Mobility/Wireless Trends and Insights

PRESENTED BY PLANNING 3/21/13

INSIGHTS & TRENDS MOBILITY & TELECOM

THE GLOBAL PERSPECTIVE

THE IMPORTANCE OF A GLOBAL PERSPECTIVE

INFO SCARCITY

Despite an abundance of information out there, useful, timely and accessible data is still rare. Expect to see consumers embrace tools that check, track or alert them to personalized information, present information in an easy-to-understand format, and even offer relevant data to help them make decisions.

INFO SCARCITY

BlippAR BlippAR is an augmented reality platform for advertisers

BlippAR BlippAR is an augmented reality platform for advertisers

Notes (non-presentation version):

UK based BlippAR (http://http://www.blippar.com) is an augmented reality (AR) app aimed at advertisers. After launching the application, users hover their smartphone camera over a branded image and BlippAR recognises it, layering information over the 2D image. This could include real-time updates, offers, coupons, games, film, audio and other interactive content. The app serves to enrich many common media types including billboards, public transport ads and even normal product packaging. The app is free to download and is available for iOS and Android smartphones.

NextTrain Passengers’ mobile phone data helps predict the next train

NextTrain Passengers’ mobile phone data helps predict the next train


NextTrain utilizes the power of crowd sourcing, meaning that it will leverage a critical mass of commuters to drive accurate and reliable information for train locations. As user support increases, the algorithm will become more intelligent at determining the next train arrival time.

Google Google Goggles offers a mobile picture-translation tool

Google Google Goggles offers a mobile picture-translation tool


The Google Goggles (http://www.google.com/mobile/goggles/#text) translation tool on the Android (http://www.android.com/) operating system enables users to point their camera at a landmark, sign or menu item that they wish to translate. Google Goggles will then scan its database to see if it recognizes the text and will translate it for the consumer. The app can process most main European languages and Google has plans to build upon this functionality to extend its offering across non-Latin languages.

3 Sweden 3 Sweden’s live salespeople demonstrate products online

3 Sweden 3 Sweden’s live salespeople demonstrate products online


Sweden based telecoms operator 3 Sweden aims to provide online customers with personalized customer service at no extra charge, by providing their operators with a custom multi-touch interface. Som when 3 Sweden customers elect to have a video call with a salesperson the 3LiveShop (http://www.tre.se/3LiveShop) enables the salesperson to drag a product onto the screen, demonstrate its features, and then drag it into a shopping cart. The system can detect multiple fingers and hands at the same time on the salesperson's side while recreating everything for the customer.

Goshi Goshi makes buying and selling a visual experience

Goshi Goshi makes buying and selling a visual experience


Launched in Chicago, Goshi (http://www.goshi.me/) is a hyperlocal marketplace app for smartphones with a strong emphasis on images, aiming to create a rich visual experience for local buyers and sellers. Users can browse through photographs of items for sale or search according to their location, leading consumers to happen upon items to buy near their location. Users can also share via social networks, comment on items posted, ask questions and even arrange to meet up, with all posts tagged top local hubs; places where transactions and meetings can take place in safety.

BRAND BUTLERS

With pragmatic, convenience-loving consumers enjoying instant access to an ever-growing number of supporting services and tools (both offline and online), brands urgently need to hone their ‘butlering skills’. It’s all about assisting consumers to make the most of their daily lives.

BRAND BUTLERS

Must See Map KLM sends travelers printed copies of personalized maps

Must See Map KLM sends travelers printed copies of personalized maps


In January 2013, Dutch airline KLM launched a social platform that lets travelers create custom maps of destinations featuring their friends' vacation recommendations. Visitors to the Must See Map website select the city they are traveling to, and then add markers for places they intend to visit, or request input from friends via Twitter, Facebook or email. Three weeks after a user submits their map, KLM mails them a free printed copy.

eBay Now eBay rolls out instant delivery service

eBay Now eBay rolls out instant delivery service


In Q4 2012, eBay Now launched in San Francisco and New York City; a service (and free mobile app) which offers same-day delivery of products from selected eBay sellers based in the two cities. Once shoppers log in to the app, they can choose items available from local retailers and place an order. Products are delivered in around one hour, and users can pay with a credit card or via PayPal when their purchase arrives.

The Madison

Hotel offers social media butler as part of Presidential Inauguration package

The Madison

Hotel offers social media butler as part of Presidential Inauguration package


To celebrate the Presidential Inauguration in January 2013, The Madison hotel in Washington DC offered the Inaugural Town and Country package, which included a social media expert to document guests’ stays. During the four-night package, Anchor Media's social media expert Victoria Devine was on hand to accompany visitors, creating text, videos and photos to document their trip. The package was priced at USD 47,000 including accommodation in the hotel's Presidential Suite.

