Thinking: Roadmap to the future: From 2D to NFC                                                  mobil e                  ...
HI MICHAEL FROM ISOBAR
:20 GETTING STARTED CURRENT STATE 2D / QR CODES
Title Line One  Secondary title line   4lots of opportunity...lot’s of folks are mobile.
Title Line One  Secondary title line   5that said...codes seem to be everywhere in 2011
INTERESTING EXECUTIONS GETTING CONSUMER’S ATTENTION
Title Line One  Secondary title line   7embracing qr codes as part of the design...every postcard home is a tourism brochu...
Title Line One  Secondary title line                                         tesco korean subway   8unlocking value - util...
MEANWHILE IN AMERICA
Title Line One  Secondary title line   10moving beyond utility - embracing qr codes creatively
Title Line One  Secondary title line                              victoria secret   112011 saw a lot of “reveals”
INNOVATION REWRITING THE RULESus was slower to adopt but is innovating at an accelerated rate.
Title Line One  Secondary title line   13my friend jose has a restaurant in the north end of bostonhe started putting qr c...
N E V E R WA I T I N L I N E AG A I N  14payment systems.credit card companies mean standing in line...so everyone wants t...
15tagging the real world...real consumer trend or graffiti for nerds?either way i’m in.
US REALITY CHECKso it’s an exciting time for marketers...but what’s the consumer reality?
78%                                        18-44 yrs.                                                                     ...
58%                               50%   18                                   source: comScore MobiLensbut it’s currently d...
14.4 Million = >10%   19                                                                 source: comScore MobiLensbut ther...
WHY SO SMALL?
limited installed base of scan software                                scan software still not that good                  ...
BUT THOSE AREN’T THE ONLY REASONS IT’S SO SMALL...
Title Line One  Secondary title line   23we (marketers) really want to use qr codes... and we feel like we should...but th...
THE REAL PROBLEM BRANDS ARE LIKE PEOPLE... RIGHT?
what if i introduced myself today like this?
or me be twice as clear... like this?
A- Ho le!you would think i was this.what i am doing is not convenient and...making you do all this work for simple informa...
Title Line OneSecondary title line                       scanning codes                       is not natural28
SORRY THERE WILL NEVER BE MASS CONUSMER ADOPTION
Title Line OneSecondary title line                       what?30
TANGIBLE DESIGN INTANGIBLE DESIGNhere’s why.... the is a larger issue - digital obliterates form.for the past 30 yrs we ha...
Title Line One  Secondary title line                                        no directions needed   32tangible design - eas...
Title Line One  Secondary title line   33the desktop metaphor at the core of the digital revolution is not tangible.requir...
Title Line OneSecondary title line                       fighting our way back ever since34
Title Line One  Secondary title line   35jeff han made us all understand multi touch...and mr jobs brought it to us
THE RETURN OF TANGIBLE DESIGNqr codes are intangible design...new tangible design technology will wipe out hope for mass c...
Title Line One                                               computer / machine  Secondary title line                     ...
WHAT YOU SEE IS WHAT YOU GET WHAT YOU TOUCH IS WHAT YOU GET
COMPUTER / MACHINE VISION WHAT YOU SEE IS WHAT YOU GET
Title Line One  Secondary title line   40you have probably seen it in google goggles.the machine knows what you are lookin...
Title Line One  Secondary title line   41                                                                         Source: ...
NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET
Title Line One  Secondary title line  43                                                                          Source: ...
Title Line One  Secondary title line   44NFC is not just about commerce... it’s about marketing.it took 45 kids in a room ...
RETHINK NOW
46these stickers are currently less than a dollar.imagine stickers from brands that work with their app..
RETHINK GAMING
Title Line One  Secondary title line   48                                                           Source: http://rovio.c...
RETHINK ENTERTAINMENT
Title Line One  Secondary title line   50                                                          Source: http://www.yout...
RETHINK BRAND BENEFIT & LOYALTY
Title Line One  Secondary title line  52                                                         Source: http://www.youtub...
RETHINK POS
Title Line One  Secondary title line   54everyone wants to skip checkout - no more linesand everyone wants to get around c...
RETHINK TRAVEL
nfc           +                                                                                         = total footprint ...
RETHINK REALITY
Title Line One  Secondary title line                   personal data & vanity metrics                   are seamlessly cap...
2D CODES                                      NFC       • anonymous experiences                       • personally identifi...
BRINGING PEOPLE AND BRANDS TOGETHER LIKE NEVER BEFORE                                                                     ...
Upcoming SlideShare
Loading in...5
×

ISOBAR - Thinking: Roadmap to the future: From 2D to NFC

839

Published on

This is a pdf (with my presenter notes, yikes!) of a thought piece presented during Advertising Week NYC 2011 on mobile marketing.

