thinkLA Mobile Breakfast 2014 - Vaino Leskinen Presentation

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thinkLA Mobile Breakfast 2014 - Vaino Leskinen Presentation

  1. 1. WORLDWIDE 1
  2. 2. 1) I have some good news and some bad news 2) How to max the good and min the bad 3) Examples 2
  3. 3. 3 mobile is the center of audience attention
  4. 4. you need to earn your audience in mobile 4
  5. 5. feels riskier: “if we build it will they come?” 5
  6. 6. 1)Tech maturity Risk 2)Category Risk 6
  7. 7. 3 high profile cases in different stages of the hype cycle and how we set the objectives against the risk 7
  8. 8. 8 Gartner Hype Cycle
  9. 9. 9 McDonald’s Angry Birds
  10. 10. 10 Technology Risk Category Risk Maturity / description Plateau of productivity From quick service restaurant to mobile gaming Risk management Low risk (or so we thought...) High risk “Angry Burgers”
  11. 11. 11
  12. 12. 12 source: Gartner
  13. 13. 13 adidas windowshopping
  14. 14. 14 Technology Risk Category Risk Maturity / description Thorough of disillusionment Within retail Risk management High risk Low risk “Windowshopping”
  15. 15. the most awarded digital in the World 2013 1) Dumb ways to die 2) Nike+ Fuelband 3) adidas Windowshopping source: Gunn Report 15
  16. 16. 16 source: Gartner
  17. 17. 17 Nissan Nismo Watch
  18. 18. 18 Technology Risk Category Risk Maturity / description Peak of inflated expectations Watches Risk management High risk High risk “Nismo Watch”
  19. 19. you need to earn your place in mobile. 19
  20. 20. managing tech maturity risk will lead you to launching a portfolio of ideas instead of one. 20
  21. 21. managing category risk lead you on a look for small ideas. 21
  22. 22. Thank you! 22
  23. 23. vaino.leskinen@digitalartsnetwork.com 310-463-5180 @vaiski www.tbwachiatday.com www.digitalartsnetwork.com 23

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