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SoLoMo: 3 Important Ingredients For Any Mobile Application
What is SoLoMo?
SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.
Social
What is Social Media?
Media that allow users to communicate with one another is Social.
Why do marketers like Social Media?
Word of mouth by friends: 83%
Review in magazine of TV: 75%
Information on mfg’s website: 69%
Review by known expert: 63%
Consumer review on retailer’s sites: 60%
Consumer review at content sites: 52%
Chat rooms: 37%
Review by bloggers: 30%
Local
What is LBS?
A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device (GPS)
-Wikipedia
Location-Based Service Users Worldwide Today:
1 Billion
60% Of People Who Don’t Yet Use LBS
“ASPIRE To Use It In The Future
Device Support For LBS
Geolocation Landscape
Mobile
Why Mobile?
Mobile allows you to take your social media “on the road” as you travel, interact and check in with others. You can check out reviews, get coupons, find specials, become “mayor” and anything else you can imagine.
Web OS 9%
Embedded (any) 14%
Blackberry OS 25%
Windows 7 35%
iOS (iPhone/iPad) 49%
Android 70%
Mobile Device
Mobile Opportunities
Gartner predicts that Mobile apps will deliver $15.9 billion in expected end-user spending in 2012
Drive hardware sales, advertising spending and technology innovation.
Brand companies to increasingly shift their marketing budget to the mobile channel
Brands to experiment with cutting-edge apps to capture marketing and sales opportunities.
Benefits include products stand out from the pack, enhance brand image and retain user loyalty.
Mobile Trends
Gartner’s top 10 consumer applications to watch in 2012 include: Location-based services (LBSs). Location is one of the main enablers
that deliver services to users based on their context and Gartner expects the total user base of consumer LBSs to reach 1.4 billion users by 2014.
Social networking. Mobile social networking is the fastest-growing consumer mobile app category of the 19 tracked by Gartner. Social network platforms are sucking in increasing amounts of network traffic.
Mobile search. Visual search is usually related with product search to enable price comparisons or to check product information.
Mobile commerce. Gartner expects the emergence of uniquely mobile functions, such as the ability to "check in" to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store.
Mobile payment. In order to get consumers on board, payment solution providers need to address ease-of-use for users and ease-of-implementation for customers without compromising security.
Why SoLoMo?
Using SoLoMo allows business owners to be within 3 feet of their consumers, 24 hours a day. It’s been said that mobile phones are even more addictive than crack, and people risk their lives every day to look at them.
SoLoMo is steadily gaining momentum. This intersection of social media, local merchants using location-aware technology for advertising and mobile device usage (SoLoMo) offers opportunities to retailers, marketers and consumers—and all have something to gain from this new trend.
With SoLoMo, retail deals, coupons and consumer events as well as shopping and dining opportunities are broadcast to a mobile user from a specific retailer based on that user's geographic proximity, brand/retailer allegiance and shopping/check-in history. The possibilities are vast.
A Virtuous Circle Of Consumer Usage And Value
Social
Mobile Local
Mobile increases time available for social activity
Mobile enables consumers to engage at the point of sale
Mobile makes Local more useful
Location features core to most of mobile usage
Social networks give viral capability to local deals
Thank You!
