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DELIVERING CLARITY IN A DIGITAL WORLD

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MOBILE: THEN, NOW
AND BEYOND
GfK Digital Market Intelligence

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Think Mobile First!

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Please, tell me something new?...

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Transformation in mobile eco-system
Global mobile
ad revenue: US
$4.5bn in 2016,
+400% from 2011
Mobile is now the
primary means
of going online
for half of all mobile
web users.
Two smartphones
for every PC by
2016
Global mobile
transactions
US $617bn in 2016
4.3bn mobile
users in 2012 vs.
5.2bn mobile
users in 2017
Sources:
Cisco, IDC, Forester, Gartner,
InMobi, Foresee/Mobify, GfK

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Mobile frees up people time to do what they need to do
(other activities while reading news content on mobile devices)
Eat
44%
Commute
42%
Watch
TV
36%
Work
33% Use
laptop
30%
Music/
radio
29%
Talk
21%
Use
tablet
18%
Study 9%
Read papers/magazines 9%
Cook 8%
Shop 6%
Source: GfK m-sites product research Australia 2013
NEWS

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THEN: Smartphones chosen as the “ideal” device

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We initially thought that Mobile would mean Tablets
Source: GfK; Retail Channels/Consumer Demand; Computer & Media Tablets; 2007 to 2013
under 7 inch
tablets
has grown market share
within the PC&tablets
from 29% to 46% in 2013
while average price
has fallen 62%
from 630€ to 243€
in the last thtree years
suffered the biggest
loss of 12%
in market share in 2013
while the average price
has dropped 21%
from 612 € to 486€
in the last three years
13-17 inch
laptops

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Until Q4’2014, when global Tablet shipments stalled...

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Combined smartphone and tablet share of spending continues
to rise, but at a much lower pace for Tablets
100% Coverage incl. North+Middle America – GfK Trends and Forecasting 2015 forecast
2012
2013
2014
2015
forecast
1,400
1,200
1,000
800
600
400
200
0
Millions of units
Smartphones
Tablets

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Tablets are being eclipsed by Phablets
GfK Trends and Forecasting, total market including 2015 estimation
Phablet definition is a smartphone of screen size ranging from 5.6”-7”
250
200
150
100
50
0
Millions of units
Tablets
Phablets
2013 2014 2015 forecast

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2 main reasons... As always in Tech...
User experience
Costs
1
2

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2012 2015
Lower-priced smartphones growing faster...
The low-end smartphone price band is growing at the expense of the high end
Charts contain actual sell-out data until 2014 for Global GfK covered countries
31%
3%
21%
21%
High-end smartphones ($500+)
($0-100) Low-end smartphones

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Source: GfK; Global retail sales data
Tablet screen sizes were down… while video consumption was
booming…
January 2010 – December 2013 (sales units %)
0
50
100
10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13
Display size: 7<8 Display size: 8<9 Display size 9<10 Display size >10
Global Europe Mid East/Africa SE AsiaPac Greater China India South America

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Smartphones became more and more Phablets...
GfK point of sales data (not including the US), sales units %
2H15:
277m
units
sold
2H11:
4m
units
sold
Screen size less than 3”
Screen size greater than 4”
Screen size between 3” and 4”

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As a result, global smartphone screen average is 4.7 inches
Panel Market global key markets ex- NA, Sales units %
3,0
3,5
4,0
4,5
5,0
5,5
3,0
3,5
4,0
4,5
5,0
5,5
Averagescreensize(byregion)
Global ex-NA W. Europe
China Developed Asia
Emerging Regions ex-China

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Make/Receive
Calls
Send/Receive
Photos
Access the
Internet
Listen Music
or Radio
Send/Receive
SMS Messages
93%Make/Receive Calls
51%Send/Receive Photos
87%Send/Receive
SMS Messages
45%Listen to Music/Radio
57%Access the Internet
We can say that smartphones are “also” used to make calls
Source: 2013 Roper Reports® Worldwide – Consumer behavior and attitudes in 31 markets

