Mobile devices are increasingly how people access the internet and consume content. They are becoming a major part of culture by bridging the social and personal as well as online and offline worlds. While brands often use mobile as another place to interrupt users and waste their time, mobile represents an opportunity to engage with diverse audiences like women and those with lower incomes in helpful, inclusive, and useful ways. Designing for mobile's variety of devices and contexts requires flexibility and responsiveness to how people connect and share in different situations.

1. From Neo to
Trinity
The Matrix Reinvented
#sexymobile

2. Hello.
@farrahbostic @cindygallop @brennahanly

4. There are 3 things
we tend to get wrong
about mobile

5. 1

6. Mobile ≠ Phones

7. Mobile = Access
They will soon surpass PCs as the way to connect to
the Internet.
“Gartner says smartphone sales grew
more than 50% [in Q12010],
accounting for 19% of worldwide
device sales compared to the second
quarter of 2009”
Electronics Weekly, 2010
“Within 5 years the number of users
accessing the Net from mobile devices will
surpass the number who access it from
PCs” Morgan Stanley, 2010

8. Mobile = Content
They are becoming the way to consume content.
“High-speed broadband Internet
access, now in 63.5% of homes, has
created a better user experience for “By 2013, video will occupy an
watching online videos and nearly a estimated 66% of mobile traffic”
quarter of households have Cisco, 2010
smartphones, enabling consumers to
“place shift” and watch video
wherever they are.... While mobile
online video viewing is still fairly
limited, year over year growth is
notable at 51.2%” Nielsen, 2010

9. Mobile = Culture
• It bridges the social & the personal
• It bridges the local & the global
• It bridges online with real life

10. I'm here
because of
Dongbangshingi
INVOLVED

11. CREATIVE

12. CONNECTED

13. ACTIVE

14. Mobile = Cognitive Surplus
The world’s free time and
talents plus media tools
(the internet and mobile
phones), free people up to
contribute to large scale
efforts.
(Even if it’s LOLcats.)
- Clay Shirky

15. But...
• That’s not how (most) brands are using it.
• It’s another place we interrupt people - a
coupon-delivery, push-messaging platform.
• It’s another place we waste their time - using
it as a shiny object to lure people into our
same old stuff.
• And while we’re making stuff that’s not very
good, we start to blame the tech.

16. 2

17. Mobile ≠
Technology

18. Mobile = Many Devices
• It’s smartphones
• And dumbphones
• And tablets
• And wifi enabled, internet-connected
cameras, media players, e-readers, etc.

19. Mobile = Many Features
• SMS & MMS
• Pictures
• Music
• Email
• Internet
• GPS
• Apps*
* Today, apps are what make a smartphone smart

20. But... “____ is dead”

21. Not so fast.

22. Why don’t we steal
from artists anymore?

23. Be helpful
http://fffff.at/qr-stenciler-and-qr-hobo-codes/

24. Be inclusive

25. Be useful

26. Be playful & imperfect
“Augmented reality when
applied to the body is this
amazing place where the
aesthetics and evolution
intersect, and the authors of
this new soft biology are a
handful of engineers and
computer programmers as
flawed as the users controlled
by their interfaces.”
http://www.digicult.it/digimag/article.asp?id=1880

27. Be essential
Word Lens is an augmented reality app
that translates language, helping people
navigate through foreign spaces and
languages.

28. Be tangible
NFC - near field
communication - could soon
influence how we engage
with credit or debit card
payments, travel, check-ins,
medical alerts, and so on.
Ultimately, NFC (through RFID
tags) delivers on the notion of
an “internet of things” by
tagging objects you can
connect to via a mobile
device.

29. 3

30. Mobile ≠
White Guys

31. Mobile = Less Affluent
• 39% of 18-29 year olds earning less than
$30,000 per year own a smartphone (on par
with the national average).
• Just 8% have no cell phone at all.

32. Mobile = More Diverse
• African-Americans and
Latinos are more likely than
whites to use their cell
phones for non-voice
applications such as using
the internet, playing games,
or accessing multimedia
content.
• 44% of black and Latino
adults are smartphone
owners, compared with 30%
of whites.

33. Mobile = Women
• 40% of all US women own Smartphones
• 55% of US women aged 15-24 own
Smartphones, leading the world in adoption

34. Women  Mobile
• They talk more:
22% more than men (856.3 minutes/month v. 666.7
minutes).
• They text more:
They send or receive 601 SMS/month v. 447 SMS/
month.
• They use SNS more:
55% of women use social networks
on mobile devices.

35. Women  Apps
27% 7% 5%
4.5% 2.9% 2.5%
1.1%
2.4% 1.4% 1.1%
Source: Mobile Marketer, Dec. 3, 2010

36. Moms  Mobile, too
• 32% of US Moms own a
smartphone in 2010 v. 20%
in 2009
• 32% say they use the
Mobile Internet once a
week in 2010 v. 20% in
2009
• And mobile phones are in
use at home, as well as on
the go - an ever-present
part of moms’ lives
Source Sept. 2010 Millennial Media’s SMART report

37. So what do
we do?

38. Be Flexible & Responsive
Design for mobile - knowing there is no one
standard OS or device.
Design for where people are - connecting your
experience to the nearby and tangible, but also
knowing where the signal is.
Design for utility - offering people something
they really want or need (or will).
Design for sharing - but understand not
everything is public.

39. Now it’s your turn
Pick a brand from around those around the room.
Think of a way you could use mobile to help this
brand engage with women - write it down or
sketch it out.
Get out of the building - find at least 3 women
you can ask about your idea ... chiefly, would they
use it and what problem could it solve.
You’ll get 2 minutes to tell us your idea and what
you learned.

40. Ready. Set.
Go!

41. Time to get out of
the building

42. Ok.
What did you
learn?

43. Thanks!