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cases - -mars-philips - pggm-pernod ricard- emi
@jerrylieveld - @mobtzu - mobtzu.com
WHAT’S NEXT IN MOBILE EXPERIENCES
http://www.youtube.com/watch?v=wB7lwsHo1b0
confidential mobile apps for brands
- bullet-sub bullet
-titlewe create, produce and promoteAPPS & GAMES for BRANDS
2
confidential mobile apps for brands3
on iphone, ipad, google android, blackberry, mobile touch web
that are easy to use, desireable, consistent, have a purpose and are playful
confidential
1. 77% of mobile workers have their device within arm’s reach
2. 35% check their email first before anything else
3. 29% say that mobile usage causes friction in their personal relationships
morningstatssource: ipass mobile workforce may 2011
confidential
1. 84% at home 2. 80% during misc. times throughout
the day 3. 74% waiting in lines 4. 64% at work
daystatssource: ipass mobile workforce may 2011
confidential
1. games2. mocial (mobile social networking)3. music & entertainment4. mail & messaging 5. weather(sports news & current events, business & finance, health & fitness, travel)
mobilecategoriessource: millenial media 2011
confidential
1.mobile web growth has outpaced desktop web growth 8 times
2.smartphone sales will pass pc sales in 2012
mobileeclipsesource: ITU, Mark Lipacis, Morgan Stanley Research.
confidential mobile apps for brands
- bullet-sub bullet
-title
mobile will be the centerpiece of all marketing communication
9
confidential mobile apps for brands
- bullet-sub bullet
-titleconsumer behaviour has shifted
10
confidential mobile apps for brands
- bullet-sub bullet
-titlethey want compelling storytelling, inspiration and utility from brands.Richard Ting
11
confidential 12
ecosystem
24/7 m-commerceconsumerism
sharingsocial
social selling & buying
everywheremobile
e-crmmobile payments
geo
loca
tionour vision:
the new digital ecosystem is mobile
=brands on mobile
confidential mobile apps for brandssource: nyenrode university / sogeti
externalinternal
efficiency
information
collaboration
value addedservices
customer intimacy
brandmarketing
customereducation
communitybuilding
entertainmentand fun
m-commerce
what kind of app? key decisions-platform priorities-industry benchmarks-inhouse/outsource-success metrics/kpi’s
13
confidential mobile apps for brands14
when is it mobile?
confidential mobile apps for brands15
mobile isn’t just about phones
confidential
context16
confidential
1.variable environment 2.constant partial attention3.interruptions / distractions
context
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1.variable environment 2.constant partial attention3.interruptions / distractions
confidential
1.on the go2.lean backcontext
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confidential
1.limited text input2.multitasking can be challenging3.it’s easy to get lost
context
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1.limited text input2.multitasking can be challenging3.it’s easy to get lost
confidential
1.business sense2.user benefits3.target audience4.information
native & web
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1.business sense2.user benefits3.target audience4.information
confidential
1.mobile first2.know your audience3.make content the action4.craftmanship and attention to detail
mobiledesign
confidential mobile apps for brands
consumer expectationconsumers are well versed in tracking down very good,
services and experiences and they expect not just basic standards of quality, but the 'best of the best'
22
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
23
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
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mobile apps for brands
social news readersflipboard, zite, currents
zite googlecurrents
mobile apps for brands
social sharinginstagram, path, situationist
instagram situationist
mobile apps for brands
wordfeudsocial game dating
http://itunes.apple.com/nl/app/wordfeud/id428312806?mt=8
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
28
mobile apps for brands
aurasmaar/brand experience
http://www.youtube.com/watch?v=GBKy-hSedg8&hd=1
word lensaugmented reality translate on the fly
http://www.youtube.com/watch?v=h2OfQdYrHRs
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
31
mobile apps for brands
mobile bridges the gap from television commercial to real world product
http://itunes.apple.com/us/app/intonow/id406436404?mt=8
mobile apps for brands
mcdonalds pick ‘n playgamificationoutdoor + mobile
http://www.youtube.com/watch?v=7u0ij9D5S4Y
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
34
mobile apps for brands
nike+ paint with your feetbrand experience and
utility extended
http://yesyesno.com/nike-collab-paint
confidential
1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
36
mobile apps for brands
amazon pricecheckscan, snap, say
wirewaxvideo shopping ipad
squaremobile payments
confidential
take outs
40
1. mobile is the centerpiece 2. tell a story, inspire3. create a great service4. focus on needs of the user 5. understand the medium it’s a craft6. embrace rapid change7. and...
confidential
be playful41
@jerrylieveld - @mobtzu - mobtzu.com
THANK YOU
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