Scott's Insights on the Consumer Mobility Stack

Brave. Curious. Minds.
I AM
SCOTT
@thescott

Curator.
Specialist generalist.
Director of Experience Labs @ Quirk.

THE FUTURE CONSUMER
REALITY

THE CONSUMER MOBILITY STACK

Connectivity
Hardware: Devices & Tech
Software: Platforms, OS & Ecosystems
The Experience
Consumer Behaviour

Connectivity

CHEAPER
FASTEREVERYWHERE

CHEAPER
FASTEREVERYWHERE
ALL THE SIGNS ARE THERE

ACCESS(EVERYWHERE)
Iridium OpenPort
Broadband Service.
The Iridium OpenPort
broadband service is powered
by the world’s largest and only
truly global commercial
communication network,
providing pole-to-pole
coverage for ships at sea.

ACCESS(EVERYWHERE)
Iridium OpenPort
Broadband Service.
SPEED(super fast)
South Korean Telecom:
LTE-Advanced.
Recently launched LTE-A
network (signing up 10k
subscribers / day) promises
speeds of 150Mbps.
Downloading 800Mb in 6s.
A full length Blu-ray movie
would take approximately
3mins to download.

ACCESS(EVERYWHERE)
Iridium OpenPort
Broadband Service.
SPEED(super fast)
South Korean Telecom:
LTE-Advanced.
Recently launched LTE-A
network (signing up 10k
subscribers / day) promises
speeds of 150Mbps.
Downloading 800Mb in 6s.
A full length Blu-ray movie
would take approximately
3mins to download.
PRICE(TOWARDS FREE)
Broadband prices
decreasing globally.
Three years ago, the world’s
average price for ﬁxed
broadband was 115% of Gross
National Income per capita,
and now it is down to 40%.
(http://royal.pingdom.com/2013/03/12/broadband-prices/)

Hardware: Devices & Tech

MOBILE, A
CATALYST FOR
WIDESPREAD
BEHAVIOUR
CHANGE.
Spot the difference:
The appointment of a new pope.

MOBILE > THE PHONE
SURFACES / SCREENS / DIGITAL EXPERIENCES
THAT AREN’T FIXED IN LOCATION.

POWERFUL
PERSONAL
PERVASIVE
MOBILE
TECHNOLOGY
TRENDS
3

DEVICE PROCESSOR SPEED
Pentium 486 (early 90’s) Up to 100MHz
iPHONE 1st Generation (‘07) 412MHz
iPHONE 5 (‘12) 1000MHz Dual core (2 x processors)
POWERFUL
CAPABILITIES

POWERFUL
CAPABILITIES
Samsung Galaxy S4

POWERFUL
CAPABILITIES
1080p HD video
13 Megapixel photos

POWERFUL
CAPABILITIES
http://www.kpcb.com/insights/2013-internet-trends

POWERFUL
CAPABILITIES
Gesture
Proximity
Gyro
Accelerometer
Geomagnetic
Temp / Humidity
Barometer
Hall
Light
PACKED WITH SENSORS

THE WEARABLE
TECH ERA IS HERE..
PERSONAL
Google Glass
Apple iWatch concept

THE
INTERNET
OF THINGS
(CONNECTED OBJECTS)
PERVASIVE

THE INTERNET
OF THINGS
PERVASIVE
“We’re moving to a world in which
every device generates useful data,
in which every action creates
‘information shadows’ on the net.”
Tim O'Reilly
•  Founder of O'Reilly Media
•  Supporter of the free software
and open source movements.

ACTION
Events
triggered either
by objects or by
people.
REPORT
Display
processed
information for
people to use.
THE ANATOMY OF CONNECTED OBJECTS
EVENT
Any happening
in the physical
world that has
been identiﬁed
to be observed
SENSOR
Hardware that
detects events
and converts
them into an
electrical
signal.
Detection may
be binary or it
may measure a
physical
quantity
LOGGING
The registering
or recording of
the data
collected by
sensor(s).
UPLOAD
Logged data is
transferred to
the servers and
saved for later
use.
ANALYSIS
Individual and
aggregate data
is analysed by
algorithms
generating
information and
knowledge.
PERVASIVE

#CHEAPTECH
NFC Stickers @ R2ea.
An NFC tag is a small passive (no
battery) device which contains a tiny
microchip with an antenna attached.
When scanned by an NFC reader,
typically a mobile phone, it transfers
information such as a web address,
text or command. The data can be
locked onto the tag so that it cannot
be changed once set.
$7 $45 $15
Light Motion Temperature
PERVASIVE

Software: Platforms, OS & Ecosystems

PLATFORMS AS
LAUNCHPADS
LEVERAGE SCALE
TO DIVERSIFY
BUILD ECOSYSTEMS
THAT CREATE VALUE

LEVERAGE SCALE
TO DIVERSIFY
From books to
Internet
infrastructure

BUILD ECOSYSTEMS
THAT CREATE VALUE
FROM SHOES AND APPAREL
TO TECHNOLOGICAL
INNOVATOR
Nike’s mission:
To bring inspiration and
innovation to every athlete*
in the world.
*"If you have a body, you are an athlete.”

BUILD ECOSYSTEMS
THAT CREATE VALUE
NIKE+ connecting a set of Nike
products and experiences in a
central space.

