David Berkowitz                              VP Emerging MediaOriginallyO i i ll presented                 t d            ...
1946           1 st         mobile phone call                          bil h        llVia AT&T : “June 17, 1946: A driver ...
1970s 80s1970s-80scar phone            3
1980 1990s 1980-1990scordless phone                 4
1990s 2000s1990s-2000s cellphone              5
2000s todaymid 2000s-today  smartphone               6
7
2011  2011-megaphone            8
2011                 2011-MEGAphonehttp://www.mgelectronics.com/productlisting.cfm?categoryid=10http://www mgelectronics c...
why y this  ttmatters:           10
1. you’re living    y           g  in the age ofth megaphonethe     g ph                    11
2 this decade,2.     decadeBILLIONS ofconsumers will     h     haveMEGAphones                 12
p3. MEGAphones  play a role in   every       y     of              f     our day               13
4. it’s time to     it s   amplify   everything         y     g      you do(starting… now)(      i g        )             ...
15
INFOOVERLOAD AHEAD           16
http:/bit.ly/berkyDMS    yWash down with apint of GuinnessDo not operateheavy machinerywhile clicking                     ...
24 hours      inThe Age of the     g fMEGAphone                 18
It begins 4am the following day.  4am Day 2I’m outside a restaurant with my friend   Sven Banana, some pie, a funky     t-...
www.360i.com   Proprietary & Confidential   20
24 hours earlier, I’m fast asleep,4am Day 1: Sleep Science                  listening to positive motivational            ...
I’ve got my WakeMate wristband on,5am: WakeMate                    syncing with the iPhone to find the                    ...
With my Lark wristband connecting6am: Lark                  via bluetooth, it silently wakes me                           ...
Here’s what one night’s sleep      record l k lik           d looks like.                                www.360i.com   Pr...
Here’s what one night’s sleeprecord looks like after taking          NyQuil.                                 www.360i.com ...
It’s time to work out, using FitFu.7am: FitBit, FitFu                  Using the accelerometer, it tracks                 ...
When it’s time to get dressed,m                    I use Go Try It On to ask people                         which shirt I ...
There’s a clear winner – outfit #1.                 And the comments are both                    helpful and passionatewww...
9am                  At 9am, I run an errand before work,                        finding a useful Foursquare tip          ...
I shop around, fi di some useful   h          d finding         f l info on an ice cream scoop when    scanning the QR cod...
I tried tapping my phone to pay pay,               but apparently I don’t have NFC access                    on this older...
10am: Summify, Aurasma10am                  I start my workday with media                   consumption, via social story ...
At 11, I start sharing things I love,                      by taking pictures of Rice Krispies                      Treats...
Im                          I’m getting hungry by noon,   noon12pm                   going to sandwich shop Salume,       ...
At 1, I play some location-basedgames like Dokobots, where I hunt for  robots and batteries overlayed on     a map of my a...
At 2, I’m doing some self-                     improvement, studying Spanish on                        Rosetta Stone’s mob...
Taking a break, I turn to TaskRabbit,                     a useful site for finding people to do                          ...
I post my task – delivering Sprinkles                Cupcakes, and then scan my credit                 Card via the phone’...
I got my cupcakes in a flash,               and he dropped them off so quickly                 that I couldn’t even thank ...
At 4, I try collaborating with my                         colleagues on Google+.                     Apparently everyone e...
Time to get out of here. My friend                       AB is around, so we’ll catch up at                     a bar to t...
We hit up Crosby St Hotel, the first                     Manhattan to accept TabbedOut,                     an app that le...
www.360i.com   Proprietary & Confidential   43
www.360i.com   Proprietary & Confidential   44
It’s 6 and time to figure out dinner.                     I turn to Kraft’s iFood Assistant for                       reci...
I also tried Checkpoints to scanproducts in the store, earn points,       and try to win raffles.          No luck this ti...
I also picked up some wine.                              www.360i.com   Proprietary & Confidential   47
Time to make dinner.           I went with my own recipe:      Mac & Cheese & Philly Cream Cheese7pm                      ...
While I cooked, I scanned the                products I had around me and kept               leveling up in Barcode Hero, ...
Yum.8pm             www.360i.com   Proprietary & Confidential   50
During dinner, I used Snooth’s        g      , image recognition technology toidentify my wine’s label and bring   up revi...
I also used MealSnap, which lets you                       p,          y take photos of what your eating and       it calc...
Time to watch TV…9pm                     www.360i.com   Proprietary & Confidential   53
…and pre-game!*Please drink responsibly Please            www.360i.com   Proprietary & Confidential   54
I use IntoNow to listen to what I’m watching, pull up content related  to that show, and let me share it           with my...
