LUON WassUp Recap March 2013 - 3. the mobile landscape

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1. Our Mobile World

The new multi-screen world

1. Our Mobile World

Our time online is spread between 4 primary media devices (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Computers

1. Our Mobile World

Computers keep us productive and informed (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Smartphones

1. Our Mobile World

Smartphones keep us connected (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Tablets

1. Our Mobile World

Tablets keep us entertained (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Computers

1. Our Mobile World

PCs are most often a starting point for more complex activities (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Smartphones

1. Our Mobile World

Smartphones are the most common starting place for online activities (source: “The new multi-screen world”, Google, 2012)

The new multi-screen world: Tablets

1. Our Mobile World

Tablets are most often a starting point for shopping and trip planning (source: “The new multi-screen world”, Google, 2012)

Top activities performed during multi-screen usage

1. Our Mobile World

78% of simultaneous usage is multi-tasking, 22% is complementary (source: “The new multi-screen world”, Google, 2012)

5 Mobile myths… busted

1. Our Mobile World

Mobile development is often still grounded in outdated beliefs.

Myth #1: people use 1 device for 1 task

Myth #3: everybody has a desktop/laptop computer to access the Internet

Myth #4: mobile doesn’t support reading well

Myth #2: mobile devices are only used on-the-go

Myth #5: marketers/publishers know how people are using their mobile devices

The call for smart ubiquity

1. Our Mobile World

Ubiquity is the principle of being on every platform and device. Responsive design can help creating a good experience on different platforms.

If mobile doesn’t imply a specific device or a specific context, then what does it mean?

Life-saver #1: Responsive design

1. Our Mobile World

Knowing the type of device the user is holding doesn’t tell you anything about the user’s intent. You can’t make assumptions about what the user wants to do simply because she has a smaller screen.

Today, we often use “designing for the mobile context” as an excuse to make mobile an inferior experience.

1. Our Mobile World

Life-saver #2: Adaptive content

Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook, etc., and that means that content needs to be ready to go in all these new contexts.

Adaptive content is a path to content parity, where all users get a complete set of content—the exact same content when that’s appropriate, and equivalent alternatives when it’s not.

1. Our Mobile World

Life-saver #2: Adaptive content

Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook, etc., and that means that content needs to be ready to go in all these new contexts.

The call for smart ubiquity: e-mail

1. Our Mobile World

Don’t forget about e-mail! In September 2012, 38% of e-mail opens came from mobile, versus 33% from desktop and 29% from webmail (source: Litmus)

Smartphone usage in Belgium

1. Our Mobile World

In Belgium, Android is overall the most used mobile OS on smartphones.

0% 10% 20% 30% 40%

iOS Android Blackberry OS Microsoft Windows Mobile Symbian Other Don't Know

26% owns a smartphone

Smartphone usage in Belgium

1. Our Mobile World

iPhone users install the most apps. They also have the highest number of paid and brand-related apps. (source: “Social media around the world”, Insites Consulting, 2012)

0 10 20 30 40 50 60

avg. number of brand-related apps

avg. number of paid apps

avg. number of apps used at least once a week

avg. number of apps installed

iOS Android

Smartphone usage in Belgium: DIY

1. Our Mobile World

At http://www.thinkwithgoogle.com/mobileplanet/ you can find al kinds of information on mobile consumers in Belgium.

2. Mobile Commerce

How consumers buy online

2. Mobile Commerce

Consumers take a multi-device path to purchase (source: “The new multi-screen world”, Google, 2012)

Smartphones vs. commerce

2. Mobile Commerce

iOS device owners are the most active mobile commerce users (source: “The State of Mobile Technology Adoption”, Forrester, 2012)

Shop Amsterdam’s ‘9 Straatjes’ with PayPal mobile

October 5, 2012

Using the app, people can shop 24/7. After scanning the QR-code, users select the product from the mobile website 9straatjesonline.com and pay with PayPal mobile.

Facebook launches simple mobile payments

June 6, 2012

Facebook launched simple, 2-step carrier billing to make it easier for users to pay for in-app purchases. For Belgium, KPN, Mobistar, Proximus and Telenet are supported.

