Mobile Brand StrategyWhy aim mobile investments toward a 3.0 future?                                                      ...
First, what is web 3.0?  1.0 Web of Pages                                2.0 Web of People               3.0 Web of Data  ...
What is the basic strategy leap?      It is a direct-to-consumer channel            To serve high-spending customers,     ...
Example: Mobile Lifestyle AppSnow and Ski Report by REI.          Supports the mobile planning and spending steps of skier...
Example: Mobile Lifestyle AppiFood Assistant by Kraft.        Supports the mobile planning & spending steps of moms.      ...
Example: Mobile Lifestyle AppChipotle Ordering App.        Supports the mobile planning and spending steps of loyal custom...
Why aim toward a 3.0 future, now?                            Customers are mobilizing                                •   T...
Why aim toward a 3.0 future, now?                             Intermediaries are investing in a direct channel to consumer...
What risks do many Brands face?               Risk #1 The team hasn’t elevated the market risk to Senior Management       ...
How to aim toward a 3.0 future      Start with a paradigm shift:      from a company-centered website, to customer-centere...
Customer Strategies             Customer strategies are designed to win the mobile lifestyle spending of specific customer...
Customer Strategies             Continued             •    Who are your comparison shopping segments?             •    Wha...
Lifestyle Apps             Lifestyle apps are designed to support the mobile planning and spending steps of specific custo...
Lifestyle Apps         Continued          •   Who are your other high-spending customer segments?          •   How can you...
Lifestyle Content              Lifestyle content is designed to support the mobile engagement of specific customer segment...
Web Services                Web services are designed to deliver direct-to-consumer service.                •     What new...
Semantic Layer        A semantic layer is designed to personalize service for each mobile customer        --and to share t...
Semantic Agents          Semantic agents are designed to power real-time interactions, improve relevance, and discover the...
Value Release Management           A value release methodology is used to synchronize marketing and IT projects,          ...
Summary: Aim toward a 3.0 future      Start with a paradigm shift:      from a company-centered website, to customer-cente...
The Mobile Relevance ProjectThis introduction to Web 3.0 Strategy is published by The Mobile Relevance Project,a knowledge...
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Mobile Brand Strategies, Why Aim Toward a 3.0 Future?

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This presentation explains why Brands must consider Web 3.0 when planning their mobile strategy.

It introduces the number #1 risk that mobile brands face: betting their future on a company-centered mobile website, instead of investing in customer-centered lifestyle apps.

This presentation explains why, and it presents a roadmap for success.

These insights can help everyone on your mobile team: your marketing team, agency, IT team, and technology consultants.

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  • There are 5.3 billion mobile subscribers (that's 77 percent of the world population), from http://mobithinking.com/mobile-marketing-tools/latest-mobile-statsm-commerce will reach US$119 billion in 2015, predicts ABI Research(February 2010)http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#m-commerce
  • There are 5.3 billion mobile subscribers (that's 77 percent of the world population), from http://mobithinking.com/mobile-marketing-tools/latest-mobile-statsm-commerce will reach US$119 billion in 2015, predicts ABI Research(February 2010)http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#m-commerce
  • Mobile Brand Strategies, Why Aim Toward a 3.0 Future?

