Getting to Know the Mobile Consumer & Marketing with Location-Based Services

by Adam Helwehof Secret Sushi Creative Inc.

Getting to Know the Mobile Consumer & Marketing withLocation-Based

Services

www.secretsushi.com | Adam@secretsushi.com | @secretsushi

Founder and CEO of Secret Sushi Creative, a strategic design, digital

and social media marketing agency.

Enough with the introduction. You’re here for the presentation!

Let’s get started

Hi! I’m Adam Helweh

Not Mobile

LaptopsDesktops

Mobile Devices

SmartPhones

TabletsLet’s first agree ...

The term “Mobile Device" refers to smartphones, tablets and some times E-readers.

Although technically“mobile”, laptops are considered mobile computers.

2007 2008 2009 2010 2011 2012 2013 2014 2015

*Source: IDC (idc.com) September 2011

Desktop Internet Users Mobile Internet Users

Mobile internet usage is expected to surpass desktop internet usage by 2015.*

Let’s focus on smartphonesfor the rest of the presentation

Device & Data$$$

Cheaper smartphones and more affordable data plans have contributed to an ...

89% increase in mobile data

usage from 2011 – 2012

$145 millionsmartphones sold in

Q1 2012

491 million

smartphones sold worldwide in

Smartphone Sales

Who is the Mobile Customer?

Gender: Smartphone population is ...

50.9% Females

49.1% Males

Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012

http://www.webpronews.com/nielsen-takes-a-look-at-smartphone-demographics-2012-05

Age: Heaviest overall audience

concentration is ...

... between the ages of

Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,”

May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at-

smartphone-demographics-2012-05

Income: 50% of smartphone users

reside in households with ...

... income of $75,000 +

Source:Radwanick, Sarah, Comscore Press Release, June 8, 2012.

http://www.comscore.com/Press_Events/Press_Releases 2012/6/Majority_of_Tablet_Users_Watch_Video_on_their_Device

Ethnicity: Minorities are far more likely than white

Americans to use smartphones.

Source:Radwanick, Sarah, Comscore Press Release, June 8, 2012.

http://www.comscore.com/Press_Events/Press_Releases 2012/6/Majority_of_Tablet_Users_Watch_Video_on_their_Device

0% 25% 50% 75% 100%

45%54%57%67% of Asian Americans

of White Americans

of Hispanic Americans

of African Americans

Let’s talk aboutLocation-Based

Services

What is a location-based service?Location-based services (LBS for short) are a set of application services and data that provide location

based, geographic and often real-time context to a computer application.

Most commonly used on mobile devices, these services might help you identify a location, find a

friend, track an experience or become notified of a nearby offer.

Enablers ofLocation-Based

Services:

๏ On-board GPS๏ Small Form Factor ๏ Persistent

Connectivity

0% 20% 40% 60% 80% 100%

of smartphone owners use their phone to get real-time location based information.

of smartphone owners thencalled that business.

74% 61% 59% of smartphone owners then

then visited that business.

555-1234

$23.95

Source:Pew Research

, Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx

Location-Based Behavior:

Real-Time Location-Based Information Sources:

Business Directories

Search Engines

Mapping Services

Social Networks

Source:Pew Research

, Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx

Location-Based Behavior:

use a social location-based service to “check in” to

certain locations or sharetheir location with friends.You Are

Popular location-based uses and applications:Loyalty & Incentive Programs

Popular location-based uses and applications:Search & Discovery

Popular location-based uses and applications:Location-Based Offers/Deals

Popular location-based uses and applications:Location-Based Mobile Photo Apps

Popular location-based uses and applications:Assisted Social Serendipity

Popular location-based uses and applications:Location Targeted Listening & Monitoring

Here are someExamples

Visit shopkick.com for a tour of the in-store app experience.

Synch your eligible American Express Card securely to Foursquare.

https://sync.americanexpress.com/Video: http://youtu.be/gPsm2PTbV_c

Then get access to special offers when you check-in to business and use your American Express card to pay.

American Express has created the most engaged presence of any financial company on Foursquare.

Questions? Want to talk?

adam@secretsushi.com(408) 786-9556

www.linkedin.com/in/adamhelweh @Secretsushi

Getting to Know the Mobile Consumer & Marketing with Location-Based Services

comscore press release

american express

pew research

engaged presence

nancial company

smartphone owners

based behavior

popular location

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