Going Mobile | @Luxury Interactive 2008

Transcript

1. Designer Strategist Educator Matt Marcus
2. connecting lifestyle brands with consumer lifestyles GOING MOBILE
3. 1998 \
4. 1998 adoption curve \ Product and services follow a typical adoption pattern
5. Use proxies during early industry growth \ Examine the habits of lead users
6. Product and service innovation
7. 2008 adoption curve \ Product and services follow a typical adoption pattern
8. mobile phones are today lifestlye accessory, embedded into the way we mange our modern lives
9. • 3.3 billion subscribers worldwide (1.4 billion Internet users) mobile phones are today lifestlye accessory, embedded into the way we mange our modern lives
10. • 3.3 billion subscribers worldwide (1.4 billion Internet users) • 50% global penetration mobile phones are today lifestlye accessory, embedded into the way we mange our modern lives
11. • 3.3 billion subscribers worldwide (1.4 billion Internet users) • 50% global penetration • 84% US penetration (100% penetration expected by 2013) mobile phones are today lifestlye accessory, embedded into the way we mange our modern lives
12. • 3.3 billion subscribers worldwide (1.4 billion Internet users) • 50% global penetration • 84% US penetration (100% penetration expected by 2013) \ mobile phones are today lifestlye accessory, embedded into the way we mange our modern lives
13. In Germany, users can dial a phone number to unlock a public bike dialing CALL A BIKE
14. In Germany, users can dial a phone number to unlock a public bike dialing CALL A BIKE 07000-52255
15. In Las Vegas, you can buy show tickets without ever leaving the tables
16. In the UK, readers of The Sun can scan a QR code to receive instant movie trailers
17. In the UK, readers of The Sun can scan a QR code to receive instant movie trailers
18. In Tokyo, half of the top selling books are written, and read on mobile phones
19. mobile is not just a channel, it is a medium. it is the promise of pervasive computing.
20. but its also not the internet
21. mediated by carriers open and closed content networks
22. 100,000 + devices
23. exponential button combinations
24. multiple operating system & browsers
25. We are on the cusp of radical change • faster networks • friendlier devices • open platforms • new service providers • consumer demand \
26. the iPhone has revolutionized the mobile user experience • 27% smart phone market share • 80% satisfaction • 84% access the web • 31% view web video \
27. everyone else will follow.
28. many luxury firms are stuck in a mid-century media model
29. luxury brands began by selling into an existing lifestyle 1900-1940’s
30. celebrities and debutants drove the vision 1900-1940’s
31. distributed by magazine and newsreel 1900-1940’s
32. International travel and war were sales limiting factors 1900-1940’s
33. maximize awareness minimize customer base
34. desired by many consumed by few
35. lifestyle branding emerges to codify the rarity principle
36. geographic expansion means international travel is no longer a barrier 1950’s-1980’s
37. women move into the workforce, with disposable income 1950’s-1980’s
38. luxury brands begin to define a lifestyle with the rise of fashion photography 1950’s-1980’s
39. celebrities and stylists are cultivated to support the vision 1950’s-1980’s
40. and print budgets boom on top of strong sales 1950’s-1980’s
41. the internet challenges the industry as everything digitizes
42. 1990’s - present ecommerce has removed all barriers to conversion BUY
43. blogs augment the traditional print channels 1990’s - present
44. social communities rise up 1990’s - present
45. get bought and amplified 1990’s - present
46. “it” girls generate their own press, for better or for worse 1990’s - present
47. new “it” girls emerge with internet speed 1990’s - present
48. new “it” girls emerge with internet speed 1990’s - present C O RY K E N N E DY
49. and technology turns your brand campaign into fodder for 15 year olds. rip, mix, and post 1990’s - present
50. mobile offers a means to build engagement in a way that enhances your existing channels
51. Digitize your store strategies for engagement branding Establish a media culture
52. your website will be visited more than your stores. It is a demand capture vehicle and if done right the most cost effective and brand appropriate expansion tool virtualize your transaction point if you haven’t deployed ecommerce, i’ve got a deal for you.....ecommerce has become a commodity once your data is digital, mobile, interactive TV, direct brain implants become easy (er)
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63. all your events are media worthy, bring a video crew Establish a media culture expect, monitor and react to your enthusiasts’ response It should be interesting not just beautiful, serialized releases, thin narrative arcs
67. you are invited choose a time 1:00 PM 2:00 PM 3:00 PM 4:00 PM
68. you are invited choose a time 1:00 PM 2:00 PM 3:00 PM 4:00 PM
69. Admit 2 Show this image at the door
70. mobile data can tell you where hotbeds of activity are in the world. it can validate one magazine over another based on interest generated It provides intimate access to your clients pocket. mobile number may be much more valuable than email expand your success metrics consider engagement as a form of conversion: many of your enthusiasts can not afford your brands, but they are critical to your success. Cultivate them.
71. matt @ mattmarcus.net thank you