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EFASHION- designing mobile shopping & fashion experiences on 
mobile that inspire! - mobtzu - mobile apps for brands

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This is the presentation we gave at efashion amsterdam that was organised by emerce and textilia …

This is the presentation we gave at efashion amsterdam that was organised by emerce and textilia

[DUTCH]
Jerry Lieveld neemt je mee op reis door het huidige en toekomstige mobiele landschap en zal zijn passie met je delen door inspirerende fashion brand experiences die merken relevant en tastbaar maken in de handen van consumenten. Naast de belangrijkste trends zal Jerry ook ingaan op welke wijze je mobile kunt inzetten binnen je marketing communicatie mix en shopping experiences kunt creëren die playful en delightful zijn en die consumenten zullen omarmen.
Jerry is een digital professional met internationale ervaring in strategische rollen in digitaal en mobiel. Jerry onderscheidt zichzelf door zaken simpel te houden en is bovendien consistent, optimistisch en gefocussed op het leveren van mobiele experiences die speels zijn en de gebruiker positief verrassen. Jerry is een gepassioneerd leider die anderen motiveert en toegewijd is aan de revolutie in digital en mobile ecosysteem. Ervaring in mobile, digital marketing, digital media, design en user experience stellen Jerry in staat om organisaties te helpen met hun mobiele uitdagingen en strategie.

