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cases - -mars-philips - pggm-pernod ricard- emi

@jerrylieveld - @mobtzu - mobtzu.com

WHAT’S NEXT IN MOBILE EXPERIENCES

http://www.youtube.com/watch?v=wB7lwsHo1b0

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1. 84% at home 2. 80% during misc. times throughout

the day 3. 74% waiting in lines 4. 64% at work

daystats

source: ipass mobile workforce may 20112

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1. 71% of apps downloaded on ios2. 86% use their device while watching tv 3. 69% use their device while shopping

mobilestats

source: ipass mobile workforce may 20113

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1. games2. mocial (mobile social networking)3. music & entertainment4. mail & messaging 5. weather(sports news & current events, business & finance, health & fitness, travel)

mobilecategories

source: millenial media 20114

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1.mobile web growth has outpaced desktop web growth 8 times

2.smartphone sales will pass pc sales in 2012

mobileeclipse

source: ITU, Mark Lipacis, Morgan Stanley Research.5

confidential mobile apps for brands

we create, produce and promoteAPPS & GAMES for BRANDS

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on iphone, ipad, google android, blackberry, mobile touch web

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that are easy to use, desireable, consistent, have a purpose and are playful

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confidential mobile apps for brands

mobile will be the centerpiece of all marketing communication

confidential mobile apps for brands

consumer behaviour has shifted

confidential mobile apps for brands

they want compelling storytelling, inspiration and utility from brands.Richard Ting

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ecosystem

24/7 m-commerceconsumerism

sharingsocial

social selling & buying

everywheremobile

e-crm

mobile payments

geo

loca

tionour vision:

the new digital ecosystem is mobile

=brands on mobile

confidential mobile apps for brands

new digital ecosystem is mobile and will bring together

mobile surfingsocial networkingmobile commercemobile in-store/out-store retaillocation-based servicesnear field communications

mobile apps for brands

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when is it mobile?

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mobile isn’t just about phones

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context

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1.variable environment 2.constant partial attention3.interruptions / distractions

context

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1.variable environment 2.constant partial attention3.interruptions / distractions

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1.on the go2.lean backcontext

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1.limited text input2.multitasking can be challenging3.it’s easy to get lost

context

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1.limited text input2.multitasking can be challenging3.it’s easy to get lost

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1.business sense2.user benefits3.target audience4.information

native & web

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1.business sense2.user benefits3.target audience4.information

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1.mobile first2.know your audience3.make content the action4.craftmanship and attention to detail

mobiledesign

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confidential mobile apps for brands

consumer expectationconsumers are well versed in tracking down very good,

services and experiences and they expect not just basic standards of quality, but the 'best of the best'

confidential mobile apps for brands

craftmanship andattention to detail from brands

mobile apps for brands

confidential mobile apps for brands

the more you notice it, the greater you feel its absence when it’s not there.

Ed Cotton

confidential mobile apps for brands

digital products should be designed for mobile first. (even if no mobile version is planned.)

confidential mobile apps for brands

- find the core of your service- iterate and simplify- prototype early- get it in hands of users

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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confidential mobile apps for brands

instagram

sharing pro like photo’s

http://itunes.apple.com/nl/app/instagram/id389801252?mt=8

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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confidential mobile apps for brands

fiat

ar/qr app using traffic signs

http://www.youtube.com/watch?v=FdkV_eU1B3c

confidential mobile apps for brands

aurasmaar/brand experience

http://www.youtube.com/watch?v=GBKy-hSedg8&hd=1

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word lens

augmented reality translate on the fly

http://www.youtube.com/watch?v=h2OfQdYrHRs 33

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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confidential mobile apps for brands

mobile bridges the gap from television commercial to real world product

confidential mobile apps for brands

mcdonalds pick ‘n play

gamificationoutdoor + mobile

http://www.youtube.com/watch?v=7u0ij9D5S4Y

confidential mobile apps for brands

t-mobile - angry birds

game becomes live event

http://www.youtube.com/watch?v=jzIBZQkj6SY

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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confidential mobile apps for brands

nike+ paint with your feetbrand experience and

utility extended

http://yesyesno.com/nike-collab-paint

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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confidential mobile apps for brands

starbucks bringing delight with touch interface

http://www.youtube.com/watch?v=D7c11vwgkYk

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wirewax

video shopping ipad

http://www.youtube.com/watch?v=KmILrnoc8bk 42

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square

mobile payments

http://www.youtube.com/watch?v=J2_u2nMsgjg 43

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mobtzu strategic mobile framework

- strategic focus: drive activities that benefit your portfolio/brand- consumer driven: align activities with consumer insights - relevance- decision support: a consistent approach to selecting opportunities- ongoing improvement: measurement of all initiatives to drive learning

and future improvement - it’s new territory: apps and mobile landscape is taking off

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a plan is needed!

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mobile strategic processWhy is does mobile matter for your business?Brand objectives?Business constraints (time/budget)Where should we focus?Exceeding service / Entertainment

What are people doing with their apps and devices?What needs and wants do they have?When can we be relevant?

Where can your apps align with these needs?Which insights present the best opportunities?

How did they do?What can we learn for next time?

When to plan for an update

When can these concepts be executed?What platforms and how delivered to market?

Which markets?How will they be measured?How will they be promoted?

How are we doing?How visible are we?

How are we reviewed?

How do we achieve the best user experience while aligning with business objectives and insights?how do we bring delight and be playful

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Business objectives

ConceptOpportunities

ConceptDesign

PlanningProduction

Launch

Evaluation Insights

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take outs

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1. mobile is the centerpiece 2. tell a story, inspire3. create a great service4. focus on needs of the user 5. understand the medium it’s a craft6. embrace rapid change7. and...

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be playful47

confidential @jerrylieveld - @mobtzu - mobtzu.com

BEZOEK ONS OP STAND 20!

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