3. description of a platform vs. an application
A platform serves no direct purpose to end users itself. It
does provide infrastructure for one or more applications
(which do serve a direct purpose to end users) to be
developed and delivered.
An application can also be called a software program which
runs on devices, operating systems, and the platforms.
02
The Mobile Shift
Mobile Madness Today
9. If you don’t know where you are going any
road will get you there.”.
Lewis Carroll, English writer, mathematician, logician, anglican deacon and
photographer.
To understand where we are going, we first need to
understand;
* where we were
* where we are today
* and what we are building towards in the future
08
Strategic Planning
Marketing Technology
10. In early 2000, we have the same tools..
* Websites
* Mobile devices - palm, blackberry, palm, pearl, blueberry
* Mobile sites - mobile web m.mywebaddress.com
*Applications - now called “apps”
*Big data – structured, hard to visualize – bandwidth increased
*Unstructured data - increases exponentially – social media
09
Digital Media Toolbox
Marketing Technology
11. 10
What has really changed over the last fifteen years?
Social Media is Passe
12. SOCIAL MEDIA IS
HERE TO STAY.
11
The Social Shift
Social Media is Passe
The conversation on the relevance social
media is passe.
13. Social Media Outlet Launches
LinkedIn 2002 Pinterest 2010
Facebook 2004 Instagram 2010
YouTube 2005 Snapchat 2011
Twitter 2006 Google+ 2011
Tumblr 2007 Vine 2012
12
The Social Shift
Social Media is Passe
14. SOCIAL Media Conversations Have Changed
• is social media is relevant? (CMA - Canadian Marketing
Association - 2010)
• how much is a “like” worth?
• how do we measure?
• do we really need to be on Twitter?
• how are we going to generate revenue?
• do you really think we can reach our customers on Facebook?
13
The Social Shift
Social Media is Passe
15. SOCIAL Media Conversations Have Changed
• how can we leverage these communication platforms?
• which social media outlets are relevant to our business?
• are we going to be advertising on social platforms?
• how many platforms should we leverage?
• how do we resource this role? how do we plan our social activities?
• what are our policies? how are we going to manage social media?
• does this fit into our product strategy? what is our social media brand
strategy?
• how can we leverage social media for better customer service?
• how do we integrate social media into our brand conversations and
channels?
• how do we protect our brand in the digital landscape? Protect your
ASSets.
14
The Social Shift
Social Media is Passe
16. • there is a paradigm shift in the amount of time people are
spending on apps instead of “in browser” experiences
• consumers want to be engaged where they are standing, in the
moment, on demand, and are looking for things “near by”
• convenience, ease of use, and entertainment
15
The Mobile Shift
Mobile Madness Today
17. “Mobile applications deliver impressive experiences for business
and personal users. By 2016, 1 billion global
consumers will have the power of a PC via their
mobile device; this shift will drive continued demand for apps
that provide education and entertainment, extend business
processes, enhance communication, and improve productivity.”
Forrester Research, November 4th, 2015
https://www.forrester.com/Mobile-Apps
16
The Mobile Shift
Mobile Madness Today
19. “Employees want their mobile devices to be just as capable of
completing work tasks as their PCs. This means enabling them
with an ever-expanding set of mobile apps.
Fall short, and you risk facing the app-ocalypse — the missed
opportunity to capture mobile's potential for your digital business.”
Forrester Research, by Christian Kane, October 30th, 2015.
19
The Mobile Shift
Mobile Madness Today
20. “Gartner predicts that, by 2018, more than 50 percent of users will
go to a tablet or smartphone first for all online activities.”
Gartner Research, December 8th, 2014
http://www.gartner.com/newsroom/id/2939217
20
The Mobile Shift
Mobile Madness Today
25. • localization
• geo fencing
• beacon technology
• social sharing, social listening
• internet of things (IOT)
• proximity plays
• sensor technology
25
Social Local Mobile
The Future is SoLoMo
26. how did we go SoLoMo?
how did we find our SoLoMoJo?
26
Social Local Mobile
The Future is SoLoMo
27. November 2013
-invited to the Canadian Consulate in Manhattan
My mind has been in SoLoMo-de for the last year
I’ve been asked to come down to the Consulate to
meet other women in technology in an effort to
build bridges and generate innovation and ideas
between women in tech in Canada and women in
tech in the US
27
Social Local Mobile
The Future is SoLoMo
28. Estee Lauder, American Express, Verizon.
All I want to talk about is disruptive technology
social, local and mobile.
The one person in the room who gets it - is from
Verizon.
28
Social Local Mobile
The Future is SoLoMo
29. • Sitting in a hotel bar, connecting with an old
friend over martinis
• A friend begins to talk about how she went to
some sample sales earlier
• Pop up shops where haute couture brands sell
off last years fashions
29
Social Local Mobile
The Future is SoLoMo
30. “I can’t tell you what I had
to do to get these Jimmy
Choo shoes.”
