5. “Adapt your techniques to an idea, not an idea to
DDB co-founder Bill
Over the course of history, no other mass medium
has changed so much so fast. With M2Mobi we
stay on the cutting edge of these changes, but
the medium is not what matters to us. It is how
we apply it for our customers.
Mobile is the biggest, most personal, most loved
and sometimes despised medium. It is all about
what happens here, now, and in the future.
It brings people together and has become a
necessity for all of those who possess one. And
again, our work is not about metal frames and the
things that live inside them; it is about people,
ideas, and passion.t
We see a world where everyone will have instant
access to things they want or need; to things that
matter to them, sometimes even before they
know it. With every project, we get new ideas and
get more excited about what we do and where
it is taking us. That is how we became who we
are, and that is how we want to keep making a
“And no, we don’t know where it will lead. We just
know there’s something much bigger than any of
6. Since Michiel Munneke and Michiel Baneke
set up shop in 2006, the two man company
has grown into an international organization
of developers, designers, and consultants.
Our strategies and services have helped to
strengthen the bond between brands and
people. We are always searching for ideas that
fit the strategy, medium and target audience
of our clients. By deploying our knowledge,
creativity and strategic insight we devise
practical solutions that keep amazing our
clients and end-users.
We are proud of our big network of interesting
clients and partners. Together with these
customers and our team of talents we have
been able to build innovative, useful and
fun applications. Our customers know us as
a personal and flexible agency that likes to
challenge them on a technical and creative
level. This is how we get the most out of our
cooperation. Our customers have won several
prizes for their mobile solutions, like the “Best
Sport App” or “#1 Airport App Worldwide”.
8. Since it’s foundation in 1989, G-Star’s philosophy
has always been ‘Just the Product’. The Dutch
brand introduced ‘luxury denim for the streets’,
by fusing high-level craftsmanship with street
level edge to create a new denim sector;
the positioning of raw, untreated denim as a
wearable and desirable material.
M2Mobi developed a mobile site to help G-star
optimize their mobile strategy. The site contains
the latest clothing collections, a G-Star RAW
store/stock locators and a web shop that allows
shipping to over 40 countries.
10. Dubai International Airport is the second busiest
international hub in the world. With a monthly
to exceed their targets of 65.4 million passengers
for the year 2013. With last year’s opening of
the Concourse A, the airport increased their
capacity to 75 million passengers a year. This
will be followed with the terminal Concourse D
in early 2015. Along with the expansion of Dubai
International Airport, The Dubai World Central
airport is nearing completion of phase one. This
world class airport covers an area of 140 square
kilometers and is estimated to have a capacity of
12 million tonnes of cargo and can accommodate
160 million passengers by completion in the year
With this immensely growth it is important for the
airports to keep improving the airport facilities
and customer service. M2Mobi develops a world-
class airport app that will be released soon after
the new Dubai Airports website that covers both
Dubai International Airport and Dubai World
12. This app helps people to live in the here and now
and to know how to deal with stress. Eventually
the purpose is become more self-conscious and
mindful! The app consists of a set of 50 exercises
and a five week program of 25 of these exercises.
All exercises vary from basic mantra exercises to
full body scans of 45 minutes.
The extent of ‘being mindful’ is indicated
by the grow phase of the lotus flower in the
home screen. The flower grows together with
the amount of exercises done. This process
encourages users to try different exercises to
complete more. Next the app contains a function
to select exercises based on several factors like
duration, environment and purpose.
14. ‘Follow the Money’* is an app that guides you
through the financial history of Amsterdam by an
audio tour. The tour bridges a period of 400 year,
from the Golden Age up until today. Mercurius,
the Roman God of commerce, guides you to
spots in Amsterdam which played a crucial role
in history. The audio tour provides background
information of historical buildings and spots that
are inextricably linked with the financial history
of the city.
The voice of Mercurius is recorded by Ruben
Brinkman, known from his role in the series called
“ Feuten”. Remarkable spots in the tour are the
first trade office, financed by Hendrick de Keyser
and the ‘Beurs van Berlage’, designed by Hendrik
Peter Berlage. Other buildings which are part
of the tour are the former The Dutch Bank and
the Munttoren. The app is available in Dutch and
English and can be downloaded for free.
*In App Store and Google Play this app is called ‘Money Tour’.
