Digital Marketing Conference 2013 - Moscow, Russia

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TOPIC:
How to the mobile has changed user's behaviour and the top 10 advices and sins when building brands strategically on the mobile world as service provider, instead of just building apps.

ABOUT:
This presentation I did at the Digital Marketing Conference 2013 #dmc2013 at Moscow, Russia, with some other major names of the digital scene like Andre Matarazzo (co-founder of grïngo.nu), Mark Read (CEO WPP), Tor Myhren (Worldwide Chief Creative Officer of Grey Group), Brian Wong (founder and CEO of KIIP), David Mikula (Creative Director of Digital Kitchen) among others.

TARGET:
Since the audience was a mix of clients, agencies and freelancers with a big range of different knowledge, I tried to be as didactical as I could, without being so superficial.

Well, hope you all like it.
- Love, Igor Saraiva

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Digital Marketing Conference 2013 - Moscow, Russia

  1. 1. Brands as Service Providers on Mobile #IgorSaraiva #IgorSaraiva Developed by
  2. 2. Rio de Janeiro #IgorSaraiva Developed by
  3. 3. Brasília #IgorSaraiva Developed by
  4. 4. 4 years Mechanical Engineering Graphic Design Bachelor Degree Product Design #IgorSaraiva Developed by Bachelor Degree
  5. 5. Design and Innovation Inside Corporate Strategy @Barcelona #IgorSaraiva Developed by
  6. 6. Strategic Design @Milan #IgorSaraiva Developed by
  7. 7. grïngo.nu @SãoPaulo #IgorSaraiva Developed by
  8. 8. #IgorSaraiva Developed by
  9. 9. #IgorSaraiva Developed by
  10. 10. Digital Marketing Conference 2013 We’ll talk about 1 Mobile changed people’s behavior #IgorSaraiva Developed by
  11. 11. Digital Marketing Conference 2013 We’ll talk about 1 Mobile changed people’s behavior #IgorSaraiva Developed by 2 What should we do about it? 3 Top 10 Advices 4 5 Sins to Avoid
  12. 12. MobileChangedPeople #IgorSaraiva Developed by
  13. 13. ButWhatIsMobile? #IgorSaraiva Developed by
  14. 14. Smartphones Tablets Car Dashboards Wireless Home Appliances #IgorSaraiva Developed by e-Readers Glasses MP3 players GPS Drones Watches & wristbands ...
  15. 15. MobileChangedPeople Smartphones #IgorSaraiva Developed by
  16. 16. 1st 354MM China 2nd 219MM USA 3rd 94MM Japan #IgorSaraiva Developed by Sources: Informa, Morgan Stanley Research estimates
  17. 17. 1st 354MM China 2nd 219MM USA 3rd 94MM Japan 70MM 23% 4th in total smartphone users #IgorSaraiva Developed by Sources: Informa, Morgan Stanley Research estimates
  18. 18. 1st 354MM China 2nd 219MM USA 3rd 94MM Japan 30MM 12% 11th in total smartphone users 70MM 23% 4th in total smartphone users #IgorSaraiva Developed by Sources: Informa, Morgan Stanley Research estimates
  19. 19. 1st 354MM China 2nd 219MM USA 3rd 94MM Japan 30MM 12% 11th in total smartphone users 70MM 23% 4th in total smartphone users 1,5B global smartphone users 5B mobile phone users #IgorSaraiva Developed by Sources: Informa, Morgan Stanley Research estimates
  20. 20. Last year, mobile access to internet surpassed PC in China. #IgorSaraiva Developed by
  21. 21. Mobile search queries surpassed PC in South Korea. #IgorSaraiva Developed by
  22. 22. Almost 50% of Groupon’s transactions are from mobile in USA. #IgorSaraiva Developed by
  23. 23. WhatAboutTablets #IgorSaraiva Developed by
  24. 24. iPad had an adoption 3x faster than iPhone #IgorSaraiva Developed by Source: Apple
  25. 25. Tablets overtaking PC’s #IgorSaraiva Developed by Source: Gartner, IDC, Enders Analysis
  26. 26. WearableDevices smart watches, wristbands, glasses #IgorSaraiva Developed by
  27. 27. 5 ImpactsOfMobileDevices #IgorSaraiva Developed by
  28. 28. 1 Social 24/7 always ON #IgorSaraiva Developed by
