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TRENDING THE FUTURE
                Mobile Trends - June 2011




                        www.space150.com



Monday, June 27, 2011
MOBILE IS GROWING                                                                                             Mobile Internet
                                                                                                                           (Post-PC)
           FASTER THAN ANY
           TECHNOLOGY                                                                                       Desktop

                                                                                                                              10B+
                                                                                                            Internet
           BEFORE.
                                                                                            PC              1B+
                                                                                           100MM+



                                                                   Microcomputer


                                                                          10MM+

                                              Mainframe

                                                   1MM+




                                                                                                                                           Units/
                                                  1960             1970             1980             1990      2000    2010     2020       Users


            Source: KPCB - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Monday, June 27, 2011
This speed of growth can be overwhelming,
                        but there is one thing we can keep up with.




Monday, June 27, 2011
Ourselves


Monday, June 27, 2011
We were born to move around.




Monday, June 27, 2011
Mobile is freeing humanity from the ball and chain that is the PC.




Monday, June 27, 2011
“We no longer need to be tethered to a desktop
             computer in order to use the Internet to interact
             with the world around us.”
             -Hamilton Chan, CEO & Founder, Paperlinks




            Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/
Monday, June 27, 2011
31% OF AMERICANS
            CURRENTLY OWN A
            SMARTPHONE. WE
            HAVE CROSSED
            THE CHASM OF
            ADOPTION.


              2.5%
              Innovators

                                             13.5%                    34%                                 34%             16%
                                             Early Adopters           Early Majority                      Late Majority   Laggards




            Source: Nielsen - http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/

Monday, June 27, 2011
Q4




                                                                    2011The Mobile Inflection Point




            Source: Ars Technica - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Monday, June 27, 2011
By the end of 2011, more Americans will have
                                                         smartphones than feature phones.
            Source: Nielsen - http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/

Monday, June 27, 2011
TODAY:



                             3.6 BILLION
                             People around the world have a mobile phone


                             TODAY:                                                                      BY CHRISTMAS 2011:


                             91%
                             Of Americans use a mobile phone
                                                                                                         50%
                                                                                                         Of Americans will have a smartphone




            Source: Ars Technica - http://arstechnica.com/telecom/news/2010/03/wireless-survey-91-of-americans-have-cell-phones.ars

Monday, June 27, 2011
2014
                                                           Mobile will become the most common
                                                              way of accessing the Internet.




            Source: KPCB - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Monday, June 27, 2011
"The fact of the matter is that mobile devices
             are going to be the majority of the way that
             people get information."
             -Eric Schmidt, Executive Chairman, Google, March 2009




            Source: BBC UK - http://news.bbc.co.uk/2/hi/technology/7938799.stm

Monday, June 27, 2011
WELCOME TO
             THE POST-PC ERA


Monday, June 27, 2011
POST-PC
             The name “Post-PC” implies that we will all show up to work one day, overturn our desks in
             celebration, and go on with our days squinting at tiny smartphone screens and fumbling with
             our thumbs. This is simply not the future. At least not anytime soon.




Monday, June 27, 2011
PCs ARE IMPORTANT
             FOR GETTING WORK
             DONE. WE STILL
             NEED THEM.

Monday, June 27, 2011
MOBILE DEVICES WILL NOT REPLACE PCs,
             BUT THEY WILL EXPONENTIALLY EXPAND
             THE REACH OF TECHNOLOGY INTO OUR
             PHYSICAL WORLD WITH NEWFOUND
             UTILITY AND MEANING.




Monday, June 27, 2011
Three behavioral trends of mobile experience:


             1. convenience
             2. context
             3. fun

Monday, June 27, 2011
1. convenience
             noun
             • a thing that contributes to an easy and effortless way of life: voice mail
                    was seen as one of the desktop conveniences of the electronic office.




Monday, June 27, 2011
Less is more.




Monday, June 27, 2011
“The iPad [mobile] only does less than
             a regular computer to us geeks. To
             everyone else, it does more.”
             -J-P Teti, 14-year-old blogger




            Source: http://jpteti.com/post/4072771125/the-ipad-is-99-more-open-than-any-other-computer
Monday, June 27, 2011
“The best
             camera is the
             one you have
             with you.”
             -Chase Jarvis




            Source: http://blog.chasejarvis.com/blog/2009/09/the-best-camera-iphone-app-book-community/
Monday, June 27, 2011
The iPhone is now the most popular camera on Flickr.



