Web 3.0 Platforms, DevCon5 Conference

Innovation 3.0: Mobile Apps

www.Mobile Relevance Project.com

Terry [email protected]

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Be the Brand in their Pocket & Purse

1.0 Search Web 3.0 Service Web2.0 Social WebAuthors

link content pagesand convert to purchase

Peoplelink friend pagesand share likes

Appslink a fan’s current interests

to the brand’s relevant resources

Web 3.0 is the Service WebFirst it was machine to machine. Now its brand to fan.

Search Layer:Enables

consumers to discoverbrand pages

Social Layer:Enables

fans to likebrand pages

Service Layer:Enables

brands to personal servicefor each mobile customer

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1.0 Search Web 3.0 Service Web2.0 Social Web

Web 3.0 is the Service WebExample: Zipcar

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Innovation 3.0

All of us are transitioning to something new.

But there is a trap: applying old ideas to new technology

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Why do I care?

Stream Entertainment Brands: Engage with fan media

Serve Destination Brands: Mobilize with personal service

Shop Product Brands: Empower with lifestyle advice

ShareSocial Brands: Connect with personas

SearchLifestyle Brands: Attract with branded experiences

Search

Stream

Shop

Serve

Share

Five Innovation Leaps… are raising the barfor every mobile brand

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While you are mobilizesearch and social marketing…

Your Customers are empowered withmobile lifestyle experiences

Why now for your Brand? Consumer expectations are escalating.

= Targetmobile audiences

= Create and Retainmobile fans

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Comparison Shopperswant the lowest price

Mobile Lifestyle Spenderswant the best advice

= Price comparisonscommoditize your offerings

= Personal service creates personal spending

Why now for your Brand? Counter the effects of spending interceptions.

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Rethink5 mobile activities

3.0 Service Innovations

Search

Stream

Shop

Serve

Share

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3.0 Service Innovation

To attract customers,search is preempted

with branded experiences

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The innovator’s challenge:

Not radio shows on TV

Innovation leap:Live Action Drama

Innovation leap:Branded Experiences

Not sites and search boxes on phones

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From: Searching Sites

I searchyour company’s

product lines, business units, channels

You positionwithin my mobile

lifestyle, workstyle, or playstyle

3.0 Rethink Searching

To: Branded Experiences

Search

Stream

Shop

Serve

Share

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Needsomething for dinner

Meet meat home

Taking the Subway Home From Work

Home Delivery ServiceLighted Displays QR Codes

Shopwith my phone

A subway shopping experienceHomeplus by Tesco

A retailer positioned within Professionals’ Mobile Lives

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Monitor my Performance

Measure myWILLPOWERTM

Track myImprovements

A clothing manufacturer positioned within Athlete’s Mobile Lives

A fitness experienceArmour39 by Under Armour

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Locatecars

Selectmodel

DriveAway

A venture positioned within Urban Dwellers’ Mobile Lives

A car-sharing experienceBy Zipcar

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DesignElements

Mobile Relevance Leap: Attract with Branded Experiences

Mobile LifestyleTouchpoints

Extend local service with mobile service

Extend branded contentwith fan content

Lifestyle Spenders

Extend trustwith monitored results

A Branded ExperienceConcept

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Brands are extending their lifestyle image to real-life experiences.

Lifestyle spenders invest time and money to simplify or amplify their lifestyle experience.

3 Drivers: Attract with Branded Experiences

To counter mobile spending interceptions, brands can create a new level of value: mobile lifestyle experiences.

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To engage customers,streaming is updated

with engaging fan media

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Innovation leap:Engage with Fan Media

Not movies, TV, music, magazines on phones

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Same content,smaller channel

New kind of engaging app,new level of fan content

3.0 Rethink Streaming

To: Fan MediaFrom: Movies, TV, Music, Magazines

Search

Stream

Shop

Serve

Share

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League Pass Game Time

iPhone quick StatsLive Streaming with Stats iPad 2nd screen stats

Game Time Courtside

NBA Fans love Stats

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Current Race

By NASCAR Digital Media Inc.

Upcoming Race All Season

NASCAR Fans love the Drivers

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iPad Book: Record a StoryMobile App: Play Games

Web App: Create a Comic

Toy Story Fans love to Play

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Personal Karaoke Song Sharing Song Purchase

Smule creates social music-making experiences

Glee Fans love to Play

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Music Player

VideosCelebrity App

Photos

Platform: Mobile Roadie

Taylor Swift Fans love Taylor Swift

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Purchase

Invite Friends

Tour schedule, locations, tickets

Fan Wall and Top Users

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DesignElements

Mobile Relevance Leap: Engage with Fan Media

New Kind ofEngaging Media

Digital Goods Transmedia Content

Brand Fans

Fan Merchandise

New Level ofFan Content

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With engaging media and fan content, fans gain insider access and a deeper sense of community.

Brand Fans want to engage with their favorite brand as they live their mobile lives.

3 Drivers: Engage with Fan Media

When linked to commerce, engaging fan media can create and satisfy demand within each encounter.

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To sell customers,shopping is simplifiedwith lifestyle advice

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Not retail stores on phones

Innovation leap:Empower with Lifestyle Advice




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Retail Stores on Tablets

“Windowshop more than 40 product categories”

Lifestyle Advice

3.0 Rethink Shopping

Style content+ product advice

Search

Stream

Shop

Serve

Share

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Assess my tastes PersonalizeMy ShowroomBrand my Style

ShoeDazzle.com

Online & MobileShowroom

PersonalizeMy promotions

Inspiring Looks

Trendy Promotions

Total Solutions

Advise on my personal style

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Ask about mybody shape

Recommendthe dress

Plan Budget

Locatethe store

Advise on my life events

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Snow and Ski Report by REI. Zumobi app platform connects media properties and sponsors.

