Get Mobile

On Tuesday November 11th we had our second DICE Conference. This time, the topic was “Get mobile”; 6 speakers, one at a time, talked about the subject. But to make this report more interactive, I deliberately chose to turn this conference in a discussion, using the opinions of one another, including mine. Enjoy!

Alex Meisi: 

What is a mobile phone? Most of the people forget the real use of mobile phones and no one seems to really know what it is … Is it a phone, a phablet, a tablet, regarding the size?  It’s not just about the screen size but about the context of how people experience on their device.

Dr. Lynn:

check phone when waking upPeople are always connected when they’re awake. Did you know that 90% of the Irish phone owners check their phone when they wake up and 90% have an access to Facebook on their mobile?

Alex Meisi: 

1/3 of the English interviewed for a survey would rather give up sex than smartphones.

Dr. Lynn: 

56% of the Irish phone owners use their mobile on the toilet (especially women…) !

Alex Meisi: 

1/3 of the English interviewed for a survey would rather give up alcohol than smartphones.                                                                                                    Ownership of mobile phones are getting younger and younger. More 5 years old children know how to use smartphones than tie their laces!

Dr. Lynn: 

96% of the Irish people between 18 and 35 years old, own a smartphone.

Me: 

I know we live in a different world. Yet, I find those statistics chocking…

Dr. Lynn: 

Our phone is increasingly our constant companion. So, not only counts the experience we have with the device; we are also sensitive to the shape of our phone and its intuition. Nowadays, technology is more and more human.

 Dr. Gurrin: 

A mobile is a sensing technology. This means that they understand when we drive, sit, walk, run, talk…                                                                                   Mobile devices are cheaper (35 euros for an Android tablet in china) and have more and more potential. For instance, the iPhone 5 is 60 thousand times more powerful than the computer that guided the appollo II astronauts on the moon.

Eoin Cruise:

Microsoft bought all the Nokia device business. Since then, they changed their strategy: to adapt to this new developing market, they want to offer affordable phones for 59-69 euros that contains all the basic functions.

Alex Meisi: 926749-st-peters-2013

Generation Y’s mobile expectations are higher. 61% of mobile phone users will quickly go to another site if they don’t find straight away what there are looking for.

Dr. Lynn: 

Mobile requires to rethink marketing.

Alex Meisi:

P&G «  our mobile strategy is very simple » reducing their marketing budget but focus on mobile on social.

Paul Davey:

Creating a truly engaging mobile experience involves far more than building a great mobile app. You need to build a mobile app that supports a range of devices, easy to use and looking really cool; then increase speed to market to deploy capabilities; rapidly innovate to keep enhancing experience; protect mobile access o enterprise data; scale elastically to deliver responsiveness and integrate mobile activities with the rest of your business.

Alex Meisi: 

Apps are the future !

wakey wakey: Oscar mayer: bacon smell as an alarm

Tweet pee app

Me:

I must say that I’m pretty cynical about this invention; the best way to change a nappy remains the traditional, normal way. We don’t need an app for it.

Paul Davey:

The app you create represents your brand so you have to be very careful and make sure that it brings value to your consumer.”We need an app!” This new effect is similar to when websites were created.

Alex Meisi: 

Engage your customer. Starbucks sat up the Mobile payments: no need cash anymore! You just have to top up your Starbucks app with your credit card and then pay by scanning a bar code. Tesco also invented a new shopping trend: scan the product’s bar code from your phone, add it to your online basket and it’s delivered!

If you download the app, you can also get special offers when you come in their stores. A survey showed that 66% of shopper said in-store messages would influence their product purchasing decisions.

Me:

Can’t we call that manipulation in a certain way…? Is it the end of retailers then?

Alex Meisi: 

People think retailers are screwed. It’s false! The sensory, social, serendipity and spontaneous aspect of shopping, as well as the quality of the in store service can’t be replaced by an app. App are a complement to in store shopping if  you get the way consumers work but the problem is that most CMO’s aren’t comfortable with data explosion, social media etc… 49% of showroomers started a purchase journey online and completed it in-store.

Dr. Lynn: 

Shopping queries are 2 times more likely to be in store. We can link our marketing to mobile search.

Alex Meisi: 

40% of mobile search is related to location.

Dr. Lynn: 

Mobile searches are strongly tied to specific contexts, 77% occurs at home or at work. Our phones are clever, they interact between the retailer and the consumer.

Me:

Here is an example that I find very clever of how to use our mobile search (especially for girls…!), invented by Digifeye.

Mark Hughes:

big01If you are looking for a red dress you saw on someone, you will probably never find it because on google there is many results. Digifeye stores images and allow you to buy it afterwards. But it’s not always easy …You have to train machine to look at an image and understand the content or recognize the semantic gap associated to each image. They also try to advise you on your style using your data. The more and more data they have, the better they can get to personalize your style.

Alex Meisi: 

Mobile leader are using data and insights to create more targeted, effective, and personalized arguments.

Dr. Gurrin: 

New technology doesn’t forget so let’s not only analyze the information but keep it!  In the future, there will be a massive organization that will know everything about everyone. “Lifelogs” will create hundreds of terabytes of data about ourselves. This is a huge opportunity for historical memory researchers to use past user’s experiences. This organization will build a complete record of you, a personal search engine to understand yourself and optimize your life. For instance, it will tell you that you had too much coffee today; it will calculate the time you spent in the office, on the computer, with people, analyze your stressful periods so that you can be self aware etc… What’s more, this external memory could be very useful for people affected by Alzheimer and the scientific searchers.

DCU’s Insight centre is a big DATA container that has started working on this project under the name of EyeAware.

Me:

To my mind, this is pretty dangerous and reminds me of big brother…. What if someone pirates those information and uses it in a bad way? It’s like if we were machines, where is the human side of this? And hat is the point, except the fact that we can better understands our lives? Do we really need this to understand it?

Here is another example of the use of our data.

Paul Davey:

IBM invested in a projet called “Watson”. It’s a cognitive computing system that has human abilities and does what we do best by using our data!

What kind of future for mobiles?

Paul Davey:

IBM invented the first smartphone.

Dr. Gurrin: 

Mobiles are mobile and wearable… But it wasn’t always this way and it will surely change in the future 3-5 years time: we will look our ancient phone as we used to look the first nokia phones.

Dr. Lynn: 

Google Glass is an opportunity in a glass, a mainstream type of technology that enables us to access to information all the time. Today, Google Glass is 1 or 2 % in the market and 40% of the market is interested by the smart watches, but those numbers will surely increase in the future.

Dr. Gurrin: 

Google Glass enables new services as it can see like I see and hear like i hear. For instance: location, activity, environment and social awareness. This mobile device use the user’s context to make him understand what he is doing, why he is here etc… They know more about him than he does. They understand the user’s environment thanks to a computer vision and an artificial intelligence. This new way of interaction with the wearer displays content in a complete different way to people.

Me: 

To conclude, mobiles have taken a more and more important place in our lives and are changing our habits. To keep up with our new ways of living, retailers and companies had to improve their approach to consumers and rethink their marketing strategies. Apps are a solution to it, but we saw that they had to develop an interaction with the costumer. So wearables might be the next mobile as they develop a strong link with the users and contain many more services.

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