F PUBLIC 15 Ways Mobile Will Change Our Lives 03-22-12

7/31/2019 F PUBLIC 15 Ways Mobile Will Change Our Lives 03-22-12

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15 WAYS MOBILEWILL CHANGE

OUR LIVES

Image credit : Randy Perti et

March 2012
http://www.flickr.com/photos/34652102@N04/5164987086http://www.flickr.com/photos/34652102@N04/5164987086


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WHAT WE LL COVER Background

The Movement Toward a Hyper-Connected World- Everything is Smart - Widening Access-The Humanization of Tech

New Hyper-Connected Experiences- Mobile Device as Wellness Guru- Mobil e Device as Lifesaver- Smartphone as Everything Interface- Seamless Living- Mobile Identity- Frict ion-Free Purchasing- Media Multitasking- Access Over Ownership- Hyper-Personalization- The Data-Sharing Debate

The Constraints of a Hyper-Connected World- Security Consciousness- NoMoPhobia

Image credits: Samsung, Jawbone, Nokia and marketwire.com
http://www.samsung.com/sec/consumer/kitchen-appliances/oven-microwaves/oven/MC368GAAW5A?subsubtype=family&pid=sec_home_jumboWall_kitchen_sub2_MC368GAAW5A_20120117http://jawbone.com/up/producthttp://europe.nokia.com/find-products/deviceshttp://www.marketwire.com/press-release/openways-announcing-mobile-key-dualc-with-pure-nfc-cooperation-with-nordic-choice-hotels-1609574.htmhttp://www.marketwire.com/press-release/openways-announcing-mobile-key-dualc-with-pure-nfc-cooperation-with-nordic-choice-hotels-1609574.htmhttp://europe.nokia.com/find-products/deviceshttp://jawbone.com/up/producthttp://www.samsung.com/sec/consumer/kitchen-appliances/oven-microwaves/oven/MC368GAAW5A?subsubtype=family&pid=sec_home_jumboWall_kitchen_sub2_MC368GAAW5A_20120117


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BACKGROUND

The GSMAs Mobile World Congress 2012, held in Barcelona from Feb. 27-March 1, attracted arecord-breaking 67,000 att endees. They represented network operators, mobile manufacturersand developers, along wit h many players from industr ies new to this eventcompanies whosebusinesses are being affected by a revolution t hat sooner or later will reach al l categories,consumers and markets, regardless of their maturity.

If one things clear, mobile will disrupt it all, and earlier than we could have expected. The paceat which t echnology is reshaping the world will only speed up, and many innovat ions that we maybelieve belong to the future are here already or even in our past.

As everyt hing turns mobile, the user experience wil l progressively become more simple, secureand seamless. These three pr inciples will define successful mobile experiences as users becomesavvier and more demanding.

The shif t from a connected to a hyper-connected world is happening now. Online ubiquit yprovides the catalyst for a new understanding of what mobile means, what mobile does and howit is experienced. This document outlines 15 key takeaways from the MWC, along with examplesthat help illustrate these ideas: a preview of how mobile will change our lives.


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TOWARDS A HYPER-CONNECTED WORLD

Image credit : Eric Fischer
http://www.flickr.com/photos/walkingsf/5989300759http://www.flickr.com/photos/walkingsf/5989300759


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1 EVERYTHING IS SMART

Its no longer just our mobile phones that are getting smart that i s, gaining access to the Web and theabil it y to communicate wirelessly. All kinds of t hings,from cars to refrigerators and entire homes, are gettingconnected in this way as well. Down the road, as moremanufacturers embed WiFi, SIM cards and other

technologies int o more products, expect anything andeverything to link in to the intelligent Internet ofThings.

There reall y isn t a device in your li fe r ightnow that wouldn t be bett er if you couldconnect it on a wireless network. Consumers will eventually have six or sevendevices in their life, and theyll all talk toone another.

MICHAEL OHARA,chief marketing officer,

GSMA

The Web wil l be everything, but it wil l benothing. It wi ll be like electricity; it is j ustthere.

ERIC SCHMIDT,execut ive chairman,

Google

The number of connected devices will leap f rom 9 bi ll ion in 2011 to almost 24 bil li on by 2020. GSMA


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IN ACTIONAT&Ts Internet -enabled Dumpsters: AT&T worked witha large document shredding company in the U.S. to outf itbins with sensors that wirelessly alert owners when theyreach capacity, allowing for an efficient pickup systembased on necessity rather than a pre-set schedule. Thesystem can also detect when a bin is tampered with and

send an alert.

