DIGITAL BRIEFING 2010<br />Mobile Business Innovation<br />Oslo, December 13 2010<br />Røde Kors konferensesenter<br />#Di...
We start enlightened<br />2<br />
KIRSTY<br />You are already in the business of mobile services<br />3<br />
MARTIN &<br />		        FREDRIK<br />Mobile is not devices. It’s a state your customers are in – all day!<br />4<br />
combining user statswith user intelligence<br />You’ll get a great platform for guessing about a hit at the box office or ...
Budgets are limitedand you are not Apple<br />6<br />
Use Twitter#Digitalbriefing<br />7<br />
BASIC USER NEEDSA MODEL FOR QUALIFYING YOUR CONCEPT<br />8<br />
EFFICIENCY<br />Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free...
TRANSPARENCY<br />Deliver valuable information in the right context, and stand stronger in a transparent world.<br />
CONVERSATION<br />Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation...
DESIRABILITY<br />Make better products and services and communicate them well. Be the one that people will want to own, us...
ADD EFFICIENCY<br />ADD TRANSPARENCY<br />Build digital solutions that free up time instead of stealing it. Make your user...
Being Creative Can build audiences<br />15<br />
Juicy fruit campaign with talkability<br />16<br />
Juicy fruit campaign with talkability<br />19<br />   EFFICIENCY<br />   TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABIL...
Get leads fromnew sources<br />20<br />
Volkswagen ties sales to game players <br />It’s the gift, that the audience wants (next after the real car)<br />No (othe...
Volkswagen ties sales to game players <br />22<br />It’s the gift, that the audience wants (next after the real car)<br />...
OWN NEW MEDIA, don’t pay for it<br />23<br />Support your team. Blow the vuvuzela. Do it with Arla<br />Beats banner click...
PUSHING PRODUCTS TO NEW audiences<br />24<br />Posters & <br />other offline<br />Gyldendal Norway: Application for kickin...
Build loyaltybeing helpful<br />25<br />
THE FRIENDLY BRAND HELPING ME, THOUGH I’M NOT EVEN A CUSTOMER<br />Now<br />Next<br />Q8 leading you to the nearest gas st...
Optimize Conversion rates<br />27<br />
Accelerating conversion with mobile<br />On the stadium<br />During the game<br />Instant play, instant win<br />28<br />+...
Use email for instant conversion<br />29<br />+ EFFICIENCY<br />TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
30<br />Enable consumption by enabling users<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY...
Explore new business models for paid content<br />31<br />
Tablet based paid content is coming<br />for 130 million subscribers <br />and 300 million readers of <br />Wired, Vougue,...
Nordjyskemedier went ahead<br />33<br />+ EFFICIENCY<br />   TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
The Economist in search of print 2.0 with build-in P.O.S.<br />34<br />+ EFFICIENCY<br />   TRANSPARENCY<br />+ CONVERSATI...
Mobile as the whole package<br />35<br />
Attention, Interest, Desire, Action<br />36<br />
Attention, Interest, Desire, Action<br />37<br />10% of online sales are now via mobile app<br />15% highervalue to orders...
Attention, Interest, Desire, Action,Delivery, Consumption<br />38<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATIO...
Use what users use<br />
Use what users useFoursquare: DSB, Telenor and more<br />Limited but loyal customer group<br />Provides simple mobile pres...
Use what users useFoursquare: DSB, Telenor and more<br />41<br />Limited but loyal customer group<br />Provides simple mob...
FourSquare is hip in Denmark, but…<br />42<br />December at the FCK – Panathinaikos game<br />At the game and not checked ...
FourSquare is hip in Denmark, but…<br />43<br />August at the FCK – Rosenborg game compared<br />
FourSquare is hip in Denmark, but…<br />Maybe 2011 willsee 1.5- 2% percent checking in!<br />Providingloyaltybonuseswill d...
Use what users useGowalla: trips and experiences<br />45<br />   EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+...
