Making the most of mobile

now and in the coming

years

Thomas Husson
Senior Analyst
Forrester Research
November 25, 2009
 Forrester is a key resource during this
ti
time off change
h
Data driven insight to explain
Data-driven
changing consumer behavior

Forward-looking
F d l ki researchh and
d
analysis to guide decisions and actions

Objective advice on the best tools and

technologies to adopt

Best practices that improve and

accelerate project execution
3 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Technographics data offers global reach
and consistency European Technographics Est.
North American
1999
Technographics Est. 1997

Hispanic
Technographics
Est. 2005

Asia Pacific
Latin America Technographics
Technographics Est. 2006
Est. 2009

301,000 completed surveys in 17 countries

representing over 54% of the world’s population & over 75% of global GDP

4 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Forrester Consulting can help you achieve
b ti l
best-in-class mobile
bil strategy
t t
• Mobile Strategy Review / Mobile POST
– We helped clients better understand the trends in the
market and the potential of their own mobile customers
– We run workshops to help them brainstorming and
evangelizing mobile opportunities internally…and to work
with IT people
– We reviewed a 2009-2012 mobile roadmap to help clients
prioritize mobile investments and select the right vendors
– We
W defined
d fi d a plan
l tot integrate
i t t mobile
bil iin a multi-channel
lti h l
strategy
– We helped clients in prioritizing the globalization of their
mobile efforts
5 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Why Japan is ahead of the mobile curve

Daily Online Experiences in Tokyo

5.30pm
Pick up a coupon by touching a poster in the subway station.
Download a screensaver to customize my phone

6 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 It is time to integrate
mobile into your strategy.

7 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Agenda

• What's the reality of the mobile market in Spain and

in Europe? How is the market likely to evolve in the
next five years?
• How should your brand define or refine its mobile
strategy?
• Q&A

8 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 From a consumer perspective, mobile has the
potential to become the 24
24*7
7 digital hub

Alerts Banking
B ki
Organizer
Voice Payment
Commerce
SMS
Health
E mail / MMS
E-mail Ticketing
Communicate Control
IM / Parking
chat

Social Maps
networks
Search
Create Consume
Blogs Web bro
browsing
sing
News
Pictures Games
Ringtones Music
TV
Vid
Video

9 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 New entrants are shaking up the mobile
ecosystem

The « thanks two billions » story The « magic blue circle »

From APPLE App store from GOOGLE

10 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Mobile marketing is moving beyond the trial stage

Lack of Campaign
Lack of strategic execution
ti
interoperable
integration in the complexities
measurement and
Limited marketing mix
performance tools
audience

Mobile
Marketing
Spending
Individual,
Growing
Growing contextual
Consumers’ inventory
y and
interest of (location-based)
(location-based),
uptake of data choice of ad
advertisers and behavioral
services formats
targeting
capabilities

11 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Regular usage of mobile services is
t ki off
taking ff
“How frequently do you use the following services?”
(at least weekly)

43%
SMS 82%

17%
Li t tto music
Listen i 52%

10%
Play games 28%

Use search 2%
engine 8% All mobile phone users

Instant 4% 16- to 24-year-olds

messanging 7%

3%
Email 7%

Base: 1,423 Spanish users with mobile phones

Source: European Technographics® Benchmark Survey, Q2 2009

12 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 New technologies will enable rich in-
person mobile
bil marketing
k ti

Source: GS1 (http://www.gs1.org)

Nestlé (http://www.nestle.jp)
13 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Consumers will continue to use mobile in
a multichannel
lti h l environment
i t
“Which of the following have you ever used your mobile phone for?”

Base: 944 daily mobile Internet users

(multiple responses accepted)
Source: European Technographics® Retail, Customer Experience, And Travel Online Survey,
14 Entire
Q3 contents
2009 © 2009 Forrester Research, Inc. All rights reserved.
 A virtuous mobile internet cycle is kicking off.

0%
70% 64%
61%
45%
60% PC-Internet 58%
54% 39%
40% rate in 1999 50%
50% 46% 35%
35% 42%
Let’s 40%
step back a little. 38% 30%
% of 30% 32% 26%
% European PC 30%
25% 25% 22%
mobileusers
Internet
users Whatat20%
wasas the
20% t e PC C17%internet
te et adoption
17% adopt o a decade ago ago?
11%
13%
15%
10% 6%
10%
0%
5%
0%
2008 2009 2010 2011 2012 2013 2014

Source:Forrester
Source: Forrester Research
ResearchWestern
AccessEuropean Mobile Forecast,
and Broadband European2009Forecast,
to 2014 12/08 (Western Europe)

15 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Agenda

• What's the reality of the mobile market in Spain and

in Europe? How is the market likely to evolve in the
next five years?
• How should your brand define or refine its mobile
strategy?
• Q&A

16 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Companies must think mobile now

• Not planning a mobile presence in 2009 is equivalent

to refusing to develop an online strategy in 1999
1999.
• Don’t “wait and see” — but at least decide on the
factors to discuss when implementing a mobile
strategy.
• If yyour company
p y already y has a mobile strategy,
gy, revisit
it to make sure it is not a siloed approach.

