Future of Mobile Mindshare
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Future of Mobile Mindshare

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This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media ...

This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.

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  • Understanding shoppers’ need states helps find the role for brands

Future of Mobile Mindshare Future of Mobile Mindshare Presentation Transcript

  • A QUICK DEFINITION are information or entertainment services accessible through your smartphone, whichLOCATION- make use of your geographical position (or the position of your mobile phone) BASED MOBILE They can be used for a variety of APPS purposes, including search, entertainment, social networking or promotions
  • THE LANDSCAPE MAP BASED SERVICES AUGMENTED REALITY CHECK IN SERVICES PUSH NOTIFICATIONS
  • WHAT DID WE DO? CO - CREATION
  • INTRODUCING OUR CO-CREATION PANEL…
  • WHO IS ON THE HIVE?All members are: With a mix of: New Use of e-tail 18-64 year olds Technology sites (inc. digital natives) Adopters (inc. FMCG) Frequency of Content online content creators consumption 75% Social Media Account Holders Premium Some brand content users consumption (e.g. paid for habits dating sites) Range of digital access portals Gender, ages, life stage, Mobile App (all members to own geography, Purchasers smartphones) income and social class
  • THIS PROJECT WAS SPLIT INTO 3 DISCRETE PHASES 1. Drivers & 2. Evaluation 3. Co-creation Barriers A look at priority mobile tools through Consumer rules of whenEmotional and rational branded case studies and where priority mobile reasons 1. Vouchers/promotions tools should be used to use and not use 2. Augmented reality mobile innovations 3. Push 4. Check-in
  • CONVENIENCE & VALUE DRIVE ADOPTION 1. Navigation 2. Savvy Shopping 3. Hidden Gems 4. Social CurrencyTurns your Cashing in through Peer to peer Allows you tosmartphone into location with recommendations broadcast youran intelligent coupons and that take you to noteworthynavigation vouchers unchartered movementsassistant territory (*digital natives)
  • PSYCHOLOGICAL BARRIERS HINDER ADOPTION 2. Safety 1. Privacy 3. Spam 4. Too Urban ConcernsThe majority do Track-able leads Rarely carries the Too urban andnot want to be to concerns over info that is right for London-focused‘track-able’ or burglary as well as youfollowed street safety
  • LET’S NOT FORGET TECHNICAL CONSTRAINTS! 1. Battery life 2. Signal Smartphones Services are struggle to perform dependant on tasks over access to phone prolonged periods networks of time
  • WE EXPLORED 4 BRANDED LBA OPPORTUNITIES Respondents were shown 4 location based app case studies, outlining how each might function
  • RESPONDENTS DESIGNED THEIR OWN APPS 2x Co-Creation activities where respondents were asked to design their own branded location based app
  • BP FUELFINDER – MAP BASED SEARCH
  • 3 CO-CREATED RULES FOR MAP BASED SEARCH#1 Always have one core purpose Achieving this core purpose must always happen#2 within one click! Provide secondary benefits / services to differentiate#3 from market leaders
  • HSBC BALANCE CHECKER – PUSH NOTIFICATION
  • 3 CO-CREATED RULES FOR PUSH NOTIFICATIONS#1 Push notifications must always be opt-in Allow users to determine the types of information they receive#2 (e.g. offers, discounts, information) Users must always be able to select the number of#3 notifications they receive
  • MANGO CATALOGUE – CHECK IN
  • 3 CO-CREATED RULES FOR CHECK-IN The brand should never be the ‘Check-In Star’#1 (make sure that the user is at the centre of the occasion) Users must be able to determine how (which channel)#2 and with whom (e.g. friends, colleagues) they share information Upon Check-In, benefits and rewards must always#3 be relevant to the user
  • LAND ROVER MOTORPEDIA – AR