The Copenhagen Wheel: A partnership between DucatiEnergia and MIT, this prototype Internet-connectedbicycle, which includes a sensor t hat can detectinformat ion such as carbon monoxide emissions, noise,ambient temperature and relat ive humidit y. The

Copenhagen Wheel then relays the data to the cyclistssmartphone. For bike-friendly societies such as Denmarkor t he Netherlands, this makes data capture not onlyubiquit ous but invisible and unobtrusive. Cyclists canmap faster or healthier r ides to work and track theirmileage; they can also share their data to provide theircity with useful real-t ime info.

Image credit s: AT&T and Max Tomasinelli

http://senseable.mit.edu/copenhagenwheel/press.htmlhttp://senseable.mit.edu/copenhagenwheel/press.htmlhttp://senseable.mit.edu/copenhagenwheel/press.html


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Ford SYNC: Built in collaborat ion wit h Microsoft ,Fords in-car connectivity system, SYNC, transformsvehicles into connected devices by syncing withdrivers smartphones. The voice-controlled system canprovide personalized news updates and send vehiclereports to a local auto shop. Upon detecting a crash,

the system wil l automatical ly not if y emergencyservices and provide relevant information, includingGPS coordinates and driver details. Ford has alsodeveloped a prototype system wit h Medtronic t hatsyncs a drivers glucose monitoring device with the carvia Bluetooth; using voice commands or the steeringwheel controls, the driver can monitor glucose levels

and trends through audio alerts or the console.

Image credit: Ford


IN ACTION (cont d.)
http://media.ford.com/images/10031/health_wellness.pdfhttp://media.ford.com/images/10031/health_wellness.pdf


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2 WIDENING ACCESS

Nokias Asha series: Nokia debuted three new touch-screen models in it s entry-l evel Asha range. The 202and 203, intended for basic users or emergingmarkets, are expected to launch in the second quart erwith a price tag of around 60. The 302 adds aQWERTY keyboard and is available for 95.

ViewSonic ViewPad E70: ViewSonic launched the

ViewPad E70, a tablet that is expected to be avail ablein the U.S. by April, costing around $170.

Image credits: Nokia and ViewSonic

IN ACTION
http://europe.nokia.com/find-products/deviceshttp://www.viewsonic.com/products/viewpad-e70.htmhttp://www.viewsonic.com/products/viewpad-e70.htmhttp://europe.nokia.com/find-products/devices


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3 THE HUMANIZATION OF TECH

As voice and gesture control become more common, our t echnology (mobile included) wil l adaptto us, rather than us adapting to it. Our digital experiences will become simpler and more user-friendly. Devices will also take on more human-like qualities, with personalities, individual quirksand other elements that make them more understandable and accessible.


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Ericssons Social Web of Things: Ericsson envisions a social web of t hings, with objects such as lamps,fridges and ovens communicating with each other viaa Facebook-like websit e. Users friend their devices,which can then post detailed messages, begin shortconversations and coll ect inst ruct ionsturning on the

heat ing, for instance, if the user says hes headinghome.

Image credit: Ericsson

3 THE HUMANIZATION OF TECH

IN ACTION
http://www.ericsson.com/thinkingahead/the-networked-society-blog/2012/03/02/i-am-in-love-with-the-social-web-of-things/http://www.ericsson.com/thinkingahead/the-networked-society-blog/2012/03/02/i-am-in-love-with-the-social-web-of-things/


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NEW HYPER-CONNECTEDEXPERIENCES

Image credit : the.barb
http://www.flickr.com/photos/barbcrawford/471926423http://www.flickr.com/photos/barbcrawford/471926423


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4 MOBILE DEVICE AS WELLNESS GURU

Smartphones will help people lead healthier lives by providing information, recommendationsand reminders based on data gathered through sensors embedded in users clothing (shoes,wristbands, etc. ) or through other phone capabil it ies (it s mot ion detector, camera, etc. ). We lltrack everything from physical activity to sleep patterns and then get tailored advice on how tomake improvements in real time.


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4 MOBILE DEVICE AS WELLNESS GURU

Smart wel lness wr istbands: The Nike+ FuelBand is awristband that syncs with smart phones to t rackmovement , allowing users to monitor t heir dail yactivity via an app. Similarly, UP by Jawbone is anapp-synced wristband that monit ors sleep pat terns,meal consumption and movement, and vibrates to

notify users when theyve been inactive for too long.

