Mobilize Your Mind - Presentation to MIMA

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"Mobile First" has been the latest mantra to sweep corporations, but it has created more box checking than actual results. The true value of mobile is yet unrealized - and will be until marketers …

"Mobile First" has been the latest mantra to sweep corporations, but it has created more box checking than actual results. The true value of mobile is yet unrealized - and will be until marketers "Mobilize Their Mind." This goes deeper than the technology, into anthropology and deep consumer behaviors. This presentation delves into this area where numbers matter less than developing a mindset and rich understanding of consumer behavior.

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  • 1. Mobilized  by  the  Heartland  Mobile  Council Mobilize  Your  Mind  Winning  With  the   New  Mobile   Consumer July  16,  2014 Hugh  Park  Jedwill ExecuFve  Director,  Heartland   Mobile  Council #MobiU2014   @heartlandmobile
  • 2. @heartlandmobile  #MobiU2014    #mimatweet OUTLINE • Background • Redefining  “Mobile” • Technology  Accelerates  Behavioral  Change • Changing  Behaviors  Create  Opportunity • Behavioral  Insights  Drives  Success • Conclusions
  • 3. @heartlandmobile  #MobiU2014    #mimatweet Disclaimer • Very  light  on  stats • Mary  Meeker’s  “Internet  Trends  2014”  report • comScore/Nielsen/Forrester  (on  our  Slideshare  account) • Google’s  2013  “Our  Mobile  Planet”  report • Very  strong  on  MarkeFng  &  Consumer  Behavior • Preso  will  be  posted  to  HMC  website  next  week • Sign  up  for  our  email  to  get  preso  link   • And/or  join  our  Slideshare,  FB  or  LinkedIn  account 3
  • 4. @heartlandmobile  #MobiU2014    #mimatweet Heartland  Mobile  Mission • Mission:    To  Inspire  &  Educate  Brands  on  How  to  Use   Mobile  EffecFvely • InspiraFon:  arFsts,  innovators  &  anthropologists • EducaFon:  Brands  not  sellers  speak;  CerFficaFon  with   Northwestern • Brands:  75%  of  our  audience  are  marketers • EffecFvely:    We  look  at  the  real  value  &  the  shiny  objects
  • 5. @heartlandmobile  #MobiU2014    #mimatweet HMC  2014  at  a  glance Brands+Startups™  Challenge Heartland  Mobile  Cer8fica8on Key  Partners Mobile  University  Week Text
  • 6. @heartlandmobile  #MobiU2014    #mimatweet Our  Partners
  • 7. Mobilized  by  the  Heartland  Mobile  CouncilMobilized  by  the  Heartland  Mobile  Council Redefining   “Mobile”
  • 8. @heartlandmobile  #MobiU2014    #mimatweet Mobile  Scale 0 1.5 3.0 4.5 6.0 Industrialized Emerging Human population Mobile phone subs Internet users Landline phones TV sets Banking accounts * TomiAhonen Almanac 2010
  • 9. @heartlandmobile  #MobiU2014    #mimatweet Mobile  PotenFal  -­‐  McD’s  Website  2014
  • 10. @heartlandmobile  #MobiU2014    #mimatweet Mobile  PotenFal  -­‐  McD’s  Website  1996
  • 11. @heartlandmobile  #MobiU2014    #mimatweet In  the  Beginning 11 Cartoonist: Leo Cullum, New Yorker
  • 12. @heartlandmobile  #MobiU2014    #mimatweet In  the  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
  • 13. @heartlandmobile  #MobiU2014    #mimatweet Redefine  “Mobile”...to  Everything  “Mobile”  is  mobile  phones  &  tablets   (an  addic8ve  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  expecta8on  (always  on,  first  thing  in  the   am,  last  thing  in  the  pm,  immediate  gra8fica8on)
  • 14. Mobilized  by  the  Heartland  Mobile  Council Technology   Accelerates   Behavioral   Change Mobilized  by  the  Heartland  Mobile  Council
  • 15. @heartlandmobile  #MobiU2014    #mimatweet Brands  Cannot  Keep  up  with  InnovaFon • “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  innovaFon  currently  sourced  externally* 15 * according to P&G C&D’s website update
  • 16. @heartlandmobile  #MobiU2014    #mimatweet Military  Cannot  Keep  up  with  InnovaFon • DOD  has  prioriFzed  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 16 * per CNN, “U.S. government, military to get secure Android phones” 2/3/12 ** per Jani Lyrintzis VP of Elektrobit, GigaOm, 4/16/12
  • 17. @heartlandmobile  #MobiU2014    #mimatweet InnovaFon  -­‐  Industrial  RevoluFon  Style 17
