Here we started to explore mobility. Broadly, the landscape is summarized in three buckets by the moderator:
- gradual diminution of effectiveness mass media
- explosion in one-to-one addressable media forms
- increase in the power of Customer to Customer, or "C2C", or "WOM"
visual:
3G optimus commercial (claims to be a true story) and here as we sound the death knell of mass media, isn't it a little ironic that the thing that brings a tear to your eye is a piece of film - again. The panelists begin:
- Fred Ghahramani from AirG - 12MM users US, avg usage 56 min/day, advertising is their new science project
- Diane Zoi from BluePulse - Free mobile web-based phone social network platform - originally Australian
- Kevin Slavin - Areacode - distinction between media/digital media artificial...semacodes...have worked with Nike and Nokia...phone is not just a little internet
- Karl Long - Nokia - Social Media and Games - more than 1B people will have Nokia's next year...accelerometer feature...social media and video games(Amy Jo Kim)
- Next panelist is Chris Bruzzo, Starbuck's...but wait! Chris turns the room into an interactive mash-up brainstorming for Starbuck's, tipping it off with a
- "let's take a Creative Commons approach"...150K employees between 18-24, most part time, 45% in college. Stores are open most of the day and located in communities. Most have a T line going into the stores. Starbuck's is rolling out store level caches, can push almost anything over wifi, and are looking to push music and experiences. Customers fall into two primary buckets: 'grab and go' in the am, and afternoon's 'longer stay'.
- How do you help Starbuck's generate value without spending money? "What do you do with all that?"
- Audience response: Starbuck's needs consumer advocacy/loyalty - two modes in store - pre-POS then nothing. you wait for drink to be made, and nothing is happening...Russell jumps in "loves engagement with barristas". Can he do anything with his mobile as he approaches? can he text in an order? (would put mobile order and payment at the top of the list of interactive priorities). Stan of P+G - "could it be an environment of learning?" Kevin - "are you capturing presence from all the log-ins via WiFi?" Chris - "no we are not." Starbuck's challenges: they focus on quality of coffee and store locations, but don't know anything about you...our store partners do, but they turn over. and they have no alumni program. Can a Starbuck's truly be local?
CB - reality is coffee business is under intense pressure and competition - it created the category, but faces competition from top and bottom - DD and MCD from the bottom, independent shops making wifi free and quality from the top...its about increasing the starbuck's experience...the only technologist a Starbuck's - lots of IT, not much technology...12% of Starbuck's transactions are made using Starbuck's cards
Deb Schultz - "I want you to be my partner, not my pusher".
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