Healthy-lifestyle apps: An array of smartphone appshelp people make more nutri t ious food choices and

motivate them to move. PlateMate, for instance, is anapp current ly under development t hat wil l allow usersto simply snap a photo of their food to quickly get anest imate of it s calorie count. iTreadmil l uses asmartphones accelerometer t o measure step count,distance, calories burned and other activities, helpingusers to graph their progress toward fitness goals.

Image credits: Nike, Jawbone, Richard Amano and stevendepolo

IN ACTION
http://insider.nike.com/us/gear/nike-fuelband-2408/http://jawbone.com/up/producthttp://itunes.apple.com/us/app/itreadmill-pedometer-ultra/id313242014?mt=8http://www.flickr.com/photos/stevendepolo/4807473292/http://www.flickr.com/photos/stevendepolo/4807473292/http://itunes.apple.com/us/app/itreadmill-pedometer-ultra/id313242014?mt=8http://jawbone.com/up/producthttp://insider.nike.com/us/gear/nike-fuelband-2408/


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5 MOBILE DEVICE AS LIFESAVER

Internet-enabled mobile devices are becomingimport ant tools in broadening access to health care,diagnosing diseases and saving lives in crisis situations.In developing regions, where network coverage issteadily expanding to remote areas, people who lackaccess to medical care f or economic and/ or logistical

reasons can use their phone to connect wi th healthprofessionals. And as smart phone computing powerexplodes, we l l see Star Trek-l ike devices that performdiagnoses on the go; some wil l even act automat icall y toensure users safety.

Handheld medical devices are port able,consumer-friendly, accurate andreasonable.

DON JONES,VP, wi reless healt h, global strategy and market development ,

Qualcomm

According to a McKinsey & Co. analysis, managing patient s more successfull y t hrough remote monit oringservices could cut 10-12%from t he $6 tr il lion annual spend on healt h care worldwide.


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Vodafone portable GSM network: In 2011, Vodafonepart nered with Tlcoms Sans Frontires to bringemergency mobile communications to crisis zones,developing a portable GSM network that can be set upto allow free local call s in less than 40 minutes. Theprototype system fi t s int o three suit case-size

containers that together weigh less than 100kilograms. It can be powered by various energysources, including green power such as windmills orsolar panels, making it self-sustainable.

Image credit: Vodafone

IN ACTION
http://www.vodafone.com/content/index/about/foundation/news/tsf_network.htmlhttp://www.vodafone.com/content/index/about/foundation/news/tsf_network.html


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Et isalat Mobile Baby: Telecom operator Et isalat offersMobile Baby, a service designed to cut maternalmortality rates in developing countries by providingbirth attendants and midwives with a suite of mobiletools to help identi fy, communicate and respond toobstetric emergencies.

Image credits: Keith Smith, Etisalat.ae and qualcommtricorderxprize.org

Qualcomm Tri corder X Prize: Qualcomm launched the

Tricorder X Prize in January, a $10 mil l ion award t oany company that develops a tool capable ofmeasuring healt h datasuch as temperature, bloodpressure and respiratory ratein order to diagnose aset of 15 diseases.

IN ACTION (cont d.)
http://www.flickr.com/photos/under_the_acacias/187212172/http://www.etisalat.ae/http://www.qualcommtricorderxprize.org/competition-details/overviewhttp://www.qualcommtricorderxprize.org/competition-details/overviewhttp://www.etisalat.ae/http://www.flickr.com/photos/under_the_acacias/187212172/


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The smartphone will become the key interface betweenconnected devices and products (the Internet of Things)and their users. Among other t hings, people wil l use thedevice to remotely control household appliances,interact with screens and automatically adjust carsettings to their preferences.

The mobile phone will be the remote tothe Internet of Things.

FRANCO BERNAB,CEO,

Telecom Ital ia

6 SMARTPHONE AS EVERYTHING INTERFACE


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Nissans LEAF app: A smartphone app for Nissanselectr ic Leaf l ets owners remotely check the batt erysdriving range, begin battery charging and activate theclimate-control system.

Image credits: Nissan North America and ddbsthlm

McDonalds Pong bi ll board: In Stockholm, McDonaldscreated a version of Pong on a giant digit al bi l lboardand enabled passersby to play it using theirsmartphones. After users logged on to the gameswebsit e, t hey could steer the boards paddle usingtheir touch screen.