Specifically the marketing role and opportunity for QR Codes and other technologies like NFC and Computer Vision over the next 24 months.

Had to take out the flashy bits and cut a pdf because slideshare wasn't having it, but hopefully this captures the essence of what was presented.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
839
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
23
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

ISOBAR - Thinking: Roadmap to the future: From 2D to NFC

  1. 1. Thinking: Roadmap to the future: From 2D to NFC mobil e marketing ass oci ati on adver tisi ng week nyc 10. 05.11
  2. 2. HI MICHAEL FROM ISOBAR
  3. 3. :20 GETTING STARTED CURRENT STATE 2D / QR CODES
  4. 4. Title Line One Secondary title line 4lots of opportunity...lot’s of folks are mobile.
  5. 5. Title Line One Secondary title line 5that said...codes seem to be everywhere in 2011
  6. 6. INTERESTING EXECUTIONS GETTING CONSUMER’S ATTENTION
  7. 7. Title Line One Secondary title line 7embracing qr codes as part of the design...every postcard home is a tourism brochure waiting to happen
  8. 8. Title Line One Secondary title line tesco korean subway 8unlocking value - utility is still at the core of usageTesco/HomePlus attracted 10,000 new customers with this execution.
  9. 9. MEANWHILE IN AMERICA
  10. 10. Title Line One Secondary title line 10moving beyond utility - embracing qr codes creatively
  11. 11. Title Line One Secondary title line victoria secret 112011 saw a lot of “reveals”
  12. 12. INNOVATION REWRITING THE RULESus was slower to adopt but is innovating at an accelerated rate.
  13. 13. Title Line One Secondary title line 13my friend jose has a restaurant in the north end of bostonhe started putting qr codes on the food and experimentingit’s been a great marketing success for him and very interesting consumer reaction
  14. 14. N E V E R WA I T I N L I N E AG A I N 14payment systems.credit card companies mean standing in line...so everyone wants to get around the credit card companies.
  15. 15. 15tagging the real world...real consumer trend or graffiti for nerds?either way i’m in.
  16. 16. US REALITY CHECKso it’s an exciting time for marketers...but what’s the consumer reality?
  17. 17. 78% 18-44 yrs. 60% 55% HHI 75K+ 17 source: comScore MobiLensfairly young.. mostly male.and got some cash to spend...looks a bit like the smartphone market of a couple of yrs ago from this angle...
  18. 18. 58% 50% 18 source: comScore MobiLensbut it’s currently driven by print...and therefore mostly at home
  19. 19. 14.4 Million = >10% 19 source: comScore MobiLensbut there are still not a lot of these people
  20. 20. WHY SO SMALL?
  21. 21. limited installed base of scan software scan software still not that good where are the directions!?! 21real issues still exists to further adoption
  22. 22. BUT THOSE AREN’T THE ONLY REASONS IT’S SO SMALL...
  23. 23. Title Line One Secondary title line 23we (marketers) really want to use qr codes... and we feel like we should...but the majority of brands are not using them in a rewarding way...and that’s a problem for the future - but not the largest problem...
  24. 24. THE REAL PROBLEM BRANDS ARE LIKE PEOPLE... RIGHT?
  25. 25. what if i introduced myself today like this?
  26. 26. or me be twice as clear... like this?
  27. 27. A- Ho le!you would think i was this.what i am doing is not convenient and...making you do all this work for simple information i should already be giving you.
  28. 28. Title Line OneSecondary title line scanning codes is not natural28
  29. 29. SORRY THERE WILL NEVER BE MASS CONUSMER ADOPTION
  30. 30. Title Line OneSecondary title line what?30
  31. 31. TANGIBLE DESIGN INTANGIBLE DESIGNhere’s why.... the is a larger issue - digital obliterates form.for the past 30 yrs we have been moving away from tangible design in the name of efficiency... and that’s the root ofa lot of consumer tension.
  32. 32. Title Line One Secondary title line no directions needed 32tangible design - easily understood - purpose is implied.no need for a code here.
