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The Role of Mobile Retail Activities. Selected aspects and thoughts for discussion. Arne Kittler, Fork Unstable Media Mobile Monday Hamburg, 11 October 2010
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
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
PIONEERS ON THE FAST LANE
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
CONTEXT
PEOPLE & CONTEXT FIRST. Technical compatibility is just a basis!  We need to look people and how they use our service: © 2010 Fork Unstable Media
PEOPLE & CONTEXT FIRST. It is important to think in user stories. Image: Internal sketch © 2010 Fork Unstable Media
DIFFERENTIATION
POSSIBILITY & NEED FOR DIFFERENTIATION. !! Clear benefits and clear (complementary) positioning !! Differentiation from... ... Competition ... Web Site ... other mobile activities © 2010 Fork Unstable Media
POSSIBILITY & NEED FOR DIFFERENTIATION. Example: OTTO Style Catcher Styles, not specific products  Mobile-specific situational impulse Use-case specific application © 2010 Fork Unstable Media
THE NEW MULTICHANNEL
THE NEW MULTICHANNEL. New kids on the block change the multichannel context. © 2010 Fork Unstable Media
THE NEW MULTICHANNEL. Mobile can take a central role and can change the context for all channels. © 2010 Fork Unstable Media
THE NEW MULTICHANNEL. “ Medienbruch”  Transmedia Storytelling  © 2010 Fork Unstable Media
VIELEN DANK! © 2009 Fork Unstable Media
CONTACT Fork Unstable Media GmbH 4RK CONSULTING Arne Kittler [email_address] @arnekittler +49 40 432948-60 © 2010 Fork Unstable Media
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

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The Role of Mobile Retail (Mobile Monday Hamburg 2010)

  • 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
  • 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
  • 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
  • 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