mCMO Conference 2013 From Starbucks App to your cup, the app-brewing journey

Bernie Wong,

Digital Director, AGENDA

Starbucks Case Video

mCMO Conference 2013 From Starbucks App to your cup, the app-brewing journey

Bernie Wong,

Digital Director, AGENDA

2013 Mobile Landscape

HK Mobile Penetration

Hong Kong Population 7.1 M

Mobile subscriber penetration rate 229%

Mobile subscribers 16,429,865

OFCA

Android:iOS = ~7:3

Top Features Used in HK

Hong Kong 2011

Global

Hong Kong 2012

Entertainment, connectivity and productivity features are most used among consumers in Hong Kong

TNS 2012

2013 Hong Kong Mobile Landscape?

#1

Action! & Be Agile!

New Mobile OS

New Mobile Models

New Technology

#2

User-Oriented + Mobile First

User-Oriented

Card

System

Loyalty

System

Online Payment

POS

Mobile First

#3

Testing & Training

Testing

Registration A B C Payment

Usability Test

UAT Pilot-run

#4

App or Web?

It’s Complementary!

#5

Get some LOVE

Starbucks Hong Kong App Download

#1 in Apple iTunes Store within 15 hrs

>100,000 download within 15 days

Starbucks Cards

500% Starbucks Cards Sales

主席呀,呢首歌唔易唱㗎喎! - 彭家麗

#1 Action! & Be Agile!

#2 User-Oriented + Mobile First

#3 Testing & Training

#4 App or Web? It’s Complementary!

#5 Get some LOVE

15+ Years Experiences in Digital Industry

Multimedia Lecturer @ VTC IVE MIT

IT Columnist @ The House News

Executive Committee @ HKAIM

IT Program Host @ RTHK

MSc. New Media @ CUHK

Global Marketing Campaign Lead @ Yahoo!

Bernie Wong Digital Director, AGENDA

Bernie Wong Digital Director, AGENDA

Direct Line: 2298-3803

Email: bernie.wong@agenda-asia.com

Facebook: http://fb.me/hkbernieblog