M-Days 2012 toonity.com – How to get an online community into mobile? Daniel Haida, STABILO International GmbH Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. M-Days 2012, Frankfurt
February 1st 2012, Session 3
toonity.com – How to get an online community into mobile?
STABILO International GmbH - Daniel Haida
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2. Some information about STABILO
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3. We sell coloured lines on paper!

4. What´s the difference?
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5. Favourite pens for you!
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6. General mobile stuff from STABILO
• QR Code for STABILO SMARTball ballpoint pen for
touch screen displays for decision support at POS: film +
product features
• Optimized STABILO product websites for mobile use
• PimpYourPic App
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7. Why toonity.com?
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8. The concept behind toonity.com
STABILO´s target group
STABILO´s target group
…is highly creative
…is highly creative
…is drawing and writing with STABILO pens already
…is drawing and writing with STABILO pens already
…is interested in Comic and Manga
…is interested in Comic and Manga
Web 2.0 success factors:
Comic Community
Comic Community Web 2.0 success factors:
 self-expression
 self-expression
 entertainment
 entertainment
 social experience
 social experience
„Creativity“ becomes community spirit
„Creativity“ becomes community spirit
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9. toonity.com – THE NAME
toonity = carTOON + communITY
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10. Concentration on STABILO´s core target group 12-19
– They love stylish and trendy products
– They set a high value on brands
– They love to communicate and self-portrayal themselves especially inside the
Internet
– They use all kinds of media, communication tools and electronic toys
 high potential to get in direct contact and to deepen direct communication !
Alter
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11. Main offers and added values
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12. Comic Creator tool
including picture
upload
The Comic Creator tool…
• is easy to use
• is boosting creativity
• is pure fun
Fotoupload
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13. Upload
of own
drawings
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14. toonity.com
Comic Soap
• 2-3 episodes a week
• target group relevant topics
• user-generated content:
„Decide how the story could go
on!“
• exciting prize winning games
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15. Free of charge
drawing tutorial
with professional
draftsperson
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16. Exciting comic creator or
drawing contests
+
creative competitions
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17. Crowdsourcing
e.g. STABILO bionic
Penstyler-Wettbewerb
80 designs
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18. Main benefits of toonity.com
• Digital Relations as a chance: Intensive Dialogue with STABILO heavy
users/buyers
• Strengthening STABILO´s brand- and product image
• Outstanding PR-story
• Crowdsourcing – product and design tests
• Creating STABILO related user-generated content for youtube, Facebook &
Co.
• Increase of end consumer loyalty and turnover
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19. GOING MOBILE?
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20. General Objective: Reducing access barriers
Possible features:
• Facebook Login
– but: No facebook App!
• Mobile Version
• Mobile APP under
– Possible mobile features: discussion
• Wall + Chat  communication
• Comic Creator  creativity
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21. Pros and Cons of a toonity.com APP (HTML5)
• Pros:
– Optimized look on mobile devices
– Increased usability
– Higher reach within target group
– Easier access + automatic login „on the go“
– Easier communication amongst toonity users
?
• Cons:
– Costs of about 15.000 – 20.000 EUR
– Situation today: no relevant use of mobile apps inside young toonity target
group  unsureness about future mobile use development
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22. Mobile Phone: General availability
Yes, I have access to a mobile phone
Total Boys Girls
Own mobile phone. Co-use of mobile phone
Total Boys Girls
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23. Yes, I have downloaded apps already
Total Boys Girls
Yes, I asked my parents to download apps for me
Total Boys Girls
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24. toonity.com user survey in February 2012
• Redesigned layout + new features will be tested from users
• Included questions:
– Do you own a smartphone?
– Are you registered on facebook and do you use it regularly?
– Would you use a mobile toonity.com Version or even a toonity.com App
on your smartphone?
– Which mobile toonity.com features could you think of?
D E C I S I O N ???
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25. Thank you very much
for your attention!
Daniel Haida
daniel.haida@stabilo.com
Tel.: 0911 / 567–1327
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