frukostseminarium 2011 - mobilen i fokus

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Mobilizing your businessBrought to you by Hörnsten & Ivmark

Creuna AB

Stockholm

Why Mobilize?

Market Transformation

PILLARS & ECOSYSTEM

Market Driver

Market Driver

Market Driver

Market Driver

Market Driver

ENGAGEMENT PLAN

MOBILIZED BRAND

STRATEGY

Mobilization Framework

Connectivity

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

FB users are 2x more active on mobile

Connectivity Today

Netflix, on 100

devices

23% of all Google

searches come from

mobile

More Kindle ebooks than paperbacks!

Desirability

Demand for Platforms

0 1 2 3

iPod iPhone iPad

Quarters After Launch

Demand for Utility

7yrs10 000 000 000 downloads

APPLE ITUNES MEDIA

Demand for Utility

2,5yrs10 000 000 000 downloads

APPLE APP STORE

Monetization

0

12.5

25

37.5

50

Symbian Blackberry Apple Microsoft Google Other

ROI? Biz Model?

Market share App download and usage

%

Gartner Q1 2010: Market ShareAdMob Operating System Share, May 2010

Emerging App-Threat?

Semiclosed vs. HTML

$ $

MARKETPLACEMARKETPLACE

MARKETINGSERVICES

iAd AdSense

AWARENESS

LOYALTY

$

PRODUCT AND OR SERVICE

MARKETING

?

?

?

Rewards

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

Value Spectrum

UTILITYCONTENT

Mobile TaggingFORMATSQR CodesBarcodesMobile Tags

Check-insKEY PLAYERSFoursquareGowallaFacebook

M-CommerceKEY THEMESAugmented Reality

Price TransparencyIn-App PurchasingExclusive DealsGifting

M-HealthEMERGING EXAMPLESAwareness PublicationsSelf-Care

M-Banking TRENDSETTERSMint.com ChaseDeutche Bank

EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media

EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media

Empowerment

...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

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

They’re not just customers, they can be your biggest advocates!

So

urc

e: H

arva

rd B

usi

ness

Rev

iew

Tell me and I'll forget; show me and I may remember; involve me and I'll understand.

“”

– Chinese Proverb

EMERGING MINDSETCustomers increase your brand value.

Tell me and I'll forget; show me and I may remember; involve me and I'll make it better.

“”

EMERGING MINDSETCustomers increase your brand value.

– Chinese Proverb? Wikipedia’d?

PREPARE TOENGAGE

Mobilization, Step 1/3

Define your Platform

Pillars

Platform Pillars

DEVICESSERVICESCUSTOMERS

Mobilization, Step 2/3

Create your Ecosystem

SERVICES

CUSTOMERS

DEVICES

Ecosystem

Web

MobileSocial

Web

SERVICES

CUSTOMERS

DEVICES

Ecosystem

Primary, Extendedor Pilot Service

Web

Social

Stockholm City Library

Web

Social

Web

PrimaryService

Stockholm Stad

Web

Social

Web

PilotService

Mobilization, Step 3/3

Develop your Engagement Plan

AWARENESS ADOPTION ADVOCACY LOYALTY

Engagement Plan

REACH VALUE IDENTITY

Engagement Plan Lenses

WORDOF

MOUTH

VALUEWORD

OF MOUTH

IDENTITY

Engagement Plan / Ecosystem

WebWeb

MobileSocial

Engagement Plan / Ecosystem

Mobile

Web

Social

WORDOF

MOUTHIDENTITYREACH

Engagement Plan / Ecosystem

IDENTITYMobile

Web

SocialREACH VALUE

Engagement Plan / Ecosystem

Mobile

Web

SocialREACH VALUE

WORDOF

MOUTH

It’s a Work-in-progress

Building market & brand relevance doesn’t happen

overnight.

Devices

Services

Customers

Desirability

Rewards

Empowerment

Monetization

Connectivity

AWARENESS

ADOPTION

ADVOCACY

LOYALTY

MOBILIZED BRAND

STRATEGY

Mobilization is Progressive

PILLARS & ECOSYSTEM

ENGAGEMENT PLAN

MARKET DRIVERS RELEVANCE

Summary

Define your Pillars

Create your Ecosystem

Develop your Engagement Plan

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.

Thanks!fredrik.hornsten@creuna.se

ali.ivmark@creuna.se