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MOBILE STRATEGY AND DENIAL 
AVOIDING A
@DAVEFLETCHER
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
THE MECHANISM CREATES 
TRANSFORMATIVE DIGITAL EXPERIENCES 
THAT CONNECT HUMAN BEINGS TO 
BRANDS, BUSINESSES AND EACH OTHER
Mobile Strategy and Denial: Avoiding a House of Cards
SELECTED CLIENTS
WE ARE ENGAGED WITH 
CRAFTING TOMORROW’S 
#DIGITALEXPERIENCE 
@THEMECHANISM 
LEARN MORE: HTTP://THEMECHANISM.COM
HOUSE OF CARDS 
“A STRUCTURE OR ARGUMENT 
BUILT ON A SHAKY FOUNDATION.”
Mobile Strategy and Denial: Avoiding a House of Cards
YOU MUST HAVE A 
MOBILE-LED DIGITAL 
STRATEGY
WHY?
I THINK IT’S NOW THE JOINT 
PROJECT OF ALL OF US TO MAKE 
MOBILE THE ANSWER TO PRETTY 
MUCH EVERYTHING. 
! 
- ERIC SCHMIDT, GOOGLE
THE SINGLE MOST IMPORTANT 
TOP-LEVEL TREND IS THE SHIFT 
TO MOBILE. 
! 
-MAX RAFAEL LEVCHIN
THE MOBILE WEB INITIATIVE IS 
IMPORTANT - INFORMATION MUST 
BE MADE SEAMLESSLY AVAILABLE 
ON ANY DEVICE. 
! 
-SIR TIM BERNERS-LEE
MOBILE HAS FULLY INFILTRATED 
OUR DAY-TO-DAY LIVES 
AND HABITS
THE LAST THING WE DO AT NIGHT 
95% OF PEOPLE USE THE PHONE FOR 
SOMETHING JUST BEFORE GOING TO BED 
http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
OUR SLEEPING PARTNER 
90% OF SMARTPHONE USERS AGE 18-29 
SLEEP WITH A CELL PHONE 
http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
MIDDLE OF THE NIGHT 
HALF OF PEOPLE CHECK THEIR PHONES 
IMMEDIATELY IF THEY WAKE UP DURING 
THE NIGHT 
http://www.huffingtonpost.com/2013/09/16/sleep-phone-tablet-bed_n_3924161.html
THE FIRST THING WE SEE IN THE MORNING 
THE AVERAGE USER REACHES FOR THEIR 
PHONE AT 7:31AM 
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- 
DAY-6-seconds-evening.html
BEFORE WE GET UP 
CHECK PERSONAL EMAILS AND FACEBOOK 
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- 
DAY-6-seconds-evening.html
WHAT WE DO DURING THE DAY 
THE AVERAGE USER CHECKS THEIR PHONE 
110 TIMES A DAY 
THAT’S THREE HOURS AND SIXTEEN 
MINUTES A DAY 
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- 
DAY-6-seconds-evening.html
WHAT DOES ALL OF THIS MEAN?
IF YOU RUN A BUSINESS, 
OR DO PUBLIC RELATIONS FOR A BUSINESS 
YOU’RE ALWAYS ON
TOTAL POPULATION 
7 BILLION 
3 BILLION INTERNET USERS 
40% OF WORLD POPULATION 
1.75 BILLION SMARTPHONE USERS 
1/4 OF WORLD POPULATION 
http://www.internetlivestats.com/internet-users/
Q4 2012 
77% of mobile searches were done from a 
location (work or home). 
In these same locations, a desktop PC 
was available. 
http://searchenginewatch.com/article/2255624/77-of-Mobile-Searches-Happen-at-Home-or-Work-Study
JANUARY 2014 
Mobile devices accounted for 55% of 
Internet usage in the United States. 
Desktop PC’s accounted for 45% of Internet 
usage in the United States. 
http://money.cnn.com/
Q1 2014 
Eight quarters of declining shipments. 
