Géofencing et stratégie web to store – Marketing Professionnel e-magazine

Géofencing et stratégie web to store – Marketing Professionnel e-magazine.

Avec l’arrivée du e-commerce, puis du m-commerce et la propagation des smartphones, la vision du shopping a évolué. Aujourd’hui, face à des consommateurs cross-canal, il est nécessaire pour les retailers de s’adapter à ces nouveaux comportements d’achat, grâce à des approches web-to-store.

Pour contrer le showrooming et proposer des expériences connectées, la détection de présence en point de vente devient indispensable. Ainsi, des technologies de géofencing en intérieur voient le jour. Elles permettent aux retailers de savoir quand leurs consommateurs visitent leur point de vente afin de mieux communiquer avec eux.

Le showrooming : émergence d’une tendance

Avec la crise financière des années 2000, le showrooming a explosé : les consommateurs se rendent en magasin pour repérer et tester les produits, avant de comparer les prix et d’acheter sur Internet.

Depuis 2011, avec la forte augmentation du taux d’équipement en smartphones – passant en France de 2,7 à 11,4 millions d’unités vendues entre 2009 et 2011 – les consommateurs se rendent en magasin pour repérer un produit, avant de comparer avis et prix directement dans les rayons depuis leur téléphone.

Face aux nouveaux géants du e-commerce comme Amazon, même des retailers seniors tels Walmart ont dû fermer des points de vente suite aux pertes engendrées par les achats en ligne. Tous les secteurs ne sont pas touchés à l’identique par cette tendance et selon une étude réalisée par Digitas en mars 2013, les industries les plus concernées sont l’high-tech et l’équipement de la maison.

Des brick & mortar dépassés

Par méconnaissance des évolutions du web, les « brick & mortar » ne se sont pas préparés à ce changement dans les modes d’achat. Les stratégies mises en place manquaient de cohérence, avec des sites internet, lorsqu’il y en avait, et des sites physiques traités comme deux silos différents, très loin des attentes des consommateurs.

Anh-Vu Nguyen, Directeur Marketing chez Fidzup

Avec l’essor, dès 2012, du m-commerce (achat sur mobile) et des paiements depuis le téléphone, la concurrence s’est accrue pour les commerces physiques.

Des consommateurs exigeants

Pour les consommateurs, le monde devient un grand magasin et ils font aussi bien leur shopping dans le monde physique que digital, à la recherche de bons plans – d’après une étude Nielsen de 2012, 91 % des Français sont de grands consommateurs de coupons de réduction. Les enseignes ont dû s’adapter en passant à des stratégies omnicanal où site marchand, mobile et magasin évoluent en synergie pour ramener les clients du « web » au « store » et proposer des expériences digitales à la hauteur de leurs attentes.

La géolocalisation, donnée indispensable dans une stratégie web-to-store

Le mobile étant de plus en plus utilisé en situation de shopping, il en devient l’outil de prédilection pour les marketeurs en quête de ce fameux “pont” entre le digital et le point de vente physique. Par ailleurs, le nouveau comportement des consommateurs pousse les retailers à contextualiser et personnaliser – grâce aux données de géolocalisation – leur communication sous peine de perdre leurs clients. Un nouveau besoin est né : pousser la bonne information, au bon endroit et au bon moment. Mais qu’en pensent les consommateurs ? Trouvent-ils ce genre de démarche intrusive ? Les différentes études menées démontrent que tout est question de contexte puisque 59 % acceptent de recevoir des messages sur leur smartphone selon leur position géographique et 68 % acceptent de recevoir des messages commerciaux, s’ils sont clients de la marque Mobile Marketing Attitude”, édition 2013, menée par la SNCD).

Géolocalisation en point de vente : usages

La technologie GPS intégrée au smartphone devient obsolète en intérieur, un point de vente étant une surface fermée, avec dans certains cas une connectivité (3G, Wi-Fi) limitée. Elle laisse alors place à une poignée de technologies de géolocalisation en intérieur permettant de connaître la position des consommateurs pour mieux communiquer avec eux. Ces technologies possèdent chacune leurs spécificités techniques et répondent à des besoins différents, allant du guidage en intérieur (technologie Wi-Fi qui nécessite un déploiement lourd pour une précision optimale), à la détection dans une zone virtuelle (déploiement plus léger, mais pour une granularité moins fine).

