Prestige100 mobile2012

Mobile IQ© L2 2012 L2ThinkTank.com
January 11, 2012
SCOTT GALLOWAY
NYU Stern

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Mobile
Clinic
Welcome
Scott Galloway Founder, L2
Digital Omnivores: Key Insights Into Today’s
Connected Consumer
Mark Donovan SVP Mobile, comScore, Inc.
Mobile is Dead, Long Live Mobile
Andy Weissman Partner, Union Square Ventures
The Game Changer on the Path to Purchase
Jeremy Arnon Strategic Partner Development, Google
Q&A Session
Evolving Strategy for Creative Execution in Mobile
Nuri Djavit Partner & CEO, Last Exit
HTML5: Going Web vs. Going App
Jason Baptiste Cofounder & CEO, OnSwipe
Lessons from “The Collection”
MZ Goodman & Simone oliver New York Times
Influencing Real Life Networks
Tanuj Parikh Business Development Manager, GroupMe
Insights from Prestige 100®
: Mobile IQ
MAUREEN MULLEN & Colin Gilbert Research & Advisory, L2
Q&A Session
Welcome
Scott Galloway Founder, L2
The Mobile Landscape in Europe
Jeremy Copp VP, Mobile, Europe, comScore, Inc.
Evolving Strategy for Creative Execution in Mobile
Kent Valentine Engagement Director, Last Exit
Retail … Forever Transformed
Chuck Goldman Chief Strategy Officer, Apperian, Inc.
Case Studies & Best Practices in Prestige Mobile
Patrick Sarkissian CEO & Founder, Sarkissian Mason
Q&A Session
The Google Mobile Platform
Robbie Douek Head of Mobile Sales & Operations, Google France
L2 Mobile Research
Maureen Mullen & Colin Gilbert Research & Advisory, L2
Hugo Boss: A Case Study
Markus Aller Teamleader, Online Media, Hugo Boss
Joachim Bader Managing Director, CLANMO GmbH
Q&A Session
nyc ParisJanuary 19, 2012 NYU Stern January 24, 2012 Palais Brongniart
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© L2 2012 L2ThinkTank.com 3
Want to know more about your brand’s Mobile IQ?
CONTACT US
Mobile IQ
In the fourth quarter of 2010, more smartphones
were shipped than PCs for the first time.1
By 2015, more
users will access the Internet wirelessly via a mobile device than
from a wired Ethernet connection.2
Over the next five years,
m-commerce sales are set to quintuple.3
On the year’s biggest
shopping day, Black Friday, online retail traffic from mobile
devices comprised 14.3 percent of page views, up from 5.6
percent last year, and mobile sales ballooned to 9.8 percent of
online sales, up from 3.2 percent last year.4
Throughout the past
decade, analysts have relentlessly predicted “The Year of Mobile.”
It now looks as if we are in the fledgling innings of a mobile era.
Game Changer
The introduction of the iPad in April 2010 has escalat-
ed the mobile opportunity. Tablets register e-commerce
conversion rates of four to five percent versus three percent on
traditional PCs.5
The user demographics for the iPad and other
tablets illuminate the opportunity for prestige brands: 20 percent
of individuals with $1 million or more in investable assets own
a tablet and spend 50 percent more time on the device than
on their smartphone.6
APPeal
Prestige brands have been prudish with mobile.
The mobile strategy for most brands has been dominated by
blind investments in iOS apps that lack utility and “stickiness.”
Seven in 10 brands in the Index maintain at least one iOS app, but
less than a third of all apps produced are commerce-enabled.
Use of features such as notifications, geolocation, and
language specification is more limited. Less than a fifth of
brands have developed a distinct, iPad-specific experience.
M-Commerce
We believe the game will be won or lost via develop-
ment and optimization of robust, device-agnostic
mobile commerce sites. Although two-thirds of brands
currently maintain a mobile site (the majority launched within
the past year), only 67 percent of these sites are commerce-
enabled. Furthermore, use of such marketing tactics as mobile-
optimized search marketing, cross-platform mobile promotion,
and mobile display advertising is scant.
Mobile:End of the Beginning
1. “Smartphone Shipments
Surpass PCs for the First
Time. What’s Next?” Chloe
Albanesius, PC Magazine,
February 8, 2011.
2. “IDC: Mobile Internet to
Pass PCs by 2015,” Mark
Hachman, PC Magazine,
September 12, 2011.
3. “Mobile Commerce
Forecast: 2011 to 2016,”
Sucharita Mulpuru, Forrester,
June 17, 2011.
4. “Shoppers Research Deals
via Mobile and Online Ahead
of 2011 Black Friday Sales,”
Miranda Miller, Search Engine
Watch, November 28, 2011.
5. “Tablets: Ultimate Buying
Machines,” Dana Mattioli,
Wall Street Journal,
September 28, 2011.
6. “Why Millionaires Love
Steve Jobs (and the iPad),”
Robert Frank,
WSJ Blog: The Wealth Report,
August 25, 2011.

CONTACT US
Mobile IQ
Scott Galloway
Founder, L2
Clinical Professor of Marketing, NYU Stern
Iconic, but Immobile
While more than half the brands in the Index maintain
both an app and a mobile site, 16 percent of brands
have yet to produce either. Icons such as Hermès, Patek
Philippe, Bottega Veneta, and Marc Jacobs rely exclusively on
their traditional site experience, which in some cases proves
inaccessible on mobile devices. Mobile competence may be a
crystal ball for a brand’s global prospects. Ground zero for growth
in prestige exists in emerging markets among a burgeoning
middle class who are increasingly turning to a small screen to
learn about and ultimately purchase prestige brands’ products.
Mobile IQ = Innovation’s Canary
in the Coal Mine
Our thesis is that competence in mobile is
inextricably linked to shareholder value in the
prestige industry. Key to managing and developing a
competence is an actionable metric. This study attempts
to quantify the mobile and tablet competence of Prestige
100®
brands. Our aim is to provide a robust tool to diagnose
strengths and weaknesses and help managers achieve
greater return on incremental investment.
Like the platforms we are assessing, our methodology is
dynamic, and we hope you will reach out to us with comments
that improve our investigation and findings. You can reach
me at scott@stern.nyu.edu.
Regards,
52%
Both
70%
Mobile App
66%
Mobile-
Optimized
Site
16%
Neither
prestige 100®
mobile investments
(December 2011)
2010 2011 2012 2013 2014 2015 2016
3
6
10
14
19
25
31
BILLIONSOFDOLLARS
mobile commerce sales FORECAST 2010–2016
United States
(Source: Forrester, June 2011)
cagr: 39%

CONTACT US
Mobile IQ
Methodology
mobile sites:
Mobile-Optimized Sites:
• Technology
• Navigation & Search
• Social Media Integration
• Customer Service
• Product Page
• Account & Check-Out
Mobile Applications:
Availability:
• iOS (iPad Differentiation)
• Android
• Blackberry
• Windows Phone Series 7
• Symbian
mobile marketing:
• Mobile SEO on Google & Bing
• Email: Mobile Compatibility & Cross-Promotion of Mobile Properties
• SMS: Sign-Up & Activity
innovation & integration:
• Integration: Promotion of Mobile Efforts on Site, Facebook, and Twitter
• Geolocal: Presence & Activity on Foursquare
• Innovation: Mobile Ad Campaigns, QR Codes, Mobile Wallet Support, etc.
30%
15%
40%
15%
Mobile IQ Classes
IQ Range Class
140+ GENIUS
Mobile competence is a point of
differentiation. Brands pursue a
device-agnostic app/site strategy,
embrace m-commerce, and
consciously integrate mobile
across wider digital footprint.
110–139 GIFTED
Brands demonstrate high-quality,
high-impact approach to mobile within
a select dimension, sometimes at the
expense of a wider mobile offering.
90–109 AVERAGE
Efforts are siloed and inconsistent.
Mobile presence suggests explicit
preference for site versus app
strategy or is primarily concentrated in
low-cost entry platforms (e.g., geolocal).
70–89 CHALLENGED
Limited mobile investment reflects
low prioritization relative to other
digital efforts.
<70 FEEBLE
Investment does not match
opportunity.
App Store Performance:
• Ratings
• Comments
• Update Frequency
• Language Support
Functionality:
• Navigation
• Pathway to Purchase
• Personalization
• Phone Feature Utilization
Tablet Experience:
• Compatibility
• Ability to Transact
• HTML5 Support

