Mobile Strategy and Denial: Avoiding a House of Cards
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MOBILE STRATEGY AND DENIAL AVOIDING A
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@DAVEFLETCHER
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THE MECHANISM CREATES TRANSFORMATIVE DIGITAL EXPERIENCES
THAT CONNECT HUMAN BEINGS TOBRANDS, BUSINESSES AND EACH OTHER
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SELECTED CLIENTS
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WE ARE ENGAGED WITH CRAFTING TOMORROW’S #DIGITALEXPERIENCE
@THEMECHANISM
LEARN MORE: HTTP://THEMECHANISM.COM
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HOUSE OF CARDS “A STRUCTURE OR ARGUMENT
BUILT ON A SHAKY FOUNDATION.”
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YOU MUST HAVE A MOBILE-LED DIGITAL
STRATEGY
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WHY?
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I THINK IT’S NOW THE JOINT PROJECT OF ALL OF US TO MAKE MOBILE THE ANSWER TO PRETTY MUCH EVERYTHING. !
- ERIC SCHMIDT, GOOGLE
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THE SINGLE MOST IMPORTANT TOP-LEVEL TREND IS THE SHIFT TO MOBILE. !
-MAX RAFAEL LEVCHIN
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THE MOBILE WEB INITIATIVE IS IMPORTANT - INFORMATION MUST BE MADE SEAMLESSLY AVAILABLE ON ANY DEVICE. !
-SIR TIM BERNERS-LEE
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MOBILE HAS FULLY INFILTRATED OUR DAY-TO-DAY LIVES
AND HABITS
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THE LAST THING WE DO AT NIGHT95% OF PEOPLE USE THE PHONE FOR SOMETHING JUST BEFORE GOING TO BED
http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
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OUR SLEEPING PARTNER90% OF SMARTPHONE USERS AGE 18-29 SLEEP WITH A CELL PHONE
http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
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MIDDLE OF THE NIGHTHALF OF PEOPLE CHECK THEIR PHONES IMMEDIATELY IF THEY WAKE UP DURING THE NIGHT
http://www.huffingtonpost.com/2013/09/16/sleep-phone-tablet-bed_n_3924161.html
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THE FIRST THING WE SEE IN THE MORNINGTHE AVERAGE USER REACHES FOR THEIR PHONE AT 7:31AM
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times-DAY-6-seconds-evening.html
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BEFORE WE GET UPCHECK PERSONAL EMAILS AND FACEBOOK
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times-DAY-6-seconds-evening.html
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WHAT WE DO DURING THE DAY
THE AVERAGE USER CHECKS THEIR PHONE 110 TIMES A DAY
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times-DAY-6-seconds-evening.html
THAT’S THREE HOURS AND SIXTEEN MINUTES A DAY
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WHAT DOES ALL OF THIS MEAN?
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IF YOU RUN A BUSINESS,OR DO PUBLIC RELATIONS FOR A BUSINESS
YOU’RE ALWAYS ON
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TOTAL POPULATION7 BILLION
3 BILLION INTERNET USERS40% OF WORLD POPULATION
1.75 BILLION SMARTPHONE USERS1/4 OF WORLD POPULATION
http://www.internetlivestats.com/internet-users/
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Q4 2012
77% of mobile searches were done from a location (work or home).
http://searchenginewatch.com/article/2255624/77-of-Mobile-Searches-Happen-at-Home-or-Work-Study
In these same locations, a desktop PC was available.
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JANUARY 2014
Mobile devices accounted for 55% of Internet usage in the United States.
http://money.cnn.com/
Desktop PC’s accounted for 45% of Internet usage in the United States.
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Q1 2014Eight quarters of declining shipments.
http://www.gartner.com/newsroom/id/2793921
2015Traditional PC market (desk-based and notebook) is on pace to contract 6.7 percent in 2014 and 5.3 percent in 2015
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MOBILE HAS WON
http://www.themechanism.com/voice/2014/10/03/avoiding-a-mobile-house-of-cards/
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“THERE IS NO BETTER WAY TO OVERPOWER A TRICKLE OF DOUBT THAN WITH A FLOOD OF NAKED TRUTH.”
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A MOBILE STRATEGY MUST TAKE INTO CONSIDERATION
THE FOLLOWING
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DATA
DESIGN
DEFENSE
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DATA
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Five petabytes of data are generated every day by mobile phone subscribers -- the equivalent of 100 million four-drawer filing cabinets filled with paper.
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
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THERE ARE TWO KINDS OF MOBILE STRATEGIES.
!
THE SORT OF MOBILE STRATEGY THAT MAKES YOU STRONG, OR A USELESS
MOBILE STRATEGY . THE SORT OF STRATEGY THAT’S ONLY SUFFERING.
