June 4th, 2015

Mobile Take-Outs from Mary Meeker 2015 Report

Mary Meeker’s Internet Trend report for 2015 is out. If you don’t want to read the full 197 pages then here are the key take-outs relevant to mobility.

1. Mobile Usage Continues to Grow at a Rapid Speed
Mobile Internet usage is now greater than desktop / laptop for the first time. Smartphone penetration continues to increase but still only makes up 40% of mobile phone users globally.

What does it mean?
There is still massive growth potential in connecting the next 1 Bn people and when looking outside of North America and Europe feature phones may still play an important role.

2. Changing Business Processes One Segment at a Time

“Enterprise software used to be about making existing work more efficient. Now the opportunity for software is to transform the work itself.”
– Aaron Levie

New technologies are not just replacing analogue but they are actually changing the way we work. Examples of this highlighted in the presentation include:

  • Payments – Stripe and Square
  • Digital signatures – Docusign
  • Dashboard – Domo
  • Messaging / E-mail – Slack
  • Customer service – Directly
  • Knowledge sharing – Guidespark

And with an increasing value from new services and apps, the average number of apps people install and use actually continues to increase as well. The report provides a good example of this in messaging apps where most users today have multiple messaging apps installed and use for different purposes. E.g. WhatsApp for friends, Facebook for distant relationships and Slack for work.

What does it mean?
There are enormous opportunities to continue to innovate -and disrupt not only the way we work, but the work itself.

3. Mobile Advertising Spend Remains Far Behind
This has been a key highlight since 2012 and continues to be so. Mary Meeker remains optimistic about mobile ad spend growth thanks to the under-index relative to time spent.
% of Time Spent in Media vs. & of Advertising Spending, USA, 2014

What does it mean?
Simply put, marketers will continue to increase emphasis on mobile and some of the other challengers will be negatively impacted.

4. User-Generated / Curated Content Continues to Grow Rapidly
Massive annual growth for user generated content such as Wattpad (140%), Soundcloud (100%), Facebook video (300%), Pinterest (75%), Airbnb Reviews (140%) with most coming from mobile. 75% of Facebook video views are from mobile.

What does it mean?
Contrary to some beliefs, users want to engage more and more and User Generated Content plays an extremely important role in service development.

5. Cyber Attacks Growing Bigger / Faster
Mobile security is becoming a bigger and bigger problem:

  • 22% of breaches reported by network security decision makers involve lost / stolen devices
  • Adware grew 136%, giving attackers access to personal and business information such as contacts, which can subsequently be used to launch phishing attacks
  • Shortage of security skills / competency is a major issue

What does it mean?
Organisations must consider the security implications and risks from mobile and mobile devices.

6. Workers Becoming More Mobile
Millennials now make up the largest share of the civilian labor force (35%) and they expect flexibility (including mobility) and like technology at work. Freelancers are a significant and a growing portion of workers with 53 million people, or 34%, of the US workforce.

What does it mean?
Expectations and demand on the employer’s mobile capabilities play an important role in hiring, retention and motivating the new generation of employees.

7. Commerce/Retail Growth

  • E-commerce now makes up 9% of all retail sales in the US
  • 1st generation Online Platforms / Marketplaces for Products rising = optimized for desktop Internet + traditional shipping delivery (e.g. Amazon, eBay)
  • 2nd generation Online / Marketplaces for Services rising = Optimizing for Mobile Internet Devices + On-Demand Local Delivery (e.g. Uber, Instacart)
  • Mobile generated 41% of India E-Commerce vs. UK 20%, US 15% and Germany 14%

What does it mean?
Mobile commerce is soon going to be as important as desktop in emerging markets, followed by mature markets.

Other notable findings

  • Wearables and IoT are not highlighted as separate areas for re-imagination but rather as part of the transformation of business and consumer services
  • Most important Social Media Networks for teens in the US are Instagram (32%), Twitter (24%) and Facebook (14%)
Tags: enterprise mobility mobile advertising retail trends

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