dmc 2013. igor saraiva. Бренды как провайдеры услуг, или кому...
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Бренды как провайдеры услуг, или кому нужны брендированные мобильные приложения. Автор: Igor Saraiva, Chief Imagination Officer, Partner, PorQueNao.TRANSCRIPT
Developed by#IgorSaraiva
Brands as Service Providers on Mobile
#IgorSaraiva
Developed by#IgorSaraiva
Rio de Janeiro
Developed by#IgorSaraiva
Brasília
Developed by#IgorSaraiva
4Mechanical Engineering
years
Graphic DesignBachelor Degree
Product DesignBachelor Degree
Design and Innovation Inside Corporate Strategy
@Barcelona
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Strategic Design@Milan
Developed by#IgorSaraiva
grïngo.nu@SãoPaulo
Developed by#IgorSaraiva
Developed by#IgorSaraiva
Developed by#IgorSaraiva
We’ll talk aboutDigital Marketing Conference 2013
1Mobile changed
people’s behavior
Developed by#IgorSaraiva
We’ll talk aboutDigital Marketing Conference 2013
1Mobile changed
people’s behavior
2What should we
do about it?
3Top 10 Advices
45 Sins to Avoid
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MobileChangedPeople
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Developed by#IgorSaraiva
ButWhatIsMobile?
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Smartphones Tablets e-Readers MP3 players GPS
WirelessHome
Appliances
CarDashboards DronesGlasses Watches &
wristbands ...
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MobileChangedPeopleSmartphones
Developed by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Sources: Informa, Morgan Stanley Research estimates
354MM China1st219MM USA2nd94MM Japan3rd
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
70MM
4th in total smartphone
users
23%
Sources: Informa, Morgan Stanley Research estimates
354MM China1st219MM USA2nd94MM Japan3rd
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
70MM
4th in total smartphone
users
23%
30MM12%
11th in total smartphone
users
Sources: Informa, Morgan Stanley Research estimates
354MM China1st219MM USA2nd94MM Japan3rd
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
70MM
4th in total smartphone
users
23%
30MM12%
11th in total smartphone
users
Sources: Informa, Morgan Stanley Research estimates
1,5B globalsmartphone users
5B mobile phone users
354MM China1st219MM USA2nd94MM Japan3rd
Developed by#IgorSaraiva
Last year, mobile access to internet surpassed PC in China.
Developed by#IgorSaraiva
Developed by#IgorSaraiva
Mobile search queries surpassed PC in South Korea.
Developed by#IgorSaraiva
Developed by#IgorSaraiva
Almost 50% of Groupon’s transactions are from mobile in USA.
Developed by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
WhatAboutTablets
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iPad had an adoption 3x faster than iPhone
Source: Apple
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Developed by#IgorSaraiva
Source: Gartner, IDC, Enders Analysis
Tablets overtaking PC’s
WearableDevices
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smart watches, wristbands, glasses
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ImpactsOfMobileDevices5
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Social 24/7
1
always ON
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Developed by#IgorSaraiva
OurHeroesDiedOfOverSharing
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TheRiseOfSelf-MadeHeroes
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GroupMessagingfaster than reading e-mails
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Developed by#IgorSaraiva
GroupGatheringBrazilian Riots against government
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Developed by#IgorSaraiva
EasySharinginfo & people easily manipulated
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TalkToEverybody
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Those Around Us Are Not Enough
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LessRelevance,HighFrequency
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Complain&Self-Help
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Developed by#IgorSaraivaDeveloped by#IgorSaraiva
As a consequence, the conversation has gone to a
second place.Most of the time, I talk.
Sometimes, I chat.Everybody talks. Few listen.
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The like button fever.I saw you talking. I saw your picture.
EverybodyInteracts
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PickyCouple_OR_EasySex
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CamerasOmnipresence
2
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WeUsedToEnjoy
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NowWeDocument&Share
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PicturesReadFasterThanText
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MoreVideos=MoreSkeptical
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VideosCameToStay
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VideosAgainstCompanies
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Developed by#IgorSaraivaDeveloped by#IgorSaraiva
WeGaveUpPrivacyAnd We Are Over Sharing
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WeKnowOurSurroundings
3
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GPS_GivesUsMoreTime
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WhatsHappeningAroundUs
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HereIAm.Where’sEverybody?
