A couple weeks ago, we held an event called the Future of Mobile Tech & Communications at the WeWork on 42nd Street and 3rd Avenue in NYC. You can see highlights from the event on this blog post, but in case you wanted to read the entire transcript, we have the entire interactive panel event published word-for-word below. The transcript isn’t perfect but the general ideas are there. Enjoy!
Full Transcript from Future of Mobile Tech & Communications Happy Hour
Al: Alright thank you everyone for coming, for those who are standing there’s seats up here in the front. Anyone that wants to sit up here, it’s very nice and comfortable.
Aaron: It’s like school, nobody wants to sit in the front row.
Al: But thank you for coming, this is The Future of Mobile Tech and Communications. My name is Al, I will be host moderator for tonight. Why do we care about Mobile Tech and Mobile Communications? I just read a research report for this morning saying the internet of things is supposed to be an eight trillion dollar market place, mostly connected through mobile devices. Thinks like beacons are supposed to change the way shoppers are shopping in the retail stores and they can buy things the way they want how they want. In general, mobile is blowing up, we all know that so that’s why we are all here today, right?
So, other reasons you are here:
Audience Female speaker 1: I’m in a college program….
Al: Awesome. So one thing we like to do with our happy hours is we like to go around the room and quickly introduce ourselves. So, just say your name really quickly and where you work. My name is Al, I work at Cooperatize.
Harry Hawk: Harry Hawk, I…With Leske’s bakery brought the cookies. I have a marketing consulting firm and I teach at New York City College of technology and hospitality.
Al: So as you can tell this is very diverse group of people. There’s a lot of people here from Mobile Week. PRSA, Public Relations Society of America and today is also Earth day, randomly. We were thinking about holding this event on Monday 4/20. But we thought it might not be nice day for…
Audience Female speaker 2: Why?
Al: We thought the event wouldn’t be very “high” on people’s list of activities to do. Really quickly huge thank to our partners Mobile Week, as I mentioned. Leske’s bakery. I want you to imagine the best pastry, or Apple turnover you ever had in your life and multiply it by ten; and that’s what Leske’s bakery is. Leske’s Bakery in Bay Ridge, Brooklyn is the best bakery in New York City.
Harry: Original Scandinavian bakery.
Al: There we go, Scandinavian. I’m part of PRSA Tri-State District. It’s the largest public relation society in America. I think it’s 22,000 PR professionals nationwide. The Tri-State District kind of overseas in New York, New Jersey and Connecticut chapters of PRSA So if you are interested in PRSA, come talk to me and there’s other people here from PRSA if you’re interested. And the space here is WeWork. WeWork is very open community of creators hosting events like this and there’s lots of startups, designers, you name it in the space. If you are interested in learning more about WeWork and this space specifically, talk to Kieran in the back right there with the red shirt who signed you in. You can talk to him about taking a tour and being a part of this really awesome community. There are multiple locations in New York City and I’m at the one in Soho West on Varick and Houston. They are all over New York if you are interested in working at WeWork. I also work for Cooperatize and PR 2.0 is Meetup that we run that organizes events as well. So, we will quickly introduce these speakers now. You probably wondering who these people are, they didn’t introduce themselves yet. Sandy tell us who you are and what you do.
Sandy: I am the founder of Fashion Digital and FD Mobile. We run large conferences in New York, LA, London and we basically connect technology solution providers with large retailers.
Kim: I’m Kim. I’m a director or product at Run. We are an ad tech startup, very active in mobile and cross device targeting and we were recently, as of last September, acquired by Publicis group so now we are still an ad tech company but within an agency network. Kind of this interesting hybrid of agency service and the power of programmatic buying technology.
Al: And a fun fact about Kim…can I tell them your fun fact?
Kim: Yeah, sure.
Al: She has a dog named Gordon. Is it Gordon? Gordon.
Kim: Yeah, Gordon.
Al: He has his own Instagram account. It’s called Gordon…
Kim: @GordonGlaser G O R D O N Glaser.
Al: Gordon will be one of the most popular dogs on Instagram, so everyone here follow.
Kim: He’s the bulldog puppy if that makes it easier.
Al: And he’s apparently won some contests or something.
Kim: Yeah, I don’t know if anyone knows about spike ball but it’s a pretty cool sport and they have a competition. We could talk about it after, but yeah it’s pretty cool.
Al: Anyways, alright. Aaron…
Aaron: My name is Aaron Saunders, I’m the CEO and founder of Clearly Innovative. It’s a web and mobile development agency based in DC but has offices here in New York City. Also I published a book on mobile development. I teach mobile development at Howard University in Washington DC and finally my company recently has kind of created a separate organization within where we do STEM development for middle schools and high schools. We run summer camps, we do in-school programming for kids, and we’re trying to extend that even larger.
Al: And Aaron is also a part of the WeWork family so, got to represent WeWork.
Aaron: WeWork Fulton Street.
Al: Right, and Bianca.
Bianca: I’m Bianca Posterli and I’m director of Content and Community at Mode Media which is formerly known as Glam Media. We changed our name about a year ago so you may know us as that. We essentially connect bloggers and advertisers. I…Until about a month ago was doing an editorial on social media stuff, but as of yesterday we completely re-launched our site and our platform, Mode.com, go check it out. So my new job is essentially bringing on talent to our platform and engaging our community as a larger role.
Al: And a fun fact about Bianca, I’m going to say it. She was Forbes 30 under 30, right, for media, right?
Al: And she actually used to work for Tyra Banks’s company, so if you’re interested in 90’s supermodels. Talk to Bianca.
Bianca: I have all the secrets.
Al: Alright, onto the event. This is going to be very interactive panel. What’s going to happen is, we’re going to ask the panelist questions. But before they provide the answer, we’re going to ask you all what you think the answer is and you’re going to vote in your answer just like American Idol style, by texting in a number, ok?
