1.Getting Lost inMobile DiscoveryDavid BerkowitzVice President, Emerging Media360i@dberkowitz / @360iwww.about.me/dberkowitz

2. Ola! 2 3. Meu nome e David 3 4. Download this presentation!http://bit.ly/digital204 5. What is mobile?5 6. Most people tend to think of mobilehandsets like iPhones and Androiddevices, but thats just the beginning.6 7. There are all kinds of mobile, digital,connected devices7 8. Any objects that are portable ortransportable can potentially be digitallyenabled, and thus mobile8 9. What about9 10. Meet Rodrigo Santoro, a Brazilian movie star1010 11. Rodrigo is mobile. Mobility is all aboutRodrigo (and other people like you).Devices are just extensions of people,enablers of peoples behavior.1111 12. Rodrigo loves all kindsof mobile devices 12 12 13. 1313 14. 1414 15. 1515 16. 1616 17. Hes never far from a mobile deviceGoogle noted it its MobilePlaybook that Mobile changeseverything.(www.themobileplaybook.com) 17 18. Hes never far from a mobile deviceIts not just mobile though its the nature of being mobile,of mobility itself, that triggerschanges in behavior. 18 19. Mobility changes everything forRodrigo, and all the Rodrigosout there 19 19 20. and all the Gabrielas out there too2020 21. (10) Ways MobilityWill Change Rodrigo(and all of us)21 22. Whats changing1. Research2. Targeting3. Product Development4. Television5. Photo & Video6. Content Creation7. Shopping8. Payments9. Meeting Others10. Health & Wellness 22 22 23. Mobility is changing how marketerscan conduct consumer research andderive new insights about their targetaudiences 23 24. Qriously turns mobile ads into pollsand surveys that can be used formarket research qriously 24 25. Instant.ly by uSamp can help marketersget instant feedback from consumerswherever they are, including feedbackon specific locations and businesses instant.ly25 26. dScout uses mobile devices to createand capture ethnographies, withthe device guiding the consumer alongdscout26 27. Targeting looks very different when youcan target consumers wherever theyare, and on multiple screens27 28. Tapad can target the same consumersin a household across all the differentdevices theyre using, creating moreholistic campaign possibilitiestapad 28 29. Second Screen Networks can target adsto mobile devices and tablets right asconsumers see those ads on TV second screen networks29 30. LocalResponse can target people inspecific locations based on what theyvepublicly tweeted(disclosure: Im an advisor) localresponse30 31. Mobility even changes how productsare developed, and the kinds ofproducts that are developed 31 32. At crowdfunding site Kickstarter, anumber of the most successful productsare mobile devices: the Pocket TV,Pebble watch, and Remee dream mask kickstarter32 33. Theyre not all successful though. AtIndieGogo, the Volt buckle that hides aphone charger in a belt didnt quite makethe cut, much to my dismayindiegogo 33 34. Quirky takes the concept further, as itscommunity crowdsources how productscome together, with mobility an addedenabler quirky 34 35. Television is starting to changedramatically as more people interactwith handheld devices while watchingTV 35 36. Viggle is toying with the model ofsecond screen apps, offering points forviewing and engaging with TV, withpoints redeemable for real goodsviggle 36 37. ShowYou is an app in the mold of Pulse,Flipboard and others that focuses oncuration of content including any formof video showyou37 38. With StarStar, marketers register a **number, which can be promoted on TVand elsewhere; consumers dial it andreceive a text with a call to action starstar 38 39. Thanks to the success of Instagram andhow easy it is to share decent photosfrom smartphones, were seeing newwaves of creativity with multimedia 39 40. Goldrun offers digital images, oftenbranded, which can be combined withphotos to create new kinds of images goldrun4040 41. Magisto automatically edits a bunch ofvideos into one seamless movie, makingmobile video far more watchable inmany cases magisto41 42. Cinemagram taps into the GIF craze,offering a way to create cinemagraphsthat are photos with certain partsanimated like videocinemagram42 43. Mobile phones and digital cameras maybe great devices for content creation,but the field is getting more divergentwith new accessories and devices43 44. Kogeto, which shoots panoramic 360-degree video, is just one of a slew ofaccessories that are designed to makemobile handsets even more versatile