Mobile March conference - Mobile Behaviors, Innovations & Insights

Mobilized by the Heartland Mobile Council

The Age of Mobile: How Mobile Behaviors Create Business Insights

March 19, 2014

Hugh Park Jedwill

ExecuIve Director, Heartland Mobile Council

#mobilerules @heartlandmobile


March 19, 2014

Hugh Park Jedwill

ExecuIve Director, Heartland Mobile Council

#mobilerules @heartlandmobile

aka “4 #MOBILERULES”

#mobilerules @heartlandmobile #mobilemarchtc14

OUTLINE

• Background• #MobileRules 1: Redefining “Mobile”• #MobileRules 2: Changing Consumers Accelerate Change• #MobileRules 3: Changing Behaviors Create Opportunity• #MobileRules 4: Behavioral Insights Drives Success• Conclusions


Heartland Mobile Mission

• Mission: To Inspire & Educate Brands on How to Use Mobile EffecIvely• InspiraIon: arIsts, innovators & anthropologists• EducaIon: Brands not sellers speak; Content; CerIficaIon with Northwestern

• Brands: 75% of our audience are marketers• EffecIve Mobile: We feature new technologies that have scaled or could


HMC 2014 at a glanceBrands+Startups™ Accelerator

Mobile Marke7ng Cer7fica7on Key Partners

Mobile University Week


Our Partners


#MobileRules 1: Redefining “Mobile”


Mobile Scale

0

1.0

2.0

3.0

4.0

Industrialized

Emerging

Human populationMobile phone subsInternet usersLandline phonesTV setsBanking accounts

* TomiAhonen Almanac 2010


Mobile Scale

0

1.0

2.0

3.0

4.0

Industrialized

Emerging

* TomiAhonen Almanac 2010

More Phones than toothbrushes worldwide!


Top Mobile Markets Worldwide

0%

50%

100%

150%

200%

China India U.S. Indo Brazil Rusia Japan0

375

750

1,125

1,500

% of population Mobile Subs (000,000’s)Intel Global Mobile Etiquette Fact Sheet 2012


Mobile PotenIal -‐ McD’s Website 2014


Mobile PotenIal -‐ McD’s Website 1996


Mobile (Scary) Future

“So what used to fit in a building now fits in your pocket,

what fits in your pocket now will fit inside a blood cell in 25 years”

-‐ Ray Kurzwell, Futurist


#MobileRules 1: Redefine “Mobile”...to Everything “Mobile” is mobile phones & tablets

(an addic7ve habit already)

“Mobile” is Wearable Tech (Google Glass, Fitbit, Fuelband, Smartwatch)

“Mobile” is the Connected Home (connected TV & appliances, mobile milk jug, mobile locks, mobile lightbulbs)

“Mobile” is the Internet of Things (connected cars, smart kiosks)

“Mobile” is the technology that will go inside of us (Proteus pill, nanotechnology)

“Mobile” is a consumer behavior and expecta7on (always on, first thing in the am, last thing in the pm, immediate gra7fica7on)


#MobileRules 2: Changing Consumers Accelerate Change


Brands Cannot Keep up with InnovaIon

• “By 2000, it was clear to us that our invent-‐it-‐ourselves model was not capable of sustaining high levels of top-‐line growth. The explosion of new technologies was pu@ng ever more pressure on our innovaAon budgets. -‐ A.G. Lafley, former CEO of P&G

• >50% of P&G innovaIon currently sourced externally*

14* according to P&G C&D’s website update


Military Cannot Keep up with InnovaIon

• DOD has prioriIzed Android development*• “We’ve seen a big reversal in the direcAon technology innovaAons are flowing. Previously whatever technology was developed for the military eventually moved to the consumer market. About six years ago the trend reversed.”**

• Startups are making deals with the military

15

* per CNN, “U.S. government, military to get secure Android phones” 2/3/12** per Jani Lyrintzis VP of Elektrobit, GigaOm, 4/16/12


InnovaIon -‐ Industrial RevoluIon StyleInnovaIon in the hands of the few

16


InnovaIon -‐ Dot.com StyleInnovaIon in the hands of more

17


InnovaIon -‐ Mobile StyleInnovaIon in the hands of the many

18


Market Forces: Porter’s Five ForcesTo compete you need an advantage -‐ consumer insights

