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MOBILE RESEARCH
         MRMW11
AGENDA


–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion




                                   2
AGENDA


–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion




                                   3
MARKET RESEARCH IS EVOLVING




                              4
CONSUMER INSIGHT
VISION FOR FUTURE

                                          EVALUATION



                                           STRENGTHEN
                                          INITIATIVES FOR
                                           DEPLOYMENT
  Resources required




                                            FUTURE

                        FUTURE                              FUTURE




                       INNOVATE /                           SENSE &
                       CO-CREATE                            RESPOND




                                    Consumer interactions
AGENDA


–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion




                                   6
We Have All Adopted these Tools Faster Than Anything Comparable
                               Ever Before




                                                                                                                                      Source: Morgan Stanley           7

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
The Smart Devices Are Now More Popular Than PCs




                                                                                                                                      Source: Morgan Stanley           8

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
The Rates of Adoption are Accelerating




                                                                                                                                                  Source: Apple        9

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
Mobile Devices Dec 2010
                                                                                                       7 Bn World Population
       Millions
          5000                   5.2 Bn Cellphone subscriptions



                                 4.1 Bn Active users of SMS
          4000                                                                                         4 Bn FM Radios


                                 3.4 Bn Cameraphones
          3000
                                                                                                       2.2 Bn Bank Account Holders


          2000                   1.9 Bn Active users of MMS                                            1.8 Bn Internet Users
                                                                                                       1.4 Bn Email users
                                 1.4 Bn Users of the mobile
                                 internet                                                              1.2 Bn All PCs
                                                                                                       1.1 Bn Fixed Landlines
          1000
                                 850 M 3G+ phones

                                 550 M Smartphones
                                                                                                                                         Source: Tomi Ahonen           10

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
People are using their mobile phones for all sorts of non call tasks
                   Groups who have less access to PCs use mobiles even more


The use of non-voice data applications has grown significantly over the                                           African-Americans and Latinos lead whites in their use of mobile
last year The % of cell phone owners who use their phones to of                                                  data applications
the following:

   April 2009          May 2010                        April 2009          May 2010                                                                            All        White, non-      Black, non-     Hispanic (English-
                                                                                                                                                              adults       Hispanic         Hispanic           speaking)

   Take a picture                                      Access the internet                                        Own a cell phone                             82%            80%             87%                87%



   66 76                                               25 38
                                                                                                                  % of cell owners within each group who do the following on their phones
                                                                                                                  Take a picture                                76             75              76                 83*
                                                                                                                  Send/receive text messages                    72             68              79*                83*
    Send or receive text massages                      Play music                                                 Access the internet                           38             33              46*                51*



   65 72                                               21 33
                                                                                                                  Send/receive email                            34             30              41*                47*
                                                                                                                  Play a game                                   34             29              51*                46*
                                                                                                                  Record a video                                34             29              48*                45*

   Play a game                                         Send or receive instant messages                           Play music                                    33             26              52*                49*



   27 34                                               20 30
                                                                                                                  Send/receive instant                          30             23              44*                49*
                                                                                                                  messages
                                                                                                                  Use a social networking site                  23             19              33*                36*
                                                                                                                  Watch a video                                 20             15              27*                33*
   Send or receive email                                 Record a video
                                                                                                                  Post a photo or video online                  15             13              20*                25*


   25 34                                               19 34                                                      Purchase a product
                                                                                                                  Use a status update service
                                                                                                                  Mean number of cell activities
                                                                                                                                                                11
                                                                                                                                                                10
                                                                                                                                                                4.3
                                                                                                                                                                               10
                                                                                                                                                                               8
                                                                                                                                                                              3.8
                                                                                                                                                                                               13
                                                                                                                                                                                               13
                                                                                                                                                                                               5.4
                                                                                                                                                                                                                   18
                                                                                                                                                                                                                   15
                                                                                                                                                                                                                  5.8
Source: Pew Research Center’s Internet & American Life Project, april 29 May 30, 2010 Trackign Survey. N=2,252 adults 18 and older; n=1,917 based on cell phone users * = statistically significant difference compared with
whites
The Arrival of the “Exobrain” aka the Mobile Device




                                                                                                                                 12.09AM 03 MARCH 2010                 12

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
Why Have we Adopted the Exobrain?


