Applications iPhone & Marques De Luxe
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Applications iPhone & Marques De Luxe - Presentation Transcript
- Applications iPhone & marques de luxe Copyright IC-Agency 2009 Version mise à jour avec les témoignages de professionnels de l’industrie (Octobre 2009)
- Index
- Introduction & Statistiques iPhone
- Applications Horlogerie Mode
- Podcasts Site Web iPhone
- Key findings
- Luxury Insiders’ View – Nouveau!
- Introduction & Statistiques
- Depuis son lancement en juin 2007, l’iPhone est devenu le téléphone de tous les superlatifs:
- 30 millions d’appareils vendus
- (Steve Jobs, septembre 2009)
- 1,8 milliards d’applications téléchargées
- (Steve Jobs, septembre 2009)
- 8% des revenus engendrés par la vente de téléphones mobiles, 32% des profits opérationnels
- (Bernstein Research, août 2009)
- 50% du trafic mobile généré sur les sites web aux Etats-Unis
- (AdMob, 2009)
- Mais s’agit-il encore réellement d’un téléphone?
- Introduction & Statistiques
- Applications analysées
- Mini Sites
- Mercedes-Benz – C63 AMG
- Home Page
- Home Page
- Breitling – Chronomat B01
- Christian Dior – Chiffre Rouge
- Home Page
- Rado
- Home Page
- Van Cleef & Arpels
- Van Cleef & Arpels
- Home Page
- Bell & Ross – Radio Nova
- Home Page
- David Yurman - Timepieces
- Home Page
- DeWitt
- Home Page
- Victorinox Swiss Army
- Home Page
- Glycin – Airman Clock
- Stowa
- Home Page
- Kienzle – N°4
- Frontside
- Sarpaneva – Black Moon
- New Moon
- Jaeger-LeCoultre
- Home
- Style.com
- Lacoste - RED
- Home Page
- D&G – Fashion Channel Winter 2010
- Home Page
- Chanel – Prêt-à-porter Cruise 2009/10
- Home Page
- Ralph Lauren
- Home Page
- Piaget – Polo Forty Five
- Home Page
- Net-A-Porter.com
- Home Page
- Myprestigium.com
- Home Page
- Louis Vuitton – Precious Cargo
- Mercedes-Benz - Quartet
- Home Page
- Christian Dior – The Lady Noire Affair
- Home Page
- HHMagazine
- HHGame
- Gucci
- Podcasts
- Podcasts
- Site Web iPhone
- Jean-Paul Gaultier – Fleur du Male
- Key findings
- Les applications de type « mini-site » sont largement majoritaires (11 des 16 applications étudiées).
- Globalement, la tendance est à l’élégance et la simplicité, un choix adapté aux caractéristiques du support (moins d’espace d’affichage et moins de puissance que sur un ordinateur).
- Tous les mini-sites ont pour vocation de présenter un produit ou une collection. Chez Chanel et Ralph Lauren, cette présentation se fait à l’aide des défilés de mode.
- La seule exception est Dolce Gabana, qui présente, sinon l’intégralité, plusieurs de ses collections. Or, il se trouve que c’est le seul mini-site sur lequel la navigation soit peu aisée et peu intuitive.
- Key findings
- On note également sur presque tous les mini-sites la présence d’une section « détaillants/store » (les seules exceptions sont Mercedes et Dior), rappelant que ces applications ont bel et bien une composante commerciale.
- La vidéo est encore assez peu répandue sur les mini-sites: on la retrouve plus fréquemment sous la forme de podcasts, domaine dans lequel Mercedes est particulièrement active.
- Seul Dior propose une application exclusivement vidéo, là encore dans le but de présenter un produit.
- Certaines marques tentent de susciter l’engagement de leur public au travers de leur application. C’est notamment le cas de Breitling, qui propose une newsletter et la possibilité de customiser la montre présentée (option également disponible chez Bell & Ross).
- Key findings
- Dior est la seule marque à présenter son produit au sein d’un univers spécifique, proposant divers menus en lien avec le monde maritime et de la plongée.
- Alors que la majorité des applications ne sont disponibles qu’en anglais et/ou français, Breitling propose 8 langues différentes et Louis Vuitton propose son application en japonais uniquement.
- Les boutiques en ligne semblent être les seules applications susceptibles de bénéficier d’une certaine longévité. Il est probable que l’intérêt des applications de type « présentation de produit » et des jeux diminue rapidement.
- Pour mieux comprendre le phenomène, nous avons sollicité l’opinion de spécialistes du domaine (journalistes, analystes, bloggeurs, etc.) en leur posant notamment les questions suivantes (en anglais) :
- - What should brands take into account before launching an application?
- - According to you, what are the best practices in that field?
- - What can brands concretely expect from it?
- What is your futurology? Which evolutions do you see in the near future?
