American government is divided along liberal-conservative lines on just about everything. But the Supreme Court agreed that you can't search somebody's mobile phone without a warrant, and it wasn't a typical split decision -- it was unanimous. (The other big ruling today, on the controversial question of whether Aereo can sell you streaming access to your own TV channels, was 6 to 3 against Aereo).
Why? What is in your mobile phone?
Chief Justice John Roberts pointed out that they are "cameras, video players, Rolodexes, calendars, tape recorders, libraries, diaries, albums, televisions, maps, or newspapers." You might as well add alarm clocks, wallets, stethoscopes, and running coaches. There is literally nothing about you that your phone may not know at some point (your browsing history probably contains a lot of secrets you may want to hide from some people). If I had a choice, I'd rather have an invasive government search my house than my phone. (I wonder how many of them have phones under their robes.)
One of my first mobile moments this morning was a text from my husband on WeChat announcing that he had a Lark sleep quality rating of 9.4. We’ve become competitive sleepers. The Lark is a wearable device worn on the wrist at night to track the quality (e.g., number of times awake) and length of sleep. Activating the device requires you to set an alarm (and lets me know how few hours I have to sleep). The device wakes you by vibrating on your wrist. Disarming it in the morning includes journaling information on how you feel and what occurred that may have helped you to sleep well or disrupted your sleep.
While I love this device, in April Lark announced it will discontinue making hardware, but support existing units. It’s retained hardware staff to continue to understand how to make the most of data collected from sensors on the phones. Similarly, Nike didn’t announce it was discontinuing the FuelBand, but there were rumors it had laid off its hardware team.
Why these shifts?
These devices and apps are creating mobile moments by sharing basic data, a concept outlined in our new book, The Mobile Mind Shift. But, the excitement of reaching milestones of 5,000 or 10,000 steps a day or shifting your sleep behavior quickly fades once consumers have a sense of what it takes to reach these goals. In fact, overtime data can even demotivate individuals.
In order to change consumer behavior in the long-term, these wearables must offer effective engagement mechanisms that create relevant mobile moments that change over time with consumer needs. To succeed requires:
Why do we use Facebook on our mobile phones? Because when we are out and about doing something fun, we want to tell our friends about it.
If I were posting from home, my posts would be:
“I am working.”
“I am watching TV.”
“The cat just sat on my laptop.”
“My cat just knocked over my water cup.”
Yawn. Boring. It is much more exciting to post updates to our friends about the latest sashimi we’ve eaten or the last run we skied on Val d’Isere. These are the mobile moments we want to share with our friends. This is part of the mobile mind shift, the expectation that we can get what we want, in our immediate context and moment of need.
GoPro takes the capture and sharing of mobile moments to new heights. We (yes my family owns one) not only use our GoPro at cool, exciting outdoor places like Yosemite and Tofino to capture HD images, but also use it when we are in motion – fast motion down hills on skis, snowboards, and bikes, or in the water.
But rather than waiting until the day’s adventure has ended, GoPro enables the consumer to share these moments in context with friends and family, thanks to wifi enabled cameras and the GoPro mobile app. It’s immediate proof and boasting rights for some of the most exciting mobile moments.
Here’s one of my favorite mobile moments GoPro has enabled:
What is it like to free fall from a space capsule?
Worldwide, people use mobile devices pretty much continuously. Mobile access on smartphones and tablets creates a dramatic change in behavior as people use, then expect, and then demand service from every entity they deal with. This is the mobile mind shift:
The mobile mind shift is the expectation that I can get what I want in my immediate context and moments of need.
Despite this complete transformation in expectations, companies typically have no idea what to do about it. "I guess we should build an app," they tell us. Instead, this transformation demands a complete rethink of the way they do business. Business competition has now focused down to the mobile moment — the point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. Win in that moment, and you have his or her loyalty. Fail to be there, or screw it up, and an entrepreneur will do a better job and steal your customer.
Getting mobile right will require you to change how you see customers, your relationship with those customers, and (the expensive part) the platforms, people, and processes that power those systems. When mobile engagement fails, it's usually because companies didn't recognize the scope of what they need to get that mobile moment right. They need a mobile mind shift of their own.
Governments face an alphabet soup of digital transformation with eGovernment and mGovernment mandates. Do I hear an sGovernment, anyone? The trend in engaging via new digital channels is clear: 52% of US online adults have engaged in one or more government related activities. For example, 19% have renewed a driver’s license or vehicle registration online, and 16% have paid a bill such as a traffic fine or utility payment. In the age of the customer, government organizations must understand and address the needs of their citizens. For governments, it's the "age of the citizen," with demands for greater transparency and accountability, improved efficiency, and, above all, better service delivery. Citizens no longer accept the shoulder shrug and age-old excuse that government is "like that" when service quality isn't as expected. And, part of that service quality for some is to be able to embrace a mobile moment to look up information or complete a task. Some government organizations hear the call and are making great strides to embrace and enable new mobile delivery channels — where appropriate. But many struggle to invest in what they do consider a strategic initiative. Of those who consider mobility a strategic priority, only 30% in government have increased spending on mobile projects, compared with 51% in other industries.
