Mobile Now & in the Future: Mark Brill

Hello!!Mark Brill @brillthings!

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This picture sums up mobile. Smartphones are the norm, and those that

aren’t on them seem out of place.!

-! Phone by your bed?!-! Phone as an alarm?!-! Check it first or last thing?!

Mobile has arrived!

20%"of media time is spent#in mobile devices""

5%"of media time is spent#in print""

of media time is spent

Mary Meeker, KPCB, Internet Trends 2014!

comScore, US, April 2014%

(and this)!

#1 – Understand the user landscape!#2 – Get the hygiene right!#3 – Be useful!#4 – Be engaging!

#1 - Understand !the user landscape!

56%+)#*&%7/#',),)%8#)-/%#/3%9(&')&/:%;<=>%

More photos shared than Facebook%

More messages sent than SMS%

Our Mobile Planet!

Technology is a tool, not a marketing

channel!

Messaging%

Apps%

Web%

Proximity%

SMS/MMS/UDID%

IP – What’sApp, WeChat%

App Push Notifications%Native Brand Apps%

Hybrid/Webapps%

Utilities (social, AR, QR)%Responsive%

Adaptive%

Independant%

NFC (Contactless)%

Beacons/Bluetooth%

WiFi%

And how do brands respond?!

Problem:  brands  aren’t  very  good  at  mobile  

‘Let’s build an app, yayy!’!

But …!

80% of brand apps are downloaded less than

1000 times!

*Deliotte, 2012!

#2 – Get the !hygiene right!

Web (responsive or adaptive)%

Social links optimised%

Search: paid, organic, location%

Email%

Integrated%

Many brands are failing to deliver a consistent

mobile experience across web, social,

email and media!

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Natural!

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#3 – Be useful!

Starbucks have got their customers on board with a

service-based app. In the US, 10% of their payments are now

made through mobile (pretty good for a physical store)!

Good mobile service doesn’t even need an app.

Gatwick Airport successfully use Twitter as

a service channel.!

Or maybe brands could just help their users move away from their

phones. This beer holder cuts out the mobile signal so that

customers can enjoy their drink with friends, undisturbed by their

phones.!

#4 – Be engaging!

Forms are annoying for mobile users. Here’s a simple, engaging solution to deal with

Captchas on mobile.!

It’s not about budget either. Comodo in New York created a menu

from customers’ Instagram pictures!

Or there’s this campaign from Thailand. They put 4G WiFi on

dogs and put them around shopping centres. The point

is, engagement doesn’t always require an app.!

AirBnB%Whisk%

Waze%Citymapper%

Duolingo%Yplan%

Polar%Hailo%

Who does mobile best? It’s the start-ups, especially

those who gamify and are part of the collaborative

economy. !

The Future?!

Beacons have potential, but it’s just a technology.

Tesco have found it best for service, not payment or

promotion.!

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As a device, the smartphone has probably

peaked. It might get bigger or faster, but the functions will essentially remain the

same.!

We will see many new interactions, from voice to

gesture control. Haptic screens are interesting. They create a sense of depth and

texture bringing new engagement possibilities.!

The much-hyped next generation of computing are wearable and

connected devices. By 2020 Cisco predict that there will be 6

connected devices for every person.!

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Nivea in Brazil created a great campaign for wearables. The

tear-out print ad allowed parents to track their children

in case they stray on the beach.!

#1 – Understand your audience/landscape!#2 – Get the basics right (web,social, email)!#3 – Focus on service and problem solving!#4 – Create engagement, not technology!

Thank You!!!Mark Brill!@[email protected]!