    1. 1. Mobile Brand StrategyWhy aim mobile investments toward a 3.0 future? The Mobile Relevance Project November 2011 Research on 3.0 Strategy from www.MobileRelevanceProject.com
    2. 2. First, what is web 3.0? 1.0 Web of Pages 2.0 Web of People 3.0 Web of Data Connected with Author’s Observed with Facebook’s Interaction with Brand’s hyperlinks social graphs semantic agents Agents navigate web on customers’ behalf Search Layer: Social Layer: Service Layer: Browsers Friends Brand discover react personalizes service the Brand to Brand for each mobile customer Brand Brand Brand invests in content, e-commerce invests in social media invests in a and search optimization and social campaigns direct-to-consumer channel Research on 3.0 Strategy from www.MobileRelevanceProject.com 2
    3. 3. What is the basic strategy leap? It is a direct-to-consumer channel To serve high-spending customers, pioneering Brands are designing mobile lifestyle apps that simplify and enrich the mobile planning and spending steps of specific customer segments. This is raising the bar for every mobile brand. Research on 3.0 Strategy from www.MobileRelevanceProject.com 3
    4. 4. Example: Mobile Lifestyle AppSnow and Ski Report by REI. Supports the mobile planning and spending steps of skiers and snowboarders. Snow last night Ski today Stop at REI on the way Research on 3.0 Strategy from www.MobileRelevanceProject.com 4
    5. 5. Example: Mobile Lifestyle AppiFood Assistant by Kraft. Supports the mobile planning & spending steps of moms. Step 1: Plan Meal Step 2: Shop Step 3: Cook Research on 3.0 Strategy from www.MobileRelevanceProject.com 5
    6. 6. Example: Mobile Lifestyle AppChipotle Ordering App. Supports the mobile planning and spending steps of loyal customers. Find Customize Repeat restaurant order favorites Research on 3.0 Strategy from www.MobileRelevanceProject.com 6
    7. 7. Why aim toward a 3.0 future, now? Customers are mobilizing • There are 5.3 billion mobile subscribers : 77% of world population. • US mobile commerce will reach $119 billion in 2015. Customers are changing their spending behavior • Online users are browsers… on average, they browse for one week. • Mobile users are buyers… on average, they act within the hour. Customers will be gratified in two ways • Comparison Shoppers want the lowest price: Today: “I’m standing in the store… I’ve scanned the bar code… show all companies on the worldwide web who sell the same product. Show me where I can buy it cheaper nearby and online.” • Brand Fans want the best advice: Tomorrow: “I’m sitting in a café… my Disney-loving daughter is turning 5. Since you know she loves fairies and mermaids, show me everything she might like: seeing a new Disney movie, reading a new Disney book, playing with a new Disney toy —or redecorating her room with Disney character accessories. Win on lowest price or best advice. Set your strategy now. Research on 3.0 Strategy from www.MobileRelevanceProject.com 7
    8. 8. Why aim toward a 3.0 future, now? Intermediaries are investing in a direct channel to consumers • They are investing to win comparison shoppers who want the lowest price. • In a Brand’s area, Bing and Yelp helps customers find a closer, cheaper venue. • In a Brand’s store, Google Shopper scans a bar code, compares prices nearby and online… Brands must counter with a direct channel to their customers • Brands must invest to retain high-spending customers who want the best advice. Intermediarieson the world wide web – Create a private web of data that links customer interests to brand resources. – Capture real-time customer insight. – Automate trusted advice. – Personalize service across all digital channels and physical locations. Brands must invest in a new strategic infrastructure • Leaders have already automated the inside and supply side of their business for real-time transactions. • Now they must automate the customer side of their business for real-time interactions: ask, advise, serve. • Requires 3.0 apps and a 3.0 platform. Brand’s private web of data There is learning curve. Start preparing now. Research on 3.0 Strategy from www.MobileRelevanceProject.com 8
    9. 9. What risks do many Brands face? Risk #1 The team hasn’t elevated the market risk to Senior Management Scenario: Mobile Intermediaries win comparison shopping consumers. What are the implications for your high-volume products? Scenario: Competitive Brands win high-spending customers. What are the implications for your high-profit relationships? Risk #2 The Brand bets its future on a mobile website Every Brand must have a mobile website. But many Brands spend all their money creating/maintaining native phone versions of their mobile site, which will appeal to searching consumers... but will not appeal to high-spending customers (they will want mobile lifestyle apps). Risk #3 The Brand enhances its mobile website Brands add customer profiling, local search, and smart phone features—to their mobile website. The result: a site stuck in the middle of two customer strategies: some features for searching consumers, some features for high-spending customers. The middle-of-the-road site isn’t strong enough to win either customer. Mitigate your risks now Involve your company’s strategy leaders and advisors. Review this presentation to learn how to plan and execute a 3.0 strategy. Research on 3.0 Strategy from www.MobileRelevanceProject.com 9
