Stockholm, December 10 2010 Piperska muren

DIGITAL BRIEFING 2010 Mobile Business Innovation

#DigitalBriefing

WE START ENLIGHTENED

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KIRSTY

You are already in the business of mobile services

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MARTIN & FREDRIK

Mobile is not devices. It’s a state your customers are in – all day!

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COMBINING USER STATS WITH USER INTELLIGENCE

You’ll get a great platform for guessing about a hit at the box office or a new killer value adder.

Combined with your own business specific knowledge you’ll approach a business case evaluation

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BUDGETS ARE LIMITED AND YOU ARE NOT APPLE

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USE TWITTER #DIGITALBRIEFING

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BASIC USER NEEDS A MODEL FOR QUALIFYING YOUR CONCEPT

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Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.

EFFICIENCY

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Deliver valuable information in the right context, and stand stronger in a transparent world.

TRANSPARENCY

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CONVERSATION Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.

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Make better products and services and communicate them well. Be the one that people will want to own, use and share.

DESIRABILITY

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Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.

ADD EFFICIENCY

Make better products and services and communicate them well. Be the one that people will want to own, use and share.

ADD DESIRABILITY

UNDERSTANDING YOUR AUDIENCE

UNDERSTANDING YOUR BUSINESS

ADD TRANSPARENCY

Deliver valuable information in the right context, and stand stronger in a transparent world.

Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.

ADD CONVERSATION

BEING CREATIVE CAN BUILD AUDIENCES

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JUICY FRUIT CAMPAIGN WITH TALKABILITY

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JUICY FRUIT CAMPAIGN WITH TALKABILITY

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EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

GET LEADS FROM NEW PLACES

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VOLKSWAGEN TIES SALES TO GAME PLAYERS

  It’s the gift, that the audience wants (next after the real car)

  No (other) paid media on the GTI 2010

  A whole lot of earned media!

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VOLKSWAGEN TIES SALES TO GAME PLAYERS

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EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

  It’s the gift, that the audience wants (next after the real car)

  No (other) paid media on the GTI 2010

  A whole lot of earned media!

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OWN NEW MEDIA, DON’T PAY FOR IT

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  Support your team Blow the vuvuzela Do it with Arla

  Sure beats banner clicks

+ EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

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PUSHING PRODUCTS TO NEW AUDIENCES

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  Gyldendal Norway: Application for kicking in the door

  New free poem every day. Like, favor or share. Buy the book The Mobile

Webshop

+ EFFICIENCY

+ TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

BUILD LOYALTY BY SIMPLY BEING HELPFUL

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THE FRIENDLY BRAND HELPING ME, THOUGH I’M NOT EVEN A CUSTOMER

Q8 leading you to the nearest gas station. Even the competing!

+ EFFICIENCY

+ TRANSPARENCY

CONVERSATION

DESIRABILITY

OPTIMIZE CONVERSION RATES

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ACCELERATING CONVERSION WITH MOBILE

  On the stadium   During the game   Instant play, instant win

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+ EFFICIENCY

+ TRANSPARENCY

+ CONVERSATION

DESIRABILITY

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USE EMAIL FOR INSTANT CONVERSION

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+ EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

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ENABLE CONSUMPTION BY ENABLING USERS

+ EFFICIENCY

+ TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

EXPLORE NEW BUSINESS MODELS FOR PAID CONTENT

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Tablet based paid content is coming

for 130 million subscribers and 300 million readers of

Wired, Vougue, Better Homes & Gardens and more

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NORDJYSKE MEDIER WENT AHEAD

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+ EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

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THE ECONOMIST IN SEARCH OF PRINT 2.0 WITH BUILD-IN P.O.S.

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+ EFFICIENCY

TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

MOBILE AS THE WHOLE PACKAGE

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ATTENTION, INTEREST, DESIRE, ACTION

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ATTENTION, INTEREST, DESIRE, ACTION

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ATTENTION, INTEREST, DESIRE, ACTION, DELIVERY, CONSUMPTION

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+ EFFICIENCY

+ TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

USE WHAT USERS USE

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USE WHAT USERS USE Foursquare: DSB, Telenor and more

  Limited but loyal customer group

  Provides simple mobile presence with easy to measure ROI

  It’s basically a coupon

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USE WHAT USERS USE Foursquare: DSB, Telenor and more

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  Limited but loyal customer group

  Provides simple mobile presence with easy to measure ROI

  It’s basically a coupon EFFICIENCY

TRANSPARENCY

+ CONVERSATION

DESIRABILITY

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FOURSQUARE IS HIP IN DENMARK, BUT…

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December at the FCK – Panathinaikos game

At the game and not checked in 99.7%

At the game and checked in 0.3%

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FOURSQUARE IS HIP IN DENMARK, BUT…

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August at the FCK – Rosenborg game compared

August

December

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0.05

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0.15

0.2

0.25

0.3

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At the game and checked in with FourSquare

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FOURSQUARE IS HIP IN DENMARK, BUT…

 Maybe 2011 will see 1.5- 2% percent checking in!

 Providing loyalty bonuses will drive more checkins

 At zero startup cost!

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USE WHAT USERS USE Gowalla: trips and experiences

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EFFICIENCY

+ TRANSPARENCY

+ CONVERSATION

+ DESIRABILITY

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TWITTER IS ALSO MOBILE

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SOME ADVICE ON HOW TO GO ABOUT IT

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SETUP YOUR MOBILE AUTHORITY

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You will need at least a mobile decision maker and a

mobile budget

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DON’T CARE TO MUCH ABOUT DOWNLOADS

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It’s all about frequency of use, retention of the user

and value of use

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DON’T CARE TO MUCH ABOUT DOWNLOADS

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Set up KPIs and put real money value to them

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DO APPS RIGHT

 Don’t publish the ACME app

 Single focus opens to new audiences

 Make it desirable and conversational!

 Update!

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DO WEB RIGHT

 Mobile web is also your CMS

 Mobile web is not setback and it’s populated by enthusiastic users

 It can and should look a nice as an app

 Put mobile first!

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Simple tips: INTEGRATE RIGHT!

Edit one place Update everywhere

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CMS taught us to separate content from layouts and hierarchy.

Mobile teaches us to switch layouts for devices.

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ONE SERVICE, MANY CHANNELS

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DSB S-Tog: Expanding the daily travel experience

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Desktop website

Mobile website

Public place television

SMS dialog

iPhone App Android App

Symbian App Windows Phone App Java App

A MULTI CHANNEL SOLUTION STARRING YOUR CMS

CMS

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THANK YOU!

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