Trend Report-Map My Run

TREND REPORTExamining patterns in technology and consumer behavior for MapMyRun.

Jon WardFabiola Einhorn Digital Strategies03/03/11

Thursday, March 3, 2011

00_INTRODUCTION By extensively researching technology and consumer behavior we have identified 5 trends that can maximize MapMyRun’s potential.

created for 00_INTRODUCTION | P01


01_LOCALIZATION People have always wanted to familiarize themselves with their surroundings and be knowledgeable of what events are occurring around them. Now with the advancement of location based applications and technologies they are able to do

so with one click or search query. Finding out what’s going on in your area in both commercial and government sectors can all be accessed with your mobile device. The feeling of a localized area creates an atmosphere of community in an

otherwise crowded area where people tend to feel like just a number.

created for 01_LOCALIZATION | P02


01_LOCALIZATION


- MY TOWN lets you buy and own your favorite stores and hangouts. Level-up, unlock rewards and earn cash to buy real-life locations.

(http://www.booyah.com/)


http://www.booyah.com/

http://www.booyah.com/

01_LOCALIZATION


- New York City is putting QR codes on all construction permits by 2013, to provide citizens easy access to information related to construction sites

(http://techcrunch.com/2011/02/22/nyc-qr-codes-on-buildings/)


http://techcrunch.com/2011/02/22/nyc-qr-codes-on-buildings/

http://techcrunch.com/2011/02/22/nyc-qr-codes-on-buildings/

01_LOCALIZATION


- CROWDBEACON lets you send a question to local businesses and experts, that will direct you to events and locations.

(http://crowdbeacon.com/)


http://crowdbeacon.com/

http://crowdbeacon.com/

01_LOCALIZATION: what it means for you


- Include businesses in popular maps that runners will visit

- Use QR Codes to identify areas on runs or activities

- Emphasize more Q & A between users on best places to be active in communities


02_ME IN NUMBERS

created for 02_ME IN NUMBERS | P07

A noticeable occurrence in mobile applications has been the ability to see an individual’s progress or activity within those applications. As they set and reach goals within the application—it becomes a way to add validity to what the users of the

applications are doing and is shown to them visually. Whether they are trying to stay on budget, lose weight, learn about their personality through quizzes or create the greatest farm known to the digital world it is all a way to quantify themselves

and their behavior.


02_ME IN NUMBERS


- MINT is a financial software gives you an easy way to track your finances.

(http://www.mint.com/)


http://www.mint.com/

http://www.mint.com/

02_ME IN NUMBERS


- KLOUT has a measuring system for your influence and activity on the web based on your Facebook and Twitter.

(http://klout.com/)


http://klout.com/

http://klout.com/

02_ME IN NUMBERS


- DEB ROY recorded 90.000 hours of home video to learn about patterns in children’s development of language.

(http://mashable.com/2011/03/02/deb-roy-ted-talk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable))


http://mashable.com/2011/03/02/deb-roy-ted-talk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)




02_ME IN NUMBERS: what it means for you


-Interactive graphs where you can see runners in your area and in comparison

to yourself

-Users receive points for completing various tasks

-Create tier system of users based on experience and activity


03_I WANT IT AND I WANT IT NOWReceiving and transferring information has never been faster and easier. Problems that used to take hours to solve can be

solved in minutes. Learning about deals near you, streaming your favorite movie or even conducting a concert can all be done immediately now due to advancements of real time technology. Becoming impatient on results is now minimized with

immediate access to information about friends events and news.

created for 03_I WANT IT AND I WANT IT NOW | P12


03_I WANT IT AND I WANT IT NOW


- LOOPT gives you a notification through geo-based texts, lets you connect with friends nearby, and gives you business deals in your current area.

(http://www.loopt.com/)


http://www.loopt.com/

http://www.loopt.com/



- NINTENDO brings NETFLIX and free hotspots to DS3.

(http://www.engadget.com/2011/03/02/nintendo-gdc-keynote-roundup-netflix-and-free-atandt-wifi-coming/)


http://www.engadget.com/2011/03/02/nintendo-gdc-keynote-roundup-netflix-and-free-atandt-wifi-coming/

http://www.engadget.com/2011/03/02/nintendo-gdc-keynote-roundup-netflix-and-free-atandt-wifi-coming/



- COCA COLA announces it will help Maroon 5 crowd source rhythms, riffs and lyrics to help the band create a new song inspired by their fans in 24 hours.

(http://mashable.com/2011/03/01/coca-cola-maroon-5/)


http://mashable.com/2011/03/01/coca-cola-maroon-5/

http://mashable.com/2011/03/01/coca-cola-maroon-5/

03_I WANT IT AND I WANT IT NOW:


what it means for you

- Real time suggestions by your virtual coach

- Real time tracking of other runners

- Notifications if users indicate they want a workout partner and are in the same

area


04_I’M AWESOMEThrough incentivizing activities, things such as exercise, checking in at a restaurant and even challenging friends to a social

game has now become the new way to brag online. Being rewarded and having incentive to participate in these activities has created a new way for people to express themselves both socially and individually.

created for 04_I’M AWESOME | P17


04_I’M AWESOME

created for 04_I’M AWESOME| P18

- STIKK lets you decide your goal, put money on stake, get friends to follow your progress, and sign a contract.

(http://www.stickk.com/)


http://www.stickk.com/

http://www.stickk.com/

04_I’M AWESOME


- NIKE arranged a Twitter race and a marathon simultaneously, challenging what it means to have many followers.

(http://www.psfk.com/2011/02/the-nike-intertwitter-race.html)


http://www.psfk.com/2011/02/the-nike-intertwitter-race.html

http://www.psfk.com/2011/02/the-nike-intertwitter-race.html

04_I’M AWESOME


- DUNNIT gives you a real incentive to get your stuff done by integrating leaderboards and achievements to provide extra motivation.

(http://www.dunnitapp.com/)


http://www.dunnitapp.com/

http://www.dunnitapp.com/

04_ I’M AWESOME:

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- Have users hold each other accountable through prize incentives

- User generated races with other communities

- Contests where winners are featured and interviewed

- Real time races between users from same or different communities


05_LOOK AT MY PRIVATESInformation that used to be considered personal and private is now easily accessible by a simple Google Search. Most of

this information is not only readily available but also provided willingly by users. What is considered normal information on a Facebook profile now would have been considered intrusive 20 years ago. The tolerance/acceptance for exposing oneself

has increased over the years.

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05_LOOK AT MY PRIVATES


- NEC has developed technology that enables them to read peoples gender when they pass by, through the information that is available online.

(http://www.psfk.com/2011/03/advertising-that-reads-your-emotions.html)


http://www.psfk.com/2011/03/advertising-that-reads-your-emotions.html

http://www.psfk.com/2011/03/advertising-that-reads-your-emotions.html



- The Facebook BREAKUP NOTIFIER sends you a message when your friends relationship status has changed, so you can be the next in line.

(http://www.breakupnotifier.com/)


http://www.breakupnotifier.com/

http://www.breakupnotifier.com/



- TAMPAX launched a campaign about ZACK, who just got his period. This got a lot of teenage girls starting a very delicate discussion about what it means to be a girl, and how to help Zack.

(http://zack16.com/)


http://zack16.com/

http://zack16.com/




- Have trash talk/motivational comments when a user completes or doesn’t

complete a workout

- Emotional status updates

- Emphasize current forum for discussion on why workouts worked and why failed


06_CONCLUSION

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By implementing these trends, MapMyRun will increase its interaction with its users and not just be another application, but also become a utility that users will

interact with everyday to better their life and those around them.


Trend Report-Map My Run

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