HIGH HIGH

HIGH HIGH

HIGHEXTREMELY

Text ANTHEM to 41411@mobilebranding

19


Insights

• P&G mantra: CIB• “Consumer is Boss”

• My mantra: YANC• “Your Are Not the Consumer”• “Who uses SMS? I don’t use it.” -‐ Chicago area mobile web designer

• It’s the most commonly use feature of mobile and growing with SnapChat, LINE and WeChat

• “Everyone” is not a valid consumer

20

Insights Start with your Consumer


Know Consumer Behaviors

• “This quarter will go down as a turning point in the overall way people are shopping … This is going to be an ongoing issue, and it’s happening faster than most people think.”

Howard Schultz, Chairman & CEO, StarbucksJanuary 2014

21


#Mobile Rules 2: Changing Consumers Accelerate Change...no one is keeping up

22


#MobileRules 3: Changing Behaviors Create Opportunity

Why do we do what we do? Especially the illogical things.


Smartphones are Always On, Always with You

25

0%

23%

45%

68%

90%

38%

71%79%

63%

83%

China India Japan Korea U.S.

% Who Don’t Leave Home Without Smartphone

Google, Our Mobile Planet, May 2013


Smartphones Becoming More Important than TV’s

26

0%

15%

30%

45%

60%60%

44%

34%

27%

36%


% Who Would Rather Give Up Their TV



Behaviors: Almost as Weird

http://youtu.be/rLf0bDqUYTU27


Smartphones Used for Search

28

40%

50%

60%

70%

80%

60%

73%

69%72%

61%


% Search on Smartphone Every Day



Smartphones Help Every Day Life

29

0%

20%

40%

60%

80% 72%

53% 54%

70% 68%

52%

43%

59% 60% 58%

43% 43%

20%

36%32%


Product Info Restaurants, Bars Job Search



Smartphones Used While MulI-‐Tasking

30

0%

23%

45%

68%

90%

China India Japan Korea U.S.0%

15%

30%

45%

60%

% Multi-task Movies TV Mags/News



Researching Product is Done Anywhere

31

0%

18%

35%

53%

70%68%

63%

54%

66%

55%

14%20%

42%49%

35%

21% 19%

29%24%

31%


Home On The Go In The Store



Smartphones Becoming Shopping Tool

32

0%

15%

30%

45%

60% 53%

41%

25%

37%34%

50%

39%

22%

36%33%


Impacted In-Store Impacted Digital



#MobileRules 4: Behavioral Insights Drive Success


Behaviors: 30 Minutes vs. 30 Seconds

Planned vs. Impulse

Siqng Standing/Walking

Create Consume

Big display Small display

Keyboard and mouse Keypad and camera

Concentrate MulI-‐task

Email SMS

PC/Laptop Mobile Phone

1. Tomi Ahonen, Almanac 2010 34


Behaviors: 30 Minutes vs. 30 Seconds

Planned vs. Impulse

Siqng Standing/Walking

Create Consume

Big display Small display

Keyboard and mouse Keypad and camera

Concentrate MulI-‐task

Email SMS

PC/Laptop Mobile Phone

1. Tomi Ahonen, Almanac 2010 34

Tablet


Behaviors: Are all behaviors good?

http://youtu.be/EHlN21ebeak35


Influencing Behaviors Thru Mobile

DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028

0

0.1

0.3

0.4

0.5

Social NormsUtilityMobile Savvy

AttitudeInfo-Seeking

Over 40% of in!uence is based on how useful or entertaining your message is

36


Don’t Change Behaviors

37


#MobileRules 4: Behavioral Insights Drive Success

38


Conclusion

39

• You must have a Target (consumer)• You must know your Consumer• You must know your Consumer’s Behavior• You must build Insights into Consumer Behavior• Provide value based on your knowledge of your consumer and his/her behaviors


#MOBILERULES

• #MobileRules 1: Redefining “Mobile”• #MobileRules 2: Changing Consumers Accelerate Change• #MobileRules 3: Changing Behaviors Create Opportunity• #MobileRules 4: Behavioral Insights Drives Success

Heartland Mobile & MobileMarchTC will make 2014 the Year #MobileRules the Midwest!

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