What's next in mobile experiences? Mobiel wordt door steeds meer organisaties ingezet en wordt een vast onderdeel in de marketing strategie. In de sessie ‘The Next Generation in mobile’ vertelt Jerry Lieveld, founder & managing director van mobtzu aan de hand van pakkende cases wat we komende tijd op mobiel gebied kunnen verwachten en welke nieuwe mogelijkheden er voor merken ontstaan.

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cases -
-mars
-philips
- pggm
-pernod ricard
- emi
@jerrylieveld - @mobtzu - mobtzu.com
WHAT’S NEXT IN
MOBILE EXPERIENCES
http://www.youtube.com/watch?v=wB7lwsHo1b0
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1. 84% at home
2. 80% during misc. times throughout
the day
3. 74% waiting in lines
4. 64% at work
day
stats
source: ipass mobile workforce may 2011
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1. 71% of apps downloaded on ios
2. 86% use their device while watching tv
3. 69% use their device while shopping
mobile
stats
source: ipass mobile workforce may 2011
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1. games
2. mocial (mobile social networking)
3. music & entertainment
4. mail & messaging
5. weather
(sports news & current events, business & finance, health
& fitness, travel)
mobile
categories
source: millenial media 2011
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1.mobile web growth has outpaced
desktop web growth 8 times
2.smartphone sales will pass pc sales
in 2012
mobile
eclipse
source: ITU, Mark Lipacis, Morgan Stanley Research.
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6. confidential mobile apps for brands
we create, produce and promote
APPS & GAMES for BRANDS

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on iphone, ipad, google android,
blackberry, mobile touch web
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that are easy to use, desireable,
consistent, have a purpose and are playful
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9. confidential mobile apps for brands
mobile will be the
centerpiece of all
marketing
communication

10. confidential mobile apps for brands
consumer behaviour has shifted

11. confidential mobile apps for brands
they want
compelling storytelling,
inspiration and utility
from brands.Richard Ting

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ecosystem
24/7 m-commerce
consumerism
sharing
social
social selling &
buying
everywhere
mobile
e-crm
mobile payments
geolocation
our vision:
the new
digital
ecosystem
is mobile
=
brands on mobile

13. confidential mobile apps for brands
new digital
ecosystem
is mobile
and will bring
together
mobile surfing
social networking
mobile commerce
mobile in-store/out-store retail
location-based services
near field communications
mobile apps for brands

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when is it mobile?
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mobile isn’t just about phones
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context
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1.variable environment
2.constant partial attention
3.interruptions / distractions
context
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1.variable environment
2.constant partial attention
3.interruptions / distractions

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1.on the go
2.lean backcontext
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1.limited text input
2.multitasking can be challenging
3.it’s easy to get lost
context
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1.limited text input
2.multitasking can be challenging
3.it’s easy to get lost

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1.business sense
2.user benefits
3.target audience
4.information
native & web
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1.business sense
2.user benefits
3.target audience
4.information

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1.mobile first
2.know your audience
3.make content the action
4.craftmanship and
attention to detail
mobile
design
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22. confidential mobile apps for brands
consumer expectation
consumers are well versed in tracking down very good,
services and experiences and they expect not just
basic standards of quality, but the 'best of the best'

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craftmanship and
attention to detail from brands
mobile apps for brands

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the more you notice it,
the greater you feel its
absence
when it’s not there.Ed Cotton

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digital products should
be designed for
mobile first.
(even if no mobile version is planned.)

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- find the core of your service
- iterate and simplify
- prototype early
- get it in hands of users

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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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instagram
sharing pro like photo’s
http://itunes.apple.com/nl/app/instagram/id389801252?mt=8

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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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31. confidential mobile apps for brands
fiat
ar/qr app using traffic
signs
http://www.youtube.com/watch?v=FdkV_eU1B3c

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aurasma
ar/brand experience
http://www.youtube.com/watch?v=GBKy-hSedg8&hd=1

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word lens
augmented reality
translate on the fly
http://www.youtube.com/watch?v=h2OfQdYrHRs 33

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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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35. confidential mobile apps for brands
mobile bridges
the gap from
television
commercial to
real world product

36. confidential mobile apps for brands
mcdonalds pick ‘n play
gamification
outdoor + mobile
http://www.youtube.com/watch?v=7u0ij9D5S4Y

37. confidential mobile apps for brands
t-mobile - angry birds
game becomes live
event
http://www.youtube.com/watch?v=jzIBZQkj6SY

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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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39. confidential mobile apps for brands
nike+ paint with your feet
brand experience and
utility extended
http://yesyesno.com/nike-collab-paint

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1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
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starbucks
bringing delight
with touch
interface
http://www.youtube.com/watch?v=D7c11vwgkYk

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wirewax
video shopping ipad
http://www.youtube.com/watch?v=KmILrnoc8bk 42

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square
mobile payments
http://www.youtube.com/watch?v=J2_u2nMsgjg 43

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mobtzu strategic mobile framework
- strategic focus: drive activities that benefit your portfolio/brand
- consumer driven: align activities with consumer insights - relevance
- decision support: a consistent approach to selecting opportunities
- ongoing improvement: measurement of all initiatives to drive learning
and future improvement
- it’s new territory: apps and mobile landscape is taking off
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a plan is needed!

45. confidential
mobile strategic processWhy is does mobile matter for your business?
Brand objectives?
Business constraints (time/budget)
Where should we focus?
Exceeding service / Entertainment
What are people doing with their apps and devices?
What needs and wants do they have?
When can we be relevant?
Where can your apps align with these needs?
Which insights present the best opportunities?
How did they do?
What can we learn for next time?
When to plan for an update
When can these concepts be executed?
What platforms and how delivered to market?
Which markets?
How will they be measured?
How will they be promoted?
How are we doing?
How visible are we?
How are we reviewed?
How do we achieve the best user experience while
aligning with business objectives and insights?
how do we bring delight and be playful
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Business
objectives
Concept
Opportunities
Concept
Design
Planning
Production
Launch
Evaluation Insights

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take outs
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1. mobile is the centerpiece
2. tell a story, inspire
3. create a great service
4. focus on needs of the user
5. understand the medium it’s a craft
6. embrace rapid change
7. and...

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be playful
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48. confidential @jerrylieveld - @mobtzu - mobtzu.com
BEZOEK ONS OP
STAND 20!
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