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Friday Session #50 : The Future is SoLoMo

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This presentation is an introduction to SoLoMo, which is a term to describe a significant change in consumer behavior and marketing opportunities. The social mobile local concept supports the theory …

This presentation is an introduction to SoLoMo, which is a term to describe a significant change in consumer behavior and marketing opportunities. The social mobile local concept supports the theory that only relevant and meaningful content makes sense to specific users who are at a specifc time on  a specific location.
In order to be able to deliver these marketing messages, it's necesaary to understand how exactly this works, and what technologies and mechanisms are behind it.
It moves the consumer even further down the scale of empowerment, allowing them to be active online at almost any time or location, while connecting them in real time to their social graph, their network, peer opinions and advice.  
The implications for marketers are dramatic, in terms of targeting, data, measurement and pure disruptive power.

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  • 1. Friday Session #50 Miel Van Opstal The future is SoLoMo Follow @Cleverwood Use #FridaySession 7/12/2012
  • 2. Key componentsDevicesRegulationServicesContentNetwork CapacityConsumer/Citizen2
  • 3. TerminologyEDGE stands for “Enhanced Data rates forGSM Evolution” (or Enhanced Data GSMEnvironment), a 2.5G enhancement forGSM with a theoretical top speed of200Kbps, although real-world speeds will becloser to 90Kbps.3
  • 4. TerminologyHSPA/HSDPA is a range of connections allthat use the same standards. HSPA wasadopted by most countries as it allowed formore flexibility and a better roadmap to befaster in the future. Peak Speed - 14.4Mbps,Real-World Speeds – 6Mbps4
  • 5. TerminologyCommon 4G - “3G transitional” standard orsometimes referred to as 3.5G, 3.75G, or3.9G; none are actually 4G.However they all are the foundation to get totrue 4G speeds, and in some cases (LTE+)can actually become true 4G networks.Peak Speed - 1GbpsReal-World Speeds - 6Mbps5
  • 6. TerminologyLTE is the current integration of the “4G” marketspeak, and a main showcase of the new iPhone. Thespeeds vary greatly depending on where you are.It‟s still in few cities, and each carrier has its ownfrequency.There isn‟t yet a chip that handles all the differentspectrums of LTE and as such, you must buy theLTE model specifically for that network.Peak Speed - 73MbpsReal-World Speeds - 20Mbps6
  • 7. TerminologyLTE (long term evolution) is the steppingstone required to get the networks to LTE-Advanced, which when it comes out, is atrue 4G network with speeds over 1Gbps(1024Mbps).The experience of true 4G would be evenbetter than „great broadband at home‟.7
  • 8. The capacity crunch5G, 6G, 7G?4G may not be enough to meet consumers‟future data demandsThe UK plan for future mobile networks is toutilize the 700MHz band, a band currently usedfor digital terrestrial television.The release of spectrum to run 4G services inthe U.K. has been delayed by the need to waitfor TV services to vacate the intendedfrequencies.8
  • 9. The capacity crunchOfcom: Future internet bandwidth will need tocome from a variety of sources, including publicWi-Fi hotspots.9
  • 10. 4G (Proximus)10
  • 11. 4G11
  • 12. Device versus Identity VS12
  • 13. Frictionless ExperienceUsernames and passwords are archaic andinsecure, easy to forget and difficult torecover. Even solutions designed toimprove them – password managers orsocial sign-ons – are band-aids that leaveyou both frustrated and vulnerable.13
  • 14. Frictionless ExperienceToo many apps trying to do the same thing.User experience depends on location.Cross-App data?14
  • 15. Technological & Privacy Issues Apps Services Spam Infrastructure15
  • 16. SoLoMo16
  • 17. SoLoMo1. User identifies himself (GPS, map point, NFC chip)2. Selected information is pushed3. User curates4. User (inter)acts17
  • 18. SoLoMoLocation-Based Engagement local search photo tagging checking in leaving tips and reviews redeeming offers posting status updates responding to ads tagging tweets18
  • 19. SoLoMo The convergence of these technologies allows consumers to consume media content in more locations at more times of their choosing. It moves the consumer even further down the scale of empowerment, allowing them to be active online at almost any time or location, while connecting them in real time to their social graph, their network, peer opinions and advice. The implications for marketers are dramatic, in terms of targeting, data, measurement and pure disruptive power.19
  • 20. SoLoMo20
  • 21. SoLoMo21
  • 22. AheadLocal poopIntegrated loyalty cardsIntegrated servicesImportance of mobile search & socialThe setup of the opt-in22
  • 23. See you next Friday Session! Do you want to be the next speaker for a FAS? Tell us @cleverwood or at info@cleverwood.be Did you enjoy it? Come for next FAS! • FAS #51: December, 14: Online crisis mgmt Do you want to know more? Visit www.cleverwood.be and the Learning Hub

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