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The Future of Reading is Context, Location, Device & Time

The Future of Reading is Context, Location, Device & Time | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Tim Carmody for Wired magazine, all marketers need to shift their thinking on  how to present their content on the go that is compact, valuable and meaningful that reaches their audience wherever they are. 


Intro:


Reading is changing, even more than e-readers, tablets, or “readers’ tablets,” smartphones are changing it.


**It’s a mix of what’s going on in the world and what’s going on in your world, fused together


Here's what caught my attention: I'm looking at this from a content curator's point of view:


**The flurry of activity around personalized news for smartphones shows that as popular as the iPad has been, and as popular as smaller Android-based devices like the Kindle Fire or Nook Tablet might become,


the sheer number of users on mobile phones are impossible to ignore.


**It also shows that customers are demanding the ability to sync and read their content across as many devices as possible.


Finally, the subtle differences in UI and app design show that developers aren’t just thinking about building for different screen sizes,


****but around a whole range of factors that affect how, where, what and when we read.


For the new mobile reading, context becomes a cluster of these factors.


Flipboard’s Mike McCue highlights a few of these in an interview with the Los Angeles Times‘ David Sarno:


"It’s a mix of what’s going on in the world and what’s going on in your world, fused together. And it might seem weird that I’m looking at a picture of my daughters, and then the next flip I’m reading a story about Iran. But to me as a reader, when I’m standing in line waiting to get my coffee, those things are what I care about."


Curated by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://www.wired.com/epicenter/2011/12/google-to-flipboard-to-flud/]

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Cyndi Seidler's comment, December 10, 2011 2:12 PM
Flipboard has been my favorite for the iPad, and now that it's available on the iPhone, I'm more thrilled than ever!
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Infographic: The Mobile World In 60 Seconds

Infographic: The Mobile World In 60 Seconds | Mobile Marketing Strategy and beyond | Scoop.it

This article was written by Chris Velazco for Tech Crunch


The infographic from ad exchange, Mobclix in this piece aims to highlight what goes down in the mobile world in 60 seconds. is absolutely fascinating!



****Before you read the excerpt, I thought it was particularly interesting to post one of the comments made by a reader who saw the infograph.  He wasn't the only one that said this was an unfinished report. I think these people are missing the point here.


**This is a mere glimpse, the tip of the iceberg, to give us an idea of the magnitude of this exploding industry, it's not the be all end all report. I'm very careful what I post, I don't want to add to the noise, so look at the infographic with this in mind.


One reader's comment:


Ulrich Weihler:  "Nice idea, but major things for spending mobile time are missing, surfing content, using communities, using apps, internet usage, downloading music and videos, listening to music or watching videos, sms and actually phone connecions to talk, etc.. that's why the chart looks a bit strange."


Excerpt:


"In case you were curious, in the time it took me to write out that first sentence, over 23,000 iOS apps were downloaded from Apple’s App Store.


** Mobclix used data directly from app publishers, industry sources, and a little old-fashioned arithmetic to get the 60 second stats you see below.


Of course, considering Mobclix’s background, there had to be some ad-related factoids in the mix too.


Mobile advertisers will be glad to know (if they didn’t already) that some 4,111 ads are tapped each minute, though it almost makes you wonder how many ads were ignored in the same 60 second timeframe.


See Infographic  [http://tcrn.ch/u4No0L]

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Tom George's comment, November 6, 2011 3:25 PM
Jan your curation is rocking, hey did you happen to catch this gem yet
http://chime.in/user/Internetbillboards
janlgordon's comment, November 6, 2011 4:56 PM
Thanks Tom! Thanks for telling me about this, it's very cool, just signed up and I'm following you:-)
Tom George's comment, November 6, 2011 5:15 PM
Sure Jan I am happy to share also please except this invite
http://chime.in/community/curators
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Location-Based Services Can Put Businesses on the Map

Location-Based Services Can Put Businesses on the Map | Mobile Marketing Strategy and beyond | Scoop.it
The location services reward the businesses with the most check-ins by ranking them higher in their search results. Have they worked for your business?


All the services offer businesses free window clings and stickers to encourage check-ins to get specials and find friends. They also provide merchants with check-in data, giving businesses valuable insights about their customers.


**Foursquare’s merchant dashboard summarizes total daily check-ins, recent and most frequent visitors, visitors’ gender and most popular time of day for check-ins. You can also see how many of your customers who check in are broadcasting their whereabouts on Twitter and Facebook.


**To determine which promotions will drive the most traffic, try scanning your Facebook and Twitter pages and those of your competitors to see what product or service people are talking about.


**Determine what you can afford to promote with discounts or freebies and target those for promoting. And when you sign up for these platforms, really commit to supporting them. Be sure you make time to work them, frequently pushing out updates and engaging with your audience.


http://nyti.ms/plRtqm


Via Pekka Puhakka
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Eye-C New iOS & Android App Crowdsources Media Playlists Through Hashtags

Eye-C New iOS & Android App Crowdsources Media Playlists Through  Hashtags | Mobile Marketing Strategy and beyond | Scoop.it

From Gigaom today


Curated by JanLGordon covering "The Explosion of the Mobile Web & Beyond"


"A new iOS and Android app called Eye-C turns hashtags into collaborative media playlists, allowing you to play a continuous stream of videos from the #occupywallst movement or check out the artists your friends are listening to.