Le géofencing, technologie adaptée aux besoins des retailers

Le géofencing est un principe dérivé de la géolocalisation. Il consiste en la définition de frontières virtuelles permettant la détection de consommateurs dès qu’ils se rendent dans la zone, pour déclencher l’envoi de contenus riches et interactifs directement sur les mobiles des consommateurs. La première application de ce type de technologie est marketing, permettant à une enseigne/centre commercial d’envoyer coupons et promotions à ses clients au bon moment, au bon endroit, et sur le bon produit. Par ailleurs, son mode de déploiement fait de ce type de technologie le plus adapté aux besoins des enseignes et centres commerciaux.

Quels critères pour choisir la bonne technologie ?

Face à la multitude de technologies de géolocalisation/géofencing en intérieur, il devient de plus en plus difficile de s’y retrouver, tant le sujet est technique et novateur. Pour qu’une technologie rencontre son marché, elle doit d’une part être déployée massivement chez les retailers, mais aussi être utilisée par une majorité de consommateurs.

Ainsi, nous avons identifié quatre facteurs-clés de succès pour ces technologies :

  • Précision : puisqu’il s’agit de capter des consommateurs dans une surface fermée, il est indispensable d’avoir une technologie fiable, capable de différencier l’intérieur de l’extérieur ou alors un rayon A par rapport à un rayon B.
  • Déploiement : afin de favoriser un déploiement massif, il est primordial d’avoir une technologie facile à installer et à maintenir, pour un coût économiquement viable pour le retailer.
  • Audience : bien évidemment, plus l’audience est large plus la technologie est efficace. Compte tenu de la multitude de devices, marques, et version d’OS sur le marché, une technologie permettant de toucher un maximum de smartphones sortira du lot.
  • Usage : le mobinaute d’aujourd’hui étant pressé et exigeant, un usage fluide – en limitant au maximum les actions à effectuer de la part du consommateur – assure un usage massif.

Justine Joliveau, Chargée de Clientèle Fidzup

Les technologies de géofencing

La technologie sonore de Fidzup

Pensée et développée par la start-up, cette technologie de géofencing fonctionne grâce au son. En diffusant un signal inaudible à l’oreille humaine à travers les sources audio installées en point de vente (système d’enceintes, télévisions, etc.), Fidzup est capable de détecter la présence des consommateurs porteurs de l’application mobile du retailer. Cette détection déclenche l’envoi automatique de promotions et instants gagnants personnalisés et géolocalisés. Cette technologie est le fruit du programme de R&D de la start-up, qui l’a construite autour des quatre critères cités plus haut :

  • Précision : les propriétés physiques du son assurent une détection fiable et précise en intérieur.
  • Déploiement : une installation matérielle sur place légère, voire inexistante, en s’intégrant aux infrastructures sonores présentes dans la majorité des points de vente.
  • Audience : la technologie fonctionne sur 99,9 % des smartphones iPhone et Android, soit plus de 80 % de l’audience mobile mondiale.
  • Usage : un usage fluide pour le consommateur en limitant au maximum les actions à faire de sa part puisqu’il lui suffit de télécharger l’application mobile du retailer.

Par ailleurs, demander aux consommateurs de télécharger l’application de l’enseigne/centre commercial présente deux avantages :

  • Opt-in : c’est à ce moment-là que l’utilisateur devra accepter, ou non, de partager sa localisation pour recevoir du contenu personnalisé. Pour rappel, 59 % acceptent de recevoir des messages sur leur smartphone selon leur position géographique.
  • Branding : le consommateur reste dans l’univers de la marque, ce qui favorise sa compréhension du service novateur qu’on lui propose.

La technologie BLE face à la technologie sonore

Quel est l’avenir de la technologie sonore avec l’arrivée de la technologie BLE – Bluetooth Low Energy -, et son adoption par Apple sous le nom de iBeacon ? Si les deux technologies présentent les mêmes avantages, à savoir des usages en point de vente similaires, le BLE présente aujourd’hui des limites :

  • Précision : les ondes bluetooth pouvant traverser les murs, la fiabilité n’est pas aussi aboutie qu’avec la technologie sonore.
  • Déploiement : le BLE nécessite le déploiement de boîtiers tandis que la technologie sonore peut être déployée simplement et à distance, sans aucune installation matérielle sur place.
  • Audience : aujourd’hui limitée aux derniers devices et versions d’OS sur iPhone et Android, la technologie BLE ne permet pas de cibler une audience aussi large que celle de la technologie sonore. En revanche, cela est amené à évoluer avec le taux de pénétration et de renouvellement des smartphones.
  • Usage : la technologie BLE nécessite l’activation du bluetooth sur le smartphone des consommateurs, fonction très peu utilisée par les mobinautes d’aujourd’hui et donc peu ancrée dans leurs habitudes.

