoT

9.
An online PwC survey to explore consumer behavior and
preferences towards wearables, USA, 2016, found that 45% of
consumers own a fitness band, and 27% own a smart watch.
PwC, “Total Retail Global Report” 2016
Market Trends | Wearable Tech

10.
• 55% of consumers in England own a wearable device. The most
popular is a fitness band (49%) followed by smart watches (37%).
PwC, “Total Retail Global Report” 2016
Market Trends | Wearable Tech

11.
• MILO, the malt drink beverage by
Nestle, have launched a wearable
– fitness tracker for kids, allowing
parents and the kids themselves
to track their activity.
Royal Bank of Canada’s (RCB) app
allows payments through wearable
devices. Customers can now send
money, check balance and more from
their watch.
Market Trends | Wearable Tech

12.
TechCrunck, “The future of mobile video is virtual reality” Aug 2016
• With new hardware available to individuals, and a growing body of
content to consume, virtual reality has experienced high growth in
recent years.
• Goldman Sachs estimates $6.9bn in VR Videogame revenue in
2020 and 11.6bn in 2025, with 216 millions users (Goldman Sachs,
“Global Investment Research” Jan 2016)
Market Trends | VR / AR Viewing

13.
Ford has launched a virtual reality app. The app
allows the consumer to experience various
events related to the brand.
"Go behind the scenes, see automotive
superstars in action and get behind the wheel
with this 360-degree view into the world of Ford.“
Watch video
eBay has launched the "world's first" VR shopping
app, offering 12,500 products that shoppers can
browse, select and add to their shopping cart just
by moving their head. Once the app is
downloaded, it works with headsets like
Samsung's Gear VR.
Watch video
IKEA Catalog – the app allows the customers to see how
the furniture will look like in their homes before the
purchase, by using Augmented Reality technology.
Watch video
Market Trends | VR / AR Viewing

14.
• The use of smartphone for standard voice calls has decreased, and as a
recent Deloitte report indicates, 76% of UK consumers used their smartphone
to communicate with others in a voice call in 2015, compared to 96% in 2012.
• Over the same period, other forms of data communication, such as Instant
Messaging, social networks and even email, have become more common.
Deloitte, “Deloitte Mobile Consumer 2015: The UK Cut Games of Phones”, 2015
Consumer Trends | Messaging Apps

15.
• There is a growth in the
popularity of messaging
apps and eMarketer
predicts that by 2018, the
number of chat app users
worldwide will reach 2
billion and represent 80% of
smartphone users.
eMarkete, “Mobile Messaging Reach 14 Billion Worldwide in 2015” Nov 2015
Consumer Trends | Messaging Apps

16.
• Consumer are most commonly checking
text messages and instant messages (IM),
first thing every day. (Deloitte, 2016)
Deloitte, “Global mobile consumer trends: 1st Edition Mobile proves to be indispensable in an always-connected
world”, 2016
Consumer Trends | Messaging Apps

17.
• Hotels are offering guests the ability to text or message them,
whether through their own proprietary apps, established
messaging channels like WhatsApp or Facebook Messenger, or
the use of third-party technologies.
Lucy, a Virgin Hotels App, enables
travelers to chat with guests and
concierge and ask for anything (extra
pillows, spa reservations, laundry pick-
ups, turndown service, valet and more),
without having to talk to anyone.
Consumer Trends | Messaging Apps

18.
A collaboration between Facebook and Uber allows consumers to pay for the
ride and do everything they would normally do in the Uber app on Facebook
Messenger. How it works.
Consumer Trends | Messaging Apps

19.
• Deloitte global Mobile Consumer survey shows that the primary
video use of smartphones is watching short videos (37%) in the
UK.
Deloitte, “Deloitte Mobile Consumer 2015: The UK Cut Games of Phones”, 2015
Consumer Trends | Video

20.
Retailer Williams-Sonoma launched How-to and
recipe videos on the brand's YouTube channel, in
order to engage shoppers with video and mobile.
The results, according to Google Think:
• 70% increase in mobile sales year over year
• 51% overall increase in e-commerce sales year
over year
• 20% higher return on ad spend
• 70% increase in click-through rate across
Williams-Sonoma Inc. brands
Watch
video
Consumer Trends | Video
Source: Google Think

21.
• Mobile technology is changing the
shopping experience. Shoppes
research before heading in-store
(gather ideas, research products,
and then search for local
information) and they also make
purchases by using their mobile.
• According to Google Think, 61% of
internet users start shopping on
one device but continue or finish on
a different one.
36% of consumers use their
smartphone to research about
products while visiting the store.
PwC, “Total Retail Global Report” 2016
Consumer Trends | M-Commerce

