Wireless Business:. I wonder, you answer: How does wireless technology address the limitations of...
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Transcript of Wireless Business:. I wonder, you answer: How does wireless technology address the limitations of...
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?
Why Mobile Marketing?
4 times cheaper 20% CTA increase
Mobile Marketing
What is it?
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
Mobile Marketing
Why care about it?
Mobiles reach where other media don’t
Mobiles reach in ways other media don’t
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
Workplace
Home
Leisure
Shopping
Dining
…and more than just peopleMobility is not just about communication between people, but also between machines and devices
Mobility augments the capabilities of people and devices
Four characteristics distinguish Mobility:
PresenceMobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everyday
ImmediacyFreedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need it
LocationFreedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need it
InterestConsumers in a certain location and a specified time can be instantly unified by their common interests
Mobile Marketing
How?
Why?
Who Can Identify Killer Apps?
Companies/Entrepreneurs who know where the economic
value (client side) of wireless technology comes from!
Companies/Entrepreneurs who understand the perceived
benefits of wireless technology for the end user!
Wireless M-Business
Identifying the Next Killer Application in Business M-Commerce
Examples of Killer Apps:
1) Wireless Medicine
2) Mobile Asset Management (ex. Cars)
Wireless Medicine
Wireless MD
Problem: 98,000 Americans die
each year as a result of medical mistakes – Institutes Of Medicine
Regulations, complexities increasing
Pressures to achieve quality, cost, and care standards
New medications, methods introduced daily
Physicians increasingly pressed for time
Information Flow and General Business Model
FamilyContact
Hospital
Patients
PrimaryPhysician
Notification
WAP, HTTP Interface Central database management
AmbulanceCrew
Scan Bar Code
Wireless MDNotification
Patient’s
Condition
Patient’s
Record
Bar Code
Information
Instant Communication
Revenue Model: Subscription-based
PharmaceuticalCompanies
Hospital,Ambulance
Patients
Enrollees(Employers)
$
Wireless MD
Communication
Devices
InsuranceServices
$ Services
SmartCards
Service via
24/7 Web
Interface
Advertising
Mobile Asset Management
Location-based Services
Enforce Restricted Areas
Locate Overdue Vehicles
Disable Stolen and
Overdue Vehicles
Access Historical Route Information
Monitor Driving Behavior
Identify Underutilized Vehicles
Source: www.airiq.com
Acme Rent-a-car
A They told me that I was caught speeding on three separate occasions, and I never saw a state trooper
B How did they catch you?
A They said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it
B Acme 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 accidents
Acme Speeding 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.
Exp. 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
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
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
…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
…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
…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.
…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.
Source: NYTimes, Progressive
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).
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?