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Developed by#IgorSaraiva
WeTalkAboutCompanies
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MakeMoneyWithLocation
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MakeMoneyWithLocation
Developed by#IgorSaraiva
Developed by#IgorSaraiva
RealTimeEverything
4
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WhatIWant,WhenIWant
Developed by#IgorSaraiva
Developed by#IgorSaraiva
TheEndOfDoubt
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and dialogues
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YouPost,EverybodyAnswers
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M-Shopping
5
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
RESEARCH
COMPARE
LOCATE
SOCIALIZE
BUY
REVIEW
ADVOCATE
Mobile participation on buying funnel
Developed by#IgorSaraiva
PriceNegotiation
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I expect it now
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EmbeddedPayment
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I forgot my wallet, but will pay with my mobile
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IControlMyBankAccount
Developed by#IgorSaraiva
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IFollowUpMyExpenses
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Developed by#IgorSaraiva
What’sHappeningWithUs?
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TheEndOfDownloadEra
Developed by#IgorSaraiva
Developed by#IgorSaraiva
PassingThroughUploadEra
Developed by#IgorSaraiva
Developed by#IgorSaraiva
TheDataUploadEra
Developed by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
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CollectiveDataIsTransforming
Developed by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
You help me,I help you,
We help others
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
OneDeviceIsKillingManyOthers
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
landlinephone radio dvd
players GPS
camcordersmp3
players
portablegame
devices
voicerecorders
digitalcamera
compass
dictionaries calculators TVbroadcasters
TVsets ...
ManyIndustriesThreat
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
AndEveryBodyWantsToBe...
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
An Entrepreneur
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Googlewww.gv.com
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WhatWeShouldDoAboutIt?
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Let agencies get inside clients
1st
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HelpCreateBeforeCommunicate
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MobileCommunicationIsAbout
SERVICES
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TheMediaHasChanged
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
TheInvestimentHasChanged70/20/10
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
BrandsAreNowAPIs
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Amplify the brand’s reasons to exist
2nd
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We are not a company that sells clothes to people.
We are a company of people that sell clothes.
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
It is not about search.
It is about organizing the world’s data.
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
MakeYourBrandMissionStandOut3
What do you stand for?
rd
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I’mLovinItVS.
MadeTodayGoneToday
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
I’mLovinItVS.
MadeTodayGoneToday
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
WhyWeAreHere?“Young people tired of the sameness”
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
NewProduct-ServiceSystems4th
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
CookingLessonsWithIngredientsStartup OR Big Supermarket Chain
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
SelfDrivingCarGoogle OR Volkswagem
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
CrowdFundingKickstarter OR Bank
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
3DPrintingStartUps OR HP
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
OnlineLearningVenture Capitalists OR Federal University
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
CuratedPersonalHousingAirBnb OR Big Hotel Chain
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
DeliveryFollowUpAppsDevelopers OR Post Office
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
OnDemandVideosNetflix OR Big TV Broadcaster
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
OnDemandRadioSpotify OR Big Radio Broadcaster
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
MobilePaymentSquare OR Credit Car Company
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
FinancialOrganizerDeveloper OR Big Financial Company
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
TaxiFindingDeveloper OR Taxi Cooperatives
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
WaveSwellForecastOakley OR Surfboard Company
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
GroupMessagingStartups OR Phone Operators
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Why: Because We Believe We Can
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
TheEntrepreneursAreComing...And they bring new services to make life easier
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
Dave Hieatt
“Like any company we require a profit to stay in business. But it is not the reason we are in business.
The thing that has not changed from day one is the desire to make people think about the world we live in.
This is, and always will be, why we are in business.”
Co-Founder of The Do lectures, Co-founder of Hiut Denim Co.
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
LOVE.And they also bring that too!
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
BettermentBrands
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
TheirPurposeBringsRelevance
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
TheirPurposeBringsRelevanceSpeciallyWhenOnMobile
Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva
General Eric Shinseki
“If you don't like change, you're going to like irrelevance even less.”