16. With this app the crew can download flight-
briefing packages, fill in flight reports and store
reference manuals. By providing the crew with
an easy to use and practical tool, transavia.com
and M2Mobi have provided a genuinely useful
Each flight requires a lot of paperwork from
the crewmembers. This is currently a tedious
process involving several hard-copy and online
forms. In one easy-to-use application we offered
a solution for these challenges. All forms and
notes can be entered and stored offline.
Over the years we have made several apps
for Transavia.com. The most well kown app is
the transavia.com app which was developed
to increase the amount of online bookings.
The app let’s customers choose from multiple
inexpensive flights to over 200 destinations.
Next to that, customers are given the option
to import previous bookings into the app and
share them with their family and friends
Apps can help companies in streamlining their
day-to-day processes. Transavia.com asked
us to develop a ‘tablet on board’ iPad app to
support their crew with flight-related tasks.
18. When people are asked about their hospital
visit, they will probably tell you about their
health or the worries they have about a loved
one who is in the hospital. Next to that, many
people will mention basic, practical things. Why
is it so hard to park your car? Why does it seem
impossible to find the right place to go to in a
hospital? Questions like these lead to frustration
and stress in an already stressed situation. At
M2Mobi we believe that visitors of a hospital
should not experience this frustration, so that
they can focus on what’s most important: health.
with the AMC (Academic Medical Center - The
Netherlands) and develop a solution.
The AMC in Amsterdam is one of the biggest
hospitals in the Netherlands. Every day over
30.000 people are trying to find their way to
the right department. For most people, visiting a
hospital has a high impact. The app that we have
developed helps them on their way. Patients
receive a QR-code with their appointment
details. The AMC app scans it and will help
patients with all kinds of practical issues during
theirvisit, bothinsideand outsideofthehospital.
To us, this project is a starting point for many
other features to help make a hospital visit as
convenient as possible.
Where is my doctor?
20. How to stay in touch with customers after they
bought a phone and have left your shop? Together
with BelCompany we defined a tr an application
that is not only useful for the user, but also
helps BelCompany to stay in contact with their
This application reminds you when your contract
ends and informs you when you can pick up a
fancy new phone at BelCompany. Furthermore
the app keeps you up to date with the latest
news, newest phones, coolest apps, and finds
BelCompany stores near you.
Got a question? Contacting BelCompany has
been made very easy; with one press you can
call them, email them or ask your question using
Twitter or Facebook.
22. Chinese travelers are a growing group of
passengers flooding Europe’s airports every
day. They can be big spenders, but how do
you get them to do that when they can’t find
anything? A large percentage of the Chinese
travelers have difficulties understanding the
We developed a mobile app to facilitate the
growing number of Chinese travelers and
visitors of Schiphol and Aéroports de Paris
in a user friendly way. The application, for
iPhone and Android, uses innovative Optical
Character Recognition (OCR) technology.
Using this technology, Chinese travelers can
translate airport signs into Mandarin, making it
easier to find their way around.
Schiphol and Aéroports de Paris are the first
airports in Europe that facilitate their Chinese
passengers in their own language. With this
app, and the campaign built around it, we
give Chinese travelers a warm welcome and
pleasant stay at these airports.
The app is featured as a case study in ACI
Digital report and on trendwatching.com
differently. They want to be more accessible,
open and transparent. They want to create a
bank that listens, looks good, is social, always
available, and always in your pocket. Together
with Knab we defined a mobile strategy from a
‘mobile first’ perspective.
Of course the app gives you fast and secure
access to all your accounts and deposits, but
this app does more. You can find the closest
cash machine, get real-time info about your
accumulated interest, and you can even access
it immediately by using interest cashing. It is
packed with useful features and tricks, easy to
use for first time users, but also contains more
advanced features for the power user.
26. Nothing is organized like an amateur football
team... Amstel connects to its audience by
giving them a tool that helps them with an
activity they love: play football. It takes away
the hassle of team organization. About time.
Now, instead of worrying about getting enough
players on the pitch, we can focus on important
matters, i.e. drink beer.
Teamlink is a brand utility that used to be only
available on the web. M2Mobi was selected to
build an application for iPhone and Android.
We added the “Third Half”, a special feature
only available for mobile. You spin a wheel to
select which team member should get the next
round of drinks. This accomplished something
that should not be forgotten when creating a
brand utility: “reinforce the core business of
the brand”, i.e. sell beer.
Within a very tight deadline, dictated by the
start of the new football season, we managed
to build the feature rich app and add a cool
feature to the platform at the same time.