            Source: The New York Times - http://bits.blogs.nytimes.com/2011/04/18/iphone-4-becoming-most-popular-camera-on-flickr/
Monday, June 27, 2011
QR CODES LINK LIFE
             TO THE INTERNET


            Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/
Monday, June 27, 2011
Instead of holding up an album cover to plug the band on his show, Jimmy
           Fallon used a QR code to link viewers to Odd Future’s website.


            Source: Mashable - http://mashable.com/2011/02/18/jimmy-fallon-qr-code/
Monday, June 27, 2011
New York City is using QR codes on all their building permits.



            Source: http://mashable.com/2011/02/22/nyc-building-permits-qr-codes/
Monday, June 27, 2011
QR CODES HAVE GONE
             MAINSTREAM, BUT
             WILL SOON FADE.

            Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/
Monday, June 27, 2011
The first signs: Google
             Google has ended support for QR codes in Google Places.




            Source: Quora - http://www.quora.com/Why-did-Google-places-drop-QR-codes-for-NFC-tags
Monday, June 27, 2011
The first signs: Apple
             Apple is completely disinterested.




Monday, June 27, 2011
A behavioral bridge
             QR codes reinforce awareness of our ability to enhance our physical experience with digital
             interaction. QR codes are a catalyst for the behavior of using our phones to scan, touch, and
             tag things. They’re allowing people to get used to the idea, but there’s something bigger
             coming right around the corner...




Monday, June 27, 2011
SO, WHAT’S NEXT?


Monday, June 27, 2011
NFC
             [Near Field Communication]

             A short-range wireless standard that allows devices to
             communicate securely and perform transactions.




Monday, June 27, 2011
Offices have been using
                        it for years...




Monday, June 27, 2011
NFC technology has been used for public transportation payment in London’s
           Oyster since it was introduced in 2003.


            Source: Wikipedia - http://en.wikipedia.org/wiki/Oyster_card
Monday, June 27, 2011
Audi and other car makers have been making keys with NFC for a few years
           now. Leave the keys in your pocket. Just walk up and open the door.




Monday, June 27, 2011
BMW is developing an NFC key system to not only work with their cars but
           navigation, hotels, transportation, and more.


            Source: Engadget - http://www.engadget.com/2011/02/02/bmws-nfc-key-is-your-ticket-to-ride-and-you-should-care-video/
Monday, June 27, 2011
Released in December, the Google Nexus S is the USA’s first
           NFC-capable smartphone.


            Source: Mashable - http://mashable.com/2011/02/22/nyc-building-permits-qr-codes/
Monday, June 27, 2011
“We’re making a huge
            bet on NFC as a
            company. There is a
            lot of potential there.”
            -Erick Schonfeld, VP of Google Commerce and Payments




            Source: Tech Crunch - http://techcrunch.com/2011/05/25/google-commerce-chief-were-making-a-huge-bet-on-nfc-as-a-company/
Monday, June 27, 2011
NFC IS AT A REALLY
            EARLY STAGE, BUT
            THE POSSIBILITIES
            ARE ENDLESS.

Monday, June 27, 2011
PHONE
            WALLET
            KEYS
            Two are going away.
            Pick one.


Monday, June 27, 2011
PayPal is experiencing exponential growth in mobile payments, growing from
         $24MM in 2008 to over $2B this year, with $7.5B expected in 2013.


            Source: Niche Retail - http://nicheretail.com/2011/03/paypal-mobile-transactions-exceed-6m-per-day-ctia-keynote/
Monday, June 27, 2011
Startups like TabbedOut are closing major funding rounds, solving unique
         payment problems like unpaid bar tabs, and expanding rapidly.


           Sources: TabbedOut - http://www.tabbedout.com/articles/33   Statesman - http://www.statesman.com/business/tabbedout-signs-deal-to-expand-its-mobile-payments-1463076.html
Monday, June 27, 2011
More than 3 million people have paid using the Starbucks Card Mobile
         application, making Starbucks the nation’s largest mobile payment network.
         Present in 6,800 Starbucks and 1,000 Target locations.


            Source: PSFK - http://www.psfk.com/2011/03/coffee-drinkers-go-mobile-at-starbucks.html
            http://thenextweb.com/google/2011/03/28/google-to-introduce-new-nfc-payment-system-partners-with-mastercard-and-citigroup/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheNextWeb+%28The+Next+Web+All+Stories

Monday, June 27, 2011
Target recently upgraded all their in-store scanners to be mobile screen-ready,
         launched a mobile gift cards program, and could jump on payment at any time.