–  You keep it with you all the time

–  You can easily upgrade it

–  You outsource part of your memory to it

–  You let it remember things, find things, guide you to things

–  You sleep with it, you look at it when you wake up

–  You can control it with your touch

–  You can control it with your voice

–  You can have it measure your biodata

–  You can have it evaluate your emotional state and your activity




                                                                                                                                                                       13

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
Source: Morgan Stanley           14

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
The Competition May Not Be Today’s Obvious Competition




                                                                                                                                                                       15

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
WHY NOW

1.  Mobile device coverage is essentially ubiquitous.

2.  The mobile device is a multi-tasking machine and
    not just a telephone.

3.  Access to the mobile Internet is becoming
    cheaper, faster and more reliable.

4.  Feature-rich mobile phones are being adopted by
    the mass market.



                                                        16
AGENDA


–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion




                                   17
Ubiquity


                               User-centric Design


                               Passive


                               Bio / Neuro Data


                               Gamification




                                                                                                                                 12.09AM 03 MARCH 2010                 18

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
The Lumi Platform was Built Specifically to Function Across all
Device Types as Applications and/or as HTML5 – Build Once,
Deliver Everywhere
Mobile Phone & Tablet Devices
– iOS (iphone, iPod Touch, iPad)
– Android
– Windows mobile
– Nokia (all S40 and S60)
– Sony Ericsson
– LG S-class and derivatives
– Samsung derivatives
– RIM (Blackberry)


Apps & HTM5
– Native applications
– HTML5 for mobile & PC web browsers


Other Platforms
– Facebook Application
– Interactive TV                   © Lumi Technologies Inc. 2011
Mobile is a Platform That Then Connects to Other Devices
                    and Other Platforms




                                                    Wifi/ Mobile
                                                     Networks




 3rd Party Devices     Lumi Mobile Technology                 Lumi Mobile Server   3rd Party Servers
                     Running on Any Mobile Device
Touchpoints Example:
Effective diary tool


 Touchpoints USA was launched in September 2010 by MBI and
 sponsored by CIMM
About the service:

–  Carefully designed respondent experience to maximise
   fun and ease of completing the diary

–  Tailored reminder tools to ensure respondents remain
   engaged and complete their diaries on a very regular
   basis

–  Ability to push custom follow on questions to individuals

–  Ability to also capture passive respondent data such as
   their locations over the duration of the study

–  Completion rates near 95% with satisfaction levels of
   8/10
Example:
Touchpoints key usability features




               Simple navigation
                                      Clear reminder of the
                                      time period covered



              Icons bring ideas to
           life, making it friendly




                                      Clear reminder of where
                                      people are in the diary
METER RESEARCH: Passive Observation


What Data are We Capturing? Rich Detail. Strong Concern for Privacy.




                                                                                                                                    12.09AM 03 MARCH 2010                 23

   ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
   reserved.
“Molly Bloom” Profile: As Gleaned by Lumi Technology

