Résumé de la 7ème conférence de la formation DIGITAL de la BMMA.

1. 10 lundis
pour
rattraper
le train du
digital
Wrap up digital 7

2. Mobile goesfast 10 lundis
pour
rattraper
le train du
digital
• Adoption is 9 timesfasterthan desktop internet
– Adoptionbycar makers: start engine, open doors, warm up
throughyoursmartphone.
• Interactions are multiple: with web and things.
– Use of watermarksfacilitatesinteractionwiththings.
– Get a video clip whilelistening to a song fromAbsyntheMindedon the
radio…
• Beware of geeks
– Manydevelopments are “geeky”.
– Augmentedreality is oftendisapointinglike at the DanishAirport.

3. Driver 1: SOLOMO 10 lundis
pour
rattraper
le train du
digital
• Cf HuguesRey’spresentation
• Manyappsgetdevelopped in retail and are
basedonwhatpeople do already in retail:
– Textingaboutproducts
– Shootingpictures of products
– Sharingthosewithfriends
– Scanning Barcodes for info/pricecheckings, etc.
• Famousapps are makinglife more easy
– Pricechecks, e.g.Amazon
– Google Wallet
– Appvan’t stad fromConcentra: an smart alternative to Groupon

4. Driver 2: Competition 10 lundis
pour
rattraper
le train du
digital
• Strong competitionlowersprices and
acceleratesinnovation , henceadoption.
– Penetration of smarthone in belgium : 26%
– 34% to beachievedbyJune.
– Penetration of tablets: 11%
– Expectinf 22% byjune. Tabletsgrowfasterthansmartphone
• Dominant operatingsystems:
– IOS 53%
– Android 27%
– Symbian 10% butwillbereplacesbywindowswhichseemspromising
– In fact, market is dominatedbykeyplayers Apple (IOS), Google (android) and
Microsoft/Nokia (Windows), Facebook is expected to join the party…

5. 3rd Driver: Users, Use, Usage 10 lundis
pour
rattraper
le train du
digital
• Usersadoptfaster and facter mobile technology
• Use happensmainlyat home after 6pm
– Whilewatching TV in the living room
– On myway, driving home
– In mybedwhilegetting to sleep
• Don’t confuse moble web and web apps.
– Web appsinteractwiththings and first of all yourdevice
• Don’texpect to change people’sbehaviuor
• Getstrong insights about people’swants, desires and
frustrations
• Builssomething unique delivering a service
thatimprovesyourcustomers’ and prospects’ daily life

6. Conclusions 10 lundis
pour
rattraper
le train du
digital
• Success factors:
Insight ->Innovate ->Improvedailylife
• Mobile willchange business as itdefinitelyreduces
the gap betweenwhatpeopleexperiencewithyour
product, service or brand and the feedback youget.
– The gap is gettingreduced to the instant
– Peoplereactimmediately and youcangainimmediate feedback without
distorsions.
• Mobile web is less a media thanim-media-cy