Getting Lost in Mobile Discovery: 10 Mobile Trends & Technologies to Watch in 2012


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Digital Age 2.0 - Brasil presentation on 10 mobile trends for 2012

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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.


    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.
    Are you sure you want to  Yes  No
    Your message goes here
  • For those who attended the presentation live, I mentioned a couple other things not included in the deck. Here are links:
    - 360i's Startup Outlook -
    - Better Hearing app that can test hearing, as one more sign of how mobile is changing health & wellness - and
    Are you sure you want to  Yes  No
    Your message goes here
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  • Presented at Digital Age 2.0 in Sao Paulo, Brazil September 5, 2012Ache o seu caminho até o consumidor nas mídias móveisComo a mobilidade mudou seu consumidor para sempre e o que você deveria saber para tirar vantagem disso para sua marca e seus negócios. Pinterest, Instagram, GetGlue, serviços de geolocalização, socialTV, Near Field Communication, mobile payment… quais são as grandes tendências que profissionais de marketing precisam acompanhar nos proximos 12 meses.
  • Hello
  • My name is David
  • Download the deck
  • This is what most people think mobile means.Backup image:
  • Getting closer…Photos via David Berkowitz (Tikitag/Touchatag, Flip camera, iPad / Appmates, Nabaztag/Karotz robot, Xwave, Amazon Kindle Fire)
  • Other objects – a can of soda, a car, shoes, toys… these are very much mobile, and could well be considered mobile devices(all images via David Berkowitz, except the Trident wrapper via Gavin Blawie)
  • Meet Rodrigo Santoro – he’s mobile. He’s a person.
  • Meet Rodrigo Santoro – he’s mobile. He’s a person.
  • He loves his mobile devices, whatever form they take, whether it’s a camera…
  • …An award…
  • …A rifle…
  • He’s never far from a mobile device
  • He has all kinds of mobile devices… but they’re really just an extension of him. They amplify his behavior.
  • Mobile changes everything credit: Mark Avnet
  • But it’s so much more than that… MOBILITY changes everything
  • We’ll take a look at not just how mobility changes everything for Rodrigo, but how it changes for all the Rodrigos out there…,or.r_gc.r_pw.r_cp.r_qf.&biw=1600&bih=785
  • …And all the Gabrielas, and – so importantly – for all of you as you gain new ways to reach and connect with all the Rodrigos and Gabrielas out there,or.r_gc.r_pw.r_cp.r_qf.&fp=932d1b4b22e83ef3&biw=1600&bih=785
  • What is… and what could be:For each of the ten areas we’ll explore today, we’ll take a look at what it’s like today and look for hints of what could be coming
  • Research:qriously,, dscout
  • Qriously –
  • dScout
  • Targeting -> Tapad, Second Screen Networks, LocalResponse
  • Second Screen
  • Localresponsewww.localresponse.comDisclosure: I’m an advisor
  • Product development -> Kickstarter, Indiegogo, Quirky (less about mobile
  • KickstarterPocket TVPebble WatchRemee
  • Volt buckle – Indiegogo (no go)Volt Buckle
  • Quirky
  • Television -> Mobile devices in the living room-> Social TV (Deloitte quote, etc), Viggle, Shazam, IntoNow, GetGlue (meh), ShowYou, StarStar
  • Vigglewww.viggle.com
  • Showyou
  • StarStar
  • Refer to Instagram, Pinterest… and then show what’s beyondSharing Content - > Instagram, GoldRun, Pinterest, Viddy, Socialcam, Tout, Mixel, FoodSpotting, Google Project Glass,Magisto
  • We can’t forget the potential to have fun with all of this. It’s now getting very easy to blend fantasy and the real world, as Kraft did here with the GoldRun
  • Magistowww.magisto.com
  • Cinemagram
  • Sharing Content - > Instagram, GoldRun, Pinterest, Viddy, Socialcam, Tout, Mixel, FoodSpotting, Google Project Glass,Magisto
