Top 10 Trends Predictions for 2011


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Top 10 Trends Predictions for 2011

  1. 1. Top 10 Trends Predictions for 2011December 2010 REPORT BY
  2. 2. Table of Contents Section 01: Mobile Payment for All Section 02: The Rise of Hands-Free Feedback Section 03: App Based Hardware Domination Section 04: Signing in to Your TV Section 05: Our Heads in the Clouds Section 06: A Content Crossroads Section 07: Independence Day for Brands Section 08: The Social Message is the Medium Section 09: The Search for Mobile is On Section 10: Let’s Get Physical About Moxie2 Table of Contents
  3. 3. Executive Summary2010 was a year of accelerated change in technology, entertainment, gaming, business, marketing and social connectivity. The confluence of smart phone adoption, digital video consumption,tablet computing and connected devices combined with the launch of the 4G wireless network laidthe foundation for innovation to kick into higher gear in 2011. We conferred with industry experts and influential business leaders shaping these changes and posed one simple question to them: “What will be the biggest trend in 2011?” Their opinions and our predictions shaped what we believe will be the top 10 trends to look for next year.3 About Moxie
  4. 4. Mobile Payment for All Section 014 Section 01: Mobile Payment for All
  5. 5. M-commerce has been a trend on the horizon formany years now, just as the last five years havebeen deemed “the year of mobile advertising.”We have been patiently awaiting our cell phones to replace our credit cards,just as they replaced family pictures in our wallets. In 2010, established playerssuch as PayPal introduced mobile commerce apps both on smart phones and inretail environments. 2011 will continue this trend. However, advances in NearField Communication and an onslaught of other software-based mobilesolutions will bring the mobile wallet to the masses. Your mobile phone willenable you to split a bill for a dinner with your friends or pay for that new pairof jeans in your local mall. 5 Section 01: Mobile Payment for All
  6. 6. PayPal has paved the way for future mobile commerce developments slated to be seen in 2011 with such developments as the release of its Mobile Express Checkout system. This two-click payment system has been integrated into the apps of such partners as Starbucks. The coffee giant integrated this functionality to allow customers to reload their Starbucks loyalty cards from within its existing app. PayPal is also integrating mobile payment solutions in the retail space. PayPal Labs in Japan has created a vending machine experiment that lets users scan an attached QR code with a smart phone, then users can pay for the goods with funds in their PayPal accounts. The vending machine then tweets the purchase as a confirmation. Similarly, eBay’s RedLaser mobile app allows users to scan items in-store to discover lower prices or further information.6 Section 01: Mobile Payment for All
  7. 7. Another rising form of m-commerce is Near FieldCommunication, or contactless payment.Making NFC technology possible has been a struggle thus far due to lack ofinfrastructure, but will continue to mature in the coming year. National phonepayment network Isis will be a major player in making this speculation come tofruition. The network includes partners such as Verizon Wireless, AT&T and T-Mobile and could potentially reach the wireless carriers combined customerbase of 200 million U.S. customers. When these consumers are enabled withNFC-capable devices such as Google’s latest flagship smart phone, the Nexus S,we will see this technology take off, becoming an established payment method. 7 Section 01: Mobile Payment for All
  8. 8. We will also see more small businesses using mobile solutions such as the “Swipe It Reader” for the iPhone to collect payments. This could eventually trickle down from small business integration to personal payments as well. According to Dick Costolo, CEO of Twitter, “there is a good chance that you will pay your babysitter on next years New Years Eve using a credit card. Many more people will be able to accept credit card payments using their mobile phones.”8 Section 01: Mobile Payment for All
  9. 9. Implications for BrandsWith the development and expansion of these existing and emergingtechnologies, consumers will have the ability to purchase goods and serviceswith fewer obstacles and will have a higher level of control over the way theymake these purchases.. This will stimulate e-commerce, m-commerce and in-store sales. The innovative payment options available in 2011 will foster notonly positive public relations for large corporations and start-ups but will alsoprovide a way for consumers to select their merchants of choice based on easeof purchase. 9 Section 01: Mobile Payment for All
