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1 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
Mobile and Behavior Change� Prepared for the Wireless Innovation Council
May 31, 2012
Dr. Phil Hendrix
immr and GigaOm Pro Analyst
www.immr.org
1 (770) 61261488
phil.hendrix@immr.org
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Behavior Change is a broad topic:
Source: Dr. Michael Wu, Chief Scientist, Lithium
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Research Objectives
� Mobile Capabilities Influencing Behavior
� Overview of key Behavior Change frameworks, concepts
� Links to key resources
� Selected Case Examples
� Recommendations, Guidelines (in progress)
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Focus:
Devices
Apps
Internet
Cloud
MobileCapabilities
� Behavioral Economics
� Choice Architecture
� Gamification
� Neuroscience
� Persuasive Technologies
� Prospects
� Customers
� Employees
+ ����Mobile
Instruments
BehaviorChange
Strategies
ToAffect
Behavior
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Illustrating the range of possibilities:
Which site:
:reached 10m U.S. monthly unique visitors faster than any independent site in history?
: is generating more referral traffic to websites than YouTube, Google+, and LinkedIn combined?
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Examples of Innovation in Mobile
Good Push
“Social signals are by far the strongest way to determine what content the mobile audience will engage with at any point in time.”Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)
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From Push to PEERSM Strategies
Personalizing
Engaging Enabling
Rewarding
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
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Illustrative List of Customer Behaviors†
†Source: Dr. Phil Hendrix, immr
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Mobile
Capabilities
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More Tablets sold than PCs by end of next year
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Smartphones becoming Dominant
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Mobile Capabilities Relevant to Behavior Change – Examples
Mobile Devices/
Mobile AppsSoLoMo
(Social+Local+Mobile)
Ambient
ConnectionsIntelligence
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From 6 Degrees of Separation to Always Connected
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
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Mobile Capabilities (continued)
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
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Mobile Capabilities (continued)
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
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What are Digital Signals?
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
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Significance of Digital Signals
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
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Behavior
Change
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Behavior Change Concepts
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Behavior Change Concepts
Behavioral Economics
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Behavior Change Concepts
Gamification
http://amyjokim.com/
http://www.slideshare.net/dings
http://gamification�research.org/
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Behavior Change Concepts
Design – User Experience – Neuroscience – Innovation
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Behavior Change Concepts
Ecology – Social – Experimentation
http://thinkoutsidein.com/
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Motivations
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Motivations (continued)
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How Social Media Affects Consumer Behavior
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Appendix
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Strategies Come Together across Three Dimensions
BehaviorChange
Strategies
BehaviorChange
Strategies
MobileInstruments
Guidelines and
Recommendations
TargetBehaviors
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Deliverables and Benefits for WIC Members
���� Behavior Change Concepts, Tools ���� Relevant Mobile Instruments
� Summary of key Behavior Change
theories and concepts
� Links to key resources
� Sources, conferences
� Biography (articles, books)
� Links to experts and blogs
� Tools, solutions and providers
Mobile Capabilities Influencing Behavior
� Devices � Sensors
� Context aware � Artificial
Intelligence
� Augmented Reality � Mindful Apps
���� Case Examples ���� Recommendations, Guidelines
Case studies:
• Target audience
• Behavioral objective
• Behavioral strategies employed
• Mobile capabilities leveraged
• Results achieved
• Lessons learned
� Which behaviors can mobile instruments
most affect?
� What are the most effective Behavior
Change strategies?
� What is the “readiness” of selected
mobile capabilities (e.g., AI, AR, etc.)?
� How can organizations build mobile
behavior change capabilities?
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A View of Customers’ Behaviors
with Other Customers
Interacting, Sharing, and Communicating
with Other Customers
†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)
Shopping/Buying
Needs/Wants,
Solutions
Needs/Wants,
Solutions
Products,Brands,
Merchants
Products,Brands,
Merchants
Products and
Services
Products and
Services
Compare Buy
Consuming
Products, Services,
Media†
Products, Services,
Media†
UseDiscover