Mobile: An Olympic opportunity

Nick Lane, chief strategy analyst, mobileSQUARED

All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database

About mobileSQUARED

Research specialists in mobile consumer engagement

We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research.

We create the mobile market forecasts

Then segment the data by

• Advertising • Apps • Internet • Messaging • Commerce

Then by

• Device type • Age • Gender • Location • Socio-economics

Then we forecast

How we do it

261 days

Goal?

Goal?

Do you want to be here?

Goal?

Or, do you want to be here?

Audience?

Mobile Olympics

NBC – Winter Olympics 2010

“Olympics is a huge, huge initiative for not only NBC, but across NBC Universal. I

mean it’s really an understatement, the amount of effort that is placed with the

Olympics, starting with as soon as one Olympics is done, they’re already starting

to work four years in advance for the next one.”

Daniel Bethlahmy, Director of Wireless Marketing, NBC Universal,

speaking at Roadshow US, 2010

Mobile web 87 mil. page views / 15.9 mil WAP visits

- Mobile video streams 2 mil. (6x more than Beijing Games 2008)

Opt-in messaging alerts “Huge success”

App #1 Free Sport App during first week of games

Since 2008

R.I.P.

legacy

mobileSQUARED

The UK mobile market

74,000,000

76,000,000

78,000,000

80,000,000

82,000,000

84,000,000

86,000,000

88,000,000

4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16

Total UK mobile subscriptions

Number of subscriptions will increase from 82.9 million end-2011 to 86.02 million by the end of 2016

Arise Sir Smartphone

4 out of 5 phones shipped in 2011 in UK were smart

2012

Smartphone

Featurephone

Smartphones dominate in 2012

Smartphones dominate in 2012

2012 smartphone breakdown

iPhone Android

Others

UK stats

38.5 mil. mobile internet users 2012

33.9 mil. app users 2012

Olympic mobile hotspot

Mobile internet users – 6.8 mil. App users – 5.9 mil.

Olympic hotspot, July 2012

Mobile internet users – 4.3 mil. App users – 3.74 mil.

Olympic hotspot, July 2012

75% (6.6 mil.) to UK/Europe –

- est. 6.3 mil. to UK, &

- 330,000 to mainland Europeans

25% (2.2 mil.) to:

- 12% overseas (1.1 mil.)

- 8% to sponsors (704,000)

- 5% to partners (440,000)

Estimated that 1.5-2 million people will visit UK in direct association with the

Olympics

UK welcomed around 31 million tourists in 2011

- London tourists @ end-July approx. 1.5 mil.

8.8 million tickets

Additional 3 million tourists in SE England

- 31% (930,000) will own a smartphone

- 28% (840,000) will be mobile internet users

- 27.5% (825,000) will be app users

So, come 27th July 2012

Potential audience July/Aug 2012

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

mobile internet App

Mobile internet uplift– 8% App users – 9%

Bus = local

Cab = Int’l uplift

3 key mobile points of engagement

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Mobile ad Mcommerce Opt-in

Meridian

London

4 mil 7.2 mil 7.1 mil

Mobile advertising is more powerful

than other media – could be more so

People want to

spend on mobile

Mobile users want to hear from the

right brand

Engagement

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Mobile ad Mcommerce Opt-in

Meridian

London

4 mil 7.2 mil 7.1 mil

So, come 27th July 2012

Now

Jun 2012

Olympics

Sept 2012

Dec 2012

Olympics should be the starting point for your consumer engagement

27th July 2012 – The Starting Point

Just keep on running

Post August 2012

Goal

You want to be here

Conclusion

Olympics is the ideal opportunity to engage, or extend existing engagement, with consumers Provide a service for additional stickiness – ADD VALUE Android on a march, but Greater interaction/engagement on iPhone Engagement does not stop mid-Aug!

Nick Lane Chief strategy analyst mobileSQUARED Nick @ mobilesquared.co.uk +44 118 977 6902

Source: Mobile Consumer Trends, in association with

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