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Number of interactions with smartphone per day
Smartphones are a natural extension of us
Today‘s smartphone user…
Source: GfK Crossmedia Link (MEP) June 2014; Multi-Screener Sample.
(= Measurement of internet usage on desktop and smartphone).
…unlocks
his
smartphone
33 times a
day
…uses a
monthly of
37 distinct
Apps
…visits 59
different
websites per
month
…spends
244 minutes
with gaming
on the
phone per
month

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From 2 billion "core Internet devices“ sold in 2014,
2/3 were smartphones
Global sales [million units]
Source: GfK Retail Panel
7 18 37 62 80 104118 128 136 130 116 109155 185 206 195 177 16917
61 130 228 326
139
267
441
685
1,010
1,264
2009 2010 2011 2012 2013 2014 FC
TV Desc PC/All in one Notebooks/Netbook Tablets Smart phones
1,972
419
615
881
1,611
1,202

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NOW: a world of APPassionatos

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More and more, mobile world is driven by apps

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“The Internet” is becoming an old lady…

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Crossing roads: (app based) media consumption on Phablets is
growing much faster than on other devices

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SMARTPHONE APP
GfK SocioLog Mobile Global Study
Global DMI

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a personal assistant who lives in the phone,
who helps solve all kinds of problems,
finding efficient ways of doing things.
An app means...

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EntertainmentKilling
time
Information
gathering
Communication
5 main problems solved, on a daily basis
Convenience

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Love poems about social networking and location apps

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NOW: Mobile and Apps foster multi screen
behavior…

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Multi device is a global reality
19%
Use a tablet
65%Use a desktop
computer
60%
40%
Use a laptop
Use a smartphone
70%
of people online use more
than one device to connect
Source: 2013 Roper Reports® Worldwide – Consumer behavior and attitudes in 31 markets

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Multiple screens increase the time spent consuming content
Source: Media Efficiency Panel, Germany 2013
120
109
106
104
33
43
50
81
57
57
152
213
114
162
120
total
(minutes)

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At the same time, “Online” goes TV…
Preview Android „L „for TV. Devices will be launched in 2015 by Sony. Sharp und TP Vision
Comprehensive integration…
• Live TV as an „App“ besides other VoD- and
entertainment offerings (gaming etc.)
• Personalized recommendations
• „Casting“ of content on TV-screen
…much more easy to use
• Voice-search and -navigation
• Mobile devices as remote control
Consequences:
• Online as separate medium will disappear – and is
evolving to an overall ecosystem for all media.
• Future measurement of audiences: ratings cross all
devices and platforms – for content and campaigns

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GfK CROSSMEDIA LINK

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Broaden the scope:
Single source measurement of Online within the TAM-panel
Going deeper:
Step by step inclusion of New Screens for a Total Video Currency
GfKs solution: Crossmedia link
#1 Enabling cross media measurement
Cross-media
exposure
Incremental reach
Advertising ReachDigital Journey
#2 Total Video
Ratings
Census-
Measurement of
Broadcasters,
Media-Players and
Apps
GfK Crossmedia Link is GfK‘s brand for Single Source Cross Media Measurement

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On-device Meter
 URLs
 Search Queries
 Search Results
 Search Ads
 Clicks (Ad & Other)
 Display Ads
 Content / Keywords
 Videos
 Pre rolls
Crossmedia Link

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Hourly distribution of usage time
Measuring where “eyeballs” are over the course of the day
00 to
06 h
06 to
09 h
09 to
10 h
10 to
11 h
11 to
12 h
12 to
13 h
13 to
14 h
14 to
15 h
15 to
16 h
16 to
17 h
17 to
18 h
18 to
19 h
19 to
20 h
20 to
21 h
21 to
22 h
22 to
23 h
23 to
24 h
Desktop Mobile Tablet TV
Crossmedia Link

