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Rossel mobile internet experience_20101126

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  1. 1. Our Mobile Internet experience Last update - 26/11/2010 Rossel Advertising
  2. 2. Source:TijsVrolix presentation
  3. 3. Intro Why ? 2010: year of the mobile web DEVICE NETWORK DATA PLAN ADVERTISING
  4. 4. The growth of mobile
  5. 5.  Mobile Internet  Browsing  Applications  E-Tablets  Mobile challenges Agenda
  6. 6. 1. Mobile Internet Device Penetration Operating system (OS) Data Connexion Profile
  7. 7. Rossel Mobile Galaxy
  8. 8. Manufacturer (Company) OS (Operating System) (Software) Mobile Website Application Mobile Content Browser App. stores Data Connexion (Hardware) User’s device OrWiFi Mobile Internet eco-system
  9. 9. Mobile Internet Device (mobile phone) Worldwide MobileTerminal Sales to End Users in 3Q10 (Thousands of units) Source: Gartner, 10/11/2010 Company 3Q10 units 3Q10 Market Share (%) 3Q09 units 2009 Market Share (%) Nokia 117,461.0 28.2 113,466.2 36.7 Samsung 71,671.8 17.2 60,627.7 19.6 LG 27,478.7 6.6 31,901.4 10.3 Apple 13,484.4 3.2 7,040.4 2.3 Research In Motion 11,908.3 2.9 8,522.7 2.8 Sony Ericsson 10,346.5 2.5 13,409.5 4.3 Motorola 8,961.4 2.1 13,912.8 4.5 HTC 6,494.3 1.6 2,659.5 0.9 ZTE 6,003.6 1.4 4,143.7 1.3 Huawei Technologies 5,478.1 1.3 3,339.7 1.1 Others 137,797.6 33.0 49,871.1 16.1 Total 417,085.7 100.0 308,894.7 100.0
  10. 10. Mobile Internet Device (smartphone) Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of Units) Source: Gartner, 10/11/2010 Company 3Q10 units 3Q10 Market Share (%) 3Q09 units 2009 Market Share (%) Symbian 29,480.1 36.6 18,314.8 44.6 Android 20,500.0 25.5 1,424.5 3.5 iOS 13,484.4 16.7 7,040.4 17.1 Research In Motion 11,908.3 14.8 8,522.7 20.7 Microsoft Windows Mobile 2,247.9 2.8 3,259.9 7.9 Linux 1,697.1 2.1 1,918.5 4.7 Other OS 1,214.8 1.5 612.5 1.5 Total 80,532.6 100.0 41,093.3 100.0
  11. 11. Mobile Internet Device Source: admob – May 2010  Apple= 30% (ww)VS 62% (WE) based on ad requests
  12. 12. Mobile Internet Operating System (OS)  90% ofWW smartphone requests= iOS, Android & Symbian  iOS = 73% in western Europe Source: admob – May 2010
  13. 13. Mobile Internet Device  6.300.000 handsets <=2,5G  2.300.000 handsets >3G  Feature phone vs smartphone  SOM Smartphones = 16%**  1.200.000 smartphones *** Source: Forrester research mobile adoption and sales forecast, 7/09 (western europe), **GFK, 06/2010 - ***IDC via digimedia , 23/11
  14. 14. Mobile Internet Operating System (OS) 74.04% 10.74% 5.36% 4.69% 2.90% 2.28% OS Market - Belgium - May 20010 iOS SymbianOS Blackberry Android Windows Others Source: * Semetis, 19/08/2010,
  15. 15. Mobile Internet Penetration  Oct 2010: mobile= 1,23%*of Internet visits (vs 0,73% in May 2010)  15,6%** - 1.300.000 users Source: * Semetis, 10/112010, **Forrester research mobile adoption and sales forecast, 7/09 (western europe)
  16. 16. Mobile Internet Data connexion  GPRS – 2G  EDGE – 2,5G  UMTS – 3G  HSDPA – 3,5 G  Data plan penetration: 7,9%* - 700.000 users 10%** (june 2010) Source: **Forrester research mobile adoption and sales forecast, 7/09 (western europe) ** Internal (handset makers)
  17. 17. Mobile Internet Profile Source: Orange / Ipsos – etude exposure europe Killing time 3 NEEDS TOTAKE INTO ACCOUNT Control space No wasting time 25-40 - 25 + 40
  18. 18.  68% of the mobile Internet users (20 -35 yo) use Mobile Internet every day 48% don’t consider themselves such as trend setters  Mobile doesn’t change their life but it simplifies it ! 12-39 yo, high social classes and think and believe in new technologies because it allows them to gain time  Biggest activities :  Search engine : 75%  mail : 74% Social network : 65% Source : MEC Mobile study | May 2010 Watching video : 61%  News sites : 61%  Entertainment sites : 57%  Local info : 55% Mobile Internet Profile
