Category

Marketing and Branding

a mobile phone and a dollar

Tap Into the Mobile Economy

By | Blog, Technology, Marketing and Branding

The mobile economy, projected to reach $1 trillion in the U.S. by 2020, is being almost ignored by retailers and advertisers are only directing about 12% of ad revenues to mobile devices. Also sorely neglected is the the vast stream of data created by every tap on every phone. Companies don’t know how to reach people on their mobile devices, and they don’t know what they would say if they could. Fortunately, Anindya Ghose, the foremost expert on mobile economics, has designed the tools that can help your company thrive as business-to-consumer interactions increasingly shift to mobile platforms.

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apple candle with smoking stem

Apple’s Long War of Attrition

By | Blog, Strategy, Marketing and Branding

Apple is fighting a long, grinding campaign. Their goal is the adoption of Apple Pay, their mobile payment system, and the battleground is the billions of financial transactions that happen every day. Horace Dediu, leading mobile industry analyst, writes, “There are no decisive battles won or lost, only the relentless pressure to make progress against a reluctance to change.” In other words, the true enemy isn’t the competition in the mobile payment system space – it’s the nonconsumption of customers who are already comfortable with cash and card swipes. And Dediu thinks that Apple is winning.

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iced coffee

What Job Does Iced Coffee Do? A Case Study

By | Blog, Innovation and Design, Strategy, Marketing and Branding

Taddy Hall and Karen Dillon, partners of Jobs Theory creator Clay Christensen, team up to walk through a compelling real-world application of Jobs Theory in this video. After introducing the theory, Hall applies it to a case study of International Delight’s recently introduced iced coffee line. Hall looks at the jobs performed by iced coffee in general, i.e. why consumers “hire” it every day, and then walks through the innovation process that created an entirely new product category in grocery store refrigerators.

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mobile phone with waves

The Keys That Unlock the $1 Trillion Mobile Economy

By | Blog, Technology, Marketing and Branding

The mobile economy is projected to hit $1 trillion dollars by the year 2020. But while we spend 25 percent of our time using mobile devices, advertisers commit only 12 percent of ad dollars to them. While mobile drives only 2 to 3 percent of direct conversions, it is a factor in 40 percent of final sales. Why such slow adoption by brands? Anindya Ghose, NYU Professor and leading thinker on the mobile economy, describes “context” and “balance” as the possible keys.

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Rice Bowl

Little Rice: Innovation Lessons from China

By | Blog, Innovation and Design, Technology, Marketing and Branding

The Chinese smartphone market has produced companies, leaders, and, of course, phones. But its most significant output is perhaps more unique: a user-centric innovation by Xiaomi that treats hardware as an afterthought rather than the main driver of sales. Clay Shirky, an NYU professor living in China for this academic year (he returns to teaching at New York University later this year), has been studying the $20 billion start-up and its techniques – the centerpiece of his new book, “Little Rice” (Columbia Global Reports).

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