            Source: Mobile Commerce Daily - http://www.mobilecommercedaily.com/2010/03/11/target-debuts-first-nationwide-mobile-bar-code-coupon-program
Monday, June 27, 2011
Square - now backed by Visa and promoted in the Apple store -processed
            $66MM in mobile payments during Q1, and is expecting to triple that number
            in Q2 while growing at a rate of 100,000 merchants per month and now
            doing over $3MM per day in transactions.

            Sources: Mashable - http://mashable.com/2011/04/29/square-payments/ Tech Crunch - http://techcrunch.com/2011/05/21/square-3-million-day/
            Gigam - http://gigaom.com/2011/02/22/square-drops-transaction-fee-as-payment-battle-heats-up/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+OmMalik+%28GigaOM%3A+Tech%29
Monday, June 27, 2011
Card Case
            A new addition for Square, Card Case is a mobile wallet system for
            the iPhone that enables card-less payments between square
            accounts that are facilitated via a personal tab with a merchant. All
            the customer has to do is say their name and the cashier can look it
            up. Receipts are sent via text or email and are completely paperless.




Monday, June 27, 2011
GOOGLE WALLET
           Dropping hammers on the nail of
           mobile payment inevitability.


           Mastercard, Citi, and Spring have
           all partnered with Google to make
           simple mobile payments a
           mainstream reality.


           Using the NFC capabilities of the
           Nexus S smartphone, Google
           Wallet will enable “tap and save”
           mobile payments at over 300,000
           Mastercard PayPass merchants
           nationwide. Google has also
           extended an open invitation to
           other technology and financial
           partners to expand the system.


           “This is the only the beginning.”
           said Google at the launch event.




           Source: http://www.dailydealmedia.com/419livingsocial-launches-instant-deals-in-washington-d-c/
Monday, June 27, 2011
THE BATTLE WILL
            COME DOWN TO A
            FEW BIG PLAYERS.

Monday, June 27, 2011
SO FAR, GOOGLE
            (MASTERCARD) AND
            SQUARE (VISA) ARE
            OWNING THE RING.
            WHAT HAPPENS NEXT?
Monday, June 27, 2011
1. convenience
            TRANSFORM CULTURE
            AND BUSINESS

Monday, June 27, 2011
1. convenience
            HELP PEOPLE GET
            THINGS DONE EASIER

Monday, June 27, 2011
1. convenience
            OFFER TANGIBLE
            VALUE

Monday, June 27, 2011
2. context
             noun
             • the circumstances that form the setting for an event, place, or situation:
                    the context in which you curse will determine the offensiveness of your
                    language.




Monday, June 27, 2011
Relevant information when you need it.




Monday, June 27, 2011
“The mobile phone acts as a
                                                                            cursor to connect the digital
                                                                            and physical...”
                                                                            -Marissa Mayer, Head of Mobile & Geolocation, Google




            Source: Mashable - http://mashable.com/2011/03/11/mayer-sxsw-talk/
Monday, June 27, 2011
20%
                                                         Of all Google searches are for local information



                                                         40%
                                                         Of all Google Maps usage is on mobile devices and is
                                                         expected to rise beyond 50% by July 2011.



                                                         $250,000
                                                         Of fuel savings are created each year thanks to Google’s new
                                                         route-around-traffic feature




            Source: Mashable - http://mashable.com/2011/03/11/mayer-sxsw-talk/   Tech Crunch - http://techcrunch.com/2011/05/25/google-maps-for-mobile-stats/
Monday, June 27, 2011
LOCATION SERVICES
                        ARE CONTINUING TO
                        GROW

            Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/
Monday, June 27, 2011
Foursquare Version 3.0
                                                                                                        Released at SXSW with new features including
                                                                                                        special types of offers and a new recommendation
                                                                                                        engine that suggests places to go based on places
                                                                                                        you’ve been, places your friends go, and what’s
                                                                                                        popular in your area.




            Source: The New York Times - http://www.nytimes.com/2010/11/29/business/29drill.html?_r=1
Monday, June 27, 2011
3,400%
                                                         Growth in Foursquare users during 2010



                                                         60%
                                                         Of those checking in are between 18 and 23 years old




            Sources: Mashable - http://mashable.com/2011/03/08/foursquare-3/   PSFK - http://www.psfk.com/2011/03/foursquares-check-in-rankings-defy-expectations.html
Monday, June 27, 2011
THE CURRENT
            NUMBERS ARE SMALL,
            BUT THE GROWTH IS
            BIG. THE QUESTION IS:
            HOW DO WE MONETIZE
            THE GROWTH?
            Source: PSFK - http://www.psfk.com/2011/03/foursquares-check-in-rankings-defy-expectations.html
Monday, June 27, 2011
SHOW PEOPLE THE
            TIME OF THEIR LIFE.


