Mobile Media & Convergence

1

Mobile & Media ConvergenceMobile marketing forum 201030 April 2010

Carole Lamarque

Business Unit Manager • Mobile

http://be.linkedin.com/in/carolelamarque

http://twitter.com/caroberry



2

Caroberry• Bio Media & Mobile convergence• Runner & Music fan• Member of the General Assembly of AB Concerts• Mobile Business Unit Manager SanomaMagazine• Founder m.Humo.be

"Carole Lamarque is Solvay HEC Master Marketer with over 15 years experience in Consumer Marketing,

having started at Belgian Shell in 1994 in BtoB Sales & Marketing, and moving to Belgacom in 1999. As

Belgacom‟s Senior Marketing Strategy Manager, Carole was responsible strategic implementation Customer

Centric focused programs, after launching several innovation as Phonemail, free Internet called

Belgacom.net, creating the Winback activities and joining the Fixed/Mobile convergence. In 2007 she went

for Mobile & Media convergence by taking a new challenge at Sanoma Magazines Belgium as Business

Unit Manager Mobile, and founded the Proximus partnership and HUMO on mobile internet. ° The Vlerick

Business School, Master in Innovation & Entrepreneurship broadened her marketing know how, with the

ability for innovation & change management within large organizations."

WHOMedia Madam in love with Technology

3

The end & future of advertisingWHAT

4

1. What’s mobile marketing

2. Why advertising on mobile

3. How big is the market

4. Mobile today

5. Who: Segmentation

6. Conclusion

WHATAgenda

5

SMS

Mobile bannering

Mobile search

Mobile video

Couponing

Augmentedreality

QR-codes

iPhonebranded

apps

Mobile games

LocationBased

Services

WHAT

6Mobile Messaging Futures 2009-2013

SMSSMS Number 1 communication worldwide

77

Business Models° Advertising sponsored° Pricing Customer : Free° Launched 15.02.2010

Business Model

Mobile bannering

Flair “Love Wheel”

Concept° The real Love Wheel was

published in print as well° Spin the Wheel° Get Romantic or Spicy

suggestions for your loved1° Post them on Facebook or Twitter

Concept

Spin Love Wheel • Share Love on Facebook •Or just Play again

8

Advertisingvia Pre-roll

Mobile bannering

Attracted several advertisers in 2009

9

• Still a niche behaviour

• + $20 bln in revenue by 2015

• Use Add advertisements or POI attributes to underlying map data (TomTom, TeleAtlas, …)

Forrester study (19/10/20009): Gen Y points mobile future for local search

Mobile searchGoogle dominates both PC and mobile search market

10

• Growth of 52% in Q1 2009 <> 2008

• 13,4 mln US consumers watch + 3,5u mobile video/month

• Same experience on mobile „as‟ online

• Mobile video ad inventory offers innovative options beyond just the banner

• Mobile video ads “beat” online video ads in every measure:• 8x higher increase in purchase intent• Audience is smaller than online, but engagement and efficiency is the best of any digital media

• Highest recall rate (55%)

23/03/2010: Nielsen A2/M2 Three Screen Report

Mobile videoState of Mobile video

11[Cisco] – Global mobile data traffic forecast 2009-2014

Belgian Mobile Internet will triple in the next 5 years -> 28% in 2015

• Mobile data traffic will double every year through 2014• Increasing 39 times between 2009 and 2014• 66% of the world's mobile data traffic will be video by 2014• Overall mobile data traffic is expected to grow to 3.6 Exabytes (3,6 bln GB) per month by 2014

Mobile video

12Morgan Stanley The Mobile

Internet Report • 15.12.2009

Mobile video

• One of the biggest differences with PC users

• We can know where you are define the context show

relevant information

LBS

© The Reference

Location Based Services

The Reference

14

iPhone branded apps

15

15

Consumers

Bro

ws

ing

1

Discovery Delivery Usage

Consumers

Ap

p S

tore

2

Discovery Delivery Usage

• Operator mobile portal or

direct address entry

e.g. http://m.flair.be

• Mobile search

e.g. http://m.google.com

• Mobile application

store on the handset

e.g. iTunes app store

• Operator portal

• Browse PC Web site

• Download

over the air [3G, Wifi]

• Download to PC,

then onto the phone via a

cable

Source : based on Forrester Research April

2009 summaries for Sanoma Magazines

Belgium

• Mobile Web browser built in

to the handsets

• Mobile Web browser built in

to the handsets

App store versus Mobile Browsing• What’s the difference? Application stores versus Mobile Surfing

WHAT

http://m.flair.be

http://m.google.com

16




4. Mobile today


6. Conclusion

AgendaWHY

1717

° Mobile ad campaign norms 5x more

effective than online norms° Effective advertising medium° Mobile Internet campaigns resulted

in 9% points for aided & unaided awareness & 24% points for ad awareness

° Mobile <> Online• Product Purchase 3x higher• Entertainment purchase intent

4• Travel purchase intent effect 5• Technology purchase intent 7• Advantage over online when it

comes to the engagement people have with the device/environment ads are being served in

