The document outlines a presentation given by Hugh Park Jedwill, the Executive Director of the Heartland Mobile Council, at an event called MobiU2014. The presentation discusses how technology is accelerating behavioral changes in consumers and how brands can leverage insights into these new behaviors to be successful. It notes how mobile technology has expanded beyond phones and tablets to include wearables, connected devices, and future technologies. The presentation also explains how these rapid technological changes outpace what brands and even the military can develop on their own, and that understanding and capitalizing on shifting consumer behaviors presents major business opportunities.

1. Mobilized
by
the
Heartland
Mobile
Council
Mobilize
Your
Mind
Winning
With
the
New
Mobile
Consumer
July
16,
2014
Hugh
Park
Jedwill
ExecuFve
Director,
Heartland
Mobile
Council
#MobiU2014
@heartlandmobile

2. @heartlandmobile
#MobiU2014
#mimatweet
OUTLINE
• Background
• Redefining
“Mobile”
• Technology
Accelerates
Behavioral
Change
• Changing
Behaviors
Create
Opportunity
• Behavioral
Insights
Drives
Success
• Conclusions

3. @heartlandmobile
#MobiU2014
#mimatweet
Disclaimer
• Very
light
on
stats
• Mary
Meeker’s
“Internet
Trends
2014”
report
• comScore/Nielsen/Forrester
(on
our
Slideshare
account)
• Google’s
2013
“Our
Mobile
Planet”
report
• Very
strong
on
MarkeFng
&
Consumer
Behavior
• Preso
will
be
posted
to
HMC
website
next
week
• Sign
up
for
our
email
to
get
preso
link
• And/or
join
our
Slideshare,
FB
or
LinkedIn
account
3

4. @heartlandmobile
#MobiU2014
#mimatweet
Heartland
Mobile
Mission
• Mission:
To
Inspire
&
Educate
Brands
on
How
to
Use
Mobile
EffecFvely
• InspiraFon:
arFsts,
innovators
&
anthropologists
• EducaFon:
Brands
not
sellers
speak;
CerFficaFon
with
Northwestern
• Brands:
75%
of
our
audience
are
marketers
• EffecFvely:
We
look
at
the
real
value
&
the
shiny
objects

5. @heartlandmobile
#MobiU2014
#mimatweet
HMC
2014
at
a
glance
Brands+Startups™
Challenge
Heartland
Mobile
Cer8fica8on Key
Partners
Mobile
University
Week
Text

6. @heartlandmobile
#MobiU2014
#mimatweet
Our
Partners

7. Mobilized
by
the
Heartland
Mobile
CouncilMobilized
by
the
Heartland
Mobile
Council
Redefining
“Mobile”

8. @heartlandmobile
#MobiU2014
#mimatweet
Mobile
Scale
0
1.5
3.0
4.5
6.0
Industrialized
Emerging
Human population
Mobile phone subs
Internet users
Landline phones
TV sets
Banking accounts
* TomiAhonen Almanac 2010

9. @heartlandmobile
#MobiU2014
#mimatweet
Mobile
PotenFal
-­‐
McD’s
Website
2014

10. @heartlandmobile
#MobiU2014
#mimatweet
Mobile
PotenFal
-­‐
McD’s
Website
1996

11. @heartlandmobile
#MobiU2014
#mimatweet
In
the
Beginning
11
Cartoonist: Leo Cullum, New Yorker

12. @heartlandmobile
#MobiU2014
#mimatweet
In
the
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

13. @heartlandmobile
#MobiU2014
#mimatweet
Redefine
“Mobile”...to
Everything
 “Mobile”
is
mobile
phones
&
tablets
(an
addic8ve
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
expecta8on
(always
on,
first
thing
in
the
am,
last
thing
in
the
pm,
immediate
gra8fica8on)

14. Mobilized
by
the
Heartland
Mobile
Council
Technology
Accelerates
Behavioral
Change
Mobilized
by
the
Heartland
Mobile
Council

15. @heartlandmobile
#MobiU2014
#mimatweet
Brands
Cannot
Keep
up
with
InnovaFon
• “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
innovaFon
currently
sourced
externally*
15
* according to P&G C&D’s website update

16. @heartlandmobile
#MobiU2014
#mimatweet
Military
Cannot
Keep
up
with
InnovaFon
• DOD
has
prioriFzed
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
16
* per CNN, “U.S. government, military to get secure Android phones” 2/3/12
** per Jani Lyrintzis VP of Elektrobit, GigaOm, 4/16/12

17. @heartlandmobile
#MobiU2014
#mimatweet
InnovaFon
-­‐
Industrial
RevoluFon
Style
17

18. @heartlandmobile
#MobiU2014
#mimatweet
InnovaFon
-­‐
Dot.com
Style
18

19. @heartlandmobile
#MobiU2014
#mimatweet
InnovaFon
-­‐
Mobile
Style
19

20. @heartlandmobile
#MobiU2014
#mimatweet
Tech
is
AcceleraFng
Consumer
Change
20

21. Mobilized
by
the
Heartland
Mobile
Council
Changing
Behaviors
Create
Opportunity
Mobilized
by
the
Heartland
Mobile
Council