  19. 19. What can you do with 1 MB on your mobile ?  web pages  0r emails Flash QUIZ 50 100
  20. 20. Concerning Le Soir, most of the traffic comes from: Browsing mobile website or iPhone Application 432.000 (mobile websites) VS 340.000 (iPhone)* Flash QUIZ Source: *adtech, sept 2010
  21. 21. 2. Browsing Mobile Internet Definition Same ecosystem Display advertising formats Browsing Mobile Internet Next steps
  22. 22. Fresh news from (London, 29/09)  Graham Darracott, MD at Digital Architect : – « Mobile search on Google has increased 5 times over the past two years” – «There has been 600% growth in visits to mobile websites in the last 12 months”  Jason Barrett (Unanimis) : – « contrary to popular perception, the majority of mobile traffic comes from when the user is at home”  EUROPE: Mmbil e media users prefer browsers to apps – UK : 70%, – France: 68% …* *A study by TNS for Orange across Europe
  23. 23. Browsing Mobile Internet Definition  Mobile website = running on the BROWSER of a DEVICE using STANDARD INTERNET TECHNOLOGY (HTML) than can be accessed via a DATA CONNECTION  Advantages:  reach !  single URL (NO installation)  listed in Google  content freedom (NO approval process)
  24. 24. Browsing Mobile Internet Same ecosystem than online ONLINE MOBILE Media Agency Creative Agency Sales House Adserver Websites Media Agency Creative Agency Sales House Adserver mobileWebsites Saleshouses Affiliation plateforms Run of networks & blind Unsold inventory Database brokers Applications
  25. 25. Browsing Mobile Internet Display advertising formats
  26. 26. Browsing Mobile Internet
  27. 27. Try to Link !  Nokia  Samsung  HTC  RIM  Apple  LG  Sony Ericsson  Motorola  Palm Flash QUIZ
  28. 28. Browsing Mobile Internet m.lesoir.be + i.lesoir.be i(phone).lesoir.be  iPhone,iTouch, iPad = + m.lesoir.be  other devices (Nokia, Blackberry…)  +/- 410.000 impressions per month on m.lesoir.be & i.lesoir.be  Adapted content from the web to the Mobile  Average of 27.500 monthly unique visitors  Average of 3 pages per visit
  29. 29. Browsing Mobile Internet m.lesoir.be Others Source:Google analytics |June 2010
  30. 30. Browsing Mobile Internet June vs september
  31. 31. Browsing Mobile Internet Operator’s portals activation
  32. 32. Browsing Mobile Internet Hardware activation : Samsung widgets Results*: 100% mobile traffic’s increase on samsung devices (6 months) * Source: google analytics
  33. 33. Browsing Mobile Internet Appstore activation : Nokia ovistore
  34. 34. Browsing Mobile Internet Results  Keytrade, ING, Citroën, Dexia, 20thFox, Axa  Average CTR for the global campaign : 0,70%
  35. 35.  Audit  Traffic optimization : redirection, device identification  Database recruitment  Ergonomy  Boost traffic: Mobistar “Wake UpYour mobile & pc”  Continuous R&D Browsing Mobile Internet Next steps
  36. 36. 3. (Native) Applications 3.1 General 3.2 iPhone 3.3 Android
  37. 37. 3.1. Applications General
  38. 38. AN APPLICATION = PROGRAM created for a specific mobile platform which must be INSTALLED  constructor approval Advantages:  make a game  sell your services  have hardware interaction (digital compass, camera, agenda…)  be listed in the iTunes Appstore (or other App markets) Applications Definition
  39. 39.  Nokia  Samsung  Palm  RIM  Apple  Google  Microsoft  iTunes  Ovi store  Android Market Widget store  AppWorld  App catalog  Market place Flash QUIZ Try to Link !
