Mobile Behaviors & Design

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Mobile devices are with us all the time so it's natural that they have an impact on our behaviors. Hugh Jedwill uses his marketing background from P&G to provide an understanding of the depth of this impact. He also provides guidance on how to design given these mobile behaviors.

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Mobile Behaviors & Design

  1. 1. @mobilebranding #ChiMobileDesignMobile Behaviors & DesignPresentedJune 14, 2011 Hugh Jedwill, CEO, Mobile Anthem @mobilebranding
  2. 2. @mobilebranding #ChiMobileDesignOutline Expectations Background Journey Behaviors Design/Business Strategy
  3. 3. @mobilebranding #ChiMobileDesignBackground
  4. 4. @mobilebranding #ChiMobileDesign Background: About Mobile Anthem`
  5. 5. @mobilebranding #ChiMobileDesignBackground: Brief History of Mobile 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US “greed is good” +5 yrs, 2010 - Foursquare
  6. 6. @mobilebranding #ChiMobileDesignBackground: Mobile Promise - McD’s 2011
  7. 7. @mobilebranding #ChiMobileDesignBackground: Internet 1996
  8. 8. @mobilebranding #ChiMobileDesign The Journey: Presenter - Building Brands22 in 10
  9. 9. @mobilebranding #ChiMobileDesignThe Journey: Presenter - Building Brands
  10. 10. Internal coordinationLatest news in resistanceInternational relations#Libyana
  11. 11. Life...isLife... made of Behaviors
  12. 12. Behaviors
  13. 13. @mobilebranding #ChiMobileDesign Behaviors: 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone [Tablets behaviors are highlighted in green]1. Tomi Ahonen, Almanac 2010
  14. 14. @mobilebranding #ChiMobileDesignBehaviors: What Do Consumers Want? 0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-SeekingDRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORKAND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
  15. 15. @mobilebranding #ChiMobileDesign Behaviors: Are all behaviors good?http://youtu.be/EHlN21ebeak
  16. 16. @mobilebranding #ChiMobileDesignA Strategy for Design
  17. 17. @mobilebranding #ChiMobileDesignThe New Reality Consumers have control are savvier are connected It’s about content The winners will know consumer behaviors
  18. 18. @mobilebranding #ChiMobileDesignPOP - Points of Parity
  19. 19. @mobilebranding #ChiMobileDesignPOD - Points of Difference
  20. 20. @mobilebranding #ChiMobileDesignCIB: You Are NOT the customer...even if you are Homer as Focus Group
  21. 21. @mobilebranding #ChiMobileDesignCIB: You Are NOT the Customer “Who uses SMS? I don’t use it.” - Chicago area mobile UX designer It’s the most commonly use feature of mobile More Texts than calls Teens girls text 4,050/mn
  22. 22. @mobilebranding #ChiMobileDesignYou Must Target ...or you will not hit anything
  23. 23. @mobilebranding #ChiMobileDesignYou Must Target
  24. 24. @mobilebranding #ChiMobileDesignDon’t Change Behaviors http://youtu.be/qRCBViNVDFQ
  25. 25. @mobilebranding #ChiMobileDesignEnable Existing Behaviors Gillette Venus Spring Break Campaign ‘06 • Memories with Friends: Photos on the beach • Hook-ups: Textual Flirting • Bored while traveling: VenusBeach mobile game Photo Anthem™ Textual Flirting™VenusBeach Mobile game
  26. 26. @mobilebranding #ChiMobileDesignUse Insights Underlying behaviors Shaving for men AFFIRMS their masculinity
  27. 27. @mobilebranding #ChiMobileDesignFor women, shaving REVEALS their feminimity
  28. 28. @mobilebranding #ChiMobileDesignUse Insights Which is why Intuition and Breeze were big hits
  29. 29. @mobilebranding #ChiMobileDesign LEGEND Design for Market Reach Color refers to hype RED = overhyped GREEN = underhypedBlow Size = consumer potentialYour Aug-Mind mented RealityQuality of Interaction Apps mWeb 2D mVideo Codes LBS MMS IVR SMSYawn 0% Market Reach 100%
  30. 30. @mobilebranding #ChiMobileDesignDo Good - People Like Ithttp://youtu.be/LBhO424NzIU
  31. 31. THANK YOU! Hugh Park Jedwill CEO/Founder Mobile AnthemText “anthem” to 41411 for presentation link @mobilebrandinghugh@mobileanthem.com 312.912.2837 (m)

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