PLATFORMS AS
LAUNCHPADS
Being an engine on top
of which individuals
and businesses create.

PLATFORMS AS
LAUNCHPADS
3 AREAS Of growth
1. DEVELOPER NETWORKS
2. CROWD FUNDING
3. COMMERCE

PLATFORMS AS
LAUNCHPADS A healthy developer network =
expanding ecosystem of value
Android Developers Apple Developer Network Facebook Developers
DEVELOPER NETWORKS

PLATFORMS AS
LAUNCHPADS
“We are looking for
people who share our
vision and want to create
companies that build
upon the success of
NikeFuel, the Nike+
FuelBand, and Nike+
Running to make the
world more active.”
DEVELOPER NETWORKS

PLATFORMS AS
LAUNCHPADS Seeking investment from end
users rather than "the
corporate shareholders"
CROWD FUNDING

PLATFORMS AS
LAUNCHPADS
CROWD FUNDING
KICKSTARTER
Since 2009 - 4.5m people
have pledged over $715m,
funding more than 45,000
creative projects.

PLATFORMS AS
LAUNCHPADS
CROWD FUNDING
KIVA.org
Kiva lets individuals lend as
little as $25 to help create
opportunity around the
world.
963,624 Kiva lenders
$455,347,000 in loans
99.02% repayment rate

PLATFORMS AS
LAUNCHPADS
COMMERCE
Customers as sellers: Extending
existing ecommerce platforms to
serve ANOTHER KIND OF customer.

PLATFORMS AS
LAUNCHPADS
ASOS Marketplace
“The place where anyone,
anywhere in the world, can sell
fashion, to anyone, anywhere in
the world.”
COMMERCE

The Experience

Touch, speak, see, hear.
Video: Future Interfaces
http://youtu.be/Ez0R8R30DnQ

OVERARCHING CONSTRUCT
THE
HOW
GUIDED BY
INTERACTION
THE
WHAT
GUIDED BY
RELEVANCE

THE
HOW
GUIDED BY
INTERACTION
Towards more intuitive interaction
•  Touch
•  Gestures
•  Voice
•  Device on sensor (e.g. phone on
interactive surface)

THE
WHAT
GUIDED BY
RELEVANCE
Experiences evolving
toward ones that are more
closely aligned with our
individual contexts (needs,
wants, demographic and
psychographic states).

NOW THE FUTURE
Broad based targeting "HYPER RELEVANCE" guided by algorithms,
based on large data sets.
Consumer moves TO the brand Brand adjusts around and meets the
consumer within their context .
Brands react to consumer needs Brands anticipate needs and proactively
communicate .
Brands add information Brands add value and meaning.
FUTURE RELEVANCE

Google and the
future of search
“My vision when we started Google
15 years ago was that eventually
you wouldn't have to have a search
query at all. You'd just have
information come to you as you
needed it.”
Sergey Brin
•  Co Founder of Google
•  Director of Special Projects
FUTURE RELEVANCE (NOW)

EXPLICIT IMPLICIT
A search term purposefully entered into
search box to get a result.
e.g. “McDonalds”
Signals that are not directly expressed but
give off
e.g. person on iphone, on the street at lunchtime
Explicit signal
Implicit
signals

Video: google now by Verge
Video:
Google Now and the predictive future of search
http://youtu.be/ZXtudZl5mzM

Consumer Behaviour

THE
PRODUCTIVE
PHASE
The next decade will see a new era of
productivity enabled by technology, AND
driven by a society that no longer sees
the internet as a mysterious, intangible,
exclusive, and scary "thing".

s
TAMING THE INTERNET
HARNESSING THE POWER OF THE INTERNET FOR
PERSONAL GAIN AND SOCIAL BENEFIT

THE PROGRAMMABLE WORLD
WIRED Magazine June 2013

"IF I take an instagram pic THEN
save it in my dropbox folder"
"IF I star an email in Gmail THEN
save the email in Evernote (note
taking app)"
IFTTT.COM
TRIGGER
ACTION
EG:

ANDROID APP

A programmable light bulb
($60/bulb).
•  Turn on/off remotely
•  Change the colour from
your iPad or phone
•  Link it to IFTTT.com
•  “When my plane lands then
ﬂash the light at home 3
times to let my wife know
I’m safe”

THINGS TO
THINK ABOUT
5

1.
THE DISRUPTION OF
EVERYTHING
The internet is a catalyst for large-scale
disruption of so much that has passed before.

TV isn’t DEAD
•  Linear broadcast methods are.
•  Interruption based advertising is dying.
•  The internet provides us with self selected
experiences.
2. ”MEDIAONMYTERMS”

3.
The INTERNET = TRAIN TRACKS
The internet = Facebook or Google.
Rather tracks of information from one source to
another.
if this: then that
(or that)

4.
UNDERSTAND FRAGMENTATION
ATTENTION
FRAGMENTATION OF MEDIA
INTERESTS
“Fragmentation is the enemy of
the traditional marketer.”

Social media = people as
media channels
Design communications for sharing.
Sharing only happens when it's relevant.
Therefore, relevance is everything.
5.

QUEST
IONS?@thescott
scott@quirk.biz
@quirkagency

Scott's Insights on the Consumer Mobility Stack

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