{"id":4108,"date":"2012-03-15T07:26:27","date_gmt":"2012-03-15T07:26:27","guid":{"rendered":"https:\/\/www.bridge-global.com\/blog\/blog\/\/?p=4108"},"modified":"2020-07-20T12:37:43","modified_gmt":"2020-07-20T12:37:43","slug":"mobile-strategy-event-an-app-for-your-business","status":"publish","type":"post","link":"https:\/\/www.bridge-global.com\/blog\/mobile-strategy-event-an-app-for-your-business\/","title":{"rendered":"Mobile strategy event: an app for your business?mobile strategy event: een app voor uw bedrijf?Mobile Strategy event: En applikation f\u00f6r ditt f\u00f6retag?Veranstaltung \u00fcber Mobile Strategien: Brauchen sie ein App f\u00fcr ihr Gesch\u00e4ft?"},"content":{"rendered":"

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Last week,\u00a0Bridge<\/a>\u00a0organized Talk About IT for the 6th<\/sup>\u00a0time, in cooperation with\u00a0Efactor. Over 60 people visited Boom Chicago in Amsterdam. The event was a success, with an open and positive atmosphere and much relevant exchange of experiences. A short report, written by one of the panel-members:\u00a0Michiel Gaasterland<\/a>\u00a0of\u00a0Storywise<\/a>.\"\"<\/p>\n

The theme of this edition was <\/span>\u2018<\/strong>What is your mobile strategy?\u2019The attendees were mostly independent entrepreneurs and SME business leaders. Despite my years as brand director for\u00a0<\/span>Commodore International Corp<\/a>,\u00a0I\u2019m not\u00a0a mobile specialist. So I was there to help us explore how businesses could fit mobile into their overall marketing 2.0 strategy.<\/span><\/p>\n

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Vorige week organiseerde Bridge<\/a> voor de 6e keer Talk About IT, in samenwerking met Efactor<\/a>.Er waren ruim 60 bezoekers in het Amsterdamse Boom Chicago. Wederom een geslaagd event, een open en goede sfeer en veel relevante kennis uitwisseling. Een kort verslag, geschreven door een van de panelleden: Michiel Gaasterland<\/a> van Storywise<\/a>.<\/p>\n

\"\"<\/a><\/p>\n

Het thema van deze editie was \u2018What is your mobile strategy?\u2019De bezoekers waren hoofdzakelijk zelfstandige ondernemers en SME bedrijfsleiders.Ondanks mijn jaren als marktleider van Commodore International Corp<\/a>. ben ik geen mobile specialist. Dus ik was daar om ons te helpen onderzoeken hoe bedrijven mobile in hun algemene marketing 2.0 strategie kunnen inpassen.<\/p>\n

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F\u00f6rra veckan organiserade Bridge<\/a> Talk About IT<\/a> f\u00f6r 6:e g\u00e5ngen i samarbete med Efactor<\/a>. \u00d6ver 60 personer bes\u00f6kte \u201dBoom Chicago\u201d i Amsterdam. Eventet var en succ\u00e9, med en \u00f6ppen och positiv atmosf\u00e4r och ett mycket relevant utbyte av erfarenheter. H\u00e4r \u00e4r en kort rapport skriven av en av medlemmarna i panelen: Michiel Gaasterland p\u00e5 Storywise.<\/p>\n

\"\"<\/a><\/p>\n

Temat f\u00f6r den h\u00e4r upplagan av eventet var: \u201cVad \u00e4r din mobila strategi?\u201d Deltagarna var huvudsakligen oberoende entrepren\u00f6rer och ledare f\u00f6r sm\u00e5 och medelstora f\u00f6retag. F\u00f6rutom mina \u00e5r som Brand Director f\u00f6r Commodore International Corp<\/a>, \u00e4r jag ingen \u201dmobil\u201d-specialist. S\u00e5 jag var d\u00e4r f\u00f6r att hj\u00e4lpa oss utforska hur f\u00f6retag kunde implementera \u201dmobila l\u00f6sningar\u201d i sin \u00f6vergripande \u201dmarketing 2.0\u201d-strategi. Paneldiskussionen f\u00f6regicks av tv\u00e5 presentationer. Den f\u00f6rsta gavs av Sander Munsterman<\/a> fr\u00e5n xs2theworld \u2013 som har utvecklat mobila l\u00f6sningar f\u00f6r globala varum\u00e4rken s\u00e5som Porsche, IBM, Fanta, Pfizer, Kodak, BBC och Orange. Den andra gavs av Edward H\u00f6lsken<\/a> fr\u00e5n mediaBunker<\/a> \u2013 som har utvecklat skr\u00e4ddarsydda applikationer f\u00f6r alla fr\u00e5n Playboy och Peugeot till Sinterklaas!<\/p>\n