  40. 40. Applications Application’s stores Source: Journaldugeek Source: Businessinsider, http://read.bi/cNOUzb , 25/10/2010  Ovistore (Nokia): 27.000
  41. 41.  Nokia has most paid apps  Android largest share free apps FREEVS PAID PRICES Applications Application stores Source: Distimo
  42. 42. 3.2. Applications Le Soir iPhone application
  43. 43. Applications The app store economy • July 10, 2008: iTunes App Store launch • 275 000 apps (oct 2010) • 6 500 000 000 downloads (sept 2010) • 40 apps/user (sept 2010) • 75% free • 2,62 € price Source:TijsVroloks presentation,
  44. 44.  The iPhone= 4% of the EU5 mobile market (UK, France, Germany, Spain and Italy)  The iPhone= 18% of the overall EU5 smartphone market. Applications iPhone Market Source: Comscore via Mobie marketer, 26/06/2010)
  45. 45. Applications iPhone Market  SOM phones+ smartphones: iPhone= 2%*  385.000 iPhones in Belgium**  iPhone = 47% of mobile traffic in october (vs 60% in january 20010)*** Sources: *GFK - 06/2010, **Fnac -July 2010, Proximus - 06/2010, ***semetis – 10/11/2010
  46. 46.  94% of iPhone owners use mobile media.  Male with a majority of 18-44 yo Applications iPhone users Profile Source: Comscore via Mobile marketer, 26/06/2010)
  47. 47. Applications iPhone users profile  50% of iPhone users regularly download 1 or more apps a month  Users spend roughly $9 a month and download 5 paid apps per month Source: Admob | May 2010
  48. 48. Applications Le Soir iPhone app  Launch :V1 | January 2010  Strategy : free application Why ? - build ad inventory (Like Le Monde & Lagardère) - up sell (paying content) ( Like De Standard) Timing: - 1 month for conception and needs analysis - 2 months for development (Apple approval)
  49. 49. The Launch ! V1  Buzz on Belgium iPhone.be (12.000 UV/day)  Exclusive mini site on lesoir.be  Media campaign on Le Soir, lesoir.be and all websites of Rossel’s group.  PR campaign (press release & communication in our brands)  Social networks (Facebook &Twitter)  Keytrade : our launch partner & sponsor for the 3 first months Applications Le Soir iPhone app
  50. 50. 62% 60% 46% 20% 19% 10% 13% 0% 10% 20% 30% 40% 50% 60% 70% Searching for a specific type of app Browsing through top app store rankings WOM See ads while using other apps Press/news articles or blogs A brand I know introduces an app and reaches out to me Other HOW DO IPHONE USERS DISCOVER APPS ?  How do you discover the apps you decide to download ? Applications Le Soir iPhone app
  51. 51. Version 2.0 (start 26 March 2010)  paying newspaper of the day (0,79€) Text new & PDF  Cover flow : turn page of newspaper in cover flow mode Applications Le Soir iPhone app
  52. 52. Applications Le Soir iPhone app: key figures  Average CTR : 1 %  46.113 downloads (80% Be)  46.055 updates  1.797 daily newspapers sold ( conversion= 4% )  382.731 imps/month (sept 2010)  Alaune > Sport > Culture > Autres Source: interne, septembre 2010
  53. 53. Applications Le Soir iPhone app: Formats
  54. 54. Applications Le Soir iPhone app: Formats
  55. 55. Applications Le Soir | Results EXKI  Period : 24/05– 6/06  Impressions : - 120.440 (splash) - 140.791 (floorad)  Clicks: 2.810  CTR: 2% !!!  Downloads BE: 1.691  Conversion rate : 60% !!!
