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TRANSCRIPT
Innovation 3.0
All of us are transitioning to something new.
But there is a trap:
applying old ideas to new technology
The innovator’s challenge:
Radio shows on TV
Next,
Live Action DramaNext,
Engage with Raving Fan Content
PC Games, TV Shows, Movies on Phones
Search Boxes on Phones
Next,
Mobilize with Service
The innovator’s challenge:
Radio shows on TV
Next,
Live Action Drama
Retail Stores on Tablets
Next,
Place Products within My Life
The innovator’s challenge:
Radio shows on TV
Next,
Live Action Drama
Social Rants and Raves on Tablets
Next,
Personalize Here and Now
The innovator’s challenge:
Radio shows on TV
Next,
Live Action Drama
Stream Entertain. Brands: Engage with raving fan content
Search
Consumer Brands: Mobilize with service
Shop Retail Brands: Place products within my life
ShareMobile Brands: Personalize here and now
Stream
Search
Shop
Share
Today’s Innovators… are raising the barfor every Mobile Brand
Why do I care?
2.0 leaders are downsizing content for the phone
3.0 innovators are designingmobile life experiences
Why now for your Brand?
Online Browsers
want content and ads
on sites they visit
Mobile Buyers
want content and things
that are relevant to their mobile life
Why now for your Raving Fans?
Rethink4 mobile activities
Stream
Search
Shop
Share
3.0 Innovation Hotspots
Innovation 3.0
Streaming
PC Games, TV Shows, Movies on Phones
Stream
Search
Shop
Share
TV audience: new channel
Mobile fans:new content
3.0 Rethink Streaming
Engage with Raving Fan Content
NBA Fans love Stats
$44.95 40 live games per week,on-demand for two days
App: League Pass
Free scores, stats, standings, schedules
In-App Purchase $9.99 Audio broadcasts, video highlights
App: Game Time
iPhone quick StatsLive Streaming with Stats
FreeLive stats, play-by-play,twitter stream,map shot charts
iPad 2nd screen stats
App: Game Time Courtside
Toy Story 3 Fans love the Story
2 Free Gameswith community achievement points
2 premium games: $.99, $4.99
Access mobile site for DVD / Download
Glee Fans love to Sing
Celebrity Personal Karaoke Song Sharing Song Purchase
Smule creates social music-making experiences
Taylor Swift Fans love Taylor Swift
Music Player
VideosCelebrity App
Photos
News and Twitter FeedsPost Media Buzz
Purchase
Media via iTunes
Merchandise via e-commerce siteInsider Access
geo targeting,invite friends
Tour schedule, locations, tickets
Fan Wall and Top Users
Platform: Mobile Roadie
ContentBrand
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6 Design Elements
Fan Content
Fan Creations
Transmedia
Streaming:
Engage withRaving Fan Content
Extended Content
Merchandize
Events
Raving fans influence and spend on
partners, parents, kids, friends.
Raving Fans are 20% of a customer market
who represent 80% of spending.
Raving fans pay a premium for branded content:
media, experiences, merchandise.
3 Customer Drivers
Innovation 3.0
Searching
3.0 Rethink Searching
Stream
Search
Shop
Share
Search Boxes on Phones
I do the work.Ask what I want.
Deliver it.
Mobilize with Service
Zipcar Fans … get me a car
Locatecars
Seemodels
Makereservation
Scan Zipcard,unlock car
Make a reservation
Locatevenues
Find my way
Regus Fans … book us an office
Find restaurant
Review menu
Customizeorder
Repeat favorites
Chipotle Fans … make my lunch
Rememberorders
Checkbasket
Scheduledelivery
Ocado Fans … replenish my pantry
On Sale Product Info Alternatives Rewards
Best Buy Fans … talk me through the store
Usecard
Reloadcard
Findcoffee shop
Starbucks Fans … pay with my phone
ConsumerBrand
28
6 Design Elements
CheckInventory
CustomizeOrder
Repeat,Replenish
Searching:
Mobilize withService
LocateVenue
Reserve, Pickup,Deliver
DeliverProduct Expertise
Raving fans download an app
to buy from their favorite brand.
