1.
Wap vs. App (again) Oct 13, 2010 @ Marketing Magazine “the future is mobile” Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK bstreet.ca (yah, it’s mobile friendly) + Chair CMA Mobile Task Force

4.
(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)

7.
Laptop sales are down 50%

8.
Other tablets

9.
2

10.
Wap vs. App What is a marketer to do? VS

11.
What we’ll cover in the next 36 minutes (thanks Michael for eating into my time) <ul><li>A few updated Canadian Mobile stats </li></ul><ul><li>Apps </li></ul><ul><li>Waps </li></ul><ul><li>Our recommendation </li></ul><ul><li>Questions </li></ul>

13.
Critical Mass has been reached Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA 75% in 2009 93% by 2012 NOTE: Broadband is about 75% penetration

14.
Not just for teenagers anymore… Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA + ~5% for 2010 >

15.
<ul><li>~35 Billion text messages sent in 2009 </li></ul>SMS is now ubiquitous Based on published Canadian Wireless Communications Association (CWTA) stats Over 2 billion SMS messages forecasted on shortcodes in 2010 ~55 billion in 2010 forecasted

16.
Smartphones are HOT! <ul><li>About 5 million Canadians are accessing the mobile web through their mobile device </li></ul><ul><li>6 of the top 10 best selling phones are touch-based smart phones </li></ul><ul><li>25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09. </li></ul><ul><li>55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months </li></ul>

17.
Social is Mobile. Mobile is Social The average Mobile user spends 295.1 minutes on Facebook, viewing 269 pages and averages 8.3 usage days per month! In a month, the average PC user spends 274.7 minutes on Facebook and averages 12.2 usage days! Source: comScore, Inc., Mobile Metrix, United States, July 2010 Source: comScore Inc., United States, Persons: 2+, All Locations, July 2010 ~ =

18.
comScore Inc. M:Metrics US – October 2009 http://www.insidesocal.com/tomhoffarth/archives/2009/06/if-this-is-the.html

19.
Mobile is a WOM accelerator <ul><li>35% of Canadian teens aged 13-18 have bought a product because the brand allowed them to interact with it - IMI International, July 2010 </li></ul><ul><li>64% of Canadian teens aged 13-18 have bought a product because it was recommended to them - IMI International, July 2010 </li></ul>

20.
What does this mean? (to marketers) http://www.grzegorzmilos.com/blog/?p=30

21.
(hint: great and crappy shopper marketing experiences will be shared immediately) http://www.gdirectory.org/articles/article-2.html

22.
He probably just tweeted or updated his facebook status… and wait until you see the “tip” he’s leaving on foursquare! http://www.callcentrehelper.com/call-centre-qa-coping-with-angry-customers-223.htm

23.
How the new TV audience tunes in: by platform <ul><li>Base sizes: </li></ul><ul><li>Total=1823 </li></ul><ul><li>TV Only=1183 </li></ul><ul><li>Online Only=105 </li></ul><ul><li>Both TV/Online=535 </li></ul><ul><li>‘ The future of original TV Viewing and the new digital consumer’ was a survey conducted by comScore in December 2009 </li></ul>

24.
Apps

25.
(presented at last year’s presentation)

27.
App stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

29.
Can you believe it? <ul><li>Android app downloads now around 1.8 billion total </li></ul><ul><li>Blackberry users downloading 1.5 million apps per day on average </li></ul><ul><ul><li>40% increase from previous quarter </li></ul></ul><ul><li>Nokia Ovi users downloading 1.4 million apps per day on average </li></ul><ul><li>Microsoft Windows Mobile 7 looks promising & huge installed dev base for future App development </li></ul>

30.
Should you build an App? <ul><li>Nielsen survey found that games were the most popular apps, followed by music, food and entertainment, news and weather, social networking and maps and navigation. </li></ul><ul><li>Eighteen to 29 year olds made up 44 percent of apps users </li></ul>

31.
Soccer Frenzy Developed by: Mobile Fringe

32.
Weather Network (‎15.7MM on Mobile Web & 87.9MM on Apps. TWN + MM Sept. 2010, BTW)

33.
<ul><li>Buzz worthy – nobody ever talks about a great mobile website they just saw! </li></ul><ul><li>Allows you to build a richer experience without impacting data speeds / charges </li></ul><ul><li>Allows you to take advantage of native phone features </li></ul><ul><li>Features can work offline </li></ul><ul><li>Can become a great extension of your brand attributes </li></ul>5 Advantages to an App

34.
<ul><li>Try sending a consumer to an App from a QR / 2D bar code! </li></ul><ul><li>Most consumers will not use your App more than once unless you offer true utility </li></ul><ul><li>It’s expensive (especially with Canadian budgets) to build multi-platform – even single platform can cost more than a mobile website… </li></ul><ul><li>Not great for shopper marketing – consumers want info or enter contests right away </li></ul><ul><li>Harder to drive mobile media to an App </li></ul>5 Disadvantages to an App

35.
Wap (Actually, nobody really calls it that anymore)

36.
Relationship Status of the Mobile web… it’s complicated

37.
Wap, Web, or Full Web?

38.
<ul><li>Can work on 100% of devices (without spending 6x the dev cost) </li></ul><ul><li>Experience can be optimized to the highest common denominator </li></ul><ul><li>Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks or for QR codes or txt to web </li></ul><ul><li>More intuitive shopper marketing experience </li></ul><ul><li>You can update your mobile website all the time without forcing the user to download a “new version” </li></ul>5 Advantages of mobile web

39.
Disadvantages of the Mobile Web <ul><li>Nobody really talks about that AMAZING new mobile website – so not as great in generating awareness </li></ul><ul><li>Optimizing for all devices can be time consuming and expensive </li></ul><ul><li>Although thanks to webkit we are seeing great experiences, generally Apps have better UX </li></ul><ul><li>You can’t access all device hardware features through the mobile web (although GPS works) </li></ul><ul><li>You can’t really charge for access to a mobile website </li></ul>

40.
So… Wap or App? VS

41.
What does this mean?

42.
The future of mobile is the mobile web http://www.frogdesign.com/images/dattoos_cs_1.jpg

43.
… but there will always be a place for Apps that offer great utility http://blog.appboy.com/2009/12/10-best-free-mobile-apps-of-2009/

44.
Let’s continue the conversation… @phryl – twitter My Mobile & Interactive Marketing Blog burningthebacon.com More about who I work for: bstreet.ca (mobile enabled!) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏ + Chair CMA Mobile Task Force & Vice Chair of CMA Digital Council