how solomo is unleashing opportunities in the smartphone ...immr.org/samsungsecurities.pdf ·...

Post on 08-Jul-2020

2 Views

Category:

Documents

0 Downloads

Preview:

Click to see full reader

TRANSCRIPT

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

How SoLoMo is Unleashing Opportunities in the Smartphone Market

Samsung Securities Investors’ Conference

Dr. Phil Hendrix, immr and GigaOm Pro

Nov. 15, 2011

Slides: www.immr.org/samsungsecurities.pdf

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

$x B 2008-2011

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Topics

New Drivers of Mobile Opportunities

6 Degrees of Location – Consumers

SoLoMo and Businesses

Tuning into Digital Signals

Incumbents and Disruptors

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Questions We Answer

For “Very New Products”

How large is the market?

When will it develop?

Who is (most) likely to buy?

How much will they pay?

Projected results (given “offerings” and

competitive scenarios)

How do we unlock demand?

New-to-market, unfamiliar

Don’t fit into existing

categories

Even the benefits are new

Often requires change in

consumers’ behavior

Product expected to

mature, prices drop

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Forthcoming/Recent Reports M-Commerce/Mobile Payment

Hyper-Local Advertising

SoLoMo (Social-Local-Mobile)

Tablets

Location-based Services

Speech Recognition

Google’s Mobile strategy

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Five Most Important Questions

Significance of the need?

Dissatisfaction with the

status quo?

How much better is the

new solution (viewed)?

Effort, risk involved to

adopt, use?

“Cost of waiting?”

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

The (Original) Virtuous Spiral

Connectivity

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Mobile Locative Capabilities

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Location

The New Virtuous Spiral in Mobile

Cloud Social

Tags

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Consumers, Brands and Businesses

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Consumers

Consumers Leveraging SoLoMo

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

1. Saving Consumers Time, $

• 94% of retail sales still “offline”

• Consumers using mobile to plan, compare, decide

• “Surgical shoppers”

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Location

Real-time Data

SAP/POS connectors

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

2. Removing Friction/Hassles

• 23k Black cabs in London

• “So why is hailing a cab such a hassle?”

• Universal problem

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Location

Real-time Data

Solution

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

3. Enhancing Discovery

Music fans love:

• Discovering new bands

• Tracking favorite bands

Both difficult! The Belle Brigade (sibling duo from LA)

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Location

Personalization

Data/Mashup

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

4. Conscientious Consumers

“Wanna know which toothpaste is greenest? Or which mascara has the fewest neurotoxins? This app's for you.” — CafeMom

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Businesses Leveraging SoLoMo

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

5. Map as the Interface

• Many directories, review sites

• Issues:

• Accuracy

• Completeness

• Findability

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

5. CityMaps

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Location

Real-time Data

Social Media

Filtering

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

SMB Mobile Advertising

In 2011 more than

half of local

businesses plan

to engage in

mobile marketing

SMBs expect to

devote more than

20% percent of

their ad budgets

to mobile

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Local Advertising 2011 - 2015

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

6. Less Onerous Advertising

Custom ads in seconds

SMB Challenges

• No time

• Not “creative”

• Can’t be interrupted

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Tuning into Digital Signals

Digital Channels

Traces produced

as consumers

interact with Digital

Channels

Internet

Social

Mobile

Interactive

Digital Signals

Consumers’ • Attitudes • Interests • Opinions

• Motivations • Values • Activities

• Experiences • Questions • Connections

• Plans/Intentions • Responses • (Dis)satisfaction

Location Layer

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

7. Social-Geo Targeting

Birds of a Feather do Flock together

• Follow/fans

• Tweets

• Check-ins

CTR 7x Foo Fighters

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Social Media

Real-time Data

Geo-referencing

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Wearing your @Twitter Handle

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

8. Seeding NFC

NFC Applications

• Signage

• Coupons

• Ticketing

• Payments

Goal: By mid-2012, 20k NFC-enabled retail points and taxis

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

9. The Digital Signals Ecosystem

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

10. Incumbents and Disruptors

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Consumer Expectations

What I Like

Who I am…

Where I am

What’s Nearby

What’s going On

What I respond to

What I’ve bought

Where I’ve been What

I need

Where I’m going

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Summary

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Strategy – Leapfrog Innovation

Source: Argus Insights

iPhone 4

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Example – Apple Siri iPhone 4s

Source: Argus Insights

No OEM or operator to date has delivered a speech solution that is easy to use, much less promoted the feature to users as a key distinction. Dr. Phil Hendrix, July 2009

New #2 Feature

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

London Samsung Securities Conference Nov. 14-15, 2011

Dr. Phil Hendrix

Thank you! Dr. Phil Hendrix

Director, immr and GigaOm Pro

www.immr.org

@phil_hendrix phil.hendrix@immr.org

top related