Innovativa mobila case

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Vad är det första du ska tänka på när du ger dig ut i det mobila området? Den här frågan ställer sig de flesta. Vi kommer att visa dig Skandinaviska och internationella case – idéer, produkter och tjänster som demonstrerar smarta mobila förhållningssätt. Vårt mål är att förbereda dig så att du själv kan fortsätta tänka i det mobila spåret och hitta dina affärsmöjligheter. Exemplen kommer från både B2C- och B2B-företag.

Simon Kibsgård, Concept Developer, Creuna Danmark

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Innovativa mobila case

  1. 1. DIGITAL BRIEFING 2010Mobile Business InnovationStockholm, December 10 2010Piperska muren#DigitalBriefing
  2. 2. WE START ENLIGHTENED 2
  3. 3. KIRSTYYou are already in the business of mobile services © Creuna 3
  4. 4. MARTIN & FREDRIKMobile is not devices. It’s a stateyour customers are in – all day! © Creuna 4
  5. 5. COMBINING USER STATSWITH USER INTELLIGENCEYou’ll get a great platform for guessing abouta hit at the box office or a new killer valueadder.Combined with your own business specificknowledge you’ll approach a business caseevaluation © Creuna 5
  6. 6. BUDGETS ARE LIMITEDAND YOU ARE NOT APPLE © Creuna 6
  7. 7. USE TWITTER#DIGITALBRIEFING © Creuna 7
  8. 8. BASIC USER NEEDSA MODEL FORQUALIFYING YOURCONCEPT 8
  9. 9. © Creuna
  10. 10. EFFICIENCYBuild digital solutions that free up timeinstead of stealing it. Make your usersefficient. Set them free. © Creuna
  11. 11. TRANSPARENCYDeliver valuable information in the rightcontext, and stand stronger in a transparentworld. © Creuna
  12. 12. CONVERSATIONListen and speak in a tone harmonized withyour brands and their users. You will enhanceyour reputation and create more value. © Creuna
  13. 13. DESIRABILITYMake better products and services andcommunicate them well. Be the one thatpeople will want to own, use and share. © Creuna
  14. 14. ADD EFFICIENCY ADD TRANSPARENCYBuild digital solutions that free Deliver valuable informationup time instead of stealing it. in the right context, and standMake your users efficient. Set stronger in a transparentthem free. world.UNDERSTANDING UNDERSTANDINGYOUR AUDIENCE YOUR BUSINESSADD DESIRABILITY ADD CONVERSATIONMake better products and Listen and speak in a toneservices and communicate harmonized with your brandsthem well. Be the one that and their users. You willpeople will want to own, use enhance your reputation andand share. create more © Creuna value.
  15. 15. BEING CREATIVE CANBUILD AUDIENCES 15
  16. 16. JUICY FRUIT CAMPAIGN WITHTALKABILITY © Creuna 16
  17. 17. JUICY FRUIT CAMPAIGN WITHTALKABILITY YEFFI CIENC NCY SPARE IONTRAN ERSAT V + CON ABILITY + DESIR © Creuna 19
  18. 18. GET LEADS FROM NEWPLACES 20
  19. 19. VOLKSWAGEN TIES SALES TO GAMEPLAYERS  It’s the gift, that the audience wants (next after the real car)  No (other) paid media on the GTI 2010  A whole lot of earned media! © Creuna 21
  20. 20. VOLKSWAGEN TIES SALES TO GAMEPLAYERS  It’s the gift, that the audience wants (next after the real car)  No (other) paid media Y on the GTI 2010 EFF ICIENC NCY SPARE ION TRAN ERSAT V + CON ABILITY  A whole lot of earned DESIR + media! © Creuna 22
  21. 21. OWN NEW MEDIA, DON’T PAY FOR IT  Support your team Blow the vuvuzela Do it with Arla  Sure beats banner clicks IC IENCY + EFF ARENCY P T RANS RSATION E + CONV BILITY A + DESIR © Creuna 23
  22. 22. PUSHING PRODUCTS TO NEW AUDIENCES  Gyldendal Norway: Application for kicking in the door  New free poem every day. Like, Y favor or share. I CIENC NCY + EFF Buy the book N SPARE N + TRA ERSATIO The Mobile + CONV BILITY Webshop +D ESIRA © Creuna 24
  23. 23. BUILD LOYALTY BYSIMPLY BEING HELPFUL 25
  24. 24. THE FRIENDLY BRAND HELPING ME,THOUGH I’M NOT EVEN A CUSTOMERQ8 leading you tothe nearest gasstation. Even thecompeting! NCY+E FFICIE RENCY PA+T RANS TION RSAC ONVE LITY ABI DESIR © Creuna
