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Mobile March conference - Mobile Behaviors, Innovations & Insights

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On one hand we're seeing unprecedented innovation in mobile technologies. On the other we're seeing unbelievable changes in consumer behavior. They are tied together and Hugh Park Jedwill, found and …

On one hand we're seeing unprecedented innovation in mobile technologies. On the other we're seeing unbelievable changes in consumer behavior. They are tied together and Hugh Park Jedwill, found and Executive Director of Heartland Mobile presented the ramifications of this and how brands can take advantage of this.

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  • 1. Mobilized  by  the  Heartland  Mobile  Council The  Age  of  Mobile:  How  Mobile  Behaviors   Create  Business  Insights March  19,  2014 Hugh  Park  Jedwill ExecuIve  Director,  Heartland  Mobile  Council #mobilerules  @heartlandmobile
  • 2. Mobilized  by  the  Heartland  Mobile  Council March  19,  2014 Hugh  Park  Jedwill ExecuIve  Director,  Heartland  Mobile  Council #mobilerules  @heartlandmobile aka  “4  #MOBILERULES”
  • 3. #mobilerules  @heartlandmobile  #mobilemarchtc14   OUTLINE • Background • #MobileRules  1:  Redefining  “Mobile” • #MobileRules  2:  Changing  Consumers  Accelerate  Change • #MobileRules  3:  Changing  Behaviors  Create  Opportunity • #MobileRules  4:  Behavioral  Insights  Drives  Success • Conclusions
  • 4. #mobilerules  @heartlandmobile  #mobilemarchtc14   Heartland  Mobile  Mission • Mission:    To  Inspire  &  Educate  Brands  on  How  to  Use   Mobile  EffecIvely • InspiraIon:  arIsts,  innovators  &  anthropologists • EducaIon:  Brands  not  sellers  speak;  Content;  CerIficaIon   with  Northwestern • Brands:  75%  of  our  audience  are  marketers • EffecIve  Mobile:    We  feature  new  technologies  that  have   scaled  or  could  
  • 5. #mobilerules  @heartlandmobile  #mobilemarchtc14   HMC  2014  at  a  glance Brands+Startups™  Accelerator Mobile  Marke7ng  Cer7fica7on Key  Partners Mobile  University  Week
  • 6. #mobilerules  @heartlandmobile  #mobilemarchtc14   Our  Partners
  • 7. Mobilized  by  the  Heartland  Mobile  Council #MobileRules  1:   Redefining  “Mobile”
  • 8. #mobilerules  @heartlandmobile  #mobilemarchtc14   Mobile  Scale 0 1.0 2.0 3.0 4.0 Industrialized Emerging Human population Mobile phone subs Internet users Landline phones TV sets Banking accounts * TomiAhonen Almanac 2010
  • 9. #mobilerules  @heartlandmobile  #mobilemarchtc14   Mobile  Scale 0 1.0 2.0 3.0 4.0 Industrialized Emerging * TomiAhonen Almanac 2010 More  Phones  than   toothbrushes  worldwide!
  • 10. #mobilerules  @heartlandmobile  #mobilemarchtc14   Top  Mobile  Markets  Worldwide 0% 50% 100% 150% 200% China India U.S. Indo Brazil Rusia Japan 0 375 750 1,125 1,500 % of population Mobile Subs (000,000’s) Intel Global Mobile Etiquette Fact Sheet 2012
  • 11. #mobilerules  @heartlandmobile  #mobilemarchtc14   Mobile  PotenIal  -­‐  McD’s  Website  2014
  • 12. #mobilerules  @heartlandmobile  #mobilemarchtc14   Mobile  PotenIal  -­‐  McD’s  Website  1996
  • 13. #mobilerules  @heartlandmobile  #mobilemarchtc14   Mobile  (Scary)  Future “So  what  used  to  fit  in  a  building   now  fits  in  your  pocket, what  fits  in  your  pocket  now  will   fit  inside  a  blood  cell  in  25  years” -­‐  Ray  Kurzwell,  Futurist