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Measuring how much online really adds exclusive reach and frequency to TV
Campaign X – excl./ incremental reach to TV % - persons 14+
TV reach:
28%
TV and
online:
54%
Online
exclusively:
18%
In the overlapping group, the
OTS increase. Research
shows clear cross-media
effects leading to a higher
brand lift.
Crossmedia Link

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Crossmedia Link
Understanding which channels substantially boost reach

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TV
Genuine
Content
Native
Digital
Content
Digital
Campaigns
Total Video Ratings
Where we are heading to: Single reporting of total video
Single Measurement
• TV-sets within households
• Devices within online-panels
• Census Measurement within App/Media Player
Data Integration & Production
Single Reportings
(total)
TV Ratings
Digital
Content
Ratings
Digital
Campaign
Ratings

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MOBILE WORLD CONGRESS 2015
Understanding the mobile consumer: in touch with the future

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Mobile World Congress 2015: the edge of innovation

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Mobile World Congress 2015: redefining Mobile
Mobile encompasses much more than just ‘mobile’ as we traditionally have seen it.
 No longer is the exciting news or even focal point of MWC new handset or tablet launches
(though these still exist).
• Rather, it’s about all of the other opportunities mobile connectivity now offers, including:
Connected
car
Connected
home
Wearable
tech
Speeding up the
technology that
provides this

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Highlights from “old mobile world”

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Mid-end handsets with a mid-price range
Top tier Manufacturers developing this segment at last
Notable highlights:
 LG – refreshed their mid-tier device line with Magna, Spirit, Leon and Joy.
 Sony – confirmed their commitment to pushing mobile in the mid range,
showcasing mass-market devices Xperia M4 Aqua, and Xperia Z4 tablet
waterproofed to industry standard.
 Microsoft – announced two new mid-range smartphones: a smaller 5 inch
Lumia 640 (in 3G or LTE 4G) and slightly larger 640 XL, along with Windows
10, integrating Skype as part of its universal apps platform.
Our insights:
 Big brands have traditionally released high-end, premium price-point phones, but at MWC 2015 they revealed their
intention to compete in the increasingly expanding market for mid-end smartphones.
 While the mid- and low-end is where growth is expected, the question is whether this is too late for the big brands.
 Chinese manufacturers are already well-established in this category, and continue to attack at the mid- and low-end.

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High-end tech with a mid-price range
Chinese manufacturers threaten the established order
Notable highlights:
 Lenovo smartphones and Vibe Shot projector – smartphones retain support for
Dual SIM and 4G connectivity while projector is a hybrid between smartphone
and camera that takes photos in low light.
 ZTE Grand 3 smartphone – contains an eye recognition system for confirmation
of user ID.
Our insights:
 The majority of key announcements from Chinese manufacturers taking on higher-end smart devices took place at
January’s CES event. For example, the release of Xiaomi’s flagship Mi Note and Mi Note Pro models.
 Constructed from premium materials and packed with branded technology (e.g. Sony camera), Xiaomi’s flagship proves
that offering high-end handsets at a mid-range price will win over consumers whose purchase considerations have
always revolved around known brands.

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Mobile virtual network operator (MVNO) developments
Tech companies moving into operator business
Notable highlights:
• Google – announced to offer a wireless service blending Wi-Fi
(incl. Google's Fiber) and cellular networks together seamlessly.
Other key features they are aiming to do are e.g. reconnecting
dropped calls. Therefore the company plans to team up with
existing carriers. Likely partners are going to be Sprint & T-Mobile
(though Verizon & AT&T have been mooted too).
• Panasonic – appear to be looking to enter a very similar market,
by launching an MVNO aimed at M2M/IoT.
Our insights:
 This supports their desire to ‘think of hardware, software, and connectivity together’ but will also support their advertising
business by improving targeting data.

