Innovation 3.0: Mobile Apps By Terry Ribb TerryRibb@gmail.com The Mobile Relevance Project
Innovation 3.0 All of us are transitioning to something new. But there is a trap: applying old ideas to new technology
The innovator s challenge: Radio shows on TV PC Games, TV Shows, Movies on Phones Next, Live Action Drama Next, Engage with Raving Fan Content
The innovator s challenge: Radio shows on TV Search Boxes on Phones Next, Live Action Drama Next, Mobilize with Service
The innovator s challenge: Radio shows on TV Retail Stores on Tablets Next, Live Action Drama Next, Place Products within My Life
The innovator s challenge: Radio shows on TV Social Rants and Raves on Tablets Next, Live Action Drama Next, Personalize Here and Now
Why do I care? Today s Innovators are raising the bar for every Mobile Brand Stream Entertain. Brands: Engage with raving fan content Search Consumer Brands: Mobilize with service Search Share Shop Retail Brands: Place products within my life Stream Shop Share Mobile Brands: Personalize here and now
Why now for your Brand? 2.0 leaders are downsizing content for the phone 3.0 innovators are designing mobile life experiences
Why now for your Raving Fans? Online Browsers want content and ads on sites they visit Mobile Buyers want content and things that are relevant to their mobile life
3.0 Innovation Hotspots Rethink 4 mobile activities Search Share Stream Shop
Innovation 3.0 Streaming
3.0 Rethink Streaming PC Games, TV Shows, Movies on Phones Engage with Raving Fan Content Search Share Stream Shop TV audience: new channel Mobile fans: new content
NBA Fans love Stats Live Streaming with Stats iphone quick Stats ipad 2 nd screen stats $44.95 40 live games per week, on-demand for two days Free scores, stats, standings, schedules In-App Purchase $9.99 Audio broadcasts, video highlights Free Live stats, play-by-play, twitter stream, map shot charts App: League Pass App: Game Time App: Game Time Courtside
Toy Story 3 Fans love the Story Access mobile site for DVD / Download 2 Free Games with community achievement points 2 premium games: $.99, $4.99
Glee Fans love to Sing Celebrity Personal Karaoke Song Sharing Song Purchase Smule creates social music-making experiences
Taylor Swift Fans love Taylor Swift Music Player Celebrity App Photos News and Twitter Feeds Post Media Buzz Videos
Tour schedule, locations, tickets Fan Wall and Top Users Platform: Mobile Roadie Insider Access geo targeting, invite friends Purchase Media via itunes Merchandise via e-commerce site
6 Design Elements Streaming: Engage with Raving Fan Content Merchandize Extended Content Content Brand Fan Content Fan Creations Transmedia Events 18
3 Customer Drivers Raving Fans are 20% of a customer market who represent 80% of spending. Raving fans influence and spend on partners, parents, kids, friends. Raving fans pay a premium for branded content: media, experiences, merchandise.
Innovation 3.0 Searching
3.0 Rethink Searching Search Boxes on Phones Mobilize with Service Search Share Stream Shop I do the work. Ask what I want. Deliver it.
Zipcar Fans get me a car Locate cars See models Make reservation Scan Zipcard, unlock car
Regus Fans book us an office Locate venues Find my way Make a reservation
Chipotle Fans make my lunch Find restaurant Review menu Customize order Repeat favorites
Ocado Fans replenish my pantry Remember orders Check basket Schedule delivery
Best Buy Fans talk me through the store On Sale Product Info Alternatives Rewards
Starbucks Fans pay with my phone Reload card Find coffee shop Use card
6 Design Elements Searching: Mobilize with Service Locate Venue Check Inventory Repeat, Replenish Reserve, Pickup, Deliver Consumer Brand Customize Order Deliver Product Expertise 28
3 Customer Drivers Online shoppers browse for a week, mobile buyers act within the hour. Raving fans download an app to buy from their favorite brand. Raving fans buy over time, repeat orders replenish goods give gifts
Innovation 3.0 The Future of Shopping
3.0 Rethink Shopping Retail Stores on Tablets Place Products within My Life Search Share Stream Shop "windowshop" more than 40 product categories Recommend things for my mobile life
Place products within my style Web App: Profile style and preferences Mobile App: Visit personal showroom ShoeDazzle
Place products within my roadmaps Profile Roadmap Monitoring Jenny Craig Utility
Place products within my life events Planning Budget Profiling Browsing Locating Learning Wedding Planning App. Wedding Dress Look Book.
Place products within my seasons Snow today Ski tomorrow Stop at REI Snow and Ski Report by REI. Zumobi, app platform connects media properties and sponsors.
Place products within my daily routine Step 1: Meal Planning Step 2: Shopping Step 3: Cooking ifood Assistant by Kraft
Place products within my shopping process Woman One designer, head to toe Man Mix and match favorite looks Teen Who s wearing it Flash Designer Sales GQ Editorial Partnership Community Tags Gilt. Wet Seal.
6 Design Elements Shopping: Place Products within My Life My Style Lifestyle Brand My Roadmaps My Life Events My Shopping Process My Daily Routine My Seasons 38
3 Customer Drivers I buy when you related to my lifestyle. With today s technology, you can ask and remember what I like. With mobile apps, you can place products within my life.
Innovation 3.0 Sharing
3.0 Rethink Sharing Social Rants and Raves on Tablets Personalize Here and Now Search Share Stream Shop Roaring influences. Roaring crowds. Start with me. Relate to me.
Personalize relate to my personas Create interest Circles Biking Buddies Huddle, text with a circle Cooking Friends Instant Upload, share with a circle Marketing Friends Hangout with whoever is free right now. Platform in Beta: Google.com/+
Personalize advise on my interests The Beatles London and Liverpool tour, featuring Beatles landmarks The Invisible Artist London museum tour, history, architecture, exhibits Platform: Layar.com
Personalize advertise to who I am Woman walks by Women analytics Man walks by Men analytics Platform: Immersive Labs
Personalize market where I am Market where I walk the dog Foursquare check in Sample dispensed Platform: Foursquare. GranataPet in Germany.
Personalize sell what I want Point of Sale Interact. Add to cart. Bump to phone. Platform: Immersive Labs
Personalize share what I want, what I recommend NFC billboards Interactive displays Venue surfaces Motion games Full-dome events Future: Immersive venues
6 Design Elements Relate to my personas Sharing: Personalize Here and Now Share what I want, what I recommend Virtual Brands Advise on my interests Advertise to who I am Sell what I want Market where I am 48
3 Customer Drivers I have different personas, each with different intentions to spend. I expect to interact with screens. As a raving fan, I want my favorite Brand to relate to me here and now.
Summary Innovation 3.0
Avoid the innovation trap: Radio Shows on TV
Summary: 3.0 Innovation Today s Innovators Are raising the bar for every Mobile Brand Streaming Engage with raving fan content Searching Mobilize with service Shopping Place products within my life Sharing Personalize here and now Stream Search Shop Share
Launching Aug. 15, we re sharing design patterns and practices online. Visit www.mobilerelevanceproject.com Terry Ribb
The next presentation: Customerization 3.0 A semantic super-layer that brands use to personalize for each mobile customer.
Q & A