There are many different Mobile Platforms Apple’s , Google and Microsoft Nielsen reports that Android currently represents 38% of the smartphone market and is growing at a rate of 1.7 points per month. According to Google 500,000 Android devices are activated each everyday growing 4.4 percent each week. In May, Google said 100 million Android devices . Apple shares 27 percent of the smartphone market while Windows Mobile dominates 9 percent of the market, though it will grow as Nokia announced they will not longer be making Symbian smartphones but be focusing 100 percent on Windows Mobile. It will be interesting to see what happens with Android with the recent news that Google bought Motorola, though Google’s Larry Page insists Android will continue to be an open platform.
INTROTiffany & Co., one of the oldest and most sought after jeweler’s, found themselves facing the same problem as a lot of other companies these days: How do they connect with customers on the go?How did an iconic brand, like Tiffany’s, transfer their in-store experience to the mobile app world? Let’s explore.CONTENTThe app effectively serves to position Tiffany not as simply a luxury diamond merchant but, rather, a brand that represents love. By not focusing on selling product via a scaled-down version of its e-commerce site but instead providing utility for its customers, Tiffany has created a very valuable, useful and entertaining application that serves to elicit further brand loyalty. In essence, Tiffany has proven the equation luxury + utility = brand loyalty. (mobi-luxe.com)CONTENTUsability --- As a luxury brand, a clean, seamless and intuitive interface and user experience were key, according to Tiffany & Co. Makes experience less daunting/intimidatingRated 3.5 stars out of 5 in the iTunes store based on 6,315 reviews.CONCLUSIONTiffany has utilized the mobile platform to provide an extension of its brand experience to a broader audience of consumers while remaining consistent to its values.We can learn from this example when leveraging for a PR purpose… Provide utility to your customers and go directly after your intended audience---(luxurious females on the iphone and bberry)---via high end news sites (the first to do so NYT and WSJ) Introduces a call to action for consumerIn today’s time-starved world, consumers will choose to align with brands that actively seek out ways to make their lives easier and more productive, while retaining their luxury appeal.
Touchability --- Unique ring sizing feature, allows you to place one of your own rings (future fiances---this allows you to be sneaky!!) onto the screen, and choose the size on the right in order to find the correct ring size. Tiffany one of first apps to truly utilize the screen for a new function.Tiffany’s app creates an immersive experience for the consumer to interact with the brand, therefore furthering brand affinity
Jeweler Tiffany & Co. is allowing the customer to take the lead by sharing true love stories, favorite romantic locations and engagement tips via the What Makes Love True iPhone application.The app complements the What Makes True Love microsite that Tiffany launched in June. The brand is enticing lovebirds to share their own stories while also providing videos, romance tips, movies and songs to warm the heart.“Tiffany & Co. and its signature blue box are the most recognizable symbols of true love,” said Carson Glover, director Tiffany further encourages engagement by allowing users to share their own content.Although this app is definitely attempting to attract new customers who may be thinking about getting married, or pulling on the heartstrings of those who already are, it does so in a less obvious way than the Tiffany engagement ring finder app.
How does Nike turn something that’s ordinarily dull into something new that provides an experience that keeps users coming back?
Shopkick, Inc -Multiple Top Tier publication acknowledgements -Fast Company named it a top 10 Most innovative Company in Retail-“For bridging the in-store and mobile retail experience. Beyond rewarding users with perks as soon as they enter a store, Shopkick's location-aware smartphone app also guides users through physical retailers, letting them see reviews and multimedia content. Best Buy, Macy's, and American Eagle have already signed on as partners.” -Designed to bring foot traffic into stores-But Shopkick also tempts you with benefit points, called “kicks,’’ that you get just for visiting the store, even if you don’t spend a dime.-The idea is to retrain Internet-savvy shoppers to spend more time and money at brick-and-mortar stores. That’s a traditional retailer’s dream, which is why so many major companies have bought into the Shopkick system, including Wal-Mart, Target, Best Buy, Sears, Home Depot, Stop & Shop, and lots more. http://articles.boston.com/2011-06-30/business/29722719_1_shopkick-app-location-technology-Shopkick is backed by $20 million from venture-capital firms Kleiner Perkins Caufield & Byers, Greylock Partners and LinkedIn founder Reid Hoffman. Citigroup is footing the bill for the new receivers, by sponsoring the local program (100 each)
AR will change how people shop and change how people organize, pitch, and launch campaigns to the media. It creates an easier and broader access to promote products, services, and brands to the end consumer. (Use GoldRunExampmle)
As apps move past the mobile platform through integration of other technologies, apps will be able to reach out to consumers at every point in their lives. Hands free for hand devices…
Taking away the traditional way of doing things.
Save for end? Examples of how apps are leveraged for PR/MarketingColor, which launched in late March, is a free application for iPhone (and coming to Android and Windows 7) devices that allows people within 150 feet to capture and have real-time access to photos, videos and text. In one day, it was the second most popular social media application behind Facebook.20th Century Fox has teamed up with the much talked about mobile app Color to provide fans a look into the premiere, both from the perspective of the fans outside as well as the people inside. Photos taken at the premiere, which is Sunday at the Ziegfeld Theatre in New York, will be instantly shared with those in the vicinity in a “Water for Elephants Premiere Group” or “conversation.”This most likely will not be the last time the entertainment industry calls upon Color or similar apps down the road. Photo sharing, especially if those streams are broadcast to people at home, could give fans a look at concerts, premieres and award shows from the inside perspective. And for celebriphiles, the inside perspective is what is most desired. TRUE BLOOD/HBO GOHBO is stepping up its efforts to attract subscribers to its streaming on-demand app, HBO GO. The network just announced that HBO Go users will get to view True Blood Season 4’s Episode 2 a week early.Beginning Sunday, HBO Go users will be able to watch the second episode, “You Smell Like Dinner,” immediately after the Season 4 premiere episode airing at 9 p.m. and through out the week before it actually airs on Sunday, July 3.The HBO Go app can be used online, on the ipad, and on “smartphones” like the iphone. If you are an HBO subscriber, you can register for HBO Go for free at HBOGo.com or by downloading the app to your iPad or phone. It pretty much offers every series HBO has ever aired in addition to current movies, documentaries and specials.
Evolving influencer landscape – consumers are becoming the brand ambassadors.Mobile apps have allowed anyone armed with a smartphone to become an influencer on a topic of their choice. People can post pictures and reviews of their favorite places and things in real-time with accompanying pictures and video. The continual segmentation that this creates gives brands the opportunity to continually find new influencers that are connecting with consumers. We want to use this segmented market to target the consumers that will have the biggest impact on other consumers.
A stream of constant information and news 24/770 % of Gen YS are plugged in when they are home relaxingFind their news on facebook, twitterThe window of what is current has narrowedThere is no more “downtime” instead there is “uptime”People don’t want to be lazy want to be doing something: on their phone 24.7 connected all the timeExample: when I get up the first thing I do is check my phone to see what’s happened while I was sleeping Give specific examples
Lauren’s: By knowing what engagement tools work best in the consumer experience, such as they way successful mobile apps do, we can learn how to not only connect with the consumer but give them the story they wantThe future of mobile apps is changing the way we communicate and live our lives. It is important for us as PR professionals to consider the changing media landscape. Our target influential is changing as apps infiltrate consumers’ everyday lives, creating a different type of influential - one that could be your neighbor or best friend. Waggener Edstrom needs to consider how consumer engagement is changing by evaluating key influencers and identifying the appropriate mix of engagement tools, one of which being mobile applications.
