Compte-rendu de la 7ème conférence de la formation DIGITAL de la BMMA.

1. Workshop on Mobile
Wim Vermeulen
April 23rd, 2012
©2011

2. 1. ON MOMADS
©2012

3. Clients

4. 2. ON MOBILE IN GENERAL
©2012

5. The next software platform shift
1960’s 1970’s 1980’s 1990’s 2010’s
MAINFRAME MINI PERSONAL DESKTOP INTERNET MOBILE INTERNET
COMPUTING COMPUTING COMPUTING COMPUTING COMPUTING

6. THE ADOPTION OF THE MOBILE
INTERNET GOES
9x
FASTER THAN THE DESKTOP INTERNET
IN THE NINETIES.

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8. ©2011

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12. ss
eering Manager

15. http://www.youtube.com/watch?v=EpWwmwI3078

16. How it works?
We watermarked the single before it got sent to 10
European radio stations.
Each radio stations is streamed on a laptop.
10 iPhones have our recognition app installed.
Each time the song is played, our mobile app recognizes
the watermark in the song and tells the server to start
the video on mostexclusivevideoever.com
©2012

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19. 3. WHAT IS THE BIG TREND DRIVING
INTERNET USAGE
©2012

20. Social, Local and Mobile converging

21. Mobile allows you to be active at any Location
and at the same time to be connected to your
entire Social graph, or network and their
opinions, advice and buying power. The
implications for Marketers are a dramatic
paradigm shift which will disrupt almost every
business. Period.

22. Top E-Gommerce Actîvîtîes Performed by Mobile Users in Retail Stores
by % Reach
Source: comScore Mobilens, Fraooe. 3-month-averaee encline October 2011
1
Text~ or ca lied friends/famly about a
18.9%
product
Took p icture of a product 17.9"
Sent picture of product to family/friends 9.7"
Scann~ a product barcode 6.0%
Compa red product priees 2.7%
Reseerched product featu res 2.0%
Found coupons ordeals 1.7%
{
Check~ product availability 1.1%
J

23. amazon
•rice Check for iPhone and Android
El!l h thot d~al r~aUy a œal? Ta... PriCe Che<k by Amazon woth you to , .... sure.
Get extra savings on Oe<:ember 10
Ge! a S'llo discount (up to SSI on <eiKt otemS on fiKUOo>OCS.toy1. !P()It1. """"- and DVI>l.
juStby chedln<)a pnce.Aedeem thosolfe< upto (3) tomos a sav~ngsol upto SIS
...___-_
..
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~ :::.--
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....... )
Check pnces ~nstantly: Scan lt, Snap lt, Say lt or Type lt
Useb.lrcode K.anning. camera. speech Of text ~rth 10 hnd thek:wfffl pncf'S
from Am,uon..com and our merchants.
Share ln-store priees
W1th every ln-store poce you sh.are. you hetp eosure our pnces tl'md 10 COITlPt'bUvf"
for our customers.
Download the free Priee Check a pp to get started
If you're already a Poce Check tJ{'r. simply downtoad tht" latPCit vf'«ion.
~
_ _
..., ~;mn fOl ,~. CMck by
Amuon.. lrl lh• And101d
M11l e1

24. Mobile Deals Set to Lure Shoppers Stuck in Line
The New Y()ft( T"""
Mandy Chan, wltl twtr daughtor Mla, usod her smartphone to compare priees online whila shopping at a Taroet ln Las
Vegas.
By STEPHANIE CLIFFORD
Pubhthtd: Novembor 10, 2011
As retailers battle to draw customers into their stores on Black Friday, 1) RECOMMEND
online merchants are plotting a cunning ambush - offering an "!# lWITTER
arsenal of mobile-only deals intended to pick off shoppers as they lm LINKEOIN
wait in line. 181 SION IN TO E·
U:AII

27. oblle Commerce V1s1on
<o 5le

28. work
Local advertising revenue streams are crucial to many media
companies. The growth is in the convergence of local and mobile.
For CONCENTRA, one of leading local media companies, we
identied and created its rst mobile product generating a local and
mobile advertising revenue stream.

29. http://vimeo.com/27738647

30. 4. MOBILE DEVICE PENETRATION
©2012

31. Smartphone penetration (%)
33
31 30 29
27 26
24
18
Netherlands US UK Czech Republic France Belgium Poland Germany
www.ourmobileplanet.com
©2012

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35. Mobile trafc penetration
60%
53%
27%
14%
10%
13%
2010-12 2011-01 2011-02 2011-03 2011-04 2011-05 2011-06 2011-07 2011-08 2011-09 2011-10 2011-11 2011-12
iOS Android SymbianOS Samsung BlackBerry OS Playstation Sony Ericsson
©2012
bada Other
http://gs.statcounter.com

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38. Expectations Belgium June 2012
Smartphones: 36%
Tablets: 20%
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39. Expectations winning platforms globally
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40. 5. MOBILE USAGE
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43. Mobile web versus Mobile apps
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54. What do they have in common?
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55. it’s an innovation
build on a strong consumer insight
doing one thing really great
©2012

56. Let’s get to work (1)
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57. Let’s get to work (2)
©2012

58. Q&A
©2012