• 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
• 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
• 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
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
• 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
• Continued importance of SMS
• Geo-Location
• Augmented reality
• Mobile Sites vs Mobile Apps
4 mobile advertising trends to watch
21.10.2010Alexander Oswald, Nokia
25%Penetration of Smartphones in 2010
75%Penetration of Feature Phones in 2010
In Austria – 2 numbers to know
21.10.2010Alexander Oswald, Nokia
45%20%19%9%4%
In Austria – 5 numbers to know OS Shares 2010
21.10.2010
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
• 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
• 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