  • 14. #mobilerules  @heartlandmobile  #mobilemarchtc14   #MobileRules  1:  Redefine  “Mobile” ...to  Everything  “Mobile”  is  mobile  phones  &  tablets   (an  addic7ve  habit  already)  “Mobile”  is  Wearable  Tech   (Google  Glass,  Fitbit,  Fuelband,  Smartwatch)  “Mobile”  is  the  Connected  Home   (connected  TV  &  appliances,  mobile  milk  jug,  mobile  locks,   mobile  lightbulbs)  “Mobile”  is  the  Internet  of  Things   (connected  cars,  smart  kiosks)  “Mobile”  is  the  technology  that  will   go  inside  of  us  (Proteus  pill,  nanotechnology)  “Mobile”  is  a  consumer  behavior   and  expecta7on  (always  on,  first  thing  in  the   am,  last  thing  in  the  pm,  immediate  gra7fica7on)
  • 15. Mobilized  by  the  Heartland  Mobile  Council #MobileRules  2:   Changing  Consumers  Accelerate  Change
  • 16. #mobilerules  @heartlandmobile  #mobilemarchtc14   Brands  Cannot  Keep  up  with  InnovaIon • “By  2000,  it  was  clear  to  us  that  our  invent-­‐it-­‐ourselves   model  was  not  capable  of  sustaining  high  levels  of  top-­‐ line  growth.  The  explosion  of  new  technologies  was   pu@ng  ever  more  pressure  on  our  innovaAon  budgets.    -­‐  A.G.  Lafley,  former  CEO  of  P&G • >50%  of  P&G  innovaIon  currently  sourced  externally* 14 * according to P&G C&D’s website update
  • 17. #mobilerules  @heartlandmobile  #mobilemarchtc14   Military  Cannot  Keep  up  with  InnovaIon • DOD  has  prioriIzed  Android  development* • “We’ve  seen  a  big  reversal  in  the  direcAon  technology   innovaAons  are  flowing.  Previously  whatever  technology   was  developed  for  the  military  eventually  moved  to  the   consumer  market.  About  six  years  ago  the  trend   reversed.”** • Startups  are  making  deals  with  the  military 15 * per CNN, “U.S. government, military to get secure Android phones” 2/3/12 ** per Jani Lyrintzis VP of Elektrobit, GigaOm, 4/16/12
  • 18. #mobilerules  @heartlandmobile  #mobilemarchtc14   InnovaIon  -­‐  Industrial  RevoluIon  Style InnovaIon  in  the  hands  of  the  few 16
  • 19. #mobilerules  @heartlandmobile  #mobilemarchtc14   InnovaIon  -­‐  Dot.com  Style InnovaIon  in  the  hands  of  more 17
  • 20. #mobilerules  @heartlandmobile  #mobilemarchtc14   InnovaIon  -­‐  Mobile  Style InnovaIon  in  the  hands  of  the  many 18
  • 21. #mobilerules  @heartlandmobile  #mobilemarchtc14   Market  Forces:    Porter’s  Five  Forces To  compete  you  need  an  advantage  -­‐  consumer  insights HIGH HIGH HIGH HIGH HIGHEXTREMELY Text ANTHEM to 41411 @mobilebranding 19
  • 22. #mobilerules  @heartlandmobile  #mobilemarchtc14   Insights • P&G  mantra:  CIB • “Consumer  is  Boss” • My  mantra:  YANC • “Your  Are  Not  the  Consumer” • “Who  uses  SMS?    I  don’t  use  it.”  -­‐  Chicago  area  mobile  web  designer • It’s  the  most  commonly  use  feature  of  mobile  and  growing   with  SnapChat,  LINE  and  WeChat • “Everyone”  is  not  a  valid  consumer 20 Insights  Start  with  your  Consumer
  • 23. #mobilerules  @heartlandmobile  #mobilemarchtc14   Know  Consumer  Behaviors • “This  quarter  will  go  down  as  a  turning  point  in  the   overall  way  people  are  shopping  …  This  is  going  to  be   an  ongoing  issue,  and  it’s  happening  faster  than  most   people  think.” Howard  Schultz,  Chairman  &  CEO,  Starbucks January  2014 21
  • 24. #mobilerules  @heartlandmobile  #mobilemarchtc14   #Mobile  Rules  2:  Changing  Consumers   Accelerate  Change...no  one  is  keeping  up 22
  • 25. Mobilized  by  the  Heartland  Mobile  Council #MobileRules  3:  Changing  Behaviors   Create  Opportunity  
  • 26. Why  do  we   do  what  we   do?   Especially   the  illogical   things.