  10. 10. “There is a good chance that you will pay yourbabysitter on next years New Years Eve using acredit card. Many more people will be able toaccept credit card payments using their mobilephones.” Dick Costolo, CEO of Twitter 10 Section 01: Mobile Payment for All
  11. 11. The Rise of Hands-Free Feedback Section 0211 Section 02: The Rise of Hands-Free Feedback
  12. 12. Location services on smart phones have shownthe power of data to open up new services toconsumers.In 2011, new services will leverage data from the smart phone, like theaccelerometer for tracking physical activity. The Tasker app for Android is anexample of how location can be used to automate a phone’s behavior:switching to silent when in a meeting, hands-free when driving in a car, andother automated and location-driven settings. Feedback on user health,purchasing patterns and even the environment will give businesses the dataneeded to further solidify the smart phone’s position as the Swiss Army Knifeof information. 12 Section 02: The Rise of Hands-Free Feedback
  13. 13. For years, people have been promoting a vision of the world where upon walking into a location you are instantly delivered deals and promotions. That vision is alive today, brought to us by geo-fencing services from companies like Location Labs and Placecast, which place a digital “fence” around a location allowing the service to push promotions to smart phones that enter the area. Some users may be turned off to the idea of instant alerts that turn their smart phones into mobile pop-up ads. However, a major driver in location-based service adoption has been mobile couponing. According to eMarketer, 32 percent of U.S. Internet users are open to accepting automation for coupons, showing resistance to geo-fencing may be lower than anticipated.13 Section 02: The Rise of Hands-Free Feedback
  14. 14. Thinking beyond couponing and location, newpossibilities for mobile feedback loops willemerge in 2011.The declining cost of wireless sensors combined with high-speed mobile datathrough 4G and WiMAX will encourage more industries to get involved inmobile. This will introduce devices other than phones and computers thatdeliver new services by sheer virtue of linking a sensor to a wirelessconnection.Linking bio-feedback to mobile devices for remote health and fitnessapplications will become more widespread and will give users more insight intotheir health and the impact of their decisions. The FitBit is a great example ofhow an unobtrusive, connected device could change lives. The simple device isclipped anywhere on a user, such as in a pocket or on a belt loop, and then usesa simple accelerometer to track physical activity throughout the day. It alsocontains WiFi, so this accelerometer data is automatically uploaded to FitBit’sservices to provide real-time feedback on number of steps taken through theday, length and quality of sleep, and more. 14 Section 02: The Rise of Hands-Free Feedback
  15. 15. Automated and data-driven services are in a very early stage of development but havethe potential to revolutionize many areas of daily life. The last 10 years were thedecade of social feedback; the next 10 will be the decade of automated datacollection.Implications for BrandsThe rising sea of sensors is creating a deep well of audience information thatmarketers will use to find and connect with their ideal consumers. Additionally,the interfaces and consumer-facing feedback delivery systems could spawn anew breed of media placements that are tied to personalized information. 15 Section 02: The Rise of Hands-Free Feedback
  16. 16. “Next generation services will be made possibleby smart phone-powered feedbackloops. Restaurant reviews and real-time trafficvisibility have been but the opening acts, but autodetection and user free input will begin an era ofextremely rapid – and high impact – innovation inthe areas of health sciences, commerce,communications and more. “ Jason Kilar, CEO of Hulu 16 Section 02: The Rise of Hands-Free Feedback
  17. 17. App Based Hardware Domination Section 0317 Section 03: App Based Hardware Domination
  18. 18. 300,000 apps in the Apple app store.100,000 apps in the Android Market.Blackberry App World has 10,000 apps.In 2011, users will find themselves in a constantly expanding market of mobileapps that promise to improve their lives through productivity orentertainment. Experienced smart phone users will be looking for intuitiveapps to extend into other parts of their lives. Major consumer electronicmanufacturers like Ford and Samsung have already considered this shift in userexperience and have begun development on app-enabled products. 18 Section 03: App Based Hardware Domination
