how solomo is unleashing opportunities in the smartphone ...immr.org/samsungsecurities.pdf ·...
TRANSCRIPT
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
How SoLoMo is Unleashing Opportunities in the Smartphone Market
Samsung Securities Investors’ Conference
Dr. Phil Hendrix, immr and GigaOm Pro
Nov. 15, 2011
Slides: www.immr.org/samsungsecurities.pdf
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
$x B 2008-2011
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Topics
New Drivers of Mobile Opportunities
6 Degrees of Location – Consumers
SoLoMo and Businesses
Tuning into Digital Signals
Incumbents and Disruptors
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Questions We Answer
For “Very New Products”
How large is the market?
When will it develop?
Who is (most) likely to buy?
How much will they pay?
Projected results (given “offerings” and
competitive scenarios)
How do we unlock demand?
New-to-market, unfamiliar
Don’t fit into existing
categories
Even the benefits are new
Often requires change in
consumers’ behavior
Product expected to
mature, prices drop
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Forthcoming/Recent Reports M-Commerce/Mobile Payment
Hyper-Local Advertising
SoLoMo (Social-Local-Mobile)
Tablets
Location-based Services
Speech Recognition
Google’s Mobile strategy
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Five Most Important Questions
Significance of the need?
Dissatisfaction with the
status quo?
How much better is the
new solution (viewed)?
Effort, risk involved to
adopt, use?
“Cost of waiting?”
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
The (Original) Virtuous Spiral
Connectivity
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Mobile Locative Capabilities
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Location
The New Virtuous Spiral in Mobile
Cloud Social
Tags
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Consumers, Brands and Businesses
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Consumers
Consumers Leveraging SoLoMo
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
1. Saving Consumers Time, $
• 94% of retail sales still “offline”
• Consumers using mobile to plan, compare, decide
• “Surgical shoppers”
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Location
Real-time Data
SAP/POS connectors
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
2. Removing Friction/Hassles
• 23k Black cabs in London
• “So why is hailing a cab such a hassle?”
• Universal problem
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Location
Real-time Data
Solution
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
3. Enhancing Discovery
Music fans love:
• Discovering new bands
• Tracking favorite bands
Both difficult! The Belle Brigade (sibling duo from LA)
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Location
Personalization
Data/Mashup
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
4. Conscientious Consumers
“Wanna know which toothpaste is greenest? Or which mascara has the fewest neurotoxins? This app's for you.” — CafeMom
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Businesses Leveraging SoLoMo
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
5. Map as the Interface
• Many directories, review sites
• Issues:
• Accuracy
• Completeness
• Findability
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
5. CityMaps
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Location
Real-time Data
Social Media
Filtering
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
SMB Mobile Advertising
In 2011 more than
half of local
businesses plan
to engage in
mobile marketing
SMBs expect to
devote more than
20% percent of
their ad budgets
to mobile
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Local Advertising 2011 - 2015
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
6. Less Onerous Advertising
Custom ads in seconds
SMB Challenges
• No time
• Not “creative”
• Can’t be interrupted
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Tuning into Digital Signals
Digital Channels
Traces produced
as consumers
interact with Digital
Channels
Internet
Social
Mobile
Interactive
Digital Signals
Consumers’ • Attitudes • Interests • Opinions
• Motivations • Values • Activities
• Experiences • Questions • Connections
• Plans/Intentions • Responses • (Dis)satisfaction
Location Layer
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
7. Social-Geo Targeting
Birds of a Feather do Flock together
• Follow/fans
• Tweets
• Check-ins
CTR 7x Foo Fighters
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Social Media
Real-time Data
Geo-referencing
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Wearing your @Twitter Handle
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
8. Seeding NFC
NFC Applications
• Signage
• Coupons
• Ticketing
• Payments
Goal: By mid-2012, 20k NFC-enabled retail points and taxis
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
9. The Digital Signals Ecosystem
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
10. Incumbents and Disruptors
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Consumer Expectations
What I Like
Who I am…
Where I am
What’s Nearby
What’s going On
What I respond to
What I’ve bought
Where I’ve been What
I need
Where I’m going
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Summary
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Strategy – Leapfrog Innovation
Source: Argus Insights
iPhone 4
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Example – Apple Siri iPhone 4s
Source: Argus Insights
No OEM or operator to date has delivered a speech solution that is easy to use, much less promoted the feature to users as a key distinction. Dr. Phil Hendrix, July 2009
New #2 Feature
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
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London Samsung Securities Conference Nov. 14-15, 2011
Dr. Phil Hendrix
Thank you! Dr. Phil Hendrix
Director, immr and GigaOm Pro
www.immr.org
@phil_hendrix [email protected]