creuna: mobilizing your business
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Presented April 14, 2011Video Presentation (in Swedish):http://bit.ly/g93FSdTRANSCRIPT
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Mobilizing your businessBrought to you by Hörnsten & Ivmark
Creuna AB
Stockholm
Why Mobilize?
Market Transformation
PILLARS & ECOSYSTEM
Market Driver
Market Driver
Market Driver
Market Driver
Market Driver
ENGAGEMENT PLAN
MOBILIZED BRAND
STRATEGY
Mobilization Framework
Connectivity
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
FB users are 2x more active on mobile
Connectivity Today
Netflix, on 100
devices
23% of all Google
searches come from
mobile
More Kindle ebooks than paperbacks!
Desirability
Demand for Platforms
0 1 2 3
iPod iPhone iPad
Quarters After Launch
Demand for Utility
7yrs10 000 000 000 downloads
APPLE ITUNES MEDIA
Demand for Utility
2,5yrs10 000 000 000 downloads
APPLE APP STORE
Monetization
0
12.5
25
37.5
50
Symbian Blackberry Apple Microsoft Google Other
ROI? Biz Model?
Market share App download and usage
%
Gartner Q1 2010: Market ShareAdMob Operating System Share, May 2010
Emerging App-Threat?
Semiclosed vs. HTML
$ $
MARKETPLACEMARKETPLACE
MARKETINGSERVICES
iAd AdSense
AWARENESS
LOYALTY
$
PRODUCT AND OR SERVICE
MARKETING
?
?
?
Rewards
We're seeing a dramatic shift in the way business is done towards more transparency, more collaboration, more democracy, and ultimately more value.
“
”– Alex Bogusky, Founding Insurgent, FearLess Cottage
Value Spectrum
UTILITYCONTENT
Mobile TaggingFORMATSQR CodesBarcodesMobile Tags
Check-insKEY PLAYERSFoursquareGowallaFacebook
M-CommerceKEY THEMESAugmented Reality
Price TransparencyIn-App PurchasingExclusive DealsGifting
M-HealthEMERGING EXAMPLESAwareness PublicationsSelf-Care
M-Banking TRENDSETTERSMint.com ChaseDeutche Bank
EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media
EntertainmentGENRESMusic/FilmPublicationsGamesNews/Media
Empowerment
...consumers are surrounding themselves with the people and information that helps them make better decisions thanks to social networks such as Facebook, Twitter, and YouTube. Their attention is focused in new paradigms and away from traditional media....
“
”– Brian Solis, Social Media Evangelist
Customers are more empowered than ever before. Some believe we are on the verge a customer revolution.
They’re not just customers, they can be your biggest advocates!
So
urc
e: H
arva
rd B
usi
ness
Rev
iew
Tell me and I'll forget; show me and I may remember; involve me and I'll understand.
“”
– Chinese Proverb
EMERGING MINDSETCustomers increase your brand value.
Tell me and I'll forget; show me and I may remember; involve me and I'll make it better.
“”
EMERGING MINDSETCustomers increase your brand value.
– Chinese Proverb? Wikipedia’d?
PREPARE TOENGAGE
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 Pillars
Create 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.
