Always On.
Always Connected.
Mobile Business Congress 2012
Making Money with Mobile
Executive Summary Wim Decraene
Mobile is everywhere …
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2
The Digital World in 2012
3 Copyright © 2012 Accenture. All rights reserved.
Source: United Nations, ITU, Gartner, Portio Research
Chart created and compiled by Accenture, 2012.
7.0 Billion Global Population
5.9 Billion Mobile Subscriptions
4.6 Billion Mobile Subscribers
2.5 Billion Internet Users
1.2 Billion Mobile
Internet Users
354%
84%
48%
76%
6%
… only the happy few make money
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Mobile App Business Models
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5
Source: Juniper Research, February 2012, Adapted by Accenture
Pay per
Download
Free to
Download
Free
Ad-funded
Marketing /
Retail Apps
Value Add
Mobile App
Time Based
Subscription
Item Based
Billing
Post Download
Revenues
Physical Sales
Customer Acquisition & Retention
Business
Benefits
The majority of large Belgian corporates have apps ...
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Source: Accenture analysis based on Apple AppStore and Android Market, March 2012.
Without App 25%
Services 27%
Educational 23%
Financial Services
11%
Entertainment 7%
Informational 7%
With App 75%
Large Belgian Corporates with Mobile Apps
... very few actually make money with these apps
How come?
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7
How to make money with mobile?
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The mCommerce ecosystem ...
Mobile Device
mTicket
mCoupon
mLoyalty
mPay
mFare
mVoucher
73%
70%
69%
64%
59%
47%
45%
45%
44%
0% 20% 40% 60% 80% 100%
Strongly agree Somewhat agree Not sure Somewhat disagree Strongly disagree Top 2 Box (labeled)
Where is the added value for the user?
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9
Accenture, Tech Forward Survey, January 2011
Q: To what extent do you agree or disagree with the following statements about the use of mobile phones (both cell phones and smartphones) to make purchases?
Global sample n=1,122
Source: Accenture, Tech Forward Survey, January 2011
1. Using my mobile phone for payments makes me worry about my privacy
2. Mobile phone payments increase the risk of identity theft / fraudulent activities
3. I would accept phone ads if this lowers my mobile phone usage fees
4. I am more likely to use money-off coupons if received on my mobile phone
5. I welcome receiving tailored money-off promotions based on past purchases
6. I welcome getting personalized ads when I’m near the promoted product/service
7. I welcome the day when most of my payments will happen with my mobile phone
8. I welcome receiving personalized mobile phone ads based on past purchases
9. My mobile phone is more convenient than other forms of payment
Overcoming the barriers…
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Create an enriched offering portfolio and innovative
offering model
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11
The mCommerce ecosystem ...
Offering portfolio Offering model
mPayments
mTicketing
mVouchers
mCoupons
Customer Lifestyle
products and services
Financial offering linked
to non-banking products
Traditional banking
services
Daily deals
Geo-based offering and
search nearby
Cross-industry Loyalty
programs
Product and pricing
comparison
Social media integrated
Digital Marketing
Analytics and campaign
execution
… is however not enough
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12
Think ... Big
... and jointly embrace an smart innovation approach
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13
Move ... fast
Start ... small
Always On.
Always Connected.
Mobile Business Congress 2012
Making Money with Mobile @WimDecraene
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