3. Empires expand & collide 1. Previously…
The social, mobile and search
worlds are colliding.
At the same time, all actors are
trying to grow their markets.
4. Empires expand & collide 1. Previously…
The social, mobile and search
worlds are colliding.
At the same time, all actors are
trying to grow their markets.
5. Empires expand & collide 1. Previously…
The social, mobile and search
worlds are colliding.
At the same time, all actors are
trying to grow their markets.
Instagram
Google Authority
Open Graph for Mobile
Google Glass
Vine
Graph Search
hashtags
Foursquare
Mobile SEO
Google Now
6. Next up: Mobile 1. Previously…
The social, mobile and search
worlds are colliding.
At the same time, all actors are
trying to grow their markets.
8. Smartphones by the –Belgian– numbers
Smartphone penetration in
Belgium is on the rise and
usage intensity increases.
Time for brands to catch up.
2. Mobile, Now All Grown Up
would rather
give up TV
than their smartphone
22%
9. Tablets by the –Belgian– numbers
At an even faster pace,
tablets are finding their
way into our homes.
However, not all websites
are already adapted.
2. Mobile, Now All Grown Up
10. Definitions are blurring
A Phablet is a tablet-
smartphone hybrid with a 5.6
inch display or above.
According to Juniper Research,
phablets are expected to hit 120
million units shipped by 2018,
up from the estimated 20
million phablets shipped last
year (2013).
2. Mobile, Now All Grown Up
11. Reaching feature parity
After years of playing catch-up,
Android has finally reached
feature parity with iOS.
Windows Phone claims a clear
nr. 3 status.
2. Mobile, Now All Grown Up
12. Reaching feature parity
It is clear that iOS is the most
popular choice for addressing
the corporate and investor
community. Android is the most
popular choice for a consumer-
facing app when a company
first builds an app.
2. Mobile, Now All Grown Up
13. Mobile First!
With the maturity of mobile
systems and explosion of
mobile usage by consumers,
more and more companies are
adopting a ‘mobile first,
desktop second’strategy.
2. Mobile, Now All Grown Up
14. A new look for mobile: it’s a flat world 2. Mobile, Now All Grown Up
Unlike Microsoft, Apple long stuck by its ‘skeuomorphic’design principles refering to real-world objects.
With the announcement of iOS 7 however, it took a drastically different approach. Icons are flatter,
typography is lighter and the metaphors are (mostly) out.
15. A new look for mobile: it’s a flat world 2. Mobile, Now All Grown Up
Unlike Microsoft, Apple long stuck by its ‘skeuomorphic’design principles refering to real-world objects.
With the announcement of iOS 7 however, it took a drastically different approach. Icons are flatter,
typography is lighter and the metaphors are (mostly) out.
16. A new look for mobile: it’s a flat world 2. Mobile, Now All Grown Up
Unlike Microsoft, Apple long stuck by its ‘skeuomorphic’design principles refering to real-world objects.
With the announcement of iOS 7 however, it took a drastically different approach. Icons are flatter,
typography is lighter and the metaphors are (mostly) out.
17. A new look for mobile: it’s a flat world 2. Mobile, Now All Grown Up
Unlike Microsoft, Apple long stuck by its ‘skeuomorphic’design principles refering to real-world objects.
With the announcement of iOS 7 however, it took a drastically different approach. Icons are flatter,
typography is lighter and the metaphors are (mostly) out.
simple, clean
modern, trendy
perceived more honest
responsive design-proof
fast load times
safe, familiar
refinement, elegance
easy to understand
18. A new look for mobile: show me your cards
Cards are small, digestible units
of information.
serve content snacking well.
allow for personalised
experiences built on an
aggregation of many
individual pieces of content.
2. Mobile, Now All Grown Up
19. A new look for mobile: show me your cards
Cards are small, digestible units
of information.
serve content snacking well.
allow for personalised
experiences built on an
aggregation of many
individual pieces of content.
2. Mobile, Now All Grown Up
21. The Companion Web
As consumers are increasingly
splitting time between screens,
brand campaigns that span
multiple screens are able to
achieve greater reach and
frequency.
3. When Screens Meet
of consumers move between
devices to complete a task
of smartphone users browse
their phone while watching TV
90%
40%
click next for video
22. The Companion Web
Both Microsoft and Google are
experimenting heavily with
technologies to link devices
together to create multi-device
experiences.
These links can be created by
scanning a QR-code.
3. When Screens Meet
click next for video
23. I want my connected TV
Early 2013: HTC and Samsung
launch smartphones that
included infrared blasters.
Those IR blasters could serve as
remote controls to televisions or
any other old remote device.
Later that year, Google
announced the Chromecast, a
dongle that plugs into a TV that
allows for users to stream
YouTube,Netflix or movies and
music from the Google Play
store.
