mobile march conference - mobile behaviors, innovations & insights
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Mobilized by the Heartland Mobile Council
The Age of Mobile: How Mobile Behaviors Create Business Insights
March 19, 2014
Hugh Park Jedwill
ExecuIve Director, Heartland Mobile Council
#mobilerules @heartlandmobile
Mobilized by the Heartland Mobile Council
March 19, 2014
Hugh Park Jedwill
ExecuIve Director, Heartland Mobile Council
#mobilerules @heartlandmobile
aka “4 #MOBILERULES”
#mobilerules @heartlandmobile #mobilemarchtc14
OUTLINE
• Background• #MobileRules 1: Redefining “Mobile”• #MobileRules 2: Changing Consumers Accelerate Change• #MobileRules 3: Changing Behaviors Create Opportunity• #MobileRules 4: Behavioral Insights Drives Success• Conclusions
#mobilerules @heartlandmobile #mobilemarchtc14
Heartland Mobile Mission
• Mission: To Inspire & Educate Brands on How to Use Mobile EffecIvely• InspiraIon: arIsts, innovators & anthropologists• EducaIon: Brands not sellers speak; Content; CerIficaIon with Northwestern
• Brands: 75% of our audience are marketers• EffecIve Mobile: We feature new technologies that have scaled or could
#mobilerules @heartlandmobile #mobilemarchtc14
HMC 2014 at a glanceBrands+Startups™ Accelerator
Mobile Marke7ng Cer7fica7on Key Partners
Mobile University Week
#mobilerules @heartlandmobile #mobilemarchtc14
Our Partners
Mobilized by the Heartland Mobile Council
#MobileRules 1: Redefining “Mobile”
#mobilerules @heartlandmobile #mobilemarchtc14
Mobile Scale
0
1.0
2.0
3.0
4.0
Industrialized
Emerging
Human populationMobile phone subsInternet usersLandline phonesTV setsBanking accounts
* TomiAhonen Almanac 2010
#mobilerules @heartlandmobile #mobilemarchtc14
Mobile Scale
0
1.0
2.0
3.0
4.0
Industrialized
Emerging
* TomiAhonen Almanac 2010
More Phones than toothbrushes worldwide!
#mobilerules @heartlandmobile #mobilemarchtc14
Top Mobile Markets Worldwide
0%
50%
100%
150%
200%
China India U.S. Indo Brazil Rusia Japan0
375
750
1,125
1,500
% of population Mobile Subs (000,000’s)Intel Global Mobile Etiquette Fact Sheet 2012
#mobilerules @heartlandmobile #mobilemarchtc14
Mobile PotenIal -‐ McD’s Website 2014
#mobilerules @heartlandmobile #mobilemarchtc14
Mobile PotenIal -‐ McD’s Website 1996
#mobilerules @heartlandmobile #mobilemarchtc14
Mobile (Scary) Future
“So what used to fit in a building now fits in your pocket,
what fits in your pocket now will fit inside a blood cell in 25 years”
-‐ Ray Kurzwell, Futurist
#mobilerules @heartlandmobile #mobilemarchtc14
#MobileRules 1: Redefine “Mobile”...to Everything “Mobile” is mobile phones & tablets
(an addic7ve habit already)
“Mobile” is Wearable Tech (Google Glass, Fitbit, Fuelband, Smartwatch)
“Mobile” is the Connected Home (connected TV & appliances, mobile milk jug, mobile locks, mobile lightbulbs)
“Mobile” is the Internet of Things (connected cars, smart kiosks)
“Mobile” is the technology that will go inside of us (Proteus pill, nanotechnology)
“Mobile” is a consumer behavior and expecta7on (always on, first thing in the am, last thing in the pm, immediate gra7fica7on)
Mobilized by the Heartland Mobile Council
#MobileRules 2: Changing Consumers Accelerate Change
#mobilerules @heartlandmobile #mobilemarchtc14
Brands Cannot Keep up with InnovaIon
• “By 2000, it was clear to us that our invent-‐it-‐ourselves model was not capable of sustaining high levels of top-‐line growth. The explosion of new technologies was pu@ng ever more pressure on our innovaAon budgets. -‐ A.G. Lafley, former CEO of P&G
• >50% of P&G innovaIon currently sourced externally*
14* according to P&G C&D’s website update
#mobilerules @heartlandmobile #mobilemarchtc14
Military Cannot Keep up with InnovaIon
• DOD has prioriIzed Android development*• “We’ve seen a big reversal in the direcAon technology innovaAons are flowing. Previously whatever technology was developed for the military eventually moved to the consumer market. About six years ago the trend reversed.”**
• Startups are making deals with the military
15
* per CNN, “U.S. government, military to get secure Android phones” 2/3/12** per Jani Lyrintzis VP of Elektrobit, GigaOm, 4/16/12
#mobilerules @heartlandmobile #mobilemarchtc14
InnovaIon -‐ Industrial RevoluIon StyleInnovaIon in the hands of the few
16
#mobilerules @heartlandmobile #mobilemarchtc14
InnovaIon -‐ Dot.com StyleInnovaIon in the hands of more
17
#mobilerules @heartlandmobile #mobilemarchtc14
InnovaIon -‐ Mobile StyleInnovaIon in the hands of the many
18
#mobilerules @heartlandmobile #mobilemarchtc14
Market Forces: Porter’s Five ForcesTo compete you need an advantage -‐ consumer insights
HIGH HIGH
HIGH HIGH
HIGHEXTREMELY
Text ANTHEM to 41411@mobilebranding
19
#mobilerules @heartlandmobile #mobilemarchtc14
Insights
• P&G mantra: CIB• “Consumer is Boss”
• My mantra: YANC• “Your Are Not the Consumer”• “Who uses SMS? I don’t use it.” -‐ Chicago area mobile web designer
• It’s the most commonly use feature of mobile and growing with SnapChat, LINE and WeChat
• “Everyone” is not a valid consumer
20
Insights Start with your Consumer
#mobilerules @heartlandmobile #mobilemarchtc14
Know Consumer Behaviors
• “This quarter will go down as a turning point in the overall way people are shopping … This is going to be an ongoing issue, and it’s happening faster than most people think.”
