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Customer experience and marketing become one

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Customer experience and marketing become one

  1. 1. MOBILE, TABLET, TV: CUSTOMER EXPERIENCE & MARKETING BECOME ONE Mark Curtis, CCO, Fjord
  2. 2. AGENDA 1.  Fjord : who we are 2.  Mobile: where we are now 3.  Mobile: where we are going 4.  Designing for Love – A philosophy for the new marketing Slide 2 © Fjord 2011 | Confidential
  3. 3. WE DESIGN WORLD CLASS DIGITAL SERVICES We design digital services that transform businesses and help shape tomorrow’s world. Slide 3 © Fjord 2011 | Confidential
  4. 4. COMPANY OVERVIEW •  Fjord was founded in London in 2001 with a focus on digital service innovation •  Today Fjord employs 170 experts in seven global creative hubs •  We work across all digital platforms, and have unique experience in mobile •  We take pride in delivering excellent results for our clients, and several of them have worked with us continuously for many years Slide 4 © Fjord 2011 | Confidential
  5. 5. SELECTED FJORD CLIENTS Slide 5 © Fjord 2011 | Confidential
  6. 6. FJORD’S DESIGN DRIVER: ELEGANT SIMPLICITY The traditional, dominant design for wrenches. Consistent for decades. The X-Beam™ offers a new definitive design for wrenches – it’s simply infinitely better. Simply by having the two ends rotated 90 degrees, the grip is At Fjord we achieve similar improved, offering 500% increase in surface contact area, and results with digital services. the wrench applies 25% more force. The X-Beam™ is always Elegant simplicity guides easy to pick up from a flat surface. everything we do. Slide 6 © Fjord 2011 | Confidential
  7. 7. WE ALSO DO SOME THINGS BEYOND CLIENT WORK TOUCH TO PAY – PIMP YOUR LIFE, NOW WITH YOUR GAMING STYLE IPHONE THE TABLET TRANSFORMS WORK AS WE Trends research KNOW IT Research about smart objects & environments SMART OBJECTS CONNECT WITH THE MAINSTREAM Slide 7 © Fjord 2011 | Confidential
  8. 8. WHAT WE SEE NOW Key developments in digital & mobile
  9. 9. THE EVOLUTION OF MASS MEDIA 1500s 1890s 1910s 1920s Print Recordings Cinema Radio 1950s 1990s 2000s Television Internet Mobile Slide 9 © Fjord 2011 | Confidential
  10. 10. KEY TRADEOFFS IN DEVICE SEGMENTATION One hand Two hand Pocket Bag Slide 10 © Fjord 2011 | Confidential
  11. 11. THERE’S ALSO SEGMENTATION WITHIN CATEGORIES Multiple Functions Single Focus APPLE IPAD RIM PLAYBOOK ERICSSON TOUCH REMOTE Slide 11 © Fjord 2011 | Confidential AMAZON KINDLE
  12. 12. THE 2012 TABLET BATTLE Competing on hardware specs Kindle Fire will be The great unknown. There’s a user will not work. You have to lead successful. 25% of tablet preference for Windows tablets: with content & services. buyers would consider an 27%, compared to 26% for iOS. But Amazon tablet. Price point. they’re late to the game. Service integration. THE CATEGORY OWNER 97% of tablet Internet traffic is from iPads, 3% Android Slide 12 © Fjord 2011 | Confidential
  13. 13. THE 2012 SMARTPHONE BATTLE Key questions in 2012: Key challenges in 2012: Can Nokia deliver delight? Eroding core customer Will the market share base become meaningful? Need for strategy shift Key questions in 2012: Fragmentation remedies? Patents battles? Key questions in 2012: Motorola? Saturation? Focus on delight? Slide 13 © Fjord 2011 | Confidential
  14. 14. KEY POINTS Mobile is our latest and most successful mass medium The merger of Internet and mobile is a massive trend Device categories and segmentation changes rapidly Tablets: Amazon can challenge Apple, Microsoft maybe Smartphones: Windows Phone and RIM are the ones to watch in 2012 Slide 14 © Fjord 2011 | Confidential
  15. 15. IT’S NOT THE PC Context of users different •  mobile, short messages/short responses •  on the move vs nomad •  full attention vs multi-tasking Affordances of device different •  camera, video, location, sms, apps, limited real estate/bandwidth/input Role of device different •  always on, always at hand Responses usually fast, half life of messages fast Optimisation a bigger challenge Connect your media Slide 15 © Fjord 2011 | Confidential