  19. 19. The current mobile phone app user is younger, more educated and more affluent than the average mobile phone user. --Pew Internet Survey - September of 2010. On average, these users have 18 apps that are both free and paid for, the most popular being games, news/weather, maps/navigation, social networking and music. Samsung’s “Free the TV Challenge,” where contestants create an app for use on specialized Samsung TVs and Blu-ray devices, targets these users and their app-centric expectations. Applications created for this contest include We-draw, a “Pictionary-esque” game that uses your mobile phone as the remote, and Guroo TV, which creates a list of the shows most talked about on Twitter and other social media platforms.19 Section 03: App Based Hardware Domination
  20. 20. Web browser apps are another area of growth.Google launched its Chrome Web Store, which houses over 500 applications, inDecember, 2010. Partnerships worth noting include Gilt Group, a groupdiscount membership network, and NPR, where custom views of informationoffer a tablet-like experience on your PC. Google’s move to provide apps forChrome users further shows that people will be expecting intuitive, specificexperiences not only on mobile devices but on their PCs as well. 20 Section 03: App Based Hardware Domination
  21. 21. The app world has also started to infiltrate the automotive industry. Carbonga is a mobile app that tells drivers why the “check engine” light has come on and is available to any person with an app-enabled device. However, car manufacturers are seeing this area as a way to differentiate their products from competitors’ and are building apps directly into their vehicles. Ford is leading the charge. Their Sync Applink system offers a Web connection and open platform in their cars, extending the services and value they provide their customers.21 Section 03: App Based Hardware Domination
  22. 22. 2011 will be the year when apps move beyond the smart phone and tablet into a widerrange of consumer electronics.Consumer excitement for apps has gotten the attention of developers, and we willsee this enthusiasm lead to app development for as many products as possible.The development of applications that are optimized for these new environmentswill open up new opportunities to reach end users. The companies that are slow toembrace the app culture will be left behind.Implications for BrandsBrands will need to keep in mind that any app they produce, no matter thechannel, needs to be inexpensive, easily accessed and light on the processor load.Customers won’t take well to brands who kill their battery on a regular basis, nomatter how useful the app. In addition, brands should consider that apps willbreak free from mobile phones and tablets and will be more commonly integratedinto such things as refrigerators and cars. 22 Section 03: App Based Hardware Domination
  23. 23. “Consumer usage of smart phone apps will hijackthe development strategy for consumerelectronics and cars. Apps are taking over theuser experience – both as controllers and userinterfaces – of how people interact with andconsume content. Consumer electronic devicesand cars have no choice but to base their strategyon coping with that phenomenon.” -Tim Westergren, Founder & CEO of Pandora 23 Section 03: App Based Hardware Domination
  24. 24. Signing in to Your TV Section 0424 Section 04: Signing in to Your TV
  25. 25. Family viewing will no longer be the gatekeeperto television audience measurement as the linebetween television and the Internet continues toblur in 2011.Cordcutting – consumers abandoning traditional TV access in favor of Internetalternatives – is now an option that Americans are taking more seriously ashome theater PCs, game consoles, and new Internet TV initiatives like Boxeeand Google TV make it easier for users to access online content from theirsofas. 25 Section 04: Signing in to Your TV
  26. 26. The foundation of this shift is the appearance of connected TVs in consumer homes. Nearly 28 million connected TVs were shipped to stores in 2010 and 148 million are expected to ship by 2014 according to iSuppli. And those numbers don’t take into account existing gaming consoles and Blu-ray players that have Internet connectivity baked in.26 Section 04: Signing in to Your TV
  27. 27. The second driving force is the emergence ofconnected TV applications that ask users to signin.This will allow content providers to tie viewing habits to consumer profiles,unveiling a completely new layer of data regarding who is watching what. Andviewers will benefit too. By incorporating user preferences along with qualitiessuch as geography and viewing habits, television can provide a customizedexperience. 27 Section 04: Signing in to Your TV
  28. 28. 2011 will be the year that TV becomes more interactive due to a combination of usersmaking the switch to new devices and content providers integrating more Internet-basedservices into their products. Accessing content through these services will open newopportunities for audience measurement and will lead to a revolution in the relevance oftelevision advertising.Implications for BrandsIn the coming year, addressable advertising on TV will become areality. Connected TVs will allow marketers to tailor their message specifically forthe audience at hand while also providing detailed measurement of viewerinteraction. Think in terms of what banner advertising targeting and analytics looklike today. Additionally, the value of advertising space on TV will increase, in partdue to the value added by sophisticated measurement and in part because moreaccurate measurement may reveal that space around certain programming hasbeen underpriced. 28 Section 04: Signing in to Your TV
