This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.

2. A QUICK DEFINITION
are information or entertainment services
accessible through your smartphone, which
LOCATION- make use of your geographical position
(or the position of your mobile phone)
BASED
MOBILE They can be used for a variety of
APPS purposes, including
search, entertainment, social networking or
promotions

3. THE LANDSCAPE
MAP BASED SERVICES AUGMENTED REALITY
CHECK IN SERVICES PUSH NOTIFICATIONS

4. WHAT DID WE DO?
CO - CREATION

5. INTRODUCING OUR CO-CREATION PANEL…

6. WHO IS ON THE HIVE?
All members are: With a mix of:
New Use of e-tail
18-64 year olds Technology sites
(inc. digital natives) Adopters (inc. FMCG)
Frequency of
Content
online content
creators
consumption
75% Social Media
Account Holders
Premium
Some brand
content users
consumption
(e.g. paid for
habits
dating sites)
Range of digital
access portals Gender, ages,
life stage,
Mobile App
(all members to own geography,
Purchasers
smartphones) income and
social class

7. THIS PROJECT WAS SPLIT INTO 3 DISCRETE PHASES
1. Drivers & 2. Evaluation 3. Co-creation
Barriers
A look at priority mobile tools through Consumer rules of when
Emotional and rational branded case studies and where priority mobile
reasons 1. Vouchers/promotions tools should be used
to use and not use 2. Augmented reality
mobile innovations 3. Push
4. Check-in

8. CONVENIENCE & VALUE DRIVE ADOPTION
1. Navigation 2. Savvy Shopping 3. Hidden Gems 4. Social Currency
Turns your Cashing in through Peer to peer Allows you to
smartphone into location with recommendations broadcast your
an intelligent coupons and that take you to noteworthy
navigation vouchers unchartered movements
assistant territory (*digital natives)

9. PSYCHOLOGICAL BARRIERS HINDER ADOPTION
2. Safety
1. Privacy 3. Spam 4. Too Urban
Concerns
The majority do Track-able leads Rarely carries the Too urban and
not want to be to concerns over info that is right for London-focused
‘track-able’ or burglary as well as you
followed street safety

10. LET’S NOT FORGET TECHNICAL CONSTRAINTS!
1. Battery life 2. Signal
Smartphones Services are
struggle to perform dependant on
tasks over access to phone
prolonged periods networks
of time

11. WE EXPLORED 4 BRANDED LBA OPPORTUNITIES
Respondents were shown 4 location based app case
studies, outlining how each might function

12. RESPONDENTS DESIGNED THEIR OWN APPS
2x Co-Creation activities where
respondents were asked to design
their own branded location based
app

13. BP FUELFINDER – MAP BASED SEARCH

14. 3 CO-CREATED RULES FOR MAP BASED SEARCH
#1 Always have one core purpose
Achieving this core purpose must always happen
#2 within one click!
Provide secondary benefits / services to differentiate
#3 from market leaders

15. HSBC BALANCE CHECKER – PUSH NOTIFICATION

16. 3 CO-CREATED RULES FOR PUSH NOTIFICATIONS
#1 Push notifications must always be opt-in
Allow users to determine the types of information they receive
#2 (e.g. offers, discounts, information)
Users must always be able to select the number of
#3 notifications they receive

17. MANGO CATALOGUE – CHECK IN

18. 3 CO-CREATED RULES FOR CHECK-IN
The brand should never be the ‘Check-In Star’
#1 (make sure that the user is at the centre of the occasion)
Users must be able to determine how (which channel)
#2 and with whom (e.g. friends, colleagues) they share information
Upon Check-In, benefits and rewards must always
#3 be relevant to the user

19. LAND ROVER MOTORPEDIA – AR

20. 3 CO-CREATED RULES FOR AR
Only launch an augmented reality app if the technology
#1 has reached a high level of maturity
#2 To drive repeat use, ensure that content is relevant
Look to provide as much deep and layered content as possible
#3 in order to maximise the experience

21. OUR OBSERVATIONS
1. The LBAs consumers adopt, help to solve
the perennial problems of life, or are heavily
incentivised
2. Brands must remove psychological fears
around data to maximise adoption
3. Many smartphone users are not as
sophisticated with LBAs as we might think
– sometimes we find ourselves in a
marketing/media bubble

