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Presented at the WTF10 Media Conference in Cape Town, 20 October 2010. Speaker notes are included with the presentation.

Presented at the WTF10 Media Conference in Cape Town, 20 October 2010. Speaker notes are included with the presentation.

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  • How many people here today have NEVER used a mobile phone? If I had asked the same question 15 years ago, the chances are that quite a few would have raised their hands. 15 years might not seem that long ago; and in technology terms it’s the blink of an eye.
  • The fact is, that in 15 years we have gone from being homo-sapiens and evolved into Digi-Sapiens. Being Digi-Sapien is not just about a shift in technology, it is a behavioral metamorphosis that has changed the way we see and interact with our world.  It has even changed the way that we physically interact and carry out everyday tasks.
  • As an example:15 years ago if you had asked someone to switch on a light, the chances are they would have used their index finger to push the switch. Today if you repeated the same task the chances are that the same person would use their thumb to switch on the light.We learn by repetition, we are creatures of habit and the constant use of mobile phones and digital games consoles has made our thumb the most dominant digit on our hands.
  • Other real life examples include our use of language. The 160 characters of SMS and the 140 characters of Twitter has had a profound effect on spelling and word abbreviation that is not very popular with Academia.Or my wife’s personal favorite, NQOCD = Not Quite Our Class Darling However mobile life, or as I refer to it, “Simbiology” is not about the tools.It is about how we have adapted and transformed our behavior to communication and interaction. As “Digi-Sapiens” we, …not the technologists, have had the greatest impact on our world. And I can clearly demonstrate this by the following:
  • SMS – or to give it it’s full title, Short Messaging Service was first used by radio telegraphy engineers in 1984 as a means of sending memo pagers short messages up to 160 characters.The first consumer SMS was sent in 1992 by Neil Papworth in the UK to a friend in Vodafone and simply read: “Merry Christmas”.Today it is estimated that globally we send on average over 5 Billion SMS every day!
  • Bluetooth – is another example; It was first developed in 1994 by Ericsson as a means of connecting devices wirelessly over short distances, doing away with the need for cables to transfer data from one device to another and creating secure Personal Area Networks.The name Bluetooth comes from a 10th century King, Harald the 1st of Denmark who was known as “Bluetooth” and united the Norse tribes into one Kingdom. The implication is that Bluetooth technology does the same for communication.Today Bluetooth is the most common way to send rich media like music and video to mobile phone devices over short distances and at no cost to the user.
  • As a third and final example of re-imaging technology let’s look at QR Codes.QR Codes – Quick Response Codes were developed in Japan in 1994 by Denso to scan and track fast moving vehicle parts on conveyer belts.Today, users with a camera phone equipped with the correct barcode reader application can scan the image of a QR Code with the camera to display text, contact information, connect to a wireless network, or open a web page in the phone's browser, deliver vouchers or tickets to your mobile phone. The first consumer use of a 2D QR Code was in 2005 on a business card. This would be crap if the person it was given to didn’t have the reader application, and that is the reason that Google Android, Nokia, Apple and Sony Ericsson are now beginning to ship mobile phones with readers pre-installed.  From these few examples, and there are many more, you can see, it is the user who has adapted the technology and transformed how they communicate with the world.
  • So at this point we can assume that our mobile phones are no longer just devices to call a friend and say “Hi”. They are powerful mobile computers that can instantly access and interact with the world around us.
  • According to Internet World Stats Limited and Miniwatts Marketing Group,As of June 30, 2010 there were just under 2 billion people connected to the internet either through PC or mobile.
  • One of the most profound advances in mobile functionality has been the opening up of the mobile web and its use with mobile applications.Just under 30% of the 2 billion connections are via mobile browsers.In the past year alone mobile web traffic has tripled. More people are accessing the internet using mobile devices than ever before, especially in developing world economies. This has been driven by a number of needs-based factors:COST – Mobile phones are cheaper than PCs or LaptopsINFRASTRUCTURE – A lack of fixed line connectionsMOBILITY – We want untethered on-the-go informationBy December 2009 data traffic exceeded voice calls by a factor of 10 to 1.
