SoLoMo – Creating Value for On-the-Go Consumers Napoleon Biggs Chief Strategy Officer Gravitas Mobile Group Founder & Host - @webwednesday
Knock-‐out Game!
儍老母
Social Network
Loyalty
(mobile loyalty card)
Payment
(mobile payment, NFC, etc.)
To Store
(store locator,
m-‐coupon etc.)
Event
(m-‐event ;cket,
interac;ve ac;vity)
Print Ad
(QR code on print
from off to on)
Location based alert
Web Browser
Smartphones are versatile tools!
But, don’t get lost in technology…
Focus on changing human behaviour We live in a multi-screen, mobile and socially-connected world.
Where the individual is in charge.
Media channels take a back seat.
Media consumption is on my terms, when I want it and how I want it.
Simple, Immediate, Relevant
In Hong Kong, we use smartphone for…
Sources: Google Our Mobile Planet survey (2011)
visit social networks
93% 88% look for local information
mul;-‐task when using smartphone
86%
71% play games shop on mobile
33%
©TNS 2013
3.14 X AXIS
6.65 BASE MARGIN
5.95 TOP MARGIN
4.52 CHART TOP
11.90 LEFT MARGIN
11.90 RIGHT MARGIN
38 42 39 61
71 72
37 38 37
12 9 4
Agree Disagree
And we’re way ahead of the West
5
“My mobile is my most important piece of technology”
US UK Australia Thailand South Korea Hong Kong
Mobile bridges offline needs with online services
©TNS 2013
3.14 X AXIS
6.65 BASE MARGIN
5.95 TOP MARGIN
4.52 CHART TOP
11.90 LEFT MARGIN
11.90 RIGHT MARGIN
Because mobile is the ultimate utility device, meets a long tail of ‘offline’ needs with online services
7
Convenience
Experience
Relevance
Independence
Reassurance
Direct marketing was all push...
Locate
Inform
���Purchase
Redeem
Now the individual is the trigger.
Show Off
Share
Review Play
SOLOMO IN ACTION
KEY TAKE AWAYS
§ The platform is not the key to success § Lead with a creative idea based on current human
behaviour. § Mobile engagement is SO MUCH more than an app. § Social is BIGGER than than Facebook. § Location goes BEYOND a pin on a map. § SOLOMO has been officially renamed “SOMOLO” § SOMOLO stands for “social + mobile = loyal” customers. § Don’t do it alone, seek the advice of professionals!
Thank You! 谢谢！
Napoleon Biggs Chief Strategy Officer, Gravitas Group Founder & Host, Web Wednesday
Direct +852 3759 5988 | Mobile +852 9278 5898
Email: [email protected] Blog: www.webwednesday.asia
TwiUer: www.twiUer.com/webwednesday Community: facebook.com/webwednesday
