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IAM'11 Mobtzu - Jerry Lieveld
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IAM'11 Mobtzu - Jerry Lieveld

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  • 1. cases - - mars - philips - pggm - pernod ricard - emi http://www.youtube.com/watch?v=wB7lwsHo1b0 WHAT’S NEXT IN MOBILE EXPERIENCESconfidential @jerrylieveld - @mobtzu - mobtzu.com 1
  • 2. day 1. 84% at home 2. 80% during misc. times throughout the daystats 3. 74% waiting in lines 4. 64% at work source: ipass mobile workforce may 2011confidential 2
  • 3. mobile 1. 71% of apps downloaded on ios 2. 86% use their device while watching tvstats 3. 69% use their device while shopping source: ipass mobile workforce may 2011confidential 3
  • 4. 1. gamesmobile 2. mocial (mobile social networking) 3. music & entertainmentcategories 4. mail & messaging 5. weather (sports news & current events, business & finance, health & fitness, travel) source: millenial media 2011confidential 4
  • 5. mobile 1. mobile web growth has outpaced desktop web growth 8 timeseclipse 2. smartphone sales will pass pc sales in 2012 source: ITU, Mark Lipacis, Morgan Stanley Research.confidential 5
  • 6. we create, produce and promote APPS & GAMES for BRANDSconfidential mobile apps for brands
  • 7. on iphone, ipad, google android, blackberry, mobile touch webconfidential 7
  • 8. that are easy to use, desireable, consistent, have a purpose and are playfulconfidential 8
  • 9. mobile will be the centerpiece of all marketing communicationconfidential mobile apps for brands
  • 10. consumer behaviour has shiftedconfidential mobile apps for brands
  • 11. they want compelling storytelling, inspiration and utility from brands. Richard Tingconfidential mobile apps for brands
  • 12. ecosystem everywhere sharing our vision: mobile social geo location the new e-crm digital mobile payments social selling & buying ecosystem is mobile 24/7 m-commerce consumerism = brands on mobile 12confidential
  • 13. new digital mobile surfing ecosystem social networking mobile commerce is mobile mobile in-store/out-store retail and will bring location-based services together near field communicationsconfidential mobile apps for brands
  • 14. when is it mobile?confidential 14
  • 15. mobile isn’t just about phonesconfidential 15
  • 16. contextconfidential 16
  • 17. context 1.variable environment 2.constant partial attention 3.interruptions / distractionsconfidential 17
  • 18. context 1.on the go 2.lean backconfidential 18
  • 19. context 1.limited text input 2.multitasking can be challenging 3.it’s easy to get lostconfidential 19
  • 20. 1.business sensenative & web 2.user benefits 3.target audience 4.informationconfidential 20
  • 21. mobile 1.mobile first 2.know your audience 3.make content the actiondesign 4.craftmanship and attention to detailconfidential 21
  • 22. consumer expectation consumers are well versed in tracking down very good, services and experiences and they expect not just basic standards of quality, but the best of the bestconfidential mobile apps for brands
  • 23. craftmanship and attention to detail from brandsconfidential mobile apps for brands
  • 24. the more you notice it, the greater you feel its absence when it’s not there. Ed Cottonconfidential mobile apps for brands
  • 25. digital products should be designed for mobile first. (even if no mobile version is planned.)confidential mobile apps for brands
  • 26. - find the core of your service - iterate and simplify - prototype early - get it in hands of usersconfidential mobile apps for brands
  • 27. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 27
  • 28. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 28
  • 29. instagram sharing pro like photo’sconfidential http://itunes.apple.com/nl/app/instagram/id389801252?mt=8 mobile apps for brands
  • 30. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 30
  • 31. fiat ar/qr app using traffic signshttp://www.youtube.com/watch?v=FdkV_eU1B3cconfidential mobile apps for brands
  • 32. aurasma ar/brand experiencehttp://www.youtube.com/watch?v=GBKy-hSedg8&hd=1confidential mobile apps for brands
  • 33. word lens augmented reality translate on the flyhttp://www.youtube.com/watch?v=h2OfQdYrHRsconfidential 33
  • 34. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 34
  • 35. mobile bridges the gap from television commercial to real world productconfidential mobile apps for brands
  • 36. mcdonalds pick ‘n play gamification outdoor + mobilehttp://www.youtube.com/watch?v=7u0ij9D5S4Yconfidential mobile apps for brands
  • 37. t-mobile - angry birds game becomes live eventhttp://www.youtube.com/watch?v=jzIBZQkj6SYconfidential mobile apps for brands
  • 38. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 38
  • 39. nike+ paint with your feet brand experience and utility extendedconfidential http://yesyesno.com/nike-collab-paint mobile apps for brands
  • 40. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 40
  • 41. starbucks bringing delight with touch interfacehttp://www.youtube.com/watch?v=D7c11vwgkYkconfidential mobile apps for brands
  • 42. wirewax video shopping ipad http://www.youtube.com/watch?v=KmILrnoc8bkconfidential 42
  • 43. square mobile paymentshttp://www.youtube.com/watch?v=J2_u2nMsgjgconfidential 43
  • 44. mobtzu strategic mobile framework - strategic focus: drive activities that benefit your portfolio/brand - consumer driven: align activities with consumer insights - relevance - decision support: a consistent approach to selecting opportunities - ongoing improvement: measurement of all initiatives to drive learning and future improvement - it’s new territory: apps and mobile landscape is taking off a plan is needed!confidential 44
  • 45. mobile strategic process Why is does mobile matter for your business? Brand objectives? Business Business constraints (time/budget) Where should we focus? objectives Exceeding service / Entertainment How did they do? What are people doing with their apps and devices? What can we learn for next time? Evaluation Insights What needs and wants do they have? When to plan for an update When can we be relevant? How are we doing? How visible are we? Launch Concept Where can your apps align with these needs? Opportunities Which insights present the best opportunities? How are we reviewed? When can these concepts be executed? What platforms and how delivered to market? Which markets? Planning Concept How do we achieve the best user experience while How will they be measured? aligning with business objectives and insights? Production Design how do we bring delight and be playful How will they be promoted?confidential 45
  • 46. take outs 1. mobile is the centerpiece 2. tell a story, inspire 3. create a great service 4. focus on needs of the user 5. understand the medium it’s a craft 6. embrace rapid change 7. and...confidential 46
  • 47. be playfulconfidential 47
  • 48. BEZOEK ONS OP STAND 20!confidential @jerrylieveld - @mobtzu - mobtzu.com 48