October 30, 2012
The Mobile Show in London 2012
QUENTIQ‘s CEO – Peter Ohnemus attended the Mobile Show Europe 2012 on 17th and 18th October 2012 in London, England. Below you will find some a review of the Mobile Show in London conference. Not easy to compress 30 presentations and two days of knowledge down to one blog article.
In a nutshell the next big thing for all of the Mobile Show 2012 speakers is the new abbreviation – SoLoMo – meaning: Social, Local and Mobile.
Ebay is the world’s largest mobile shop. Ebay created USD 5 bio. of transactions last year. This year it will be over USD 10 bio. There is now sold over 400’000 smartphones daily in the world vs. 300’000 daily new born babies. Smartphone penetration in the UK is now 52%. There is an explosive boom of mobile coming. 100mio people have downloaded Ebay on mobile devices. Ebay sales one item every second on the mobile phone in the UK. Consumers generally want 3 things:
This generation of consumers want a sexy GUI, zero loading time (anything with more than 3 seconds loading time is a dead smelly fish….) and quick to the point. eBay call them the “mission shopping generation”. Give me no text on the mobile phone only pictures and icons – less is more!
“The death” is trying to transfer a PC experience to a mobile phone. eBay believes that the future is on mobile and as security, convenience becomes better you will see everything done over mobile. You are closer to the user, your business is always on and you can pay on the fly so to say.
Foursquare is the “new kid on the blog” in Europe. They now have about 25 mio. users world-wide and they are obviously living of people doing location based services on their platform. They have 2.5-4 mio. daily log-ins and around 40’000 developers have downloaded their public API.
The goal of foursquare is to have 5 mio. daily logins by Q1/2013!
Apple spoke about different App styles. So you have what they call:
- The Comatos Apps – just to be there, no love behind the App
- The hyperactive App – does it all, no one using it
- The addictive App – the best you can’t live without it!
The average Apple user is today having 85 Apps/icons installed on their iPhone 4 or 5. Most people only use 3-5 of these Apps on a daily or weekly basis. You want to be one of those 3-5 Apps, no matter what.
Apple believes the mobile is always on and it should be always be with you. It is your trusted secure device. It is like your valet – you would not share it with anyone. The iPad is your favorite reading (newspaper, books, etc.) and home entertainment device. It will in the future be used to control your TV, light, kitchen, heating, etc. It is the family device. You do not have it with you all the time, but it is where you would spend the highest amount of your digital budget! Your PC/workstation is with you at work. It is mission critical for work, but it will lose more and more importance in the social networking world. Your TV will become connected with the internet. The iPhone and iPad will be your remote control and will have different view/content for the same program that is running on your TV.
You will want to know the Health Score of the sports people on the TV or on your smartphone iPhone. You will share the experience of what you are watching with other friends commenting real-time on Twitter, Facebook or other social networks we do not know today. Airplay – Apple TV is just the beginning. 77% of all people between 20 and 55, who are watching TV today are checking email, SMS and text on another device while they watch TV.
Google spoke about engagement being everything. TV being a passive experience so far and the PC being your working day only. The future is mobile, most people wake up in the morning looking at their mobile phone. They spent their working day on the PC, they use the tablet for reading on the way home for work or having their shopping-list. Actually tablet owners according to Google are the ones that spend most capital on the Internet, followed by Apple smartphone users. The “cheapest” amount of users are people who have Android, as they classically have lesser budget than iPhone/iPad users. The dual screen society will come more and more. You already now have broadcast shows where you can see a sport show on TV and you have a different camera view on your smartphone or iPad watching it on the TV. It is about total integration and your local perspective.
- 40% of all search on Google is local
- 50% of all search on Google is from a local device
- People hate text on mobile devices. It’s all about pictures, icon and video. Google “Goggles” is all about picture search and indication
- 80% of all active users of social networks use smartphones
- 40% of all social network users visit their social network everyday via their smart device
- 57% communicate more with their mobile device to the network than they talk
- 400mio users have signed up on Google+
- 100mio daily users on Google+
Google on line conversion specialist (second Google speaker) Google believes that Zero Moment of True (ZMOT) is finally coming through, meaning you know everything when an ad is online, but that people are all having different theories of a success. Ford apparently spent USD 100 mio. on a Facebook, but had no idea how to measure if it was a success or not. The future of mobile is about CR (Conversion Rate). How do you create the right level of trust so that people would buy and pay with the mobile phone? The trick will be to move from $2-5 Apps to bigger price items (average order value). Globally 8% of all 55 years old have purchased something on a smartphone. People from the age of 35 to 44 it is 21% and 44% of people between 18 to 34 years of age have procured something with their smartphone, meaning that on average in our focus group about 25% have accepted the smartphone as a payment tool.
Google believes that in a few years, you will never print out a plane ticket again, but you will have it on your smartphone. Google again stressed out that any mobile sites that takes more than 3 seconds to activate will never succeed. The future will mean that the mobile user is always logged on and the smart business partner is automatically notifying the user over the smartphone without making the user upset/overloaded with information. Did anyone say feedback loop/Q! Google believes the key success to mobile is the following:
- Keep it simple
- Create crowds of users, who recommend your technology
- Give me local life quality
- Make it convenient for people to use time with your App and not with other people’s App.
Arsenal is one of the very successful mobile/sport Apps in the UK and they now have over 100’000 paying clients, which is a good example of a successful local “Sport” App.
All of the Mobile Show in London 2012 speakers seem to agree that Blackberry will not have a big future. Windows Mobile 8 might become a success, as people believe that Microsoft will invest an insane amount of marketing dollars over the next 6-12 months to try to get finally into this mobile market.
Living social is a local platform for advertising. They have about 45 daily offers and about 4mio people that they are addressing on a daily basis. They are competing directly against Jetsetter, Facebook and Groupon. They have about 5’000 employees globally and their whole business is based on special deals. They view special deals as indirect advertising for big brands, meaning that big brands sell something cheap – often with a big loss on their platform – but this way they get mobile clients. 90% of their clients are 25 to 35 years old and follow product recommendations from other buyers. SoLoMo is the next big thing for all of them (Social, Local and Mobile).
About the Mobile Show
The Mobile Show brings together profit hungry businesses from across the world to teach strategies and technologies for successfully arranging mobile across marketing, advertising, commerce and entertainment. The two day event is essentially three events rolled into one. The five strategic conferences see more 120 industry experts speak with authority on the industry’s most pressing issues.