CONTACT US
Mobile IQ
Brand
Ranking
Rank Brand Category Parent Mobile IQ Class Description
1 SEPHORA Retail LVMH 164 Genius Long-standing, sustained, iterative investment in mobile pays off
2 NORDSTROM Retail Nordstrom, Inc. 156 Genius
New mobile app leapfrogs peer efforts with firm link between in-app and
in-store experience
3 MACY’S Retail Macy’s, Inc. 155 Genius
Active SMS program and Xmas app experience add unique elements to strong
mobile portfolio
4 NET-A-PORTER Retail
Compagnie Financière
Richemont S.A.
143 Genius
Unique apps for local promotions, store exclusives, and spinoffs complement
strong mobile site
5 BLOOMINGDALE’S Retail Macy’s, Inc. 135 Gifted Engaging, offer-centric mobile site overshadows generic iPad catalog app
6
L’OCCITANE EN
PROVENCE
Beauty & Skincare
L’Occitane
International S.A.
133 Gifted Both mobile app and site feature weak aesthetics, but excel in functionality
6 TIFFANY & CO. Watches & Jewelry Tiffany & Co. 133 Gifted “What Makes Love True” mobile app demonstrates strong geolocal aptitude
8 NEIMAN MARCUS Retail Neiman Marcus Group 125 Gifted
Differentiated app approach on iPhone (“Gifts”) vs. iPad (“Catalog”) works
to its advantage
9
INTERCONTINENTAL
HOTELS & RESORTS*
Hospitality
InterContinental
Hotels Group plc
119 Gifted
Presence across four of the five mobile app platforms; “Concierge Insider
Guides” iPad app provides unparalleled local insights for 100+ global properties
10 ESTÉE LAUDER Beauty & Skincare
Estée Lauder
Companies, Inc.
115 Gifted
“Illumination” iAd campaign and high-functioning mobile site compensate for
one-dimensional apps
11 AVEDA Beauty & Skincare
Estée Lauder
Companies, Inc.
113 Gifted
New “My Style” app invites users to upload personal hairstyle while mobile site
provides exclusive offers for mobile customers
12 RALPH LAUREN Fashion
Ralph Lauren
Corporation
112 Gifted
Digital innovator demonstrates balanced investment across mobile app, mobile
site, tablet experience, and mobile advertising
13 SAKS FIFTH AVENUE Retail Saks, Inc. 111 Gifted Strong iPad catalog app compensates for low-impact mobile site
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

CONTACT US
Mobile IQ
Brand
Ranking
13 YVES SAINT LAURENT Fashion Gucci Group (PPR) 111 Gifted New mobile site brings fashion label in sync with advanced, beauty-centric apps
15 DAVID YURMAN Watches & Jewelry David Yurman, Inc. 104 Average Mobile site launched in November is a welcome replacement for aging iPhone app
16
DIANE VON
FURSTENBERG
Fashion Diane Von Furstenberg 102 Average
M-commerce does not carry over from site to app; instead promotes exclusives like
Signature Skin iPhone covers, the App Wrap dress, and DVF-endorsed music
17 ERMENEGILDO ZEGNA Fashion
Ermenegildo Zegna
Holditalia S.p.A.
101 Average
Singular focus on iPad virtual store, which is consistently promoted across all
digital properties
17
MANDARIN ORIENTAL
hotel group
Hospitality
Jardine Matheson
Group
101 Average
“Cities by MO” provides expansion content for “MOHotels” app depending on
user’s destination or interest
17 RITZ-CARLTON* Hospitality
Marriott International,
Inc.
101 Average
Simple, streamlined mobile site and “World Concierge” campaign on Foursquare
compensate for disappointing apps
20
FOUR SEASONS HOTELS
AND RESORTS
Hospitality
Four Seasons
Hotels, Inc.
100 Average Industry leader in Foursquare followers, with tips for 83 properties
20 GUCCI Fashion Gucci Group (PPR) 100 Average
Sophisticated, technologically advanced “Gucci Style” app immerses user in
brand-curated content that extends well beyond the clothes
22 BURBERRY Fashion Burberry Group plc 99 Average
Second highest-scoring mobile site in Fashion enables brand to compete without
investing in apps
22 CLINIQUE Beauty & Skincare
Estée Lauder
Companies, Inc.
99 Average
Early adopter of in-store iPad kiosks and one of only three beauty brands with an
active SMS campaign
22 JW MARRIOTT* Hospitality
Marriott International,
Inc.
99 Average
Universal “Marriott International” app allows booking at JW properties and
provides external links to strong mobile web assets
25 PARK HYATT* Hospitality
Hyatt Hotels
Corporation
98 Average
Cross-brand “Hyatt” app allows booking at Park Hyatt hotels; parent’s mobile site
provides extensive photo galleries of Park Hyatt properties
26 CLARINS Beauty & Skincare Clarins S.A. 94 Average
Strong search elements on mobile site; fragrance release (Thierry Mugler Angel)
proves a fan favorite in the app store
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

CONTACT US
Mobile IQ
Brand
Ranking
26 GIORGIO ARMANI Fashion Giorgio Armani S.p.A. 94 Average
Touch-enabled mobile site compensates for unfocused, fragrance-centric app
store offering
26 OMNI HOTELS & RESORTS Hospitality TRT Holdings 94 Average Mobile app and site do little to go beyond the basics
29 TORY BURCH Fashion Tory Burch LLC 92 Average Mobile store finder features Foursquare integration; no apps
30 BERGDORF GOODMAN Retail Neiman Marcus Group 91 Average
“Shoe Salon” app and Foursquare Mayor specials prevent brand from falling too
far behind fellow retailers in absence of mobile site
31 COACH Fashion Coach, Inc. 90 Average
Mobile users greeted with in-store signage that unlocks exclusive information on
Kristin collection
31 SOFITEL* Hospitality Accor 90 Average
Leverages “Accor Hotels” app and parent’s mobile site to its advantage, but
these assets dilute Sofitel brand
33 CHANEL Fashion Chanel S.A. 89 Challenged
Fashion and accessories elements of mobile site still prove inaccessible, forcing
strict reliance on apps
33
CONRAD HOTELS
& RESORTS*
Hospitality Hilton Worldwide 89 Challenged
Unique app development for “Conrad” brand that proves interoperable with Hilton
Honors account
33 DOLCE & GABBANA Fashion
Dolce & Gabbana
Industria S.p.A.
89 Challenged
“Fashion Channel” replicated across both mobile site and apps, but stops short
of m-commerce
36 ORIGINS Beauty & Skincare
Estée Lauder
Companies, Inc.
88 Challenged
Mobile site features extensive user reviews of products but provides no way to
submit one’s own opinions on the go
37 CARTIER Watches & Jewelry
Richemont S.A.
87 Challenged
Multiple iPad apps and strong universal “Cartier Bridal” app, but mobile shopping
experience leads to Call an Advisor
37
FAIRMONT HOTELS
& RESORTS
Hospitality
Fairmont Raffles
Hotels International
87 Challenged
President’s Club participation allows guests to share stories, with user photos
appearing alongside official property images
39 CALVIN KLEIN Fashion PVH Corporation 86 Challenged
CK One augmented reality experience available on three of the five mobile
platforms assessed
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

