Mobile Now & in the Future: Mark Brill

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1) Mobile devices now account for 20% of total media time spent, compared to 5% for print media. Smartphones have become the norm, with those not using them seeming out of place. 2) Many brands are failing to provide consistent mobile experiences across websites, social media, email, and apps. To succeed mobile, brands need to understand their audience, get the basics right across platforms, and focus on useful services over flashy technology. 3) Engaging mobile experiences don't require dedicated apps - they can involve creative solutions like turning Instagram photos into menus or putting WiFi on dogs in public spaces. Startups often lead in mobile by gamifying and enabling collaboration rather than

Marketing Technology Business

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This picture sums up
mobile. Smartphones are
the norm, and those that
aren’t on them seem out of
place.!

-! Phone by your bed?!
-! Phone as an alarm?!
-! Check it ﬁrst or last thing?!

20%"of media time is spent#
in mobile devices"
"
5%"of media time is spent#
in print"
"
of media time is spent
Mary Meeker, KPCB, Internet Trends 2014!

#1 – Understand the user landscape!
#2 – Get the hygiene right!
#3 – Be useful!
#4 – Be engaging!

56%+)#*&%7/#',),)%8#)-/%#/3%9(&')&/:%;<=>%

More photos shared than Facebook%
More messages sent than SMS%

Technology is a tool,
not a marketing
channel!

Problem:
brands
aren’t
very

good
at
mobile

‘Let’s build an
app, yayy!’!

Web (responsive or adaptive)%
Social links optimised%
Search: paid, organic, location%
Email%
Integrated%

Many brands are failing
to deliver a consistent
mobile experience
across web, social,
email and media!

8-@('&%D&#2E"%FGH#('I%8-@('&%D&#2E"%FGH#('I%
Natural!
8-@('&%D&#2E"%FGH#('I%

Starbucks have got their
customers on board with a
service-based app. In the US,
10% of their payments are now
made through mobile (pretty
good for a physical store)!

Good mobile service
doesn’t even need an app.
Gatwick Airport
successfully use Twitter as
a service channel.!

Or maybe brands could just help
their users move away from their
phones. This beer holder cuts
out the mobile signal so that
customers can enjoy their drink
with friends, undisturbed by their
phones.!

Forms are annoying for
mobile users. Here’s a simple,
engaging solution to deal with
Captchas on mobile.!

It’s not about budget
either. Comodo in New
York created a menu
from customers’
Instagram pictures!

Or there’s this campaign from
Thailand. They put 4G WiFi on
dogs and put them around
shopping centres. The point
is, engagement doesn’t
always require an app.!

AirBnB%
Whisk%
Waze%
Citymapper%
Duolingo%
Yplan%
Polar%
Hailo%

Who does mobile best? It’s
the start-ups, especially
those who gamify and are
part of the collaborative
economy. !

Beacons have potential,
but it’s just a technology.
Tesco have found it best for
service, not payment or
promotion.!

1"&%&/3%-H%$"&%)4#2$J"-/&%1"&%&/3%-H%$"&%)4#2$J"-/&%

As a device, the
smartphone has probably
peaked. It might get bigger
or faster, but the functions
will essentially remain the
same.!

We will see many new
interactions, from voice to
gesture control. Haptic
screens are interesting. They
create a sense of depth and
texture bringing new
engagement possibilities.!

The much-hyped next generation
of computing are wearable and
connected devices. By 2020
Cisco predict that there will be 6
connected devices for every
person.!

"KJ)ALLMMMN,-+$+@&NE-4LM#$E"0COP'CQRSTUV/W%

Nivea in Brazil created a great
campaign for wearables. The
tear-out print ad allowed
parents to track their children
in case they stray on the
beach.!

#1 – Understand your audience/landscape!
#2 – Get the basics right (web,social, email)!
#3 – Focus on service and problem solving!
#4 – Create engagement, not technology!

Thank You!!
!
Mark Brill!
@brillthings!
mark.brill@brandemotivity.com!

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Earlier this month I gave a presentation at the 2010 IA Summit in Phoenix, AZ on Mobile Strategy. I'm happy to say it was well attended, and everyone had lots of good questions. In the presentation I went over a method to determine where you should spend your time "going mobile". For some it's an app, others it's a site - where others should be focusing on Blackberry vs an iPhone (or vice-versa). Hopefully I made everything a little less confusing, and gave everyone the information needed to make an informed roadmap to move forward.