  29. 29. #IgorSaraiva Developed by
  30. 30. OurHeroesDiedOfOverSharing #IgorSaraiva Developed by
  31. 31. TheRiseOfSelf-MadeHeroes #IgorSaraiva Developed by
  32. 32. GroupMessaging faster than reading e-mails #IgorSaraiva Developed by
  33. 33. GroupGathering Brazilian Riots against government #IgorSaraiva Developed by
  34. 34. EasySharing info & people easily manipulated #IgorSaraiva Developed by
  35. 35. TalkToEverybody Those Around Us Are Not Enough #IgorSaraiva Developed by
  36. 36. LessRelevance,HighFrequency #IgorSaraiva Developed by
  37. 37. Complain&Self-Help #IgorSaraiva Developed by
  38. 38. As a consequence, the conversation has gone to a second place. Most of the time, I talk. Sometimes, I chat. Everybody talks. Few listen. #IgorSaraiva Developed by
  39. 39. The like button fever. I saw you talking. I saw your picture. EverybodyInteracts #IgorSaraiva Developed by
  40. 40. PickyCouple_OR_EasySex #IgorSaraiva Developed by
  41. 41. 2 CamerasOmnipresence #IgorSaraiva Developed by
  42. 42. WeUsedToEnjoy #IgorSaraiva Developed by
  43. 43. NowWeDocument&Share #IgorSaraiva Developed by
  44. 44. PicturesReadFasterThanText #IgorSaraiva Developed by
  45. 45. MoreVideos=MoreSkeptical #IgorSaraiva Developed by
  46. 46. VideosCameToStay #IgorSaraiva Developed by
  47. 47. VideosAgainstCompanies #IgorSaraiva Developed by
  48. 48. WeGaveUpPrivacy And We Are Over Sharing #IgorSaraiva Developed by
  49. 49. 3 WeKnowOurSurroundings #IgorSaraiva Developed by
  50. 50. GPS_GivesUsMoreTime #IgorSaraiva Developed by
  51. 51. WhatsHappeningAroundUs #IgorSaraiva Developed by
  52. 52. HereIAm.Where’sEverybody? #IgorSaraiva Developed by
  53. 53. WeTalkAboutCompanies #IgorSaraiva Developed by
  54. 54. MakeMoneyWithLocation #IgorSaraiva Developed by
  55. 55. MakeMoneyWithLocation #IgorSaraiva Developed by
  56. 56. 4 RealTimeEverything #IgorSaraiva Developed by
  57. 57. WhatIWant,WhenIWant #IgorSaraiva Developed by
  58. 58. TheEndOfDoubt and dialogues #IgorSaraiva Developed by
  59. 59. YouPost,EverybodyAnswers #IgorSaraiva Developed by
  60. 60. 5 M-Shopping #IgorSaraiva Developed by
  61. 61. RESEARCH COMPARE LOCATE SOCIALIZE Mobile participation on buying funnel BUY REVIEW ADVOCATE #IgorSaraiva Developed by
  62. 62. PriceNegotiation I expect it now #IgorSaraiva Developed by
  63. 63. EmbeddedPayment I forgot my wallet, but will pay with my mobile #IgorSaraiva Developed by
  64. 64. IControlMyBankAccount #IgorSaraiva Developed by
  65. 65. IFollowUpMyExpenses #IgorSaraiva Developed by
  66. 66. What’sHappeningWithUs? #IgorSaraiva Developed by
  67. 67. TheEndOfDownloadEra #IgorSaraiva Developed by
  68. 68. PassingThroughUploadEra #IgorSaraiva Developed by
  69. 69. TheDataUploadEra #IgorSaraiva Developed by
  70. 70. #IgorSaraiva Developed by
  71. 71. #IgorSaraiva Developed by
  72. 72. #IgorSaraiva Developed by
  73. 73. #IgorSaraiva Developed by
  74. 74. #IgorSaraiva Developed by
  75. 75. CollectiveDataIsTransforming #IgorSaraiva Developed by
  76. 76. You help me, I help you, We help others #IgorSaraiva Developed by
  77. 77. OneDeviceIsKillingManyOthers #IgorSaraiva Developed by
  78. 78. ManyIndustriesThreat landline phone camcorders dictionaries #IgorSaraiva Developed by dvd players radio calculators mp3 players digital camera GPS portable game devices TV broadcasters voice recorders TV sets compass ...
  79. 79. AndEveryBodyWantsToBe... #IgorSaraiva Developed by
  80. 80. An Entrepreneur #IgorSaraiva Developed by
  81. 81. #IgorSaraiva Developed by
  82. 82. Google www.gv.com #IgorSaraiva Developed by
  83. 83. WhatWeShouldDoAboutIt? #IgorSaraiva Developed by
  84. 84. st 1 Let agencies get inside clients #IgorSaraiva Developed by