Everyone has a phone and general texting rates apply, as they say. Text AC867 to the number 22333. So you’re texting AC867 to the number 22333. Not the other way around. Once you do that, you should get a little message saying that you joined our happy hour game show, something like that. Let’s give you guys like a minute or so to do that, you know. I could bring out Gordon’s Instagram page while we wait if you want.
Kim: It’s pretty cute.
Al: Are people getting their message.
Audience: Yeah, mhm.
Al: Getting it? Cool. I’ve heard that if you use Google voice it doesn’t work. So you have to use your actual texting app.
Audience Female speaker 3: There’s no charges right?
Al: General texting rates apply.
Audience Male speaker 2: No extra charges.
Al: No extra charges, we don’t do anything on top of whatever Verizon or AT&T charges. Alright, I’m going to assume that everyone has texted AC867 to 22333. And should’ve gotten a little message saying that you’ve joined the Cooperatize happy hour. Alright, we are going to move on…
Kim: Ask them who hasn’t joined.
Al: Ok, who hasn’t joined? Yeah, that’s a good question.
Kim: Because you guys are free riders.
Al: Yeah, Leske’s bakery has not joined.
Harry: We’re in now.
Al: Ok, Leske’s is in. Anyone else not in? Can’t use Google voice, that’s only thing…Can’t use Whatsapp, obviously. Has to be texting.
Sandy: Why not?
Al: I don’t know. We’re going to be using this mobile app called Poll Everywhere. Which allows us to get your texting results and we can see what you think versus what the panelists thinking. We are going to do a few test rounds to make sure this has worked. Ok, the first question. As I mentioned, today is Earth day. What’s the best way to support earth day. Are you going to plant a garden, throw a party like we are today, recycle or just donate? So in the spirit of earth day, what do you think is the best way to support the holiday?
Kim: Through fun.
Al: Recycling is the biggest, no one wants to donate, really?
Aaron: Throw a party?
Al: Yeah, throw a party, fine. Recycle.
Bianca: Especially if you recycle after you throw a party.
Aaron: Yes, there you go.
Al: There you go, I should have re wrote the answers to the question. I’ll give you guys ten more seconds. But it seems like recycle is the consensus here. It’s great, make sure you recycle all your cups afterwards and bottles…You kind of get the idea how this works right? We are going to do one more just to make sure.
Sandy: By the way do we have a hash tag for our panel.
Al: Oh yes. The hash tag is future of mobile. #futureofmobile. We’re going to go to the next question. This one is actually mobile-related. What was the last mobile app you used before coming to this event? Facebook, Twitter, Google maps, I know some of you guys swiped so Tinder.
Bianca: Oh, people are admitting it.
Male speaker 4: What’s the last one?
Al: Oh, it’s Tinder.
Bianca: No SnapChat? Mine could be SnapChat.
Aaron: No SnapChat, no Instagram?
Al: Google Maps kind of makes sense, probably had to figure out where this WeWork was, so. What about you guys, what do you guys think, what was the last app you used before you came here?
Sandy: Oh, before I came here. It had to be Gmail or Twitter because I’m always on that.
Al: Gmail or Twitter.
Sandy: In fact I’m on Twitter right now.
Al: You just magically came here? You had to use Google Maps or something.
Sandy: Oh so what I did is I mapped it out at home and then took a picture of it.
Al: Ok. And then opened it in Gmail which is…
Sandy: No, I just opened it in the Photos album.
Al: Ok, cool.
Kim: You know, Gmail.
Al: Uber, alright.
Al: SnapChat, ok. So, these were just practice questions. The following questions, they actually have to pick…I already have their answers on a piece of paper, so they can’t change based on what you guys vote. They are not going to be influenced by you. We are going to compare what you guys think with what they have already told me.
Al: So let’s begin. Before we got to that, everyone is on their phone right now. If you want to mention any of the speakers or any of their companies, here are all their twitter handles. Aaron Saunders, Aaron K. Saunders with @C_inovative, Bianca is @bincerli?
Al: Bincerli, and then Mode media is her company. Sandy is just Sandy Hussain, @SandyHussain. Kim Glaser. Kimberly Fanya…
Kim: That’s my middle name.
Al: Because your last name is actually Glaser. Ok, first question for the audience is: What area in mobile will you see the most growth in the next 10 years? Very high level, social is a, local is b, commerce is c, entertainment is d. Someone is really into commerce. I’m going to give like 15, 30 seconds and see what people think.
Al: No one’s on local, really? Alright 10 more seconds, get your votes in. Is it done? So everyone thinks it’s commerce and Sandy you told me that the answer to this question was commerce. Why did you pick commerce? And why did you agree with everyone else?
Sandy: So I picked commerce because well, you know obviously I’m a little biased because fashion digital is all about e-commerce and mobile commerce but without taking away that part that I am a little biased, the thing that is most significant to me with those four categories. I think that social, it’s already had it’s moment and it’s had a lot of big sort of key companies that have broke in the way that we do things. I haven’t felt that commerce has had that same sort of break. I think retailers as well as different types of startups have tried to disrupt commerce in terms of mobile and they just haven’t done it yet. I think over the past say year, year and a half with a few developments that started to change so I think there is going to be a lot of big developments in commerce.
Al: Cool. And Kim you thought it was commerce as well?
Kim: Yeah. I think the rise of mobile payments is what’s going to make mobile commerce have it’s moment. I think that we’ve seen that, like StarBucks has a mobile payments app and it incentivizes people to go to StarBucks and it’s brilliant and it’s really well reviewed. I think that just more on mobile payments, because I know it’s a separate question but the fact that we all carry around wallets with plastic things with numbers on them and that’s how we pay for stuff is such anachronism at this point, there is no reason for that to continue it doesn’t make sense. I think when mobile payment systems do to the wallet what the mp3 player did to the Walkman, then we’ll see mobile commerce pick up, because you wont have to type in like a 14 digit code to buy stuff online. It’s not going to be so cumbersome, we’re going to remove a lot of barriers to entry that exist. And just make it really easy press of a button, they scan your thumb print and you bought something.
