Mobile Trends & Creativity | Nimbletank @ Mobile Convention London 2015

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Mobile Trends
& Creativity
David Skerrett, Managing Partner
@Nimbletank @Skegz
26 March 2015
#MoCoLondon

2. 02/
Creativity:
Experiences
Nike
03/
Mobile
Trends
To Watch
01/
Quick Quiz
Mobile Is…

3. First a
quick quiz

4. UBER | FACEBOOK | ALIBABA | AIRBNB
Q: What do the following
brands have in common?

5. UBER | FACEBOOK | ALIBABA | AIRBNB
A: Zero

6. UBER | FACEBOOK | ALIBABA | AIRBNB
The world’s
largest taxi
company
owns zero
vehicles
The world’s
most popular
media owner
creates zero
content
The world’s
most valuable
retailer
has zero
inventory
The world’s largest
accommodation
provider owns
zero real
estate
A: Zero

7. Each innovates in
different ways
Each has disrupted/
define their industry
Each has a product/
model that is mobile
centric

8. Q: The value of zero ?
UBER | FACEBOOK | ALIBABA | AIRBNB

9. A: The power of zero =
UBER | FACEBOOK | ALIBABA | AIRBNB
$41 billion $184 billion $20 billion$210 billion
$455 billion
c. HALF A TRILLION

10. Mobile is…

11. There are now more
mobiles
in the
world
than
toilets
Ubiquitous

12. 70% 63% 33%
Alcohol Chocolate Sex
What people would rather give up
for a week than their mobile…
22% 21% 20%
Toothbrush Shoes Computer
More important to
people than alcohol
Source: TeleNav

13. About now, all day

14. 4h 31m
1h 26m
2h 21m
2h 19m
2013
1h 36m
0h 24m
2h 22m
4h 24m
2010
Transforming
Channels
Source: eMarketer,
July 2013

15. What people would rather give up
for a week than their mobile…
Changing the
FTSE, rapidly
Source: TeleNav

16. Sitting
(at a desk)
Walking
Standing
Mooching
Travelling
Mapping posture to device
Evolving

17. 02/ Creativity
New experiences
Nike Case Study

18. Designing for Wrists
Will Apple add rocket fuel to
the wearable category?
The best apps will
be quick & glance-able
Achieve a task in
less than 11 seconds
Augmenting the mobile
not replacing it
Tasks: triage, way finding
in the rain, extending
mobile battery life,
notifications, showing off

19. Donating time
mysmarteye

20. Case Study in
Creativity

21. Nike’s Mission
If you have a body, you are an athlete

22. Nike’s Core
Management Values
Coach Manage InspireLead
“What you stand for is more
important than what you sell.”

23. Nike’s Innovation Culture
Master the fundamentals
Remember the man
On Offense Always
Do the right thing
The consumer decides
Be a sponge
Simplify & go
Nike is a company/brand
Evolve immediatelyOur nature is to innovate
Enter to dominate

24. Platforms deliver
ongoing business value
Campaigns build
noise & increase scale
Nike’s Campaigns
& Platforms

25. Ads as tools = service ecosystem
Wearable App Hardware SocialMobile App

26. Nike’s creative advertising excellence
TV Outdoor Ambient

27. Nike’s creative social excellence

28. Nike’s Mobile advertising excellence: realtime

29. Mobile advertising excellence

30. Contextual
Weather Ad
Driving to
Commerce
Nike’s Mobile advertising excellence: context
Full screen
ad on Pandora
Driving to
Commerce

31. Nike’s App Constellation Strategy
«
SB
Training
Fuel
Nike+
Running
«
«
«
Football
«
Move
«

32. Summary
Mission
Values
Culture
Campaigns & Platforms
Tools
Creative everywhere - from park benches to TV ads
Social scale
Mobile leadership

33. 03/ Mobile Trends

34. Do Less,
Not More
2 TAP
RULE
5
POINT
RULE
98%
RULE
App Advice from Marrisa Mayer, Yahoo CEO
Experience Design Simplicity:
with Apps, less is more.
Don’t recreate your
website in an App
“It should
only
take two
taps to
do anything”
“Count a point for
every different font,
font size, & colour.
Redesign if it’s more
than 5 per screen”
“Design for
the way it
will be used
98% of
the time”

35. Be Delighted
I think every App should do at least
one thing brilliantly.
Once that’s sorted you should move
onto delivering something delightful.
Research, and empathy are the best
ways to get there.
For example our OVO Energy
App has a torch function to
help light the way whilst their
customers submit meter
readings. And because more
and more people use an app
to manage their energy it
saves OVO time and money.

36. Beautiful
Seams
The seams between
digital and physical
experience are unavoidable.
Instead aim for beautiful
seams; it’s okay to be
useful, just don’t be creepy.
Realtime data, hyper accurate
proximity via sensors &
beacons can help us solve
in-store pain points.
For example ASDA’s
innovation mobile App has
an in-store mode. There is no
point selling to someone like
they are on a sofa when they
are in a store. Instead thanks
to geo detection and WiFi -
busy mums see wish lists
and contextually relevant
information when they are
in a store

37. Messaging apps will overtake social networks in
global popularity by end Q1 2015
2,500
2,000
1,000
1,500
500
0
Monthly
Active
Users,
Millions
of Users
Q4, 2014Q4, 2013Q4, 2012Q4, 2011
Social Apps:
Facebook, Twitter,
LinkedIn, Instagram
Messaging Apps:
WhatsApp, Messenger,
LINE, WeChat
Messaging Overtakes
Social Networks
There will soon
be over
2 billion monthly
active users of
messaging
apps
Source: Bi Intelligence
84% of Millennial’s
would rather contact
brands via an app
rather than calling

38. Better insights through
technology

39. RTP = Realtime
Personalisation

40. Dynamic
Pricing
Algorithms, mobile, geo-location and real time data
will power more start-up services along with
traditional players into the Uber and Amazon world
of dynamic pricing. This means when demand is
high, pricing increases, and when demand is
lower, pricing decreases - all in real time and in
Uber’s case depending on where you are.
The price isn’t going to be the price for long.

41. Trends Summary
Less Not More | Be Delighted | Beautiful Seams
Messaging | Better Insights | RTP | Dynamic Pricing
2015

42. Thank you
#MoCoLondon
David Skerrett | @Skegz | David.Skerrett@Nimbletank.com