  • 18. @heartlandmobile  #MobiU2014    #mimatweet InnovaFon  -­‐  Dot.com  Style 18
  • 19. @heartlandmobile  #MobiU2014    #mimatweet InnovaFon  -­‐  Mobile  Style 19
  • 20. @heartlandmobile  #MobiU2014    #mimatweet Tech  is  AcceleraFng  Consumer  Change 20
  • 21. Mobilized  by  the  Heartland  Mobile  Council Changing   Behaviors   Create   Opportunity   Mobilized  by  the  Heartland  Mobile  Council
  • 22. @heartlandmobile  #MobiU2014    #mimatweet Behaviors:  Almost  as  Weird http://youtu.be/rLf0bDqUYTU 23
  • 23. @heartlandmobile  #MobiU2014    #mimatweet Mass  Behavior  Changes  =  $$$ • Businesses  capitalizing  on  behaviors  +$2.4T  by  2016* • P&G  called  this  POME • Accenture  2013  study  finds*: • 73%  of  Execs  say  behaviors  have  changed  markedly • 74%  don’t  understand  these  changes • 80%  say  their  companies  are  not  taking  advantage Accenture, 1/22/13, “Businesses that Capitalize on Consumer Behavior Change are Better Positioned to Outperform Economic Growth,” http://bit.ly/HMCMIMA1 24
  • 24. @heartlandmobile  #MobiU2014    #mimatweet 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 25
  • 25. @heartlandmobile  #MobiU2014    #mimatweet How  People  Feel  About  Mobile I  want  to  be  buried  with  a  mobile  phone,   just  in  case  I'm  not  dead. -­‐  Amanda  Holden,  judge  on  Britain’s  Got  Talent I’d  rather  give  up,  like,  my  kidney  than  my   phone -­‐  Phillipa  Grogan,  16  yo  teen hup://www.brainyquote.com/quotes/authors/a/amanda_holden.html#5I4zDpzA0sY1GG0D.99 26
  • 26. @heartlandmobile  #MobiU2014    #mimatweet Smartphones  Becoming  More  Important  than  TV’s 27 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
  • 27. @heartlandmobile  #MobiU2014    #mimatweet It  Impacts  Us  Everyday 28
  • 28. @heartlandmobile  #MobiU2014    #mimatweet How  Much  Does  Mobile  Impact  Us? • 20%  of  respondents  check  their  phone  every  10  minutes.* • 27%  of  American  moms  check  their  phones  during  sex.*** • 41%  of  U.S.  Hispanics:  cellphone  is  nearby  and  “on  call”  24/7.** • 50%  of  U.S.  Millennials  use  their  phone  while  watching  TV**** • 56%  of  Chinese  used  text  messages  to  set  up  a  rendezvous  with   someone  they  were  having  an  affair  with.* • 66%  of  Britons  are  nomophobic***** • 80%+  of  18-­‐24  year  olds  sleep  with  their  phone  next  to  them* • 84%  say  they  cannot  go  a  single  day  without  their  cellphones.* 29 * Time’s, Techland Report, 2012. An international poll of 5,000 Americans, Britons, South Koreans, Chinese, Indians, South Africans, Indonesians, and Brazilians ** 2012 Hispanic Mobile Consumer Trends by Zpryme *** BabyCenter Mobile Moms Report, 2012 **** Nielsen, 2012 ***** SecurEnvoy, 2012
  • 29. @heartlandmobile  #MobiU2014    #mimatweet Smartphones  Help  Every  Day  Life 30 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
  • 30. @heartlandmobile  #MobiU2014    #mimatweet Smartphones  Used  While  MulF-­‐Tasking 31 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
  • 31. © comScore, Inc. Proprietary. Total digital media time spent has nearly doubled in the past three years due to the explosion of tablet and smartphone usage. But notice that desktop time has not declined. Dec-10 Dec-13 123,661,452 10,845,633 441,692,836 130,915,638 429,104,439401,278,000 Total U.S. Time Spent by Digital Platform (Billion Minutes) Source: comScore Media Metrix Multi-Plat Desktop Smartphone Tablet +83% +1040% +237% +7%
  • 32. @heartlandmobile  #MobiU2014    #mimatweet How  Has  Mobile  Changed  Us? • How  we  EAT • How  we  SHOP • How  we  PLAY • How  we  CAB  (Uber) • How  we  WORKOUT  (Fitbit) • How  we  SLEEP  (Sleepbot) • How  we  RAISE  KIDS  (Pull  Ups,  Elmo) • SOON(already):  driving,  medical,  home,  everything   outside,  everything  inside 33
  • 33. Mobilized  by  the  Heartland  Mobile  Council Behavioral  Insights        Drive  Success
  • 34. @heartlandmobile  #MobiU2014    #mimatweet Behaviors:  30  Minutes  vs.  30  Seconds Planned     vs.   Impulse Siyng     Standing/Walking Create   Consume Big  display     Small  display Keyboard  and  mouse   Keypad  and  camera Concentrate     MulF-­‐task Email     SMS PC/Laptop     Cellphone 1. Tomi Ahonen, Almanac 2010 35 = Tablet Behaviors
