Innovation 3.0: Mobile Apps
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1 Innovation 3.0: Mobile Apps Relevance Project.com Terry Innovation Research on 3.0 Apps from
2 1.0 Web of Pages 2.0 Web of People 3.0 Web of Things Connected with Authors hyperlinks Observed with Facebook s social graphs One to One with linked data Brand in my pocket: design a mobile lifestyle experience Search Layer: Searchers discover the Brand Brand invests in content marketing and e-commerce Social Layer: Friends react to Brand Brand invests in social campaigns and social media Service Layer: Brand personalizes service for fans Brand invests in lifestyle apps and direct-to-consumer services Innovation Research on 3.0 Apps from 2
3 Innovation 3.0 All of us are transitioning to something new. But there is a trap: applying old ideas to new technology Innovation Research on 3.0 Apps from 3
4 The innovator s challenge: Radio shows on TV PC Games, TV Shows, Movies on Phones Next, Live Action Drama Next, Engage with Raving Fan Content Innovation Research on 3.0 Apps from 4
5 The innovator s challenge: Radio shows on TV Retail Stores on Tablets Next, Live Action Drama Next, Empower with Lifestyle Advice Innovation Research on 3.0 Apps from 5
6 The innovator s challenge: Radio shows on TV Search Boxes on Phones Next, Live Action Drama Next, Mobilize with Personal Service Innovation Research on 3.0 Apps from 6
7 The innovator s challenge: Radio shows on TV Crowds on Tablets Next, Live Action Drama Next, Connect with Fan Personas Innovation Research on 3.0 Apps from 7
8 Why do I care? Four Strategies are raising the bar for every Mobile Brand Stream Entertainment Brands: Engage with raving fan content Shop Lifestyle Brands: Empower with lifestyle advice Shop Share Search Consumer Brands: Mobilize with personal service Stream Search Share Social Brands: Connect with fan personas Innovation Research on 3.0 Apps from 8
9 Why now for your Brand? 1.0 and 2.0 leaders are designing mobile sites 3.0 innovators are designing mobile lifestyle experiences = Found by mobile searchers = Create and Retain mobile fans Innovation Research on 3.0 Apps from 9
10 Why now for your Raving Fans? Comparison Shoppers want the lowest price Raving Fans want the best advice = Losses to Google Shopper, Amazon Price Check = Create a new level of mobile lifestyle spending Innovation Research on 3.0 Apps from 10
11 3.0 Innovation Hotspots Rethink 4 mobile activities Shop Share Stream Search Innovation Research on 3.0 Apps from 11
12 Innovation 3.0 The Future of Streaming Innovation Research on 3.0 Apps from 12
13 3.0 Rethink Streaming PC Games, TV Shows, Movies on Phones Engage with Raving Fan Content Shop Share Stream Search Same content, smaller channel New level of content, new kind of engaging app Innovation Research on 3.0 Apps from 13
14 NBA Fans love Stats Live Streaming with Stats iphone quick Stats ipad 2 nd screen stats League Pass Game Time Game Time Courtside Innovation Research on 3.0 Apps from 14
15 Toy Story 3 Fans love the Story Access mobile site for DVD / Download 2 Free Games with community achievement points 2 premium games Innovation Research on 3.0 Apps from 15
16 Glee Fans love to Sing Personal Karaoke Song Sharing Song Purchase Smule creates social music-making experiences Innovation Research on 3.0 Apps from 16
17 Taylor Swift Fans love Taylor Swift Music Player Celebrity App Platform: Mobile Roadie Photos Videos Innovation Research on 3.0 Apps from 17
18 Tour schedule, locations, tickets Fan Wall and Top Users Invite friends Purchase Innovation Research on 3.0 Apps from 18
19 Mobile Relevance Leap: Engage with Raving Fan Content Raving Fan Content Engaging App Events Design Elements Digital Goods Merchandize Transmedia Innovation Research on 3.0 Apps from 19
20 3 Drivers: Engage with Raving Fan Content Raving fans want to engage with their favorite brand as they live their mobile lives. With an engaging app, fans gain insider access: a deeper level of entertainment, education, participation, and community. Raving fans want a direct channel to buy everything they want on demand. Innovation Research on 3.0 Apps from 20
21 Innovation 3.0 The Future of Shopping Innovation Research on 3.0 Apps from 21
22 3.0 Rethink Shopping Retail Stores on Tablets Empower with Lifestyle Advice Shop Share Stream Search Windowshop more than 40 product categories Mobile lifestyle content + resource advice Innovation Research on 3.0 Apps from 22
23 Advise on my personal style Step 1 Assess my style Step 2 Name my style Step 3 Advise on my style ShoeDazzle.com Innovation Research on 3.0 Apps from 23
24 Advise on my life events Planning Budget Profiling Browsing Locating Learning Innovation Research on 3.0 Apps from 24
25 Advise on my seasonal needs Snow today Ski tomorrow Stop at REI Snow and Ski Report by REI. Zumobi, app platform connects media properties and sponsors. Innovation Research on 3.0 Apps from 25
26 Advise on my transformation roadmap Profile Roadmap Monitoring Utility Jenny Craig Innovation Research on 3.0 Apps from 26
27 Advise on my daily routine Step 1: Meal Planning Step 2: Shopping Step 3: Cooking ifood Assistant by Kraft Innovation Research on 3.0 Apps from 27
28 Advise on my total experience Woman One designer, head to toe Man Mix and match favorite looks Flash Designer Sales GQ Editorial Partnership Gilt Innovation Research on 3.0 Apps from 28
29 Mobile Relevance Leap: Empower with Lifestyle Advice My Personal Style My Life Events My Total Experience Design Elements My Seasonal Needs My Daily Routine My Transformation Roadmaps Innovation Research on 3.0 Apps from 29