Twitter is also mobile<br />46<br />
Some advice on how to go about it<br />47<br />
Setup your mobile authority<br />48<br />You will need at least a mobile decision maker and a mobile budget<br />
Don’t care too much about downloads<br />49<br />It’s all about frequency of use, retention of the user <br />and value of...
Don’t care to much about downloads<br />50<br />Set up KPIs and put real money value to them<br />
DO APPS RIGHT<br />Don’t publish the ACME app<br />Single focus opens to new audiences<br />Make it desirable and conversa...
DO WEB RIGHT<br />Mobile web is also your CMS<br />Mobile web is not setback and it’s populated by enthusiastic users<br /...
Simple tips:INTEGRATE RIGHT!<br />Edit one place<br />Update everywhere<br />
CMS taught us to separate content from layouts and hierarchy.<br />Mobile teaches us to switch layouts for devices.<br />5...
ONE SERVICE, MANY Channels<br />DSB S-Tog: Expanding the daily travel experience<br />The App<br />The Website<br />SMS Se...
A Multi channel Solution<br />Starring your CMS<br />CMS<br />Desktop website<br />Java App<br />Mobile website<br />Windo...
57<br />Thank you!<br />Don’t know this? Text ”scan” to 2140 <br />(Norwegian users only)<br />
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Digital Briefing Oslo - Great Mobile Concepts

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What should we go about doing first in the mobile area? This is a question that most professionals ask themselves. We will show you a number of Scandinavian and international ideas, concepts, products and services that demonstrate smart mobile thinking. It is our goal to prepare you to continue this line of thinking on your own, and to begin to identify new business opportunities

The presentation I gave at Creuna Digital Briefing on Mobile Concepts in Oslo.

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  • Mobile is coming…Maybe you just perform bad?What about your competitors?
  • Mobile is coming…
  • This is where I come in.I work as a mobile concept developer with customers ready to explore the possibilities of the mobile demand.By combining my knowledge of technographics and user intelligence with insights in your business, market and target audience I help develop those mobile concepts that will move your business in the right direction with mobile.
  • You’ve got to work with what you’ve already got and what you can support on a longer term.This isn’t a campaign thing, it’s the new reality.By stating that you are not Apple I mean that iTunes wasn’t for everyone to build. You also need to work with your users as they see your brand now. What will they expect or be willing to accept from you?I am going to show you some concepts that mostly are within reach for a lot of you. It’s about inspiring you, not scaring you off.You will probably have a lot of cases in mind, that I will miss today. Use the twitter hashtag or send me an email.
  • You will probably have a lot of cases in mind, that I will miss today. Use the twitter hashtag or send me an email.
  • The Hit, the extreme value adder and all the others
  • People seek and share information on everything and everybody. All we can do is help them with these activities. Deliver valuable information in the right context, and stand stronger in a transparent world.
  • Conducting positive and helpful dialogue with the outside world can sharpen you competitive edge. Start listening closely and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.
  • Some products seem to magnetically attract consumers. They are, as a rule, smarter, easier to operate, more efficient, fun, innovative and attractively designed than others. So is the communication around them. Make better products and services and communicate them well. Be the one that people will want to own, use and share.
  • We start of really light with possible box hit. Only consider it’s only for iPhone users.User created content with juicy fruit Sweet talk – at least about 100 videos and about 100.000 views It’s really just a good campaign idea. There is no revenue promise. Sometimes a creative idea bring you attention and strengthen your brand through adding to your customers’ personal branding as being humorous. Sometimes it won’tThere are a lot of the campaign stories and though mobile is great for campaigning, it’s even better for providing real services to your customers on top of a great digital platform.http://www.youtube.com/watch?v=M16wJgYxrB0
  • From here on I won’t say more about funny perhaps to be viral branding campaigns as I believe they get a lot of attention already. We’ll be looking more into longer term solutions like applications/services and mobile platforms.