A l’avenir, la technologie BLE gagnera en maturité, compte tenu de la puissance des acteurs qui l’ont adoptée (Apple et PayPal, entre autres), qui l’évangélisent dès aujourd’hui et feront potentiellement les meilleurs choix pour lever ces barrières qui ne dépendent que d’eux. Dans ce cadre, la start-up n’exclut pas d’utiliser le BLE, en complément du son, pour optimiser sa technologie de détection de présence en point de vente.

Auteurs : Anh-Vu Nguyen, Directeur Marketing chez Fidzup et Justine Joliveau, Chargée de Clientèle chez Fidzup.

Cette tribune est extraite de Internet Marketing 2014 publié par l’EBG sous la direction de Soraya Cabezon (sortie prévue : juin 2014).

 

Social TV encourages CTR in Italy: News from warc.com

Social TV encourages CTR in Italy: News from warc.com.

21 April 2014 
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.

According to analysis from eMarketer, based on a study conducted by comScore MobiLens in March 2014, almost half (46.3%) of smartphone users in Italy who use their device for any TV-related activity also access social networks.

With smartphone penetration in Italy estimated to account for 41.8% of the population in 2014, or 25.8m people, this means that more than 12m users are likely to visit social networks while watching TV this year.

Furthermore, a high proportion then go on to click through to ads if prompted by a TV programme to visit social networks.

Under these circumstances, if prompted, more than half (54%) say they then click on an ad – an impressive click-through rate (CTR) because it equates to 6m people.

Other social networking activities performed by smartphone users in Italy include reading posts from organisations, brands or events, which 69.4% of those prompted by a TV programme to visit a social network take part in.

Over two-thirds (71.5%) say they follow a posted link to a website, 65.2% read posts from public figures and celebrities while almost exactly half (50.2%) receive coupons and discount offers.

Smartphone penetration is also forecast to rise in Italy, as in every other Western European country, over the next three years although Italy is still expected to remain below the regional average.

By 2017, eMarketer expects 57.8% of Italians to own at least one smartphone compared to a Western European average of 65.1%, which will include rates of 65.8% in the UK, 79.3% in the Netherlands and as much as 83.2% in Denmark. 

Data sourced from eMarketer; additional content by Warc staff 

Gartner: Lenovo Became the No. 3 Worldwide Smartphone Vendor for the First Time (3/4 2013)

Gartner Says Smartphone Sales Accounted for 55 Percent of Overall Mobile Phone Sales in Third Quarter of 2013.

- Western Europe Grew for the First Time this Year

- Lenovo Became the No. 3 Worldwide Smartphone Vendor for the First Time

Worldwide mobile phone sales to end users totaled 455.6 million units in the third quarter of 2013, an increase of5.7 percent from the same period last year, according to Gartner, Inc. Sales of smartphones accounted for 55 percent of overall mobile phone sales in the third quarter of 2013, and reached their highest share to date.

Worldwide smartphone sales to end users reached 250.2 million units, up 45.8 percent from the third quarter of 2012. Asia/Pacific led the growth in both markets – the smartphone segment with 77.3 percent increase and the mobile phone segment with 11.9 percent growth. The other regions to show an increase in the overall mobile phone market were Western Europe, which returned to growth for the first time this year, and the Americas.

“Sales of feature phones continued to decline and the decrease was more pronounced in markets where the average selling price (ASP) for feature phones was much closer to the ASP affordable smartphones,” said Anshul Gupta, principal research analyst at Gartner. “In markets such as China and Latin America, demand for feature phones fell significantly as users rushed to replace their old models with smartphones.”

Gartner analysts said global mobile phone sales are on pace to reach 1.81 billion units in 2013, a 3.4 percent increase from 2012. “We will see several new tablets enter the market for the holiday season, and we expect consumers in mature markets will favor the purchase of smaller-sized tablets over the replacement of their older smartphones” said Mr. Gupta.

While Samsung’s share was flat in the third quarter of 2013, Samsung increased its lead over Apple in the global smartphone market (see Table 1). The launch of the Samsung Note 3 helped reaffirm Samsung as the clear leader in the large display smartphone market, which it pioneered.

Lenovo’s sales of smartphones grew to 12.9 million units, up 84.5 percent year-on-year. It constantly raised share in the Chinese smartphone market.

Apple’s smartphone sales reached 30.3 million units in the third quarter of 2013, up 23.2 percent from a year ago. “While the arrival of the new iPhones 5s and 5c had a positive impact on overall sales, such impact could have been greater had they not started shipping late in the quarter. While we saw some inventory built up for the iPhone 5c, there was good demand for iPhone 5s with stock out in many markets,” said Mr. Gupta.