  • Globally the most popular mobile web browser by far is OPERA which has a 25% share of the market followed by Nokia, Blackberry and iPhone who have 17% each.The most popular sites visited are Google, Facebook and Wikipedia.
  • OK, so we’ve established some facts about the mobile ecosystem, but what are we doing with it? How are we using it? What are the implications for social communication, education and commerce? You have heard from previous speakers the impact that mobile is having on education, social media and poverty alleviation where I want to take you now is into the mobile world of consumerism.It is no coincidence that many major brands and larger agencies now employ consultant Social Anthropologists. In simple terms, Social Anthropology is the study of “What defines us” as a society or culture, it looks at values, education, human mechanics and game or role playing to name but a few areas. It’s big business. About 5 years ago the buzz was that Online Shopping would become the new store and that Bricks and Mortar was gone. Nothing could be further from the truth. We are social beings, we need to interact with the real world, have experiences, get tactile and this is where mobile devices play their starring role.
  • Matt Brittin, MD of Google UK recently remarked at a marketing conference that;“If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster.” Google’s strategy is now about “MOBILE FIRST”. When they start any new projects they think about the mobile capabilities and how it translates to desktop.Not the other way round. Mobile lets us take the online function anywhere.
  • Retail Consumer communication is about Creating effective cross media communication channelsin a mobileenvironment.
  • As Digi-Sapiens we are social. Most of us have Facebook, Twitter or LinkedIn accounts or any number of the other social network platforms, all of which we can now access through our mobile phones.
  • Today’s big currencies are TIME and ATTENTION
  • What businesses want are sales, what consumers want is value and that means empowering and exciting people, creating platforms that offer collaboration, participation and reward.
  • According to a Deloitte Insights survey using the mobile platform to add value to the consumers shopping experience is the key to growing successful future businesses.
  • 40%of 18 to 29 year olds said they planned to use their mobile phones to make purchase decisions.45%to compare prices.32%want mobile vouchers.31%for product reviews.
  • 98.6%of potential customers have Bluetooth enabled mobile phones.78%of potential customers regularly use Bluetooth to share content.
  • 68%of potential customers use their mobile phones to browse online content.In the 18 to 34 year old category, the top 2 sites were:GoogleFacebook
  • The message to businesses is clear – if you choose to ignore the power of mobile communication then you will become irrelevant.
  • The solution lies in Creating a behaviour modification platform that encourages consumers to willingly engage with brands.Integrate with social media to facilitate conversations around brands in a meaningful way.Leverage the online and location based conversations to increase frequency of customer visits and sales revenue.
  • Consumers are all cross channel surfers. Traditional media such as print, TV, radio and point of sale still have a strong role to play. However, the most pervasive, engaging and responsive channels are conclusively mobile and online.
  • Simple mobile promotional entry mechanic with 100% reach.Consumer barrier to entry based on cost of SMS.Automated response to promotional draw entries makes the brand communication impersonal.Higher rates of interaction will be achieved if the return SMS has an added value incentive that uses a click-thru link to the brand mobi site where 2D barcode vouchers can be downloaded.
  • MMS has the same convenience and immediacy of SMS but with added features such as colour, audio, animation, and video, to deliver richer, more engaging messages including 2D barcode vouchers.MMS is used to push rich media to known recipients usually from an existing database.
  • Bluetooth is used for short range rich media distribution to mobile phones from fixed or promoter worn Bluetooth units in-store or at events.The range can be from 1m to 25m.Content can be simultaneously downloaded to several mobile handsets and can include video, wallpapers / stills graphic, music / audio and instant win 2D barcodes.Downloads are free, secure and no personal consumer data in acquired from the transaction.Properly managed, Bluetooth is a highly compelling and effective way to engage and distribute multiple brand content to consumers at the point of sale.
  • Most mobile handsets are now WAP (Wireless Application Protocol) enabled.A WAP browser provides all the basic services of a computer based web browser but simplified to operate within the restrictions of a mobile phone.- Email- Instant Messaging- Social Networking- Search- Music and video downloads and uploads- banking- News and entertainment- 2D barcode voucher platform
