With hypes like “Mobile First” and Responsive web you can get the idea that it is a matter of screen size. But a mobile phone is not a small computer, it is something far different – and if realizing this you might find that there is some great potential right in front of you, for you to build better services for your customers, and to build brand.

http://designshack.net/articles/css/mobilefirst/

http://thesiteslinger.com/blog/responsive-design-why-youre-doing-it-wrong/

A mobile phone is so much more different from a computer than only being smaller, with a smaller screen and smaller buttons. In difference to a computer a mobile phone stays with its user almost at all times, in social situations and when dining alone, in good times and in bad times, in all kinds of thrilling, interesting, exciting and dull environments. A mobile phone is a device that easily can be picked up in the middle of a conversation for a party to check something that might help the conversation to continue, to become more interesting, to deepen. A mobile phone is a device that easily can be shared, in order to together understand the details of a map view, or look at someone’s photos. A mobile phone can buzz silently in the pocket. It can be something you pick up in a situation when you want to pass the time or show that you want to be left alone, or to show that you are totally fine with being just that, alone with your phone before a busy conference.

But also a mobile phone holds other technologies than a computer that can be used and make sense and aid its user and even his/her friends in all these thrilling, interesting, exciting and dull environments and situations. Technologies that most companies today do not consider how they potentially can benefit, change and develop their business. There are today a range of innovative Apps that make use of the gyro, the vibration actuator and the camera to track things like movement and sleep patters, pulse, and even blood pressure and a whole range of other things. But a problem with these Apps is that they are not developed, designed and built together with practitioners, such as nurses and doctors. Therefore, these practitioners cannot trust the data collected and produced by these Apps if a user for example wants to show this data when visiting the doctor. Also practitioners like doctors do not today have a work schedule that fit with looking at App data, as it not yet has been a decision coming from their superior to make use of these kinds of technical possibilities and develop these kinds of Apps internally in the health care system.

Moreover, this is not just about a difference between computers and mobile phones. It is about there being a difference between all kinds of screens and devices being used in different settings and scenarios where technology can aid people differently from in another setting and set up.

A screen used in the car, such as the navigation system, is for example not only for the driver to use. Of course we should develop easy to grasp interfaces for the driver when he or she is the user, but it can also be that the screen in the car scenario is turned around and read by the front seat passenger who most likely is another capable driver (though not driving right now) that in this instance have better abilities to read more complicated and detailed information that could help them both in the situation they are in. Not always is it best to shape data in a form that it can be read while driving. Perhaps navigation systems should be possible to rotate and have two modes!? http://dl.acm.org/citation.cfm?id=2441952

And iPad games or any game for that reason that is used in cars can be shaped to make use of all the exciting data that is in the car to be found, like how the car is driven, how it accelerates, where in the world it is, what other cars that are nearby and what other people that are travelling in those other cars and what they are doing and much much more. This kind of data is what we used when creating three car games aimed at making it more fun for some young children to sit still and as they should and then potentially more safe when in a driving car. One game make use of the forces anything in a driving car is exposed to and invert those forces in a game set up to have the children instead of leaning with the curves, out of their child seat, fight them to gain points by sitting more upright and still. Another game play with how the car gets emotional from how it is driven and has the children mimic these emotions by making use of their small but highly expressive face muscles. This game plays with how children playing this game come to realize how the system is more capable of tracking their expressions if they hold their head upright and still right in front of the camera in use. A third game play with sensations of suspense and has children look out for shadows the car is driving though in which there are ghosts to be found and potentially caught. http://www.mobilelifecentre.org/sites/default/files/Gaming%20to%20Sit%20Safe.pdf

In the world of IoT (http://ayond.se/blogs/internet-of-things-without-people-is-internet-of-nothing/) being asked by various companies where to start and in what direction to head, making better and more interesting use of all the technologies that already are here right in front of us is such ready to hand opportunity. Can we for instance make use of accelerometer data to allow for mobile rehabilitation programs formed by our physiotherapist!? Or can we be allowed to prepare ATM activities on our mobiles and later just execute them via the NFC technology!? Or can we use motor data in the car to judge how environmentally friendly or secure a person is driving and then let that shape his/her tax and insurance costs!?

We can see how for instance Volvo build brand by being first and unique in this new world of IoT (http://www.volvocars.com/intl/sales-services/sales/volvo-on-call/Pages/default.aspx). Not all companies have the budget for this. But if still wanting to be more unique and build better mobile services for your customers, and to build brand, my recommendation would definitely be to consider this range of opportunities your customers already carry with them. What could these technologies potentially bring, targeted to your business and customer needs!?

Business Modelling, Emerging technologies, Innovation, Interaction Design, Marketing, Mobile, Social Media, Trends,
An employee who does not have a clear job description does not work effectively. The same applies to brands. If the brand needs to appear everywhere, anytime and always be prepared to talk to people who it neither knows or has any background information on, the brand will eventually need a break to recover.

Podcasts, print, events, web, PR, apps, seminars, hr, office design, banners, campaigns, youtube, facebook, google+, advertisement, commercials, SEO etc. A list of today’s communication channels could be written beyond this article, but let me reflect on the concept of burnout for a while.

What does it mean for a company’s brand to be seen everywhere all the time? Personally, I believe that brands will soon suffer the same stress symptoms that affects over burdened people. If the brand needs/are able to appear everywhere, anytime and always be prepared to talk to people who it neither knows or has any background information on, the brand will eventually need a break to recover.