  • Kogetodotspot
  • Evernote Smart Notebook (Moleskine)
  • Google: Project Glass on Google+; SAI recap of Google I/O
  • Shopping -> Shopkick, Swirl, Wrapp, etc
  • Shopkickwww.shopkick.com
  • Wrappwww.wrapp.com
  • Payments -> Proximity Sensors (NFC, Pay with Square), Starbucks, Dwolla
  • Dwolla
  • Square
  • Apple Passbook – note: not including NFC here, given many obstacles to its adoption, but if Apple includes this with the new iPhone it could be a major
  • Meeting Others -> GrubWithUs, Wendr, Cheekd
  • Wendr
  • Cheekdwww.cheekd.com
  • Health & Wellness: Fuelband, Lark, Fooducate (also Dining)
  • Lark
  • Nike: FuelBand
  • Here’s what’s up next for Rodrigo
  • Through mobility, Rodrigo can…Walk into his favorite coffee shop and pay without ever taking out his phone or his walletFind a place to stay as soon as he pops into a new city on short noticeTrack his activity and try to stay healthy while on the goAnd meet some new people in the processShopping photo:
  • Shopping photo: cup:
  • Shopping photo: clipart + Mais Voce logo via
  • Shopping photo: /
  • Shopping photo: /,or.r_gc.r_pw.r_cp.r_qf.&fp=932d1b4b22e83ef3&biw=1600&bih=785
  • Be that trusted advisor that connects Rodrigo with the people, places, and things most interesting to him, wherever he isImage source: someecards
  • Be that trusted advisor that connects Rodrigo with the people, places, and things most interesting to him, wherever he is
  • Learn from Rodrigo, as every move he makes that’s closer to or further from you, whether digital or physical, presents a new learning experience for you
  • Embrace change. These are new opportunities for you, especially as you stay ahead of your competitors
  • Getting Lost in Mobile Discovery: 10 Mobile Trends & Technologies to Watch in 2012

    1. 1. Getting Lost inMobile DiscoveryDavid BerkowitzVice President, Emerging Media360i@dberkowitz /
    2. 2. „Ola! 2
    3. 3. „Meu nome e David 3
    4. 4. Download this presentation! 4
    5. 5. What is mobile? 5
    6. 6. Most people tend to think of mobilehandsets like iPhones and Androiddevices, but that‟s just the beginning. 6
    7. 7. There are all kinds of mobile, digital,connected devices… 7
    8. 8. Any objects that are portable ortransportable can potentially be digitallyenabled, and thus „mobile‟ 8
    9. 9. What about… 9
    10. 10. Meet Rodrigo Santoro, a Brazilian movie star… 10 10
    11. 11. Rodrigo is mobile. Mobility is all aboutRodrigo (and other people – like you).Devices are just extensions of people,enablers of people‟s behavior. 11 11
    12. 12. Rodrigo loves all kindsof mobile devices… 12 12
    13. 13. 1313
    14. 14. 1414
    15. 15. 1515
    16. 16. 1616
    17. 17. He‟s never far from a mobile device Google noted it its Mobile Playbook that “Mobile changes everything.” ( 17
    18. 18. He‟s never far from a mobile device It‟s not just “mobile” though – it‟s the nature of being mobile, of mobility itself, that triggers changes in behavior. 18
    19. 19. Mobility changes everything forRodrigo, and all the Rodrigosout there… 19 19
    20. 20. …and all the Gabrielas out there too 20 20
    21. 21. (10) Ways MobilityWill Change Rodrigo (and all of us) 21
    22. 22. What‟s changing1. Research2. Targeting3. Product Development4. Television5. Photo & Video6. Content Creation7. Shopping8. Payments9. Meeting Others10. Health & Wellness 22 22
    23. 23. Mobility is changing how marketerscan conduct consumer research andderive new insights about their targetaudiences 23
    24. 24. Qriously turns mobile ads into pollsand surveys that can be used formarket research qriously 24
    25. 25. by uSamp can help marketersget instant feedback from consumerswherever they are, including feedbackon specific locations and businesses 25
    26. 26. dScout uses mobile devices to createand capture ethnographies, withthe device guiding the consumer along dscout 26
