Slide to unlock
Mobilizing your businessBrought to you by Hörnsten & Ivmark
Creuna ABStockholm
Why Mobilize?Market Transformation
Mobilization FrameworkMarket DriverMarket Driver                                          MOBILIZEDMarket Driver    PILLAR...
Connectivity
“ You’ve spent the day on the Internet — but not on the Web. ”                “The Web Is Dead. Long Live the Internet”   ...
Connectivity Today               23% of allFB users         Googleare 2x          searchesmore active   come fromon mobile...
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           ...
Emerging App-Threat?
Semiclosed vs. HTML                               AWARENESS                                                         ?     ...
Rewards
“   Were seeing a dramatic shift    in the way business is done    towards more transparency,    more collaboration, more ...
Value SpectrumCONTENT                    UTILITY
FORM                         ATSMobile Tagging    QR Co                          des                  Barcod              ...
KEY P                   LAYERCheck-ins   Foursq      S                   u are             Gowall                    a    ...
KEY T                         HEMEM-Commerce    Augm              Price             In-Ap                     ented       ...
EMER                GINGM-Health    Awaren                     EXAMP                           LES                     ess...
M-Banking    TREN                 DSET              Mint.c                      TE                     om                 ...
GENREntertainment     Music                 Public                         ES                         /Film               ...
GENREntertainment     Music                 Public                         ES                         /Film               ...
Empowerment
“...consumers are surroundingthemselves with the people andinformation that helps themmake better decisions thanks tosocia...
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 ...
EMER                                   GING                             Custo      MIND                                   ...
EMER                                            GING                                      Custo      MIND                 ...
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          ...
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   ...
Engagement Plan / Ecosystem              Web                             WORDREACH                         OF     IDENTITY...
Engagement Plan / Ecosystem                       WebREACH     VALUE                       IDENTITY                       ...
Engagement Plan / Ecosystem                              Web                  WORDREACH     VALUE    OF              Socia...
It’s a Work-in-progress Building market & brandrelevance doesn’t happen        overnight.
Mobilization is Progressive    MARKET DRIVERS    PILLARS &   ENGAGEMENT    RELEVANCE                     ECOSYSTEM       P...
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 Fearles...
Thanks!fredrik.hornsten@creuna.se   ali.ivmark@creuna.se
Creuna: Mobilizing Your Business
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Creuna: Mobilizing Your Business

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Presented April 14, 2011

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Creuna: Mobilizing Your Business

  1. 1. Slide to unlock
  2. 2. Mobilizing your businessBrought to you by Hörnsten & Ivmark
  3. 3. Creuna ABStockholm
  4. 4. Why Mobilize?Market Transformation
  5. 5. Mobilization FrameworkMarket DriverMarket Driver MOBILIZEDMarket Driver PILLARS & ENGAGEMENT ECOSYSTEM PLAN BRAND STRATEGYMarket DriverMarket Driver
  6. 6. Connectivity
  7. 7. “ 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
  8. 8. Connectivity Today 23% of allFB users Googleare 2x searchesmore active come fromon mobile mobile Netflix, on More Kindle 100 ebooks than devices paperbacks!
  9. 9. Desirability
  10. 10. Demand for Platforms iPod iPhone iPad0 1 Quarters After Launch 2 3
  11. 11. Demand for Utility APPLE ITUNES MEDIA 7 yrs10 000 000 000 downloads
  12. 12. Demand for Utility APPLE APP STORE 2,5 yrs10 000 000 000 downloads
  13. 13. Monetization
  14. 14. 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
  15. 15. Emerging App-Threat?
  16. 16. Semiclosed vs. HTML AWARENESS ? MARKETING MARKETING SERVICES iAd Ad Sense ? PRODUCT ANDMARKETPLACE MARKETPLACE OR SERVICE ? $ $ $ LOYALTY
  17. 17. Rewards
  18. 18. “ 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
  19. 19. Value SpectrumCONTENT UTILITY
  20. 20. FORM ATSMobile Tagging QR Co des Barcod es Mobile T ags
  21. 21. KEY P LAYERCheck-ins Foursq S u are Gowall a Facebo ok
  22. 22. KEY T HEMEM-Commerce Augm Price In-Ap ented R S Transp eality ar p Purc ency Exclus hasing ive De Gifting als
  23. 23. EMER GINGM-Health Awaren EXAMP LES ess Publica tions Self-Ca re
  24. 24. M-Banking TREN DSET Mint.c TE om RS Chase Deutc he Ba nk
  25. 25. GENREntertainment Music Public ES /Film ations Game News/ s Media
  26. 26. GENREntertainment Music Public ES /Film ations Game News/ s Media
  27. 27. Empowerment
  28. 28. “...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
  29. 29. Customers are more empowered than ever before.Some believe we are on the verge a customer revolution.
  30. 30. They’re not just customers, theycan be your biggest advocates! Source: Harvard Business Review
  31. 31. 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
  32. 32. 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?
  33. 33. PREPARE TOENGAGE
  34. 34. Mobilization, Step 1/3 Define your Platform Pillars
  35. 35. Platform PillarsDEVICESSERVICESCUSTOMERS
  36. 36. Mobilization, Step 2/3 Create your Ecosystem
  37. 37. Ecosystem WebDEVICESSERVICES SocialCUSTOMERS Mobile
  38. 38. Ecosystem WebDEVICES Primary,SERVICES SocialCUSTOMERS Extended or Pilot Service
  39. 39. Stockholm City Library Web WebPrimary SocialService
  40. 40. Stockholm Stad Web Web Pilot SocialService
  41. 41. Mobilization, Step 3/3 Develop your Engagement Plan
  42. 42. Engagement PlanAWARENESS ADOPTION ADVOCACY LOYALTY
  43. 43. Engagement Plan Lenses WORDREACH VALUE OF IDENTITY MOUTH
  44. 44. Engagement Plan / Ecosystem Web Web WORD VALUE OF IDENTITY Social MOUTHMobile
  45. 45. Engagement Plan / Ecosystem Web WORDREACH OF IDENTITY Social Mobile MOUTH
  46. 46. Engagement Plan / Ecosystem WebREACH VALUE IDENTITY Social Mobile
  47. 47. Engagement Plan / Ecosystem Web WORDREACH VALUE OF Social Mobile MOUTH
  48. 48. It’s a Work-in-progress Building market & brandrelevance doesn’t happen overnight.
  49. 49. Mobilization is Progressive MARKET DRIVERS PILLARS & ENGAGEMENT RELEVANCE ECOSYSTEM PLAN Connectivity Desirability AWARENESS Devices ADOPTION MOBILIZED Monetization Services BRAND ADVOCACY Customers STRATEGY Rewards LOYALTYEmpowerment
  50. 50. SummaryDefine your PillarsCreate your EcosystemDevelop your Engagement Plan
  51. 51. Key Take-AwaysBe Relevant.Be Engaged – Mobile & socialwill help you listen, learn andengage with your customers.Be Fearless – Empowermentcan be a mutual benefit.
  52. 52. Thanks!fredrik.hornsten@creuna.se ali.ivmark@creuna.se
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