    10. 10. How to aim toward a 3.0 future Start with a paradigm shift: from a company-centered website, to customer-centered research. The rest of this presentation reviews these steps: Customer-Centered Strategy 1. Customer strategies are designed to win the mobile lifestyle spending of specific customer segments. 2. Lifestyle apps are designed to support the mobile planning and spending steps of specific customer segments. 3. Lifestyle content is designed to support the mobile engagement of specific customer segments. Customer-Centered Technology 4. Web services are designed to deliver direct-to-consumer service. 5. A semantic layer is designed to personalize service for each mobile customer --and to share that personal experience with all your digital channels and physical locations. 6. Semantic agents are designed to power real-time interactions, improve relevance, and discover themes within customers’ mobile lives. This generates a new kind of mobile lifestyle intelligence. Customer-Centered Methodology 7. A value release methodology is used to synchronize marketing and IT projects, so that each release earns a greater share of mobile lifestyle spending. Research on 3.0 Strategy from www.MobileRelevanceProject.com 10
    11. 11. Customer Strategies Customer strategies are designed to win the mobile lifestyle spending of specific customer segments. • Who are your high-spending segments? • What are their mobile planning and spending steps? • What new level of service can you offer to beat what they can get from other trusted Brands? Example: 4 high-spending segments served by do-it-yourself retail brands Interior Designers Painters Mark On Call App. Layout a room. Benjamin Moore App. Photograph a color, Take pictures of manufacturers’ finishes, fabrics, match to paint and pallets, find a local store. rugs, flooring and "SKIN" them onto any item or surface. Create a shopping list. PaintingWalls Pro App Photograph your room and see what it looks like in different colors. Do it Yourselfers Home Depot App How-to’s linked to products and tools required to complete the project. Contractors Home Depot App: Toolbox Interactive Caliper Measurement Converter Nut & Bolt Finder Tape Measure Drywall Calculator Flooring Calculator Insulation Calculator Interior Paint Calculator Research on 3.0 Strategy from www.MobileRelevanceProject.com 11
    12. 12. Customer Strategies Continued • Who are your comparison shopping segments? • What are their mobile planning and spending steps? • What new decision-making support can you offer to win the immediate sale? Example: 4 comparison shopping segments served by different types of retail brands Lowest Price Buyers Brand-on-Sale Buyers Google Shopper App. Stand in a store, Gilt for iPad App. In a café, scan a product’s barcode, find lowest price see a flash sale for your favorite designer —locally and online. (limited time offers for surplus stock). Immediately buy online. Features-for-Cost Buyers Best Advice Buyers Best Buy App. Stand in a store, Benefit Cosmetics In-Store App. scan a product’s barcode, compare Used by staff to deliver beauty advice. to other similar products. Research on 3.0 Strategy from www.MobileRelevanceProject.com 12
    13. 13. Lifestyle Apps Lifestyle apps are designed to support the mobile planning and spending steps of specific customer segments. • Who is your most important customer? • How can you help this customer plan and spend while on the move? • What new level of content, utilities, and service are required? From: Retailer’s Mobile Site To: Do-It-Yourselfer’s Project App Company’s online content/product categories Customer’s mobile planning/spending steps Example: Example: • Home: Ads • Step 1: Project Search • Appliance sale Displays a visual list of projects (or a project search box). • Find a store… For selected patio project; show 5-6 patio styles. • Step 2: Planning • Tab 2: Shopping For selected patio style, stores image and info in project folder. • Holiday Can email to collaborators for comments or approval. • Appliances • Bath • Step 3: Shopping • Building Supplies For selected patio style, presents a materials list. • Electrical… Customer clicks items to purchase. • Tab 3: Gift Cards • When finished, app generates shopping list, • Classic pulls relevant coupons or loyalty points, and • Team 48 directs to local store. • Birthday • New Home… • Step 4: Reviewing