This presentation is an introduction to SoLoMo, which is a term to describe a significant change in consumer behavior and marketing opportunities. The social mobile local concept supports the theory that only relevant and meaningful content makes sense to specific users who are at a specifc time on  a specific location. In order to be able to deliver these marketing messages, it's necesaary to understand how exactly this works, and what technologies and mechanisms are behind it. It moves the consumer even further down the scale of empowerment, allowing them to be active online at almost any time or location, while connecting them in real time to their social graph, their network, peer opinions and advice.   The implications for marketers are dramatic, in terms of targeting, data, measurement and pure disruptive power.

1. Friday Session #50
Miel Van Opstal
The future is SoLoMo
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Use #FridaySession
7/12/2012

2. Key components
Devices
Regulation
Services
Content
Network Capacity
Consumer/Citizen
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3. Terminology
EDGE stands for “Enhanced Data rates for
GSM Evolution” (or Enhanced Data GSM
Environment), a 2.5G enhancement for
GSM with a theoretical top speed of
200Kbps, although real-world speeds will be
closer to 90Kbps.
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4. Terminology
HSPA/HSDPA is a range of connections all
that use the same standards. HSPA was
adopted by most countries as it allowed for
more flexibility and a better roadmap to be
faster in the future. Peak Speed - 14.4Mbps,
Real-World Speeds – 6Mbps
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5. Terminology
Common 4G - “3G transitional” standard or
sometimes referred to as 3.5G, 3.75G, or
3.9G; none are actually 4G.
However they all are the foundation to get to
true 4G speeds, and in some cases (LTE+)
can actually become true 4G networks.
Peak Speed - 1Gbps
Real-World Speeds - 6Mbps
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6. Terminology
LTE is the current integration of the “4G” market
speak, and a main showcase of the new iPhone. The
speeds vary greatly depending on where you are.
It‟s still in few cities, and each carrier has its own
frequency.
There isn‟t yet a chip that handles all the different
spectrums of LTE and as such, you must buy the
LTE model specifically for that network.
Peak Speed - 73Mbps
Real-World Speeds - 20Mbps
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7. Terminology
LTE (long term evolution) is the stepping
stone required to get the networks to LTE-
Advanced, which when it comes out, is a
true 4G network with speeds over 1Gbps
(1024Mbps).
The experience of true 4G would be even
better than „great broadband at home‟.
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8. The capacity crunch
5G, 6G, 7G?
4G may not be enough to meet consumers‟
future data demands
The UK plan for future mobile networks is to
utilize the 700MHz band, a band currently used
for digital terrestrial television.
The release of spectrum to run 4G services in
the U.K. has been delayed by the need to wait
for TV services to vacate the intended
frequencies.
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9. The capacity crunch
Ofcom: Future internet bandwidth will need to
come from a variety of sources, including public
Wi-Fi hotspots.
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10. 4G (Proximus)
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11. 4G
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12. Device versus Identity
VS
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13. Frictionless Experience
Usernames and passwords are archaic and
insecure, easy to forget and difficult to
recover. Even solutions designed to
improve them – password managers or
social sign-ons – are band-aids that leave
you both frustrated and vulnerable.
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14. Frictionless Experience
Too many apps trying to do the same thing.
User experience depends on location.
Cross-App data?
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15. Technological & Privacy Issues
 Apps
 Services
 Spam
 Infrastructure
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16. SoLoMo
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17. SoLoMo
1. User identifies himself (GPS, map
point, NFC chip)
2. Selected information is pushed
3. User curates
4. User (inter)acts
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18. SoLoMo
Location-Based Engagement
 local search
 photo tagging
 checking in
 leaving tips and reviews
 redeeming offers
 posting status updates
 responding to ads
 tagging tweets
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19. SoLoMo
 The convergence of these technologies allows
consumers to consume media content in more
locations at more times of their choosing.
 It moves the consumer even further down the
scale of empowerment, allowing them to be active
online at almost any time or location, while
connecting them in real time to their social graph,
their network, peer opinions and advice.
 The implications for marketers are dramatic, in
terms of targeting, data, measurement and pure
disruptive power.
19

20. SoLoMo
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21. SoLoMo
21

22. Ahead
Local poop
Integrated loyalty cards
Integrated services
Importance of mobile search & social
The setup of the opt-in
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23. See you next Friday Session!
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