BBH Digital Strategy iPhone6 Cheat Sheet
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A marketers guide to the iPhone6, Apple Pay and Apple Watch launch. All the information you need to know about how the new updates will effect your brand.
Developed by Nicole Landesman, Ben Zoll, Megan Piro and Julian Cole
2. APPLE LAUNCHEDTHREE NEW PRODUCTSI iPhone6/6PlusPayWatch 3. iPhone 6 / 6 PlusBIGGER AND MORE POWER 4. WHAT WAS THE TECH?Apple launched two new big powerful phones - iPhone 6 and iPhone 6 Plus.Key Updates:- Larger Screen: The iPhone 6 has a 4.7-inch display and the iPhone 6 Plus has a 5.5-inch display,making both substantially larger than the iPhone 5’s 4 inch display.- Thinner Device: The iPhone 6 is 6.9mm thick and the 6 Plus is 7.1mm thick, making them thethinnest devices ever created by Apple.- Enhanced Display: Includes Retina HD resolution and a curved screen for an improved viewingexperience.- Optimized Camera: Allows for optical video/image stabilization and new autofocus features.- Faster Speed: Includes a new A8 processor which is 25% faster than the A7 that preceded it. 5. WHAT DOES THIS MEAN FOR MARKETERS?As mobile devices continue to get larger and more powerful, consumers are more likely to use them asall-encompassing devices rather than divide their time amongst mobile, tablets, and computers.- More Time Spent with Mobile: Enhanced battery life will allow users to spend more time with theirmobile devices while on the go. The new iPhones allow for 14 hours of talking, 50 hours of audioplayback and 11 hours of video watching.- Greater Demand for Mobile Communications: These updates put increased pressure on marketersto focus their attention on mobile. The increase in screen size will allow marketers to create evenricher mobile experiences for consumers, whether through the use of mobile applications, mobiledisplay advertising, or mobile enhanced websites.- Increase in Mobile Video Consumption: Larger mobile screen sizes are likely to have a large impacton branded video consumption, and is a key point marketers need to consider when creating customvideo content. 6. PayREDUCING THE BARRIERSTO PURCHASE 7. WHAT WAS THE TECH?A new payment system using NFC technology- Apple finally capitalizes on its long owned, but unused NFC patents to offer aseamless purchasing experience. Apple Pay uses an NFC antenna to transferpayment information to touch ID technology.- Credit card numbers can be pulled from iTunes accounts or loaded through thenew iPhone 6’s camera.- The tech eliminates the need for customers to share personal information in orderto pay. 8. WHAT DOES THIS MEAN FOR MARKETERS?Apple Pay is Going to Change Consumer Behavior- Consumers have begun to display a strong appetite for simple, intuitive mobilepayment apps such as Venmo, Seamless and Uber, so it is no surprise that Apple islooking to increase their presence in this space- With a large list of merchant partners and anticipated ease of use position, Apple Payis poised for much heavier adoption rates than existing mobile payment options.- Impulse purchases are likely to increase with this technology as mobile shopping willbecome more seamless. Apple has provided an open API so brands can embed ApplePay into their apps. 9. WatchA NEW SET OFINTERACTIONS 10. WHAT WAS THE TECH?Following the unveiling of the iPhone 6, Apple put months of rumors and speculationto rest. Both a comprehensive health device and a customizable, interactivetimepiece, the Apple Watch was touted by Tim Cook as the next chapter in Apple’shistory.It is the most personal device Apple has ever created. A breakthrough inputmechanic features a ‘Digital Crown’ that can scroll and zoom to navigate withoutobstructing the small interface and a new ‘taptic’ engine allows another subtle way ofinteracting and communicating without additional input points. 11. WHAT DOES THIS MEAN FOR MARKETERS?Brands/Designers will need to create new actions with the smaller confines ofApple Watch interface and new set of interactions.Haptic technology allows brands to connect with consumers in new ways.- Some brands have been experimenting with haptic technology such as the DurexCondom project ‘Fundawear’ which created ‘touching underwear’. 12. PRODUCED BYBBH NEW YORKNICOLE LANDESMAN, BEN ZOLL, MEGAN PIROAND JULIAN COLE
- 1. BBH DIGITAL STRATEGYIPHONE6CHEAT SHEETNICOLE LANDESMAN, BEN ZOLL, MEGAN PIRO AND JULIAN COLEBBH NYC