IN ACTION
http://itunes.apple.com/us/app/nissan-leaf/id407814405?mt=8http://www.youtube.com/watch?v=7u0ij9D5S4Yhttp://www.youtube.com/watch?v=7u0ij9D5S4Yhttp://itunes.apple.com/us/app/nissan-leaf/id407814405?mt=8


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Macys Backstage Pass: In spring 2011, Macys workedwit h JWT to create a fr ict ion-free shoppingexperience for consumers. Shoppers could scan QRcodes on it ems throughout the store with their phonesto pull up content that included style advice, info onfashion trends and interviews with designers. They

could then purchase items directly from their phone.

Image credits: JWT and att.com

AT&T Digital Life: AT&Ts Digital Life allows users tomonitor and cont rol their home from afar, swit chingon lamps, adj ust ing the cl imate and even lockingdoors.


IN ACTION (cont d.)
http://www.jwt.com/content/458673/macyshttp://www.att.com/gen/press-room?pid=22463&cdvn=news&newsarticleid=33941http://www.att.com/gen/press-room?pid=22463&cdvn=news&newsarticleid=33941http://www.jwt.com/content/458673/macys


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7 SEAMLESS LIVING

As all kinds of devices get connected to the cloud,mobile technology will help us navigate the world moreseamlessly. And as key players like Microsoft, Google andApple expand their product lines across devicesfromtelevisions to tabletswe ll see more unif iedexperiences across plat forms.

Reaching content f rom different devicesprovides a different experience, but it mustbe cont inuous and consistent.

NATHAN CLAPTON,vice president, mobile part nerships,

TripAdvisor


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Google Chrome: The Chrome browser for Androidsmartphones provides a seamless mobile-to-PCexperience by syncing users l ap/ desktops and mobiledevices. Whether users browse the Internet on amobile device or PC, Chrome will remember history,favorite websites and other information.

Image credit: googlemobile.blogspot.com

7 SEAMLESS LIVING

IN ACTION
http://googlemobile.blogspot.com/2012/02/introducing-chrome-for-android.htmlhttp://googlemobile.blogspot.com/2012/02/introducing-chrome-for-android.html


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8 MOBILE IDENTITY

With the mobile device serving as an Everyt hing Huban ongoing trend weve spot lightedit wi llbecome a summation of who we are all in one place. It will be packed with personal informationand images weve accumulated over time and serve as our mobile wallet and keychain, enabledby secure and seamless technologies. NFC (near f ield communication) and RFID (radio-frequencyidentification), for instance, allow enabled devices to communicate with each other in closeproximity.

People are increasingly consolidating their personal and professional email on one device, thustying it more int imately t o their ident it y. And employers are adjust ing to the BYOD (Bring YourOwn Device) trend, allowing workers to use personal devices.

The mobile phone is becoming so tied to identity that in some cases the phone numbersubst it utes for addresses, names and other informat ion. Jay Altschuler, director of global media

innovation at Unilever, noted that in India, some people display their phone number at theirdoor, rather than their name.


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OpenWays Mobile Key: Mobile security companyOpenWays part nered with NXP Semiconductors andNokia t o demonst rate a system that all ows NFC-enabled mobile devices to open doors. Once users gainaccess to a virt ual key, they simply touch theirsmartphone to the lock. The system is currentl y

available t o t ravelers at some Nordic Choice Hotels inScandinavia.

Image credits: marketwire.com and Ericsson

8 MOBILE IDENTITY

Ericssons Connected Me: Ericsson debuted its

prototype Connected Me system, a futurist ic idea thatuses capacit ive coupling technology to enablet ransfer data through human touch (e.g., the companyenvisions people transferring digital business cardssimply by shaking hands).

IN ACTION
http://www.marketwire.com/press-release/openways-announcing-mobile-key-dualc-with-pure-nfc-cooperation-with-nordic-choice-hotels-1609574.htmhttp://www.ericsson.com/article/connected_me_2045546582_chttp://www.ericsson.com/article/connected_me_2045546582_chttp://www.marketwire.com/press-release/openways-announcing-mobile-key-dualc-with-pure-nfc-cooperation-with-nordic-choice-hotels-1609574.htm


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Image credit: paywithisis.com

8 MOBILE IDENTITY

Isis Mobile Wallet : This NFC payment system, set tolaunch in the U.S. midyear, is the result of a jointventure between AT&T, T-Mobile and Verizon, whichhave secured agreements with major credit cardbrands and some key banks, including Chase andCapital One. Through a smartphone app, users will be

able to create a virt ual wallet t hat includes theircredit , debit and loyalt y cards, along wit h offers,deals and promotions. For security, users will need aunique four-digit PIN to open Isis and wil l be able t olock the app remotely if a phone is lost or stolen.

