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THE MOBILE People  ECOSYSTEM & Technology
1/2 of human  beings are ‘mobile’.
 
 
 
 
 
 
 
 
 
 
 
 
Human connection  via mobile technology has become so deep  and entrenched, it  could be considered  it’s own ecosystem.
 
 
 
 
Mobile Evolution <ul><li>Calls </li></ul><ul><li>Texting (SMS) </li></ul><ul><li>Simple Built-in Applications (Calculators...
2,200,000,000 people have mobile web access.
250,000,000
Mobile Macro Segments <ul><li>In Motion Moms </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Tech Centered Teens </li></u...
NEEDS In Motion Moms Basic 2G phone Mostly phone calls Some texting Minimal mobile web TECHNOLOGY Calling family & friends...
In Motion Moms Calling Texting Email Mobile Web Apps
In Motion Moms
In Motion Mom Mobile Connection:   Cellfire Mobile Coupons
In Motion Mom Mobile Connection:   Disney & Walmart
NEEDS Baby Boomers Basic phone (primary) Blackberry for work, email only (secondary) Respond-only texting TECHNOLOGY On-th...
Baby Boomers Calling Texting Email Mobile Web Apps
Baby Boomers
Boomer Mobile Connection:   Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV /...
Boomer Mobile Connection:   Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas vi...
Tech-centered Teens Full QWERTY keyboard Hand-me-down devices Handheld social network Tricked-out & personalized TECHNOLOG...
Tech-centered Teens Calling Texting Email Mobile Web Apps
Tech-centered Teen
Tech-centered Teen Mobile Connection:   Facebook Application
Tech-centered Teen Mobile Connection:   Best Buy & Nokia
NEEDS Constantly Connected Professionals Smartphone Frequent mobile web Heavy mobile email (Business vs. Personal) Banking...
Constantly Connected Professionals Calling Texting Email Mobile Web Apps
Constantly Connected Professionals
Constantly Connected Professional Mobile Connection:   E*trade Mobile Pro Downloadable Blackberry application  Real time t...
Constantly Connected Professional Mobile Connection:   E*trade Mobile Pro
Constantly Connected Professional Mobile Connection:   Yahoo! Go
NEEDS Early Adopters Mobile Web Phone as PC PRIMARY USE Technology obsessed Proud to be a ‘geek’ Technology as a badge LIF...
Early Adopters Calling Texting Email Mobile Web Apps
Early Adopter
Early Adopter Mobile Connections:  Maps Whrll Pandora
Early Adopter Mobile Connection:  iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allow...
Early Adopter Mobile Connection:  iPhone Application: DQ
Early Adopter Mobile Connection:  DQ.com Store Locator
Cross-segment Mobile Connection:  American Express SMS Simple mobile experience Rich iPhone experience
Key Mobile Connection Principles
1 Function First
2 Keep it  Simple
3 Integrate
4 Leverage the Platform
5 Be a Leader
Questions?
More info? <ul><li>space150.com </li></ul><ul><li>Kelly Thompson, Associate Director, Strategy & Insights </li></ul><ul><l...
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Ds Mobile Ecosystem 081408

