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From Neo to Trinity

The Difference Engine
September 14, 2011
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From Neo to Trinity

From FutureM 2011 on rebooting mobile thinking.

The Difference Engine

September 14, 2011
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Transcript

  1. 1

  2. Mobile = Access They will soon surpass PCs as the

    way to connect to the Internet. “Within 5 years the number of users accessing the Net from mobile devices will surpass the number who access it from PCs” Morgan Stanley, 2010 “Gartner says smartphone sales grew more than 50% [in Q12010], accounting for 19% of worldwide device sales compared to the second quarter of 2009” Electronics Weekly, 2010
  3. Mobile = Content They are becoming the way to consume

    content. “By 2013, video will occupy an estimated 66% of mobile traffic” Cisco, 2010 “High-speed broadband Internet access, now in 63.5% of homes, has created a better user experience for watching online videos and nearly a quarter of households have smartphones, enabling consumers to “place shift” and watch video wherever they are.... While mobile online video viewing is still fairly limited, year over year growth is notable at 51.2%” Nielsen, 2010
  4. Mobile = Culture • It bridges the social & the

    personal • It bridges the local & the global • It bridges online with real life
  5. Mobile = Cognitive Surplus The world’s free time and talents

    plus media tools (the internet and mobile phones), free people up to contribute to large scale efforts. (Even if it’s LOLcats.) - Clay Shirky
  6. But... • That’s not how (most) brands are using it.

    • It’s another place we interrupt people - a coupon-delivery, push-messaging platform. • It’s another place we waste their time - using it as a shiny object to lure people into our same old stuff. • And while we’re making stuff that’s not very good, we start to blame the tech.
  7. 2

  8. Mobile = Many Devices • It’s smartphones • And dumbphones

    • And tablets • And wifi enabled, internet-connected cameras, media players, e-readers, etc.
  9. Mobile = Many Features • SMS & MMS • Pictures

    • Music • Email • Internet • GPS • Apps* * Today, apps are what make a smartphone smart
  10. “Augmented reality when applied to the body is this amazing

    place where the aesthetics and evolution intersect, and the authors of this new soft biology are a handful of engineers and computer programmers as flawed as the users controlled by their interfaces.” Be playful & imperfect http://www.digicult.it/digimag/article.asp?id=1880
  11. Be essential Word Lens is an augmented reality app that

    translates language, helping people navigate through foreign spaces and languages.
  12. Be tangible NFC - near field communication - could soon

    influence how we engage with credit or debit card payments, travel, check-ins, medical alerts, and so on. Ultimately, NFC (through RFID tags) delivers on the notion of an “internet of things” by tagging objects you can connect to via a mobile device.
  13. 3

  14. Mobile = Less Affluent • 39% of 18-29 year olds

    earning less than $30,000 per year own a smartphone (on par with the national average). • Just 8% have no cell phone at all.
  15. Mobile = More Diverse • African-Americans and Latinos are more

    likely than whites to use their cell phones for non-voice applications such as using the internet, playing games, or accessing multimedia content. • 44% of black and Latino adults are smartphone owners, compared with 30% of whites.
  16. Mobile = Women • 40% of all US women own

    Smartphones • 55% of US women aged 15-24 own Smartphones, leading the world in adoption
  17. Women  Mobile • They talk more: 22% more than

    men (856.3 minutes/month v. 666.7 minutes). • They text more: They send or receive 601 SMS/month v. 447 SMS/ month. • They use SNS more: 55% of women use social networks on mobile devices.
  18. Women  Apps 27% 7% 5% 4.5% 2.5% 2.4% 1.4%

    1.1% 1.1% 2.9% Source: Mobile Marketer, Dec. 3, 2010
  19. Moms  Mobile, too • 32% of US Moms own

    a smartphone in 2010 v. 20% in 2009 • 32% say they use the Mobile Internet once a week in 2010 v. 20% in 2009 • And mobile phones are in use at home, as well as on the go - an ever-present part of moms’ lives Source Sept. 2010 Millennial Media’s SMART report
  20. Be Flexible & Responsive Design for mobile - knowing there

    is no one standard OS or device. Design for where people are - connecting your experience to the nearby and tangible, but also knowing where the signal is. Design for utility - offering people something they really want or need (or will). Design for sharing - but understand not everything is public.
  21. Now it’s your turn Pick a brand from around those

    around the room. Think of a way you could use mobile to help this brand engage with women - write it down or sketch it out. Get out of the building - find at least 3 women you can ask about your idea ... chiefly, would they use it and what problem could it solve. You’ll get 2 minutes to tell us your idea and what you learned.