web 3.0 apps, devcon5 conference
DESCRIPTION
Today, many Brands are investing in Mobile Websites. An essential first step. But 3.0 innovators are rethinking how to become a truly Mobile Brand: one that serves its Raving Fans, over time and on demand. This has led to a new generation of Branded Apps that redefine how customers stream, shop, search, and share--within their mobile lives. This presentation reviews the innovation leap of pioneering Brands, and distills findings into design patterns for 3.0 apps.TRANSCRIPT
Innovation 3.0: Mobile Apps
Findings Update 2013www.Mobile Relevance Project.com
Terry [email protected]
2013 Relevens 2
Be the Brand in their Pocket
1.0 Search Web 3.0 Service Web2.0 Social WebAuthors
link content pagesand convert to purchase
Peoplelink friend pagesand share likes
Appslink a fan’s mobile lifestyle interests
to the brand’s relevant resources
Web 3.0 is the Service WebFirst it was machine to machine. Now its brand to fan.
Search Layer:Enables
consumers to discoverbrand pages
Social Layer:Enables
fans to likebrand pages
Service Layer:Enables
agent-driven services tosearch, stream, shop, and spend
at each customer’s request.
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1.0 Search Discovery 3.0 Service Delivery2.0 Social Influence
Web 3.0 for BrandsExample: Zipcar
Service Platform
Social Conversation
Search Optimization
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Innovation 3.0
All of us are transitioning to something new.
But there is a trap: applying old ideas to new technology
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Why do I care?
Stream Content Brands: Engage with fan media
Serve Destination Brands: Mobilize with personal service
Shop Product/Service Brands: Empower with lifestyle advice
ShareMobile Brands: Relate with raving personas
SearchLifestyle Brands: Attract with a mobile lifestyle experience
Search
Stream
Shop
Serve
Share
Five Innovation Leaps… are raising the barfor every mobile brand
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While you are mobilizesearch and social marketing…
Innovators are placing products and serviceswithin the context of customers’ mobile lives.
Why now for your Brand? Competitors are innovating.
= Old ideason mobile devices
= Be the branded appin their pocket
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Comparison Shopperswant the lowest price
Mobile Lifestyle Spenderswant the best advice
= Price comparisonscommoditize your offerings
= New levels of service creates new levels of spending
Why now for your Brand? Customer markets are fracturing.
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Rethink5 mobile activities
3.0 Service Innovations
Search
Stream
Shop
Serve
Share
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Rethink Searching
To win a mobile customer’s lifestyle spending,search is replaced
with a mobile lifestyle experience.
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The innovator’s challenge:
Not radio shows on TV
Innovation leap:Live Action Drama
Innovation leap:Mobile Lifestyle Experience
Not sites and search boxes on phones
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From: Mobile Searchable Sites
I searchyour company’s
product lines, business units, and channels
You positionwithin my
mobile lifestyle, workstyle, or playstyle
3.0 Rethink Searching
To: Mobile Lifestyle Experiences
Search
Stream
Shop
Serve
Share
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Meal PlanningAssistant
Recipes, Shopping Lists
CookingVideos
iFood Assistant by Kraft
A manufacturer and publisherpositioned withinMoms’ Mobile Lives
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Needsomething for dinner
Meet meat home
Taking the Subway Home From Work
Home Delivery ServiceLighted Displays QR Codes
Shopwith my phone
A subway shopping experienceHomeplus by Tesco
A general merchandise retailer positioned within Professionals’ Mobile Lives
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Monitor my Performance
Measure myWILLPOWERTM
Track myImprovements
A sports clothing and accessory company positioned within Athlete’s Mobile Lives
A fitness experienceArmour39 by Under Armour
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Locatecars
Selectmodel
DriveAway
A venture positioned within Urban Dwellers’ Mobile Lives
A car-sharing experienceBy Zipcar
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DesignElements
Mobile Relevance Leap: Attract with a Mobile Lifestyle Experience
Mobile LifestyleTouchpoints:
Apps, Agents, Gear
Mobile LifestyleSpending
Mobile LifestyleContent, Products, Services
Lifestyle Spending
Mobile LifestyleMonitoring
and Response
A Mobile Lifestyle Experience
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Brands are extending their lifestyle images to real-life experiences.
Lifestyle Spenders invest time and money in their aspiring lifestyle, workstyle, or playstyle.