Online shoppers browse for a week,
mobile buyers act within the hour.
Raving fans buy over time, repeat orders… replenish goods… give gifts…
3 Customer Drivers
Innovation 3.0
The Future of Shopping
Retail Stores on Tablets
"windowshop" more than40 product categories
Stream
Search
Shop
Share
Place Products within My Life
3.0 Rethink Shopping
Recommend things for my mobile life
Mobile App:Visit personal showroom
Web App:Profile style and preferences
Place products within my style
ShoeDazzle
Place products within my roadmaps
Profile
Roadmap Monitoring
UtilityJenny Craig
Profiling Browsing Locating Learning
Place products within my life events
Planning Budget
Wedding Planning App. Wedding Dress Look Book.
Place products within my seasons
Snow and Ski Report by REI. Zumobi, app platform connects media properties and sponsors.
Snow today Stop at REISki tomorrow
Place products within my daily routine
Step 1: Meal Planning Step 2: Shopping Step 3: Cooking
iFood Assistant by Kraft
Place products within my shopping process
WomanOne designer, head to toe
ManMix and match favorite looks
TeenWho’s wearing it
Community TagsGQ Editorial PartnershipFlash Designer Sales
Gilt. Wet Seal.
LifestyleBrand
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6 Design Elements
MyDaily Routine
Shopping:
Place Products within My Life
My Style
MySeasons
MyShopping Process
MyLife Events
MyRoadmaps
With mobile apps,
you can place products within my life.
With today’s technology,
you can ask and remember what I like.
I buy when you
related to my lifestyle.
3 Customer Drivers
Innovation 3.0
Sharing
Stream
Search
Shop
Share
Social Rants and Raves on Tablets
3.0 Rethink Sharing
Personalize Here and Now
Roaring influences.Roaring crowds.
Start with me. Relate to me.
Personalize … relate to my personas
Cooking Friends
Marketing Friends
Biking Buddies
Create interest Circles
Instant Upload,share with a circle
Huddle, text with a circle
Hangoutwith whoever is free
right now.
Platform in Beta: Google.com/+
The BeatlesLondon and Liverpool tour,featuring Beatles landmarks
The Invisible ArtistLondon museum tour,history, architecture, exhibits
Platform: Layar.com
Personalize … advise on my interests
Platform: Immersive Labs
Woman walks by
Man walks by
Women analytics
Men analytics
Personalize … advertise to who I am
Market where I walk the dog
Foursquare check in
Sample dispensed
Platform: Foursquare. GranataPet in Germany.
Personalize … market where I am
Platform: Immersive Labs
Point of SaleInteract. Add to cart. Bump to phone.
Personalize … sell what I want
Venue surfaces
Full-dome events Future:
Immersivevenues
NFC billboards
Motion games
Interactive displays
Personalize … share what I want, what I recommend
VirtualBrands
48
6 Design Elements
Adviseon my interests
Sellwhat I want
Sharewhat I want,
what I recommend
Sharing:
PersonalizeHere and Now
Relateto my personas
Marketwhere I am
Advertiseto who I am
I have different personas, each with different intentions to spend.
I expect to interact with screens.
As a raving fan, I want my favorite Brand
to relate to me here and now.
3 Customer Drivers
Summary
Innovation 3.0
Avoid the innovation trap:Radio Shows on TV
Today’s Innovators…
Stream
Search
Shop
Share
Are raising the barfor every Mobile Brand
Summary: 3.0 Innovation
Streaming
Engage with raving fan content
Searching
Mobilize with service
Shopping
Place products within my life
Sharing
Personalize here and now
Launching Aug. 15,we’re sharing design patterns and practices online.
Visit www.MobileRelevanceProject.com
Terry Ribb
The next presentation:
Customerization 3.0
A semantic super-layer that brands use to personalize
for each mobile customer.
Q & A