Palestra de Edmar Bulla no III Seminário de Empreendedorismo
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Apresentação de Edmar Bulla no III Seminário de Empreendedorismo do IEL-RJ, que aconteceu dia 18/11/2009
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Palestra de Edmar Bulla no III Seminário de Empreendedorismo
- 1. 1 2005 Nokia© V1-Filename.ppt / yyyy-mm-dd / Initials Becoming a consumer-driven internet company @edmarbulla
- 2. Ourvalue proposition is changing Cell phone Convergence device Mobilizing web2.0 and Mobile Services Business:
- 3. It’s a New Competitive Landscape
- 4. Why are we doing this? Market and consumers are transforming. Company Confidential
- 5. Company Confidential Marketing: from cyclical boosts, to active relationships Old approach New approach
- 6. Content and services are the media message. Consumers are the vehicle.
- 7. Traditional marketing New marketing Brand controlled Consumer controlled ATL Driven ATL Supported One-to-many Many-to-many Copywriting and art as content Content and services as content Consumers = target audience Consumers = partners, co-creators Media bought Media bought, earned, owned Cyclical campaigns Continuous relationship Old 360° (Do everything) New 360° (Be smart) Other brands = Nokia brand boost Other brands = Co-creators/collaborators Central Distributed It’s what marketing is becoming
- 14. Digital marketing metrics 2. MAXIMIZE 2. MAXIMIZE CONVERSION CONVERSION 3. INCREASE 3. INCREASE RETENTIONRETENTION 1. CREATE DEMAND 1. CREATE DEMANDTO DRIVE SALES TO DRIVE SALES Are we reaching the right audience? REACH ENGAGE ACTIVATE Are the visitors interested in our content? Are we achieving business goals? NURTUREAre we successful in acquiring return customers?
- 15. YouTube: Leads the video audience at the Brazilian web with 11,5 millions of unique users/month Blip Fm: Brazil sums 1.6% of its registered users WordPress: Brazil represents 4.7% of this site users, which is ranked in the 20th position of the most visited ones in the country Twitter: From 5 to 10 thousand new profiles are created at Twitter daily Facebook: 1 million of registered users in Brazil Lastfm: In Brazil, the site sums approx 1,350,000 unique visitors and 18,900,000 page views/month Social Media in Brazil Orkut: accessed by 75% of Brazilians Flickr: 2 millions users adding 35 millions photos and videos uploads since June 07 Company Confidential
- 16. Social Media @ Nokia Brazil Orkut: Restricted Nokia community YouTube: Brand channel with tutorial content and campaigns Nokia Radar: daily reports about the brand polarity in the web Nokia Guru: Relationship program with Nokia Fans WOM/Seeding: Constant actions to promote campaigns NokiaCamp: annual event gathering bloggers, forums and communities moderators Company Confidential
- 17. Facebook: Restricted Nokia community Twitter: Publishing of company’s news, tips, offers etc Blog SemLimites: Inside Nokia.com.br channel where tips, applicative and news about Nokia solutions can be found Blog Nokia: Corporate relationship channel with press and nokia.com.br community Online Sales: Micro-offers at Social Networks and Widgets inside blogs Nokia Social Media Connections: Relationship program with the Brazilian most important opinion makers blogsphere Company Confidential Social Media @ Nokia Brazil
Notas do Editor
- Don’t let Apple, RIM, Google, et al turn their relationships with the development community into a competitive differentiator. KPCB’s iFund, announced in March 2008, is a $100M investment initiative that will fund market-changing ideas and products that extend the revolutionary new iPhone and iPod touch platform. The iFund is agnostic to size and stage of investment and will invest in companies building applications, services and components. Focus areas include location based services, social networking, mCommerce (including advertising and payments), communication, and entertainment. The iFund will back innovators pursuing transformative, high-impact ideas with an eye towards building independent durable companies atop the iPhone / iPod touch platform. Q: What is the iFund? A: The iFund is a $100 million venture capital investment initiative that will fund innovators developing applications, services, and components for Apple’s iPhone and iPod touch platform. Kleiner Perkins Caufield & Byers (KPCB) has earmarked $100 million for this initiative and it will be managed by KPCB’s partners. Apple will provide KPCB with market insight and support. Q: Does the iFund focus on specific investment areas? A: The iFund is agnostic to stage and size of investment (from seed stage to established products with revenue), but targets companies with long-term