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Mobile Internet is booming


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Donderdag 1 april werd in de Beurs van Berlage de eerste Mobile Convention Amsterdam (MoCoAms) gehouden. Volle bak met achthonderd bezoekers. Veel boeiende sprekers en aansprekende cases waaruit naar voren komt dat mobiel internet de komende jaren hét medium is waar dé media ontwikkelingen zullen plaats vinden: ‘Mobile Internet is booming’.

In dit artikel enkele observaties van deze interessante dag.

Mobiel Internet (‘internet op je telefoon’) heeft met 3,5 miljoen aktieve gebruikers en 20% bereik in ons land haar kritische massa bereikt. Twee oorzaken zijn voor deze doorbraak aan te wijzen. Allereerst de introductie van flatfee data bundels door de telco’s in de zomer van 2007. Dit jaar komen er naar verwachting 750.000 van deze ongelimiteerde data abonnementen bij. Ten tweede, de lancering in 2008 van de iPhone met haar gepatenteerde multi-touch screen dat een superieur gebruikgemak oplevert. Joris van Heukelom van Sanoma Digital liet op MoCoAms onderstaande grafiek van Morgan Stanley zien waaruit duidelijk wordt dat de iPhone met 17 % marktaandeel 65 % van het dataverkeer voor hun rekening nemen tegenover een schamele 7 % bij Symbian toestellen (o.a. Nokia) die 45 % marktaandeel hebben.

Cijfermatig kan je dat vertalen in een factor 25 beter gebruiksgemak! Merk op dat Android handsets, weliswaar met single-touch screens, een vergelijkbare gebruikservaring geven als de iPhone.

Een smartphone is een toestel met virtueel of fysiek QWERTY toetsenbord, e-mail, een browser om te surfen en de mogelijkheid applicaties vanuit een app store te installeren. Volgens marktresearch bureau GfK is een smartphone revolution begonnen: dit jaar is 20-25 % van de 6 miljoen handsets die over de toonbank gaan een smartphone; GfK verwacht dat dit percentage in 2015 tot 75 % kan oplopen.

Gevolg: vooral dankzij de touch-phones zal de intensiviteit van het gebruik van mobiel internet in de komende jaren sterk toenemen.  Ergo: het is nu tijd om mee te doen.

Volgens Tomi Ahonen is mobiel internet in de historie het 7e medium dat print, film, radio, tv en de PC niet zal vervangen maar in aanvulling gebruikt zal worden. De consument verwacht dat content overal beschikbaar en altijd toegankelijk is, cross media en cross platform. Dat blijkt bijvoorbeeld al uit drie pieken in de consumptie van het nieuws via mobiele telefoons: ’s morgens bij het opstaan en in de ochtend spits, einde van de middag in de spits en ’s avonds voor het naar bed gaan. Zo heeft Uitzendinggemist van de NOS haar piekbelasting tussen’s avonds 11 uur en ’s nachts 1 uur als velen kennelijk onder de dekens met hun mobiele handset nog even de beelden van hun favoriete programma bekijken.  De consument wil ook feedback kunnen geven, verwacht off-line door te kunnen gaan (in de background dus de noodzakelijke content downloaden) en verwacht apps van hoge kwaliteit.

Mobiel internet biedt de industrie nieuwe kansen om revenue te genereren door (i) de verkoop van content (Eredivisie live), (ii) verkoop van pro versie apps (9292OV pro en Weather Pro van Meteoconsult), (iii) mobile marketing (“Appie” en binnenkort Blyk) en (iv) mobile commerce (m.bol.com en m.wehkamp.nl). Steve Wing van The Guardian was op MoCoAms duidelijk over de uitzonderlijke kansen toen hij zei “Big challenges and even bigger opportunities” en “Mobile is too compelling to ignore”.

Alle signalen staan op groen: snelle netwerken (3G), groot aanbod van smartphones en, last but not least, voor de consument is mobiel internet betaalbaar. Voor bedrijven is daarom de tijd duidelijk rijp om mobiel internet als aanvullend kanaal in te zetten. De uitdaging voor online marketeers is: hoe bereik ik mijn klanten, wat ga ik hen precies bieden op mobiel, in welke technologie investeer ik wel en in welke niet.

Kortom: hoe te beginnen?

Mobiel internet is helaas complexer dan vast internet. Dat hangt samen met de fragmentatie van het mobiele eco-systeem: handsets met verschillende usability en formfactor, websites of apps of beide, vele apps stores (met Apple als de onbetwiste leider), verschillen in browser technologie en dergelijke. Belangrijkste startpunt is: ken je klant, wie is het en wat voor handset heeft hij/zij en hoe is zijn/haar gebruiksprofiel ?

Dit artikel is ook op Marketingfacts geplaatst.


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