28. Schiphol is one of the largest and most
innovative travel hubs in the world. It is a
small city in itself. For Schiphol it is an ongoing
challenge to keep improving their high level of
service, lead position in airport innovation, and
brand image towards their 120.000 passengers
When Schiphol decided to embrace the
opportunity to support their passengers via
mobile, they approached us for a strategy on
how to merge ‘a lot of people’ and ‘a lot of
information’ into a user friendly mobile solution.
and complete airport apps in the world.
29. We advised Schiphol on a travel support
solution for their customers. Our idea
was to take away stress from travelers so
they can enjoy their journey and turn their
stay at Schiphol in a pleasant experience.
Passengers should not wait at their gate
because they are afraid to miss their flight.
They should go and have a coffee, go to
the museum, or get a massage. Yes, you
can do that at Schiphol. Check the map in
our application to find out where. There is
usually plenty of time to take advantage of
the many facilities the airport has to offer.
The Schiphol Mobile Travel Solution creates
the opportunity to do so.
The application greatly enhances
communication between Schiphol and its
visitors. It is the most direct way to inform
customers about their flight and all the
things to do at the airport.
30. The planner is the heart of the application, it offers you personalized information about your trip: flight
updates, shopping vouchers, destination weather, and maps with check-in and gate info.
31. The application offers a wide range of features that inform the traveler: flight times, flight notifications,
parking information, reservation of taxi or parking, luggage regulations, and much more.
32. Over the past few years responsive websites
became more important. Because of the
immense increase of smartphones, tablet
users and the urge to be online anywhere
at any time, responsive web design is a great
solution to view websites on different screen
sizes. Responsive websites are related to
“Mobile First” and “Progressive Enhancement”
strategies. Responsive web design revolves
around crafting a system with fluid proportion-
based grids, to adapt the layout to the viewing
environment, using flexible images. As a result,
users with a broad range of devices and
browsers will have access to a single source
of content, displayed to be easy to read and
navigate with a minimum of resizing, panning,
For Amsterdam University Press (AUP) our
original brief was to make their “Academische
Boekengids” and Belgian sister site “Karakter“
mobile ready. Instead of investing in a separate
The sites are built on a WordPress back-end for
content management. Using HTML5 technology
for data loading and caching for offline usage,
the mobile versions gets a true application feel.
ONE SITEFOR EVERY SCREEN
34. KLM develops its core application, which
provides flights and bookings, in-house. They
took care of the basics, but wanted more. So
they asked us to come up with concepts for
applications that are relevant, exciting, that
strengthen their brand, or even convert into
It wasn’t that difficult to come up with several
concepts. Ultimately the Trip Shaker was the
one that appealed the most, because of its
simplicity, fun and focus on conversion. The idea
behind the application is to help you decide
where to go on vacation by randomly suggesting
destinations. Originally the application would
be called “Destination Shaker”, but KLM
decided to let their community choose a name
through Facebook, resulting in: “Tripshaker”.
36. When you call yourself “First For Food Service”,
what are you going to do when you organize
your yearly food service fair? Deli XL wants
to facilitate people placing orders using their
mobile phone. Ok, but how do you get people
to actually do that? We use gamification to
create incentives for visitors to download the
Deli XL application and familiarize them with
QR-codes. The objective: not only lowering
thresholds to order, but also making it exciting.
Gamification is the concept of applying game-
design thinking to non-game applications to
make them more fun and engaging. In the case
of the Foodservice Fair, visitors can scan QR-
codes to display information about a supplier
and their products. When doing this, they also
earn points and unlock badges, while playing
a story about the four seasons. The success
during the Foodservice Fair convinced Deli XL
to use a re-themed version of the game for the
Horecava at the Amsterdam RAI.
Every day, millions of people buy beer in the supermarket or in a
bar. Each time they do this, within a split second, they choose a
brand. This is the moment of truth for every brand. Our goal for
Heineken is to create premium experiences that tip the balance
of consumer preference towards the right choice: Heineken beer.
39. WE LOVE CREATING FOR HEINEKEN
Our collaboration with Heineken started in
2008, when Heineken sponsored Dance Valley
Festival. In 2008 and 2009 they asked us to
develop their mobile festival guides.
We continued our event guides for Heineken
with the Holland Heineken House app for the
2010 Olympic Games in Vancouver. In 2010 we
also built an e-app loyalty program and their
Our latest additions are the Extra Cold
Compass and the mobile campaign action sites.
And there is more to come.
