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Mobilizing your businessBrought to you by Hörnsten & Ivmark
Why Mobilize?
Market Transformation
Devices
Services
Customers
Desirability
Rewards
Empowerment
Monetization
Connectivity
AWARENESS
ADOPTION
ADVOCACY
LOYALTY
MOBILIZED BRAND
STRATEGY
Mobilization is Progressive
PILLARS & ECOSYSTEM
ENGAGEMENT PLAN
MARKET DRIVERS RELEVANCE
Market Drivers
Identify your Market Forces
You’ve spent the day on the Internet — but not on the Web.
“
”
“The Web Is Dead. Long Live the Internet”By Chris Anderson and Michael Wolff
Wired, August 2010
Connectivity: ‘Long live internet’
Desirability: Demand for Platforms
Quarters After Launch0 1 2 3
iPod iPhone iPad
Monetization: Semiclosed vs. HTML
$ $
MARKETPLACEMARKETPLACE
MARKETINGSERVICES
iAd AdSense
AWARENESS
LOYALTY
$
PRODUCT AND OR SERVICE
MARKETING
?
?
?
Mobile TaggingFORMATSQR CodesBarcodesMobile Tags
Rewards: Check-insKEY PLAYERSFoursquareGowallaFacebook
Rewards: M-CommerceKEY THEMESAugmented Reality Price TransparencyIn-App PurchasingExclusive DealsGifting
Rewards: M-Health EMERGING EXAMPLESAwareness PublicationsSelf-Care
Rewards: M-Banking TRENDSETTERSMint.com ChaseDeutche Bank
Rewards: Entertainment GENRESMusic/FilmPublicationsGamesNews/Media
Rewards: Entertainment GENRESMusic/FilmPublicationsGamesNews/Media
Customers are more empowered than ever before. Some believe we are on the verge a customer revolution.
Sou
rce:
Har
vard
Bus
ines
s R
evie
w
They’re not just customers, they can be your biggest advocates!
Mobilization, Step 1/3
Define your Platform
Pillars
Platform Pillars
DEVICESSERVICESCUSTOMERS
Mobilization, Step 2/3
Create your Ecosystem
SERVICES
CUSTOMERS
DEVICES
Ecosystem
Web
MobileSocial
Web
SERVICES
CUSTOMERS
DEVICES
Ecosystem
Primary, Extendedor Pilot Service
Web
Social
Stockholm City Library
Web
Social
Web
PrimaryService
Stockholm Stad
Web
Social
Web
PilotService
Mobilization, Step 3/3
Develop your Engagement Plan
AWARENESS ADOPTION ADVOCACY LOYALTY
Engagement Plan
REACH VALUE IDENTITY
Engagement Plan Lenses
WORDOF
MOUTH
VALUEWORD
OF MOUTH
IDENTITY
Engagement Plan / Ecosystem
WebWeb
MobileSocial
Engagement Plan / Ecosystem
Mobile
Web
Social
WORDOF
MOUTHIDENTITYREACH
Engagement Plan / Ecosystem
IDENTITYMobile
Web
SocialREACH VALUE
Engagement Plan / Ecosystem
Mobile
Web
SocialREACH VALUE
WORDOF
MOUTH
It’s a Work-in-progress
Building market & brand relevance doesn’t happen
overnight.
Devices
Services
Customers
Desirability
Rewards
Empowerment
Monetization
Connectivity
AWARENESS
ADOPTION
ADVOCACY
LOYALTY
MOBILIZED BRAND
STRATEGY
Mobilization is Progressive
PILLARS & ECOSYSTEM
ENGAGEMENT PLAN
MARKET DRIVERS RELEVANCE
Summary
Define your PillarsCreate your Ecosystem
Develop your Engagement Plan
Key Take-Aways
Be Relevant.
Be Engaged – Mobile & social will help you listen, learn and engage with your customers.
Be Fearless – Empowerment can be a mutual benefit.
