2I wonder, you answer:How does wireless technology address the limitations of the fixed Internet.> from the consumer’s perspective> from the marketer’s perspective.How do you see mobile commerce evolve? What would your vision depend on?
6What?Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA)Mobile marketing can meet most if not all of the marketing needs a marketer may have today
8Mobiles reach where other media don’t I’ts yours, it’s personal, it’s not even shared, even with…It’s always on, until the battery runs outIt’s always with you, until you lose itIt’s at the point of consumption, unless you forget itYou can use it to do wonderful stuff, like paymentIt’s at the point of creationProviding personalisation, location, attention & metadata to die for8
10Mobility is much more than phone calls and e-mail… More than movement…Mobility is not just about movement of people and goods, but about technology everywhere…and more than just peopleMobility is not just about communication between people, but also between machines and devicesWorkplaceShoppingDiningHomeLeisureMobility augments the capabilities of people and devices
11Four characteristics distinguish Mobility: PresenceMobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everydayImmediacyFreedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need itLocationFreedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need itInterestConsumers in a certain location and a specified time can be instantly unified by their common interests
14Interactive Billboard by Ogilvy to support « real beauty » campaign: wrinkled OR wonderful? CTA: sent SMS text message with vote – results in real time in Time SquareHuge consumer participation & press coverage14
18Who Can Identify Killer Apps? Companies/Entrepreneurs who know where the economicvalue (client side) of wireless technology comes from!Companies/Entrepreneurs who understand the perceivedbenefits of wireless technology for the end user!
19Identifying the Next Killer Application in Business M-Commerce Wireless M-BusinessIdentifying the Next Killer Application in Business M-Commerce
20Examples of Killer Apps: Wireless MedicineMobile Asset Management (ex. Cars)
22Wireless MDProblem:98,000 Americans die each year as a result of medical mistakes – Institutes Of MedicineRegulations, complexities increasingPressures to achieve quality, cost, and care standardsNew medications, methods introduced dailyPhysicians increasingly pressed for time
23Information Flow and General Business Model HospitalPatient’sRecordPatient’sConditionPrimaryPhysicianFamilyContactWireless MDNotificationNotificationInstant CommunicationWAP, HTTP InterfaceCentral database managementBar CodeInformationPatientsAmbulanceCrewScan Bar Code
27Acme Rent-a-carAThey told me that I was caught speeding on three separate occasions, and I never saw a state trooperBHow did they catch you?They said they had a GPS system installed in the car, and they tracked me across seven states without me knowing itAcme fined him a total of $450…Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidentsAcmeSpeeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property.Exp.…as time goes on these practices are likely to become more and more invasive.It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts…Source: NBC Today Show
28Progressive leverages mobility in the development of new service offerings Industry leader in technology innovation…#4 auto insurer, up two spots since it launched its digital strategy four years agoRevenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%First to bind policies and offer comparative quotes online…that wants to integrate mobility into existing service offerings…Allows the consumer to manage accounts and interact with the company remotelyIntegrated accident response with emergency repair servicesResult: resolves claims 21% faster than the industry avg.…to create a platform for differentiated service offeringsFirst to field test metered insurance for fleet applications25% reduction in premium costsAwarded two patents for usage based insurance systemNew York Times April 20, 2000Avg. Customer saves 25%Americans pay about $125 billion each year in auto insurance premiums - Potential $30B in savings, could impact the industry/ value chain.The time of day affects the cost. "A mile driven at 2 a.m. is four or five times more expensive than one driven at 7 a.m.," McMillan said. "Our data show accident rates per mile are much higher later in the night." -Robert J. McMillan, a business development leader at ProgressiveThe proprietary system includes a GPS receiver, cell-phone modem and a microprocessor with a small amount of computer memory. The miniprocessor uses the GPS receiver to record the car's location--latitude and longitude--and the date and time every six minutes while the car is being driven. Once a month the company computer calls the car through the cell-phone modem and retrieves the records of the month's travel.At present, Progressive pays the $500 cost of installing the system on each customer's car.Source: NYTimes, Progressive
29What They Have in Common: Mobile Communication is the key!They could not exist in the hard-wired world.They representeither NEW TO THE WORLD VALUEor UNLOCK EXISTING VALUE (by exploiting new efficiencies).
30HubSpotDo you agree with HubSpot that the "rules of marketing" have changed? If so, how? Is inbound marketing the answer? Why or why not?Is HubSpot finding and serving the right set of customers?Given its position as a start-up company, should it widen its focus to serve any customer that comes its way? Or narrow their target, by focusing exclusively on either Owner Ollies or Marketer Marys? Or by focusing exclusively on either B2B or B2C.HubSpot has begun to differentiate its products as it has learned more about its customers. Should it do more?Should its pricing strategy change too?Should HubSpot try to immediately capture more value for either of these customers?Are Halligan and Shah being too stubborn by not doing any outbound marketing? Or should they continue to practice what they preach by focusing on inbound marketing alone?Halligan and Shah want HubSpot to be to marketing, what salesforce.com is to sales. What would your plan of action be to make this happen? Why would you take these actions? What keeps you up at night about your plan?