Innovation 3.0: Mobile Apps

By Terry Ribb

TerryRibb@gmail.comThe 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

Next,

Live Action DramaNext,

Engage with Raving Fan Content

PC Games, TV Shows, Movies on Phones

Search Boxes on Phones

Next,

Mobilize with Service

The innovator’s challenge:

Radio shows on TV

Next,

Live Action Drama

Retail Stores on Tablets

Next,

Place Products within My Life

The innovator’s challenge:

Radio shows on TV

Next,

Live Action Drama

Social Rants and Raves on Tablets

Next,

Personalize Here and Now

The innovator’s challenge:

Radio shows on TV

Next,

Live Action Drama

Stream Entertain. Brands: Engage with raving fan content

Search

Consumer Brands: Mobilize with service

Shop Retail Brands: Place products within my life

ShareMobile Brands: Personalize here and now

Stream

Search

Shop

Share

Today’s Innovators… are raising the barfor every Mobile Brand

Why do I care?

2.0 leaders are downsizing content for the phone

3.0 innovators are designingmobile life experiences

Why now for your Brand?

Online Browsers

want content and ads

on sites they visit

Mobile Buyers

want content and things

that are relevant to their mobile life

Why now for your Raving Fans?

Rethink4 mobile activities

Stream

Search

Shop

Share

3.0 Innovation Hotspots

Innovation 3.0

Streaming

PC Games, TV Shows, Movies on Phones

Stream

Search

Shop

Share

TV audience: new channel

Mobile fans:new content

3.0 Rethink Streaming

Engage with Raving Fan Content

NBA Fans love Stats

$44.95 40 live games per week,on-demand for two days

App: League Pass

Free scores, stats, standings, schedules

In-App Purchase $9.99 Audio broadcasts, video highlights

App: Game Time

iPhone quick StatsLive Streaming with Stats

FreeLive stats, play-by-play,twitter stream,map shot charts

iPad 2nd screen stats

App: Game Time Courtside

Toy Story 3 Fans love the Story

2 Free Gameswith community achievement points

2 premium games: $.99, $4.99

Access mobile site for DVD / Download

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

VideosCelebrity App

Photos

News and Twitter FeedsPost Media Buzz

Purchase

Media via iTunes

Merchandise via e-commerce siteInsider Access

geo targeting,invite friends

Tour schedule, locations, tickets

Fan Wall and Top Users

Platform: Mobile Roadie

ContentBrand

18

6 Design Elements

Fan Content

Fan Creations

Transmedia

Streaming:

Engage withRaving Fan Content

Extended Content

Merchandize

Events

Raving fans influence and spend on

partners, parents, kids, friends.

Raving Fans are 20% of a customer market

who represent 80% of spending.

Raving fans pay a premium for branded content:

media, experiences, merchandise.

3 Customer Drivers

Innovation 3.0

Searching

3.0 Rethink Searching

Stream

Search

Shop

Share

Search Boxes on Phones

I do the work.Ask what I want.

Deliver it.

Mobilize with Service

Zipcar Fans … get me a car

Locatecars

Seemodels

Makereservation

Scan Zipcard,unlock car

Make a reservation

Locatevenues

Find my way

Regus Fans … book us an office

Find restaurant

Review menu

Customizeorder

Repeat favorites

Chipotle Fans … make my lunch

Rememberorders

Checkbasket

Scheduledelivery

Ocado Fans … replenish my pantry

On Sale Product Info Alternatives Rewards

Best Buy Fans … talk me through the store

Usecard

Reloadcard

Findcoffee shop

Starbucks Fans … pay with my phone

ConsumerBrand

28

6 Design Elements

CheckInventory

CustomizeOrder

Repeat,Replenish

Searching:

Mobilize withService

LocateVenue

Reserve, Pickup,Deliver

DeliverProduct Expertise

Raving fans download an app

to buy from their favorite brand.

Online shoppers browse for a week,

mobile buyers act within the hour.

Raving fans buy over time, repeat orders… replenish goods… give gifts…

3 Customer Drivers

Innovation 3.0

The Future of Shopping

Retail Stores on Tablets

"windowshop" more than40 product categories

Stream

Search

Shop

Share

Place Products within My Life

3.0 Rethink Shopping

Recommend things for my mobile life

Mobile App:Visit personal showroom

Web App:Profile style and preferences

Place products within my style

ShoeDazzle

Place products within my roadmaps

Profile

Roadmap Monitoring

UtilityJenny Craig

Profiling Browsing Locating Learning

Place products within my life events

Planning Budget

Wedding Planning App. Wedding Dress Look Book.

Place products within my seasons

Snow and Ski Report by REI. Zumobi, app platform connects media properties and sponsors.

Snow today Stop at REISki tomorrow

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

WomanOne designer, head to toe

ManMix and match favorite looks

TeenWho’s wearing it

Community TagsGQ Editorial PartnershipFlash Designer Sales

Gilt. Wet Seal.

LifestyleBrand

38

6 Design Elements

MyDaily Routine

Shopping:

Place Products within My Life

My Style

MySeasons

MyShopping Process

MyLife Events

MyRoadmaps

With mobile apps,

you can place products within my life.

With today’s technology,

you can ask and remember what I like.

I buy when you

related to my lifestyle.

3 Customer Drivers

Innovation 3.0

Sharing

Stream

Search

Shop

Share

Social Rants and Raves on Tablets

3.0 Rethink Sharing

Personalize Here and Now

Roaring influences.Roaring crowds.

Start with me. Relate to me.

Personalize … relate to my personas

Cooking Friends

Marketing Friends

Biking Buddies

Create interest Circles

Instant Upload,share with a circle

Huddle, text with a circle

Hangoutwith whoever is free

right now.

Platform in Beta: Google.com/+

The BeatlesLondon and Liverpool tour,featuring Beatles landmarks

The Invisible ArtistLondon museum tour,history, architecture, exhibits

Platform: Layar.com

Personalize … advise on my interests

Platform: Immersive Labs

Woman walks by

Man walks by

Women analytics

Men analytics

Personalize … advertise to who I am

Market where I walk the dog

Foursquare check in

Sample dispensed

Platform: Foursquare. GranataPet in Germany.

Personalize … market where I am

Platform: Immersive Labs

Point of SaleInteract. Add to cart. Bump to phone.

Personalize … sell what I want

Venue surfaces

Full-dome events Future:

Immersivevenues

NFC billboards

Motion games

Interactive displays

Personalize … share what I want, what I recommend

VirtualBrands

48

6 Design Elements

Adviseon my interests

Sellwhat I want

Sharewhat I want,

what I recommend

Sharing:

PersonalizeHere and Now

Relateto my personas

Marketwhere I am

Advertiseto who I am

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.

3 Customer Drivers

Summary

Innovation 3.0

Avoid the innovation trap:Radio Shows on TV

Today’s Innovators…

Stream

Search

Shop

Share

Are raising the barfor every Mobile Brand

Summary: 3.0 Innovation

Streaming

Engage with raving fan content

Searching

Mobilize with service

Shopping

Place products within my life

Sharing

Personalize here and now

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