How do traditional enterprises integrate into mobile internet?

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HP, BRI User Experience (share.brixd.com) CEO

What can the traditional enterprise do to use the app?

The mobile internet is changing our lives and changing our business environment. To cite a data that I like to cite: in March 2012, the number of domestic smart terminals (iphones, ipads, Android phones, and flat panels) was 85 million, and by October of the same year, that number had increased to 200 million units. More than 100 million devices were added to the 7-month period. How much will this number increase by the end of 2013?

The characteristic of mobile internet is to pull down the threshold of user experience of technology. People now see the 80-year-old, see 1, 2-year-old children playing the IPad, playing mobile phones, should not be surprised. Imagine, before on the computer, people face the threshold is not higher? Anywhere, lightweight and portable, interactive nature, low cost of error and so on, these for ordinary users, the opening of the use of technology to improve the daily life of the door.

The mobile internet has further changed the way information is delivered, and information is one of the foundations that drives our economic and social functioning. Traditional business is largely driven by traditional media, newspapers, magazines, television and so on, businesses advertise, consumers to spend. The interaction here is often one-way, is broadcast type, people can only passively choose to accept or not. On the basis of mobile Internet, because of the threshold of cognition and the reduction of the threshold of interaction, people can participate more actively in business activities, and can make sound, and the individual can have greater influence. But the enterprise faces, is no longer the group, but the individual. Mobile Internet is able to correspond to the individual, and then large enterprises, now face, may be a single consumer.

Far-sighted enterprises will not overlook the opportunity here. The possibility of a mobile-Internet express could be a corner in many traditional business races. Some sharp-eyed businesses do well, such as Nike, which should be one of the first companies to catch a car in a traditional enterprise. FuelBand's ecosystem is linked to Nike's own field (sports and health) and the advantages of mobile Internet.

From a technical standpoint, there are a number of options on the mobile internet for businesses, mobile web sites, Native apps (native applications), Hybrid apps (native and Web hybrid applications), and applications based on third-party platforms, such as micro-credit applications (with more interactive micro-public accounts). , Facebook apps, including Weibo, haven't really formed such a platform in China. Many enterprises hesitate to choose what kind of platform, in fact, every way and platform have their own application of the scene, have their own coverage and advantages and disadvantages, the key is to use the right place.

The mobile internet itself is a very broad field, each enterprise and its own industry, the field together, can do something on top. Nike's example is relatively pioneer, in fact, more enterprises can at least first in the brand communication, product marketing, building and consumer two-way communication channels to start. Of course, there are enterprises within the mobile information and so on, is a broader field, we have some practice here, and then share.

In addition to sharing the "most beautiful applications" micro-letter account, BRI has been in the field of enterprise applications have a lot of research and practice. The focus here is on direct mobile internet contact points between businesses and consumers. I have summed up 10 typical examples from a previous lecture:

1. Uniqlo Calendar-> increase brand exposure

This App doesn't have a special feature, but it's a very appealing form, and the axis-shifting effect is interesting. Overall it is easy to connect with the entire brand image of Uniqlo.

2. Uniqlo Uniqlooks-> Lifestyle + social impact

The social application of Uniqlo allows people to share their Uniqlo style. Can let the user move up, help the brand to spread, this is much better than the enterprise own puff, of course, the prerequisite is to really can interact. Brand social and social tools is a very internet thing, traditional industry enterprises often lack such executive power.

3. No printing products MUJI to go-> feature support

A variety of tools for travellers, such as global practice, exchange rates, computers, weather, and descriptions of various standard plugs. In providing value for people at the same time, but also promote the printing of good products and brands and products.

4. Heineken STAR PLAYER-> brand implant and hotspot events

Users through the mobile phone application platform download Heineken Beer Quiz program, you can through their own mobile phone terminal to participate in the Champions Game quiz. At the time of the UEFA Champions League, when the game goes into a penalty, a shot, a corner, etc, the logged in user can guess and earn points.

5. Nike Training Club-> Field impact

Companies need to maintain a continuous impact in their own areas, as much as possible to expand the interface with consumers, which often does not mean to sell goods directly.

6. Swatch & Art-> Interactive + fun

Swatch's watch is so much ... Mobile apps are really good platforms to showcase. Swatch's application will display these colorful watch styles, and when you operate with your hands, you can also paint the colors of the bright brush strokes, which is very consistent with Swatch brand characteristics.

7. Starbucks Alarm Clock-> O2O Interactive

The Starbucks alarm Clock is an example that is often cited. Get up with this alarm clock and go to Starbucks to have coffee at a discount (now the event is over). This is an interesting idea, the company's online and offline activities are connected, but of course, it will be more difficult to implement.

8. P&g:pampers Hello Baby Pregnancy Calendar-> Emotional blending

A series of child-related applications from Procter and Gamble began marketing from the time of pregnancy. But this period is indeed the most easy and the user has emotional resonance stage. Of course, the premise is that the App itself has to do well. Have friends feedback, this application in the design and development of some problems, which will affect its effect. http://share.brixd.com/index.php/hello-baby/here are more introductions.

9. P&gsitorsquat:restroom Finder-> positioning just needed

Procter and Gamble's paper products brand, made a search for toilet application, this is really consistent with the brand direction, and for the user is very practical. The most interesting thing is that the evaluation of the toilet, is suitable for "squat" or suitable "sit" to express ^_^. However, this application in the app Store on the evaluation is not too high, a good idea and direction, to do well, but also need to have a truly internet-oriented team and executive power.

Tabio Slide Show-> play the expressive force of mobile Internet

Tabio is a sock brand, it is very recommended to find this application to see, very creative, video and E-commerce combined, the entire application is like telling a story, but also in the display of goods, so that the experience is much better than cold static page.

More and more companies are starting to practice mobile Internet. There are also interesting attempts, such as http://share.brixd.com/index.php/annual-report/many listed companies to publish their earnings via app, where Danone's app is pretty stunning. Siemens's Kitchen app is also interesting http://share.brixd.com/index.php/shi-shang-chu-fang/, each product and company, also has its own territory.

Attach some of the ideas I wrote before:

Whether it's micro-blogging, micro-mail or PC web,mobile web,mobile App, these are new media media, no matter how we provide services, for businesses, the way of doing business has started different. In the next 5 years and 10, the current digital natives (users who started to use digital products from an early age) had become mainstream by then, what would be the commercial shape of the day?

In the new business form, even the product to the project organization is changing, rapid iterative, continuous improvement of the way, not only the Internet products unique, we are more and more found, is this not the way to do things should be?

For most end-consumer enterprises, they are dealing with these elements: brands, products, people. In the new media, it should be: value, experience, platform and data.

What we are doing is to present, deliver, and tap the three elements of brand, product and person (relationship) in terms of value, experience, platform, and data to maximize utility. We need to provide and create value, build a better user experience, and use the right platform to collect and leverage good data.

I believe that the mobile internet has only just begun to change us. In the mobile internet trend, the brand, products and people will interact in different ways, and should this change, is definitely not like many enterprises in the current practice, the ads simply moved to the mobile phone can be. On TV, computer Internet, advertising is already enough, packaging to the APP is it people will like it? More often, it's just a little refreshing inside the business. We've studied thousands of apps, many of which have fewer downloads, which in the end just become the product of internal entertainment.

To make the mobile internet to play a role, we need to truly provide value for consumers as users, so that the application of users useful, easy to use, and itself should be elegant, consistent with the brand's temperament and tone.