I also love stickers, so I use   GetGlue to earn some.                                 www.360i.com   Proprietary & Confid...
I have to check out my favorite                         yBravo shows too, and I use Shazamto connect me to the music playe...
It’s time to go out for the night, and                                     g               g ,10pm                       I...
Apparently my ThinkGeek Personal               Soundtrack shirt with working speaker                   didn’t get the high...
I also shared my l k on P   l     h d       look    Pose,  and it made into the featured      collection that night.      ...
10pm: (figure out plans) Localmind, ChaCha –                                         At 11, I wanted to explore options fo...
I did get a g                             g     great Google Offer for                                             g12am  ...
t only did the cook know how torocess the Offer, but there wasAndroid phone connected to the register to scan the barcode....
I went for the organic      t f th        i  black truffle mayo.         Yum.                         www.360i.com   Propr...
Sven B.                               At 1am, I used Sonar to see if any                                     ,            ...
Alfred, a new recommendation app                     from Clever Science, helped me find a                        good pla...
Sadly, Yelp says Bubby’s                   is not good for bananas.www.360i.com   Proprietary & Confidential     67
He’s a good sport though,                               waiting outside while I ordered the pie. ANYTHING   but thebanana ...
I picked up some g   p       p       great p                         pies andposted the photos to FoodSpotting,   where pe...
Here we are, back at the beginning.                        It’s 4am, and Sven and I are                           happily ...
mmmmm…                 mmmmm                 chocolate               peanut butter!www.360i.com      Proprietary & Confide...
And yet he had                 to get the               banana cream.                Unfriending.                Unfriendi...
whoa!        73
the age of the MEGAphone           is here                       74
a m p l i f y everything you do      (starting…      (starting now)                             75
http:/bit.ly/berkyDMSTake one URLvisually in themorningDo not downloadduring an after-party on a boat                   76
David Berkowitz VP Emerging Media        360i    @dberkowitzdberkowitz@360i.com                      77
appendix:  pplinks from  th t lk  the talk             78
Links: Sleeping / Getting Ready           p• 4am: Sleep Science• 5am: WakeMate• 6am: Lark• 7am: FitFu• 8am: Go Try It On  ...
Links: The 9-5 Workday                 (                                      )• 9am: NeoReader (one of the best mobile ba...
Links: Drinks, Dinner, and Unwinding   p• 5pm: TabbedOut• 6pm: Kraft iFood Assistant, Coupons.com’s GroceryIQ, CheckPoints...
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A Mobile Day in the Life: 24 Hours in the Age of the MEGAphone

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  • 65 years ago… or… 24,000 days ago http://www.corp.att.com/attlabs/reputation/timeline/46mobile.html June 17, 1946 - A driver in St. Louis, Mo., pulled out a handset from under his car's dashboard, placed a phone call and made history. It was the first mobile telephone call. A team including Alton Dickieson and D. Mitchell from Bell Labs and future AT&T CEO H.I. Romnes, worked more than a decade to achieve this feat. By 1948, wireless telephone service was available in almost 100 cities and highway corridors. Customers included utilities, truck fleet operators and reporters. However, with only 5,000 customers making 30,000 weekly calls, the service was far from commonplace.
