views This is the presentation we gave at efashion amsterdam that was organised by emerce and textilia [DUTCH] Jerry Lieveld neemt je mee op reis door het huidige en toekomstige mobiele landschap en zal zijn passie met je delen door inspirerende fashion brand experiences die merken relevant en tastbaar maken in de handen van consumenten. Naast de belangrijkste trends zal Jerry ook ingaan op welke wijze je mobile kunt inzetten binnen je marketing communicatie mix en shopping experiences kunt creëren die playful en delightful zijn en die consumenten zullen omarmen. Jerry is een digital professional met internationale ervaring in strategische rollen in digitaal en mobiel. Jerry onderscheidt zichzelf door zaken simpel te houden en is bovendien consistent, optimistisch en gefocussed op het leveren van mobiele experiences die speels zijn en de gebruiker positief verrassen. Jerry is een gepassioneerd leider die anderen motiveert en toegewijd is aan de revolutie in digital en mobile ecosysteem. Ervaring in mobile, digital marketing, digital media, design en user experience stellen Jerry in staat om organisaties te helpen met hun mobiele uitdagingen en strategie.

1. cases -
-mars
-philips
- pggm
-pernod ricard
- emi
@jerrylieveld - @mobtzu - mobtzu.com
DESIGNING MOBILE
SHOPPING & FASHION
EXPERIENCES ON
MOBILE THAT INSPIRE!

2. confidential
1. 84% at home
2. 80% during misc. times throughout
the day
3. 74% waiting in lines
4. 64% at work
day
stats
source: ipass mobile workforce may 2011

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1. 71% of apps downloaded on ios
2. 86% use their device while watching tv
3. 69% use their device while shopping
mobile
stats
source: ipass mobile workforce may 2011

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1. games
2. mocial (mobile social networking)
3. music & entertainment
4. mail & messaging
5. weather
(sports news & current events, business & finance, health
& fitness, travel)
mobile
categories
source: millenial media 2011

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1. 54% of consumers want barcodes
and smart tags in magazines
12% of retailers offer this feature.
2. 62% of consumers want to shop
using mobile apps or websites
32% of retailers offer this option
mobile
shopping
source: demandware june 2011

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1. 23% of consumers download
a branded shopping
application,
2. 50% plan to do it the future,
but only
12% of retailers offer one.
mobile
shopping
source: demandware june 2011

7. confidential
1.mobile web growth has outpaced
desktop web growth 8 times
2.smartphone sales will pass pc sales
in 2012
mobile
eclipse
source: ITU, Mark Lipacis, Morgan Stanley Research.

8. confidential mobile apps for brands
we create, produce and promote
APPS & GAMES for BRANDS

9. on iphone, ipad, google android,
blackberry, mobile touch web

10. that are easy to use, desireable,
consistent, have a purpose and are playful

11. mobtzu - mobile apps for
brands |
mobile apps for brands
mobile will be the
centerpiece of all
marketing
communication

12. mobtzu - mobile apps for
brands |
mobile apps for brands
consumer behaviour has shifted

13. mobtzu - mobile apps for
brands |
mobile apps for brands
they want
compelling storytelling,
inspiration and utility
from brands.Richard Ting

14. confidential part of the valley
consumer expectation
consumers are well versed in tracking down very good,
services and experiences and they expect not just
basic standards of quality, but the 'best of the best'

15. status
has become far more diversified
than most brands and organisations
have traditionally catered for.
mobile apps for brands

16. instant
gratification
we expect to have our needs
met instantly. 24/7. everywhere.
mobile apps for brands

17. confidential part of the valley
shiftworld of shopping is undergoing
a sweeping transformation

18. confidential part of the valley
shop everywhere
we need to start thinking about our world as a store
source: psfk the future of retail

19. confidential part of the valley
so savvy
understand that shoppers are driven by tech, the web,
communities and the search for ever-richer experiences
source: psfk the future of retail

20. confidential part of the valley
born ready
be prepared to make a sale whenever and whereever
the shopper is ready
source: psfk the future of retail

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21
ecosystem
24/7 m-commerce
consumerism
sharing
social
social selling &
buying
everywhere
mobile
e-crm
mobile payments
geolocation
our vision:
the new
digital
ecosystem
is mobile
=
brands on mobile

22. mobtzu - mobile apps for
brands |
mobile apps for brands
new digital
ecosystem
is mobile
and will bring
together
mobile surfing
social networking
mobile commerce
mobile in-store/out-store retail
location-based services
near field communications

23. when is it mobile?

