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Discover the new mobile apps that will change the way we use our mobile phone. Presentation by Pascal Poty (AWT, Belgium)
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Mobile 2.0 : an insight into the future of mobile applications
Pascal Poty Responsable du Pôle Veille technologique Agence Wallonne des Télécommunications www.awt.be
Mobile 2.0: Mobility + Ubiquity = Mobiquity
Mobile 2.0: what future for the mobile industry ?
« Mobile is the most important new technology but we have no idea what it is going to become »
Walter Mossberg (WSJ)
A new era of disruptions and opportunities
Devices Networks Ecosystem
New business models
Mobile is the first real European media
The 7 assets of mobile as a media
1. First « Personal Mass Media »
2. Always in consumer’s pocket
3. Always connected or connectible
4. Built-in payment system
5. Used as an « inspiration point » (image, video, blogging…)
6. More relevant than Web at the Web Analytics level
7. Part of a social context engaging the consumer
« Mobile is not the Widest Reaching Media, but the Most Intensely Involving Media » (Tomi T. Ahonen)
Towards a « data-driven » mobile environment
« The mobile device becomes people’s primary interface to the Internet and social Networks »
Rudy de Waele - Mobile Monday Amsterdam – Sept. 2008
(*) indispensable mobile
iPhone Facebook app. : 15 to 30% of the mobile audience
« Kakasenai Keitai » (*)
But what is « Mobile 2.0 » exactly?
Web business
Hybrid Mobile 1.5
Mobile 2.0
Everywhere
Near to Me Next to Me
Ticketing, access control, m-payment, m-marketing, Bluecasting, LBS QR- Barcode, image recognition…
« Everyone is in the Shop »
Mobile Ecosytem
User centric Strategy
Mobile 2.0 brings a new creative power (1)
Case : advergaming for TOHATO (Japan)
• Objective: launch of two new snacks brand on the Japanese markets (Habanero, Satan Jorquia)
• Each package contains a 2D barcode. You’re invited to join one of the two armies representing each snack brand.
• Highly addictive: the more your recruit new « soldiers », the more you get ahead in the military hierarchy (viral effect)
• TOHATO releases daily reports on the conflict evolution (who died with honor, who was defeated disgracefully…)
• Today : 100.000 players fighting on 31 virtual battlefields
• Bridges with social networks (Mixi, Facebook…) where players can share tips and strategies (best battle plans…)
Mobile 2.0 brings a new creative power (2)
Celio : 2D barcodes (France)
Mobile 2.0 brings a new creative power (3)
Mobile Recognition & Social Tagging: Shazam, SnapTell, Tonchidot, DigIT…
Mobile 2.0 means a new array of services (1)
My mobile cares about my health: Karada Manager – KDDI (Japan)
• « Smart Sports Run&Walk »
• 500.000 registrations in Nov. 08 – Service launched in Jan. 08)
• Ubiquity access (mobile and web portal),
• Management of training data (jogging tracks via GPS, calories consommées… ),
• Second source of development for KDDI after music business
• Collaboration with Adidas (mershandising, dedicated devices…).
Mobile 2.0 means a new array of services (2)
My mobile is a universal remote control: « Mobile Regi » - NTT Data/Nissen (Japan)
• Supported by a wide range of Japanese banks
• Pay your paper bill by taking a picture of a 2D barcode with your mobile
• Application connected to the mobile website of your bank where you can complete the transaction
• Backstage : Java app. connected to a secured payment processing system
Mobile 2.0 means a new array of services (3)
My mobile is my bank: Mobile Banking (South Korea)
• 7,8 million users of mobile banking services end 08 (+ 90% during last 12 months)
• 50 million of bank accounts managed through Internet (to compare with 48 million inhabitants)
• 3,5 million mobile users
• Creation of a « virtual machine », downloadable app to secure transactions on any available device
Mobile 2.0 means a new array of services (4)
My mobile as an eco-tamagotchi: Watch your energy consumption – Agilwave (USA)
• Monitor your energy consumption in real-time
• Help you reduce your ecological footprint
• Multichannel approach (web and mobile)
Mobile 2.0 means a new array of services (5)
My mobile is a social platform: CitySense (USA)
• Location-based social network at the local scale
• User-generated city-guide providing the best nightlife spots in real time
• Social Tagging + location-based service = mobiquity
Mobile 2.0 means a new array of services (6)
My mobile is a 24/7 shop Voyages-Sncf.mobi – SNCF (France)
• Launched in December 2007
• March 2008: 9000 visitors, 600 bookings and 80 mobile transactions per day
• Turnover x3 thanks to iPhone optimized version
40% of iPhone users pay online Conversion rate > 40% compared with other devices
17
Thank you!
Any question?