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The Role of Mobile Retail (Mobile Monday Hamburg 2010)
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The Role of Mobile Retail (Mobile Monday Hamburg 2010)

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Short presentation held at Mobile Monday Hamburg on 11th October 2010

Short presentation held at Mobile Monday Hamburg on 11th October 2010

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  • 1. The Role of Mobile Retail Activities. Selected aspects and thoughts for discussion. Arne Kittler, Fork Unstable Media Mobile Monday Hamburg, 11 October 2010
  • 2. FORK UNSTABLE MEDIA. Creative agency for digital communication Founded 1996 in Hamburg, since 1999 in Berlin Team of 45 in 5 operational units Inhabergeführt Arne Kittler: Director Consulting © 2010 Fork Unstable Media
  • 3. FORK UNSTABLE MEDIA. Creative agency for digital communication Founded 1996 in Hamburg, since 1999 in Berlin Team of 45 in 5 operational units Inhabergeführt Arne Kittler: Director Consulting Retail Clients: © 2010 Fork Unstable Media
  • 4. PIONEERS ON THE FAST LANE
  • 5. PIONEERS ON THE FAST LANE. In many aspects working for mobile retail today is similar to doing e-commerce in the 90ies. (Only with 10x the speed and high financial relevancy). How do we do business in a very dynamic environment without relying on luck (or massive investments)? © 2010 Fork Unstable Media
  • 6. CONTEXT
  • 7. PEOPLE & CONTEXT FIRST. Technical compatibility is just a basis! We need to look people and how they use our service: © 2010 Fork Unstable Media
  • 8. PEOPLE & CONTEXT FIRST. It is important to think in user stories. Image: Internal sketch © 2010 Fork Unstable Media
  • 9. DIFFERENTIATION
  • 10. POSSIBILITY & NEED FOR DIFFERENTIATION. !! Clear benefits and clear (complementary) positioning !! Differentiation from... ... Competition ... Web Site ... other mobile activities © 2010 Fork Unstable Media
  • 11. POSSIBILITY & NEED FOR DIFFERENTIATION. Example: OTTO Style Catcher Styles, not specific products Mobile-specific situational impulse Use-case specific application © 2010 Fork Unstable Media
  • 12. THE NEW MULTICHANNEL
  • 13. THE NEW MULTICHANNEL. New kids on the block change the multichannel context. © 2010 Fork Unstable Media
  • 14. THE NEW MULTICHANNEL. Mobile can take a central role and can change the context for all channels. © 2010 Fork Unstable Media
  • 15. THE NEW MULTICHANNEL. “ Medienbruch” Transmedia Storytelling © 2010 Fork Unstable Media
  • 16. VIELEN DANK! © 2009 Fork Unstable Media
  • 17. CONTACT Fork Unstable Media GmbH 4RK CONSULTING Arne Kittler [email_address] @arnekittler +49 40 432948-60 © 2010 Fork Unstable Media
  • 18. IMAGES USED http://www.flickr.com/photos/anniemole/4751556485 http://www.flickr.com/photos/huntz/3594547415 http://www.flickr.com/photos/leehaywood/4260592286 http://www.flickr.com/photos/filmvanalledag/5043262039 http://www.flickr.com/photos/earlysound/4490601295/ http://www.flickr.com/photos/henrybloomfield/4727315205 http://gizmopassion.com/wp-content/uploads/2010/09/less-indian-females-use-mobile-web.jpg http://whererastameetspasta.wordpress.com/2007/03/25/mobile-information-architecture-designing-experiences-for-the-mobile-web http://celebrityblackberrysightings.com/ Thank you very much! © 2010 Fork Unstable Media