Using Mobile as an Instrument to Affect Behavior

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Presentation to the Wireless Innovation Council, Dr. Phil Hendrix, immr, March 26, 2012

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Using Mobile as an Instrument to Affect Behavior

  1. 1. Using Mobile as an Instrument to Trigger, Enable and Reinforce Behaviors - Overview of Research for Wireless Innovation Council March 26, 2012 Dr. Phil Hendrix Founder and Director, immr and GigaOm Pro Analyst www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org1 Permission granted to cite, copy and distribute with attribution
  2. 2. So What’s all the Hype about?2 Permission granted to cite, copy and distribute with attribution
  3. 3. Companies Trying to Understand, Shape Behaviors Volume of Google Searches – 2007 – 2011 Gamification  Behavioral Economics  Neuromarketing  User Experience 3 Permission granted to cite, copy and distribute with attribution
  4. 4. Especially Customer Behaviors Illustrative List of Customer Behaviors4 Permission granted to cite, copy and distribute with attribution
  5. 5. Smartphones becoming Dominant5 Permission granted to cite, copy and distribute with attribution
  6. 6. More Tablets sold than PCs by end of next year6 Permission granted to cite, copy and distribute with attribution
  7. 7. Overview and Research Objectives Behavior To Mobile Instruments + Change  Affect Strategies Behavior Devices  Prospects  Gamification  Customers Apps  Behavioral Economics  Employees Internet  Persuasive Technologies  Choice Cloud Architecture Mobile  Neuromarketing Capabilities7 Permission granted to cite, copy and distribute with attribution
  8. 8. Another View of Customers’ Behaviors Shopping/Buying Consuming Discover Compare Buy Use Needs/ Products, Products Products, Wants, Brands, and Services, Solutions Merchants Services Media† Interacting, Sharing, and Communicating with Other Customers †Including POEM (Paid, Owned, and Earned (e.g., Social) Media)8 Permission granted to cite, copy and distribute with attribution
  9. 9. Mobile Capabilities Relevant to Behavior Change – Examples Mobile Devices/ SoLoMo Ambient Intelligence Mobile Apps (Social+Local+Mobile) Connections9 Permission granted to cite, copy and distribute with attribution
  10. 10. Strategies Come Together across Three Dimensions Target Behaviors Behavior Guidelines Change and Strategies Recommendations Mobile Instruments10 Permission granted to cite, copy and distribute with attribution
  11. 11. Deliverables and Benefits for WIC Members Behavior Change Concepts, Tools  Relevant Mobile Instruments Summary of key Behavior Change Mobile Capabilities Influencing Behavior theories and concepts  Devices  Sensors Links to key resources - Sources, conferences  Context aware  Artificial - Biography (articles, books) Intelligence - Links to experts and blogs  Augmented Reality  Mindful Apps - Tools, solutions and providers  Case Examples  Recommendations, GuidelinesCase studies:  Which behaviors can mobile instruments• Target audience most affect?• Behavioral objective  What are the most effective Behavior Change strategies?• Behavioral strategies employed  What is the “readiness” of selected• Mobile capabilities leveraged mobile capabilities (e.g., AI, AR, etc.)?• Results achieved  How can organizations build mobile• Lessons learned behavior change capabilities?11 Permission granted to cite, copy and distribute with attribution
  12. 12. WIC Member Participation Other Participation Lead Advisers Members Identify key behaviors your organization wishes to affect with mobile instruments    Provide input, feedback on Behavior Change strategies, frameworks   Identify, facilitate access to case studies (own, other companies)    Preview, comment on draft(s) of report   Other involvement TBD12 Permission granted to cite, copy and distribute with attribution
  13. 13. Related immr ResearchReports Consumers’ Digital Signals, Structure:Data Conf., NYC, March 21-22 Social Mobile Payments Conf., Orlando, April 11-12Conferences What’s in your Wallet, Social-Loco, San Francisco, May 10 The Era of SoLoMo, iMedia Agency Summit, Colorado Springs, May 20-2313 Permission granted to cite, copy and distribute with attribution

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