  16. 16. EMERGENT TRENDS
  17. 17. TABLETS DIGITAL MICROSOFT LG OS WAR APPLE MAGAZINES SINGLE SIGN-ON MOBILE GAMING EXPERIENCE WARS FACEBOOK NOKIA SERVICE PLATFORMS WRIST OS LIQUID EXPERIENCES LIFESTREAMS INTERNET APPLIANCES CLOUD SERVICES ASUS SUPERPHONES MONETISATION SOCIAL EVERYTHING LIKE iOS COMPANIONS NFC ANDROID CAR AS MOBILE OS GAME MECHANICS SHARING MOBILES SMART OBJECTS RICH OS MULTITOUCH3D PAYMENTS HP SAMSUNG BITPIPES CHECK-INS ZYNGA HTC WINDOWS MOBILE 7WANT MEEGO FREEMIUM CONTEXT GESTURES Mobile Wallet MOTOROLA WEBOS Slide 17 © Fjord 2011 | Confidential
  18. 18. LIFEBOATS FOR THE ‘APP FLOOD’ Apps search and recommendation company MIMVI will get traffic Aggregators such as Appolicious would benefit from launching app stores Social reading platforms will emerge, Amazon could become a major player making it the Facebook of readers Top grossing, most used, app of the week, Google Chrome web apps could staff favourite, highest ranking are the new enable simple monetisation of the metrics of success. CPMs and valuations will web be derived from them Slide 18 © Fjord 2011 | Confidential
  19. 19. GOING WITH THE FLOW: ‘LIQUID EXPERIENCES’ BBC - The original Liquid Experience is evolving to a screen near you The Amazon Kindle – is becoming a Liquid Experience with a whisper sync client for any platform Spotify is incredibly liquid and can be Facebook's ‘Connect’ and ‘Like’ are expected to morph into all kinds of spreading like water drops, many other forms, the Sonos integration is a great features of Facebook could turn liquid example of things to come Slide 19 © Fjord 2011 | Confidential
  20. 20. DIGITAL MAGAZINES: STILL SEARCHING FOR A SOUL Bookshelves, and magazine stands will emerge in 2011. Whomever owns the news stand will own something valuable as it also becomes your library Flipboard is the Netscape browser for the Tablet era Expect incumbents to experiment in the analogue to digital cross over and Project is a new title in a new fight for their magazine rack space media – expect more new entrants. Content is still king Slide 20 © Fjord 2011 | Confidential
  21. 21. PIMP YOUR LIFE, GAMING STYLE Never underestimate the power of badges, just look at scouts all over the world Game mechanics are the serotonin of services Foursquare challenges people to explore their city using gaming mechanics Nike + gaming mechanics used to drive sports activity through an app Heia! Heia! Is a service for keeping track of any activity from picking mushrooms to ironing shirts. Maybe one could get awarded for emptying the dishwasher Reputely.com – a platform which can implement gaming mechanics to any website Slide 21 © Fjord 2011 | Confidential
  22. 22. SMART OBJECTS Välkky knows when pedestrians are going to cross streets and CONNECT WITH starts flashing to alert drivers THE MAINSTREAM Integrated systems for the home offer a complete range of home automation products Smart meters send readings to your energy supplier automatically and can include energy monitoring Streetline is a smart parking system that gives drivers real-time guidance to open parking spaces Smart pill caps. A wireless signal Philips DirectLife calculates the alerts base station if dose is number of calories burned every missed, alerting a nurse day from any movement made, not just walking Slide 22 © Fjord 2011 | Confidential
  23. 23. DISCOVERING ‘LIFESTREAMS’ Memolane captures photos, music, tweets, posts, and more for people to view and share in one place Mappiness provides streams of social happiness. Pixelpipe are the smart plumbers of the social network Evernote has become an international powerhouse of remembering converting 20% ViconRevuec is a wearable of users into paying customers digital camera that takes photos without intervention Slide 23 © Fjord 2011 | Confidential