  • 27. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  are  Always  On,  Always  with  You 25 0% 23% 45% 68% 90% 38% 71% 79% 63% 83% China India Japan Korea U.S. % Who Don’t Leave Home Without Smartphone Google, Our Mobile Planet, May 2013
  • 28. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  Becoming  More  Important  than  TV’s 26 0% 15% 30% 45% 60% 60% 44% 34% 27% 36% China India Japan Korea U.S. % Who Would Rather Give Up Their TV Google, Our Mobile Planet, May 2013
  • 29. #mobilerules  @heartlandmobile  #mobilemarchtc14   Behaviors:  Almost  as  Weird http://youtu.be/rLf0bDqUYTU 27
  • 30. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  Used  for  Search 28 40% 50% 60% 70% 80% 60% 73% 69% 72% 61% China India Japan Korea U.S. % Search on Smartphone Every Day Google, Our Mobile Planet, May 2013
  • 31. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  Help  Every  Day  Life 29 0% 20% 40% 60% 80% 72% 53% 54% 70% 68% 52% 43% 59% 60% 58% 43% 43% 20% 36% 32% China India Japan Korea U.S. Product Info Restaurants, Bars Job Search Google, Our Mobile Planet, May 2013
  • 32. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  Used  While  MulI-­‐Tasking 30 0% 23% 45% 68% 90% China India Japan Korea U.S. 0% 15% 30% 45% 60% % Multi-task Movies TV Mags/News Google, Our Mobile Planet, May 2013
  • 33. #mobilerules  @heartlandmobile  #mobilemarchtc14   Researching  Product  is  Done  Anywhere 31 0% 18% 35% 53% 70% 68% 63% 54% 66% 55% 14% 20% 42% 49% 35% 21% 19% 29% 24% 31% China India Japan Korea U.S. Home On The Go In The Store Google, Our Mobile Planet, May 2013
  • 34. #mobilerules  @heartlandmobile  #mobilemarchtc14   Smartphones  Becoming  Shopping  Tool 32 0% 15% 30% 45% 60% 53% 41% 25% 37% 34% 50% 39% 22% 36% 33% China India Japan Korea U.S. Impacted In-Store Impacted Digital Google, Our Mobile Planet, May 2013
  • 35. Mobilized  by  the  Heartland  Mobile  Council #MobileRules  4:   Behavioral  Insights  Drive  Success
  • 36. #mobilerules  @heartlandmobile  #mobilemarchtc14   Behaviors:  30  Minutes  vs.  30  Seconds Planned     vs.   Impulse Siqng     Standing/Walking Create   Consume Big  display     Small  display Keyboard  and  mouse   Keypad  and  camera Concentrate     MulI-­‐task Email     SMS PC/Laptop     Mobile  Phone 1. Tomi Ahonen, Almanac 2010 34
  • 37. #mobilerules  @heartlandmobile  #mobilemarchtc14   Behaviors:  30  Minutes  vs.  30  Seconds Planned     vs.   Impulse Siqng     Standing/Walking Create   Consume Big  display     Small  display Keyboard  and  mouse   Keypad  and  camera Concentrate     MulI-­‐task Email     SMS PC/Laptop     Mobile  Phone 1. Tomi Ahonen, Almanac 2010 34 Tablet
  • 38. #mobilerules  @heartlandmobile  #mobilemarchtc14   Behaviors:  Are  all  behaviors  good? http://youtu.be/EHlN21ebeak 35
  • 39. #mobilerules  @heartlandmobile  #mobilemarchtc14   Influencing  Behaviors  Thru  Mobile DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028 0 0.1 0.3 0.4 0.5 Social Norms Utility Mobile Savvy Attitude Info-Seeking Over 40% of influence is based on howuseful or entertaining your message is 36
  • 40. #mobilerules  @heartlandmobile  #mobilemarchtc14   Don’t  Change  Behaviors 37
  • 41. #mobilerules  @heartlandmobile  #mobilemarchtc14   #MobileRules  4:   Behavioral  Insights  Drive  Success 38
  • 42. #mobilerules  @heartlandmobile  #mobilemarchtc14   Conclusion 39 • You  must  have  a  Target  (consumer) • You  must  know  your  Consumer • You  must  know  your  Consumer’s  Behavior • You  must  build  Insights  into  Consumer  Behavior • Provide  value  based  on  your  knowledge  of  your  consumer   and  his/her  behaviors
  • 43. #mobilerules  @heartlandmobile  #mobilemarchtc14   #MOBILERULES • #MobileRules  1:  Redefining  “Mobile” • #MobileRules  2:  Changing  Consumers  Accelerate  Change • #MobileRules  3:  Changing  Behaviors  Create  Opportunity • #MobileRules  4:  Behavioral  Insights  Drives  Success Heartland  Mobile  &  MobileMarchTC  will  make  2014   the  Year  #MobileRules  the  Midwest! Join  Us! hugh@heartlandmobilecouncil.com

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