  • Volkswagen ties increase in sales to branded mobile apphttp://www.mobilemarketer.com/cms/news/advertising/8175.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed:+homepage-news+(Mobile+Marketer++Homepage+Feed)http://www.psfk.com/2010/06/case-study-vw-real-racing-gti-iphone-app.htmlA recent video case study by AKQA speaks to the success of the VW Real Racing GTI iPhone game app in generating interest in the new VW 2010 GTI– with no paid media to support it. The app ultimately generated an 80% increase in leads, test drive and quote requests without a TV spot, banner or print ad in the mix. Well crafted and beautifully executed, the engaging game showcased some of the GTI’s most preferred attributes – innovation, performance and style – and offered users something to talk about and something to naturally share – their scores in playing the game
  • http://www.mobilemarketer.com/cms/news/advertising/8175.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed:+homepage-news+(Mobile+Marketer++Homepage+Feed)http://www.psfk.com/2010/06/case-study-vw-real-racing-gti-iphone-app.htmlA recent video case study by AKQA speaks to the success of the VW Real Racing GTI iPhone game app in generating interest in the new VW 2010 GTI– with no paid media to support it. The app ultimately generated an 80% increase in leads, test drive and quote requests without a TV spot, banner or print ad in the mix. Well crafted and beautifully executed, the engaging game showcased some of the GTI’s most preferred attributes – innovation, performance and style – and offered users something to talk about and something to naturally share – their scores in playing the game
  • Arla sponsor the national football team and wanted to tell an audience that.They could do it by simple stating, that they support the team - and perhaps buy some 2mio banner impressions with about 6.000 clicksOr they could help you support the team - They had 14.000 users downloading the app and using it 150.000 times during World Cup. - That interaction; downloading and using the app for fun, utillity and showing the same support to the team as Arla did with sponsporships were probably worth more than mere banner clicks.
  • Meet new poet lovers in the App Store or FacebookLet thembuy the book easily
  • Everyoneneeds gasQ8 top-of-mindOpening a channel to more services and offerings
  • Mobile betting accounted for more than 70 percent of total global mobile gambling wagers in 2009, with the vast majority coming from the well-established iPAT service in Japan, according to Juniper.Mobile betting services across Europe have been particularly successful, with more than 2 million sports book customers in Europe now using the mobile to place their bets, said the researcher in its later report.OTHERS CAN DO THIS AS WELL: Have any products or services that would give more value to the customer with an instant conversion?
  • E-mail newsletter contain links that you want the audience to clickBut what happens when they do?MandagMorgen (and Børsen) suckVersion2 rules (kinda)
  • The believe is that tablets / smartphones are what old media publishers have been waiting for to start collecting for their product againMaybeMicropayments work for apps. But will they work for content that you can get for free on the internet?TV2 did a rich media news (TV2 News) app for 24 kr / month. It had 500 subscribers after one monthNext Issue Media is a merger of technology and content partners founded by publishers, for publishers, with advertising in mind,Apple alone is projected to sell 40 million tablets next year, and there are between 30 and 35 Android and Windows tablets in the queueNext Issue Media projects subscription revenues of $3 billion next year, with $1.3 billion of that total being incremental revenue.Add single-copy sales, international sales, flex pricing and advertising to that
  • 5 journalists, 4 programmers, 1 designerTo create Nordjyske Inside 2 times a week.Technographic targeted at People from Northern Jutland with a global outlook – and an iPad.Which was still not sold in DK at launch date.Expected to produce red numbers throughout 2011.
