Magnus Jern - Golden Gekko
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Transcript of Magnus Jern - Golden Gekko
Mobile Creativity Enabled
Magnus Jern CEO
Mobile Creativity Enabled
MOBILE
CROSS PLATFORMS
TAKEGolden Gekko on how to...
Mobile Creativity Enabled
Team of 100+ people across 5 offices
Cross platform specialists since 2005
180+ apps -> past 12 months
Mobile Creativity Enabled
More than 100 brands and agencies have put their trust in us.
Mobile Creativity Enabled
0,4% of users shop in app
300.000+ downloads in
4 months 8+ Million downloads
Winner of 4 international awards
+50%viral effect
Some achievements
Mobile Creativity Enabled
Android is the fastest growing platform going from
3% to 13% market share in the last year
...but the Mobile OS war is still ongoing
Everyone talks about iPhone and Android...
iOS41%
Blackberry37%
Android13%
Symbian4%
Other5%
UK
iOS25%
Blackberry15%
Android15%
Symbian30%
Other15%
Worldwide
Mobile Creativity Enabled
Golden Gekko helps marketers navigate through the fragmented world of mobile apps and websites,
including HTML5
PROCESS
Mobile Creativity Enabled
DESIGN PROTYPE
Visualiseconcept
Agree objectives / targets
Identify use cases
KICK OFF
User centric design
User testing
Optimise
Build prototype
DEVELOP
Integrate final
app / site
Quality
Assurance
Mobile Creativity Enabled
CustomerJourney
1
2
3
4
5
6
7
8
Inspire
Adverts
Online
Outside Store
In Store
Cashier
Post Visit
Keep Engaging
• TV• Billboards/Outdoor adverts• Magazines• Online (Web or Mobile)• Youtube• E-mail/SMS Cooupon/voucher
• Magazines/TV/Fashion shows• Social Networks• Friends & Family
• Browsing products/fashion
• Store locator• Finding if/where
product available• Shop online• Community (social
media room)
• Window shopping• Interact outside of opening
hours• Coffee shop nearby talking
about what to buy• Finding what you want(size, color, etc)
• Assistance from staff• Free browsing• Trying on the clothes
• Paying for the products• Signing up for loyalty program• Returning products• Requesting assistance (size, etc)
• Wear the products• Product/Service feedback• Review/Rate products• Share info/photos
about products with friends
• Reminder to come back• Special offers in your store• Exclusive opening hours• New collections/products
Customer Touchpoints
Identifying the use cases
Mobile Creativity Enabled
First impressions -> homepage
The Key Use Cases are built around...
Search -> Navigation and Keywords
Search Result or Browsing Product Pages
Shopping Basket -> Adding and Navigation
Purchase -> Checkout
Registration/Login -> Filling in details
Delivery -> Distribution followup
Returns/Refunds -> Notifications and confirmations
Mobile Creativity Enabled
Example - MANGO MNGBackgroundMango contacted Golden Gekko early 2010 to develop a mobile presence that would stand out from the rest of the competition.
Outperforming all targets: 300k+ downloads and 0.5% purchase rate after 3 months
Mobile Creativity Enabled
End-to-end experience –mobile is everywhere
Critical Success Factors
Simplicity -> Consumers want an app/site that is as easy to use as their desktop app
Customers expect same functionality/contenton mobile as online
User Interaction -> Needs to be treated different between platforms, screen sizes and input (Tablets, touch screen, Qwerty, etc)
Reliability -> Key to success (off-line, crashes, etc) – must test on target devices
Speed -> Performance make a huge difference
Mobile Creativity Enabled
Mobile Creativity Enabled
Mobile Creativity Enabled