Table 1

Worldwide Smartphone Sales to End Users by Vendor in 3Q13 (Thousands of Units)

Company

3Q13

Units

3Q13 Market Share (%)

3Q12

Units

3Q12 Market Share (%)

Samsung

80,356.8

32.1

55,054.2

32.1

Apple

30,330.0

12.1

24,620.3

14.3

Lenovo

12,882.0

5.1

6,981.0

4.1

LG Electronics

12,055.4

4.8

6,986.1

4.1

Huawei

11665.7

4.7

7,804.3

4.5

Others

102941.8

41.1

70206.8

40.9

Total

250,231.7

100.0

171,652.7

100.0

Source: Gartner (November 2013)

In the smartphone operating system (OS) market (see Table 2), Android surpassed 80 percent market share in the third quarter of 2013, which helped extend its leading position. “However, the winner of this quarter is Microsoft which grew 123 percent. Microsoft announced the intent to acquire Nokia’s devices and services business, which we believe will unify effort and help drive appeal of Windows ecosystem,” said Mr. Gupta. Forty-one per cent of all Android sales were in mainland China, compared to 34 percent a year ago. Samsung is the only non-Chinese vendor in the top 10 Android players ranking in China. Whitebox Yulong is the third largest Android vendor in China with a 9.7 percent market share in the third quarter of 2013. Xiaomi represented 4.3 percent of Android sales in the third quarter of 2013, up from 1.4 percent a year ago.

Table 2

Worldwide Smartphone Sales to End Users by Operating System in 3Q13 (Thousands of Units)

Operating System

3Q13

 Units

3Q13 Market Share (%)

3Q12

 Units

3Q12 Market Share (%)

Android

205,022.7

81.9

124,552.3

72.6

iOS

30,330.0

12.1

24,620.3

14.3

Microsoft

8,912.3

3.6

3,993.6

2.3

BlackBerry

4,400.7

1.8

8,946.8

5.2

Bada

633.3

0.3

4,454.7

2.6

Symbian

457.5

0.2

4,401.3

2.6

Others

475.2

0.2

683.7

0.4

Total

250,231.7

100.0

171,652.7

100.0

Source: Gartner (November 2013)

Mobile Phone Vendor Perspective

Samsung: Samsung extended its lead in the overall mobile phone market, as its market share totaled 25.7 percent in the third quarter of 2013 (see Table 3). “While Samsung has started to address its user experience, better design is another area where Samsung needs to focus,” said Mr. Gupta. “Samsung’s recent joint venture with carbon fiber company SGL Group could bring improvements in this area in future products.”

Nokia: Nokia did better than anticipated in the third quarter of 2013, reaching 63 million mobile phones, thanks to sales of both Lumia and Asha series devices. Increased smartphone sales supported by an expanded Lumia portfolio, helped Nokia move up to the No. 8 spot in the global smartphone market. But regional and Chinese Android device manufacturers continued to beat market demand, taking larger share and creating a tough competitive environment for Lumia devices.

Apple:  Gartner believes the price difference between the iPhone 5c and 5s is not enough in mature markets, where prices are skewed by operator subsidies, to drive users away from the top of the line model. In emerging markets, the iPhone 4S will continue to be the volume driver at the low end as the lack of subsidy in most markets leaves the iPhone 5c too highly priced to help drive further penetration.

Lenovo: Lenovo moved to the No. 7 spot in the global mobile phone market, with sales reaching approximately13 million units in the third quarter of 2013. “Lenovo continues to rely heavily on its home market, which represents more than 95 per cent of its overall mobile phone sales. This could limit its growth after 2014, when the Chinese market is expected to decelerate,” said Mr. Gupta.

Table 3

Worldwide Mobile Phone Sales to End Users by Vendor in 3Q13 (Thousands of Units)

Company

3Q13

Units

3Q13 Market Share (%)

3Q12

Units

3Q12 Market Share (%)

Samsung

117,053.8

25.7

97,956.8

22.7

Nokia

63,048.4

13.8

82,300.6

19.1

Apple

30,330.0

6.7

24,620.3

5.7

LG Electronics

18,030.7

4.0

13,968.8

3.2

ZTE

13,696.4

3.0

16,605.9

3.9

Huawei

13,574.4

3.0

11,918.9

2.8

Lenovo

12,999.8

2.9

7,203.7

1.7

TCL Communication

12,345.6

2.7

9,326.7

2.2

Sony Mobile Communications

9,757.5

2.1

8,202.4

1.9

Yulong

8,801.0

1.9

5,218.5

1.2

Others

156,004.7

34.2

153,701.20

35.7

Total

455,642.3

100.0

431,023.8

100.0

Source: Gartner (November 2013)

Additional information is in the Gartner report “Market Share Analysis: Mobile Phones, Worldwide, 3Q13.” The report is available on Gartner’s website at http://www.gartner.com/document/2622821.

