Mais conteúdo relacionado Semelhante a The Business Model around QR Codes – Perspectives (20) Mais de Florian Vollmer (20) The Business Model around QR Codes – Perspectives1. The Business
Model Around
QR Codes –
Perspectives
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florian.vollmer@inforetail.com
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@florianvollmer
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
3. www.inforetail.com www.gatech.edu
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4. What is a QR Code?
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5. The Business
Model Around Mobile Engagements, Enabled by
QR Codes –
Perspectives
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7. rapid slow
deep shallow
adaptive defined
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8. “showrooming!”
“ZMOT!”
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12. www.inforetail.com = bit.ly/v9BOr1 =
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13. Will they catch on?
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14. Prepare for an experiment.
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15. 8 Seconds
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16. Will they catch on?
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18. [not the end]
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19. 7
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20. 1 2 3 4 5 6 7 8
Scan UPC on package Click “Rescan?” Scan UPC on Click “Help” Confirm supported Scan UPC on App crashes Re-launch App
package again code formats package again
9 10 11 12
Scan UPC on Click “Rescan?” Scan UPC on Quit THD App
beam sticker display sticker
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21. 13 14 15 16 17 18
Scan UPC on package Notice a lower price Get product specs Confirm package Confirm purchase Purchase item using
using Lowe’s app contents options Lowe’s in-store app
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22. Will they catch on?
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25. A QR Code pointing to a non-mobile site is a
CRIME!
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26. 2011 2012
Smartphones in May ‘11 and Feb ’12
50%
38%
25%
13%
0%
Smartphone Other cell phone No cell phone
Princeton Survey Research Associates International via Statista
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27. 2011 2012
Smartphone Users by Age Group 2011
80%
60%
40%
20%
0%
18-24 25-34 35-44 45-54 55-64 65+
Source: Princeton Survey Research Associates International via Statista.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
28. Send or receive text messages
Take a picture
Access the internet
Send a photo or video to someone
Send or receive email
Download an app
Play a game
Play music
Record a video
Access a social networking site
Watch a video
Post a photo or video online
Check your bank balance or do any online banking
Access Twitter
Participate in a video call or video chat
0% 25% 50% 75% 100%
Activities when using Smart Phones - US 2011
Source: Pew Research Center via Statista.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
29. Printed magazine or newspaper
Product packaging
Website on PC
Poster or flyer or kiosk
Business Card or brochure
Storefront
TV
0% 13% 25% 38% 50%
Sources of QR code scanning U.S. June 2011
Source: Comscore via Statista.com
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30. QR Code users US June 2011 by age
40%
30%
20%
10%
0%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Source: Pew Research Center via Statista.com
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31. Will they last?
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32. QR RFID/ Augm.
NFC
1.) Relative Is it better than the previous generation? 0.5 0.9 0.9
advantage
2.) Compatibility Can it easily be assimilated into someone's 0.5 0.4 0.4
life?
3.) Complexity/ Is it too cumbersome to adopt? 0 0.2 0.5
Simplicity
4.) Trial-ability How easily can it be experimented with as it 0.75 0.5 0.8
is being adopted?