CONTACT US
Mobile IQ
Brand
Ranking
40
WESTIN HOTELS
& RESORTS*
Hospitality
Starwood Hotels &
Resorts Worldwide, Inc.
85 Challenged
Innovative ad campaign in Weather Channel iPad app takeover; eight property-specific
apps with limited functionality undercut superior utility of “SPG” cross-brand app
41 LOUIS VUITTON Fashion LVMH 84 Challenged
Innovative tie-in between Amble app and Foursquare does not save dead-end
mobile site experience
41 M·A·C COSMETICS Beauty & Skincare
Estée Lauder
Companies, Inc.
84 Challenged
Strong video content and M·A·C Artist profiles only exist on mobile site, not the
app store
43 LANCÔME Beauty & Skincare L’Oréal Group 82 Challenged
Advanced user-generated content element of mobile apps only partially
compensate for lack of mobile site
43 ST. REGIS* Hospitality
Starwood Hotels &
82 Challenged
E-Butler app provides guest-specific functionality that goes beyond the basic
guest services book
43 WALDORF ASTORIA* Hospitality Hilton Worldwide 82 Challenged
Brochure-ware app mitigated by functional mobile site leveraging Hilton
Honors system
46 KIEHL’S Beauty & Skincare L’Oréal Group 81 Challenged
Clean mobile site navigation provides outlet for browsing but not buying
(Call to Order)
46 LE MÉRIDIEN* Hospitality
Starwood Hotels &
81 Challenged
Heavy reliance on “SPG” app for mobile bookings; property-specific app limited
to Dubai
48 BARE ESCENTUALS Beauty & Skincare
Shiseido Company,
Limited
80 Challenged
“Be a Force of Beauty” campaign incorporated QR codes tied to model’s bio,
look, and associated beauty products
49 RAYMOND WEIL Watches & Jewelry Raymond Weil S.A. 79 Challenged December launch of official app rounds out mobile investment
50 AUDEMARS PIGUET Watches & Jewelry
Audemars Piguet
Holding S.A.
76 Challenged
Comprehensive promotion of mobile footprint on site as brand extends app
experience to Android
50 RELAIS & CHÂTEAUX Hospitality n/a - Global Fellowship 76 Challenged
App “Guides” provide novel path to property discovery, but R&C remains the only
hospitality brand without a mobile site
50
SHANGRI-LA HOTELS
AND RESORTS
Hospitality
Shangri-La Asia
Limited
76 Challenged
Tokyo and Manila property apps do not extend to wider resort portfolio; mobile
site allows for limited property exploration
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

CONTACT US
Mobile IQ
Brand
Ranking
53 HUGO BOSS Fashion
Valentino Fashion
Group S.p.A.
75 Challenged
Site and apps still lack m-commerce, but do include innovative features like color
matching via camera image
53 JAEGER-LECOULTRE Watches & Jewelry
Richemont S.A.
75 Challenged
“My Reverso” app provides user the freedom to visualize custom engraving
before reaching out to a concierge
55 SWAROVSKI Watches & Jewelry Swarovski AG 73 Challenged
SCVNGR hunt in London demonstrates willingness to experiment beyond the
app store
56 JUMEIRAH Hospitality Jumeirah Group 71 Challenged
Emirates Towers property claims sole app; iPad defaults to mobile site designed
for smaller screen
57 MORGANS HOTEL GROUP Hospitality Morgans Hotel Group 69 Feeble
Sections of mobile site (City Guides) revert back to main site; iPad defaults to
mobile optimized site designed for a smaller screen
58 PHILOSOPHY Beauty & Skincare Coty Inc. 68 Feeble Strong gift finder and navigation filters differentiates mobile site
58 VALENTINO Fashion
Valentino Fashion
Group S.p.A.
68 Feeble
Encyclopedic iPad app lacks personalized features, but mobile-optimized
shopping portal hints of progress
60 OMEGA Watches & Jewelry The Swatch Group, Ltd. 66 Feeble Parallel mobile app/site designs feature comprehensive search tools
61 SMASHBOX Beauty & Skincare
Estée Lauder
Companies, Inc.
65 Feeble
Innovative product QR codes direct users to video tutorial by makeup artist Lori
Taylor; recently optimized email marketing for mobile screens
61 VAN CLEEF & ARPELS Watches & Jewelry
Richemont S.A.
65 Feeble
Mobile placeholder site offers access to catalog and store locator, circumventing
flash-heavy site
63 HUBLOT Watches & Jewelry LVMH 64 Feeble
360-degree product views, augmented reality features, and video content in app
do not distract from aging mobile site
63
ROSEWOOD HOTELS
& RESORTS
Hospitality New World Hospitality 64 Feeble One of only two hospitality brands without an app store presence
65 BULGARI Watches & Jewelry LVMH 61 Feeble
Brand replicates all product-specific apps across iPhone and iPad without
customization; “Bulgari Touch” site lacks m-commerce
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

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Mobile IQ
Brand
Ranking
66 BENEFIT cosmetics Beauty & Skincare LVMH 59 Feeble
August test of in-store iPad kiosks demonstrates increasing innovation in mobile
space beyond HTML5 site
67 THE PENINSULA HOTELS Hospitality
Hongkong and Shanghai
Hotels, Limited
58 Feeble
Mobile site requires guest to call or email reservations desk, forcing reliance on
buggy app
67 ROLEX Watches & Jewelry Rolex Holding S.A. 58 Feeble
Strong demand for third-party reference apps demonstrates (missed) opportunity
beyond mobile site and tablet e-magazine
69 BARNEYS NEW YORK Retail Istithmar PJSC 57 Feeble
Remains the only retailer in the Index to shy away from the app store; no longer
redirecting to mobile site
69 MONTBLANC Watches & Jewelry
Richemont S.A.
57 Feeble
Strong app presence and product specific-promotions do not compensate for
lack of a mobile site
71 CHOPARD Watches & Jewelry Chopard Holding S.A. 56 Feeble
App presence focused exclusively on “Happy Diamonds” collection; mobile site
features simple photo gallery
72 HARRY WINSTON Watches & Jewelry Harry Winston, Inc. 52 Feeble
“Harry Winston Timepieces” app has limited functionality; HTML5 enables solid
tablet experience
73 ELIZABETH ARDEN Beauty & Skincare Elizabeth Arden 51 Feeble Mobile site for Prevage line of skincare products only
74 TOD’S Fashion Tod’s S.p.A. 50 Feeble
Limited mobile site and heavily promoted iPad apps are all about presentation,
not functionality
75 ALFRED DUNHILL Fashion
Richemont S.A.
49 Feeble E-magazine iPad app tests mobile aptitude by mirroring “Day 8” microsite
76 SHISEIDO Beauty & Skincare
Shiseido Company,
Limited
48 Feeble App store experience caters exclusively to Chinese market
77 BOBBI BROWN Beauty & Skincare
Estée Lauder
Companies, Inc.
47 Feeble
Mobile-friendly email marketing demonstrates awareness of mobile consumers,
despite the lack of mobile apps/site
77 DE BEERS Watches & Jewelry LVMH 47 Feeble Lack of a mobile site and apps partially offset by move to HTML5
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

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Mobile IQ
Brand
Ranking
79 IWC SCHAFFHAUSEN Watches & Jewelry
Richemont S.A.
44 Feeble Best-in-class quarterly e-magazine content does not include comments/ratings
79 MARC JACOBS Fashion LVMH 44 Feeble
Popularity on Foursquare compensates for continuing lack of
mobile apps/site
79 PANDORA Watches & Jewelry Pandora A/S 44 Feeble
Mobile app with updatable catalog and gift finder make up for the absence
of mobile site
82 CHLOÉ Fashion
Richemont S.A.
43 Feeble Mobile site provides look book, but no m-commerce functionality; no apps
83 VERSACE Fashion Gianni Versace S.p.A 40 Feeble Lack of a mobile site and apps partially offset by move to HTML5
84 BOTTEGA VENETA Fashion Gucci Group (PPR) 39 Feeble
Catalogs featured on main site require Flash player, but email marketing
is mobile friendly
84 NARS Beauty & Skincare
Shiseido Company,
Limited
39 Feeble
Full HTML5 site provides a strong asset from which to build a
mobile-specific experience
84 TAG HEUER Watches & Jewelry LVMH 39 Feeble
Mobile site is relegated to in-site map; multiple apps pulled from iTunes store
during study period
87 CHRISTIAN DIOR Fashion
Christian Dior S.A.
| LVMH
37 Feeble
App presence only partially compensates for frustrating mobile
browsing experience
88 PRADA Fashion Prada Group 35 Feeble Site browsing experience proves untenable on mobile device
89 VACHERON CONSTANTIN Watches & Jewelry
Richemont S.A.
34 Feeble “Snow Golf” makes for a poor outing in an industry obsessed with apps
90 SK-II Beauty & Skincare Procter & Gamble 32 Feeble
Flash fail on site; meanwhile, app store presence caters exclusively
to Korean market
91 FENDI Fashion LVMH 31 Feeble Aging mobile site resembles brochure-ware
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

