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Vom Gadget zum Dialog Marketing Tool Alexander Oswald

DMVÖ Kongress 2010 Alexander Oswald

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Presentation given at the DMVÖ Kongress 2010 in Vienna

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Vom Gadget zum Dialog Marketing Tool

Alexander Oswald

• Mobile MarketsFakten, Trends, Potenziale

• Location based services & Augmented realityMöglichkeiten location based servicesAugmented reality? Was ist es und was kann es.

• Consumer InsightsBedürfnisse und Verhalten verstehen und erfolgreich nutzen

Übersicht

21.10.2010Alexander Oswald, Nokia

21.10.2010

Most intimate electronic device ever

Alexander Oswald, Nokia

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Roles of the consumers are changing, empowered by mobile device

Alexander Oswald, Nokia

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People do all that for, with and against brands

Alexander Oswald, Nokia

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How does this all fit together?

Alexander Oswald, Nokia

• Continued importance of SMS

• Geo-Location – location based services

• Augmented reality

• Mobile Sites vs Mobile Apps

4 mobile advertising trends to watch

21.10.2010Alexander Oswald, Nokia

Continued importance of SMS

21.10.2010Alexander Oswald, Nokia

• Starbucks and L’Oreal Test in UK

• O2 partnered with location services platform Placecast

Location-Based SMS Coupons

21.10.2010Alexander Oswald, Nokia

• “Where are you?” is the single most commonly sent SMS in the world

• Royal Melbourne Institute of Technology (RMIT)

• The standard simply geotags SMS messages

• “I’m at the pub.” will become basically “I’m at the pub geo:-37.801631,144.980294,”

Independent, Location-Based SMS Has Arrived – GeoSMS

21.10.2010Alexander Oswald, Nokia

• Continued importance of SMS

• Geo-Location – location based services

• Augmented reality

• Mobile Sites vs Mobile Apps

4 mobile advertising trends to watch

21.10.2010Alexander Oswald, Nokia

From passive – 1876 - 1981

21.10.2010Alexander Oswald, Nokia

To real time – 1981 to 2007

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Participatory - now

21.10.2010Alexander Oswald, Nokia

Location is game changer

21.10.2010Alexander Oswald, Nokia

2 cases from leading global provider of maps, traffic and location data

21.10.2010Alexander Oswald, Nokia

• 6 month campaign

• with 14 advertisers across

• promoting each of the brands and their locations.

• Advertisers consisted of hotel, food, auto, fuel and large department/retail stores.

NAVTEQ Media Solutions test

21.10.2010Alexander Oswald, Nokia

• Average monthly CTR 1.6%

• 39% of consumers engaged with a call to action

• 8% “clicked to coupon”

• 5% “clicked to route”

• 4% “clicked to map”

NAVTEQ Media Solutions test

21.10.2010Alexander Oswald, Nokia

• Overall Click Through Rate of 6.3% was achieved.

• 22.6% Clicked to map

• 10.8% Clicked to Call

• 8% Clicked the Web

Domino´s Pizza Results

21.10.2010Alexander Oswald, Nokia

30%Penetration of GPS-enabled devices in 2010

In Austria – 1 number to know

21.10.2010Alexander Oswald, Nokia

• Continued importance of SMS

• Geo-Location

• Augmented reality

• Mobile Sites vs Mobile Apps

4 mobile advertising trends to watch

21.10.2010Alexander Oswald, Nokia

21.10.2010

Remember Terminator

Alexander Oswald, Nokia

• Internet 1.0 (1995-1999) was all about the great disruptive promise of the “cyberspace” and “online shopping”

• Internet 2.0 (2005-2009) was the 10 years it took to really figure out what to do with it: USG, rich web apps, social media

• Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable.

Augmented reality finishes what the internet started

21.10.2010Alexander Oswald, Nokia

Example: Wikitude

21.10.2010Alexander Oswald, Nokia

How could Augmented Reality look like?

21.10.2010Alexander Oswald, Nokia

How could Augmented Reality look like?

21.10.2010Alexander Oswald, Nokia

• Continued importance of SMS

• Geo-Location

• Augmented reality

• Mobile Sites vs Mobile Apps

4 mobile advertising trends to watch

21.10.2010Alexander Oswald, Nokia

Global mobile apps downloads

21.10.2010Alexander Oswald, Nokia

25%Penetration of Smartphones in 2010

75%Penetration of Feature Phones in 2010

In Austria – 2 numbers to know

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45%20%19%9%4%

In Austria – 5 numbers to know OS Shares 2010

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SymbianAndroidiPhoneRIMWindows Mobile

Alexander Oswald, Nokia

Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010

21.10.2010Alexander Oswald, Nokia

Surfen Sie mit Ihrem Handy / Smartphone auch im Internet?

Ja ; 32%

Nein; 68%

Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010

21.10.2010Alexander Oswald, Nokia

• 27% der Befragten haben bereits Erfahrung mit mobilen Apps.• Personen, die bereits Applikationen genutzt haben, haben im Schnitt 9,6 Apps auf ihrem

Device installiert.• 39% der App-Nutzer haben kostenpflichtige Apps bezogen.

Lieblingskategorien (kostenpflichtige Apps)Lieblingskategorien (free Apps)

Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010

21.10.2010Alexander Oswald, Nokia

Warum haben Sie sich für einen speziellen AppStore entschieden?(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

Studie zu mobiler Internetnutzung und mobilen Applikationen, March 2010

21.10.2010Alexander Oswald, Nokia

Aus welchen Quellen erfahren Sie von mobilen Applikationen?(Gestützt abgefragt, Mehrfachnennungen möglich, Top5)

• Mobile websites are not dead

• Plugins like Flash, Silverlight and Java have added media integration to the Web, but not without some cost.

• "better user experience" and battery life

• Mobile websites = websites easily accessible for mobiles

Mobile Sites

21.10.2010Alexander Oswald, Nokia

Mobile Sites

21.10.2010Alexander Oswald, Nokia

• adds many new features, and streamlines functionality.

• Media playback – It lets sites directly embed media

• Store offline data for Web apps.

• Interactivity features, like drag-and-drop

HTML5

21.10.2010Alexander Oswald, Nokia

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Some concerns about the future of mobile

Alexander Oswald, Nokia

• Privacy

• Accountability

• Neutrality

Some concerns about the future of mobile

21.10.2010Alexander Oswald, Nokia

• Not the same level of awareness as in online from users –yet

• Making it easy to understand, when a user is sharing critical information

• Who can access that data

• How much control the user has

• Do all this without ruining the user experience

Privacy

21.10.2010Alexander Oswald, Nokia

• Responsibilities definition for companies that want access critical user data

• Need to build up systems that respect those concerns about data

Accountability

21.10.2010Alexander Oswald, Nokia

• Everybody accessing every service by same speed

• Will there be prioritization soon? Sound tempting for big companies ...

• Tim Berners-Lee: „The moment you let neutrality go, you lose the Web as it is – you lose the idea that you can click a link and go anywhere“.

Neutrality

21.10.2010Alexander Oswald, Nokia

the one most responsive to change

It is not the strongest of the species that survive, nor the most intelligent, but

21.10.2010Alexander Oswald, Nokia

Danke für Ihre Aufmerksamkeit!

21.10.2010Alexander Oswald, Nokia