mobilizing your business

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Mobilizing your businessBrought to you by Hörnsten & Ivmark

Why Mobilize?

Market Transformation

Devices

Services

Customers

Desirability

Rewards

Empowerment

Monetization

Connectivity

AWARENESS

ADOPTION

ADVOCACY

LOYALTY

MOBILIZED BRAND

STRATEGY

Mobilization is Progressive

PILLARS & ECOSYSTEM

ENGAGEMENT PLAN

MARKET DRIVERS RELEVANCE

Market Drivers

Identify your Market Forces

You’ve spent the day on the Internet — but not on the Web.

“

”

“The Web Is Dead. Long Live the Internet”By Chris Anderson and Michael Wolff

Wired, August 2010

Connectivity: ‘Long live internet’

Desirability: Demand for Platforms

Quarters After Launch0 1 2 3

iPod iPhone iPad

Monetization: Semiclosed vs. HTML

$ $

MARKETPLACEMARKETPLACE

MARKETINGSERVICES

iAd AdSense

AWARENESS

LOYALTY

$

PRODUCT AND OR SERVICE

MARKETING

?

?

?

Mobile TaggingFORMATSQR CodesBarcodesMobile Tags

Rewards: Check-insKEY PLAYERSFoursquareGowallaFacebook

Rewards: M-CommerceKEY THEMESAugmented Reality Price TransparencyIn-App PurchasingExclusive DealsGifting

Rewards: M-Health EMERGING EXAMPLESAwareness PublicationsSelf-Care

Rewards: M-Banking TRENDSETTERSMint.com ChaseDeutche Bank

Rewards: Entertainment GENRESMusic/FilmPublicationsGamesNews/Media

Rewards: Entertainment GENRESMusic/FilmPublicationsGamesNews/Media

Customers are more empowered than ever before. Some believe we are on the verge a customer revolution.

Sou

rce:

Har

vard

Bus

ines

s R

evie

w

They’re not just customers, they can be your biggest advocates!

Mobilization, Step 1/3

Define your Platform

Pillars

Platform Pillars

DEVICESSERVICESCUSTOMERS

Mobilization, Step 2/3

Create your Ecosystem

SERVICES

CUSTOMERS

DEVICES

Ecosystem

Web

MobileSocial

Web

SERVICES

CUSTOMERS

DEVICES

Ecosystem

Primary, Extendedor Pilot Service

Web

Social

Stockholm City Library

Web

Social

Web

PrimaryService

Stockholm Stad

Web

Social

Web

PilotService

Mobilization, Step 3/3

Develop your Engagement Plan

AWARENESS ADOPTION ADVOCACY LOYALTY

Engagement Plan

REACH VALUE IDENTITY

Engagement Plan Lenses

WORDOF

MOUTH

VALUEWORD

OF MOUTH

IDENTITY

Engagement Plan / Ecosystem

WebWeb

MobileSocial

Engagement Plan / Ecosystem

Mobile

Web

Social

WORDOF

MOUTHIDENTITYREACH

Engagement Plan / Ecosystem

IDENTITYMobile

Web

SocialREACH VALUE

Engagement Plan / Ecosystem

Mobile

Web

SocialREACH VALUE

WORDOF

MOUTH

It’s a Work-in-progress

Building market & brand relevance doesn’t happen

overnight.

Devices

Services

Customers

Desirability

Rewards

Empowerment

Monetization

Connectivity

AWARENESS

ADOPTION

ADVOCACY

LOYALTY

MOBILIZED BRAND

STRATEGY

Mobilization is Progressive

PILLARS & ECOSYSTEM

ENGAGEMENT PLAN

MARKET DRIVERS RELEVANCE

Summary

Define your PillarsCreate your Ecosystem

Develop your Engagement Plan

Key Take-Aways

Be Relevant.

Be Engaged – Mobile & social will help you listen, learn and engage with your customers.

Be Fearless – Empowerment can be a mutual benefit.

Thanks!fredrik.hornsten@creuna.se

ali.ivmark@creuna.se