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Wireless charging
Notable highlights:
 Ikea - launched phone-charging equipment including both individual charging pads, and
furniture (such as lamps and coffee tables) with built-in charging spots. The technology
uses the QI wireless charging standard, and is available across a wide-variety of
smartphones.
 Starbucks and McDonald’s – now offer wireless charging in-store. McDonald’s offer also
utilised QI, while Starbucks offers wireless charging spots that embed Duracell
technology into tables in the San Francisco area.
 Samsung - highlighted that its S6 handset is compatible with the QI standard and would
therefore be able to utilise this capability. It is also compatible with PMA, a rival wireless
charger solution.
Our insights:
 Available across a wide-variety of smartphones, some of which are compatible across a variety standards, so consumers
will have lots of opportunity to utilise this new technology, in an easy and convenient way.
 Smartwatches were also rumoured at MWC to be chargeable in this way but didn’t become a reality. Given recent news of
limited battery-life on recent smartwatch launches, extending the functionality of wireless phone-chargers to more devices
is set to enhance their appeal further.
Addressing consumer frustration with drained device battery

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Operating systems (OS)
Beyond Android and iOS
Notable highlights:
• Tizen – promising start backed by Samsung and Intel. It’s the OS for Samsung’s new SmartTVs, its
first Tizen based low-cost smartphone and its Galaxy Gear smartwatches. Tizen is also likely to play a
role in smart home appliances.
• Firefox OS – the browser-based OS is moving towards wealthy markets through partnerships with
Verizon, KDDI, Telefonica, etc. in 2016. More app developers may be attracted and support Mozilla's
mission to break down the walls of Android and iOS by moving from native apps to web apps.
• Jolla's Sailfish – this looks surprisingly good compared to earlier versions. The Linux-based OS from
Finland currently only runs on one single phone in Europe. The design can be also used on classic
Android devices using a Sailfish app.
• Canonical's Ubuntu is also based on Linux with no phones available yet. It has some nice ideas on
the user interface but definitely not ground breaking.
Our insights:
 While the smartphone market is dominated by Android and iOS, followed by Windows Phone and Blackberry, there are
some good new operating systems on the way.
 Cracking this dominance will be a major challenge though Tizen may have a good chance as TVs become more popular.
 Available app selection and user experience will be the key barriers to overcome for widespread consumer adoption.

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And what is going to define mobile in 2020

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Augmented reality (AR)
A developing technology with disrupter potential
Notable highlights:
 Metaio – a thermal tough device that makes any physical object around you touchable – ‘the world becomes your touchscreen’.
For example, the user points an iPhone camera at the wall at an album cover; the user touches the album image on the wall and
the phone displays album information.
 Google Tango – a Simultaneous Localisation And Mapping (SLAM) device with the aim of equipping every mobile device with a
powerful suite of software and sensors that can capture a complete 3D picture of the world around it, in real time. LG will release
a device using Tango-technology for consumers in 2015.
 Fujitsu smartglasses – These smartglasses are be paired to a remote control (tied to the user’s arm) and to a smartphone,
whose accompanying app consists in giving instructions depending on what the wearer sees through the camera.
Our insights:
 Metaio will allow new methods of interaction with digital devices, allowing any surface to potentially become a new input device. It
is easy to see applications for this is gaming, but also retail and education.
 Area mapping technology is still in its infancy. It is easy to see many potential applications for this tech, particularly in the B2B and
accessibility space. This is definitely one to watch over the next few years.
 Fujitsu's smartglasses allow for a new layer of digital consumption, but this time with a distinctive B2B angle. Google Glass and
Microsoft Hololens have brought this technology into the mind of consumers, Fujitsu aim to capitalise on this with B2B applications.
 Augmented reality is not yet part of the average consumer's daily life, but it is definitely on the way.

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Mobile payments
Payments – notable highlights:
Establishing partnerships for mobile payment
 Google announced Android Pay – an API (includes NFC) on which to develop
mobile payment solutions. Google Pay will itself be a client.
 VISA – positioned themselves as the "payment engine underneath Apple Pay”,
partnering with Braintree, also functioning NFC.
 Samsung Pay service launched on S6 – having recently acquired LoopPay, it
will support Magnetic Secure Transmission & NFC (indicating it supports both
Pin & Chip cards) in partnership with Visa; as per a past partnership with
Mastercard.
 Mastercard – pioneering a digital ID programme with the Egyptian government
linking their citizens’ national ID to a mobile money programme, thereby creating
a secure mobile platform with a single cashless electronic platform for all.
Our insights:
 The market is still very fragmented, and waiting for someone to take control and gain dominance. However, this requires
some ongoing partnerships between multiple players and it remains to be seen which ones will win through, especially
with so many other players (from mobile operators and banks, to messaging players and social networks) also involved in
the land grab.

