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M O B I L E I S B I G G E R T H A N D E S K T O PD I G I TA A L I S E T F I N A N S S I PA LV E L U T 2 0 1 4 H E L S I N K I , 3 0 . 9 . 2 0 1 4 !
K R I S T I A N L U O M A , @ K L U O M A O P - P O H J O L A / P I V O WA L L E T
I L O V E M O B I L E
F I R S T & L A S T D I S P L AY D A I LY
2 5 0 + T I M E S E A C H D AY
M O M E N T O F D E S PA I R
I K N O W W H E N Y O U L O S E Y O U R I N T E R E S T I N M Y P R E S O
M O B I L E R U L E S
by @benedictevans
Nearly everyone who reads, will have one.
L E S S P E O P L E O W N A T O O T H B R U S H T H A N A M O B I L E
Growth in Finland
51% Q1 2013*
**Google Insights Research 2012
*OP-Pohjola/TNS Gallup research in Q1 2013
Q1 2012**38%Q1 2011**
29% 68% Q3 2014*
Hungry for new services
Q1 2013*
66% Q3 2014*
53%38%wants to check loyalty
program on mobile(+11% YoY)
wants the receipt on mobile(+4% YoY)
wants to pay with mobile(+6% YoY)
©TNS 2014
Netin ja nettipalveluiden käyttö valtaa yhä enemmän aikaa suomalaisten hereillä oloajasta.
2
5
7
10
12%
0
25
50
75
100
Kevät 2006,
n=2072
Kevät 2007,
n=2191
Kevät 2008,
n=2202
Kevät 2009,
n=1530
Kevät 2010,
n=1523
Kevät 2011,
n=1552
Kevät 2012,
n=1636
Kevät 2013, n=892
Kevät 2014, n=874
Alle tunti 1 tunti/vko 2-3 tuntia/vko 4-5 tuntia/vkoYli 5 tuntia/vko Ei osaa sanoa Tuntimäärä, ka.
5,46
6,43
7,027,52
8,35
9,129,45 9,50
10,29
1 1 1,1435 1,8117 0,9719 0,9397 1,1687 2,9773 1,9938
26
3639,0496
44,8111 47,0109
53,7385 52,8037 54,161858,8612
16 16 16,0826 14,4964 16,5785 14,7068 14,7974 12,8442 13,365
28 27 26,1907 25,51921,2776 21,1197 20,8758 20,3619
17,0289
24
1815,5323
12,3721 13,21569,1592 9,8391 8,9114 7,2301
0 1 2,0013 1 0,9455 0,3361 0,5154 0,7434 1,521
Tuntimäärä, ka. (h,min)
Vastaajajoukko: 15-79-vuotiaat suomalaiset, jotka käyttäneet internetiä edellisen kuukauden aikana. Kysytty puhelinhaastatteluna.
Kuinka monta tuntia viikossa arvioisitte käyttävänne Internetin WWW-sivujen selailuun ja lukemiseen?
TNS Gallup Digital / NetTrack 2014
“ FA C E B O O K I S A M O B I L E C O M PA N Y ”
Lähde: KPCB
M O B I L E I S T H E M O S T S I G N I F I C A N T C H A N N E L R I G H T N O W
Takeaway #1
W H AT I S M O B I L E ?
U B E R
T I N D E R
C O U P L E
1 0 0 P U S H U P S
TA B
H O T E LT O N I G H T
R E A LT I M E
L O C AT I O N - A W A R E
P E R S O N A L
R E L E VA N T
1 - C L I C K
U N B U N D L E D
S M A R T
C O A C H
VA L U E - A D DC O N T R O L
R E A LT I M E
L O C AT I O N - A W A R E
P E R S O N A L
R E L E VA N T
1 - C L I C K
U N B U N D L E D
S M A R T
C O A C H
VA L U E - A D DC O N T R O L
C O N N E C T E D
C O N N E C T I N G P E O P L E
C O N N E C T E D P E O P L E
T R U E M O B I L E E X P E R I E N C E S A R E C O N N E C T E D
Takeaway #2
H O W T O S U C C E E D I N M O B I L E ?
Z E R O C O S T T R A N S I T I O N S
G L O B A L , F I E R C E
C O M P E T I T I O N
D E S I G N M AT T E R S
F E E L I N G S , N O T F E AT U R E S
Takeaway #3
H O W T O S U C C E E D I N F INANCE M O B I L E A P P S ?
MOVEN BBVA/SIMPLE(SOLD FOR 117 MEUR)(VALUED AT 100’s OF MEUR)
W H AT C O N T R O L , C O N T E X T O R VA L U E - A D D C A N W E B R I N G T O T R A N S A C T I O N S F O R C O N N E C T E D P E O P L E ?
• 3 0 0 . 0 0 0 + • 3 3 % D A U
DES IGN F O R CONNECTED , D E L I V E R C O N T R O L , C O N T E X T A N D VA L U E - A D D
Takeaway #4
TA B L E T S ? R E S P O N S I V E D E S I G N ?
TA B L E T S = M O B I L E , R I G H T ?
TA B L E T W I L L R E P L A C E D E S K T O P ( N O T M O B I L E )
A L L C H A N N E L S A R E T H E S A M E ?
TA B L E T I S A C O N N E C T I N G T E C H N O L O G Y S O M E T H I N G Y O U G O T O , N O T S O M E T H I N G
T H AT G O E S W I T H Y O U
M O B I L E I S W I T H Y O U C O N N E C T E D P E O P L E
R E A LT I M E
L O C AT I O N - A W A R E
P E R S O N A L
R E L E VA N T
1 - C L I C K
U N B U N D L E D
S M A R T
C O A C H
VA L U E - A D DC O N T R O L
R E S P O N S I V E D E S I G N S AV E S E V E RY T H I N G ?
S C A L A B L E /R E S P O N S I V E D E S I G N I S A FA D ( A LW AY S W A S )
B U T S U R E LY, O M N I - C H A N N E L ?
Multi-channel use, simultaneously
by @ThinkWithGoogle
TA B L E T S N E E D T H E I R O W N S T R AT E G Y A S I T S N O T T H E S A M E A S M O B I L E
Takeaway #5
B E Y O N D M O B I L E
We’re not done yet
by @BusinessInsider
Copyrights by @Mashable
WAT C H E S
Copyrights by @Google
G L A S S E S
Q U A N T I F I E D S E L F
Copyrights by @Mashable
I D E N T I F I C AT I O N
Copyrights by @Barclays_UK
M O B I L E = S W I T C H B O A R D
I N E R A O F W E A R A B L E S & I O T, M O B I L E W I L L S T I L L B E T H E S W I T C H B O A R D
Takeaway #6
# 1 M O B I L E I S T H E M O S T S I G N I F I C A N T C H A N N E L N O W
# 5 TA B L E T S N E E D T H E I R O W N S T R AT E G Y A S I T S N O T T H E S A M E A S M O B I L E
# 2 T R U E M O B I L E E X P E R I E N C E S A R E C O N N E C T E D
TA K E AWAY S
# 6 I N E R A O F W E A R A B L E S & I O T, M O B I L E W I L L S T I L L B E T H E S W I T C H B O A R D
# 3 F E E L I N G S , N O T F E AT U R E S
# 4 DES IGN F O R CONNECTED , D E L I V E R C O N T R O L , C O N T E X T A N D VA L U E - A D D
THANK YOU. @kluoma @pivo
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