Transcript of L2 Prestige100 - Mobile IQ 2012
- January 11, 2012SCOTT GALLOWAYNYU Stern Mobile IQ L2 2012
L2ThinkTank.com
- CLInIC MobilenYCJanuary 19, 2012 nYU Stern Paris January 24,
2012 Palais Brongniart reGISTer nOW reGISTer nOW Module 1: Welcome
Module 1: Welcome SCOTT GALLOWAY Founder, L2 SCOTT GALLOWAY
Founder, L2 Digital Omnivores: Key Insights Into Todays The Mobile
Landscape in europe Connected Consumer JereMY COPP VP, Mobile,
Europe, comScore, Inc. MArK DOnOvAn SVP Mobile, comScore, Inc.
evolving Strategy for Creative execution in Mobile Mobile is Dead,
Long Live Mobile KenT vALenTIne Engagement Director, Last exit AnDY
WeISSMAn Partner, Union Square ventures retail Forever Transformed
The Game Changer on the Path to Purchase CHUCK GOLDMAn Chief
Strategy Officer, Apperian, Inc. JereMY ArnOn Strategic Partner
Development, Google Case Studies & Best Practices in Prestige
Mobile Q&A Session PATrICK SArKISSIAn CEO & Founder,
Sarkissian Mason Q&A Session Module 2: evolving Strategy for
Creative execution in Mobile nUrI DJAvIT Partner & CEO, Last
exit Module 2: The Google Mobile Platform HTML5: Going Web vs.
Going App rOBBIe DOUeK Head of Mobile Sales & Operations,
Google France JASOn BAPTISTe Cofounder & CEO, OnSwipe L2 Mobile
research Lessons from The Collection MAUreen MULLen & COLIn
GILBerT Research & Advisory, L2 MZ GOODMAn & SIMOne OLIver
new York Times Hugo Boss: A Case Study Influencing Real Life
Networks MArKUS ALLer Teamleader, Online Media, Hugo Boss TAnUJ
PArIKH Business Development Manager, GroupMe JOACHIM BADer Managing
Director, CLAnMO GmbH Insights from Prestige 100: Mobile IQ Q&A
Session MAUreen MULLen & COLIn GILBerT Research & Advisory,
L2 Q&A Session
- Want to know more about your brands Mobile IQ? CONTACT USMobile
IQMobile: End of the Beginning In the fourth quarter of 2010, more
smartphones were shipped than PCs for the first time.1 By 2015,
more APPeal users will access the Internet wirelessly via a mobile
device than Prestige brands have been prudish with mobile. from a
wired Ethernet connection.2 Over the next five years, The mobile
strategy for most brands has been dominated by m-commerce sales are
set to quintuple.3 On the years biggest blind investments in iOS
apps that lack utility and stickiness. 1. Smartphone Shipments
Surpass PCs for the First shopping day, Black Friday, online retail
traffic from mobile Seven in 10 brands in the Index maintain at
least one iOS app, but Time. Whats Next? Chloe Albanesius, PC
Magazine, devices comprised 14.3 percent of page views, up from 5.6
less than a third of all apps produced are commerce-enabled.
February 8, 2011. percent last year, and mobile sales ballooned to
9.8 percent of Use of features such as notifications, geolocation,
and 2. IDC: Mobile Internet to Pass PCs by 2015, Mark online sales,
up from 3.2 percent last year.4 Throughout the past language
specification is more limited. Less than a fifth of Hachman, PC
Magazine, September 12, 2011. decade, analysts have relentlessly
predicted The Year of Mobile. brands have developed a distinct,
iPad-specific experience. 3. Mobile Commerce It now looks as if we
are in the fledgling innings of a mobile era. Forecast: 2011 to
2016, Sucharita Mulpuru, Forrester, M-Commerce June 17, 2011. Game
Changer We believe the game will be won or lost via develop-4.
Shoppers Research Deals via Mobile and Online Ahead The
introduction of the iPad in April 2010 has escalat- ment and
optimization of robust, device-agnostic of 2011 Black Friday
Sales,Miranda Miller, Search Engine ed the mobile opportunity.
