Mobile devices are with us all the time so it's natural that they have an impact on our behaviors. Hugh Jedwill uses his marketing background from P&G to provide an understanding of the depth of this impact. He also provides guidance on how to design given these mobile behaviors.

1. @mobilebranding
#ChiMobileDesign
Mobile Behaviors & Design
Presented
June 14, 2011
Hugh Jedwill, CEO, Mobile Anthem
@mobilebranding

2. @mobilebranding
#ChiMobileDesign
Outline
Expectations
Background
Journey
Behaviors
Design/Business Strategy

3. @mobilebranding
#ChiMobileDesign
Background

4. @mobilebranding
#ChiMobileDesign
Background: About Mobile Anthem
`

5. @mobilebranding
#ChiMobileDesign
Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare

6. @mobilebranding
#ChiMobileDesign
Background: Mobile Promise - McD’s 2011

7. @mobilebranding
#ChiMobileDesign
Background: Internet 1996

8. @mobilebranding
#ChiMobileDesign
The Journey: Presenter - Building Brands
22 in 10

9. @mobilebranding
#ChiMobileDesign
The Journey: Presenter - Building Brands

16. Internal coordination
Latest news in
resistance
International
relations
#Libyana

17. Life...is
Life... made of Behaviors

18. Behaviors

19. @mobilebranding
#ChiMobileDesign
Behaviors: 30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
[Tablets behaviors are highlighted in green]
1. Tomi Ahonen, Almanac 2010

20. @mobilebranding
#ChiMobileDesign
Behaviors: What Do Consumers Want?
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028

21. @mobilebranding
#ChiMobileDesign
Behaviors: Are all behaviors good?
http://youtu.be/EHlN21ebeak

22. @mobilebranding
#ChiMobileDesign
A Strategy for Design

23. @mobilebranding
#ChiMobileDesign
The New Reality
Consumers
have control
are savvier
are connected
It’s about content
The winners will know
consumer behaviors

24. @mobilebranding
#ChiMobileDesign
POP - Points of Parity

25. @mobilebranding
#ChiMobileDesign
POD - Points of Difference

26. @mobilebranding
#ChiMobileDesign
CIB: You Are NOT the customer
...even if you are
Homer as Focus Group

27. @mobilebranding
#ChiMobileDesign
CIB: You Are NOT the Customer
“Who uses SMS? I don’t use it.”
- Chicago area mobile UX designer
It’s the most commonly use feature of mobile
More Texts than calls
Teens girls text 4,050/mn

28. @mobilebranding
#ChiMobileDesign
You Must Target
...or you will not hit anything

29. @mobilebranding
#ChiMobileDesign
You Must Target

30. @mobilebranding
#ChiMobileDesign
Don’t Change Behaviors
http://youtu.be/qRCBViNVDFQ

31. @mobilebranding
#ChiMobileDesign
Enable Existing Behaviors
Gillette Venus Spring Break Campaign ‘06
• Memories with Friends: Photos on the beach
• Hook-ups: Textual Flirting
• Bored while traveling: VenusBeach mobile game
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game

32. @mobilebranding
#ChiMobileDesign
Use Insights
Underlying behaviors
Shaving for men AFFIRMS
their masculinity

33. @mobilebranding
#ChiMobileDesign
For women, shaving
REVEALS their feminimity

34. @mobilebranding
#ChiMobileDesign
Use Insights
Which is why Intuition and Breeze were big hits

35. @mobilebranding
#ChiMobileDesign
LEGEND
Design for Market Reach Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
Mind mented
Reality
Quality of Interaction
Apps
mWeb
2D mVideo
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%

36. @mobilebranding
#ChiMobileDesign
Do Good - People Like It
http://youtu.be/LBhO424NzIU

37. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Mobile Anthem
Text “anthem” to 41411
for presentation link
@mobilebranding
hugh@mobileanthem.com
312.912.2837 (m)