  • An app for subscribers. It’s a real substitute for the print – and it lets you sneak peak from the sofa, not just at the magazine stand.It lets you convert to paying or upgrade to subscriber on the spot.No new contents. Though it also serves read a loud.That’s pretty simple!Financial Times’ new iPad app has generated more than £1 million in advertising revenue since it was launched in May
  • Attention, Interest, Desire, ActionDelivery, ConsumtionProcess: Mobile FirstDelivery and consumption on top of AIDA: Stockholm Library
  • Attention, Interest, Desire, ActionDelivery, ConsumtionProcess: Mobile FirstDelivery and consumption on top of AIDA: Stockholm Library
  • Hey it’s a really cheep way to try out the already mobile audiences that you might have
  • Location basedTime limitedLoyalty based 2.0
  • Instead of “just offering rebates” you could have your customers share their experiences at your places.This could be in Tivoli. People taking suggested routes through Tivoliand sharing their pictures and comments (on any Tivoli channels: web, rss, facebook, etc.) and to their own collective audiences throgh their socical networks.Conversation, transparency (desirability)
  • DownloadsUser frequencyUser retention
  • DownloadsUser frequencyUser retention
  • DownloadsUser frequencyUser retention
  • People wouldn’t know what to expectAnd end out disappointed when rating the app
  • Transcript of "Digital Briefing Oslo - Great Mobile Concepts"

    1. 1. DIGITAL BRIEFING 2010<br />Mobile Business Innovation<br />Oslo, December 13 2010<br />Røde Kors konferensesenter<br />#DigitalBriefing<br />
    2. 2. We start enlightened<br />2<br />
    3. 3. KIRSTY<br />You are already in the business of mobile services<br />3<br />
    4. 4. MARTIN &<br /> FREDRIK<br />Mobile is not devices. It’s a state your customers are in – all day!<br />4<br />
    5. 5. combining user statswith user intelligence<br />You’ll get a great platform for guessing about a hit at the box office or a new killer value adder.<br />Combined with your own business specific knowledge you’ll approach a business case evaluation<br />5<br />
    6. 6. Budgets are limitedand you are not Apple<br />6<br />
    7. 7. Use Twitter#Digitalbriefing<br />7<br />
    8. 8. BASIC USER NEEDSA MODEL FOR QUALIFYING YOUR CONCEPT<br />8<br />
    9. 9.
    10. 10. EFFICIENCY<br />Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.<br />
    11. 11. TRANSPARENCY<br />Deliver valuable information in the right context, and stand stronger in a transparent world.<br />
    12. 12. CONVERSATION<br />Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.<br />
    13. 13. DESIRABILITY<br />Make better products and services and communicate them well. Be the one that people will want to own, use and share.<br />
    14. 14. ADD EFFICIENCY<br />ADD TRANSPARENCY<br />Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.<br />Deliver valuable information<br />in the right context, and stand stronger in a transparent world.<br />UNDERSTANDING<br />YOUR BUSINESS<br />UNDERSTANDING<br />YOUR AUDIENCE<br />ADD DESIRABILITY<br />ADD CONVERSATION<br />Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.<br />Make better products and services and communicate them well. Be the one that people will want to own, use and share.<br />
    15. 15. Being Creative Can build audiences<br />15<br />
    16. 16. Juicy fruit campaign with talkability<br />16<br />
    17. 17.
    18. 18.
    19. 19. Juicy fruit campaign with talkability<br />19<br /> EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    20. 20. Get leads fromnew sources<br />20<br />
    21. 21. Volkswagen ties sales to game players <br />It’s the gift, that the audience wants (next after the real car)<br />No (other) paid media on the GTI 2010<br />A whole lot of earned media!<br />21<br />
    22. 22. Volkswagen ties sales to game players <br />22<br />It’s the gift, that the audience wants (next after the real car)<br />No (other) paid media on the GTI 2010<br />A whole lot of earned media!<br /> EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    23. 23. OWN NEW MEDIA, don’t pay for it<br />23<br />Support your team. Blow the vuvuzela. Do it with Arla<br />Beats banner clicks<br />+ EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    24. 24. PUSHING PRODUCTS TO NEW audiences<br />24<br />Posters & <br />other offline<br />Gyldendal Norway: Application for kicking in the door<br />New free poem every day. Like, favor or share. Buy the book<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />Mobile Webshop<br />
