[Expert] The mobile will be more disruptive than the web, by Grégory Pouy
Forrester just posted a study very interesting on THE question that everyone is asking on mobile: what monetization model?
Because if many services are now able to capture attention (Facebook, Twitter, Instagram and sisters), few manage to monetize this audience without focusing it, the attention on a mobile being much stronger than on any other screen.
As Forrester reminds us, if the mobile represents 60% of Facebook traffic, it only accounts for 15% of revenue at the moment.
Even the Freemium model, which seems to be a solution for companies like Evernote, whose CEO announces that the best way to have 1 million people paying is to have 1 billion people using the service, is not accessible. for the majority who do not manage to generate as many audiences.
The problem is not new, moreover, because the web originally had the same barriers and is still experiencing transformations in the way it is monetized.
If the purely advertising model is very far from having found its optimal mode of operation on the mobile, one could simply imagine that selling access to an application at a relatively high price could be the solution. But unless you can make significant savings elsewhere, today this model is not proven.
But what seems most important as the title of the note suggests is that, according to Forrester, the mobile will transform a number of businesses in a more profound way than the web.
Like the web, the mobile will allow the extension of a certain number of existing businesses of course, it will also allow the birth of completely “pure player” businesses. It will also shake up purely web models like Facebook (we see the rise of Badoo or the takeover of Instagram for an amount that seems unreasonable given the income generated to date).
Several reasons for this:
1. Smartphones are becoming mainstream (the bar of 50% ownership in the fleet of mobile phones has just been crossed in the US and in several European countries).
2. The mobile is a device that you carry around all the time, almost the extension of your arm (or your glasses if the latter are growing strongly).
3. The use of apps and the mobile web will far exceed the use of the web all over the world as is already the case in India. In this context, Forrester predicts that mobile internet will reach 29% of Indians, 37% of Brazilians and 64% of Chinese by 2016. A massive audience that simply did not exist until now.
4. Consumers are ready and mobile will benefit from all of the educational work that has been done on the web over the past 15 years. If the promise is simple and useful, they will switch without difficulty.
5. Advertisers will get engagement. The time spent and the attention given to his mobile are already important and will accelerate. Without going so far as to say that mobile advertising will quickly overtake that of the web, it seems obvious that contextual models (for example coupons when you need them) will become widespread.
6. Knowledge of consumers will be optimized. Social, mobile and contextual linkage (SoLoMo) will allow brands to retrieve a great deal of information (data) which, once analyzed, will make it possible to offer a unique experience to each consumer.
Please note, this note does not have the objective of making you develop a brand application (another) which will have no customer utility because it is centered on your products. As with everything else, marketers need to focus on their brand’s mission (or even expand it) in order to provide useful and easy services to their customers.
Brands will have to take this turn since the audience will do so, but without necessarily generating income from the mobile directly (which said “integrated marketing / commerce”).
The forrester paper then offers keys for the monetization of the presence on the mobile. You will find it here.
Grégory Pouy is a digital marketing specialist
His blog: http://gregorypouy.blogs.com/