Digital Marketing Conference 2013 - Moscow, Russia

Developed by#IgorSaraiva

Brands as Service Providers on Mobile

#IgorSaraiva


Rio de Janeiro


Brasília


4Mechanical Engineering

years

Graphic DesignBachelor Degree

Product DesignBachelor Degree

Design and Innovation Inside Corporate Strategy

@Barcelona


Strategic Design@Milan


grïngo.nu@SãoPaulo




We’ll talk aboutDigital Marketing Conference 2013

1Mobile changed

people’s behavior


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


MobileChangedPeople



ButWhatIsMobile?


Smartphones Tablets e-Readers MP3 players GPS

WirelessHome

Appliances

CarDashboards DronesGlasses Watches &

wristbands ...


MobileChangedPeopleSmartphones


Developed by#IgorSaraivaDeveloped by#IgorSaraiva

Sources: Informa, Morgan Stanley Research estimates

354MM China1st219MM USA2nd94MM Japan3rd


70MM

4th in total smartphone

users

23%




70MM


users

23%

30MM12%


users




70MM


users

23%

30MM12%


users


1,5B globalsmartphone users

5B mobile phone users



Last year, mobile access to internet surpassed PC in China.



Mobile search queries surpassed PC in South Korea.



Almost 50% of Groupon’s transactions are from mobile in USA.



WhatAboutTablets


iPad had an adoption 3x faster than iPhone

Source: Apple



Source: Gartner, IDC, Enders Analysis

Tablets overtaking PC’s

WearableDevices


smart watches, wristbands, glasses


ImpactsOfMobileDevices5


Social 24/7

1

always ON



OurHeroesDiedOfOverSharing


TheRiseOfSelf-MadeHeroes


GroupMessagingfaster than reading e-mails



GroupGatheringBrazilian Riots against government



EasySharinginfo & people easily manipulated



TalkToEverybody


Those Around Us Are Not Enough


LessRelevance,HighFrequency



Complain&Self-Help



As a consequence, the conversation has gone to a

second place.Most of the time, I talk.

Sometimes, I chat.Everybody talks. Few listen.

Developed by#IgorSaraivaDeveloped by#IgorSaraivaDeveloped by#IgorSaraiva

The like button fever.I saw you talking. I saw your picture.

EverybodyInteracts


PickyCouple_OR_EasySex



CamerasOmnipresence

2


WeUsedToEnjoy



NowWeDocument&Share



PicturesReadFasterThanText



MoreVideos=MoreSkeptical



VideosCameToStay



VideosAgainstCompanies



WeGaveUpPrivacyAnd We Are Over Sharing


WeKnowOurSurroundings

3


GPS_GivesUsMoreTime



WhatsHappeningAroundUs



HereIAm.Where’sEverybody?



WeTalkAboutCompanies



MakeMoneyWithLocation



MakeMoneyWithLocation



RealTimeEverything

4


WhatIWant,WhenIWant



TheEndOfDoubt


and dialogues


YouPost,EverybodyAnswers



M-Shopping

5


RESEARCH

COMPARE

LOCATE

SOCIALIZE

BUY

REVIEW

ADVOCATE

Mobile participation on buying funnel


PriceNegotiation


I expect it now


EmbeddedPayment


I forgot my wallet, but will pay with my mobile


IControlMyBankAccount



IFollowUpMyExpenses



What’sHappeningWithUs?


TheEndOfDownloadEra



PassingThroughUploadEra



TheDataUploadEra








CollectiveDataIsTransforming



You help me,I help you,

We help others


OneDeviceIsKillingManyOthers


landlinephone radio dvd

players GPS

camcordersmp3

players

portablegame

devices

voicerecorders

digitalcamera

compass

dictionaries calculators TVbroadcasters

TVsets ...

ManyIndustriesThreat


AndEveryBodyWantsToBe...


An Entrepreneur



Googlewww.gv.com


WhatWeShouldDoAboutIt?


Let agencies get inside clients

1st


HelpCreateBeforeCommunicate


MobileCommunicationIsAbout

SERVICES


TheMediaHasChanged


TheInvestimentHasChanged70/20/10


BrandsAreNowAPIs


Amplify the brand’s reasons to exist

2nd


We are not a company that sells clothes to people.

