移动互联网：什么是APP.ppt
Mobile Internet,Whats app,Johan Looijenga www.linkedin.com/in/johanlooijenga 11-3-2012,Agenda,Mobile Internet evolution Mobile Internet value chain dominance Smartphone growth and usage Mobile user targeting Mobile advertising Media industry and mobile Future thoughts,Mobile Internet 1.0,2G GSM circuit switched data WAP Text based, simple graphics No Internet browsing Bad user experience Data usage billing,Mobile Internet 1.5,2.5G mobile infrastructure DoCoMo iMode Proprietary Japanese phones Operator walled garden Subscription based billing + data usage billing,Mobile Internet 2.0,3G mobile infrastructure Open Internet browsing Smartphone technology Intuitive user interface Social networking (e.g. Facebook) Video (e.g. YouTube) VoIP (e.g. Skype) Applications/App store Flat fee data usage billing + app billing (many free),Mobile Internet value chain,Mobile Internet 1.0,Mobile Internet 1.5,Mobile Internet 2.0,Europe Phones: Nokia,Japan Operator: DoCoMo,United States Apps: Apple,Innovation game: New services, App stores, applications and content Challenge: attract large scale developer community Dominated by Internet giants and startups,Platform game: Infrastructure and reach/economies of scale Host as many apps/services as possible Challenge: rapid growth of spectrum/bandwidth usage Dominated by Mobile operators, Handset vendors, Internet Giants,Mobile bandwidth challenge,More than just a phone,Internet browsing E-mail Instant messaging/social media Tablet Bookreader/eReader Music player/recorder Musical instrument Photo camera/editor Video player/recorder GPS device Car electronics device Home electronics device Game computer Lots of handy utilities,Smartphone sales,Smartphone sales Q4 2009 41% growth Best performers Apple iPhone and Google Android source Gartner feb 2010,Mobile App marketing/distribution,Mobile fit with social networking,Mobile Internet user targeting,Commercial TV: Global user segments, global usage figures Internet: Individual user behaviour, contextual advertising Mobile Internet: High degree of personalization possible: - consumer value (ARPU, post-paid only) - demographics (sex, age, address, post-paid only) - handset type and brand - usage statistics - always on - location - short- and long distance journey patterns - individual contributions (blogging, twitter) - buying behaviour,Business models mobile,Access flat rate, time based, volume based, free Free Loyalty, support existing business Subscription areas: music, films, newspapers, magazines, books Advertising areas: news, magazines, radio, TV Transaction - Premium 0900, SMS Classic Internet vs. Mobile: free vs. paid services based on phone specific content and ease of billing - App one-time fee - M-commerce,Mobile advertising,Recent acquisitions worldwide: - Google buys AdMob ($750 M) - Apple buys Quattro Wireless ($275 M) - Opera buys Marvel ($ 8 M) STIR/Nedstat lab mobiel initiative Smartphone installed base drives mobile advertising Mobile advertising implies mobile landing pages Ad needs to be content related/context relevant Different types of mobile Advertising: - SMS/MMS - Mobile search - Mobile video - Mobile game - Mobile banners - Branded content,Newspapers and magazines,Of all media newspapers and magazines suffer from biggest ad income decline On-line shift from text to video and interactivity Mobile offering starts as a copy of paper Tech-based and special interest mags/sites are early adopters of new technology e.g. Wired tablet app,Radio,Weekly music consumption time - Radio Next 2008 US,6-10% listening time online Broadcast radio will loose market share to personal radio Existing Radio companies well positioned to fund personal radio, however most are unable to make digital shift Mobile phone: - Access to music shop downloads - CD player - Broadcast radio tuner (home, car) - Personal music streamer - Personal radio streamer,Television,Trends: - End of mass-media advertising growth - Growth of on-line on-demand consumption - TV integrated internet browsing - Personal TV (e.g. using iPad) Uitzending gemist - 150 million videos in 2009 - 8 million NOS Journaal - growth 25% in 2009 - 2 M unique visitors/month Uitzending gemist mobile - 2,7 million videos on mobile in 2009 - last 4 months 230.000 app downloads - last 4 months 2 million iPhone videos,Mobile in your marketing mix,Mobile website: - offers better navigation than standard website - works on any smartphone App: - dedicated functionality - navigation speed - good user experience - some functionality only available in app - smartphone specific - dependency app store Use of dedicated Apps will migrate to mobile websites Best to develop both types for leading OSs,Standard website,Mobile website,App,Conclusions,Shifting dominancy in Mobile Internet value chain Mobile internet access will surpass fixed internet access soon Media convergence is everywhere: its easier than ever to reach a large audience, but harder than ever to really connect Mobile Phone unique as personal media device Advertising on mobile needs to be more content related than ever (contvertising) Mobile becomes a must in any marketingmix,Mobile Internet,Whats app,