2015 
Traditional PC market 
(desk-based and notebook) 
is on pace to contract 6.7 percent in 2014 
and 5.3 percent in 2015 
http://www.gartner.com/newsroom/id/2793921
Mobile Strategy and Denial: Avoiding a House of Cards
MOBILE HAS WON 
http://www.themechanism.com/voice/2014/10/03/avoiding-a-mobile-house-of-cards/
“THERE IS NO BETTER WAY TO 
OVERPOWER A TRICKLE OF DOUBT 
THAN WITH A 
FLOOD OF NAKED TRUTH.”
A MOBILE STRATEGY 
MUST TAKE INTO CONSIDERATION 
THE FOLLOWING
DATA 
DESIGN 
DEFENSE
DATA
Five petabytes of data are generated every 
day by mobile phone subscribers -- the 
equivalent of 100 million four-drawer filing 
cabinets filled with paper. 
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
THERE ARE TWO KINDS OF 
MOBILE STRATEGIES. 
AFTER ALL, WE ARE NOTHING 
! 
MORE OR LESS THAN WHAT 
WE CHOOSE TO REVEAL.” 
THE SORT OF MOBILE STRATEGY THAT 
MAKES YOU STRONG, OR A USELESS 
MOBILE STRATEGY . THE SORT OF 
STRATEGY THAT’S ONLY SUFFERING. 
! 
I HAVE NO PATIENCE FOR 
USELESS STRATEGY.
MOBILE PHONES ARE TRACKING 
DEVICES THAT REVEAL MUCH 
ABOUT OUR LIVES
www.zeit.de/datenschutz/malte-spitz-data-retention
Mobile Strategy and Denial: Avoiding a House of Cards
For more about The Mechanism’s 
Twitter Aggregator Application for Business Intelligence 
contact: Dave.Fletcher@TheMechanism.com
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
To see this video, which shows 
an example of eLearning 
Gamification go here: 
https://vimeo.com/108943780 
! 
use password: g4merPRSA
“This now sets the standard moving 
forward for quality of modules” 
! 
“Easily the best looking and most 
interactive eLearning module we currently 
have”
For more about The Mechanism’s 
Immersive eLearning Applications 
Contact: Dave.Fletcher@TheMechanism.com
DARK SIDES TO DATA COLLECTION 
THERE ARE WAYS TO ACCESS API’S 
TO UTILIZE DATA FOR MARKETING AND PR 
COLLECTION OF DATA THROUGH 
MOBILE DEVICES IS BECOMING 
MORE COMMONPLACE
“THE LESS YOU SAY 
THE MORE THEY’LL DIG.”
DESIGN
WHO IS THE AUDIENCE? 
WHAT DO THEY WANT? 
WHERE ARE THEY ACCESSING CONTENT?
TRADITIONAL APP
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
RESPONSIVE DESIGN
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
WEB APP
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
Mobile Strategy and Denial: Avoiding a House of Cards
DEFENSE
BYOD (“BRING YOUR OWN DEVICE”) 
BEACONS
BYOD POLICY
LOST DEVICES WITH UNSECURED DATA. 
A MISSING PHONE OR TABLET RAISES THE 
POSSIBILITY OF AN OUTSIDER ACCESSING 
COMPANY TRADE SECRETS OR SENSITIVE 
INFORMATION ABOUT CUSTOMERS AND 
EMPLOYEES. 
http://www.inc.com
DISTRACTED DRIVING 
LAST YEAR COCA-COLA WAS HIT WITH A 
$21 MILLION COURT JUDGMENT AFTER A 
COCA-COLA TRUCK DRIVER WHO WAS 
TALKING ON HER CELL PHONE 
WHILE DRIVING 
STRUCK A TEXAS WOMAN. 
http://www.inc.com
SOCIAL MEDIA CONTENT 
IF YOUR COMPANY HAS A BYOD POLICY, 
RACIST COMMENTS POSTED ON TWITTER, 
CAN BE USED AS EVIDENCE IN A LAWSUIT 
THAT ALSO NAMES THE EMPLOYER AS A 
DEFENDANT. 
http://www.inc.com
SEXUAL HARASSMENT & SEXTING 
FORTY PERCENT OF ADULTS UP TO THE AGE 
OF 34 ADMIT TO “SEXTING." 