  • 3 CO-CREATED RULES FOR AR Only launch an augmented reality app if the technology#1 has reached a high level of maturity#2 To drive repeat use, ensure that content is relevant Look to provide as much deep and layered content as possible#3 in order to maximise the experience
  • OUR OBSERVATIONS1. The LBAs consumers adopt, help to solve the perennial problems of life, or are heavily incentivised2. Brands must remove psychological fears around data to maximise adoption3. Many smartphone users are not as sophisticated with LBAs as we might think – sometimes we find ourselves in a marketing/media bubble
  • WE ALSO INVESTIGATED THE ROLE OF MOBILE AT POINT OF SALE
  • PROMOTIONAL MESSAGING DOMINATES IN-STORE
  • CURRENT EVOLUTION OF MOBILE IS ALSO VERY DEAL FOCUSED
  • CAN MOBILE DELIVER BRAND COMMS AT POINT-OF-SALE?
  • SO WE WENT SHOPPING TO FIND OUT…
  • A BRANDED MOBILE SERVICE FACES CHALLENGES Natural role for the retailer Impartiality Experience Practicality
  • KEY DRIVER IS WHETHER THE PURCHASE IS HABITUAL Low engagement / High engagement / functional purchases emotional purchases e.g. Many supermarket e.g. Fashion categories Consumer electronics Replacement fashionHABITUAL INFREQUENT Make shopping easier Make shopping more rewarding Save money Inspire Save time Reassure
  • SECOND DRIVER OF SHOPPER NEED STATE IS ‘CONFIDENCE’ HIGH Habitual purchases Relaxed decision-making e.g. Many supermarket products Make it easier Make it funPersonal high involvement Inspire e.g. Fashion, electronics CONFIDENCEPersonal low involvement Anxious decision-making e.g. Fashion Complex categories Guidee.g. Consumer electronics Reassure DIY LOW
  • MAPPING THE SHOPPER NEED STATES HIGH CONFIDENCE EASE INSPIRATION ‘Show me the deals’ ‘Inspire me’ ‘Keep me up-to-date’ ‘Entertain me’HABITUAL INFREQUENT ‘Show me how’ ‘Remind me’ ‘Give me advice’ ‘Share with others’ ‘Show what’s best for me’ RESCUE REASSURANCE LOW CONFIDENCE
  • INSPIRATION: Strong role for the retailerHIGH CONFIDENCE “If it was like a personal shopper that would be great” “If you could create a look that might work” INFREQUENT
  • INSPIRATION: Harder for a brand to provide impartialityHIGH CONFIDENCE “As inspiration for meal for tonight it works OK” “Would everything have mayonnaise in it?” “Would I want to use my phone GPS around the supermarket? Would I really need it?” INFREQUENT
  • REASSURANCE: Personalisation in a complex environment INFREQUENT “I don’t know anything about plants so this would be great” “It works because it’s tailored” “You’d want a recognised expert to have put that together”LOW CONFIDENCE
  • REASSURANCE: Can a brand credibly make comparisons? INFREQUENT “You want to access some independent reviews or ratings” “Would you not just use the computer at home?”LOW CONFIDENCE
  • RESCUE: ‘Beacon’ brands can speak for related categoriesHABITUAL “Dulux is good for DIY – it’s a well- respected brand” “I’m forever getting home and realising that I need something else to do the job” “I can never find anything in B&Q – they’re big and you get lost” LOW CONFIDENCE
  • RESCUE: ‘Beacon’ brands can speak for related categoriesHABITUAL “For those with constrained diets then it could be really good” “If it highlights all brands then that’s fine” LOW CONFIDENCE
  • EASE: All about the deals HIGH CONFIDENCEHABITUAL
  • RULES OF ENGAGEMENT HIGH CONFIDENCE EASE INSPIRATION Focus on offers Provide ideas for new / related usage Much harder for wider engagement Alert shoppers to NPD & innovation Consider entertainmentHABITUAL INFREQUENT Demonstrate functional benefits Deliver an emotional experience Speak for the category Personalise Demonstrate impartiality (e.g. partnership) RESCUE REASSURANCE LOW CONFIDENCE
  • IN CONCLUSION#1 Mobile isn’t an instinctive behaviour at point-of-sale just yet The retailer rather than the brand is seen as the natural provider of#2 in-store mobile Understanding the shopper need-state is key to a brand providing#3 mobile utility Consider the credibility gap – can your brand operate outside its#4 category?
  • Thank you