The new marketing opportunities can also lead to a paradox. Companies have now every chance to communicate with their customers because of cheaper technology and smarter viral campaigns. But the risk is that the eagerness to communicate frequently affects the content so that the recipient either gets tired of listening or that some of the communication will be recognized in very wrong way.

They says one thing there, another thing there, a third thing there and finally the core of the brand´s clarity become blunted. The earned and constructed meaning of the brand can decrease and be diffuse by telling to many stories. And brands without a clear job role aren´t effective. The same goes for individuals.

The new, more democratic way to communicate is of course very good in many ways. You just have to have a reasonably clear strategy for how you and your brand can handle the communication tools in the best possible way.

I hope to have the opportunity to talk to companies about the importance to stop and concentrate on getting to know themselves and who they want to be in the future. Discuss how they can socialize with both “family”, “close friends” and not so very close friends in a decent way. To create clarity about which venues they should be on, when and why.

Below you can see some examples of when social communication goes wrong. Mistakes like these harms trademarks deeper and more often now than before.

And as you can see in the following examples its difficult for the sender to know how all instant messages will be interpreted and exploited nowadays. This blog post will surely be interpreted in several different ways and some may not agree with me. I hope you still continue to like us on ayond if so;-)

McDonald’s tried to promote its brand and engage with customers through two promoted trends: #meetthefarmers and #mcdstories.

Unfortunately for McDonald’s, many Twitter users decided to post their horror stories at the fast food chain using the second of those hashtags. In essence, McDonald’s paid to promote a trend that showered the company in bad publicity. McDonald’s later admitted that “#mcdstories did not go as planned.”

mcdonalds

 

New York’s police force NYPD (New York Police Department) attempted to create great publicity for themselves by inviting users on Twitter to send pictures of police officers in New York with the hash tag # myNYPD.

They probably wanted the city’s citizens would tweet advantageous selfie pictures of police officers, but instead many of the citizens tweeted pictures where the police were involved in more or less violent context.

http://feber.se/webb/art/299123/new_yorkpolisens_selfiekampanj/

police_ny

 

Word to the wise: Think twice before you try to turn a natural disaster into a promotional opportunity. American Apparel offered 20% off for those in states affected by Hurricane Sandy, in case they were “bored” by the storm. Customers quickly took to Twitter and other social networks to criticize the ad.

americanappearal

Marketing, Social Media, Trends,
Some may think this is crazy, but we think it′s a fun step to combine social media with physical stores.

When visitors to the company’s Facebook page click on the like button for a particular item of clothing, it will be displayed in real time on the garment hanger in the store. In this way, the store employees quickly find out which designs are popular. Doubtful customers get confirmation if it is a “yes” or “no purchase” buy for others who looked at the garment. Likewise, in future, you may be able to post comments about a particular article of clothing.

See also the film that describes the fashion retailer C & A in Brazil working with Fashion Likes

 

E-commerce, Emerging technologies, Innovation, Interaction Design, Marketing, Mobile, Social Media, Trends,
We will see much more of different embedded services e.g. in different types of widgets. These will perform specific functions - not just “banner like” links - but more advanced services, that can be included in web, mobile or social context.

Widget mania
With this technology you can out-source part of your web/mobile/social pages to other companies.
Case example: Kundo is a digital community for companies and their customers. Their platform helps customers utilize the commitment and knowledge of the customer’s customers for streamlining customer service and to gather important opinions and suggestions from users.

Wisdom of the crowd
If you haven’t started yet, now is the time to use and embrace customers’ and users’ view on you services. Open up your systems and do not fear criticism. Start using combinations of social media and IRL and use “gamifications” techniques to attract users to participate in sharing and commenting.
Case example: the Silicon Valley pizza restaurant where customer’s twitter comments on the food and the restaurant is shown on a big screen in the restaurant.

The new intranet
One question that needs to be answered during 2012 is; “What things does staff want on their mobile devices?” The “Intranet in your pocket” trend will be enhanced by an increasing number Windows mobile smart phones enabling the access to corporate/enterprise systems that today are Microsoft-based. New types of functions in Intranets will appear that will be based on knowledge management and sharing through chat and interactive use like Facebook “liking” and commenting.
Case example: companies that used a secret Facebook group as intranet to share both cooperate information/documents and enable chat/gossip between employees.

Cloud gets real, sack the IT-department
Technology choices get more and more uninteresting, cloud based services put focus on service deliverance rather than technology. Why keep an internal IT-department – perhaps you should instead employ a data scientist?
The over-sized, centralized IT department of 2001 is a relic that will never come back. IT departments need to prepare for the decentralized IT reality of the future in which companies are going to have smaller IT departments and focus their IT resources on software, the cloud and mobile devices.
Case example: Brian Hardee, CIO at Oxford Industries, reduced his already small IT department from 35 to 14 persons to be able to direct IT development in new directions.

Social Commerce
The e-commerce will move into social media. Recommendations from friends are considered to more than twice as reliable as anonymous recommendations. E-commerce is both about marketing and helping customers in finding and liking your products as well as about actual web-shops in Facebook.
The venture capitalists’ interest in companies within the eco-system for e-commerce and social commerce clearly shows that the money guys see big opportunities here.
Case: Lacoste’s very successful Christmas shop on Facebook

E-commerce, Emerging technologies, Innovation, Mobile, Social Media, Trends,