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Account Director Christian Hermansen talked at the DABGO meetup (Danish community in Stockholm) about mobility and how it is changing our lives.
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Hello DABGO let´s talk mobile2012.02.10
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THE MOBILE FUTURE IS NOW
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MOBILE PHONES ARE THE NEW CIGARETTES?
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CHRISTIAN HERMANSEN
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CONNECTING PEOPLE & BRANDS
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... WITH THE USE OF MOBILITY!
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THE COOL VERSION
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THE REAL VERSION
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CHALLENGE
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117 MINUTES
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MOBILE ADS SUCK
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“MOBILE SHIFT IS MY BIGGEST CHALLENGE”
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THE PAST15
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Who is this?
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THIS WAS THE WEB
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MOBILE APPSMOBILE APPS MOBILE APPS
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THE NOW19
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56%60%20%89%20%
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Mobile surpasses web traffic
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Mobile!
Desktop!
2013?!
2014?!2015?!
Source: Morgan Stanley, Forrester, Strategy Analytics
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THE NEW “PC”
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THE NEW MULTI!SCREEN WORLD
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98% move between devices that same day
Use multiple screens sequentially to accomplish a task over time
90%
Sequential screening is common & mostly completed within a day
Source: Google, The New Multi-screen World, 2012-08
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Source: Google, The New Multi-screen World, 2012-08
Continue on a PC/Laptop
10%
Continue on a PC/Laptop
61%Continue on
a Tablet
4%
Consumers take a multi-device path to purchase
Continue on a Tablet
5%Continue on a Smartphone
19%
Start on a Smartphone65%
Start on a Tablet11%
Start on a PC/Laptop25%
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SO, WHY IS MOBILE SO BIG?
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iPhone launch in 2007
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SPEED
3G (soon 4G) is becoming standard
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MAINSTREAM
Header (optional)
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More advanced smartphones are going mainstream
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“ALL YOU CAN EAT”
Flat fee data traffic
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The big Internet companies are putting more focus on the mobile
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CHANGEMEDIA USE
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THE AVERAGE PERSON CONSUMES 7.2 HOURS OF MEDIA DAILY
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DESKTOP 140 MINSMARTPHONE 117 MINTV 98 MINNEWSPAPER 33 MIN
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MOBILE DEVICES REPRESENT 27% OF THAT TIME
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MOBILES ARE USED THROUGHOUT THE DAY
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“SMARTPHONES SEEM TO BE THE NEW DINNER
COMPANIONS”
Rene Redzepi on Twitter
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MOVIETIME!
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Situation Stockholm
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Volvo on Call
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FROM LIKE TO LOVE
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START WITH THE PROBLEM
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GIVE PEOPLE WHAT THEY WANT
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Its about the fundamentals of making things great to use
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Consumer Context
URGENT NOWBORED NOW
REPETITIVE NOWWednesday, October 3, 12
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FOCUS
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THINK MOBILITY NOT MOBILE
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THAT´S IT!48
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AND IF YOU DON´T REMEMBER ANYTHING...
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ATLEAST YOU´VE LEARNED THAT 19% USE THEIR
SMARTPHONES IN THE BATHROOM!
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Christian Hermansen
Speak soon!
[email protected]://se.linkedin.com/in/christianfhermansen@marketear
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