3 Drivers: Attract with a Mobile Lifestyle Experience
To win these high-spending consumers, brands are creating a new level of value: a branded lifestyle experience.
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Rethink Streaming
To win a mobile customer’s splurge spending,streaming is extended
with mobile fan experiences.
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The innovator’s challenge:
Not radio shows on TV
Innovation leap:Live Action Drama
Innovation leap:Engaging Fan Media
Not movies, TV, music, magazines on phones
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Same content,smaller channel
New kind of engaging app,new level of fan content
3.0 Rethink Streaming
To: Fan MediaFrom: Movies, TV, Music, Magazines
Search
Stream
Shop
Serve
Share
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League Pass Game Time
iPhone quick StatsLive Streaming with Stats iPad 2nd screen stats
Game Time Courtside
NBA Fans love Stats
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Current Race
By NASCAR Digital Media Inc.
Upcoming Race All Season
NASCAR Fans love the Drivers
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iPad Book: Record a StoryMobile App: Play Games
Web App: Create a Comic
Toy Story Fans love to Play
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Personal Karaoke Song Sharing Song Purchase
Smule creates social music-making experiences
Glee Fans love to Play
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Editorial to CurateMagazine to Inspire Commerce to Spend
Platform: 72Lux.com
Style Fans love to Spend
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Music Player
VideosCelebrity App
Photos
Platform: Mobile Roadie
Celebrity Fans love the Celebrity
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Purchase
Invite Friends
Tour schedule, locations, tickets
Fan Wall and Top Users
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DesignElements
Mobile Relevance Leap: Engage with Fan Media
New Kind ofEngaging MediaShoppable
Media
Multi-platform Storytelling
New Level ofFan Content
Mobile Fan Experiences
SplurgeSpending
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With engaging media and fan content, fans gain insider access and a deeper sense of community.
Brand Fans want to engage with the brand as they live their mobile lives.
3 Drivers: Engage with Fan Media
With 1-click commerce, fans can splurge on real-life experiences enabled by content, products, services…
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Rethink Shopping
To win a mobile customer’s solution spending,shopping is simplified
with a mobile advisory relationship.
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Not retail stores on phones
Innovation leap:Lifestyle Advice
The innovator’s challenge:
Not radio shows on TV
Innovation leap:Live Action Drama
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Retail Stores on Tablets
“Window shop more than 40 product categories”
Lifestyle Advice
3.0 Rethink Shopping
Lifestyle content and product advice
Search
Stream
Shop
Serve
Share
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Assess my fashion style
Personalizemy showroom
Brand my fashion style
ShoeDazzle.com
Online & MobileShowroom
Personalizemy promotions
Inspiring Looks
Trendy Promotions
Total Solutions
Advise on my personal style
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Ask about mybody shape
Recommendthe dress
Plan Budget
Locatethe store
Advise on my life events
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Snow and Ski Report by REI. Zumobi app platform connects media properties and sponsors.
Snow today Stop along the waySki tomorrow
Advise on my seasonal needs
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ProfileRoadmap Monitoring
Utility
Jenny Craig
Advise on my daily needs
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iTriage App, acquired by Aetna
Managemy records
Find best self-helpor medical help
Bookappointment
Checkmy symptoms
Advise on my unexpected needs
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WomanOne designer, head to toe
ManMix and match favorite looks
GQ Editorial PartnershipFlash Designer Sales
Gilt
Advise on my total experience
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Mobile Relevance Leap: Empower with Lifestyle Advice
My Dailyand Unexpected Needs
My Life Eventsand Seasonal Needs
MyTotal
Experience
BrandedLifestyle Advice
A Mobile AdvisoryRelationship
DesignElements
SolutionSpending
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With lifestyle content, the brand filters what’ new… what’s hot… and what fits.
Solution Spenders want on-demand advice from the brand they know and trust.
3 Drivers: Empower with Lifestyle Advice
With product advice, fans gain direct access to the Brand’s most relevant resources: content, people, places, products, services, and experiences.
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Rethink Serving
To win a mobile customer’s service spending,destination services are extended with
a mobile personal assistant.
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Not self-service on phones
Innovation leap:Personal Service
The innovator’s challenge:
Not radio shows on TV
Innovation leap:Live Action Drama
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3.0 Rethink Service
From: Self-Service
I do the work.Apps and agents
do the work at my request.