kogeto 44 45. The boundaries of online and offlinekeep blurring; Moleskin designed aprint notebook to work with contentorganizing suite Evernote evernote + moleskine45 46. Is this the future? Maybe not, but Googlehas emerged as one of the mostprogressive proponents of wearablehardware; shes the new cyborggoogle project glass46 47. Mobility changes everything aboutshopping: how we find out about goods,find stores, decide when to buy,compare prices, and tell our friends 47 48. Shopkick uses game mechanics tohook people in, and then offersdiscounts to people who enter physicalstores through the app shopkick 48 49. Swirl is one of the newer mobile-centricservices that gathers offers, tracksfavorite items, and directs users tostores to make a purchase swirl 49 50. Wrapp is a social gifting service foundedin Sweden; people can give free gifts tofriends that have real rewards which canbe redeemed in stores or onlinewrapp 50 51. Cash, check, credit mobile handset;Near Field Communication (NFC) getsthe hype, but there are many wayspayment technology is changing 51 52. Dwolla is a new payment serviceboasting low fees and avoiding creditcards entirely; its one of many entrantscompeting directly with PayPaldwolla52 53. Square started by allowing any merchantwith an iPhone to accept credit cards;now consumers can pay with via phonejust by walking into a trusted storesquare53 54. Apple Passbook, coming in its iOS 6software update, is more of a locker tostore cards and tickets but can easilybecome a payment mechanismapple passbook 54 55. Few things are as fundamentally vitalto humans as meeting others;mobile technologies are changing howface to face encounters occur55 56. What are you doing tonight? Want anyfriends to join you? Wendr is trying tomake such last minute get togethersfar easier, without inviting all your friendswendr 56 57. GrubWithUs connects people in variouscities who have shared interests, takingmeal payments in advance and planningoutings for topically connected groups grubwithus 57 58. Cheekd is one of many new twists ondating, where people hand out physicalcards with playful phrases to enticepotential mates to follow up cheekd 58 59. Mobile devices can be detrimental to usif we never disconnect. But they can alsoserve as catalysts to improve ourmental and physical well being59 60. Fooducate offers rich content and ratingsto show how nutritious various foods are,and why you might want to stay clearof certain onesfooducate 60 61. We spend about a third of our livesasleep, so Lark uses a combination of awristband and app to track our habitsand recommend improvementslark 61 62. Brands are getting involved directly, asNikes Fuelband not only tracks physicalactivity but coins Fuel as a new kind ofcurrency nike fuelband62 63. 63 64. Lets keep in mind our old friend Rodrigo,always with a mobile device in-hand.Whats ahead for him, and all of us? 64 64 65. Hell be shopping for and paying forproducts in entirely new ways, and mayone day do without credit cards just byhaving a mobile handset in his pocket6565 66. Hell be watching TV differently, earningpoints for tuning into his favoriteprograms and curating new content viahis handset and tablet6666 67. Hell be even more physically active,sporting accessories like the Fuelbandto keep track of his performance andshare his success with others 67 67 68. And then hell meet plenty of others,using his device to make plans to gettogether with people like his newamiga Gisele6868 69. 69 70. Youll want to be the trusted advisor whoconnects Rodrigo with the people,places and things most interesting tohim, wherever he is7070 71. You need to meet Rodrigos immediateneeds, directing him to something hecan do right that instant 71 71 72. Learn from Rodrigo, as every move hemakes presents a new learningopportunity 72 72 73. Embrace change. There are so manynew opportunities to reach yourRodrigos and Gabrielas while stayinga step ahead of your competitors7373 74. Obrigado!David BerkowitzVice President, Emerging Media360i@dberkowitz / @360idavid.berkowitz@360i.comwww.about.me/dberkowitzDownload this presentation!http://bit.ly/digital207474 75. 75 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 7676 77. Keep Learning Photo & Video GoldRun Magisto (SXSW video) Cinemagram (Sao Paulo image) Content Creation Kogeto Evernote Smart Notebook by Moleskine Googles Project Glass Shopping Shopkick Swirl Wrapp 77 77 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 78 78