mobile strategies



How the iPhone is made [Infographic]

A recent infographic by FinancesOnline explains the iPhone 5 supply and manufacturing chain. It appears that manufacturing at Apple is really global.

How iPhones Are Made: A Surprising Report on How Much of Apple's Top Product is US-manufactured

 

 

Louis Rhéaume

Editor, Infocom Analysis

louis@infocomintelligence.com



Selon Forrester, Google va gagner la bataille de la publicité en ligne contre Facebook

forrester

Nate Elliott, vice-président et analyste principal chez Forrester, était un conférencier vedette à Intracom 2013, qui se déroulait jeudi à Montréal.  Ayant débuté sa carrière sur le web en 1995, il est considéré comme un pionnier dans l’industrie des stratégies interactives. Nate Elliott aide les entreprises à élaborer des stratégies de marketing interactif, en particulier les chaînes de marques tels que les médias sociaux et la publicité vidéo en ligne. Ses clients viennent de presque tous les secteurs – y compris les biens de consommation, les produits pharmaceutiques et les services financiers – et de partout dans le monde.

Sa conférence s’intitulait : « Affinité, intention et la répartition du budget marketing – Évaluer comment Facebook aura un impact sur votre commercialisation »  Selon M. Elliott chaque jour, des milliards de recherches se font sur Google, et dans le processus, ils créent ce que John Battelle a qualifié de «base de données des intentions»: un enregistrement massif des désirs du monde qui aide l’entreprise à générer des dizaines de milliards de dollars de recettes publicitaires. Facebook, peut-être la seule autre société qui a recueilli autant de données que Google, n’a pas eu la même chance jusqu’à présent de convertir ses données en dollars. Pourquoi ? Parce que contrairement à Google, Facebook a involontairement construit une « base de données de l’affinité»: un record massif de ce que les gens aiment plutôt que ce qu’ils ont l’intention de faire.

Valeur des bases de données

Selon M. Elliott, la base de données de l’affinité est potentiellement aussi précieuse que la base de données des intentions – mais ni Facebook ni les responsables du marketing n’ont réussi à trouver la façon de faire ou de mesurer cette valeur.

M. Elliott soulève l’importance de l’analyse des données pour avoir une campagne de publicité mieux rentable en ligne, ou dans les médias traditionnels.  Il donne l’exemple de Ford et de ses modèles de camions « pickup ».  Dans les annonces à la TV, on voit toujours des cowboys ou des gens très masculins qui font plusieurs activités de construction.  Or, selon M. Elliott 40% des clients qui achètent ces camions sont en fait des femmes et plusieurs clients sont aussi des professionnels à « cols blancs ».  Ford ne fait pourtant aucune publicité pour rejoindre ce large public.  L’analyse des bases de données permet de mieux cibler les campagnes de publicité et d’avoir une meilleure rentabilité en rejoignant les segments les plus importants de sa clientèle. La publicité en ligne le permet.

Selon un sondage de Forrester, l’importance des médias sociaux est un phénomène mondial en très forte croissance.  Ainsi, il y aurait entre autre: 83 milliards de « J’aime » sur Facebook par mois, 12 milliards de tweets par mois et 6 million de critiques sur Amazon par mois.

Les engins de recherche comme Google permettent non seulement de développer une base de données des intentions (catalogue des désirs ou intentions d’achats en observant les comportements de recherche en ligne) mais aussi une base de données d’affinités (préférences ou désirs de connecter avec des gens, produit, chose ou marque). Cette dernière est plus émotionelle, exprimée par un plus grand degré d’engagement sur des années, et qui favorise les annonceurs de marques.

Google a beaucoup plus de succès pour monétiser ses données avec des revenus de publicité de 50 milliards $ en 2012, par rapport à 5 milliards $ pour Facebook.  Google est mieux positionné à cause que :

  1. La firme est en mesure d’utiliser ses données de recherche mondiales,
  2. Elle a de bons outils d’analyses pour faire du sens avec ses données, et
  3. Ses formats de publicités (incluant la vidéo et YouTube) peuvent mieux créer un impact avec les marques.

La leçon à retirer est que pour les annonceurs, Google est la meilleure plate-forme pour une campagne de publicité en ligne et qu’il faudrait limiter plus son budget de publicité sur Facebook.  Pour en savoir plus sur la valeur des bases de données en publicité, lisez l’article: 8 Fast Growing Infomediation Players sur Seeking Alpha.

