5. Smartphones are now the main
computing platform
2x those of PCs in 2012
Galaxy SIII
Display - 720x1280 pixels
Memory - 64 Giga Bytes
Connection - WiFi / 3G / 2G / Blue Tooth / NFC / USB
Processor - Quad Core 1.4 Ghz
6. Its a is a platform with multiple uses
Device Search Web Apps Display Video Emails Social Voice
PC
Tablet
Mobile
Phone
TV
The device difference is context
Understand the Context
7. A couple of things that makes something mobile
1. Its small enough to carry with me anywhere
2. It can connect to a network
The ability to connect while with me is what makes “Mobile” special
Its all about immediacy
8.
9.
10.
11. There are 5.9 billion active mobile
subscriptions in the world
(There are about 7 billion people)
Source: ITU Informa WCIS December 2012
12.
13. The Mobile Economy 2013-2017
is expected to contribute
10.5 Trillion to the global GDP
14. Naveed Sultan
Global Head of Treasury and
Trade – Citi Bank
“41 billion dollars have been
moved through the CFO 2click app”.
A device set up for CFOs to manage their
business and do one click money transfers
15. Vittorio Colao
Global CEO - Vodafone
“Mobile NFC will be launched
in 5 markets before
the summer 2013”
The beginning of M-Commerce
16. Michael Menis “$40 million a month in mobile
IHG head of mobile
revenue
30% of our web activity is via
mobile
We are expecting mobile web revenue will
overtake our traditional web in the next few
years”
17. Rene Obermann
CEO - Deutsche Telekom “Average mobile broadband usage
2012
1.7 gig per month per person
An increase of 160x
70% year on year growth
of mobile data traffic”
18. Steve Girsky “4G LTE networks will be built into
Vice Chairman – General Motors
millions of our cars starting 2013
across Europe and the USA”
19. There are 7 billion people
in the world
Source - United Nations Data November 2012
20. Only 2 Billion
Are connected to the internet
at the moment!
Source - United Nations Data November 2012
21. Michael Menis
IHG head of mobile
“Its taken 22 years for the first 2
billion people to get there
The next 2 billion will bypass fixed
lines and connect straight to 4G in
the next 5 years”
22. There will be over 10 billion
mobile-connected
devices by 2017
generating 13 times more data
We are here
Source – Cisco VNI Mobile Forecast 2013
28. • How do we support mum
• Build a closer relationship to the brand
• Justify our premium pricing
29. Mums can search by an address or
postcode, or click their current location.
They can choose to search for areas
suitable for:
• Changing,
• Playing or
• Feeding
30. The results can be displayed in 3 different views:
• Street view (augmented reality)
• Map view
• List view
31. When you click on a place it
brings up a detailed view, which
shows the name of the place,
address and phone number.
You can also select a place as a
„favourite‟ by clicking on the
heart in the top right hand
corner. This means it will
appear on your favourites page.
32. You also have the options to:
• Add your own location
• Share the location via
Facebook, Twitter and
SMS.
• Add a personal review for
other Mums to see.
33. Acton Library
“Good children's library, play room and free story-telling
sessions.”
Heaven Nutfield
“There's a playroom, coffee shop and pampering rooms.
Great place to go with friends and children.“
John Lewis
“These facilities are fantastic! Great area for feeding, lots
of spaces for baby change and very clean compared to
other changing facilities in Bluewater: - ).”
37. Mobile DM
Leaflet
Window dispenser
decal
Website
email
38. • Dynamic targeting algorithm selects content layouts and offers
• Mobile location based offers based on individual profile
Web
Email
Mobile
Assets
A connected user experience
irrespective of channel
Digital Print
39. • Posters Connecting objects and content to technology
• Provides additional interaction moments
• Direct Mail • Greater engagement
• Physical Objects • Personalised information
• Offers on products in-store • Ties together online and offline media
• … • The ability to pay via your mobile phone
40.
41. Launch of a new product - How do you encourage men to try
a new drink they would not normally think to order?
We have to get trial and people talking about it.
Built on RAPP‟s proprietary Mobile platform - Not an APP
Launched via
- Email
- SMS
- Geographically targeted Facebook messages
- O2 Ring Fence around Revolution Bars in London
Targeting - 150,000 18 – 24 year old males
43. The voucher was designed to encourage immediacy by activating a countdown
mechanic.
This showed the time left to redeem using gaming mechanics to encourage take up.
49. Field Notes is a tool we use to do primary user research to
understand consumer behaviour right where it happens.
• Video Capture
• Photographs
• Text
All time and location stamped.
RAPP have their own panel in the UK that we use to understand
consumer behavior
58. Try it
Text
This to This
Link to You Tube RAPP Info 64546
Call Us or We Call You
Location Detection Link in to Google Maps
59. 1. Mobile is uniquely “yours” so the
experience should be about you
2. Think about the connected journey not the
channel
3. Location is a key component to mobile so
build in that value