Monday, June 27, 2011
HOWEVER, VERY
            FEW BRANDS ARE
            THINKING THIS WAY.

Monday, June 27, 2011
PEPSI MAX +
           FOURSQUARE
           During SXSW this year, Pepsi Max
           and Foursquare led people through
           a series of check-ins in order to
           acquire a badge and free tickets to
           an exclusive Big Boi concert. In
           exchange for their participation,
           people were treated to a special
           concert that no one else got to see.


           The campaign got users to engage
           in five check-ins before getting a
           ticket leading to extremely
           measurable engagement in
           addition to all the tweets and
           photos that were uploaded relevant
           to the Pepsi Max, Foursquare, and
           Big Boi brands.

           Source: http://thenextweb.com/apps/
           2011/03/09/sxsw-follow-big-boi-on-
           foursquare-to-win-the-golden-ticket/




Monday, June 27, 2011
Underground raves have been regaining popularity--leaked via anonymous
             prepaid mobile texts. Could this be an opportunity for private location services?


            Source: The Guardian - http://www.guardian.co.uk/society/2010/nov/07/underground-rave-culture-recession-facebook   YouTube - http://www.youtube.com/watch?v=pZIuVq57qcs
Monday, June 27, 2011
WILL WE SEE
            “PRIVATE” OR GROUP
            LOCATION SERVICES?

Monday, June 27, 2011
HOW CAN WE MORE
            CLOSELY CONNECT
            PEOPLE TO WHAT’S
            HAPPENING AROUND
            THEM?
Monday, June 27, 2011
2. context
            CURATE THE MOST
            RELEVANT LOCAL
            KNOWLEDGE

Monday, June 27, 2011
2. context
              HELP PEOPLE FIND
              INFORMATION THAT’S
              USEFUL IN REAL TIME

Monday, June 27, 2011
3. fun
             noun
             • enjoyment, amusement, or lighthearted pleasure: anyone who turns up
                    can join in the fun.




Monday, June 27, 2011
Mobile is making life more fun.




Monday, June 27, 2011
One of the most important technology trends
             over the next 3-5 years will be the effort to
             embed the dynamics of networked gaming
             into everyday life.”
             - Edward Castranova, Economist




Monday, June 27, 2011
McDonald’s Pick ‘n Play uses a mobile web URL and HTML to allow passerby to
            control a game of “Pong” on an interactive billboard to win coupons.




Monday, June 27, 2011
Epic Win helps you “level up” your life with a to-do app that turns getting
            organized into a game where you win by completing tasks on your list.




Monday, June 27, 2011
Epic Mix at Vail Resorts allows skiers to share their adventures with friends and
            earn points and badges that encourage them to progress and ride new terrain.




Monday, June 27, 2011
For seven days, the Mini Getaway
           Stockholm took players through a
           timed game of location tag for a
           chance to win a Mini Countryman.
           Players battled for possession of
           a virtual Mini displayed on a map
           in the app. Get within 50 meters
           of the player with the Mini, and
           gain possession. Like musical
           chairs, the last person with the
           virtual Mini won the real car.


           11,000 people participated, with
           5 hours, 6 minutes of average
           participation time.

           Source: Mashable - http://mashable.com/
           2011/03/11/mayer-sxsw-talk/




Monday, June 27, 2011
Chromaroma, a travel game for London’s Oyster card system, lets you compete
             against friends for points as you travel, making public transit more fun.


            Sources: Chromaroma - http://www.chromaroma.com/   The Guardian - http://www.guardian.co.uk/media/pda/2010/nov/30/chromaroma-oyster-transport-gaming
Monday, June 27, 2011
Apple is pushing hard with the iPad to transform the way students learn.
             What are these kids going to be doing 20 years from now?


            Source: Apple - http://www.apple.com/ipad
Monday, June 27, 2011
WITH MOBILE, FUN IN
            UNEXPECTED PLACES
            WILL EXPAND IN
            IMAGINATIVE AND
            MEANINGFUL WAYS.
Monday, June 27, 2011
3. fun
              MORE FREQUENTLY
              INTEGRATED INTO OUR
              LIVES

Monday, June 27, 2011
3. fun
              THE EASIEST WAY TO
              CHANGE PEOPLE’S
              BEHAVIORS

Monday, June 27, 2011
1. convenience
              Less is more. Transform business and culture with simple solutions.


              2. context
              Like a good friend, be there with just the right thing when you’re needed most.


