1. mobile e-commerce conference - the apps summit 2010
DESCRIPTION
My talk delivered at the 1st Mobile E-Commerce Conference - 1st Apps Summit (Wiesbaden, Germany - 4/5 May 2010)TRANSCRIPT
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Brands on Mobile1. Mobile E-Commerce Conference - The Apps Summit 2010
4/5 May 2010 - Wiesbaden
Volker Hirsch (@vhirsch)
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Why Brands Need to be on Mobile
• Eric Schmitt (Google): Mobile, Mobile, Mobile• Mobile is the next big thing!!!• Mobile is where brands can capture the
consumer• Mobile offers unprecedented opportunities to
gather user data• Mobile is a must-own category• Mobile provides more user data than any other
medium• Mobile allows brands to completely own the
consumer• Mobile provides gateways to monetize Consumer
behaviour• Mobile reduces cost-per-sale by 97% (GTI)• Mobile lets people book travel and hotels• Mobile is cool!• Mobile means money!!!
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http://www.adrants.com/images/social_graph.png
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Source: Bain Consulting
74% of all buying decisions are made on a friend’s recommendation
http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg
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{
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http://www.ikecoalition.org/Mercury/happy%20face.jpg
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Context
Context
Product
Brand
Product
Brand
Expand the context; Build the ecosystem
Add value here
Add value here
Source: Vivaldi Partners
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Caveat Emptor!
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Ch. Ch. Ch. Changes...
http://djbezzi.files.wordpress.com/2010/01/thin-white-duke-david-bowie.jpg
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The Old Ways...
http://www.ruralmarketingservices.com/images/marketing_road_sign.jpg
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http://blog.parkinganytime.com/wp-content/uploads/2008/02/dscn1635.JPG
... Don’t work anymore...
... as well as they used to
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XX XX
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Changing Communication
Patterns
http://fc06.deviantart.com/fs42/i/2009/106/d/3/Monochrome_Geometric_Patterns_by_MartinIsaac.jpg
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Engagement
- When addressed playfully, people Interact by nature.
- Interaction creates Fanatics!
- The environment in which an app is set can lever this.
Turn apps into powerful social objects
http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
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http://katnip.files.wordpress.com/2009/08/loren_mansfield.jpg
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And it can be done!
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http://touch.schematic.com/wp-content/uploads/2009/12/piano-staircase.jpg
66% Increase in usage of staircase.
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http://www.niot.net/blog-images/fun-theory-part-3-vws-bottle-bank-arcade-finds-plenty-video.jpg
100 People used this in 1 evening. 2 people used the “normal” recycling bin during the same time.
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Challenges & Recommendations
Achievements & Rewards
“High-Scores”
Competitions & Contests
Virtual Currencies- In-App Item Downloads (virtual
merchandise)- in-App purchasing- loyalty programs, real-life
Merchandise
http://alsset.com/images/davinci_toothed_gears_original.jpg
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Thank you!
@vhirsch
http://vhirsch.com/blog
+44 7843 599 678
http://scoreloop.com