5.) Observability How visible is the innovation? 0.75 0.6 0.6
6.) Cost How cost-effective is the deployment? 0.8 0 0
Average 0.55 0.43 0.53
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34. A Sketch for a Business Model
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35. Benefits - Cost = Value
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36. Direct & Indirect
Corporation & User
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37. Brand A
Branded built-to order furniture
High price point
10 week lead time
Sophisticated marketing practice & metrics system
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38. Brand B
Non-branded discount furniture
Low retail price point
Instant gratification
Basic inventory management system
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39. Direct Indirect
Benefits
Indirect Bene
Benefits A B
Cost
Indirect Costs A B
User User User
Time 0.3 0.3
Educational Value 1 0.3
Cognitive Load & Prep 0.3 0.3
Play & Surprise 0 0
Privacy Concerns 0.3 0.3
Collective Decision Making 0.6 0.6
Corporation Corporation
Corporation
Training 1 1
Brand Channel 1 0 Management 0.6 0.6
Impressions 1 0.3 Cross-Functional Integration 0.3 0.6
Simplify the Complex* 1 0.3 Strategy Integration 0.3 0.6
Direct Bene
Benefits Direct Costs
User User
No need to note/ remember 0.6 0.6
User
Device Ownership 0.3 0.3
Adaptive Information 1 0.3
Value of Storytelling 1 0.6
Corporation
Corporation Corporation
Mobile Web Development
Marketing Plan Integration
0.6
0.3
1
1
Expanded Real Estate** 1 0.3
IT Integration 0.3 1
Expanded Metrics 1 0.3 Update of POS Materials 0.3 0.3
Diversified Content 1 0.3
Average Bene
Benefits 0.85 0.325 Average Cost 0.41 0.61
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40. Indirect Benefits A B
User
Educational Value 1 0.3
Play & Surprise 0 0
Collective Decision Making 0.6 0.6
Corporation
Brand Channel 1 0
Impressions 1 0.3
Simplify the Complex* 1 0.3
41. Direct Benefits
User
No need to note/ remember 0.6 0.6
Adaptive Information 1 0.3
Value of Storytelling 1 0.6
Corporation
Expanded Real Estate** 1 0.3
Expanded Metrics 1 0.3
Diversified Content 1 0.3
Average Benefits 0.85 0.325
42. Indirect Costs A B
User
Time 0.3 0.3
Cognitive Load & Prep 0.3 0.3
Privacy Concerns 0.3 0.3
Corporation
Training 1 1
Management 0.6 0.6
Cross-Functional Integration 0.3 0.6
Strategy Integration 0.3 0.6
43. Direct Costs
User
Device Ownership 0.3 0.3
Corporation
Mobile Web Development 0.6 1
Marketing Plan Integration 0.3 1
IT Integration 0.3 1
Update of POS Materials 0.3 0.3
Average Cost 0.41 0.61
44. A B
Average Cost 0.41 0.61
Average Benefit 0.85 0.33
Value of QR Code Initiative 0.44 -0.28
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45. Yes! Maybe. No!
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46. Information Gathering Spaces
• Limited real estate, lots of information
• Interactive content adds value
• Seeking information from customer, i.e. email, facebook, feedback
• Giving more control to the customer on the retail floor
• Post-purchase engagements like banking, project management
• Recommendations & peer feedback ... people also bought
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47. Exploratory Spaces
• Business card
• Checkout waiting area
• Comparisons
• Museums and events
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48. Dynamic Spaces
• Billboard
• TV Ad
• Anything in a high traffic area
• Anything in a dynamic context
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49. Yes!
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55. 5-Step Process of Designing for
Successful Implementation
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56. • Value
• Touchpoint XRAY
• The why
• Value of impressions/ expressions
1. Understand • "pull is the new push"
• Goal-oriented search vs.
exploratory search
• Goal conversion from exploratory
to goal-oriented
57. • Business goal for a QR deployment
• Integration with other initiatives
• Development process (avoid silos,
2. Define follow corporate design
guidelines, ...)
• Specification actual metrics
• Location based integration?
59. • System
• Content
4. Develop • In-house
• Partners
• "break stuff"
60. • Inventory
5. Deploy •
•
Track
Measure
• Update/ nourish content
61. Scan!
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62. Scan to access a copy of
this presentation.
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63. “Scan or be Scanned”
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65. • SMS
• 2d barcodes
• Image recognition
• NFC
• Blue tooth
• Wifi
• Mobile web
• Mobile app
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71. Invest in content, not the triggering mechanism
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72. Think about the customer journey, beyond just the touchpoint
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74. Codesigning
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75. technologists
training
IT
marketing
business
Stakeholder Activation operations
brand
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77. Global
Managing Complexity
System of
Systems
System
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78. The Business
Model around
QR Codes –
Perspectives
www.inforetail.com
florian.vollmer@inforetail.com
www.florianvollmer.com #IRinc
@florianvollmer
© Florian Vollmer & Info Retail 2012 – www.inforetail.com