iBrowseIntroducing a new mobile application

Orsolya SzentesSZE10303129

‘[…] media networks continue to increase in popularity at a greater rate than social networks’

according to Mintel’s report analyzing social media networks. (Mintel, 2014 B)

‘The potential for location-based services is evident from powerful and ubiquitous wireless

devices that are growing in popularity’ (Subhankar, 2011.)

By knowing customers location, retailers can actively target them by sending them news and offers.

Mintel’s latest digital trends report shows, that customers are wiling to share their location with retailers as long as they benefit from it.

Competitor analysis

Pinterest ASAP54 The Hunt

Mission statement

iBrowse is the application for the busy, tech-savy woman who is fashion

conscious and likes to keep up with the latest trends through a variety of

sources. iBrowse will make her life easier by creating a platform for her shopping list enhanced by location

based reminders and engaging content.

iBrowse

Create your moodboard/wish list from all around the Internet

Browse the selections created by your favorite fashion icons

Get location based reminders when an item you saved is available nearby

Share you mood board and purchases on Facebook, twitter or Instagram

The combination of these existing and successful frameworks is the app’s unique selling point.

Business and marketing objectives• Finish developing a dummy version of the application one year before the

launch.• Present the final version of the app to the partners six months before the

launch.• Start the promotion of the app five months before the launch. • Participating retailers start promoting the app four months before the launch.• Optimize the app store page one month before the launch.• During the first month of the launch, 5,000 downloads are expected across the

UK.• Increase the number of downloads by 50% during the first two to three

months and maintain a 25% increase thereafter.• Introduce further retailers to the app from the third month post launch.• Increase the number of social media followers to 100,000 by the sixth month.• Launch a new, extended version of the app one year after the initial launch.

Target customerAged 16-24

Lives in a large city

Student or graduate

Interested in fashion

Enjoys socializing and shopping

Favorite brands include Topshop, River Island,

New Look and Dorothy PerkinsThey are also likely to have increased brand activity, given that they are naturally happier using social networks in ways that might be unconvincing to older counterparts – such as for customer support, shopping ideas or advice (Mintel, 2014 B)

Marketing and promotion

Get the right partners to gain exposure

Social mediaPress and fashion blogsCelebrity endorsement

Landing site

‘Mobility and location-based services combined with context-aware advertising create opportunities for

targeted marketing and revenue generation’ (Shubhankar, 2011)

Multiple revenue model:• In-app advertisement• Promotional content• Revenue-sharing partnerships• Location based targeted marketing

The proposed app is built on strong and successful existing frameworks but the combination of those doesn’t exist as of yet. It’s a very competitive industry with a wide range of apps available for the target audience, but none of them have the added value and benefits of this one.

Potential issues and limitations:• The technological limitations of the app• Finding investors• Creating partnerships with retailers• Reaching the desired target audience

ReferencesImagesSlide 2:http://a5.mzstatic.com/us/r30/Purple/v4/32/e6/2f/32e62f99-8179-7818-a066-b897c825be04/screen568x568.jpeghttp://media.idownloadblog.com/wp-content/uploads/2013/11/Tumblr-3.5-for-iOS-iPhone-screenshot-004.pnghttp://www.justthebestapps.com/apps/instagram/screenshot-1.jpgSlide 4:http://nestandbloom.com/wp-content/uploads/2011/08/phone-screenshot.jpghttp://media.meltyfashion.fr/article-2158439-ajust_930-f1397209415/l-appli-asap54-le-nouvel-atout-des-modeuses.jpghttp://katgraham.com/wp-content/uploads/2013/11/1.pngSlide 7:http://media-cache-ec0.pinimg.com/736x/e2/6c/e7/e26ce75963dbca928a420b7f029be10d.jpghttp://favim.com/orig/201106/04/fashion-friends-girlfriends-girls-photography-Favim.com-65957.jpg

Text:Womenswear – UK – May 2014 Mintel ASocial and Media networks – UK – May 2014 Mintel BSubhankar, D, 2011. Challenges and Business Models for Mobile Location-based Services and Advertising. . Communications of the ACM., [Online]. 54/5, 121-129. Available at: http://web.b.ebscohost.com.arts.idm.oclc.org/ehost/detail?sid=a787c936-9973-44f9-9be1-2afa40ef3ff0%40sessionmgr110&vid=3&hid=119&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=60863986 [Accessed 01 June 2014].Shankar, Venkatesh, Alladi Venkatesh, Charles Hofacker, and Prasad Naik (2010), “Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues,” Journal of Interactive Marketing,24 (2), 111–120.