ISOBAR - Thinking: Roadmap to the future: From 2D to NFC
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 844 views

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

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.

Statistics

Views

Total Views
844
Views on SlideShare
789
Embed Views
55

Actions

Likes
2
Downloads
17
Comments
0

3 Embeds 55

http://paper.li 21
http://www.linkedin.com 21
https://www.linkedin.com 13

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • Thinking: Roadmap to the future: From 2D to NFC mobil e marketing ass oci ati on adver tisi ng week nyc 10. 05.11
  • HI MICHAEL FROM ISOBAR
  • :20 GETTING STARTED CURRENT STATE 2D / QR CODES View slide
  • Title Line One Secondary title line 4lots of opportunity...lot’s of folks are mobile. View slide
  • 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 brochure waiting to happen
  • 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.
  • 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 codes on the food and experimentingit’s been a great marketing success for him and very interesting consumer reaction
  • 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.
  • 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. 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...
  • 58% 50% 18 source: comScore MobiLensbut it’s currently driven by print...and therefore mostly at home
  • 14.4 Million = >10% 19 source: comScore MobiLensbut there are still not a lot of these people
  • WHY SO SMALL?
  • limited installed base of scan software scan software still not that good where are the directions!?! 21real issues still exists to further adoption
  • 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 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...
  • 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 information i should already be giving you.
  • 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 have been moving away from tangible design in the name of efficiency... and that’s the root ofa lot of consumer tension.
  • Title Line One Secondary title line no directions needed 32tangible design - easily understood - purpose is implied.no need for a code here.
  • 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.
  • 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 consumer adoption of qr codes w/in the next 24 months
  • 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
  • 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 looking at (even if you don’t)
  • 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
  • NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET
  • Title Line One Secondary title line 43 Source: http://vimeo.com/29686925isobar create48 nfc hackathon in boston during futureM with google & nokia.
  • 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....
  • 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.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.
  • RETHINK ENTERTAINMENT
  • 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.
  • RETHINK BRAND BENEFIT & LOYALTY
  • 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
  • RETHINK POS
  • 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
  • RETHINK TRAVEL
  • 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.
  • RETHINK REALITY
  • 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.
  • 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
  • BRINGING PEOPLE AND BRANDS TOGETHER LIKE NEVER BEFORE @isob ar isobar.c om mi ch ael. nichola s@isobar.c omend