Tablets register e-commerce mobile commerce sites. Although
two-thirds of brands Watch, November 28, 2011. conversion rates of
four to five percent versus three percent on currently maintain a
mobile site (the majority launched within 5. Tablets: Ultimate
Buying Machines, Dana Mattioli, traditional PCs.5 The user
demographics for the iPad and other the past year), only 67 percent
of these sites are commerce- Wall Street Journal, September 28,
2011. tablets illuminate the opportunity for prestige brands: 20
percent enabled. Furthermore, use of such marketing tactics as
mobile- 6. Why Millionaires Love of individuals with $1 million or
more in investable assets own optimized search marketing,
cross-platform mobile promotion, Steve Jobs (and the iPad), Robert
Frank, a tablet and spend 50 percent more time on the device than
and mobile display advertising is scant.WSJ Blog: The Wealth
Report, August 25, 2011. on their smartphone.6 L2 2012
L2ThinkTank.com 3
- Want to know more about your brands Mobile IQ? CONTACT USMobile
IQ PreSTIGe 100 MOBILe InveSTMenTS Iconic, but Immobile (December
2011) While more than half the brands in the Index maintain both an
app and a mobile site, 16 percent of brands have yet to produce
either. Icons such as Herms, Patek Philippe, Bottega Veneta, and
Marc Jacobs rely exclusively on their traditional site experience,
which in some cases proves inaccessible on mobile devices. Mobile
competence may be a crystal ball for a brands global prospects.
Ground zero for growth in prestige exists in emerging markets among
a burgeoning 70% 52% 66% 16% middle class who are increasingly
turning to a small screen to Mobile App Both Mobile- Neither
Optimized learn about and ultimately purchase prestige brands
products. Site Mobile IQ = Innovations Canary in the Coal Mine Our
thesis is that competence in mobile is inextricably linked to
shareholder value in the prestige industry. Key to managing and
developing a competence is an actionable metric. This study
attempts MOBILe COMMerCe SALeS FOreCAST 20102016 to quantify the
mobile and tablet competence of Prestige United States 100 brands.
Our aim is to provide a robust tool to diagnose (Source: Forrester,
June 2011) strengths and weaknesses and help managers achieve 31
greater return on incremental investment. Like the platforms we are
assessing, our methodology is 25 dynamic, and we hope you will
reach out to us with comments BILLIONS OF DOLLARS cagr: 39% that
improve our investigation and findings. You can reach 19 me at
scott@stern.nyu.edu. Regards, 14 10 6 SCOTT GALLOWAY 3 Founder, L2
Clinical Professor of Marketing, NYU Stern 2010 2011 2012 2013 2014
2015 2016 L2 2012 L2ThinkTank.com 4
- Want to know more about your brands Mobile IQ? CONTACT US
Mobile IQMethodology Mobile IQ Classes 40% MOBILe SITeS: IQ Range
Class MOBILe-OPTIMIzeD SITeS: TABLeT exPeRIeNCe: 140+ GenIUS
Technology Compatibility Mobile competence is a point of navigation
& Search Ability to Transact differentiation. Brands pursue a
Social Media Integration HTML5 Support device-agnostic app/site
strategy, Customer Service embrace m-commerce, and Product Page
consciously integrate mobile across wider digital footprint.