1 in 7 European Smartphone Owners Make Online Purchases via their Device – comScore, Inc

1 in 7 European Smartphone Owners Make Online Purchases via their Device – comScore, Inc.

European Smartphone Owners Accessing Retail Sites Has Grown by 43 Percent in Past Year

London, 21 October 2013 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of mobile  phone usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using data from  the comScore MobiLens service. The study showed that the European mobile retail audience grew by 43 percent over the past year, with 20 percent of smartphone users accessing online retail sites and apps using their device. In addition, 1 in 7 European smartphone users reported  having completed a retail transaction on their mobile phone in a month.

Retail Site Visitation via Smartphone Differs Significantly Across EU5
In the three month average ending August 2013, 20.4 percent of the EU5 smartphone audience accessed online retail sites, displaying an increase of 2.8 percentage points in the past year. Spain was the fastest growing market with a growth rate of66.5 percent to almost 3.3 million smartphone users accessing retail sites on their mobile. Italy ranked second with a growth rate of 61.3 percent to almost 5.6 million smartphone users accessing those sites on their device. When looking at the year-on-year growth of smartphone owners accessing online retail sites, Italy ranks first with a 4.8 percentage point increase, reaching a level of 19.3 percent of smartphone users accessing retail sites in a month. In terms of audience size, Germany had the largest number of smartphone users accessing retail sites (9.9 million), followed by the UK with 9.7 million.

 Retail Activity Amongst Smartphone Audience 
 3 Month Average Ending August 2013 vs August 2012
 Total EU5 (DE, ES, FR, IT and UK) Audience, Age 13+
 Source: comScore MobiLens
                            Accessed Online Retail in a month
Smartphone Audience (000) Y/Y Growth by Audience % of Total Smartphone Audience Y/Y Percentage Point Increase
EU5 31,804 43.3% 20.4% 2.8
Spain 3,284 66.5% 12.2% 3.1
Italy 5,589 61.3% 19.3% 4.8
Germany 9,929 45.2% 27.2% 2.9
France 3,340 35.9% 11.7% 1.1
UK 9,662 29.5% 27.6% 2.4

36.6 Million European Smartphone Users Take Pictures of a Product Whilst in a Retail Store
Taking a picture of a product whilst in a physical retail store was the most popular in-store activity performed by smartphone owners in the EU5, with nearly a quarter of users (23.5 percent) doing so during the month. Europeans also tend to seek advice from friends and family when making purchase decisions, as 14.3 percent sent a picture of a product and 14.0 percent called or texted friends/family about a product.

Top 5 In-Store Activities Performed by European Smartphone Owners
3 Month Average Ending August 2013
Total EU5 (DE, ES, FR, IT and UK) Smartphone Audience, Age 13+
Source: comScore MobiLens
  Target Audience (000) % of Smartphone Audience
Total Smartphone Audience: 13+ yrs old 155,772 100.0%
Took picture of a product 36,617 23.5%
Send picture of product to family/friends 22,317 14.3%
Texted or called friends/family about a product 21,782 14.0%
Scanned a product bar code 17,047 10.9%
Compared product prices 12,286 7.9%

1 in 7 European Smartphone Owners Engage in M-Commerce Transactions
Approximately 1 in 7 European smartphone users (14.6 percent) purchased goods or services via their device in August 2013. The number of Europeans engaging in m-commerce transactions has increased by 37 percent over the year from  16.6 million users in August 2012 to 22.8 million in August 2013.

An analysis of the top 5 goods and services purchased via smartphone showed clothing or accessories (5.4 percent) and consumer electronics/household appliances (3.8 percent of smartphone audience) were the most popular retail categories. Other services or goods purchased by smartphone owners in Europe were books (3.8 percent), tickets (3.4 percent) and personal care or hygiene products (2.6 percent).

Mobile Retail Activity Amongst Smartphone Owners
 3 Month Average Ending August 2013
 Total EU5  (DE, ES, FR, IT and UK) Smartphone Audience, Age 13+
 Source: comScore MobiLens
  Target Audience (000) % of Smartphone Audience
Total Smartphone Audience: 13+ yrs old 155, 772 100.0%
   Purchased goods or services 22,765 14.6%
Type of goods or services purchased
   Clothing or accessories 8,411 5.4%
   Consumer electronics / household appliances 5,957 3.8%
   Books (excluding e-books) 5,861 3.8%
   Tickets 5,352 3.4%
   Personal care/hygiene products 4,118 2.6%

About MobiLens
MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile phone subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.