IN ACTION (cont d.)
http://www.paywithisis.com/get-isis.xhtmlhttp://www.paywithisis.com/get-isis.xhtml


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9 FRICTION-FREE PURCHASING

The smartphone will become a passkey to the retailexperience. QR codes allow smartphone users to shopanytime, anywhere, as were seeing with the rise ofretailers coded out-of-home displays. The integrationof NFC in handsets will enable fast and easy mobilepayments. And as e-commerce and brick-and-mortar

retailing integrate and overlap, shopping may entailsimply snapping a photo or tapping a sensor, thencoll ect ing the order or having it immediately delivered.

The mobile device is blurr ing the boundarybetween retail and e-commerce. Manyconsumers use their mobile device whileshopping off li ne, as well .

JOHN DONAHOE,CEO,eBay

According to Juniper Research, as NFC technology facilitates m-commerce, the market value of mobilet ransactions wil l more than t riple by 2015, reaching $670 bill ion.


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Vodafone and Visas payment terminals: Vodafone andVisa announced a part nership t hat will allowsubscribers to pay for goods and services with NFC-enabled mobile devices. Consumers with funds in aprepaid Visa account can simply wave their smartphonein front of a payment t erminal to deduct the price of

items they wish to buy from their balance. For biggert ransactions, shoppers must enter a password. Theservice will launch in Germany, the Netherlands, Spain,Turkey and the U.K. later this year.

Image credits: Tom Purves and thepaypalblog.com


60-second hotel booking wi th PayPal: PayPalannounced a part nership with hotel chain Yotel,allowing travelers to book rooms with their

smartphone in less than 60 seconds. People looking fora room at any of the three Yotel airport locations inEurope can log onto t o a mobil e-optimized websit e,pay with PayPal and secure a room in less than aminute. PayPal envisions adding the abil it y t o unlockroom doors with NFC-enabled phones, for an evenmore frictionless experience.

IN ACTION
http://www.flickr.com/photos/thomaspurves/4367036973/https://www.thepaypalblog.com/2012/02/paypal-yotel-pay-and-stay/https://www.thepaypalblog.com/2012/02/paypal-yotel-pay-and-stay/http://www.flickr.com/photos/thomaspurves/4367036973/


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Quick food orders wi th RedLaser: Diners at a paella

restaurant at the Mobil e World Congress could usetheir phones to choose the type of paella they wantedusing shopping app RedLaser, which enables paymentvia PayPal or a credit card. Users were able to skip thequeue, simply ordering and paying via the app andpicking up their food when it was ready.

Glamour magazine shoppable wall: During FashionWeek in New York, Glamourmagazine set up ashoppable wall that allowed consumers to scan 2Dbarcodes with their smartphones to purchaseproducts, which were t hen shipped to their homes.The apothecary was stocked wit h products from

some of the magazines advertisers including Unilever,Johnson & Johnson, C.O. Bigelow, John Frieda andElizabeth Arden. The fi rst to launch this type ofshopping channel was Home Plus, the Korean arm ofTesco, which last year introduced a shoppable walltargeting commuters in a Seoul subway station.

Image credits: glamour.com and redlaser.com


IN ACTION (cont d.)
http://www.glamour.com/beauty/blogs/girls-in-the-beauty-department/2012/02/petra-nemcova-shows.htmlhttp://redlaser.com/blog/2012/02/mwc2012/http://redlaser.com/blog/2012/02/mwc2012/http://www.glamour.com/beauty/blogs/girls-in-the-beauty-department/2012/02/petra-nemcova-shows.html


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10 MEDIA MULTITASKING

The mobile is becoming a complement to or dist ract ion from most other t ypes of mediaplatforms and content. Consumers are hopping between screens (and the printed page), toyingwith their tablet or smartphone as they watch television, play video games, work on theircomputer and so on. Sometimes theyre mult it asking, and somet imes theyre using the mobil edevices unique capabilities (e.g., apps that recognize audio content or scan QR codes) toaugment the experience at hand.