Account & Check-Out 110139 GIFTeD 30% MOBILe APPLICATIOnS:
Brands demonstrate high-quality, high-impact approach to mobile
within AvAILABILITY: APP STORe PeRFORMANCe: FUNCTIONALITY: a select
dimension, sometimes at the iOS (iPad Differentiation) ratings
navigation expense of a wider mobile offering. Android Comments
Pathway to Purchase Blackberry Update Frequency Personalization
Windows Phone Series 7 Language Support Phone Feature Utilization
90109 AverAGe Symbian Efforts are siloed and inconsistent. Mobile
presence suggests explicit preference for site versus app strategy
or is primarily concentrated in 15% MOBILe MArKeTInG: low-cost
entry platforms (e.g., geolocal). Mobile SeO on Google & Bing
email: Mobile Compatibility & Cross-Promotion of Mobile
Properties SMS: Sign-Up & Activity 7089 CHALLenGeD Limited
mobile investment reflects low prioritization relative to other
digital efforts. 15% InnOvATIOn & InTeGrATIOn: Integration:
Promotion of Mobile Efforts on Site, Facebook, and Twitter < 70
FeeBLe Geolocal: Presence & Activity on Foursquare Investment
does not match Innovation: Mobile Ad Campaigns, QR Codes, Mobile
Wallet Support, etc. opportunity. L2 2012 L2ThinkTank.com 5
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description 1 SEPHOra Retail LvMH 164 Genius
Long-standing, sustained, iterative investment in mobile pays off
New mobile app leapfrogs peer efforts with firm link between in-app
and 2 NOrDSTrOM Retail Nordstrom, Inc. 156 Genius in-store
experience Active SMS program and Xmas app experience add unique
elements to strong 3 MacYS Retail Macys, Inc. 155 Genius mobile
portfolio Compagnie Financire Unique apps for local promotions,
store exclusives, and spinoffs complement 4 NET-a-POrTEr Retail 143
Genius Richemont S.A. strong mobile site 5 BLOOMINgDaLES Retail
Macys, Inc. 135 Gifted Engaging, offer-centric mobile site
overshadows generic iPad catalog app LOccITaNE EN LOccitane 6
Beauty & Skincare 133 Gifted Both mobile app and site feature
weak aesthetics, but excel in functionality PrOVENcE International
S.A. 6 TIFFaNY & cO. Watches & Jewelry Tiffany & Co.
133 Gifted What Makes Love True mobile app demonstrates strong
geolocal aptitude Differentiated app approach on iPhone (Gifts) vs.
iPad (Catalog) works 8 NEIMaN MarcUS Retail Neiman Marcus Group 125
Gifted to its advantage INTErcONTINENTaL InterContinental Presence
across four of the five mobile app platforms; Concierge Insider 9
Hospitality 119 Gifted HOTELS & rESOrTS* Hotels Group plc
Guides iPad app provides unparalleled local insights for 100+
global properties este Lauder Illumination iAd campaign and
high-functioning mobile site compensate for 10 ESTE LaUDEr Beauty
& Skincare 115 Gifted Companies, Inc. one-dimensional apps este
Lauder New My Style app invites users to upload personal hairstyle
while mobile site 11 aVEDa Beauty & Skincare 113 Gifted
Companies, Inc. provides exclusive offers for mobile customers
Ralph Lauren Digital innovator demonstrates balanced investment
across mobile app, mobile 12 raLPH LaUrEN Fashion 112 Gifted
Corporation site, tablet experience, and mobile advertising 13 SaKS
FIFTH aVENUE Retail Saks, Inc. 111 Gifted Strong iPad catalog app
compensates for low-impact mobile site L2 2012 L2ThinkTank.com
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description 13 YVES SaINT LaUrENT Fashion Gucci
Group (PPR) 111 Gifted New mobile site brings fashion label in sync
with advanced, beauty-centric apps 15 DaVID YUrMaN Watches &
Jewelry David Yurman, Inc. 104 Average Mobile site launched in
November is a welcome replacement for aging iPhone app DIaNE VON
M-commerce does not carry over from site to app; instead promotes
exclusives like 16 Fashion Diane von Furstenberg 102 Average
FUrSTENBErg Signature Skin iPhone covers, the App Wrap dress, and
DVF-endorsed music ermenegildo zegna Singular focus on iPad virtual
store, which is consistently promoted across all 17 ErMENEgILDO
ZEgNa Fashion 101 Average Holditalia S.p.A. digital properties
MaNDarIN OrIENTaL Jardine Matheson Cities by MO provides expansion
content for MOHotels app depending on 17 Hospitality 101 Average
HOTEL grOUP Group users destination or interest Marriott
International, Simple, streamlined mobile site and World Concierge
campaign on Foursquare 17 rITZ-carLTON* Hospitality 101 Average
Inc. compensate for disappointing apps FOUr SEaSONS HOTELS Four
Seasons 20 Hospitality 100 Average Industry leader in Foursquare
followers, with tips for 83 properties aND rESOrTS Hotels, Inc.