  29. 29. “2011 is when Internet and TV will start beinghard to tell apart. Just as we sign into our mobiledevices today, we will be signing into our TVs,gaming consoles, cable boxes and more next. Thiswill integrate the best of TV with relevant andreal-time information. Those who watch TV tolean back will have a new reason to leanforward.” Rishad Tobaccowala, Chief Innovation Officer of VivaKi 29 Section 04: Signing in to Your TV
  30. 30. Our Heads in the Clouds Section 0530 Section 05: Our Heads in the Clouds
  31. 31. The sky is the limit for cloud-based services in2011.Cloud computing is an up-and-coming method of content storage and retrievalthat lets users shift content to and from multiple devices– whether they bepersonal computers, servers or otherwise. This is creating a novel notion in theconsumer market that free-range, digital content should have the ability tomove fluidly rather than being tied to one device. We will see this ideacontinue to catch on across various industries and in marketing efforts in 2011.Cloud-based services are not a revolutionary concept. We have been tinkeringwith the idea of shared content amongst devices since the 1960s whencomputer scientist, John McCarthy, speculated that “computation maysomeday be organized as a public utility.” This suggestion has now become areality. Overall, the global market for cloud-based services is expected to growover 100 percent, from $68 billion in 2010 to nearly $150 billion in 2014. Thisincrease is a stunning marker of what the future holds. 31 Section 05: Our Heads in the Clouds
  32. 32. This trend is unfolding across a number of industries. In the entertainment industry, Netflix and Hulu have become popular cloud alternatives to traditional film and television houses and both are expanding to mobile devices. Internet-based programming from such services as Apple TV, Google TV and Boxee are providing similar options. In the music industry, Apple and Google are facing increased pressure to move their music into the cloud as competitors like Rdio and MOG offer consumers subscription-based music available directly on smart phones. The gaming industry will also be heavily impacted by cloud computing. Services such as OnLive are expanding internationally and competitors GaiKai and OTOY are not far behind. At the same time we are seeing a decline in the dominance of gaming consoles such as Microsoft’s Xbox and Sony’s PlayStation. During the first six months of 2010, more video games were purchased and downloaded from the cloud than were bought in actual retail stores, which was an industry first.32 Section 05: Our Heads in the Clouds
  33. 33. Services provided by such titans as Amazon arealso based on cloud computing.Popular political news website Wikileaks uses Amazon’s Elastic Compute Cloudto easily scale server storage due to traffic spikes from the shocking nature ofthe content. Zynga’s FarmVille would not have survived without the sameservice, which provided a way for the company to increase server storage spaceas the game gained users and became the first to garner a stunning 10 milliondaily active users. 33 Section 05: Our Heads in the Clouds
  34. 34. Implications for Brands Cloud computing will become exponentially more relevant in the marketing industry in the coming year. Cloud-delivered content will carry seamlessly blended marketing efforts that consider both the audience and the delivery of content to multiple devices. Marketing efforts will appear to be more organic and thus more effective as cloud-based computing continues to flourish with the onward progress of 2011.34 Section 05: Our Heads in the Clouds
  35. 35. “The continued investments in cloudinfrastructure will truly bring to life seamlesscontent experiences and consumers will be ableto play and pause content regardless of thedevice, whether in their living room, on mobile oron their PC. In doing so, users will expectmarketing to be relevant and personal based onthe consumption device.” Carolyn Everson, CVP of Microsoft 35 Section 05: Our Heads in the Clouds
  36. 36. A Content Crossroads Section 0636 Section 06: A Content Crossroads
  37. 37. Consumers will continue to find themselveshelpless in overcoming information overload in2010.The spread of more entertainment to the Web is creating a higher demand forbetter search engines and is leading to the rise of Web curators – people whobuild large online followings by finding or producing the best content theInternet has to offer. A combination of these individual curators andtechnologies that help to determine and deliver recommendations to end userswill grow in importance. This will lead to a new age of online content that turnssearches into meaningful discoveries. 37 Section 06: A Content Crossroads
