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iPhone Applications & Luxury Brands - Updated May 5, 2010
 

iPhone Applications & Luxury Brands - Updated May 5, 2010

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DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account. ...

DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account.

Considering the iPhone success and widespread adoption, IC-Agency decided to review the market of iPhone apps in the luxury industry.

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    iPhone Applications & Luxury Brands - Updated May 5, 2010 iPhone Applications & Luxury Brands - Updated May 5, 2010 Presentation Transcript

    • iPhone applications & Luxury brands Copyright IC-Agency 2010 Updated with Luxury Insiders’ View (October 2009) Latest apps added on May 3, 2010
      • Index
      • Introduction & iPhone stats
      • Applications Watchmaking Fashion
        • Podcasts iPhone website
      • Key Findings
      • The Insiders’ View – New!
      • Introduction & Stats
      • Since its launch in 2007, the iPhone has become the phone of all superlatives:
      • 30 million devices sold
        • (Steve Jobs, September 2009)
      • More than 2 billion applications downloaded
        • ( http://www.appleinsider.com , September 2009)
      • 8% of the revenues generated by mobile phones sales, 32% of operational profits
        • (Bernstein Research, août 2009)
      • 50% of mobile traffic generated on websites in the United States
        • (AdMob, 2009)
      • But is it still a phone?
      • Introduction & Stats
      Indeed, since the arrival of smartphones, mobile phones have become nothing less than micro-computers whose features go far beyond what a standard phone is able to deliver. The strength of this new generation of devices mainly comes from their applications, the number of which is constantly growing at the instigation of thousands of consumers-developers around the world. Brands also have their own developers whose mission is to create new apps specifically designed to promote their products. The iPhone standing as the unchallenged leader of smartphones, IC-Agency decided to analyze the market of iPhone apps in its privileged sector: the luxury industry.
      • Apps analyzed
      • Mini Sites
      For this analysis, IC-Agency reviewed 46 iPhone applications developed by brands active in the luxury industry. These applications come as mini-sites, on line boutiques, games or videos. A quick podcasts overview is also provided. Vidéo Boutique Games
      • Mercedes-Benz – C63 AMG
      • Home Page
      Menu Gallery View Sound Users ratings C 63 AMG Absoluter Hammer!! Auf Jeder Fall runterladen !! Yeah! It’s a great aplication! Mercedes babay!! Naja Ich weiss ganz genau, warum ich einen Brabus einem AMG vorziehe… Ich sage nur Brabus Rocket. “ Mini site” type of application. (Free) Discovery of the Mercedes C63 AMG. Sound, 360° view and galleries.. Language : EN
      • Home Page
      • Breitling – Chronomat B01
      Description Customise Watch Newsletter Users ratings Application digne de la marque Super application! Comme tout ce que fait Breitling! Les autres marques horlogères peuvent prendre exemple. Bon vent avec Breitling! Belle application Très sobre et très classe. Une belle réussite . Retailers “ Mini site” type of application. (Free) Accurate description, technical information, portfolio, video, 360° view. Languages: FR CN EN DE IT PT RU ES
      • Christian Dior – Chiffre Rouge
      • Home Page
      Menu Diving sites Morse code Maritime signals “ Mini site” type of application. (Free) Maritime theme, including a selection of useful contents not directly related to the brand. Languages: FR, EN
      • Rado
      • Home Page
      Collections News Store “ Mini site” type of application. (Free) Focus on the Ceramica 2009 collection Language : EN
      • Van Cleef & Arpels
      “ Mini site” type of application. (Free) Overview of the Van Cleef & Arpels watches. Boutiques display. Languages : FR, EN
      • Van Cleef & Arpels
      • Home Page
      Place Map Sales Point Object “ Mini site” type of application. (Free) A tour in Paris to present Van Cleef & Arpels’ new collection  ”Une Journée à Paris” 7 video tours with places description.. Points of sales information. Heavy app (more than 10Mb) Languages : EN, FR, CN, JP, CO
      • Bell & Ross – Radio Nova
      • Home Page
      “ Mini site” type of application. (Free) Possibility to download and personalise the BR-01 models (styles and colours) as well as use their features (alarm, chronometer, timer). Additional models are to come soon. Language : EN Store Video Customise Watch
      • David Yurman - Timepieces
      • Home Page
      Video Description Watches “ Mini site” type of application. (Free) Overview of the last men collections “Classic” and “Belmont” Possibility to buy through a phone call. Wallpaper download. Possibility to see the watch in real size. Language : EN
      • DeWitt
      • Home Page
      Watches Dewitt Store Videos “ Mini site” type of application. (Free) Presentation of the 25 DeWitt models Store location via GPS Videos Language : EN Users ratings DeWitt Tout simplement excellent !!! Merci Gorgeous Very nice app … The watches are really beautifull… Good job one the interface. Fast and clear. Pictures are absolutly realistic. This app was made like the brand product: a lot of passion and heart for a must have app! Simply the best app about luxury watches. DeWitt Une Magnifique application pour une somptueuse marque.