Sophisticated, technologically advanced Gucci Style app immerses
user in 20 gUccI Fashion Gucci Group (PPR) 100 Average
brand-curated content that extends well beyond the clothes Second
highest-scoring mobile site in Fashion enables brand to compete
without 22 BUrBErrY Fashion Burberry Group plc 99 Average investing
in apps este Lauder Early adopter of in-store iPad kiosks and one
of only three beauty brands with an 22 cLINIQUE Beauty &
Skincare 99 Average Companies, Inc. active SMS campaign Marriott
International, Universal Marriott International app allows booking
at JW properties and 22 JW MarrIOTT* Hospitality 99 Average Inc.
provides external links to strong mobile web assets Hyatt Hotels
Cross-brand Hyatt app allows booking at Park Hyatt hotels; parents
mobile site 25 ParK HYaTT* Hospitality 98 Average Corporation
provides extensive photo galleries of Park Hyatt properties Strong
search elements on mobile site; fragrance release (Thierry Mugler
Angel) 26 cLarINS Beauty & Skincare Clarins S.A. 94 Average
proves a fan favorite in the app store L2 2012 L2ThinkTank.com
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description Touch-enabled mobile site compensates
for unfocused, fragrance-centric app 26 gIOrgIO arMaNI Fashion
Giorgio Armani S.p.A. 94 Average store offering 26 OMNI HOTELS
& rESOrTS Hospitality TRT Holdings 94 Average Mobile app and
site do little to go beyond the basics 29 TOrY BUrcH Fashion Tory
Burch LLC 92 Average Mobile store finder features Foursquare
integration; no apps Shoe Salon app and Foursquare Mayor specials
prevent brand from falling too 30 BErgDOrF gOODMaN Retail Neiman
Marcus Group 91 Average far behind fellow retailers in absence of
mobile site Mobile users greeted with in-store signage that unlocks
exclusive information on 31 cOacH Fashion Coach, Inc. 90 Average
Kristin collection Leverages Accor Hotels app and parents mobile
site to its advantage, but 31 SOFITEL* Hospitality Accor 90 Average
these assets dilute Sofitel brand Fashion and accessories elements
of mobile site still prove inaccessible, forcing 33 cHaNEL Fashion
Chanel S.A. 89 Challenged strict reliance on apps cONraD HOTELS
Unique app development for Conrad brand that proves interoperable
with Hilton 33 Hospitality Hilton Worldwide 89 Challenged &
rESOrTS* Honors account Dolce & Gabbana Fashion Channel
replicated across both mobile site and apps, but stops short 33
DOLcE & gaBBaNa Fashion 89 Challenged Industria S.p.A. of
m-commerce este Lauder Mobile site features extensive user reviews
of products but provides no way to 36 OrIgINS Beauty & Skincare
88 Challenged Companies, Inc. submit ones own opinions on the go
Compagnie Financire Multiple iPad apps and strong universal Cartier
Bridal app, but mobile shopping 37 carTIEr Watches & Jewelry 87
Challenged Richemont S.A. experience leads to Call an Advisor
FaIrMONT HOTELS Fairmont Raffles Presidents Club participation
allows guests to share stories, with user photos 37 Hospitality 87
Challenged & rESOrTS Hotels International appearing alongside
official property images CK One augmented reality experience
available on three of the five mobile 39 caLVIN KLEIN Fashion PvH
Corporation 86 Challenged platforms assessed L2 2012
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description WESTIN HOTELS Starwood Hotels &
Innovative ad campaign in Weather Channel iPad app takeover; eight