              3. fun
              Mix in delight, surprise, and reward to build and retain relationships.




Monday, June 27, 2011
Thank You


Monday, June 27, 2011
Nicole Newville                   Jake Szymanski
         VP Brand & Media Planning         Associate Brand Planner
         @nicolenewville                   @jakeszy

         nicole.newvillw@space150.com      jake.szymanski@space150.com




                        www.space150.com



Monday, June 27, 2011

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Mobile Trends - June 2011 - Trending The Future

  • 1. TRENDING THE FUTURE Mobile Trends - June 2011 www.space150.com Monday, June 27, 2011
  • 2. MOBILE IS GROWING Mobile Internet (Post-PC) FASTER THAN ANY TECHNOLOGY Desktop 10B+ Internet BEFORE. PC 1B+ 100MM+ Microcomputer 10MM+ Mainframe 1MM+ Units/ 1960 1970 1980 1990 2000 2010 2020 Users Source: KPCB - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011 Monday, June 27, 2011
  • 3. This speed of growth can be overwhelming, but there is one thing we can keep up with. Monday, June 27, 2011
  • 5. We were born to move around. Monday, June 27, 2011
  • 6. Mobile is freeing humanity from the ball and chain that is the PC. Monday, June 27, 2011
  • 7. “We no longer need to be tethered to a desktop computer in order to use the Internet to interact with the world around us.” -Hamilton Chan, CEO & Founder, Paperlinks Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/ Monday, June 27, 2011
  • 8. 31% OF AMERICANS CURRENTLY OWN A SMARTPHONE. WE HAVE CROSSED THE CHASM OF ADOPTION. 2.5% Innovators 13.5% 34% 34% 16% Early Adopters Early Majority Late Majority Laggards Source: Nielsen - http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/ Monday, June 27, 2011
  • 9. Q4 2011The Mobile Inflection Point Source: Ars Technica - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011 Monday, June 27, 2011
  • 10. By the end of 2011, more Americans will have smartphones than feature phones. Source: Nielsen - http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/ Monday, June 27, 2011
  • 11. TODAY: 3.6 BILLION People around the world have a mobile phone TODAY: BY CHRISTMAS 2011: 91% Of Americans use a mobile phone 50% Of Americans will have a smartphone Source: Ars Technica - http://arstechnica.com/telecom/news/2010/03/wireless-survey-91-of-americans-have-cell-phones.ars Monday, June 27, 2011
  • 12. 2014 Mobile will become the most common way of accessing the Internet. Source: KPCB - http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011 Monday, June 27, 2011
  • 13. "The fact of the matter is that mobile devices are going to be the majority of the way that people get information." -Eric Schmidt, Executive Chairman, Google, March 2009 Source: BBC UK - http://news.bbc.co.uk/2/hi/technology/7938799.stm Monday, June 27, 2011
  • 14. WELCOME TO THE POST-PC ERA Monday, June 27, 2011
  • 15. POST-PC The name “Post-PC” implies that we will all show up to work one day, overturn our desks in celebration, and go on with our days squinting at tiny smartphone screens and fumbling with our thumbs. This is simply not the future. At least not anytime soon. Monday, June 27, 2011
  • 16. PCs ARE IMPORTANT FOR GETTING WORK DONE. WE STILL NEED THEM. Monday, June 27, 2011
  • 17. MOBILE DEVICES WILL NOT REPLACE PCs, BUT THEY WILL EXPONENTIALLY EXPAND THE REACH OF TECHNOLOGY INTO OUR PHYSICAL WORLD WITH NEWFOUND UTILITY AND MEANING. Monday, June 27, 2011
  • 18. Three behavioral trends of mobile experience: 1. convenience 2. context 3. fun Monday, June 27, 2011
  • 19. 1. convenience noun • a thing that contributes to an easy and effortless way of life: voice mail was seen as one of the desktop conveniences of the electronic office. Monday, June 27, 2011
  • 20. Less is more. Monday, June 27, 2011
  • 21. “The iPad [mobile] only does less than a regular computer to us geeks. To everyone else, it does more.” -J-P Teti, 14-year-old blogger Source: http://jpteti.com/post/4072771125/the-ipad-is-99-more-open-than-any-other-computer Monday, June 27, 2011
  • 22. “The best camera is the one you have with you.” -Chase Jarvis Source: http://blog.chasejarvis.com/blog/2009/09/the-best-camera-iphone-app-book-community/ Monday, June 27, 2011
