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Digital Briefing Oslo - Great Mobile Concepts
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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,......

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&utm_medium=feed&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&utm_medium=feed&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

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