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

Twitter : @InfocomAnalysis

Comment faire sa marque dans un monde dominé par Apple et compagnie, est disponible sur LesNews

Entrevue avec Marcel Côté de SECOR (acquis par KPMG) sur la gestion de l’innovation dans les industries des technologies de l’information es des communications (TIC). Conseils pour les entrepreneurs et gestionnaires.

http://lesnews.ca/technologie/26674-comment-faire-sa-marque-dans-un-monde-domine-par-apple-et-compagnie/

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

 

Strategy Expert Marcel Côté on Platforms, Apps, and the Over-emphasis of Innovation is available on Techvibes

Second part of an interview with Marcel Côté of SECOR about innovation in the Information and Communications Technology industries (ICT).

http://www.techvibes.com/blog/strategy-expert-marcel-cote-on-platforms-apps-and-the-over-emphasis-of-innovation-2012-10-05

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

 

 

“How Can Facebook Be Successful Long-term When Its Predecessor Lasted Just Five Years?” is available on Techvibes

Interview with Marcel Côté of SECOR on innovation in the Information and Communications Technology (ICT) industries.

http://www.techvibes.com/blog/how-can-facebook-be-successful-long-term-when-its-predecessor-lasted-five-years-2012-10-03

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

@InfocomAnalysis

Infographic on eBay’s mobile commerce

EBay has a huge momentum in mobile commerce with over 100M App downloads and 100M items listed, since its launch four years ago. According to All Things Digital:

“That’s equal to the number of the service’s active users — those who bought, listed or sold something on eBay last year. The company is not saying how many of those downloaded apps are used regularly, but by at least one measure, activity is fairly high — users have now listed 100 million items to its marketplace using the eBayapp, by taking a picture of the item with their phone and uploading all the data within minutes.

While many other companies are fretting about how they will make money from mobile, roughly 16 percent of eBay’s revenue this year will be coming from mobile devices. While that’s still a fairly small percentage, that number has doubled in just the past year.

Steve Yankovich, eBay’s VP of mobile, said the average transaction on eBay’s mobile apps runs between $30 and $45, in contrast to companies that sell 99-cent mobile games or virtual goods. On the high end, he notes that more than 9,000 cars are sold every week through the app, some of which are priced above $100,000.”

Yankovich refers to mobile commerce as“situational shopping.” When a person has free time while waiting, this person can be a consumer for that precise moment.

EBay previously forecasted that it would hit $10 billion in revenue on mobile this year. Based on last year’s gross merchandise volume of roughly $60 billion, that works out to 16 percent of the company’s revenue.

 

Source: http://allthingsd.com/20120924/ebays-mobile-momentum-100m-app-downloads-100m-items-listed/?utm_source=Triggermail&utm_medium=email&utm_term=Mobile%20Insights&utm_campaign=Post%20Blast%20%28sai%29%3A%20BII%20MOBILE%20INSIGHTS%3A%20Be%20Brilliant%20At%20The%20Mobile%20Marketing%20Basics

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

New chapter of a book on technology business models now available

Our new chapter on the redefinition of technology business models is available online at Nova Science Publishers.

https://www.novapublishers.com/catalog/product_info.php?products_id=25245

Notre nouveau chapitre sur les modèles d’affaires en technologie est maintenant disponible en ligne.

 

Rethinking North American Telephony Business Models in the Age of Turbulence 

By : Louis Rhéaume, TELUQ and Infocom Intelligence; Dr. Yves Rabeau, UQÀM

Date, June 2012

Abstract.

Since the mid-90’s the telecom industry went into a period of sustained disruptive innovations which combined with deregulation led to a lot of turbulence and a sometimes difficult redefinition of business models. A true Schumpeterian wave of innovation enhanced by competition leads to creation of wealth as an unprecedented investment boom occurred in telecommunications sustained by overly optimistic and sometimes fraudulent forecasts of Internet traffic. But it also led to wealth destruction when the financial bubble ended in a stock markets crash in 2000, whereas several telecom companies went bust weakened by debts, substantial overcapacity and a loss of market power. It then became clear that traffic growth did not translate necessarily into revenue growth. As overcapacity eased in the 2000’s and telecom companies painfully restructured, the wave of innovation went on. Particularly, VoIP definitely made long-distance wireline service and dial-up ISP commodities. The telephony industry is moving from a transport sector toward a service sector as information technologies are at the heart of all business models in the world economy.