•     “Molly” lives in a suburb of Denver in a three bedroom house worth about $244,000
•     She typically gets up somewhere between 5:45am and 6:30am and is in bed by around 10:30 – 10:45pm.
•     Molly works normally from about 8-9am until around 4-5 pm.
•     She travels across the region to work, driving herself about 10 miles, often texting or checking email on the way
•     She seems to be very budget conscious, e.g.:
       –  She shops around the city based on where she finds the best deals and coupons – while Target and
           WalMart are only 2.4 miles from her home and she shops at them, she will trek 3x further to JC Penney and
           other stores if she can get better deals
       –  She eats lunch at her office
       –  In the evenings, she eats out only occasionally but never at chain restaurants opting for more locally venues
•     She behaves very differently at work versus when she is on her own time
       –  During her normal workday, she tends to use her mobile for business-related tasks, calls, scheduling, only
           occasionally using private email on her mobile or reading news when she is waiting
       –  During her evenings, she is
             •  Calling & texting friends and family
             •  Searching on health-related issues and clicking on health-related mobile ads (e.g. healthboards.com)
             •  Looking up things she is looking to buy and coupons to reduce costs
             •  Planning trips and travel (she likes to think about travel, planning both longer trips away and also short
                 day events around the Denver area)
             •  Investigating restaurants to try and/orLumi book
                                                       © to Technologies Inc. 2011
Passive Tracking – Application Analysis (2)
Ecosystem level analysis of total application usage & behaviors via ecosystem
analytics and app recommendation engines that take a installed based wide
view App Vs App                              Usage / Time               App Type
         Trends                              Breakdown                 Breakdown




                                     Median time: 84 Minutes
                                 © Lumi Technologies Inc. 2011   Median # Apps: 108
Passive Interior Tracking, Location Analytics & Push Surveys
Using interior GPS or WiFi triangulation we can understand consumer behavior
inside retail and other public space as well – Example La Maquinista Mall


                                                               !  High-value visitor statistics can
                                                                  be provided based on location,
                                                                  time, mobile user activity, e.g.




                               © Lumi Technologies Inc. 2011
Example:
Worldwide advertising recall testing
   The Ad Recall Diary was Launched by Millward Brown in Early 2011



Our Mobile Ad Recall Platform includes
•  Remote management of surveys including video by
   location, date, time, and interviewer
•  Supports 35+ languages including Chinese & Arabic
•  Over the air & real-time updating of content
•  Complete tracking of content shared with respondents
•  Secure interviewer validation process
•  High quality video compression and distribution
   management




                                            © Lumi Technologies Inc. 2011
Passive Technologies Include Analysis of Facial Expressions
Passive analysis of the face via Affectiva technology or others can provide another
means to test effectiveness of ads, media, etc.




                                                                          Real-time Passive
                                                                           Assessment of
                                                                         Emotions Expressed




                                   © Lumi Technologies Inc. 2011
Passive Tracking of Human Biosigns & Neurological Data through
Mobile Connected Sensors
Lumi Mobile is partnering with health care device manufacturers such as Toumaz Technologies to
take clinical tools out of hospital and into the home



   About the service:
   •    Toumaz is a pioneer in ultra low power
        “Body Area Network” wireless sensing
        technologies
   •    Toumaz provides disposable smart
        “bandaids” that can continuously
        monitor key physiological parameters
        on the body and report to a base
        station in hospitals or via Lumi’s
        REACTOR platform to use any mobile
        device out of the hospital.
   •    The Lumi platform then ensures the
        data can be further filtered and
        processed by relevant end-users.




                                           © Lumi Technologies Inc. 2011
Lumi Works with Health-related Businesses to Add the Mobile Aspect
to their Technologies or Services




                                Pa6ent%
                               Educa6on%
                                                             Social%Health%
             Telemedicine%
                                                               &%Games%



                                Lumi%
         Remote%                                                    Personalised%
        Monitoring%            Mobile%                               Medicine%
                              Pla-orm%

                             © Lumi Technologies Inc. 2011
Example:
UbiqiHealth’s Service For Sufferers of Chronic Disease Powered by Lumi
Lumi is able to provide a robust mobile & web solution to that helps patients track conditions, remind
them to take medicine, share thoughts and more

  About the service:
  •    Carefully designed respondent
       experience to maximise fun and
       ease of completing a pain diary,
       medication tracker & trigger
       tracking tools

  •    Easy for patients anywhere in the
       world, young or old to access
       and use this service via any
       mobile device

  •    Fully integrated with web
       services providing doctors,
       patients, and communities of
       disease sufferers all distinctive
       and secure ways to access and
       analyze the data