CONTACT US
Mobile IQ
Brand
Ranking
92 SALVATORE FERRAGAMO Fashion
Salvatore Ferragamo
S.p.A.
29 Feeble Seamless tablet experience has yet to migrate to the phone
93 PIAGET Watches & Jewelry
Richemont S.A.
28 Feeble
The brand’s two product-specific apps have not been updated since August 2009
and August 2010, respectively
94 HERMÈS Fashion The Hermès Group 26 Feeble No app, no mobile site
95 ALEXANDER MCQUEEN Fashion Gucci Group (PPR) 25 Feeble Flash fail on homepage, but online store functions
96 BALENCIAGA Fashion Gucci Group (PPR) 24 Feeble Whatever you do, don’t pinch and zoom
97 OSCAR DE LA RENTA Fashion
Oscar de la Renta,
Limited
22 Feeble Flash fail exacerbates lack of mobile site/apps
98 BACCARAT Watches & Jewelry Baccarat Crystal 17 Feeble Flash fail; relies on Neiman Marcus to facilitate m-commerce
99 MOVADO Watches & Jewelry Movado Group, Inc 13 Feeble Site browsing experience proves untenable on mobile device
100 PATEK PHILIPPE Watches & Jewelry Patek Philippe S.A. 8 Feeble Please Note: the “next generation” doesn’t use Flash
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion
*Hospitality brands that leverage mobile assets maintained by a parent company and/or shared by sister brands (reward programs, booking systems, etc.) receive credit for those components

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Mobile IQ
Dispersion
Almost half the brands in the Index register
as “Feeble”—demonstrating widespread
underinvestment in mobile by a considerable
portion of the prestige sector. The disparity
between the Index leader (164 IQ points)
and the Index laggard (8 IQ points) suggests
that this “mobile gap” is more the result of
nonparticipation than subpar performance.
With a median score of only 76, the majority
of brands are just beginning to make mobile
investments, while a select few early investors
are pulling away from the pack.
Key
Findings
MOBILE IQ DISTRIBUTION
% of Brands per Mobile IQ Class
mobile IQ
<70
David Yurman
Diane Von
Furstenberg
Ermenegildo Zegna
Mandarin Oriental
Ritz-Carlton
Four Seasons Hotels
& Resorts
Gucci
Burberry
Clinique
JW Marriott
Park Hyatt
Clarins
Giorgio Armani
Omni Hotels
& Resorts
Tory Burch
Bergdorf Goodman
Coach
Sofitel
mobile IQ
90–109
mobile IQ
>140
Sephora
Nordstrom
Macy’s
Net-A-Porter
mobile IQ
110–139
Bloomingdale’s
L’Occitane en Provence
Tiffany & Co.
Neiman Marcus
InterContinental Hotels & Resorts
Estée Lauder
Aveda
Ralph Lauren
Saks Fifth Avenue
Yves Saint Laurent
GIFTED
mobile IQ
70–89
Chanel
Conrad Hotels
& Resorts
Dolce & Gabbana
Origins
Cartier
Fairmont Hotels
& Resorts
Calvin Klein
Westin Hotels
& Resorts
Louis Vuitton
M·a·c Cosmetics
Lancôme
St. Regis
Waldorf Astoria
Kiehl’s
Le Méridien
Bare Escentuals
Raymond Weil
Audemars Piguet
Relâis & Chateaux
Shangri-La Hotels
& Resorts
Hugo Boss
Jaeger-LeCoultre
Swarovski
Jumeirah
Morgans Hotel Group
Philosophy
Valentino
Omega
Smashbox
Van Cleef & Arpels
Hublot
Rosewood Hotels
& Resorts
Bulgari
Benefit
The Peninsula Hotels
Rolex
Barneys New York
Montblanc
Chopard
Harry Winston
Elizabeth Arden
Tod’s
Alfred Dunhill
Shiseido
Bobbi Brown
De Beers
Iwc Schaffhausen
Marc Jacobs
Pandora
Chloé
Versace
Bottega Veneta
Nars
Tag Heuer
Christian Dior
Prada
Vacheron Constantin
Sk-Ii
Fendi
Salvatore Ferragamo
Piaget
Hermès
Alexander McQueen
Balenciaga
Oscar de la Renta
Baccarat
Movado
Patek Philippe
AVERAGE
CHALLENGED
FEEBLE
GENIUS
10%
4%
23%
19%
44%

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Mobile IQ
In the Company of Genius:
Sephora
Key
Findings
15
While there are four Genius brands in the
Prestige 100®
, Sephora exists in a class
of its own.
The brand’s mobile site feature product videos
organized by content type and filterable by
brand. Other key features include a GPS-based
store locator, shopping list creator, order
history/tracking, and a section for mobile-
exclusive offers.
Sephora’s iPhone app and mobile site share
the same basic look and feel, with the latter
offering additional features such as a “Beauty
Advice” section, “Try It On”—a tool that allows
the user to adjust skin tone and nail polish
color on a virtual hand, and barcode scanning
functionality to augment in-store shopping.
The brand’s iPad app features how-to videos with
a side-by-side mirror powered by the device’s
camera, allowing users to see their own faces
while following makeup application instructions.
Mobile Site
Homepage
iPhone App “Try It On” Tool
iPad App Home Screen
Mobile Site
Product Ratings
Mobile Site
Video Library

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Mobile IQ
Mind the Gap
Although each of the five industries reviewed
contributes at least two brands to the top 20 of
the Index, retail stands apart. Of the 14 brands
that achieved “Genius” or “Gifted” status, half
were retailers.
Hospitality plays runner-up to retail, hovering
just below “Average.” Catering to a peripatetic
customer set, hospitality brands have been
among the first to actively invest in mobile
platforms. However, many investments from
the 2009 timeframe are beginning to show their
age—more than 15 percent of hospitality apps
have not been updated in the past 12 months.
Key
Findings
180
140
110
90
70
0
Retailn=
9
Hospitalityn=
20
Fashionn=
29
W
atches
&
Jewelryn=
24
Beauty
&
Skincaren=
18
AVG IQ
126
Disparity
107
AVG IQ
86
Disparity
62
AVG IQ
77
Disparity
101
AVG IQ
65
Disparity
90
AVG IQ
58
Disparity
125
GeniusFeebleChallengedAverageGifted
Mobile IQ Distribution BY INDUSTRY
(December 2011)
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

