Mobile March conference - Mobile Behaviors, Innovations & Insights
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On one hand we're seeing unprecedented innovation in mobile technologies. On the other we're seeing unbelievable changes in consumer behavior. They are tied together and Hugh Park Jedwill, found and Executive Director of Heartland Mobile presented the ramifications of this and how brands can take advantage of this.
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Mobile March conference - Mobile Behaviors, Innovations & Insights
- 1. 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
- 2. Mobilized by the Heartland Mobile Council March 19, 2014 Hugh Park Jedwill ExecuIve Director, Heartland Mobile Council #mobilerules @heartlandmobile aka “4 #MOBILERULES”
- 3. #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
- 4. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 5. #mobilerules @heartlandmobile #mobilemarchtc14 HMC 2014 at a glance Brands+Startups™ Accelerator Mobile Marke7ng Cer7fica7on Key Partners Mobile University Week
- 6. #mobilerules @heartlandmobile #mobilemarchtc14 Our Partners
- 7. Mobilized by the Heartland Mobile Council #MobileRules 1: Redefining “Mobile”
- 8. #mobilerules @heartlandmobile #mobilemarchtc14 Mobile Scale 0 1.0 2.0 3.0 4.0 Industrialized Emerging Human population Mobile phone subs Internet users Landline phones TV sets Banking accounts * TomiAhonen Almanac 2010
- 9. #mobilerules @heartlandmobile #mobilemarchtc14 Mobile Scale 0 1.0 2.0 3.0 4.0 Industrialized Emerging * TomiAhonen Almanac 2010 More Phones than toothbrushes worldwide!
- 10. #mobilerules @heartlandmobile #mobilemarchtc14 Top Mobile Markets Worldwide 0% 50% 100% 150% 200% China India U.S. Indo Brazil Rusia Japan 0 375 750 1,125 1,500 % of population Mobile Subs (000,000’s) Intel Global Mobile Etiquette Fact Sheet 2012
- 11. #mobilerules @heartlandmobile #mobilemarchtc14 Mobile PotenIal -‐ McD’s Website 2014
- 12. #mobilerules @heartlandmobile #mobilemarchtc14 Mobile PotenIal -‐ McD’s Website 1996
- 13. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 14. #mobilerules @heartlandmobile #mobilemarchtc14 #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)
- 15. Mobilized by the Heartland Mobile Council #MobileRules 2: Changing Consumers Accelerate Change
- 16. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 17. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 18. #mobilerules @heartlandmobile #mobilemarchtc14 InnovaIon -‐ Industrial RevoluIon Style InnovaIon in the hands of the few 16
- 19. #mobilerules @heartlandmobile #mobilemarchtc14 InnovaIon -‐ Dot.com Style InnovaIon in the hands of more 17
- 20. #mobilerules @heartlandmobile #mobilemarchtc14 InnovaIon -‐ Mobile Style InnovaIon in the hands of the many 18
- 21. #mobilerules @heartlandmobile #mobilemarchtc14 Market Forces: Porter’s Five Forces To compete you need an advantage -‐ consumer insights HIGH HIGH HIGH HIGH HIGHEXTREMELY Text ANTHEM to 41411 @mobilebranding 19
- 22. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 23. #mobilerules @heartlandmobile #mobilemarchtc14 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, Starbucks January 2014 21
- 24. #mobilerules @heartlandmobile #mobilemarchtc14 #Mobile Rules 2: Changing Consumers Accelerate Change...no one is keeping up 22
- 25. Mobilized by the Heartland Mobile Council #MobileRules 3: Changing Behaviors Create Opportunity
- 26. Why do we do what we do? Especially the illogical things.
- 27. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 28. #mobilerules @heartlandmobile #mobilemarchtc14 Smartphones Becoming More Important than TV’s 26 0% 15% 30% 45% 60% 60% 44% 34% 27% 36% China India Japan Korea U.S. % Who Would Rather Give Up Their TV Google, Our Mobile Planet, May 2013
- 29. #mobilerules @heartlandmobile #mobilemarchtc14 Behaviors: Almost as Weird http://youtu.be/rLf0bDqUYTU 27
- 30. #mobilerules @heartlandmobile #mobilemarchtc14 Smartphones Used for Search 28 40% 50% 60% 70% 80% 60% 73% 69% 72% 61% China India Japan Korea U.S. % Search on Smartphone Every Day Google, Our Mobile Planet, May 2013
- 31. #mobilerules @heartlandmobile #mobilemarchtc14 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% China India Japan Korea U.S. Product Info Restaurants, Bars Job Search Google, Our Mobile Planet, May 2013
- 32. #mobilerules @heartlandmobile #mobilemarchtc14 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 Google, Our Mobile Planet, May 2013
- 33. #mobilerules @heartlandmobile #mobilemarchtc14 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% China India Japan Korea U.S. Home On The Go In The Store Google, Our Mobile Planet, May 2013
- 34. #mobilerules @heartlandmobile #mobilemarchtc14 Smartphones Becoming Shopping Tool 32 0% 15% 30% 45% 60% 53% 41% 25% 37% 34% 50% 39% 22% 36% 33% China India Japan Korea U.S. Impacted In-Store Impacted Digital Google, Our Mobile Planet, May 2013
- 35. Mobilized by the Heartland Mobile Council #MobileRules 4: Behavioral Insights Drive Success
- 36. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 37. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 38. #mobilerules @heartlandmobile #mobilemarchtc14 Behaviors: Are all behaviors good? http://youtu.be/EHlN21ebeak 35
- 39. #mobilerules @heartlandmobile #mobilemarchtc14 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 Norms Utility Mobile Savvy Attitude Info-Seeking Over 40% of influence is based on howuseful or entertaining your message is 36
- 40. #mobilerules @heartlandmobile #mobilemarchtc14 Don’t Change Behaviors 37
- 41. #mobilerules @heartlandmobile #mobilemarchtc14 #MobileRules 4: Behavioral Insights Drive Success 38
- 42. #mobilerules @heartlandmobile #mobilemarchtc14 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
- 43. #mobilerules @heartlandmobile #mobilemarchtc14 #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! Join Us! hugh@heartlandmobilecouncil.com