property-specific 40 Hospitality 85 Challenged & rESOrTS*
Resorts Worldwide, Inc. apps with limited functionality undercut
superior utility of SPG cross-brand app Innovative tie-in between
Amble app and Foursquare does not save dead-end 41 LOUIS VUITTON
Fashion LvMH 84 Challenged mobile site experience este Lauder
Strong video content and MAC Artist profiles only exist on mobile
site, not the 41 Mac cOSMETIcS Beauty & Skincare 84 Challenged
Companies, Inc. app store Advanced user-generated content element
of mobile apps only partially 43 LaNcME Beauty & Skincare LOral
Group 82 Challenged compensate for lack of mobile site Starwood
Hotels & E-Butler app provides guest-specific functionality
that goes beyond the basic 43 ST. rEgIS* Hospitality 82 Challenged
Resorts Worldwide, Inc. guest services book Brochure-ware app
mitigated by functional mobile site leveraging Hilton 43 WaLDOrF
aSTOrIa* Hospitality Hilton Worldwide 82 Challenged Honors system
Clean mobile site navigation provides outlet for browsing but not
buying 46 KIEHLS Beauty & Skincare LOral Group 81 Challenged
(Call to Order) Starwood Hotels & Heavy reliance on SPG app for
mobile bookings; property-specific app limited 46 LE MrIDIEN*
Hospitality 81 Challenged Resorts Worldwide, Inc. to Dubai Shiseido
Company, Be a Force of Beauty campaign incorporated QR codes tied
to models bio, 48 BarE EScENTUaLS Beauty & Skincare 80
Challenged Limited look, and associated beauty products 49 raYMOND
WEIL Watches & Jewelry Raymond Weil S.A. 79 Challenged December
launch of official app rounds out mobile investment Audemars Piguet
Comprehensive promotion of mobile footprint on site as brand
extends app 50 aUDEMarS PIgUET Watches & Jewelry 76 Challenged
Holding S.A. experience to Android App Guides provide novel path to
property discovery, but R&C remains the only 50 rELaIS &
cHTEaUX Hospitality n/a - Global Fellowship 76 Challenged
hospitality brand without a mobile site SHaNgrI-La HOTELS
Shangri-La Asia Tokyo and Manila property apps do not extend to
wider resort portfolio; mobile 50 Hospitality 76 Challenged aND
rESOrTS Limited site allows for limited property exploration L2
2012 L2ThinkTank.com 9
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description valentino Fashion Site and apps still
lack m-commerce, but do include innovative features like color 53
HUgO BOSS Fashion 75 Challenged Group S.p.A. matching via camera
image Compagnie Financire My Reverso app provides user the freedom
to visualize custom engraving 53 JaEgEr-LEcOULTrE Watches &
Jewelry 75 Challenged Richemont S.A. before reaching out to a
concierge SCVNGR hunt in London demonstrates willingness to
experiment beyond the 55 SWarOVSKI Watches & Jewelry Swarovski
AG 73 Challenged app store Emirates Towers property claims sole
app; iPad defaults to mobile site designed 56 JUMEIraH Hospitality
Jumeirah Group 71 Challenged for smaller screen Sections of mobile
site (City Guides) revert back to main site; iPad defaults to 57
MOrgaNS HOTEL grOUP Hospitality Morgans Hotel Group 69 Feeble
mobile optimized site designed for a smaller screen 58 PHILOSOPHY
Beauty & Skincare Coty Inc. 68 Feeble Strong gift finder and
navigation filters differentiates mobile site valentino Fashion
Encyclopedic iPad app lacks personalized features, but
mobile-optimized 58 VaLENTINO Fashion 68 Feeble Group S.p.A.
