thinkla mobile breakfast 2014 - vaino leskinen presentation
TRANSCRIPT
WORLDWIDE
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1) I have some good news and some bad news2) How to max the good and min the bad3) Examples
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mobile is the center of audience attention
you need to earn your audience
in mobile
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feels riskier:“if we build it will they come?”
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1)Tech maturity Risk2)Category Risk
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3 high profile cases in different stages of the hype cycle and how we set the objectives against the risk
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8 Gartner Hype Cycle
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McDonald’s Angry Birds
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Technology Risk Category Risk
Maturity / description Plateau of productivityFrom quick service restaurant
to mobile gaming
Risk management Low risk (or so we thought...) High risk
“Angry Burgers”
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12 source: Gartner
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adidas windowshopping
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Technology Risk Category Risk
Maturity / description Thorough of disillusionment Within retail
Risk management High risk Low risk
“Windowshopping”
the most awarded digital in the World 20131) Dumb ways to die2) Nike+ Fuelband3) adidas Windowshopping
source: Gunn Report
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16 source: Gartner
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Nissan Nismo Watch
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Technology Risk Category Risk
Maturity / description Peak of inflated expectations Watches
Risk management High risk High risk
“Nismo Watch”
you need to earn your place in mobile.
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managing tech maturity risk will lead you to launching a portfolio of ideas instead of one.
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managing category risk lead you on a look for small ideas.
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Thank you!
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