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Fake Strategies vol1 - Utility for Mini

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Fake Strategies vol1 - Utility for Mini

  1. 1. ¿What kind of added utility could MINI create? May 2010 Fake Strategies vol.1
  2. 2. What is utility for drivers?
  3. 4. Efficiency Problem solving Comfort
  4. 5. too much focus on the functional side
  5. 6. What is utility for drivers?
  6. 7. Perhaps not just about functional technology
  7. 8. MINI is a tribal & cult brand, with a strong sentiment of belonging
  8. 9. but a value that enriches how they are Perhaps not just about functional technology
  9. 10. Meet the MINI driver Fun, Creative, Enthusiast
  10. 11. and MINI drivers really like interacting with each other Source: Motive Quest, Mini Drivers Study, 2007
  11. 12. Being connected and having a community inside the car StarterThinking Territory
  12. 13. CONNECTED COMMUNITY Reference: MyFord (Digital Dashboard - Wifi) http://www.youtube.com/watch?v=59DJOiIg9w4&feature=related
  13. 14. PLAYFUL SHARE USEFUL DATA Be CONNECTED Feel COMMUNITY We are looking for a revolutionary concept in a car that works at the same level
  14. 15. MINI eye
  15. 16. <ul><li>Record your car trips & rallies </li></ul><ul><li>(subjective perspective), </li></ul><ul><li>adding a music, that you can share </li></ul><ul><li>with other Mini drivers </li></ul><ul><li>Also you can tag places & music </li></ul><ul><li>(through 4square & stickybits) </li></ul>MINI eye Ref http://www.youtube.com/watch?v=J0xn1BA4mQc&feature=player_embedded# ! 2 modes SOCIAL PLAYFULNESS Augmented reality in a screen or windshield to help you with your driving or providing you with real time info USEFULNESS
  16. 17. INTEGRATED WEBCAM location options
  17. 18. <ul><li>Perhaps putting a webcam on a car sounds weird </li></ul><ul><li>but…. </li></ul>
  18. 19. <ul><li>“ Success is the ability to go from one failure to another with no loss of enthusiasm” </li></ul><ul><li>Wiston Churchill (probably a MINI driver) </li></ul>
  19. 20. Thanks @mirandaluis

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