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Mobile = AccessThey will soon surpass PCs as the way to connect tothe Internet. “Gartner says smartphone sales grew more than 50% [in Q12010], accounting for 19% of worldwide device sales compared to the second quarter of 2009” Electronics Weekly, 2010 “Within 5 years the number of users accessing the Net from mobile devices will surpass the number who access it from PCs” Morgan Stanley, 2010
Mobile = ContentThey are becoming the way to consume content. “High-speed broadband Internet access, now in 63.5% of homes, has created a better user experience for “By 2013, video will occupy an watching online videos and nearly a estimated 66% of mobile traffic” quarter of households have Cisco, 2010 smartphones, enabling consumers to “place shift” and watch video wherever they are.... While mobile online video viewing is still fairly limited, year over year growth is notable at 51.2%” Nielsen, 2010
Mobile = Culture• It bridges the social & the personal• It bridges the local & the global• It bridges online with real life
Mobile = Cognitive Surplus The world’s free time and talents plus media tools (the internet and mobile phones), free people up to contribute to large scale efforts. (Even if it’s LOLcats.)- Clay Shirky
But...• That’s not how (most) brands are using it.• It’s another place we interrupt people - a coupon-delivery, push-messaging platform.• It’s another place we waste their time - using it as a shiny object to lure people into our same old stuff.• And while we’re making stuff that’s not very good, we start to blame the tech.
Be playful & imperfect “Augmented reality when applied to the body is this amazing place where the aesthetics and evolution intersect, and the authors of this new soft biology are a handful of engineers and computer programmers as flawed as the users controlled by their interfaces.” http://www.digicult.it/digimag/article.asp?id=1880
Be essential Word Lens is an augmented reality appthat translates language, helping people navigate through foreign spaces and languages.
Be tangibleNFC - near fieldcommunication - could sooninfluence how we engagewith credit or debit cardpayments, travel, check-ins,medical alerts, and so on.Ultimately, NFC (through RFIDtags) delivers on the notion ofan “internet of things” bytagging objects you canconnect to via a mobiledevice.
Mobile = Less Affluent• 39% of 18-29 year olds earning less than $30,000 per year own a smartphone (on par with the national average).• Just 8% have no cell phone at all.
Mobile = More Diverse• African-Americans and Latinos are more likely than whites to use their cell phones for non-voice applications such as using the internet, playing games, or accessing multimedia content.• 44% of black and Latino adults are smartphone owners, compared with 30% of whites.
Mobile = Women• 40% of all US women own Smartphones• 55% of US women aged 15-24 own Smartphones, leading the world in adoption
Women Mobile• They talk more: 22% more than men (856.3 minutes/month v. 666.7 minutes).• They text more: They send or receive 601 SMS/month v. 447 SMS/ month.• They use SNS more: 55% of women use social networks on mobile devices.
Women Apps 27% 7% 5% 4.5% 2.9% 2.5% 1.1% 2.4% 1.4% 1.1%Source: Mobile Marketer, Dec. 3, 2010
Moms Mobile, too • 32% of US Moms own a smartphone in 2010 v. 20% in 2009 • 32% say they use the Mobile Internet once a week in 2010 v. 20% in 2009 • And mobile phones are in use at home, as well as on the go - an ever-present part of moms’ livesSource Sept. 2010 Millennial Media’s SMART report
Be Flexible & ResponsiveDesign for mobile - knowing there is no onestandard OS or device.Design for where people are - connecting yourexperience to the nearby and tangible, but alsoknowing where the signal is.Design for utility - offering people somethingthey really want or need (or will).Design for sharing - but understand noteverything is public.
Now it’s your turnPick a brand from around those around the room.Think of a way you could use mobile to help thisbrand engage with women - write it down orsketch it out.Get out of the building - find at least 3 womenyou can ask about your idea ... chiefly, would theyuse it and what problem could it solve.You’ll get 2 minutes to tell us your idea and whatyou learned.