  85. 85. HelpCreateBeforeCommunicate #IgorSaraiva Developed by
  86. 86. MobileCommunicationIsAbout SERVICES #IgorSaraiva Developed by
  87. 87. TheMediaHasChanged #IgorSaraiva Developed by
  88. 88. TheInvestimentHasChanged 70/20/10 #IgorSaraiva Developed by
  89. 89. BrandsAreNowAPIs #IgorSaraiva Developed by
  90. 90. 2 nd Amplify the brand’s reasons to exist #IgorSaraiva Developed by
  91. 91. We are not a company that sells clothes to people. We are a company of people that sell clothes. #IgorSaraiva Developed by
  92. 92. It is not about search. It is about organizing the world’s data. #IgorSaraiva Developed by
  93. 93. 3 rd MakeYourBrandMissionStandOut What do you stand for? #IgorSaraiva Developed by
  94. 94. I’mLovinIt VS. MadeTodayGoneToday #IgorSaraiva Developed by
  95. 95. I’mLovinIt VS. MadeTodayGoneToday #IgorSaraiva Developed by
  96. 96. WhyWeAreHere? “Young people tired of the sameness” #IgorSaraiva Developed by
  97. 97. #IgorSaraiva Developed by
  98. 98. #IgorSaraiva Developed by
  99. 99. 4 th NewProduct-ServiceSystems #IgorSaraiva Developed by
  100. 100. CookingLessonsWithIngredients Startup OR Big Supermarket Chain #IgorSaraiva Developed by
  101. 101. SelfDrivingCar Google OR Volkswagem #IgorSaraiva Developed by
  102. 102. CrowdFunding Kickstarter OR Bank #IgorSaraiva Developed by
  103. 103. 3DPrinting StartUps OR HP #IgorSaraiva Developed by
  104. 104. OnlineLearning Venture Capitalists OR Federal University #IgorSaraiva Developed by
  105. 105. CuratedPersonalHousing AirBnb OR Big Hotel Chain #IgorSaraiva Developed by
  106. 106. DeliveryFollowUpApps Developers OR Post Office #IgorSaraiva Developed by
  107. 107. OnDemandVideos Netflix OR Big TV Broadcaster #IgorSaraiva Developed by
  108. 108. OnDemandRadio Spotify OR Big Radio Broadcaster #IgorSaraiva Developed by
  109. 109. MobilePayment Square OR Credit Car Company #IgorSaraiva Developed by
  110. 110. FinancialOrganizer Developer OR Big Financial Company #IgorSaraiva Developed by
  111. 111. TaxiFinding Developer OR Taxi Cooperatives #IgorSaraiva Developed by
  112. 112. WaveSwellForecast Oakley OR Surfboard Company #IgorSaraiva Developed by
  113. 113. GroupMessaging Startups OR Phone Operators #IgorSaraiva Developed by
  114. 114. Why: Because We Believe We Can #IgorSaraiva Developed by
  115. 115. TheEntrepreneursAreComing... And they bring new services to make life easier #IgorSaraiva Developed by
  116. 116. “Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.” Dave Hieatt #IgorSaraiva Developed by Co-Founder of The Do lectures, Co-founder of Hiut Denim Co.
  117. 117. LOVE. And they also bring that too! #IgorSaraiva Developed by
  118. 118. BettermentBrands #IgorSaraiva Developed by
  119. 119. TheirPurposeBringsRelevance #IgorSaraiva Developed by
  120. 120. TheirPurposeBringsRelevance SpeciallyWhenOnMobile #IgorSaraiva Developed by
  121. 121. “If you don't like change, you're going to like irrelevance even less.” General Eric Shinseki Retired Chief of Staff, U. S. Army. #IgorSaraiva Developed by
  122. 122. #IgorSaraiva Developed by
  123. 123. TOP 10 Advices When Building Mobile Apps #IgorSaraiva Developed by
  124. 124. Don’tDoWhatISay, DoWhatIDo TOP 10 Advices When Building Mobile Apps #IgorSaraiva Developed by
  125. 125. 1 #IgorSaraiva Developed by We Have a Methodology
  126. 126. Conceptualization Process Design thinking technology Concept people’s needs and desires #IgorSaraiva Developed by business
  127. 127. Conceptualization Process Design thinking technology Concept people’s needs and desires #IgorSaraiva Developed by business
  128. 128. Conceptualization Process Design thinking inno ation Concept #IgorSaraiva Developed by
  129. 129. PorQueNão? Production Process Rigorous methodology #IgorSaraiva Developed by
