Mobile and-behavior-change

1 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

Mobile and Behavior Change� Prepared for the Wireless Innovation Council

May 31, 2012

Dr. Phil Hendrix

immr and GigaOm Pro Analyst

www.immr.org

1 (770) 61261488

phil.hendrix@immr.org

Behavior Change is a broad topic:

Source: Dr. Michael Wu, Chief Scientist, Lithium

Research Objectives

� Mobile Capabilities Influencing Behavior

� Overview of key Behavior Change frameworks, concepts

� Links to key resources

� Selected Case Examples

� Recommendations, Guidelines (in progress)

Focus:

Devices

Internet

MobileCapabilities

� Behavioral Economics

� Choice Architecture

� Gamification

� Neuroscience

� Persuasive Technologies

� Prospects

� Customers

� Employees

+ ��Mobile

Instruments

BehaviorChange

Strategies

ToAffect

Behavior

Illustrating the range of possibilities:

Which site:

:reached 10m U.S. monthly unique visitors faster than any independent site in history?

: is generating more referral traffic to websites than YouTube, Google+, and LinkedIn combined?

Examples of Innovation in Mobile

Good Push

“Social signals are by far the strongest way to determine what content the mobile audience will engage with at any point in time.”Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)

From Push to PEERSM Strategies

Personalizing

Engaging Enabling

Rewarding

Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr

Illustrative List of Customer Behaviors†

†Source: Dr. Phil Hendrix, immr

Mobile

Capabilities

More Tablets sold than PCs by end of next year

Smartphones becoming Dominant

Mobile Capabilities Relevant to Behavior Change – Examples

Mobile Devices/

Mobile AppsSoLoMo

(Social+Local+Mobile)

Ambient

ConnectionsIntelligence

From 6 Degrees of Separation to Always Connected

Mobile Capabilities (continued)

What are Digital Signals?

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

Significance of Digital Signals

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

Behavior

Change

Behavior Change Concepts

Behavioral Economics

Gamification

http://amyjokim.com/

http://www.slideshare.net/dings

http://gamification�research.org/

Design – User Experience – Neuroscience – Innovation

Ecology – Social – Experimentation

http://thinkoutsidein.com/

Motivations

Motivations (continued)

How Social Media Affects Consumer Behavior

Appendix

Strategies Come Together across Three Dimensions

BehaviorChange

Strategies

BehaviorChange

Strategies

MobileInstruments

Guidelines and

Recommendations

TargetBehaviors

Deliverables and Benefits for WIC Members

�� Behavior Change Concepts, Tools �� Relevant Mobile Instruments

� Summary of key Behavior Change

theories and concepts

� Links to key resources

� Sources, conferences

� Biography (articles, books)

� Links to experts and blogs

� Tools, solutions and providers

Mobile Capabilities Influencing Behavior

� Devices � Sensors

� Context aware � Artificial

Intelligence

� Augmented Reality � Mindful Apps

�� Case Examples �� Recommendations, Guidelines

Case studies:

• Target audience

• Behavioral objective

• Behavioral strategies employed

• Mobile capabilities leveraged

• Results achieved

• Lessons learned

� Which behaviors can mobile instruments

most affect?

� What are the most effective Behavior

Change strategies?

� What is the “readiness” of selected

mobile capabilities (e.g., AI, AR, etc.)?

� How can organizations build mobile

behavior change capabilities?

A View of Customers’ Behaviors

with Other Customers

Interacting, Sharing, and Communicating

with Other Customers

†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)

Shopping/Buying

Needs/Wants,

Solutions

Needs/Wants,

Solutions

Products,Brands,

Merchants

Products,Brands,

Merchants

Products and

Services

Products and

Services

Compare Buy

Consuming

Products, Services,

Media†

Products, Services,

Media†

UseDiscover

Mobile and-behavior-change

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