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Ds Mobile Ecosystem 081408

  1. THE MOBILE People ECOSYSTEM & Technology
  2. 1/2 of human beings are ‘mobile’.
  3.  
  4.  
  5.  
  6.  
  7.  
  8.  
  9.  
  10.  
  11.  
  12.  
  13.  
  14.  
  15. Human connection via mobile technology has become so deep and entrenched, it could be considered it’s own ecosystem.
  16.  
  17.  
  18.  
  19.  
  20. Mobile Evolution <ul><li>Calls </li></ul><ul><li>Texting (SMS) </li></ul><ul><li>Simple Built-in Applications (Calculators, etc) </li></ul><ul><li>Mobile Email </li></ul><ul><li>Mobile Browsing (WAP) </li></ul><ul><li>Rich Mobile Applications </li></ul><ul><li>Fully Functioning Browsers </li></ul><ul><li>Streaming Media, Games, Commerce, More… </li></ul>
  21. 2,200,000,000 people have mobile web access.
  22. 250,000,000
  23. Mobile Macro Segments <ul><li>In Motion Moms </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Tech Centered Teens </li></ul><ul><li>Constantly Connected Professionals </li></ul><ul><li>Early Adopters </li></ul>
  24. NEEDS In Motion Moms Basic 2G phone Mostly phone calls Some texting Minimal mobile web TECHNOLOGY Calling family & friends PRIMARY USE On-the-go Multi-tasker LIFESTYLE Tabs on family Coordinating schedules Household admin. Email Landline OTHER TECH USE Feel like she’s there Peace of mind Peer connection/support DRIVERS
  25. In Motion Moms Calling Texting Email Mobile Web Apps
  26. In Motion Moms
  27. In Motion Mom Mobile Connection: Cellfire Mobile Coupons
  28. In Motion Mom Mobile Connection: Disney & Walmart
  29. NEEDS Baby Boomers Basic phone (primary) Blackberry for work, email only (secondary) Respond-only texting TECHNOLOGY On-the-go phone calls PRIMARY USE In transition 2 nd act careers Proud Grandparent Leisure adventures LIFESTYLE Simple but effective technology In the event of… Email Landline OTHER TECH USE Staying in touch Accident anxiety Youthful aging DRIVERS
  30. Baby Boomers Calling Texting Email Mobile Web Apps
  31. Baby Boomers
  32. Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV / traveling boomers Simple text-based campaign
  33. Boomer Mobile Connection: Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas visiting Boomers
  34. Tech-centered Teens Full QWERTY keyboard Hand-me-down devices Handheld social network Tricked-out & personalized TECHNOLOGY Heavy texting PRIMARY USE Social butterfly Entertainment-oriented LIFESTYLE IM/Chat Social Networks OTHER TECH USE Close to friends In the ‘loop’ Expression of self Safe independence DRIVERS NEEDS Emergencies In touch with parents Social coordination
  35. Tech-centered Teens Calling Texting Email Mobile Web Apps
  36. Tech-centered Teen
  37. Tech-centered Teen Mobile Connection: Facebook Application
  38. Tech-centered Teen Mobile Connection: Best Buy & Nokia
  39. NEEDS Constantly Connected Professionals Smartphone Frequent mobile web Heavy mobile email (Business vs. Personal) Banking, news, weather TECHNOLOGY Work-related communication PRIMARY USE In demand Balancing act Road officing LIFESTYLE Email OTHER TECH USE Reminders Efficiency Empowerment Recognition DRIVERS
  40. Constantly Connected Professionals Calling Texting Email Mobile Web Apps
  41. Constantly Connected Professionals
  42. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro Downloadable Blackberry application Real time transaction Guaranteed security
  43. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro
  44. Constantly Connected Professional Mobile Connection: Yahoo! Go
  45. NEEDS Early Adopters Mobile Web Phone as PC PRIMARY USE Technology obsessed Proud to be a ‘geek’ Technology as a badge LIFESTYLE Immediate information Unlimited data plan Fluid usability Forward-thinking design Social Networks Twitter OTHER TECH USE Ego Trailblazing – being a technology sage DRIVERS iPhone 3G Heavy mobile web: Entertainment, Communication, Fully Functioning, Information Heavy texting Downloading apps TECHNOLOGY
  46. Early Adopters Calling Texting Email Mobile Web Apps
  47. Early Adopter
  48. Early Adopter Mobile Connections: Maps Whrll Pandora
  49. Early Adopter Mobile Connection: iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allows users to access movie trailer from phone
  50. Early Adopter Mobile Connection: iPhone Application: DQ
  51. Early Adopter Mobile Connection: DQ.com Store Locator
  52. Cross-segment Mobile Connection: American Express SMS Simple mobile experience Rich iPhone experience
  53. Key Mobile Connection Principles
  54. 1 Function First
  55. 2 Keep it Simple
  56. 3 Integrate
  57. 4 Leverage the Platform
  58. 5 Be a Leader
  59. Questions?
  60. More info? <ul><li>space150.com </li></ul><ul><li>Kelly Thompson, Associate Director, Strategy & Insights </li></ul><ul><li>Marc Jensen, VP Technology </li></ul><ul><li> mobile@space150.com </li></ul>

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