Is Your Brand Connecting?

3. Is Your Brand Connecting?

4. First, a few cases… Which site… …reached 10m U.S. monthly unique visitors faster than any independent site in history? … is generating more referral traffic to websites than YouTube, Google+, and LinkedIn combined?

5. SoLoMo and PEERSM Personalizing Engaging Enabling Rewarding Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

6. PEER for Brands and Retailers Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

7. Consider the Differences… vs.

8. Which one… • Is with you when you (fill in the blank)? • Do you use to “sharethe moment?” • Knows where you are? • Recognizes what’s around you?

9. SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

10. SoLoMo Defined SoLoMo (n) Situated experiences, enabled by mobile,shared with others

11. From 6 of Separation Always Connected

12. Six Elements of Mobile Devices Broadband Apps Internet Sensors Cloud

13. Six Elements of Mobile Devices Broadband 53%US subscribers own smartphone1 1.2BApps downloaded 12/25-12/312 Apps Internet 90%Keep smartphone w/in arms length3 Sensors Cloud Sources: 1 Pew Research; 2 Flurry; 3Edison/Arbitron

14. Six Elements of Location Position Place Context Vicinity Things Proximity

15. Six Elements of Location Position Place 74%US smartphone owners use their phone to get real-time location info1 60%Search on their smartphone daily2 Context Vicinity 20xMobile users 20x more likely to click on a map than desktop users3 Things Proximity Sources: 1 Pew Research May 2012; 2 Google; 3Razorfish

16. Six Elements of Social Networks Close Friends Content Platforms Sentiment Sharing

17. Six Elements of Social 1 in 7Facebook accounts for 1 in 7 mins. spent online1 Networks Close Friends $1BFacebook has agreed to pay for Instagram2 Content Platforms 2.5xLTV of a visitor referred from Facebook vs. Google3 Sentiment Sharing Sources: 1 Comscore; 2 Flurry; 3Ben Elowitz (Wetpaint)

18. Mobile Tsunami

19. The Cloud – Elastic, Real-time, Massive Scale Location Big Data + Algorithms Social History • Search • Auto-complete • Google Instant • Proximity Search • Image Search • Personalized SERs Augmented Reality Messages, Ads, and Offers

20. Mobile Sensors – Digital and Physical Intersect

21. Location - fundamentally, Lat/Long…. Examples: 28.420000,-81.581200 and 28.39267,-81.570847

22. … but much richer than mere coordinates Lat/Long 28.420000,-81.581200 

23. The Elements of SoLoMo Mobile Location Social X X

24. Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals Consumers’ Digital Signals Traces produced as consumers interact with Digital Channels Digital Signals Digital Channels

25. Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals Consumers’ Digital Signals Why are Digital Signals so Important? In real-time, on a massive scale, at no cost, Digital Signals reveal: Consumers’ Location Context Connections

26. Examples of SoLoMo Innovation Good Push “Social signals are by far the strongest way to determine what content the mobile audience will engage with at any point in time.” Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)

27. 10 Trends Shaping the Future of SoLoMo • Hyper-local Audiences • Micro-location • Micro Networks • SoLoMo Mashups • SoLoMo Filters • SoLoMo Curation • Persistent Location • Ambient Analytics • SoLoMo-driven PEER • SoLoMo Yield Management

28. For more perspectives on SoLoMo: Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping† The Local Consumer – an In-depth Mosaic† The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation †Forthcoming

29. Thank you! • Dr. Phil Hendrix • Founder and Director, immr • Analyst, GigaOm Pro • Research Director, Wireless Innovation Council @phil_hendrix www.immr.org

30. Additional Slides

31. Mobile Devices – Truly Radical Innovation 53%Percent US subscribers own smartphone 80%Recent purchasers age 18-34 buy smarthphones > 90%Keep their smartphone w/in arms length all/most of the time

32. Mobile Broadband – Wherever You Go

33. Mobile – The Internet in your Pocket “Before the iPhone, cyberspace was something you went to your desk to visit... now cyberspace is something you carry in your pocket.” Paul Saffo

34. Mobile Apps – The Avalanche 1.2b# of apps downloaded Dec. 25-31, 2011