    27. 27. Targeting looks very different when youcan target consumers wherever theyare, and on multiple screens 27
    28. 28. Tapad can target the same consumersin a household across all the differentdevices they‟re using, creating moreholistic campaign possibilities tapad 28
    29. 29. Second Screen Networks can target adsto mobile devices and tablets right asconsumers see those ads on TV second screen networks 29
    30. 30. LocalResponse can target people inspecific locations based on what they‟vepublicly tweeted(disclosure: I‟m an advisor) localresponse 30
    31. 31. Mobility even changes how productsare developed, and the kinds ofproducts that are developed 31
    32. 32. At crowdfunding site Kickstarter, anumber of the most successful productsare mobile devices: the Pocket TV,Pebble watch, and Remee dream mask kickstarter 32
    33. 33. They‟re not all successful though. AtIndieGogo, the Volt buckle that hides aphone charger in a belt didn‟t quite makethe cut, much to my dismay indiegogo 33
    34. 34. Quirky takes the concept further, as itscommunity crowdsources how productscome together, with mobility an addedenabler quirky 34
    35. 35. Television is starting to changedramatically as more people interactwith handheld devices while watchingTV 35
    36. 36. Viggle is toying with the model ofsecond screen apps, offering points forviewing and engaging with TV, withpoints redeemable for real goods viggle 36
    37. 37. ShowYou is an app in the mold of Pulse,Flipboard and others that focuses oncuration of content – including any formof video showyou 37
    38. 38. With StarStar, marketers register a **number, which can be promoted on TVand elsewhere; consumers dial it andreceive a text with a call to action starstar 38
    39. 39. Thanks to the success of Instagram andhow easy it is to share decent photosfrom smartphones, we‟re seeing newwaves of creativity with multimedia 39
    40. 40. Goldrun offers digital images, oftenbranded, which can be combined withphotos to create new kinds of images goldrun 40 40
    41. 41. Magisto automatically edits a bunch ofvideos into one seamless movie, makingmobile video far more watchable inmany cases magisto 41
    42. 42. Cinemagram taps into the GIF craze,offering a way to create cinemagraphsthat are photos with certain partsanimated like video cinemagram 42
    43. 43. Mobile phones and digital cameras maybe great devices for content creation,but the field is getting more divergentwith new accessories and devices 43
    44. 44. Kogeto, which shoots panoramic 360-degree video, is just one of a slew ofaccessories that are designed to makemobile handsets even more versatile kogeto 44
    45. 45. The boundaries of online and offlinekeep blurring; Moleskin designed aprint notebook to work with contentorganizing suite Evernote evernote + moleskine 45
    46. 46. Is this the future? Maybe not, but Googlehas emerged as one of the mostprogressive proponents of wearablehardware; she‟s the new cyborg google project glass 46
    47. 47. Mobility changes everything aboutshopping: how we find out about goods,find stores, decide when to buy,compare prices, and tell our friends 47
    48. 48. Shopkick uses game mechanics tohook people in, and then offersdiscounts to people who enter physicalstores through the app shopkick 48
    49. 49. Swirl is one of the newer mobile-centricservices that gathers offers, tracksfavorite items, and directs users tostores to make a purchase swirl 49
    50. 50. Wrapp is a social gifting service foundedin Sweden; people can give free gifts tofriends that have real rewards which canbe redeemed in stores or online wrapp 50
    51. 51. Cash, check, credit… mobile handset;Near Field Communication (NFC) getsthe hype, but there are many wayspayment technology is changing 51
