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

[email protected]


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

Apps

Internet

Cloud

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)



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

Technology

Mobile and-behavior-change