                                             © Lumi Technologies Inc. 2011
The Mobile Device Can Morph into the Second Screen Providing a
Whole New Layer to Television, Music, and Live Events While Also
   Serving as a Powerful Means to Generate Consumer Insight




    Children’s            Game                  Live
    Programs              Shows                Sports




                            Reality
        Politics                                Event TV
                             TV




                             Talk
                            Shows
Our “LumiLive” platform demonstrably enhances the viewing experience and
keeps people watching shows for longer

 ABC / Disney Oscars Event Was Produced With Ipsos in February 2011

“LumiLive” offered a combination of chat, polls,
predictions and prizes to engage the audience
as an overlay to the Oscars broadcast


                    Viewers using Lumi’s service
                    enjoyed the experience at least
                    25%     more than nonuser
                    viewers

   88%

 of participants said the
 application made
 watching the Oscars more
                                   92%
 enjoyable
                      said it would make them more
                      likely to watch live TV events


                                             © Lumi Technologies Inc. 2011
Live Examples of Game Elements: ABC / Disney Oscars with Ipsos




                          © Lumi Technologies Inc. 2011
The “LumiLive” platform demonstrably enhances the
viewing experience and keeps people watching shows for longer
Example: ABC / Disney Oscars with Ipsos

                      LumiLive users watched the Oscars
                      42% longer than non users                            22%

                                                                          of users said they would
                                                                          pay for LumiLive
       85%                               Participants made over      12
                                         comments each on average

     of users participated in each
                                                                               LumiLive users enjoyed the Oscars
     event (poll, trace, quiz, etc)
                                                                               50% more than non users
                                                  65%

                                would have turned off the Oscars if
                                they weren’t using LumiLive




                                          © Lumi Technologies Inc. 2011
The Opportunities to Create New Services & New
Business Models Will Come From the Creativity of
Leveraging the Full Potential of this new Platform

–  Active Surveys

–  Passive Research

–  “Games”

–  Live & Social

–  New Analytics

–  Other New Technologies



                                                                                                                                 12.09AM 03 MARCH 2010                 36

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights
reserved.
AGENDA


–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion




                                   37
DISCUSSION: SOME CRITICAL QUESTIONS

–  What do you get when you draw these lines of development out
   3-5 years?
     –  Power of passive
     –  Gamification of research experiences
     –  Power of the new platforms
     –  Ubiquity of access
     –  Great user experiences
     –  Providing value back to the respondents

–  What happens when there are no “dumbphones” left?

–  What happens next to the development of the exobrain?




                                                                  38
Rolfe Swinton

Co-Founder

rolfe@lumimobile.com

USA +1 917 693 3541

UK +44 7879627439


                       Joanna Jen
                       Kantar
                       Director
                       joanna.jen@kantar.com
                       m: +19176092700
Presented at:

                               Market Research in the
                               Mobile World
                                2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by:                        Thank you to sponsors:




LinkedIn Group: Mobile MR
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Leveraging digital insights via mobile channels