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Mobile IQ
Good Genes
In line with our industry-specific observations,
parent companies with a portfolio in retail or
hospitality typically perform above average in
terms of Mobile IQ.
Of the larger and more diversified parent
companies, Estée Lauder is the only
organization for which the portfolio’s average
score skews toward the upper range of the
disparity. Six of the seven Estée Lauder
brands register a mobile site score above
the Index average, demonstrating consistent
performance in one of the four dimensions.
Key
Findings
180
140
110
90
70
10
M
acy’s
Inc.n=
2
Neim
an
M
arcus
Groupn=
2
Valentino
Fashion
Group
S.p.A.n=
2
LVM
Hn=
9
Com
pagnieFinancièreRichem
ontS.A.
n=
10
GucciGroup
(PPR)n=
5
L’OréalGroupn=
2
Starwood
Hotels&
ResortsW
orldwiden=
3
M
arriottInternational,Inc.n=
2
Hilton
W
orldwiden=
2
Estée
LauderCom
panies,Inc.n=
7
AVG IQ
145
Disparity
20
Disparity
34
Disparity
2
Disparity
7
Disparity
133
Disparity
115
Disparity
87
AVG IQ
108
AVG IQ
100
AVG IQ
72 AVG IQ
66 AVG IQ
63 AVG IQ
60
GeniusFeebleChallengedAverageGifted
Disparity
68
AVG IQ
87
Disparity
1AVG IQ
82
Disparity
5AVG IQ
83
Disparity
7
AVG IQ
86
Mobile IQ Dispersion by Ownership
Organizations with More than One Brand Represented in Index
(December 2011)
RetailBeauty &
Skincare
Watches
& Jewelry
HospitalityFashion

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Mobile IQ
Mobile Commerce vs.
Mobile Experience
In 2011, seven percent of all U.S. Internet
traffic came from mobile devices. Many
Prestige 100®
brands are catching on to the
growing importance of robust, multifunctional
mobile sites. While Google estimates that
just 21 percent of its advertisers have mobile
sites, two-thirds of brands in the Index
maintain them, and 67 percent of those sites
are m-commerce enabled.7
However, participation in m-commerce does not
fully capture the quality of the mobile experience.
In aggregate, across every category measured,
mobile sites examined consistently failed to
replicate key features and functionalities found
on the main sites including videos, product
search, and user ratings.
Key
Findings
7. “Google’s Battle
for the Mobile Web,”
Michael Boland,
Search Engine Watch,
November 25, 2011.
main sites vs. mobile sites
Prevalence of Basic Features
(December 2011, N=66)
E-/M- Commerce
Enabled
Store Locator Video Product/
Property Search
Multiple
Languages
Order/
Reservation
Tracking
User Ratings Facebook
“like” API
67% 67%
23%
44%
20%
14%
9%
30%
82% 82%
79%
74%
41% 41%
27% 26%
= MAIN SITE
= MOBILE SITE

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Mobile IQ
iWorld
In mid-December 2011, the millionth app
was released in the mobile marketplace.8
Approximately 15,000 apps are currently
released every week, a pace of development
that exceeds every competing form of media.
Seventy percent of Prestige 100®
brands
have produced apps for mobile devices.
Development efforts are skewed heavily
toward the iOS platform. Every brand that
supports an app has developed for the iOS
platform and average nearly three unique
apps for Apple devices. While this investment
does not map to device market share (Gartner
estimates that Android represented 52.5
percent of smartphone sales in the third
quarter of 2011), it does reflect Apple’s
demographic advantage.9
Key
Findings
8. “One Million Mobile
Apps, and Counting at
a Fast Pace,” Shelly
Freierman, New York
Times, December 11,
2011.
9. “Gartner Says Sales
of Mobile Devices
Grew 5.6 Percent in
Third Quarter of 2011;
Smartphone Sales
Increased 42 Percent,”
Press Release, Gartner,
November 15, 2011.
10. “Android vs.
iPhone: Battle of the
Mobile Operating
Systems,” Amanda
Green, Hunch, August
15, 2011.
Android
22%
Symbian
16%
Blackberry
7%
Windows Phone 7
2%
iOS
70%
196
67% 60% 50% 37% 27% 18%
According to Hunch data released in August, compared to Android users, iOS users are:10
Have an Annual
Household Income
of $200k or more
Have an
American Express
card
Have visited more
than five countries
Have a
graduate degree
Live in a city
Be women
more likely to...
Prestige 100®
APPLICATIONS Across Smartphone Platforms
(December 2011)
# of Apps per Platform % of Brands in Index

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Mobile IQ
Tablets: iOpportunity
Apple ended the first half of 2011 with nearly
a 70 percent share of the global market for
tablets.11
As a product class, tablet devices
have proven a boon to m-commerce. Tablet
shoppers demonstrate a conversion rate
of four to five percent compared with three
percent on a PC.12
Even when compared directly
to smartphones, 25 percent of “dual owners”
surveyed by Ipsos demonstrate a preference
to purchase on sites while using a tablet.13
Despite the evidence underscoring the growing
need to cater to tablet users, prestige brands
have been slow to adapt. Although 37 percent
of all brands have a presence on both the
iPhone and iPad, only 16 percent have created
a unique experience for iPad users rather than
simply replicating the same app across
both devices.
Development of iPad-specific site experiences
also lags. While 66 percent of brands maintain
a mobile site, only seven have an iPad-specific
experience. Furthermore, 11 percent of brands
in the Index are redirecting to their mobile site
on the iPad, often failing to take advantage of
the uptick in potential conversion. Of the 82
percent of brands that default to the PC site,
eighteen percent lack full functionality because
of the lingering presence of Adobe Flash
components, which iOS does not support.
Key
Findings
Tablet Experience
Site Optimization for Safari Browser on iPad
(December 2011)
Loads
iPad Site
Loads
Mobile Site
Loads Completely
Broken Site
Loads Partially
Broken Site
64%
9%
9%
11%
7%
Loads Site
62%
iPhone
45%
iPad
Both
= UNIQUE IPAD CONTENT
= REPLICATED ON
BOTH DEVICES
37%
16%
21%
Device-Specific app Development for iOS Platform
11. “Media Tablet
and eReader Markets
Beat Second Quarter
Targets, Forecast
Increased for 2011,
According to IDC,”
IDC, Press Release,
September 14, 2011.
12. “Tablets: Ultimate
Buying Machines,”
Dana Mattioli, Wall
Street Journal,
September 28, 2011.
13. eMarketer, “Tablet
Owners Most Active
in M-Commerce,”
October 19, 2011.

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Mobile IQ
Brochure-Ware
While iPhone apps dominate, sophistication
lags across the Prestige 100®
. The majority of
brands have failed to adopt platform-specific
functionality that keeps the user experience
“sticky.” Less than a third of apps provide
integration with the iPhone’s GPS and native
mapping software. Adoption of other features
is even further behind: 17 percent of apps
include iOS notifications, only 16 percent
incorporate the phone’s camera, and a mere
five percent utilize the three-axis gyroscope
(the internal component that detects the de-
vice’s orientation in space and translates the
user’s movements via tilt, shake, and
other motions).
Key
Findings
Rich Media & Interactivity
51%
31%
17%
16%
9%
5%
Video
ContentGPS
SupportNotifications
Cam
era
Augm
ented
Reality
Gyroscope
Social Media Integration
40%
39%
19%
16%
Sharing
viaEm
ailViaFacebook
ViaTwitter
Linksto
SM
Brand
Pages
Personalization
28%
35%
22%
7%
5%
14%
In-App
AccountSign-InBookm
arking
Search
In-App
LanguageSwitching
UnlockableContent
M
ini-Gam
eElem
ents
iOS Apps
Prevalence of Basic Features
(December 2011)

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Mobile IQ
Language Barriers
Within the U.S. iTunes Store, only 27 percent
of the 196 apps reviewed provide support for
more than one language, and only 14 apps
provide trilingual support for English, French,
and German. According to data from App
Annie, the U.S. accounts for 28 percent of the
download market for free iOS apps.14
France
and Germany are among the top-five non-
English-speaking markets for apps, together
representing seven percent of the download
market.
Unlike Asian markets, content within the
European iTunes Stores closely mimics that of
the U.S. For instance, in the French iTunes Store
87 percent of Prestige 100®
brands produce
mirrored content with no perceptible alteration.
Only 23 percent of the apps have French
language support (versus 96 percent with
English language support) and only 21 percent
have changed the description of the app to
more effectively cater to a French audience.
Key
Findings
14. “The Importance
of Localization in App
Stores,” App Annie,
November 9, 2011.
English Multi-Lingual French German Spanish Italian Portuguese Chinese Japanese Korean
90%
27%
19% 19%
11% 10%
8%
7%
3%
8%
(Lack of) Localization
Language Support for Apps Posted to U.S. App Store (iOS)
(December 2011)

