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Wireless Business:

Wireless Business:. I 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?. Examples?.

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Wireless Business:

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  1. Wireless Business:

  2. I 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?

  3. Examples?

  4. Why Mobile Marketing? 4 times cheaper 20% CTA increase

  5. Mobile Marketing What is it?

  6. What? 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

  7. Mobile Marketing Why care about it?

  8. Mobiles reach where other media don’t

  9. Mobiles reach in ways other media don’t

  10. Mobility 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 people Mobility is not just about communication between people, but also between machines and devices Workplace Shopping Dining Home Leisure Mobility augments the capabilities of people and devices

  11. Four characteristics distinguish Mobility:

  12. Mobile Marketing How? Why?

  13. Who Can Identify Killer Apps?

  14. Wireless M-Business Identifying the Next Killer Application in Business M-Commerce

  15. Examples of Killer Apps: • Wireless Medicine • Mobile Asset Management (ex. Cars)

  16. Wireless Medicine

  17. Wireless MD

  18. Information Flow and General Business Model Hospital Patient’s Record Patient’s Condition Primary Physician Family Contact Wireless MD Notification Notification Instant Communication WAP, HTTP Interface Central database management Bar Code Information Patients Ambulance Crew Scan Bar Code

  19. Revenue Model: Subscription-based Hospital, Ambulance Enrollees (Employers) Communication Devices Pharmaceutical Companies Wireless MD $ Services Advertising $ Service via 24/7 Web Interface Insurance Services Patients SmartCards

  20. Mobile Asset Management

  21. Location-based Services Locate Overdue Vehicles Disable Stolen and Overdue Vehicles Enforce Restricted Areas Access Historical Route Information Monitor Driving Behavior Identify Underutilized Vehicles Source: www.airiq.com

  22. Acme Rent-a-car Source: NBC Today Show

  23. Progressive 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 ago • Revenue 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 remotely • Integrated accident response with emergency repair services • Result: resolves claims 21% faster than the industry avg. …to create a platform for differentiated service offerings • First to field test metered insurance for fleet applications • 25% reduction in premium costs • Awarded two patents for usage based insurance system Source: NYTimes, Progressive

  24. What They Have in Common: Mobile Communication is the key! • They could not exist in the hard-wired world. • They represent • either NEW TO THE WORLD VALUE • or UNLOCK EXISTING VALUE (by exploiting new efficiencies).

  25. HubSpot • Do 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?

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