Customer experience and marketing become one
Transcript of Customer experience and marketing become one
MOBILE, TABLET, TV: CUSTOMER EXPERIENCE & MARKETING BECOME ONE Mark Curtis, CCO, Fjord
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AGENDA
1. Fjord : who we are 2. Mobile: where we are now 3. Mobile: where we are going 4. Designing for Love – A philosophy for the new marketing
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WE DESIGN WORLD CLASS DIGITAL SERVICES
We design digital services that transform businesses and help shape tomorrow’s world.
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COMPANY OVERVIEW
• Fjord was founded in London in 2001 with a focus on digital service innovation • Today Fjord employs 170 experts in seven global creative hubs • We work across all digital platforms, and have unique experience in mobile • We take pride in delivering excellent results for our clients, and several of them have
worked with us continuously for many years
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SELECTED FJORD CLIENTS
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The X-Beam™ offers a new definitive design for wrenches – it’s simply infinitely better.
Simply by having the two ends rotated 90 degrees, the grip is improved, offering 500% increase in surface contact area, and the wrench applies 25% more force. The X-Beam™ is always easy to pick up from a flat surface.
FJORD’S DESIGN DRIVER: ELEGANT SIMPLICITY
The traditional, dominant design for wrenches. Consistent for decades.
At Fjord we achieve similar results with digital services. Elegant simplicity guides everything we do.
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WE ALSO DO SOME THINGS BEYOND CLIENT WORK
PIMP YOUR LIFE, GAMING STYLE
TOUCH TO PAY – NOW WITH YOUR IPHONE
SMART OBJECTS CONNECT WITH THE MAINSTREAM
THE TABLET TRANSFORMS WORK AS WE KNOW IT Trends research
Research about smart objects & environments
WHAT WE SEE NOW Key developments in digital & mobile
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1500s Print
1890s Recordings
1910s Cinema
1920s Radio
1950s Television
1990s Internet
2000s Mobile
THE EVOLUTION OF MASS MEDIA
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Bag Pocket
Two hand One hand
KEY TRADEOFFS IN DEVICE SEGMENTATION
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ERICSSON TOUCH REMOTE
AMAZON KINDLE
APPLE IPAD RIM PLAYBOOK
THERE’S ALSO SEGMENTATION WITHIN CATEGORIES
Single Focus Multiple Functions
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THE 2012 TABLET BATTLE
97% of tablet Internet traffic is from iPads, 3% Android
Competing on hardware specs will not work. You have to lead
with content & services.
THE CATEGORY OWNER
Kindle Fire will be successful. 25% of tablet buyers would consider an
Amazon tablet. Price point. Service integration.
The great unknown. There’s a user preference for Windows tablets:
27%, compared to 26% for iOS. But they’re late to the game.
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THE 2012 SMARTPHONE BATTLE
Key questions in 2012:
Saturation? Focus on delight?
Key questions in 2012:
Fragmentation remedies? Patents battles?
Motorola?
Key challenges in 2012:
Eroding core customer base
Need for strategy shift
Key questions in 2012:
Can Nokia deliver delight? Will the market share become meaningful?
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KEY POINTS
Mobile is our latest and most successful mass medium
The merger of Internet and mobile is a massive trend
Device categories and segmentation changes rapidly
Tablets: Amazon can challenge Apple, Microsoft maybe
Smartphones: Windows Phone and RIM are the ones to watch in 2012
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Context of users different • mobile, short messages/short responses • on the move vs nomad
• full attention vs multi-tasking
Affordances of device different • camera, video, location, sms, apps, limited real estate/bandwidth/input
Role of device different
• always on, always at hand
Responses usually fast, half life of messages fast Optimisation a bigger challenge Connect your media
IT’S NOT THE PC
EMERGENT TRENDS
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LIQUID EXPERIENCES
DIGITAL MAGAZINES
GAME MECHANICS SMART OBJECTS
SUPERPHONES LIFESTREAMS
MOBILES PAYMENTS
EXPERIENCE WARS
FREEMIUM
MOBILE GAMING
SOCIAL EVERYTHING
APPLE NOKIA
MICROSOFT
LIKE
CHECK-INS WANT ZYNGA
TABLETS
ANDROID
ASUS
HTC HP
MEEGO
BITPIPES
SERVICE PLATFORMS
CLOUD SERVICES COMPANIONS
CAR AS MOBILE OS
RICH OS
iOS
WEBOS
WINDOWS MOBILE 7 SAMSUNG
LG
MOTOROLA
MULTITOUCH
GESTURES
OS WAR
Mobile Wallet
MONETISATION
INTERNET APPLIANCES
SHARING
NFC
SINGLE SIGN-ON
3D
CONTEXT
WRIST OS
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Apps search and recommendation company MIMVI will get traffic
Social reading platforms will emerge, Amazon could become a major player making it the Facebook of readers
Aggregators such as Appolicious would benefit from launching app stores
Google Chrome web apps could enable simple monetisation of the web
Top grossing, most used, app of the week, staff favourite, highest ranking are the new metrics of success. CPMs and valuations will be derived from them
LIFEBOATS FOR THE ‘APP FLOOD’
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Facebook's ‘Connect’ and ‘Like’ are spreading like water drops, many other features of Facebook could turn liquid
BBC - The original Liquid Experience is evolving to a screen near you
Spotify is incredibly liquid and can be expected to morph into all kinds of forms, the Sonos integration is a great example of things to come
The Amazon Kindle – is becoming a Liquid Experience with a whisper sync client for any platform
GOING WITH THE FLOW: ‘LIQUID EXPERIENCES’
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Flipboard is the Netscape browser for the Tablet era
Project is a new title in a new media – expect more new entrants. Content is still king