  • http://blog.big-dutch.com/images/ct1000.jpg
  • http://en.wikipedia.org/wiki/File:Phone.svg http://cache.gawkerassets.com/assets/images/4/2010/03/500x_cordless.jpg http://content.abt.com/media/images/products/BDP_Images/big_kxtg2302b_L_Angle.gif
  • http://4.bp.blogspot.com/_Z5xmBJQUMD4/TOjosatpwoI/AAAAAAAAARE/49iGsfZmr6w/s1600/nokia_3310.jpeg
  • http://www.hitechreview.com/uploads/2010/06/iphone4_hero.jpg
  • http://www.mgelectronics.com/productlisting.cfm?categoryid=10
  • http://www.mgelectronics.com/productlisting.cfm?categoryid=10
  • http://pdxrecycler.files.wordpress.com/2011/04/pill-bottle.jpg
  • It’s 4am I’m outside Bubb Day 2: 4am – out on street with: Yesterday’s paper (10am) Salume menu (12pm) Cork (7pm) Video glasses? ???? Mr. Banana
  • http://itunes.apple.com/us/app/id390088576?mt=8
  • http://wakemate.com/
  • https://www.lark.com/mylark/
  • http://www.fitfu.com/
  • Go Try It On – www.gotryiton.com
  • http://www.foursquare.com
  • http://www.neoreader.com/
  • Aurasma http://www.youtube.com/watch?v=GBKy-hSedg8 www.aurasma.com www.summify.com
  • 11am: Pinterest Pinterest – pinning www.pinterest.com
  • http://twitter.com/#!/pxlt/status/103864017847726080 12pm: 4sq-> Salume app, Dokobots on the way
  • 12pm: 4sq-> Salume app, Dokobots on the way http://dokobots.com/
  • 2pm: Rosetta Stone (or Cat Paint) http://www.rosettastone.com/
  • TaskRabbit www.taskrabbit.com
  • 1pm: G+ Meeting https://plus.google.com
  • http://tabbedout.com/
  • http://tabbedout.com/
  • 6pm: (grocery store)- iFood, Checkpoints, Aisle411, GroceryIQ, SavingStar (NFC – FAIL – tap phone, to no avail) iFood GroceryIQ (coupons.com) http://www.kraftrecipes.com/media/ifood.aspx
  • http://www.checkpoints.com/
  • 7pm: (dinner prep) Snooth, Barcode Hero
  • 7pm: (dinner prep) Snooth, Barcode Hero http://barcodehero.com/
  • http://www.snooth.com/
  • 9pm: (TV) Shazam, IntoNow, Miso, SnappyTV http://www.intonow.com/ci
  • http://i1-win.softpedia-static.com/screenshots/Sticker-Book-6-Superheroes_1.png
  • 11pm - Fashism
  • Fashism
  • 11pm – Tshirt change - Pose
  • www.localmind.com
  • 12am: Go to Pommes Frites, redeem Google Offer https://www.google.com/offers/
  • http://www.sonar.me
  • 2am: Alfred to find a place http://www.alfredmobile.com/
  • http://bo.lt/6iz1z
  • Foodspotting 3am: (dessert) FoodSpotting, We&Co, Skweal (Mr. B terrified of banana split, wind up at BUBBY’S with sign in window that says no bananas allowed) www.foodspotting.com
  • Joey Lawrence (Blossom)
  • A Mobile Day in the Life: 24 Hours in the Age of the MEGAphone

    1. David Berkowitz VP Emerging MediaOriginallyO i i ll presented t d 360i @dberkowitzat 360i’s 2011 Digital dberkowitz@360i.comMarketing Summit(oh, and ~full disclosure:A LOT of brands mentioned 1here are clients)
    2. 1946 1 st mobile phone call bil h llVia AT&T : “June 17, 1946: A driver in St. Louis, Mo., pulled out a handset from under his car’s dashboard,placed a phone call and made history. It was the first mobile telephone call. 2
    3. 1970s 80s1970s-80scar phone 3
    4. 1980 1990s 1980-1990scordless phone 4
    5. 1990s 2000s1990s-2000s cellphone 5
    6. 2000s todaymid 2000s-today smartphone 6
    7. 7
    8. 2011 2011-megaphone 8
    9. 2011 2011-MEGAphonehttp://www.mgelectronics.com/productlisting.cfm?categoryid=10http://www mgelectronics com/productlisting cfm?categoryid=10 It’s th d i that’s l It’ the device th t’ always a part of t f your life, knowing what you want before you want it. 9
    10. why y this ttmatters: 10
    11. 1. you’re living y g in the age ofth megaphonethe g ph 11
    12. 2 this decade,2. decadeBILLIONS ofconsumers will h haveMEGAphones 12
    13. p3. MEGAphones play a role in every y of f our day 13
    14. 4. it’s time to it s amplify everything y g you do(starting… now)( i g ) 14
    15. 15
    16. INFOOVERLOAD AHEAD 16
    17. http:/bit.ly/berkyDMS yWash down with apint of GuinnessDo not operateheavy machinerywhile clicking Links to all apps in this deck pp originally appeared at the link above, but they’re now conveniently in the Appendix. 17
    18. 24 hours inThe Age of the g fMEGAphone 18
    19. It begins 4am the following day. 4am Day 2I’m outside a restaurant with my friend Sven Banana, some pie, a funky t-shirt, and an Angry Birds pig. 4am www.360i.com Proprietary & Confidential 19
    20. www.360i.com Proprietary & Confidential 20
    21. 24 hours earlier, I’m fast asleep,4am Day 1: Sleep Science listening to positive motivational messages from Sleep Science. Science4am www.360i.com Proprietary & Confidential 21