30 3 Drivers: Empower with Lifestyle Advice Raving fans want advice from a Brand that understands their aspiring lives. With lifestyle content, fans can learn what new what s hot and what works. With resource advice, fans gain direct access to the Brand s most relevant resources: content, people, places, products, services, and experiences. Innovation Research on 3.0 Apps from 30
31 Innovation 3.0 The Future of Searching Innovation Research on 3.0 Apps from 31
32 3.0 Rethink Searching Search Boxes on Phones Mobilize with Personal Service Shop Share Stream Search I do the work. Ask what I want to do. Help me do it. Innovation Research on 3.0 Apps from 32
33 Zipcar Fans get me a car Locate cars See models Make reservation Scan Zipcard, unlock car Innovation Research on 3.0 Apps from 33
34 Regus Fans book us an office Click on need Locate venues Find my way Make a reservation Innovation Research on 3.0 Apps from 34
35 Chipotle Fans make my lunch Find restaurant Review menu Customize order Repeat favorites Innovation Research on 3.0 Apps from 35
36 Starbucks Fans find my coffee Find coffee shop Pay for coffee Reload card Innovation Research on 3.0 Apps from 36
37 Ocado Fans replenish my pantry Remember orders Check basket Schedule delivery Innovation Research on 3.0 Apps from 37
38 Best Buy Fans talk me through the store On Sale Product Info Product Comparisons Innovation Research on 3.0 Apps from 38
39 Benefit Cosmetics advise on my needs In-Store ipad App for Customers and Staff Designed by Branding Brand. Innovation Research on 3.0 Apps from 39
40 Disneyland Fans plan my experience Find Attractions, Dining, Shopping My Map My Wait Times My Venues Innovation Research on 3.0 Apps from 40
41 Mobile Relevance Leap: Mobilize with Personal Service Local Brand Access Nearby Inventories and Promotions Push-Button Replenishment, Renewal Design Elements In-Store Customer Advice, Product Expertise Schedule Reservation, Pickup, Delivery Personalize Product or Service Innovation Research on 3.0 Apps from 41
42 3 Drivers: Mobilize with Personal Service Online shoppers can browse for a week, mobile buyers act within the hour. Fans spend often and spend a lot, so they expect personal service. With the push of a button, raving fans will replenish and renew. Innovation Research on 3.0 Apps from 42
43 Innovation 3.0 The Future of Sharing Innovation Research on 3.0 Apps from 43
44 3.0 Rethink Sharing Crowds on Tablets Connect with Fan Personas Shop Share Stream Search Reacting Crowds = rants, ratings, reviews Raving Personas = personalizing styles, interests, resources Innovation Research on 3.0 Apps from 44
45 Learn by Persona Covet.com. By Like.com (acquired by Google) Innovation Research on 3.0 Apps from 45
46 Network by Persona Google+ Stage 32 Cooking Friends My Director Profile Biking Buddies Marketing Peers People with something in common Projects that match your interests People near you Innovation Research on 3.0 Apps from 46
47 Advise with Personas The Invisible Artist Platform: Layar.com Celebrity Stylists ShoeDazzle.com Innovation Research on 3.0 Apps from 47
48 Advertise to Personas Woman walks by Women analytics Man walks by Men analytics Platform: Immersive Labs Innovation Research on 3.0 Apps from 48
49 Market to Personas Dog Lover Foursquare check in Sample dispensed Platform: Foursquare. GranataPet in Germany. Innovation Research on 3.0 Apps from 49
50 Sell to Personas Young Professional Beginner Runner Platform: Immersive Labs Innovation Research on 3.0 Apps from 50
51 Co-Innovate with Personas With a persona on file, Kraft would not have had to survey me, then reject me. Innovation Research on 3.0 Apps from 51
52 Personalize Channels for Personas NFC billboards Interactive displays Venue surfaces Interactive games Future: Immersive venues Innovation Research on 3.0 Apps from 52
53 Personalize Communities for Personas Story Characters Lifestyle Interests Lifestyle Segments Twilight App irunway App Jenny Craig Site Innovation Research on 3.0 Apps from 53
54 Mobile Relevance Leap: Connect with Fan Personas Raving Fan Personas Social networks Communities Design Elements Trusted advisors Channels Co-innovation Advertising, marketing, sales Innovation Research on 3.0 Apps from 54
55 3 Drivers: Connect with Fan Personas As a raving fan, I have different personas, each with different spending interests. If a brand learns about and relates to each of my personas, it can win 100% of each persona s spending. If I can access other personas, I can keep pace with brand fan celebrities, advisors, designers, experts, and peers. Innovation Research on 3.0 Apps from 55
56 Summary Innovation 3.0 Innovation Research on 3.0 Apps from 56
57 Avoid the innovation trap: Radio Shows on TV Innovation Research on 3.0 Apps from 57
58 Four Strategies are raising the bar for every Mobile Brand Stream Entertainment Brands: Engage with raving fan content Shop Lifestyle Brands: Empower with lifestyle advice Shop Share Search Consumer Brands: Mobilize with personal service Stream Search Share Social Brands: Connect with fan personas Innovation Research on 3.0 Apps from 58
59 To aim toward a 3.0 Future visit Relevance Project.com TerryRibb@gmail.com Innovation 3.0 Research by The Mobile Relevance Project is licensed under a Creative Commons License: You are free to adapt for your commercial use if you attribute the work at Innovation Research on 3.0 Apps from 59
Innovation 3.0: Mobile Apps
Innovation 3.0: Mobile Apps By Terry Ribb TerryRibb@gmail.com The Mobile Relevance Project 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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