emakina academy #12 : the 2009 mobile scene

Mobile Marketing 28th November / Brussels / Flagey

Introduction: The 2009 Mobile Scene

Thomas De Vos New Media Expert The Reference / Emakina

The 2009 Mobile Scene

Welcome to the new digital ecosystem

•  The media landscape is more fragmented than ever before

•  Explosion of channels (web, blogs, RSS, instant messaging…)

•  Boom of connected devices

•  The consumer is now always-on, immersed in a digital pool growing every day

•  Mobile is at the heart of this new thriving ecosystem


Always connected

•  The desktop is no longer the default access to the Internet

•  The consumer expects your content to be available anywhere, anytime

•  This need for information must be satisfied instantly

•  And this same need induces a totally new surfing behaviour


DESKTOP WEBSITE

MOBILE WEBSITE

Bed surfing Wake up / Traffic jam surfing

Lunch surfing TV surfing Bed surfing


Loyal audience

•  According to our own reports, a growing number of users check mobile websites each day


Loyal audience

•  And they are coming back many times


Hey, wait…

•  Every year in January, Cassandra proudly says : « 200X will be the year of mobile »

•  Why should I believe mobile Internet is really in the air this time?

•  After all, remember the ill-fated WAP (« WAP is crap ») and other immature mobile technologies

•  Well, let’s have a closer look at what’s going on today…


We need 3 ingredients to make mobile a success

Technology It must work fast, stable

Cost It must be affordable

Need It must be

useful


Quick evolution of devices

•  Slow processors fast processors •  Tiny screens big screens •  10 days of battery life … 1 day ;-) •  The user experience is getting better an better

Praise the iPhone!


iPhone drives the new mobile innovation

•  The iPhone is a game changer – it brings user interface to the next level and heralds the future of mobile industry

•  Number of searches on Google from iPhones surpassed those from all other phones at Christmas 2007

•  German iPhone users consume 30 times more data

•  Google sees 50 times the number of searches using the iPhone than any other mobile device

Source: mindshare 2008


iPhone sales are going strong

•  10 million iPhones will be sold this year

•  The iPhone has been released in 51 countries

•  6.9 million in Q4 alone

•  5.500 available iPhone applications which were sold 200 million times till 22 october 2008

•  Everybody wants to create an iPhone killer (HTC Touch, Gphone, Samsung Omnia,… )


Mobile browsing is now a true multimedia experience

•  WAP iMode HTML •  Key cursor multi touch screen •  No layout pictures full colour graphics •  Video, games, music… are now also possible on mobile


The need for speed

•  Mobile broadband now rivals desktop broadband •  Internet in your pocket is now a reality - call it UMTS, HSDPA, 3G, WiFi or whatever

You are here 7,2 Mbit


Mobile Internet is no longer a geek stuff

•  Mobile Internet is becoming mainstream •  As the mobile penetration is now higher than 100% in Belgium,

the potential audience for mobile services is HUGE… and eager for specific mobile apps and services

You are here


Consumers are turning to mobile. Where are you?

•  A lot of much used desktop web services are available on mobile already

•  People are expecting this from your company too!

•  It’s just as in the early internet days People will expect that you are on mobile

•  Mobile is the next battlefield for Internet giants


Mobile WEB Application


Application Mobile WEB


“OK, cool. But what’s in it for me as a marketeer?”


The marketing opportunity

•  Mobile is the fastest and cheapest way to reach the largest number of people

•  Direct relationship/communication (2-way street)

•  Customer is always reachable

•  Direct response and engagement

•  Sponsored content and advertising possibilities

•  Unique place for brand building


Case 1 : VW EscapeTV

•  Launched in 2006 as the first branded entertainment show for alternative devices: mobile phone, iPod, PlayStation portable…

•  Build your own TV show « à la carte » : movie, music, extreme sports, celebrities, events…

•  20.000 visitors/month, award-winning project that helped Volkswagen raise its market share in the 18-28 segment

•  Now aired on MCM Belgique and TMF


Case 2 : Chanel

Chanel application


Case 3 : Audi A4 Game

Audi A4 game


Case 4 : Bloomberg

Bloomberg


Conclusions

•  A real brand experience on mobile is now possible

•  No more technical burdens  Strong growth of the mobile internet market

•  Consumers are embracing mobile and want dedicated content

•  Specific mobile services and applications are entering the market and raising the level of expectation from consumers

•  Mobile is now a mainstream medium for advertisers

•  And it’s only the beginning…

Study: Mobile Readiness of 35 Belgian companies Thomas De Vos New Media Expert The Reference / Emakina

Mobile Readiness of 35 leading companies

What kind of test?

•  Today smart phones are shipped with a browser to display normal desktop websites.

Mobile Readiness of 35 leading companies

How well is your desktop website ready for mobile use displayed?

•  Test of 40 specific mobile criteria on the desktop websites

•  Including the W3C MobileOK validation standard

•  Extended with some specific test metrics on the devices

Test Metrics Weight: 25.0•  No frames: Do not use frames.