    25. 25. Build loyaltybeing helpful<br />25<br />
    26. 26. THE FRIENDLY BRAND HELPING ME, THOUGH I’M NOT EVEN A CUSTOMER<br />Now<br />Next<br />Q8 leading you to the nearest gas station. Even the competing!<br />+ EFFICIENCY<br />+ TRANSPARENCY<br /> CONVERSATION<br /> DESIRABILITY<br />
    27. 27. Optimize Conversion rates<br />27<br />
    28. 28. Accelerating conversion with mobile<br />On the stadium<br />During the game<br />Instant play, instant win<br />28<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br /> DESIRABILITY<br />
    29. 29. Use email for instant conversion<br />29<br />+ EFFICIENCY<br />TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    30. 30. 30<br />Enable consumption by enabling users<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    31. 31. Explore new business models for paid content<br />31<br />
    32. 32. Tablet based paid content is coming<br />for 130 million subscribers <br />and 300 million readers of <br />Wired, Vougue, Better Homes & Gardens and more<br />32<br />
    33. 33. Nordjyskemedier went ahead<br />33<br />+ EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    34. 34. The Economist in search of print 2.0 with build-in P.O.S.<br />34<br />+ EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    35. 35. Mobile as the whole package<br />35<br />
    36. 36. Attention, Interest, Desire, Action<br />36<br />
    37. 37. Attention, Interest, Desire, Action<br />37<br />10% of online sales are now via mobile app<br />15% highervalue to orders<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    38. 38. Attention, Interest, Desire, Action,Delivery, Consumption<br />38<br />+ EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    39. 39. Use what users use<br />
    40. 40. Use what users useFoursquare: DSB, Telenor and more<br />Limited but loyal customer group<br />Provides simple mobile presence with easy to measure ROI<br />It’s basically a coupon<br />40<br />
    41. 41. Use what users useFoursquare: DSB, Telenor and more<br />41<br />Limited but loyal customer group<br />Provides simple mobile presence with easy to measure ROI<br />It’s basically a coupon<br /> EFFICIENCY<br /> TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    42. 42. FourSquare is hip in Denmark, but…<br />42<br />December at the FCK – Panathinaikos game<br />At the game and not checked in<br />99.7%<br />At the game and checked in 0.3%<br />
    43. 43. FourSquare is hip in Denmark, but…<br />43<br />August at the FCK – Rosenborg game compared<br />
    44. 44. FourSquare is hip in Denmark, but…<br />Maybe 2011 willsee 1.5- 2% percent checking in!<br />Providingloyaltybonuseswill drive more checkins<br />At zerostartupcost!<br />44<br />
    45. 45. Use what users useGowalla: trips and experiences<br />45<br /> EFFICIENCY<br />+ TRANSPARENCY<br />+ CONVERSATION<br />+ DESIRABILITY<br />
    46. 46. Twitter is also mobile<br />46<br />
    47. 47. Some advice on how to go about it<br />47<br />
    48. 48. Setup your mobile authority<br />48<br />You will need at least a mobile decision maker and a mobile budget<br />
    49. 49. Don’t care too much about downloads<br />49<br />It’s all about frequency of use, retention of the user <br />and value of use<br />
    50. 50. Don’t care to much about downloads<br />50<br />Set up KPIs and put real money value to them<br />
    51. 51. DO APPS RIGHT<br />Don’t publish the ACME app<br />Single focus opens to new audiences<br />Make it desirable and conversational!<br />Update!<br />
    52. 52. DO WEB RIGHT<br />Mobile web is also your CMS<br />Mobile web is not setback and it’s populated by enthusiastic users<br />It can and should look a nice as an app<br />Put mobile first!<br />
    53. 53. Simple tips:INTEGRATE RIGHT!<br />Edit one place<br />Update everywhere<br />
    54. 54. CMS taught us to separate content from layouts and hierarchy.<br />Mobile teaches us to switch layouts for devices.<br />54<br />
    55. 55. ONE SERVICE, MANY Channels<br />DSB S-Tog: Expanding the daily travel experience<br />The App<br />The Website<br />SMS Service<br />On The Train TV<br />The Same Website On Desktop<br />55<br />
    56. 56. A Multi channel Solution<br />Starring your CMS<br />CMS<br />Desktop website<br />Java App<br />Mobile website<br />Windows Phone App<br />Symbian App<br />Android App<br />iPhone App<br />SMS dialog<br />Public place television<br />
    57. 57. 57<br />Thank you!<br />Don’t know this? Text ”scan” to 2140 <br />(Norwegian users only)<br />

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