Al: Aaron, you picked…He took the contrarian approach. He picked local.
Aaron: I said local, i picked the zero.
Al: Which no one thinks will grow, I think it’s local.
Sandy: You do?
Aaron: I thought it was local because to me local encompasses all these other things. If I want something instantly, hopefully it’s local. It’s around me, I can reach out, I can touch it or get someone to bring it to me. So that’s where I was coming from the local perspective.
Al: Ok, cool.
Aaron: So that’s how it kind of ties into the commerce and the entertainment and all the other things.
Al: Gotcha. Bianca thought it was social which wasn’t very high on the list but people here thought it was something.
Bianca: So I’m really biased because I worked in social and digital firm my entire career actually. I think that inherently commerce entertainment and local always be a social experience because you are on your phone. And then when you look at my generation which is technically millennial generation and the one behind us, we are so attached to our phone and we’re so attached to engaging with people on social platforms, that’s never going to go away. I think that I’ve gotten a little bit bored over the past two years with different platforms. I may have tried away from one and come back to another but there is always something new coming up. I’m a little bit late to the game, especially on Snapchat compared to my brothers, 23 and 19. But then there’s apps like Periscope and Meerkat that are really attracting my attention. I think that’s only going to grow and I think that people can say that, you know, the content on Periscope or Meerkat is sort of basic compared to where we are on Instagram or Twitter, but just compare that to six or seven years ago when Twitter was brand new. We have to think about that in relative terms. That’s why I think the social’s is only going to keep going.
Al: For those that don’t know, what is Periscope and Meerkat?
Aaron: Who doesn’t know, I’m curious.
Al: Or Who doesn’t know what Periscope and Meerkat is?
Bianca: They’re not going to admit that, they’re embarrassed.
Al: I didn’t know what it was until last week.
Bianca: So Periscope and Meerkat are essentially how you can broadcast video live. Periscope is owned by Twitter and Meerkat was sort of the doll of South by SouthWest this year. Both of them are obviously through your phone, you can view them live on your web as well when you’re on your desktop. They are really exciting because you can engage with people in the same way you would engage on SnapChat, watching video live. But then there’s hearts that you can see popping up on Periscope, you can comment on Periscope so you can actually reply in real time when you’re watching a live stream on periscope. It’s really interesting.
Aaron: It can be kind of freaky too. Because if I started Periscoping this room, random people jump on us, start making comments about anything.
Bianca: It definitely has ChatRoulette aspect a little bit, but they’re working on that.
Al: As a matter of fact Sophia right there, she’s part of the PRSA Tri-State social media team and she’s actually Periscoping right now.
Sophia: I wasn’t until five minutes ago and now it’s live.
Al: She’s Periscoping about us talking about Periscope, super meta.
Male audience speaker 5: Can you say something more what you mean by that on local, Aaron? And all the other categories?
Aaron: Local to me, I think, one of the reason I said local because when Al asked me to answer the question was when I was…I mentioned that I teach, I was working with some of my students and they were talking about ideas for apps. And a lot of the ideas for the apps they had were local. They’re college kids and they want to know what’s around them. What can I eat, where can I go shopping, what can I do with my friends. So local is on top of my head, and that’s how it popped out.
Male speaker 5: Thank you.
Al: Alright, next question. Little more deeper into the mobile landscape. Which social media platform will be most effective for brands to reach their target audience. Now moving on to how companies use social media. Snapchat, Meerkat which we just mentioned, Instagram or Facebook and vote away. No love for SnapChat or Meerkat.
Aaron: Most people probably didn’t know what it Meerkat was fifteen minutes ago.
Al: Oh, here’s Meerkat.
Aaron: So how are they going to vote for it, right?
Al: And Instagram is at 45% and they are tied. Instagram and Facebook. Alright, everyone’s vote’s in. Looks like we have two clear winners, oh Instagram picked up a late lead over Facebook. Anyone else, four percent behind. You’re done? Ok. Alright we’re going to start from Bianca this time. Bianca, you thought it was actually two things, Snapchat and Instagram. Why do brands, why do you think brands will use those platforms more.
Bianca: Again, you have to go where your audience is. Buzzfeed has a really interesting model, they are a lot less worried about people coming to their actual platform as they are just brand awareness in general. 75% of Buzzfeed audience actually doesn’t come to the website, they view their content wherever they are in terms of the platforms, whether that’s Instagram, Facebook, Twitter they don’t care they just don’t worry about brand awareness. So the reason I said SnapChat and Instagram was, obviously everyone is on Instagram, I’m on it like every thirty minutes, it’s a terrible addiction. But you really get the feel for the brand, their message, their values. However I think that’s hard when it comes to pushing for sales or for traffic if that’s what you’re worried about. The reason that I said SnapChat was because I feel if you are looking for the younger audience, it’s really where you need to go. There is one interesting stat after Coachella, 40 million people viewed the SnapChat live story from Coachella which is a massive stat. I think that you have to be there, especially if you are trying to be involved with these larger stories that are happening around the world. Then Casey Neistat, do you guys all know who he is? He is like this fantastic New York videographer editor, he’s super intelligent when it comes to being first to market on platforms. He does a SnapChat story every single day, or almost every single day. And he sometimes, his contents added to the New York City story that they have. And he was saying that that only gets a quarter of the amount of views as his organic ones do. So I think the input is there is be your own brand on SnapChat and make your own stories as opposed to going in to the discover section or paying for that advertising rather just take it on your own and do it.
Al: And Aaron took another contrarian approach this one. He picked an answer that wasn’t even on the list.
Al: He thinks it’s Periscope, which is similar to Meerkat but tell us more about why you think Periscope is where brands will flock to.
Aaron: I think that it’s an experiment, I mean I think they are already at these, they are already playing around in these two, Instagram and Facebook. I think that in a video, I really think that video is going to be huge. Look at how many people stare at YouTube all day, right. Now you can take it to a next level that can almost be real time. That’s kind of my…that Periscope will work out.
