Ds Mobile Ecosystem 081408
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The document discusses the mobile ecosystem and how it has become integrated into people's lives. It identifies several mobile segments including "In Motion Moms", "Baby Boomers", "Tech-centered Teens", "Constantly Connected Professionals", and "Early Adopters". For each segment, it describes their needs, technology use, lifestyle, and drivers for mobile connectivity. It provides examples of mobile campaigns and applications that have been targeted at each segment. The document concludes with principles for effective mobile connections and contact information.
Ds Mobile Ecosystem 081408
- 1. THE MOBILE People ECOSYSTEM & Technology
- 2. 1/2 of human beings are ‘mobile’.
- 15. Human connection via mobile technology has become so deep and entrenched, it could be considered it’s own ecosystem.
- 20. Mobile Evolution Calls Texting (SMS) Simple Built-in Applications (Calculators, etc) Mobile Email Mobile Browsing (WAP) Rich Mobile Applications Fully Functioning Browsers Streaming Media, Games, Commerce, More…
- 21. 2,200,000,000 people have mobile web access.
- 22. 250,000,000
- 23. Mobile Macro Segments In Motion Moms Baby Boomers Tech Centered Teens Constantly Connected Professionals Early Adopters
- 24. NEEDS In Motion Moms Basic 2G phone Mostly phone calls Some texting Minimal mobile web TECHNOLOGY Calling family & friends PRIMARY USE On-the-go Multi-tasker LIFESTYLE Tabs on family Coordinating schedules Household admin. Email Landline OTHER TECH USE Feel like she’s there Peace of mind Peer connection/support DRIVERS
- 25. In Motion Moms Calling Texting Email Mobile Web Apps
- 26. In Motion Moms
- 27. In Motion Mom Mobile Connection: Cellfire Mobile Coupons
- 28. In Motion Mom Mobile Connection: Disney & Walmart
- 29. NEEDS Baby Boomers Basic phone (primary) Blackberry for work, email only (secondary) Respond-only texting TECHNOLOGY On-the-go phone calls PRIMARY USE In transition 2 nd act careers Proud Grandparent Leisure adventures LIFESTYLE Simple but effective technology In the event of… Email Landline OTHER TECH USE Staying in touch Accident anxiety Youthful aging DRIVERS
- 30. Baby Boomers Calling Texting Email Mobile Web Apps
- 31. Baby Boomers
- 32. Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV / traveling boomers Simple text-based campaign
- 33. Boomer Mobile Connection: Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas visiting Boomers
- 34. Tech-centered Teens Full QWERTY keyboard Hand-me-down devices Handheld social network Tricked-out & personalized TECHNOLOGY Heavy texting PRIMARY USE Social butterfly Entertainment-oriented LIFESTYLE IM/Chat Social Networks OTHER TECH USE Close to friends In the ‘loop’ Expression of self Safe independence DRIVERS NEEDS Emergencies In touch with parents Social coordination
- 35. Tech-centered Teens Calling Texting Email Mobile Web Apps
- 37. Tech-centered Teen Mobile Connection: Facebook Application
- 38. Tech-centered Teen Mobile Connection: Best Buy & Nokia
- 39. NEEDS Constantly Connected Professionals Smartphone Frequent mobile web Heavy mobile email (Business vs. Personal) Banking, news, weather TECHNOLOGY Work-related communication PRIMARY USE In demand Balancing act Road officing LIFESTYLE Email OTHER TECH USE Reminders Efficiency Empowerment Recognition DRIVERS
- 40. Constantly Connected Professionals Calling Texting Email Mobile Web Apps
- 42. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro Downloadable Blackberry application Real time transaction Guaranteed security
- 43. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro
- 44. Constantly Connected Professional Mobile Connection: Yahoo! Go
- 45. NEEDS Early Adopters Mobile Web Phone as PC PRIMARY USE Technology obsessed Proud to be a ‘geek’ Technology as a badge LIFESTYLE Immediate information Unlimited data plan Fluid usability Forward-thinking design Social Networks Twitter OTHER TECH USE Ego Trailblazing – being a technology sage DRIVERS iPhone 3G Heavy mobile web: Entertainment, Communication, Fully Functioning, Information Heavy texting Downloading apps TECHNOLOGY
- 46. Early Adopters Calling Texting Email Mobile Web Apps
- 47. Early Adopter
- 48. Early Adopter Mobile Connections: Maps Whrll Pandora
- 49. Early Adopter Mobile Connection: iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allows users to access movie trailer from phone
- 50. Early Adopter Mobile Connection: iPhone Application: DQ
- 51. Early Adopter Mobile Connection: DQ.com Store Locator
- 52. Cross-segment Mobile Connection: American Express SMS Simple mobile experience Rich iPhone experience
- 53. Key Mobile Connection Principles
- 54. 1 Function First
- 55. 2 Keep it Simple
- 56. 3 Integrate
- 57. 4 Leverage the Platform
- 58. 5 Be a Leader
- 59. Questions?
- 60. More info? space150.com Kelly Thompson, Associate Director, Strategy & Insights Marc Jensen, VP Technology mobile@space150.com