      • Victorinox Swiss Army
      • Home Page
      Classement des utilisateurs Huge Great Brand! Naja Naja, bringt jetzt nicht so viel. Aber die Uhr ist klasse. Starke Firma Aber leider beinhaltet die App nur die Uhrenkollektion, nicht aber alle anderen Produkte…! Schade. Deshalb nur 3 von 5 Sternen. “ Mini site” type of application. (Free) News about the Victorinox brand Presentation of 10 watches + tools of the Victorinox collection 3D view with watches features Store location Newsletter Videos Language : FR Videos Watches Watches 3D News
      • Glycin – Airman Clock
      Classement des utilisateurs Super Schön Meine neue Lieblingsapp. Sehr schön gemacht. Sieht gut aus Sieht gut aus, da brauch man keine Brille mehr… Noch ausbaufähig: Sie sollt kippen mit dem Gerät, dann würde ich mir das Iphone an den Arm schnalle; und natürlich möchte man die Stopuhr-Knöpfe bedienen können. Uhr Super, sehr schöne Urh “ Mini site” type of application. (Free) Display of the Airman model “ Backside” presentation Language : EN
      • Stowa
      • Home Page
      “ Mini site” type of application. (Free) Display of the “Flieger” and “Marine” models Newsletter History of Stowa 2009 magazine Puzzle Game Languages : EN FR DE Flieger model 2009 Magazine 2009 Magazine
      • Kienzle – N°4
      • Frontside
      “ Mini site” type of application. (Paid app: CHF 1 to 10) Display of Kienzle’s n°4 model « Backside » presentation Languages : EN DE Backside Backside
      • Sarpaneva – Black Moon
      • New Moon
      “ Mini site” type of application. (Free) Display of Sarpaneva’s Black Moon model Lunar indicator presentation Screenshot feature Calendar subscription reminding when the app should be looked at (moon cycles) Send to a Friend feature Languages : EN DE Watch Description Description
      • Jaeger-LeCoultre
      • Home
      “ Mini site” type of application. (Free) All Jaeger-LeCoultre models presented. Stores location. Watch School Probably one of the best watch iPhone apps Languages : EN FR Collection Collection Watch School Watch School Users ratings The best watch commercial App The perfect app for watch lovers. The dictionary and the creative lesson features are pretty awsome!
      • TAG Heuer - Monaco V4
      • Home
      “ Mini site” type of application. (Free) 3D Visualisation of the Monaco V4 by TAG Heuer Stores location Videos Interviews Language : EN Users rating Wowww Hoo This app is the most beautiful I’ve ever seen so far for a watch brand. It redefines a new standard for the user experience with a stunning interface design that pushes the IPhone beyond the classic paradigm and technology limits. Congratulation! Magic Once more TAG Heuer is breaking the rules to deliver this fantastic tool! This will probably set a new benchmark in the luxury Applications. Congratulations to the development team! Menu Video Gallery Watch 3D
      • IWC
      • Home
      Watch Home “ Mini site” type of application. (Free) Presentation of the IWC watches Videos Stores location Languages : EN DE FR IT JP CN Users ratings Super Didjs Ipod Touch It is a shame not to be able to load it on an Ipod Touch… Please try harder!
      • A. Lange & Söhne Timepieces
      • Watch
      “ Mini site” type of application. (Free) Presentation of the A. Lange & Söhne watches Detailed view of the movements Stores location Order catalogue Registration to A. Lange & Söhne events Contact the A Lange & Söhne team Languages : EN DE JP Gallery Movement Retailer
      • Chaumet - Dandy
      • Watch
      Home Menu Retailer “ Mini site” type of application. (Free) Presentation of the Dandy model by Chaumet Stores location Virtual tryout Languages : EN DE JP Users ratings Super Les Dandy me vont très bien!
