Developing a Mobile PropositionSection 7: Launch StrategiesMICHAEL NUCIFOROMobile Consultant, Innovator and Futurist
Section 7 – 15:55 to 16:35Launch Strategies• Big bang, beta, pre-launch registration: which works best and why?• Supportin...
Launch approach…              APPLE      ANDROID                                                         TIP: Platforms?  ...
Agree launch approach…Recommend a staff deployment. Can be used to gather feedback and learning’s.If staff trial is succes...
Complete impact assessments…Ensure you are resourced andprepared operationally:• Call centre• Social• Incident management ...
Create a strong campaign…                   6
…that is multi-channel…                   7
Get your branding right…                   8
Create advocates…• Be creative…• Engage influencers – bloggers – speakers – tweeters• Take passionate customers and make t...
Capture feedback…Mobile users hate to call – even though they are on a phone.      • Core channel        for mobile       ...
Respond to your customers…                  11
Track your key objectives…AREAS OF INSIGHT            CORE METRICS                                                        ...
Key takeaways…1.   Think through your launch strategy – it can make or break the initiative2.   Use staff or engaged custo...
Group Exercise• Each group to define a go-to market approach for their proposition – 20 minsKey questions:• Launch strateg...
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7. Launch strategies

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7. Launch strategies

  1. 1. Developing a Mobile PropositionSection 7: Launch StrategiesMICHAEL NUCIFOROMobile Consultant, Innovator and Futurist
  2. 2. Section 7 – 15:55 to 16:35Launch Strategies• Big bang, beta, pre-launch registration: which works best and why?• Supporting and responding to customers: social, call centre and app store• Marketing approach: how to get maximum engagement and advocacy• Examining tactics for delivering optimum take-up• Exercise: each group defines a go-to market approach for their propositionsNext: Refreshments 2
  3. 3. Launch approach… APPLE ANDROID TIP: Platforms? ! Approval times on Apple are around 1-2 weeks WEB MOBILE EMAIL OFFLINE TIP: Channels? ! Offline channels can still deliver great results BIG BANG PHASED SOFT TIP: Approach? ! De-risk through a phased launch strategy BTL ATL TIP: Marketing? ! Use BTL to warm up for your ATL activity 3
  4. 4. Agree launch approach…Recommend a staff deployment. Can be used to gather feedback and learning’s.If staff trial is successful. Launch to full customer base.Launch features incrementally. Don’t hold off. 3 2 Continue to innovate • Progressive roll outs • Respond to feedback 1 Deploy app to customers • Launch to customers • Multi-media campaign Separate app for staff only: • Test and learn • Capture feedback 4
  5. 5. Complete impact assessments…Ensure you are resourced andprepared operationally:• Call centre• Social• Incident management 5
  6. 6. Create a strong campaign… 6
  7. 7. …that is multi-channel… 7
  8. 8. Get your branding right… 8
  9. 9. Create advocates…• Be creative…• Engage influencers – bloggers – speakers – tweeters• Take passionate customers and make them advocates and evangelists• Get them in prior to launch and show them your new app• Use the power to connect to enrich your service offering 9
  10. 10. Capture feedback…Mobile users hate to call – even though they are on a phone. • Core channel for mobile feedback Social • Difficult to Media App monitor • Can respond in Store Google with right access• May be more useful than App Store In App Feedback NPS • Should be a Survey standard part • Will not suffer of your as big an reporting impact as Call • Available on desktop log out changes Centre 10
  11. 11. Respond to your customers… 11
  12. 12. Track your key objectives…AREAS OF INSIGHT CORE METRICS • Age Users by device, • Gender brand & platform • # product holdings1 - Demographics • Customer segmentation • Marital status • Other channel usage • Length of time with the bank Sales by device, brand & platform: Sales per ‘000 unique logons, per ‘000 active users,2 - Sales frequently started sales journeys, product holding & channel of acquisition Usage by device, brand & platform: Total number of servicing journeys (completed &3 – Service Usage uncompleted), usage per ‘000 logons; total per active user, service process, top pages visited, no. of defects (?) Active users & logons by device, brand, platform, time of usage, time spent on site4 – Acquisition & Usage5 – Customer Satisfaction NPS score by device, platform 12
  13. 13. Key takeaways…1. Think through your launch strategy – it can make or break the initiative2. Use staff or engaged customers to trial the service prior to launch3. Ensure you are operationally ready and resourced to support the service4. Develop a strong multi-channel campaign that targets the right users5. Monitor and listen to customer feedback – have a roadmap to enhance6. Track your key objectives and initiate actions where required 13
  14. 14. Group Exercise• Each group to define a go-to market approach for their proposition – 20 minsKey questions:• Launch strategy – beta, trial, phased, big bang?• Engagement – channels, messages, branding?• How will you respond to any barriers to adoption?• What metrics will you track? 14

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