The document discusses how mobile technology is driving unprecedented change and is transforming businesses and people's lives. It states that we are at an inflection point where the rapid development of mobile will lead to a continual cycle of innovation, unlike the decades of stability in the 20th century. It argues that mobile provides opportunities for businesses to engage with customers at scale through channels like apps, messaging and social media, and that consumers highly value the personalization mobile allows.

1. THE MOBILE REVOLUTION
How it will transform your
business, life & perception of
the world
MARCH 2011
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2. INTRODUCTION
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3. WE ARE AT AN
INFLECTION
POINT
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4. 20th CENTURY INFRASTRUCTURE
scalable becomes the goal
• predictable
• hierarchy
• control
• organizational routines
• minimize variance
S-curve
Stable over decades
(few real changes in 60 years)
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5. THE OLD INSTITUTIONS
AREN’T HACKING IT VERY WELL
If U.S. workers’ productivity
has grown…
Why has ROI dropped…
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6. WHAT WE
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7. Razorfish creates experiences that build businesses
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8. Mobile is driving an unprecedented speed of change
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10. Value of mobile is amplified by channel &
connective tissue duality
Potential to deliver unprecedented value to both businesses & consumers
CHANNELS
WEB APPS MESSAGING X-CHANNEL
FEATURES/BEHAVIORS
SOCIAL
LOCATION
COMMERCE
SEARCH
CONTENT

11. CONSUMERS VALUES ONE THING THE MOST…
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12. SCALE
ENGAGEMENT
TARGETING
MEASUREMENT
VIRAL SHARING
TRANSACTION

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20. THE 21st CENTURY WILL BE DRIVEN BY
CONTINUAL INNOVATION
S-curve
Stable over decades Rapid set of punctuated moves
(potentially never ending)
(few real changes in 60 years)
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21. IT IS
HARD,
AND HARD IS
GOOD
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23. CREATE SKUNKWORKS AND
OLD NEW
STRUCTURE THE EDGE SO IT CAN
INNOVATION LABS ON THE EDGE OF PULL THE CORE TO THE EDGE
THE FIRM AND THEN ABSORB THEM
WHEN THEY START TO WORK
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25. IN THE WWW OF PEOPLE,
Emerging human behaviors matter
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26. Process should prioritize purpose
instead of repurpose
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27. BEST PRACTICES
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29. BEST PRACTICES
Too early for any best
practice to be gospel
THERE ARE
Everyday there is an
opportunity to define
best practices
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30. Experience needs to be
somewhat familiar
Similar to fashion
design, small change as
and people want to be
different but not too
DIFFERENTIATE different
Don’t confuse the user
PROCESS
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31. Evaluation metrics should be leveraged for
features, functionality and design
Prioritizes performance minimized navigation paths,
Efficient personalized and contextualized communications
Deepens relationship with consumer and provides moments
Engaging of unexpected utility/playful interactivity
Offer robust set of utilities within an intuitive interface; cross-
Experiential channel touch points become more interactive
Always On Provide a real-time, proactive and notification-driven resource
Leverage more advanced functionality of handset and new
Opportunistic consumer behaviors, with data supported iterative updates
and enhancements
Is sustainable over time, accommodating different messages
Malleable and products without sacrificing scalability

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