    52. 52. Dwolla is a new payment serviceboasting low fees and avoiding creditcards entirely; it‟s one of many entrantscompeting directly with PayPal dwolla 52
    53. 53. Square started by allowing any merchantwith an iPhone to accept credit cards;now consumers can pay with via phonejust by walking into a trusted store square 53
    54. 54. Apple Passbook, coming in its iOS 6software update, is more of a locker tostore cards and tickets but can easilybecome a payment mechanism apple passbook 54
    55. 55. Few things are as fundamentally vitalto humans as meeting others;mobile technologies are changing howface to face encounters occur 55
    56. 56. What are you doing tonight? Want anyfriends to join you? Wendr is trying tomake such last minute get togethersfar easier, without inviting all your friends wendr 56
    57. 57. GrubWithUs connects people in variouscities who have shared interests, takingmeal payments in advance and planningoutings for topically connected groups grubwithus 57
    58. 58. Cheek‟d is one of many new twists ondating, where people hand out physicalcards with playful phrases to enticepotential mates to follow up cheekd 58
    59. 59. Mobile devices can be detrimental to usif we never disconnect. But they can alsoserve as catalysts to improve ourmental and physical well being 59
    60. 60. Fooducate offers rich content and ratingsto show how nutritious various foods are,and why you might want to stay clearof certain ones fooducate 60
    61. 61. We spend about a third of our livesasleep, so Lark uses a combination of awristband and app to track our habitsand recommend improvements lark 61
    62. 62. Brands are getting involved directly, asNike‟s Fuelband not only tracks physicalactivity but coins Fuel as a new kind ofcurrency nike fuelband 62
    63. 63. 63
    64. 64. Let‟s keep in mind our old friend Rodrigo,always with a mobile device in-hand.What‟s ahead for him, and all of us? 64 64
    65. 65. He‟ll be shopping for and paying forproducts in entirely new ways, and mayone day do without credit cards just byhaving a mobile handset in his pocket 65 65
    66. 66. He‟ll be watching TV differently, earningpoints for tuning into his favoriteprograms and curating new content viahis handset and tablet 66 66
    67. 67. He‟ll be even more physically active,sporting accessories like the Fuelbandto keep track of his performance andshare his success with others 67 67
    68. 68. And then he‟ll meet plenty of others,using his device to make plans to gettogether with people like his newamiga Gisele 68 68
    69. 69. 69
    70. 70. You‟ll want to be the trusted advisor whoconnects Rodrigo with the people,places and things most interesting tohim, wherever he is 70 70
    71. 71. You need to meet Rodrigo‟s immediateneeds, directing him to something hecan do right that instant 71 71
    72. 72. Learn from Rodrigo, as every move hemakes presents a new learningopportunity 72 72
    73. 73. Embrace change. There are so manynew opportunities to reach yourRodrigos and Gabrielas while stayinga step ahead of your competitors 73 73
    74. 74. Obrigado!David BerkowitzVice President, Emerging Media360i@dberkowitz / Download this presentation! 74 74
    75. 75. 75
    76. 76. Keep Learning• Research • Qriously • • dScout• Targeting • Tapad • Second Screen Networks • LocalResponse• Product Development • Kickstarter (Pocket TV, Pebble watch, Remee) • Indiegogo (Volt buckle) • Quirky• Television • Viggle • ShowYou • StarStar 76 76
    77. 77. Keep Learning• Photo & Video • GoldRun • Magisto (SXSW video) • Cinemagram (Sao Paulo image)• Content Creation • Kogeto • Evernote Smart Notebook by Moleskine • Google‟s Project Glass• Shopping • Shopkick • Swirl • Wrapp 77 77
    78. 78. Keep Learning• Payments • Dwolla • Pay with Square • Apple Passbook (featured in its iOS 6 software update)• Meeting People • Wendr • Grubwithus • Cheekd• Health & Wellness • Fooducate • Lark • Fuelband 78 78