Broad-stroke view of framework developed to communicate agency's POV on impact of converged media and power of mobile to bring point of engagement and point of transaction closer.

1. MOBILITY
TOOLKIT
THE POINT OF CONVERGENCE
FUTURE FRAMEWERKS

2. "The new education must teach the individual how to classify
and reclassify information, how to evaluate its veracity, how
to change categories when necessary, how to move from the
concrete to the abstract and back, how to look at problems
from a new direction—how to teach himself.
Tomorrow's illiterate will not be the man
who can't read; he will be the man who has
not learned how to learn."
--Psychologist Herbert Gerjuoy

3. What is our
challenge?
3
Consumers are outpacing us.
We work in silos.
Budgets have been tightened.
Our business models are outdated.
Ideas are scarce.
We have trouble attracting and retaining the right talent.
Our values don’t match our actions.
We don’t demand collaboration nor do we have a process for it.
We aren’t incentivized for alignment.
We don’t empower staff to “lead from the middle”.
We are not broadly knowledgeable about technology and business.
Our growth has increased our complexity.

4. What is our purpose?
4
Drive innovation throughout Aegis in ways that create
inspiration for new business pitches, enable
collaboration across the network, and develop
convergent solutions for our clients.
Immediate areas of focus:
1. Ongoing emerging media and platform analysis;
insights development that stimulate fresh thinking and
collaborative action
2. Workshops and education resources focused on the
evolving mobile marketplace and ecosystem
3. Creative mobility showcases, injecting energy and
objectivity into internal seminars and client briefings
4. Development of scalable, accessible mobility platforms
and products
5. Framework and platform for reducing friction and
simplifying process to engage expert service

5. What is our
response?
5
Aegis Mobility
Provide the insight, strategy, tools,
products, and management to develop
deep consumer behavioral insights,
harder-working ideas, scalable products
and platforms, true business value for our
clients and ultimately real-time mobile
experiences for consumers everywhere.
Service structure
• Mobility Insight
• Mobility Architect
• Mobility Interaction
All three areas come together to fuel our
unique Future Framework for client and
new business engagements

6. Insight
6
STRATEGY & VISION
Mobility Evangelism Trends & Research Strategic Partnerships
CONCEPT DEVELOPMENT
Scenario and Context Design Service Design Ideation Workshops
Technology Requirements Experience Design Vendor Evaluations
Prototyping Trials Platform Analysis
INTERACTION & PROMOTION
Advertising Media Mobile Communities
CRM Outreach Real-World Communities
Content Platforms Cooperative Partnerships Ambassador Programming
Architect
Interaction

7. 7
Mobility 101
• Mobile ecosystem overview
• SMS, Premium SMS, MMS, WAP and other mobile
messaging and mobile site-optimizing protocols
• Mobile application stores and discovery methodologies
• Mobile ad networks and exchanges
• Bluetooth and NFC technologies
• QR codes, 2D bar codes, and image recognition
• Sonic wave form technologies
• Augmented reality
• Mobile social networking site and utility
• Mobile search
• Hyper-local
• Mobile social shopping
• API management
• Mobile multimedia sharing opportunities
• Location-based and proximity services
• M-commerce and m-coupons
An overview and explanation of “mobile
marketing” in the context of marketing
services that will aid in the integration of
mobility with traditional media. This
“bootcamp” style presentation explains
what mobility is, how consumers are
engaging in the screens around them,
brand implications and promising
marketing applications, as well as best
practices and case studies

8. 8
Trends & Innovation
• Macro lifestyle trends and emerging cultural themes
• Impacts of mobile technology on socialization
• Branded utility and the descriptive ways brands can be
useful to consumers in ways never before-imagined
• Mobile social concepts and Location-Based Services
• Multi-platform convergence and the role of the mobile
handset in enabling trans-media storytelling
• Innovations including augmented reality and the mobile
wallet
• Emerging and evolving business models including
distributed commerce and collaborative consumption
• Insight into the mobile adoption curve and emerging ad
models
• Crowd-sourced scenarios and phenomena leveraging the
modern empowered consumer
Deep-dive immersions that explain the
mobile trends, themes, and technologies
shaping people’s lives now and in the future

9. 9
Ideation Workshops
Keeping the unique attributes of
mobile in mind, we can begin to move
toward a true user-centered design
process that creates utility and value
in the everyday lives of consumers
Socialization and collaboration continue to transform
the pace at which consumers consume, create and
share media -- particularly in mobile environments via
high-speed networks and connected devices.
We must begin to create services hands-on with
consumers and with clients in the most personal,
iterative fashion. True user-centered co-creation
exercises follow these steps:
1. Share stories
2. Identify patterns
3. Create areas of opportunity

10. 10
Service Design
1. Social: with whom is our consumer communicating
and sharing?
2. Activity: what is the consumer doing?
3. Time: what time is it?
4. Place: where is the consumer, in-real-life (IRL) and
in the digital world?
5. Environment: what environment is the consumer in?
Is it raining? Is it crowded?
6. Mental: how is the consumer feeling?
7. Virtual: what is happening in the consumer’s virtual
space?
Context Domains
Mobile service designs must center
on the personal mobile context of
consumers

11. 11
Integration
Galvanize a commitment to
mobility in every traditional and
digital media channel.
This concisely represents our opportunity: to make a
bold move and truly integrate mobile thinking from Day
Zero of any brand engagement, regardless of size and
scope.
In 2012, all media should be interactive. Bought/Paid
media should be a cue to the consumer that
immediately drives participation on mobile devices and
we must give consumers the opportunity to activate all
media on mobile devices in the precise moment when
we are most relevant and valuable. We are uniquely
positioned to truly make mobile devices the remote
control to the world.

12. 12
Platform
Where and how consumers are ported from a real-
world or digital environment (print ad, radio, TV, OLA)
where they have seen or heard about an opportunity to
experience a brand on mobile devices to the actual
robust mobile branded content, site, application, etc
There are two essential
considerations we must make for
every client:
Mobile Path
A robust, dynamic, environment-considerate and
discoverable brand presence in mobile is necessary if
clients are to realize the value of being relevant to
consumers on-the-go.
Mobile Presence

13. What is our
approach?
13
ATTENTION
Aegis Brand Audits Align Mobile Specialists Develop Frameworks
Spot consulting Publishing & Evangelism Share Learnings
ENGAGEMENT
Shared Workspace Define roles Formalize Publishing Arm
Build Specific Expertise Formalized Training Agenda Goals & KPIs
Roadshows Define Solutions and Services Mobile Immersions
PARTICIPATION
Client Mobile Immersions Client POVs/
Recommendations
Publishing Calendar
Establish Expertise
Within Client Teams New Business Client Mobile Summits
Tech Partner Evaluations Suspend Spot Consulting as
Practice Becomes Integrated
Partnerships