Bookshelves, and magazine stands will emerge in 2011. Whomever owns the news stand will own something valuable as it also becomes your library
Expect incumbents to experiment in the analogue to digital cross over and fight for their magazine rack space
DIGITAL MAGAZINES: STILL SEARCHING FOR A SOUL
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Foursquare challenges people to explore their city using gaming mechanics
Reputely.com – a platform which can implement gaming mechanics to any website
Nike + gaming mechanics used to drive sports activity through an app
Heia! Heia! Is a service for keeping track of any activity from picking mushrooms to ironing shirts. Maybe one could get awarded for emptying the dishwasher
Never underestimate the power of badges, just look at scouts all over the world
Game mechanics are the serotonin of services
PIMP YOUR LIFE, GAMING STYLE
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Integrated systems for the home offer a complete range of home automation products
Streetline is a smart parking system that gives drivers real-time guidance to open parking spaces
Smart pill caps. A wireless signal alerts base station if dose is missed, alerting a nurse
Philips DirectLife calculates the number of calories burned every day from any movement made, not just walking
Välkky knows when pedestrians are going to cross streets and starts flashing to alert drivers
Smart meters send readings to your energy supplier automatically and can include energy monitoring
SMART OBJECTS CONNECT WITH THE MAINSTREAM
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Evernote has become an international powerhouse of remembering converting 20% of users into paying customers
Memolane captures photos, music, tweets, posts, and more for people to view and share in one place
ViconRevuec is a wearable digital camera that takes photos without intervention
Mappiness provides streams of social happiness. Pixelpipe are the smart plumbers of the social network
DISCOVERING ‘LIFESTREAMS’
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Garanti Bank's commercial NFC service in Turkey has encouraged more to enter the market
FeliCa is a contactless RFID smart card system from Sony
MasterCard Mobile Payments mean no looking for coins or a card
Phoolah experimented with the idea of embedding RFID tags into mobile phone skins
Gemalto formed a partnership with HiCo to provide mobile phone coupons via NFC
TOUCH TO PAY - NOW WITH YOUR PHONE
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Facebook Credits are a virtual currency you can use to buy virtual goods in many games and applications
Mobile payment apps help you make small payments without searching for your wallet
Zynga’s pre-paid virtual currency cards have been spreading across US stores, we expect that ‘Zyngas’, a universal currency will emerge that could even be converted back dollars
Most free apps are migrating to Freemium, making it the dominant model of monetisation
MOBILES GAIN MORE CURRENCY
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EXPERIENCE WARS: THE LIVING ROOM IS THE BATTLEGROUND
Virgin's TiVo box – it learns what you like then records content for you, helping to discover new shows and keep up with what you like
3D TV will continue to grow – but will it boom?
Microsoft’s Kinect is changing the way we interact with our TVs
Remote controls will innovate, becoming gestural, social and touch based
Companion experiences will emerge for most shows on Tablets
DESIGNING FOR LOVE What’s love got to do with it?
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#1 – WE ALL WANT TO EXPERIENCE LOVE
We also want our software creations to be loved!
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#2 – VALUE INCREASES TOWARDS THE HEART
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TWO KINDS OF PRODUCT BUSINESSES
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TWO KINDS OF SOFTWARE BUSINESSES
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#3 – IT’S A POWERFUL LOVE AFFAIR ALREADY
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#3 – IT’S A POWERFUL LOVE AFFAIR ALREADY
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>80% of teenagers in America sleep with their mobiles on or near their beds
Data by PewInternet & American Life Project April 2010
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KEY POINTS
1. We all want our own products of love to be loved – make it happen!
2. Significant value creation happens closer to the heart
3. The mobile medium is inherently emotional
= Designing love is critical for long-term success
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MATCHMAKING
DATING
TRUE LOVE
THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE
DISCOVERY
ENGAGEMENT
RETENTION
Digital service equivalent
AHA !
WOW !
OF COURSE !
Desired user reaction
Required characteristics
Good on paper (something I think I need). Feels familiar. Grabs interest.
Attentive, fun, attractive. Great first experience. I want to tell people about it.
Loyal, evolves with me, matches me well. Helps solve problems.
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DESIGNING FOR AHA, WOW AND OF COURSE E
NG
AG
EM
EN
T
TIME
OF COURSE
WOW
MATCHMAKING DATING TRUE LOVE
AHA
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GETTING PEOPLE TO LOVE YOU There are 3 stages. Master them all.
3 TRUE LOVE Understand importance of identity and profile
Create elements that can be ubiquitous or atomized
Make the solution fluidly available on all screens and at all times
Work to earn trust
Make service grow with and around the individual
1 MATCHMAKING
Ensure you have a great ‘hook’ up front (or three)
Be culturally and contextually relevant
Make it really easy to grasp
2 DATING Make it extremely easy to get started
Design in gaming and social dimensions
Focus on meaningful and tactile beauty
Build in virality
DEINING DIGITAL www.fjordnet.com Twitter @Fjord