Jan Rezab - Future of mobile (Internet Conference)
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Mobile phones, their market, and future Jan Rezab 23. 7. 2008
description
Presentation about mobile phone services, mobile advertising, and future of mobile internet.
Transcript of Jan Rezab - Future of mobile (Internet Conference)
Mobile phones, their market, and future
Jan Rezab23. 7. 2008
Presentation contents
1. Information about the mobile market, and capabilities of mobile phones
2. What is currently possible in the mobile phone world? How to communicate my brand?
3. Future of mobile services
Nokia 5110
1998
Apple iPhone 3G
2008
SonyEricsson T610
2003
Nokia N70
2005
10 years of mobile
1998 - 2008
There is a lot of them!
0
200
400
600
800
1000
1200
1400
Weeks
Nu
mb
er
of
han
dset
mo
dels
Total of new mobile phones with WAP
2004 - 2008
2004 2008
1400 phones!
From Snake to Quake, 1998 -> 2007
Memory: around 100 contacts
About 10 sms
Speed:
Few MHz
Memory: 8 GB ( + SD memory cards)
Speed:
332 MHz
64 MB RAM
Speed of mobile data transfers
Mobile Internet = WAP
CSD
Max. speeds:
9,6 – 14,4 Kbps
2000 2008
HSDPA
Max. speeds:
1,8 - 3,6 - 7,2 Mbps
+ Wi-Fi
Nokia 3330
500 x difference
The mobile phone market today
Czech Republic & Europe
• Full penetration of mobile handsets
• In Czech Republic (10 mil. population), over 1 million people use mobile internet this grew in 1.5 years from just 250 – 300 000
• Users change their mobile phone regularly every 18 months on average
Source: Mobile operators, mobile manufacturers
Already mobilized!
• TV
• E-mails
• Communication (SMS, ICQ, apod.)
• Downloading content
• Crime deterrent (see related video)
FUNKCE
Function of mobile handsets
WAP myths
„WAP is dead“
Users of mobile internet
T-Mobile 500 000
O2 550 000
Vodafone 300 000
Total 1 350 000
1.35 mil. users
Source: Mobile operators 12/2007, just Czech Republic
„There will be full internet on mobile phones“
What can we do today?
SMS ads
„Text-to-win“
WAP advertising
Possibilities of perfect targetting of mobile ads
• Place
• Age
• Target demographic group
• Behavioural targetting
(Mobile internet)
Targetting - Example
Pierre
- Phone: Nokia E90
- Likes to visit CNNmoney
- Place: Prague
- Spends 175 EUR on mobile
- Phone: Nokia 3x00
- Likes to visit Myspace
- Place: Pilsen
- Spends 15 EUR for mobile
Fred
Example of mobile ad targetting
Brief
• Service: car cleaning, Prague, targetting for car owners
Solution
• Target only Prague
• Target for owners of better handsets, it is more likely by 2/3 that the person wil have a car (Nokia)
WAP Advertising
Perfect targetting
Rational Aspirational
Hig
h I
nvolv
em
en
tLow
In
volv
em
en
t
PragmaticLeaders
ComfortableSeniors
Practical Homeowners
FamilyProvid
ers
StyleFollower
s
YoungSettlers
Style Leaders
YoungExplore
rs
Career Builders
Style Seekers
Technology Leaders
Nokia Consumer Segmentation
FUTURE
Mobile phones
„Mobile“ future
1. Data tarrifs will be very cheap (2 – 3 EUR per month), or free
2. Developers will create interesting content - IM, info services, social networking, dating, entertainment
Only then mobile internet can take off massively
Mobile phone is a medium
„Mobile“ Future
• The number of users accessing mobile internet will get close to the internet penetration (in some countries, it has already happened – see below)
Scandinavia
42% 41%13%
42%
Czech R.
Penetration of internet vs. Mobile Internet (%)
Mobile internet
Internet