Louis Rhéaume

Infocom Intelligence

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

Our new article: “By 2016, 57% of Smartphone Owners Will Use Their Own Device at Work: Forrester ” is available on Techvibes

http://www.techvibes.com/blog/by-2016-57-of-smartphone-owners-will-use-their-own-device-at-work-forrester-2012-05-11

Louis Rhéaume

Infocom Intelligence

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

Mobile Internet will surpass fixed Internet in 2015

[Published originally on TUESDAY, SEPTEMBER 13, 2011]

According to IDC, tablets and smartphones will drive significantly the consumption of mobile Internet. It will surpass fixed Internet (PC) around 2015 in the number of users. New players such as Amazon in tablets, will push mobile Internet.

This will drive new business models to create value from mobile Internet users.

Fixed and mobile Internet users will increase from 2 billion in 2010 to around 2.7 billion in 2015.

For more analysis on the modifications of technology business models you can read, in the coming weeks the Chapter of the Book:

“Rethinking North American telephony business models in the age of turbulence.”
From Louis Rhéaume, TELUQ and Yves Rabeau, UQÀM.
In the book In: Advances in Communications… Volume 8 ISBN # 978-1-61324-794-5
Editor: Anthony V. Stavros, pp. 1- 40 © 2011 Nova Science Publishers, Inc.

Available (forthcoming Q2-2012) on the website:

https://www.novapublishers.com/catalog/product_info.php?products_id=25245

Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com

What is the potential of Research in Motion (RIM.TO)?

[Published originally on WEDNESDAY, NOVEMBER 17, 2010]

In mobile platforms all the hype actually is on Apple and Android (Google).  Their market shares are rising quickly in the US.   For the CEO of Apple Steve Jobs, ““We’ve now past RIM, and I don’t see them catching up to us in the near future.”
Balsillie co-CEO of RIM answered: ” The implication being that RIM practically invented the smartphone category and is not going anywhere.”
RIM has a different attitude toward web apps than Apple. There may be 300,000 apps for the iPhone and iPad, but according to RIM CEO, the only app you really need is the browser. “You don’t need an app for the Web,” he says, and that is equally true for the mobile Web. Blackberry is betting heavily on the Web, similarly to Google.
Positive aspects:
-New RIM mobile ad network :  good potential.
-New potential of Playbook blackberry tablet; cheaper than the iPad, but 3 to 4 times faster than the iPad. It will be launch at the beginning of 2011 and support Flash applications.
-Potential in new emerging markets: RIM smartphones are better value with BB messenger : free real-time SMS and lower cost of smartphone.  In Latin America and several part of the globe, the majority of users are prepaid users who can’t benefit from subsidies on the smartphone or from  long-term contract.
Negative aspects:
-RIM position on development of apps.   For co-CEO Balsillie, people prefers mobile web to native apps.  When the difference is un-significant it is true, but unfortunately it is not always the case.  One big example: www.youtube.com on mobile doesn’t play all your videos.  The free app plays videos of the day but you can’t search that you want in the library.  The $2.99 native app let you play the videos of your choice.
-RIM is losing market share mainly in the US over Apple and Android.
Outlook
Even with global market share shrinking slightly the stock is cheap, so the short term potential is good.  Will RIM be a major brand and mobile platform in 10 years? I’m not so sure in the US for the consumers sector but it will remain an important player in the business sector.  However, the company has competitive advantages in the emerging markets. It offers a good ratio quality/price for these customers.
With a P/E ratio of 11.1, the stock seems cheap. The global smartphone market is growing quickly.
Apple P/E ratio is 19.91, less if you consider the $51 billion in cash and has the momentum, but the question is can it maintain its higher valuation in the medium and long term?  I remember my economist teacher who said 14 years ago that in the tech sector, you can’t hold many tech stocks for the long term.  You have to trade more often.  2 stock crashs later he had a good point.
Apple’s mobile ecosystems growth are remarkable (you can see the second graph), but the valuation of the firm is actually taken that into account. RIM valuation is not taking completely into account all of these growth factors.
Louis Rhéaume
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