From Neo to Trinity

The Matrix Reinvented

#sexymobile

Hello.

@farrahbostic @cindygallop @brennahanly

There are 3 things we tend to get wrong

about mobile

1

Mobile ≠ Phones

Mobile = AccessThey will soon surpass PCs as the way to connect to the Internet.

“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

“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

Mobile = Content

They are becoming the way to consume content.

“By 2013, video will occupy an estimated 66% of mobile traffic” Cisco, 2010

“High-speed broadband Internet access, now in 63.5% of homes, has created a better user experience for watching online videos and nearly a quarter of households have 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

I'm here because of

Dongbangshingi

INVOLVED

CREATIVE

CONNECTED

ACTIVE

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.

2

Mobile ≠ Technology

Mobile = Many Devices

• It’s smartphones

• And dumbphones

• And tablets

• And wifi enabled, internet-connected cameras, media players, e-readers, etc.

Mobile = Many Features

• SMS & MMS

• Pictures

• Music

• Email

• Internet

• GPS

• Apps*

* Today, apps are what make a smartphone smart

But... “____ is dead”

Not so fast.

Why don’t we steal from artists anymore?

Be helpful

http://fffff.at/qr-stenciler-and-qr-hobo-codes/

Be inclusive

Be useful

“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.”

Be playful & imperfect

http://www.digicult.it/digimag/article.asp?id=1880

Be essential

Word Lens is an augmented reality app that translates language, helping people

navigate through foreign spaces and languages.

Be tangibleNFC - near field communication - could soon influence how we engage with credit or debit card payments, travel, check-ins, medical alerts, and so on.

Ultimately, NFC (through RFID tags) delivers on the notion of an “internet of things” by tagging objects you can connect to via a mobile device.

3

Mobile ≠ White Guys

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 Apps27% 7% 5%

4.5% 2.5%

2.4% 1.4% 1.1%

1.1%

2.9%

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’ lives

Source Sept. 2010 Millennial Media’s SMART report

So what do

we do?

Be Flexible & Responsive

Design for mobile - knowing there is no one standard OS or device.

Design for where people are - connecting your experience to the nearby and tangible, but also knowing where the signal is.

Design for utility - offering people something they really want or need (or will).

Design for sharing - but understand not everything 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 this brand engage with women - write it down or sketch it out.

Get out of the building - find at least 3 women you can ask about your idea ... chiefly, would they use it and what problem could it solve.

You’ll get 2 minutes to tell us your idea and what you learned.

Ready. Set.

Go!

Time to get out of the building

Ok. What did you

learn?

Thanks!