BBH DIGITAL STRATEGY IPHONE6 CHEAT
SHEET NICOLE LANDESMAN, BEN ZOLL, MEGAN PIRO AND JULIAN COLE BBH NYC

APPLE LAUNCHED THREE NEW PRODUCTS
I iPhone6/6Plus Pay Watch

iPhone 6 / 6 Plus
BIGGER AND MORE POWER

WHAT WAS THE TECH? Apple
launched two new big powerful phones - iPhone 6 and iPhone 6 Plus. Key Updates: - Larger Screen: The iPhone 6 has a 4.7-inch display and the iPhone 6 Plus has a 5.5-inch display, making both substantially larger than the iPhone 5’s 4 inch display. - Thinner Device: The iPhone 6 is 6.9mm thick and the 6 Plus is 7.1mm thick, making them the thinnest devices ever created by Apple. - Enhanced Display: Includes Retina HD resolution and a curved screen for an improved viewing experience. - Optimized Camera: Allows for optical video/image stabilization and new autofocus features. - Faster Speed: Includes a new A8 processor which is 25% faster than the A7 that preceded it.

WHAT DOES THIS MEAN FOR
MARKETERS? As mobile devices continue to get larger and more powerful, consumers are more likely to use them as all-encompassing devices rather than divide their time amongst mobile, tablets, and computers. - More Time Spent with Mobile: Enhanced battery life will allow users to spend more time with their mobile devices while on the go. The new iPhones allow for 14 hours of talking, 50 hours of audio playback and 11 hours of video watching. - Greater Demand for Mobile Communications: These updates put increased pressure on marketers to focus their attention on mobile. The increase in screen size will allow marketers to create even richer mobile experiences for consumers, whether through the use of mobile applications, mobile display advertising, or mobile enhanced websites. - Increase in Mobile Video Consumption: Larger mobile screen sizes are likely to have a large impact on branded video consumption, and is a key point marketers need to consider when creating custom video content.

Pay REDUCING THE BARRIERS TO
PURCHASE

WHAT WAS THE TECH? A
new payment system using NFC technology - Apple finally capitalizes on its long owned, but unused NFC patents to offer a seamless purchasing experience. Apple Pay uses an NFC antenna to transfer payment information to touch ID technology. - Credit card numbers can be pulled from iTunes accounts or loaded through the new iPhone 6’s camera. - The tech eliminates the need for customers to share personal information in order to pay.

WHAT DOES THIS MEAN FOR
MARKETERS? Apple Pay is Going to Change Consumer Behavior - Consumers have begun to display a strong appetite for simple, intuitive mobile payment apps such as Venmo, Seamless and Uber, so it is no surprise that Apple is looking to increase their presence in this space - With a large list of merchant partners and anticipated ease of use position, Apple Pay is poised for much heavier adoption rates than existing mobile payment options. - Impulse purchases are likely to increase with this technology as mobile shopping will become more seamless. Apple has provided an open API so brands can embed Apple Pay into their apps.

Watch A NEW SET OF
INTERACTIONS

WHAT WAS THE TECH? Following
the unveiling of the iPhone 6, Apple put months of rumors and speculation to rest. Both a comprehensive health device and a customizable, interactive timepiece, the Apple Watch was touted by Tim Cook as the next chapter in Apple’s history. It is the most personal device Apple has ever created. A breakthrough input mechanic features a ‘Digital Crown’ that can scroll and zoom to navigate without obstructing the small interface and a new ‘taptic’ engine allows another subtle way of interacting and communicating without additional input points.

WHAT DOES THIS MEAN FOR
MARKETERS? Brands/Designers will need to create new actions with the smaller confines of Apple Watch interface and new set of interactions. Haptic technology allows brands to connect with consumers in new ways. - Some brands have been experimenting with haptic technology such as the Durex Condom project ‘Fundawear’ which created ‘touching underwear’.

PRODUCED BY BBH NEW YORK
NICOLE LANDESMAN, BEN ZOLL, MEGAN PIRO AND JULIAN COLE