- La qualité des réflexions soulevées et des réponses reçues de nombreux influenceurs nous à incité à partager certains extraits dans cette étude :
- Helene Le Blanc, TheLuxeChronicles.com
- Meehna Goldsmith, U.S. correspondent for Haute Horlogerie Magazine
- Diana Leszczynski, WebandLuxe.com
- Ariel Adams, aBlogtoRead.com
- Robert-Jan Broer, FratelloWatches.com
- Louis Nardin, Worldtempus.com
- Luxury Insiders’ View
- Extrait d’un article par Helene Le Blanc, The Luxe Chronicles: “ Luxury Brands' Passionate Embrace of the iPhone” (October 21, 2009)
- “ Unless a brand knows exactly why they're launching an application and what precisely they're hoping to achieve with it, they should abstain.”
- “ Relevance and added value for the user are probably the most important factors to consider”
- “ Two best recent iPhone app launches in the luxury industry are Van Cleef & Arpels' "Une journée à Paris " app and Net-A-Porter's "NetApp". Each brand is pursuing a different goal (one to market, the other to add purchasing opportunities for its clients) but both are relevant to their brand or product and both add value for the user.”
- “ Brands expectations depend form the functionality of their application: To reinforce the marketing message? Heighten brand awareness? Extend customer reach? etc.”
- “ I also expect to see more "subversive" brands use Internet technology to change the established order of things.”
- Luxury Insiders’ View
- Extrait des réflexions partagées avec Meehna Goldsmith, Timepiece Specialist, U.S. correspondent for HH Magazine, www.dimensionsintime.net
- “ Brands must consider how they want to be perceived and think very carefully about the utility and presence of the application. What image and message do they want to communicate, and does this application fit into their overall brand representation.”
- “ Applications should fall into at least one of the three categories of providing useful information, entertainment, and utility in order to have the most traction and staying power.”
- “ If the brands build apps that are useful and/or have a cool factor that goes beyond a few times of using it, then the application can be another form of viral marketing, reaching new customers and giving existing customers a connection and story to tell about their watch.”
- “ In future, for an app to stand out and have traction, it must go beyond the obvious. Remember, haute horlogerie is expensive, exclusive and discerning; the apps the brands build must reflect the same thought.”
- Luxury Insiders’ View
- Extrait d’un article par Diana Leszczynski, Web&Luxe :
- « De l’avenue Montaigne à l’Itunes Store: la conquête de l’iPhone par les Grandes Maisons de luxe » (October 12, 2009)
- “ Les marques tentent de profiter au maximum des opportunités de communication de ce nouveau canal. L’application iPhone leur permet d’élargir leur cible et de fidéliser leurs clients via les vieilles ficelles du marketing tribal. ”
- “ il convient de retenir que les marques sont de plus en plus présente sur le téléphone tactile le plus célèbre aumonde et que les applications qu’elles développent sont de plus en plus originales et créatives. Toutefois, s’il est vrai qu’on ne peut nier que les marques de luxe, se sont approprié ce nouveau média qu’est l’iPhone, il n’en demeure pas moins qu’elle tiennent à y faire respecter leurs droits. ”
- Luxury Insiders’ View
- Extrait d’un article par Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- - What brands should take into account before launching an application ?
- “ The entire application should be planned and worked-out before starting work on anything. Otherwise brands will be disappointed with the results”
- “ Figure out whether or not an application is right for a company”
- “ This is a second face for a company, and brands need to evaluate whether they have what it takes to make this face look good enough to highly discriminating consumers.”
- “ Any software application is an ongoing commitment, If a brand isn't able to keep their website up to date with good information, they surely aren't going to be able to handle an iPhone app.”
- Luxury Insiders’ View
- Extrait d’un article par Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- Any best practices when making a mobile phone application?
- “ Involve functions such as real-time inventory tracking (allowing a user to discover what models a nearby store has), checking out how watch functions work (virtual watches), or involve certain social networking functions (such as group voting on watch designs or wish lists that are accessible to the community).
- What watch brands can concretely expect from these applications?
- “ If the company can make a good iPhone app, the perception is that they can make a good watch as well (the opposite is also true).”
- “ Branding related effects from iPhone apps can take years, but sometimes only a little boost in brand perception is all anyone needs to make a purchase decision at some point. “
- “ If a company allows for some manner of commerce or sales via or through the app, the success of which will totally depend on how well such functionality is integrated, not its mere existence.”
- Luxury Insiders’ View
- Extrait d’un article par Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- What is your futurology? Which evolutions do you see in the near future?
- “ Downloadable content for mobile devices is here to stay, and will only become more popular.”
- “ If a watch company does not wish to embrace the Internet as a powerful sales and marketing tool, then they can forget getting much use out of an iPhone application.”
- “ The future will provide methods to make iPhone applications, brand websites, Facebook, and other marketing and branding (not to mention sales) tools work together.”
- “ Many phones other than just the iPhone will have applications that can be wirelessly downloaded.”
- “ Something simple that works is far more important than failed ambition, and what watch companies need to embrace is what makes sense, not just what looks cool.”
- Luxury Insiders’ View
- Extrait d’un article par Robert-Jan Broer, Fratellowatches: “ World Watch Report’s Research on iPhone Applications” (October 21, 2009)
- What should brands take into account before launching an application?