Howard Schultz, Chairman & CEO, StarbucksJanuary 2014
21
#mobilerules @heartlandmobile #mobilemarchtc14
#Mobile Rules 2: Changing Consumers Accelerate Change...no one is keeping up
22
Mobilized by the Heartland Mobile Council
#MobileRules 3: Changing Behaviors Create Opportunity
Why do we do what we do? Especially the illogical things.
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones are Always On, Always with You
25
0%
23%
45%
68%
90%
38%
71%79%
63%
83%
China India Japan Korea U.S.
% Who Don’t Leave Home Without Smartphone
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones Becoming More Important than TV’s
26
0%
15%
30%
45%
60%60%
44%
34%
27%
36%
China India Japan Korea U.S.
% Who Would Rather Give Up Their TV
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Behaviors: Almost as Weird
http://youtu.be/rLf0bDqUYTU27
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones Used for Search
28
40%
50%
60%
70%
80%
60%
73%
69%72%
61%
China India Japan Korea U.S.
% Search on Smartphone Every Day
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones Help Every Day Life
29
0%
20%
40%
60%
80% 72%
53% 54%
70% 68%
52%
43%
59% 60% 58%
43% 43%
20%
36%32%
China India Japan Korea U.S.
Product Info Restaurants, Bars Job Search
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones Used While MulI-‐Tasking
30
0%
23%
45%
68%
90%
China India Japan Korea U.S.0%
15%
30%
45%
60%
% Multi-task Movies TV Mags/News
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Researching Product is Done Anywhere
31
0%
18%
35%
53%
70%68%
63%
54%
66%
55%
14%20%
42%49%
35%
21% 19%
29%24%
31%
China India Japan Korea U.S.
Home On The Go In The Store
Google, Our Mobile Planet, May 2013
#mobilerules @heartlandmobile #mobilemarchtc14
Smartphones Becoming Shopping Tool
32
0%
15%
30%
45%
60% 53%
41%
25%
37%34%
50%
39%
22%
36%33%
China India Japan Korea U.S.
Impacted In-Store Impacted Digital
Google, Our Mobile Planet, May 2013
Mobilized by the Heartland Mobile Council
#MobileRules 4: Behavioral Insights Drive Success
#mobilerules @heartlandmobile #mobilemarchtc14
Behaviors: 30 Minutes vs. 30 Seconds
Planned vs. Impulse
Siqng Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate MulI-‐task
Email SMS
PC/Laptop Mobile Phone
1. Tomi Ahonen, Almanac 2010 34
#mobilerules @heartlandmobile #mobilemarchtc14
Behaviors: 30 Minutes vs. 30 Seconds
Planned vs. Impulse
Siqng Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate MulI-‐task
Email SMS
PC/Laptop Mobile Phone
1. Tomi Ahonen, Almanac 2010 34
Tablet
#mobilerules @heartlandmobile #mobilemarchtc14
Behaviors: Are all behaviors good?
http://youtu.be/EHlN21ebeak35
#mobilerules @heartlandmobile #mobilemarchtc14
Influencing Behaviors Thru Mobile
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
0
0.1
0.3
0.4
0.5
Social NormsUtilityMobile Savvy
AttitudeInfo-Seeking
Over 40% of in!uence is based on how useful or entertaining your message is
36
#mobilerules @heartlandmobile #mobilemarchtc14
Don’t Change Behaviors
37
#mobilerules @heartlandmobile #mobilemarchtc14
#MobileRules 4: Behavioral Insights Drive Success
38
#mobilerules @heartlandmobile #mobilemarchtc14
Conclusion
39
• You must have a Target (consumer)• You must know your Consumer• You must know your Consumer’s Behavior• You must build Insights into Consumer Behavior• Provide value based on your knowledge of your consumer and his/her behaviors
#mobilerules @heartlandmobile #mobilemarchtc14
#MOBILERULES
• #MobileRules 1: Redefining “Mobile”• #MobileRules 2: Changing Consumers Accelerate Change• #MobileRules 3: Changing Behaviors Create Opportunity• #MobileRules 4: Behavioral Insights Drives Success
Heartland Mobile & MobileMarchTC will make 2014 the Year #MobileRules the Midwest!
Join Us!hugh@heartlandmobilecouncil.com
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