Google Wallet expands

August 1, 2012

Google released a cloud-based version of its Google Wallet app that now supports credit and debit cards from Visa, MasterCard, American Express, and Discover.

Rise of the European Square clones: iZettle, Payleven, …

2. Mobile Commerce

Solutions like iZettle and Payleven allow merchants to accept mobile payments using a smartphone or tablet reader add-on.

Apple dips its toe with Passbook app

June 11, 2012

The iOS6 Apple Passbook app allows users to keep a digital wallet holding loyalty cards, coupons, vouchers, tickets, … but no payment cards (yet?)

June 11, 2012

Nearly every ticketing app that has implemented Passbook since Apple released iOS6, has gotten a boost in its placement on Apple’s charts.

November 7, 2012

In its first 50 days, Kinepolis theatres sold over 50.000 tickets redeemed via Passbook in Belgium, France and Spain.

3. On Tablets and Phones

September 12, 2012

Apple launches iPhone 5

The new iPhone 5 comes with a larger, 16x9 display that runs at 113 x 640px and shows 5 rows of icons. It also has a smaller ‘lightning’ connector and uses the nano-sim format.

… with 4G (LTE) support

click next for video

iOS6: taking on the Google

September 12, 2012

Besides of not supporting NFC, Apple worked on improved search via Siri, a better Facebook integration and left Google maps for its own maps app.

When the plan backfires…

September 12, 2012

A study conducted by Strategy Analytics found only 75% of Western European users were likely to purchase another Apple handset, down from 88% in 2011.

The iPad mini

October 23, 2012

Although the iPad mini was priced rather high, it could have a huge impact on tablet usage in education, retail, small businesses, …

Microsoft Surface

October 25, 2012

Microsoft created its own hardware for the Surface, which comes in 2 flavors: a consumer version running on WindowsRT and a professional version running on Windows8.

Microsoft’s shift

October 9, 2012

Windows 8 to the rescue

October 26, 2012

With Windows 8, Microsoft created a true integrated platform offering a consistent experience on different devices.

Meet the Nexus family

June 27, 2012

With its solid, low-cost range of mobile devices, Google mostly aims at getting more people onto the mobile Internet wave and in to the Android experience.

Amazon’s digital ecosystem

September 6, 2012

Just like Microsoft, Amazon decided to take control over the hardware in order to control the ecosystem of services it offers.

Amazon’s digital ecosystem

September 6, 2012

Amazon’s lack of global content offerings is getting to be a very serious issue.

Amazon core app store availability

Apple’s digital ecosystem

September 6, 2012

Amazon’s lack of global content offerings is getting to be a very serious issue.

Apple core app store availability

Putting things in perspective

Disruption is coming? The $20 tablet

October 26, 2012

With its 911 million cell phones, the mobile tablet market opportunity in India is huge. The Aakash 2 is a 7” Android tablet costing only $20 (subsidized) or $45 (retail).

4. Mobile Inspiration

Johnson & Johnson band-aid Magic Vision

May, 2012

The augmented reality app won the Cannes Gold Lion award in the new mobile category

Moleskine Evernote

August 24, 2012

Despite Evernote’s efforts to move people to go paperless, Moleskine’s journals are still a booming business. Still, 60% of Moleskine owners also use digital notes.

5. Key Take-Aways

Key Take-Aways

5. Key Take-Aways

People are navigating between multiple devices to interact with a brand. They use these devices interchangeably for different tasks, in different contexts, … We can no longer assume that smartphones are only used on-the-go.

1 Mobile payment is still going all directions with initiatives focusing on credit cards in the cloud, NFC, carrier billing, … With the launch of Passbook, Apple –for now- only tries to tackle the ticketing, couponing and loyalty card side of mobile wallets.

2 Apple, Microsoft, Google and Amazon are fighting over the mobile and tablet space. The common strategy: take control over hardware, provide cross-device experien-ce and a focus on apps.

Thank you for listening.

Now let’s talk.

Geert De Laet

Technology evangelist

gdelaet@luon.com

Twitter: @geertdelaet

http://www.luon.com