24. mobile isn’t just about phones

25. confidential
context
25

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1.variable environment
2.constant partial attention
3.interruptions / distractions
context
26
1.variable environment
2.constant partial attention
3.interruptions / distractions

27. confidential
1.on the go
2.lean backcontext
27

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1.limited text input
2.multitasking can be challenging
3.it’s easy to get lost
context
28
1.limited text input
2.multitasking can be challenging
3.it’s easy to get lost

29. confidential
1.business sense
2.user benefits
3.target audience
4.information
native & web
29
1.business sense
2.user benefits
3.target audience
4.information

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1.mobile first
2.know your audience
3.make content the action
4.craftmanship and
attention to detail
mobile
design

31. mobtzu - mobile apps for
brands |
mobile apps for brands
craftmanship and
attention to detail from brands

32. mobtzu - mobile apps for
brands |
mobile apps for brands
the more you notice it,
the greater you feel its
absence
when it’s not there.Ed Cotton

33. confidential
1. mocial
2. ar/qr connecting media
3. branded utility/services
4. mcommerce
mobile
trends
33

34. confidential
1. mocial
2. ar/qr connecting media
3. branded utility/services
4. mcommerce
mobile
trends
34

35. mobtzu - mobile apps for
brands |
confidential
instagram -
visual engagement
sharing pro like photo’s

36. mobtzu - mobile apps for
brands |
confidential
fancy -
collect, curate and
share the things you
love

37. confidential
1. mocial
2. ar/qr connecting media
3. branded utility/services
4. mcommerce
mobile
trends
37

38. mobtzu - mobile apps for
brands |
confidential
debenhams
qr shopping brand
experience

39. mobtzu - mobile apps for
brands |
confidential
diesel
qr likes

40. mobtzu - mobile apps for
brands |
confidential
aurasma
ar/brand experience

41. word lens
augmented reality
translate on the fly

42. confidential
1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
42

43. mobtzu - mobile apps for
brands |
confidential
nike+ paint with your feet
brand experience and
utility extended

44. confidential
1. mocial
2. ar/qr
3. connecting media
4. branded utility/services
5. mcommerce
mobile
trends
44

45. ralph lauren rlx
shopping
experience

46. wirewax
video shopping ipad

47. square
mobile payments

48. mobtzu - mobile apps for
brands |
confidential
WeSC
interactive
display
connects
digital with retail

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mobtzu strategic mobile framework
- strategic focus: drive activities that benefit your portfolio/brand
- consumer driven: align activities with consumer insights - relevance
- decision support: a consistent approach to selecting opportunities
- ongoing improvement: measurement of all initiatives to drive learning
and future improvement
- it’s new territory: apps and mobile landscape is taking off
49
a plan is needed!

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mobile strategic processWhy is does mobile matter for your business?
Brand objectives?
Business constraints (time/budget)
Where should we focus?
Exceeding service / Entertainment
What are people doing with their apps and devices?
What needs and wants do they have?
When can we be relevant?
Where can your apps align with these needs?
Which insights present the best opportunities?
How did they do?
What can we learn for next time?
When to plan for an update
When can these concepts be executed?
What platforms and how delivered to market?
Which markets?
How will they be measured?
How will they be promoted?
How are we doing?
How visible are we?
How are we reviewed?
How do we achieve the best user experience while
aligning with business objectives and insights?
how do we bring delight and be playful
50
Business
objectives
Concept
Opportunities
Concept
Design
Planning
Production
Launch
Evaluation Insights

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take outs
51
1. mobile is the centerpiece
2. tell a story, inspire
3. create a great service
4. focus on needs of the user
5. understand the medium it’s a craft
6. embrace rapid change
7. and...

52. confidential
be playful
52

53. @jerrylieveld - @mobtzu - mobtzu.com
THANK YOU!