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  • 1. cases - - mars - philips - pggm - pernod ricard - emiDESIGNING MOBILESHOPPING & FASHIONEXPERIENCES ONMOBILE THAT INSPIRE!@jerrylieveld - @mobtzu - mobtzu.com
  • 2. day 1. 84% at home 2. 80% during misc. times throughout the daystats 3. 74% waiting in lines 4. 64% at worksource: ipass mobile workforce may 2011confidential
  • 3. mobile 1. 71% of apps downloaded on ios 2. 86% use their device while watching tvstats 3. 69% use their device while shoppingsource: ipass mobile workforce may 2011confidential
  • 4. 1. gamesmobile 2. mocial (mobile social networking) 3. music & entertainmentcategories 4. mail & messaging 5. weather (sports news & current events, business & finance, health & fitness, travel)source: millenial media 2011confidential
  • 5. 1. 54% of consumers want barcodesmobile and smart tags in magazines 12% of retailers offer this feature.shopping 2. 62% of consumers want to shop using mobile apps or websites 32% of retailers offer this optionsource: demandware june 2011confidential
  • 6. 1. 23% of consumers downloadmobile a branded shopping application,shopping 2. 50% plan to do it the future, but only 12% of retailers offer one.source: demandware june 2011confidential
  • 7. mobile 1. mobile web growth has outpaced desktop web growth 8 timeseclipse 2. smartphone sales will pass pc sales in 2012source: ITU, Mark Lipacis, Morgan Stanley Research.confidential
  • 8. we create, produce and promote APPS & GAMES for BRANDSconfidential mobile apps for brands
  • 9. on iphone, ipad, google android, blackberry, mobile touch web
  • 10. that are easy to use, desireable,consistent, have a purpose and are playful
  • 11. mobile will be thecenterpiece of allmarketingcommunication mobtzu - mobile apps for brands | mobile apps for brands
  • 12. consumer behaviour has shifted mobtzu - mobile apps for brands | mobile apps for brands
  • 13. they wantcompelling storytelling,inspiration and utilityfrom brands. mobtzu - mobile apps forRichard Ting brands | mobile apps for brands
  • 14. consumer expectation consumers are well versed in tracking down very good, services and experiences and they expect not just basic standards of quality, but the best of the bestconfidential part of the valley
  • 15. has become far more diversifiedstatus than most brands and organisations have traditionally catered for. mobile apps for brands
  • 16. instant we expect to have our needsgratification met instantly. 24/7. everywhere. mobile apps for brands
  • 17. shift world of shopping is undergoing a sweeping transformationconfidential part of the valley
  • 18. shop everywhere we need to start thinking about our world as a store source: psfk the future of retailconfidential part of the valley
  • 19. so savvy understand that shoppers are driven by tech, the web, communities and the search for ever-richer experiences source: psfk the future of retailconfidential part of the valley
  • 20. born ready be prepared to make a sale whenever and whereever the shopper is ready source: psfk the future of retailconfidential part of the valley
  • 21. ecosystem everywhere sharing our vision: mobile social geo location the new e-crm digital mobile payments social selling & buying ecosystem is mobile 24/7 m-commerce consumerism = brands on mobile 21confidential
  • 22. new digital mobile surfing social networkingecosystem mobile commerceis mobile mobile in-store/out-store retailand will bring location-based servicestogether near field communications mobtzu - mobile apps for brands | mobile apps for brands
  • 23. when is it mobile?
  • 24. mobile isn’t just about phones
  • 25. contextconfidential 25
  • 26. context 1.variable environment 2.constant partial attention 3.interruptions / distractionsconfidential 26
  • 27. context 1.on the go 2.lean backconfidential 27
  • 28. context 1.limited text input 2.multitasking can be challenging 3.it’s easy to get lostconfidential 28
  • 29. 1.business sensenative & web 2.user benefits 3.target audience 4.informationconfidential 29
  • 30. mobile 1.mobile first 2.know your audience 3.make content the actiondesign 4.craftmanship and attention to detailconfidential
  • 31. craftmanship andattention to detail from brands mobtzu - mobile apps for brands | mobile apps for brands
  • 32. the more you notice it,the greater you feel itsabsencewhen it’s not there. mobtzu - mobile apps forEd Cotton brands | mobile apps for brands
  • 33. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 33
  • 34. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 34
  • 35. instagram - visual engagement sharing pro like photo’s mobtzu - mobile apps for brands |confidential
  • 36. fancy - collect, curate and share the things you love mobtzu - mobile apps for brands |confidential
  • 37. 1. mocialmobile 2. ar/qr connecting media 3. branded utility/servicestrends 4. mcommerceconfidential 37
  • 38. debenhams qr shopping brand experience mobtzu - mobile apps for brands |confidential
  • 39. diesel qr likes mobtzu - mobile apps for brands |confidential
  • 40. aurasma ar/brand experience mobtzu - mobile apps for brands |confidential
  • 41. word lensaugmented realitytranslate on the fly
  • 42. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 42
  • 43. nike+ paint with your feet brand experience and utility extended mobtzu - mobile apps for brands |confidential
  • 44. 1. mocialmobile 2. ar/qr 3. connecting mediatrends 4. branded utility/services 5. mcommerceconfidential 44
  • 45. ralph lauren rlxshoppingexperience
  • 46. wirewaxvideo shopping ipad
  • 47. squaremobile payments
  • 48. WeSC interactive display connects digital with retail mobtzu - mobile apps for brands |confidential
  • 49. mobtzu strategic mobile framework - strategic focus: drive activities that benefit your portfolio/brand - consumer driven: align activities with consumer insights - relevance - decision support: a consistent approach to selecting opportunities - ongoing improvement: measurement of all initiatives to drive learning and future improvement - it’s new territory: apps and mobile landscape is taking off a plan is needed!confidential 49
  • 50. mobile strategic process Why is does mobile matter for your business? Brand objectives? Business Business constraints (time/budget) Where should we focus? objectives Exceeding service / Entertainment How did they do? What are people doing with their apps and devices? What can we learn for next time? Evaluation Insights What needs and wants do they have? When to plan for an update When can we be relevant? How are we doing? How visible are we? Launch Concept Where can your apps align with these needs? Opportunities Which insights present the best opportunities? How are we reviewed? When can these concepts be executed? What platforms and how delivered to market? Which markets? Planning Concept How do we achieve the best user experience while How will they be measured? aligning with business objectives and insights? Production Design how do we bring delight and be playful How will they be promoted?confidential 50
  • 51. take outs 1. mobile is the centerpiece 2. tell a story, inspire 3. create a great service 4. focus on needs of the user 5. understand the medium it’s a craft 6. embrace rapid change 7. and...confidential 51
  • 52. be playfulconfidential 52
  • 53. THANK YOU!@jerrylieveld - @mobtzu - mobtzu.com