81%of people in the U.S. and 74%in the U.K. use their smartphone while consuming other types of media,such as television, video games or magazines. Google


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Data credit : Google
http://services.google.com/fh/files/blogs/final_global_smartphone_user_study_2012.pdfhttp://services.google.com/fh/files/blogs/final_global_smartphone_user_study_2012.pdf


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Shazam for TV: Originally designed for identifyingsongs based on audio samples, this mobile app nowenables users to get special content whil e watchingTV, turning the mobile device into the second screen.Shazam wil l detect audio cues and then cue upanything from an advertisers coupons to a

broadcasters exclusive content.

Image credits: shazamfortv and blippar1


Blippar and Virgin Mediamagazine: Blippar is anaugmented reali ty app that allows users to pull upcontent such as animated movies, games andpromotions by scanning objects with their mobiledevice. Partnering with Virgin Mediamagazine, forexample, Blippar enabled users to unlock videos, 3Dgraphics and interactive games via the magazinepages.

IN ACTION
http://www.youtube.com/watch?feature=player_embedded&v=DU9KcKUx08Uhttp://www.youtube.com/watch?feature=player_embedded&v=hT-Z6yhiLD8http://www.youtube.com/watch?feature=player_embedded&v=hT-Z6yhiLD8http://www.youtube.com/watch?feature=player_embedded&v=DU9KcKUx08U


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Social TV apps: To make content consumpt ion moresocial, apps such as Miso, GetGlue, Tunerfish and Peelallow users to check in to media (TV shows, movies,books and music), j ust as they might places. Users canthen see what their friends are doing in real time.GetGlue and Peel also provide customized

recommendations. One example of how a TV networkis leveraging such tools: USA Network partnered withJWTs Digitaria to create a first-of-its-kind GetGlueintegration into an app for the show Psych. Fans cancheck in to Psychdirect ly f rom the app, and check-inscontaining keywords mentioned on the show unlockexclusive content . These interactions accumulatedpoints for Club Psych members.

Image credit: Digitaria

10 MEDIA MULTITASKINGIN ACTION (cont d.)
http://www.digitaria.com/clients/case-studies/psych-visionhttp://www.digitaria.com/clients/case-studies/psych-vision


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11 ACCESS OVER OWNERSHIP

Wit h the proli feration of cloud-based services andInternet-enabled devices, consumers will shift fromowning media to accessing it through subscriptionshowever they want (via various connected devices) andwherever they want. Using the next generat ion of high-speed mobile networks (4G, LTE and ever-faster WiFi) ,

people will listen to Spotify, Pandora and the like fromInternet-enabled cars, speakers and even fridges; watchmovies on tablets or TVs using services like Netflix andthe upcoming Vdio or the new digital content lockerUlt raViolet ; and catch up with TV everywhere asproviders gradually expand access.

[The music indust ry i s] going from at ransaction business to a subscript ionbusiness.

PER SUNDIN,managing director,

Universal Music Group, Sweden


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Sony Entert ainment Network: This cloud-basedsystem all ows users to access content anytime,anywhere via enabled devices l ike t ablets, gamingconsoles and televisions (Sonys own as well as otherbrands). Among other things, users can access acatalog of nearly 15 million tracks on the networks

Music Unlimit ed; buy or rent movies via VideoUnlimit ed; and view their personal photos and videosthrough PlayMemories Online. The network alsoprovides access to radio, movies and more via appsfrom providers like Pandora, NPR, Netflix and Hulu.

Image credit: sonyentertainmentnetwork.com

11 ACCESS OVER OWNERSHIPIN ACTION
http://www.sonyentertainmentnetwork.com/mainhttp://www.sonyentertainmentnetwork.com/main


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12 HYPER-PERSONALIZATION

Mobile devices will increasingly use the data they reprivy tofrom purchases made to social interact ions tolocat ionto offer information tailored to the user. Theywill analyze past and current behavior and activity toprovide recommendat ions on where to go, what to doand what to buy.

We have an immense amount of data.Were going through this data and creatingrecommendat ions for t he world. What sint erest ing is asking your phone where oneof your friends last had dinner in t heneighborhood or having it recommend a cool

paella place in Barcelona because it knowsyou eat paella all the time at home.