  • 23. The iPhone is now the most popular camera on Flickr. Source: The New York Times - http://bits.blogs.nytimes.com/2011/04/18/iphone-4-becoming-most-popular-camera-on-flickr/ Monday, June 27, 2011
  • 24. QR CODES LINK LIFE TO THE INTERNET Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/ Monday, June 27, 2011
  • 25. Instead of holding up an album cover to plug the band on his show, Jimmy Fallon used a QR code to link viewers to Odd Future’s website. Source: Mashable - http://mashable.com/2011/02/18/jimmy-fallon-qr-code/ Monday, June 27, 2011
  • 26. New York City is using QR codes on all their building permits. Source: http://mashable.com/2011/02/22/nyc-building-permits-qr-codes/ Monday, June 27, 2011
  • 27. QR CODES HAVE GONE MAINSTREAM, BUT WILL SOON FADE. Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/ Monday, June 27, 2011
  • 28. The first signs: Google Google has ended support for QR codes in Google Places. Source: Quora - http://www.quora.com/Why-did-Google-places-drop-QR-codes-for-NFC-tags Monday, June 27, 2011
  • 29. The first signs: Apple Apple is completely disinterested. Monday, June 27, 2011
  • 30. A behavioral bridge QR codes reinforce awareness of our ability to enhance our physical experience with digital interaction. QR codes are a catalyst for the behavior of using our phones to scan, touch, and tag things. They’re allowing people to get used to the idea, but there’s something bigger coming right around the corner... Monday, June 27, 2011
  • 31. SO, WHAT’S NEXT? Monday, June 27, 2011
  • 32. NFC [Near Field Communication] A short-range wireless standard that allows devices to communicate securely and perform transactions. Monday, June 27, 2011
  • 33. Offices have been using it for years... Monday, June 27, 2011
  • 34. NFC technology has been used for public transportation payment in London’s Oyster since it was introduced in 2003. Source: Wikipedia - http://en.wikipedia.org/wiki/Oyster_card Monday, June 27, 2011
  • 35. Audi and other car makers have been making keys with NFC for a few years now. Leave the keys in your pocket. Just walk up and open the door. Monday, June 27, 2011
  • 36. BMW is developing an NFC key system to not only work with their cars but navigation, hotels, transportation, and more. Source: Engadget - http://www.engadget.com/2011/02/02/bmws-nfc-key-is-your-ticket-to-ride-and-you-should-care-video/ Monday, June 27, 2011
  • 37. Released in December, the Google Nexus S is the USA’s first NFC-capable smartphone. Source: Mashable - http://mashable.com/2011/02/22/nyc-building-permits-qr-codes/ Monday, June 27, 2011
  • 38. “We’re making a huge bet on NFC as a company. There is a lot of potential there.” -Erick Schonfeld, VP of Google Commerce and Payments Source: Tech Crunch - http://techcrunch.com/2011/05/25/google-commerce-chief-were-making-a-huge-bet-on-nfc-as-a-company/ Monday, June 27, 2011
  • 39. NFC IS AT A REALLY EARLY STAGE, BUT THE POSSIBILITIES ARE ENDLESS. Monday, June 27, 2011
  • 40. PHONE WALLET KEYS Two are going away. Pick one. Monday, June 27, 2011
  • 41. PayPal is experiencing exponential growth in mobile payments, growing from $24MM in 2008 to over $2B this year, with $7.5B expected in 2013. Source: Niche Retail - http://nicheretail.com/2011/03/paypal-mobile-transactions-exceed-6m-per-day-ctia-keynote/ Monday, June 27, 2011
  • 42. Startups like TabbedOut are closing major funding rounds, solving unique payment problems like unpaid bar tabs, and expanding rapidly. Sources: TabbedOut - http://www.tabbedout.com/articles/33 Statesman - http://www.statesman.com/business/tabbedout-signs-deal-to-expand-its-mobile-payments-1463076.html Monday, June 27, 2011
  • 43. More than 3 million people have paid using the Starbucks Card Mobile application, making Starbucks the nation’s largest mobile payment network. Present in 6,800 Starbucks and 1,000 Target locations. Source: PSFK - http://www.psfk.com/2011/03/coffee-drinkers-go-mobile-at-starbucks.html http://thenextweb.com/google/2011/03/28/google-to-introduce-new-nfc-payment-system-partners-with-mastercard-and-citigroup/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheNextWeb+%28The+Next+Web+All+Stories Monday, June 27, 2011
