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

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


Dr. Phil Hendrix


Dr. Phil Hendrix

$x B 2008-2011


Dr. Phil Hendrix

Topics

New Drivers of Mobile Opportunities

6 Degrees of Location – Consumers

SoLoMo and Businesses

Tuning into Digital Signals

Incumbents and Disruptors


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


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Forthcoming/Recent Reports M-Commerce/Mobile Payment

Hyper-Local Advertising

SoLoMo (Social-Local-Mobile)

Tablets

Location-based Services

Speech Recognition

Google’s Mobile strategy


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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?”


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The (Original) Virtuous Spiral

Connectivity


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Mobile Locative Capabilities


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Location

The New Virtuous Spiral in Mobile

Cloud Social

Tags


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Consumers, Brands and Businesses


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Consumers

Consumers Leveraging SoLoMo


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1. Saving Consumers Time, $

• 94% of retail sales still “offline”

• Consumers using mobile to plan, compare, decide

• “Surgical shoppers”


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Location

Real-time Data

SAP/POS connectors


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2. Removing Friction/Hassles

• 23k Black cabs in London

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

• Universal problem


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Location

Real-time Data

Solution


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3. Enhancing Discovery

Music fans love:

• Discovering new bands

• Tracking favorite bands

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


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Location

Personalization

Data/Mashup


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4. Conscientious Consumers

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


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Businesses Leveraging SoLoMo


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5. Map as the Interface

• Many directories, review sites

• Issues:

• Accuracy

• Completeness

• Findability


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5. CityMaps


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Location

Real-time Data

Social Media

Filtering


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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


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Local Advertising 2011 - 2015


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6. Less Onerous Advertising

Custom ads in seconds

SMB Challenges

• No time

• Not “creative”

• Can’t be interrupted


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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


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7. Social-Geo Targeting

Birds of a Feather do Flock together

• Follow/fans

• Tweets

• Check-ins

CTR 7x Foo Fighters


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Social Media

Real-time Data

Geo-referencing


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Wearing your @Twitter Handle


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8. Seeding NFC

NFC Applications

• Signage

• Coupons

• Ticketing

• Payments

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


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9. The Digital Signals Ecosystem


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10. Incumbents and Disruptors


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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


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Summary


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Strategy – Leapfrog Innovation

Source: Argus Insights

iPhone 4


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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


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Dr. Phil Hendrix

Thank you! Dr. Phil Hendrix

Director, immr and GigaOm Pro

www.immr.org

@phil_hendrix [email protected]

http://www.immr.org/

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