Discover Mobile Life

©TNS 2012 1

Discover Mobile Life

©TNS 2012 2

©TNS 2012 3

Key questions we will cover

How many mobile users?

What are they doing?

What are the needs that underpin mobile usage?

How can brands develop consumer-centric mobile strategies?

©TNS 2012 4

Measuring mobile adoption


©TNS 2012 5

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R² = 0.76262045470474

Number of technology devices ownedPower (Number of technology devices owned)

The handset is becoming the primary device across much of the world

Emerging Developed

Mobile Ownership Vs. Technology Device Ownership - Global

GDP per capita

©TNS 2012 6

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R² = 0.76262045470474

Number of technology devices owned

The handset is becoming the primary device across much of the world

Emerging Developed

GDP per capita

Mobile Ownership Vs. Technology Device Ownership

1.12.5

3.1

6.1

98

79

10096

NorwayUganda Thailand Portugal

©TNS 2012 7

The handset is the world’s must-have device

A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)Base: All respondents – Portugal 502

0 10 20 30 40 50 60 70 80 90 1000

5

10

15

20

25

Netbook GPS device

eReader

Device ownership and likelihood to buy - Portugal

Current ownership

Like

ly t

o bu

y

Smartphone

Mobile

Tablet

Desktop computerLaptop computer

Digital camera

DVD playerMP3 playerGaming console

Portable gaming deviceVideo Camera

Internet enabled TV/HDTV

Digital Media Adapter

©TNS 2012 8

Smartphone ownership is increasing worldwide, while many can already access multimedia functions on advanced feature phones

Level of phone ownership

Phone level

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13 18 16 12 8 8 31 20 26 28 8 18 5 14 18 9 20 7 17 10 44 16 1721 12 19 15 20 12

14 19 26 31 16 20 138 13 7 17 11 9 15 22 15 16 17 13

13 14 149 11

11 13

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93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 13

Smartphone Advanced feature phone Basic feature phone

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Quiz time...

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Quiz time

©TNS 2012 11

Quiz time

True or false? There are more mobile phones in Portugal than people?

True False

©TNS 2012 12

Quiz time


√ True False

©TNS 2012 13

Quiz time


Which market has the highest proportion of mobile data packages?

USA Saudi Arabia South Korea Singapore Finland

√ True False

©TNS 2012 14

Quiz time



USA Saudi Arabia South Korea √ Singapore Finland

√ True False

©TNS 2012 15

Quiz time



Which market sees the highest usage figures for mobile wallet services?


Uganda Hong Kong Japan U.K. Canada

√ True False

©TNS 2012 16

Quiz time





√ Uganda Hong Kong Japan U.K. Canada

√ True False

©TNS 2012 17

Quiz time




How many people in the US answer their phone whilst on the toilet?



12% 22% 32%

√ True False

©TNS 2012 18

Quiz time




How many people in the US answer their phone whilst on the toilet?



12% √ 22% 32%

√ True False

©TNS 2012 19

Mobile platforms, channels and services – What do consumers use their devices for?



©TNS 2012 20

As devices have developed, consumers have been able to load more and more content, services and features onto their handsets

©TNS 2012 21

Entertainment, communication and productivity features form the basis of current mobile phone usage

33%

63%

50%

42%

Features usage

©TNS 2012 22

Entertainment, communication and productivity features form the basis of current mobile phone usage

33%

63%

50%

42%

Features usage on smartphones

61%

82%

72%

Features usage

79%

©TNS 2012 23

Live TV

Location services

Navigation

Microsoft OfficeStreaming social

videoMobile banking

Mobile walleteBooks/maga-zines/newspa-

pers

131921

1419

149

18

404039

3836

3636

36

221817

2020

2325

19

Using Interested Not interested

%

As reliance on mobile increases, advanced functionality and connectivity features have the strongest growth potential

White space analysis – high growth potential

©TNS 2012

...integrating the ‘digital world’ and the ‘real’ world

©TNS 2012 25

Delivering content, driving connections – What consumer needs can be targeted via mobile?




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The exobrain

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Reassurance

To remain within an individual’s personal mobile world you need to provide value; you need to address key needs

Convenience Relevance

ExperienceIndependence

©TNS 2012 28

ConvenienceSolutions that save time and make life easier hold increasing appeal in this fast-paced world.

©TNS 2012 29

Location based services save people time and money

Location based activities

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Convenience is a key driver for mobile payments

Top three drivers of mobile wallet usage

1922

1115 17

24

1512 11

It is convenient It is quick and easy No need to carry cash

PortugalEuropeGlobal

E5b. Biggest benefit of mobile wallet servicesBase: User /interested in mobile wallet – Global 11722 | Europe 3588 | Portugal 72

©TNS 2012 31

The Starbucks iPhone app increases the ease of coffee purchasing

Starbucks utilises LBS to help customers find them, as just one in a range of features available through a single app

Loyalty points gained without swiping extra card

All of which help to make a friendly brand even friendlier

Order before arriving at the store – less queuing

Facilitating mobile payment – no need to carry cash

©TNS 2012 32

RelevancePeople value offers and solutions more when they are available at the right time or in the right place.

