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Innovating the Future of Local Search

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Brian Curtis presents on digital innovation @ Sensis

Brian Curtis presents on digital innovation @ Sensis

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    Innovating the Future of Local Search Innovating the Future of Local Search Presentation Transcript

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    • “ Standing still is the surest way to end up falling behind.” – President Barack Obama
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    • Real-world research  New product development  Survival & success
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      • Clinics: A quantitative research approach, where participants are recruited to a central location to complete a questionnaire under the supervision of a moderator
      • All 7 Telstra segments
      • 202 participants across Melbourne/Sydney over 16 sessions
      • Call backs were conducted by phone 2 weeks after the sessions
      • Follow-up groups: A qualitative discussion after the clinics to further discuss the key issues highlighted from the clinics
        • 3 follow-up groups conducted amongst advocates and doubters across Melbourne/Sydney
      • Youth focus groups: Qualitative groups to look at appeal and relevance amongst younger consumers
        • 4 youth focus groups conducted amongst younger consumers that do not fall into any Telstra segments (14-18 year olds)
    • Finding: Appeal of mobile codes increased when participants interacted with the product Insight:  Demonstration is key to user awareness and adoption of Mobile Codes Finding: Appeal is comparable amongst all Telstra consumer segments Insight: Opportunity for Mobile Codes is broader than first thought Finding: Applications providing up-to-date information have the greatest appeal Insight:  Not all advertising contexts are appropriate for Mobile Codes
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    • Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Zone 8 Zone 9 Zone 10
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      • 50 participants
      • 15 advertisers
      • 4 weeks
      • Likes
      • “ Simplicity of offers delivered by SMS. Just read and click for more info.”
      • “ Ability to get offers for things relevant to the location you are currently in - very powerful.”
      • “ SMS is fairly unobtrusive, doesn't get in the way of other activities and does not require running extra software.”
      • “ Good technology, timely delivery of short and potentially useful offers.”
      • “ If it was relevant its very convenient, can always have the coupon on you to use later.”
      • Service logs
      • Quantitative survey
      • Qualitative research
      • Dislikes
      • “ Repeated messages and no feedback mechanisms (I want more or less of this).”
      • “ Not personalised. Too much repetition - Needs variety.”
      • “ I liked the location based part but the offers weren't that compelling.”
      • “ Potential for 'big brother' privacy invasion.”
      • “ No distinction between advertising and other communications.”
      • “ Generally not relevant to what I wanted and was doing at the time.”
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    • 30 merchants 250 participants 3 months What Sensis did: Special offer discovery Coupon redemption ROI reporting Telstra NAB Visa What they did: Merchant payment enablement Secure consumer transactions SIM & handset provisioning
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    • “ Right now, we have a once-in-a-generation chance to act boldly, to turn adversity into opportunity, and to use this crisis as a chance to transform our [business model] for the 21st century.” – President Barack Obama
    • Thanks & Questions [email_address]