Mobile2.0 Paris, March 2009
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The document summarizes key trends in the mobile services market in Europe and the US. It finds that while mobile internet is not yet mainstream, new services like social networking and location-based services show promise for growth. It recommends that companies segment their mobile strategies to take advantage of a fragmented market and focus on convenience to drive adoption. Internet companies and new entrants are forcing traditional mobile players to reinvent themselves as the industry shifts.
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Mobile2.0 Paris, March 2009
- 1. March 10, 2009 - Paris Thomas Husson Senior Analyst Forrester Research Le marché des services mobiles en Europe et aux US
- 2. Mobile 2.0 is being invented as a result of web/mobile convergence
- 3. Agenda A market data reality check Innovative services ahead Key trends & r ecommendations
- 4. Agenda A market data reality check Innovative services ahead Key trends & r ecommendations
- 5. Overall, technology services will remain steady despite the crisis
- 6. Mobile Internet not mainstream even among millenials and digital natives
- 7. Cost And Bad Experiences Impede Greater Adoption…
- 8. …even more so for current mobile Internet users!
- 9. Agenda A market data reality check Innovative services ahead Key trends & r ecommendations
- 10. New services are emerging in the mobile digital hub COMMUNICATE CREATE CONSUME CONTROL Blogs IM/Chat SMS Ringtones Music Search News Video TV Web browsing Games Maps Health Payment Commerce Banking Ticketing Travel Parking Social Networks Pictures E-mail / MMS PIM P2P / Video Voice Transport Alerts
- 11. Drivers are now in place for mobile services’ uptake Touchscreens NFC GPS Accelerometers UPmP HSPA+ LTE Remote sensors
- 12. Off-portal will offer D2C opportunities
- 13. Application stores: the new mobile merchandizing paradigm 500M apps in the first 6 months 11M 3G iPhones sold ease of use marketing catalyst interaction with high-value customers 70% revenues for developers New AppStores : Windows Marketplace, Nokia Ovi Store, Android Market, Blackberry Application Center, Orange Application shop... Key Success Factors : reach, marketing & business support to developers, convenience, breadth of content
- 14. Agenda A market data reality check Innovative services ahead Key trends & r ecommendations
- 15. Tectonic shifts are shaking up the mobile value chain Internet & Media in search of reach Manufacturers’ new ambitions Operators’ new role CONSUMER
- 16. Adoption of LBS and social networking on mobile is limited today but looks promising
- 17. Social location will emerge “ Imagine what can happen when we mash up social networking and your location, when your device knows where you are, where your friends are and what they are doing. Your social location, or SoLo, will become your here-and-now-identity.” Nokia CEO Olli-Pekka Kallasvuo (December 2008)
- 18. Recommendations Anticipating the emergence of mobile as a media and a complementary channel Defining or refining mobile strategy so that non-telecom players make the most of a fragmented market Segmenting, segmenting, segmenting Implementing convenience is key and should be the new mantra of marketers
- 19. Key takeaways Mobile industry will be hit by the recession but less than other sectors Mobile 2.0 is currently a niche market but constant innovation will foster mainstream uptake Internet players and new entrants are forcing traditional stakeholders to reinvent themselves Business model issues still need to be ironed out The mobile merchandizing revolution Social location is a niche but promising trend at the heart of mobile DNA
- 20. Thank you Thomas Husson +33 1 47 58 93 28 [email_address] www.forrester.com Presentation available at www.forrester.com/lemobile2.02009 http://blogs.forrester.com/consumer_product_strategy/ http://www.twitter.com/Thomas_Husson