  24. 24. TOUCH TO PAY - NOW WITH YOUR PHONE Phoolah experimented with the idea of embedding RFID tags into mobile phone skins FeliCa is a contactless RFID smart card system from Sony Garanti Bank's commercial NFC service in Turkey has encouraged more to enter the market MasterCard Mobile Payments mean no looking for coins or a card Gemalto formed a partnership with HiCo to provide mobile phone coupons via NFC Slide 24 © Fjord 2011 | Confidential
  25. 25. MOBILES GAIN MORE CURRENCY Zynga’s pre-paid virtual currency cards have Facebook Credits are a virtual currency been spreading across US stores, we expect you can use to buy virtual goods in many that ‘Zyngas’, a universal currency will emerge games and applications that could even be converted back dollars Most free apps are migrating to Freemium, making it the dominant model of monetisation Mobile payment apps help you make small payments without searching for your wallet Slide 25 © Fjord 2011 | Confidential
  26. 26. EXPERIENCE WARS: THE LIVING ROOM IS THE BATTLEGROUND 3D TV will continue to grow – but will it boom? Companion experiences will emerge for most Virgin's TiVo box – it learns what you shows on Tablets like then records content for you, helping to discover new shows and keep up with what you like Microsoft’s Kinect is changing the way we interact with our TVs Remote controls will innovate, becoming gestural, social and touch based Slide 26 © Fjord 2011 | Confidential
  27. 27. DESIGNING FOR LOVE What’s love got to do with it?
  28. 28. #1 – WE ALL WANT TO EXPERIENCE LOVE We also want our software creations to be loved! Slide 28 © Fjord 2011 | Confidential
  29. 29. #2 – VALUE INCREASES TOWARDS THE HEART Slide 29 © Fjord 2011 | Confidential
  30. 30. TWO KINDS OF PRODUCT BUSINESSES Slide 30 © Fjord 2011 | Confidential
  31. 31. TWO KINDS OF SOFTWARE BUSINESSES Slide 31 © Fjord 2011 | Confidential
  32. 32. #3 – IT’S A POWERFUL LOVE AFFAIR ALREADY Slide 32 © Fjord 2011 | Confidential
  33. 33. #3 – IT’S A POWERFUL LOVE AFFAIR ALREADY Slide 33 © Fjord 2011 | Confidential
  34. 34. >80% of teenagers in America sleep with their mobiles on or near their beds Slide 34 © Fjord 2011 | Confidential Data by PewInternet & American Life Project April 2010
  35. 35. KEY POINTS 1. We all want our own products of love to be loved – make it happen! 2. Significant value creation happens closer to the heart 3. The mobile medium is inherently emotional = Designing love is critical for long-term success Slide 35 © Fjord 2011 | Confidential
  36. 36. THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE Digital service Desired user Required equivalent reaction characteristics Good on paper (something I MATCHMAKING DISCOVERY AHA ! think I need). Feels familiar. Grabs interest. Attentive, fun, attractive. Great first experience. DATING ENGAGEMENT WOW ! I want to tell people about it. Loyal, evolves with me, matches me TRUE LOVE RETENTION OF COURSE ! well. Helps solve problems. Slide 36 © Fjord 2011 | Confidential
  37. 37. DESIGNING FOR AHA, WOW AND OF COURSE OF COURSE ENGAGEMENT AHA WOW TIME MATCHMAKING DATING TRUE LOVE Slide 37 © Fjord 2010 | Confidential
  38. 38. GETTING PEOPLE TO LOVE YOU There are 3 stages. Master them all. 1 MATCHMAKING 2 DATING 3 TRUE LOVE Be culturally and Make it extremely easy Understand importance of contextually relevant to get started identity and profile Make it really easy to grasp Design in gaming and Create elements that can be social dimensions ubiquitous or atomized Ensure you have a great ‘hook’ up front (or three) Focus on meaningful and Make service grow with and tactile beauty around the individual Build in virality Make the solution fluidly available on all screens and at all times Work to earn trust Slide 38 © Fjord 2011 | Confidential
  39. 39. DEINING DIGITAL www.fjordnet.com Twitter @Fjord

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