Al: Right. Kim thought it was Facebook.
Al: Popular answer for the audience.
Kim: So I think Facebook has by far the most mature advertising products out there. They own Instagram, when you sign up for a Facebook account, you’re basically giving them your demographic information, which is exactly what brands look for when they’re planning what advertisements to place, what to pay for them. They are building cross device products to not only, say, we’re going to deliver your audience to you, we know exactly who these people are. We can measure the effectiveness of the money that you are spending. And I just…I didn’t see that, I don’t see the measurement component from SnapChat or Meerkat and I kind of bucket Facebook and Instagram together, because they are really part of the same stack.
Al: Cool, and Sandy is also a Facebook fan.
Sandy: Yeah, just to mimic exactly what you said and then to add to that. I just read the question and so for me when I think about Facebook and I think about you know just demographics. You’re going to find a certain demographic on Meerkat, you’re going to find another demographic on SnapChat, on Instagram, on Vine. I can even feel it. If I go through those experiences there’s a certain feeling or ethos that I get when I’m on Instagram versus Vine. That’s not the same on Facebook, you’re going to have every single demographic on Facebook and that’s not going away anytime soon. When it comes to command and control across all demographics it’s going to be on Facebook and I think in terms of the question just asking the most effective to reach their target audience. If you want to target, you know, say women over 50 you’re not going to get that…You’re going to be able to more precisely target on Facebook.
Kim: I also think it’s a scale question. I think if you are able to design a really effective SnapChat branding campaign, you can do that really well and you can create something that really resonates with people. But I think that’s still a challenge because there is not a lot of understanding there for how to do that. There is no textbook to understand that. The way that Facebook was set up with buying programmatically and things like…there is still a learning curve there too. I think eventually we’ll get there this will be like a portfolio approach where you do something different on SnapChat but you still use it. I just think that time hasn’t come yet.
Bianca: That’s what I think is the most interesting though right now is that if you want to come out in the lead against other brands try to be first in market, be innovative where is Facebook now. You really can’t play the game unless you’re putting a lot of money behind it, because of ad rank, you’re never going to get the amount of views that you used to back when Facebook was organic, it’s just not going to happen. So when you are trying to grow your brand don’t bring your money towards Facebook at this point.
Al: Question in the back?
Male speaker 7: Yeah, I’ve got a question. I believe that SnapChat will be the future over Instagram and Facebook. If you look at this…this is inside of [inaudible] If you ask kids what is the most popular thing that you should go on right now. It wasn’t Facebook, Instagram was like second, but SnapChat is like the new thing. If you are trying to reach to like a demographic, like kids, like that will grow into like us, like adults.
Sandy: What’s your definition of kids?
Male speaker 7: [inaudible] You see kids with iPhone, they…[inaudible] There’s a study on that too, right. What’s the best technology out right now. iPhone or the Samsung. They said iPhone, they picked iPhone all day, because it’s the coolest thing. So kids are taking things that are cooler than what our parents [?]. Your parents are on Facebook right now. Checking on kids.
Kim: Yeah, I think there is a difference like…
Male speaker 7: Basically said things like, Twitter is not ok right now too. Why is Twitter not the right, latest thing over Instagram as well.
Kim: I think there is a difference between the applications that are very popular with certain demographics and then the applications that have really strong marketing products. They’re not the same. I don’t think, I think…There is no doubt that Snapchat is extremely popular. People that are creating content there are getting a lot of attraction, that makes a lot of sense. If I’m a P&G am I going to decide to spend hundreds of millions of dollars on Snapchat, maybe but I would like to know exactly how am I going to be able to measure the return of that money and get some idea that exactly who’s going to be seeing my ads and some expectation there. I think Facebook has done a really good job of setting that up. Because the second you create a profile I know your age, your gender, I know that you’re a real person which in digital is still a concern. Those things are super valuable.
Male speaker 8: I just believe like Facebook is a little bit more intrusive. [inaudible] Like Snapchat [inaudible] at the same time there’s a point where [?] popular. So, maybe you want to get to a certain generation or certain people, I think Snapchat would be like the future. That’s my opinion.
Kim: Could be.
Male speaker 8: I think Instagram will be like someone like [inaudible] branded there as well because it’s free, all these things are free I mean it’s the point of…
Al: I did not think about that deep in to it.
Aaron: What was the question?
Male speaker 9: These are two things that are being mixed up.
Al: There are all good conversations, we’re going to move on to the next question. One more thing I think you…
Male speaker 10: I just wanted to say, this is like a trick question because it depends on the demographic, what are you looking for. There is no answer to anything because Snapchat you know, there are a lot of TV shows, a lot of television networks that use Snapchat. Like you said on the older demographic, people’s grandmothers now on facebook so you know, geriatric doctors are…[inaudible] Instagram is more vision right?
Aaron: They are not going to get Snapchat.
Male speaker 10: It depends what your demographic is, which target are you trying to hit, because that’s the best for you.
Al: Different perspectives reaching our audience through advertising and organically reaching them is always going to be a hot topic so a lot of interesting stuff. We’re going to move on to the next question, sorry to cut everyone off there. We’re going to move on to apps now, everyone loves apps, everyone uses apps right? What type of apps, or app you think users will download the most in the next five years? Travel related apps, health and fitness, games or e-commerce and being. And it’s great because everyone in the panel thinks different things, so we’ll have some interesting feedback about this question. A lot of back and forth, but health and fitness people love getting, being healthy. Op, games and e-commerce making a run for it, e-commerce, nope still health and fitness. People still want to be healthy they don’t want to…
Male speaker 11: This is kind of biased though, we’re taking this poll in New York.
Aaron: It’s true.
Al: Ok, it looks like health and fitness is a winner, not by much. No wait, still health and fitness, ok. We’re going to start with Sandy this time. Sandy you said games.
Sandy: I said games.
Al: Why do you think people will constantly download Clash Clans and Candy Crush?
