M-Commerce 2010
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M-COMMERCE ANNO 2010 Simon Kibsgård, business consultant at Creuna with expert knowledge of mobile business
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Presentation in Danish on Mobile Commerce in Denmark in 2010. Trends, history and forecasts.
Transcript of M-Commerce 2010
M-COMMERCE ANNO 2010
Simon Kibsgård, business consultant at Creunawith expert knowledge of mobile business
DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA
LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY
ABOUT CREUNA
SELECTED CLIENTS
© Creuna
AGENDA
Mobile and m-commerce in numbers + forecasts Who are the clients? Why is m-commerce accelerating now? Where is Denmark in this? What areas are “low hanging fruit” for m-
commerce implementations?
© Creuna 5Gartner, August 2009 & Strategy Analytics, May 2009
WORLDWIDE
Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)
Worldwide smartphone 40 million units in Q2 2009(27 % increase)
Android from Google will increase by 900% in 2009
iPhone will grow by 79% in 2009
© Creuna
PERCENTAGE OF MOBILE USERS CONSUMING MOBILE MEDIA (ADVANCED USAGE) IS GAINING 17 % A YEAR (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%
26.0%
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
34.0%
35.0%
28.3%
32.7%
% M
ark
ed
Kilde:
© Creuna 7
REVENUE MIX IN MOBILE WEB
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf
© Creuna
GLOBAL REVENUE IN MOBILE WEB (EXCEPT DATA) 2008
Estimated 37 billion USD revenue on mobile internet (data excluded) in 2008
76 % being payment for access on digital content (music, games, video, ring tones etc.)
5 % on advertising Only 19 % on goods not consumed on mobile (eg.
a pair of shoes or a new mobile phone)
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf page 82
© Creuna 9
WHEN IS MOBILE WEB ACCESSED (HOUR OF DAY) (NO)
Source: http://gallup-tns.no
OperatorWLANTotal
© Creuna
DEMOGRAPHICS: MOBILE SERVICES (UK)
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
27 28 29 30 31 32 33 34 3520.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
Mobile Media Users
Browsed for News / Info
Used email
Unlimited Data Plan Subscriber
Made own ringtone
Played a game
Social Networking
News/info via App
Listened to music
Ringback
TV
On-Demand Video
Purchased a game
Purchased a Ring-tone
Median alder
% k
vin
de
Source:
© Creuna
27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%PC Internet BrowsersPC Internet Social
Networkers
Mobile Browsers for News and Info
Mobile Social Net-workers
PC Internet vs Mobile Internet Demographics
Median Age
% F
emal
e
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
YOUNGER AND LESS FEMININE(UK)
Product: MobiLens + Media Metrix
Data: Three month average ending June 09
Country: UK - N= 13,997
Source:
Social media and news are moving mobile to mainstream
© Creuna
FORECAST: MOBILE PENETRATION IN EUROPA
Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)© 2008 Jupiter Research, LLC
© Creuna
MARKET IS DRIVEN BY...
Legislation? Innovative services? Technology / platforms?(Of course, all three. Japan showed how the Fed handling of “Spectre” kickstarted the market for operators and then for service providers, by not charging billions for 3G licenses. Innovative services like Google Maps mobile, Latitude, FourSquare, Goggles, Facebook Mobile can create a need for mobile connectivity. In Japan Flash technology is available on all devices giving a common platform for applications across devices. In Europe it seems that Mobile Internet is the first real common ground – but what a great platform!)
© Creuna
THE INTRODUCTION OF A GAME CHANGERiTunes, app stores and smartphones
Distribution of mobile content just got a super mall After little more than 2 years iPod Touch + iPhone reached 57 mil.
users. i-mode in Japan didn’t reach half as many on a far more homogeneous market
App Store as Gatekeeper / revenue share model / security enforcement
Java capable platforms are still the largest business, but app stores are introducing an intuitive and user oriented distribution channel
© Creuna
WHAT’S UP WITH THOSE IPHONE USERS?
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43
© Creuna
GARTNER SAYS…
http://www.gartner.com/it/page.jsp?id=1282413
2009 2010 20130
5000
10000
15000
20000
25000
30000
35000
Apps downloaded in app stores
Downloads (mil.)Indtægter (mil. USD)
© Creuna 17© Creuna
MOBILE PAYMENT IN DENMARK AT PRESENT
SMS tickets WAP-billing books
(1-click payment) Premium SMSes are
everywhere!
Busses, Gyldendal og parking
© Creuna
LAST WEEK DANES HAD COLLECTED 15 MIL DKK FOR HAITIAN VICTIMS. 9 MIL COLLECTED VIA PREMIUM SMS
…. And no more SMS cases for now!
© Creuna 19
NFC: THE PAYMENT METHOD THAT KEEPS US WAITINGIn Japan since 2004. In Europe from 2012?
© Creuna
MOBILE PAYMENT WITH SOME SEVERE CHALLENGESZong
© Creuna
A BRAND NEW BUSINESS MODEL
Micro financing Private money
transfers Banking
M-Pesa og micro financing
© Creuna 22
A NEW SALES CHANNEL FOR TRADITIONAL PRODUCTS
Find local resources Document the accident Submit claim …and it’s a flashlight!
Nationwide Mutual Insurance: Application as a differentiator
© Creuna 23
NEW SALES CHANNEL BY APPLICATIONArla mobile cookbook
© Creuna
WEBSHOPS AS NAVIGATORS
Mobile payment can be a hassle Good user interface is a challenge From price runners to mobile shops sending leads
to non-mobile shops
© Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
ADVERTISING
More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon
At Kansas they received 50 % - 80 % response within one hour on SMS offers!
But is mobile more engaging? More than TV? More than a poster at a bus stop? More than a desktop computer?
The whole viral deal: Mobile is much easier shared …And then there is proximity and AR
advertisements
© Creuna
SO, MOBILE IS JUST INTERNET ON A SMALLER SCREEN!!?
© Creuna 27
JULEKALENDER
A CREUNIAN CREATIVE CONCEPT ON VIRAL ADS COLLECTING LEADS FOR SALE
© Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
COUPONS
75 % of smartphone users are positive towards receiving mobile coupons for offline buys
A coupon can be intertainment in itself A coupon can be something you make yourself
(collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.)
© Creuna
CONCLUSION
The mobile device is not a tiny desktop computer (!)
Services and payment methods are to be tailored for context and mobile device capabilities
Mobile is personal (id), media for entertainment and services, billing applicable and always on and online
Infrastructure is not driven fast enough by banks and operators
All of the above is absorbed in the Apple iPhone App Store. Congratulations to Apple, now it’s up to rest of us to learn and act
THANK YOU!M-Commerce anno 2010
SIMON KIBSGÅRDBusiness consultant with expert knowledge of mobile businessM: (+45) 22 49 83 [email protected]