Helzberg Diamonds

Jewelry brand's mobile app offers a guide on how to propose

Helzberg Diamonds

Jewelry brand's mobile app offers a guide on how to propose


Available to download from November 2012, Proposal Pro is a mobile app from US-based jewelry brand Helzberg Diamonds. Via the free app, users can access tips on aspects of getting engaged including how to choose the perfect ring, where to propose, selecting the appropriate ring size and how to share the news with family and friends. Proposal Pro also includes suggestions of Helzberg Diamonds rings that users may be interested in purchasing.

Durex Durex launches instant condom delivery app

Durex Durex launches instant condom delivery app


January 2013 saw Durex launch the SOS Condoms app, enabling Dubai residents to order condoms for delivery within one hour. The free mobile app uses GPS technology to track the customer's location, and then sends a discreet courier with Durex condoms. The service is available from 4pm to 4am, with payment in cash on delivery.

CROWD EXPRESS

Technology is increasingly harnessing the wisdom of the connected crowd. Collective input can improve design, minimize risk, reduce costs, organize funding and increase speed of decision-making.

CROWD EXPRESS

Textizen Citizen polls printed on posters gather replies via SMS

Textizen Citizen polls printed on posters gather replies via SMS


Launched by non-profit Code for America in June 2012, Textizen is a system which allows the public to reply via SMS to polls posted around their city, helping civic leaders to make data-driven, representative decisions. Civic users set up an account with Textizen, giving them access to an online portal where they can create surveys, see responses, and export data. They then create a survey and decide where they want it posted or advertised. A phone number is assigned to each, allowing passers-by to respond to the poll by texting in their response. As replies come in, a dashboard offers civic users access to responses and graphs.

NOKIA Nokia contest invites participants to create apps to benefit society

NOKIA Nokia contest invites participants to create apps to benefit society


Q3 2012 saw Nokia Product Sustainability and the Parsons School of Design in New York launch a contest inviting participants to design ideas for a mobile app to benefit society. In the ‘Design and Develop for People and Planet' challenge, contestants had to submit ideas for an app, or choose to take part in a 'Hackathon' taking place simultaneously in New York and Helsinki. The focus of the apps was on solving societal problems and addressing local needs, with the winners competing for prizes of up to USD 2,000 each.

Kid Rescue App encourages citizens to document illegal child labor

Kid Rescue App encourages citizens to document illegal child labor


Available from June 2012, the Kid Rescue mobile app from Telefónica Telecom in Colombia encourages people to track illegal child labor. The free app enables individuals who witness children working to send information to the Kid Rescue website to create a database of child labor activity for social workers linked to Fundación Telefónica, the charity arm of the telecoms firm. Users geotag their location, take a photograph of the child, and describe the activity witnessed. Social workers can then assess the case and decide if action needs to be taken.

Metwit Social app crowdsources weather updates

Metwit Social app crowdsources weather updates


Launched in Israel during January 2012, Metwit is a mobile app which crowdsources local weather updates in real time. Once they have downloaded the free app, users can log-in and view up-to-date forecasts and post their own updates on the weather around them. The social app is based on a mapping system and uses simple cartoon icons to represent weather conditions. Users can also share updates and maps with friends on Facebook and Twitter, and add photographs and comments.

FREE LOVE

The ongoing rise of valuable, free stuff that’s available to consumers, both online and offline. FREE LOVE thrives on an all-out war for consumers’ ever-scarcer attention, but also benefits from the ever-decreasing costs of producing physical goods and the post-scarcity dynamics of the online world.

FREE LOVE

Google Basic mobile versions of Google’s services available for free

Google Basic mobile versions of Google’s services available for free


In Q4 2012, Google partnered with Filipino telecom provider Globe to offer its services to consumers with internet-enabled cellphones free of charge. Free Zone is available to Globe’s subscribers, and provides free access to basic versions of Google search, Google+ and Gmail for customers who do not own a smartphone.

Link: http://surf.globe.com.ph/plan/freezone

Coca Cola Coca-Cola vending machine dispenses free internet access

Coca Cola Coca-Cola vending machine dispenses free internet access


During March 2012, Coca-Cola launched the "Happiness Refill" machine at its concept store on Copacabana beach in Rio de Janeiro. Instead of dispensing the brand's sodas, the machine enabled consumers to receive credit allowing them to browse the internet for free, simply by tapping their cellphone on the kiosk, having downloaded a free Coca-Cola mobile app. Data 'refills' offered users 20 megabytes of data, provided via a partnership with service provider Oi's 3G network and wifi access points. The promotion was available for Oi's customers only.

