Efashion 2011 - Jerry Lieveld - Mobtzu
Transcript of Efashion 2011 - Jerry Lieveld - Mobtzu
cases - -mars-philips - pggm-pernod ricard- emi
@jerrylieveld - @mobtzu - mobtzu.com
DESIGNING MOBILE SHOPPING & FASHION EXPERIENCES ON MOBILE THAT INSPIRE!
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1. 84% at home 2. 80% during misc. times throughout
the day 3. 74% waiting in lines 4. 64% at work
daystats
source: ipass mobile workforce may 2011
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1. 71% of apps downloaded on ios2. 86% use their device while watching tv 3. 69% use their device while shopping
mobilestats
source: ipass mobile workforce may 2011
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1. games2. mocial (mobile social networking)3. music & entertainment4. mail & messaging 5. weather(sports news & current events, business & finance, health & fitness, travel)
mobilecategories
source: millenial media 2011
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1. 54% of consumers want barcodes and smart tags in magazines 12% of retailers offer this feature.
2. 62% of consumers want to shop using mobile apps or websites 32% of retailers offer this option
mobileshopping
source: demandware june 2011
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1. 23% of consumers download a branded shopping application,
2. 50% plan to do it the future, but only 12% of retailers offer one.
mobileshopping
source: demandware june 2011
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1.mobile web growth has outpaced desktop web growth 8 times
2.smartphone sales will pass pc sales in 2012
mobileeclipse
source: ITU, Mark Lipacis, Morgan Stanley Research.
confidential mobile apps for brands
we create, produce and promoteAPPS & GAMES for BRANDS
on iphone, ipad, google android, blackberry, mobile touch web
that are easy to use, desireable, consistent, have a purpose and are playful
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
mobile will be the centerpiece of all marketing communication
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
consumer behaviour has shifted
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
they want compelling storytelling, inspiration and utility from brands.Richard Ting
confidential part of the valley
consumer expectationconsumers are well versed in tracking down very good,
services and experiences and they expect not just basic standards of quality, but the 'best of the best'
statushas become far more diversified than most brands and organisations have traditionally catered for.
mobile apps for brands
instantgratification
we expect to have our needs met instantly. 24/7. everywhere.
mobile apps for brands
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shift world of shopping is undergoing a sweeping transformation
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shop everywherewe need to start thinking about our world as a store
source: psfk the future of retail
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so savvyunderstand that shoppers are driven by tech, the web, communities and the search for ever-richer experiences
source: psfk the future of retail
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born readybe prepared to make a sale whenever and whereever
the shopper is ready
source: psfk the future of retail
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ecosystem
24/7 m-commerceconsumerism
sharingsocial
social selling & buying
everywheremobile
e-crm
mobile payments
geo lo
catio
nour vision: the new digital ecosystem is mobile
=brands on mobile
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
new digital ecosystem is mobile and will bring together
mobile surfingsocial networkingmobile commerce
mobile in-store/out-store retail
location-based services
near field communications
when is it mobile?
mobile isn’t just about phones
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context
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1.variable environment 2.constant partial attention3.interruptions / distractions
context
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1.variable environment 2.constant partial attention3.interruptions / distractions
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1.on the go2.lean backcontext
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1.limited text input2.multitasking can be challenging3.it’s easy to get lost
context
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1.limited text input2.multitasking can be challenging3.it’s easy to get lost
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1.business sense2.user benefits3.target audience4.information
native & web
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1.business sense2.user benefits3.target audience4.information
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1.mobile first2.know your audience3.make content the action4.craftmanship and attention to detail
mobiledesign
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
craftmanship andattention to detail from brands
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
mobile apps for brands
the more you notice it, the greater you feel its absence when it’s not there.
Ed Cotton
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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce
mobiletrends
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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce
mobiletrends
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mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
confidential
instagram - visual engagement
sharing pro like photo’s
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
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fancy - collect, curate and share the things you love
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1. mocial2. ar/qr connecting media3. branded utility/services4. mcommerce
mobiletrends
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mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
confidential
debenhamsqr shopping brand experience
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
confidential
aurasmaar/brand experience
word lens
augmented reality translate on the fly
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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
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mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
confidential
nike+ paint with your feetbrand experience and
utility extended
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1. mocial2. ar/qr3. connecting media4. branded utility/services5. mcommerce
mobiletrends
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ralph lauren rlx
shopping experience
wirewax
video shopping ipad
square
mobile payments
mobtzu - mobile apps for brands |
[email protected] | +31 6 4150 1717
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WeSC interactive
display connects
digital with retail
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mobtzu strategic mobile framework
- strategic focus: drive activities that benefit your portfolio/brand
- consumer driven: align activities with consumer insights - relevance
- decision support: a consistent approach to selecting opportunities
- ongoing improvement: measurement of all initiatives to drive learning and future improvement
- it’s new territory: apps and mobile landscape is taking off
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a plan is needed!
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mobile strategic processWhy is does mobile matter for your business?Brand objectives?Business constraints (time/budget)Where should we focus?Exceeding service / Entertainment
What are people doing with their apps and devices?What needs and wants do they have?When can we be relevant?
Where can your apps align with these needs?Which insights present the best opportunities?
How did they do?What can we learn for next time?
When to plan for an update
When can these concepts be executed?What platforms and how delivered to market?
Which markets?How will they be measured?How will they be promoted?
How are we doing?How visible are we?
How are we reviewed?
How do we achieve the best user experience while aligning with business objectives and insights?how do we bring delight and be playful
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Business objectives
ConceptOpportunities
ConceptDesign
PlanningProduction
Launch
Evaluation Insights
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take outs
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1. mobile is the centerpiece 2. tell a story, inspire3. create a great service4. focus on needs of the user 5. understand the medium it’s a craft6. embrace rapid change7. and...
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be playful
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@jerrylieveld - @mobtzu - mobtzu.com
THANK YOU!