  33. 33. Title Line One Secondary title line 33the desktop metaphor at the core of the digital revolution is not tangible.requires taxonomy’s on top of taxonomy’s be learned.
  34. 34. Title Line OneSecondary title line fighting our way back ever since34
  35. 35. Title Line One Secondary title line 35jeff han made us all understand multi touch...and mr jobs brought it to us
  36. 36. THE RETURN OF TANGIBLE DESIGNqr codes are intangible design...new tangible design technology will wipe out hope for mass consumer adoption of qr codes w/in the next 24 months
  37. 37. Title Line One computer / machine Secondary title line vision near field communication 2 tangible design technologies 37IMO - a two separate technologies will surpass 2d codes before consumers have a chance to take it mass
  38. 38. WHAT YOU SEE IS WHAT YOU GET WHAT YOU TOUCH IS WHAT YOU GET
  39. 39. COMPUTER / MACHINE VISION WHAT YOU SEE IS WHAT YOU GET
  40. 40. Title Line One Secondary title line 40you have probably seen it in google goggles.the machine knows what you are looking at (even if you don’t)
  41. 41. Title Line One Secondary title line 41 Source: http://vimeo.com/23972190we have been working on this a lot at isobar for a variety of projects.its has other uses at retail also...computer vision is more effective & versatile than any code and cheaper than any radio tag
  42. 42. NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET
  43. 43. Title Line One Secondary title line 43 Source: http://vimeo.com/29686925isobar create48 nfc hackathon in boston during futureM with google & nokia.
  44. 44. Title Line One Secondary title line 44NFC is not just about commerce... it’s about marketing.it took 45 kids in a room to tell how stupid we were...made very excited and made us rethink a lot of things... like....
  45. 45. RETHINK NOW
  46. 46. 46these stickers are currently less than a dollar.imagine stickers from brands that work with their app..
  47. 47. RETHINK GAMING
  48. 48. Title Line One Secondary title line 48 Source: http://rovio.com/angry birds and fruit ninja from rovio have nfc level up now.unlock it through NFC tags in outdoor posters...or pay levels forward with consumers.
  49. 49. RETHINK ENTERTAINMENT
  50. 50. Title Line One Secondary title line 50 Source: http://www.youtube.com/watch?v=gtA_k8W-vZUwhat you touch is what you get...touch something with music, get music - n9 nfc “touch” pairing to headset.this could be huge for out of home transit, etc.
  51. 51. RETHINK BRAND BENEFIT & LOYALTY
  52. 52. Title Line One Secondary title line 52 Source: http://www.youtube.com/watch?v=TSPDtxpvQT0BMW NFC key.Benefit of BMW Ownership outside the car - Membership has it’s privileges
  53. 53. RETHINK POS
  54. 54. Title Line One Secondary title line 54everyone wants to skip checkout - no more linesand everyone wants to get around cc companies - merchants, consumers even brands.google wallet with prepaid option is just begining - iphone5 with itunes NFC coming soon
  55. 55. RETHINK TRAVEL
  56. 56. nfc + = total footprint 56boarding passes, transit cards, taxi payment, fuel paymentcombined with your adidas micoach / nike+ / pedometer can provide a very borad and deep picture of your life.
  57. 57. RETHINK REALITY
  58. 58. Title Line One Secondary title line personal data & vanity metrics are seamlessly captured delivering a new level of transparency 58it’s not the communication between devices that is going to change everything...it’s the collection of these desperate data sets together for the first time unlocking new possibilities & understanding.
  59. 59. 2D CODES NFC • anonymous experiences • personally identifiable experiences • limited engagement based on user • 100% engagement; it’s like air understanding of technology • no simple transactional model • everything becomes transactional • slow as your phone’s camera • fast as a tap • free with camera + app • free with sticker + app • intangible design, based on mobile os, on • tangible design, based on a simple tap screen, taxonomy 59break down / wrap up
  60. 60. BRINGING PEOPLE AND BRANDS TOGETHER LIKE NEVER BEFORE @isob ar isobar.c om mi ch ael. nichola s@isobar.c omend
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×