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Mobile Trends & Creativity

David Skerrett, Managing Partner @Nimbletank @Skegz

26 March 2015

#MoCoLondon

02/ Creativity: Experiences Nike

03/ Mobile Trends To Watch

01/ Quick Quiz Mobile Is…

First a quick quiz

UBER | FACEBOOK | ALIBABA | AIRBNB

Q: What do the following brands have in common?

UBER | FACEBOOK | ALIBABA | AIRBNB

A: Zero

UBER | FACEBOOK | ALIBABA | AIRBNB

The world’s largest taxi company owns zero vehicles

The world’s most popular media owner creates zero

content

The world’s most valuable

retailer has zero inventory

The world’s largest accommodation provider owns

zero real estate

A: Zero

Each innovates in different ways

Each has disrupted/define their industry

Each has a product/model that is mobile centric

Q: The value of zero ?

UBER | FACEBOOK | ALIBABA | AIRBNB

A: The power of zero =

UBER | FACEBOOK | ALIBABA | AIRBNB

$41 billion $184 billion $20 billion$210 billion

$455 billion

c. HALF A TRILLION

Mobile is…

There are now more  mobiles in theworld than

toilets

Ubiquitous

70% 63% 33%

Alcohol Chocolate SexWhat people would rather give up

for a week than their mobile…

22% 21% 20%

Toothbrush Shoes Computer

More important to people than alcohol

Source: TeleNav

About now, all day

4h 31m

1h 26m

2h 21m

2h 19m

2013

1h 36m

0h 24m

2h 22m

4h 24m

2010

Transforming Channels

Source: eMarketer, July 2013

What people would rather give up for a week than their mobile…

Changing the FTSE, rapidly

Source: TeleNav

Sitting (at a desk)

Walking

Standing

Mooching

Travelling

Mapping posture to deviceEvolving

02/ Creativity New experiences Nike Case Study

Designing for Wrists

Will Apple add rocket fuel to the wearable category?

The best apps will be quick & glance-able

Achieve a task in less than 11 seconds

Augmenting the mobile not replacing it

Tasks: triage, way finding in the rain, extending

mobile battery life, notifications, showing off

Donating timemysmarteye

Case Study inCreativity

Nike’s MissionIf you have a body, you are an athlete

Nike’s Core Management Values

Coach Manage InspireLead

“What you stand for is more important than what you sell.”

Nike’s Innovation Culture

Master the fundamentals

Remember the manOn Offense Always

Do the right thing

The consumer decides

Be a sponge

Simplify & go

Nike is a company/brand

Evolve immediatelyOur nature is to innovate

Enter to dominate

Platforms deliver ongoing business value

Campaigns build noise & increase scale

Nike’s Campaigns & Platforms

Ads as tools = service ecosystem

Wearable App Hardware SocialMobile App

Nike’s creative advertising excellence

TV Outdoor Ambient

Nike’s creative social excellence

Nike’s Mobile advertising excellence: realtime

Mobile advertising excellence

Contextual Weather Ad

Driving to Commerce

Nike’s Mobile advertising excellence: context

Full screen ad on Pandora Driving to Commerce

Nike’s App Constellation Strategy

«

SB

Training

Fuel

Nike+ Running

«

«

«

Football

«

Move

«

SummaryMission Values Culture

Campaigns & Platforms Tools

Creative everywhere - from park benches to TV ads Social scale

Mobile leadership

03/ Mobile Trends

Do Less, Not More

2 TAP RULE

5 POINT RULE

98% RULE

App Advice from Marrisa Mayer, Yahoo CEO

Experience Design Simplicity: with Apps, less is more.

Don’t recreate your website in an App

“It should only take two taps to do anything”

“Count a point for every different font, font size, & colour. Redesign if it’s more than 5 per screen”

“Design for the way it will be used 98% of the time”

Be Delighted

I think every App should do at least one thing brilliantly.

Once that’s sorted you should move onto delivering something delightful.

Research, and empathy are the best ways to get there.

For example our OVO Energy App has a torch function to

help light the way whilst their customers submit meter

readings. And because more and more people use an app

to manage their energy it saves OVO time and money.

Beautiful Seams

The seams between digital and physical experience are unavoidable.

Instead aim for beautiful seams; it’s okay to be useful, just don’t be creepy.

Realtime data, hyper accurate proximity via sensors & beacons can help us solve in-store pain points.

For example ASDA’s innovation mobile App has

an in-store mode. There is no point selling to someone like they are on a sofa when they are in a store. Instead thanks

to geo detection and WiFi - busy mums see wish lists and contextually relevant

information when they are in a store

Messaging apps will overtake social networks in global popularity by end Q1 2015

2,500

2,000

1,000

1,500

500

0

Monthly Active Users, Millions of Users

Q4, 2014Q4, 2013Q4, 2012Q4, 2011

Social Apps:

Facebook, Twitter, LinkedIn, Instagram

Messaging Apps:

WhatsApp, Messenger, LINE, WeChat

Messaging Overtakes Social Networks

There will soon be over

2 billion monthly active users of

messaging apps

Source: Bi Intelligence

84% of Millennial’s would rather contact brands via an app rather than calling

Better insights through technology

RTP = Realtime Personalisation

Dynamic PricingAlgorithms, mobile, geo-location and real time data will power more start-up services along with traditional players into the Uber and Amazon world of dynamic pricing. This means when demand is high, pricing increases, and when demand is lower, pricing decreases - all in real time and in Uber’s case depending on where you are.

The price isn’t going to be the price for long.

Trends Summary

Less Not More | Be Delighted | Beautiful Seams Messaging | Better Insights | RTP | Dynamic Pricing

2015

Thank you #MoCoLondon

David Skerrett | @Skegz | [email protected]