Sandy: I think games work really well in the app environment. I think it’s a [?] premium on a, you know, case. I think that right now, games probably dominate when it comes to apps. I just look at the amount of engagement that you have with a game versus other types of apps. I don’t see any comparison with anything else. I obviously am an advocate for ecommerce but the way I look at that is you know, to me I don’t see the world being dominated with tens of thousands of ecommerce apps but I definitely see like, you know, I mean Kim Kardashian has her own game. You know, and it’s a very successful one. If people are spending time on Kim Kardashian’s game. They are spending time on all sorts of games like dots and what not. I don’t know I just see that in terms of the quantity of downloads can’t compare when it comes to games.
Al: Sure. And Kim, you said, what did you say? You said
Kim: I said games.
Al: You said games too.
Kim: But I think there’s two reasons. I think it’s not even Clash of Clans for me and Candy Crush it’s the gamification of everything. It’s a fact that like social is a game. You get shares and likes then you’re winning in a sense. You get 50.000 followers, like you’re winning at Instagram or Twitter or what ever that is. And you can monetize that. I think that’s one component and that’s true of health and fitness and websites like Fitocracy where that’s the whole point, you get addicted on this like social reinforcement of doing good things or sharing worthy content. And then I think the second component is that, like mobile games I think have become very addictive and we figure it out, this like, or people, not myself. The people have figured out this great formula what makes games addictive, and as our mobile technology gets better as the sound quality gets better the hardware gets better, we’re perfecting the visuals and the entire experience of games. I think they’ll continue to become more immersive and more addictive. Right now I think gaming is like two x the amount of time that people spend in facebook, they spend on gaming and Facebook has 17% of total time that people spend in any application on their phone. It’s pretty substantial and I think it’s going to increase.
Sandy: By the way productivity is missing.
Al: That is true, yes. We only have four options. Aaron thought it was e-commerce. Which was second place according to you guys. We know you love e-commerce, tell us more.
Aaron: It was funny because it was kind of related to…
Kim: Kim or Sandy.
Aaron: Both of you said. When she mentioned Kim Kardashian’s game to me I linked that in with e-commerce. All these apps, think about all those games, people are playing them and they are doing in app purchases and they are buying. That’s kind of, to me, when I said e-commerce I thought that you’re going to end up with so many of your apps on your phone where you’re just making these micro purchases and spending a little bit of money over and over again without even realizing, they will just become habit.
Al: And Bianca you thought, actually it was also games.
Bianca: No, I said health and fitness.
Al: You did? Oh wait no, you’re right, yeah I’m sorry. Health and fitness which is the clear answer according to audience, so why health and fitness? Sorry.
Bianca: So health and fitness, I went to a conference three weeks ago and there was a stat that 75% of people don’t view health as just your physical health, your well being is your physical emotional and mental wellbeing. It’s not just like how many miles you can run. It’s if you are mentally stable, how much you’re meditating, how much you’re eating in terms of nutrition but even though all the people are worried about it, only 57% of people, sorry 50% of 75% actually want a road map of how to get there. They feel really lost, so I think that’s the future in terms of apps if you guys can provide that, this like very clear path of how to be a well rounded, healthy person in all aspects that’s what everyone is looking for but hasn’t actually found yet.
Al: One question, one question from the audience.
Male speaker 12: About gamification, everybody wants to have gamification, that’s theoretically a great way to monetize to gain traction in any marketer app but is extremely hard to do. I’m wondering if you believe that gamification and if you had, even if you don’t do it…it’s not your vote, how would you vouch for gamification being the next app people use, next popular type of app people use in the next five years?
Kim: I don’t think that just having elements of play in an application is what makes it successful. I think it’s a combination of different things. There’s some other things that are weighted equally in gamification and the theory of what makes product or anything really successful, like variable reward is another thing people talk about. It’s not just enought to have positive reinforcement for doing certain things, either in a social capacity or seeing your score go up for…you get more points for this or that. You also need to return to, you need to be able to return to your application and experience something new and different. I don’t think it’s the only thing, I just think it’s something that we’re going to see more and more of because it works.
Male speaker 13: Hey, I have a question.
Aaron: That’s two questions.
Male speaker 13: I was thinking about [?] I think that might tie together at that [?] but with [?] What were you thinking about within that category. I work at Otto’s, urban mobility is going to be a huge thing. Apps are going to come full force at this market where you think about your parking, all these [?] streets of applicable come in the next four or five years. I think that would be a pretty [?] I was curious what you were thinking about that category?
Al: Really quickly, I created this question thinking travel would be lumped in with things like Uber, you know, Kayak and all those travel sites. Just thinking people wanted an easier way to buy transportation or going somewhere. But funny you mention wearable tech because that kind of leads in to our next question. Which talks about the internet of things and how are mobile devices connect with the offline world which is obviously a big trend. The question is, which type of offline integration will gain the most traction in the next five years. The four categories are home, things like Nest. Health-based things like FitBit, or Nike Fuel Band, e-payments, Apple pay, I don’t know what else, Square Cash? I don’t know if that considers mobile payments and Wearable Tech which is the Apple Watch everyone is raving about, or not raving about. This is kind of going a little bit beyond mobile and how you think we really connect with offline world through our devices.
Male speaker 14: It’s a little hard to hear in the back end of because of the sound of the machines. Could everybody speak up a little bit.
Al: Yeah, thank you. E-payments, Apple pay is the big, is clearly the big winner but Home is getting a little lead, no one likes Apple watch apparently. That’s also what I’ve been reading. Anyone see that huge expose, or not expose that story in The Verge.
Aaron: Yeah I saw it, but the funny thing about it is did anyone see the article that says that more Apple watches were sold in its first week than all of the android would have been sold, previously to date.
Sandy: What color?
Al: Good question.
Aaron: That’s what I thought was kind of surprising.
Al: Alright, so the clear winner is e-payments things like Apple pay. Sandy you thought it was e-payments, quickly why did you pick that?