  25. 25. OPTIMIZECONVERSION RATES 27
  26. 26. ACCELERATING CONVERSION WITHMOBILE   On the stadium   During the game   Instant play, instant win CY + EF FICIEN ENCY PAR +T RANS SATION ER + CONV LITY BI D ESIRA © Creuna 28
  27. 27. USE EMAIL FOR INSTANT CONVERSION Y I CIENC+ EFF ARENCY PT RANS RSATION E + CONV BILITY +D ESIRA © Creuna 29
  28. 28. ENABLE CONSUMPTION BY ENABLING USERS Y I CIENC NCY+ EFF N SPARE N+ TRA ERSATIO V + CON ABILITY + DESIR © Creuna 30
  29. 29. EXPLORE NEWBUSINESS MODELS FORPAID CONTENT 31
  30. 30. Tablet based paid content is comingfor 130 million subscribersand 300 million readers ofWired, Vougue, Better Homes &Gardens and more © Creuna 32
  31. 31. NORDJYSKE MEDIER WENT AHEAD Y I CIENC+ EFF ARENCY PT RANS RSATION E + CONV BILITY +D ESIRA © Creuna 33
  32. 32. THE ECONOMIST IN SEARCH OF PRINT 2.0 WITH BUILD-IN P.O.S. Y I CIENC+ EFF ARENCY PT RANS RSATION E + CONV BILITY +D ESIRA © Creuna 34
  33. 33. MOBILE AS THE WHOLEPACKAGE 35
  34. 34. ATTENTION, INTEREST, DESIRE, ACTION © Creuna 36
  35. 35. ATTENTION, INTEREST, DESIRE, ACTION © Creuna 37
  36. 36. ATTENTION, INTEREST, DESIRE, ACTION,DELIVERY, CONSUMPTION ICIENCY CY+ EFF PAREN N S TRAN O+ E RSATI + CONV BILITY A + DESIR © Creuna 38
  37. 37. USE WHAT USERS USE
  38. 38. USE WHAT USERS USEFoursquare: DSB, Telenor and more  Limited but loyal customer group  Provides simple mobile presence with easy to measure ROI  It’s basically a coupon © Creuna 40
  39. 39. USE WHAT USERS USEFoursquare: DSB, Telenor and more  Limited but loyal customer group  Provides simple mobile presence with easy to measure ROI  It’s basically a coupon Y EFFI CIENC NCY SPARE ION TRAN ERSAT + CONV LITY I DE SIRAB © Creuna 41
  40. 40. FOURSQUARE IS HIP IN DENMARK, BUT… December at the FCK – Panathinaikos gameAt the gameand notchecked in99.7% At the game and checked in 0.3% © Creuna 42
  41. 41. FOURSQUARE IS HIP IN DENMARK, BUT… August at the FCK – Rosenborg game compared0.35 December 0.30.25 0.20.15 August 0.10.05 0 At the game and checked in with FourSquare © Creuna 43
  42. 42. FOURSQUARE IS HIP IN DENMARK, BUT…  Maybe 2011 will see 1.5- 2% percent checking in!  Providing loyalty bonuses will drive more checkins  At zero startup cost! © Creuna 44
  43. 43. USE WHAT USERS USEGowalla: trips and experiences IENCY NCYEFFIC E NSPAR ION+ TRA ERSAT V + CON ABILITY IR + DES © Creuna 45
  44. 44. TWITTER IS ALSO MOBILE © Creuna 46
  45. 45. SOME ADVICE ON HOWTO GO ABOUT IT 47
  46. 46. SETUP YOUR MOBILE AUTHORITYYou will need at least a mobile decision maker and a mobile budget © Creuna 48
  47. 47. DON’T CARE TO MUCH ABOUTDOWNLOADSIt’s all about frequency of use, retention of the user and value of use © Creuna 49
  48. 48. DON’T CARE TO MUCH ABOUTDOWNLOADS Set up KPIs and put real money value to them © Creuna 50
  49. 49. DO APPS RIGHT  Don’t publish the ACME app  Single focus opens to new audiences  Make it desirable and conversational!  Update! © Creuna
  50. 50. DO WEB RIGHT  Mobile web is also your CMS  Mobile web is not setback and it’s populated by enthusiastic users  It can and should look a nice as an app  Put mobile first! © Creuna
  51. 51. Simple tips:INTEGRATE RIGHT! Edit one place Update everywhere © Creuna
  52. 52. CMS taught us to separatecontent from layouts andhierarchy.Mobile teaches us to switchlayouts for devices. © Creuna 54
  53. 53. ONE SERVICE, MANY CHANNELSDSB S-Tog: Expanding the daily travel experience 55 © Creuna
  54. 54. A MULTI CHANNEL SOLUTION STARRING YOUR CMS Desktop website Mobile website CMS W Java App indows Phone Symbian Ap Android A iPhone App pp p App SMS dialogPublic place television © Creuna
  55. 55. THANK YOU!Don’t knowthis?Text ”skan” to72456(in Sweden) © Creuna 57

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