- “ Simplicity/useability, clear goal & target audience.”
- According to you, what are the best practices in that field?
- “ To appoint a pilot team that is representative for their target audience, be part of the prototyping lifecycle of the application. This will not only phase out bugs/errors, but will also give the designers great feedback on useability, functionality and performance”
- What is your futurology? Which evolutions do you see in the near future?
- “ Platform independent applications that will enable users to have the latest information on the brand, connect to other enthusiasts of the brand (social networking) through the application and have brand videos pushed to the iPhone (or whatever hardware platform used) on demand.”
- Luxury Insiders’ View
- Extrait des réflexions partagées avec Louis Nardin, Worldtempus: “ IPHONE – Les marques toujours plus présentes ” (October 11, 2009)
- What should brands take into account before launching an application?
- “ They should take into account which relation the brand wants to have with the customer. And this relation depends directly of the identity of the brand. Hublot doesn’t communicate the same way as Patek Philippe. Their applications must reflect this. So, about Hublot, for example, we could wait for a very technical, easy to use and fun application. For Patek Philippe, the application could maybe be very simple, and just giving the taste to enter in one of their shops. To sum up, the application must be coherent with the brand dna, its customers profile and their place and status among the watch brands.”
- According to you, what are the best practices in that field? What can brands concretely expect from it?
- “ In the end, a luxury brand will be able to release/introduce a proper working application that is tried & tested by a representative team for their luxury products.”
- Luxury Insiders’ View
- Extrait des réflexions partagées avec Louis Nardin , Worldtempus: “ IPHONE – Les marques toujours plus présentes ” (October 11, 2009)
- According to you, what are the best practices in that field?
- “ The application is everything but not an online an practical catalogue. It must be a gate to the brand’s universe. It must offer a digital experiment by offering links to websites that the people of the brand, and their customers, like – like for sport, leisure, art, etc.. It can also offer specific plays – just think about the Jaeger-LeCoultre construction play. For Breitling for example, it would be perfect to reach special websites talking about vintage airplanes.”
- What can brands concretely expect from it?
- “ The application helps to create the “universe” of the brand. It helps to offer plenty of “contact points” between the consumer’s life and the brand. Consulting and playing with an application must be an experience more like a travel than a quest for infos – this must also be included, but on a second plan.”
- Luxury Insiders’ View
- Extrait des réflexions partagées avec Louis Nardin , Worldtempus: “ IPHONE – Les marques toujours plus présentes ” (October 11, 2009)
- What is your futurology? Which evolutions do you see in the near future?
- “ Like Linde Wederlin that publishes special guides. They invented watches on which you can plug a digital instrument with specific functions. You’ve one for the “mountain” sports and an other for the nautical ones. The brand didn’t stop just offering these watches. It also published specific and exclusive travel books for each of these activities. That way the brand “helps” the customer saying: “you’ve the watch, but I can give you more. Look at what people that also wear your watch do.” In the future, I don’t want to know what a JLC watch is – I’ve just to go to the shop. I want to know what JLC people and amateurs finds cool and nice.”
- En résumé
- En résumé
- Quelles que soient ces attentes, les opportunités pour les marques sont réelles:
- Fidélisation, en offrant l’expérience de sa marque partout et tout le temps
- Promotion des dernières nouveautés
- Géolocalisation pour mettre en avant les points de vente les plus proches
- L’opportunité concrète de ventes en ligne reste à prouver, d’autant qu’effectuer un achat depuis son iPhone, donc via une connexion wifi peut, n’offre pas des garanties de sécurité optimales.
- Une alternative pourrait être de proposer en exclusivité la réservation de nouveaux produits via une application iPhone, même si la population des utilisateurs d’iPhone capables de s’offrir ce type de produits reste pour le moment minoritaire.
- En résumé
- Enfin, il peut être intéressant pour les marques de surveiller l’utilisation qui en est faite au sein de ces applications.
- Ainsi, Cartier a fait retirer de l’App Store une application nommée «Fake Watch Gold Edition » qui permettait de voir l’heure via son iPhone avec des modèles contrefaits.
- Si le cas ne semble ici pas bien grave, il rappelle toutefois que la vigilance est de mise dès que l’on touche à des supports de communication aussi populaires.
- IC-Agency est une agence de conseil spécialisée en luxury digital marketing.
- Dotée d’une expertise unique dans la compréhension des comportements sur
- Internet des « high-net-worth individuals », IC-Agency a su s’imposer dans les
- secteurs du Luxe en développant des solutions technologiques innovantes alliées à du
- conseil stratégique.
- IC-Agency accompagne sur un plan international de prestigieuses marques en tirant
- profit d’Internet pour :
- Analyser leur environnement
- Promouvoir leur marque, produits ou services et accroître leurs revenus
- Optimiser le ROI global de leur stratégie e-marketing
- Protéger leur marque et leur réputation sur Internet
- Contact IC-Agency Luxury Digital Marketing T +41 (0)22 702 07 64 F +41 (0)22 702 07 69 [email_address] 7, avenue Krieg CH – 1208 Genève www.ic-agency.com
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