IF THERE'S CONCRETE EVIDENCE OF 
SEXUAL HARASSMENT IN THE OFFICE, IT 
COULD BE USED AGAINST THE COMPANY. 
http://www.inc.com
BEACONS
VIRGIN AIRLINES TESTS BEACONS IN 
HEATHROW 
LONG TERM USE FOR RETAILERS 
www.ibtimes.co.uk/virgin-atlantic-trials-low-energy-bluetooth-beacon-technology-london-heathrow-airport-1446871
Mobile Strategy and Denial: Avoiding a House of Cards
BEACONS DON'T ACTUALLY COLLECT OR 
SEND ANY INFORMATION. 
THEY PING OUT BLUETOOTH SIGNALS, 
WHICH ARE RECEIVED BY PHONES THAT 
HAVE DOWNLOADED AND GIVEN 
PERMISSION TO SPECIFIC APPS. 
http://mashable.com/2014/10/06/hidden-beacon-devices-in-new-york-city-phone-booths-could-be-removed/
FEELINGS 
ALMOST FOUR IN TEN USERS ADMITTED TO 
FEELING LOST WITHOUT THEIR DEVICE 
http://www.dailymail.co.uk/
SUBJECTS WERE EXPOSED SEPARATELY 
TO AUDIO AND TO VIDEO OF A RINGING 
AND VIBRATING IPHONE 
THERE WAS A FLURRY OF ACTIVATION IN 
THE INSULAR CORTEX OF THE BRAIN, 
WHICH IS ASSOCIATED WITH FEELINGS 
OF LOVE AND COMPASSION 
http://www.patheos.com/blogs/markdroberts/2011/10/03/you-and-your-cell-phone-is-it-addiction-or-love/
Mobile Strategy and Denial: Avoiding a House of Cards
“I LOVE MY PHONE 
I LOVE HER MORE THAN 
A SHARK LOVES BLOOD.”
To watch this video, which shows 
how science fiction depicts wearable technology 
go here: 
https://vimeo.com/108922052
THANK YOU! 
! 
@DAVEFLETCHER 
@THEMECHANISM 
CRAFTING TOMORROW’S #DIGITALEXPERIENCE 
LEARN MORE: HTTP://THEMECHANISM.COM 
P : 212-221-3444 
E : NEWBIZ@THEMECHANISM.COM 
HTTP://WWW.THEMECHANISM.COM/CONTACT/

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Mobile Strategy and Denial: Avoiding a House of Cards

  • 1. MOBILE STRATEGY AND DENIAL AVOIDING A
  • 5. THE MECHANISM CREATES TRANSFORMATIVE DIGITAL EXPERIENCES THAT CONNECT HUMAN BEINGS TO BRANDS, BUSINESSES AND EACH OTHER
  • 8. WE ARE ENGAGED WITH CRAFTING TOMORROW’S #DIGITALEXPERIENCE @THEMECHANISM LEARN MORE: HTTP://THEMECHANISM.COM
  • 9. HOUSE OF CARDS “A STRUCTURE OR ARGUMENT BUILT ON A SHAKY FOUNDATION.”
  • 11. YOU MUST HAVE A MOBILE-LED DIGITAL STRATEGY
  • 12. WHY?