  130. 130. PorQueNão? Production Process Rigorous methodology Information Architecture #IgorSaraiva Developed by Requirement Analysis Visual Design Software Architecture Code Development Quality Assurance
  131. 131. PorQueNão? Production Process Rigorous methodology Information Architecture Production
  132. 132. PorQueNão? Production Process Rigorous methodology Requirement Analysis Production Information Architecture
  133. 133. PorQueNão? Production Process Rigorous methodology Visual Design Production Information Architecture Requirement Analysis
  134. 134. PorQueNão? Production Process Rigorous methodology Software Architecture Production Information Architecture Requirement Analysis Visual Design
  135. 135. PorQueNão? Production Process Rigorous methodology Code Development Production Information Architecture Requirement Analysis Visual Design Software Architecture
  136. 136. PorQueNão? Production Process Rigorous methodology Quality Assurance Production Information Architecture Requirement Analysis Visual Design Software Architecture Code Development
  137. 137. 2 #IgorSaraiva Developed by Empathy Makes Us Different
  138. 138. Developed by ©2013 All Rights Reserved
  139. 139. WePutPeopleFirst No TGI. We go and talk to people. Developed by ©2013 All Rights Reserved
  140. 140. 4 #IgorSaraiva Developed by We Define a Mobile Positioning in 1 sentence And 2 or 3 Keywords
  141. 141. "If you can't explain it simply, you don't understand it well enough." Albert Einstein #IgorSaraiva Developed by
  142. 142. 5 #IgorSaraiva Developed by We Differentiate Devices Smartphones are not used the same way that tablets
  143. 143. #IgorSaraiva Developed by
  144. 144. 6 #IgorSaraiva Developed by We Divide an App in Phases: Roadmap And we move fast, with Lean UX methodology
  145. 145. #IgorSaraiva Developed by
  146. 146. 7 #IgorSaraiva Developed by We Use Analytics Iterative process based on data: renovate and evolve
  147. 147. #IgorSaraiva Developed by
  148. 148. 8 #IgorSaraiva Developed by We Don’t Create Swiss Army Apps One good thing well done at a time
  149. 149. #IgorSaraiva Developed by
  150. 150. 9 #IgorSaraiva Developed by We Launch a Minimum Valuable Proposition, Not a Minimum Viable Product Mobile Users Don’t Forgive, Nor Forget
  151. 151. #IgorSaraiva Developed by
  152. 152. 1 0 #IgorSaraiva Developed by We Kill Our Apps Do they deserve to exist forever?
  153. 153. #IgorSaraiva Developed by
  154. 154. 5 Sins To Avoid Important Things We Have Learned #IgorSaraiva Developed by
  155. 155. 1 #IgorSaraiva Developed by Don’t Stop Only On What Clients Ask On The Brief
  156. 156. 2 #IgorSaraiva Developed by Don’t “Make My Logo Bigger”
  157. 157. 3 #IgorSaraiva Developed by Don’t Stop Investing On Launched App(s)
  158. 158. 4 #IgorSaraiva Developed by Never Use Banners On Mobile
  159. 159. 5 #IgorSaraiva Developed by “Having An App Is Not The Same of A Mobile Strategy” - Google
  160. 160. WhatWeBelieveIn #IgorSaraiva Developed by
  161. 161. MobileIsJustInternet that we carry with us #IgorSaraiva Developed by
  162. 162. It’sNotAboutABrandOrDevice #IgorSaraiva Developed by
  163. 163. It’sAboutPeople #IgorSaraiva Developed by
  164. 164. IndividualHumanBeings #IgorSaraiva Developed by
  165. 165. TheThingsWeBuild #IgorSaraiva Developed by
  166. 166. CanMakeOurLivesEasier #IgorSaraiva Developed by
  167. 167. SoWeCanFocusOnLiving #IgorSaraiva Developed by
  168. 168. WhatWouldYouLeaveBehind? #IgorSaraiva Developed by
  169. 169. ToMakeItABetterHome? #IgorSaraiva Developed by
  170. 170. WeArePeople.NotConsumers. #IgorSaraiva Developed by
  171. 171. спасибо www.porquenao.mobi #IgorSaraiva Developed by

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