standalone potential. Focus areas include location-based services, social networking, mCommerce (including advertising and payments), communication, and entertainment. Q: Why did KPCB establish the iFund? A: KPCB believes that the iPhone and iPod touch are a fantastic platform for mobile applications and services, combining a world class development environment, great devices and UI, an advanced customer base, and strong global distribution. This confluence of factors will ignite a wave of mobile internet innovation, generating opportunities on par with or greater than the PC internet. We expect the most innovative mobile companies and entrepreneurs will choose to develop their apps for the iPhone and iPod touch platform. Q: How much will the iFund invest in each startup company? A: The iFund will invest anywhere from $100K of seed capital to $15M of expansion capital in mobile application and services companies. Q: How many companies will the iFund invest in? A: As many great ventures as we see. If we need more than $100 million, we’ll find more money. Q: Who is managing the iFund? A: The iFund is managed by KPCB partner Matt Murphy in collaboration with partners Chi-Hua Chien, John Doerr, Bill Joy, Randy Komisar, Ellen Pao, and Ted Schlein. Apple is providing KPCB with market insight and support. In the 5 weeks after the creation of the iFund, Murphy received more than 1,500 business plans and proposals from around the world but is actively "engaged" in about 70. Unlike the past Java Fund that received investments from KPCB along with Sun Microsystems and IBM, the iFund has been entirely funded by the VC firm. Apple being a strategic ally that will help the iFund companies accelerate their growth with marketing and sales initiatives. However, what stroke me was that the first companies to be iFunded (Pelago and iControl) simply "adapted" their existing product/application to the iPhone instead of creating something from scratch for Apple's phone. "Out of the 70 or so companies we are engaged with, over 95% are domestic... The international proposals are the most raw, like a few people and an idea out of Hungary for example. But the projects from outside the U.S. need to be more mature projects before we can invest. Domestically it's different. We'll do early stage, incubation, series A, etc... About 85% of the proposals are consumer applications (location-based services, social networking, communication...) and the rest is enterprise", said Murphy. But so far, the companies in the iFund aren’t looking too business-focused—and they don’t even seem very tightly linked to the iPhone. First, Kleiner sank $5.8 million into a Seattle start-up called Pelago, whose service called Whrrl helps people toting cellphones find places and events near them with the help of their social networks. The iPhone connection? Pelago is working with Apple to run its service on the iPhone, in addition to lots of other kinds of phones. It’s a similar story with iControl Networks, the latest iFund company. IControl, which on Wednesday will announce it has raised $15.5 million from Kleiner and other investors, makes broadband-enabled home-security systems. The Palo Alto, Calif., company says it has a partnership with General Electric and deals with several companies to distribute its systems, which should hit the market later this year Last July, Silicon Valley VC fund Bay Partners caught some flack when it earmarked a few million dollars for investment in Facebook developers. In September, marquee firms The Founders Fund and Accel Partners (an investor in Facebook itself) launched a $10 million fund for Facebook applications called FBFund Android Developer Challenge ($10M, 300K for winning applications) is its own version of the iFund at a 10th the size. But surely other VCs are ruminating on forming the Android Fund to rival KPCB. Charles River Ventures, as an example, has briefly considered the idea, but will likely fund Android applications from its QuickStart seed program, which grants promising upstarts a convertible note worth $250,000 to get their project off the ground. The award money will be distributed equally between two Android Developer Challenges: Android Developer Challenge I: We will accept submissions from January 2 through April 14, 2008 Android Developer Challenge II: This part will launch after the first handsets built on the platform become available in the second half of 2008 In the Android Developer Challenge I, the 50 most promising entries received by April 14 will each receive a $25,000 award to fund further development. Those selected will then be eligible for even greater recognition via ten $275,000 awards and ten $100,000 awards.