The Mobile Market In Europe And The U.K. – Business Insider

The Mobile Market In Europe And The U.K. – Business Insider.


device shares across countries

BII

What’s holding back the mobile market in Europe?

At BI IntelligenceBusiness Insider’s tech research service, we’ve often noticed the paradoxical nature of the UK and European smartphone markets. These markets boast high rates of smartphone ownership and usage, but have fallen behind in other ways.

Smartphone bills are much lower than in the U.S. or Korea, for example. So who picks up the money left on the table? Mobile advertisers? App developers? Judging by the data, it doesn’t seem so. The European smartphone user is simply under-monetized compared to the U.S. user.

It’s true that Europe’s economies and their consumers have been through a rough patch. But given the wealth and highly developed infrastructure in the U.K. and continental Europe, one would expect their mobile economies to drive better monetization metrics.

We’ve prepared some charts to shine a light on this monetization gap, part of our coverage of global mobile trends.

For more charts and downloadable datasets, click here for a free two week trial to BI Intelligence. Subscribers also gain access to our library of over 100 in-depth reports and hundreds of datasets on the global mobile industry.


BII

First, let’s set the scene. Smartphone penetration is comparable to the U.S. across the major European markets. So we’re not talking about immature, soft, or early mobile economies.

BII

The smartphone hardware landscape is diverse. There are a handful of manufacturers vying for market share, and Nokia still managing to remain a significant part of the mix.

BII

In usage, or the proportion of Web page views accessed from a tablet or smartphone, continental European countries like France begin to lag the U.S. just a bit (though the UK actually far surpasses the U.S. in this area).

BII_GlobalBill_Arrows

Smartphone bills are significantly lower than they are in the U.S. and Korea. That’s an indicator that smartphone consumers in Europe are spending less on mobile than their counterparts in other mature smartphone economies, and might be coaxed to spend more.

BII

But per-capita downloads are extremely low in continental Europe’s largest economies, France and Germany. They’re lower than in the UK, Australia, and the United States. That means the app economy in these two European lynchpin economies hasn’t taken off yet. Note that these are total downloads, including free downloads. Penny-pinching is not the issue here.

BII

Conversion rates from paid search ads on mobile are lower. Note how in the U.S., conversion rates are much more even across smartphones, tablets, and PCs. Meanwhile, in the UK, there’s a huge drop-off once users move from desktops to mobile. In the Eurozone, smartphone conversions are less than one-sixth of what they are in the U.S.

BII

The price for mobile search ads, known as cost-per-click, is pitiably low on smartphones in the Eurozone and the UK, far lower than in the U.S. Granted, the European economy has been the pits lately. But there’s no reason for these monetization gaps to be so dramatic, given the UK and Euro economies have large consumer markets and per-capita household incomes comparable to, or higher, than those in the U.S.

BII

Here’s final proof of the Europe-U.S. monetization gap. Mobile ad spend per mobile subscriber in Europe is less than one-third what it is in the United States. Surely, that gap can be closed somewhat. It’s a great opportunity for savvy mobile players.

Please start your two week free trial to BI Intelligence for more charts, PowerPoints, downloadable datasets, and in-depth reports on mobile.

Read more: http://www.businessinsider.com/the-mobile-market-in-europe-and-the-uk-2013-8?op=1#ixzz2dScJilrv

RTL : la télé généralise son interactivité

RTL : la télé généralise son interactivité- RTL Pour lui- RTL.be.

Cela fait un an et demi que les chaînes de télévision de RTL Belgium développent le “second écran”. Après une longue phase expérimentale, cette interactivité va véritablement démarrer ce lundi 2 septembre.

En avant-première, mercredi 28 août, les téléspectateurs de RTL TVI pourront décider  eux-mêmes de la fin de leur épisode de Hawaï 5-0, en votant pour une des trois fins proposées par la chaîne. Le vote se fera sur les applications mobiles de RTL Tvi ou sur le sitehttp://www.rtltvi.be/.

Cette mise en bouche permettra de tester le nouveau système qui synchronise ce qui apparait sur le second écran (PC, tablette ou smartphone) avec le programme diffusé sur le poste de télévision (le premier écran). Un vote, un quiz, une info complémentaire, une vidéo, une publicité interactive, … tout peut se prêter à ce type d’interaction. Dès qu’un élément sera proposé sur le second écran, un pictogramme “Connect” sera affiché sur le premier écran. Certaines émissions quotidiennes comme le Dîner Presque Parfait, les infos, les Reines du Shopping, la météo seront concernées par ces infos complémentaires (des recettes, des portraits, des avis). Les grands “primes” ne seront évidemment pas en reste : on pourra buzzer pendant Belgium’s Got Talent, donner son opinion pendant le Pensionnat à la campagne, voter lors de la Nouvelle Star ou encore se mesurer aux candidats dans What do I know …

