Webinar: 2012 Mobile Trends

Transcription

1 Webinar: 2012 Mobile Trends Thomas Husson Principal Analyst, Consumer Product Strategy March 13, Forrester Research, Inc. Reproduction Prohibited

2 Agenda What's the state of the mobile market after Mobile World Congress? What key trends should you expect in 2012 and beyond? How to make the most of mobile consumer opportunities? 2

3 Mobile phones are becoming our 24*7 digital personal assistants Voice Organizer Banking Payment Commerce SMS Health /MMS COMMUNICATE CONTROL Ticketing IM/chat Parking Social networks Blogs Pictures CREATE CONSUME Games Maps Search Web browsing News Ring tones Video TV Music 3

4 Japan is still the most mobile-savvy country but the US are catching up quickly 33% 18% 52% Increasing mobile sophistication SuperConnecteds Mobile Technographics Profiles Use mobile Internet at least weekly Conduct 2 or more mobile advanced activities at least monthly 25% 22% 36% Entertainers Play games, listen to music or Watch TV/video at least weekly 9% 6% 12% Connectors Use mobile phone for work purposes more than 25 percent of their time 20% 32% 21% Communicators Use primarily communication services (e.g, SMS) 30% 28% 10% Talkers Primarily use voice 11% 9% 9% Inactives Do not own a mobile phone 4 Sources: 2012 Forrester 2011 Research, Q2 European Inc. Reproduction Benchmark, Prohibited North American Technographics Benchmark Survey Q2/Q3, 2011, Q Asia Pacific Benchmark

5 Mobile is the only truly global platform How frequently do you access the mobile Internet (monthly or more)? 36% 15% 31% 16% 17% 46% 38% US 15% UK SWEDEN RUSSIA 11% 6% METRO CHINA MEXICO 13% 5% METRO INDIA 35% BRAZIL 5 Base: mobile users ages 18 and older 2011 mobile Internet penetration 2009 mobile Internet penetration Source: European Technographics Benchmark Survey, Q2 2011; North American Technographics Benchmark Survey, Q (US, Canada); North American Technographics Online Benchmark Survey, Q (US, Canada); Asia Pacific Technographics Benchmark Survey, Q2 2011; and Latin American Technographics Benchmark Survey, Q (Mexico, Brazil)

6 Mobile product innovation is increasingly coming from emerging markets Mobile payments in emerging countries are not just innovative - they are becoming mass-market. The Huawei Ascend D1 quad-core smartphone 6

7 Smartphones are getting cheaper In 12 years, handsets are going to be 20 times faster, which means phones that cost $400 now will be available for $20. Eric Schmidt, Google s Executive Chairman In his keynote speech at Mobile World Congress, 2012, Barcelona 7

8 and smarter than ever Nokia 808 PureView smarpthone with a 41MP camera LG Optimus 4X HD 8 New range of Sony smartphones

9 Hybrid devices and new form factors are emerging Samsung Galaxy Note 10.1 Samsung Galaxy Note 5.3 HD Screen Asus Padfone LG Vu 9

10 For now Apple App Store still leads the pack while Android Market is catching up quickly Apple App Store >550,000 apps available for more than 315M ios devices More than 25 billion downloads since launch in July 2008 $4 billion paid out to developers cumulatively, Apple keeping ~$1.7 billion Google Play (ex Android Market) >450,000 apps available for more than 300M Android activated devices More than 10 billion downloads since launch in October 2008 However, the Android Market is catching up quickly due to the significant growth of Android devices activation (>850,000/day) and a massive installed base of 300M devices 10

11 From hardware to software and services: the outcome of the platform war 11

12 Open your mind to open innovation 12 Source: Android (

13 Agenda What's the state of the mobile market after Mobile World Congress? What key trends should you expect in 2012 and beyond? How to make the most of mobile consumer opportunities? 13

14 Amazon and Facebook to become disruptive distribution forces in the mobile space Apple and Amazon have mirroring strategies and business models Facebook as a platform a new disruptive force in the mobile space 14 Source: the Music Industry Blog

15 Mobile devices have unleashed a storm of innovation that will change shopping and transform payments Coupons & offers Product information Loyalty & rewards Mobile payment 15

16 NFC services will gain a lot of traction in 2012 but main usage will not be payments Payment Transport card Service discovery Debit card Access control Connectivity 16

