Professional Documents
Culture Documents
December 2011
1 - MOBILE COMMERCE
As more people have more advanced phones they are more willing to use them to buy things, rather than wait to use a computer Smartphones outsold PCs in the final quarter of 2010, and quarterly shipments have seen double-digit year on year growth since that Current levels of smartphone penetration are above 33% for the big in in Europe & the US, and above 50% for several demographic groups in each market
Lots of data shows that people are shopping via their mobile more and more: 10% of visits to eCommerce sites in the UK come from smartphones1 In the US two thirds of smartphone owners used their phones to engage in shopping activity (inc price comparison and product search) in Sept 20112 In Australia, a quarter of Christmas shopping-related searches in 2011 come from mobile devices3 Local transactions through Kenyas mobile money service M-Pesa now exceed Western Unions global transactions4
In response, more companies are unveiling mobile sites and apps Many high street retailers, and online merchants now offer both mobile optimised sites and apps Asos launched a mobile app after seeing 800% growth in sales from its mobile site More and more brands are using QR codes to direct people from press and outdoor ads or even virtual pop-up stores to mobile sites and apps, to make the process easier Charities are using mobile more, for example Toys R Us lets you donate a gift from a window display via QR codes Easyjet has just introduced a Speedy Booking app, to take advantage of the new willingness to book through mobile
Brands need to ensure that their operations are optimised for people using mobile throughout the purchase process This includes mobile search (organic and paid), mobile apps (not just for the iPhone, but also Android, Windows and tablets), and ensuring that sites work well with mobile Any links for mobile should point to a mobile site, and any links online should recognise when a visitor is using a mobile device and automatically redirect for the best experience
MOBILE PAYMENTS
Mobiles have joined keys and wallets as items that people always carry with them and are now starting to be used as wallets Mobiles have been used for small in-store payments in Asia since the early 2000s, and this is spreading around the world New technologies like Square and Google Wallet have emerged, and existing technologies like Paypal are adapting to allow payments
Square started trading in 2010, allowing merchants to use a smartphone add-on to process credit card payments It is now processing over $8m per day, has over a million merchants, and says that 70% of its merchants did not previously accept card payments Near Field Communications (NFC) is a technology that allows mobile owners to tap in to make a payment, similar to using a transit system card or door entry system Google Wallet, launched in May 2011, uses NFC to allow people to pay for goods in the US There are currently over 250,000 terminals to accept payment through NFC in the US Paypal is also embracing NFC, and even lets people make payments to each other by tapping their phones
In 2012 we expect both Square and Google Wallet to expand outside the US Richard Branson is now an investor in Square, and has also given Virgin Money a physical presence in the UK with the purchase of Northern Rock Financial institutions like NFC as a means of payment because people are much more attached to their phones than their credit cards, and so notice more quickly when they are missing The number of NFC phones is rising fast, with Samsung, Nokia, Blackberry, HTC, Motorola and LG all now selling devices There may be issues around different standards (Google Wallet only works for users of one mobile network, for example) but mobile payments will become more widespread
MOBILE + TV
People are increasingly using other media while they watch TV The internet, and especially the mobile internet, is now providing a commentary track to popular TV shows Over 50% of X Factor viewers in the UK used Facebook while they were watching1 80% of American mobile internet users use the internet while they are watching TV; 36% say they look up information relating to ads that they see2 A contestant on Dragons Den in the UK received over a million visits to her site while the programme she appeared on was on air An average episode of the X Factor in the US receives 94,000 comments in social media3
A mobile app Get Glue lets people checkin to show what TV programmes they are watching Since mid-2010 it has grown to over 15m users, and some shows in the US get over 50,000 checkins while they are on Programmers are taking notice of the data. In November it was announced that the three new for Fall shows in the US with the highest number of GetGlue checkins were all recommissioned Another app, Zeebox, lets you see what programmes your friends are watching and discussing, or what programmes are being discussed most This data could change viewing habits or be another tool to assess the popularity of programming Finally, its probably that 2012 will see the first events that mass audiences will watch through mobile for example The Olympics
China is likely to become far more mobile as time goes on, as over of all phone subscriptions are mobile1 These users are now upgrading to smartphones; In 2011 over 340 different smartphone models were sold in China, 80% running Android2 & its not just for entertainment over 50% of mobile web users use mobile banking3 Smartphones are much less popular in India, but sport helps us see how popular the mobile web is. During the 2011 Cricket World Cup Final, 45% of the visits to the most popular cricket site came from mobile4 Mobile payments are also important in India Nokias Mobile Money is being rolled out by the Union Bank of India Similarly, in Kenya 99% of all internet access is through mobile, but its not all smartphones a lot still comes through GPRS Mobile is many peoples experience of the internet in these areas
Sources: 1, 2 & 3 Marbridge Consulting, 4 ContentSutra, 5 Communication Commission of Kenya
CONNECTED TV