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Overlaying LBS on mobile groupons and coupons holds strong potential

CouponsGroupons

1316108

InterestCurrent usage

Usage and attitudes towards mobile groupons and coupons

Love a good deal

Need to save money

Don't see point of spending full price

Love getting deals when nearby stores

Makes the purchase more exciting

Love getting deals when on the go

Enjoy trying new and different things

Friends can also benefit via SNs

Can't resist group purchase offers

5548

4333

282422

1413

©TNS 2012 34

The Shopkick app rewards shoppers with regard to relevant locations as well as personally relevant benefits

Benefits gained are relevant to the shopper’s location (gain points for entering a store, or while in-store)

Rewards can also be expanded from the store to other products and services of interest to the shopper – e.g. cinema tickets, restaurant vouchers, holidays

©TNS 2012 35

IndependencePeople want to get the most out of life. They seek freedom to choose and act without restraints.

©TNS 2012 36

Be efficient in work without compromising quality of life…

Productivity & connectivity features

Currently doingWould like to do

©TNS 2012 37

Consume content without being tied to a device or location…

Entertainment features

Currently doingWould like to do

©TNS 2012 38

Sky Go offers access to channels from anywhere

The ‘Sky Go’ app allows customers in the UK to access their favourite Sky TV channels via their mobile, tablet or laptop device, whenever and wherever they are

For a premium brand in a somewhat commoditised market, the service offers vital competitive advantage

Customers can use most internet-enabled devices to view

A username and password is all that’s required to access

©TNS 2012 39

Mobile solutions such as the Layar app provides freedom without compromising lifestyle or information consumption

No need for supporting information sources (e.g. guidebooks or search engines)

Information is enhanced immediately while on the go, providing greater flexibility and independence

©TNS 2012 40

ExperiencePeople want to enrich their lives by interacting with the world around them.

©TNS 2012 41

Lat Am

MENA

SSA

Dev Asia

N America

Europe

China

Emerg Asia

1415

1789

86

4

1713

815

129

45

Usage Interest

%

Entertainment functionality allow people to engage with brand message and experience communications like never before...

To interact with an advert and receive a special deal

©TNS 2012

Instant gratification can be gained for sharing experiences

42

PortugalHong KongIndiaTurkeyUSA3245485340 1227281020

Upload photos or video Check in your location

Current usage – uploading photos/videos & checking-in

©TNS 2012 43

Heineken’s new ‘Open your world’ message is brought to life via mobile at a music festival with a clever and cheeky QR code ice-breaker gimmick

QR codes can be scanned by anyone at the festival

Heineken tent allows them to set-up personal QR codes

Heineken’s new brand message is ‘Open your world’

Other than the music, people go to festivals to meet people

A huge hit at the festival and a good fit with Heineken as a brand and product

Heineken U-Code promotion

©TNS 2012 44

ReassurancePeople want reassurance from trusted sources that they are making the right decisions.

©TNS 2012 45

Mobile empowers consumer purchase decisions

Mobile activities that aid reassurance

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Best Buy app provides Reassurance in-store to empower consumers, instil trust and secure purchase

All Best Buy products have QR codes on the tags

Customers scan the codes to receive detailed product information and customer reviews

Combination of product information and customer reviews reassures consumers, particularly in the absence of in-store

service

Best buy in-store QR code comparison enablement

©TNS 2012 47

Customers of Woolworths supermarket in Australia can save time in-store with a shopping list ordered by the layout of their local store

Recipe ideas

Access to rewards and weekly specials

Users can customize the shopping list to the layout of their local store to save them time in-store

Users can shop from phone

Create shopping lists by scanning barcodes

The Woolworth supermarket app saves time in-store

©TNS 2012 48

What role can mobile play for you?




How can brands develop consumer-centric mobile strategies?

©TNS 2012 49

The fight for the front screen is on

Can you get here? Or here?

Or nowhere...?

©TNS 2012 50

As consumers become more experienced, habits will form around specific applications that consistently deliver value – now is the time to act!

©TNS 2012 51

Right here, right now, right for me; mobile has raised the bar for brand communications

Influencing the mobile consumer: Make it useful – Mobile now integrates the on and

offline world, take advantage of this functionality wherever possible

Make it relevant – Target and deliver on core consumer needs, drive relevancy by building in location or time dependent services

Make it personal to your relationship – Focus on those opportunities that best fit your brand; extend services or extend the brand utility that you offer consumers

Make it shareable – Build social into all that you do to maximise reach

Act now – Before needs are met by competitor offers and behaviours become ingrained

Influ

ence

the

cons

umer

Reach the market

©TNS 2012

Thank you!www.tnsglobal.com/mobilelife

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Discover Mobile Life