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Mobile and-behavior-change

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Overview of mobile capabilities and behavior change concepts, resources. Presented to the Wireless Innovation Council, May 31, 2012. Dr. Phil Hendrix, immr

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Mobile and-behavior-change

  1. 1. Mobile and Behavior Change Prepared for the Wireless Innovation Council May 31, 2012 Dr. Phil Hendrix immr and GigaOm Pro Analyst www.immr.org 1 (770) 61261488 phil.hendrix@immr.org1 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  2. 2. Behavior Change is a broad topic: Source: Dr. Michael Wu, Chief Scientist, Lithium2 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  3. 3. Research Objectives Mobile Capabilities Influencing Behavior Overview of key Behavior Change frameworks, concepts Links to key resources Selected Case Examples Recommendations, Guidelines (in progress)3 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  4. 4. Focus: Behavior To Mobile Affect + Change Instruments Behavior Strategies Devices Prospects Behavioral Economics Customers Apps Choice Employees Architecture Internet Gamification Neuroscience Cloud Persuasive Mobile Technologies Capabilities4 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  5. 5. Illustrating the range of possibilities: Which site: :reached 10m U.S. monthly unique visitors faster than any independent site in history? : is generating more referral traffic to websites than YouTube, Google+, and LinkedIn combined?5 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  6. 6. Examples of Innovation in Mobile Good Push “Social signals are by far the strongest way to determine what content the mobile audience will engage with at any point in time.” Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)6 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  7. 7. From Push to PEERSM Strategies Personalizing Engaging Enabling Rewarding Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr7 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  8. 8. Illustrative List of Customer Behaviors† †Source: Dr. Phil Hendrix, immr8 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  9. 9. Mobile Capabilities9 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  10. 10. More Tablets sold than PCs by end of next year10 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  11. 11. Smartphones becoming Dominant11 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  12. 12. Mobile Capabilities Relevant to Behavior Change – Examples Mobile Devices/ SoLoMo Ambient Intelligence Mobile Apps (Social+Local+Mobile) Connections12 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  13. 13. From 6 Degrees of Separation to Always Connected Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr13 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  14. 14. Mobile Capabilities (continued) Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr14 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  15. 15. Mobile Capabilities (continued) Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr15 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  16. 16. What are Digital Signals? Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr16 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  17. 17. Significance of Digital SignalsSource: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr17 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  18. 18. Behavior Change18 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  19. 19. Behavior Change Concepts19 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  20. 20. Behavior Change Concepts Behavioral Economics20 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  21. 21. Behavior Change Concepts Gamification http://gamification research.org/ http://www.slideshare.net/dings http://amyjokim.com/21 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  22. 22. Behavior Change Concepts Design – User Experience – Neuroscience – Innovation22 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  23. 23. Behavior Change Concepts Ecology – Social – Experimentationhttp://thinkoutsidein.com/23 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  24. 24. Motivations24 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  25. 25. Motivations (continued)25 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  26. 26. How Social Media Affects Consumer Behavior26 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  27. 27. Appendix27 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  28. 28. Strategies Come Together across Three Dimensions Target Behaviors Behavior Guidelines Change and Strategies Recommendations Mobile Instruments28 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  29. 29. 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?29 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION
  30. 30. A 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)30 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

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