figure 0.1 a simple illustration from 2007 to show the...

Figure 0.1 A simple illustration from 2007 to show the interdependence of offline experiences and digital media.

From The Mobile Commerce Revolution: Business Success in a Wireless World by Tim Hayden and Tom Webster (0789751542) Copyright © 2015 Pearson Education. All rights reserved.

Figure 1.1 Snapchat usage amongst Americans 12-24


Figure 1.2 In-car usage of Internet Radio


Figure 1.3 The compound annual growth rate (CAGR) in mobile data usage listed in exabytes (one exabyte=one billion gigabytes). Note the significant CAGR in the Asia Pacific region.


Figure 2.1 Responses from mobile phone owners aged 12 years and older in the United States when asked how often they have their mobile phone within arm's reach.


Figure 2.2 The three stages of smartphone use and addiction.


Figure 2.3 Mobile users gain comfort and confidence in using a new smartphone.


Figure 2.4 Percentage of Americans ages 12 to 24 who use various social sites and services, taken from The Infinite Dial 2014 by Edison Research and Triton Digital.


Figure 2.5 Younger Americans have significantly more social connections than other age groups.


Figure 3.1 "The Anatomy of an Experience," an image that Tim shared with many clients and prospects to illustrate how experiential marketing (events, live promotions, sponsorship activations, and digital media) could be extended

before and after a live experience using digital media. (Credit: GamePlan, Keith Dudley)


Figure 3.2 Purchase attribution is a confusing path to follow or track, and seeing the last or first touch point as the greatest source of purchase influence or decision point may blind a marketer to what is indirectly contributing to

sales.


Figure 5.1 The opening navigation for Amazon's PriceCheck application for iPhone. Note the four methods a user may use to search for an item: Type It, Scan It (UPC codes), Snap It (a photo), and Say It (with the user's voice).


Figure 5.2 The Amazon PriceCheck mobile application for iPhone performing a scan of a product's UPC code


Figure 5.3 The Amazon PriceCheck mobile application for iPhone displaying the search results for a UPC code scanned with the app


Figure 6.1 What drives brand advocacy? Source: Global Web Index Wave 9 (Q1 2013) results. Mobile/smartphone users (N=1,183) smartphone users (N=1,682) were survey audiences.


Figure 7.1 How a business may integrate customer data with a POS data platform being the center of certain customer information and purchase data, whereby inbound activity data is recorded within specific customer

profiles or customer groups/segments, and while insights and content direction help steer outbound and "push" communications in owned and paid media efforts.


Figure 7.2 Screenshot of Tim's Starbucks card on the Starbucks iPhone application. Note Pick of the Week where free apps and Apple iTunes downloads can be found, as well as the location-based notifications for where stars

(denoting the various loyalty tiers) are earned.


Figure 7.3 Screenshot of the PayPal iPhone wallet application, which incorporates an Order function alongside the ease of sending payments as simple as addressing an email address.


Figure 9.1 The mobile ecosystem of functions, media, and capabilities.


Figure 9.2 A billboard demonstrating City Year's use of Twitter in an offline message


Figure 10.1 An illustration of a centralized data management system—it is not this easy.


Figure 10.2 A simplified view of how purchase decisions may be immediately influenced by data-based marketing and media efforts. Credit: Keith Dudley.


Figure 11.1 The NASA Instagram account profile, showing 44,000 followers, a little more than a day after the account was opened.


Figure 11.2 As NASA prepared for the launch of its LADEE spacecraft, photos of the moon and the launchpad were shared through Instagram.


Figure 11.3 Examples of campaign assets and user-generated images shared in Arby's Snap and Rock campaign with Pongr.


Figure 11.4 Examples of campaign assets and user-generated images shared in UNREAL Candy's Unjunked Sweetstakes campaign with Pongr.


Figure 11.5 Email sent to all past purchasers of Edel Golf products.


Figure 11.6 Landing page into the Together web application Edel Golf activation (Get Started) on left, and photo submission page (Step 1) on right.


Figure 11.7 Edel Golf photo-sharing email performance.


Figure 11.8 Using the Together photo wall display system, customer-generated photos are displayed on the EdelGolf website and then used across other marketing communications assets and media.


Figure 11.9 A selfie Tim captured and edited with his smartphone and then shared across Facebook and Twitter to raise funds and awareness for Movember to battle certain types of men's cancer.


Figure 12.1 An illustrated comparison of digital functionality and activities, desktop computing versus mobile computing.


Figure 13.1 When a mobile user clicks on a website link or enters a URL into a mobile browser, several telling data coordinates may accompany the resulting website hit or visit. Together, these coordinates can help frame a more

relevant and contextual content experience for the user.


Figure 13.2 The Songza user interface


Figure 15.1 Email open rates across desktop, mobile, and webmail email clients, as calculated from 251 million opens tracked by Litmus Email Analytics in August 2013.


Figure 15.2 Examples of the images shown to IKEA customers through Iris Mobile's rich media messaging platform.


Figure 16.1 An illustration to show the progressive and developing options for a mobile-optimized website and web content.


Figure 16.2 The various systems and data that must work together within seconds of a click to deliver the most relevant and meaningful experience to the mobile user.


Figure 16.3 When mobile users employ a search engine from a smartphone, they are most likely attempting to make a decision and act upon that decision.


Figure 16.4 An illustration of how a user may be redirected from social media (Facebook here) to an actionable mobile experience or activity.


figure 0.1 a simple illustration from 2007 to show the...

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