Mais ce n’est pas tout, à tout moment le second écran proposera aussi des messages intéressants et/ou humoristiques provenant des réseaux sociaux,  les tweets les plus populaires ou les derniers  messages parvenus sur les forums des sites de RTL. A partir du 17 septembre, on pourra même suivre les matches de la Champions League et de l’Europa League sur le second écran (la revision des meilleurs moments en vidéo, des statistiques et des messages sur les réseaux sociaux en temps réél). Plus tard à la mi-novembre, le second écran proposera également de partager instantanément  avec vos amis et connaissances un extrait vidéo de 30 secondes de ce que vous viendrez de voir sur une des trois chaînes du groupe RTL (un bon mot de Stromae dans le 19h par exemple) …

Smartphone Adoption Tips Past 50% in Major Markets Worldwide – eMarketer

Smartphone Adoption Tips Past 50% in Major Markets Worldwide – eMarketer.

Analysis of many sources finds smartphone penetration worldwide will remain under one-third in 2013

According to new figures from eMarketer, several markets worldwide reached a milestone in mobile usage last year. By the end of 2012, over half of mobile phone users in each country had made the switch from feature phones to smartphones. The coming years will see a domino effect hit regions around the world as smartphones become the norm in more places.

The worldwide smartphone penetration rate among mobile users will remain just under one-third in 2013, eMarketer expects, and will approach the halfway point by 2017.

eMarketer develops its forecast through a relatively distinct methodology, forming its estimates of mobile and smartphone usage and penetration based on an analysis of survey and traffic data from research firms and regulatory agencies, historical trends, company-specific data and country-specific demographic and socio-economic factors.

In this case, eMarketer evaluated more than 2,200 data points from more than 220 research sources—all of which are carefully evaluated by eMarketer for historical accuracy, definitional discrepancies and methodology—before developing its bottom-up model for global mobile phone and smartphone usage.

In 2012, eMarketer estimates, six countries—including South Korea, Norway, Sweden, Australia, the UK and the US—saw smartphone user penetration rates among mobile phone users rise above 50% for the first time.

As a percentage of population, a majority of residents in South Korea, Australia, Norway and Sweden will also use smartphones this year, eMarketer estimates, though average penetration worldwide among the total population will come in under 20%.

South Korea led the world last year in the share of mobile users who used a smartphone, at 60%. Australia, at 53%, was the only other country in Asia-Pacific to pass the halfway mark in 2012, with Japan set to follow in 2014.

In regional terms, only North America will boast average smartphone penetration rates above 50% in 2013 among mobile users, as Canada crosses the 50% mark this year. Western Europe as a whole will cross that boundary in 2014.

Led by Nordic countries Norway and Sweden, along with the UK, Western Europe boasted three countries with smartphone penetration above 50% among mobile users in 2012. Two other Nordic countries and the Netherlands will follow close behind, and larger markets including Germany, France, Italy and Spain will pass the smartphone tipping point in 2014.


Read more at http://www.emarketer.com/Article/Smartphone-Adoption-Tips-Past-50-Major-Markets-Worldwide/1009923#rhOCFzBupg9Tjlxm.99 

[Infographie] 60% des Britanniques possèdent un smartphone | FrenchWeb.fr

[Infographie] 60% des Britanniques possèdent un smartphone | FrenchWeb.fr.

Proposée par l’analyste eDigitalResearch et l’association de e-commerçants britanniques IMGR, l’infographie ci-dessous présente l’évolution de l’équipement de la population britannique en smartphones et son impact sur le m-commerce.

On constate ainsi que:

  • Le taux de pénétration des smartphones au Royaume-Uni a augmenté de plus d’un tiers en trois ans, passant de 38 à 60% en 2013. Auparavant réservés aux « business men », avec en 2010 63% d’utilisateurs de sexe masculin et âgés de plus de 35 ans, les smartphones sont plus largement adoptés. En 2013, on compte 58% des utilisatrices.
  • Ces changements impliquent ainsi un développement des usages en matière de navigation Web et de m-commerce. Pour 23% des mobinautes consultant des sites et achetant via mobile, ils sont respectivement 51 et 34% aujourd’hui. Les principaux postes de dépense en ligne des Britanniques sont les vêtements et les biens culturels dématérialisés.

mobile-2013

BELGACOM : and BNP Paribas Fortis jointly launch the Belgian Mobile Wallet to bring in-app commerce to merchants and consumers | 4-Traders

BELGACOM : and BNP Paribas Fortis jointly launch the Belgian Mobile Wallet to bring in-app commerce to merchants and consumers | 4-Traders.

