2 How SoLoMo is Connecting Consumers and Brands to (almost) Everything Dr. Phil Hendrix, immr and GigaOm Pro May 21, 2012

3 Is Your Brand Connecting?

4 First, a few cases… 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? 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 SoLoMo and PEER SM Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing Personalizing Engaging Enabling Rewarding

6 PEER for Brands and Retailers Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

7 Consider the Differences… vs.

8 Which one…  Is with you when you (fill in the blank)?  Do you use to “share the moment?”  Knows where you are?  Recognizes what’s around you? Which one…  Is with you when you (fill in the blank)?  Do you use to “share the moment?”  Knows where you are?  Recognizes what’s around you?

9 SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

10 SoLoMo (n) Situated experiences, enabled by mobile, shared with others SoLoMo (n) Situated experiences, enabled by mobile, shared with others SoLoMo Defined

11 From 6  of Separation  Always Connected

12 Six Elements of Mobile Devices Sensors Cloud Broadband Apps Internet

13 Six Elements of Mobile Devices Sensors Cloud Broadband Apps Internet 90% Keep smartphone w/in arms length 3 1.2B Apps downloaded 12/25-12/ % US subscribers own smartphone 1 Sources: 1 Pew Research; 2 Flurry; 3 Edison/Arbitron

14 Six Elements of Location Things Vicinity Proximity Place Position Context

15 Six Elements of Location Things Vicinity Proximity Place Position Context 74% US smartphone owners use their phone to get real-time location info 1 20x Mobile users 20x more likely to click on a map than desktop users 3 60% Search on their smartphone daily 2 Sources: 1 Pew Research May 2012; 2 Google; 3 Razorfish

16 Six Elements of Social Close Friends Content Sentiment Platforms Sharing Networks

17 Six Elements of Social Close Friends Content Sentiment Platforms Sharing Networks 1 in 7 Facebook accounts for 1 in 7 mins. spent online 1 $1B Facebook has agreed to pay for Instagram 2 2.5x LTV of a visitor referred from Facebook vs. Google 3 Sources: 1 Comscore; 2 Flurry; 3 Ben Elowitz (Wetpaint)

18 Mobile Tsunami

19 The Cloud – Elastic, Real-time, Massive Scale Search Auto-complete Google Instant Proximity Search Image Search Personalized SERs Search Auto-complete Google Instant Proximity Search Image Search Personalized SERs Augmented Reality Messages, Ads, and Offers Big Data + Algorithms Location Social History

20 Mobile Sensors – Digital and Physical Intersect

21 Location - fundamentally, Lat/Long…. Examples: , and , Examples: , and ,

22 … but much richer than mere coordinates Lat/Long , Lat/Long , 

23 The Elements of SoLoMo Mobile Location Social X X

24 Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals Consumers’ Digital Signals Digital Channels Traces produced as consumers interact with Digital Channels Traces produced as consumers interact with Digital Channels Internet Websites Microsites Search Ads Social Publish Share Discuss Review Mobile Apps Location 2D codes NFC Interactive Social TV OOH Digital Signals

25 Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals Consumers’ Digital Signals Why are Digital Signals so Important? In real-time, on a massive scale, at no cost, Digital Signals reveal: Connections Context Location Consumers’ Attitudes Interests Opinions Motivations Values Activities Experiences Questions Connections Plans/Intentions Responses (Dis)satisfaction

26 Examples of SoLoMo Innovation Good Push 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) “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)

27 10 Trends Shaping the Future of SoLoMo  Hyper-local Audiences  Micro-location  SoLoMo Filters  Persistent Location  Ambient Analytics  SoLoMo-driven PEER  Micro Networks  SoLoMo Mashups  SoLoMo Yield Management  SoLoMo Curation

28 For more perspectives on SoLoMo: The Local Consumer – an In-depth Mosaic † The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping † † Forthcoming

29 Thank you!  Dr. Phil Hendrix  Founder and Director, immr  Analyst, GigaOm Pro  Research Director, Wireless Innovation

30 Additional Slides

31 Mobile Devices – Truly Radical Innovation 53% Percent US subscribers own smartphone 80% Recent purchasers age buy smarthphones > 90% Keep their smartphone w/in arms length all/most of the time 53% Percent US subscribers own smartphone 80% Recent purchasers age buy smarthphones > 90% Keep their smartphone w/in arms length all/most of the time

32 Mobile Broadband – Wherever You Go

33 Mobile – The Internet in your Pocket “Before the iPhone, cyberspace was something you went to your desk to visit... now cyberspace is something you carry in your pocket.” Paul Saffo “Before the iPhone, cyberspace was something you went to your desk to visit... now cyberspace is something you carry in your pocket.” Paul Saffo

34 Mobile Apps – The Avalanche 1.2b # of apps downloaded Dec , 2011