Snow today Stop along the waySki tomorrow

Advise on my seasonal needs

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ProfileRoadmap Monitoring

Utility

Jenny Craig

Advise on my transformational roadmap

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Step 1: Meal Planning Step 2: Shopping Step 3: Cooking

iFood Assistant by Kraft

Advise on my daily routines

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WomanOne designer, head to toe

ManMix and match favorite looks

GQ Editorial PartnershipFlash Designer Sales

Gilt

Advise on my total experience

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Mobile Relevance Leap: Empower with Lifestyle Advice

MyDaily Routine

MySeasonal Needs

MyTotal

Experience

MyLife Events

MyTransformation Roadmaps

My Personal Style

DesignElements

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With style content, the brand filters what’ new… what’s hot… and what works.

Lifestyle Spenders want advice from a Brand that understands their aspiring lives.

3 Drivers: Empower with Lifestyle Advice

With product advice, fans gain direct access to the Brand’s most relevant resources: content, people, places, products, services, and experiences.

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To re-engage customers,self-service is elevated with

personal assistance

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Not self-service on phones

Innovation leap:Reengage with Personal Assistance




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3.0 Rethink Service

From: Self-service

I do the work.Apps and agents

do the work at my request.

To: Personal Assistance

Search

Stream

Shop

Serve

Share

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Manage my prepaymentsand loyalty points

Remembermy favorites

Find nearestcoffee shop

Starbucks Assistance … find my coffee

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Bookan office

Locate venues

Find my way

Regus Assistance … book an office

Clickon need

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Find restaurant

Review menu

Customizeorder

Repeat favorites

Chipotle Assistance … make my lunch

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Aetna Assistance … recommend my next step

iTriage App, acquired by Aetna

Managemy records

Find medical help

Bookappointment

Checkmy symptoms

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Disneyland Assistance … guide my experience

Plan & Guide

Disney’s park characters know your name.Design a Small World doll online at home;it will appear in the ride with a greeting.

Character & Ride InteractionsAccess

Reserve Ride times, Parade spaces,

and cafe seating.

Magic Bands with RFID accessenable Fast Pass access.

Disney platform called MyMagic+

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My Services

MyCampus & Friend Locations

MyAlerts, News, Calendar

UCL Assistance … manage my campus life

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Google Assistance… Manage local moves

Google Now app. Each type of card is related to an existing Google Service.

Time Reminders

Next Appointment

Reservations, Tickets,…

Events/deals

Team results

Next movie

Interest search Products I may like

Show schedule to air

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Mobile Relevance Leap: Re-engage with Personal Assistance

DestinationFan

Personalizeservice

Remind,Replenish,

Renew

Schedule, Reserve,Access,

Pickup, Deliver

Plan and guide myExperience

DesignElements

Manage digital spendingand loyalty rewards

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A personal assistant remembers and shares data about my interests, plans, and progress.

Destination Fans spend often and spend a lot, so they expect personal service.

Smart service touchpoints can use this data to personalize the brand experience.

3 Drivers: Re-engage with Personal Assistance

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To build community,sharing becomes relevant with

personas

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Not social crowds on tablets

Innovation Leap:Connect with Community Personas



Innovation Leap:Live Action Drama

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From: Social Crowds

3.0 Rethink Sharing

To: Community Personas

Reacting Crowd=rants, ratings, reviews

Raving Persona =my style, current interests,

and favorite brand resources

Search

Stream

Shop

Serve

Share

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Platform: Immersive Labs

Woman walks by

Man walks by

Women analytics

Men analytics

Advertise to Personas

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Dog Lovers

Foursquare check in

Sample dispensed

Platform: Foursquare. GranataPet in Germany.

Promote to Personas

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Covet.com. By Like.com (acquired by Google)

Email to Personas

Three Spending Personas

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The Invisible ArtistAn augmented reality tour

of London's contemporary art galleries

Platform: Layar.com

Guide with Personas

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Celebrity Stylists

ShoeDazzle.com

Advise with Personas

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Venue surfacesNFC billboards Interactive displays

Serve with Personas

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With a persona on file,Kraft would not have had to survey me,then reject me.

Co-Innovate with Personas

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Mobile Relevance Leap: Connect with Personas

Serve Guide

Advertise,Promote

DesignElements

Co-Innovate

CommunityPersonas

Email

Advise

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As a brand fan, I have different spending personas, for myself, family, and friends.

If I can connect with other raving personas, I can keep pace with relevant: Brand advisors, designers, and experts. Fan role models and peers.

3 Drivers: Connect with Personas

If a brand learns about and relates to each of my personas, it can win 100% of each persona’s spending.

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Summary

Innovation 3.0

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Avoid the innovation trap: Radio Shows on TV

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Five Innovation Leaps… are raising the barfor every mobile brand

Be the Brand in my pocket:design a mobile lifestyle experience

Stream Entertainment Brands: Engage with fan media

Serve Destination Brands: Mobilize with personal service

Shop Product Brands: Empower with lifestyle advice

ShareSocial Brands: Connect with personas

SearchLifestyle Brands: Attract with branded experiences

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Plan for web 3.0 now.

To download these slides, visit www.MobileRelevanceProject.com

This project is sponsored by Relevens.To learn about 3.0 innovation services,

visit www.Relevens.com

For more information, contact [email protected]

http://www.mobilerelevanceproject.com/

http://www.relevens.com/

Web 3.0 Platforms, DevCon5 Conference

Technology

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