1. David Berkowitz
VP Emerging Media
Originally
O i i ll presented
t d 360i
@dberkowitz
at 360i’s 2011 Digital dberkowitz@360i.com
Marketing Summit
(oh, and ~full disclosure:
A LOT of brands mentioned
1
here are clients)

2. 1946
1 st mobile phone call
bil h ll
Via 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 80s
1970s-80s
car phone
3

4. 1980 1990s
1980-1990s
cordless phone
4

5. 1990s 2000s
1990s-2000s
cellphone
5

6. 2000s today
mid 2000s-today
smartphone
6

7. 7

8. 2011
2011-
megaphone
8

9. 2011
2011-
MEGAphone
http://www.mgelectronics.com/productlisting.cfm?categoryid=10
http://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
tt
matters:
10

11. 1. you’re living
y g
in the age of
th megaphone
the g ph
11

12. 2 this decade,
2. decade
BILLIONS of
consumers will
h
have
MEGAphones
12

13. p
3. 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. INFO
OVERLOAD
AHEAD
16

17. http:/bit.ly/
berkyDMS
y
Wash down with a
pint of Guinness
Do not operate
heavy machinery
while 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
in
The Age of the
g f
MEGAphone
18

19. It begins 4am the following day.
4am Day 2
I’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.
Science
4am
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 connecting
6am: 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 sleep
record 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 passionate
www.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 next
www.360i.com time this’ll work better. 31
Proprietary & Confidential

32. 10am: Summify, Aurasma
10am
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 board
11am
www.360i.com Proprietary & Confidential 33

34. Im
I’m getting hungry by noon, noon
12pm 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-based
games 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.
you
3pm
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 scan
products 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 Cheese
7pm
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 to
identify 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
y
Bravo shows too, and I use Shazam
to 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 repeatedly
note 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
g
12am 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 to
rocess the Offer, but there was
Android 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
, y
1am 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 the
banana cream!
3am
www.360i.com Proprietary & Confidential 68

69. I picked up some g
p p great p
pies and
posted 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.
Unfriending
www.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/
berkyDMS
Take one URL
visually in the
morning
Do not download
during an after-
party on a boat
76

77. David Berkowitz
VP Emerging Media
360i
@dberkowitz
dberkowitz@360i.com
77

78. appendix:
pp
links 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