The document discusses mobile trends from December 2014, including increasing smartphone and mobile internet penetration rates in the UK. Key themes covered include adding context to user engagement through location data, sensors providing new opportunities for contextual experiences, and augmented reality advancing with improvements in image recognition, 3D cameras, and wearable devices. Beacons were also gaining popularity for proximity marketing applications.

1. Mobile Roundup – Dec ‘14
oKey themes
oTech updates
oAnd in other news…

2. Lies, damned lies, and…
Who cares about mobile?...

3. Lies, damned lies, and…
UK Mobile Penetration
130%
(82mio)
68% (43mio)
UK Mobile Penetration
UK Smartphone Penetration
30.7
55.2
11.3
2.8
31
58.2
9.6
1.2
0
10
20
30
40
50
60
70
iOS
Android
Windows
Other
Source: Kantar Worldpanel ComTech
Jan 2014
Sept 2014
Source: Kantar Worldpanel ComTech (Aug 2014)
UK Smartphone OS Market Share

4. Lies, damned lies, and…
Sources: Kantar Worldpanel ComTech; Deloitte Mobile Consumer survey; IMRG Cap Gemini; Tecmark
Average smartphone owner uses their device to perform >200 tasks per day
Tesco sees average CTR on augmented reality content of 15% (with max=60%)
Angry Birds passes 1.7 billion cumulative downloads
(and they’re still angry)
52% of traffic to UK retail websites now coming via mobile devices *1
>40% of UK smartphone owners used their phone as part of “bricks & mortar” shopping experience
Mobile commerce now accounts for 36% of e-retail sales *1
*1: Where “mobile” means phones + tablets

5. Move from device-specific UX to context- specific UX
Serving core needs for each user based on:
–Where they are
–What they are doing
–How they’re doing it (device AND method)
–(and what they’ve done)
Creating consistent experiences across desktop & mobile web is no longer enough, consumers are expecting:
–Personalisation
–Localisation
Key Themes
Adding context to user engagement

6. Increasing interest in how to bring location into the mix:
–Traditional locative tech (GPS, Wi-Fi, cell)
–Geo-fences
–Beacons
–Tags (& image AR)
New user journeys that start in the wide area (GPS) and end at a micro-location (e.g. product on a retail shelf)
Renewed activity around indoor positioning
Caution: Users already showing signs of “notification fatigue” – make it meaningful or it’s just another form of spam
Key Themes
Location, Location, Location
Image: LocalSay (Westminster Council)

7. The age of sensors is definitely here, with 8B consumer device sensors shipping in 2013
–On-device (& increasing per device) *1
–Wearable technology
–Internet of Things
These sensors provide a wealth of data that let’s us deliver contextual experiences
And create some interesting (and weird!) new solutions:
–GPS-enabled jackets & Bluetooth-enabled insoles that vibrate to help you navigate
–A connected game console for your dog
Key Themes
Sensor(y) overload
Image: getcleverpet.com
*1 Example: Samsung Galaxy S (2010) offered 3 sensors, Galaxy S5 (2014) now equipped with 10 sensors.

8. Moving from a “heads-down” to a “heads-up” approach to discovery
–Localised visual searching enabled by location-based augmented reality
–Amazon Firefly repositions Flow app as a hardware feature
–Image recognition moves from on-device to in-cloud
Emerging technology enhances the experience
–Depth-sensing cameras
–3D object visual tracking & Simultaneous Localisation And Mapping (SLAM)
Key Themes
Visual Search, Discover, Experience
Image: yeeyan.org

9. Delivering content linked to places
Mapping the indoor world
Off-device content management & delivery remains the biggest challenge
Notable examples:
Niantic Labs follow up the success of Ingress with a new location-based AR experience called “Endgame”
Sunshine Aquarium, because who doesn’t love cute penguin-powered navigation!
Microsoft & Dreamworks: Dragons Adventure World Explorer
Augmented Reality
Geo-AR
Image: Niantic Labs

10. Delivering content based on recognising images (…which could be a place ;-) )
From markers images environments
–3D object & environment tracking
–3D environment tracking
–Edge-based tracking
–SLAM
Content capture/creation costs
Crowded market; complex ecosystem; costs
Tracking: marker + environmental
13th Lab: Enterprise
Metaio: Combined edge & feature tracking
Augmented Reality
Image AR
Images: 13th Lab, Blippar

11. Google’s Project Tango, Intel’s RealSense, Structure Sensor, HTC One (M8), Magic Leap…
Move from seeing the world to understanding the world
–Dynamic environment mapping
–Adding depth & size context
Helping with content creation
Intel: RealSense
Occipital: Collision & occlusion
Walgreens: In-store navigation
Augmented Reality
The rise of 3D cameras
Image: Structure Sensor

12. Many new smart glasses vendors hit the market
Use of smart glasses explored in experiential campaigns, but very early days
Issues:
–Hardware cost
–Reliability of early models
–Limited battery life (<1hr!) with high-end compute tasks (and very warm!)
Notable examples:
BMW: i8 Campaign
Augmented Reality
AR meets wearable tech
Image: Vectorform

13. Custom builds (environment + content)
–High profile, creating highly-shareable social content
–Typically built around a specific site
–High creation & production costs (example below reportedly took 3 months to build all content in various lighting conditions for a single site + single view direction!)
Notable examples:
Pepsi Max: Unbelievable Bus Shelter
Walking Dead
Augmented Reality
Environment-specific AR
Image: Pepsi Max UK

14. Low power Bluetooth transmitters
–Periodically broadcast an “advertising packet” (not content)
–In principal an ID + range
–And more (it gets complicated…)
Initial excitement focused on retail but potential for any proximity context
Notable examples:
EasyJet: Hyperlocal navigation
Coca Cola & Gracelands: Visitor engagement
House of Fraser: Beacon mannequins
Marriott Rewards: On-site promotions
Beacons
Proximity marketing hits the mainstream
Image: Estimote.com

15. Hot news thanks to Apple (finally!) adding RFID support to new iPhone range (but 500m other devices already out there)
A channel for two systems to “talk”, or a simple way to read data from anything
NFC Tag = chip + antenna in a handy sticky label
Notable examples:
Guinness: NFC founts (53k by end 2015!)
Carlsberg & Uber: NFC beer mats (and AR too)
Made.com, Woolworths: product info
Core jewels: NFC-enabled rings (?!)
NFC (again!)
Tap to <activity> finally reaches iOS (or does it?…)
Images: Carlsberg “Crowdit”; Guinness

16. For those that haven’t managed to get their hands on an Oculus Rift DK2 and were eyeing- up Google’s cardboard alternative you’ll be pleased to know that you can now pre-order a luxury version from Zeiss.
In other news…
Just in time for Christmas: Zeiss brings a bit of luxury to the “cardboard VR” market
Images: Zeiss VR ONE; Indiegogo
There’s always the $20 Faux Glass alternative. Yes it’s just a magnifying prism and a handful of cheap LEDs but it’ll let you fake it until the wearables market really takes off 
And for those that can’t stretch to the $1500 price tag of real Google Glass

17. We make it easy for you to connect your content with places & products and deliver it to mobile users in a context-sensitive manner.
Device type: mobile, tablet, wearable
Channel: Geo-AR, Image AR, Beacon, NFC
Apps: Yours, ours, or anyone else’s
Interested to learn more? Why not check our blog or get in touch.
hello@scramboo.com
www.scramboo.com
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About Scramboo
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