Cx3: Growth of mobile marketing and tagging

View more presentations from Microsoft Tag.

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Cx3: Connected devices from Nielsen

Nielsen's study on 'The Increasingly Connected Consumer: Connected Devices' provides interesting insight on smartphone, tablet, e-book user behaviour.

'The Increasingly Connected Consumer' is a study intended to get a better understanding of the consumers purchasing Apple iPads, Amazon Kindles and other similar gadgets and how they are using them. The study takes a look at demographics, changes in behaviour, the content that people engage with and thier responsiveness to advertising.

Key statistics:

- Tablets is still a nascent market favoured by early adopters. In the US, 25% own a smartphone, 8% have netbooks, 6% have e-readers and 4% have tablets. Early adopters of technology favour tablets, and tablet owners own more connected devices

- Tablets are passed around more than smartphones or e-readers. 46% of people allow others to use their tablet, compared to 34% of smartphone owners and 33% of e-reader users

- 63% of iPad owners are under 35 years old, and nearly two-thirds of iPad owners are male. 47% of owners of Amazon's Kindle e-book reader are under 35, and 52% are male



- 91% of iPad owners have downloaded an app. The study revealed the most popular categories of paid apps downloaded include: Games (62%); Books (54%); Music (50%); Shopping (45%); News & Headlines (45%). For a full list, click on the chart to the left.


- iPad owners spend a longer amount of time engaged with content. The study compared iPad and iPhone devices and it was identified that a greater percent of weekday length of time per session across content categories was spent by iPad owners.

- Connected devices owners as a group are comfortable with mobile advertising, however, iPad users are much more receptive and are more likely to make a purchase



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Connected Devices: iPads, Kindles, Smartphones and the Connected Consumer
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Cx3: Get your racy Calvin Klein ad

Whilst we are talking 'fashion', Burberry is not the only fashion brand to be embracing digital. Calvin Klein Jeans has replaced three of its billboards in New York and Los Angeles with a bright red QR code and the words “Get It Uncensored.”

Snap the QR code on your smartphone (go on, try it), and get a racy 40-second Calvin Klein Jeans commercial featuring models Lara Stone, “A.J.,” Sid Ellisdon, Grayson Vaughan and Eric Anderson. After viewing, share the QR code on Facebook and Twitter.

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Cx3 blog entry: The digital renaissance of Burberry
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Cx3: #iphone 3G S and #HTC Hero - no contest

HTC's Hero is based on the Google Android system, boasts greater personalisation and an angled design...and not much else. It's going to take more than an attractive handset to challenge the market position of Apple's iPhone now. The new iPhone 3G S is a must-have desireable and sustains the iPhone's iconic status as the smartphone of today and the future. With a PR buzz protecting the iPhone, competitors need to dent this before standing a chance of being a commercial threat.

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Cx3 blog entry: Smartphone market trends
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Cx3: Smartphone Market Trends

Smartphone Market Trends

View more presentations from Justin Lee. (tags: trend mobile)

Cx3: 2008 - 2009 mobile trends

2008 was the year of the smartphone
The last 12 months has seen the launch of iconic devices such as the iPhone 3G, Google G1, Blackberry Storm and Nokia N97. 2008 also saw the emergence of the electronic ecosystems needed to get the most out of such handsets. However, the popularity of these devices has brought to light several problems that look set to become acute in 2009.

2008 mobile success factors
- Consumer social networking behaviour. Access to popular social networking sites such as Facebook, MySpace and Bebo.

- Applications. Applications introduced a new content category. Apple said more than 100 million applications had been downloaded from its App Store between July and September.

- Speed. 3G started to deliver on its promise and has been attributed to the use of a technology known as High Speed Packet Access (HSPA) - the original 3G service, but on steroids. The service speed is set to increase with the introduction of HSPA+ in 2009, which allows up to 42Mbps (the maximum at the moment is 7.2Mbps in the UK).

2009 mobile switch-off expected
Mobile analysts CCS Insight predict 2009 will see sales of handsets shrink. They say this slowdown could be blamed on the global economic downturn that will hit every part of the mobile industry.

Handset sales look set to dip in 2009 following years of growth. As a result it is essential mobile operators ensure that greater numbers of people pay for data traffic.

