Transcript Wireless E
Online Branding in the 21st centurythis is what your job is all about: Find ways to make your brand more experiential and hence more memorable! Shift consumers’ perception and practice of what constitutes a marketing ‘space’. careful spatial planning live, real-time, event-based nature of the brand interaction Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands. as theorists of the ‘experience economy’ put it: ‘the more effectively an experience engages the senses, the more memorable it will be’ (Pine and Gilmore, 1999: 59). Wireless Business: I wonder, you answer: How does wireless technology address the limitations of the fixed Internet. Did non-voice-based wireless applications capture the consumer or the corporate market first? > from the consumer’s perspective > from the marketer’s perspective. Why do you think that was the case? How do you see mobile commerce evolve? What would your vision depend on? Why Mobile Marketing? 4 times cheaper 20% CTA increase: shop visits Mobile Marketing What is it? What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA) Mobile marketing can meet most if not all of the marketing needs a marketer may have today Mobile Marketing Why care about it? Mobiles reach where other media don’t Mobiles reach in ways other media don’t Mobility is much more than phone calls and e-mail… More than movement… Mobility is not just about movement of people and goods, but about technology everywhere …and more than just people Mobility is not just about communication between people, but also between machines and devices Workplace Shopping Dining Home Leisure Mobility augments the capabilities of people and devices Four characteristics distinguish Mobility: Presence Mobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everyday Immediacy Freedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need it Location Freedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need it Interest Consumers in a certain location and a specified time can be instantly unified by their common interests Mobile Marketing How? Why? Web site Portal Banner Branding Image SMS campaign MMS campaign Couponing Acquisition Satisfaction Loyalty building Confirmation Alert Community Satisfaction CRM Product info Contests Promotion Sales Mobile sales site Retail DM Mcommerce Wireless M-Business Identifying the Next Killer Application in Business M-Commerce Examples of Killer Apps: 1) Wireless Medicine 2) Mobile Asset Management (ex. Cars) Wireless Medicine Wireless MD Problem: 98,000 Americans die each year as a result of medical mistakes – Institutes Of Medicine Regulations, complexities increasing Pressures to achieve quality, cost, and care standards New medications, methods introduced daily Physicians increasingly pressed for time Information Flow and General Business Model Hospital Patient’s Record Family Contact Notification Bar Code Information Patient’s Condition Wireless MD Notification WAP, HTTP Interface Central database management Patients Scan Bar Code Primary Physician Instant Communication Ambulance Crew Revenue Model: Subscription-based Hospital, Ambulance Enrollees (Employers) Communication Devices Pharmaceutical Companies Wireless MD Advertising Service via 24/7 Web Interface Patients SmartCards $ Services $ Services Insurance Mobile Asset Management Location-based Services Locate Overdue Vehicles Disable Stolen and Overdue Vehicles Enforce Restricted Areas Access Historical Route Information Monitor Driving Behavior Identify Underutilized Vehicles Source: www.airiq.com Acme Rent-a-car A They told me that I was caught speeding on three separate occasions, and I never saw a state trooper B How did they catch you? A They said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it B Acme fined him a total of $450…Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidents Acme Speeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property. Exp. …as time goes on these practices are likely to become more and more invasive. Exp. It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts… Source: NBC Today Show Progressive leverages mobility in the development of new service offerings Industry leader in technology innovation… #4 auto insurer, up two spots since it launched its digital strategy four years ago Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3% First to bind policies and offer comparative quotes online …that wants to integrate mobility into existing service offerings… …to create a platform for differentiated service offerings Allows the consumer to manage accounts and interact with the company remotely Integrated accident response with emergency repair services Result: resolves claims 21% faster than the industry avg. Source: NYTimes, Progressive First to field test metered insurance for fleet applications 25% reduction in premium costs Awarded two patents for usage based insurance system What They Have in Common: Mobile Communication is the key! They could not exist in the hard-wired world. They represent either NEW TO THE WORLD VALUE or UNLOCK EXISTING VALUE (by exploiting new efficiencies). Now you: Examples