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

4. Ourselves
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

82. Thank You
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