We are a company of people that sell clothes.


It is not about search.

It is about organizing the world’s data.


MakeYourBrandMissionStandOut3

What do you stand for?

rd


I’mLovinItVS.

MadeTodayGoneToday


I’mLovinItVS.

MadeTodayGoneToday


WhyWeAreHere?“Young people tired of the sameness”




NewProduct-ServiceSystems4th


CookingLessonsWithIngredientsStartup OR Big Supermarket Chain


SelfDrivingCarGoogle OR Volkswagem


CrowdFundingKickstarter OR Bank


3DPrintingStartUps OR HP


OnlineLearningVenture Capitalists OR Federal University


CuratedPersonalHousingAirBnb OR Big Hotel Chain


DeliveryFollowUpAppsDevelopers OR Post Office


OnDemandVideosNetflix OR Big TV Broadcaster


OnDemandRadioSpotify OR Big Radio Broadcaster


MobilePaymentSquare OR Credit Car Company


FinancialOrganizerDeveloper OR Big Financial Company


TaxiFindingDeveloper OR Taxi Cooperatives


WaveSwellForecastOakley OR Surfboard Company


GroupMessagingStartups OR Phone Operators


Why: Because We Believe We Can


TheEntrepreneursAreComing...And they bring new services to make life easier


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.


LOVE.And they also bring that too!


BettermentBrands


TheirPurposeBringsRelevance


TheirPurposeBringsRelevanceSpeciallyWhenOnMobile


General Eric Shinseki

“If you don't like change, you're going to like irrelevance even less.”

Retired Chief of Staff, U. S. Army.



TOP 10 AdvicesWhen Building Mobile Apps


TOP 10 AdvicesWhen Building Mobile Apps

Don’tDoWhatISay, DoWhatIDo


We Have a Methodology1


Design thinkingConceptualization Process

business

people’s needs and desires

technology

Concept



business

people’s needs and desires

technology

Concept



inno ationConcept


Rigorous methodologyPorQueNão? Production Process


Quality Assurance

Rigorous methodologyPorQueNão? Production Process

Code Development

Software Architecture

VisualDesign

RequirementAnalysis

Information Architecture

Production

Rigorous methodology


PorQueNão? Production Process

Production


RequirementAnalysis



Production


Visual Design


Requirement Analysis


Production





Visual Design


Production


Code Development



Visual Design



Production


Quality Assurance



Visual Design


Code Development



EmpathyMakes Us Different2

Developed by©2013 All Rights Reserved

Developed by©2013 All Rights Reserved

WePutPeopleFirstNo TGI. We go and talk to people.


We Define a Mobile Positioning in 1 sentence4And 2 or 3 Keywords


Albert Einstein

"If you can't explain it simply, you don't understand it well enough."


5We Differentiate DevicesSmartphones are not used the same way that tablets



6We Divide an App in Phases: RoadmapAnd we move fast, with Lean UX methodology



7We Use AnalyticsIterative process based on data: renovate and evolve



8We Don’t Create Swiss Army AppsOne good thing well done at a time



9 We Launch a Minimum Valuable Proposition, Not a Minimum Viable ProductMobile Users Don’t Forgive, Nor Forget



10We Kill Our AppsDo they deserve to exist forever?



5 Sins To AvoidImportant Things We Have Learned


Don’t Stop Only On What Clients Ask On The Brief1


Don’t“Make My Logo Bigger”2


Don’t Stop Investing On Launched App(s)3


Never Use Banners On Mobile4


“Having An App Is Not The Same of A Mobile Strategy”5

- Google


WhatWeBelieveIn

MobileIsJustInternet


that we carry with us

It’sNotAboutABrandOrDevice


It’sAboutPeople


IndividualHumanBeings


TheThingsWeBuild


CanMakeOurLivesEasier


SoWeCanFocusOnLiving


WhatWouldYouLeaveBehind?


ToMakeItABetterHome?


WeArePeople.NotConsumers.



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