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Mobile IQ
The Impact of Public Opinion
In May, ABI Research reported that the iTunes
Store ranking algorithm would begin taking
into account qualitative information such
as user reviews and frequency of usage.15
This additional wrinkle in iTunes SEO has
put newfound emphasis on garnering high
ratings and significant user reviews in
addition to downloads.
The speed with which these apps have
garnered a positive reputation is reflected
in their relative standing in the App Store.
In December, Nordstrom had the highest
placement among the five Prestige 100®
brands appearing on the Top-200 Free iPhone
Apps listed in the Lifestyle category (#13).
Similarly, Marriott had the highest placement
among the six Prestige 100®
brands appearing
on the Top-200 Free iPhone Apps listed in the
Travel category (#26).
Key
Findings
15. Chantal Tode,
“Changes to iTunes
app ranking algorithm
will have wide impact:
experts,” Mobile
Marketer, May 5, 2011.
Top 10: Most Comments Received (iOS APPS)
(January 2012, N=108)
SEPHORA:
Sephora to Go
CLARINS:
Thierry Mugler—Angel
MACY’S:
Macy’s iShop
NORDSTROM:
Nordstrom
MARRIOTT INTERNATIONAL, INC.:
Marriott International
HILTON WORLDWIDE:
Hilton
STARWOOD HOTELS
& RESORTS:
SPG Mobile App
BERGDORF GOODMAN:
Today’s Shoe
INTERCONTINENTAL
HOTELS GROUP:
Priority Club Rewards
LANCÔME:
Lancôme Make-Up
0
100
150
200
250
300
350
50
400
285
264
215
167
138
115
111
98
231
220

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Mobile IQ
iOS Apps: User Sentiment
Number of Ratings vs. Number of Stars Received
Nordstrom
Giorgio Armani
Acqua for Life
Tiffany & Co.
Engagement Ring
Finder
Gucci
Style
Marriott International
Clarins
Thierry Mugler Angel
CLARINS:
Thierry Mugler Angel
(v1.2)
Nordstrom
(v1.2)
Marriott
(v1.4)
Release
Year
Ratings
Stars
Comments
# of ratings submitted
Note: Horizontal axis (# of ratings submitted) is graphed on a logarithmic scale.
August
2011
336
215
September
2011
264
264
The volume of ratings and comments associated with an app is largely
a function of the time elapsed since release. Only three Prestige 100®
apps released in the past year appear on both the top-10 lists for overall
comments and a favorable combination of quantity vs. quality of ratings:
November
2011
302
220

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Mobile IQ
Email Optimization
During the second half of 2011, mobile
email open rates increased 34 percent, with
consumers opening 23 percent of all emails
on their mobile devices.16
Although 78 percent
of Prestige 100®
brands engage in email
marketing, only 24 percent have links to
mobile-optimized versions of their email
content, and 55 percent opt to provide
links to plain HTML versions.
Low-hanging fruit abounds. Within their
marketing emails, just 18 percent of brands
with mobile sites have links to their mobile
properties and only 19 percent of the brands
with mobile apps include download links to
the corresponding app store.
Key
Findings
16. “Mobile, Webmail,
Desktops: Where Are
We Viewing Email
Now?” Return Path,
research study,
December 2011.
Mobile Optimization of Email Marketing
(December 2011)
2%
11%
13%
24%
53%
78%
Active
Em
ailM
arketing
Linkto
Plain
W
eb
Version
ofEm
ail
Linkto
M
obile-Optim
ized
Version
ofEm
ail
Linkto
Apps
Linkto
M
obile-Optim
ized
Site
Linkto
OtherM
obile
Properties
Regular, Non-Mobile-
Optimized Email
Html-Based Email
In Mobile Browser
Plain-Text Mobile-
Optimized Email

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Mobile IQ
Check-in
Only five percent of Americans use geolocal
apps at least once a month, but these active
users represent a high-value demographic. They
skew younger, register higher income, and are
twice as likely to share product information.17
Prestige 100®
brands registered high check-in
growth at retail locations and local properties
across the six cities L2 examined during the
study period (New York City, San Francisco,
London, Paris, Milan, and Tokyo). Across all
cities, total check-ins generated by the 94
brands with a detectable Foursquare presence
increased by nearly 30 percent, from 540,000
to 700,000 over a four-week period.
Nonetheless, only 27 brands in the Index
maintain an official Foursquare page, five of
which were classified as “zombie” accounts
(i.e., no recent activity registered from the
associated brand).
Key
Findings
17. “Marketing Via
Geosocial Apps: Why
and How,” Melissa
Parrish, Forrester
Research, December
6, 2011.
0
20
40
60
80
100
120
140
160
180
LouisVuitton
M
arc
Jacobs
Gucci
(inthousands)
M
acy’s
Bloom
ingdale’s
HugoBoss
M
·A·C
IndexAverage
FourSeasonsHotels
and
Resorts
ToryBurch
Lancôm
e
170,357
65,923
49,918
38,244
32,191 31,367
20,098 18,412 15,797
11,330 8,699
M
organsHotelGroup
M
acy’s
142,229
62,417
48,827
36,159 31,727 30,899
22,612 21,782 18,066 17,077
7,080
Bloom
ingdale’s
Sephora
InterContinentalHotels
NordstromBarneysNew
York
SaksFifth
Avenue
LeM
eriden
IndexAverage
W
estin
Hotels
and
Resorts
= New York City
=
Maintains Foursquare
Brand Page
= San Francisco
= International
Top 10: Foursquare Brand Followers
(December 2011)
Top 10: Foursquare Location Check-ins
(December 2011)

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Mobile IQ
Searching On The Go
Fourteen percent of global monthly Google
searches for Prestige 100®
brands originate
from mobile devices, which is significant
given that non-computer devices account for
less than seven percent of traffic in the U.S.
and less than five percent of traffic among
the EU5 (France, Germany, Italy, Spain, and
the U.K.).18,19
Paid mobile search is rapidly growing in
importance. In October 2011, mobile accounted
for approximately 15 percent of all clicks and 13
percent of all impressions on Google. During
December, it is estimated that those figures rose
to 25 and 20 percent, respectively.20
Despite strong evidence for the need to
customize traditional SEM/SEO efforts for
mobile platforms, few Prestige 100®
brands
appear to be taking proactive steps. Of
search returns rendered on a mobile device,
only 13 percent of brands have links to any
element of their mobile presence on the
first page of Google returns. Fewer than 25
percent include customer service or contact
info. Just over a third of the brands have store
locators and/or maps returned in their results.
Key
Findings
18. “Smartphones and
Tablets Drive Nearly
7 Percent of Total
U.S. Digital Traffic,”
comScore press
release, October 10,
2011.
19. “Smartphones
and Tablets Drive
Nearly 5 Percent of
Digital Traffic in EU5,”
comScore press
release, October 26,
2011.
20. “Mobile Paid
Search Share
to Skyrocket in
December; Remains a
Significant Bargain,”
James Beveridge,
Performics blog,
November 22, 2011.
Average Global Monthly Searches for Prestige 100®
Brands
Desktop/Laptop vs. non-PC Devices
(Source: Google AdWords, November 2011)
86%
14%
Locations map
from the organic
results
17% of Aveda’s Global Monthly
Searches originate from mobile
devices, which the brand capitalizes
on with mobile-specific SEO.
Sponsored ad links
to mobile site
First curated result
features links to the
location finder and
account access
= NON-PC DEVICE
= dESKTOP/LAPTOP

