This document discusses how to mobilize a business by developing a mobilization framework. The framework involves three steps: 1) defining platform pillars such as devices, services, and customers, 2) creating an ecosystem through primary and extended services on mobile and web platforms, and 3) developing an engagement plan around awareness, adoption, advocacy and loyalty through various engagement lenses. The process of mobilization is progressive and builds market and brand relevance over time by driving it through connectivity, desirability, monetization, and empowerment.

1. Slide to unlock

2. Mobilizing your business
Brought to you by Hörnsten & Ivmark

3. Creuna AB
Stockholm

4. Why Mobilize?
Market Transformation

5. Mobilization Framework
Market Driver
Market Driver
MOBILIZED
Market Driver PILLARS & ENGAGEMENT
ECOSYSTEM PLAN BRAND
STRATEGY
Market Driver
Market Driver

6. Connectivity

7. “ You’ve spent the day on
the Internet — but not
on the Web. ”
“The Web Is Dead. Long Live the Internet”
By Chris Anderson and Michael Wolff
Wired, August 2010

8. Connectivity Today
23% of all
FB users Google
are 2x searches
more active come from
on mobile mobile
Netflix, on More Kindle
100 ebooks than
devices paperbacks!

9. Desirability

10. Demand for Platforms
iPod iPhone iPad
0 1 Quarters After Launch 2 3

11. Demand for Utility
APPLE ITUNES MEDIA
7 yrs
10 000 000 000 downloads

12. Demand for Utility
APPLE APP STORE
2,5 yrs
10 000 000 000 downloads

13. Monetization

14. ROI? Biz Model?
%
50
37.5
25
12.5
0
Symbian Blackberry Apple Microsoft Google Other
Market share App download and usage
Gartner Q1 2010: Market Share
AdMob Operating System Share, May 2010

16. Emerging App-Threat?

17. Semiclosed vs. HTML
AWARENESS
?
MARKETING
MARKETING
SERVICES
iAd Ad
Sense
?
PRODUCT AND
MARKETPLACE MARKETPLACE
OR SERVICE
?
$ $ $
LOYALTY

18. Rewards

19. “ We're seeing a dramatic shift
in the way business is done
towards more transparency,
more collaboration, more
democracy, and ultimately
more value.
”
– Alex Bogusky, Founding Insurgent, FearLess Cottage

20. Value Spectrum
CONTENT UTILITY

21. FORM
ATS
Mobile Tagging QR Co
des
Barcod
es
Mobile
T ags

22. KEY P
LAYER
Check-ins Foursq S
u are
Gowall
a
Facebo
ok

23. KEY T
HEME
M-Commerce Augm
Price
In-Ap
ented
R
S
Transp eality
ar
p Purc ency
Exclus hasing
ive De
Gifting als

24. EMER
GING
M-Health Awaren
EXAMP
LES
ess
Publica
tions
Self-Ca
re

25. M-Banking TREN
DSET
Mint.c
TE
om
RS
Chase
Deutc
he Ba
nk

26. GENR
Entertainment Music
Public
ES
/Film
ations
Game
News/ s
Media

27. GENR
Entertainment Music
Public
ES
/Film
ations
Game
News/ s
Media

28. Empowerment

29. “
...consumers are surrounding
themselves with the people and
information that helps them
make better decisions thanks to
social networks such as
Facebook, Twitter, and YouTube.
Their attention is focused in
new paradigms and away from
traditional media.... ”
– Brian Solis, Social Media Evangelist

30. Customers are more empowered than ever before.
Some believe we are on the verge a customer revolution.

31. They’re not just customers, they
can be your biggest advocates!
Source: Harvard Business Review

32. EMER
GING
Custo MIND
mers SET
your b increa
rand v se
alue.
“ Tell me and I'll forget;
show me and I may remember;
involve me and I'll understand. ”
– Chinese Proverb

33. EMER
GING
Custo MIND
mers SET
your b increa
rand v se
alue.
“ Tell me and I'll forget;
show me and I may remember;
involve me and I'll make it better. ”
– Chinese Proverb? Wikipedia’d?

34. PREPARE TO
ENGAGE

35. Mobilization, Step 1/3
Define your
Platform
Pillars

36. Platform Pillars
DEVICES
SERVICES
CUSTOMERS

37. Mobilization, Step 2/3
Create your
Ecosystem

38. Ecosystem
Web
DEVICES
SERVICES Social
CUSTOMERS Mobile

39. Ecosystem
Web
DEVICES Primary,
SERVICES Social
CUSTOMERS
Extended
or Pilot
Service

40. Stockholm City Library
Web
Web
Primary Social
Service

41. Stockholm Stad
Web
Web
Pilot Social
Service

42. Mobilization, Step 3/3
Develop your
Engagement Plan

43. Engagement Plan
AWARENESS ADOPTION ADVOCACY LOYALTY

44. Engagement Plan Lenses
WORD
REACH VALUE OF IDENTITY
MOUTH

45. Engagement Plan / Ecosystem
Web
Web
WORD
VALUE OF IDENTITY
Social MOUTH
Mobile

46. Engagement Plan / Ecosystem
Web
WORD
REACH OF IDENTITY
Social
Mobile MOUTH

47. Engagement Plan / Ecosystem
Web
REACH VALUE IDENTITY
Social
Mobile

48. Engagement Plan / Ecosystem
Web
WORD
REACH VALUE OF Social
Mobile
MOUTH

49. It’s a Work-in-progress
Building market & brand
relevance doesn’t happen
overnight.

50. Mobilization is Progressive
MARKET DRIVERS PILLARS & ENGAGEMENT RELEVANCE
ECOSYSTEM PLAN
Connectivity
Desirability AWARENESS
Devices
ADOPTION MOBILIZED
Monetization Services BRAND
ADVOCACY
Customers STRATEGY
Rewards LOYALTY
Empowerment

51. Summary
Define your Pillars
Create your Ecosystem
Develop your Engagement Plan

52. Key Take-Aways
Be Relevant.
Be Engaged – Mobile & social
will help you listen, learn and
engage with your customers.
Be Fearless – Empowerment
can be a mutual benefit.

53. Thanks!
fredrik.hornsten@creuna.se
ali.ivmark@creuna.se