Sandy: You know, I don’t know. I just think it’s going to be the most convenient thing, you know, it’s not about…Yeah, I just think it’s just going to bring so much convenience to our life there’s no question.
Al: Kim you also thought it was Apple payments.
Kim: Yeah, I think. For a lot of the reasons I said before about mobile commerce, I think there is Apple pay, there is SnapCash, there is Venmo, there has just been a lot of innovation here. I think also there is room for brands to take control of that like I mentioned before. I just really hate carrying around the wallet. Personally I would like to see this happen. It makes so much sense, there’s no reason not to.
Al: Aaron, the contrarian. Wearable Tech.
Aaron: My thing of the e-payments faces…I mean here in New York in this room, it’s huge but there’s a lot of people that don’t even have smartphones. There is still people who have smartphones who…I know people who have smartphones who don’t like to use the ATM machine. There’s a whole bunch of people out there that sometimes, us technologist we need to step out of our bubble and recognize that this stuff is cool for us, we all get it and we all do [?] uber stuff. But even like you said before, you mentioned Snapchat, you mentioned some technology a lot of people in the room that haven’t even heard of it yet. Some of us are so far ahead because this is the world we live in, that is kind of hard for us to recognize that there’s a huge population of people out there that aren’t even with us yet.
Al: Those are good points. Finally Bianca picked home for things like nest, care to elaborate on that?
Bianca: Yeah. I think that what everyone’s, what we already know is minimizing effort and maximizing returns. So things like home, I sort of lumped a lot of the like [?] that you can get in your own home. I took that a little bit on my own, but things like Glamsquad where you can have someone come to your house do your hair do your makeup. It’s all about getting things done in a maximum, or a minimum amount of time for maximal reward. That shows the woman where it’s like the constant how do you balance everything, I don’t have kids yet but eventually, one day, that is a possibility. So I think that sort of the future where everyone wants to go.
Male speaker speaker 14: For something like Glamsquad when somebody’s coming to your home and doing your makeup, cosmetics. What economic toll does that take on their portion of the economy and that they have to come and do that.
Bianca: I think that it actually benefits them because I know a lot of stylists who wouldn’t have that amount of work if it wasn’t for apps like that. They get way more awareness from consumers who will then regularly request them so their profits are way up.
Al: Last question.
Male speaker 10: By default, for the [?] saying. E-payments, Apple pay is the automatic winner because how you pay for all those things. You could pay for your Nest on your phone. To pay for it where it’s at on your phone, I think that should be [?] because it’s going to take over everything. How do you, you know, buy those things so automatically…
Kim: I think wearables are connected to mobile devices in most cases that are like synced, like it’s a diamond fit, you have like an app that gives you stats and stuff.
Al: I mean, yeah. The overall theme is that everything is kind of connected right? Hence the internet of things.
Sandy: The other thing that we haven’t, you know, it all depends on location right? In most parts of the developing world where the majority of people are, a smartphone is actually the only thing that they have. It changes the way they interact with commerce because in one of the largest retailers in Africa for instance, a company named Kongo, it’s a mobile commerce company. I can’t remember how much it does in revenue I think it’s six, billions of dollars, it’s basically the Amazon there. Part of the reason is that in terms of electricity, if you have any electric problems, your cell phone is probably still charged and you still have the ability to pay for goods through your cell phone. I really do think that it all depends on, you know, here we are really spoiled with the advantage of desktop computer, a laptop, a smartphone and an Ipad and God knows what ever else, oh our watch. In other parts of the world all they have is, you know, not all they have but you know they have their smartphone which acts as their laptop and mobile stuff is going to be inevitable there.
Aaron: The thing is it’s not even [?] probably it’s a country. Well it’s probably places that are very close to where we are now where…I know when I teach kids who don’t have internet access at home. The way that they get access to the internet is through their phone. It’s…you’re absolutely right, mobile matters a lot today.
Al: Last comment.
Female speaker 5: I mean we are talking about people who rely only on a phone, but have there been any major developments with maybe I don’t know with like, battery usage on phones, because I can’t imagine not having my wallet, my debit card in my phone that is constantly dying.
Bianca: That’s actually the reason I would never rely just on Apple pay. Think about what happened few years ago when there was Sandy. I lived in the zone where there was no cellphone service. I couldn’t call my parents, I didn’t have internet and lights, and so the last thing I ever want is to be completely reliant on my cellphone to pay for things.
Male speaker 15: There is going to be wireless and other technology so like, your phone will charge.
Bianca: Yeah, but I mean we have wireless internet right now. It doesn’t necessarily mean that something like that won’t happen like that again, or you know anything else might happen.
Female speaker 6: How far away in the future do you think so [?] it’s like two years, three years.
Sandy: Ikea just came out with the line of furniture where you just put your phone, that to me is groundbreaking. It sounds a little cheesy but imagine you’re just hanging and you can…your phone is charging
Male speaker 16: It’s taken a long time for inductive charging to catch on, that’s been around for a long time.
Al: Before this is a whole science debate let’s go on to a final two questions.
Kim: I don’t think it will ever fully replace paying for things, not using mobile payment. I just think it will proliferate because it’s a great alternative, but I don’t think it will ever replace not doing it or being the only option by any means.
Sandy: It’s true, we all carry debit cards and cash at the same time.
Al: Alright, we ready for the next question?
Female speaker 7: Can I answer this one?
Al: Ok fine, fine. What is it? Speak loud.
Female speaker 7: I want you to list a [?] how these wearables are not [?] increasing more thought because I’m thinking of more sophisticated than the [?] Because up to now I think things that is quite technology basis right, consensual, it’s not much in the field of need in terms of like, there is a great medical need with the aging population things like this, medical care field and you know I’m very surprised that there isn’t like this view that this will grow a lot and carry us to see [?]
Aaron: Everybody here is under 35.
