own the neighborhood!

moving from mobile to “mobility”

Sean Finnegan, CEO, Geomentum

what is “mobile”?

in the beginning…

mobile = “phone”

the platform of our physical and virtual lives

mobile is, in fact, mobilitymobile is, in fact, mobility

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beyond the tipping point6

Speed of change to a “mobility lifestyle” is

happening faster than PC Web adoption.

location is the new keyword.

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redefine the neighborhood. and our neighbors.

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the household is now mobile12

Searching for a new image

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We are in a dynamic neighborhood right now.

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120 check-ins

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14 minutes…informing, directing, suggesting

deals delivered by:location/proximityday-part/ real-time

behavioral cues

deals delivered by:location/proximityday-part/ real-time

behavioral cues

10 yards …learning, playing, deciding

Audi Facebook AR (Layar) Contest

invisible pop-up store - Airwalk

L’Oreal: new product introductionL’Oreal promoting launch

of new hair care line

geofences around 700 Superdrug stores in the UK

promotional offer sent to O2 customers that have opted-in to receive location-based health & beauty offers

magic window24

Interactive Store FrontPolo Ralph Lauren

-customize shirt through window

-upload photo-BUY, post, email or save

last 3 feet…transact and purchase

2011 will be the year of the mobile wallet

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changing the way we shop28

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new technologies make “local” the arena of opportunity

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1. Find the right local customers 33

enhanced profile indexenhanced profile index

Store Location

140 Plus110 to 139.9975 to 109.9940 to 74.00Less than 40

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Medium Media Plan

Rationale

Newspaper Focus highly targetable insert in Hispanic pubs

Online ZIP targeted using PPC models

Mobile + “On sale today” shopping list apps

OOH + Use for mobile activation

building the neighborhood media plan by channel 34

illustrating core deliverables:understand why results happened

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Integrate and scale the process3636

matching up “local mobility” and the “new neighborhood.”

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