  • 2. AGENDA –  Evolution of Market Research –  Why Mobile Now –  Consumer and Digital Insights –  Discussion 2
  • 3. AGENDA –  Evolution of Market Research –  Why Mobile Now –  Consumer and Digital Insights –  Discussion 3
  • 4. MARKET RESEARCH IS EVOLVING 4
  • 5. CONSUMER INSIGHT VISION FOR FUTURE EVALUATION STRENGTHEN INITIATIVES FOR DEPLOYMENT Resources required FUTURE FUTURE FUTURE INNOVATE / SENSE & CO-CREATE RESPOND Consumer interactions
  • 6. AGENDA –  Evolution of Market Research –  Why Mobile Now –  Consumer and Digital Insights –  Discussion 6
  • 7. We Have All Adopted these Tools Faster Than Anything Comparable Ever Before Source: Morgan Stanley 7 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 8. The Smart Devices Are Now More Popular Than PCs Source: Morgan Stanley 8 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 9. The Rates of Adoption are Accelerating Source: Apple 9 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 10. Mobile Devices Dec 2010 7 Bn World Population Millions 5000 5.2 Bn Cellphone subscriptions 4.1 Bn Active users of SMS 4000 4 Bn FM Radios 3.4 Bn Cameraphones 3000 2.2 Bn Bank Account Holders 2000 1.9 Bn Active users of MMS 1.8 Bn Internet Users 1.4 Bn Email users 1.4 Bn Users of the mobile internet 1.2 Bn All PCs 1.1 Bn Fixed Landlines 1000 850 M 3G+ phones 550 M Smartphones Source: Tomi Ahonen 10 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 11. People are using their mobile phones for all sorts of non call tasks Groups who have less access to PCs use mobiles even more The use of non-voice data applications has grown significantly over the African-Americans and Latinos lead whites in their use of mobile last year The % of cell phone owners who use their phones to of data applications the following: April 2009 May 2010 April 2009 May 2010 All White, non- Black, non- Hispanic (English- adults Hispanic Hispanic speaking) Take a picture Access the internet Own a cell phone 82% 80% 87% 87% 66 76 25 38 % of cell owners within each group who do the following on their phones Take a picture 76 75 76 83* Send/receive text messages 72 68 79* 83* Send or receive text massages Play music Access the internet 38 33 46* 51* 65 72 21 33 Send/receive email 34 30 41* 47* Play a game 34 29 51* 46* Record a video 34 29 48* 45* Play a game Send or receive instant messages Play music 33 26 52* 49* 27 34 20 30 Send/receive instant 30 23 44* 49* messages Use a social networking site 23 19 33* 36* Watch a video 20 15 27* 33* Send or receive email Record a video Post a photo or video online 15 13 20* 25* 25 34 19 34 Purchase a product Use a status update service Mean number of cell activities 11 10 4.3 10 8 3.8 13 13 5.4 18 15 5.8 Source: Pew Research Center’s Internet & American Life Project, april 29 May 30, 2010 Trackign Survey. N=2,252 adults 18 and older; n=1,917 based on cell phone users * = statistically significant difference compared with whites
  • 12. The Arrival of the “Exobrain” aka the Mobile Device 12.09AM 03 MARCH 2010 12 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 13. Why Have we Adopted the Exobrain? –  You keep it with you all the time –  You can easily upgrade it –  You outsource part of your memory to it –  You let it remember things, find things, guide you to things –  You sleep with it, you look at it when you wake up –  You can control it with your touch –  You can control it with your voice –  You can have it measure your biodata –  You can have it evaluate your emotional state and your activity 13 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 14. Source: Morgan Stanley 14 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 15. The Competition May Not Be Today’s Obvious Competition 15 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 16. WHY NOW 1.  Mobile device coverage is essentially ubiquitous. 2.  The mobile device is a multi-tasking machine and not just a telephone. 3.  Access to the mobile Internet is becoming cheaper, faster and more reliable. 4.  Feature-rich mobile phones are being adopted by the mass market. 16
  • 17. AGENDA –  Evolution of Market Research –  Why Mobile Now –  Consumer and Digital Insights –  Discussion 17