Al: We’ve got two more questions. The last one is a fun one so it won’t be about mobile, but this one is about mobile. Which platform will you see the most creative content produced from content creators in the next five years. Now we are moving on to actually creating content. When you are posting on Instagram, posting on Snapchat, where do you think people are going to post the most is it LinkedIn, I know LinkedIn is getting a lot of press these days about posting thought leadership articles and stories. Instagram, everyone is obviously posting their dog. Blogs, traditional blogs you know and YouTube. Pretty even mix both Instagram or YouTube, woom, blogs, who’s picking blogs. YouTube is still a clear winner, people love video. I think Aaron was thinking to love video. It’s a…Ok, looks like YouTube is the clear winner. It’s becoming even more…Ok. We’ll talk to Sandy first, Sandy you said it was going to be, she also decided not to play by the rules for this question. She thinks the platform that consecrators will move to is Vine.
Sandy: I didn’t say that they were going to move to it, I answered the question, you said, most creative content…Ok, I can tell you why Vine for me. I took a long time to get on Vine and I recently did it and I became seriously obsessed. I became very obsessed with Vine and there is several reasons. Number one it’s extremely engaging it’s…I have the mentality or the mind of the masses. For me I like to tell people I keep things really simple. I like to dumb it down, like way down. But I reflect like the masses. For me, Vine is very addictive, I can sit there probably for two hours and just be like oh my God, ha ha and it’s very addictive, but the thing that is most important to me about Vine, I sat there for days looking at it and trying to understand why could I not find a single brand that had a Vine presence especially given the amount of addiction that this app was. Even me, just sitting there for hours and I’ve got stuff to do. I realized that, number one there was a certain level of skill that was needed to be a great Viner, it just so happens that the Vine content is boiled down to six seconds, a lot of the funny content is actually edited.
It seems like there is a certain level of script that’s going on with the Vine content and it actually even seems like there’s a certain number of Viners that are now coming together in their own Vine communities to create this Vine content. What’s really interesting is, they are becoming celebrities and they are now being on…Some of them are on SPU, they are taking their Vine platform and their Vine audience base and leveraging it now to get followers on Instagram and on YouTube and on Tumblr and all sorts of things. They didn’t necessarily have a presence on before, but because it gotten this large presence on Vine, they are taking it elsewhere. Anyway long story short, the reason I picked Vine in terms of creativity and skill level I just thought they were doing something really exceptional and I really liked it and I thought it’s very creative.
Al: Kim thought it was Instagram, which I think was tied for second place.
Kim: Yeah, I think there is more and more branded content that’s being created. I think there’s certain channels that allow for brands to connect with their audiences. Along the lines we were talking before and I think the trick to that is being able to measure the effects of it after and then actually producing content that is super meaningful that does the job. And I think the format of Instagram is almost, is generous enough where you can achieve that without having to know how to make something go viral necessarily and they seem to have a good beat on how to place post Tinder feed from brands that feels quite organic, so that’s why I go for them.
Al: So to have simplicity of use and getting into the feed really fast. Ok. Aaron…
Aaron: Video again…
Al: Didn’t play by the rules again as usual, he picked three. He picked YouTube, actually YouTube is what audience thought, you picked YouTube, Periscope and Meerkat. I think we know why because he a big proponent of video and…
Aaron: And a lot of what she was just saying, about the ability to be creative and do something different and kind of stand out. The other thing as I’m sitting here listening to other panelists speak. One factor that I didn’t really tie to a lot of this when I was going through questions what you were saying about the data and what is in the backend which really drive a lot of this, which would really influence a decision that larger brands are making. How do I measure the results of what I’m doing. A lot of these other things that are new, that are coming out but it’s very challenging to measure the results. So like you said, to do something really creative on Vine, if the larger brand tried to do that, they would have to invest a lot of money and those types of organizations they want to measure their results and if they can’t measure the results they are just not going to do it.
Kim: Yeah, awareness is one thing, you know, but then actually tying that to, ok, did my ROI go up, did I get more sales, which is the less sexy side but it’s important in decision making.
Aaron: It’s very important. I’m going to be short because I know you…I blog, actually blogging is how I started my business. I blogged, I bought leads and do that. I got enough contacts and I started my consulting company. One of the things that I, every now and then I try different things, so every now and then I’ll take my exact same content that I had on my blog and I’ll throw it up on SlideShare. I find that I get interesting results but [?] SlideShare. Recently, so my students were like “Hey I’m just getting what you are saying to me in class and I read your notes, I read your book but I don’t get it, it would be cool if there is a video.” I started taking some exact same content that I had and I put it on video. I don’t promote it, I don’t tweet about it, I just put it out there. One of the things I did because I’m going to age myself here is, my videos are like VH1 pop-up video. I don’t talk at all.
Sandy: I love those pop-up videos.
Aaron: I don’t talk at all. There is no sound, there is no nothing. It’s just me writing [?] food, and every now and then when a cloud pops up and it says something. I’m picking up subscribers and people are watching this stuff and we are just rolling it out there. It’s interesting that video like you said it’s one of those things that people just kind of gravitate towards it.
Al: And Bianca also thought it was YouTube video.
Bianca: Yeah, I think there is a multitude of different reasons. Obviously I work in like, sort of blogger advertising world and that’s what all the advertisers are asking for is YouTube videos. I think also we’ve gotten past point of it being weird to hold up your phone and talk to your phone. I started doing it at South By, and I was like, this is so awkward but then you just get over it. So I think that these people are really realizing there is a huge market for monetary gain by creating these YouTube videos. And also the monetary investment that goes into it on the front end is really low, because our phones are such great quality now, and obviously video editing software comes with your computer depending on which level you buy so I just think when it comes to video YouTube is always going to be…Or when it comes to content creation moving forward, everyone is going to get more creative, specifically on YouTube and continue there.
Al: And it also kind of, makes things easier when YouTube is actually paying people to make videos for them to become an official YouTube partner or channel.
Bianca: It made it easier too, so if you have over 5,000 subscribers you are allowed to go into YouTube creator studio in New York, LA, San Francisco and use their equipment, their studio to actually build your content. So they’re making it even easier for everyone.
