PH0N3D
VANISHING INTO THIN AIR
DRÉ LABRE
CREATIVE DIRECTOR TRIBAL DDB
FEB 10 ’09

PHONE 0WN3D
A device that is used to Geek slang derived from
transmit and receive sound the word own, that implies
(most commonly speech). domination of a rival.

CELL PHONES

SMART PHONES

APPLICATION DEVICES

DON’T BE AFRAID

A CAUTIONARY TALE

$30 $0 - $10
vs.

USEFUL vs.
STUFF

$200 - $300 $0 - $10
vs.

$30 per game $0 - $10 per game
vs.

$30 $1
vs.

$500 ?
vs.

$30 $0
vs.

$2 - $10 $0
vs.

NOT SO
USEFUL vs.
STUFF

$1 $0
vs.

$5 $1
vs.

221 calories 0 calories
vs.

BRANDS vs.

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CONSIDER THIS

REMEMBER
IT’S A PHONE FIRST

IT’S ALSO A
GATEWAY GADGET

THREE TRENDS TO
WATCH IN 2009
•LOCATION
•LOCATION
•LOCATION

PULL AUTOMATION
PHYSICAL DATA BLURRED WITH
YOUR VIRTUAL IDENTITY AND
INFORMATION

+
CURRENT TWITTER
LOCATION ACTIVITY
=
WHAT PEOPLE AROUND YOU
ARE SAYING RIGHT NOW

PUSH AUTOMATION
INFORMATION FINDS YOU DEPENDING
ON WHERE YOU ARE WITHOUT
HAVING TO ASK FOR IT

+
THINGS CURRENT
TO DO LOCATION
=
REMINDS YOUR TO GET MILK
AS YOU PASS THE GROCERY

LAYERING SERVICES
SEARCH RESULTS OR QUERIES LAYERED
WITH ADDITIONAL AND CONTEXTUAL
INFORMATION

+
WALKING WEATHER
DIRECTIONS CONDITIONS
=
A LESS RAINY WALK UNDER
A SHELTERED ROUTE

WE’RE STILL
SCRATCHING THE
SURFACE

IT’S A RACE TO
THE FINISH LINE

INVEST IN R&D

THANK YOU
download this presentation at:
http://drelabre.com/