23. @heartlandmobile
#MobiU2014
#mimatweet
Behaviors:
Almost
as
Weird
http://youtu.be/rLf0bDqUYTU
23

24. @heartlandmobile
#MobiU2014
#mimatweet
Mass
Behavior
Changes
=
$$$
• Businesses
capitalizing
on
behaviors
+$2.4T
by
2016*
• P&G
called
this
POME
• Accenture
2013
study
finds*:
• 73%
of
Execs
say
behaviors
have
changed
markedly
• 74%
don’t
understand
these
changes
• 80%
say
their
companies
are
not
taking
advantage
Accenture, 1/22/13, “Businesses that Capitalize on Consumer Behavior Change are Better Positioned
to Outperform Economic Growth,” http://bit.ly/HMCMIMA1
24

25. @heartlandmobile
#MobiU2014
#mimatweet
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
25

26. @heartlandmobile
#MobiU2014
#mimatweet
How
People
Feel
About
Mobile
I
want
to
be
buried
with
a
mobile
phone,
just
in
case
I'm
not
dead.
-­‐
Amanda
Holden,
judge
on
Britain’s
Got
Talent
I’d
rather
give
up,
like,
my
kidney
than
my
phone
-­‐
Phillipa
Grogan,
16
yo
teen
hup://www.brainyquote.com/quotes/authors/a/amanda_holden.html#5I4zDpzA0sY1GG0D.99
26

27. @heartlandmobile
#MobiU2014
#mimatweet
Smartphones
Becoming
More
Important
than
TV’s
27
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

28. @heartlandmobile
#MobiU2014
#mimatweet
It
Impacts
Us
Everyday
28

29. @heartlandmobile
#MobiU2014
#mimatweet
How
Much
Does
Mobile
Impact
Us?
• 20%
of
respondents
check
their
phone
every
10
minutes.*
• 27%
of
American
moms
check
their
phones
during
sex.***
• 41%
of
U.S.
Hispanics:
cellphone
is
nearby
and
“on
call”
24/7.**
• 50%
of
U.S.
Millennials
use
their
phone
while
watching
TV****
• 56%
of
Chinese
used
text
messages
to
set
up
a
rendezvous
with
someone
they
were
having
an
affair
with.*
• 66%
of
Britons
are
nomophobic*****
• 80%+
of
18-­‐24
year
olds
sleep
with
their
phone
next
to
them*
• 84%
say
they
cannot
go
a
single
day
without
their
cellphones.*
29
* Time’s, Techland Report, 2012. An international poll of 5,000 Americans, Britons, South Koreans,
Chinese, Indians, South Africans, Indonesians, and Brazilians
** 2012 Hispanic Mobile Consumer Trends by Zpryme
*** BabyCenter Mobile Moms Report, 2012
**** Nielsen, 2012
***** SecurEnvoy, 2012

30. @heartlandmobile
#MobiU2014
#mimatweet
Smartphones
Help
Every
Day
Life
30
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

31. @heartlandmobile
#MobiU2014
#mimatweet
Smartphones
Used
While
MulF-­‐Tasking
31
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

32. © comScore, Inc. Proprietary.
Total digital media time spent has nearly doubled in the past three years
due to the explosion of tablet and smartphone usage. But notice that
desktop time has not declined.
Dec-10 Dec-13
123,661,452
10,845,633
441,692,836
130,915,638
429,104,439401,278,000
Total U.S. Time Spent by Digital Platform (Billion Minutes) Source: comScore Media Metrix Multi-Plat
Desktop Smartphone Tablet
+83%
+1040%
+237%
+7%

33. @heartlandmobile
#MobiU2014
#mimatweet
How
Has
Mobile
Changed
Us?
• How
we
EAT
• How
we
SHOP
• How
we
PLAY
• How
we
CAB
(Uber)
• How
we
WORKOUT
(Fitbit)
• How
we
SLEEP
(Sleepbot)
• How
we
RAISE
KIDS
(Pull
Ups,
Elmo)
• SOON(already):
driving,
medical,
home,
everything
outside,
everything
inside
33

34. Mobilized
by
the
Heartland
Mobile
Council
Behavioral
Insights
Drive
Success

35. @heartlandmobile
#MobiU2014
#mimatweet
Behaviors:
30
Minutes
vs.
30
Seconds
Planned
vs.
Impulse
Siyng
Standing/Walking
Create
Consume
Big
display
Small
display
Keyboard
and
mouse
Keypad
and
camera
Concentrate
MulF-­‐task
Email
SMS
PC/Laptop
Cellphone
1. Tomi Ahonen, Almanac 2010 35
= Tablet Behaviors

36. @heartlandmobile
#MobiU2014
#mimatweet
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

37. @heartlandmobile
#MobiU2014
#mimatweet
Behaviors:
Are
all
behaviors
good?
http://youtu.be/EHlN21ebeak
37

38. @heartlandmobile
#MobiU2014
#mimatweet
How
Do
You
Win
with
Mobile?
• Don’t
Change
Behaviors
• Augment
ExisFng
Behaviors
• Provide
UFlity
• Examples
• J&J
Band-­‐Aid
• Kimberly-­‐Clark
Pull-­‐Ups
• Starbucks
• Edwards
ER
• Walgreens
38