03/18/2013| 12:20pm US/Eastern
The arrival of “in-app commerce”:  a complete shopping experience seamlessly integrated in the various apps on your smartphone.  That’s what BNP Paribas Fortis, Belgacom and Accenture say the future holds for Belgian merchants and consumers. This first “in-app commerce” solution will be based on a true Belgian mobile wallet that integrates mobile payments, virtual ticketing, e-couponing and loyalty programmes with great convenience and high security. The pilot is planned end 2013 with full rollout as from spring 2014.

Bart Van Den Meersche, EVP Belgacom Enterprise Business Unit:

“Belgacom has always endeavoured to be a pioneer in innovation and in finding ways to make people’s lives easier.  So, naturally, we are thrilled to be at the heart of THE Belgian mobile wallet. An initiative which will, even more than before, turn the smartphone into a true companion for our customers”

The time seems right for this kind of fundamental innovation. The smartphone penetration in Belgium is booming, with already 4 out of 10 belgians already having one. This impressive growth is largely driven by the success of mobile apps and this is yet the beginning, as the total number of app downloads is expected to further increase by 5 times in the coming 3 years.

But what does this mean for merchants, how can they drive sales through apps?  Until today the possibilities are rather limited due to lack of open solutions for “in-app” payment, security and consumer convenience.

Therefore, BNP Paribas Fortis and Belgacom decided to launch a Belgian Mobile Wallet that fully integrates all missing components needed for a full shopping experience within the merchant app.

From a consumer point-of-view, this is how it will work.  Suppose you plan a movie night out.
You use the app of your public transport provider to check timetables and buy a ticket.  Payment and storage of the ticket will be handled “in-app”.  On the way, you launch the app of the local movie theatre, select the film you want to see and directly buy the ticket. Here too, payment and ticket happen smoothly “in app”.  Having arrived at your destination, you have just enough time for a burger.  From the app of your favourite fast food chain, you make your order while walking over to the restaurant.  You accept their special offer that is stored in the app, and the coupon is automatically applied when you make the payment.  In the process, your membership rewards are also directly credited to your loyalty account.  With your order confirmation on screen, you skip the line and pick up your order.  And you can do all of that simply from your own smartphone.

For merchants and other service providers, this opens up a whole new world of sales opportunities while reducing costs and increasing security.

From a consumer point of view this innovation will enable to put the wallet in your smartphone, gain time by avoiding queues and get access to better shopping deals. This is exactly in line with what the consumer demands for extra convenience and services on his smartphone

Peter Vandekerckhove, Managing Director at BNP Paribas Fortis :

“Just 3 weeks ago we announced the launch of the MasterPass as a future solution for e-commerce. Today we take one big step further and expand the use of MasterPass to “in-app commerce”. This makes mobile payments available in the exact spot where we think consumers will make their purchases in the near future: in the app. Both the mobile app and MasterPass are completely free for consumers. By bundling the payment module with a range of value added services such as ticketing, e-couponing and loyalty programmes, we are convinced of the benefits our solution will bring to both merchants and consumers.”

This innovation is unique in the market as it is the first time that the whole shopping experience gets integrated and can be organized within any merchant app. This creates the possibility for merchants to offer their customers a simple and secure full in-app sales. For the consumers, they can easily enrol and make free use of their unique mobile identity and wallet across all participating merchant apps.

In addition, the Belgian Mobile Wallet is based on an open eco-system and is accessible to any Belgian smartphone user with a bank/credit card from any Belgian bank and a mobile data plan from any Belgian Mobile operator.

The platform, intended to be provided by Accenture, will offer 5 components to merchants and app developers, who can integrate them into any mobile app.  Core components deal with mobile identity, security and the link to payment sources, starting with BNP Paribas Fortis’ recently announced MasterPass. Other modules take care of delivery and storage of tickets (transport tickets, concerts, theatre, sports, …), of distribution, storage and redemption of coupons, and of the link with loyalty programmes.

Fernand Dimidschstein, Managing Director at Accenture for Management Consulting France & Benelux:

“We firmly believe in the potential of this project, on the one hand because of its openness to all customers regardless of their bank or mobile operator and, on the other hand, because of its integrated approach, providing payment and other services directly inside the apps for a seamless user experience. In addition, Accenture has the proven experience and software platforms needed for this structural innovation and make Belgium a great example for the rest of the world.”

The preparation phase for the platform is largely done and the actual development will start soon. Pilots are planned end of 2013 with a selection of key actors in the transport, retail, entertainment and app development industries.  Full rollout is planned as from spring 2014.

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