Freedom Pop Internet access available via freemium packages

Freedom Pop Internet access available via freemium packages


Available in the US from Q3 2012, FreedomPop will provide users with around one gigabyte of free high-speed 4G mobile internet access as well as offering low-cost prepaid data packages. The internet access will be delivered via Clearwire's WiMAX network or the LTE network. Operating on a 'freemium' model, some services will be free, with others available for a fee; users will also be able to gain more data via FreedomPop's social features, as well as sharing their data with others if they wish. Three mobile broadband devices will be available for a refundable deposit fee; a wifi hotspot device which connects up to 20 devices, a USB dongle and an iPhone case.

RIM Bar patrons offered drinks ordering service via BlackBerry Messenger

RIM Bar patrons offered drinks ordering service via BlackBerry Messenger


In Q1 2012, Canadian cellphone manufacturer Research in Motion launched a promotion in Malaysia with Kuala Lumpur jazz club No Black Tie to enable patrons to order their drinks directly from the bartender using the BlackBerry Messenger (BBM) service. BBM Table Service gives BlackBerry users a way to order drinks without having to call over a member of staff, by adding the bartender’s PIN on BBM and then scanning a QR code to activate the service. Once they’ve received a confirmation message, patrons can place drink orders or even call a waiter over by using their device; all they need to provide is their table number. Users of BBM Table Service can also receive a free beer, wine or soft drink courtesy of BlackBerry Malaysia.

BEST OF THE REST

X Marks the Spot

Layered locative media experiences have consumers on the march

X Marks the Spot

Layered locative media experiences have consumers on the march


Make no mistake about it, augmented reality and location-based media experiences are still very much an emerging phenomenon. The majority (63%) of the 283 consumers we asked professed total unawareness of them prior to our survey, and only 7% of those surveyed had prior personal experience using leading-edge mobile apps. In an encouraging sign for the technology, however, 20% of those surveyed expressed a high level of interest in personally using advanced mobile media apps after having some examples of their potential uses cited.

Flexible Friends

Consumer "friendship" turns fluid as mobile social surges

Flexible Friends

Consumer "friendship" turns fluid as mobile social surges


The days of pointless "friends forever" connections are drawing to a close as consumers home in on flexible social media services that sync more intelligently with their lifestyles.

With location-aware smartphone screens quickly becoming the prime mover of social media, consumers are moving away from fixed social networks like Twitter and Facebook and toward mobile social apps primed for spontaneous and temporary connection.

Whether opting for hyper-practical in-the-moment location sharing via Mapfia or horsing around sending carefree, self-destructing mobile messages in Snapchat, consumers are reveling in the freedom afforded by intentionally ephemeral sharing.

Temporary social groupings are also benefiting from in-the-moment connectivity via event-based apps like WedPics and rapid impromptu gathering facilitators such as Go-Matic that make it easy for consumers to digitally connect on relevant common ground and then neatly sever ties.

Portable Creep

Consumers rethink privacy for a mobile-social world

Portable Creep

Consumers rethink privacy for a mobile-social world


Privacy is even more personal when it comes to mobile. As consumers pour the details of their lives into mobile devices, from the contact information for all their loved ones to where they just were, they’re increasingly aware of the need to maintain security and control.

In the summer of 2012, consumers who were too cavalier about their location sharing on Twitter were reprimanded by the website We Know Your House, which aggregated tweets mentioning “home” by accounts with location sharing turned on and then fed the information into Google Street View to post images of the user’s likely home. It caused such a stir that the site’s creators eventually took it down, worried that their educational experiment would result in real-world havoc.

The makers behind mobile-social “dating” app Girls Around Me learned the hard way that decency standards are slowly but surely taking effect in the brave new world of smartphone-centered social media. An iPhone app meant to aggregate and repurpose existing public-facing available data from Facebook and Foursquare to give the social media lowdown on all the single ladies near the vicinity of the user, Girls Around Me was swiftly yanked from the app store in April 2012 after being instantly branded a dangerous stalking aid by the blogosphere.

Moving forward, brands must walk a tricky mobile marketing tightrope, maintaining an effective in-the-moment location-driven presence while avoiding the appearance of unseemly intrusiveness.

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Mobility/Wireless Trends and Insights

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