  • 44. Target recently upgraded all their in-store scanners to be mobile screen-ready, launched a mobile gift cards program, and could jump on payment at any time. Source: Mobile Commerce Daily - http://www.mobilecommercedaily.com/2010/03/11/target-debuts-first-nationwide-mobile-bar-code-coupon-program Monday, June 27, 2011
  • 45. Square - now backed by Visa and promoted in the Apple store -processed $66MM in mobile payments during Q1, and is expecting to triple that number in Q2 while growing at a rate of 100,000 merchants per month and now doing over $3MM per day in transactions. Sources: Mashable - http://mashable.com/2011/04/29/square-payments/ Tech Crunch - http://techcrunch.com/2011/05/21/square-3-million-day/ Gigam - http://gigaom.com/2011/02/22/square-drops-transaction-fee-as-payment-battle-heats-up/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+OmMalik+%28GigaOM%3A+Tech%29 Monday, June 27, 2011
  • 46. Card Case A new addition for Square, Card Case is a mobile wallet system for the iPhone that enables card-less payments between square accounts that are facilitated via a personal tab with a merchant. All the customer has to do is say their name and the cashier can look it up. Receipts are sent via text or email and are completely paperless. Monday, June 27, 2011
  • 47. GOOGLE WALLET Dropping hammers on the nail of mobile payment inevitability. Mastercard, Citi, and Spring have all partnered with Google to make simple mobile payments a mainstream reality. Using the NFC capabilities of the Nexus S smartphone, Google Wallet will enable “tap and save” mobile payments at over 300,000 Mastercard PayPass merchants nationwide. Google has also extended an open invitation to other technology and financial partners to expand the system. “This is the only the beginning.” said Google at the launch event. Source: http://www.dailydealmedia.com/419livingsocial-launches-instant-deals-in-washington-d-c/ Monday, June 27, 2011
  • 48. THE BATTLE WILL COME DOWN TO A FEW BIG PLAYERS. Monday, June 27, 2011
  • 49. SO FAR, GOOGLE (MASTERCARD) AND SQUARE (VISA) ARE OWNING THE RING. WHAT HAPPENS NEXT? Monday, June 27, 2011
  • 50. 1. convenience TRANSFORM CULTURE AND BUSINESS Monday, June 27, 2011
  • 51. 1. convenience HELP PEOPLE GET THINGS DONE EASIER Monday, June 27, 2011
  • 52. 1. convenience OFFER TANGIBLE VALUE Monday, June 27, 2011
  • 53. 2. context noun • the circumstances that form the setting for an event, place, or situation: the context in which you curse will determine the offensiveness of your language. Monday, June 27, 2011
  • 54. Relevant information when you need it. Monday, June 27, 2011
  • 55. “The mobile phone acts as a cursor to connect the digital and physical...” -Marissa Mayer, Head of Mobile & Geolocation, Google Source: Mashable - http://mashable.com/2011/03/11/mayer-sxsw-talk/ Monday, June 27, 2011
  • 56. 20% Of all Google searches are for local information 40% Of all Google Maps usage is on mobile devices and is expected to rise beyond 50% by July 2011. $250,000 Of fuel savings are created each year thanks to Google’s new route-around-traffic feature Source: Mashable - http://mashable.com/2011/03/11/mayer-sxsw-talk/ Tech Crunch - http://techcrunch.com/2011/05/25/google-maps-for-mobile-stats/ Monday, June 27, 2011
  • 57. LOCATION SERVICES ARE CONTINUING TO GROW Source: Mashable - http://mashable.com/2011/03/08/mainstream-qr-codes/ Monday, June 27, 2011
  • 58. Foursquare Version 3.0 Released at SXSW with new features including special types of offers and a new recommendation engine that suggests places to go based on places you’ve been, places your friends go, and what’s popular in your area. Source: The New York Times - http://www.nytimes.com/2010/11/29/business/29drill.html?_r=1 Monday, June 27, 2011
  • 59. 3,400% Growth in Foursquare users during 2010 60% Of those checking in are between 18 and 23 years old Sources: Mashable - http://mashable.com/2011/03/08/foursquare-3/ PSFK - http://www.psfk.com/2011/03/foursquares-check-in-rankings-defy-expectations.html Monday, June 27, 2011
  • 60. THE CURRENT NUMBERS ARE SMALL, BUT THE GROWTH IS BIG. THE QUESTION IS: HOW DO WE MONETIZE THE GROWTH? Source: PSFK - http://www.psfk.com/2011/03/foursquares-check-in-rankings-defy-expectations.html Monday, June 27, 2011