      • Barozzi I-Time
      Watch Gallery Info “ Mini site” type of application. (Free) Presentation of the Barozzi watches Stores location Become a Fan on Facebook Languages : EN
      • Pierre DeRoche
      Wach Video Retailer “ Mini site” type of application. (Free) Presentation of the Pierre DeRoche watches Videos Stores location Language : EN Users ratings Une marque avec une différence Application très conviviale, facile d’accès, les modèles très créatifs, la vidéo d’introduction vraiment superbe, les images sont de très bonnes qualité. Félicitation au team Pierre DeRoche et bon vent.
      • Boucheron
      Home Watch Jewel Description “ Mini site” type of application. (Free) Presentation of the Boucheron watches and jewels Stores location Virtual tryout Languages : EN FR
      • MyWatch
      Home Menu Watch “ Mini site” type of application. (Free) Informative application about luxury watches Stores location Virtual tryout Language : EN Users ratings At the right time! Top Application! Un apport déterminant à l’acte d’achat, factuel, fonctionnel et convivial. Ipod Touch It is a shame not to be able to load it on an Ipod Touch… Please try harder!
      • Style.com
      “ Mini site” type of application. (Free) Last novelties & shows from the biggest luxury brands Photos, videos. Possibility to vote for the last « Fashion Moment » Language : EN Classement des utilisateurs Pour les mordues de la mode Excellent quand on travaille dans ce monde, ça peut aider. Cool J’aime bien et on peut s’inspirer pour se vêtir. Genial Super App! So ist man in Sachen Mode immer up to date! Für mich als Modestudentin für unterwegs einfach super! Schade, lassen sich nur manche Fotos ohne Internet-Verbindung öffnen. Ansonsten sehr schön und informativ!
      • Lacoste - RED
      • Home Page
      “ Mini site” type of application. (Free) Discovery of the new Lacoste range. Application visible on horizontal screen. Language : EN Store Store Gallery
      • D&G – Fashion Channel Winter 2010
      • Home Page
      Menu Life style Store World “ Mini site” type of application. (Free) Presentation of collections and accessories. Language: EN
      • Chanel – Prêt-à-porter Cruise 2009/10
      • Home Page
      Gallery Store Video News Users ratings Sehr gut! Jetzt brauche ich nur Geld für die Sachen ;) Moustik Super Génial! Super schön! Wäre toll, wenn es solche Apps auch von anderen Labels gäbe… ;) “ Mini site” type of application. (Free) Highlights of the last Chanel fashion show: video, pictures, zoom on accessories. Language : EN
      • Ralph Lauren
      • Home Page
      Collection Video Store « Mini site » type of application. (Free) Creations and fashion shows from August 08 to Spring 09. 360° view. Language : EN
      • Piaget – Polo Forty Five
      • Home Page
      Watch Choose Watch Store Users ratings Excellent La fonction « zoom » est génial et super net! “ Mini site” type of application. (Free) Virtual watch of the « Polo Forty Five » model. Boutique location through GPS. Language : EN
      • Gucci
      “ Mini site” type of application. (Free) Last news about Gucci Entertainment with Gucci Beats (Sequencer) Music streaming Store location Languages: EN; IT Users ratings Super Vraiment utile et complet! World of Gucci Gucci Beats IPhone section Black Book
      • Net-A-Porter.com
      • Home Page
      Users ratings Collections J’aime me tenir au courant des dernières sorties et j’aimerais pouvoir me faire plaisir de temps en temps en commandant via Net-A-Porter.com Je l’ai donc téléchargée et j’ai eu la désagréable surprise de constater qu’une fois encore, l’homme est largement désavantagé… No Male Styles Around 50% of our population are male! Not 1 male style in this app! At least this should mention this! “ Boutique” type of application. (Free) Automatic synchronisation and updates of the database. Possibility to share your selection with your contacts. Language : EN Menu Description Coverflow
      • Myprestigium.com
      • Home Page
      Store News “ Boutique” type of application. (Free) Luxury shopping guide, possibility to buy through a phone call. Languages: FR, IT, EN
      • Louis Vuitton – Precious Cargo
      “ Game” type of application. (Free) Limited edition: June 25 – July 7, 2009 Louis Vuitton launched a game for mobile phones prior to a concept store opening in Tokyo. Language: JP
