Presentation to the Wireless Innovation Council, Dr. Phil Hendrix, immr, March 26, 2012

1. Using Mobile as an Instrument
to Trigger, Enable and Reinforce
Behaviors
- Overview of Research for Wireless Innovation Council
March 26, 2012
Dr. Phil Hendrix
Founder and Director, immr and GigaOm Pro Analyst
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org
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2. So What’s all the Hype about?
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3. Companies Trying to Understand, Shape Behaviors
Volume of Google Searches – 2007 – 2011
Gamification 
Behavioral Economics 
Neuromarketing 
User Experience 
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4. Especially Customer Behaviors
Illustrative List of Customer Behaviors
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5. Smartphones becoming Dominant
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6. More Tablets sold than PCs by end of next year
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7. Overview and Research Objectives
Behavior To
Mobile
Instruments + Change  Affect
Strategies Behavior
Devices  Prospects
 Gamification
 Customers
Apps  Behavioral
Economics  Employees
Internet
 Persuasive
Technologies
 Choice
Cloud Architecture
Mobile  Neuromarketing
Capabilities
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8. Another View of Customers’ Behaviors
Shopping/Buying Consuming
Discover Compare Buy Use
Needs/ Products, Products Products,
Wants, Brands, and Services,
Solutions Merchants Services Media†
Interacting, Sharing, and
Communicating
with Other Customers
†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)
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9. Mobile Capabilities Relevant to Behavior Change – Examples
Mobile Devices/ SoLoMo Ambient
Intelligence
Mobile Apps (Social+Local+Mobile) Connections
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10. Strategies Come Together across Three Dimensions
Target
Behaviors
Behavior Guidelines
Change and
Strategies Recommendations
Mobile
Instruments
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11. Deliverables and Benefits for WIC Members
 Behavior Change Concepts, Tools  Relevant Mobile Instruments
 Summary of key Behavior Change Mobile Capabilities Influencing Behavior
theories and concepts
 Devices  Sensors
 Links to key resources
- Sources, conferences  Context aware  Artificial
- Biography (articles, books) Intelligence
- Links to experts and blogs
 Augmented Reality  Mindful Apps
- Tools, solutions and providers
 Case Examples  Recommendations, Guidelines
Case studies:  Which behaviors can mobile instruments
• Target audience most affect?
• Behavioral objective  What are the most effective Behavior
Change strategies?
• Behavioral strategies employed
 What is the “readiness” of selected
• Mobile capabilities leveraged mobile capabilities (e.g., AI, AR, etc.)?
• Results achieved  How can organizations build mobile
• Lessons learned behavior change capabilities?
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12. WIC Member Participation
Other
Participation Lead Advisers
Members
 Identify key behaviors your organization
wishes to affect with mobile instruments   
 Provide input, feedback on
Behavior Change strategies, frameworks  
 Identify, facilitate access to case studies
(own, other companies)   
 Preview, comment on draft(s) of report  
 Other involvement TBD
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13. Related immr Research
Reports
Consumers’ Digital Signals, Structure:Data Conf.,
NYC, March 21-22
Social Mobile Payments Conf., Orlando, April 11-12
Conferences
What’s in your Wallet, Social-Loco, San Francisco,
May 10
The Era of SoLoMo, iMedia Agency Summit,
Colorado Springs, May 20-23
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