Weight: 20.0•  Page size limit: Ensure that the overall size of page is appropriate to the memory limitations of the device.

Weight: 10.0•  Large graphics: Images should not be larger than the screen resolution.•  Scrolling: Ensure that no scrolling (vertically and horizontally) is needed.•  Tables nested: Do not use nested tables.•  Pop ups: Do not cause pop-ups or other windows to appear and do not change the current window without informing

the user.•  Background image: Test if an image is used as background. (Images should not be used as background.)•  Image maps: Do not use image maps unless you know the device supports them effectively.•  Graphics for spacing: Do not use graphics for spacing.

Weight: 8.0•  Minimize: Use terse, efficient markup.•  Simple color contrast: Sufficient color contrast should exists between fore- and backgroundcolors.•  Valid markup: Use valid markup.•  Tables layout: Do not use tables for layout.•  Non text alternatives: Provide a text equivalent for every non-text element.

Weight: 6.0•  Page size usable: Divide pages into usable but limited size portions.•  Font: Do not rely on support of font related styling.

Test Metrics Weight: 5.0•  Tab order: Create a logical order through links, form controls and objects.•  Tables alternatives: Where possible, use an alternative to tabular presentation.•  Useful Space: Calculates useful space vs white space•  Auto refresh: Do not create periodically auto-refreshing pages, unless you have informed the user and provided a

means of stopping it.•  Redirection: Do not use markup to redirect pages automatically. Instead, configure the server to perform redirects by

means of HTTP 3xx codes.•  Style sheets use: Use style sheets to control layout and presentation, unless the device is known not to support them.•  Content format support: Send content in a format that is known to be supported by the device

Weight: 4.0•  Cookies: The use of cookies should be avoided in general and they should only be used if a browsers support them.•  External resources: Keep the number of externally linked resources to a minimum.•  Caching: Provide caching information in HTTP responses.•  Objects or script: Do not rely on embedded objects or script.

Weight: 3.0•  Accept encoding: If a client specifies that it supports compression (eg. "Accept-Encoding: gzip"), a webserver should

take advantage of this and in fact compress its reply ("Content-Encoding: gzip").•  Measures: Do not use pixel measures and do not use absolute units in markup language attribute values and style

sheet property values.•  Style sheets support: Organize documents so that if necessary they may be read without style sheets.•  Images specify size: Specify the size of images in markup, if they have an intrinsic size.•  Provide defaults: Provide pre-selected default values where possible.•  Character encoding support: Ensure that content is encoded using a character encoding that is known to be

supported by the device.•  Link target format: Note the target file format unless you know the device supports it.

Proxy Server Internet

register

message

takescreenshot;http://www.google.be;0;2;3

http://www.google.be

HTTP-REQUEST

HTTP-REQUEST

HTTP-RESPONSE

DOM-Tree

HTTP-RESPONSE

screenshot

Sinyate test mechanism

Reports

What our report contains

 For each test  Screenshots of rendering   40+ usability metrics: score + comment

 Average scores of websites, devices, transcoders, and browsers)

 Competitive compare  Compare transcoders, websites, devices and browsers  Charts

  In HTML and PDF format

Companies reviewed

AGFA-GEVAERT BEKAERT COLRUYT DELHAIZE GROUP FORTIS GBL GDF SUEZ INBEV(EX.INTERBREW) THE REFERENCE NAT PORTEFEUILLE OMEGA PHARMA UMICORE (D) ELECTROLUX ELECTRABEL GM ICI PARIS JETAIR VOORUIT ROULARTA EMAKINA MEDIA GROUP RTBF SBS BELGIUM/VT4 SPOTTER NV SWIFT THOMAS COOK TOYOTA BELGIUM BEKAERT KMI NIEUWS.BE MONSTER VRT DE1212 TVH UNILEVER DIETEREN

Conclusions: Mobile readiness

Average: 54% - Lowest:16% - Highest: 85%

Conclusions: Segments

< 60%: almost not usable - 61-70%: site is usable with limitations - >71%: site is usable < 60%: 23 sites (66%) - 61-70%: 7 sites (20%) - >71%: 5 sites (14%)

Some stats concerning top criteria usage

•  Critical – (i)frames: 40% is using them •  Page size limit – 86% of the pages is larger then 20KB •  Large graphics – 29% is displaying them •  Tables – 66% is still using tables for layouting •  Colour contrast – 11% will not be readable in direct sunlight •  Useful space – 14% is using too much white space where there

could be information •  Load time – 18% needed more then 8 seconds (wifi speed) •  … •  0% is detecting the device •  0% had valid html •  3% uses auto refresh

Conclusions

And more concretely…

•  54% is the average mobile readiness score •  You need at least 70% for a good experience •  66% is not usable at all •  20% is usable but with major limitations •  14% can be used

•  Only technical test, not content relevance test •  You can tweak your desktop website but more interesting is to

create a mobile version of it •  ADAPT your content specific for mobile use

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Thank you!

Any question?