TVs are fast becoming connected devices, able to connect to the internet, select programming, run apps, and show interactive advertising Many TVs on sale now are designed to be connected to the internet through ethernet input and wifi In addition new set-top boxes like GoogleTV and Boxee, and games consoles like Xbox also allow internet access through the TV
An estimated 50m internet-enabled TVs will be sold by manufacturers like Philips, Sony, Samsung and LG in 2011 Apple is also thought to be working on a TV Like smartphones, internet-connected TVs have operating systems, capable of running apps and programmes The hardware manufacturers have app stores allowing you to download apps from media owners, games, and even social media apps like Facebook and Twitter to run on TVs Social media apps will allow people to comment on what they are viewing within the TV interface, and see what others are saying This will mean that the Mobile + TV activity mentioned earlier will also be taking place within the TV There is also the danger that this will create new, restrictive ecosystems see the next trend
Facebook has added features over the past few years to encompass the main activities that people do online, from email, to news, to videos, to online shopping Facebook doesnt lock you into the site, but through its platform on other sites (for example the Like button), or comments, it is never far from members wherever they are online Facebook estimates that every month 500m people use an external app on Facebook or experience the Facebook app on other sites One example of this is an integration with Ticketmaster that lets people see which other friends have booked the same event and then pick seats near to them
With mobile a handset is no longer just a handset. It needs an ecosystem of content and applications Phones and other devices are not just sold on their capabilities, but on what they will be able to do in the future Apple is in a powerful position because devices have access to a huge number of apps and games, in addition to lots of music and other content through iTunes This is the strategy that Amazon is hoping to emulate through its new Kindle Fire tablet. It gives (paid) access to the digital content available from Amazon, and uses Googles Android operating system All of this will make it increasingly hard to consumers to choose which device to buy; its not just about the device, but the content you can put on it
At the same time more media is being traded through the Google and Facebooks advertising platforms, based on selecting and bidding for inventory Twitter is also launching its own DIY platform to agencies to use to place ads on the site
EDUCATION
Education is vital, but is becoming more expensive due to cuts in public services across the world At the same time technology is emerging that would help students and educators The big changes in society brought about by digital media and the ease of communication havent yet hit education, but they will do soon
Video is a great way of teaching anything from cookery to craft but its also great for more formal education The Khan Academy is a video site that has over 2,700 videos explaining everything from basic arithmetic to physics and finance All videos are free to watch, and most are shorter than 10 minutes Many universities put their lectures online on video sites, or as podcasts YouTube is launching an education service, giving schools access to over 450,000 educational videos (with no comments allowed)
Google Hangouts let people have video conference calls of with up to 10 people within Google Plus Performers like Will.i.am use them to talk to fans; but other musicians use them to give lessons Hangouts could be a very useful tool for holding virtual seminars on subjects
Two recent examples: Samsung hijacked the launch of the iPhone 4S in Sydney by opening a store a few doors away selling the new Galaxy S for $2 Only 10 were sold at this price each day, but this ensured a queue for Samsung near to the Apple store Samsung also hijacked the iPhone with their most recent ad, mocking Apple fans in their queue I cant have a Samsung Im creative Dude youre a barista
Source: 1 Collect+
The three most interesting companies are Fiverr, Zaarly and Roamler Fiverr allows people to sell their services what they would do for $5 ranging from design and art to writing, to tourist advice Zaarly lets you find local people willing to help you out, for example decorators, removals people, and so on, by posting briefs and then letting people bid on the work Roamler is a Dutch service that lets people sign up (with their location) to say that theyre available for work. Prospective employers issue requests for staff; anyone local can apply
All three services provide flexible ways of working for both employers and employees Zaarly claims to have over 100,000 users across the US and has raised over $15m in funding Examples of tasks bought include: A critique of DJing skills Translation A private yoga lesson Rescuing lost keys from a drain Services like this seem like the natural extension of local marketplaces
SIMPLICITY
People now navigate the web using a wide range of devices, operating systems and browsers Its increasingly important for sites and applications to work as simply as possible, and be usable on a range of screen sizes Sites dont need to be too polished, if that is at the expense of speed and usability Users want sites to look professional, but often they dont need too many features, they just need to features to work on multiple platforms
Similarly, dont over-complicate what users need to do to respond Pepsi ran a competition with the X Factor in the US that just required users to email a photo from their phone a capability that is built into every smartphone There was no app to download, nothing to scan Converse ran a location-based treasure hunt competition in the UK that simply showed pictures of the Converse logo on objects like phone boxes. Locals were able to identify the places and find the shoes. No checkin was needed & some restaurants now run their sites as blogs the only content is a daily upload of a photo of the menu