40. The e-app is an app for the Heineken loyalty program with which you can earn and spend “e’tjes”. The app offers a
QR-code reader to earn e-points, an overview of your points history, and a shop to spend your points.
41. If you are looking for Heineken Extra Cold beer, get this app and just follow the red arrow.
EXTRA COLD COMPASS
42. Heineken is investing in applications that are
used by its breweries to stretamline business
processes. These apps are intended as ‘quick
wins’ for the business and as such, the budget
and timelines to complete the apps reflect this.
With apps like ‘Virtual Tag’ or ‘MTBA’ (Mean
Time Between Assistant) employees of
Heinekens breweries can easily report on
VIRTUAL TAG HEINEKEN MTBA HEINEKEN 5S
44. The primary reason for KRO’s De Rekenkamer
- Gratis app’ was not to solve a problem or
to improve a process, but to educate. In this
television program a critical look was taken on
what we pay for things and why. M2Mobi was
asked to participate in order to give viewers a
better understanding on why apps can be free
for the end-user.
Besides an appearance on national television,
this also gave us the opportunity to create a nice
app. That the Dutch like free stuff, was proven
by the download rates: our Gratis App reached
the top 10 in both the iPhone and Android app
46. At M2Mobi we have a rich experience with
mobile on events and venues. Throughout the
years we have seen similar customer needs and
opportunities. Since we were asked to build the
same functions by different clients, we decided to
design a platform by which we could share generic
Together with TNO and PayLogic we developed a
mobile venue & events solution. This enables us to
quickly roll out basic functions and start with the
development of customer specific wishes. The
purpose of our venue engine is to take a visitors
event experience to a higher level and to provide
event organizers, exhibitors, and sponsors with a
multifaceted platform to interact with their visitors.
EVENT APP ENGINE
47. Mobile event and venue experiences started with
the creation of simple digital flyers. Our venue
engine has taken this a leap forward by including:
multifaceted interactive maps, indoor localization,
social streams and check in, push notifications,
QR-code processing, and in-app ticket purchasing
and storing. For organizers and exhibitors we
provide a dashboard to manage their apps, monitor
downloads, social media, usage, and manage
profiles. While taking into account customer
needs and analyzing the usage of the platform,
we continuously expand our knowledge base and
improve our platform.
48. Where do we start (Idea & Strategy)
clients. Now let’s say you want to start a project
with us. Where do we start? By getting the
basics right: what goal, which stakeholders,
what target market, what are the numbers,
what is the business case? How does this fit in
with your (digital) strategy, and why will it work?
This is usually a process of passing questions,
ideas, and perspectives back and forth. Once
the right baseline is established, we can focus
on working out a concept.
What to do (Concept & Design)
When we have a good idea of where we are
headed, it is time to carve out the concept and
polish it into something that works. Keeping it
simple, fast and easy to use are the foundations
of our approach. During the concept phase
we do everything to get the concept as clear
as possible. We create user stories, interaction
designs, graphic designs, flowcharts, diagrams
and anything else that is needed to get a good
picture of how the application will work. When
ready, we fine tune the concept involving users
in a panel test or prototype usability test.
Get it done (Execution)
Coming up with a cool idea is one thing, realizing
that idea is another. Luckily for you, we do both.
From a simple mobile site front-end to a multi-
layered back end system. We know what works
and how to make it. Our dedicated teams
develop using the scrum software methodology.
This means we develop with reasonably short
intermediate internal release cycles. After
49. each release you can evaluate what has been
accomplished and define what to do next. As
part of the scrum team you see your product
grow and help steer it towards success.
Make it work (Marketing)
The time has come to “go live”. These days, to
get you on the home screen of every user, you
need a great app and combine it with excellent
marketing. You want to stand out from the
500,000+ other apps in the app store; that is
where the challenge lies. We will help you to
reach your goals.
Combine a multi-channel soft and hard sell
approach: regular spikes of attention and a
daily stream of conversation. Spikes are usually
centered around a release, a campaign or an
update. Start buzz, and keep it alive through
the usage of social media, owned media, offline
media, mobile marketing, monitoring, statistical
analysis and gathering feedback.
Keep it up (Support)
Once it is live you want your product to stay up
and running. You also want your product to work
as fast and well as it can, by taking advantage of
improvements offer ed by new devices and OS
updates. We make sure this happens. We keep
track of new devices, new OS versions, but also
monitor your downloads, usage, comments and
reviews in stores and on social media. Every
month we report to you on how your product is
doing and where opportunities lie.