Is "SoLoMo" just an industry buzzword or a real behavioral phenomenon? Learn why mobile is rapidly becoming the dominant way to access people's favorite activities on the internet, from socializing to playing games, finding discounts and searching for nearby places. This punchy talk will include behavioral trends, tweetable stats and case studies from Asia Speaker: Napoleon Biggs, Chief Strategy Officer, Gravitas Limited

1. SoLoMo – Creating Value for
On-the-Go Consumers
Napoleon Biggs
Chief Strategy Officer
Gravitas Mobile Group
Founder & Host - @webwednesday

2. Knock-­‐out
Game!

3. 老母

6. Social Network
Loyalty
(mobile
loyalty
card)
Payment
(mobile
payment,
NFC,
etc.)
To Store
(store
locator,
m-­‐coupon
etc.)
Event
(m-­‐event
;cket,
interac;ve
ac;vity)
Print Ad
(QR
code
on
print
from
off
to
on)
Location based alert
Web Browser
Smartphones are versatile tools!
But, don’t get lost in technology…

7. Focus on changing human
behaviour
We live in a multi-screen, mobile
and socially-connected world.
Where the individual is in
charge.
Media channels take a back
seat.
Media consumption is on my
terms, when I want it and how I
want it.

8. Simple,
Immediate,
Relevant

11. In
Hong
Kong,
we
use
smartphone
for…
Sources: Google Our Mobile Planet survey (2011)
visit social
networks
93% 88%look for local
information
mul;-­‐task
when using smartphone
86%
71%
play games
shop on mobile
33%

12. ©TNS 2013
N
N
11.90
LEFT MARGIN
11.90
RIGHT MARGIN
38 42 39
61
71 72
37 38 37
12 9 4
Agree Disagree
And we’re way ahead of the West
5
“My mobile is my most important piece of technology”
US UK Australia Thailand South Korea Hong Kong

13. Mobile
bridges
offline
needs
with
online
services
©TNS 2013
S
RGIN
RGIN
TOP
11.90
LEFT MARGIN
11.90
RIGHT MARGIN
Because mobile is the ultimate utility device, meets a
long tail of ‘offline’ needs with online services
7
Convenience
Experience
Relevance
Independence
Reassurance

14. Direct marketing was all push...

15. Locate
Inform
Purchase
Redeem
Now the individual is the trigger.
Show
Off
Share
Review
Play

16. SOLOMO IN ACTION

17. KEY
TAKE
AWAYS
§ The platform is not the key to success
§ Lead with a creative idea based on current human
behaviour.
§ Mobile engagement is SO MUCH more than an app.
§ Social is BIGGER than than Facebook.
§ Location goes BEYOND a pin on a map.
§ SOLOMO has been officially renamed “SOMOLO”
§ SOMOLO stands for “social + mobile = loyal” customers.
§ Don’t do it alone, seek the advice of professionals!

18. Thank
You!
谢谢！
Napoleon
Biggs
Chief
Strategy
Officer,
Gravitas
Group
Founder
Host,
Web
Wednesday
Direct
+852
3759
5988
|
Mobile
+852
9278
5898
Email:
napoleon.biggs@gravitas.com.hk
Blog:
www.webwednesday.asia
TwiUer:
www.twiUer.com/webwednesday
Community:
facebook.com/webwednesday