Our agency routinely briefs team members on current consumer trends. Our mobility and telecom briefing includes discussion and vivid examples of trends that are driving consumer technology expectation and experimentation on a global scale.

1. MOBILITY & TELECOM
INSIGHTS & TRENDS
PRESENTED BY PLANNING 3/21/13

2. THE GLOBAL PERSPECTIVE

3. THE IMPORTANCE OF A GLOBAL PERSPECTIVE

4. INFO SCARCITY

5. INFO SCARCITY
Despite an abundance of information out there, useful, timely and
accessible data is still rare. Expect to see consumers embrace tools
that check, track or alert them to personalized information, present
information in an easy-to-understand format, and even offer relevant
data to help them make decisions.

6. BlippAR is an augmented reality
BlippAR platform for advertisers

7. Notes (non-presentation version):
UK based BlippAR (http://http://www.blippar.com) is an augmented
reality (AR) app aimed at advertisers. After launching the application,
users hover their smartphone camera over a branded image and BlippAR
recognises it, layering information over the 2D image. This could include
real-time updates, offers, coupons, games, film, audio and other
interactive content. The app serves to enrich many common media
types including billboards, public transport ads and even normal product
packaging. The app is free to download and is available for iOS and
Android smartphones.
BlippAR is an augmented reality
BlippAR platform for advertisers

8. Passengers’ mobile phone data
NextTrain helps predict the next train

9. Notes (non-presentation version):
NextTrain utilizes the power of crowd sourcing, meaning that it will
leverage a critical mass of commuters to drive accurate and reliable
information for train locations. As user support increases, the algorithm
will become more intelligent at determining the next train arrival time.
Passengers’ mobile phone data
NextTrain helps predict the next train

10. Google Goggles offers a mobile
Google picture-translation tool

11. Notes (non-presentation version):
The Google Goggles (http://www.google.com/mobile/goggles/#text)
translation tool on the Android (http://www.android.com/) operating
system enables users to point their camera at a landmark, sign or menu
item that they wish to translate. Google Goggles will then scan its
database to see if it recognizes the text and will translate it for the
consumer. The app can process most main European languages and
Google has plans to build upon this functionality to extend its offering
across non-Latin languages.
Google Goggles offers a mobile
Google picture-translation tool

12. 3 Sweden’s live salespeople
3 Sweden demonstrate products online

13. Notes (non-presentation version):
Sweden based telecoms operator 3 Sweden aims to provide online
customers with personalized customer service at no extra charge, by
providing their operators with a custom multi-touch interface. Som
when 3 Sweden customers elect to have a video call with a salesperson
the 3LiveShop (http://www.tre.se/3LiveShop) enables the salesperson
to drag a product onto the screen, demonstrate its features, and then
drag it into a shopping cart. The system can detect multiple fingers and
hands at the same time on the salesperson's side while recreating
everything for the customer.
3 Sweden’s live salespeople
3 Sweden demonstrate products online

14. Goshi makes buying and selling a
Goshi visual experience

15. Notes (non-presentation version):
Launched in Chicago, Goshi (http://www.goshi.me/) is a hyperlocal
marketplace app for smartphones with a strong emphasis on images,
aiming to create a rich visual experience for local buyers and sellers.
Users can browse through photographs of items for sale or search
according to their location, leading consumers to happen upon items to
buy near their location. Users can also share via social networks,
comment on items posted, ask questions and even arrange to meet up,
with all posts tagged top local hubs; places where transactions and
meetings can take place in safety.
Goshi makes buying and selling a
Goshi visual experience

16. BRAND BUTLERS

17. BRAND BUTLERS
With pragmatic, convenience-loving consumers enjoying instant
access to an ever-growing number of supporting services and tools
(both offline and online), brands urgently need to hone their
‘butlering skills’. It’s all about assisting consumers to make the most
of their daily lives.

18. KLM sends travelers printed
Must See Map copies of personalized maps

19. Notes (non-presentation version):
In January 2013, Dutch airline KLM launched a social platform that lets
travelers create custom maps of destinations featuring their friends'
vacation recommendations. Visitors to the Must See Map website select
the city they are traveling to, and then add markers for places they
intend to visit, or request input from friends via Twitter, Facebook or
email. Three weeks after a user submits their map, KLM mails them a
free printed copy.
KLM sends travelers printed
Must See Map copies of personalized maps

20. eBay rolls out instant delivery
eBay Now
service

21. Notes (non-presentation version):
In Q4 2012, eBay Now launched in San Francisco and New York City; a
service (and free mobile app) which offers same-day delivery of
products from selected eBay sellers based in the two cities. Once
shoppers log in to the app, they can choose items available from local
retailers and place an order. Products are delivered in around one hour,
and users can pay with a credit card or via PayPal when their purchase
arrives.
eBay rolls out instant delivery
eBay Now
service

