The Heartland Mobile Council has helped Northwestern with its first Mobile Marketing class. On 7/23/13, the HMC's Executive Director gave a presentation to the class on Mobile Behaviors & Technologies.

1. Produced
by
the
Heartland
Mobile
Council
Mobile
Behaviors
&
Technology
IMC490
Mobile
Interac:ve
Marke:ng
Hugh
Park
Jedwill
Execu:ve
Director,
Heartland
Mobile
Council
@heartlandmobile
#MobiU2013

2. #MobiU2013,
@heartlandmobile
Background:
Did
You
Know?
http://youtu.be/6ILQrUrEWe8

3. #MobiU2013,
@heartlandmobile
That was in Sep.’09.
As of April, it was 3,000!
As of June, it was 3,339!
It’s over 4,000 for teen
girls!
Background:
Did
You
Know?
http://youtu.be/6ILQrUrEWe8

4. Produced
by
the
Heartland
Mobile
Council
Background

5. #MobiU2013,
@heartlandmobile
Background:
About
the
Presenter
• Eight
years
at
KraR
Foods
working
on
Tombstone,
DiGiorno,
Post,
Mac&Cheese,
Salad
Dressings,
Bulls
Eye,
Jello
Pudding,
Maxwell
House,
KraR
Singles,
Natural
Cheese,
Oscar
Mayer,
Cool
Whip
• MBA
in
Marke:ng
from
Ross
School
of
Business
at
the
University
of
Michigan
• Three
years
in
brand
marke:ng
at
Procter
&
Gamble
• Think
and
trained
as
a
marketer
• Consumer
is
Boss

6. #MobiU2013,
@heartlandmobile
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
+5 yrs, 2010 - Foursquare
Next up: NFC
“greed is good”

7. #MobiU2013,
@heartlandmobile
Background:
Mobile
Promise
-­‐
McD’s
2012

8. #MobiU2013,
@heartlandmobile
Background:
McD’s
1996

9. #MobiU2013,
@heartlandmobile
Background:
Size
of
the
Global
Market
0
1.0
2.0
3.0
4.0
Industrialized
Emerging
Human population
Mobile phone subs
Internet users
Landline phones
TV sets
Banking accounts
* TomiAhonen Almanac 2010

10. #MobiU2013,
@heartlandmobile
Background:
The
Three
Blind
Men
&
The
Elephant

11. #MobiU2013,
@heartlandmobile
http://bit.ly/MobiU2013

12. #MobiU2013,
@heartlandmobile
22 in 10
A
Mobile
Journey

13. #MobiU2013,
@heartlandmobile
A
Mobile
Journey

14. #MobiU2013,
@heartlandmobile
Tibet
&
Freedom
of
Culture

15. #MobiU2013,
@heartlandmobile
Tibet
&
Freedom
of
Culture

16. #MobiU2013,
@heartlandmobile
Jordan
&
a
Taxi
Scam

17. #MobiU2013,
@heartlandmobile
Jordan
&
a
Taxi
Scam

18. #MobiU2013,
@heartlandmobile
Egypt
&
Freedom
of
a
Country

19. #MobiU2013,
@heartlandmobile
Egypt
&
Freedom
of
a
Country

20. #MobiU2013,
@heartlandmobile
Egypt
&
Freedom
of
a
Country

21. #MobiU2013,
@heartlandmobile
Burma
&
Freedom
of
a
People

22. #MobiU2013,
@heartlandmobile
Burma
&
Freedom
of
a
People

23. #MobiU2013,
@heartlandmobile
Syria
&
Freedom
from
a
Dictator

24. #MobiU2013,
@heartlandmobile
Syria
&
Freedom
from
a
Dictator

25. Syrians’
chance
at
freedom
rests
in
the
hands
of
their
people...
...and
their
phones

26. Life...is made of Behaviors
Life...is Mobile
Mobile...is Life

27. Behaviors

28. #MobiU2013,
@heartlandmobile
Behaviors:
Almost
as
Weird
http://youtu.be/rLf0bDqUYTU

29. #MobiU2013,
@heartlandmobile
What
is
Mobile?

30. #MobiU2013,
@heartlandmobile
What
is
Mobile?

31. #MobiU2013,
@heartlandmobile
What
is
Mobile?

32. #MobiU2013,
@heartlandmobile
What
is
Mobile?

33. #MobiU2013,
@heartlandmobile
What
is
Mobile?

34. #MobiU2013,
@heartlandmobile
What
is
Mobile?
• Is
it
size?
• Features?
• Ac:vi:es?
• or
something
else?

35. #MobiU2013,
@heartlandmobile
Behaviors:
30
Minutes
vs.
30
Seconds
Planned
vs.
Impulse
Siang
Standing/Walking
Create
Consume
Big
display
Small
display
Keyboard
and
mouse
Keypad
and
camera
Concentrate
Mul:-­‐task
Email
SMS
PC/Laptop
Cellphone
1. Tomi Ahonen, Almanac 2010

36. #MobiU2013,
@heartlandmobile
Behaviors:
30
Minutes
vs.
30
Seconds
Planned
vs.
Impulse
Siang
Standing/Walking
Create
Consume
Big
display
Small
display
Keyboard
and
mouse
Keypad
and
camera
Concentrate
Mul:-­‐task
Email
SMS
PC/Laptop
Cellphone
1. Tomi Ahonen, Almanac 2010
* Tablet behaviors

37. #MobiU2013,
@heartlandmobile
Behaviors:
What
Time
is
it?
Nokia Global Survey, 2006 23

