THE “MARMITE” EFFECTTUCSON AMAMarmite = My Grandma
THE “MARMITE” EFFECTTUCSON AMAMarmite Now Owns an iPad• 73 years old• Lives in a 300+ year old cottage in rural Derbyshire, England• Newest technology = multi-unit cordless telephone (two years ago)• Uses iPad for two things = games & communication• 10 minutes of training, a lifetime of connectivity
THE “MARMITE” EFFECTTUCSON AMAThe “Marmite” Effect• Mobile connectivity is dramatically rising across all socio-economic statuses• Driven by post PC era - smartphone and tablet• First year of more uploads, than downloads at the Super Bowl• Part of the “next 50%”• Major differences in mobile usage
SPECIALIZATIONTUCSON AMADonʼt be/look for all things. • Service-based (app development, SMS, mobile web) • Strategy • Creative production • Integrated
TALENT & KNOWLEDGETUCSON AMAYou canʼt buy talent, nurture it. • Multi-faceted • Easier to teach marketing people • Provide focused investment on training • Hire for specialities (e.g. UI, design)
TOO MUCH FOCUS ON ROITUCSON AMAPlease donʼt tell your boss you will make money immediately. • For agencies - Understand where mobile dollars will come from • For brands - Figure out where your mobile dollars will come from • Won’t immediately add to the bottom line
FOCUS, FOCUS, FOCUSTUCSON AMANarrow focus can be limiting. • Start somewhere, then move outward. • Extend your services or reach across mobile • Consultancy • IP
REDEFINING PLACETUCSON AMAWhat is place?• Who is there?• What are they doing?• Who is talking?
GEO-LOCATION TUCSON AMAGeolocation was a massive topic this year. • First, must redeﬁne the concept of place • Must use to beneﬁt the user as much possible • Issues/concerns with privacy can be mitigated with trust and enhancement of user’s lives.
NEAR FIELD COMMUNICATIONTUCSON AMAIt may happen (if Apple pays for it). • Just starting to test with newest Android phones • Retailers have ancient POS systems; will take time to integrate • Apple/Google have enough money to ﬂoat the US government for about a year • How much value will consumers see in these technologies?
5 THINGS TO WATCH TUCSON AMA1 Natural user interface on mobile (e.g. Kinect)2 Speech development (e.g. Siri)3 Connected devices (e.g. Apple TV, Google TV/Play)4 Network maturation (e.g. 4G)5 Socio-economic patterns as adoption rises
THANK YOU TUCSON AMA THANK YOU! Find This Presentation on SlideShare www.slideshare.net/michaeljbarberMichael BarberDirector, Digital Strategy, COHNmichael@cohnmarketing.com@michaeljbarber520-591-1658http://linkedin.com/in/uabarber