“Becoming the Brand    that Pioneers ! Mobile Expectations”!           !          By:   @MobileMatthews!                  ...
“Mobile” Consumers!Answering Wants: Easy!!!!Uncovering Desires:   Hard!!!!Creating Expectations: $$$!! 
“You   can’t just ask customerswhat they want and then try to givethat to them. By the time you get it built, they’ll want...
Today’s goal:!      !        !        !     I’ll present a current     consumer desire…!          !
Today’s goal:!          !  …And you think of one idea  that makes most sense for your              brand!
Consumer Desire!   “What if my peer            influence was                worth             something?”!
Solution to  desire!                  Social Payment/!                   reward Systems!
Exampletechnology!
Consumer Desire! “Help me feel liketwo hours of ‘Angry  Birds’ is worth    something ”!
Solution to  desire!   Reward Incentives         !               !   (Not Redeem Incentives)!
Exampletechnology!
Consumer Desire!   “I’d like a reason           to go outside and                  play”!
Solution to  desire!               Real-world gaming!
Exampletechnology!
Exampletechnology!
Consumer Desire!           “I need something            beyond reminding           me to buy or use             your produ...
Solution to  desire!               CRM / Compliance               Rewarding systems!
Exampletechnology!
}“What if my peer influence is worth           something?”!“I’d like a reason to go outside and                play”!     ...
“What if my peer influence is worth          Brand           something?”!                 Ambassador tools!“I’d like a rea...
Consumer Desire!   “I expect brands to           be on all my devices,            but what if each             device play...
Solution to  desire!               Transmedia Storytelling !
Exampletechnology!
Exampletechnology!
Consumer Desire!            “I’d rather be           shown than told”!
Solution to  desire!                Rich media   > Text!
Exampletechnology!
Exampletechnology!
Consumer Desire!            “I prefer using           more senses than             just ‘sight’”!
Solution to  desire!               Sensory Marketing!                (Ex: Audio Tagging)!
Exampletechnology!                       ♫ 
}“I expect brands to be on all mydevices, but what if each device     played off each other?”!                            ...
Contact!           mike@TheMobileCulture.com!                        !                       Or !                        !...
“Industry-accepted” desireswe’re   not talking about today!                     !         “Make all media clickable”!     ...
Matthews --Mobile Expectations
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Matthews --Mobile Expectations

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Matthews --Mobile Expectations

  1. 1. “Becoming the Brand that Pioneers ! Mobile Expectations”! ! By: @MobileMatthews! !about.me/MichaelMatthews 
  2. 2. “Mobile” Consumers!Answering Wants: Easy!!!!Uncovering Desires: Hard!!!!Creating Expectations: $$$!! 
  3. 3. “You can’t just ask customerswhat they want and then try to givethat to them. By the time you get it built, they’ll want something new.”!
  4. 4. Today’s goal:! ! ! ! I’ll present a current consumer desire…! !
  5. 5. Today’s goal:! ! …And you think of one idea that makes most sense for your brand!
  6. 6. Consumer Desire! “What if my peer influence was worth something?”!
  7. 7. Solution to desire!   Social Payment/! reward Systems!
  8. 8. Exampletechnology!
  9. 9. Consumer Desire! “Help me feel liketwo hours of ‘Angry Birds’ is worth something ”!
  10. 10. Solution to desire!   Reward Incentives ! ! (Not Redeem Incentives)!
  11. 11. Exampletechnology!
  12. 12. Consumer Desire! “I’d like a reason to go outside and play”!
  13. 13. Solution to desire!  Real-world gaming!
  14. 14. Exampletechnology!
  15. 15. Exampletechnology!
  16. 16. Consumer Desire! “I need something beyond reminding me to buy or use your product”!
  17. 17. Solution to desire!  CRM / Compliance Rewarding systems!
  18. 18. Exampletechnology!
  19. 19. }“What if my peer influence is worth something?”!“I’d like a reason to go outside and play”! Desire ! to be ! rewarded  “Help me feel like 2 hours of ‘Angry Birds’ was worth it”! “Is there something beyond just reminding me to buy or use your product?”!
  20. 20. “What if my peer influence is worth Brand something?”! Ambassador tools!“I’d like a reason to go outside and Awareness! play”! “Help me feel like 2 hours of ‘Angry Trial/Purchase! Birds’ was worth it”! “Is there something beyond just reminding me to buy or use your CRM! product?”!
  21. 21. Consumer Desire! “I expect brands to be on all my devices, but what if each device played off each other”!
  22. 22. Solution to desire!  Transmedia Storytelling !
  23. 23. Exampletechnology!
  24. 24. Exampletechnology!
  25. 25. Consumer Desire! “I’d rather be shown than told”!
  26. 26. Solution to desire!   Rich media > Text!
  27. 27. Exampletechnology!
  28. 28. Exampletechnology!
  29. 29. Consumer Desire! “I prefer using more senses than just ‘sight’”!
  30. 30. Solution to desire!  Sensory Marketing! (Ex: Audio Tagging)!
  31. 31. Exampletechnology!   ♫ 
  32. 32. }“I expect brands to be on all mydevices, but what if each device played off each other?”! Desired! Methods of!“I’d rather be shown than told”! communication “I prefer using more senses than just ‘sight’”!
  33. 33. Contact! mike@TheMobileCulture.com! ! Or ! ! @MobileMatthews! ! Or! ! About.me / MichaelMatthews 
  34. 34. “Industry-accepted” desireswe’re not talking about today! ! “Make all media clickable”! ! “Turn my phone into a coupon wallet”! ! “Synch my credit card to my check-ins”! ! “Options beyond app downloads”! ! ! ! !
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