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Transcript
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
…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
Four characteristics distinguish Mobility:
Presence
Mobile devices will be our constant
companions, whether we carry them with us or
encounter them in devices we use everyday
Immediacy
Freedom from a stationary PC means we can
access information or conduct transactions as
close as possible to the instant we need it
Location
Freedom 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
Interest
Consumers in a certain location and a
specified time can be instantly unified by their
common interests
Mobile Marketing
How?
Why?
Web site
Portal
Banner
SMS campaign
MMS campaign
Couponing
Branding
Image
Acquisition
Satisfaction
DM
Loyalty building
Confirmation
Alert
Community
Satisfaction
CRM
Product info
Contests
Promotion
Sales
Mobile sales site
Retail
M-commerce
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
Hospital
Patient’s
Record
Family
Contact
Notification
Bar Code
Information
Patient’s
Condition
Wireless MD
Notification
WAP, HTTP Interface
Central database management
Patients
Scan Bar Code
Primary
Physician
Instant
Communication
Ambulance
Crew
Revenue Model: Subscription-based
Hospital,
Ambulance
Enrollees
(Employers)
Communication
Devices
Pharmaceutical
Companies
Wireless MD
Advertising
Service via
24/7 Web
Interface
Patients
SmartCards
$
Services
$
Services
Insurance
Mobile Asset Management
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
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
…that wants to integrate
mobility into existing
service offerings…
…to create a platform for
differentiated 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
First to field test metered
insurance for fleet applications
25% reduction in premium
costs

Awarded
two patents for
usage based insurance
system
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?


HubSpot has begun to differentiate its products as it has learned more
about its customers. Should it do more?




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.
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?