efashion 2011 - jerry lieveld - mobtzu

cases - -mars-philips - pggm-pernod ricard- emi

@jerrylieveld - @mobtzu - mobtzu.com

DESIGNING MOBILE SHOPPING & FASHION EXPERIENCES ON MOBILE THAT INSPIRE!

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1. 84% at home 2. 80% during misc. times throughout

the day 3. 74% waiting in lines 4. 64% at work

daystats

source: ipass mobile workforce may 2011

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1. 71% of apps downloaded on ios2. 86% use their device while watching tv 3. 69% use their device while shopping

mobilestats

source: ipass mobile workforce may 2011

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1. games2. mocial (mobile social networking)3. music & entertainment4. mail & messaging 5. weather(sports news & current events, business & finance, health & fitness, travel)

mobilecategories

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

mobileshopping

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.

mobileshopping

source: demandware june 2011

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1.mobile web growth has outpaced desktop web growth 8 times

2.smartphone sales will pass pc sales in 2012

mobileeclipse

source: ITU, Mark Lipacis, Morgan Stanley Research.

confidential mobile apps for brands

we create, produce and promoteAPPS & GAMES for BRANDS

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

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

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

mobile will be the centerpiece of all marketing communication

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

consumer behaviour has shifted

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

they want compelling storytelling, inspiration and utility from brands.Richard Ting

confidential part of the valley

consumer expectationconsumers 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'

statushas become far more diversified than most brands and organisations have traditionally catered for.

mobile apps for brands

instantgratification

we expect to have our needs met instantly. 24/7. everywhere.

mobile apps for brands

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shift world of shopping is undergoing a sweeping transformation

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shop everywherewe need to start thinking about our world as a store

source: psfk the future of retail

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so savvyunderstand that shoppers are driven by tech, the web, communities and the search for ever-richer experiences

source: psfk the future of retail

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born readybe prepared to make a sale whenever and whereever

the shopper is ready

source: psfk the future of retail

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ecosystem

24/7 m-commerceconsumerism

sharingsocial

social selling & buying

everywheremobile

e-crm

mobile payments

geo lo

catio

nour vision: the new digital ecosystem is mobile

=brands on mobile

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

new digital ecosystem is mobile and will bring together

mobile surfingsocial networkingmobile commerce

mobile in-store/out-store retail

location-based services

near field communications

when is it mobile?

mobile isn’t just about phones

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context

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1.variable environment 2.constant partial attention3.interruptions / distractions

context

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1.variable environment 2.constant partial attention3.interruptions / distractions

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1.on the go2.lean backcontext

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1.limited text input2.multitasking can be challenging3.it’s easy to get lost

context

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1.limited text input2.multitasking can be challenging3.it’s easy to get lost

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1.business sense2.user benefits3.target audience4.information

native & web

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1.business sense2.user benefits3.target audience4.information

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1.mobile first2.know your audience3.make content the action4.craftmanship and attention to detail

mobiledesign

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

craftmanship andattention to detail from brands

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

mobile apps for brands

the more you notice it, the greater you feel its absence when it’s not there.

Ed Cotton

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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce

mobiletrends

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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce

mobiletrends

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mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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instagram - visual engagement

sharing pro like photo’s

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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fancy - collect, curate and share the things you love

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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce

mobiletrends

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mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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debenhamsqr shopping brand experience

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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dieselqr likes

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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aurasmaar/brand experience

word lens

augmented reality translate on the fly

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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nike+ paint with your feetbrand experience and

utility extended

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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce

mobiletrends

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ralph lauren rlx

shopping experience

wirewax

video shopping ipad

square

mobile payments

mobtzu - mobile apps for brands |

jerry.lieveld@mobtzu.com | +31 6 4150 1717

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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

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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

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Business objectives

ConceptOpportunities

ConceptDesign

PlanningProduction

Launch

Evaluation Insights

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take outs

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1. mobile is the centerpiece 2. tell a story, inspire3. create a great service4. focus on needs of the user 5. understand the medium it’s a craft6. embrace rapid change7. and...

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be playful

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@jerrylieveld - @mobtzu - mobtzu.com

THANK YOU!