  • 13. I THINK IT’S NOW THE JOINT PROJECT OF ALL OF US TO MAKE MOBILE THE ANSWER TO PRETTY MUCH EVERYTHING. ! - ERIC SCHMIDT, GOOGLE
  • 14. THE SINGLE MOST IMPORTANT TOP-LEVEL TREND IS THE SHIFT TO MOBILE. ! -MAX RAFAEL LEVCHIN
  • 15. THE MOBILE WEB INITIATIVE IS IMPORTANT - INFORMATION MUST BE MADE SEAMLESSLY AVAILABLE ON ANY DEVICE. ! -SIR TIM BERNERS-LEE
  • 16. MOBILE HAS FULLY INFILTRATED OUR DAY-TO-DAY LIVES AND HABITS
  • 17. THE LAST THING WE DO AT NIGHT 95% OF PEOPLE USE THE PHONE FOR SOMETHING JUST BEFORE GOING TO BED http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
  • 18. OUR SLEEPING PARTNER 90% OF SMARTPHONE USERS AGE 18-29 SLEEP WITH A CELL PHONE http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
  • 19. MIDDLE OF THE NIGHT HALF OF PEOPLE CHECK THEIR PHONES IMMEDIATELY IF THEY WAKE UP DURING THE NIGHT http://www.huffingtonpost.com/2013/09/16/sleep-phone-tablet-bed_n_3924161.html
  • 20. THE FIRST THING WE SEE IN THE MORNING THE AVERAGE USER REACHES FOR THEIR PHONE AT 7:31AM http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  • 21. BEFORE WE GET UP CHECK PERSONAL EMAILS AND FACEBOOK http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  • 22. WHAT WE DO DURING THE DAY THE AVERAGE USER CHECKS THEIR PHONE 110 TIMES A DAY THAT’S THREE HOURS AND SIXTEEN MINUTES A DAY http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  • 23. WHAT DOES ALL OF THIS MEAN?
  • 24. IF YOU RUN A BUSINESS, OR DO PUBLIC RELATIONS FOR A BUSINESS YOU’RE ALWAYS ON
  • 25. TOTAL POPULATION 7 BILLION 3 BILLION INTERNET USERS 40% OF WORLD POPULATION 1.75 BILLION SMARTPHONE USERS 1/4 OF WORLD POPULATION http://www.internetlivestats.com/internet-users/
  • 26. Q4 2012 77% of mobile searches were done from a location (work or home). In these same locations, a desktop PC was available. http://searchenginewatch.com/article/2255624/77-of-Mobile-Searches-Happen-at-Home-or-Work-Study
  • 27. JANUARY 2014 Mobile devices accounted for 55% of Internet usage in the United States. Desktop PC’s accounted for 45% of Internet usage in the United States. http://money.cnn.com/
  • 28. Q1 2014 Eight quarters of declining shipments. 2015 Traditional PC market (desk-based and notebook) is on pace to contract 6.7 percent in 2014 and 5.3 percent in 2015 http://www.gartner.com/newsroom/id/2793921
  • 30. MOBILE HAS WON http://www.themechanism.com/voice/2014/10/03/avoiding-a-mobile-house-of-cards/
  • 31. “THERE IS NO BETTER WAY TO OVERPOWER A TRICKLE OF DOUBT THAN WITH A FLOOD OF NAKED TRUTH.”
  • 32. A MOBILE STRATEGY MUST TAKE INTO CONSIDERATION THE FOLLOWING
  • 34. DATA
  • 35. Five petabytes of data are generated every day by mobile phone subscribers -- the equivalent of 100 million four-drawer filing cabinets filled with paper. http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
  • 36. THERE ARE TWO KINDS OF MOBILE STRATEGIES. AFTER ALL, WE ARE NOTHING ! MORE OR LESS THAN WHAT WE CHOOSE TO REVEAL.” THE SORT OF MOBILE STRATEGY THAT MAKES YOU STRONG, OR A USELESS MOBILE STRATEGY . THE SORT OF STRATEGY THAT’S ONLY SUFFERING. ! I HAVE NO PATIENCE FOR USELESS STRATEGY.
  • 37. MOBILE PHONES ARE TRACKING DEVICES THAT REVEAL MUCH ABOUT OUR LIVES
  • 40. For more about The Mechanism’s Twitter Aggregator Application for Business Intelligence contact: Dave.Fletcher@TheMechanism.com
  • 44. To see this video, which shows an example of eLearning Gamification go here: https://vimeo.com/108943780 ! use password: g4merPRSA
  • 45. “This now sets the standard moving forward for quality of modules” ! “Easily the best looking and most interactive eLearning module we currently have”
  • 46. For more about The Mechanism’s Immersive eLearning Applications Contact: Dave.Fletcher@TheMechanism.com
  • 47. DARK SIDES TO DATA COLLECTION THERE ARE WAYS TO ACCESS API’S TO UTILIZE DATA FOR MARKETING AND PR COLLECTION OF DATA THROUGH MOBILE DEVICES IS BECOMING MORE COMMONPLACE
  • 48. “THE LESS YOU SAY THE MORE THEY’LL DIG.”