22. The Hotel offers social media butler as part
of Presidential Inauguration package
Madison

23. Notes (non-presentation version):
To celebrate the Presidential Inauguration in January 2013, The Madison
hotel in Washington DC offered the Inaugural Town and Country
package, which included a social media expert to document guests’
stays. During the four-night package, Anchor Media's social media expert
Victoria Devine was on hand to accompany visitors, creating text, videos
and photos to document their trip. The package was priced at USD
47,000 including accommodation in the hotel's Presidential Suite.
The Hotel offers social media butler as part
of Presidential Inauguration package
Madison

24. Helzberg Jewelry brand's mobile app offers a
Diamonds
guide on how to propose

25. Notes (non-presentation version):
Available to download from November 2012, Proposal Pro is a mobile
app from US-based jewelry brand Helzberg Diamonds. Via the free app,
users can access tips on aspects of getting engaged including how to
choose the perfect ring, where to propose, selecting the appropriate
ring size and how to share the news with family and friends. Proposal
Pro also includes suggestions of Helzberg Diamonds rings that users may
be interested in purchasing.
Helzberg Jewelry brand's mobile app offers a
Diamonds
guide on how to propose

26. Durex launches instant condom
Durex
delivery app

27. Notes (non-presentation version):
January 2013 saw Durex launch the SOS Condoms app, enabling Dubai
residents to order condoms for delivery within one hour. The free mobile
app uses GPS technology to track the customer's location, and then
sends a discreet courier with Durex condoms. The service is available
from 4pm to 4am, with payment in cash on delivery.
Durex launches instant condom
Durex
delivery app

28. CROWD EXPRESS

29. CROWD EXPRESS
Technology is increasingly harnessing the wisdom of the connected
crowd. Collective input can improve design, minimize risk, reduce
costs, organize funding and increase speed of decision-making.

30. Citizen polls printed on posters
Textizen gather replies via SMS

31. Notes (non-presentation version):
Launched by non-profit Code for America in June 2012, Textizen is a
system which allows the public to reply via SMS to polls posted around
their city, helping civic leaders to make data-driven, representative
decisions. Civic users set up an account with Textizen, giving them
access to an online portal where they can create surveys, see responses,
and export data. They then create a survey and decide where they want
it posted or advertised. A phone number is assigned to each, allowing
passers-by to respond to the poll by texting in their response. As replies
come in, a dashboard offers civic users access to responses and graphs.
Citizen polls printed on posters
Textizen gather replies via SMS

32. Nokia contest invites participants
NOKIA to create apps to benefit society

33. Notes (non-presentation version):
Q3 2012 saw Nokia Product Sustainability and the Parsons School of
Design in New York launch a contest inviting participants to design ideas
for a mobile app to benefit society. In the ‘Design and Develop for
People and Planet' challenge, contestants had to submit ideas for an
app, or choose to take part in a 'Hackathon' taking place simultaneously
in New York and Helsinki. The focus of the apps was on solving societal
problems and addressing local needs, with the winners competing for
prizes of up to USD 2,000 each.
Nokia contest invites participants
NOKIA to create apps to benefit society

34. App encourages citizens to
Kid Rescue document illegal child labor

35. Notes (non-presentation version):
Available from June 2012, the Kid Rescue mobile app from Telefónica
Telecom in Colombia encourages people to track illegal child labor. The
free app enables individuals who witness children working to send
information to the Kid Rescue website to create a database of child
labor activity for social workers linked to Fundación Telefónica, the
charity arm of the telecoms firm. Users geotag their location, take a
photograph of the child, and describe the activity witnessed. Social
workers can then assess the case and decide if action needs to be taken.
App encourages citizens to
Kid Rescue document illegal child labor

36. Social app crowdsources weather
Metwit
updates

37. Notes (non-presentation version):
Launched in Israel during January 2012, Metwit is a mobile app which
crowdsources local weather updates in real time. Once they have
downloaded the free app, users can log-in and view up-to-date forecasts
and post their own updates on the weather around them. The social app
is based on a mapping system and uses simple cartoon icons to represent
weather conditions. Users can also share updates and maps with friends
on Facebook and Twitter, and add photographs and comments.
Social app crowdsources weather
Metwit
updates

38. FREE LOVE

39. FREE LOVE
The ongoing rise of valuable, free stuff that’s available to consumers,
both online and offline. FREE LOVE thrives on an all-out war for
consumers’ ever-scarcer attention, but also benefits from the ever-
decreasing costs of producing physical goods and the post-scarcity
dynamics of the online world.

