Creuna: Mobilizing Your Business
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Creuna: Mobilizing Your Business

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Presented April 14, 2011

Presented April 14, 2011

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Creuna: Mobilizing Your Business Creuna: Mobilizing Your Business Presentation Transcript

  • Slide to unlock
  • Mobilizing your businessBrought to you by Hörnsten & Ivmark
  • Creuna ABStockholm
  • Why Mobilize?Market Transformation
  • Mobilization FrameworkMarket DriverMarket Driver MOBILIZEDMarket Driver PILLARS & ENGAGEMENT ECOSYSTEM PLAN BRAND STRATEGYMarket DriverMarket Driver
  • Connectivity
  • “ You’ve spent the day on the Internet — but not on the Web. ” “The Web Is Dead. Long Live the Internet” By Chris Anderson and Michael Wolff Wired, August 2010
  • Connectivity Today 23% of allFB users Googleare 2x searchesmore active come fromon mobile mobile Netflix, on More Kindle 100 ebooks than devices paperbacks!
  • Desirability
  • Demand for Platforms iPod iPhone iPad0 1 Quarters After Launch 2 3
  • Demand for Utility APPLE ITUNES MEDIA 7 yrs10 000 000 000 downloads
  • Demand for Utility APPLE APP STORE 2,5 yrs10 000 000 000 downloads
  • Monetization
  • ROI? Biz Model? % 5037.5 2512.5 0 Symbian Blackberry Apple Microsoft Google Other Market share App download and usageGartner Q1 2010: Market ShareAdMob Operating System Share, May 2010
  • Emerging App-Threat?
  • Semiclosed vs. HTML AWARENESS ? MARKETING MARKETING SERVICES iAd Ad Sense ? PRODUCT ANDMARKETPLACE MARKETPLACE OR SERVICE ? $ $ $ LOYALTY
  • Rewards
  • “ Were seeing a dramatic shift in the way business is done towards more transparency, more collaboration, more democracy, and ultimately more value. ” – Alex Bogusky, Founding Insurgent, FearLess Cottage
  • Value SpectrumCONTENT UTILITY
  • FORM ATSMobile Tagging QR Co des Barcod es Mobile T ags
  • KEY P LAYERCheck-ins Foursq S u are Gowall a Facebo ok
  • KEY T HEMEM-Commerce Augm Price In-Ap ented R S Transp eality ar p Purc ency Exclus hasing ive De Gifting als
  • EMER GINGM-Health Awaren EXAMP LES ess Publica tions Self-Ca re
  • M-Banking TREN DSET Mint.c TE om RS Chase Deutc he Ba nk
  • GENREntertainment Music Public ES /Film ations Game News/ s Media
  • GENREntertainment Music Public ES /Film ations Game News/ s Media
  • Empowerment
  • “...consumers are surroundingthemselves with the people andinformation that helps themmake better decisions thanks tosocial networks such asFacebook, Twitter, and YouTube.Their attention is focused innew paradigms and away fromtraditional media.... ” – Brian Solis, Social Media Evangelist
  • Customers are more empowered than ever before.Some believe we are on the verge a customer revolution.
  • They’re not just customers, theycan be your biggest advocates! Source: Harvard Business Review
  • EMER GING Custo MIND mers SET your b increa rand v se alue.“ Tell me and Ill forget; show me and I may remember; involve me and Ill understand. ” – Chinese Proverb
  • EMER GING Custo MIND mers SET your b increa rand v se alue.“ Tell me and Ill forget; show me and I may remember; involve me and Ill make it better. ” – Chinese Proverb? Wikipedia’d?
  • PREPARE TOENGAGE
  • Mobilization, Step 1/3 Define your Platform Pillars
  • Platform PillarsDEVICESSERVICESCUSTOMERS
  • Mobilization, Step 2/3 Create your Ecosystem
  • Ecosystem WebDEVICESSERVICES SocialCUSTOMERS Mobile
  • Ecosystem WebDEVICES Primary,SERVICES SocialCUSTOMERS Extended or Pilot Service
  • Stockholm City Library Web WebPrimary SocialService
  • Stockholm Stad Web Web Pilot SocialService
  • Mobilization, Step 3/3 Develop your Engagement Plan
  • Engagement PlanAWARENESS ADOPTION ADVOCACY LOYALTY
  • Engagement Plan Lenses WORDREACH VALUE OF IDENTITY MOUTH
  • Engagement Plan / Ecosystem Web Web WORD VALUE OF IDENTITY Social MOUTHMobile
  • Engagement Plan / Ecosystem Web WORDREACH OF IDENTITY Social Mobile MOUTH
  • Engagement Plan / Ecosystem WebREACH VALUE IDENTITY Social Mobile
  • Engagement Plan / Ecosystem Web WORDREACH VALUE OF Social Mobile MOUTH
  • It’s a Work-in-progress Building market & brandrelevance doesn’t happen overnight.
  • Mobilization is Progressive MARKET DRIVERS PILLARS & ENGAGEMENT RELEVANCE ECOSYSTEM PLAN Connectivity Desirability AWARENESS Devices ADOPTION MOBILIZED Monetization Services BRAND ADVOCACY Customers STRATEGY Rewards LOYALTYEmpowerment
  • SummaryDefine your PillarsCreate your EcosystemDevelop your Engagement Plan
  • Key Take-AwaysBe Relevant.Be Engaged – Mobile & socialwill help you listen, learn andengage with your customers.Be Fearless – Empowermentcan be a mutual benefit.
  • Thanks!fredrik.hornsten@creuna.se ali.ivmark@creuna.se