Resources: Advisors, Videos, Classes, Services For selected patio style, presents a list of recommended resources. • Tab 4: Ideas Customer chooses a local advisor, how-to video(s), in-store classes, • 1st: Bathroom: promoting a vanity and mirror or installation services. • 2nd Living room: promoting an area rug… • When clicked, app records advisor name in contact list, • Tab 5: My Cart videos in a personal how-to channel, and classes in personal calendar --and schedules installation from local store. • Tab 6: Videos • Step 5: Collaborating • Garden Project folder with advisor’s name, videos, class schedule, and installation schedule, • Appliances can be shared with collaborators. • Bath • Building Supplies • Tabs to access: Project Search, Project Plans, Shopping List, Advisor Contacts, • Cleaning… Video Channel, Class Calendar, Installation Schedule. For illustration purposes only Research on 3.0 Strategy from www.MobileRelevanceProject.com 13
    14. 14. Lifestyle Apps Continued • Who are your other high-spending customer segments? • How can you help them plan and spend while on the move? • What new level of content, utilities, and service are required? Real Estate Agent’s Staging App Customer’s mobile planning/spending steps Example: • Step 1: Staging Search • Displays a visual list of popular staging styles and color pallets. • Step 2: Estimating • A staging utility: For selected look and color pallet, recommends paint, flooring, lighting, appliances, and closet systems. • Agent can select items and enter quantities or room sizes. • App estimates staging costs. Agent refines plan until budget is achieved. • Step 3: Collaborating • Agent can share staging plan with colleagues for comments, and with home seller for approval. Another example • Step 4: Shopping For illustration purposes only • Agent approves staging plan to generate a shopping list. • App charges the agent’s real estate account and adds loyalty points. • App schedules delivery to the home seller’s address. • Step 5: Scheduling • For approved staging project, app recommends installation services. Agent selects and schedules installation at the home seller’s address. • Step 6: Sharing • App sets up a new home-owner folder with shipping address, warranties, paint colors and a complimentary gift card from the real estate agent . When the house is sold, the agent can forward this folder to the new home owner. • Tabs to access: Staging Search, Estimating Utility, Shopping List, Installation Schedule, Client Folders Research on 3.0 Strategy from www.MobileRelevanceProject.com 14
    15. 15. Lifestyle Content Lifestyle content is designed to support the mobile engagement of specific customer segments. • Are you familiar with the 4 types of content that mobile brands are producing? • What type of content will engage each of your high-spending customer segments? • Can you create and brand this content?Customer’s Brand’s Do it yourselfer’s Real estate agent’smobile interactions lifestyle content project app staging app Fan The do-it-yourselfer’s Field guide to staging Stream content basic toolkit and skill set… a house for sale… Lifestyle Spring cleaning tips: Staging a home to sell in the spring: Shop promotions Organize closets and garage first… The garden and lawn is first… Closet system installation guide, Spring garden staging guide, Experience Search advice shopping list, accessory shopping list, seasonal planting recommendations over time reminders to the new home owner Raving Tips from a remodeling expert Recommendations from other Share personas and other closet installers garden stagers and gardeners Examples for illustration purposes only Research on 3.0 Strategy from www.MobileRelevanceProject.com 15
    16. 16. Web Services Web services are designed to deliver direct-to-consumer service. • What new, direct-to-consumer services are required? • Can you use some of our mobile investment to develop reusable web services? • How can you architect those services to operate at internet scale and speed? Customers’ Mobile Apps Different apps support different planning and spending processes. Service Oriented Architecture (S0A) Dynamic Mobile Apps Personalized applications Process oriented Real-time Web Access Standard Web Services Reusable web services Orchestrated solutions Message oriented Fan Mobile Lifestyle Spending Raving content utilities Promotions pathways personas Brand’s Web Services Standardized services support many apps, and operate at internet scale and speed. Research on 3.0 Strategy from www.MobileRelevanceProject.com 16
