isobar - thinking: roadmap to the future: from 2d to nfc
DESCRIPTION
This is a pdf (with my presenter notes, yikes!) of a thought piece presented during Advertising Week NYC 2011 on mobile marketing. Specifically the marketing role and opportunity for QR Codes and other technologies like NFC and Computer Vision over the next 24 months. Had to take out the flashy bits and cut a pdf because slideshare wasn't having it, but hopefully this captures the essence of what was presented.TRANSCRIPT
mobile marketing association
advertising weeknyc10.05.11
Thinking: Roadmap to the future: From 2D to NFC
HI MICHAEL FROM ISOBAR
:20 GETTING STARTED CURRENT STATE 2D / QR CODES
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lots of opportunity...lot’s of folks are mobile.
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that said...codes seem to be everywhere in 2011
INTERESTING EXECUTIONS GETTING CONSUMER’S ATTENTION
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embracing qr codes as part of the design...every postcard home is a tourism brochure waiting to happen
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tesco korean subway
unlocking value - utility is still at the core of usageTesco/HomePlus attracted 10,000 new customers with this execution.
MEANWHILE IN AMERICA
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moving beyond utility - embracing qr codes creatively
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victoria secret
2011 saw a lot of “reveals”
INNOVATION REWRITING THE RULES
us was slower to adopt but is innovating at an accelerated rate.
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my friend jose has a restaurant in the north end of bostonhe started putting qr codes on the food and experimentingit’s been a great marketing success for him and very interesting consumer reaction
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N E V E R W A I T I N L I N E A G A I N
payment systems.credit card companies mean standing in line... so everyone wants to get around the credit card companies.
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tagging the real world...real consumer trend or graffiti for nerds?either way i’m in.
US REALITY CHECK
so it’s an exciting time for marketers... but what’s the consumer reality?
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78%18-44 yrs.
source: comScore MobiLens
60%
55% HHI 75K+
fairly young.. mostly male.and got some cash to spend...looks a bit like the smartphone market of a couple of yrs ago from this angle...
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58%
50%
source: comScore MobiLens
but it’s currently driven by print...and therefore mostly at home
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14.4 Million = >10%
source: comScore MobiLens
but there are still not a lot of these people
WHY SO SMALL?
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limited installed base of scan software
where are the directions!?!
scan software still not that good
real issues still exists to further adoption
BUT THOSE AREN’T THE ONLY REASONS IT’S SO SMALL...
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we (marketers) really want to use qr codes... and we feel like we should...but the majority of brands are not using them in a rewarding way...and that’s a problem for the future - but not the largest problem...
THE REAL PROBLEM BRANDS ARE LIKE PEOPLE... RIGHT?
what if i introduced myself today like this?
or me be twice as clear... like this?
A-Hole!
you would think i was this.what i am doing is not convenient and...making you do all this work for simple information i should already be giving you.
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scanning codesis not natural
SORRY THERE WILL NEVER BE MASS CONUSMER ADOPTION
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what?
TANGIBLE DESIGN INTANGIBLE DESIGN
here’s why.... the is a larger issue - digital obliterates form.for the past 30 yrs we have been moving away from tangible design in the name of efficiency... and that’s the root of a lot of consumer tension.
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no directions needed
tangible design - easily understood - purpose is implied.no need for a code here.
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the desktop metaphor at the core of the digital revolution is not tangible.requires taxonomy’s on top of taxonomy’s be learned.
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fighting our way back ever since
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jeff han made us all understand multi touch...and mr jobs brought it to us
THE RETURN OF TANGIBLE DESIGN
qr codes are intangible design...new tangible design technology will wipe out hope for mass consumer adoption of qr codes w/in the next 24 months
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computer / machinevision
near fieldcommunication
2 tangible design technologies
IMO - a two separate technologies will surpass 2d codes before consumers have a chance to take it mass
WHAT YOU SEE IS WHAT YOU GET WHAT YOU TOUCH IS WHAT YOU GET
COMPUTER / MACHINE VISION WHAT YOU SEE IS WHAT YOU GET
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you have probably seen it in google goggles.the machine knows what you are looking at (even if you don’t)
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41 Source: http://vimeo.com/23972190
we have been working on this a lot at isobar for a variety of projects. its has other uses at retail also...computer vision is more effective & versatile than any code and cheaper than any radio tag
NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET
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43 Source: http://vimeo.com/29686925
isobar create48 nfc hackathon in boston during futureM with google & nokia.
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NFC is not just about commerce... it’s about marketing. it took 45 kids in a room to tell how stupid we were...made very excited and made us rethink a lot of things... like....
RETHINK NOW
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these stickers are currently less than a dollar.imagine stickers from brands that work with their app..
RETHINK GAMING
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48 Source: http://rovio.com/
angry birds and fruit ninja from rovio have nfc level up now.unlock it through NFC tags in outdoor posters...or pay levels forward with consumers.
RETHINK ENTERTAINMENT
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50 Source: http://www.youtube.com/watch?v=gtA_k8W-vZU
what you touch is what you get...touch something with music, get music - n9 nfc “touch” pairing to headset.this could be huge for out of home transit, etc.
RETHINK BRAND BENEFIT & LOYALTY
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52 Source: http://www.youtube.com/watch?v=TSPDtxpvQT0
BMW NFC key.Benefit of BMW Ownership outside the car - Membership has it’s privileges
RETHINK POS
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everyone wants to skip checkout - no more lines and everyone wants to get around cc companies - merchants, consumers even brands.google wallet with prepaid option is just begining - iphone5 with itunes NFC coming soon
RETHINK TRAVEL
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+
= total footprint
nfc
boarding passes, transit cards, taxi payment, fuel paymentcombined with your adidas micoach / nike+ / pedometer can provide a very borad and deep picture of your life.
RETHINK REALITY
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personal data & vanity metrics are seamlessly captured delivering a new level of transparency
it’s not the communication between devices that is going to change everything...it’s the collection of these desperate data sets together for the first time unlocking new possibilities & understanding.
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• anonymous experiences• limited engagement based on user
understanding of technology• no simple transactional model• slow as your phone’s camera• free with camera + app• intangible design, based on mobile os, on
screen, taxonomy
• personally identifiable experiences• 100% engagement; it’s like air
• everything becomes transactional• fast as a tap• free with sticker + app• tangible design, based on a simple tap
2D CODES NFC
break down / wrap up
BRINGING PEOPLE AND BRANDS TOGETHER LIKE NEVER BEFORE
michael .n [email protected]
@isobar
isobar.com
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