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Page 1: Frukostseminarium 2011 - Mobilen i fokus

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Mobilizing your businessBrought to you by Hörnsten & Ivmark

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Creuna AB

Stockholm

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Why Mobilize?

Market Transformation

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PILLARS & ECOSYSTEM

Market Driver

Market Driver

Market Driver

Market Driver

Market Driver

ENGAGEMENT PLAN

MOBILIZED BRAND

STRATEGY

Mobilization Framework

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Connectivity

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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

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Desirability

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Demand for Platforms

0 1 2 3

iPod iPhone iPad

Quarters After Launch

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Demand for Utility

7yrs10 000 000 000 downloads

APPLE ITUNES MEDIA

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Demand for Utility

2,5yrs10 000 000 000 downloads

APPLE APP STORE

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Monetization

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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

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Semiclosed vs. HTML

$ $

MARKETPLACEMARKETPLACE

MARKETINGSERVICES

iAd AdSense

AWARENESS

LOYALTY

$

PRODUCT AND OR SERVICE

MARKETING

?

?

?

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Rewards

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Value Spectrum

UTILITYCONTENT

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Mobile TaggingFORMATSQR CodesBarcodesMobile Tags

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Check-insKEY PLAYERSFoursquareGowallaFacebook

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M-CommerceKEY THEMESAugmented Reality

Price TransparencyIn-App PurchasingExclusive DealsGifting

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M-HealthEMERGING EXAMPLESAwareness PublicationsSelf-Care

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M-Banking TRENDSETTERSMint.com ChaseDeutche Bank

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EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media

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EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media

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Empowerment

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...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

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

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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.

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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?

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PREPARE TOENGAGE

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Mobilization, Step 1/3

Define your Platform

Pillars

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Platform Pillars

DEVICESSERVICESCUSTOMERS

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Mobilization, Step 2/3

Create your Ecosystem

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SERVICES

CUSTOMERS

DEVICES

Ecosystem

Web

MobileSocial

Web

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SERVICES

CUSTOMERS

DEVICES

Ecosystem

Primary, Extendedor Pilot Service

Web

Social

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Stockholm City Library

Web

Social

Web

PrimaryService

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Stockholm Stad

Web

Social

Web

PilotService

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Mobilization, Step 3/3

Develop your Engagement Plan

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AWARENESS ADOPTION ADVOCACY LOYALTY

Engagement Plan

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REACH VALUE IDENTITY

Engagement Plan Lenses

WORDOF

MOUTH

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VALUEWORD

OF MOUTH

IDENTITY

Engagement Plan / Ecosystem

WebWeb

MobileSocial

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Engagement Plan / Ecosystem

Mobile

Web

Social

WORDOF

MOUTHIDENTITYREACH

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Engagement Plan / Ecosystem

IDENTITYMobile

Web

SocialREACH VALUE

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Engagement Plan / Ecosystem

Mobile

Web

SocialREACH VALUE

WORDOF

MOUTH

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It’s a Work-in-progress

Building market & brand relevance doesn’t happen

overnight.

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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

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Summary

Define your Pillars

Create your Ecosystem

Develop your Engagement Plan

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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.