shopping portal hints of progress 60 OMEga Watches & Jewelry
The Swatch Group, Ltd. 66 Feeble Parallel mobile app/site designs
feature comprehensive search tools este Lauder Innovative product
QR codes direct users to video tutorial by makeup artist Lori 61
SMaSHBOX Beauty & Skincare 65 Feeble Companies, Inc. Taylor;
recently optimized email marketing for mobile screens Compagnie
Financire Mobile placeholder site offers access to catalog and
store locator, circumventing 61 VaN cLEEF & arPELS Watches
& Jewelry 65 Feeble Richemont S.A. flash-heavy site 360-degree
product views, augmented reality features, and video content in app
63 HUBLOT Watches & Jewelry LvMH 64 Feeble do not distract from
aging mobile site rOSEWOOD HOTELS 63 Hospitality New World
Hospitality 64 Feeble One of only two hospitality brands without an
app store presence & rESOrTS Brand replicates all
product-specific apps across iPhone and iPad without 65 BULgarI
Watches & Jewelry LvMH 61 Feeble customization; Bulgari Touch
site lacks m-commerce L2 2012 L2ThinkTank.com 10
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description August test of in-store iPad kiosks
demonstrates increasing innovation in mobile 66 BENEFIT cOSMETIcS
Beauty & Skincare LvMH 59 Feeble space beyond HTML5 site
Hongkong and Shanghai Mobile site requires guest to call or email
reservations desk, forcing reliance on 67 THE PENINSULa HOTELS
Hospitality 58 Feeble Hotels, Limited buggy app Strong demand for
third-party reference apps demonstrates (missed) opportunity 67
rOLEX Watches & Jewelry Rolex Holding S.A. 58 Feeble beyond
mobile site and tablet e-magazine Remains the only retailer in the
Index to shy away from the app store; no longer 69 BarNEYS NEW YOrK
Retail Istithmar PJSC 57 Feeble redirecting to mobile site
Compagnie Financire Strong app presence and product
specific-promotions do not compensate for 69 MONTBLaNc Watches
& Jewelry 57 Feeble Richemont S.A. lack of a mobile site App
presence focused exclusively on Happy Diamonds collection; mobile
site 71 cHOParD Watches & Jewelry Chopard Holding S.A. 56
Feeble features simple photo gallery Harry Winston Timepieces app
has limited functionality; HTML5 enables solid 72 HarrY WINSTON
Watches & Jewelry Harry Winston, Inc. 52 Feeble tablet
experience 73 ELIZaBETH arDEN Beauty & Skincare elizabeth Arden
51 Feeble Mobile site for Prevage line of skincare products only
Limited mobile site and heavily promoted iPad apps are all about
presentation, 74 TODS Fashion Tods S.p.A. 50 Feeble not
functionality Compagnie Financire 75 aLFrED DUNHILL Fashion 49
Feeble E-magazine iPad app tests mobile aptitude by mirroring Day 8
microsite Richemont S.A. Shiseido Company, 76 SHISEIDO Beauty &
Skincare 48 Feeble App store experience caters exclusively to
Chinese market Limited este Lauder Mobile-friendly email marketing
demonstrates awareness of mobile consumers, 77 BOBBI BrOWN Beauty
& Skincare 47 Feeble Companies, Inc. despite the lack of mobile
apps/site 77 DE BEErS Watches & Jewelry LvMH 47 Feeble Lack of
a mobile site and apps partially offset by move to HTML5 L2 2012
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description Compagnie Financire 79 IWc ScHaFFHaUSEN
Watches & Jewelry 44 Feeble Best-in-class quarterly e-magazine
content does not include comments/ratings Richemont S.A. Popularity
on Foursquare compensates for continuing lack of 79 Marc JacOBS
Fashion LvMH 44 Feeble mobile apps/site Mobile app with updatable
catalog and gift finder make up for the absence 79 PaNDOra Watches
& Jewelry Pandora A/S 44 Feeble of mobile site Compagnie
Financire 82 cHLO Fashion 43 Feeble Mobile site provides look book,
but no m-commerce functionality; no apps Richemont S.A. 83 VErSacE
Fashion Gianni versace S.p.A 40 Feeble Lack of a mobile site and
apps partially offset by move to HTML5 Catalogs featured on main
site require Flash player, but email marketing 84 BOTTEga VENETa
Fashion Gucci Group (PPR) 39 Feeble is mobile friendly Shiseido
Company, Full HTML5 site provides a strong asset from which to
build a 84 NarS Beauty & Skincare 39 Feeble Limited
mobile-specific experience Mobile site is relegated to in-site map;
