THE MOBILE People ECOSYSTEM & Technology
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THE MOBILE
People
ECOSYSTEM& Technology
1/2 of human beings are‘mobile’.
Human connection via mobile technologyhas become so deep and entrenched, it could be considered it’s own ecosystem.
Mobile Evolution Calls
Texting (SMS)
Simple Built-in Applications (Calculators, etc)
Mobile Email
Mobile Browsing (WAP)
Rich Mobile Applications
Fully Functioning Browsers
Streaming Media, Games, Commerce, More…
2,200,000,000people have mobile web access.
250,000,000
Mobile Macro Segments In Motion Moms
Baby Boomers
Tech Centered Teens
Constantly Connected Professionals
Early Adopters
NEEDS
In Motion Moms
Basic 2G phone
Mostly phone calls
Some texting
Minimal mobile web
TECHNOLOGY
Calling family& friends
PRIMARY USE
On-the-go
Multi-tasker
LIFESTYLE
Tabs on family
Coordinating schedules
Household admin.
Landline
OTHER TECH USE
Feel like she’s there
Peace of mind
Peer connection/support
DRIVERS
In Motion MomsCalling
Texting
Mobile Web
Apps
In Motion Moms
In Motion Mom Mobile Connection: Cellfire Mobile Coupons
In Motion Mom Mobile Connection: Disney & Walmart
NEEDS
Baby Boomers
Basic phone (primary)
Blackberry for work,email only (secondary)
Respond-only texting
TECHNOLOGY
On-the-go phone calls
PRIMARY USE
In transition
2nd act careers
Proud Grandparent
Leisure adventures
LIFESTYLE
Simple but effectivetechnology
In the event of…
Landline
OTHER TECH USE
Staying in touch
Accident anxiety
Youthful aging
DRIVERS
Baby BoomersCalling
Texting
Mobile Web
Apps
Baby Boomers
Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis
Reaches out to RV / traveling boomers
Simple text-based campaign
Boomer Mobile Connection: Steve Miller Band Contest
Simple text-based campaign
Driven by incentive
Aimed at Las Vegas visiting Boomers
Tech-centered Teens
Full QWERTY keyboard
Hand-me-down devices
Handheld social network
Tricked-out & personalized
TECHNOLOGY
Heavy texting
PRIMARY USE
Social butterfly
Entertainment-oriented
LIFESTYLE NEEDS
Emergencies
In touch with parents
Social coordination
IM/Chat
Social Networks
OTHER TECH USE
Close to friends
In the ‘loop’
Expression of self
Safe independence
DRIVERS
Tech-centered TeensCalling
Texting
Mobile Web
Apps
Tech-centered Teen
Tech-centered Teen Mobile Connection: Facebook Application
Tech-centered Teen Mobile Connection: Best Buy & Nokia
NEEDS
Constantly Connected Professionals
Smartphone
Frequent mobile web
Heavy mobile email(Business vs. Personal)
Banking, news, weather
TECHNOLOGY
Work-relatedcommunication
PRIMARY USE
In demand
Balancing act
Road officing
LIFESTYLE
OTHER TECH USE
Reminders
EfficiencyEmpowerment
Recognition
DRIVERS
Constantly ConnectedProfessionalsCalling
Texting
Mobile Web
Apps
Constantly Connected Professionals
Constantly Connected Professional Mobile
Connection: E*trade Mobile Pro
Downloadable Blackberry application
Real time transaction
Guaranteed security
Constantly Connected Professional Mobile
Connection: E*trade Mobile Pro
Constantly Connected Professional Mobile
Connection: Yahoo! Go
NEEDS
Early Adopters
Mobile Web
Phone as PC
PRIMARY USE
Technology obsessed
Proud to be a ‘geek’
Technology as a badge
LIFESTYLE
Immediate information
Unlimited data plan
Fluid usability
Forward-thinking design
Social Networks
OTHER TECH USE
Ego
Trailblazing – being a technology sage
DRIVERS
iPhone 3G
Heavy mobile web:Entertainment, Communication,Fully Functioning, Information
Heavy texting
Downloading apps
TECHNOLOGY
Early AdoptersCalling
Texting
Mobile Web
Apps
Early Adopter
Early Adopter Mobile Connections:
Maps Whrll Pandora
Early Adopter Mobile Connection:
iPhone Advertising: The Mummy
Takes advantage of rich media
Focuses on interaction
Allows users to access movie trailer from phone
Early Adopter Mobile Connection:
iPhone Application: DQ
Early Adopter Mobile Connection:
DQ.com Store Locator
Cross-segment Mobile Connection:
American Express
SMS
Simple mobile experience
Rich iPhone experience
Key MobileConnection Principles
1Function First
2 Keep it Simple
3Integrate
4Leverage the Platform
5Be a Leader
Questions?
More info? space150.com
Kelly Thompson, Associate Director, Strategy & Insights
Marc Jensen, VP Technology
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