Scramboo mobile roundup - dec 2014

Mobile Roundup – Dec ‘14

o Key themes

o Tech updates

o And in other news…

Lies, damned lies, and…

Who cares about mobile?...

Lies, damned lies, and…

UK Mobile Penetration

130% (82mio)

68% (43mio)

UK Mobile Penetration

UK Smartphone Penetration

30.7

55.2

11.3

2.8

31

58.2

9.6

1.2

0

10

20

30

40

50

60

70

iOS Android Windows Other

Source: Kantar Worldpanel ComTech

Jan 2014 Sept 2014

Source: Kantar Worldpanel ComTech (Aug 2014)

UK Smartphone OS Market Share

Lies, damned lies, and…

Sources: Kantar Worldpanel ComTech; Deloitte Mobile Consumer survey; IMRG Cap Gemini; Tecmark

Average smartphone owner uses their device to perform

>200 tasks per day

Tesco sees average CTR on augmented reality content

of 15% (with max=60%)

Angry Birds passes 1.7 billion cumulative

downloads (and they’re still angry)

52% of traffic to UK retail websites now coming via

mobile devices *1

>40% of UK smartphone owners used their phone as

part of “bricks & mortar” shopping experience

Mobile commerce now accounts for 36% of e-retail

sales *1

*1: Where “mobile” means phones + tablets

Move from device-specific UX to context-

specific UX

Serving core needs for each user based on:

– Where they are

– What they are doing

– How they’re doing it (device AND method)

– (and what they’ve done)

Creating consistent experiences across desktop

& mobile web is no longer enough, consumers

are expecting:

– Personalisation

– Localisation

Key Themes

Adding context to user engagement

Increasing interest in how to bring location into

the mix:

– Traditional locative tech (GPS, Wi-Fi, cell)

– Geo-fences

– Beacons

– Tags (& image AR)

New user journeys that start in the wide area

(GPS) and end at a micro-location (e.g. product

on a retail shelf)

Renewed activity around indoor positioning

Caution: Users already showing signs of

“notification fatigue” – make it meaningful or it’s

just another form of spam

Key Themes

Location, Location, Location

Image: LocalSay (Westminster Council)

The age of sensors is definitely here, with 8B

consumer device sensors shipping in 2013

– On-device (& increasing per device) *1

– Wearable technology

– Internet of Things

These sensors provide a wealth of data that

let’s us deliver contextual experiences

And create some interesting (and weird!) new

solutions:

– GPS-enabled jackets & Bluetooth-enabled

insoles that vibrate to help you navigate

– A connected game console for your dog

Key Themes

Sensor(y) overload

Image: getcleverpet.com

*1 Example: Samsung Galaxy S (2010) offered 3 sensors, Galaxy S5 (2014) now

equipped with 10 sensors.

Moving from a “heads-down” to a “heads-up”

approach to discovery

– Localised visual searching enabled by

location-based augmented reality

– Amazon Firefly repositions Flow app as a

hardware feature

– Image recognition moves from on-device

to in-cloud

Emerging technology enhances the experience

– Depth-sensing cameras

– 3D object visual tracking & Simultaneous

Localisation And Mapping (SLAM)

Key Themes

Visual Search, Discover, Experience

Image: yeeyan.org

Delivering content linked to places

Mapping the indoor world

Off-device content management & delivery

remains the biggest challenge

Notable examples:

Niantic Labs follow up the success of Ingress

with a new location-based AR experience called

“Endgame”

Sunshine Aquarium, because who doesn’t love

cute penguin-powered navigation!

Microsoft & Dreamworks: Dragons Adventure

World Explorer

Augmented Reality

Geo-AR

Image: Niantic Labs

Delivering content based on recognising

images (…which could be a place ;-) )

From markers images environments

– 3D object & environment tracking

– 3D environment tracking

– Edge-based tracking

– SLAM

Content capture/creation costs

Crowded market; complex ecosystem; costs

Tracking: marker + environmental

13th Lab: Enterprise

Metaio: Combined edge & feature tracking

Augmented Reality

Image AR

Images: 13th Lab, Blippar

Google’s Project Tango, Intel’s RealSense,

Structure Sensor, HTC One (M8), Magic Leap…

Move from seeing the world to understanding

the world

– Dynamic environment mapping

– Adding depth & size context

Helping with content creation

Intel: RealSense

Occipital: Collision & occlusion

Walgreens: In-store navigation

Augmented Reality

The rise of 3D cameras

Image: Structure Sensor

Many new smart glasses vendors hit the market

Use of smart glasses explored in experiential

campaigns, but very early days

Issues:

– Hardware cost

– Reliability of early models

– Limited battery life (<1hr!) with high-end

compute tasks (and very warm!)

Notable examples:

BMW: i8 Campaign

Augmented Reality

AR meets wearable tech

Image: Vectorform

Custom builds (environment + content)

– High profile, creating highly-shareable

social content

– Typically built around a specific site

– High creation & production costs (example

below reportedly took 3 months to build all

content in various lighting conditions for a

single site + single view direction!)

Notable examples:

Pepsi Max: Unbelievable Bus Shelter

Walking Dead

Augmented Reality

Environment-specific AR

Image: Pepsi Max UK

Low power Bluetooth transmitters

– Periodically broadcast an “advertising packet”

(not content)

– In principal an ID + range

– And more (it gets complicated…)

Initial excitement focused on retail but potential

for any proximity context

Notable examples:

EasyJet: Hyperlocal navigation

Coca Cola & Gracelands: Visitor engagement

House of Fraser: Beacon mannequins

Marriott Rewards: On-site promotions

Beacons

Proximity marketing hits the mainstream

Image: Estimote.com

Hot news thanks to Apple (finally!) adding RFID

support to new iPhone range (but 500m other

devices already out there)

A channel for two systems to “talk”, or a simple

way to read data from anything

NFC Tag = chip + antenna in a handy sticky label

Notable examples:

Guinness: NFC founts (53k by end 2015!)

Carlsberg & Uber: NFC beer mats (and AR too)

Made.com, Woolworths: product info

Core jewels: NFC-enabled rings (?!)

NFC (again!)

Tap to <activity> finally reaches iOS (or

does it?…)

Images: Carlsberg “Crowdit”; Guinness

For those that haven’t managed to get their

hands on an Oculus Rift DK2 and were eyeing-

up Google’s cardboard alternative you’ll be

pleased to know that you can now pre-order a

luxury version from Zeiss.

In other news…

Just in time for Christmas: Zeiss brings a bit

of luxury to the “cardboard VR” market

Images: Zeiss VR ONE; Indiegogo

There’s always the $20 Faux Glass alternative.

Yes it’s just a magnifying prism and a handful of

cheap LEDs but it’ll let you fake it until the

wearables market really takes off

And for those that can’t stretch to the

$1500 price tag of real Google Glass

We make it easy for you to connect your content

with places & products and deliver it to mobile

users in a context-sensitive manner.

Device type: mobile, tablet, wearable

Channel: Geo-AR, Image AR, Beacon, NFC

Apps: Yours, ours, or anyone else’s

Interested to learn more? Why not check our blog

or get in touch.

[email protected]

www.scramboo.com

+44 1273 782098

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