  • 18. Ubiquity User-centric Design Passive Bio / Neuro Data Gamification 12.09AM 03 MARCH 2010 18 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 19. The Lumi Platform was Built Specifically to Function Across all Device Types as Applications and/or as HTML5 – Build Once, Deliver Everywhere Mobile Phone & Tablet Devices – iOS (iphone, iPod Touch, iPad) – Android – Windows mobile – Nokia (all S40 and S60) – Sony Ericsson – LG S-class and derivatives – Samsung derivatives – RIM (Blackberry) Apps & HTM5 – Native applications – HTML5 for mobile & PC web browsers Other Platforms – Facebook Application – Interactive TV © Lumi Technologies Inc. 2011
  • 20. Mobile is a Platform That Then Connects to Other Devices and Other Platforms Wifi/ Mobile Networks 3rd Party Devices Lumi Mobile Technology Lumi Mobile Server 3rd Party Servers Running on Any Mobile Device
  • 21. Touchpoints Example: Effective diary tool Touchpoints USA was launched in September 2010 by MBI and sponsored by CIMM About the service: –  Carefully designed respondent experience to maximise fun and ease of completing the diary –  Tailored reminder tools to ensure respondents remain engaged and complete their diaries on a very regular basis –  Ability to push custom follow on questions to individuals –  Ability to also capture passive respondent data such as their locations over the duration of the study –  Completion rates near 95% with satisfaction levels of 8/10
  • 22. Example: Touchpoints key usability features Simple navigation Clear reminder of the time period covered Icons bring ideas to life, making it friendly Clear reminder of where people are in the diary
  • 23. METER RESEARCH: Passive Observation What Data are We Capturing? Rich Detail. Strong Concern for Privacy. 12.09AM 03 MARCH 2010 23 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 24. “Molly Bloom” Profile: As Gleaned by Lumi Technology •  “Molly” lives in a suburb of Denver in a three bedroom house worth about $244,000 •  She typically gets up somewhere between 5:45am and 6:30am and is in bed by around 10:30 – 10:45pm. •  Molly works normally from about 8-9am until around 4-5 pm. •  She travels across the region to work, driving herself about 10 miles, often texting or checking email on the way •  She seems to be very budget conscious, e.g.: –  She shops around the city based on where she finds the best deals and coupons – while Target and WalMart are only 2.4 miles from her home and she shops at them, she will trek 3x further to JC Penney and other stores if she can get better deals –  She eats lunch at her office –  In the evenings, she eats out only occasionally but never at chain restaurants opting for more locally venues •  She behaves very differently at work versus when she is on her own time –  During her normal workday, she tends to use her mobile for business-related tasks, calls, scheduling, only occasionally using private email on her mobile or reading news when she is waiting –  During her evenings, she is •  Calling & texting friends and family •  Searching on health-related issues and clicking on health-related mobile ads (e.g. healthboards.com) •  Looking up things she is looking to buy and coupons to reduce costs •  Planning trips and travel (she likes to think about travel, planning both longer trips away and also short day events around the Denver area) •  Investigating restaurants to try and/orLumi book © to Technologies Inc. 2011
  • 25. Passive Tracking – Application Analysis (2) Ecosystem level analysis of total application usage & behaviors via ecosystem analytics and app recommendation engines that take a installed based wide view App Vs App Usage / Time App Type Trends Breakdown Breakdown Median time: 84 Minutes © Lumi Technologies Inc. 2011 Median # Apps: 108
  • 26. Passive Interior Tracking, Location Analytics & Push Surveys Using interior GPS or WiFi triangulation we can understand consumer behavior inside retail and other public space as well – Example La Maquinista Mall !  High-value visitor statistics can be provided based on location, time, mobile user activity, e.g. © Lumi Technologies Inc. 2011
  • 27. Example: Worldwide advertising recall testing The Ad Recall Diary was Launched by Millward Brown in Early 2011 Our Mobile Ad Recall Platform includes •  Remote management of surveys including video by location, date, time, and interviewer •  Supports 35+ languages including Chinese & Arabic •  Over the air & real-time updating of content •  Complete tracking of content shared with respondents •  Secure interviewer validation process •  High quality video compression and distribution management © Lumi Technologies Inc. 2011
  • 28. Passive Technologies Include Analysis of Facial Expressions Passive analysis of the face via Affectiva technology or others can provide another means to test effectiveness of ads, media, etc. Real-time Passive Assessment of Emotions Expressed © Lumi Technologies Inc. 2011