  38. 38. Search has long been the dominant mode of discovering content on the Web, but now algorithm-based recommendation systems have become the go-to source for discovering new forms of online content, from Pandora for music to Netflix for film. Such companies are reverse engineering the souls of their users by analyzing users’ content ratings and then matching that profile with similar users. Sites like are making it easy for users to get recommendations and gift ideas by building “taste graphs” of the products, media and services they strongly prefer.38 Section 06: A Content Crossroads
  39. 39. Though privacy concerns will increase as services expect more information forbetter recommendations, the trade off for many people will be worth the cost –highly relevant, engaging content recommended to you in exchange for giving acomputer program some basic information about what you like.The overwhelming amount of content moving online will make this data exchange a no-brainer for most consumers. The challenge for brands will be to find content curators thatusers trust. Brands will also have to keep their messaging relevant and authentic tomaintain participant engagement. An excellent example of how a brand worked withcontent providers to engage users is Intel’s partnership with Vice Magazine for TheCreators Project. The online experience guides users through video profiles of some of themost creative, unique individuals at the crossroads of art and technology and leveragedsites like BuzzFeed to promote the campaign. 39 Section 06: A Content Crossroads
  40. 40. Curation services are also becoming personalized,automated content aggregators that are able tolearn user preferences on their own.My6sense is an RSS reader for mobile devices that simplifies the userexperience. It learns how the app. has been used in the past and makesadjustments to present content that it knows the user will read. By capturinginformation on what interests their users, My6sense has been able to createone of the more sophisticated curation engines. We can expect morecompanies to begin playing in this space in 2011, which will significantly expandoptions and specialty services. 40 Section 06: A Content Crossroads
  41. 41. Implications for Brands 2011 will blur the line between user-generated and professional content. Brands that embrace the opportunity to not only generate but also sponsor UGC? content will see a big return. Furthermore, the days of the big, easy media buy are coming to a close. The Internet has already pushed advertisers to arrange placements in a wider range of media outlets, but the emerging curation model will further sharpen the attention of audiences and force the marketing world to work harder to reach their target consumers.41 Section 06: A Content Crossroads
  42. 42. “There will be more consumers looking for goodcontent than there is good content. Advertiserswill continue to follow consumers down the LongTail, as every feature film, and music library willbe made legitimately available online.” Joanne Bradford, CRO of Demand Media 42 Section 06: A Content Crossroads
  43. 43. Independence Day for Brands Section 0743 Section 07: Independence Day for Brands
  44. 44. While most websites are looking for ways tointegrate data from services like Facebook, Googleor Twitter more deeply into their content andservices, a growing list of sites are differentiatingthemselves by creating an online presence thatgives the users more control over how they aretracked and profiled.Online privacy issues gained mainstream exposure in 2010 and will become amore hotly contested issue in 2011. Users will look for new ways to control theuse of their personal data or simply go to sites where they are in control. Thissimple approach of handing control of data back to users will draw uniqueaudiences that brands will have to reach without help from major online databrokers and targeting services. 44 Section 07: Independence Day for Brands
  45. 45. Today, if brands want to engage with online social media audiences they often push their messaging through Facebook or Twitter in large fan acquisition sprees. Users dont want to feel like some creepy algorithm already knows everything about them or that they’re simply being “used” for their personal data mine. Brands will need to link social strategies back to their larger 360-degree strategies to create a space for participants to get to know their brand. In the past few years, big brands have been encouraged to “join the conversation” in social media; in 2011 they are going to need to get cozy and invite participants back home for drinks.45 Section 07: Independence Day for Brands