38. #MobiU2013,
@heartlandmobile
Behaviors:
What
Time
is
it?
73%
Nokia Global Survey, 2006 23

39. #MobiU2013,
@heartlandmobile
Behaviors:
Are
all
behaviors
good?
http://youtu.be/EHlN21ebeak

40. #MobiU2013,
@heartlandmobile
How
do
you
Influence
Behaviors
Thru
Mobile?
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND
EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
0
0.1
0.3
0.4
0.5
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
Over 40% of influence is based on howuseful or entertaining your message is

41. #MobiU2013,
@heartlandmobile
http://bit.ly/MobiU2013

42. #MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
mWeb
Aug-
mented
Reality
IVR
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential

43. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential

44. #MobiU2013,
@heartlandmobile
IVR:
United
Na:ons
-­‐
Listen
to
Me
http://youtu.be/LBhO424NzIU

45. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS

46. #MobiU2013,
@heartlandmobile
SMS/mWeb:
State
Fair
Dream
Home
31

47. #MobiU2013,
@heartlandmobile
SMS/mWeb:
State
Fair
Dream
Home
31

48. #MobiU2013,
@heartlandmobile

49. #MobiU2013,
@heartlandmobile

50. #MobiU2013,
@heartlandmobile

51. #MobiU2013,
@heartlandmobile

52. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding

53. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding

54. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding

55. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding

56. #MobiU2013,
@heartlandmobile
SMS/mVideo:
P&G’s
Tremor

57. #MobiU2013,
@heartlandmobile
SMS/mVideo:
P&G’s
Tremor

58. #MobiU2013,
@heartlandmobile
Mobile
Sites
-­‐
Smart
&
Feature

59. #MobiU2013,
@heartlandmobile
SMS/mVideo:
P&G’s
Tremor

60. #MobiU2013,
@heartlandmobile
SMS/mVideo:
P&G’s
Tremor

61. #MobiU2013,
@heartlandmobile
mWeb/LBS:
Expedia
[STRONGER LBS EXAMPLE]

62. #MobiU2013,
@heartlandmobile
mWeb/LBS:
Expedia
[STRONGER LBS EXAMPLE]

63. #MobiU2013,
@heartlandmobile
mWeb/LBS:
Expedia
[STRONGER LBS EXAMPLE]

64. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS

65. #MobiU2013,
@heartlandmobile
2D
Codes:
Sierra
Mist

66. #MobiU2013,
@heartlandmobile
2D
Codes:
Sierra
Mist

67. #MobiU2013,
@heartlandmobile
2D
Codes:
Sierra
Mist

68. #MobiU2013,
@heartlandmobile
Lots
of
Apps
• 1,500,000+
iPhone
Apps
• 750,000+
Google
Apps
• 25,000
RIM
• 50,000
Windows
• But
great
branding!
• If
your
consumer
remembers
you

69. #MobiU2013,
@heartlandmobile
Augmented
Reality
http://youtu.be/HW9gU_4AUCA

70. #MobiU2013,
@heartlandmobile
The
confluence
of
retailers,
CPG
brands,
researchers
and
agencies
–
combined
with
the
presence
of
the
“average
consumer”
–
make
Chicago
and
the
Heartland
the
ideal
loca:on
to
learn
how
to
u:lize
mobile
technologies
to
reach
the
average
consumer
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effec:vely

71. #MobiU2013,
@heartlandmobile
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effec:vely
Our
Belief
The
HMC
is
the
Trusted
Partner
to
Educate
Brands
on
how
to
use
Mobile

72. #MobiU2013,
@heartlandmobile
Why
the
HMC
Exists
•
Know
marke:ng
•
Can
throw
a
good
party
•
Branding,
awareness,
loyalty
Marke:ng
conferences
cover
the
best
brand
case
studies
Mobile
conferences
covers
the
latest
technology
poten:al
• Know
technology
• Can
throw
a
good
hackathon
• Downloads,
pageviews,
scans

73. #MobiU2013,
@heartlandmobile
Mobile
UniversityTM
events
-­‐
SOLD
OUT
MobiU2012:
Couponing,
4/25;
Moms,
6/21;
Summit
9/24
MobiU2013;
Millennials
3/18;
Hispanics
6/13;
Brands+Startups
6/27

74. #MobiU2013,
@heartlandmobile
http://bit.ly/MobiU2013

75. #MobiU2013,
@heartlandmobile
Mobile
(Scary)
Future
“So
what
used
to
fit
in
a
building
now
fits
in
your
pocket,
what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell
in
25
years”
-­‐
Ray
Kurzwell,
Futurist

76. #MobiU2013,
@heartlandmobile
Mobile
Everything

77. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:

78. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:
• And
the
big
things:

79. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:
• And
the
big
things:
• With
you
all
the
:me:

80. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:
• And
the
big
things:
• With
you
all
the
:me:
• On
you
all
the
:me:

81. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:
• And
the
big
things:
• With
you
all
the
:me:
• On
you
all
the
:me:
• In
you
all
the
:me:
“…what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell…”

82. #MobiU2013,
@heartlandmobile
Join
Our
Mobile
Movement
• We
are
looking
for
people
passionate
about
mobile
• Network
(of
course)
• Learn
about
mobile
(of
course)
• Change
history
at
this
crucial
stage
in
history!
• Volunteers
needed
for:
• Marke:ng
(PR,
Social
Media,
Email,
Web)
• Summit
Event
Management
• Contact
hugh@heartlandmobilecouncil.com