www.smith.co

I do most of my web searching from my computer, but I’ve seen what my children and friends are doing…and

it seems really neat.

I do most of my web searching from my computer, but I’ve seen what my children and friends are doing…and

it seems really neat.

To learn more, download the 5 Mobile Personas You Need to Know point of view or email us: marketing@smith.co

Give me tools that will give me more control in my life.

Help me monitor everything, so I don’t miss

out on anything.

• Identify their emotional needs

• Find the context that pairs their needs with your brand

• Design experiences that create emotional bonds

UP TO NOW, THE CONVERSATION

around mobile has been dominated by technology, not by

the people using it. The problem is, we make stuff for

humans. Humans connect emotionally; we need to reach

them emotionally.

you need to know

So how do you succeed with your mobile consumers?

Let me tap into information allowing me to seize any and

every moment.

My phone isn’t out all the time. It’s there when I need it,

ready to help me solve any question.

The main reason I have a phone is for the safety it

provides me. I know I always have a way to get ahold of

help if I need it.

I do most of my web searching from my computer, but I’ve seen what my children and friends are doing…and it

seems really neat.

I usually ask someone else to pull up directions as I’m not sure if I could figure out all

the different apps and features on a smartphone.

I do worry about using our phones too much. Sometimes,

we need to put them down and just have a good

family dinner.

With my busy family, our phones keep everyone in

touch. I feel safe having my kids running around to

practice, school, etc. because they have a good phone

on them.

...

My phone is good for calling other people when I need to

call them.

Apps are too small, I can’t tell what is going on. So I

would rather use my desktop computer to connect to

the Internet.

I don’t understand why I would need to always check

my email.

“What happened to the days when phones were just

for talking?”

CALLINGSUSAN

...

Eleanor S.Age: 55–65Female: 52%HHI: Low-MiddleMarried: 45%

“Mobile keeps my family connected.”

hubby

daughter

Daughter #2

son

favorites

“my world works because

of mobile.”

purchase tickets

seat 4a

credit card #

security #

expiration

Stefan H.Age: 18–54Male: 72%HHI: Low-UpperMarried: 38%

Peter G.Age: 24–44Male: 55%HHI: MiddleMarried: 45%

Melinda C.Age: 45–65Female: 57%HHI: Mid-UpperMarried: 57%

Susan K.Age: 25–54Female: 51%HHI: MiddleMarried: 52%

“I’m definitely upgrading to

a smartphone next time.” Texting...

phil

Help me get things done from start to finish using my phone.

“the right information is there...

if i need it.”

news

email

Dates09

9:00 am

search

mobile technology is my dominatrixcontroller

mobile technology is my exobrainempowered

mobile technology is my communicatorreluctant

mobile technology is my lifelineenabled

mobile technology is a pestdissident

I don’t have to worry about remembering everything

when I’ve got the Internet in my pocket.

The one feature of a phone that I need is for it just to

work. I love using technology and doing more on my phone all the time…but I don’t want

it to be over complicated.