Mobile Media & Convergence

1. Mobile & Media Convergence
Mobile marketing forum 2010
30 April 2010
Carole Lamarque
Business Unit Manager • Mobile
http://be.linkedin.com/in/carolelamarque
http://twitter.com/caroberry
1

2. WHO
Media Madam in love with Technology
Caroberry• Bio Media & Mobile convergence• Runner &
Music fan• Member of the General Assembly of AB
Concerts• Mobile Business Unit Manager Sanoma
Magazine• 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."
2

3. WHAT
The end & future of advertising
3

4. WHAT
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
4

5. Augmented WHAT
SMS reality
Mobile QR-codes
bannering
iPhone
Mobile branded
search apps
Mobile Mobile
video games
Couponing Location
Based
Services
5

6. SMS
SMS Number 1 communication worldwide
Mobile Messaging Futures 2009-2013 6

7. Mobile
Flair “Love Wheel” bannering
Spin Love Wheel • Share Love on Facebook •
Or just Play again
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
Business Models
° Advertising sponsored
° Pricing Customer : Free
° Launched 15.02.2010
Business Model 7

8. Mobile
Attracted several advertisers in 2009 bannering
Advertising
via Pre-roll
8

9. Mobile search
Google dominates both PC and
mobile search market
• 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 9

10. Mobile video
State of Mobile video
• 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 10

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

12. Mobile video
Morgan Stanley The Mobile 12
Internet Report • 15.12.2009

13. LBS
Location Based Services
• One of the biggest differences with PC users
• We can know where you are  define the context  show
relevant information
The © The Reference
Reference

14. iPhone branded apps
14

15. WHAT
App store versus Mobile Browsing• What’s the
difference? Application stores versus Mobile Surfing
Consumers Discovery Delivery Usage
• Mobile Web browser built in • Mobile Web browser built in
to the handsets to the handsets
• Operator mobile portal or
direct address entry
e.g. http://m.flair.be
Browsing
• Mobile search
e.g. http://m.google.com
1
Consumers Discovery Delivery Usage
• Mobile application • Download
store on the handset over the air [3G, Wifi]
e.g. iTunes app store
• Download to PC,
• Operator portal then onto the phone via a
App Store
cable
• Browse PC Web site
2 Source : based on Forrester Research April 15
2009 summaries for Sanoma Magazines
Belgium
15

16. WHY
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
16

17. WHY
Why should you go mobile?
° 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 17
than online by InsightExpress http://ow.ly/14fA0

18. WHY
Mobile advertising more successful
than internet advertising
• Response Mobile:
3 - 7%
96% of SMS are read
within 20 minutes
• Conversion Mobile:
10 - 20%
Source: AIMIA 6th conference on the Future of Digital Advertising
Click through rates Mobile Advertising 2009
Average click through rates for Mobile
advertisements on m.humo.be in 2009 are 6
times higher than for online advertisements
Medium rectangle Banner
Source: Sanoma Mobile Belgium data 2009
18

19. WHY
Extending to new medias allows to adapt
to consumers’ new lifestyle
Increasing fragmentation of places and times for information reading
Mobility Office Office Mobility Evening WE
7-9 am 9am -1pm 1-2 pm 2-7pm 7-8 pm 8-9 pm 9-10 pm
TV
Print
Radio
Internet
Mobile
• 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 Sanoma Mobile Belgium 2009
19

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

21. WHY
Bron: Comscore – Webdevelopersnotes – Marketingcharts –
21
AdMob Metrics – Tomi Ahonen

22. WHY
Number of mobiles for 100 people
Bron: Comscore – Webdevelopersnotes – Marketingcharts –
22
AdMob Metrics – Tomi Ahonen

23. HOW
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
23

24. HOW
iPhone fastest growth IN HISTORY
According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On
15.01.2010 « only» 133.979. 24

25. Apple’s dominance HOW
Popularity of mobile is clear
browsers per country
What about the US
market shares?
Android has a ground
in UK & US
° Twitter : Carole Lamarque [@caroberry] 04/03/10
06:44 25
[Market Share] • Mobile Browser market share map
http://bit.ly/cGACyr

26. HOW
Print media hail iPad’s potential
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
Morgan Stanley The Mobile
Internet Report • 15.12.2009
26

27. HOW
Purpose: What will tablets be used for?
12/04/10 • IAB UK •
http://www.iabuk.net
27

28. HOW
Location: Where will they be used?
12/04/10 • IAB UK •
http://www.iabuk.net
28

29. HOW
Marketing: Opportunities for brands?
12/04/10 • IAB UK •
http://www.iabuk.net
29

30. TODAY
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
30

31. TODAY
When do Belgians surf?
• Mobile Internet is used when:
– 54%: “when they have to • 18%: at work
wait”
– 33%: at home, in their free • 13%: in the car
time
• 10% always and everywhere
– 31%: during public transport
DESKTOP
WEBSITE
MOBILE
WEBSITE
The Reference
Bed surfing Wake up / Lunch surfing TV surfing Bed surfing
Traffic jam surfing
Bus/Tram/Train

32. TODAY
Mobile adoption and sales forecast
Belgian figures
Forrester Research

33. TODAY
Mobile adoption and sales forecast
Forrester Research

34. TODAY
Mobile adoption and sales forecast
Mobile internet penetration
Forrester Research

35. TODAY

36. TODAY
Morgan Stanley The Mobile
Internet Report • 15.12.2009
36

37. TODAY
Android grows, iPhone not
http://ow.ly/1evEP 37

38. TODAY
Android passes iPhone Web Traffic in U.S.
27/04/2010: Admob Mobile Metrics
38

39. TODAY

40. TODAY

41. TODAY

42. TODAY

43. TODAY
30/03/10:How are mobile phones changing social media
43

44. TODAY
30/03/10:How are mobile phones changing social media
44

45. TODAY
30/03/10:How are mobile phones changing social media
45

46. TODAY
30/03/10:How are mobile phones changing social media
46

47. WHO
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
47

48. WHO
iPhone Age Segmentations & Comparison
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 48

49. WHO
Quarterly US study
° Twitter : Carole Lamarque [@caroberry] 28/02/10 49
http://ow.ly/1c7wf

50. WHO
Mobile phone users go quicker online than
online users to be part of a community
° Twitter: Carole Lamarque [@caroberry] 28/02/10 50
http://ow.ly/1c7wf

51. WHO
Men use their mobile phones more than women
° Twitter: Carole Lamarque [@caroberry] 28/02/10 51
http://ow.ly/1c7wf

52. WHO
Women are more likely to entertain others/
share with others
° Twitter: Carole Lamarque [@caroberry] 28/02/10 52
http://ow.ly/1c7wf

53. WHO
Youth uses mobile phones to personally express
° Twitter: Carole Lamarque [@caroberry] 28/02/10 53
http://ow.ly/1c7wf

54. WHO
Seniors use their mobile phones to educate
° Twitter: Carole Lamarque [@caroberry] 28/02/10 54
http://ow.ly/1c7wf

55. CONCLUSION
Agenda
1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
55

56. CONCLUSION
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”
56

58. Questions
Carole Lamarque
http://be.linkedin.com/in/carolelamarque
http://twitter.com/caroberry
58