DER (LANGE) WEGZUR MOBILEN REVOLUTION

DR. MARKUS PFEIFFER 28.03.2012

MOBILE WEB IST INTERNET, ABER ANDERS…

NÄHEFOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s

LENGTH AWAY (24/7)

PERSÖNLICH 60% OF MARRIED PEOPLE WILL NOT SHARE THEIR MOBILE WITH SPOUSE

RELEVANT10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX.

Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010

MOBILE HEBT ENDGÜLTIG AB…

Source: Cisco, 2011; picture by exxonvaldez on flickr

SMARTPHONE STATT DUMBPHONE

0

1

2

3

4

5

6

Smartphone Users Dumbphone Users

Global Users (billions)

835 million

5,6 B

Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: Statista, BITKOM

MOBILE STATT PC

Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012

Source: http://dokufactory.twoday.net/stories/jetzt-entdeckt-legales-gehirndoping-mit-ipad-3/

APPS STATT BROWSER WEB

Source: comScore 2011

TROTZDEM KAUM WERBUNG

0

5

10

15

20

25

30

35

40

45

50

TV Print Web Radio Mobile

Ad Spend Per Media

Time Spent per Media

43%

40%

29%

6%

16%

22%

11%

9%

11%

23%

Source: VSS, Mary Meeker (KPCB), comScore, Alewa, Flurry Analytics

(US Data 2011)

SO, WHERE IS THE MONEY?

SHOPPING

53%

41%

37%

35%

35%

30%

55%

43%

41%

0 20 40 60 80 100

Electronics

Books

Clothing

On PC/Desktop

On Smartphone

On the Tablet

Device Preference by Retail Category:

http://www.zmags.com/blog/new-research-report-meet-the-connected-consumer

ERLÖSE AUS MOBILE APPS

$0

$1

$2

$3

$4

$5

$6

$7

$8

$9

2008 2009 2010 2011

Total Revenue (billions)

Source: Mary Meeker, Kleiner Perkins, and BI Intelligence estimators

der branded apps wurden weniger als1.000 Mal heruntergeladen.

%

Source: Deloitte, 2011

AUFMERKSAMKEITODER #FANSALLEINE HILFTKEINER MARKE

http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/

IHRE MARKEHIER ODER HIER

MOBILE ERÖFFNET EINE REIHE NEUER DIMENSIONEN FÜR DAS MARKETING:

Source: Picture by exxonvaldez on flickr

Reward Information

Social Emotional

Utility

LERNKURVE IM MOBILE MARKETING

AUFMERKSAMKEIT

ECHTER NUTZEN

MONEY

$

Mobile BusinessHeute

Mobile BusinessZiel

Reward Information

SocialEmotional

Utility

HYPOTHESIS 1

FIVE THINGS THAT WORKIN MOBILE…

HYPOTHESIS 1

LOCAL RELEVANCE

12% DER SMARTPHONE NUTZER VERWENDEN

LOCATION BASED SERVICES

Rund 65% der Nutzer wollenlokale Promotions oderInformationen!

ImmobilienScout24

HYPOTHESIS 1

POST SOCIAL:THE VISUAL WEB

THE METRICS:- 1.36 M DAILY ACTIVES

- HIGHEST TIME SPENT(HIGHER THAN FB)

- HIGHEST REFERRALS:

SOURCE: asdfasdfasdf

THE FUTURE OF THE WEB IS VISUAL, MUCH MORE THAN TEXT BASED AND MUCH MORE PERSONAL.

POST-SOCIAL =THE ME WEB

WARUM?MEHR SOCIAL GEHT NICHT

0

1

2

3

4

5

6

7

Hours spent per day

Hours spent per day

Source: Nielsen.com, Forrester Research

MACHT FACEBOOK EIGENTLICH DOOF?

Animierte Hirnregionbei sozialer Kognition

Source: FAZ Sonntagszeitung, 11.03.2012

Abgestorbene Gehirnzellenbei Alzheimer Patienten

HYPOTHESIS 1

GAMESGAME MECHANICS

• Launched 8 weeks ago

• #1 app in 79 countries

• 20+ million downloads

• $100,000+ of revenue per day

• 12+ million DAUs

• On March 8th, 3,000 drawings per second

• Today, more than 1 billion drawings per week

Sold to Zynga last week: +200m US$

Source: Business Insider Research, AppData.com (March 2012)

GAMING FOR HEALTH:

NIKE+ IPOD KEEPS TRACK OF FITNESS

ACHIEVEMENTS, COMPARES THEM WITH OTHERS AND

PROVIDES PERSONAL.

DELIVERS YOUR

PERSONAL METRICS

Source: http://www.s2h.com

HYPOTHESIS 1

TURN MOBILE INTO PRODUCTS

THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD AND NEARLY 1 BILLION MOBILES. BUT A

100.000.000.000 THINGSRAFI HALDJIAN

Source: IDC, Gartner, The Real Life Social Network, Google (2010)

ENDE 2015

WERDEN 15 MRD. OBJEKTEMIT DEM INTERNET VERBUNDEN SEIN UND ÜBER 30% DES TRAFFICS GENERIERENSOURCES: IDG, GARTNER

Photo by Botanicalls

SUMMARY

1. LOCAL RELEVANCE

2. POST SOCIAL

3. GAME MECHANICS

4. TURN MOBILE INTO PRODUCTS

Präsentation zum Download unter:http://www.slideshare.net/mpfeiffer/

mpfeiffer@bloom-partners.com@markuspfeiffer1

www.bloom-partners.com