    22. I’ve got my WakeMate wristband on,5am: WakeMate syncing with the iPhone to find the optimal time to wake me up based on my sleep cycles.5am www.360i.com Proprietary & Confidential 22
    23. With my Lark wristband connecting6am: Lark via bluetooth, it silently wakes me and coaches me for better sleep habits. I can dream, right?6am www.360i.com Proprietary & Confidential 23
    24. Here’s what one night’s sleep record l k lik d looks like. www.360i.com Proprietary & Confidential 24
    25. Here’s what one night’s sleeprecord looks like after taking NyQuil. www.360i.com Proprietary & Confidential 25
    26. It’s time to work out, using FitFu.7am: FitBit, FitFu Using the accelerometer, it tracks the repetitions of my crunches.7am www.360i.com Proprietary & Confidential 26
    27. When it’s time to get dressed,m I use Go Try It On to ask people which shirt I should wear.8am www.360i.com Proprietary & Confidential 27
    28. There’s a clear winner – outfit #1. And the comments are both helpful and passionatewww.360i.com Proprietary & Confidential 28
    29. 9am At 9am, I run an errand before work, finding a useful Foursquare tip when I check in. www.360i.com Proprietary & Confidential 29
    30. I shop around, fi di some useful h d finding f l info on an ice cream scoop when scanning the QR code on it. www.360i.com Proprietary & Confidential 30
    31. I tried tapping my phone to pay pay, but apparently I don’t have NFC access on this older Droid. Maybe nextwww.360i.com time this’ll work better. 31 Proprietary & Confidential
    32. 10am: Summify, Aurasma10am I start my workday with media consumption, via social story aggregators like Summify and augmented realitywww.360i.com Aurasma apps like Proprietary & Confidential 32
    33. At 11, I start sharing things I love, by taking pictures of Rice Krispies Treats cereal and posting it on my Pinterest board11am www.360i.com Proprietary & Confidential 33
    34. Im I’m getting hungry by noon, noon12pm going to sandwich shop Salume, though I lost my mayorship to www.360i.com Proprietary & Confidential Try It On. Matt from Go 34
    35. At 1, I play some location-basedgames like Dokobots, where I hunt for robots and batteries overlayed on a map of my actual location. 1pm www.360i.com Proprietary & Confidential 35
    36. At 2, I’m doing some self- improvement, studying Spanish on Rosetta Stone’s mobile app Stone s app.2pm www.360i.com Proprietary & Confidential 36
    37. Taking a break, I turn to TaskRabbit, a useful site for finding people to do odd jobs for you. you3pm www.360i.com Proprietary & Confidential 37
    38. I post my task – delivering Sprinkles Cupcakes, and then scan my credit Card via the phone’s lens to make a payment.www.360i.com Proprietary & Confidential 38
    39. I got my cupcakes in a flash, and he dropped them off so quickly that I couldn’t even thank the TaskRabbit in person. MMMMM.www.360i.com Proprietary & Confidential 39
    40. At 4, I try collaborating with my colleagues on Google+. Apparently everyone else is too busy working.4pm www.360i.com Proprietary & Confidential 40
    41. Time to get out of here. My friend AB is around, so we’ll catch up at a bar to talk shop about digital media media.5pm www.360i.com Proprietary & Confidential 41
    42. We hit up Crosby St Hotel, the first Manhattan to accept TabbedOut, an app that lets you pay your tab right from your phone.5pm www.360i.com Proprietary & Confidential 42
    43. www.360i.com Proprietary & Confidential 43
    44. www.360i.com Proprietary & Confidential 44
    45. It’s 6 and time to figure out dinner. I turn to Kraft’s iFood Assistant for recipe ideas, and the GroceryIQ grocery list app from coupons.com.6pm www.360i.com Proprietary & Confidential 45
    46. I also tried Checkpoints to scanproducts in the store, earn points, and try to win raffles. No luck this time. www.360i.com Proprietary & Confidential 46
    47. I also picked up some wine. www.360i.com Proprietary & Confidential 47
    48. Time to make dinner. I went with my own recipe: Mac & Cheese & Philly Cream Cheese7pm www.360i.com Proprietary & Confidential 48
    49. While I cooked, I scanned the products I had around me and kept leveling up in Barcode Hero, a game based on scanning products’ codes.www.360i.com Proprietary & Confidential 49
    50. Yum.8pm www.360i.com Proprietary & Confidential 50
    51. During dinner, I used Snooth’s g , image recognition technology toidentify my wine’s label and bring up reviews about the bottle. www.360i.com Proprietary & Confidential 51