17 Anticipate the impact of the mainstreaming of smartphones and tablets Source: Forrester Research ForecastView Mobile Adoption Forecast, 2011 to 2016 (Western Europe only); FORRESTER RESEARCH PERSONAL DIGITAL DEVICES FORECAST, 2011 TO 2016 (EU 7) 17

18 Cloud computing and HTML 5 will increasingly be part of successful mobile product strategies 18

19 Anticipate disruption by thinking mobile not PC The phone is breaking free of the PC moving out of its shadow so must you 19

20 The future of mobile is user-context A host of new technologies will appear in mobile phones and make interactions more sensory (NFC, 3D cameras, chemical sensors ) Richer local data will drive context-based experiences not just on mobile devices 20

21 Contextual use of time will help prioritize home page Airline example based on user time - 2 days - 2h Flight + 2h + 2 days Change reservation Reserve seat View reservations Arrival time Food order Movies Wi-Fi Customer service Mileage status Reward travel Upcoming reservations Check gate Departure time Lounge access Upgrade Ground transportation Lost luggage Navigation 21

22 Physical products will increasingly ship with mobile companion - enabling you to create new experiences The load is dry. lean filter. Grandma made tea today. 22

23 Agenda What's the state of the mobile market after Mobile World Congress? What key trends should you expect in 2012 and beyond? How to make the most of mobile consumer opportunities? 23

24 Mobile objectives are starting to be defined to fuel corporate goals What are your company's top 3 priorities/objectives for mobile consumer strategy for phones? (Select top 3 reasons) 24 Base: 240 total respondents Source: Forrester Q Global Mobile Maturity Online Survey

25 But few organizations are ready to scale mobile consumer initiatives Organizational challenges are common issues: Single affiliates/brands deploying mobile without internal coordination Decentralized approaches implying higher costs without the common benefits of the learning curve Majority of companies are not able to measure their mobile performance Limited investment, resources and expertise particularly at a local / country level - are dedicated to mobile 25

26 The POST method: a systematic approach to defining or refining a mobile strategy 1. People Review the mobile profile of your own target audience (consumers, employees) 2. Objectives Decide on your goals. 3. Strategy Determine your approach to meet your objectives. 4. Technology Choose the technologies that will enable you to implement your strategy. 26

27 Level of Sophistication Start planning mobile-only services and to deliver advanced contextual product experiences Advanced Contextual High Today Mobile Unique Crosschannel Next 2-3 years Nothing Multi channel Migrate services that are frequently used online AND are mobile appropriate (e.g., value in immediacy, simplicity, and contextual) Mobile-only services will offer consumers incremental value These services make use of unique device features such as GPS, camera, NFC, accelerometer, and new sensors, etc. These services often are built into applications but could also include messaging or Web Low Evolution of Services Over Time 27 Source: July 2011 The Future Of Mobile Is User Context

28 Hidden costs and impact on IT are rarely anticipated 28

29 Bridge marketing & business technology Mobile is not a one-off investment: anticipate the total budget impact over the years 29 Source: February 2012 Mobile Is The New Face Of Engagement

30 Key Takeaways Mobile is the most disruptive technology today, and companies have to anticipate how mobile could affect their business in the years to come The future of mobile is not location but user context Get executive buy-in and bridge marketing & business technology 30

31 How Forrester can help 31

32 Forrester serves 19 professional roles 32

33 Consumer Technographics examines the impact of technology on consumer attitudes and behaviors Argentina (NEW) Australia Brazil Canada China France Germany India Italy Japan Mexico Poland The Netherlands Russia (NEW) South Korea Spain Sweden United Kingdom US and US Hispanic 33 + Longest digital consumer study, since ,000 surveys yearly + 1,400 brands attitudes captured + 6 proprietary profiles + Deep, customizable, trended consumer insights.

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35 Data-rich inputs, experienced team, & rigorous methodologies to make you successful 35

36 Objective Advice KEY QUESTIONS WE CAN HELP: 1. How successful are your mobile initiatives in meeting strategic goals? 2. Do you know how mobile-ready are your affiliates and brands across the world? 3. How does your mobile approach compare with your competitors? 4. What are the best practices outside of your industry? 5. Have you defined a clear mobile business case? 6. Is your company aligned internally on the objectives and resources allocated to mobile? 7. Which areas should you prioritize? 36

37 There is much more to discover about consumer behavior and forecast trends Contact Forrester for more information. 37

38 Questions? 38

39 Thank you for you attention Thomas Husson 2009 Forrester Research, Inc. Reproduction Prohibited