  56. 56.  Appli LeSoir Symbian 3 ?  Appli Bada Le Soir (Samsung) ?  Rossel Mobile survey Applications Next steps
  57. 57. Which Operating system has the fastest growth ?  Blackberry OS  i OS Android  Symbian Windows mobile Flash QUIZ
  58. 58. 3.2. Applications Le SoirAndroid application
  59. 59.  More than 50 android devices  HTC, Motorola, Samsung  WW: 160.000 androids devices activated per day (5.000.000 per month ) Applications Android Market Source: Juniper research, 2010
  60. 60.  11. 209 Android devices in Belgium*  9% of mobile visits in oct 2010 (vs 3% in March 2010)** Source: *AdMob Network, April 2010 **Semetis, 10/11/2010 iPhone iPod touch iPad iPhone OS Total Worldwide 27.411.081 13.056.019 294.653 40.761.753 Belgium 100.711 51.585 894 153.190 Android Worldwide 11.566.140 Belgium 11.209 Applications Android Market
  61. 61.  Appli Lesoir Android  Launch: April 2010  Development costs : very high due to the multiple devices ! “In May 2010, 14 devices generated 92% of Android traffic,compared to one device a year ago”*  Number of downloads : 5.219 (20/10/2010)** Nb of imps per month : 71.500 (sept 2010)** Source : * Admob, may 2010 - **Adtech Applications Le Soir Android app
  62. 62. Applications Le Soir Android Ping-ping partnership
  63. 63. Applications Le Soir Android app
  64. 64.  Boost traffic  Other brands ?  Android tablets ? Source: AdMob Network, April 2010 Applications Le Soir Android app | Next steps
  65. 65. 4. E-Tablets General iPad
  66. 66. E-Tablets Definition  Tablet,Tablet pc, E-Tablet: handled computing device
  67. 67. E-Tablets iPad Definition  E-tablet launch by Apple the 27 of January 2010  Dimensions : 24 x 19 x 1,3 cm  Weight : 680 g (WiFi), 730 g (3G)  Screen : 9.7-inch LED  Processor: SoC Apple à 1 GHz  Memory : 16, 32 ou 64 Go  OS : iPhone OS  4.200.000 sales (october 2010)  Forecast: 20 to 30.000.000 sales in 2011
  68. 68. E-Tablets iPad Market 22 june: Apple Sells 3.000.000 iPads in 80 Days* Source : http://tech.fortune.cnn.com , 5/10/2010
  69. 69. E-Tablets iPad Market  +/- 45.000 iPads (estimated)  30 % of mobile Internet visits in october 2010 * (vs 1.87% in April) Source: *Semetis (10/11/2010)
  70. 70. E-Tablets iPad user profile Source : Online survey was fielded in August to more than 500 adult iPad owners by re-contacting them after being identified by screening the NPD Opt in Online panel., http://www.npd.com/press/releases/press_101001.html , * Survey on GQ, Vanity Fair, Wired and Glamour readers, http://paidcontent.org , 12/10  Nearly 90% Percent of Initial iPad Sales are Incremental and not Cannibalizing the PC Market  iPad owners are significantly more likely to own Apple products and newer technologies, such as e-readers and smartphones.  "Early adopters, like iPad owners, follow a traditional pattern of consumer behavior; they purchase products because they want them, not because they need them,“  the profile of an iPad owner is much more likely to mirror the overall tech population.  Satisfaction : 80% (early adopters) vs 65% (after 2 months launch) -- > USB – Printing – Multitasking  45 min vs 160 Min : iPad and iPhone readers seem to spend more time with the digital replicas in comparison to the print versions *