  • 61. SHOW PEOPLE THE TIME OF THEIR LIFE. Monday, June 27, 2011
  • 62. HOWEVER, VERY FEW BRANDS ARE THINKING THIS WAY. Monday, June 27, 2011
  • 63. PEPSI MAX + FOURSQUARE During SXSW this year, Pepsi Max and Foursquare led people through a series of check-ins in order to acquire a badge and free tickets to an exclusive Big Boi concert. In exchange for their participation, people were treated to a special concert that no one else got to see. The campaign got users to engage in five check-ins before getting a ticket leading to extremely measurable engagement in addition to all the tweets and photos that were uploaded relevant to the Pepsi Max, Foursquare, and Big Boi brands. Source: http://thenextweb.com/apps/ 2011/03/09/sxsw-follow-big-boi-on- foursquare-to-win-the-golden-ticket/ Monday, June 27, 2011
  • 64. Underground raves have been regaining popularity--leaked via anonymous prepaid mobile texts. Could this be an opportunity for private location services? Source: The Guardian - http://www.guardian.co.uk/society/2010/nov/07/underground-rave-culture-recession-facebook YouTube - http://www.youtube.com/watch?v=pZIuVq57qcs Monday, June 27, 2011
  • 65. WILL WE SEE “PRIVATE” OR GROUP LOCATION SERVICES? Monday, June 27, 2011
  • 66. HOW CAN WE MORE CLOSELY CONNECT PEOPLE TO WHAT’S HAPPENING AROUND THEM? Monday, June 27, 2011
  • 67. 2. context CURATE THE MOST RELEVANT LOCAL KNOWLEDGE Monday, June 27, 2011
  • 68. 2. context HELP PEOPLE FIND INFORMATION THAT’S USEFUL IN REAL TIME Monday, June 27, 2011
  • 69. 3. fun noun • enjoyment, amusement, or lighthearted pleasure: anyone who turns up can join in the fun. Monday, June 27, 2011
  • 70. Mobile is making life more fun. Monday, June 27, 2011
  • 71. One of the most important technology trends over the next 3-5 years will be the effort to embed the dynamics of networked gaming into everyday life.” - Edward Castranova, Economist Monday, June 27, 2011
  • 72. McDonald’s Pick ‘n Play uses a mobile web URL and HTML to allow passerby to control a game of “Pong” on an interactive billboard to win coupons. Monday, June 27, 2011
  • 73. Epic Win helps you “level up” your life with a to-do app that turns getting organized into a game where you win by completing tasks on your list. Monday, June 27, 2011
  • 74. Epic Mix at Vail Resorts allows skiers to share their adventures with friends and earn points and badges that encourage them to progress and ride new terrain. Monday, June 27, 2011
  • 75. For seven days, the Mini Getaway Stockholm took players through a timed game of location tag for a chance to win a Mini Countryman. Players battled for possession of a virtual Mini displayed on a map in the app. Get within 50 meters of the player with the Mini, and gain possession. Like musical chairs, the last person with the virtual Mini won the real car. 11,000 people participated, with 5 hours, 6 minutes of average participation time. Source: Mashable - http://mashable.com/ 2011/03/11/mayer-sxsw-talk/ Monday, June 27, 2011
  • 76. Chromaroma, a travel game for London’s Oyster card system, lets you compete against friends for points as you travel, making public transit more fun. Sources: Chromaroma - http://www.chromaroma.com/ The Guardian - http://www.guardian.co.uk/media/pda/2010/nov/30/chromaroma-oyster-transport-gaming Monday, June 27, 2011
  • 77. Apple is pushing hard with the iPad to transform the way students learn. What are these kids going to be doing 20 years from now? Source: Apple - http://www.apple.com/ipad Monday, June 27, 2011
  • 78. WITH MOBILE, FUN IN UNEXPECTED PLACES WILL EXPAND IN IMAGINATIVE AND MEANINGFUL WAYS. Monday, June 27, 2011
  • 79. 3. fun MORE FREQUENTLY INTEGRATED INTO OUR LIVES Monday, June 27, 2011
  • 80. 3. fun THE EASIEST WAY TO CHANGE PEOPLE’S BEHAVIORS Monday, June 27, 2011
  • 81. 1. convenience Less is more. Transform business and culture with simple solutions. 2. context Like a good friend, be there with just the right thing when you’re needed most. 3. fun Mix in delight, surprise, and reward to build and retain relationships. Monday, June 27, 2011
  • 83. Nicole Newville Jake Szymanski VP Brand & Media Planning Associate Brand Planner @nicolenewville @jakeszy nicole.newvillw@space150.com jake.szymanski@space150.com www.space150.com Monday, June 27, 2011