Ok, well, some of them will. Those customers who are mobile-savvy enough (they are the shifted as part of what we call The Mobile Mind Shift) and engage with your brand frequently will. You own those mobile moments with your customers. They reach for their phones to engage with your brand. You will still need to work hard to keep them engaged, but it's a good start that they downloaded your app. It's even better if they allow you to send push notifications - that gives you the opportunity to create mobile moments with them.
If they don't download your app, borrow moments.
Let's face it. Lots of your customers won't download your app. They won't invest the time or energy. With these customers, you must borrow mobile moments - that is, you must engage with your customers on third party apps (really platforms).
We see more and more brands embracing this strategy. What is your strategy to engage with your customers through borrowed moments?
Google Maps released a new app version this week. Uber is integrated into the Map app if you are already signed up for Uber (and in this implementation have the Uber app on your phone.) Uber already owns mobile moments with thousands if not more consumers. Exposure through Google Maps gives them more upside. First, it will help them to acquire customers through exposure. Second, it puts Uber in the mix of transportation options I have as I evaluate how to get from point A to point B within my Map app that also shows me traffic and parking availability. Highly contextual.
If they do download your app, don't assume they will actually open it - kind of a hassle for quick tasks, right?
The vast majority of Facebook and Twitter usage is coming from mobile devices, and both companies generate a significant proportion of their revenues via mobile ads (53% for Facebook and more than 70% for Twitter end Q4 2013).
Facebook is splitting into a collection of apps (Instagram, WhatsApp, Messenger, Paper, etc…) and likely to announce a mobile ad network at its F8 developer conference in San Francisco in a couple of days. While failing brand marketers, according to my colleague Nate Elliott, Facebook is increasingly powerful at driving app installs for gaming companies and performance-based marketers who have a clear mobile app business model.
Bank of America CEO Brian Moynihan just announced that more than 10% of all consumer deposits are done through mobile devices. That's in Q1 2014, and it's up from 6% in Q1 2013. (What you see in this picture is my local Bank of America branch, which I never visit any more.)
I love this from the Wall Street Journal's MoneyBeat blog:
Banks that don’t offer a full suite of mobile banking services may run the risk of alienating customers. All told, about 60% of smartphone or tablet users who switched banks in the fourth quarter said mobile banking was an important factor in the decision, up from 7% in the second quarter of 2010, according to data from New York-based consulting firm AlixPartners.
A mobile transaction costs 10 cents. An ATM transaction costs $1.25.
Here's what this means for you: Find a mobile moment where you can make your customer's life easier and you'll make money three ways. First, you'll make the customer happier with a better experience. Second, you'll keep him from switching to a competitor. And third, if you engineer it right, your own processes will be simpler and you'll save money, too. That's mobile mind shift thinking.
It's not just banking. Where are the mobile moments like this in your business?
At the beginning of the year in our yearly mobile predictions report, my colleague Julie Ask and I made the following call: "mobile will affect more than just your digital operations — it will transform your entire business. 2014 will be the year that companies increase investments to transform their businesses with mobile as a focal point." McDonald’s France is a great example of such a trend.
In France, you can now order a Big Mac anytime, anywhere on your smartphone, tablet, or desktop and pick it up later at any of 1,200 McDonald’s restaurants. But mobile ordering and in-store pick up are just the first steps of a broader and more ambitious strategy: differentiating McDonald’s brand experience and powering a future relationship marketing platform by enabling direct behavioral customer insights. Although it started with a mobile ordering and payment app nationwide, McDonald’s France aims to transform all points of customer engagement by building a platform to extend new services to loyal customers and evolving the entire organization.
Despite a less mature mobile ecosystem and lower mobile usage than in the US, McDonald’s France was the first subsidiary of McDonald’s to launch a mobile ordering offering at scale. Such an ordering service is only at pilot stage in the US. France is McDonald’s second-biggest market after the United States, with €4.35 billion in turnover in 2012. Most other countries had piloted mobile payments so far. With more than 16 million members, McDonald’s Japan mobile couponing and in-store contactless payment services is the only other mobile service for McDonald’s (and the vast majority of brands) that has scaled massively, but it does not yet offer the same value.
Facebook today announced a new optional feature– the ability to see which friends, or friends within a created group, are nearby. The social network is smartly looking to better serve its members who have made the mobile mind shift, expecting to get what they want in their immediate context and moment of need. In this case – knowing when a friend is nearby.
Prviacy will be a concern with this feature, but users are protected by opt-in’s and by only mentioning how close someone is, not their specific location. Connecting directly in person requires a number of steps including messaging and permission. A few thoughts:
1) This isn’t original, but Facebook has a better shot at success than the original services.
About 10 years ago, Sam Altman started a company called Loopt that he sold about two years ago to Green Dot for $43.4M. It started out as friends connecting, but eventually needed to make money. Mobile advertising wasn’t a big market 10 years ago – in fact, it is still somewhat small today. But Facebook has two key advantages now: first, they have more than one billion users so they don’t have to recruit (and many of my friends will already have the app on their phone). Second, they don’t have pressure to make money near term. Facebook will win if even 5% or 10% of their members adopt.