To: Personal Service
Search
Stream
Shop
Serve
Share
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Manage my prepaymentsand loyalty points
Remembermy favorites
Find nearestcoffee shop
Find my coffee.
Starbucks App
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Bookan office
Locate venues
Find my way
Book us an office.
Clickon need
Regus App
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Find restaurant
Review menu
Customizeorder
Repeat favorites
Make my lunch!
Chipotle App
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Personalize my visit.
Plan & Guide
Disney’s park characters know your name.Design a Small World doll online at home;it will appear in the ride with a greeting.
Character & Ride InteractionsAccess
Reserve Ride times, Parade spaces,
and cafe seating.
Magic Bands with RFID accessenable Fast Pass access.
Disney App, Arm Bands, and platform called MyMagic+
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My Services
MyCampus & Friend Locations
MyAlerts, News, Calendar
Manage my campus life.
UCL App
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Manage my mobile life.
Google Now, a personal assistant app. Each type of card is related to an existing Google Service.
Time Reminders
Next Appointment
Reservations, Tickets,…
Events/deals
Team results
Next movie
Interest search Products I may like
Show schedule to air
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Mobile Relevance Leap: Mobilize with Personal Service
DestinationEngagement
Remind,Replenish,
Renew
Schedule, Reserve,Access,
Pickup, Deliver
A Mobile Personal Assistant
DesignElements
Guide my Destination Experience
ServiceSpending
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Agent Services remember and respond to data about my interests, plans, and progress.
Destination Fans spend often and spend a lot, so they expect personal service.
Smart touchpoints–media, apps, places, products…— can use my data to personalize service and my brand experience.
3 Drivers: Mobilize with Personal Service
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Rethink Sharing
To win a mobile customer’s social spending,sharing is personalized with
brand and fan personas.
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Not random crowds on tablets
Innovation Leap:Raving Personas
The innovator’s challenge:
Not radio shows on TV
Innovation Leap:Live Action Drama
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From: Random Crowds
3.0 Rethink Sharing
To: Raving Personas
Social Networksand their aggregated reactions:
rants, ratings, reviews
Brand and Fan Personalities and their personalizing trends:
my style, my current interests, and my favorite brand resources
Search
Stream
Shop
Serve
Share
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Platform: Immersive Labs
Woman walks by
Man walks by
Brand learns fromWomen analytics
Brand learns from Men analytics
Advertise to Personas
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Dog Lovers
Foursquare check in
Sample Dispenser
Platform: Foursquare. GranataPet in Germany.
Advertise to Personas
Owner learns that her dogloves this new brand of food!
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Guides learn customer interestsduring augmented reality tours
of London's contemporary art galleries
Platform: Layar.com
Guide with Personas
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Celebrity Stylists
ShoeDazzle.com
Advise with PersonasEach brand personality learns
how customers respond
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Covet.com. By Like.com (acquired by Google)
Market to Personas
Brand Assessed My Three Fashion Personas
Marketing learnsfrom each of my personas
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With my persona on file,Kraft would not have had to survey me,then reject me.
Co-Innovate with Personas
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Venue surfacesNFC billboards Interactive displays
Learn from Personas
Future touchpoints will respond toto consumer-controlled personas
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Mobile Relevance Leap: Influence with Raving Personas
Learn from
Guide with
Mobile Brand and Fan
Personas
DesignElements
Co-Innovate with
SocialSpending
Advertise with
Market to Advise with
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As a Brand Fan, I have different spending personas —for myself, family, and friends.
As a brand, you market with different brand personalities who I want to follow: celebrity clients, advisors, designers, and experts.
3 Drivers: Relate with Raving Personas
Raving fans share and spend on personalizing trends. This is what drives “long tail” spending within a brand fan community.
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Summary
Innovation 3.0
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Avoid the innovation trap: Radio Shows on TV
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Five Innovation Leaps… are raising the barfor every mobile brand
Be the Brand in my pocket:design a mobile lifestyle experience
Stream Content Brands: Engage with fan media
Serve Destination Brands: Mobilize with personal service
Shop Product/Service Brands: Empower with lifestyle advice
ShareMobile Brands: Relate with raving personas
SearchLifestyle Brands: Attract with a mobile lifestyle experience
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Plan for web 3.0 now.
To download these slides, visit www.MobileRelevanceProject.com
This project is sponsored by Relevens.To learn about 3.0 innovation services,
visit www.Relevens.com
For more information, contact [email protected]