Here I look at some of the macro implication of mobile - on how it is transforming society and different aspects of our life like eduction, health and empowering rural communities. If small and under resourced groups can be so innovative, why is it that brands and marketing? IN the second part we look at micro mobile and how brands can leverage its potential to drive services and communications.

1. Barney Loehnis - @barneylo
Social
Mobilised
....broadcasting to the
world from your palm
Mobile
Socialised&
The world in the palm
of your hand....
1

2. Part 1.
Macro
Impact on society:
communities & enterprises
Part 2.
Micro
Impact on individuals:
relationships with people
and brands
2

3. Brands fail to understand the
scale and scope of the
mobile & social opportunity
3

4. You might think MOBILE is
about THIS
4

5. 5

6. 6
6

7. 7
It is not about devices. Mobility has changed
the way that we interact & manage our lives
“Mobility
is
about
the
empowered
consumer
in
control
of
their
world”
7

8. 8
So is
(m)obile
NOT
(M)OBILITY
8

9. You might think SOCIAL is
about THIS...
9

10. 10
10

11. 11
LIFE-STREAMING BROADCASTING
11

12. 12
The impact of Social media has changed the
actual way we view socialising with people
12

13. 13
In China people bond online first, then they
meet in person offline.
13

14. 14
So is
(s)ocial
NOT
(S)OCIAL
14

15. SOCIAL and MOBILE are
more about this:
15

16. consumer
what is
desirable?
motivation
why?
technology
what is possible?
feeling
like, affinity
mind
need, want?
physical
ability, skill
26
SOCIETY
PEOPLE
&
16

17. Emancipation of Consumer through
CONNECTEDNESS
17

18. 18
18

19. 19
19

20. Learning
Credentialing
Socialising
Symptoms
Diagnostics
Treatment
Maintenance
Market prices
Microfinance
Efficiency
Sustainability
Emancipation
COMMERCE
HEALTH
EDUCATION
GOVERNMENT
COMMERCE
INFORMATION
EMPLOYEES
INTERACTION
SOCIETY BRANDS
IMPACT
20

21. 21
Mitra Sugata’s “Hole in the Wall” project... and
“School in the clouds” is disrupting education
21

22. 22
$100
$40
The affordability of
devices will change
the way we use them
22

23. 23
Khan Academy - amazing
online education
YY.com - music, gaming &
aspiring educationalists
23

24. 24
In ChongQing they are building a health
cloud to provide medical resources
24

25. 25
10% increase in connectivity = +1.25% in GDP
25

26. Lanzhou
university
hospital
build
up
telemedicine
hd
video
system
The
Internet
of
things
system
of
remote
intelligent
medical
service
to
expand
in
wuxi
city
Nanjing
enabled
the
first
home
pension
remote
management
service
pla?orm
Chongqing
use
the
telemedicine
technology
to
pilot
the
health
blood
pressure
project
Numerous initiatives are improving basic care
26

27. 27
China Mobile’s Wireless city is emancipating
millions of farmers across Xinjiang
27

28. Farming
Job
opportuni7es
Daily
MMS
for
farming
weather
forecast
Market
prices
for
agriculture
trade
and
commerce
e-­‐magazine
on
finance
for
farmers
Rural
lifestyle
MMS
provider
Nongxintong - the “eyes & ears of farmers”
28

29. mPowering Action
Mobile Social Entreprenuerialism
29

30. If they can.You can.
30

31. 31
BUILD END TO END COMMUNICATIONS
DEVELOP SERVICE EXTENSIONS
CREATE LIFESTYLE PLATFORMS
IMPROVE SUPPLY CHAIN MANAGEMENT
LEVERAGE FOR INSIGHT & DATA
EVOLVE THE ENTERPRISE SYSTEM OF SYSTEMS
Look for the BIG opportunity for Brands
31

32. Part 1.
Macro
Impact on society:
communities & enterprises
Part 2.
Micro
Impact on individuals:
relationships with people
and brands
32

33. Brands fail to understand
how to design expereinces
with mobile and social at the
core
33

34. Everything digital has a Social fingerprint
All content, Always On, Transactionable
Digital [In]fused into our lives
All actions are measurable
THE CATALYST
THE FUEL
THE BACKBONE
THE BRAIN
Digitised
Socialised
Mobilised
Datarised
34

35. Mobile
is
like
the
“bloodline”
that
connects
the
faceless
emotions
that
run
deep
across
different
moments
in
time.
Mobile
is
the
back
bone
of
communications
and
services.
35

36. ACTIVE
PASSIVE
Searching, Seeking,
Booking, Transacting,
Selecting, Organising
Sharing, Posting, Check-in,
Redeeming, Associating,
Broadcasting
Reading, Awarded,
Browsing, Receiving,
Watching, Purposelessness
Read, Viewed, Gaming,
Located, Logged in,
Performing
Push
Pull
2. Selected Interaction 4. Digital Footprint
1. Specific Outcomes 3. Vague Outcomes
There are FOUR consumer states of interaction
36