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Mobile IQ
Cross-Promotion
Mobile efforts often sit in isolation from the
overall digital footprint of Prestige 100®
brands.
Only 28 percent of the brands in the Index are
developing mobile apps promote them on
their main sites. In contrast, 82 percent of the
brands link to their Facebook pages and 66
percent to their Twitter accounts.
Only three brands maintain custom tabs on
Facebook dedicated to mobile properties.
Within a sample of 50 consecutive wall posts,
20 brands linked to their iOS app pages in the
iTunes Store, four linked to their apps in the
Android marketplace, three linked to their mobile
sites, and nine linked to other mobile-related
properties like Foursquare and Instagram.
Within a sample of 100 consecutive tweets,
just 13 brands linked to their iOS apps in
the iTunes Store, one linked to its app in the
Android marketplace, three linked to their
mobile sites, and 12 linked to other mobile-
related properties.
Key
Findings
Site-Specific Promotion of Social Media Efforts vs. Mobile Efforts
66%
82%
39%
28%
Mobile Apps
Promotion of mobile apps on Sephora’s homepage

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Mobile IQ
Flash
of Genius
Augmented Reality
Goes Mainstream
In March 2011 Calvin Klein began a global
campaign designed to relaunch “CK One” as
a lifestyle brand for the digital generation. The
360-degree campaign spanned television,
print, billboard, online advertising, social
media, and mobile.
The mobile component of CK One encouraged
users to find, reveal, and watch locked
multimedia content by scanning print material
and billboards—effectively bridging
the traditional media and digital media
components of the campaign. The supporting
technology leveraged image recognition
instead of QR codes to enable discovery. The
campaign yielded 117 million impressions of
the augmented reality print ads. The cross-
platform campaign was optimized for iOS,
Android, and Symbian devices.
Locked
Content
Billboard Augmented
Reality Ads
Print Augmented
Reality Ads
Reveal, Find,
Watch

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Mobile IQ
Flash
of Genius
Mobile Pick Me Up
In November, Nordstrom launched a new app
catapulting the brand to mobile leadership
in the competitive retail category. The app’s
built-in barcode scanner allows customers
to determine whether a particular product is
available at a local Nordstrom, including in-
store pickup. A calendar of upcoming events
at preferred stores further bridges the online/
offline connection. Lastly, “Style Profile”
provides users with the ability to browse a
curated product selection.
The Nordstrom app has already accumulated
nearly 200 comments in the iTunes Store.
Style Profile guides
you to collections
of distinct looks
Buy, Bookmark, Share, or… Pick-Up In-Store
Upcoming Events at
“My Stores” bridges
in-app and in-store
experiences

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Mobile IQ
Flash
of Genius
Mirror, Mirror on the Device
Virtual makeup apps have become table
stakes in the beauty industry, making
differentiation increasingly difficult. YSL’s
ColorMirror app, released on the iPhone
and iPad in October, successfully pulls
away from the pack, providing enough
functionality to meet the needs of both
makeup enthusiasts and professionals.
The app showcases all available shades
and colors for nearly 40 products in 12
categories. With advanced layering and
opacity options, this toolbox provides the
user with freedom to experiment on a virtual
model or an imported photo. The sixty-five-
point biometrics ensures imported images
are optimized to work precisely with the
paintbrush tools. Most importantly, the app
steadily builds an informative basket of
items used to create a unique look for
offline purchase.
Biometric recognition
of user image
Blank Canvas Infinite combinations
of featured YSL
beauty products
Before/After
comparison
Shopping list of
products used to
create unique looks

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Mobile IQ
Flash
of Genius
Mobile as Media Platform
Since late 2010, IWC has been porting the
quarterly edition of its Watch International
magazine, conceived by German design
studio Ringzwei, to the iPad. The content
found in these digital issues is diverse,
spanning sporting events, celebrity profiles,
technical innovations, and examples of
cutting-edge design.
This e-mag distinguishes itself from others
in several ways. It features superior,
consistent design that mimics the aesthetics
showcased in the company’s redesigned
site (launched February 2011). Furthermore, it
has several compelling interactive elements:
additional content is unlocked by changing
the orientation of the device, content is
easily shareable, and entries to sweepstakes
are solicited from readers within the app itself.
Watch International e-mag
(issued quarterly)
Intuitive navigation,
bookmarking, and
social sharing APIs
Select product
promotion tied to
themes explored in
each issue

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Mobile IQ
Flash
of Genius
Multiplatform
Brands in the Index struggle with multi-platform
app development. Through the Priority Club
Rewards app (shared with numerous sister
brands), prospective guests can book rooms
at InterContinental properties on iOS, Android,
BlackBerry, and Windows devices.
InterContinental Hotels Group (IHG) produces
seven additional apps for iOS, including the
innovative Concierge Insider Guides. This
iPad app provides exploration of more than
120 global hotels. Each property has an
introductory video from the resident concierge,
insider tips, shopping and eating destinations,
and an interactive map highlighting local
points of interest. The app pushes users
to check room availability and to make a
reservation through a web-based agent.
These investments appear to be paying off.
IHG’s revenues from mobile booking in 2011
are expected to exceed its previous forecast
of $130 million (up from $38 million in 2010
and $2.5 million in 2009).21
21. Karen Jacobs,
“InterContinental
sees mobile bookings
sales rising,” Reuters,
December 21, 2011.
Discovery of 100+ properties
Insider Tips pertaining
to destination
Interactive map with which
to plan travel itinerary
Introduction to Resident Concierge
with push to reservation system

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Mobile IQ
Flash
of Genius
See the French Sites
French beauty brand L’Occitane demonstrates
several best practices across the Index. It
remains the only beauty brand and one of
only 19 brands in the Index with multiple
language settings on its mobile site. The
site’s persistent navigation and search
utility highlight L’Occitane’s commitment
to m-commerce. During the 2011 holiday
season, L’Occitane introduced a Gift Finder
tool to help users determine appropriate gifts
based on gender, ingredients, and price.
In addition, L’Occitane was one of only seven
brands to offer an FAQ section and one
of only eight brands to offer feedback on
mobile site functionality. Inclusion of email,
Facebook “Like” and Tweet APIs allow users
to share their favorite products.
L’Occitane’s
simple but highly
functional mobile
homepage
Robust gift-generating
tool—introduced for the
holiday 2011 season
Includes customer
service, Facebook
“Like” API, and links
to social media

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Mobile IQ
Flash
of Genius
Tablet Rasa
The vast majority of brand sites (91 percent)
are viewable on Apple’s iPad tablet, which
as of October 2011 accounts for 97 percent
of all U.S. tablet impressions.22
Considerably
few, however, have developed an iPad or
tablet-optimized experience.
Salvatore Ferragamo, which was criticized for
not developing a mobile site in conjunction
with its banner ads on the New York Times’
iPhone app last fall, has developed a
robust iPad site that seamlessly reflects the
aesthetic and most of the functionality of the
fashion brand’s main, nonmobile site.23
Although that site is run with Adobe Flash,
Ferragamo’s iPad offering looks, feels and
acts like ferragamo.com. The former’s
m-commerce experience mirrors the latter’s
e-commerce experience, including a scroll-
through slideshow of related items on the
bottom of each product page.
ferragamo.com
main site with
Flash elements
Ferragamo’s iPad-specific
experience replicates
main site functionality
22. Terrence O’Brien,
“iPad accounts for 97
percent of U.S. tablet
traffic online,” Engad-
get, June 24, 2011.
23. Kayla Hutzler,
“Ferragamo misses
the mark with mobile
New York Times ads,”
Luxury Daily, Septem-
ber 26, 2011.

CONTACT US
Mobile IQ
Flash
of Genius
“Wipe Away Your Weather”
The market for mobile ads is quite
fragmented. The total U.S. market in 2011
was a mere $630 million ($3.3 billion
globally), albeit growing at 43 percent
annually.24
Moreover, no single platform has
established dominance, with the top three
domestic players—Google, Millennial Media,
and Apple—splitting 58 percent of mobile
display ad revenue.25
This landscape affords
broad opportunity for experimentation and
innovation by brands.
In October, Westin sponsored The Weather
Channel’s redesigned 3D iPad app. Users
could browse properties and book rooms
without leaving the confines of the app.27
Most notably, the advertisement began by
taking over the home screen with virtual bad
weather to match local conditions (e.g, rain
or snow), then encouraged users to “Wipe
Away Your Weather” to reveal appealing
Westin getaways.
Weather Channel’s
Redesigned iPad App
Westin’s “Wipe
Away Your Weather”
Campaign
24. Press Release,
“Gartner Says World-
wide Mobile Advertis-
ing Revenue Forecast
to Reach $3.3 Billion in
2011,” Gartner, June
16, 2011.
25. Emily Steel &
Jessica Vascellaro,
“A Rare Apple Com-
promise,” Wall Street
Journal, December 13,
2011.
26. Rimma Kats,
“Westin Hotels & Re-
sorts bolsters mobile
bookings via TWC iPad
Sponsorship,” Mobile
Commerce Daily,
October 24, 2011.

