Op donderdag 26 september organiseerde de DDMA Commissie Mobile de Mobile Wave. Jasper Olieroock, strategy director bij mobtzu, heeft hier een sessie verzorgd en inzicht gegeven in de mobiele markt die door zijn omvang en snelheid van ontwikkelen al lang niet meer in de kinderschoenen staat. Aan de hand van cijfers over mobiel gebruik en trends in de markt maakt hij duidelijk waarom het vastleggen van regelgeving op dit terrein de markt volwassener zal maken.

1. jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675

2. content
introduction
facts & figures
mobile as digital ecosystem
big trends

3. 2008
2009
2010
2011
mobile internet
2012
2013
2014
2015
fixed internet
in 2014 there will me more people with access to the internet via mobile than via a fixed internet line. This urges
companies to start developing ‘mobile first’ which fuels mobile usage in countries with an already high adoption rate.
confidential - Gartner 2010 mobile internet report

4. ile
mob
PC
mobile apps for brands
Economist
confidential global installed base PC v. mobile dec 2012
4

5. consumers glance at their
mobile phone 150 times a day.
Google develops everything
mobile first and puts laptop
and pc on the 2nd place.
mobile
first
Facebook: ‘if we would have
started our business today, we
would have developed our service
around mobile first
Facebook has stated that if
they would have started
their business today they
would have developed their
service around mobile first.
rise of the iPad stands out.
The shop traffic coming from
this device increase
exponentially and will continue
to do so. In general conversion
raties on the iPad are higher
than those from pc or latop.
mobile apps for brands
confidential

6. Google develops everything
mobile first and puts laptop
and pc on the 2nd place.
mobile
first
Google develops everything
mobile first and puts laptop and
pc in 2nd place.
mobile apps for brands
confidential

7. 150
people glance at their phone 150
times per day
mobile apps for brands
confidential

8. bedtime
90% of people under 30 sleep
with their phone next to their
pillow
mobile apps for brands
confidential

9. facts &figures
mobile apps for brands
confidential
9

10. 7mio
smartphones in
NL
mobile apps for brands
Source PCMweb.nl
confidential Q1 2013 - data GfK Intomart
10

11. 4mio
tablet users in
NL
mobile apps for brands
Source PCMweb.nl
confidential Q1 2013 - data GfK Intomart
11

12. Dutch audience is hypermobile
smartphone penetration
operating systems
20%
30%
70%
80%
smartphone
dumb phone
Android + iOS
other
70% of the Dutch audience has or will buy a smartphone in 2013 and this number will only increase in the years to come.
When developing for this audience you can reach 80% of them with Android and iOS.
mobile apps for brands
Source: telecompaper feb 2012- Gfk: eind 2012 70% van alle verkochte telefoons smartphone, projectie operating system per Q4 2012
confidential
12

13. iPad owners by household income
global tablet17% 19% 38%to
shipments
7%
17%
overtake PCs in 2015
<$25k
$25k to <$50k
$50k to <$75k
$75k to <$100k
$100k+
mobile apps for brands
Comscore, Forrester, emarketer - IDC 29 may 2013
confidential
13

14. how we use our smartphones
apps are 75% of usage
mobile apps for brands
confidential
14

15. 50 billion downloads in
smartfigures
Apple Appstore
mobile apps for brands
confidential
15

16. bol.com verkoopt 20% van
Sinterklaas cadeaus via
sells 20% via mobile
mobiel
mobile apps for brands
confidential
16

17. mobile as
digitalecosystem
mobile apps for brands
confidential
17

18. context aware
intimate
always on
mobile apps for brands
confidential

19. context aware
mobile apps for brands
confidential

20. context aware
mobile apps for brands
confidential
20

21. intimate
mobile apps for brands
confidential

22. always on
mobile apps for brands
confidential
mobile apps for brands

23. geo
location
context
aware
intimate
social
m-crm
mobile
utility &
payments
social
selling &
buying
new digital
ecosystem
is mobile
always on
24/7 mcommerce
mobile apps for brands
confidential

24. ecosystem of me
app
mobile apps for brands
confidential

25. ecosystem of me
every
week
draw
something
youtube
flayvr
shazam
flipboard
every
day
parkmobile
facebook
itunes
nu.nl
twitter
waze
imdb
myorder
baby
monitor
app
25
camera
veronica
tv gids
spotify
maps
ifitness
email
skype
linkedin
whatsapp
instagram
trein
the eatery
every
month
mb meter
runkeeper
mobile apps for brands
confidential

26. 4big trends
mobile apps for brands
confidential
26

27. trend1:
quantifiedself
mobile apps for brands
confidential
27

28. mobile
apps
data
visuali
sation
big
data
sensors
people
tracking daily
activities
through
technology
gamification
there is a big trend going on where people track their daily activities and routines via their mobile devices and share
those activities via the same devices with their friends.
mobile apps for brands
confidential

29. trend2:
bigdata
mobile apps for brands
confidential
29

30. ‘technology is becoming an
expander of human
consciousness’
mobile apps for brands
Jason
confidential
Silva - Futurist

31. #5
bigdata
big data
is not a scary thing that is somewhere
out there
mobile apps for brands
confidential
confidential
31

32. small nuggets
it’s making big impact with small nuggets of
relevant information
mobile apps for brands
confidential
confidential
32

33. waze
mobile apps for brands
confidential

34. mobile apps for brands
confidential
34

35. trend3:
brandutility
mobile apps for brands
confidential
35

36. eye-catching
advertising
brand utility
products & services
useful
marketing as a service is a trend where people want great utility from brands. Tools that make their lives easier. For the
provider of these tools this is a great opportunity to enter the daily lives of people in stead of ‘pushing’ via advertising.
mobile apps for brands
confidential Lange: Brand utilities
Ingmar de

37. advertising tells something
one activity
products do something
mobile apps for brands
confidential

38. it’s not about demographics,
it’s about activities
mobile apps for brands
confidential

39. nike+ running
mobile apps for brands
confidential

40. north face
mobile apps for brands
confidential

41. appie
mobile apps for brands
confidential

42. trend4:
connecteddevices
&wearables
mobile apps for brands
confidential
42

43. mobile apps for brands
confidential
43

44. mobile apps for brands
confidential
44

45. thank you
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
45