22. WE ALSO INVESTIGATED THE ROLE OF MOBILE AT POINT OF SALE

23. PROMOTIONAL MESSAGING DOMINATES IN-STORE

24. CURRENT EVOLUTION OF MOBILE IS ALSO VERY DEAL FOCUSED

25. CAN MOBILE DELIVER BRAND COMMS AT POINT-OF-SALE?

26. SO WE WENT SHOPPING TO FIND OUT…

27. A BRANDED MOBILE SERVICE FACES CHALLENGES
Natural role for
the retailer
Impartiality
Experience
Practicality

28. KEY DRIVER IS WHETHER THE PURCHASE IS HABITUAL
Low engagement / High engagement /
functional purchases emotional purchases
e.g. Many supermarket e.g. Fashion
categories Consumer electronics
Replacement fashion
HABITUAL INFREQUENT
Make shopping easier Make shopping more
rewarding
Save money Inspire
Save time Reassure

29. SECOND DRIVER OF SHOPPER NEED STATE IS ‘CONFIDENCE’
HIGH
Habitual purchases Relaxed decision-making
e.g. Many supermarket
products Make it easier
Make it fun
Personal high involvement Inspire
e.g. Fashion, electronics
CONFIDENCE
Personal low involvement Anxious decision-making
e.g. Fashion
Complex categories Guide
e.g. Consumer electronics Reassure
DIY
LOW

30. MAPPING THE SHOPPER NEED STATES
HIGH CONFIDENCE
EASE INSPIRATION
‘Show me the deals’ ‘Inspire me’ ‘Keep me up-to-date’
‘Entertain me’
HABITUAL INFREQUENT
‘Show me how’ ‘Remind me’ ‘Give me advice’ ‘Share with others’
‘Show what’s best for me’
RESCUE REASSURANCE
LOW CONFIDENCE

31. INSPIRATION: Strong role for the retailer
HIGH CONFIDENCE
“If it was like a
personal shopper
that would be
great”
“If you could create a
look that might
work”
INFREQUENT

32. INSPIRATION: Harder for a brand to provide impartiality
HIGH CONFIDENCE
“As inspiration for
meal for tonight it
works OK”
“Would everything have
mayonnaise in it?”
“Would I want to use my
phone GPS around the
supermarket? Would I
really need it?”
INFREQUENT

33. REASSURANCE: Personalisation in a complex environment
INFREQUENT
“I don’t know
anything about plants
so this would be
great”
“It works because
it’s tailored”
“You’d want a
recognised expert to
have put that
together”
LOW CONFIDENCE

34. REASSURANCE: Can a brand credibly make comparisons?
INFREQUENT
“You want to access
some independent
reviews or ratings”
“Would you not just use
the computer at home?”
LOW CONFIDENCE

35. RESCUE: ‘Beacon’ brands can speak for related categories
HABITUAL
“Dulux is good for
DIY – it’s a well-
respected brand”
“I’m forever getting
home and realising that
I need something else to
do the job”
“I can never find
anything in B&Q –
they’re big and you get
lost” LOW
CONFIDENCE

36. RESCUE: ‘Beacon’ brands can speak for related categories
HABITUAL
“For those with
constrained diets then it
could be really good”
“If it highlights all
brands then that’s fine”
LOW
CONFIDENCE

37. EASE: All about the deals
HIGH
CONFIDENCE
HABITUAL

38. RULES OF ENGAGEMENT
HIGH CONFIDENCE
EASE INSPIRATION
Focus on offers Provide ideas for new / related usage
Much harder for wider engagement Alert shoppers to NPD & innovation
Consider entertainment
HABITUAL INFREQUENT
Demonstrate functional benefits Deliver an emotional experience
Speak for the category Personalise
Demonstrate impartiality (e.g. partnership)
RESCUE REASSURANCE
LOW CONFIDENCE

39. IN CONCLUSION
#1 Mobile isn’t an instinctive behaviour at point-of-sale just yet
The retailer rather than the brand is seen as the natural provider of
#2 in-store mobile
Understanding the shopper need-state is key to a brand providing
#3 mobile utility
Consider the credibility gap – can your brand operate outside its
#4 category?

40. Thank you