Digital Age 2.0 - Brasil presentation on 10 mobile trends for 2012

1. Getting Lost in
Mobile Discovery
David Berkowitz
Vice President, Emerging Media
360i
@dberkowitz / @360i
www.about.me/dberkowitz

2. „
Ola!
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3. „
Meu nome e David
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4. Download this presentation!
http://bit.ly/digital20
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5. What is mobile?
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6. Most people tend to think of mobile
handsets like iPhones and Android
devices, but that‟s just the beginning.
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7. There are all kinds of mobile, digital,
connected devices…
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8. Any objects that are portable or
transportable can potentially be digitally
enabled, and thus „mobile‟
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9. What about…
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10. Meet Rodrigo Santoro, a Brazilian movie star…
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11. Rodrigo is mobile. Mobility is all about
Rodrigo (and other people – like you).
Devices are just extensions of people,
enablers of people‟s behavior.
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12. Rodrigo loves all kinds
of mobile devices…
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17. He‟s never far from a mobile device
Google noted it its Mobile
Playbook that “Mobile changes
everything.”
(www.themobileplaybook.com)
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18. He‟s never far from a mobile device
It‟s not just “mobile” though –
it‟s the nature of being mobile,
of mobility itself, that triggers
changes in behavior.
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19. Mobility changes everything for
Rodrigo, and all the Rodrigos
out there…
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20. …and all the Gabrielas out there too
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21. (10) Ways Mobility
Will Change Rodrigo
(and all of us)
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22. What‟s changing
1. Research
2. Targeting
3. Product Development
4. Television
5. Photo & Video
6. Content Creation
7. Shopping
8. Payments
9. Meeting Others
10. Health & Wellness
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23. Mobility is changing how marketers
can conduct consumer research and
derive new insights about their target
audiences
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24. Qriously turns mobile ads into polls
and surveys that can be used for
market research
qriously
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25. Instant.ly by uSamp can help marketers
get instant feedback from consumers
wherever they are, including feedback
on specific locations and businesses
instant.ly
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26. dScout uses mobile devices to create
and capture ethnographies, with
the device guiding the consumer along
dscout
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27. Targeting looks very different when you
can target consumers wherever they
are, and on multiple screens
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28. Tapad can target the same consumers
in a household across all the different
devices they‟re using, creating more
holistic campaign possibilities
tapad
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29. Second Screen Networks can target ads
to mobile devices and tablets right as
consumers see those ads on TV
second screen networks
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30. LocalResponse can target people in
specific locations based on what they‟ve
publicly tweeted
(disclosure: I‟m an advisor)
localresponse
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31. Mobility even changes how products
are developed, and the kinds of
products that are developed
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32. At crowdfunding site Kickstarter, a
number of the most successful products
are mobile devices: the Pocket TV,
Pebble watch, and Remee dream mask
kickstarter
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33. They‟re not all successful though. At
IndieGogo, the Volt buckle that hides a
phone charger in a belt didn‟t quite make
the cut, much to my dismay
indiegogo
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34. Quirky takes the concept further, as its
community crowdsources how products
come together, with mobility an added
enabler
quirky
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35. Television is starting to change
dramatically as more people interact
with handheld devices while watching
TV
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36. Viggle is toying with the model of
second screen apps, offering points for
viewing and engaging with TV, with
points redeemable for real goods
viggle
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37. ShowYou is an app in the mold of Pulse,
Flipboard and others that focuses on
curation of content – including any form
of video
showyou
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38. With StarStar, marketers register a **
number, which can be promoted on TV
and elsewhere; consumers dial it and
receive a text with a call to action
starstar
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39. Thanks to the success of Instagram and
how easy it is to share decent photos
from smartphones, we‟re seeing new
waves of creativity with multimedia
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40. Goldrun offers digital images, often
branded, which can be combined with
photos to create new kinds of images
goldrun
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41. Magisto automatically edits a bunch of
videos into one seamless movie, making
mobile video far more watchable in
many cases
magisto
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42. Cinemagram taps into the GIF craze,
offering a way to create cinemagraphs
that are photos with certain parts
animated like video
cinemagram
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43. Mobile phones and digital cameras may
be great devices for content creation,
but the field is getting more divergent
with new accessories and devices
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44. Kogeto, which shoots panoramic 360-
degree video, is just one of a slew of
accessories that are designed to make
mobile handsets even more versatile