  • 50. WHO IS THE AUDIENCE? WHAT DO THEY WANT? WHERE ARE THEY ACCESSING CONTENT?
  • 64. BYOD (“BRING YOUR OWN DEVICE”) BEACONS
  • 66. LOST DEVICES WITH UNSECURED DATA. A MISSING PHONE OR TABLET RAISES THE POSSIBILITY OF AN OUTSIDER ACCESSING COMPANY TRADE SECRETS OR SENSITIVE INFORMATION ABOUT CUSTOMERS AND EMPLOYEES. http://www.inc.com
  • 67. DISTRACTED DRIVING LAST YEAR COCA-COLA WAS HIT WITH A $21 MILLION COURT JUDGMENT AFTER A COCA-COLA TRUCK DRIVER WHO WAS TALKING ON HER CELL PHONE WHILE DRIVING STRUCK A TEXAS WOMAN. http://www.inc.com
  • 68. SOCIAL MEDIA CONTENT IF YOUR COMPANY HAS A BYOD POLICY, RACIST COMMENTS POSTED ON TWITTER, CAN BE USED AS EVIDENCE IN A LAWSUIT THAT ALSO NAMES THE EMPLOYER AS A DEFENDANT. http://www.inc.com
  • 69. SEXUAL HARASSMENT & SEXTING FORTY PERCENT OF ADULTS UP TO THE AGE OF 34 ADMIT TO “SEXTING." IF THERE'S CONCRETE EVIDENCE OF SEXUAL HARASSMENT IN THE OFFICE, IT COULD BE USED AGAINST THE COMPANY. http://www.inc.com
  • 71. VIRGIN AIRLINES TESTS BEACONS IN HEATHROW LONG TERM USE FOR RETAILERS www.ibtimes.co.uk/virgin-atlantic-trials-low-energy-bluetooth-beacon-technology-london-heathrow-airport-1446871
  • 73. BEACONS DON'T ACTUALLY COLLECT OR SEND ANY INFORMATION. THEY PING OUT BLUETOOTH SIGNALS, WHICH ARE RECEIVED BY PHONES THAT HAVE DOWNLOADED AND GIVEN PERMISSION TO SPECIFIC APPS. http://mashable.com/2014/10/06/hidden-beacon-devices-in-new-york-city-phone-booths-could-be-removed/
  • 74. FEELINGS ALMOST FOUR IN TEN USERS ADMITTED TO FEELING LOST WITHOUT THEIR DEVICE http://www.dailymail.co.uk/
  • 75. SUBJECTS WERE EXPOSED SEPARATELY TO AUDIO AND TO VIDEO OF A RINGING AND VIBRATING IPHONE THERE WAS A FLURRY OF ACTIVATION IN THE INSULAR CORTEX OF THE BRAIN, WHICH IS ASSOCIATED WITH FEELINGS OF LOVE AND COMPASSION http://www.patheos.com/blogs/markdroberts/2011/10/03/you-and-your-cell-phone-is-it-addiction-or-love/
  • 77. “I LOVE MY PHONE I LOVE HER MORE THAN A SHARK LOVES BLOOD.”
  • 78. To watch this video, which shows how science fiction depicts wearable technology go here: https://vimeo.com/108922052
  • 79. THANK YOU! ! @DAVEFLETCHER @THEMECHANISM CRAFTING TOMORROW’S #DIGITALEXPERIENCE LEARN MORE: HTTP://THEMECHANISM.COM P : 212-221-3444 E : NEWBIZ@THEMECHANISM.COM HTTP://WWW.THEMECHANISM.COM/CONTACT/