      • Mercedes-Benz - Quartet
      • Home Page
      “ Game” type of application. (Free) 64 vehicles from the Stuttgart Mercedes-Benz museum are presented through a cards game. Languages : EN, DE Users ratings Perfekt Super app funktoniert super onlinemodus genial Genial! TOP APP für Mercedes Fans! Specificities Description Hit
      • HHGame
      Home Page Puzzle Watch Selection About HH Fondation “ Game” type of application. (Free) Puzzle Game 2 levels of difficulty More than 50 challenges Language: EN
      • Christian Dior – The Lady Noire Affair
      • Home Page
      “ Video” type of application. (Free) 6 minutes movie from Olivier Dahan, with French actress Marion Cotillard. Topic of the movie: Lady Dior bag Languages: EN, FR Menu Screenshot Film Screenshot Film
      • HHMagazine
      Home Page News News About HH Fondation “ News” type of application. (Free) Last news about the Fondation de la Haute Horlogerie. Languages: EN, FR
      • Harry Winston
      Watch Home Menu “ Mini site” type of application. (Free) Latest news about 5 modèles Harry Winston models Store location Languages: EN
      • Hugo Boss
      “ Mini site” type of application. (Free) Latest news about Hugo Boss Collections presentation Store location Newsletter registration Videos Languages: EN Home Details Menu
      • Fendi
      “ Mini site” type of application. (Free) Latest news about Fendi Collections presentation and interviews Store location Videos Languages: EN; IT Home Wallpaper Menu
      • Hermes
      “ Mini site” type of application. (Free) Presentation of the Cap Cod model Store location Wallpaper Languages: FR; CN; EN; JP Store Details Watch Users ratings Une très jolie montre La montre est magnifique. Je suis vraiment un fan d'Hermès. L'appli est simple mais fonctionne très bien. j'aime vraiment l'option Auto-Lock. HERMES GRANDES HEURES Application parfaite avec la cerise sur le gateau pour "auto-lock". Décidément cette entreprise s'entoure des MEILLEURS !!!
      • Ferrari Maserati of Seattle
      Home Video More Users ratings Très décevant ... Impossible de regarder une vidéo sans être couper toutes les 2 secondes, plantage de l'appli en regardant des photos et pour couronner le tout, tout est a télécharger depuis Internet, pas d'accès, pas d'appli... Dommage Les vidéos plantes trop souvent impossible d en voir une complète, pour les photos c'est pas mieux. “ Mini site” type of application. (Free) Latest news about the dealer. Store location Videos - Pictures Languages: EN
      • Porsche Times Olympiapark
      “ Mini site” type of application. (Free) Multimedia magazine for Porsche fans. Memorization of your car parking place Newsletter On line store Languages: DE
      • Chanel – J12 Rétrograde Mystérieuse
      “ Mini site” type of application. (Free) Presentation of the new Chanel J12 model Video presentation Send to friends Visualisation of the watch on your wrist Languages: EN; FR; CN Users’ ratings Great Film! Gorgeous, a must-have for the true timepiece aficianado ... Advertisement, not application This barely qualifies as an application; it is mostly an advertisement.
      • Longines
      “ Mini site” type of application. (Free) Presentation of Longines collections News & Events videos 3D visualisation and wrist trial Stores location Language: EN Users’ ratings Schöne gemacht aber ohne wirklichen Nuten… Wirklich schön gemacht Ansichten. Filmchen und Wallpapers… aber leider ohne jeden Nutzen auf dem IPhone. Nicht mal eine Uhr, ein Wecker oder so mit meiner echten Longines kann ich damit aud dem IPhone nutzen und damit die Möglichkeiten auf dem IPhone in keiner Art und Weise genutzt- einfach hingucken und App dann wieder löschen. Schade Longines, da wäre deutlich mehr drin gelegen mit einer IPhone Master Collection, mit angezeigter und aktualisierter Uhrzeit, Datum, Mondphase – viel Phantasie braucht’s dazu wirklich nicht.
      • Podcasts
      • Podcasts
      • iPhone websites
      • Jean-Paul Gaultier – Fleur du Male
      Following applications and podcasts, brand websites are specifically designed for access through the iPhone. Dior – Midnight Poison
      • Key findings
      • A large majority of the applications reviewed belong to the “mini-site” category (40 out of 46).