CONTACT US
Mobile IQ
Flash
of Genius
Shoes About Town
Bergdorf Goodman’s Today’s Shoe app has
been around for two years—an eternity on the
iTunes Store. In late August, the brand released
the third version of the app, incorporating
several requested features: sort by designer,
shopping cart, and social sharing.
While these features are welcome additions,
the wider efforts of the digital team deserve
equal praise. Instead of releasing the new
and improved app in a vacuum, Bergdorf timed
the upgrade to coincide with a parallel digital
effort, all building up to the re-launch of the
physical Shoe Salon on Two. On September 12,
Bergdorf introduced the Instagram-powered
Shoes About Town map, which displays user
submitted, geo-tagged images of footwear
over a stylized map of Manhattan.
In this instance, Bergdorf demonstrated a
mobile strategy that integrated disparate
efforts, experimented with an emerging
platform, and revitalized an aging asset.
Blog post announcing
app upgrade
“Shoes About
Town” powered by
Instagram launched
September 12, 2011
New and improved
iPhone app launched
August 30, 2011

CONTACT US
Mobile IQ
SCOTT GALLOWAY
Clinical Professor of Marketing, NYU Stern
Founder, L2
Scott is a Clinical Professor at the NYU Stern School of Business
where he teaches brand strategy and luxury marketing and is the
founder of L2, a think tank for prestige brands. Scott is also the
founder of Firebrand Partners, an operational activist firm that
has invested more than $1 billion in U.S. consumer and media
companies. In 1997, he founded Red Envelope, an Internet-based
branded consumer gift retailer. In 1992, Scott founded Prophet, a
brand strategy consultancy that employs more than 120 profes-
sionals in the United States, Europe, and Asia. Scott was elected
to the World Economic Forum’s “Global Leaders of Tomorrow,”
which recognizes 100 individuals under the age of 40 “whose ac-
complishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer
(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),
Gateway Computer, eco-America, and UC Berkeley’s Haas School
of Business. He received a B.A. from UCLA and an M.B.A. from
UC Berkeley.
COLIN GILBERT
L2
Colin is a strategic consultant with more than three years of
experience working at the nexus of the public and private
sectors. Serving as a principal at the Civitas Group in
Washington, D.C., he helped lead research, advisory, and
due-diligence engagements for a range of clients spanning
technology start-ups, defense contractors, and government
agencies and specialized in matters pertaining to cloud
computing, cybersecurity, and online privacy. Colin received
a B.A. in History from Stanford University and an M.P.A.
from the London School of Economics. While completing
his graduate studies abroad, he worked with Accenture to
construct case material used to demonstrate the versatility
of the firm’s Public Service Value (PSV) methodology.
Maureen Mullen
L2
Maureen leads L2’s research and advisory practice where she
helped develop the Digital IQ Index®
. She has benchmarked the
digital marketing, e-commerce, and social media efforts of more
than 300 brands across pharma, auto, luxury, specialty retail,
beauty, and the public sector. Maureen also has led digital strategy
consulting engagements for a variety of Fortune 1000 clients.
Before joining L2, Maureen was with Triage Consulting Group and
led managed care payment review and payment benchmarking
projects for hospitals, including UCLA Medical Center, UCSF, and
HCA. Maureen has a B.A. in Human Biology from Stanford Univer-
sity and an M.B.A. from NYU Stern.
JON WEINBERG
L2
Jon Weinberg began his career as a strategist and
copywriter at The Moderns, a boutique Manhattan-based
branding consultancy, where he worked with clients ranging
from start-ups to Fortune 1000 corporations. While
there, he managed digital strategy for both the firm and
its clients. Jon received an A.B. in Government with a
secondary in Near Eastern Language and Civilizations
from Harvard University, where he served as an associate
editor for the Harvard International Review.
CHRISTINE PATTON
L2
Christine is a brand and marketing consultant with more than
15 years of experience creating brand identities and marketing
communications for aspirational and luxury brands. As creative
director of L2, she leads the translation of the L2 brand across all
touchpoints, with a particular focus on the visual packaging of L2’s
research. She began her career at Cosí, where she developed the
brand and oversaw its evolution from concept through growth to
100 restaurants. Since then she has provided creative direction
for a wide array of clients, including the launch of Kidville and
CosmoGIRL! magazine. Christine received a B.A. in Economics
and Journalism from the University of Connecticut and an M.B.A
from NYU Stern.
Jessica Braga
L2
Jessica, a freelance art director, specializes in identity, iconog-
raphy, event graphics, and invitations. She began her career in
fashion, designing textiles and prints at Elie Tahari’s studio in New
York City, and then focused on the Elie Tahari brand aesthetic and
consistency in design across its many developing disciplines.
Desiring to explore other facets of design, she went on to become
the art director of a small, prestigious design firm in Chelsea,
where she focused on event graphics, digital and print collateral,
and brand aesthetics for companies both large and small. Jessica
holds a B.F.A. in Graphic Design, and an A.A.S. in Illustration from
Rochester Institute of Technology.
Aaron Bunge
L2
Aaron is a freelance graphic designer who specializes in print
design, branding and identity, packaging, and web design. His
approach is both aesthetic and functional, characterized by clear,
intelligent design appropriate to the project at hand. He began his
career tailoring projects for the Chinese, Australian, and U.S. mar-
kets across multiple design disciplines and in multiple languages.
Aaron has a B.F.A. in Graphic Design from Iowa State University.
TEAM

L2 is a think tank for digital innovation.
We are a membership organization that brings together thought leadership
from academia and industry to drive digital marketing innovation.
Research
Digital IQ Index®
: The definitive benchmark for online competence, Digital IQ Index®
reports score
brands against peers on more than 350 quantitative and qualitative data points, diagnosing their
digital strengths and weaknesses.
EVENTS
Forums: Big-picture thinking and game-changing innovations meet education and entertainment.
The largest gatherings of prestige executives in North America.
300+ attendees
Clinics: Executive education in a classroom setting with a balance of theory, tactics, and
case studies.
120 –180 attendees
Working Lunches: Members-only lunches led by digital thought leaders and academics.
Topic immersion in a relaxed environment that encourages open discussion.
40–80 attendees
MBA Mashups: Access and introduction to digital marketing talent from top business schools.
consulting
Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives.
Advisory work includes Digital Roadmaps, Social Media Strategy, and Site Optimization engagements.
MEMBERSHIP
For membership info and inquiries: membership@L2ThinkTank.com
UPCOMING Research
Digital IQ Index®
Reports:
Hospitality
Broadcast Media
Magazines
upcoming member benEfits
Members Site:
In the first quarter L2 will launch real-time tracking of digital
metrics (vs. peers).
Prestige 100®
Reports:
Brazil, Russia, India, China
Facebook IQ
UPCOMING EVENTS
L2 Clinic Mobile
01.19.12 New York City
01.24.12 Paris
L2 Lunch Identifying Facebook Super Fans
02.23.12 New York City
L2 Clinic Mobile in APAC
03.02.12 Shanghai
L2 Lunch Google+ vs. Facebook
03.06.12 Paris

A Think Tank
for DIGITAL INNOVATION
51 East 12th Street, 2nd Floor
New York, NY 10003
W: L2ThinkTank.com
E: info@L2ThinkTank.com © L2 2012 L2ThinkTank.com

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