Ds Mobile Ecosystem 081408

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  • Ds Mobile Ecosystem 081408

    1. THE MOBILE People ECOSYSTEM & Technology
    2. 1/2 of human beings are ‘mobile’.
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    15. Human connection via mobile technology has become so deep and entrenched, it could be considered it’s own ecosystem.
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    20. Mobile Evolution <ul><li>Calls </li></ul><ul><li>Texting (SMS) </li></ul><ul><li>Simple Built-in Applications (Calculators, etc) </li></ul><ul><li>Mobile Email </li></ul><ul><li>Mobile Browsing (WAP) </li></ul><ul><li>Rich Mobile Applications </li></ul><ul><li>Fully Functioning Browsers </li></ul><ul><li>Streaming Media, Games, Commerce, More… </li></ul>
    21. 2,200,000,000 people have mobile web access.
    22. 250,000,000
    23. Mobile Macro Segments <ul><li>In Motion Moms </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Tech Centered Teens </li></ul><ul><li>Constantly Connected Professionals </li></ul><ul><li>Early Adopters </li></ul>
    24. 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
    25. In Motion Moms Calling Texting Email Mobile Web Apps
    26. In Motion Moms
    27. In Motion Mom Mobile Connection: Cellfire Mobile Coupons
    28. In Motion Mom Mobile Connection: Disney & Walmart
    29. 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
    30. Baby Boomers Calling Texting Email Mobile Web Apps
    31. Baby Boomers
    32. Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV / traveling boomers Simple text-based campaign
    33. Boomer Mobile Connection: Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas visiting Boomers
    34. 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
    35. Tech-centered Teens Calling Texting Email Mobile Web Apps
    36. Tech-centered Teen
    37. Tech-centered Teen Mobile Connection: Facebook Application
    38. Tech-centered Teen Mobile Connection: Best Buy & Nokia
    39. 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
    40. Constantly Connected Professionals Calling Texting Email Mobile Web Apps
    41. Constantly Connected Professionals
    42. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro Downloadable Blackberry application Real time transaction Guaranteed security
    43. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro
    44. Constantly Connected Professional Mobile Connection: Yahoo! Go
    45. 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
    46. Early Adopters Calling Texting Email Mobile Web Apps
    47. Early Adopter
    48. Early Adopter Mobile Connections: Maps Whrll Pandora
    49. Early Adopter Mobile Connection: iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allows users to access movie trailer from phone
    50. Early Adopter Mobile Connection: iPhone Application: DQ
    51. Early Adopter Mobile Connection: DQ.com Store Locator
    52. Cross-segment Mobile Connection: American Express SMS Simple mobile experience Rich iPhone experience
    53. Key Mobile Connection Principles
    54. 1 Function First
    55. 2 Keep it Simple
    56. 3 Integrate
    57. 4 Leverage the Platform
    58. 5 Be a Leader
    59. Questions?
    60. More info? <ul><li>space150.com </li></ul><ul><li>Kelly Thompson, Associate Director, Strategy & Insights </li></ul><ul><li>Marc Jensen, VP Technology </li></ul><ul><li> mobile@space150.com </li></ul>

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