LUON WassUp recap - mar 2014 - 2. the mobile landscape

WASSUP RECAP SESSION

DINSDAG 25 MAART

THE MOBILE

LANDSCAPE

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

1. Previously…

Empires expand & collide 1. Previously…

The social, mobile and search

worlds are colliding.

At the same time, all actors are

trying to grow their markets.











Instagram

Google Authority

Open Graph for Mobile

Google Glass

Vine

Graph Search

hashtags

Foursquare

Mobile SEO

Google Now

Next up: Mobile 1. Previously…





2. Mobile, Now All Grown Up

Smartphones by the –Belgian– numbers

Smartphone penetration in

Belgium is on the rise and

usage intensity increases.

Time for brands to catch up.


would rather give up TV

than their smartphone

22%

Tablets by the –Belgian– numbers

At an even faster pace,

tablets are finding their

way into our homes.

However, not all websites

are already adapted.


Definitions are blurring

A Phablet is a tablet-

smartphone hybrid with a 5.6

inch display or above.

According to Juniper Research,

phablets are expected to hit 120

million units shipped by 2018,

up from the estimated 20

million phablets shipped last

year (2013).


Reaching feature parity

After years of playing catch-up,

Android has finally reached

feature parity with iOS.

Windows Phone claims a clear

nr. 3 status.


Reaching feature parity

It is clear that iOS is the most

popular choice for addressing

the corporate and investor

community. Android is the most

popular choice for a consumer-

facing app when a company

first builds an app.


Mobile First!

With the maturity of mobile

systems and explosion of

mobile usage by consumers,

more and more companies are

adopting a ‘mobile first,

desktop second’ strategy.


A new look for mobile: it’s a flat world 2. Mobile, Now All Grown Up

Unlike Microsoft, Apple long stuck by its ‘skeuomorphic’ design principles refering to real-world objects.

With the announcement of iOS 7 however, it took a drastically different approach. Icons are flatter,

typography is lighter and the metaphors are (mostly) out.













simple, clean

modern, trendy

perceived more honest

responsive design-proof

fast load times

safe, familiar

refinement, elegance

easy to understand

A new look for mobile: show me your cards

Cards are small, digestible units

of information.

serve content snacking well.

allow for personalised

experiences built on an

aggregation of many

individual pieces of content.


A new look for mobile: show me your cards

Cards are small, digestible units

of information.

serve content snacking well.

allow for personalised

experiences built on an

aggregation of many

individual pieces of content.


3. When Screens Meet

The Companion Web

As consumers are increasingly

splitting time between screens,

brand campaigns that span

multiple screens are able to

achieve greater reach and

frequency.


of consumers move between

devices to complete a task

of smartphone users browse

their phone while watching TV

90%

40%

click next for video

The Companion Web

Both Microsoft and Google are

experimenting heavily with

technologies to link devices

together to create multi-device

experiences.

These links can be created by

scanning a QR-code.



I want my connected TV

Early 2013: HTC and Samsung

launch smartphones that

included infrared blasters.

Those IR blasters could serve as

remote controls to televisions or

any other old remote device.

Later that year, Google

announced the Chromecast, a

dongle that plugs into a TV that

allows for users to stream

YouTube, Netflix or movies and

music from the Google Play

store.


4. From Smartphone to Smart Anything

The power of connecting technologies

Bluetooth LE

(Low Energy, aka Bluetooth

Smart)

includes better communication

with other cellular wireless

standards, lets you walk in and

out of a room without having to

manually reconnect, and moves

large batches of data on and off

of connected devices.

Wi-Fi Direct

enables devices to connect

easily with each other without

requiring a controller device.


Beacons

Beacons are small devices that

can connect to smartphones or

tablets when they are near,

using Bluetooth LE. This allows

for micro-location targetted

communication.

Apple has built-in iBeacon

support in iOS7.



Beacons

Beacons are small devices that

can connect to smartphones or

tablets when they are near,

using Bluetooth LE. This allows

for micro-location targetted

communication.

Apple has built-in iBeacon

support in iOS7.


loyalty programs

personalised content draw people in location subscriptions

indoor navigation hands-free payment data, data, data

Wearables on the rise

The mobile universe is slowly

expanding towards watches,

jewelry, glasses, lenses etc.

These should offer a smoother,

more natural way of checking

information than pulling out a

smartphone.


The Quantified Self

It isn't simply wearables that are

exploding in popularity though

— it's sensors.

Sensors allow for seamless,

personal data collection. Be it

motion data, heart-rate, speed,

height, temperature, …


The Quantified Self 4. From Smartphone to Smart Anything



— it's sensors.





The Quantified Self 4. From Smartphone to Smart Anything



— it's sensors.





The Quantified Self



— it's sensors.






The Quantified Self



— it's sensors.






Everything, connected

Not only humans are getting

wired onto the Internet.

All things can be made

‘smarter’ with the aid of

sensors.







sensors.







sensors.







sensors.



What’s in it for marketing?

Although still in its infancy, the

new breed of connected

devices holds a lot of potential

for marketers throughout the

whole customer life-cycle.


FMOT

STIMULUS ZMOT

SMOT XMOTS








FMOT

STIMULUS ZMOT

SMOT XMOTS

Smart billboards









FMOT

STIMULUS ZMOT

SMOT XMOTS

Google pay-per-gaze patent








FMOT

STIMULUS ZMOT

SMOT XMOTS

‘failure to drive desired customer action is often a failure of context’








FMOT

STIMULUS ZMOT

SMOT XMOTS

personalised in-store offers through identity recognition








FMOT

STIMULUS ZMOT

SMOT XMOTS

the product as a direct link between customer and brand







FMOT

STIMULUS ZMOT

SMOT XMOTS

the product as a direct link between customer and brand









FMOT

STIMULUS ZMOT

SMOT XMOTS

from data to relevance to relationships

Beware of the pitfalls 4. From Smartphone to Smart Anything

The more personal data is

being collected, the more care

should be taken to the

consumers privacy.

Collecting lots of data is

useless unless it can lead to

actionable insights.

Smart data still trumps big

data.

5. Key Take-Aways

Key Take-Aways 5. Key Take-Aways

The mobile landscape has

matured. Hardware,

operating systems,

applications and usage are

now at a level far above early

adoption.

UX-wise, flat design and

cards are taking the lead.

1

As consumers are

increasingly splitting time

between screens, brand

campaigns that span

multiple screens are able to

achieve greater reach and

frequency.

2

Connected devices are

popping up everywhere. For

marketers, there’s a lot of

value in the data from the

sensors that power them.

3

WASSUP RECAP SESSION

DINSDAG 25 MAART

THE END

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

Geert De Laet

Technology evangelist

[email protected]

Twitter: @geertdelaet

Marketing

LUON WassUp recap - mar 2014 - 2. the mobile landscape