  • Location Based Services are available to many consumers through the GPS on their mobile handsets.The maps are provided by Google and Nokia as direction finders.Information is then ‘over-layered’ that provides consumers with additional data on the desired destination.The information can include, store locations, opening times, brands in stock, promotions, 2D vouchers or tickets and competitions.This information can be linked to social media platforms that provide recommendations and purchase preferences.
  • As I mentioned before,QR or ‘Quick Recognition’ codes have been around for 20 years and were originally used to track stock.The mobile revolution has helped QR codes migrate, providing users with the ability to use their mobile phone camera in conjunction with a mobile application to access multiple forms of data about the featured brand, service or venue.QR codes provide links to online information including:- Nutritional data- Recipes and other products in the range- Competitions and Promotions- Mobile brand websites- Vouchers (including 2D barcodes)
  • The following slides will help you put into context the use and mix of mobile functionality.The case studies do not cover all aspects of current or future mobile phone functionality.Each example sets out the brand objectives and the mobile solutions that helped them achieve their aims.
  • The following mobile functions were employed in the case study example for Starbucks.The Starbucks Card platform is a cornerstone of Starbucks payment and customer loyalty strategy and accounts for over 15 percent of sales at retail stores. As a result of consumer behaviour changes, the focus is on building the next-generation Starbucks Customer Loyalty on the mobile platform.The campaign objectives were to Introduce technology that allows the brand to be closer to customers and offer benefits that are actually usable. To monitor and analyze the patterns of Starbucks clients in order to know them better and offer them more relevant benefits, better quality and service.
  • Starbucks introduced a media awareness drive using POS, online and Bluetooth to engage customers about the new mobile 2D barcode loyalty card.The loyalty card is also a payment card that can be topped up from customer accounts.
  • A key ‘liking’ factor by customers was the instantly trackable points and the ability to remotely buy a friend a coffee using the Starbucks mobile payments platform.
  • The introduction of the mobile loyalty system has provided Starbucks customers with the ability to fully interact and send ‘real’ gifts to friends on social media platforms such as:- Brightkite- Foursquare- Gowalla- Yipit- Facebook
  • The Location Based social media siteBrightkite, has partnered with Starbucks to offer rewards and incentives to regular visitors to Starbucks venues.
  • BackgroundGuinness® had just become an official sponsor of the 3-day Hong Kong Sevens rugby tournament. They wanted to create a strong and lasting connection between Guinness and the event in the mind of the consumer, making the brand synonymous with the Hong Kong Sevens.Many of the 20,000 overseas visitors to the Sevens are unsure where to go after the final whistle and can't communicate in Cantonese.
  • Build strong awareness of Guinness Sports Sponsorship of the Hong Kong 7’s.Encourage consumer interaction and stimulate ticket sales to the event.Add significant and tangible value to the customers’ interaction with the Guinness brand that would leave a meaningful and lasting impression.Deliver mobile content that was useful, fun and engaging with a high viral effect.
  • Create the Guinness Passport to Greatness, the world's first talking mobile event guide that speaks Cantonese for you through your mobile's loudspeaker.Contained event match schedules, a city guide, useful Cantonese phrases, plus all the top spots to grab a Guinness. Application downloads were driven by a competition to win Sevens tickets.
  • SMS at the matches encouraged fans to download the Free Application and win prizes.Bluetooth content that included Wallpapers, video and a promotional call-to-action was downloaded by Rugbyfans and general public.
  • The Application included: Main Menu, Bar Finder, useful ‘speaking’ Cantonese phrases and a range of phrases to have fun with.
  • Several thousand Rugby Fans downloaded the application during the week-long event. The campaign boosted Guinness sales by 30% year-on-year.Coverage of the campaign spread to the internet.
  • The traditional marketing model we all grew up with is obsoleteJim Stengel, Global Marketing Officer,Procter & Gamble
  • Mass marketing todayis a mass mistakeLarry Light, Chief Marketing Officer,McDonalds
  • What we’re going for more and more will be developing compelling content.Some will be consumer-generated, some of it we’ll buy, some of it we’ll create ourselves.Joseph V. Tripodi, Chief Marketing & Commercial Officer,The Coca-Cola Company