  • 35. @heartlandmobile  #MobiU2014    #mimatweet 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
  • 36. @heartlandmobile  #MobiU2014    #mimatweet Behaviors:  Are  all  behaviors  good? http://youtu.be/EHlN21ebeak 37
  • 37. @heartlandmobile  #MobiU2014    #mimatweet How  Do  You  Win  with  Mobile? • Don’t  Change  Behaviors • Augment  ExisFng  Behaviors • Provide  UFlity • Examples • J&J  Band-­‐Aid • Kimberly-­‐Clark  Pull-­‐Ups • Starbucks • Edwards  ER • Walgreens 38
  • 38. @heartlandmobile  #MobiU2014    #mimatweet Don’t  Change  Behaviors 39
  • 39. @heartlandmobile  #MobiU2014    #mimatweet Band-­‐Aid:  Help  During  EmoFonal  Moments 40
  • 40. @heartlandmobile  #MobiU2014    #mimatweet Pull-­‐Ups:  Add  Value.  Deep  Value 41
  • 41. @heartlandmobile  #MobiU2014    #mimatweet Starbucks:  Allow  Me  to  be  More  Loyal 42
  • 42. @heartlandmobile  #MobiU2014    #mimatweet Edward  ER:  Remove  FUD 43 Text "ERWAIT" to 41411
  • 43. @heartlandmobile  #MobiU2014    #mimatweet Walgreens  QuickPrints:  Make  Things  Faster 44
  • 44. Mobilized  by  the  Heartland  Mobile  Council Mobile   Resources Mobilized  by  the  Heartland  Mobile  Council
  • 45. @heartlandmobile  #MobiU2014    #mimatweet Best  Known  Mobile  Voices • Mary  Meeker,  Partner  at  Kleiner  Perkins • B.  Bonin  Bough,  VP  InnovaFon,  Mondelez • Tom  Daley,  Director  of  Mobile,  Coca-­‐Cola • Steve  Smith,  editor,  Mediapost  -­‐  Mobile  Insider • Chuck  MarFn,  editor/author,  Mediapost  -­‐  mCommerce  Daily • Tomi  Ahonen,  blogger/author,  ex-­‐Nokia  exec • Julie  Ask,  VP  Principal  Analyst,  Forrester • Tim  McCauley,  Sr.  Director  of  Mobile,  Walgreens • Walt  Mossberg,  principal,  Re/Code  (formerly  AllThingsD) • Kara  Swisher,  principal,  Re/Code  (formerly  AllThingsD) • David  Pogue,  tech  lifestyle  writer,  Yahoo  (prev.  at  NYT) • Hugh  Park  Jedwill,  ExecuFve  Director,  Heartland  Mobile 46
  • 46. @heartlandmobile  #MobiU2014    #mimatweet Top  Brands  in  Mobile  MarkeFng TODAY • Starbucks • Coca-­‐Cola • Sephora • Walgreens • Target • Macy’s • Redbox • Chase • Wal-­‐mart • Taco  Bell • American  Red  Cross • Nike • Mondelez TOMORROW • Best  Buy • BCBS • Walgreens • Target • McDonalds • Allstate • Starbucks • Redbox • Sears • Staples • Costco • Wal-­‐mart 47
  • 47. @heartlandmobile  #MobiU2014    #mimatweet Summary:  Mobilize  Your  Mind • Redefine  “Mobile”  to  Everything • Technology  Accelerates  Behavioral  Change • Changing  Behaviors  Create  Opportunity • Behavioral  Insights  Drives  Success Heartland  Mobile  will  make  2014   the  Year  of  Mobile  for  the  Midwest! Join  Us! hugh@heartlandmobile.org
  • 48. Mobile  University  Week  2014 Mobilize  Your  Mind September  16  -­‐  19,  Chicago
  • 49. @heartlandmobile  #MobiU2014    #mimatweet Day  One:  mini-­‐CerFficaFon Tues,  9/16 Wed,  9/17 Thurs,  9/18 Fri,  9/19 morning Summit City  Sessions City  Sessions ahernoon CerFficaFon Summit City  Sessions evening ExpHall  Recp Br+St  Finale 50
  • 50.   Keynotes   Speakers   ExpHall       Experiences       Poetry  Contest       Pitch  Contest @heartlandmobile  #MobiU2014    #mimatweet Day  Two:  Summit  &  ExpHall  RecepFon Tues,  9/16 Wed,  9/17 Thurs,  9/18 Fri,  9/19 morning Summit City  Sessions City  Sessions ahernoon CerFficaFon Summit City  Sessions evening ExpHall  Recp Br+St  Finale 51
  • 51.   City  Sessions   Brands+Startups  Finale @heartlandmobile  #MobiU2014    #mimatweet Day  Three:  City  Sessions  &  Brands+Startups Tues,  9/16 Wed,  9/17 Thurs,  9/18 Fri,  9/19 morning Summit City  Sessions City  Sessions ahernoon CerFficaFon Summit City  Sessions evening ExpHall  Recp Br+St  Finale 52
  • 52.   City  Sessions @heartlandmobile  #MobiU2014    #mimatweet Day  Four:  City  Sessions Tues,  9/16 Wed,  9/17 Thurs,  9/18 Fri,  9/19 morning Summit City  Sessions City  Sessions ahernoon CerFficaFon Summit City  Sessions evening ExpHall  Recp Br+St  Finale 53
  • 53. Mobilized  by  the  Heartland  Mobile  Council Thank  You! hugh@ heartlandmobile.org