Efashion 2011 - Jerry Lieveld - Mobtzu

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Efashion 2011 - Jerry Lieveld - Mobtzu

  1. 1. cases - - mars - philips - pggm - pernod ricard - emiDESIGNING MOBILESHOPPING & FASHIONEXPERIENCES ONMOBILE THAT INSPIRE!@jerrylieveld - @mobtzu - mobtzu.com
  2. 2. day 1. 84% at home 2. 80% during misc. times throughout the daystats 3. 74% waiting in lines 4. 64% at worksource: ipass mobile workforce may 2011confidential
  3. 3. mobile 1. 71% of apps downloaded on ios 2. 86% use their device while watching tvstats 3. 69% use their device while shoppingsource: ipass mobile workforce may 2011confidential
  4. 4. 1. gamesmobile 2. mocial (mobile social networking) 3. music & entertainmentcategories 4. mail & messaging 5. weather (sports news & current events, business & finance, health & fitness, travel)source: millenial media 2011confidential
  5. 5. 1. 54% of consumers want barcodesmobile and smart tags in magazines 12% of retailers offer this feature.shopping 2. 62% of consumers want to shop using mobile apps or websites 32% of retailers offer this optionsource: demandware june 2011confidential
  6. 6. 1. 23% of consumers downloadmobile a branded shopping application,shopping 2. 50% plan to do it the future, but only 12% of retailers offer one.source: demandware june 2011confidential
  7. 7. mobile 1. mobile web growth has outpaced desktop web growth 8 timeseclipse 2. smartphone sales will pass pc sales in 2012source: ITU, Mark Lipacis, Morgan Stanley Research.confidential
  8. 8. we create, produce and promote APPS & GAMES for BRANDSconfidential mobile apps for brands
  9. 9. on iphone, ipad, google android, blackberry, mobile touch web
  10. 10. that are easy to use, desireable,consistent, have a purpose and are playful
  11. 11. mobile will be thecenterpiece of allmarketingcommunication mobtzu - mobile apps for brands | mobile apps for brands
  12. 12. consumer behaviour has shifted mobtzu - mobile apps for brands | mobile apps for brands
  13. 13. they wantcompelling storytelling,inspiration and utilityfrom brands. mobtzu - mobile apps forRichard Ting brands | mobile apps for brands
  14. 14. consumer expectation consumers are well versed in tracking down very good, services and experiences and they expect not just basic standards of quality, but the best of the bestconfidential part of the valley
  15. 15. has become far more diversifiedstatus than most brands and organisations have traditionally catered for. mobile apps for brands
  16. 16. instant we expect to have our needsgratification met instantly. 24/7. everywhere. mobile apps for brands
  17. 17. shift world of shopping is undergoing a sweeping transformationconfidential part of the valley
  18. 18. shop everywhere we need to start thinking about our world as a store source: psfk the future of retailconfidential part of the valley
  19. 19. so savvy understand that shoppers are driven by tech, the web, communities and the search for ever-richer experiences source: psfk the future of retailconfidential part of the valley
  20. 20. born ready be prepared to make a sale whenever and whereever the shopper is ready source: psfk the future of retailconfidential part of the valley
  21. 21. ecosystem everywhere sharing our vision: mobile social geo location the new e-crm digital mobile payments social selling & buying ecosystem is mobile 24/7 m-commerce consumerism = brands on mobile 21confidential
  22. 22. new digital mobile surfing social networkingecosystem mobile commerceis mobile mobile in-store/out-store retailand will bring location-based servicestogether near field communications mobtzu - mobile apps for brands | mobile apps for brands
  23. 23. when is it mobile?
  24. 24. mobile isn’t just about phones
  25. 25. contextconfidential 25
  26. 26. context 1.variable environment 2.constant partial attention 3.interruptions / distractionsconfidential 26
  27. 27. context 1.on the go 2.lean backconfidential 27
  28. 28. context 1.limited text input 2.multitasking can be challenging 3.it’s easy to get lostconfidential 28
  29. 29. 1.business sensenative & web 2.user benefits 3.target audience 4.informationconfidential 29
  30. 30. mobile 1.mobile first 2.know your audience 3.make content the actiondesign 4.craftmanship and attention to detailconfidential
  31. 31. craftmanship andattention to detail from brands mobtzu - mobile apps for brands | mobile apps for brands
  32. 32. the more you notice it,the greater you feel itsabsencewhen it’s not there. mobtzu - mobile apps forEd Cotton brands | mobile apps for brands
  33. 33. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 33
  34. 34. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 34
  35. 35. instagram - visual engagement sharing pro like photo’s mobtzu - mobile apps for brands |confidential
  36. 36. fancy - collect, curate and share the things you love mobtzu - mobile apps for brands |confidential
  37. 37. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 37
  38. 38. debenhams qr shopping brand experience mobtzu - mobile apps for brands |confidential
  39. 39. diesel qr likes mobtzu - mobile apps for brands |confidential
  40. 40. aurasma ar/brand experience mobtzu - mobile apps for brands |confidential
  41. 41. word lensaugmented realitytranslate on the fly
  42. 42. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 42
  43. 43. nike+ paint with your feet brand experience and utility extended mobtzu - mobile apps for brands |confidential
  44. 44. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 44
  45. 45. ralph lauren rlxshoppingexperience
  46. 46. wirewaxvideo shopping ipad
  47. 47. squaremobile payments
  48. 48. WeSC interactive display connects digital with retail mobtzu - mobile apps for brands |confidential
  49. 49. mobtzu strategic mobile framework - strategic focus: drive activities that benefit your portfolio/brand - consumer driven: align activities with consumer insights - relevance - decision support: a consistent approach to selecting opportunities - ongoing improvement: measurement of all initiatives to drive learning and future improvement - it’s new territory: apps and mobile landscape is taking off a plan is needed!confidential 49
  50. 50. mobile strategic process Why is does mobile matter for your business? Brand objectives? Business Business constraints (time/budget) Where should we focus? objectives Exceeding service / Entertainment How did they do? What are people doing with their apps and devices? What can we learn for next time? Evaluation Insights What needs and wants do they have? When to plan for an update When can we be relevant? How are we doing? How visible are we? Launch Concept Where can your apps align with these needs? Opportunities Which insights present the best opportunities? How are we reviewed? When can these concepts be executed? What platforms and how delivered to market? Which markets? Planning Concept How do we achieve the best user experience while How will they be measured? aligning with business objectives and insights? Production Design how do we bring delight and be playful How will they be promoted?confidential 50
  51. 51. take outs 1. mobile is the centerpiece 2. tell a story, inspire 3. create a great service 4. focus on needs of the user 5. understand the medium it’s a craft 6. embrace rapid change 7. and...confidential 51
  52. 52. be playfulconfidential 52
  53. 53. THANK YOU!@jerrylieveld - @mobtzu - mobtzu.com

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