  71. 71. E-Tablets iPad user profile (Rossel mobile survey exclusivity) Source : Rossel mobile survey oct  143 iPad owners (883 participants)  Men= 92 %  post-university: 15%  Not only geeks: IT (20 %), Media (17 %), Finance (10 %), Internet: (7 %)
  72. 72. 49% 43% 54% 47% 45% 54% 51% 48% 47% 30% 35% 26% 33% 33% 26% 26% 32% 35% 16% 16% 17% 15% 18% 15% 18% 17% 14% 4% 6% 3% 5% 4% 5% 5% 4% 4% Population(15-74) Men Women 15-29 30-49 50 + Secondarylow Secondaryhigh Highschool, university… nothing will never replace the paper - reading daily press will be saved thanks to mobiles, tablets (ipad) daily press replaced by news webwites daily press is old-fashion Source : Online survey Deepblue & iVox, 3.577 interviews, field: end of May 2010, context « 20 years old in 2010 » presentation E-Tablets iPad | Perception of Newspaper’s future  1 out of 2 are attached to the paper-reading With no significant differences between ages … even for the youngest
  73. 73. E-Tablets Launch | Le Soir iPad app 20/06 : LaunchV1.0  30/06: • 1.703 paying downloads although iPad still not available in Belgium ! • 80% of buying in the Belgian appstore • 155 daily editions sold (+/- 10% conversion) 15/07 :V1.1 (offline usage)
  74. 74.  Web approach 1,59 € +  Print approach 0,79€ / day  6€ monthly subscription E-Tablets Business Model | Le Soir iPad app
  75. 75.  75.000 Imps / month - (september) Average CTR : 8%  6.482 downloads (85% Be)  1.388 updates  1.361 daily newspapers sold ( conversion= 21% )  566 monthly subscriptions sold (conversion= 9%)  rem: free effect (downloads – conversion) E-Tablets Key figures | Le Soir iPad app Source: internal, 8/10/2010
  76. 76.  1) Splash Page at the opening of the application (3 or 4 seconds) 3 formats for the sponsor : Splash Page E-Tablets Ad formats | Le Soir iPad app
  77. 77. Floor ad Vertical right  2 formats  Floor ad Vertical right E-Tablets Ad formats | Le Soir iPad app
  78. 78. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Series1 2,89 1,35 682 475 512 617 1,67 4,17 5,30 4,86 3,87 3,32 3,51 3,35 3,14 3,13 3,25 3,83 4,81 5,32 5,27 5,92 6,58 5,48 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 7,000 Source: Adtech, 1/07 – 31/08 E-Tablets Le Soir iPad app Evening reading on a sofa
  79. 79. E-Tablets iPad | A device for a weekend? 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Wednesday, September 1, 2010 Thursday, September 2, 2010 Friday, September 3, 2010 Saturday, September 4, 2010 Sunday, September 5, 2010 Monday, September 6, 2010 Tuesday, September 7, 2010 Wednesday, September 8, 2010 Thursday, September 9, 2010 Friday, September 10, 2010 Saturday, September 11, 2010 Sunday, September 12, 2010 Monday, September 13, 2010 Tuesday, September 14, 2010 Wednesday, September 15, 2010 Thursday, September 16, 2010 Friday, September 17, 2010 Saturday, September 18, 2010 Sunday, September 19, 2010 Monday, September 20, 2010 Tuesday, September 21, 2010 Wednesday, September 22, 2010 Thursday, September 23, 2010 Friday, September 24, 2010 Saturday, September 25, 2010 Sunday, September 26, 2010 Monday, September 27, 2010 Tuesday, September 28, 2010 Wednesday, September 29, 2010 Thursday, September 30, 2010 Impressions Imps with Defaults Source: adtech, septembre 2010
  80. 80.  BoostTraffic: iPad app for free during september !  New Advertising formats (interactivity)? New Content (video, wave, pdf, etc…) ? Other tablets development (Android ???) Ad formats creation ?  Buying ? online ? Print ?  Measurements ?  Complementarity print + tablet ? E-Tablets Next steps
