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+44 (0) 207 079 2457 [email protected] www.nimbletank.com +44 (0) 207 079 2457 [email protected] www.nimbletank.com
Mobile Trends & Creativity
David Skerrett, Managing Partner @Nimbletank @Skegz
26 March 2015
#MoCoLondon
02/ Creativity: Experiences Nike
03/ Mobile Trends To Watch
01/ Quick Quiz Mobile Is…
First a quick quiz
UBER | FACEBOOK | ALIBABA | AIRBNB
Q: What do the following brands have in common?
UBER | FACEBOOK | ALIBABA | AIRBNB
A: Zero
UBER | FACEBOOK | ALIBABA | AIRBNB
The world’s largest taxi company owns zero vehicles
The world’s most popular media owner creates zero
content
The world’s most valuable
retailer has zero inventory
The world’s largest accommodation provider owns
zero real estate
A: Zero
Each innovates in different ways
Each has disrupted/define their industry
Each has a product/model that is mobile centric
Q: The value of zero ?
UBER | FACEBOOK | ALIBABA | AIRBNB
A: The power of zero =
UBER | FACEBOOK | ALIBABA | AIRBNB
$41 billion $184 billion $20 billion$210 billion
$455 billion
c. HALF A TRILLION
Mobile is…
There are now more mobiles in theworld than
toilets
Ubiquitous
70% 63% 33%
Alcohol Chocolate SexWhat people would rather give up
for a week than their mobile…
22% 21% 20%
Toothbrush Shoes Computer
More important to people than alcohol
Source: TeleNav
About now, all day
4h 31m
1h 26m
2h 21m
2h 19m
2013
1h 36m
0h 24m
2h 22m
4h 24m
2010
Transforming Channels
Source: eMarketer, July 2013
What people would rather give up for a week than their mobile…
Changing the FTSE, rapidly
Source: TeleNav
Sitting (at a desk)
Walking
Standing
Mooching
Travelling
Mapping posture to deviceEvolving
02/ Creativity New experiences Nike Case Study
Designing for Wrists
Will Apple add rocket fuel to the wearable category?
The best apps will be quick & glance-able
Achieve a task in less than 11 seconds
Augmenting the mobile not replacing it
Tasks: triage, way finding in the rain, extending
mobile battery life, notifications, showing off
Donating timemysmarteye
Case Study inCreativity
Nike’s MissionIf you have a body, you are an athlete
Nike’s Core Management Values
Coach Manage InspireLead
“What you stand for is more important than what you sell.”
Nike’s Innovation Culture
Master the fundamentals
Remember the manOn Offense Always
Do the right thing
The consumer decides
Be a sponge
Simplify & go
Nike is a company/brand
Evolve immediatelyOur nature is to innovate
Enter to dominate
Platforms deliver ongoing business value
Campaigns build noise & increase scale
Nike’s Campaigns & Platforms
Ads as tools = service ecosystem
Wearable App Hardware SocialMobile App
Nike’s creative advertising excellence
TV Outdoor Ambient
Nike’s creative social excellence
Nike’s Mobile advertising excellence: realtime
Mobile advertising excellence
Contextual Weather Ad
Driving to Commerce
Nike’s Mobile advertising excellence: context
Full screen ad on Pandora Driving to Commerce
Nike’s App Constellation Strategy
«
SB
Training
Fuel
Nike+ Running
«
«
«
Football
«
Move
«
SummaryMission Values Culture
Campaigns & Platforms Tools
Creative everywhere - from park benches to TV ads Social scale
Mobile leadership
03/ Mobile Trends
Do Less, Not More
2 TAP RULE
5 POINT RULE
98% RULE
App Advice from Marrisa Mayer, Yahoo CEO
Experience Design Simplicity: with Apps, less is more.
Don’t recreate your website in an App
“It should only take two taps to do anything”
“Count a point for every different font, font size, & colour. Redesign if it’s more than 5 per screen”
“Design for the way it will be used 98% of the time”
Be Delighted
I think every App should do at least one thing brilliantly.
Once that’s sorted you should move onto delivering something delightful.
Research, and empathy are the best ways to get there.
For example our OVO Energy App has a torch function to
help light the way whilst their customers submit meter
readings. And because more and more people use an app
to manage their energy it saves OVO time and money.
Beautiful Seams
The seams between digital and physical experience are unavoidable.
Instead aim for beautiful seams; it’s okay to be useful, just don’t be creepy.
Realtime data, hyper accurate proximity via sensors & beacons can help us solve in-store pain points.
For example ASDA’s innovation mobile App has
an in-store mode. There is no point selling to someone like they are on a sofa when they are in a store. Instead thanks
to geo detection and WiFi - busy mums see wish lists and contextually relevant
information when they are in a store
Messaging apps will overtake social networks in global popularity by end Q1 2015
2,500
2,000
1,000
1,500
500
0
Monthly Active Users, Millions of Users
Q4, 2014Q4, 2013Q4, 2012Q4, 2011
Social Apps:
Facebook, Twitter, LinkedIn, Instagram
Messaging Apps:
WhatsApp, Messenger, LINE, WeChat
Messaging Overtakes Social Networks
There will soon be over
2 billion monthly active users of
messaging apps
Source: Bi Intelligence
84% of Millennial’s would rather contact brands via an app rather than calling
Better insights through technology
RTP = Realtime Personalisation
Dynamic PricingAlgorithms, mobile, geo-location and real time data will power more start-up services along with traditional players into the Uber and Amazon world of dynamic pricing. This means when demand is high, pricing increases, and when demand is lower, pricing decreases - all in real time and in Uber’s case depending on where you are.
The price isn’t going to be the price for long.
Trends Summary
Less Not More | Be Delighted | Beautiful Seams Messaging | Better Insights | RTP | Dynamic Pricing
2015