customer experience and marketing become one

MOBILE, TABLET, TV: CUSTOMER EXPERIENCE & MARKETING BECOME ONE Mark Curtis, CCO, Fjord

© Fjord 2011 | Confidential

AGENDA

1.  Fjord : who we are 2.  Mobile: where we are now 3.  Mobile: where we are going 4.  Designing for Love – A philosophy for the new marketing


WE DESIGN WORLD CLASS DIGITAL SERVICES

We design digital services that transform businesses and help shape tomorrow’s world.


COMPANY OVERVIEW

•  Fjord was founded in London in 2001 with a focus on digital service innovation •  Today Fjord employs 170 experts in seven global creative hubs •  We work across all digital platforms, and have unique experience in mobile •  We take pride in delivering excellent results for our clients, and several of them have

worked with us continuously for many years


SELECTED FJORD CLIENTS


The X-Beam™ offers a new definitive design for wrenches – it’s simply infinitely better.

Simply by having the two ends rotated 90 degrees, the grip is improved, offering 500% increase in surface contact area, and the wrench applies 25% more force. The X-Beam™ is always easy to pick up from a flat surface.

FJORD’S DESIGN DRIVER: ELEGANT SIMPLICITY

The traditional, dominant design for wrenches. Consistent for decades.

At Fjord we achieve similar results with digital services. Elegant simplicity guides everything we do.


WE ALSO DO SOME THINGS BEYOND CLIENT WORK

PIMP YOUR LIFE, GAMING STYLE

TOUCH TO PAY – NOW WITH YOUR IPHONE

SMART OBJECTS CONNECT WITH THE MAINSTREAM

THE TABLET TRANSFORMS WORK AS WE KNOW IT Trends research

Research about smart objects & environments

WHAT WE SEE NOW Key developments in digital & mobile


1500s Print

1890s Recordings

1910s Cinema

1920s Radio

1950s Television

1990s Internet

2000s Mobile

THE EVOLUTION OF MASS MEDIA


Bag Pocket

Two hand One hand

KEY TRADEOFFS IN DEVICE SEGMENTATION


ERICSSON TOUCH REMOTE

AMAZON KINDLE

APPLE IPAD RIM PLAYBOOK

THERE’S ALSO SEGMENTATION WITHIN CATEGORIES

Single Focus Multiple Functions


THE 2012 TABLET BATTLE

97% of tablet Internet traffic is from iPads, 3% Android

Competing on hardware specs will not work. You have to lead

with content & services.

THE CATEGORY OWNER

Kindle Fire will be successful. 25% of tablet buyers would consider an

Amazon tablet. Price point. Service integration.

The great unknown. There’s a user preference for Windows tablets:

27%, compared to 26% for iOS. But they’re late to the game.


THE 2012 SMARTPHONE BATTLE

Key questions in 2012:

Saturation? Focus on delight?


Fragmentation remedies? Patents battles?

Motorola?

Key challenges in 2012:

Eroding core customer base

Need for strategy shift


Can Nokia deliver delight? Will the market share become meaningful?


KEY POINTS

Mobile is our latest and most successful mass medium

The merger of Internet and mobile is a massive trend

Device categories and segmentation changes rapidly

Tablets: Amazon can challenge Apple, Microsoft maybe

Smartphones: Windows Phone and RIM are the ones to watch in 2012


Context of users different •  mobile, short messages/short responses •  on the move vs nomad

•  full attention vs multi-tasking

Affordances of device different •  camera, video, location, sms, apps, limited real estate/bandwidth/input

Role of device different

•  always on, always at hand

Responses usually fast, half life of messages fast Optimisation a bigger challenge Connect your media

IT’S NOT THE PC

EMERGENT TRENDS


LIQUID EXPERIENCES

DIGITAL MAGAZINES

GAME MECHANICS SMART OBJECTS

SUPERPHONES LIFESTREAMS

MOBILES PAYMENTS

EXPERIENCE WARS

FREEMIUM

MOBILE GAMING

SOCIAL EVERYTHING

FACEBOOK

APPLE NOKIA

MICROSOFT

LIKE

CHECK-INS WANT ZYNGA

TABLETS

ANDROID

ASUS

HTC HP

MEEGO

BITPIPES

SERVICE PLATFORMS

CLOUD SERVICES COMPANIONS

CAR AS MOBILE OS

RICH OS

iOS

WEBOS

WINDOWS MOBILE 7 SAMSUNG

LG

MOTOROLA

MULTITOUCH

GESTURES

OS WAR

Mobile Wallet

MONETISATION

INTERNET APPLIANCES

SHARING

NFC

SINGLE SIGN-ON

3D

CONTEXT

WRIST OS


Apps search and recommendation company MIMVI will get traffic

Social reading platforms will emerge, Amazon could become a major player making it the Facebook of readers

Aggregators such as Appolicious would benefit from launching app stores

Google Chrome web apps could enable simple monetisation of the web

Top grossing, most used, app of the week, staff favourite, highest ranking are the new metrics of success. CPMs and valuations will be derived from them

LIFEBOATS FOR THE ‘APP FLOOD’


Facebook's ‘Connect’ and ‘Like’ are spreading like water drops, many other features of Facebook could turn liquid