multiple apps pulled from iTunes store 84 Tag HEUEr Watches &
Jewelry LvMH 39 Feeble during study period Christian Dior S.A. App
presence only partially compensates for frustrating mobile 87
cHrISTIaN DIOr Fashion | LvMH 37 Feeble browsing experience 88
PraDa Fashion Prada Group 35 Feeble Site browsing experience proves
untenable on mobile device Compagnie Financire 89 VacHErON
cONSTaNTIN Watches & Jewelry 34 Feeble Snow Golf makes for a
poor outing in an industry obsessed with apps Richemont S.A. Flash
fail on site; meanwhile, app store presence caters exclusively 90
SK-II Beauty & Skincare Procter & Gamble 32 Feeble to
Korean market 91 FENDI Fashion LvMH 31 Feeble Aging mobile site
resembles brochure-ware L2 2012 L2ThinkTank.com 12
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Mobile IQBrand Beauty & Fashion Hospitality retail
Watchesranking Skincare & Jewelry rank Brand category Parent
Mobile IQ class Description Salvatore Ferragamo 92 SaLVaTOrE
FErragaMO Fashion 29 Feeble Seamless tablet experience has yet to
migrate to the phone S.p.A. Compagnie Financire The brands two
product-specific apps have not been updated since August 2009 93
PIagET Watches & Jewelry 28 Feeble Richemont S.A. and August
2010, respectively 94 HErMS Fashion The Herms Group 26 Feeble No
app, no mobile site 95 aLEXaNDEr McQUEEN Fashion Gucci Group (PPR)
25 Feeble Flash fail on homepage, but online store functions 96
BaLENcIaga Fashion Gucci Group (PPR) 24 Feeble Whatever you do,
dont pinch and zoom Oscar de la Renta, 97 OScar DE La rENTa Fashion
22 Feeble Flash fail exacerbates lack of mobile site/apps Limited
98 BaccaraT Watches & Jewelry Baccarat Crystal 17 Feeble Flash
fail; relies on Neiman Marcus to facilitate m-commerce 99 MOVaDO
Watches & Jewelry Movado Group, Inc 13 Feeble Site browsing
experience proves untenable on mobile device 100 PaTEK PHILIPPE
Watches & Jewelry Patek Philippe S.A. 8 Feeble Please Note: the
next generation doesnt use Flash *Hospitality brands that leverage
mobile assets maintained by a parent company and/or shared by
sister brands (reward programs, booking systems, etc.) receive
credit for those components L2 2012 L2ThinkTank.com 13
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Mobile IQ MOBILe IQ DISTrIBUTIOnKey % of Brands per Mobile IQ
ClassFindings Sephora Nordstrom gENIUS MOBILE IQ Macys Dispersion
Bloomingdales >140 NeT-A-PORTeR LOccitane en Provence 4% Almost
half the brands in the Index register Tiffany & Co. as
Feebledemonstrating widespread Neiman Marcus gIFTED David Yurman JW
Marriott underinvestment in mobile by a considerable
InterContinental Hotels & Resorts MOBILE IQ 10% Diane von Park
Hyatt este Lauder 110139 Furstenberg portion of the prestige
sector. The disparity Clarins Aveda ermenegildo zegna between the
Index leader (164 IQ points) Giorgio Armani Ralph Lauren Mandarin
Oriental Omni Hotels and the Index laggard (8 IQ points) suggests
Saks Fifth Avenue aVEragE Ritz-Carlton & Resorts that this
mobile gap is more the result of Yves Saint Laurent Four Seasons
Hotels Tory Burch nonparticipation than subpar performance. &
Resorts Bergdorf Goodman MOBILE IQ Gucci With a median score of
only 76, the majority 19% Coach 90109 Burberry Sofitel of brands
are just beginning to make mobile Clinique investments, while a
select few early investors are pulling away from the pack. Chanel
St. Regis Conrad Hotels Waldorf Astoria cHaLLENgED Morgans Hotel
Group IWC Schaffhausen & Resorts Kiehls Philosophy Marc Jacobs
Dolce & Gabbana Le Mridien valentino Pandora Origins Bare
escentuals Omega Chlo Cartier Raymond Weil MOBILE IQ Smashbox
versace Fairmont Hotels Audemars Piguet 7089 23% van Cleef &
Arpels Bottega veneta & Resorts Relis & Chateaux Hublot
Nars Calvin Klein Shangri-La Hotels Rosewood Hotels Tag Heuer
Westin Hotels & Resorts & Resorts & Resorts Christian
Dior Hugo Boss Bulgari Prada Louis vuitton Jaeger-LeCoultre Benefit
vacheron Constantin MAC Cosmetics Lancme Swarovski FEEBLE The
Peninsula Hotels SK-II Jumeirah Rolex Fendi Barneys New York
Salvatore Ferragamo Montblanc Piaget Chopard Herms MOBILE IQ Harry
Winston 44%