Mobile is NOT about technology. Its about context, behaviour and utility. Are you ready? Mobile Ready - Connecting With The Untethered Consumer was a presentation by Scott Bales at #adtechasean

1. S C O T T E B A L E S . C O M
Connecting with the untethered consumer
MOBILE
READY
A R E Y O U R E A D Y ?
mobile is NOT about technology…
its about context, behaviour and utility

3. 9 %

4. H O W M O B I L E S AV V Y A R E Y O U ?
#mobileready @scottebales
+

5. 7 4 %
G E N - Y
S M A R T P H O N E
O W N E R S I N
U N D E R 3 0
S E C O N D S

6. T H E M O B I L E M O M E N T

7. @scottebales
ISAAC LIM
D.O.B. 29 Jun 2007

8. @scottebales
ISAAC LIM
D.O.B. 29 Jun 2007

11. 67%
Friendly = likely to buy
61%
Unfriendly = likely to leave

14. 1 2 %

16. 19%

18. 84%

19. 6 4 % AT W O R K
8 4 % AT H O M E
8 0 % D O W N T I M E
6 9 % W H I L E S H O P P I N G
4 7 % D U R I N G C O M M U T E
6 2 % W H I L E WAT C H I N G T V
W H E R E A R E W E E N G A G I N G ?

20. L O O K - U P / F I N D E X P L O R E / P L AY
C H E C K I N / S TAT U S E D I T / C R E AT E
U R G E N T I N F O
L O C A L
R E P E AT
M I C R O -
TA S K I N G
B O R E D
L O C A L
U R G E N T
C H A N G E
M I C R O -
TA S K I N G
W H AT A R E W E D O I N G ?

23. ?

25. 5 5 %

28. mo·bile
adjective ˈmō-bəl, -ˌbī-əl also -ˌbēl
: able to move from one place to another
: able to move with the use of vehicles (such
as trucks and airplanes)
: able to be moved
readiness
noun rɛdinəs
: the state of being fully prepared for
something.
"your muscles tense in readiness for action"
synonyms: preparedness, preparation, fitness

29. Connecting with the untethered consumer
MOBILE
READY
C O N T E X T
B E H AV I O R
U T I L I T Y

30. H AT H A

31. R Ā J A

32. I T S N O T A B O U T
T H E T E C H N O L O G Y

33. G E T O U T O F
T H E B U I L D I N G

34. D O N ’ T D O I T A L O N E

35. O F F E R
F R E E
S T U F F

36. C R E AT E
E X P E R I E N C E S
N O T P R O D U C T S

37. E N S U R E N O
S T R I N G S A R E
AT TA C H E D

38. P R O V I D E
P E R S O N A L
C O N T E X T

39. D O N T B E I N T R U S I V E

40. M A K E T H I N G S E A S Y
N O T B A S I C

41. AV O I D
B U I L D I N G
O N L I N E
M I M I C S

42. M A K E
D E C I S I O N S B Y
T H E N U M B E R S

43. R E C O G N I S E
P E R F O R M A N C E
I S T H E N E W S E X Y

44. S TA RT S I M P L E
A N D P L AY T H E
L O N G
G A M E

45. M O B I L E M O M E N T U M

46. P E R S O N A D E V E L O P M E N T
fictional characters to represent
different user types in a targeted,
attitude and/or behaviour set to
drive empathy
C U S T O M E R

47. W H AT C U S T O M E R ? C U S T O M E R

48. W H AT C U S T O M E R ? C U S T O M E R

49. W H AT C U S T O M E R ?
1
C U S T O M E R

50. W H AT C U S T O M E R ?
1 2
C U S T O M E R

51. W H AT C U S T O M E R ?
1 2 3
C U S T O M E R

52. W H AT C U S T O M E R ?
1 2 3 4
C U S T O M E R

53. P E R S O N A
W H AT ’ S T H E I R C O N T E X T ?
W H AT A R E T H E Y T RY I N G T O
A C H I E V E ?
H O W C A N Y O U A D D VA L U E ?
E X E R C I S E

54. Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
G E T T H E T E M P L AT E
S C O T T E B A L E S . C O M / P E R S O N A S

55. Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
Greg
G E T T H E T E M P L AT E
S C O T T E B A L E S . C O M / P E R S O N A S

56. KNOWLEDGE IS HAVING
THE RIGHT ANSWER
INTELLIGENCE IS ASKING
THE RIGHT QUESTION

57. W O R K S M A RT E R
N O T H A R D E R

58. Hypothesis Design Lean UXConversion Funnels
Concierge Method
Advanced
Interviews
Market Discovery
Pitch Method
Pivot or Persevere
Customer
Discovery
Persona
Development
Minimum Viable
Experiments
Lean Product
Market Fit
Pitching Your Idea
Business Model
Canvas
Validation Board
Mobile Ready
Are You Ready 4
Isaac?
Lean For Entreprise
Multi-Sided
Markets
Growing Scale
K E E P L E A R N I N G

59. S U C C E S S
Y O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T

60. M O B I L E I S M O R E T H A N
T E C H N O L O G Y
S C O T T E B A L E S . C O M / M O B I L E R E A D Y

61. CONNECT
W
ITH
THE
UNTETHERED
CONSUMER
s c o t t e b a l e s . c o m / f e e d b a c k