22.
PwC, “Total Retail Global Report” 2016
Consumer Trends | M-Commerce

23.
• Mobile devices have become a
payment tool and the use of
mPayment is increasing in
recent years.
• According to Deloitte survey,
47% of consumers in emerging
markets and 20% of consumers
in developed markets, reported
using their phones to make in-
store payments.
• Most consumers (54%) reported
using mobile payments
compared to 30% in 2012.
PwC, “Total Retail Global Report” 2016
Deloitte, “Global mobile
consumer trends: 1st
Edition Mobile proves to be
indispensable in an always-
connected world”, 2016
Market Trends | M-Commerce

24.
• Macy’s already has a booming e-commerce presence with more than $6 billion in
online sales, ranked as the 7th largest online retailer in the US.
• “Our goal is to provide our shopper with the best experience in whatever way she
chooses to interact with us: mobile, desktop, store, or all of them together."
• Macy’s app allows consumers to shop in store or online, scan bar codes to get
product details, pricing info & customer reviews, app & pick it up the same day in
store and much more.
Macy’s is piloting a mobile
platform that enables
shoppers to ask product
questions
Market Trends | M-Commerce

25.
• The Starbucks Mobile app shows the
closest Starbucks location, offers Mobile
Order & Pay, as well as the estimated
pick-up time for the order. video
Market Trends | M-Commerce

26.
Hailo app is an app for
locating and booking taxi
cabs, featuring an
automatic but user-
verifiable payment function.
The payment is embedded
as a seamless part of the
end-to-end interaction.
• In-app purchases within mobile apps can turn traditional physical
purchases into online purchases and combine purchase and
payment into a single tap, eliminating the step for payment
method selection.
Market Trends | M-Commerce

27.
• Companies offer gaming features in their apps, in order to increase
consumer engagement.
Novo – AccorHotels group App.
“Jump on Novotel beds and take
your Smart Pillow all the way to
the rooftop!”
Places by Le Club Accorhotels. “Stay at
one of our participating hotels and check
in with Places and you can collect points
and badges.” Video
Marketing Trends | Gamification

28.
In the US, Porsche used image recognition technology to promote Outside
Magazine Model 718 Boxster.
Once readers downloaded the Blippar app, they could hold their phone over
the page, allowing an interactive game to pop up on their screen. From
there, users had a chance to race up Gotthard Pass, learn about the new
718 Boxster performance features, and record their best time.
The participant who got the most points won a visit to the Porsche
Experience Center could drive a real Boxster model 718.
Marketing Trends | Gamification

29.
• Mobile technology has made it possible for companies to target
consumers and shoppers according to their locations, while allowing
shoppers to search for “near me” destinations.
• According to Google Trends, in 2015 there was a 2X increase in searches
for “near me” and “nearby”.
• A growing trend in location based marketing is Beacon technology, which
enables location awareness capabilities and a seamless, cross-channel
shopping experience.
KLM - free airport WiFi and
iBeacon technology are
deployed around the airport to
create a more streamlined
experiences for passengers
connecting or departing from
the Dutch airport.
Marketing Trends | Location Based

30.
UK Retailer John Lewis uses location based technology. The app offers
Click and Collect service – Once a customer is approaching the store,
he/she is getting a text message asking whether he/she is coming to
collect an item. When entering the store, the package is ready for
pickup without waiting in line. Video.
Marketing Trends | Location Based

31.
• California Fresh
Market app lets
shoppers scan their
products and check
out without having
to pass through the
cashier.
Marketing Trends | Service

32.
Geek Squad is a network
application which provides service
for Best Buy customers. The
application features different
services, such as making an
appointment for repairs, checking
repair status ,contacting an agent ,
locating a store and more.
Marketing Trends | Service

33.
• Three major engines drive mobile marketing trends: convenience,
seamless experiences and instant experience.
• The mobile market is rapidly evolving with innovative technologies
constantly made available to consumers.
• Compared to our report from 2014, it appears that Virtual /
Augmented Reality and technologies based on location have been
developing particularly rapidly.
• Marketers should consider leveraging the trend of video and instant
messaging to provide content and channels for the on the go
consumer.
In conclusion…

34.
Thank You!
The research was conducted by:
Meital Yachin
Schieber Research | Market Research & Competitive Intelligence
www.researchci.com | hamutal@researchci.com
More articles and researches on Carmelon Digital
Marketing website:
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