1) The document discusses managing risks when launching mobile products or services by examining three case studies across different stages of the hype cycle. 2) It analyzes the technology and category risks of McDonald's Angry Birds game, adidas' window shopping app, and Nissan's Nismo watch. 3) The key lessons are that managing technology maturity risk leads to launching a portfolio of ideas, while managing category risk leads to seeking out smaller ideas.

1. WORLDWIDE
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2. 1) I have some good news
and some bad news
2) How to max the good
and min the bad
3) Examples
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3. 3
mobile is the
center of
audience
attention

4. you need to earn
your audience
in mobile
4

5. feels riskier:
“if we build it
will they come?”
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6. 1)Tech maturity Risk
2)Category Risk
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7. 3 high profile cases in
different stages of the
hype cycle and how we
set the objectives
against the risk
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8. 8
Gartner Hype Cycle

9. 9
McDonald’s Angry Birds

10. 10
Technology Risk Category Risk
Maturity / description Plateau of productivity
From quick service restaurant
to mobile gaming
Risk management Low risk (or so we thought...) High risk
“Angry Burgers”

11. 11

12. 12
source: Gartner

13. 13
adidas windowshopping

14. 14
Technology Risk Category Risk
Maturity / description Thorough of disillusionment Within retail
Risk management High risk Low risk
“Windowshopping”

15. the most awarded digital in
the World 2013
1) Dumb ways to die
2) Nike+ Fuelband
3) adidas Windowshopping
source: Gunn Report
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16. 16
source: Gartner

17. 17
Nissan Nismo Watch

18. 18
Technology Risk Category Risk
Maturity / description Peak of inflated expectations Watches
Risk management High risk High risk
“Nismo Watch”

19. you need to earn your
place in mobile.
19

20. managing tech
maturity risk will lead
you to launching a
portfolio of ideas
instead of one.
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21. managing category
risk lead you on a look
for small ideas.
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22. Thank you!
22

23. vaino.leskinen@digitalartsnetwork.com
310-463-5180
@vaiski
www.tbwachiatday.com
www.digitalartsnetwork.com
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