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Letzte Woche veranstaltete Bridge<\/a> in Zusammenarbeit mit Efactor<\/a> zum sechsten Mal Talk About IT<\/a> (Diskussionen \u00fcber IT). Mehr als 60 Leute besuchten Boom Chicago in Amsterdam. Die Veranstaltung, bei dem ein intensiver themenbezogenen Austausch von Erfahrungen stattfand, wurde in einer offenen und positiven Atmosph\u00e4re durchgef\u00fchrt und war ein voller Erfolg. Hier nun ein kurzer Bericht geschrieben von einem der Konferenzteilnehmer: Michiel Gaasterland<\/a> von der FirmaStorywise<\/a>.<\/p>\n

\"\"\u00a0The panel discussion was preceded by two presentations. The first was from\u00a0<\/a>Sander Munsterman<\/a>\u00a0from\u00a0xs2theworld\u00a0\u2013 who have developed mobile solutions for global brand such as Porsche, IBM, Fanta, Pfizer, Kodak, BBC and Orange. The second was from\u00a0Edward H\u00f6lsken<\/a>\u00a0from\u00a0mediaBunker<\/a>\u00a0\u2013 who have developed custom apps for everyone from Playboy and Peugot to Sinterklaas!<\/p>\n

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So let\u2019s see \u2013 should you develop an app for your business?<\/p>\n

1. Mobile Strategy starts with goal setting<\/strong><\/p>\n

Developing an app because it makes your company look cool and innovative towards stakeholders is OK, If that\u2019s your PR goal. But there\u2019s other ways of looking cool & innovative without going to the expense and trouble of developing a mobile app.<\/p>\n

Spending more time on figuring out why you want to do a mobile app, and defining what specifically you want to achieve, will save you the disappointment of developing an app that is not being downloaded or used. It\u2019s a very competitive market. And the app failure rate is high!<\/p>\n

2. Mobile is just another tool or channel; so focus on content<\/strong><\/p>\n

Don\u2019t get me wrong. I am not saying mobile is not important. It is. Somewhere next year, mobile will overtake use of the PC. A good reason to be prepared. But ultimately, it\u2019s just another channel \u2013 like Facebook, your website, blog or Twitter \u2013 that we can use to deliver content to your target audience.<\/p>\n

You need to think of Mobile as an integral part of your entire strategic eco-system. The only element that ties together your entire eco-system is content. So, it\u2019s better to first start considering what content you need to offer, what content users create themselves and how you organize the content. This can now inform your mobile strategy.<\/p>\n

3. Mobile is not just about campaigns<\/strong><\/p>\n

A large chunk of the apps out there are created for campaign purposes. Their downloads are driven by promotion and advertising with the objective to have customers \u2018engage\u2019 with brands through competitions, fun or games and create awareness or sales. But apps can have longer shelf-life, more value and a more strategic business focus as well.<\/p>\n

A great example is the\u00a0Sennheiser Frequency Finder<\/a>. In short: Sennheiser had a problem with one of their flagship products: the wireless microphone. Sound engineers had a tough time getting them to work in venues without interference of other frequencies. This started impacting their customer satisfaction and Trust.<\/p>\n

The Sennheiser iPhone app helps sound engineers find and set the right frequency for any given venue. This allows the product to perform much better. Which increases customer satisfaction and Trust. This will create positive word of mouth and increase sales over time. A great example of strategic use of mobile apps!<\/p>\n

Mobile apps \u2013 look before you leap!<\/strong><\/p>\n

Many businesses often jump into developing an app without first figuring out their strategy. This often brings problems in the actual development stage. Or sometimes,even earlier.<\/p>\n

I talked with a few nice people who advise businesses on the potential and development of apps. Their starting point is always how mobile fits into your business strategy.<\/p>\n

One of the app people told me that they have even advised clients not to develop an app \u2013 but instead focus on building a properly optimized mobile website.<\/p>\n

This is great advice.<\/p>\n

I think the biggest learning from this event is this:<\/p>\n

Make sure you take the time to develop a mobile strategy that: fits your business strategy is built around a specific need of your customers and you have the content to sustain its shelf life.<\/em><\/p>\n

From a personal point of view I want to add one last thing \u2013 apps are cool! Once you have a good strategy, focus on the creative side. Create something that your clients would absolutely love to have. Something that really blows their skirt up. Get creative. Care to the max!<\/p>\n

If you do all of that, you really are getting this whole 2.0 thing. Have fun!<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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