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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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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And it can be done!

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66% Increase in usage of staircase.

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100 People used this in 1 evening. 2 people used the “normal” recycling bin during the same time.

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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