BBC - The original Liquid Experience is evolving to a screen near you

Spotify is incredibly liquid and can be expected to morph into all kinds of forms, the Sonos integration is a great example of things to come

The Amazon Kindle – is becoming a Liquid Experience with a whisper sync client for any platform

GOING WITH THE FLOW: ‘LIQUID EXPERIENCES’


Flipboard is the Netscape browser for the Tablet era

Project is a new title in a new media – expect more new entrants. Content is still king

Bookshelves, and magazine stands will emerge in 2011. Whomever owns the news stand will own something valuable as it also becomes your library

Expect incumbents to experiment in the analogue to digital cross over and fight for their magazine rack space

DIGITAL MAGAZINES: STILL SEARCHING FOR A SOUL


Foursquare challenges people to explore their city using gaming mechanics

Reputely.com – a platform which can implement gaming mechanics to any website

Nike + gaming mechanics used to drive sports activity through an app

Heia! Heia! Is a service for keeping track of any activity from picking mushrooms to ironing shirts. Maybe one could get awarded for emptying the dishwasher

Never underestimate the power of badges, just look at scouts all over the world

Game mechanics are the serotonin of services

PIMP YOUR LIFE, GAMING STYLE


Integrated systems for the home offer a complete range of home automation products

Streetline is a smart parking system that gives drivers real-time guidance to open parking spaces

Smart pill caps. A wireless signal alerts base station if dose is missed, alerting a nurse

Philips DirectLife calculates the number of calories burned every day from any movement made, not just walking

Välkky knows when pedestrians are going to cross streets and starts flashing to alert drivers

Smart meters send readings to your energy supplier automatically and can include energy monitoring

SMART OBJECTS CONNECT WITH THE MAINSTREAM


Evernote has become an international powerhouse of remembering converting 20% of users into paying customers

Memolane captures photos, music, tweets, posts, and more for people to view and share in one place

ViconRevuec is a wearable digital camera that takes photos without intervention

Mappiness provides streams of social happiness. Pixelpipe are the smart plumbers of the social network

DISCOVERING ‘LIFESTREAMS’


Garanti Bank's commercial NFC service in Turkey has encouraged more to enter the market

FeliCa is a contactless RFID smart card system from Sony

MasterCard Mobile Payments mean no looking for coins or a card

Phoolah experimented with the idea of embedding RFID tags into mobile phone skins

Gemalto formed a partnership with HiCo to provide mobile phone coupons via NFC

TOUCH TO PAY - NOW WITH YOUR PHONE


Facebook Credits are a virtual currency you can use to buy virtual goods in many games and applications

Mobile payment apps help you make small payments without searching for your wallet

Zynga’s pre-paid virtual currency cards have been spreading across US stores, we expect that ‘Zyngas’, a universal currency will emerge that could even be converted back dollars

Most free apps are migrating to Freemium, making it the dominant model of monetisation

MOBILES GAIN MORE CURRENCY


EXPERIENCE WARS: THE LIVING ROOM IS THE BATTLEGROUND

Virgin's TiVo box – it learns what you like then records content for you, helping to discover new shows and keep up with what you like

3D TV will continue to grow – but will it boom?

Microsoft’s Kinect is changing the way we interact with our TVs

Remote controls will innovate, becoming gestural, social and touch based

Companion experiences will emerge for most shows on Tablets

DESIGNING FOR LOVE What’s love got to do with it?


#1 – WE ALL WANT TO EXPERIENCE LOVE

We also want our software creations to be loved!


#2 – VALUE INCREASES TOWARDS THE HEART


TWO KINDS OF PRODUCT BUSINESSES


TWO KINDS OF SOFTWARE BUSINESSES


#3 – IT’S A POWERFUL LOVE AFFAIR ALREADY


>80% of teenagers in America sleep with their mobiles on or near their beds

Data by PewInternet & American Life Project April 2010


KEY POINTS

1. We all want our own products of love to be loved – make it happen!

2. Significant value creation happens closer to the heart

3. The mobile medium is inherently emotional

= Designing love is critical for long-term success


MATCHMAKING

DATING

TRUE LOVE

THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE

DISCOVERY

ENGAGEMENT

RETENTION

Digital service equivalent

AHA !

WOW !

OF COURSE !

Desired user reaction

Required characteristics

Good on paper (something I think I need). Feels familiar. Grabs interest.

Attentive, fun, attractive. Great first experience. I want to tell people about it.

Loyal, evolves with me, matches me well. Helps solve problems.


DESIGNING FOR AHA, WOW AND OF COURSE E

NG

AG

EM

EN

T

TIME

OF COURSE

WOW

MATCHMAKING DATING TRUE LOVE

AHA


GETTING PEOPLE TO LOVE YOU There are 3 stages. Master them all.

3 TRUE LOVE Understand importance of identity and profile

Create elements that can be ubiquitous or atomized

Make the solution fluidly available on all screens and at all times

Work to earn trust

Make service grow with and around the individual

1 MATCHMAKING

Ensure you have a great ‘hook’ up front (or three)

Be culturally and contextually relevant

Make it really easy to grasp

2 DATING Make it extremely easy to get started

Design in gaming and social dimensions

Focus on meaningful and tactile beauty

Build in virality

DEINING DIGITAL www.fjordnet.com Twitter @Fjord