Mobile Now & in the Future: Mark Brill
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Hello!!Mark Brill @brillthings!
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!"#$%$"&%"&''%()%$"()%*+,%'--.(/*%#$0%1"&%!-2'3%-2%)-4&$"(/*0%
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This picture sums up mobile. Smartphones are the norm, and those that
aren’t on them seem out of place.!
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-! Phone by your bed?!-! Phone as an alarm?!-! Check it first or last thing?!
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Mobile has arrived!
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20%"of media time is spent#in mobile devices""
5%"of media time is spent#in print""
of media time is spent
Mary Meeker, KPCB, Internet Trends 2014!
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comScore, US, April 2014%
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(and this)!
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#1 – Understand the user landscape!#2 – Get the hygiene right!#3 – Be useful!#4 – Be engaging!
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#1 - Understand !the user landscape!
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56%+)#*&%7/#',),)%8#)-/%#/3%9(&')&/:%;<=>%
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More photos shared than Facebook%
More messages sent than SMS%
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Our Mobile Planet!
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Technology is a tool, not a marketing
channel!
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Messaging%
Apps%
Web%
Proximity%
SMS/MMS/UDID%
IP – What’sApp, WeChat%
App Push Notifications%Native Brand Apps%
Hybrid/Webapps%
Utilities (social, AR, QR)%Responsive%
Adaptive%
Independant%
NFC (Contactless)%
Beacons/Bluetooth%
WiFi%
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And how do brands respond?!
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Problem: brands aren’t very good at mobile
‘Let’s build an app, yayy!’!
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But …!
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80% of brand apps are downloaded less than
1000 times!
*Deliotte, 2012!
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#2 – Get the !hygiene right!
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Web (responsive or adaptive)%
Social links optimised%
Search: paid, organic, location%
Email%
Integrated%
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Many brands are failing to deliver a consistent
mobile experience across web, social,
email and media!
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8-@('&%DE"%FGH#('I%8-@('&%DE"%FGH#('I%
Natural!
8-@('&%DE"%FGH#('I%
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#3 – Be useful!
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Starbucks have got their customers on board with a
service-based app. In the US, 10% of their payments are now
made through mobile (pretty good for a physical store)!
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Good mobile service doesn’t even need an app.
Gatwick Airport successfully use Twitter as
a service channel.!
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Or maybe brands could just help their users move away from their
phones. This beer holder cuts out the mobile signal so that
customers can enjoy their drink with friends, undisturbed by their
phones.!
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#4 – Be engaging!
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Forms are annoying for mobile users. Here’s a simple, engaging solution to deal with
Captchas on mobile.!
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It’s not about budget either. Comodo in New York created a menu
from customers’ Instagram pictures!
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Or there’s this campaign from Thailand. They put 4G WiFi on
dogs and put them around shopping centres. The point
is, engagement doesn’t always require an app.!
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AirBnB%Whisk%
Waze%Citymapper%
Duolingo%Yplan%
Polar%Hailo%
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Who does mobile best? It’s the start-ups, especially
those who gamify and are part of the collaborative
economy. !
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The Future?!
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Beacons have potential, but it’s just a technology.
Tesco have found it best for service, not payment or
promotion.!
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1"&%&/3%-H%$"&%)4#2$J"-/&%1"&%&/3%-H%$"&%)4#2$J"-/&%
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As a device, the smartphone has probably
peaked. It might get bigger or faster, but the functions will essentially remain the
same.!
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We will see many new interactions, from voice to
gesture control. Haptic screens are interesting. They create a sense of depth and
texture bringing new engagement possibilities.!
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The much-hyped next generation of computing are wearable and
connected devices. By 2020 Cisco predict that there will be 6
connected devices for every person.!
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"KJ)ALLMMMN,-+$+@&NE-4LM#$E"0COP'CQRSTUV/W%
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Nivea in Brazil created a great campaign for wearables. The
tear-out print ad allowed parents to track their children
in case they stray on the beach.!
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#1 – Understand your audience/landscape!#2 – Get the basics right (web,social, email)!#3 – Focus on service and problem solving!#4 – Create engagement, not technology!
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Thank You!!!Mark Brill!@[email protected]!