kogeto
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45. The boundaries of online and offline
keep blurring; Moleskin designed a
print notebook to work with content
organizing suite Evernote
evernote + moleskine
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46. Is this the future? Maybe not, but Google
has emerged as one of the most
progressive proponents of wearable
hardware; she‟s the new cyborg
google project glass
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47. Mobility changes everything about
shopping: how we find out about goods,
find stores, decide when to buy,
compare prices, and tell our friends
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48. Shopkick uses game mechanics to
hook people in, and then offers
discounts to people who enter physical
stores through the app
shopkick
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49. Swirl is one of the newer mobile-centric
services that gathers offers, tracks
favorite items, and directs users to
stores to make a purchase
swirl
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50. Wrapp is a social gifting service founded
in Sweden; people can give free gifts to
friends that have real rewards which can
be redeemed in stores or online
wrapp
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51. Cash, check, credit… mobile handset;
Near Field Communication (NFC) gets
the hype, but there are many ways
payment technology is changing
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52. Dwolla is a new payment service
boasting low fees and avoiding credit
cards entirely; it‟s one of many entrants
competing directly with PayPal
dwolla
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53. Square started by allowing any merchant
with an iPhone to accept credit cards;
now consumers can pay with via phone
just by walking into a trusted store
square
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54. Apple Passbook, coming in its iOS 6
software update, is more of a locker to
store cards and tickets but can easily
become a payment mechanism
apple passbook
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55. Few things are as fundamentally vital
to humans as meeting others;
mobile technologies are changing how
face to face encounters occur
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56. What are you doing tonight? Want any
friends to join you? Wendr is trying to
make such last minute get togethers
far easier, without inviting all your friends
wendr
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57. GrubWithUs connects people in various
cities who have shared interests, taking
meal payments in advance and planning
outings for topically connected groups
grubwithus
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58. Cheek‟d is one of many new twists on
dating, where people hand out physical
cards with playful phrases to entice
potential mates to follow up
cheekd
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59. Mobile devices can be detrimental to us
if we never disconnect. But they can also
serve as catalysts to improve our
mental and physical well being
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60. Fooducate offers rich content and ratings
to show how nutritious various foods are,
and why you might want to stay clear
of certain ones
fooducate
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61. We spend about a third of our lives
asleep, so Lark uses a combination of a
wristband and app to track our habits
and recommend improvements
lark
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62. Brands are getting involved directly, as
Nike‟s Fuelband not only tracks physical
activity but coins Fuel as a new kind of
currency
nike fuelband
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64. Let‟s keep in mind our old friend Rodrigo,
always with a mobile device in-hand.
What‟s ahead for him, and all of us?
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65. He‟ll be shopping for and paying for
products in entirely new ways, and may
one day do without credit cards just by
having a mobile handset in his pocket
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66. He‟ll be watching TV differently, earning
points for tuning into his favorite
programs and curating new content via
his handset and tablet
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67. He‟ll be even more physically active,
sporting accessories like the Fuelband
to keep track of his performance and
share his success with others
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68. And then he‟ll meet plenty of others,
using his device to make plans to get
together with people like his new
amiga Gisele
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70. You‟ll want to be the trusted advisor who
connects Rodrigo with the people,
places and things most interesting to
him, wherever he is
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71. You need to meet Rodrigo‟s immediate
needs, directing him to something he
can do right that instant
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72. Learn from Rodrigo, as every move he
makes presents a new learning
opportunity
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73. Embrace change. There are so many
new opportunities to reach your
Rodrigos and Gabrielas while staying
a step ahead of your competitors
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74. Obrigado!
David Berkowitz
Vice President, Emerging Media
360i
@dberkowitz / @360i
david.berkowitz@360i.com
www.about.me/dberkowitz
Download this presentation!
http://bit.ly/digital20
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76. Keep Learning
• Research
• Qriously
• Instant.ly
• dScout
• Targeting
• Tapad
• Second Screen Networks
• LocalResponse
• Product Development
• Kickstarter (Pocket TV, Pebble watch, Remee)
• Indiegogo (Volt buckle)
• Quirky
• Television
• Viggle
• ShowYou
• StarStar 76
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77. Keep Learning
• Photo & Video
• GoldRun
• Magisto (SXSW video)
• Cinemagram (Sao Paulo image)
• Content Creation
• Kogeto
• Evernote Smart Notebook by Moleskine
• Google‟s Project Glass
• Shopping
• Shopkick
• Swirl
• Wrapp
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78. Keep Learning
• Payments
• Dwolla
• Pay with Square
• Apple Passbook (featured in its iOS 6 software update)
• Meeting People
• Wendr
• Grubwithus
• Cheekd
• Health & Wellness
• Fooducate
• Lark
• Fuelband
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