MOBILITY TOOLKIT

THE POINT OF CONVERGENCE

FUTURE FRAMEWERKS

"The new education must teach the individual how to classify and reclassify information, how to evaluate its veracity, how to change categories when necessary, how to move from the concrete to the abstract and back, how to look at problems from a new direction—how to teach himself.

Tomorrow's illiterate will not be the man who can't read; he will be the man who has not learned how to learn."

--Psychologist Herbert Gerjuoy

What is our challenge?

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Consumers are outpacing us. We work in silos. Budgets have been tightened. Our business models are outdated. Ideas are scarce. We have trouble attracting and retaining the right talent. Our values don’t match our actions. We don’t demand collaboration nor do we have a process for it.We aren’t incentivized for alignment. We don’t empower staff to “lead from the middle”. We are not broadly knowledgeable about technology and business. Our growth has increased our complexity.

What is our purpose?

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Drive innovation throughout Aegis in ways that create inspiration for new business pitches, enable collaboration across the network, and develop convergent solutions for our clients.

Immediate areas of focus: 1. Ongoing emerging media and platform analysis;

insights development that stimulate fresh thinking and collaborative action

2. Workshops and education resources focused on the evolving mobile marketplace and ecosystem

3. Creative mobility showcases, injecting energy and objectivity into internal seminars and client briefings

4. Development of scalable, accessible mobility platforms and products

5. Framework and platform for reducing friction and simplifying process to engage expert service

What is our response?

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Aegis MobilityProvide the insight, strategy, tools, products, and management to develop deep consumer behavioral insights, harder-working ideas, scalable products and platforms, true business value for our clients and ultimately real-time mobile experiences for consumers everywhere. Service structure

• Mobility Insight • Mobility Architect • Mobility Interaction

All three areas come together to fuel our unique Future Framework for client and new business engagements

Insight

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STRATEGY & VISIONMobility Evangelism Trends & Research Strategic Partnerships

CONCEPT DEVELOPMENTScenario and Context Design Service Design Ideation Workshops

Technology Requirements Experience Design Vendor EvaluationsPrototyping Trials Platform Analysis

INTERACTION & PROMOTIONAdvertising Media Mobile Communities

CRM Outreach Real-World CommunitiesContent Platforms Cooperative Partnerships Ambassador Programming

Architect

Interaction

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Mobility 101• Mobile ecosystem overview • SMS, Premium SMS, MMS, WAP and other mobile

messaging and mobile site-optimizing protocols • Mobile application stores and discovery methodologies • Mobile ad networks and exchanges • Bluetooth and NFC technologies • QR codes, 2D bar codes, and image recognition • Sonic wave form technologies • Augmented reality • Mobile social networking site and utility • Mobile search • Hyper-local • Mobile social shopping • API management • Mobile multimedia sharing opportunities • Location-based and proximity services • M-commerce and m-coupons

An overview and explanation of “mobile marketing” in the context of marketing services that will aid in the integration of mobility with traditional media. This “bootcamp” style presentation explains what mobility is, how consumers are engaging in the screens around them, brand implications and promising marketing applications, as well as best practices and case studies

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Trends & Innovation

• Macro lifestyle trends and emerging cultural themes • Impacts of mobile technology on socialization • Branded utility and the descriptive ways brands can be

useful to consumers in ways never before-imagined • Mobile social concepts and Location-Based Services • Multi-platform convergence and the role of the mobile

handset in enabling trans-media storytelling • Innovations including augmented reality and the mobile

wallet • Emerging and evolving business models including

distributed commerce and collaborative consumption • Insight into the mobile adoption curve and emerging ad

models • Crowd-sourced scenarios and phenomena leveraging the

modern empowered consumer

Deep-dive immersions that explain the mobile trends, themes, and technologies shaping people’s lives now and in the future

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Ideation Workshops

Keeping the unique attributes of mobile in mind, we can begin to move toward a true user-centered design process that creates utility and value in the everyday lives of consumers

Socialization and collaboration continue to transform the pace at which consumers consume, create and share media -- particularly in mobile environments via high-speed networks and connected devices.

We must begin to create services hands-on with consumers and with clients in the most personal, iterative fashion. True user-centered co-creation exercises follow these steps: 1. Share stories 2. Identify patterns 3. Create areas of opportunity

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Service Design

1. Social: with whom is our consumer communicating and sharing?

2. Activity: what is the consumer doing? 3. Time: what time is it? 4. Place: where is the consumer, in-real-life (IRL) and

in the digital world? 5. Environment: what environment is the consumer in?

Is it raining? Is it crowded? 6. Mental: how is the consumer feeling? 7. Virtual: what is happening in the consumer’s virtual

space?

Context DomainsMobile service designs must center on the personal mobile context of consumers

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IntegrationGalvanize a commitment to mobility in every traditional and digital media channel.

This concisely represents our opportunity: to make a bold move and truly integrate mobile thinking from Day Zero of any brand engagement, regardless of size and scope.

In 2012, all media should be interactive. Bought/Paid media should be a cue to the consumer that immediately drives participation on mobile devices and we must give consumers the opportunity to activate all media on mobile devices in the precise moment when we are most relevant and valuable. We are uniquely positioned to truly make mobile devices the remote control to the world.

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Platform

Where and how consumers are ported from a real-world or digital environment (print ad, radio, TV, OLA) where they have seen or heard about an opportunity to experience a brand on mobile devices to the actual robust mobile branded content, site, application, etc

There are two essential considerations we must make for every client:

Mobile Path

A robust, dynamic, environment-considerate and discoverable brand presence in mobile is necessary if clients are to realize the value of being relevant to consumers on-the-go.

Mobile Presence

What is our approach?

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ATTENTIONAegis Brand Audits Align Mobile Specialists Develop Frameworks

Spot consulting Publishing & Evangelism Share LearningsENGAGEMENT

Shared Workspace Define roles Formalize Publishing ArmBuild Specific Expertise Formalized Training Agenda Goals & KPIs

Roadshows Define Solutions and Services Mobile ImmersionsPARTICIPATION

Client Mobile Immersions Client POVs/ Recommendations

Publishing Calendar

Establish Expertise Within Client Teams New Business Client Mobile Summits

Tech Partner Evaluations Suspend Spot Consulting as Practice Becomes Integrated

Partnerships