DENNIS CROWLEY,CEO,

Foursquare

As of September 2011, 58%of smart phone owners in the U.S. were using geosocial or locat ion-based services.Pew Research Center


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Foursquare Explore: Foursquare, which has racked up15 million-plus users and 1.5 billion check-ins since itlaunched in 2009, highlighted its new Explorefeature, designed to help personalize t he userexperience. Explore is a location-basedrecommendation engine that allows users to discover

places to eat, drink and so on, searching by categoryor specif ic term ( sushi, etc. ). The feature, whichCEO Dennis Crowley described as a contextuallypersonalized buzz in your pocket, draws on datafrom the users activit ies, the users social graph andthe broader network. It can suggest places anywherein t he world and connect people wit h users who sharesimi lar t astes.

Image credit: blog.foursquare.com

12 HYPER-PERSONALIZATIONIN ACTION
http://blog.foursquare.com/2012/02/08/finding-places-on-the-go-has-never-been-easier-%E2%80%93-check-out-the-new-explore-for-your-phone/http://blog.foursquare.com/2012/02/08/finding-places-on-the-go-has-never-been-easier-%E2%80%93-check-out-the-new-explore-for-your-phone/


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13 THE DATA-SHARING DEBATE

While third part ies wil l seek access to more data(location, browsing history, social graph, etc.) in order tofine-tune personalization engines, people willincreasingly t hink more closely about what they shouldshare. This push-pull over data-sharing wil l spotl ightwhat personal data is wort h and how it s used, f orcing

brands to make a bigger point of asking consumers to optin and, in some cases, to add incentives for doing so.

Mobile has become an incredibly importantand influential tool for people around theworld. However, with this growing usecome significant privacy concerns over theabil it y of mobil e users to exercise choiceand control over the use of their personal

information. ANNE BOUVEROT,director general,

GSMA

A year ago, people would not opt in t olocation when they installed an app. Today, the vast majorit y of people wi ll letthe app do that because they get the valueadded and how [ it ] helps. STEVE YANKOVICH,

VP of mobile,eBay

If t he phone can t rack everything, howdoes the user know it will be used forgood?

ROB GRIMSHAW,managing director,

FT.com


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GSMA Global Privacy Design Guidelines: Industrybody GSMA worked with major telecom providersincluding Deutsche Telekom, France TelecomOrange,Telenor Group and Vodafone to publ ish guidel ines forthe mobile app indust ry. The stated aim is to ensurethat users get bett er t ransparency, choice and

control over how apps use their personalinformation.

Image credits: gsma.com and blog.mozilla.com

13 THE DATA-SHARING DEBATE

Mozil las Do Not Track for Boot t o Gecko: Mozilladebuted a Do Not Track feature for a mobileoperating system, the first of its kind. Users of theopen source system, Boot to Gecko, can elect toprevent their mobile device from disseminatinginformation such as browsing history to third part ies.Mozil la has offered a Do Not Track opt ion for i t sFirefox Web browser since early 2011; as of lateFebruary, 18%of Firefox for Android users had turnedon the feature.

IN ACTION
http://www.gsma.com/documents/mobile-privacy-principles/20005/http://blog.mozilla.com/privacy/2012/02/28/do-not-track-goes-mobile-mozilla-demos-preference-at-mobile-world-congress/http://blog.mozilla.com/privacy/2012/02/28/do-not-track-goes-mobile-mozilla-demos-preference-at-mobile-world-congress/http://www.gsma.com/documents/mobile-privacy-principles/20005/


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Carr ier IQs IQ Care plat for m: Mobile analyticscompany Carrier IQ, controversial in the U.S. becauseof i ts unauthorized collect ion of private informationfrom smartphone users, announced it wil l givewireless providers the opt ion to off er a direct l ink toinformation that Carrier IQ gathers, such as batt ery

usage and call quality. Consumers would be able to logon to a providers website to view data about adropped call or which apps are draining a phonesbattery, with information updated every 24 hours andgoing back by about a week. The aim is to create agreater level of transparency about what informationis being gathered and how it s being used, saidAndrew Coward, Carrier IQs VP of marketing, strategyand product management.