3. When Screens Meet
25. The power of connecting technologies
Bluetooth LE
(Low Energy, aka Bluetooth
Smart)
includes better communication
with other cellular wireless
standards, lets you walk in and
out of a room without having to
manually reconnect, and moves
large batches of data on and off
of connected devices.
Wi-Fi Direct
enables devices to connect
easily with each other without
requiring a controller device.
4. From Smartphone to Smart Anything
26. Beacons
Beacons are small devices that
can connect to smartphones or
tablets when they are near,
using Bluetooth LE.This allows
for micro-location targetted
communication.
Apple has built-in iBeacon
support in iOS7.
4. From Smartphone to Smart Anything
click next for video
27. Beacons
Beacons are small devices that
can connect to smartphones or
tablets when they are near,
using Bluetooth LE.This allows
for micro-location targetted
communication.
Apple has built-in iBeacon
support in iOS7.
4. From Smartphone to Smart Anything
loyalty programs
personalised contentdraw people in location subscriptions
indoor navigationhands-free paymentdata, data, data
28. Wearables on the rise
The mobile universe is slowly
expanding towards watches,
jewelry, glasses,lenses etc.
These should offer a smoother,
more natural way of checking
information than pulling out a
smartphone.
4. From Smartphone to Smart Anything
29. The Quantified Self
It isn't simply wearables that are
exploding in popularity though
— it's sensors.
Sensors allow for seamless,
personal data collection. Be it
motion data, heart-rate, speed,
height, temperature, …
4. From Smartphone to Smart Anything
30. The Quantified Self 4. From Smartphone to Smart Anything
It isn't simply wearables that are
exploding in popularity though
— it's sensors.
Sensors allow for seamless,
personal data collection. Be it
motion data, heart-rate, speed,
height, temperature, …
31. The Quantified Self 4. From Smartphone to Smart Anything
It isn't simply wearables that are
exploding in popularity though
— it's sensors.
Sensors allow for seamless,
personal data collection. Be it
motion data, heart-rate, speed,
height, temperature, …
32. The Quantified Self
It isn't simply wearables that are
exploding in popularity though
— it's sensors.
Sensors allow for seamless,
personal data collection. Be it
motion data, heart-rate, speed,
height, temperature, …
4. From Smartphone to Smart Anything
33. The Quantified Self
It isn't simply wearables that are
exploding in popularity though
— it's sensors.
Sensors allow for seamless,
personal data collection. Be it
motion data, heart-rate, speed,
height, temperature, …
4. From Smartphone to Smart Anything
34. Everything, connected
Not only humans are getting
wired onto the Internet.
All things can be made
‘smarter’ with the aid of
sensors.
4. From Smartphone to Smart Anything
35. Everything, connected
Not only humans are getting
wired onto the Internet.
All things can be made
‘smarter’ with the aid of
sensors.
4. From Smartphone to Smart Anything
36. Everything, connected
Not only humans are getting
wired onto the Internet.
All things can be made
‘smarter’ with the aid of
sensors.
4. From Smartphone to Smart Anything
37. Everything, connected
Not only humans are getting
wired onto the Internet.
All things can be made
‘smarter’ with the aid of
sensors.
4. From Smartphone to Smart Anything
click next for video
38. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
39. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
Smart billboards
click next for video
40. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
Google pay-per-gaze patent
41. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
‘failure to drive desired customer action is often a failure of context’
42. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
personalised in-store offers through identity recognition
43. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
the product as a direct link between customer and brand
44. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
FMOT
STIMULUS ZMOT
SMOTXMOTS
the product as a direct link between customer and brand
4. From Smartphone to Smart Anything
45. What’s in it for marketing?
Although still in its infancy, the
new breed of connected
devices holds a lot of potential
for marketers throughout the
whole customer life-cycle.
4. From Smartphone to Smart Anything
FMOT
STIMULUS ZMOT
SMOTXMOTS
from data to relevance to relationships
46. Beware of the pitfalls 4. From Smartphone to Smart Anything
The more personal data is
being collected, the more care
should be taken to the
consumers privacy.
Collecting lots of data is
useless unless it can lead to
actionable insights.
Smart data still trumps big
data.
48. Key Take-Aways 5. Key Take-Aways
The mobile landscape has
matured. Hardware,
operating systems,
applications and usage are
now at a level far above early
adoption.
UX-wise, flat design and
cards are taking the lead.
1
As consumers are
increasingly splitting time
between screens,brand
campaigns that span
multiple screens are able to
achieve greater reach and
frequency.
2
Connected devices are
popping up everywhere. For
marketers,there’s a lot of
value in the data from the
sensors that power them.
3
49. WASSUP RECAP SESSION
DINSDAG 25 MAART
THE END
GEERT DE LAET
TECHNOLOGY EVANGELIST
LUON
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