05/02/10 : Mobile ad campaigns 5 times more effective than online by InsightExpress http://ow.ly/14fA0

Why should you go mobile?WHY

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Average click through rates for Mobile advertisements on m.humo.be in 2009 are 6 times higher than for online advertisements

Click through rates Mobile Advertising 2009

Medium rectangle Banner

Source: AIMIA 6th conference on the Future of Digital Advertising

Source: Sanoma Mobile Belgium data 2009

96% of SMS are read within 20 minutes

• Response Mobile: 3 - 7%

• Conversion Mobile: 10 - 20%

Mobile advertising more successful than internet advertising

WHY

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• Different media are used at different time slots for different purposes

• Sanoma has access to 3 channels: Print, Internet & Mobile

• The combination of these 3 channels provide full coverage of the information reading

time slots

7-9 am

Mobility Office

1-2 pm 8-9 pm

Evening WEOffice Mobility

TV

Print

Radio

Internet

Mobile

9am -1pm 2-7pm 7-8 pm 9-10 pm

Increasing fragmentation of places and times for information reading

Extending to new medias allows to adapt to consumers’ new lifestyle

WHY

Sanoma Mobile Belgium 2009

20Source : Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen • March 2010

WHY

21

WHY

Bron: Comscore – Webdevelopersnotes – Marketingcharts –AdMob Metrics – Tomi Ahonen

22

WHYNumber of mobiles for 100 people

Bron: Comscore – Webdevelopersnotes – Marketingcharts –AdMob Metrics – Tomi Ahonen

23




4. Mobile today


6. Conclusion

AgendaHOW

24

According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On 15.01.2010 « only» 133.979.

iPhone fastest growth IN HISTORYHOW

25

° Twitter : Carole Lamarque [@caroberry] 04/03/10 06:44[Market Share] • Mobile Browser market share map http://bit.ly/cGACyr

Popularity of mobile

browsers per country

Apple’s dominance

is clear

What about the US

market shares?

Android has a ground

in UK & US

HOW

26

Morgan Stanley The MobileInternet Report • 15.12.2009

The technology sector is gaining vs. Telco as the mobile Internet market develops & a large portion of incremental profits go to companies that drive innovation & gain scale

Print media hail iPad’s potentialHOW

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Purpose: What will tablets be used for?HOW

12/04/10 • IAB UK • http://www.iabuk.net

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Location: Where will they be used?HOW


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Marketing: Opportunities for brands?HOW


30




4. Mobile today


6. Conclusion

AgendaTODAY

• Mobile Internet is used when:

– 54%: “when they have to wait”

– 33%: at home, in their free time

– 31%: during public transport

DESKTOP WEBSITE

MOBILE WEBSITE

Bed surfing Wake up / Traffic jam surfingBus/Tram/Train

waiting

Lunch surfing TV surfing Bed surfing

• 18%: at work

• 13%: in the car

• 10% always and everywhere

When do Belgians surf?TODAY

The Reference

Belgian figures

Forrester Research

TODAYMobile adoption and sales forecast

Forrester Research


Mobile internet penetration

Forrester Research


TODAY

36

Morgan Stanley The MobileInternet Report • 15.12.2009

TODAY

37http://ow.ly/1evEP

Android grows, iPhone notTODAY

38

TODAYAndroid passes iPhone Web Traffic in U.S.

27/04/2010: Admob Mobile Metrics

TODAY

TODAY

TODAY

TODAY

43

TODAY

30/03/10:How are mobile phones changing social media

44

TODAY


45

TODAY


46

TODAY


47




4. Mobile today


6. Conclusion

AgendaWHO

48

iPod touch is particularly popular among younger users

2/3 iPod touch owners are now under 17

24/03/10: iPhone Age Segmentations & Comparison: Say hello to the i[Phone] generation

WHOiPhone Age Segmentations & Comparison

4949

WHO

° Twitter : Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf

Quarterly US study

5050° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf

Mobile phone users go quicker online than online users to be part of a community

WHO


Men use their mobile phones more than womenWHO

5252

WHO

° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf

Women are more likely to entertain others/share with others


Youth uses mobile phones to personally expressWHO

5454

WHO

° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf

Seniors use their mobile phones to educate

55




4. Mobile today


6. Conclusion

AgendaCONCLUSION

56

BBC (Erik Huggers): “Future of Media & Technology”:2012 Olympics: Broadcasting on 3 platforms: tv – web – online

Blackberry (Mike Lazaridis):Respect of operators networks against “capacity crunch”

Google (Eric Schmidt): “Mobile in the heart of the internet”

CONCLUSION

58

Carole Lamarque



Questions


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