Sandy: That’s great.
Al: Awesome, so hopefully you guys learned something today or got it in perspective about mobile, we’re going to end on a fun question, that has nothing to do at all with mobile or technology, it’s more just about this celebrity stuff. I got the answers for this too, who are your favorite Hollywood siblings? Dave and James Franco, Beyonce and Solange the much lesser know Solange Knowles. The Baldwins, is she the one, I don’t know, you compare to Beyonce and it just feels like, you know…The Baldwins or the Kardashians which we all know.
Female speaker 8: Where are the Olsen twins, the Olsen twins?
Al: So I got this, looked at this article that was like top twenty Hollywood siblings and I just picked four from that, I couldn’t pick all twenty under. But the Olsen twins were on that list
Female speaker 8: Damn right they were.
Al: Even James Franco, interesting I wouldn’t have guessed that [?] the answer.
Male speaker 17: Maybe they brought their guns
Al: These are the favorite ones, not the ones you hate.
Kim: Wow this is surprising…
Aaron: I didn’t know there were two of them.
Sandy: Wow, David and James Franco.
Al: Maybe yeah…No one likes the Baldwins, I think they are kind of, I mean [?] you know them?
Al: Alright we got their answers too, we’ll start with Bianca, who did you take…
Bianca: I said the Beyonce and Solange.
Al: Really quickly, why do you think, because they got the least number of votes.
Bianca: I know, I’m shocked guys, come one. I personally love Beyonce because I think that she is constantly innovating what she’s doing from a professional and personal standpoint and she really stands for women as career women and as mothers and as wives. Then Solange, she can hold it down on her own, she’s not the lesser known Knowles sister. She did a massive wedding that was really well appreciated in New Orleans, so I appreciate what they are doing professionally and personally.
Al: Aaron, he liked to keep up with the Kardashians.
Aaron: Because when I see it, it just reminds me of how simple a lot of people in this world are. Because it is just amazing how many people like follow that stuff or re tweet it. It just astounds me, like this thing with that girl sucking her lips, it just blows my mind.
Bianca: Kylie Jenner like has this thing that makes her lips huge and so women all over the world and girls are doing it…
Aaron: And they’re just messing up their mouths and they are getting…It’s just ridiculous.
Bianca: It’s horrible.
Aaron: It is just like, people that simple.
Male speaker 18: I plan on getting that operation.
Male speaker 19: Apparently they are using shot glasses now.
Aaron: They are using shot glasses bottle and all sorts of crazy things.
Sandy: Why do you guys know this?
Bianca: Because it’s all over Facebook
Aaron: It’s a break for me, like comedy, when I’m not working I just go to twitter…
Male speaker 20: It’s like I get all my Kardashian alerts.
Al: Kardashian alerts. Kim, you thought it was the Baldwins.
Kim: I love them.
Al: Guess you love them, that’s totally bold
Kim: I mean like, Alec he’s like a dream.
Kim: Classic, he’s very classy, classy gentleman, he has his drama but it’s like you know…It’s understandable.
Al: Alright, personal decision, it’s fine. And finally Sandy did not pick something from the list, she likes, well it’s kind of related, she picked the Jenner’s.
Aaron: The Jenner’s?
Sandy: I picked the Jenner’s and…There are a lot of reasons I can go down, I can break this into a science. Number one, I’m not ashamed to say that I actually respect the Kardashians big time and the Jenner’s and Kanye West. Number one, it’s a group of them. It’s like, I don’t know how many of them there are at this point but they, it’s, I don’t know. If you think about, if one person even says anything bad about one of them, they all gang up. They dominate social media so much that it’s very hard to get away from them. It’s just, it’s almost slightly impossible because in terms of eyeballs they dominate so much. They have their own little empire. So many people like to say “Oh, they’re going away, they’re still going to die, they’re talentless…”, but how many of you have 20 million followers on Instagram? And have been able to do that, that quickly? I don’t think there is anyone in the room that can do that. And that’s really, you have 20 million?
Female speaker 9: No, but then again how many of us have done a nude video.
Sandy: You know what, actually so to that point. How many people have done a nude video…
Aaron: And don’t have 20 million followers.
Sandy: …and don’t have 20 million followers. There’s something really significant about what they’re doing and they know how to take their brand and leverage it across multiple brands. If you look at those sisters, if you look at their content, there is something distinctively unique that they carved out for every single one of them.
Male speaker 21: Trick transmedia storytelling.
Sandy: So you’ve got Courtney who has the children, if you look at her Instagram account it’s Kardashian kids. If you look at Chloe’s account it’s going to be Kardashian hair, you look at Kim’s account she’s got [?] and I’m like bla bla bla. You look at Kendal’s account it’s going to be Calvin Klein Jeans, it’s going to be New York fashion week, London fashion week, you look at Kylie it’s going to be very edgy brands. Who ever mapped this out was a genius and then you take their bodies, you take their bodies, their bodies obviously are not real but there’s something about their bodies that’s translating very well on two dimensional photography. If you were to data science that I bet you’d actually find something that is happening with, their proportions, I don’t think they were very arbitrary, I don’t think they were sitting there “Hey” I think someone literally thought about it and thought when you take a picture of Kim Kardashian in 2003 versus a picture of her now today, you look at the proportions, there is a reason why she’s getting more likes today than say back in the day.
Male speaker 21: Photoshop
Sandy: It’s not just Photoshop, what I’m talking about in terms of just looking at you know, They’re literally looking at their content and they’re thinking to themselves “What is driving this engagement.” And they are doing more of what works, so.
Al: The passion is real. I didn’t think…Yeah a round of applause everybody. I did not think that this question would lead to anything related to mobile but Sandy was able to tie it all back together. If you want to come afterwards and help the speakers, they are going to be here for a little while. There’s cookies and drinks, wine, thank you again to WeWork, if you guys have any questions about WeWork, Kieran in the red shirt is back there. But thanks again for coming to happy hour.