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The document reviews and summarizes information from several mobile marketing articles and publications. It provides insights into smartphone usage statistics globally, discusses how several major retailers and brands are using mobile marketing strategies, and reviews features of popular smartphone apps like Argos, Flixter and Facebook. Key details on mobile payments, proximity marketing and app development technologies are also covered.

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Mobile Now & in the Future: Mark Brill

1. Hello!! Mark Brill @brillthings!

2. !"#$%$"&%"&''%()%$"()%*+,%'--.(/*%#$0%1"&%!-2'3%-2%)-4&$"(/*0%

3. This picture sums up mobile. Smartphones are the norm, and those that aren’t on them seem out of place.!

4. -! Phone by your bed?! -! Phone as an alarm?! -! Check it ﬁrst or last thing?!

5. Mobile has arrived!

6. 20%"of media time is spent# in mobile devices" " 5%"of media time is spent# in print" " of media time is spent Mary Meeker, KPCB, Internet Trends 2014!

7. comScore, US, April 2014%

8. (and this)!

10. #1 – Understand the user landscape! #2 – Get the hygiene right! #3 – Be useful! #4 – Be engaging!

11. #1 - Understand ! the user landscape!

12.

13. 56%+)#*&%7/#',),)%8#)-/%#/3%9(&')&/:%;<=>%

14. More photos shared than Facebook% More messages sent than SMS%

15. Our Mobile Planet!

16. Technology is a tool, not a marketing channel!

17. Messaging% Apps% Web% Proximity% SMS/MMS/UDID% IP – What’sApp, WeChat% App Push Notiﬁcations% Native Brand Apps% Hybrid/Webapps% Utilities (social, AR, QR)% Responsive% Adaptive% Independant% NFC (Contactless)% Beacons/Bluetooth% WiFi%

18. And how do brands respond?!

19. Problem: brands aren’t very good at mobile ‘Let’s build an app, yayy!’!

20.

21. But …!

22. 80% of brand apps are downloaded less than 1000 times! *Deliotte, 2012!

23. #2 – Get the ! hygiene right!

24. Web (responsive or adaptive)% Social links optimised% Search: paid, organic, location% Email% Integrated%

25. Many brands are failing to deliver a consistent mobile experience across web, social, email and media!

26. 8-@('&%D&#2E"%FGH#('I%8-@('&%D&#2E"%FGH#('I% Natural! 8-@('&%D&#2E"%FGH#('I%

27. #3 – Be useful!

28.

29. Starbucks have got their customers on board with a service-based app. In the US, 10% of their payments are now made through mobile (pretty good for a physical store)!

30.

31. Good mobile service doesn’t even need an app. Gatwick Airport successfully use Twitter as a service channel.!

32.

33. Or maybe brands could just help their users move away from their phones. This beer holder cuts out the mobile signal so that customers can enjoy their drink with friends, undisturbed by their phones.!

34. #4 – Be engaging!

35.

36. Forms are annoying for mobile users. Here’s a simple, engaging solution to deal with Captchas on mobile.!

37.

38. It’s not about budget either. Comodo in New York created a menu from customers’ Instagram pictures!

39.

40. Or there’s this campaign from Thailand. They put 4G WiFi on dogs and put them around shopping centres. The point is, engagement doesn’t always require an app.!

41. AirBnB% Whisk% Waze% Citymapper% Duolingo% Yplan% Polar% Hailo%

42. Who does mobile best? It’s the start-ups, especially those who gamify and are part of the collaborative economy. !

43. The Future?!

44.

45.

46. Beacons have potential, but it’s just a technology. Tesco have found it best for service, not payment or promotion.!

47. 1"&%&/3%-H%$"&%)4#2$J"-/&%1"&%&/3%-H%$"&%)4#2$J"-/&%

48. As a device, the smartphone has probably peaked. It might get bigger or faster, but the functions will essentially remain the same.!

49.

50. We will see many new interactions, from voice to gesture control. Haptic screens are interesting. They create a sense of depth and texture bringing new engagement possibilities.!

51.

52. The much-hyped next generation of computing are wearable and connected devices. By 2020 Cisco predict that there will be 6 connected devices for every person.!

53. "KJ)ALLMMMN,-+$+@&NE-4LM#$E"0COP'CQRSTUV/W%

54. Nivea in Brazil created a great campaign for wearables. The tear-out print ad allowed parents to track their children in case they stray on the beach.!

55.

56. #1 – Understand your audience/landscape! #2 – Get the basics right (web,social, email)! #3 – Focus on service and problem solving! #4 – Create engagement, not technology!

57. Thank You!! ! Mark Brill! @brillthings! mark.brill@brandemotivity.com!

Mobile Now & in the Future: Mark Brill

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