1. mobile e-commerce conference - the apps summit 2010
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Brands on Mobile1. Mobile E-Commerce Conference - The Apps Summit 2010
4/5 May 2010 - Wiesbaden
Volker Hirsch (@vhirsch)
Why Brands Need to be on Mobile
• Eric Schmitt (Google): Mobile, Mobile, Mobile• Mobile is the next big thing!!!• Mobile is where brands can capture the
consumer• Mobile offers unprecedented opportunities to
gather user data• Mobile is a must-own category• Mobile provides more user data than any other
medium• Mobile allows brands to completely own the
consumer• Mobile provides gateways to monetize Consumer
behaviour• Mobile reduces cost-per-sale by 97% (GTI)• Mobile lets people book travel and hotels• Mobile is cool!• Mobile means money!!!
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http://upload.wikimedia.org/wikipedia/commons/9/97/Skip_containing_rubbish_16s06.jpg
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Source: Bain Consulting
74% of all buying decisions are made on a friend’s recommendation
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{
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Context
Context
Product
Brand
Product
Brand
Expand the context; Build the ecosystem
Add value here
Add value here
Source: Vivaldi Partners
Caveat Emptor!
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Ch. Ch. Ch. Changes...
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The Old Ways...
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... Don’t work anymore...
... as well as they used to
XX XX
Changing Communication
Patterns
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Engagement
- When addressed playfully, people Interact by nature.
- Interaction creates Fanatics!
- The environment in which an app is set can lever this.
Turn apps into powerful social objects
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http://katnip.files.wordpress.com/2009/08/loren_mansfield.jpg
And it can be done!
http://touch.schematic.com/wp-content/uploads/2009/12/piano-staircase.jpg
66% Increase in usage of staircase.
http://www.niot.net/blog-images/fun-theory-part-3-vws-bottle-bank-arcade-finds-plenty-video.jpg
100 People used this in 1 evening. 2 people used the “normal” recycling bin during the same time.
http://www.zurb.com/blog_uploads/0000/0206/ford_fusion_dashboard.jpg
Challenges & Recommendations
Achievements & Rewards
“High-Scores”
Competitions & Contests
Virtual Currencies- In-App Item Downloads (virtual
merchandise)- in-App purchasing- loyalty programs, real-life
Merchandise
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Thank you!
@vhirsch
http://vhirsch.com/blog
volker@scoreloop.com
+44 7843 599 678
http://scoreloop.com
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