Read full article on BBC: Smartphones drive mobile markets

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Cx3 blog entry: Google G1 or Apple i-Phone...fight!
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Google G1 or Apple iPhone...fight!

Google launched its long-awaited G1 mobile phone this week. There is no doubt that the Google G1 is credible competition for Apple's iPhone, therefore, expect flying baubles at the annual Christmas bun-fight this year.

So what's so special about the Google G1? Well, Google has taken the best bits of iPhone touch and added some of their own, integrated a slide-out Blackberry-style QWERTY keyboard, increased the camera picture quality, and boasts a faster connection speed to the internet - oh yeah, you can also make a phone call if you so desire. The Google G1 may not be the design classic as awarded to the iPhone (Apple will always have that sewn-up), but to a customer audience whose priority is functional integrated communications, the Google G1 is a winner.

Apps and widgets will be key to maximising the G1's success as an integrated mobile communications platform and Google's Android system aims to achieve this. The Google G1 is affiliated to the T-mobile network, who have been busying themselves in developing their own version of the very successful Apple App Store. Google has the opportunity to leverage its existing application empire via T-mobile.

Skepticism of Google entering the mobile handset marketplace in order to extend its advertising reach is rife, but so what? Currently, there is a troublesome lack of mobile channel advertising regulation, and if this is tightened by Google entering into the marketspace, then surely this can only be positive?

However, and a big "however", as much as the Google G1 may be a strong player, network loyalty to O2 and aggressive churn tactics may determine that the Apple iPhone remains in consumers' pockets. To benefit consumer choice and ultimately integrated communication reach, exclusive handset-network affiliation needs to change.

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Cx3 blog entry: Apple iPhone App Store success reported
Cx3 blog entry: iPhone driving growth in mobile internet usage behaviour

Apple iPhone App Store success reported

Apple have announced that its newly launched App Store that enables users to sell and buy third-party applications for the iPhone was making an average of $1m (£500,000) a day, and had served downloads for over 60 million programmes since its launch last month.

Apple's developer revenue-share programme takes a 30 per cent cut of all revenues generated from the applications. Chief Executive Steve Jobs said

"if sales continue at the current pace, the firm stands to make at least $360m a year in new revenue".

He also predicted that the Apps Store could eventually pull in up to $1bn.

T-mobile have already been prompted to work with developers to create their own version of the App Store.

Despite the reported success of the App Store, concerns have been raised about the validity of some of the applications and guaranteed quality assurance.

Either way widgets and applications that connect communication channels are here to stay.

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Cx3 blog entry: iPhone driving growth in mobile internet usage behaviour

iPhone: Driving growth in mobile internet usage behaviour

The latest report by Nielsen Mobile, Critical Mass - The Worldwide State of the Mobile Web, provides insight into today's mobile internet usage behaviour. Coming out of the report's statistical analysis, it states that "Mobile internet reached a critical mass this year, offering a large and diverse enough base of users to support large-scale mobile marketing efforts".

Globally, 16% of the US population browse the internet via a mobile handset, closely followed by the UK (13%) and Italy (12%). Nielsen found that 82% of iPhone owners access mobile internet, "making them five times as likely to do so as the average mobile consumer".

The report says that "PC internet users visit more than 100 domains per month, on average", however, 'mobile internet' users (in the UK) visited on average only 5.5 select websites per month...oh, to be on that precious '5.5' list.

The user profile of the iPhone owner has evolved over time. The first generation iPhone aligned itself with the lifestyle and psychological profile of early adopters:

- For 'Lifestyle seekers' it was new, shiny, latest 'to-be-seen-with' phone;
- 'Apple supporters' purchased the phone for its aesthetic appeal;
- 'Techies' purchased the phone to access the web and the widgets.

However, O2 then slashed the cost of the iPhone by £100 that opened up mass availability to wider audiences bringing the product into the mainstream.

The just released second generation iPhone comes with 3G, allowing faster access to the web. This can only support the growth of mobile internet usage that opens up opportunities for web marketing trends, whose target audience's contact point is the mobile phone. As the report says "Mobile internet users are 60% more likely to be open to mobile advertising than the average mobile data user".

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Download full report: Critical Mass - The Worldwide State of the Mobile Web (PDF 1.5MB)
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