The Mobile Way Of Life

1. The Mobile Way Of Life

2. The Mobile Way Of Life Always with you, always connected, from the start of the day 5ll the end Most people use their mobile phone as an alarm clock so it’s probably the last thing you see before you sleep and the ﬁrst thing you use when you get up

3. Always Connected and Omnipresent We’re present here but also there and everywhere (Physical vs. Mental Presence)

4. We Spend More Time DocumentingOur Life Than Living It

5. There’s a Constant Fear Of Missing Out Fear Of Missing Out (FOMO) is the uneasy and some5mes all-‐consuming feeling that you’re missing out—that your peers are doing, in the know about or in possession of more or something beGer than you. FOMO may be a social angst that’s always existed, but it’s going into overdrive thanks to real-‐5me digital updates and to our constant companion, the smartphone.

6. Changing Our Social Behaviors Led to rude behaviors and higher tolerance for such behaviors It’s now fashionable to be late when you can easily text someone to let them know We’ve also developed bad table manners where everyone siKng across each other are busy on their own devices

7. Changing Our Social Behaviors The Phone Stack Game was born out of necessity to be civilized at dinner tables again hGp://www.huﬃngtonpost.com/2012/01/10/how-‐new-‐game-‐the-‐phone-‐stack_n_1197717.html

8. Shift towards a push button, on demandculture I want it now. Any5me and anywhere And this impa5ence is further driven by the Fear Of Missing Out (FOMO) 8

9. The Paradox Of Choice:There’s an App for Everything Our Op5ons have mul5plied with the App Culture However, there’s a paradox of choice: There are apps for everything but no one app for everything Your Home Screen is a good reference on what you use most frequently based on how easy you make it for yourself to ﬁnd it 9

10. However, only 26% are loyal and repeat Appusers 10

11. With App Discovery mainly through the AppStore 11

12. Meet The ScreensJoint Global Study by Microsoft and BBDO/Proximity on the relationshipspeople have with their devices ü  Archetype: The Lover ü  Embodies characteristics both in terms of intimacy and demands imposed by a close relationship ü  High expectations of their mobile •  Know me perfectly (Intelligent but no intrusive) •  Help me make the best of myself (self actualization) •  Help me fit in and belong (Always connected) •  Keep me at the top of my game (Efficiency & task based actions) •  Surprise me (through discovery) More on the report here: hGp://adver5sing.microso].com/meet-‐the-‐screens-‐research

13. Culturally, this has led to… Attention Economy Decline in trust More Time Out of home The Distracted Commuter Captive Environments More details in my Clickz ar5cle

14. Full Commentary: More details here: hGp://www.clickz.asia/6789/the_mobile_way_of_life

15. THANKS FOR WATCHING Vincent Teo Digitalmarketer.asia @intersphere www.linkedin.com/in/vincentteo 15

16. The Mobile Way Of Life