39. @heartlandmobile
#MobiU2014
#mimatweet
Don’t
Change
Behaviors
39

40. @heartlandmobile
#MobiU2014
#mimatweet
Band-­‐Aid:
Help
During
EmoFonal
Moments
40

41. @heartlandmobile
#MobiU2014
#mimatweet
Pull-­‐Ups:
Add
Value.
Deep
Value
41

42. @heartlandmobile
#MobiU2014
#mimatweet
Starbucks:
Allow
Me
to
be
More
Loyal
42

43. @heartlandmobile
#MobiU2014
#mimatweet
Edward
ER:
Remove
FUD
43
Text "ERWAIT" to 41411

44. @heartlandmobile
#MobiU2014
#mimatweet
Walgreens
QuickPrints:
Make
Things
Faster
44

45. Mobilized
by
the
Heartland
Mobile
Council
Mobile
Resources
Mobilized
by
the
Heartland
Mobile
Council

46. @heartlandmobile
#MobiU2014
#mimatweet
Best
Known
Mobile
Voices
• Mary
Meeker,
Partner
at
Kleiner
Perkins
• B.
Bonin
Bough,
VP
InnovaFon,
Mondelez
• Tom
Daley,
Director
of
Mobile,
Coca-­‐Cola
• Steve
Smith,
editor,
Mediapost
-­‐
Mobile
Insider
• Chuck
MarFn,
editor/author,
Mediapost
-­‐
mCommerce
Daily
• Tomi
Ahonen,
blogger/author,
ex-­‐Nokia
exec
• Julie
Ask,
VP
Principal
Analyst,
Forrester
• Tim
McCauley,
Sr.
Director
of
Mobile,
Walgreens
• Walt
Mossberg,
principal,
Re/Code
(formerly
AllThingsD)
• Kara
Swisher,
principal,
Re/Code
(formerly
AllThingsD)
• David
Pogue,
tech
lifestyle
writer,
Yahoo
(prev.
at
NYT)
• Hugh
Park
Jedwill,
ExecuFve
Director,
Heartland
Mobile
46

47. @heartlandmobile
#MobiU2014
#mimatweet
Top
Brands
in
Mobile
MarkeFng
TODAY
• Starbucks
• Coca-­‐Cola
• Sephora
• Walgreens
• Target
• Macy’s
• Redbox
• Chase
• Wal-­‐mart
• Taco
Bell
• American
Red
Cross
• Nike
• Mondelez
TOMORROW
• Best
Buy
• BCBS
• Walgreens
• Target
• McDonalds
• Allstate
• Starbucks
• Redbox
• Sears
• Staples
• Costco
• Wal-­‐mart
47

48. @heartlandmobile
#MobiU2014
#mimatweet
Summary:
Mobilize
Your
Mind
• Redefine
“Mobile”
to
Everything
• Technology
Accelerates
Behavioral
Change
• Changing
Behaviors
Create
Opportunity
• Behavioral
Insights
Drives
Success
Heartland
Mobile
will
make
2014
the
Year
of
Mobile
for
the
Midwest!
Join
Us!
hugh@heartlandmobile.org

49. Mobile
University
Week
2014
Mobilize
Your
Mind
September
16
-­‐
19,
Chicago

50. @heartlandmobile
#MobiU2014
#mimatweet
Day
One:
mini-­‐CerFficaFon
Tues,
9/16 Wed,
9/17 Thurs,
9/18 Fri,
9/19
morning Summit City
Sessions City
Sessions
ahernoon CerFficaFon Summit City
Sessions
evening ExpHall
Recp Br+St
Finale
50

51. Keynotes
Speakers
ExpHall
Experiences
Poetry
Contest
Pitch
Contest
@heartlandmobile
#MobiU2014
#mimatweet
Day
Two:
Summit
&
ExpHall
RecepFon
Tues,
9/16 Wed,
9/17 Thurs,
9/18 Fri,
9/19
morning Summit City
Sessions City
Sessions
ahernoon CerFficaFon Summit City
Sessions
evening ExpHall
Recp Br+St
Finale
51

52. City
Sessions
Brands+Startups
Finale
@heartlandmobile
#MobiU2014
#mimatweet
Day
Three:
City
Sessions
&
Brands+Startups
Tues,
9/16 Wed,
9/17 Thurs,
9/18 Fri,
9/19
morning Summit City
Sessions City
Sessions
ahernoon CerFficaFon Summit City
Sessions
evening ExpHall
Recp Br+St
Finale
52

53. City
Sessions
@heartlandmobile
#MobiU2014
#mimatweet
Day
Four:
City
Sessions
Tues,
9/16 Wed,
9/17 Thurs,
9/18 Fri,
9/19
morning Summit City
Sessions City
Sessions
ahernoon CerFficaFon Summit City
Sessions
evening ExpHall
Recp Br+St
Finale
53

54. Mobilized
by
the
Heartland
Mobile
Council
Thank
You!
hugh@
heartlandmobile.org