• And these are all shoes
from sample sale
shopping.
31
Social Local Mobile
The Future is SoLoMo
32. Needs Analysis & Requirements Gathering
So I start asking Amna questions:
• how do you find out about these sales?
• where is the information currently posted?
• are there any websites posting this information?
• where are the pop up shops?
• how many locations? the same locations? different locations?
• once you find out about a sale, how long before the sale
happens?
Problem - no centralized information on sample sales = data.
33
Social Local Mobile
The Future is SoLoMo
33. Opportunity.
• Back in the day, business plan, market research - valid?
• five year and ten year plans
• not today. marketplace moves too fast
• first to market
34
Social Local Mobile
The Future is SoLoMo
34. New York City + I love Manhattan + I love fashion + marketing
technologist
• largest city in the United States
• Nearly 8.5 million people in 2014
• 55 million tourists annually
• since the wealthiest people in the world are the 1%
• there must be a lot sample sale shoppers
• market share
35
Social Local Mobile
The Future is SoLoMo
35. We can make an
app for that…
….branding, technology, SOCIAL, LOCAL,
MOBILE, apps and marketing all come
together.
36
Social Local Mobile
The Future is SoLoMo
Branding
Marketing
Applications
Platforms
36. The Name Game
• atoi name definition
• brandstorming
• a little hint = iota
• haute couture fashion reigns from
France
• Canada has French history and I
love French
• atoi means to you
37
Social Local Mobile
The Future is SoLoMo
37. • colour - not hot pink
• luxury
• sophisticated
• not child like
• amna “ I have visions of little pink
shopping bags in my head.”
38
Social Local Mobile
The Future is SoLoMo
47. platform vs. app
• cross platform
• 80 % portable to other mobile
platforms
• system for backend management
• built with a framework to extend to
build upon
• search and “scraping” technology
• underlying data model
• technology infrastructure
48
Social Local Mobile
The Future is SoLoMo
48. The road we are on and where are we
travelling:
• Manhattan, Los Angeles, Toronto,
Miami
• engage bloggers and atoi enthusiasts in
each city centre
• NYC has 55 M annual tourists
• 1 M users within 3 years
• constant content creation & curation
• moderating in the backend
• technical updates and releases
• “alpha, beta, pi”
• “I love to be in the pi zone.”
49
Social Local Mobile
The Future is SoLoMo
50. • Toronto Parking App for non-gated,
off street lots
• Map of available parking lots
• Pay for parking from your phone
• Receive alerts when your parking is
about to expire – option to extend
• Extend parking duration with phone
49
Social Local Mobile
The Future is SoLoMo
Green P Parking
52. • Connects with library accounts to
download ebooks and audiobooks from
the library right to your phone
• Borrow eBooks, audiobooks and
stream video form your local library
• Each library has its own collection of
books
• Free application
49
Social Local Mobile
The Future is SoLoMo
Digital Library - Overdrive App
54. • Real-time updates on emergency
department wait times and urgent care
clinic wait times
• A directory of WRHA services and clinic
locations
• Find a family doctor
• Health services directory
• links to government websites such as
the Manitoba’s Family Doctor finder
49
Social Local Mobile
The Future is SoLoMo
Connected Care App
56. • Health care locater
• emergency department wait times
• Find facilities, programs and services
nearby and updated every 2 minutes
• helps local citizens decide where to
access health care assistance for
themselves and their families
49
Social Local Mobile
The Future is SoLoMo
Alberta Health Services
58. • Health care locater
• emergency department wait times
• Find facilities, programs and services
nearby and updated every 2 minutes
• helps local citizens decide where to
access health care assistance for
themselves and their families
49
Social Local Mobile
The Future is SoLoMo
Alberta Health Care
59. “If you don’t know where you are going any
road will get you there.”.
Lewis Carroll, English writer, mathematician, logician, anglican deacon and
photographer.
50
Strategic Planning
Marketing Technology
60. “If you don’t know where you are going any
road will get you there.”
Lewis Carroll, English writer, mathematician, logician, anglican deacon and
photographer.
50
Strategic Planning
Marketing Technology
61. “Logic will get you from A to B, imagination
will take you anywhere.”.
Albert Einstein, German-born theoretical physicist.
51
Strategic Planning
Marketing Technology
62. Social Media Madness
Next session: The Power of Pinterest
http://www.madhattertech.ca/event/social-
media-madness-series
51
Strategic Planning
Marketing Technology
63. DON’ T BE A STRANGER, KEEP IN TOUCH!
(226) 444 -0437
c o nne c t @ m adhatte rte c h.c a
@ MAR COMMTE CH
@ MADHATTE R TE CH
FACE BOOK.COM/MADHATTE R TE CH
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