Retired Chief of Staff, U. S. Army.
Developed by#IgorSaraiva
Developed by#IgorSaraiva
TOP 10 AdvicesWhen Building Mobile Apps
Developed by#IgorSaraiva
TOP 10 AdvicesWhen Building Mobile Apps
Don’tDoWhatISay, DoWhatIDo
Developed by#IgorSaraiva
We Have a Methodology1
Developed by#IgorSaraiva
Design thinkingConceptualization Process
business
people’s needs and desires
technology
Concept
Developed by#IgorSaraiva
Design thinkingConceptualization Process
business
people’s needs and desires
technology
Concept
Developed by#IgorSaraiva
Design thinkingConceptualization Process
inno ationConcept
Developed by#IgorSaraiva
Rigorous methodologyPorQueNão? Production Process
Developed by#IgorSaraiva
Quality Assurance
Rigorous methodologyPorQueNão? Production Process
Code Development
Software Architecture
VisualDesign
RequirementAnalysis
Information Architecture
Production
Rigorous methodology
Information Architecture
PorQueNão? Production Process
Production
Rigorous methodology
RequirementAnalysis
Information Architecture
PorQueNão? Production Process
Production
Rigorous methodology
Visual Design
Information Architecture
Requirement Analysis
PorQueNão? Production Process
Production
Rigorous methodology
Software Architecture
Information Architecture
Requirement Analysis
Visual Design
PorQueNão? Production Process
Production
Rigorous methodology
Code Development
Information Architecture
Requirement Analysis
Visual Design
Software Architecture
PorQueNão? Production Process
Production
Rigorous methodology
Quality Assurance
Information Architecture
Requirement Analysis
Visual Design
Software Architecture
Code Development
PorQueNão? Production Process
Developed by#IgorSaraiva
EmpathyMakes Us Different2
Developed by©2013 All Rights Reserved
Developed by©2013 All Rights Reserved
WePutPeopleFirstNo TGI. We go and talk to people.
Developed by#IgorSaraiva
We Define a Mobile Positioning in 1 sentence4And 2 or 3 Keywords
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Albert Einstein
"If you can't explain it simply, you don't understand it well enough."
Developed by#IgorSaraiva
5We Differentiate DevicesSmartphones are not used the same way that tablets
Developed by#IgorSaraivaDeveloped by#IgorSaraiva
Developed by#IgorSaraiva
6We Divide an App in Phases: RoadmapAnd we move fast, with Lean UX methodology
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Developed by#IgorSaraiva
7We Use AnalyticsIterative process based on data: renovate and evolve
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Developed by#IgorSaraiva
8We Don’t Create Swiss Army AppsOne good thing well done at a time
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Developed by#IgorSaraiva
9 We Launch a Minimum Valuable Proposition, Not a Minimum Viable ProductMobile Users Don’t Forgive, Nor Forget
Developed by#IgorSaraiva
Developed by#IgorSaraiva
10We Kill Our AppsDo they deserve to exist forever?
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Developed by#IgorSaraiva
5 Sins To AvoidImportant Things We Have Learned
Developed by#IgorSaraiva
Don’t Stop Only On What Clients Ask On The Brief1
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Don’t“Make My Logo Bigger”2
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Don’t Stop Investing On Launched App(s)3
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Never Use Banners On Mobile4
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“Having An App Is Not The Same of A Mobile Strategy”5
Developed by#IgorSaraiva
WhatWeBelieveIn
MobileIsJustInternet
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that we carry with us
It’sNotAboutABrandOrDevice
Developed by#IgorSaraiva
It’sAboutPeople
Developed by#IgorSaraiva
IndividualHumanBeings
Developed by#IgorSaraiva
TheThingsWeBuild
Developed by#IgorSaraiva
CanMakeOurLivesEasier
Developed by#IgorSaraiva
SoWeCanFocusOnLiving
Developed by#IgorSaraiva
WhatWouldYouLeaveBehind?
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ToMakeItABetterHome?
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WeArePeople.NotConsumers.
Developed by#IgorSaraiva
Developed by#IgorSaraiva
спасибоwww.porquenao.mobi