40. Basic mobile versions of Google’s
Google
services available for free

41. Notes (non-presentation version):
In Q4 2012, Google partnered with Filipino telecom provider Globe to
offer its services to consumers with internet-enabled cellphones free of
charge. Free Zone is available to Globe’s subscribers, and provides free
access to basic versions of Google search, Google+ and Gmail for
customers who do not own a smartphone.
Link: http://surf.globe.com.ph/plan/freezone
Basic mobile versions of Google’s
Google
services available for free

42. Coca-Cola vending machine
Coca Cola
dispenses free internet access

43. Notes (non-presentation version):
During March 2012, Coca-Cola launched the "Happiness Refill" machine
at its concept store on Copacabana beach in Rio de Janeiro. Instead of
dispensing the brand's sodas, the machine enabled consumers to receive
credit allowing them to browse the internet for free, simply by tapping
their cellphone on the kiosk, having downloaded a free Coca-Cola
mobile app. Data 'refills' offered users 20 megabytes of data, provided
via a partnership with service provider Oi's 3G network and wifi access
points. The promotion was available for Oi's customers only.
Coca-Cola vending machine
Coca Cola
dispenses free internet access

44. Internet access available via
Freedom Pop
freemium packages

45. Notes (non-presentation version):
Available in the US from Q3 2012, FreedomPop will provide users with
around one gigabyte of free high-speed 4G mobile internet access as
well as offering low-cost prepaid data packages. The internet access will
be delivered via Clearwire's WiMAX network or the LTE network.
Operating on a 'freemium' model, some services will be free, with others
available for a fee; users will also be able to gain more data via
FreedomPop's social features, as well as sharing their data with others if
they wish. Three mobile broadband devices will be available for a
refundable deposit fee; a wifi hotspot device which connects up to 20
devices, a USB dongle and an iPhone case.
Internet access available via
Freedom Pop
freemium packages

46. Bar patrons offered drinks ordering
RIM
service via BlackBerry Messenger

47. Notes (non-presentation version):
In Q1 2012, Canadian cellphone manufacturer Research in Motion launched a
promotion in Malaysia with Kuala Lumpur jazz club No Black Tie to enable
patrons to order their drinks directly from the bartender using the BlackBerry
Messenger (BBM) service. BBM Table Service gives BlackBerry users a way to
order drinks without having to call over a member of staff, by adding the
bartender’s PIN on BBM and then scanning a QR code to activate the service.
Once they’ve received a confirmation message, patrons can place drink orders
or even call a waiter over by using their device; all they need to provide is
their table number. Users of BBM Table Service can also receive a free beer,
wine or soft drink courtesy of BlackBerry Malaysia.
Bar patrons offered drinks ordering
RIM
service via BlackBerry Messenger

48. BEST OF THE REST

49. X Marks the Layered locative media experiences
Spot
have consumers on the march

50. Notes (non-presentation version):
Make no mistake about it, augmented reality and location-based media
experiences are still very much an emerging phenomenon. The majority
(63%) of the 283 consumers we asked professed total unawareness of
them prior to our survey, and only 7% of those surveyed had prior
personal experience using leading-edge mobile apps. In an encouraging
sign for the technology, however, 20% of those surveyed expressed a
high level of interest in personally using advanced mobile media apps
after having some examples of their potential uses cited.
X Marks the Layered locative media experiences
Spot
have consumers on the march

51. Flexible Consumer "friendship" turns fluid as
Friends
mobile social surges

52. Notes (non-presentation version):
The days of pointless "friends forever" connections are drawing to a close as consumers home in on
flexible social media services that sync more intelligently with their lifestyles.
With location-aware smartphone screens quickly becoming the prime mover of social media,
consumers are moving away from fixed social networks like Twitter and Facebook and toward mobile
social apps primed for spontaneous and temporary connection.
Whether opting for hyper-practical in-the-moment location sharing via Mapfia or horsing around
sending carefree, self-destructing mobile messages in Snapchat, consumers are reveling in the
freedom afforded by intentionally ephemeral sharing.
Temporary social groupings are also benefiting from in-the-moment connectivity via event-based apps
like WedPics and rapid impromptu gathering facilitators such as Go-Matic that make it easy for
consumers to digitally connect on relevant common ground and then neatly sever ties.
Flexible Consumer "friendship" turns fluid as
Friends
mobile social surges

53. Portable Consumers rethink privacy for a
Creep
mobile-social world

54. Notes (non-presentation version):
Privacy is even more personal when it comes to mobile. As consumers pour the details of their lives into mobile devices,
from the contact information for all their loved ones to where they just were, they’re increasingly aware of the need to
maintain security and control.
In the summer of 2012, consumers who were too cavalier about their location sharing on Twitter were reprimanded by the
website We Know Your House, which aggregated tweets mentioning “home” by accounts with location sharing turned on
and then fed the information into Google Street View to post images of the user’s likely home. It caused such a stir that
the site’s creators eventually took it down, worried that their educational experiment would result in real-world havoc.
The makers behind mobile-social “dating” app Girls Around Me learned the hard way that decency standards are slowly
but surely taking effect in the brave new world of smartphone-centered social media. An iPhone app meant to aggregate
and repurpose existing public-facing available data from Facebook and Foursquare to give the social media lowdown on all
the single ladies near the vicinity of the user, Girls Around Me was swiftly yanked from the app store in April 2012 after
being instantly branded a dangerous stalking aid by the blogosphere.
Moving forward, brands must walk a tricky mobile marketing tightrope, maintaining an effective in-the-moment location-
driven presence while avoiding the appearance of unseemly intrusiveness.
Portable Consumers rethink privacy for a
Creep
mobile-social world

55. THANK YOU