My talk delivered at the 1st Mobile E-Commerce Conference - 1st Apps Summit (Wiesbaden, Germany - 4/5 May 2010)

1. Brands on Mobile
1. Mobile E-Commerce Conference - The Apps Summit 2010
4/5 May 2010 - Wiesbaden
Volker Hirsch (@vhirsch)

2. Why Brands Need to be on
Mobile
• Eric Schmitt (Google): Mobile, Mobile, Mobile
• Mobile is the next big thing!!!
• Mobile is where brands can capture the
consumer
• Mobile offers unprecedented opportunities to
gather user data
• Mobile is a must-own category
• Mobile provides more user data than any other
medium
• Mobile allows brands to completely own the
consumer
• Mobile provides gateways to monetize Consumer
behaviour
• Mobile reduces cost-per-sale by 97% (GTI)
• Mobile lets people book travel and hotels
• Mobile is cool!
• Mobile means money!!!

3. http://upload.wikimedia.org/wikipedia/commons/9/97/Skip_containing_rubbish_16s06.jpg

4. http://upload.wikimedia.org/wikipedia/commons/9/97/Skip_containing_rubbish_16s06.jpg

8. http://www.adrants.com/images/social_graph.png

9. 74% of all buying decisions are made
on a friend’s recommendation
Source: Bain Consulting
http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg

10. http://www.ikecoalition.org/Mercury/happy%20face.jpg

11. {

12. http://www.ikecoalition.org/Mercury/happy%20face.jpg

13. Add value here
Context
Expand the context;
Build the ecosystem
Add value
here
Context
Brand
Brand
Product
Product
Source: Vivaldi Partners

14. Caveat Emptor!

15. http://www.aub.edu.lb/sao/sports/chsc/CHSC_Current_Events/PublishingImages/sad_face.jpg

16. Ch. Ch. Ch. Changes...
http://djbezzi.files.wordpress.com/2010/01/thin-white-duke-david-bowie.jpg

17. The Old Ways...
http://www.ruralmarketingservices.com/images/marketing_road_sign.jpg

18. ... Don’t work anymore...
... as well as they
used to
http://blog.parkinganytime.com/wp-content/uploads/2008/02/dscn1635.JPG

19. X
X
X X

20. Changing
Communication
Patterns
http://fc06.deviantart.com/fs42/i/2009/106/d/3/Monochrome_Geometric_Patterns_by_MartinIsaac.jpg

28. Engagement
- When addressed playfully, people
Interact by nature.
- Interaction creates Fanatics!
- The environment in which an app is
set can lever this.
Turn apps into powerful
social objects
http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg

31. http://katnip.files.wordpress.com/2009/08/loren_mansfield.jpg

33. And it can be done!

35. 66% Increase in usage of staircase.
http://touch.schematic.com/wp-content/uploads/2009/12/piano-staircase.jpg

36. 100 People used this in 1 evening. 2 people used the
“normal” recycling bin during the same time.
http://www.niot.net/blog-images/fun-theory-part-3-vws-bottle-bank-arcade-finds-plenty-video.jpg

37. http://www.zurb.com/blog_uploads/0000/0206/ford_fusion_dashboard.jpg

40. Challenges & Recommendations
Achievements & Rewards
“High-Scores”
Competitions & Contests
Virtual Currencies
- In-App Item Downloads (virtual
merchandise)
- in-App purchasing
- loyalty programs, real-life
Merchandise
http://alsset.com/images/davinci_toothed_gears_original.jpg

44. Thank you!
+44 7843 599 678
@vhirsch
volker@scoreloop.com
http://vhirsch.com/blog
http://scoreloop.com