  46. 46. Brands will also gain more independence frommobile device fragmentation.New development tools like Sencha make it easy to optimize rich-media sitesfor mobile sites. This allows brands to break free from app stores, createpermanent mobile Web presences that take advantage of technologies likeHTML5 and Flash and put the weak mobile sites of the last decade to shame.Brands will no longer have to meet the unique demands of a proprietary appmarket and instead will be free to create unrestricted mobile experiences thatappeal to mobile users who expect more from their mobile browsingexperience. 46 Section 07: Independence Day for Brands
  47. 47. Brands should be excited for 2011 since they’ll no longer be as reliant on third-party data orapproval of great ideas.Implications for BrandsMarketers will need to work with a larger selection of partners to reach theconsumers that frequent independent websites. However, they will benefit from awider range of creative options. Marketers will also benefit from access to the data “?that site users provide and will have more flexibility when developing mobileapplications and websites. 47 Section 07: Independence Day for Brands
  48. 48. “2011 will be the rise of the Independent Web -that part of the Web that is not dependent onmajor platforms like Facebook, Google, Microsoftor Yahoo. Apps, services and sites which lead theIndependent Web draw unique and powerfulaudiences because they are not driven bydependent-Web business rules and economics.Brands will learn how to leverage those audiencesat scale in meaningful ways.” John Battelle, Founder of Federated Media 48 Section 07: Independence Day for Brands
  49. 49. The Social Message is the Medium Section 0849 Section 08: The Social Message is the Medium
  50. 50. Brands will begin looking for new mediaplacements that leverage social activities andinteractions rather than simply looking forplacements with impressive audience size.Charting the success of a campaign already involves analyzing social media formany brands. Now instead of simply tracking buzz about a campaign,companies will provide analytics on consumer activity and engagement as well. 50 Section 08: The Social Message is the Medium
  51. 51. A good example is the “check-in.” It can be used to measure a campaign’s overall success and could help to tailor an execution to locations that see high levels of mobile activity rather than foot traffic. This way of thinking – activity levels as media buys – will become popular as the spread of social games like Zynga’s FarmVille and game-like rewards programs open brands’ minds to the concept of active users instead of impressions. FarmVille was the toast of the social gaming world throughout 2010 and was unsurprisingly a leading platform for innovative social media advertising. Earlier this year when players chose seeds for their farm, they were offered branded seeds by sponsors such as Cascadian Farm, a line of organic foods from General Mills.51 Section 08: The Social Message is the Medium
  52. 52. On the mobile front, social brand integration specialists appssavvy designed a campaign for clothing retailer H&M. They rewarded players of MyTown (a mobile social game, think real-world Monopoly) with virtual items and in-game points when they checked in to a retail or female-centric location such as a spa or hair salon.52 Section 08: The Social Message is the Medium
  53. 53. Entertainment check-in services such as Get Glueare another natural fit for advertising.These services allow users to log and broadcast their consumption of mediacontent. Benefits include recommendations and rewards based on activity aswell as the opportunity to discuss the content with friends and strangers. Interms of advertising, television shows and music can be tied to psychographicprofiles much as they are for traditional television advertising. But in thisspace, users are engaging in traceable behavior that can be used to triggerspecific messages and experiences. 53 Section 08: The Social Message is the Medium
  54. 54. As we enter 2011, look for opportunities to buy social activities instead of traditional mediaspace. These new types of placements connect with consumers when they are doingbrand-relevant things. Campaigns that take this approach will be more effective as a result.Implications for BrandsThis shift will open up several opportunities for marketers. Social activityplacements will be more effective as they are tied to actions rather thanviewership, and these placements facilitate more sophisticated resultsreporting. This will allow marketers to be more confident that their money isbeing spent effectively. Also enhancing the psychographic audience profilesmarketers build through focus groups and third party research. 54 Section 08: The Social Message is the Medium
