Mobile Convention Brussels - Mark Brill

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Presentation of Mark Brill at Mobile Convention Brussels - 5th of November 2013 - Living Tomorrow

Presentation of Mark Brill at Mobile Convention Brussels - 5th of November 2013 - Living Tomorrow

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  • I work with brands and ad agencies, helping them to understand to to engage with their customers better through mobile phones. The question continually comes up …
  • What kinds of tech should we be thinking about next?
  • First, a bit of house-keeping
  • As done by Kenneth Cole during the New York Fashion shows.
  • What kinds of tech should we be thinking about next?
  • I flippantly give them this date instead. This is the point of singularity, where your phone will be the size of a cell and a billion times more powerful. Great! Except that this theory also suggests that by this point, he machines will assume their own intellect and in a Matrix-style, they’ll take over the world.
  • As with anything future, we need to start from now. And the truth is, that on the whole, brands aren’t very good at what they do. And in a technology-driven channel, they think in terms of tech, not users
  • So they come up with something like this.
  • Personal and uniqueWe know this because we spend most of our time on mobile chatting to our friends, reading stuff on Twitter, taking photos and watching cat videos on YouTube.
  • Here’s one nice example of how it might work.
  • ShowroomingShops will become places to browse – according to Google 72% have browsed, 48% of smartphone owners have used their device to inform their decision of purchase whilst in store. 26% of people have purchased on their mobile whilst instoreOr, if you are Argos, text and reserve – they come the collection pointOr if you are in Korea, they won’t be shops at all
  • It’s already changing. Interfaces such as Siri, Haptic and flexible screens. But they may not even take the form of the smartphone …
  • Motorola Ara
  • The key thing is to understand that each user’s device ownership will be different – some will have glasses, some will have watches. Brands are trying to create a UX across a few screens – for the future brands will need to create a UX across many different devices, with many different interactions. Not sure if they will be able to do it.
  • I would counter with this … but is something that personal a place where brands can pump out marketing? Probably not. Personal-ness!!!
  • Brands have stopped saying ‘ we want an app’, they are saying ‘we want Nike Fuel’. Maybe that is the answer, the key here is to understand that in this time of innovation, brands will need to think much more in terms of using products to deliver the right experience.
  • ‘Mobile’ is best when it solves real problems … health is a great example.
  • Mobile computing can be used to solve massive problems.
  • It’s never about the tech. It’s about understanding consumers and solving there problems. If brands do that, then whatever technology will deliver in the future, will be relevant.

Transcript

  • 1. Hello! Mark Brill @brillthings
  • 2. Mobile, Brands and The Future
  • 3. During this presentation, out of respect for other members of the audience, please make sure your phones or tablets are switched ON and that you Tweet, Instragram or Vine to the following hashtag/accounts. @MoCoBrussels #MoCoBrussels
  • 4. The Problem for Brands
  • 5. A Rapidly Changing Landscape
  • 6. ‘Creativity’ ‘Innovation’
  • 7. ‘Let’s build an app, yayy!’ Problem: brands aren’t very good at mobile
  • 8. 80% of brand apps are downloaded less than 1000 times *Deliotte, 2011
  • 9. Consumers are indifferent to brands
  • 10. 0.5% of ‘fans’ are talking about a brand *Admap, 2012
  • 11. Or to put this way…
  • 12. A few do it well …
  • 13. Future for brands and mobile is NOT technology. It’s about customers, users, people.
  • 14. Brands think Useful The Future is‘fans’ brand service?
  • 15. The Future is Open no more brand apps?
  • 16. The Future is Near?
  • 17. Proximity
  • 18. Smarter Phones?
  • 19. The end of the smartphone
  • 20. Wearables a place for brands?
  • 21. Nike Fuel Useful or advertising?
  • 22. Connecteds?
  • 23. The mobile future is …?
  • 24. Thank You! Mark Brill @brillthings