Trend Report-Map My Run

TREND REPORT
Examining patterns in technology and consumer behavior for MapMyRun.
Jon Ward
Fabiola Einhorn
Digital Strategies
03/03/11

Thursday, March 3, 2011

00_INTRODUCTION
By extensively researching technology and consumer behavior we have identified 5
trends that can maximize MapMyRun’s potential.

created for 00_INTRODUCTION | P01


01_LOCALIZATION
People have always wanted to familiarize themselves with their surroundings and be knowledgeable of what events are
occurring around them. Now with the advancement of location based applications and technologies they are able to do
so with one click or search query. Finding out what’s going on in your area in both commercial and government sectors can
all be accessed with your mobile device. The feeling of a localized area creates an atmosphere of community in an
otherwise crowded area where people tend to feel like just a number.

created for 01_LOCALIZATION | P02


01_LOCALIZATION
- MY TOWN lets you buy and own your favorite stores and hangouts. Level-up, unlock rewards and
earn cash to buy real-life locations.

(http://www.booyah.com/)



01_LOCALIZATION
- New York City is putting QR codes on all construction permits by 2013, to provide citizens easy access to
information related to construction sites

(http://techcrunch.com/2011/02/22/nyc-qr-codes-on-buildings/)



01_LOCALIZATION
- CROWDBEACON lets you send a question to local businesses and experts, that will direct you to events
and locations.

(http://crowdbeacon.com/)



01_LOCALIZATION: what it means for you
- Include businesses in popular maps that runners will visit
- Use QR Codes to identify areas on runs or activities
- Emphasize more Q & A between users on best places to be active in communities



02_ME IN NUMBERS
A noticeable occurrence in mobile applications has been the ability to see an individual’s progress or activity within those
applications. As they set and reach goals within the application—it becomes a way to add validity to what the users of the
applications are doing and is shown to them visually. Whether they are trying to stay on budget, lose weight, learn about
their personality through quizzes or create the greatest farm known to the digital world it is all a way to quantify themselves
and their behavior.

created for 02_ME IN NUMBERS | P07


02_ME IN NUMBERS
- MINT is a financial software gives you an easy way to track your finances.

(http://www.mint.com/)



02_ME IN NUMBERS
- KLOUT has a measuring system for your influence and activity on the web based on your
Facebook and Twitter.

(http://klout.com/)



02_ME IN NUMBERS
- DEB ROY recorded 90.000 hours of home video to learn about patterns in children’s development
of language.

(http://mashable.com/2011/03/02/deb-roy-ted-talk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+
(Mashable))



02_ME IN NUMBERS: what it means for you
-Interactive graphs where you can see runners in your area and in comparison
to yourself
-Users receive points for completing various tasks
-Create tier system of users based on experience and activity



03_I WANT IT AND I WANT IT NOW
Receiving and transferring information has never been faster and easier. Problems that used to take hours to solve can be
solved in minutes. Learning about deals near you, streaming your favorite movie or even conducting a concert can all be
done immediately now due to advancements of real time technology. Becoming impatient on results is now minimized with
immediate access to information about friends events and news.

created for 03_I WANT IT AND I WANT IT NOW | P12


- LOOPT gives you a notification through geo-based texts, lets you connect with friends nearby,
and gives you business deals in your current area.

(http://www.loopt.com/)



- NINTENDO brings NETFLIX and free hotspots to DS3.

(http://www.engadget.com/2011/03/02/nintendo-gdc-keynote-roundup-netflix-and-free-atandt-wifi-coming/)



- COCA COLA announces it will help Maroon 5 crowd source rhythms, riffs and lyrics to help the
band create a new song inspired by their fans in 24 hours.

(http://mashable.com/2011/03/01/coca-cola-maroon-5/)



03_I WANT IT AND I WANT IT NOW:
what it means for you

- Real time suggestions by your virtual coach
- Real time tracking of other runners
- Notifications if users indicate they want a workout partner and are in the same
area



04_I’M AWESOME
Through incentivizing activities, things such as exercise, checking in at a restaurant and even challenging friends to a social
game has now become the new way to brag online. Being rewarded and having incentive to participate in these activities
has created a new way for people to express themselves both socially and individually.

created for 04_I’M AWESOME | P17


04_I’M AWESOME
- STIKK lets you decide your goal, put money on stake, get friends to follow your progress, and sign
a contract.

(http://www.stickk.com/)

created for 04_I’M AWESOME| P18


04_I’M AWESOME
- NIKE arranged a Twitter race and a marathon simultaneously, challenging what it means to have
many followers.

(http://www.psfk.com/2011/02/the-nike-intertwitter-race.html)



04_I’M AWESOME
- DUNNIT gives you a real incentive to get your stuff done by integrating leaderboards and
achievements to provide extra motivation.

(http://www.dunnitapp.com/)



04_ I’M AWESOME: what it means for you
- Have users hold each other accountable through prize incentives
- User generated races with other communities
- Contests where winners are featured and interviewed
- Real time races between users from same or different communities

created for 04_I’M AWESOME | P21


05_LOOK AT MY PRIVATES
Information that used to be considered personal and private is now easily accessible by a simple Google Search. Most of
this information is not only readily available but also provided willingly by users. What is considered normal information on a
Facebook profile now would have been considered intrusive 20 years ago. The tolerance/acceptance for exposing oneself
has increased over the years.

created for 05_LOOK AT MY PRIVATES | P22


- NEC has developed technology that enables them to read peoples gender when they pass by,
through the information that is available online.

(http://www.psfk.com/2011/03/advertising-that-reads-your-emotions.html)



- The Facebook BREAKUP NOTIFIER sends you a message when your friends relationship status has
changed, so you can be the next in line.

(http://www.breakupnotifier.com/)



- TAMPAX launched a campaign about ZACK, who just got his period. This got a lot of teenage girls
starting a very delicate discussion about what it means to be a girl, and how to help Zack.

(http://zack16.com/)



what it means for you
- Have trash talk/motivational comments when a user completes or doesn’t
complete a workout
- Emotional status updates
- Emphasize current forum for discussion on why workouts worked and why failed



06_CONCLUSION
By implementing these trends, MapMyRun will increase its interaction with its users
and not just be another application, but also become a utility that users will
interact with everyday to better their life and those around them.

created for 06_CONCLUSION | P27


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