12. Mobile in numbers
Market Penetration of smartphones
Belgium 12% 17%
USA 19%
EU 17% +20%
Italy 32%
Spain 28%
France 16%
Germany 17%
UK 23%
0% 10% 20% 30% 40%
13. Mobile in numbers
Mobile internet will be bigger than desktop internet
1.600
1.400
Internet users (Millions)
Mobile internet > desktop internet
1.200
Mobile internet
Desktop internet
800
400
2007 2008 2009 2010 2011 2012 2013 2014 2015
15. Mobile in numbers
Social networking becomes mobile
“Facebook Mobile has +250M MAU
(Comscore, 2010)
“800.000.000 people worldwide will
use social networks on their
phone by 2012” (eMarketer, 2010)
“61% of the mobile internet users
in Belgium are using social
networks on their phone” (MEC, 2010)
37. U3lity Marke3ng on Mobile
Things to consider:
• Is there a fit with your audience
• Does it fulfil an unmet need, is it unique
• Is it actually useful
• When and how oJen can it be used
• Is it engaging, entertaining and easy‐to‐use
• Is it easy to share and distribute
• Resources needed to keep it alive
38. UPlity MarkePng on Mobile
Case 1: Nike+
•! Launched September 2010
•! Paying application: $ 1,99 – !1,59
•! Uses typical features of iPhone
!! GPS
!! Accelerometer
!! iTunes
•! What does it do?
!! Nike+ GPS App Product video
•! N°1 grossing app for several weeks in the
Apple app store worldwide
39. UPlity MarkePng on Mobile
Case 2: Peak Performance:
•! Launched December 2010
•! Free application
•! Uses following features of iPhone
!! GPS
•! What does it do?
!! Download ski maps of +1.000 resorts wordlwide
!! Locate yourself and share your position
!! Get the latest detailed weather info & webcams
•! Great tool for every snowboarder and skier
•! N°1 sports app in several local app stores, +
10.000 downloads worldwide
•! It is a platform, many future possibilities
41. LocaPon and loyalty
Location based marketing is the interaction with
customers by their location, offering value-based
opportunities that increase customer loyalty and encourage
social sharing.
44. Prac3cal Tips:
• InvesPgate the different plaSorms
• Determine your objecPves
• ‘Claim’ your locaPon
• Think of compelling promoPons/offers/acPons
• Interact and engage
• Track and measure
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