Mobile as an Entrepreneurial
Opportunity
Geoff Ballinger, Games Analytics
Ronnie Forbes, QikServe
Nadine Pierce, Chefr
Is our glass half empty?

(http://www.flickr.com/photos/wxmom/2247068741/)
“Mobile has moved on to be perhaps not quite
business as usual but nothing deeply remarkable”
(respected industry commenta...
(https://itunes.apple.com/gb/app/screammore/id703178156)
This is MY phone

(http://www.flickr.com/photos/32323502@N00/9616398832)
Remember me?

(http://www.flickr.com/photos/kenjonbro/5202455601)
Why is the App there?
“However, for this commercial, we also have a
very compelling offer – a free trip, awarded
each day,...
http://www.flickr.com/photos/adactio/6800973323
… or is our glass half full?

(http://www.flickr.com/photos/wxmom/2247068741/)
Mobile vs Desktop
Online / Offline Balance
Connecting the Digital and Physical
Worlds
Location
Mobiqa Overview
The Idea
What is QikServe?
Restaurants, Bars, &
Cafés

Where is
QikServe Used?

Airport Hospitality

Hotels

Stadiums
Thanks

Ronnie Forbes
ronnie@qikserve.com
Nadine Pierce, Head Chefr
nadine@chefr.com
@chefruk
Simply...
• Indulge ... in exceptional food at fine dining restaurants
• Download…the chef’s exclusive recipes
• Recreate…...
‘itunes
model’
Benefits
Chefs
• They can ‘self publish’
• Marketing to new &
existing customers
• Increases Social Media
profiles

Consum...
• Food Blogger
• Mystery Diner

• Forager
• Home Cook
• Recipe Collector
• Food Writer for others
• Digital Marketeer

Eat...
The
lightbulb
moment …
Neat idea – but what now?
Enter stage Left

Enter Stage Right
& before I knew it…….

eep, I don’t have time for all this, now what……?
The
Future……

A global
‘Facebook’

for ‘foodies’
Nadine Pierce, Head Chefr
www.chefr.com
@chefruk
Ronnie Forbes
ronnie@qikserve.com

Geoff Ballinger
@geoffballinger

Nadine Pierce, Head Chefr
www.chefr.com
@chefruk

ques...
Mobile as an Entrepreneurial Opportunity
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Mobile as an Entrepreneurial Opportunity

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Slides from Mobile Monday Edinburgh's joint event with the Edinburgh Entrepreneurship Club on Monday 20th January 2014.

Joint effort between:

Geoff Ballinger, @geoffballinger
Ronnie Forbes, QikServe, @QikServe
Nadine Pierce, @chefrUK

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  • Absolutely 100% true – but also a real problem.Assumption is that if we have invested in some other digital channel then we can trivially have a matching mobile app or service.Also some assume that the same use cases are both relevant and practical
  • A classic example of simply rolling up a (bad) website into an app.Remember – points make pints!
  • Typical image of someone using their smartphoneContext of use: *mobile*, couch, desk – not about the device per see.g. coffee chain app – on mobile all about finding branch near me now and loyalty/coupons – at home more about aspiration/marketing or find a branch elsewheree.g. putting CC details into bus app while standing on the pavementLook at you phone – what does it mean to you?Personal and contextual bridge into the digital world in hand 24/7More sensitive to interruption and privacy etc than desktop
  • Mobile costs real money and can be complicated so can lead to bill shock when it goes wronge.g. crazy frog,e.g. roaming chargesIt is all about confidence – it is a very personal device!
  • Discovery – especially apps due to involved install processWhy is the app on the device?Why does the user start the app if it is there?
  • Fragmentation ofPhysical size vs resolution = densityCompute powerSensors and other capabilitiesOS and versionBugs!But these are technical issues …
  • Ronnie Forbes of QikServe
  • Mobile as an Entrepreneurial Opportunity

    1. 1. Mobile as an Entrepreneurial Opportunity Geoff Ballinger, Games Analytics Ronnie Forbes, QikServe Nadine Pierce, Chefr
    2. 2. Is our glass half empty? (http://www.flickr.com/photos/wxmom/2247068741/)
    3. 3. “Mobile has moved on to be perhaps not quite business as usual but nothing deeply remarkable” (respected industry commentator)
    4. 4. (https://itunes.apple.com/gb/app/screammore/id703178156)
    5. 5. This is MY phone (http://www.flickr.com/photos/32323502@N00/9616398832)
    6. 6. Remember me? (http://www.flickr.com/photos/kenjonbro/5202455601)
    7. 7. Why is the App there? “However, for this commercial, we also have a very compelling offer – a free trip, awarded each day, to someone who downloads the app” Vic Walia, senior director of brand marketing at Expedia “Most Shazam-enabled ads have an on-air prompt or call-to-action to let people know they can use Shazam to interact with the ad for more information or special offers” (http://news.shazam.com/images/shazam-on-air-prompt-215595)
    8. 8. http://www.flickr.com/photos/adactio/6800973323
    9. 9. … or is our glass half full? (http://www.flickr.com/photos/wxmom/2247068741/)
    10. 10. Mobile vs Desktop
    11. 11. Online / Offline Balance
    12. 12. Connecting the Digital and Physical Worlds
    13. 13. Location
    14. 14. Mobiqa Overview
    15. 15. The Idea
    16. 16. What is QikServe?
    17. 17. Restaurants, Bars, & Cafés Where is QikServe Used? Airport Hospitality Hotels Stadiums
    18. 18. Thanks Ronnie Forbes ronnie@qikserve.com
    19. 19. Nadine Pierce, Head Chefr nadine@chefr.com @chefruk
    20. 20. Simply... • Indulge ... in exceptional food at fine dining restaurants • Download…the chef’s exclusive recipes • Recreate…in your own kitchen
    21. 21. ‘itunes model’
    22. 22. Benefits Chefs • They can ‘self publish’ • Marketing to new & existing customers • Increases Social Media profiles Consumers • Purchase individual recipes • Recreate an experience/special occasion at home • Show off a little to friends
    23. 23. • Food Blogger • Mystery Diner • Forager • Home Cook • Recipe Collector • Food Writer for others • Digital Marketeer Eating Edinburgh The foodie adventures of a gluttonista
    24. 24. The lightbulb moment …
    25. 25. Neat idea – but what now? Enter stage Left Enter Stage Right
    26. 26. & before I knew it……. eep, I don’t have time for all this, now what……?
    27. 27. The Future…… A global ‘Facebook’ for ‘foodies’
    28. 28. Nadine Pierce, Head Chefr www.chefr.com @chefruk
    29. 29. Ronnie Forbes ronnie@qikserve.com Geoff Ballinger @geoffballinger Nadine Pierce, Head Chefr www.chefr.com @chefruk questions or comments? … and remember to sign up to the eClub and MoMoEdi lists!
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