Overview of mobile capabilities and behavior change concepts, resources. Presented to the Wireless Innovation Council, May 31, 2012. Dr. Phil Hendrix, immr

1. Mobile and Behavior Change
Prepared for the Wireless Innovation Council
May 31, 2012
Dr. Phil Hendrix
immr and GigaOm Pro Analyst
www.immr.org
1 (770) 61261488
phil.hendrix@immr.org
1 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

2. Behavior Change is a broad topic:
Source: Dr. Michael Wu, Chief Scientist, Lithium
2 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

3. Research Objectives
Mobile Capabilities Influencing Behavior
Overview of key Behavior Change
frameworks, concepts
Links to key resources
Selected Case Examples
Recommendations, Guidelines (in progress)
3 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

4. Focus:
Behavior To
Mobile Affect
+ Change
Instruments Behavior
Strategies
Devices Prospects
Behavioral
Economics Customers
Apps
Choice Employees
Architecture
Internet
Gamification
Neuroscience
Cloud
Persuasive
Mobile Technologies
Capabilities
4 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

5. Illustrating the range of possibilities:
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 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

6. Examples of Innovation in Mobile
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)
6 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

7. From Push to PEERSM Strategies
Personalizing
Engaging Enabling
Rewarding
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
7 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

8. Illustrative List of Customer Behaviors†
†Source: Dr. Phil Hendrix, immr
8 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

9. Mobile
Capabilities
9 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

10. More Tablets sold than PCs by end of next year
10 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

11. Smartphones becoming Dominant
11 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

12. Mobile Capabilities Relevant to Behavior Change – Examples
Mobile Devices/ SoLoMo Ambient
Intelligence
Mobile Apps (Social+Local+Mobile) Connections
12 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

13. From 6 Degrees of Separation to Always Connected
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
13 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

14. Mobile Capabilities (continued)
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
14 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

15. Mobile Capabilities (continued)
Source: How SoLoMo is Connecting Consumers and Brands to (Almost) Everything, Dr. Phil Hendrix, immr
15 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

16. What are Digital Signals?
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
16 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

17. Significance of Digital Signals
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
17 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

18. Behavior
Change
18 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

19. Behavior Change Concepts
19 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

20. Behavior Change Concepts
Behavioral Economics
20 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

21. Behavior Change Concepts
Gamification
http://gamification research.org/
http://www.slideshare.net/dings
http://amyjokim.com/
21 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

22. Behavior Change Concepts
Design – User Experience – Neuroscience – Innovation
22 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

23. Behavior Change Concepts
Ecology – Social – Experimentation
http://thinkoutsidein.com/
23 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

24. Motivations
24 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

25. Motivations (continued)
25 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

26. How Social Media Affects Consumer Behavior
26 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

27. Appendix
27 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

28. Strategies Come Together across Three Dimensions
Target
Behaviors
Behavior Guidelines
Change and
Strategies Recommendations
Mobile
Instruments
28 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

29. Deliverables and Benefits for WIC Members
Behavior Change Concepts, Tools Relevant Mobile Instruments
Summary of key Behavior Change Mobile Capabilities Influencing Behavior
theories and concepts
Devices Sensors
Links to key resources
Sources, conferences Context aware Artificial
Biography (articles, books) Intelligence
Links to experts and blogs
Augmented Reality Mindful Apps
Tools, solutions and providers
Case Examples Recommendations, Guidelines
Case studies: Which behaviors can mobile instruments
• Target audience most affect?
• Behavioral objective What are the most effective Behavior
Change strategies?
• Behavioral strategies employed
What is the “readiness” of selected
• Mobile capabilities leveraged mobile capabilities (e.g., AI, AR, etc.)?
• Results achieved How can organizations build mobile
• Lessons learned behavior change capabilities?
29 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION

30. A View of Customers’ Behaviors
Shopping/Buying Consuming
Discover Compare Buy Use
Needs/ Products, Products Products,
Wants, Brands, and Services,
Solutions Merchants Services Media†
Interacting, Sharing, and
Communicating
with Other Customers
†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)
30 CONFIDENTIAL – PLEASE DO NOT SHARE WITHOUT PERMISSION