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Mobile Internet (introduction)

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Mobile Internet (introduction)

  1. 1. INTERNET MOBILEHETIC 2009 1/3<br />
  2. 2. Définitions et généralités<br />Chaine de valeur<br />Spécificités du mobile<br />Business models<br />Tendances<br />Agenda<br />
  3. 3. 59,4<br />Nombre abonnés au téléphone mobile en France fin septembre 2009<br />
  4. 4. 92%<br />
  5. 5. Un outilessentiel<br />
  6. 6. Commentaire<br />Sous-commentaire<br />Internet Mobile ?<br />
  7. 7. Connection<br />Always on<br />Internet Mobile<br />
  8. 8. Ubiquité<br />Internet Mobile<br />
  9. 9. Navigation optimisée<br />
  10. 10. Un mode de consultation/ saisie optimisé<br />Un web mobile pensé hors des cardes du web « classique »<br />Des applications<br />
  11. 11. 1G<br />1973 – 80’s<br />2G<br />90’s<br />3G<br />2001<br />4G<br />2010<br />Voix<br />Voix<br />SMS<br />Data 4kb/s<br />Voix<br />SMS<br />Data 307kb/s<br />Video call<br />Streaming<br />Voix<br />SMS<br />Data 100mb/s<br />………<br />Technologie et usages<br />
  12. 12. 50 % des foyers équipés en téléphone mobile en 7 ans<br />Vitessed’adoption<br />
  13. 13. Vitessed’adoption<br />
  14. 14. Niveau 1<br />Niveau 2<br />Niveau 3<br />Niveau 4<br />Pays émergents<br />76% des accès Internet sont mobiles<br />Vitessed’adoption<br />Pays emergents<br />
  15. 15. Vitessed’adoption<br />Niveau 1<br />Niveau 2<br />Niveau 3<br />Niveau 4<br />L’internet EST mobile<br />
  16. 16. Les acteurs du marché<br />
  17. 17. Des groupes à l’échelle continentale<br />Orange<br />Vodafone / Verizon<br />02 / Telefonica<br />T-Mobile<br />De gros acteurs locaux<br />MTS<br />China Mobile<br />AT&T<br />Les opérateurs<br />
  18. 18. Leur métier : fournir de l’accès<br />Baisse tendancielle des marges (flat fee)<br />Marchés saturés Pas de nouveaux clients<br />Une tendance à se prendre pour des medias<br />Les portails opérateurs : la première audience Mobile<br />Une chute des volumes de vente et un avenir à redéfinir<br />Les operateurs : media ou Dumb Pipe ?<br />
  19. 19. Le choix de devenir un media<br />ISP Internet fixe<br />ISP mobile<br />TV IP<br />LifeStyleprovider<br />Production de contenus<br />Stratégie de convergence<br />La stratégiemedia<br />
  20. 20. Le choix de fournir un accès multi-device<br />Anticipation du besoin de convergence<br />Connection de tous vos devices<br />Telephone<br />Connected TV<br />GPS<br />Pèse personne<br />………..<br />La centralisation des données<br />E-Wallet<br />Banking<br />Cloud computing<br />Vodafone 360<br />La stratégieSmart-Pipe<br />
  21. 21. http://www.youtube.com/watch?v=uIYqAduDqi4<br />La stratégie Smart-Pipe : Vodafone<br />
  22. 22. Des OS propriétaires<br />Nokia / Symbian<br />Apple iPhone<br />Palm / Web OS<br />Des OS multi-marques<br />Windows Mobile – Microsoft<br />Android - Google<br />La guerre des OS estune guerre d’audience<br />
  23. 23. Marché global<br />Smartphones<br />Source : IDC – H1 2009<br />Fabricants de terminaux : Des positions incertaines<br />
  24. 24. Google ne domine pas l’Internet mobile<br />Amazon et ebay n’existent pas<br />Le « mobile search » est un échec<br />L’internet mobile n’est pas un Internet de l’hyperlink<br />Un Paysageatypique<br />
  25. 25. App Stores d’OS et constructeurs<br />Apple<br />Windows<br />Nokia OVI<br />AndroidMarket<br />Operateurs<br />Vodafone Store<br />Orange Store<br />Les autres<br />GetJar<br />Mobaps<br />App Stores : Un secteurémergent<br />
