Ds Mobile Ecosystem 081408

THE MOBILE People ECOSYSTEM & Technology

1/2 of human beings are ‘mobile’.

Human connection via mobile technology has become so deep and entrenched, it could be considered it’s own ecosystem.

Mobile Evolution

Calls

Texting (SMS)

Simple Built-in Applications (Calculators, etc)

Mobile Email

Mobile Browsing (WAP)

Rich Mobile Applications

Fully Functioning Browsers

Streaming Media, Games, Commerce, More…

2,200,000,000 people have mobile web access.

250,000,000

Mobile Macro Segments

In Motion Moms

Baby Boomers

Tech Centered Teens

Constantly Connected Professionals

Early Adopters

NEEDS In Motion Moms Basic 2G phone Mostly phone calls Some texting Minimal mobile web TECHNOLOGY Calling family & friends PRIMARY USE On-the-go Multi-tasker LIFESTYLE Tabs on family Coordinating schedules Household admin. Email Landline OTHER TECH USE Feel like she’s there Peace of mind Peer connection/support DRIVERS

In Motion Moms Calling Texting Email Mobile Web Apps

In Motion Moms

In Motion Mom Mobile Connection: Cellfire Mobile Coupons

In Motion Mom Mobile Connection: Disney & Walmart

NEEDS Baby Boomers Basic phone (primary) Blackberry for work, email only (secondary) Respond-only texting TECHNOLOGY On-the-go phone calls PRIMARY USE In transition 2 nd act careers Proud Grandparent Leisure adventures LIFESTYLE Simple but effective technology In the event of… Email Landline OTHER TECH USE Staying in touch Accident anxiety Youthful aging DRIVERS

Baby Boomers Calling Texting Email Mobile Web Apps

Baby Boomers

Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV / traveling boomers Simple text-based campaign

Boomer Mobile Connection: Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas visiting Boomers

Tech-centered Teens Full QWERTY keyboard Hand-me-down devices Handheld social network Tricked-out & personalized TECHNOLOGY Heavy texting PRIMARY USE Social butterfly Entertainment-oriented LIFESTYLE IM/Chat Social Networks OTHER TECH USE Close to friends In the ‘loop’ Expression of self Safe independence DRIVERS NEEDS Emergencies In touch with parents Social coordination

Tech-centered Teens Calling Texting Email Mobile Web Apps

Tech-centered Teen

Tech-centered Teen Mobile Connection: Facebook Application

Tech-centered Teen Mobile Connection: Best Buy & Nokia

NEEDS Constantly Connected Professionals Smartphone Frequent mobile web Heavy mobile email (Business vs. Personal) Banking, news, weather TECHNOLOGY Work-related communication PRIMARY USE In demand Balancing act Road officing LIFESTYLE Email OTHER TECH USE Reminders Efficiency Empowerment Recognition DRIVERS

Constantly Connected Professionals Calling Texting Email Mobile Web Apps

Constantly Connected Professionals

Constantly Connected Professional Mobile Connection: E*trade Mobile Pro Downloadable Blackberry application Real time transaction Guaranteed security

Constantly Connected Professional Mobile Connection: E*trade Mobile Pro

Constantly Connected Professional Mobile Connection: Yahoo! Go

NEEDS Early Adopters Mobile Web Phone as PC PRIMARY USE Technology obsessed Proud to be a ‘geek’ Technology as a badge LIFESTYLE Immediate information Unlimited data plan Fluid usability Forward-thinking design Social Networks Twitter OTHER TECH USE Ego Trailblazing – being a technology sage DRIVERS iPhone 3G Heavy mobile web: Entertainment, Communication, Fully Functioning, Information Heavy texting Downloading apps TECHNOLOGY

Early Adopters Calling Texting Email Mobile Web Apps

Early Adopter

Early Adopter Mobile Connections: Maps Whrll Pandora

Early Adopter Mobile Connection: iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allows users to access movie trailer from phone

Early Adopter Mobile Connection: iPhone Application: DQ

Early Adopter Mobile Connection: DQ.com Store Locator

Cross-segment Mobile Connection: American Express SMS Simple mobile experience Rich iPhone experience

Key Mobile Connection Principles

1 Function First

2 Keep it Simple

3 Integrate

4 Leverage the Platform

5 Be a Leader

Questions?