Image credit: carrieriq.com

13 THE DATA-SHARING DEBATEIN ACTION (cont d.)
http://www.carrieriq.com/http://www.carrieriq.com/


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THE CONSTRAINTS OF AHYPER-CONNECTED WORLD

Image credit : simplytheyu
http://www.istockphoto.com/stock-photo-9491605-teen-girl-lying-on-floor.phphttp://www.istockphoto.com/stock-photo-9491605-teen-girl-lying-on-floor.php


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14 SECURITY CONSCIOUSNESS

App usage, mobile browsing and mobile payments all put personal data at risk, and securitythreats are rising. The Android system, the top target of malicious software, saw a near-fivefoldincrease in malware between July and November 2011. Well also see a rise in cloud securityconcerns and claimed solutions as people share more personal data with third parties and asmore businesses store customer and proprietary information in t he cloud.


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Samsung Secu-NFC chip: This NFC chip uses advancedencryption technologies to ensure that data remainssecure. Samsung announced it will partner wi thJapanese network provider FeliCa Networks to usethese chips in handsets, which are set for commercial deployment in 2013.

Image credits: cloudsecurityalliance.org, yellowcloud and norton

14 SECURITY CONSCIOUSNESS

Cloud Securit y Alliance: Conceived in 2008, the CloudSecurity All iance is a not -for-profi t dedicated topromoting best practices for secure cloud comput ing.It has more than 50 founding members, including Dell,Qualcomm, eBay and HP.

Norton Mobile Security: This Symantec app providesant i-malware protect ion, detect ing and removingviruses, and also lets users remotely locate, lock andwipe data from their phone. A sneak peak featureallows users with a lost or stolen phone to take aremote picture from the phones front -facing camerato find out who has the mobile device.

IN ACTION
https://cloudsecurityalliance.org/http://www.flickr.com/photos/yellowcloud/4524746867/http://www.youtube.com/watch?v=Z8YEfjIwYUQhttp://www.youtube.com/watch?v=Z8YEfjIwYUQhttp://www.flickr.com/photos/yellowcloud/4524746867/https://cloudsecurityalliance.org/


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15 NOMOPHOBIA

This term for no mobil e phobia refers to the fear people feel when separated from theirmobile device. High-tech devices in general are becoming as integral to people as food andclothing (a macro t rend we ve termed Eat, Pray, Tech). Wit h the mobile in part icular, ourattachments are deepening as the smartphone evolves into an indispensible Everything Hub andas it becomes more closely l inked to our identi t y (see Mobile ID). Increasingly, going without thisappendage wi ll provoke real anxiet y.

Asked what they were prepared to give up for a week in place of t heir mobile phone, 70%of people wouldabandon alcohol, 63%would forgo chocolate and 33%would skip sex. Vodafone

One in four people would rather share their t oothbrush than their mobile phone. Motorola


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Phone location apps: Various apps helps smart phoneowners find their device if they lose it. Wheres MyDroid can call a users phone, increase the ringervolume and l ocate the phone using GPS data. ApplesFind My iPhone provides a simi lar service, whil eAntiDroidTheft offers a spy camera function, which

allows users to remotely view images taken by theirphones camera.

Image credits: play.google.com and apple.com

15 NOMOPHOBIAIN ACTION
https://play.google.com/store/apps/details?id=com.alienmanfc6.wheresmyandroid&hl=enhttp://www.apple.com/iphone/built-in-apps/find-my-iphone.htmlhttp://www.apple.com/iphone/built-in-apps/find-my-iphone.htmlhttps://play.google.com/store/apps/details?id=com.alienmanfc6.wheresmyandroid&hl=en


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ABOUT US

JWTJWT is the worlds best -known market ing communicat ions brand. Headquart ered in New York, JWT is atrue global network with more than 200 offices in over 90 countries employing nearly 10,000 marketingprofessionals.

JWT consistently ranks among the top agency networks in the world and continues its dominant presencein t he indust ry by staying on the leading edgefrom producing the fi rst-ever TV commercial in 1939 todeveloping award-winning branded content for brands such as Smirnoff, Macys, Ford and HSBC.

JWTs pioneering spirit enables the agency to forge deep relationships with clients including Bayer,Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kelloggs, Kimberly-Clark, Kraft,Nestl, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWTs parentcompany is WPP (NASDAQ: WPPGY).

Contacts

Alex [email protected]@alexpallete

Ramon Jimenez+34-91-592-3399ramon.j imenez@j wt .com@monchoj imenez

Will Palley+1-212-210-7225will iam.palley@j wt. com@wpalley

Ann Mack+1-212-210-7378ann.mack@j wt .com@annmmack

@JWT_Worldwide @JWTIntelligence
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Documents

F PUBLIC 15 Ways Mobile Will Change Our Lives 03-22-12