1. v2
10 reasons why now is the perfect
time to get serious about the mobile web
i Email tijs.vrolix@proximity.bbdo.be or follow @tijs on Twitter.

2. My name is Tijs and I love mobile.

3. http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/

4. By Leodileo on Flickr
And we’re only just getting started

5. 2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web

6. 2005: the year of the mobile web
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2006: the year of the mobile web -"$#&"
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2009: the year of the mobile web
2010: the year of the mobile web

7. 1 Battle of the devices

8. By chriswsonic357 on Flickr
Apple introduces the iPhone (2007)

9. “The iPhone has taken the
frustration out of browsing
on a mobile phone.”
Charles Wolf, Needham & Company

10. 70% 60% 80%
Check email at Browse the web at Use iPhone to
least once a day. least once a day. browse the web.

11. http://www.billshrink.com/blog/wp-content/themes/shrinkage/images/graphics/nexus-one-total-cost.jpg
iPhone sets the bar

14. Let’s not forget
about software.

15. 2 Early adopters eager to
consume the mobile web

16. So who is this
early adopter?
• young (aged 16-34)
• affluent
• urban-dwelling
• professional
By ohad* on Flickr

17. And what are they using
the mobile web for?
• Social networking (70%)
• News and information
• Email
Essential Research

18. Let’s put things in perspective though

19. 76% of mobile phone users don't use their
mobile to access the Internet
• “It’s too expensive.”
• “My mobile is not capable.” (60%!)
• “Why would I?”
• “I don’t get it (and hey, I don’t care).”
Essential Research

20. 3 Millions of users entering the
market in the next few years

21. The launch of the iPad
brought about an interesting
discussion
• “Most people don’t need a computer.”
• “The iPad is the uncomputer for the
masses.”
• “Should the Apple iPad be considered
a computer?”
• “My mom's next computer is going
to be an iPad.”
• “Apple foresees a future in which the
iPad is the default way people do
what they now do with computers.”

22. “In three
years time,
desktops will
be irrelevant.”
John Herlihy, Google

23. By futureatlas.com on Flickr
Mobile brings internet to developing countries

24. “More people will access the
mobile web than the desktop web.”
In 2013 according to Gartner.
In 2015 according to Morgan Stanley.

25. 4 Social networking is the number
one reason to use the mobile web

26. “The explosion of social
networks in the past few
years is just the Web
catching up with life,
since people are
naturally social.”
Eric Schmidt, Google

27. 70%
Use the mobile web for social networking.

28. “Facebook dominates UK mobile use.”
Accounts for nearly half of all the time people in the UK spend
going online using their phones.
GSMA/Comscore
December 2009
Facebook 2002
Google 395
Microsoft 165
Orange 138
AOL 106
UK number of mobile minutes spent (millions)

29. – You don't know what you're missing until you get a taste –

30. 5 Services are more
important than hardware

31. – Touchscreen smartphones are the new standard –

32. – Even Nokia says so –

33. Focus on mobile services
• communication (social
networking!)
• integration and synchronisation
• mobile payments
• context-aware
• mobile health
• ...

34. 6 Realtime

35. – Everything is realtime –

36. Mobile is the perfect medium to
keep up with the realtime web.
• Who’s doing ... now?
• Where can I ... now?
• Why is ... now?
• ... now?

37. By apoxapox on Flickr
It’s always with us

38. 7 Context is king

39. Location is pretty obvious

40. “... there are now over 6000 location-
based iPhone apps, 900 Android apps
and 300 BlackBerry apps.”
Skyhook

43. freymartin.de/en/projects/jitwatch

44. 8 Mobile makes money

45. – July 10, 2008: iTunes App Store launch –
The app store economy

46. 140 000 apps
3 000 000 000 downloads
350 / second
75 % free
€ 2,70 price

48. Gartner mobile application store predictions
Numbers in billions.
2009 2010 2013
Downloads 2,5 4,5 21,6
Revenue $4,2 $6,8 $29,5

49. + -
• users know where to go • revenue share
• closely monitored: secure • app store owner decides
• don’t worry about payment, • slow publishing process
traffic, ... • ...
• top lists generate more
downloads
• ...
* don’t worry: the app store is only one way to distribute your service

50. SMS
Display
Search
Kelsey Group
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51. – Mobile display advertising isn’t quite dead though –

52. – Action speaks louder than words –

53. – Bridging the gap between online and offline –

54. 9 It’s called “smartphone”
for a reason

55. sound
motion
smell
compass
light humidity
location
weight shake
noise health
GPS
proximity
speed pressure
temperature height

56. Cry Translator for iPhone

57. Sleep Cycle for iPhone

58. WakeMate

59. 10 Big businesses are
excited about mobile

60. By thorinside on Flickr
We’re ready for the real thing

61. “We think there is the potential to actually
make this mobile web better than the PC web.”
Jonathan Rosenberg, Google

62. – Thank you –
slideshare.net/tijs
tijs.vrolix@proximity.bbdo.be
@tijs on Twitter