      • The global trend is one of elegance and simplicity, a choice fitting the specificities of the device (less display space and less power than on a computer).
      • Almost all the mini-sites aim at presenting a product or a collection. For Chanel and Ralph Lauren, this comes as fashion shows presentation.
      • Yet, latest apps tend to present more and more of the brands’ models and collections.
      • Key findings
      • Almost all of the mini-sites have a « retailers/store » section. This comes as a reminder that these applications do have some commercial intent.
      • Video isn’t widely spread yet: it is more often found as a podcast, a domain in which Mercedes is particularly active.
      • Only Dior offers an application exclusively based on video. Here again, the aim is to present a product.
      • Some brands try to generate customers’ commitment through their application. It is done through newsletters (Breitling, Victorinox, Sowa), watch customization (Breitling, Bell & Ross) or the very unique Jaeger watch school.
      • Key findings
      • A. Lange & Söhne’s app offers some original features (order catalogue, register to events, contact the brand), while Barozzi is the only one so far to offer a “Become a Facebook fan” feature.
      • Dior is the only brand to present its product within a specific universe, offering various features related to the maritime and diving worlds.
      • While a majority of applications is only available in English and/or French, Breitling offers 8 different languages, Hermès 4, and Louis Vuitton only offers its application in Japanese.
      • Online boutiques seem to be the only applications whose shelf time may potentially last. It is likely that the interest of « product presentation » type applications or games decreases quickly.
      • Luxury Insiders’ View
      • For a better understanding of the phenomenon, we asked several luxury and watchmaking professionals, analysts, bloggers and journalists to answer the following questions :
      • - 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?
      • We were delighted with the quality of the in-depth editorial analysis we received, namely from the following influencers:
      • 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
      • Extracts from an article by 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
      • Extracts of answers by 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
      • Extracts from an article (in French) by 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
      • Extracts from an article by 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
      • Extracts from an article by 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
      • Extracts from an article by 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
      • Extracts from an article by 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
      • Extracts of answers by Louis Nardin, Worldtempus: Read also “IPHONE - An ever more powerful magnet for watch brands” (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
      • Extracts of answers by Louis Nardin, Worldtempus: Read also “ IPHONE - An ever more powerful magnet for watch brands” (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
      • Extracts of answers by Louis Nardin, Worldtempus: Read also “ IPHONE - An ever more powerful magnet for watch brands” (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.”
      • To sum up
      Today, the prevailing application in the luxury industry seems to be a simple and elegant mini-site aiming at presenting a product or a collection and pushing forward the distribution network. Does it mean this corresponds to what iPhone users are expecting from the brands? Said otherwise, are we in presence of market driven or brand pushed applications? Users’ expectations can indeed be numerous, from exclusive contents to frequent updates or entertainment. Yet, any application’s success will depend upon its ability to live up to these expectations.
      • To sum up
      • Whatever these expectations are, opportunities for the brands are real:
        • Loyalty, by offering the brand experience anywhere and anytime
        • New products promotion
        • Geolocation to push the closest selling points
      • The online sales opportunity still has to be proven, especially considering the fact that buying from an iPhone (i.e. through a wireless connexion) may not offer the best security guarantee.
      • An alternative could be to offer iPhone users the exclusive possibility to put aside new products before they are launched, even if the proportion of iPhone users able to buy this kind of products remains small.
      • To sum up
      • Finally, it may be worthwhile for the brands to monitor how they are used within these applications.
      • Thus, Cartier recently had an application removed from the App Store. This application called «Fake Watch Gold Edition » allowed its users to get the time by looking at counterfeited watch models.
      • Although this may not look like a big deal, it still reminds that vigilance is required as soon as the devices involved reach this kind of popularity.
    • Created in 2000, IC-Agency is a leader in luxury digital marketing. IC-Agency provides its clients with services such as Analysis, Promotion, Optimization and Protection for their brands, products and services. We use our unique expertise in « high-net-worth » online behavior to increase our clients' Internet competitiveness. Among IC-Agency’s clients are many independent luxury brands as well as brands belonging to groups such as Swatch, Richemont, LVMH and PPR/Gucci. www.ic-agency.com www.worldwatchreport.com Who are we?
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