37. 1. Obsess over people’s
relationships & behavioural nuances
PEOPLE & RELATIONSHIPS
37

38. Tasuku & Muu
38

39. Understanding people’s social motivations is crucial to understanding and
predicting their behavioural response
The Oversharer
The Wannabe
Photographer
The Joker
The Unabashed
Promoter
The First Word
The Lonely
Heart
The Retweeter The Nerd The Last Word
The News
Reader
YOU
39

40. Twitter
Staying in touch with your friends
Social way: instant messaging , LBS
Relationship between: acquaintances , strangers
Users: more than 250 million
Hold-to-talk: the widely
welcomed walkie-talkie
function for users who prefer
to leave a quick instant voice
message rather than text.
1
Moments are more like Path,
which is a narrow way to
socialize with selective friends.
2
“Shake” to add a friend
who is also shaking
around you.
3
Wechat / Wexin
... finding new ways to interact ...
40

41. Mamabear Footprints
Find My Kids ~ Footprints
Keep track of children's whereabouts
friends can locate each other
even managers can track employees
set up Geofences, like school
be notified when fences are crossed.
... stalking the people you deeply
love...
...or simply digging deep to find
love...
41

42. 2. Craft and polish the relevancy and
single minded purpose
CONTEXT: WHERE, WHAT, WHY
42

43. C.A.P.T.U.R.E for relevance and value
Contextual
Always on
Placely
Timely
Useful
Remarkable
Effortful
relevance value
43

44. Airbnb Meet and Seat: KLM
Want to find out who will be on your KLM flight? With
Meet & Seat you can view other passengers’ Facebook
or LinkedIn profile details and see where they’ll be
sitting – long before your flight leaves the ground.
Get close and personal to those with similar interests
44

45. 3. Identify opportunities across the
consumer journey
CONNNECTIVITY =
MOMENTS + MOVEMENTS
45

46. MOBILE MOMENTS
DELIVER RELEVANCY & INTIMACY via CONTEXT
MOBILE MOVEMENTS
UNLOCK VALUE THROUGH PERVASIVE CONNECTIVITY
Mindsets
What people want
Motives
Why people need
Functional & emotional Insights
Based on milli seconds
Decision Architecture
Single minded
Surprise
Enterprise & E2E
SystemsServices
Utility & Transactions
Pervasive Connectedness
Systemic Mobile
End-to-end
Enterprise
Predictability
46

47. Connected Commerce - one bite at a time
Mogujie and Meilishuo
47

48. ... streaming every interaction and experience.
48

49. 34%$ 23%$ 15%$ 9%$ 13%$ 26%$ 49%$
9%$
9%$
18%$ 13%$
14%$
8%$
6%$
6%$
In-store activity
Source: Mobile Life F3; Use of mobile to purchase or research
Base: BAT markets. Those purchased or researched in last 12 months aged 19+, 1793
Online
research while
at home
Read
independent
product reviews
Check what others
are saying about the
product via SNs
Receive a special deal by
interacting with an
advertisement (e.g.
taking a photo, winning a
competition)
Receive updates from
nearby shops/places of
interest
Online
research while
in the store
To compare prices
Take notes of
product details
in-store
Scan QR codes to receive
more information on the
product
Scan the barcode and
receive more information
on the product
To redeem a coupon
received by email,
downloaded from a site, or
saved on phone
Scan a barcode to
pay for the product
Scan a QR code
to pay for the
product
Pay for a product
by touching phone
against a sensor
Buy products from
group buying sites
(e.g. Groupon)
Mobile is used across the consumer journey
49

50. Innovation
Interaction
Marketing
Loyalty
Commerce
Engagement
AR @ retail
retail shopping behavior
Sales tool @ retail
branded App
SMS
QR code
mobile media
cooperation
mobile search
Integration
SNS sharing
club App
scan product barcode
Sample requests
Member service
Loyalty points
coupon link to mStore
LBS coupon
mCommerce component
QR code
mobile site
weixin campaign
mobile beauty content
TV/MagazineAd
weixin
m
obilesearch
mobile media
@ retail
mobilesite
6 building blocks
core commerce channel (counter)
touch points
BRAND
@RETAIL
Identify every “moment”
and “movement”
COSMETICS
50

51. 30 Moments
6 Movements
1
3 4 7
8
2
6
12
35
18
30
11
26
29
36
23 24
28
27
16
15
14
13
10
25
31
32
33
34
17
9
19
21
5
22
20
Identify every “moment”
and “movement”
TRAVEL & HOTEL
51

52. SUMMARY
#1 Obsess over people’s relationships & behavioural nuances
#2 Craft and optimise the interaction relevancy & single purpose
#3 Seek mobile “moments” & “movements” across journey
52

53. 53
contact: barney.loehnis@ogilvy.com
For a copy of the
presentation
@barneylo
53