1. “Becoming the Brand
that Pioneers !
Mobile Expectations”!
!
By: @MobileMatthews!
!
about.me/MichaelMatthews

2. “Mobile” Consumers!
Answering Wants: Easy!
!
!
!
Uncovering Desires: Hard!
!
!
!
Creating Expectations: $$$!
!

3. “You can’t just ask customers
what they want and then try to give
that to them. By the time you get it
built, they’ll want something new.”!

5. Today’s goal:!
!
!
!
I’ll present a current
consumer desire…!
!

6. Today’s goal:!
!
…And you think of one idea
that makes most sense for your
brand!

7. Consumer
Desire! “What if my peer
influence was
worth
something?”!

8. Solution to
desire!
 Social Payment/!
reward Systems!

9. Example
technology!

10. Consumer
Desire!
“Help me feel like
two hours of ‘Angry
Birds’ is worth
something ”!

11. Solution to
desire!
 Reward Incentives !
!
(Not Redeem Incentives)!

12. Example
technology!

13. Consumer
Desire! “I’d like a reason
to go outside and
play”!

14. Solution to
desire!
 Real-world gaming!

15. Example
technology!

16. Example
technology!

17. Consumer
Desire!
“I need something
beyond reminding
me to buy or use
your product”!

18. Solution to
desire!
 CRM / Compliance
Rewarding systems!

19. Example
technology!

20. }
“What if my peer influence is worth
something?”!
“I’d like a reason to go outside and
play”! Desire !
to be !
rewarded
“Help me feel like 2 hours of ‘Angry
Birds’ was worth it”!
“Is there something beyond just
reminding me to buy or use your
product?”!

21. “What if my peer influence is worth Brand
something?”! Ambassador tools!
“I’d like a reason to go outside and Awareness!
play”!
“Help me feel like 2 hours of ‘Angry Trial/Purchase!
Birds’ was worth it”!
“Is there something beyond just
reminding me to buy or use your CRM!
product?”!

22. Consumer
Desire! “I expect brands to
be on all my devices,
but what if each
device played off
each other”!

23. Solution to
desire!
 Transmedia Storytelling !

24. Example
technology!

25. Example
technology!

26. Consumer
Desire!
“I’d rather be
shown than told”!

27. Solution to
desire!
 Rich media > Text!

28. Example
technology!

29. Example
technology!

30. Consumer
Desire!
“I prefer using
more senses than
just ‘sight’”!

31. Solution to
desire!
 Sensory Marketing!
(Ex: Audio Tagging)!

32. Example
technology!
♫

33. }
“I expect brands to be on all my
devices, but what if each device
played off each other?”!
Desired!
Methods of!
“I’d rather be shown than told”! communication
“I prefer using more senses than
just ‘sight’”!

34. Contact!
mike@TheMobileCulture.com!
!
Or !
!
@MobileMatthews!
!
Or!
!
About.me / MichaelMatthews

35. “Industry-accepted” desires
we’re not talking about today!
!
“Make all media clickable”!
!
“Turn my phone into a coupon wallet”!
!
“Synch my credit card to my check-ins”!
!
“Options beyond app downloads”!
!
!
!
!