    52. I also used MealSnap, which lets you p, y take photos of what your eating and it calculates the calories. It doesn’t always work. www.360i.com Proprietary & Confidential 52
    53. Time to watch TV…9pm www.360i.com Proprietary & Confidential 53
    54. …and pre-game!*Please drink responsibly Please www.360i.com Proprietary & Confidential 54
    55. I use IntoNow to listen to what I’m watching, pull up content related to that show, and let me share it with my friends. www.360i.com Proprietary & Confidential 55
    56. I also love stickers, so I use GetGlue to earn some. www.360i.com Proprietary & Confidential 56
    57. I have to check out my favorite yBravo shows too, and I use Shazamto connect me to the music played. It works on some commercials too. www.360i.com Proprietary & Confidential 57
    58. It’s time to go out for the night, and g g ,10pm I’ll use Fashism for feedback. I also go on to boost the ratings of some of the app’s more unlikely users. www.360i.com Proprietary & Confidential 58
    59. Apparently my ThinkGeek Personal Soundtrack shirt with working speaker didn’t get the highest marks. Ninjacat was sweet though.www.360i.com Proprietary & Confidential 59
    60. I also shared my l k on P l h d look Pose, and it made into the featured collection that night. www.360i.com Proprietary & Confidential 60
    61. 10pm: (figure out plans) Localmind, ChaCha – At 11, I wanted to explore options for a late-night snack. I tried repeatedlynote Google Deals, ask about Pommes Fritesasking Localmind users for ideas, but I wasn’t getting any help yet.11pm www.360i.com Proprietary & Confidential 61
    62. I did get a g g great Google Offer for g12am Pommes Frites so I went over for some massive, crispy fries and an array of dipping sauces. www.360i.com Proprietary & Confidential 62
    63. t only did the cook know how torocess the Offer, but there wasAndroid phone connected to the register to scan the barcode. www.360i.com Proprietary & Confidential 63
    64. I went for the organic t f th i black truffle mayo. Yum. www.360i.com Proprietary & Confidential 64
    65. Sven B. At 1am, I used Sonar to see if any , y1am people I knew were nearby. Sven Banana, with whom I share Facebook friends, was close. www.360i.com Proprietary & Confidential 65
    66. Alfred, a new recommendation app from Clever Science, helped me find a good place to eat with Sven that was open all night.2am www.360i.com Proprietary & Confidential 66
    67. Sadly, Yelp says Bubby’s is not good for bananas.www.360i.com Proprietary & Confidential 67
    68. He’s a good sport though, waiting outside while I ordered the pie. ANYTHING but thebanana cream!3am www.360i.com Proprietary & Confidential 68
    69. I picked up some g p p great p pies andposted the photos to FoodSpotting, where people find spots to eat based on what dishes look good. www.360i.com Proprietary & Confidential 69
    70. Here we are, back at the beginning. It’s 4am, and Sven and I are happily enjoying our pie pie.4am www.360i.com Proprietary & Confidential 70
    71. mmmmm… mmmmm chocolate peanut butter!www.360i.com Proprietary & Confidential 71
    72. And yet he had to get the banana cream. Unfriending. Unfriendingwww.360i.com Proprietary & Confidential 72
    73. whoa! 73
    74. the age of the MEGAphone is here 74
    75. a m p l i f y everything you do (starting… (starting now) 75
    76. http:/bit.ly/berkyDMSTake one URLvisually in themorningDo not downloadduring an after-party on a boat 76
    77. David Berkowitz VP Emerging Media 360i @dberkowitzdberkowitz@360i.com 77
    78. appendix: pplinks from th t lk the talk 78
    79. Links: Sleeping / Getting Ready p• 4am: Sleep Science• 5am: WakeMate• 6am: Lark• 7am: FitFu• 8am: Go Try It On www.360i.com Proprietary & Confidential 79
    80. Links: The 9-5 Workday ( )• 9am: NeoReader (one of the best mobile barcode readers); SXSW talk on NFC• 10am: Summify, Aurasma• 11am: Pinterest• 12pm: Foursquare• 1pm: Dokobots (see also Traveler’s Quest)• 2pm: Rosetta Stone p• 3pm: TaskRabbit• 4pm: Google+ Google www.360i.com Proprietary & Confidential 80
    81. Links: Drinks, Dinner, and Unwinding p• 5pm: TabbedOut• 6pm: Kraft iFood Assistant, Coupons.com’s GroceryIQ, CheckPoints• 7pm: Barcode Hero• 8pm: Snooth, MealSnap• 9pm: IntoNow GetGlue Shazam IntoNow, GetGlue,• 10pm: Fashism, Pose• 11pm: Localmind www.360i.com Proprietary & Confidential 81
    82. Links: Out for the Night g• 12am: Google Offers• 1am: Sonar• 2am: Alfred• 3am: FoodSpotting www.360i.com Proprietary & Confidential 82

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