  55. 55. “We’re going to see a shift from buying themedium – content sites like Yahoo! and MSN, andsocial sites like Facebook and MySpace – tobuying the activity. [It’s] the quiz app Im using onmy iPhone, the social game Im playing, mechecking in to let my friends know where I am, ortalking about the things I care about in an onlinecommunity. 2011 will be the year brands learnhow to buy social activity.” Chris Cunningham, CEO of appssavvy 55 Section 08: The Social Message is the Medium
  56. 56. The Search for Mobile is On Section 0956 Section 09: The Search for Mobile is On
  57. 57. Mobile search will become even more importantin 2011 as marketers begin to think of it in waysbeyond the Google query.In retail, shoppers have turned to barcode scanners as a way of searching for SEARCHother prices and online deals before checking out. Travelers and locals alike areturning to location-based services to fuel local discovery of hotspots andunique locations across the globe. Consumers worldwide are seeing thedefinition of “search” expand before their eyes. Search now encompasses avariety of activities not traditionally associated with the term and advertiserswill need to adjust as well. 57 Section 09: The Search for Mobile is On
  58. 58. Barcode scanning is a habit that consumers are adopting at a rapid pace. Barcode technology provider ScanBuy reported that usage of their platform grew 700 percent between the start of 2010 and the beginning of the fourth quarter. In addition, a multitude of start-ups have emerged, which put varying spins on the idea of mobile search via barcode scanning. ShopWell, for example, collects user information such as health goals, diet approach and allergies, then provides personalized ratings for products when they are scanned in-store.58 Section 09: The Search for Mobile is On
  59. 59. The potential for further innovation in this area ishuge.“Checking in to get a free coffee at Starbucks is a nice evolution on targetedcoupons, but its only the beginning of the opportunity in mobile for marketerslooking for performance marketing opportunities,” Daina Middleton, CEO ofsearch marketing agency Performics, reported.Geo-location technology offers another fruitful path to innovation in mobilesearch. In 2010, Google introduced a “near me now” option in Google Mobileand Android. This feature allows users to browse nearby locations withoutentering any information themselves. Their phone simply uses GPS to figureout where they are.And according to Middleton, mobile search will grow quickly by traditionalmeasures in 2011 as well. “Mobile search clicks will double to 16 percent andmobile conversion rates will double to 10 percent year over year.” 59 Section 09: The Search for Mobile is On
  60. 60. The growth patterns of traditional and alternative mobile search share common roots. Increasing smart phone adoption means that consumers are becoming more accustomed to the tools, and innovators have more incentive to come up with game-changing ideas. In 2011, more marketers will begin to recognize the potential of mobile as a discovery engine that can drive purchases and foot traffic.60 Section 09: The Search for Mobile is On
  61. 61. Expect to see continued innovation as well as more enthusiasticadoption by both marketers and consumers.Implications for BrandsThese new developments in mobile search have transformed a national marketinto a multitude of local ones. Major marketers need to start working from thegrassroots level by adjusting their message and placements to local audiences andmarket conditions. Additionally, marketers that aggressively pursue alternativemethods of search will be rewarded by impressive share of voice and exposure inthe affluent early adopter market. 61 Section 09: The Search for Mobile is On
  62. 62. “Mobile search clicks will double to 16 percentand mobile conversion rates will double to 10percent year over year. Checking in to get a freecoffee at Starbucks is a nice evolution on targetedcoupons, but its only the beginning of theopportunity in mobile for marketers looking forperformance marketing opportunities,” Daina Middleton, CEO of Performics 62 Section 09: The Search for Mobile is On
  63. 63. Let’s Get Physical Section 1063 Section 10: Let’s Get Physical
  64. 64. 2011 will bring a revolution in the wayparticipants will interact with a multitude of in-home, mobile and out-of-home devices, providinggroundbreaking marketing opportunities.We have already come a long way. The success of the Nintendo Wii led to apush in 2010 by Microsoft and Sony to launch their Kinect and Move gesturecontrols and companies will continue to develop on these flagship physicalplatforms. 64 Section 10: Let’s Get Physical
  65. 65. Within the first 10 days of sales, one million Microsoft Kinect devices were sold. This number is an astonishing signal that consumers not only have a keen 1,000,000 SOLD interest in gesture-based technology, but are also willing to invest in it and encourage friends to join the fun. PrimeSense, one of the companies behind the Kinect technology, is planning to launch a gesture-controlled set top box in the summer of 2011 and has secured at least one cable company partner, demonstrating the forward progress in this segment. Glove and marker-free gesture control for multiple users has also been shown to be possible by Fraunhofers FIT. Their software can not only detect multiple people, but can also distinguish details such as users’ finger motions.65 Section 10: Let’s Get Physical
  66. 66. Large companies are not alone in developinggesture-based interfaces.Students at MIT Media Lab’s Fluid Interfaces Group have developed a Webbrowser extension for Kinect that allows users to surf the Internet with gesturecontrols. Members of the open-source community are also experimenting withvarious ways of “hacking” the Microsoft Kinect. The open-source software thatthese developers have created could potentially be beneficial for search andrescue missions, mental health advancements, 3D modeling, and visual art andpuppetry. This further highlights what is possible with motion tracking beyondthe living room and in gestural-based digital out-of-home. 66 Section 10: Let’s Get Physical
  67. 67. 2011 will also bring a new range of possibilities for gesture based technology in the mobile field. Mobile movement-controlled hardware technologies are bringing down the physical barriers that divide the device from the user. Devices are also becoming more intelligent with software; the Microsoft Kinect can recognize a particular user’s voice, face and body movements, and we will only see further additions to this list with time. Software allowing for facial expression recognition could also lead to emotion-based gaming that monitors and responds to a participant’s reactions.67 Section 10: Let’s Get Physical
  68. 68. What places the combination of gesture-basedhardware and software at the pinnacle ofinnovation is its ability to bestow a feeling ofartificial, super-human control.The typical perception of how people are able to control hardware is crumblingwith the ability to use biological means – the body – as a “magic wand” tointeract with mechanical devices of all kinds. This philosophy is portrayed inArthur C. Clarke’s third “law” of prediction, which states that “any sufficientlyadvanced technology is indistinguishable from magic.” 68 Section 10: Let’s Get Physical
  69. 69. Implications for Brands Just as new user interfaces that leverage state-of-the-art gestural technology will climb to the top of the market, branded executions using this technology will also garner widespread attention and praise. Xbox has developed ads that can recognize the age and sex of viewers. This technology has already been implemented in Japanese billboards. Physically interactive ads are the next step for visionary brands, and will give their customers something to spread the word about as we move onward in exploring this digital frontier.69 Section 10: Let’s Get Physical
  70. 70. “2011 will be the year that blurs the connectionbetween the physical and digital world. With therecent step changes in touch based and tabletcomputing and new form factors for mobiledevices and gesture based gaming technology, thepersonal nature in which technology extends ourphysical interactivity will be game changing.Exciting software and hardware interfaces withorganic sensory inputs will introduce digital‘super powers’ we never imagined.” Joel Lunenfeld, CEO of Moxie Interactive 70 Section 10: Let’s Get Physical
  71. 71. About Moxie Moxie Interactive is creating the agency of the future, by fusing media, creative, and technology to achieve brave, accountable marketing solutions. Its capabilities include communications planning, media planning and buying, search marketing, branded entertainment, advertising and development, ECRM, sponsorship services and campaign management. At the heart of the agency is the Participants Intelligence department, providing Moxie’s clients with details on emerging trends, insights and analytics, so that clients can spark interesting, unique and fresh conversations with their customers. Moxies award-winning team is focused on connecting people and brands across all screens. Some of our clients include Coca-Cola, Garnier, Maybelline New York, Puma, Verizon,Wireless, 20th Century Fox, Cartoon Network and the Art Institutes. Moxie is a division of Zenith Media Services, a Publicis Groupe Company, with locations in Atlanta, New York and Los Angeles. To learn more about Moxie, visit You can also follow us on Twitter @YouveGotMoxie and on Facebook at About Moxie
  72. 72. Top 10 Trends for 2011 AUTHORS Rhiannon Apple, Emerging Trends Supervisor Emily Knab, Trendspotter Simeon Spearman, Trendspotter Greg Steen, Trendspotter CONTACT Christine Bensen, SVP, Participant Intelligence 2049 Century Park East Los Angeles, CA 90067 310-551-3529 ©2010 Moxie Interactive. All Rights Reserved72 About Moxie