  26. 26. Des opérateurs -medias<br />
  27. 27. Des fournisseurs de contenus pour mobiles<br />
  28. 28. Le mobile comme support pour les medias<br />Medias offline et digitaux<br />Medias Mobiles<br />
  29. 29. Les spécificités du Mobile<br />Un terminal Personnel<br />Ubiquité<br />Always – On<br />Multi-sensors<br />
  30. 30. TelephoneMobile Personnel<br />1990 : 1 ligne / 3 personnes<br />2008 : 1,8 lignes / personne<br />40% de l’internet mobile à domicile<br />70% TV Mobile à domicile (Japon)<br />Personal Device<br />
  31. 31. Outil central de communications<br />Carnet d’adresses connecté<br />Personal Device<br />
  32. 32. Un outil essentiel du cloudcomputing<br />Saisie et consultation de données<br />Ubiquité<br />
  33. 33. 74%<br />Des anglais de 18 à 35 ans dorment avec leur mobile allumé<br />Always On<br />
  34. 34. Voix<br />Un outil connecté avec le monde<br />Des applications à inventer<br />Image<br />Localisation<br />Texte<br />Multi-Sensors<br />
  35. 35. Le paiement sur la facture mobile<br />WAP<br />SMS Premium<br />Inconvénients<br />Fragmentation<br />Prélèvements %<br />Business Model : Operateurs<br />
  36. 36. Facturation App-Stores<br />Acte<br />Abonnement<br />In-App<br />Inconvénients<br />Fragmentation<br />Prélèvements %<br />Business Model : App Stores<br />
  37. 37. Business Model : Publicite<br />
  38. 38. 10 tendances<br />Banking<br />Mobile Marketing<br />Advertising<br />LBS<br />Content Discovery<br />Navigation<br />NFC<br />Health Monitoring<br />Social Networking<br />Augmented Reality<br />Next<br />
  39. 39. m-wallet<br />Projet strategique chez Visa et Western Union<br />1. Banking / transfertd’argent<br />
  40. 40. Niveau 1<br />Niveau 2<br />Niveau 3<br />Niveau 4<br />Mobile Marketing<br />Mobile Marketing<br />
  41. 41. Marché en croissance<br />Des formats à inventer<br />Mobile Advertising<br />Mobile Advertising<br />
  42. 42. LBS<br />Navigation<br />Social Services<br />Local Advertising<br />
  43. 43. Le mobile search ne fonctionne pas<br />Des sites non reliés entre eux<br />% des internautes utilisateurs d’un service d’un moteur de recherche au moins une fois par mois<br />Comscore 2008<br />Content Discovery<br />
  44. 44. La guerre des navigateurs existe aussi sur mobile<br />Apple Safari<br />Mozilla Fennec<br />Internet Explorer Mobile<br />Opera<br />Navigation<br />
  45. 45. Niveau 1<br />Niveau 2<br />Niveau 3<br />Niveau 4<br />Commentaire<br />Commentaire<br />Mobile comme « remote control »<br />Accès, Paiement, Identification<br />NFC<br />NFC<br />
  46. 46. Niveau 1<br />Niveau 2<br />Niveau 3<br />Niveau 4<br />Commentaire<br />Commentaire<br />Health Monitoring<br />Health Monitoring<br />
  47. 47. 950 millions d’utilisateurs sur les réseaux sociaux mobiles en 2012 (PyramidResearch)<br />Tous les réseaux sociaux ont une interface mobile (site et/ou application)<br />Des réseaux sociaux 100% mobiles (Jaxtr, Nimbuzz,..)<br />Social networks<br />
  48. 48. 65 millions d’utilisateurs mobiles sur Facebook<br />Audience Facebook Mobile UK (comscore)<br />20% de l’audience Facebook est mobile<br />60% des utilisateurs PC + Mobile<br />24 min/jour<br />3,3 visites / jour<br />Social networks<br />
  49. 49. http://www.youtube.com/watch?v=9Ukd8Cqd1Ao<br />Augmented Reality<br />
  50. 50. http://www.youtube.com/watch?v=I2A8fSRZ32Y<br />Vision Nokia<br />
  51. 51. Vision Nokia<br />

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