!
I HAVE NO PATIENCE FOR USELESS STRATEGY.
AFTER ALL, WE ARE NOTHING MORE OR LESS THAN WHAT WE CHOOSE TO REVEAL.”
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MOBILE PHONES ARE TRACKING DEVICES THAT REVEAL MUCH
ABOUT OUR LIVES
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www.zeit.de/datenschutz/malte-spitz-data-retention
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For more about The Mechanism’s Twitter Aggregator Application for Business Intelligence
contact: [email protected]
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To see this video, which showsan example of eLearning
Gamification go here:https://vimeo.com/108943780
!
use password: g4merPRSA
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“This now sets the standard moving forward for quality of modules” !
“Easily the best looking and most interactive eLearning module we currently have”
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DARK SIDES TO DATA COLLECTION
THERE ARE WAYS TO ACCESS API’S TO UTILIZE DATA FOR MARKETING AND PR
COLLECTION OF DATA THROUGH MOBILE DEVICES IS BECOMING MORE COMMONPLACE
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“THE LESS YOU SAY THE MORE THEY’LL DIG.”
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DESIGN
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WHO IS THE AUDIENCE?
WHAT DO THEY WANT?
WHERE ARE THEY ACCESSING CONTENT?
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TRADITIONAL APP
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RESPONSIVE DESIGN
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WEB APP
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DEFENSE
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BYOD (“BRING YOUR OWN DEVICE”)
BEACONS
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BYOD POLICY
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LOST DEVICES WITH UNSECURED DATA.
A MISSING PHONE OR TABLET RAISES THE POSSIBILITY OF AN OUTSIDER ACCESSING COMPANY TRADE SECRETS OR SENSITIVE INFORMATION ABOUT CUSTOMERS AND EMPLOYEES.
http://www.inc.com
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DISTRACTED DRIVING
LAST YEAR COCA-COLA WAS HIT WITH A $21 MILLION COURT JUDGMENT AFTER A COCA-COLA TRUCK DRIVER WHO WAS TALKING ON HER CELL PHONE WHILE DRIVING STRUCK A TEXAS WOMAN.
http://www.inc.com
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SOCIAL MEDIA CONTENT
IF YOUR COMPANY HAS A BYOD POLICY, RACIST COMMENTS POSTED ON TWITTER, CAN BE USED AS EVIDENCE IN A LAWSUIT THAT ALSO NAMES THE EMPLOYER AS A DEFENDANT.
http://www.inc.com
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SEXUAL HARASSMENT & SEXTING
FORTY PERCENT OF ADULTS UP TO THE AGE OF 34 ADMIT TO “SEXTING."
IF THERE'S CONCRETE EVIDENCE OF SEXUAL HARASSMENT IN THE OFFICE, IT COULD BE USED AGAINST THE COMPANY.
http://www.inc.com
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BEACONS
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VIRGIN AIRLINES TESTS BEACONS IN HEATHROW
LONG TERM USE FOR RETAILERS
www.ibtimes.co.uk/virgin-atlantic-trials-low-energy-bluetooth-beacon-technology-london-heathrow-airport-1446871
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BEACONS DON'T ACTUALLY COLLECT OR SEND ANY INFORMATION.
THEY PING OUT BLUETOOTH SIGNALS, WHICH ARE RECEIVED BY PHONES THAT HAVE DOWNLOADED AND GIVEN PERMISSION TO SPECIFIC APPS.
http://mashable.com/2014/10/06/hidden-beacon-devices-in-new-york-city-phone-booths-could-be-removed/
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FEELINGS
ALMOST FOUR IN TEN USERS ADMITTED TO FEELING LOST WITHOUT THEIR DEVICE
http://www.dailymail.co.uk/
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SUBJECTS WERE EXPOSED SEPARATELY TO AUDIO AND TO VIDEO OF A RINGING AND VIBRATING IPHONE
http://www.patheos.com/blogs/markdroberts/2011/10/03/you-and-your-cell-phone-is-it-addiction-or-love/
THERE WAS A FLURRY OF ACTIVATION IN THE INSULAR CORTEX OF THE BRAIN, WHICH IS ASSOCIATED WITH FEELINGS OF LOVE AND COMPASSION
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“I LOVE MY PHONE I LOVE HER MORE THAN
A SHARK LOVES BLOOD.”
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To watch this video, which showshow science fiction depicts wearable technology
go here:https://vimeo.com/108922052
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THANK YOU! !
@DAVEFLETCHER @THEMECHANISM
CRAFTING TOMORROW’S #DIGITALEXPERIENCE
LEARN MORE: HTTP://THEMECHANISM.COM
P : 212-221-3444 E : [email protected] HTTP://WWW.THEMECHANISM.COM/CONTACT/