  81. 81. 5. Mobile Challenges
  82. 82.  Analytics  measure & authentify (cim mobile taskforce)  Standardization  formats & offers (sales house association)  Trafficking  specialized adserver ?  Synergy between Data Providers , device makers & content providers: Mobistar “wake up…”, Samsung Bada…  Data plans  unlimited ???  M commerce & geolocation Marie-Claire , Foursquare Mobile Challenges
  83. 83. Audience authentification
  84. 84. Fresh news from Mobile Squared 2010 (London, 29/09)  Trend 1: UTILITY ! – Examples:The new electric scooter concept from Smart
  85. 85. Fresh news from Mobile Squared 2010 (London, 29/09)  Trend 2: VALUE!  Jonathan MacDonald, co-founder of this fluid world: – “people will only pay for what they value, and challenged brands to think about how they can become more valuable to people”
  86. 86. See you at the next session about creativity in Mobile ? Thank you for your attention.
  87. 87. Annexes
  88. 88. Business models
  89. 89. 3GVS WiFi  24% of traffic in the US came overWiFi in May 2010  60% of US traffic came fromWiFi capable devices The iPhone is used more onWiFi than other smartphones
  90. 90. Devices
  91. 91. Data plans in Belgium
  92. 92. Data plans in Belgium
  93. 93. Data plans in Belgium
  94. 94. How does it works ? Source : cnet /Washington post
  95. 95. Applications
  96. 96. Applications Market (WW) Source: www.research2guidance.com, 19/08/2010
  97. 97. iPhone application Market (EU5)  SOM (mobile market): Nokia’s Symbian (15%), Apple (4%), Microsoft’sWindows Mobile (3%), RIM’s BlackBerry (2%), Google’s Android (1%).  The iPhone= 4% of the EU5 mobile market (UK, France, Germany, Spain and Italy)  The iPhone= 18% of the overall EU5 smartphone market. (Source:Comscore via Mobie marketer, 26/06/2010)
  98. 98. Q1:What’s the of Rossel’s mobile advertising revenues from 2009 to 2010 ?  50%  100%  500 % Flash QUIZ
  99. 99. Fresh news from Mobile Squared 2010 (London, 29/09)  5 billion subscribers globally  1 billion of these are 3g subscribers  By 2014 it is predicted there will be 2.8 billion 3g subscriptions  60% of mobile phones users in the EU will be on smart phones next year  In 2014 70% of Europe will be on 3g  Android growth 763% Source: Joe Barret, Qualcom’senior Strategic Director, 29/09/2010
  100. 100. E-Tablets iPad user profile  Less personal than smartphones
  101. 101. E-Tablets iPad user profile  News
  102. 102. E-Tablets iPad user profile
  103. 103. E-Tablets iPad user profile
  104. 104. E-Tablets iPad user profile

Notes de l'éditeur


  • Afin de situer sa position sur le marché internet, Belgacom précise que « Aujourd’hui, notre base totale de clients internet compte 1 545 000 clients, dont plus de 90 % ont des produits internet d’un débit d’au moins 12 Mbps. Un tel résultat n’aurait pas été possible sans notre excellent réseau fixe, avec une couverture « de la fibre à la borne » supérieure à 75 % des ménages belges, ce qui nous permet de figurer parmi les leaders mondiaux. ». Sans trop faire de bruit, l’internet mobile progresse également avec 140.000 connexions actives. Bon nombre d’entre elles sont le fruit de l’offre intégrée avec les liaisons fixes.