Transcript

  • 1. SIMbiologythe mobile lifestyle
    WTF Media Conference, Cape Town, South Africa, October 20, 2010.
  • 2. My first mobile
    99 pence and six vouchers from the SUN Newspaper UK
  • 3. We are the new
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. 1,966,514,816
  • 10.
  • 11.
  • 12. SIMbiologyand consumerism
  • 13.
  • 14. Retail ConsumerCommunication
  • 15. Consumer behaviour has changed and so has the way we consume information.
    “A revolution doesn’t happen when society adopts new tools …it happens when society adopts new behaviours.”
  • 16. Economy
    Less time, less money, less attention!
  • 17. Business Objective
    …to turn distraction into transaction
    • Empower and excite people
    • 18. Create platforms for collaboration
    • 19. Facilitate sales, reward and participation
  • Retail Business and the Customer
  • 20. “Clearly, the retail industry was one of the hardest hit by this year’s (2009) economic recession.But smart retailers that continually seek to better understand how they can serve their customers across channels and how they can engage with consumers that are already resourcefully using mobile phones in their shopping decisions will be better prepared to stay relevant and find additional revenue opportunities this new year.”
    2009 Survey
  • 21. 40%of 18 to 29 year olds said they planned to use their mobile phones to make purchase decisions.45%to compare prices.32%want mobile vouchers.31%for product reviews.
    2009 Survey
  • 22. 98.6%of potential customers have Bluetooth enabled mobile phones.78%of potential customers regularly use Bluetooth to share content.
    Source: World Wide Worx 2009 Survey
  • 23. 68%of potential customers use their mobile phones to browse online content.In the 18 to 34 year old category, the top 2 sites were:GoogleFacebook
    Source: Opera Mobile Browser 2009 Survey
  • 24. The conversation is going on whether you care to be involved or not.If you choose not to be involved, you lose control of the conversation about your product, your service, your brand, your organisation – you become irrelevant.


    Source: cluetrain.com 2009
  • 25. The Solution
    Effective transmedia communication frequency creates interest …and interest creates frequency.
  • 26. Mobile Functions Solution
    Mobile phone functionality allows consumers not only to engage with brand media, it also facilitates interaction.
  • SMS Shortcodes
  • 32. MMS Interaction
  • 33. Bluetooth Media
  • 34. Mobile Web Browsers
  • 35. GPS Location Services
  • 36. QR Code Application
  • 37. Case Studies
  • 38. Starbucks
    Bluetooth
    • Mobile Web Browser
    • 39. GPS Location Based Services
    • 40. 2D QR codes
  • Starbucks – the solution
    Cross channel media awareness
    Put the physical card on the mobile
  • 41. Starbucks – the solution
    The new mobile loyalty card allows Starbucks customers to scan their mobile phones at the checkout counter to receive discounts, loyalty points and payments.
  • 42. Starbucks – the solution
    Starbucks “Quickorder” allows customers to order and pay for their coffee using their mobile phone.
    On confirmation of payment a 2D barcode is sent to the customer’s phone.
    The customer simply scans their 2D mobile barcode in the store to redeem their coffee.
  • 43. Starbucks – the solution
    Starbucks added a new FREE WiFi service to encourage their customers to interact with their friends and ‘talk-up’ the Starbucks brand.
  • 44. Guinness – Sports Sponsorship
    • SMS Text-in
    Bluetooth
    • Mobile Web Browser
    • 45. GPS Location Based Services
  • Guinness – Sports Sponsorship
    Objectives
    Awareness
    Interaction around ticket sales
    Create a lasting customer experience
    Use mobile to deliver fun and functionality
  • 46. Guinness – Sports Sponsorship
    Solution
    Create the Guinness Passport to Greatness, the world's first talking mobile event guide that speaks Cantonese for you through your mobile's loudspeaker.
  • 47. Guinness – Sports Sponsorship
    Solution
    Get fans to download the Guinness Passport application using SMS and Bluetooth at the matches.
  • 48. Guinness – Sports Sponsorship
    Solution
    The Application included: Main Menu, Bar Finder, useful ‘speaking’ Cantonese phrases and a range of phrases to have fun with.
  • 49. Guinness – Sports Sponsorship
    Results
    Guinness mobile phone content delivered by Bluetooth for the campaign created a viral effect even amongst non Rugby Fans.
    Blogs mentioned it as far away as the UK and Brazil.
  • 50.
  • 51. The traditional marketing model we all grew up with is obsolete
    Jim Stengel, Global Marketing Officer,Procter & Gamble


  • 52. Mass marketing todayis a mass mistake.
    Larry Light, Chief Marketing Officer,McDonalds


  • 53. What we’re going for more and more will be developing compelling content.Some will be consumer-generated, some of it we’ll buy, some of it we’ll create ourselves.


    Joseph V. Tripodi, Chief Marketing & Commercial Officer,The Coca-Cola Company
  • 54. Gordon Parkin
    Brandscape Marketing Pty Ltd
    Cape Town, South Africa
    gordon@brandscape.co.za