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Connected car
Partnerships are the key
Notable partnerships include:
• Vodafone & Porsche
• Qualcomm & Maserati
• Samsung & Seat
• LG & Audi
• AT&T & Cadillac
Our insights:
 Seemingly one of the next great frontiers for tech manufacturers and networks alike, no longer are vehicles solely the
province of the auto manufacturer.
 The use cases in terms of entertainment, safety, and economy are clear, but whether consumers are willing to pay the
premium for this remains open to question.
 Key use cases remain around entertainment, safety, and economy, but some interesting developments include links with
the IoT and external sources, such as turning on your heating when you’re near home.

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Smart home
From smart home to smart city
Notable highlights:
 LG magic mirror – along with its household appliances control system ‘Home
Manager’, this mirror diagnoses the complexion of your skin.
 Peel Pronto – partnering with Philips, Peel announced it’s expanding its range
of devices controlled by its smart remote app to locks, lighting, thermostats, etc.
 Fujisawa Sustainable Smart Town – Panasonic is building a smart town near
Tokyo, and plans to transfer its best practices to other existing cities.
Our insights:
 The real drive behind initial growth of smart homes and smart cities will be governments and municipal authorities.
 The move of Panasonic to form the foundation of a true smart town is a clear start to a broader evolution to smart cities.
Starting on a smaller scale will allow for better implementation and budget control, with incremental implementation of the
aspects deemed most effective and efficient into existing living and breathing cities.

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5G
The road to the Internet of Things
• Telefónica – unveiled its "Journey to 5G”,
highlighting in a presentation two key trends: the IoT
and the "virtualization" of the future.
• European Commissioner for the Digital Economy
and Society – Guenther Oettinger revealed that the
EU has already joined a declaration with South
Korea to create a single 5G standard, with hopes to
include Europe, the US, Japan and China in the
creation of international standards and infrastructure.
Our insights:
 While 4G was about increased capacity and speed for consumers, 5G is focussed on the increasing number of machines that
are going to require network connections. The aim of 5G is to accelerate machine-to-machine communication, an essential
component in the IoT concept.
 Tests on 5G services have already yielded a staggering 1Tbps connection. Governments, as well as tech companies, see 5G
as crucial for economic growth. As such, discussions about new business models for telco operators and different industries
based on 5G have already kicked off.
 Nevertheless, investment in 4G is unlikely to end before 2020 so 5G – which will eventually power the connections of
driverless cars – is still a long way away.

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Handset security
Fortifying for the era of the Internet of Things
Notable highlights:
 Samsung – indicative of the focus on security at MWC, Samsung
gave almost as much prominence to Knox as the S6 handset. A
key element are the security features that enable business and
personal content to coexist on the same handset – much like
BlackBerry Balance.
 Secure Circle – revealed the second version of its BlackPhone,
with its fortified Android OS, and suite of private apps.
 Sikur GranitePhone – this is locked down so apps can't be
installed and enables encrypted text, voice, chat and email
communications.
Our insights:
 We store increasing amounts of information on our smartphones, making our personal data vulnerable if these devices
are compromised. Unsurprisingly, therefore, security was a major theme of MWC.
 If manufacturers want consumers to provide more information for all of the services they are providing, security has to
be key, particularly in the era of the Internet of Things. It is one thing to have your Facebook account hacked, but
another altogether if someone can break into your car, bank, or home.

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Summarizing
Phablets
App’assionatos
Multiscreen
New mobile
1
2
3
4

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Obrigado pela atenção!