Apps Marathon - Display and Mobile interaction (Moovade)

Rich Media reach out to our mobile phones… Threat or Opportunity for the DS and Kiosk Industry ?
AppsMarathon
26thSeptember2010

Digital Signage & Kiosk solutions come from a trueneed to communicatewithconsumers in OOH environments…
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However…
…the promisedmannaappearsdifficult to deliver!
Gartner research (sept. 2009) – 3 key findings on digital signage :
Usage :
Solutions :
Effectiveness :
retailers shifting from running ad networks to extension of merchandising and branding strategies.
lots available but few have working knowledge of retailer’s operating environment.
present solutions offer poor content effectiveness measuring tools.
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And…
…the wave of mobile phone use to interactwithconsumersislikely to be tidal!
Source : Gartner Group - Jan. 2010 - http://www.gartner.com/it/page.jsp?id=1282413
Besides the incrediblegrow of mobile solutions (21.6 billions mobile appdownloads by 2013), itistodayclearthat the pression ishigh on legacy solutions such as kiosks, amongotherreasonsbecause of deployment and operating costs.
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Are Digital Signage & Kiosk solutions atrisk?
Find vouchers
Find the best price
Organizeyour shopping
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A bright future if…
… we are smart enough to introduce new INTERACTION MODELS thatcapitalize on the intrinsicqualities of BOTH Kiosks/DS and Mobile Phones.
Drivers for Consumers
Drivers for Retailers / Brands
Sense of exclusivity
Ease of maintenance
Personalized service
Cost of deployment
My own device
Operating costs
Practicality
Control of environment
Inspiration
Two ways interaction
Fun
Personalized communication
Value-add / service
Build Image
Economics
Channel extension
Resilience
Mobile
Kiosk
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Creating a stronglinkbetween DS andthe public throughtheir mobile phone
Mobile phone becomes a «smartremote control »
Pieces of the communicationdownloadable to the mobile phone
Receive content from the public
Customize the information
Multi-user and free to use
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2 praticalexamples…
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1. Security and asset protection : Service24
Shop consumers receive a service even during the closing hoursthrough an interactive screen behind the shop window,using their mobile phone as a smart remote control.
Multiple users on an interactive screen
Screen protected via the shop window
Mobile phone advantages : vouchers receiving, contact details sending, profiling, product configuration, mobile payment, …
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Demo
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The user navigates in the screens using his joystick
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Using the “Map” button…
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Using the “Voucher” button…
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End of demo
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2. Extending consumer interaction : MyShoppingAssistant
Extend DS scenario to catch the consumer at home with a “Never forget again to buy a product” service.
In the retail, extend DS to give a service (e.g. a recipe) but also to generate new incomes (e.g. up and cross-selling based on browsed recipe)
Link to dynamic mobile couponing
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Demo
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At-home, shopping list on mobile phone
To add a product, the consumer can scan its barcode (“I’ve just ended the milk box”)
Configuration of added product
Shopping list on mobile phone.
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Idle, traditional digital signage broadcast
Meanwhile, the consumer scans a barcode with its mobile.
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The consumer scanned pastas, the screen displays product info
The consumer navigates in the screen with
its joystick.
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Navigation in the main menu
its joystick.
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Navigation in the main menu
its joystick.
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The consumer gets a map for the product (click on map option)
An assistant explains the consumer what to do with this screen
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The consumer gets nutritional values for the product
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The consumer gets recipes propositions for the product
The consumer navigates in the screen with its joystick.
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The consumer selected a recipe; he has text, photos and videos for it
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The consumer can put a voucher for this product to his Ping.Ping
Using the option menu
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The voucher were added to Ping.Ping
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Suggestions in the right part of the screen
The consumer navigates in the suggestions with
its joystick.
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The consumer selected the suggested Red Wine
Once again,
the consumer navigates in the screen with its joystick.
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End of demo
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Gartner recommandation
for successfull DS
Enabled by this scenario
DS should support improving the in-store customer experience
Switch from push-based content to interactivity
Support top basics customers want when shopping, e.g. way-finding, faster check-out, etc.
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And… onlyretails? Onlyscreens? Of course not!
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About
Belgiancompanyspecialized in mobile software development
Moovade has two distinct offers
iPhone, Android, Blackberry, Windows Phone, Java ME, Symbian
Mobile Web & Widgets
Solutions portability
Solutions : ,
Services : mobile development, mobile web
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Thankyou for your attention
www.moovade.com
info@moovade.com
twitter.com/moovade
Porte de Lorette, 78
4600 Visé - Belgium
+32 4 379 86 27
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Appendixes
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What are those mobile technologies &
how cantheybring a value-add to DS & kiosk solutions?
Rich
Web mobile
Richness of
Interaction
Bluetooth Pull &
Captive Portal
NFC
MMS
Bluetooth Push
SMS
Poor
Freedom of Movement
Controlled
No limit

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Are consumersready for Interact?
2009 : European mobile Internet users : 17%
Between Q2 2008 & Q2 2009
Worldwide mobile phone sales : 6.1% decrease
Smartphone sales : 27% increase
Polarization of the installed base : lowcost or smartphones
Consumers are equipped and do much more thangiving calls and texting
Source : Gartner Group - http://www.gartner.com/it/page.jsp?id=1126812
Source : ForresterResearch
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: Shops & exhibitions
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39
: Tetris on a building
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Apps Marathon - Display and Mobile interaction (Moovade)

by Mobile Monday Brussels on Oct 08, 2010

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Apps Marathon - Display and Mobile interaction (Moovade) — Presentation Transcript