  • 29. Passive Tracking of Human Biosigns & Neurological Data through Mobile Connected Sensors Lumi Mobile is partnering with health care device manufacturers such as Toumaz Technologies to take clinical tools out of hospital and into the home About the service: •  Toumaz is a pioneer in ultra low power “Body Area Network” wireless sensing technologies •  Toumaz provides disposable smart “bandaids” that can continuously monitor key physiological parameters on the body and report to a base station in hospitals or via Lumi’s REACTOR platform to use any mobile device out of the hospital. •  The Lumi platform then ensures the data can be further filtered and processed by relevant end-users. © Lumi Technologies Inc. 2011
  • 30. Lumi Works with Health-related Businesses to Add the Mobile Aspect to their Technologies or Services Pa6ent% Educa6on% Social%Health% Telemedicine% &%Games% Lumi% Remote% Personalised% Monitoring% Mobile% Medicine% Pla-orm% © Lumi Technologies Inc. 2011
  • 31. Example: UbiqiHealth’s Service For Sufferers of Chronic Disease Powered by Lumi Lumi is able to provide a robust mobile & web solution to that helps patients track conditions, remind them to take medicine, share thoughts and more About the service: •  Carefully designed respondent experience to maximise fun and ease of completing a pain diary, medication tracker & trigger tracking tools •  Easy for patients anywhere in the world, young or old to access and use this service via any mobile device •  Fully integrated with web services providing doctors, patients, and communities of disease sufferers all distinctive and secure ways to access and analyze the data © Lumi Technologies Inc. 2011
  • 32. The Mobile Device Can Morph into the Second Screen Providing a Whole New Layer to Television, Music, and Live Events While Also Serving as a Powerful Means to Generate Consumer Insight Children’s Game Live Programs Shows Sports Reality Politics Event TV TV Talk Shows
  • 33. Our “LumiLive” platform demonstrably enhances the viewing experience and keeps people watching shows for longer ABC / Disney Oscars Event Was Produced With Ipsos in February 2011 “LumiLive” offered a combination of chat, polls, predictions and prizes to engage the audience as an overlay to the Oscars broadcast Viewers using Lumi’s service enjoyed the experience at least 25% more than nonuser viewers 88% of participants said the application made watching the Oscars more 92% enjoyable said it would make them more likely to watch live TV events © Lumi Technologies Inc. 2011
  • 34. Live Examples of Game Elements: ABC / Disney Oscars with Ipsos © Lumi Technologies Inc. 2011
  • 35. The “LumiLive” platform demonstrably enhances the viewing experience and keeps people watching shows for longer Example: ABC / Disney Oscars with Ipsos LumiLive users watched the Oscars 42% longer than non users 22% of users said they would pay for LumiLive 85% Participants made over 12 comments each on average of users participated in each LumiLive users enjoyed the Oscars event (poll, trace, quiz, etc) 50% more than non users 65% would have turned off the Oscars if they weren’t using LumiLive © Lumi Technologies Inc. 2011
  • 36. The Opportunities to Create New Services & New Business Models Will Come From the Creativity of Leveraging the Full Potential of this new Platform –  Active Surveys –  Passive Research –  “Games” –  Live & Social –  New Analytics –  Other New Technologies 12.09AM 03 MARCH 2010 36 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 37. AGENDA –  Evolution of Market Research –  Why Mobile Now –  Consumer and Digital Insights –  Discussion 37
  • 38. DISCUSSION: SOME CRITICAL QUESTIONS –  What do you get when you draw these lines of development out 3-5 years? –  Power of passive –  Gamification of research experiences –  Power of the new platforms –  Ubiquity of access –  Great user experiences –  Providing value back to the respondents –  What happens when there are no “dumbphones” left? –  What happens next to the development of the exobrain? 38
  • 39. Rolfe Swinton Co-Founder rolfe@lumimobile.com USA +1 917 693 3541 UK +44 7879627439 Joanna Jen Kantar Director joanna.jen@kantar.com m: +19176092700
  • 40. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta Organized by: Thank you to sponsors: LinkedIn Group: Mobile MR Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter