Spis brød til, Facebook mail

Har du signet op til en @facebook.com mail-adresse? Det kunne du fra i går, hvor Zuckerberg & co lancerede deres sprit-nye mail-system.

Angriber Google
Facebooks nye mail er et aggresivt angreb på særligt Google. Først startede Facebook et samarbjede med Microsoft og søgning, så det er Microsofts søgemaskine Bing og ikke Google som ligger bag Facebooks net-søgning. Og hvor Bing ikke i sig selv er outstanding i forhold til Google, så kan Facebook drysse sit magiske sociale støv over søgningerne, så sider du selv eller dine venner har “liket”, og som derfor alt andet lige er mere relevante for dig, kommer højere op i resultaterne.

Socialt spam-filter
Nu kommer Facebook så med deres helt eget mail-system, ligesom Googles gmail. Også her vil Facebook give dig en bedre inbox med mindre spam og ligegyldige beskeder. Det kan de fordi de kender dine venner (og deres venner) – og give mails fra dem forrang for andre.

Een samlet inbox
Facebook slår også på at de kan flette facebook-beskeder, chat og mails sammen i en fælles inbox. Sammen med sms’er. Og på den måde give dig et enkelt sted hvor al din kommunikation er samlet. Og så vil de afskaffe emailens emnefelt – der står alligevel sjældent noget meningfyldt, og så kommer mailen også til at ligne chat, beskeder og sms’er mere.

Sporene skræmmer
Der er dog ingen garanti for at det kommer til at lykkes Facebook at slå Googles gmail ihjel. Faktisk skal man lige spise lidt brød til den store gmail-killer-historie. Sporene fra netop Googles forsøg på at revolutionere mailen for et år siden skræmmer nemlig. Dengang forsøgt Google at genopfinde mailen helt fra scratch med Google Wave. Og selv det også lød lovende og havde alle Googles eksistrende mail-brugere at trække på, slog det aldrig an, og blev lukket her i sommer. Og Facebook ruller da også deres nye mail ud langsomt, gennem et særlgt invitations-system.

Politikere laver Facebook-selvmål på stribe

Tre ud af fire politikere står til at tabe valgkampen på Facebook. De kan ikke indrykke “synes godt om”-valgannoncer og misser dermed chancen for effektivt at mobilisere vælgerne og skaffe nye stemmer på det alt-dominerende sociale netværk. Miseren skyldes at de fortsat kører med private Facebook-profiler i stedet for officielle “stem-på-mig”-sider. Og det er synd – både for dem selv og for den demokratiske proces. Det er blandt resultaterne i min nye undersøgelse af Facebook-indsatsen blandt de Københavnske folketings-kandidater. Jeg har simpelthen gennemtrawlet partiernes hjemmesider, fundet deres kandidater og tjekket dem ud på Facebook.

Illustration fra rapporten “Klar til Valgkamp på Facebook”

Mit fokus på valgannoncer skyldes at de kan få en kandidats Facebook-tilstedeværelse bredt langt ud over de normale snævre kredse. Og at valg-annoncer er en milliard gange mere relevante for den enkelte vælger når de optræder online end når de står i en avis. Alene det at annoncerne fortæller hvem af dine øvrige online-venner der sympatiserer med kandidaten, giver en helt ny nærhed i den politiske kommunikation. Det gør det lettere for vælgerne at forholde sig til en politiker-skare, der ellers let kan virke fjern. Og det gør det lettere for politikerne at fiske stemme.

Virker ikke af sig selv
Men de smarte net-annoncer virker ikke af sig selv, og det er kun de politikere der har gennemskuet systemet, der for alvor kan hive stikkene hjem i den forestående valgkamp. Og det har de færreste, viser min gennemgang af de politiske partiers folketingskandidater i Københavns storkreds. Hele 72 procent af dem har private Facebook-profiler. Profiler det er teknisk umuligt at indrykke “synes godt om”-annoncer for.

DF taber – SF og Liberal Alliance på den grønne gren
Særligt kandidaterne fra Dansk Folkeparti sakker bagud. Blandt de 10 der opstiller i Københavns Storkreds har ikke en eneste en officiel Facebook-side. Faktisk er det kun fire af dem der overhovedet er på Facebook – og det kræver godkendelse at se hvad de tre af dem skriver. Men også de radikale ligger i den tunge ende. Blandt de 11 opstillede i Københavns storkreds har kun en enkelt kandidat en officiel side. Alle de de øvrige har dog almindelige profil-sider – og de er åbne for alle at kigge på.

Hvis evnen til at køre valg-reklamer på Facebook afgør valget, ligger SF og Liberal alliance til gengæld lunt i svinget. Her har 60 procent af kandidaterne den rette Facebook-profil.

Hårdt for de nye
Tallene afspejler også en konflikt mellem de professionelle politikere og de unge håbefulde. Blandt de politikere, der allerede er i Folketinget, er 64 procent Facebook-valgreklame-klar. Det samme gælder kun for 16 procent af dem, der endnu ikke har fået sæde i tinget – og som for manges vedkommende må køre deres egen valgkamp på bedste beskub.

Jorden brænder under Pind og Aamund
Undersøgelsen viser også, at jorden særligt brænder under Søren Pind og Malou Aamund: de har snart ikke plads til flere venner på deres private profil-sider. Med hhv. 4.154 og 4.383 venner ligger de faretruende tæt på de 5.000 venner, der er Facebooks maksimale grænse på private sider. De to har derfor meget snart valget mellem ikke at få flere venner overhovedet – eller skifte side, og starte forfra på venne-rekrutteringen.

Facebook flytter stemmer indenfor partier
Facebook-valgkampen flytter særligt stemmer mellem kandidater fra samme parti, viser den nyeste danske valgforskning. Det er derfor særligt de menige parti-soldater, der ligger lige under toppen, der har brug for at rykke, hvis de vil vælges. Rådet til dem i min undersøgelse er klart: hvis du ikke allerede har en rigtig Facebook-side skal du oprette den med det samme. På den måde står du stærkest, når valgkampen rigtigt er i gang, og der er brug for reklamer til at købe sig ørenlyd ud over ens egne snævre cirkler.

På skuldrene af personlig aktivitet
Undersøgelsen viser også, at det hverken er Facebook-siden eller reklamerne for den, der i sig selv får politikeren valgt. Uden aktivitet på siden og en stor fan-skare er begge dele ligegyldige. Ligesom oprettelsen af særlige Facebook-grupper for politikerens mærkesager kan booste kampagnen, fordi politikeren på den måde kan nå ud til nye potentieller vælgere og disses venneskarer.

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“Klar til valgkamp på Facebook” 20 sider .

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The world strikes back

This is what the geo-location rush is about: the physical world reclaims it’s importance vis a vis “cyberspace”. It answers questions like: Where is it?, How do you get there?, Where are your friends? and Any savings in the neighborhood? It involves gps-tracking, bar-codes and RFID-tags, tripplanners, Googles new self-driving car, Foursquare, Gowalla and Facebook places and groupbuying services a la Groupon. I give you the full acount of locations-based services today in Danish newspaper Politiken:

Read as PDF (in Danish): Den fysiske verden slår igen

Unge danskere siver fra Facebook

Mens Facebook vokser sig større og større slår opbakningen fra de unge revner. Antallet af 15-24-årige danske Facebook-brugere er faldet 9,7 % over det sidste år. Og dem der er tilbage bruger 10,7 procent mindre tid på at læse og skrive på det populære site. De unge er dog fortsat blandt de klart største Facebook-brugere. Det fremgår af min nye rapport “Facebook og de unge – 2009-2010″, der bygger på en analyse af de officielle trafiktal fra FDIM/GemiusAudience og udkommer idag.

Unge danskere besøger facebook.com mindre i dag end de gjorde for et år siden. En del er helt holdt op med at benytte det ellers populære site. Mens 439.000 unge mellem 15 og 24 år i august 2009 brugte den sociale netværkstjeneste, var det samme kun tilfældet for 396.000 15-24-årige i august 2010. Det er 43.000 unge danskere, der således helt har droppet det ellers på alle måder toneangivende site. Og det sker på et tidspunkt, hvor Facebook ellers er vokset – fra ialt 2.416.000 voksne danskere i august 09 til 2.535.000 i august 2010.

Frafaldne brugere ikke marginale
Og det er ikke kun de marginale unge brugere, der aldrig rigtigt havde fået et forhold til sitet, der holder sig tilbage. Dem der er faldet fra, brugte næsten lige så lang tid som alle andre før de kvittede Facebook, fortæller de tal jeg har fremanalyseret. Altså unge, der har fået nok af den sociale netværksaktivitet på Facebook.

Mindre intens Facebook-brug
Også den store majoritet af 15-24-årige der holder fast på sitet er tilsyneladende blevet en anelse mere lunkne i deres sociale begejstring. Ihvertfald bruger de mindre tid på sitet i dag end de gjorde for et år siden. Dengang brugte de unge i snit lidt over 23 minutter om dagen. I dag er tallet faldet til under 21 minutter. Og også her går de unge mod trenden. Den peger nemlig på et øget tidsforbrug: fra 15,5 minutter om dagen i august sidste år til 16,5 minutter i år, når alle Facebook-brugere skæres over en kam.

Mobil-platform sluger tid istedet
Faldet i det målte tidsforbrug behøver dog ikke have noget med mindsket interesse at gøre. Faktisk kan forklaringen være den stik modsatte: at de unge er gået over til i langt større grad at bruge Facebooks populære apps til deres mobiler. Denne form for mobilbrug tæller nemlig ikke med i statistikken. Og det er derfor ikke muligt at sige hvor meget af tidsforbruget der reelt er flyttet til den mobile platform, og hvor meget der er “forsvundet”.

Til gengæld er det usandsynligt at særligt mange af de unge der helt er holdt op med at bruge Facebook, bare er skiftet over til mobiler istedet for PC. Den effekt garderer målemetoden sig nemlig i rimelig grad imod.

Twitter ikke arvtager
Til gengæld er det ikke lige til at sige hvad de laver i stedet. Der er ikke umiddelbart nogen andre større sociale tjenester at få øje på. Twitter.com f.eks., er også faldet i opbakning igennem det sidste år, viser jeg.

Almindelig sund justering
Spørgsmålet er også om der overhovedet er tale om en gruppebevægelse bort fra sitet. Når man ser på de unges samlede brug af Facebook er den nemlig fortsat helt i top, sammenlignet med andre aldersgrupper. Faktisk er de 15-24-årige fortsat overrepræsenteret med 20 % på sitet. Ligesom de stadig bruger klar mere tid end gennemsnittet. Måske er den relative afmatning blot et tegn på en sund tilpasning efter en overdreven Facebook-brug og udtryk for en naturlig adfærdsjustering.

Facebook fortsat på toppen
Min undersøgelse viser også, at Facebook overordnet set aldrig har været stærkere i Danmark end i dag. Kun juni måned i år havde Facebook en anelse flere brugere, men det skyldes at sommerferien endnu ikke havde sluppet sit tag i august. Alt peger på at Facebook endnu engang vil cementere sin position når septembertallene kommer.

I forhold til det resten af det danske internetlandskab står Facebook stadig som den klart største tidssluger. Ialt brugte danskerne 21.790.120 timer på Facebook i august i år. Nummer to på listen, Google, nåede kun op på 19.372.902 timer.

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“Facebook og de unge 2009-2010” 17 sider .

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Wired iPad goes social: integrates Facebook as external pages

The October-issue of Wired Magazine, which was released on iPad yesterday, sports the first Wired attempt to enhance the digital magazine with a social dimension. And does this in a somewhat surprising way: Instead of displaying comments from and discussions among the readers as a part of the Wired iPad-magazine, commenting takes place on an external page – namely Facebook.

At least this is what Wired does on this months feature article on – the new Facebook movie. This is what the integration looks like, starting with the article opening screen:

Scrolling down a few pages gets you to this illustration, with the “Tell us on Facebook” call to action:

Clicking the button and a new screen “slides up”:

…opening a Facebook-page, dedicated to the article “Wired Magazine’s Story about The Social Network”:

In this way discussions and comments on the article is removed one step from the articles themselves. It ensures the “purity” of the original article is not messed up with reader contributions. It’s the least intrusive way to bring sociality into a glossy magazine.

Also it’s a pretty unambitious one. As reader I actually care about what others think of the article I’m reading. And surely there’ll be ways to make this way more prominent, without sacrificing the calm reading experince.

However it does seem plausible, that this is a stealth-like attempt to try out the let’s-create-a-facebook-page-dedicated-to-the-article-and-have-discussions-there-experiment in a context where it’s legitimate and natural – namely on an article about… Facebook itself. Notice that no other articles in the entire October issue are socially enhanced in this (or other) way.

Interesting to see what’s next!

PS. The entire article is available on wired.com (like the rest of the magazine) as well. Here tell-us-on-facebook is implemented as well – alongside on-article-page-commens, featured “retweet” buttons, as well as Digg, Yahoo! Buzz StumbleUpon and ShareThis-functionality. As of writing, the wired.com-page has 439 retweets and 16 comments. The facebook-page has nine comments and 48 likes.

First Danish fullblown online grocery store misses mark

Half a year after opening up it’s online operations, the website of Danish retailer Superbest comes in ten of ten in reach compared to the websites of other Danish retailers, even though Superbest is the only of the competitors to offer full-blown online grocery shopping. This is among the findings in my latest report. I say: lower the prices (convenience alone won’t do it), start building trust through social networking activities and make the services known through advertising.

Largest grocery store retail-websites in Denmark. Adult users (15 years+). Source: FDIM/gemiusAudience, April 2010.

Ten of ten is really not impressing
Superbest.dk reached 90.000 adult danes during april 2010. That’s not a high number. In total 795.500 Danes visited at least one of the top ten Danish grocery store websites. Superbest.dk in this way only had a grab at 11,6 percent of all visitors. A number which is spot on the Superbest market share in the “real” world measured in terms of total sales (11,5 percent in 2009). Only none of the competing websites offered more than at most sales of non-food items from their websites. By that token superbest.dk should have performed better.

Also the visitors to the superbest-website was found only to visit the site some 1,4 times in average during April 2010. A score which once more puts superbest-dk near the bottom of top-ten list. If users really had embraced the online grocery shopping concept, they’d have visited the site several times a week.

Convenience won’t do
The reason why superbest.dk isn’t doing any better is, I think, threefold. First, the declared value proposition of superbest.dk is to make things easier – not cheaper – for the consumer: do the grocery shopping in the night or during the day-time, whenever it suits you best, at work or at home. Manage your own time – and be willing to pay for it: the regular offers from the physical outlets don’t apply online.

Looking at the data, however, there’s nothing to suggest the actual users of superbest.dk feels this way. Those most in need of time – families with two or more kids – are underrepresented at superbest.dk with 13.000 visitors in total in April while those with plenty of time – the singles – are overrepresented, featuring some 25.500 adults living by themselves.

Convenience, it seems, won’t do the trick alone. However much Danes want to save time, they also want to save money! While they might be willing to pay to have the goods delivered to their doorsteps, they don’t like the goods themselves to be overpriced.

(I suspect the fear of cannibalization to be a part of the the reason for adopting the convenience strategy. Fear however has never been a good advisor. And lack of cannibalization not a measure of success in it’s own right.)

Confidence is needed
Several surveys have shown confidence – broadly speaking – to be one of the main obstacles to e-commerce. People want to be sure they get what they’ve ordered, delivered at the right time to the right price with no hidden fees. And online, consumers are always have this nagging fear, that something in the online store, it’s payment or delivery processes may be broken in some way. Or, worse, that someone in the process is deliberately trying to hustle you.

This is particularly true about Superbest, who fights a distrust legacy. In September 2009 – just prior to the launching of the online store – it was revealed how seven Superbest-stores had re-packaged, re-labelled and sold old meat, causing a public scandal and forcing Superbest to fire those responsible for the handling of meat. As a consequence consumer trust in supermarkets dropped, and Superbest suffered a severe loss of credibility.

Online, however, nothing is done to address concerns like these. The online grocery store looks fine and professional – and actually works just as you’d expect. But the dialogue is missing. The ability of the site to let consumers raise concerns and ask questions – and to let Superbest answer those question, sorting out misunderstandings or -perceptions whenever they occur – are non-existing. Customer testimonials are non-existing. Likewise, there is no integration to external consumer-sites, who could endorse – or criticize! – the workings of Superbest.dk. No official Facebook group. No Twitter-profile.

Customers are consequently left without any way to find out whether Superbest.dk is or is not worthy of being entrusted with their shopping list.

Tell us about it!
One final factor contributing to explaining the Superbest.dk-lack of success is – advertising. Superbest simply hasn’t been running any ad-campaigns telling customers to get online. And it goes without saying, that as long Superbest themselves tries to keep their online store a secret, nothing much happens.

As mentioned, Superbest may have had other corporate communication priorities for the past half year than to ensure maximum launch of superbest.dk. Namely trying to minimize the consequences of the “old meat scandal”. This also could explain the lack of social networking: when threatened on it’s life, many corporations seek as much control over the situation as possible. Even though a proper use of social media might actually have helped Superbest regain consumer-trust at large.

When (and if) things settle down, Superbest might have a second shot at the online retailing market. When the meat scandals are forgotten they might find a way to go forth and meet the market and the consumers face to face. Embracing criticism, comments and dialogue, and shouting out loud that Denmark has now a first-class online shoppping store.

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“E-handel og dagligvarer på nettet i Danmark. Superbest.dk-casen” 18 pages, 4 illustrations.

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Facebook boosts trust for online video game stores

Use of social networking elements on either your own site or on Facebook clearly correlates with customer satisfaction. This is one of the remarkable facts I’ve dug up in my latest report: “E-commerce, trust and social networking – the case of Danish online video game stores” investigating Amazon, Coolshop and Fona among others.

What I’ve done
What I’ve done is first to identify the eight largest online stores selling video games or accessories in Denmark. Then I’ve evaluated their use of social media, either at their own site or at Facebook, and categorized them in groups ranging from “none” to “a lot” integrated social networking. Trust-scores I’ve gathered from Trustpilot.com. And the results are strikingly clear: the more social networking elements employed, the higher the trust-score.

Frequently returning to the store
The findings is even more remarkable since I’m also able to show a clear positive connection between trust-scores and the usage of the online stores: the higher the trust-scores, the more frequently users returns to the store.

Happy customers returns more often online
Thinking about it, It’s hardly surprising that happy customers return more often than unhappy ones. However this probably is more so in an online shopping environment where issues like “what stores are within walking distance?” won’t be able to distract you from following your gut feelings: shop at the stores you like the best.

Spread the good news; dampen the bad
As for the connection between Facebookish behaviour and trust-scores the logic runs as follows: mechanisms whereby customers can express themselves to other customers helps to spread the good news, when customers are actually happy and serves to show the store in question to be responsive, listening to customers complaints, when complaints arises.

The three Facebook-effects

This leads to the following:

• Existing customers are hence reinforced in their positive impressions, to the extend they are positive in the first place. This leads to higher trust-scores.
• If existing customers have negative experiences with the store in question, they might feel relief simply by being allowed to raise their criticism at an officially endorsed site. At best, they’ll eventually forgive mistakes made by the store. This might lead to less negative evaluation and higher trust-scores.
• Users who are not yet customers will be directly influenced by positive endorsements (“this sounds like a good place for me to shop”), while criticism (to the extend, off course, the store’s able to provide adequate explanations for it’s behaviour) creates a feeling of responsiveness and willingness to deal with mistakes when they occur. Both off which will lead to higher trust-scores, when the customers eventually makes his first purchase.

The eight sites dealt with in the report are amazon.com/amazon.co.uk, cdon.dk, coolshop.dk, komplett.dk, elgiganten.dk, fona.dk, gucca.dk and wupti.com.

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State of the Danish Internet: 2009 new record-year for Danish web-surf

In 2009 Danes spend more than 1,5 billion hours on the Internet, up almost 300 million hours from 2008, a growth of 22,9 percent. One individual site in particular stands out: Facebook accounts for half of the entire growth.

These are among the main findings in “State of the Danish Internet 2009″ – my latest report, published today. Find reference below.

Dwelling on Facebook, I find Danes to have spend a total of 233,6 million hours on the social networking site in 2009 – more than 10 minutes a day for each of the 3,75 million adult Danes using the internet on an average 2009-month. (3,75 million Danes translates into a stunning 92,7 percent of the total adult population!)

Given this extreme penetration of the Internet, of course you find all kind of Danes online. The group you’re least likely to find online is the +60 years olds. Of these “only” a little more than half is present on the internet in a given month. And they “only” spend three quarters of an hour browsing the web a day (compared to 1:01 hour for the adult population at large). Genderwise the split is almost equal – while from a geographic point of view you find the inhabitants of the larger Copenhagen area to be the ones most prone to spend time on the internet. The 15-19 years olds, however, are the most web-savvy of all, spending on average nearly  one and a half hour a day online.

(The findings are based on analysing putting together data from various sources, most notably the gemiusAudience survey, but also Eurostat, Statistics Denmark and the reseach-department of Danish Broadcasting Corporation (DR)).

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“State of the Danish Internet 2009″. 13 pages, 7 illustrations.

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The blogosphere’s alive and kicking

With the advent of Facebook and social networking focus has been removed from genuine blogging, which only a few years ago was the epitome of Internet development. Although social networking has captured huge shares of the time spend online, blogging is in no way dead, however. I know because I’ve digged the number in my latest report “Blogging in the face of social media. The maturing of a media group”. Find reference below.

The findings have led me to revise my previous analysis. Actually I thought blogging was about to fade away. Not so. The number of active Danish blogs keeps growing and reached some 70,000 by the end of 2009 according to overskrift.dk (blogpost in Danish here). Also the number of Danes actually reading blogs grew. Today one out of four Danes online – around 1 million – reads blogs on a regular basis, according to gemiusAudience.

My figures are all on hosted blogs. I found wordpress.com and – especially – blogspot.com to have taken over from local Danish blog-services, accounting for far the largest number of monthly blog-posts, and having more than doubled their combined audience since January 2008, from 472,000 monthly readers to nearly 900,000 in December 2009. The blogging services of established Danish media however has not been able to keep up the pace.

Contrary to the findings of Pew Internet, blogging in Denmark is – increasingly – powered by young adults, who are especially attracted to the format, with affinity indexes of the 15-19 years old Danes of up to 243 for one of the leading blog-services, decreasing below 100 for the 50-59 years olds. And, as the figure shows, affinity of the 15-19 years old has increased significantly over the past two years.

What seems to be at stake here is nothing less than the results of the social media revolution. From being a hyped, avantgarde thing, blogging has now got a hold of a much wider segments of the Danish population, who blogs – and reads blogs – as a natural part of their self-expression and seeking of information. Blogging is not so much a question of cathing 15 minutes of fame, but a means to create yourself through stating your own views, experiences and beliefs.

Paradoxically Facebook might have helped giving birth to this new state of media-understanding and -usage. On the one hand the status-updates universe of Facebook has caused an extremely wide audience to be acquainted with publicly sharing personal details – while on the other hand the limits of status-updates has become evermore clear, leading those with more to say to create their own blogs. That’s at least my (new) hypothesis.

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“Blogging in the face of social media. The maturing of a media group”. 16 pages, 5 illustrations.

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Welcome to… Googledom, Socialistan, Newscorpey and Disturbia

Socialistan is the largest country in the new world accounting for 31 % of total time-spend. Here by far the most Danes are actively engaged in updating their facebook-status, twitting and blogging. The women of Socialistan leads on, while men are more passive.

You won’t find a Dane who hasn’t spend time in Googledom within the past month. For 24 % of their online-time  they’re googling around, looking up numbers and facts and using the tools of the Internet.

Especially men are fond of Newscorpey. They like to stay informed (though top issues evolves around sex, gossip and crime stories). The country is ruled by the “old media” who find a hard time in the fact they’re not the key media providers anymore, accounting only for 15 % of the time Danes spend on the Internet.

In Disturbia you’re engaged in buying and selling. Danes loves this – however there’s nowhere enough online outlets to satisfy their needs: one third of all Disturbia-activity is spend second-hand shopping, consumer to consumer.

The mobile moon is orbiting around our new globe – especially powered by the iphon-ish way the internet are spreading to the pockets of Danes.

(Time spend for the four countries all are Gemius-figures for +15 years olds surfing (top 300 sites) in August 2009, which I’ve digged for you (I also analyzed them and drew up the above map). Socialistan activity is documented in Facebook rules Danish social networking, in Danish facts: Twitter is a small, elitist niche-site and in arto.com vs facebook. If you want to know more about the gender issues, check out War of the gender reborn on the internet: Women socialize, men gather information. For documentation of Newscopey-characteristics, see Economics of news: the case for qualitative journalism on the internet. Disturbia-facts and -explanations are found in Eroding powers of digitalization revealed: Secondhand-shopping, telecommunications and e-banking rules e-commerce in Denmark and Oldschool/Newschool: Top 25 Danish e-commerce sites evaluated – Consumer-trust and exploitation of business opportunities. For more on the Mobile moon check “Christmas sales at Apple App-store. Assessing the Danish market for iPhone applications”, Smart-phones leading the way: The case of iPhone and dedicated mobil-sites in Denmark and The seven faces of iPad. Assessing the potentials of Apples new tablet-device. Several other findings are available from my hand; check out the reports-section of this site)