    DEVICE: Devices become more and more adapted (Phone  iPad) & Smartphones SOM increase

    NETWORK: Data network become more and more performing (3,5 G )

    DATA PLAN: The price for Data plan become less expensive ex: The number of Mobistar Internet Mobile subscribers has increased by 51% in Q1 (88.603 subscribers in March 2010) 140.000 BELGACOM internet mobile clients (30th of July 2010)*
    ADVERTISING (WW): Mobile advertising revenues should increase by 55% in 2010 to reach 5 billion & should triple before 2015
    Source : Morgan Stanley ‘the mobile internet report’ Dec 2009


    Source: http://www.bemobile.be/2010/07/30/140-000-clients-internet- mobile-chez-belgacom/?utm_source=facebook&utm_medium=social-media&utm_campaign=facebook
  • Method
    Our experience
    Who ? Target & Reach
    How ? Technical Stuff
    Analytics & Results
    Focus on Belgium datas
     Next step
  • Method
    Our experience
    Who ? Target & Reach
    How ? Technical Stuff
    Analytics & Results
    Focus on Belgium datas
     Next step
  • Apple passe dans le top 5 et depasse RIM
    Nokia a méchament chuté
    Samsung sold close to 1 million bada devices in the third quarter of 2010, and 6.6 million Android phones, making Samsung the top Android seller.

  • Rossel est bien placé
  • Rossel est bien placé
  • Chez belgacom, l’internet mobile progresse également avec 140.000 connexions actives
    Mobistar The number of Mobistar Internet Mobile subscribers has increased by 51% in Q1 (88.603 subscribers in March 2010)
  • Proximus: Mobile Internet Pay&Surf for iPad - 10€ - Valable 31 jours avec un  maximum de 500Mb. - Volume et crédit expire après 1 mois

    Mobile Viking = 15 € the first month and then 12 / month for 1G (but indeed it's Base 3G Network...) 

  • etude
  • EUROPE: MOBILE MEDIA USERS PREFER BROWSERS TO APPS
    A study by TNS for Orange across the UK, France, Spain and Poland has highlighted user preference for browsers rather than apps as people increasingly seek a PC-like experience on their phone.
    The “Mobile Exposure 2010” study shows use of mobile browsers is most prominent in the UK, with 7 out of 10 mobile media users choosing to find information and content in this way, against 55% preferring mobile apps.

    Pro mobile web: UK (70%), France (68%)
  • Browser mobile: opera mini, safari mobile, blackberry browser, Firefox mobile…
    Device: mobile phone, smartphone, iPod Touch, e-tablet, laptop…
    STANDARD INTERNET TECHNOLOGY : HTML
    Data connection : GPRS, EDGE , UMTS (HSDPA - 3.5G )
  • audit
  • TOP devices:
    Windows
    SymbianOS
    Blackberry
    Android
    Samsung
    Others
  • Fnac ( eric calluart ex mobistar)150.000 3g, 19000 3gs, 40.000 v1 – 25% export= 285000 (114000 fr
    Obj iphone 4: 300.000 juillet 2011
    412.000 iPhones in Belgium (Source: Sanoma, 04/2010)
  • Why ? Flat-rate Data plan, great user experience, vertical ecosytem (iTunes)
    (No difference between EU5 users of Apple platform devices compared to devices using platforms from Symbian, RIM, Google and Microsoft).
  • 2500 vendus à la fnac bruxelles
    6000 avant la sortie
    Fanac estime à 80000 unités d’ici juin 2011
    Obj points de venter e: 70000 en 2011
  • Harald Neidhardt, Co-Founder and CMO of Smaato: “Mobile advertising not having to be taken in it's literal form as advertising on a mobile device. .. A piece of advertising - sometimes utility can be more effect and more ultimately more useful to a customer”. Examples: The smart escooter, Lufthansa and American Airlines and starbucks

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