    17. 17. Semantic Layer A semantic layer is designed to personalize service for each mobile customer --and to share that personal experience with all your digital locations and physical channels. • When will you begin to experiment with semantics to prepare for web 3.0? • What new level of app personalization will you deliver first to mobile customers? • What new level of customer insight will you deliver first to channels and staff? Customer Apps 2-Way Semantic Search personalized service Consumer Search peer trends Real-time app personalization Brand Advisory Data Peer-group trends Customer Interest Data Semantic data links to Semantic data conveys Private relevant customer’s persona, Web of Data content, people, places, prod styles, interests, Advisor Search ucts, services, experiences preferences, results Real-time customer insight brand advice Branded advice customer insight Advisor Apps Digital Channels Innovation Research Research on 3.0 Strategy from www.MobileRelevanceProject.com 17
    18. 18. Semantic Agents Semantic agents are designed to power real-time interactions, improve relevance, and discover themes within customers’ mobile lives. This generates a new kind of mobile lifestyle intelligence. • Will you own your customer’s interactive relationship and interest data? • What is the value of pulling interests and improving relevance—in real time? • What is the value of discovering themes and accelerating trends for big hits and long-tail spending? 3.0 Platform Personal Agents: Assesses Asks Advises Accelerates Power interactions Formulate customer interests My Styles My Interests My Next Steps My Themes Personalize Fan Lifestyle Advisory Raving content Content Promotions Roadmaps Personas Personalize Fan Lifestyle Advisory Raving resources Offerings Resources Services Trends Research on 3.0 Strategy from www.MobileRelevanceProject.com 18
    19. 19. Value Release Management A value release methodology is used to synchronize marketing and IT projects, so that each release earns a greater share of mobile lifestyle spending. • Are you running your mobile innovation initiative as a revenue generating initiative? • Instead of monolithic department projects, are you synchronizing the value you release to customers? • How will your next value release increase your share of mobile lifestyle spending? Value Value ValueMobile Program Release Release Release Customer Strategy Lifestyle Apps Lifestyle Content Web Services Semantic Layer Semantic Agents New app New utility New personalization for customer for customer for customer segment A segment B segment A Share of Spending Share of Spending Share of Spending Goal $$$ Goal $$$ Goal $$$ Research on 3.0 Strategy from www.MobileRelevanceProject.com 19
    20. 20. Summary: Aim toward a 3.0 future Start with a paradigm shift: from a company-centered website, to customer-centered research. The presentation reviewed these steps: Customer-Centered Strategy 1. Customer strategies are designed to win the mobile lifestyle spending of specific customer segments. 2. Lifestyle apps are designed to support the mobile planning and spending steps of specific customer segments. 3. Lifestyle content is designed to support the mobile engagement of specific customer segments. Customer-Centered Technology 4. Web services are designed to deliver direct-to-consumer service. 5. A semantic layer is designed to personalize service for each mobile customer --and to share that personal experience with all your digital channels and physical locations. 6. Semantic agents are designed to power real-time interactions, improve relevance, and discover themes within customers’ mobile lives. This generates a new kind of mobile lifestyle intelligence. Customer-Centered Methodology 7. A value release methodology is used to synchronize marketing and IT projects, so that each release earns a greater share of mobile lifestyle spending. Research on 3.0 Strategy from www.MobileRelevanceProject.com 20
    21. 21. The Mobile Relevance ProjectThis introduction to Web 3.0 Strategy is published by The Mobile Relevance Project,a knowledge-sharing initiative of Relevens, Inc.Relevens, Inc. helps clients set 3.0 strategies, design 3.0 apps, and develop 3.0 platforms.We work with our client’s strategy, marketing and technology teams, and their consultants,to help them prepare their Brand for web 3.0. We share our 3.0 research and bring specialized expertise inusing semantics to personalize service for each mobile customer.Consider these next steps:• For your strategy leaders, annotate and circulate this introduction to Web 3.0 Strategy• For your marketing team and agency, ask for a private presentation of our research on Web 3.0 Apps• For your technology team and consultant, ask for a private presentation on Web 3.0 Platforms• For your planning team, ask to see an outline of our 3.0 Innovation WorkshopWe look forward to helping you aim toward a 3.0 future,Frank HuybrechtsMobile: 310-980-2443Email: Frank@relevens.com This introduction to Web 3.0 Strategy is published under a creative commons license. You are free to adapt for your personal or commercial use if you attribute the work to www.MobileRelevanceProject.com. 21

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