17 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Mobile start generating direct revenues and
offers quick wins

More than 1M$ in 12 weeks

18 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Mobile is not just another channel; it will
b id the
bridge th digital
di it l and
d reall worlds
ld
• Mobile is an extension of the Internet but will differ
from the PC Internet.
• Mobile phones will become our 24x7 digital assistants,
unlike part-time PCs. They will enable “always in my
pocket” communication.
• Location will become a core enabler of real
real-time
time
marketing offerings.
• Mobile offers cross
cross-channel
channel tracking mechanisms
mechanisms.

19 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 The POST method: a systematic approach
t d
to defining
fi i or refining
fi i a mobile
bil strategy
t t

1 People
1. Review the Mobile Technographics®
Profile of your own target audience.

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.

20 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Know the mobile profile of your own
customers
t
Increasing European Mobile Technographics® Profiles
mobile
sophistication

• Use mobile Internet/social networks

• Use utilitarian services
16% SuperConnecteds • Use entertainment services
• Play games
Entertainers • Listen to music
27% • Watch TV/video

• Use primarily communication

40% Communicators
services (SMS, MMS, IM, e-mail)

Talkers
• Only
O l use voice
i
14%

14% Inactives • Do not own a mobile phone

Note: While Inactives, Talkers, and Communicators are distinct, Entertainers and SuperConnecteds overlap.
21 Entire
Source: European
contents Technographics®
© 2009 Forrester Benchmark
Research, Inc. All rights reserved. Survey, Q2 2009.
 Don’t assume your customers are average
mobile users
Increasing
mobile Your Your customers Competitor Y
sophistication brand Aged 16/24 Aged 16/24

SuperConnecteds 13% 18% 31% 23%

Entertainers 31% 35% 58% 41%

Communicators 38% 34% 31% 33%

Talkers 14% 12% 1% 4%

Inactives 13% 10% 4% 6%

Note: While Inactives, Talkers, and Communicators are distinct, Entertainers, and
22SuperConnecteds
Entire contents © 2009 overlap.
Forrester Research, Inc. All rights reserved.
Source: European Technographics Benchmark Survey, Q2 2009.
 Define and prioritize your objectives

Marketing Discovery Product Purchase Customer

evaluation service

Revenue
generation

Cost savings

Customer
convenience

Branding

23 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Mobile objectives follow overall business
objective Let
objective. Let’s
s start discussing internally

Strategy IT

Marketing

Business Dev Finance

Evangelize, brainstorm and share outside marketing

24 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Strategic decisions are multidimensional

REACH

OFFERING

VALUE CHAIN

COMMITMENT

25 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 There is life beyond applications

Native
apps

Widgets

Java applications

Mobile Web sites

Source: http://google.com/latitude
26 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Engage targeted audiences using new
channels
h l and
d deliver
d li your brand
b d as a
service

PPR’s mobile Unilever’s BNP Paribas Kraft’s iFood

marketing AXE branded application
« Friends’
campaign
mobile game debts » app
27 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Be adamant on the quality of the user-
experience

• You rarely get a second chance to make a first impression: don’t

damage your brand with a poor-experience

• Convenience,
C i convenience,
i convenience
i

• There is a life beyond the iPhone and beyond rich media applications

28 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Key Takeaways
• Don’t bet on technologies first: they evolve too quickly and
may
y not be relevant to yyour target
g audiences

• Don’t based you marketing approach and business models

on supposedly average metrics

• Obtain consensus on mobile objectives that serve your

company goals

• Plan realistically ahead and set the right KPIs to measure the
ROI off mobile
bil

• Be adamant on the quality of the user experience not to

damage your brand
29 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
 Agenda

• What's the reality of the mobile market in Spain and

in Europe? How is the market likely to evolve in the
next five years?
• How should your brand define or refine its mobile
strategy?
• Q&A

30 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

 Muchas Gracias

Thomas Husson
th
thusson@forrester.com
@f t

Blog: http://blogs.forrester.com/consumer_product_strategy
http://twitter.com/Thomas_Husson

Francisco Sebastian
Spain Country Manager
fsebastian@forrester.com
606 955 733

31 Entire contents © 2009 Forrester Research, Inc. All rights reserved.