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Mobile Relevancy



@pieterjan & @louisjonckheere from @itpocket
Introduc3on




  We are a “mobile agency”

   We help advertisers, brands and
organizations use the mobile channel in
     an effective and creative way
Introduc3on




 What we do:




Mobile Marketing
Introduc3on


We make Branded applications
Introduc3on


We make Media applications
Introduc3on


We make Utility applications
Bruce / The Seminar: In the Pocket
We will speak about:

    Mobile in numbers

     5 Trends for 2011

How to be relevant on mobile
1   Mobile in numbers
Mobile in numbers




Mobile?
Mobile in numbers


Some reasons to get serious
       about mobile
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%
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
Mobile in numbers

Smartphones already outsold PC’s in Q4 2010




                >
 100M                                 90M


                                              Source: IDC 2011
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)
Mobile in numbers

“There is an App for that”
Mobile in numbers


So the drivers are
Mobile in numbers




              More and better smartphones




Cheaper data plans




                      Social networking
Mobile in numbers


What about Belgium?
Mobile in numbers

                       TODAY

          +1M Smartphones
       (Forrester, 2010; MCDC Insites Research, 2009)




        +1M 3G connections
       (Forrester, 2010; MCDC Insites Research, 2009)




1.4M access the mobile internet/week
                (Forrester, 2010; MEC, 2010)




            400.000 iPhones
                         (Internal)
Mobile in numbers

 Market share of smartphones by requests in BE
                              Windows Mobile

          RIM


                       3%3%
                                                iPhone
Symbian
                 17%




                15%                 62%


Android
2   5 trends for 2011
Trends for 2011




            1

Mobile will hit cri-cal mass
Trends for 2011
Trends for 2011




            2

Tablets will become relevant
Trends for 2011
Trends for 2011




            3

Mobile payments will emerge
Trends for 2011
Trends for 2011




                 4
Loca-on based will know strong growth
Trends for 2011
Trends for 2011




         5

Apps will remain king
Trends for 2011
3   How to be relevant on mobile
U3lity Marke3ng on Mobile
U3lity Marke3ng on Mobile
U3lity Marke3ng on Mobile




Good utility = Good marketing
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
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
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
LocaPon and loyalty




Simply put, location changes everything




                         Mathew Honan, Wired magazine 2009
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.
LocaPon & Loyalty




         LOCATION LOYALTY
SOCIAL                      MOBILE
LocaPon & Loyalty

Cases:
Prac3cal Tips:
   •   InvesPgate the different plaSorms 
   •   Determine your objecPves
   •   ‘Claim’ your locaPon
   •   Think of compelling promoPons/offers/acPons
   •   Interact and engage
   •   Track and measure
Notarisstraat 1
                                               9000 GENT

                                               +32 9 234 34 25
                                               info@inthepocket.mobi
                                               www.inthepocket.mobi

Don’t have a QR reader yet?
Search for ‘QR code’ on your iphone or
go to www.i-nigma.mobi on your mobile device

Like to create a QR code yourself?
Surf to http://qr.inthepocket.mobi/

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