“ Standing still is the surest way to end up falling behind.” –  President Barack Obama
 
 
 
 
 
 
Real-world research  New product development  Survival & success
 
 
 
<ul><li>Clinics:  A quantitative research approach, where participants are recruited to a central location to complete a q...
Finding:  Appeal of mobile codes increased when participants interacted with the product Insight:  Demonstration is key to...
 
 
 
 
Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Zone 8 Zone 9 Zone 10
 
 
 
<ul><li>50 participants </li></ul><ul><li>15 advertisers </li></ul><ul><li>4 weeks </li></ul><ul><li>Likes </li></ul><ul><...
 
 
30 merchants 250 participants 3 months What Sensis did: Special offer discovery Coupon redemption ROI reporting Telstra NA...
 
“ Right now, we have a once-in-a-generation chance to act boldly, to turn adversity into opportunity, and to use this cris...
Thanks & Questions [email_address]
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Innovating the Future of Local Search

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Brian Curtis presents on digital innovation @ Sensis

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Innovating the Future of Local Search

  1. 2. “ Standing still is the surest way to end up falling behind.” – President Barack Obama
  2. 9. Real-world research  New product development  Survival & success
  3. 13. <ul><li>Clinics: A quantitative research approach, where participants are recruited to a central location to complete a questionnaire under the supervision of a moderator </li></ul><ul><li>All 7 Telstra segments </li></ul><ul><li>202 participants across Melbourne/Sydney over 16 sessions </li></ul><ul><li>Call backs were conducted by phone 2 weeks after the sessions </li></ul><ul><li>Follow-up groups: A qualitative discussion after the clinics to further discuss the key issues highlighted from the clinics </li></ul><ul><ul><li>3 follow-up groups conducted amongst advocates and doubters across Melbourne/Sydney </li></ul></ul><ul><li>Youth focus groups: Qualitative groups to look at appeal and relevance amongst younger consumers </li></ul><ul><ul><li>4 youth focus groups conducted amongst younger consumers that do not fall into any Telstra segments (14-18 year olds) </li></ul></ul>
  4. 14. 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
  5. 19. Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Zone 8 Zone 9 Zone 10
  6. 23. <ul><li>50 participants </li></ul><ul><li>15 advertisers </li></ul><ul><li>4 weeks </li></ul><ul><li>Likes </li></ul><ul><li>“ Simplicity of offers delivered by SMS. Just read and click for more info.” </li></ul><ul><li>“ Ability to get offers for things relevant to the location you are currently in - very powerful.” </li></ul><ul><li>“ SMS is fairly unobtrusive, doesn't get in the way of other activities and does not require running extra software.” </li></ul><ul><li>“ Good technology, timely delivery of short and potentially useful offers.” </li></ul><ul><li>“ If it was relevant its very convenient, can always have the coupon on you to use later.” </li></ul><ul><li>Service logs </li></ul><ul><li>Quantitative survey </li></ul><ul><li>Qualitative research </li></ul><ul><li>Dislikes </li></ul><ul><li>“ Repeated messages and no feedback mechanisms (I want more or less of this).” </li></ul><ul><li>“ Not personalised. Too much repetition - Needs variety.” </li></ul><ul><li>“ I liked the location based part but the offers weren't that compelling.” </li></ul><ul><li>“ Potential for 'big brother' privacy invasion.” </li></ul><ul><li>“ No distinction between advertising and other communications.” </li></ul><ul><li>“ Generally not relevant to what I wanted and was doing at the time.” </li></ul>
  7. 26. 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
  8. 28. “ 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
  9. 29. Thanks & Questions [email_address]

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