Wireless Business:

Let’s discuss:

How does wireless technology address the limitations of the fixed Internet. > from the consumer’s perspective > from the marketer’s perspective.

Did non-voice-based wireless applications capture the consumer or the corporate market first? Why do you think that was the case?

How do you see mobile commerce evolve? What would your vision depend on?

Why Mobile Marketing?

4 times cheaper 20% CTA increase.

shop visitssign-upsRedemption, etc.

Mobile Marketing

What?

Why?

How?

What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA)

Mobile marketing can meet most if not all of the marketing needs a brand or product may have today

Mobile Marketing

What?

Why?

Mobiles reach where other

channel/media don’t

Mobiles reach in ways other channels/medi

a don’t

Mobility is much more than phone calls and e-mail…

More than movement…Mobility is not just about movement of people and goods, but about technology everywhere

Workplace

Home

Leisure

Shopping

Dining

…and more than just peopleMobility is not just about communication between people, but also between machines and devices

Mobility augments the capabilities of people and devices

Four characteristics distinguish Mobility:

PresenceMobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everyday

ImmediacyFreedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need it

LocationFreedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need it

InterestConsumers in a certain location and a specified time can be instantly unified by their common interests

Mobile Marketing

What?

Why?

How?

Who Can Identify Killer Apps?

Companies/Entrepreneurs who know where the economic

value (client side) of wireless technology comes from!

Companies/Entrepreneurs who understand the perceived

benefits of wireless technology for the end user!

Wireless M-Business

Identifying the Next Killer Application in Business M-Commerce

Three Examples of Potential Killer Apps:

1) On Demand Wireless Application Service Providers (WASPs and ASPs)

2) Wireless Medicine

3) Mobile Asset Management (ex. Cars)

Killer App 2: Wireless Medicine

Wireless MD

Problem: 98,000 Americans die

each year as a result of medical mistakes – Institutes Of Medicine

Regulations, complexities increasing

Pressures to achieve quality, cost, and care standards

New medications, methods introduced daily

Physicians increasingly pressed for time

Information Flow and General Business Model

FamilyContact

Hospital

Patients

PrimaryPhysician

Notification

WAP, HTTP Interface Central database management

AmbulanceCrew

Scan Bar Code

Wireless MDNotification

Patient’s

Condition

Patient’s

Record

Bar Code

Information

Instant Communication

Revenue ModelMost likely Subscription-based!

PharmaceuticalCompanies

Hospital,Ambulance

Patients

Enrollees(Employers)

$

Wireless MD

Communication

Devices

InsuranceServices

$ Services

SmartCards

Service via

24/7 Web

Interface

Advertising

Killer App. 3: Mobile Asset Management

Location-based Services

Enforce Restricted Areas

Locate Overdue Vehicles

Disable Stolen and

Overdue Vehicles

Access Historical Route Information

Monitor Driving Behavior

Identify Underutilized Vehicles

Source: www.airiq.com

Acme Rent-a-car

A They told me that I was caught speeding on three separate occasions, and I never saw a state trooper

B How did they catch you?

A They said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it

B Acme fined him a total of $450…Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidents

Acme Speeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property.

Exp. …as time goes on these practices are likely to become more and more invasive.

Exp. It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts…

Source: NBC Today Show, 2005

Progressive leverages mobility in the development of new service offerings

Industry leader in technology innovation…

#4 auto insurer, up two spots since it launched its digital strategy four years ago

Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%

First to bind policies and offer comparative quotes online

Industry leader in technology innovation…

#4 auto insurer, up two spots since it launched its digital strategy four years ago

Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%

First to bind policies and offer comparative quotes online

…to create a platform for differentiated service offerings

First to field test metered insurance for fleet applications

25% reduction in premium costs

Awarded two patents for usage based insurance system

…to create a platform for differentiated service offerings

First to field test metered insurance for fleet applications

25% reduction in premium costs

Awarded two patents for usage based insurance system

…that wants to integrate mobility into existing service offerings…

Allows the consumer to manage accounts and interact with the company remotely

Integrated accident response with emergency repair services

Result: resolves claims 21% faster than the industry avg.

…that wants to integrate mobility into existing service offerings…

Allows the consumer to manage accounts and interact with the company remotely

Integrated accident response with emergency repair services

Result: resolves claims 21% faster than the industry avg.

Source: NYTimes, Progressive

What They Have in Common:

Mobile Communication is the key! They could not exist in the hard-wired world. They represent

either NEW TO THE WORLD VALUE or UNLOCK EXISTING VALUE (by exploiting new

efficiencies).

Now you: Wireless Branding

Identify an original mobile marketing campaign.

Evaluate the strategy and tactical execution.

How well do you think this campaign achieved its goals? Why?

What can you, the brand manager for your company, learn from this example?