Want to use social networks to find videos you like?  Palo Alto, California-based mobile app maker Eye-C thinks it has found a solution for this problem.


The company’s Eye-C app, which launched Thursday for Android and iOS, squarely focuses on hash tags as a way to collaboratively compile playlists and discover videos, music and photos.


http://gigaom.com/2011/10/13/eye-c-hashtag-playlists/

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Leveraging Mobile Marketing In the Moment - What You Need To Know

Leveraging Mobile Marketing In the Moment - What You Need To Know | Mobile Marketing Strategy and beyond | Scoop.it

This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com) by Scott Forshay from mobiluxe.com. It was curated by Janlgordon on scoopit covering her topic: The Explosion of the Mobile Web and Beyond.


This is an excellent article for everyone who is interested in marketing their business in moble.

Here's what caught my attention:


Immediacy Variable


The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is actionable, time sensitive, on the go, and always on.


**Given the limited time intervals of engagement opportunity, brands must ensure that communications are crisp and the call to action is clear, concise, and quick to participate in.


The mobile medium represents the most powerful mechanism for delivering contextually relevant consumer-brand communications yet experienced in marketing.


**To take advantage of its unique capabilities, however, successful marketing strategies must evolve beyond the employment of a unidirectional approach to communicating with customers.


**The digital natives of today’s hyper-connected world seek contextual relevance in their engagements with brands. Their experience is defined not only by the message itself, but the context in which the message was presented.


**Marketers who effectively solve the variables associated with the mobile medium will provide unique experiences for consumers, irrespective of the constraints of time or space, in ways differentiated, highly relevant, and intensely personal.


**Only then will they realize the power and influence of marketing in the moment.


http://mobiluxe.wordpress.com/2011/08/01/leveraging-mobile-to-market-in-the-moment/


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Tom George's comment, October 3, 2011 8:58 AM
Thank you for this today Jan, I put it on the Internet Billboards
janlgordon's comment, October 3, 2011 10:22 AM
Thank you Tom, it's definitely one of those great pieces!
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5 Reasons Why Every Brand Needs to Think About Mobile First

5 Reasons Why Every Brand Needs to Think About Mobile First | Mobile Marketing Strategy and beyond | Scoop.it

This is an excellent piece - worth your time!


The following is a guest post by Kevin McGuire, Vice President of Product for Motricity.


About the author


Kevin McGuire, is the vice president of product for Motricity, which delivers relevance-driven merchandising, marketing and advertising solutions for mobile operators, brands and advertising agencies. Kevin has been on the forward edge of mobile applications and platforms for over 12 years, leading product, marketing and engineering teams at start-ups and Fortune 500 companies, including Microsoft, Alcatel and Adenyo.


The reality is that mobile is no longer about the phone, it’s about being connected. Many predict that mobile Internet traffic will soon surpass that of traditional wired broadband. For enterprise brands and agencies, this trend is proving to be a disruptive force that is completely changing the way that marketing and advertising campaigns are being developed. Here are the five reasons that every brand needs to think mobile first.


http://www.mobilemarketingwatch.com/5-reasons-why-every-brand-needs-to-think-about-mobile-first-18821/

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Don't Make These 9 Mobile Marketing Mistakes

Good information for B2B marketers. The mental block that B2B marketers have revolved around is the perception that mobile is purely a consumer play.

 

Intro:

 

As technology continues to grow at a rapid pace, your marketing approaches must continue to evolve and adapt.  Mobile devices are becoming the primary communication tool for 50% of all execs who say they prefer making purchases on mobile web vs phone.

 

"We're in the early innings of a massive phenomenon," said Mary Meekerrecently in regard to the mobile revolution. Mary has been dubbed "Queen of the Net" by Barron's Magazine and is a well-known venture capitalist.That said, B2B companies have been slow to move into mobile, which is concerning since mobile is especially pervasive in this market segment.

 

On the contrary, 72% of the U.S. workforce is mobile according to IDC, and Forbes tells us that more than 70% of executives under age 40 classify mobile as their primary communications tool, with 50% of all execs preferring business purchases on mobile web vs. phone.

 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/24227/9-B2B-Mobile-Marketing-Mistakes-to-Avoid.aspx#ixzz1XK50h0aR

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How to Leverage the Immediacy of Mobile Marketing

How to Leverage the Immediacy of Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it
This post gives you great information on how to market to the mobile user in real time. This article was originally written for and appeared in Fashion's Collective (www.fashioncollective) by Scott Forshay. (@mobiluxe on twitter)

Great information!

Excerpt:
Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply. Effective mobile marketing strategies accentuate the unique strengths of the medium and must work to solve the numerous elements of variability associated with marketing in the moment.

The mastery of managing high levels of volatility will prove to be of great worth. The opportunity to engage consumers in a contextually relevant manner, based on knowledge of both time and space, with campaigns that provide increased interaction and social relevance, is unrivaled in any other communications medium.

http://mobiluxe.wordpress.com/2011/08/01/leveraging-mobile-to-market-in-the-moment
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Mobile Shopping Trends, Visualized (Infographic)

Mobile Shopping Trends, Visualized (Infographic) | Mobile Marketing Strategy and beyond | Scoop.it
Did you know that men aged 30 to 49 do more mobile shopping than their peers? Or that 50% of Groupon's business over the next two years will come from mobile devices? Or that Starbucks has seen over three million micro-payment transactions?
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How has mobile marketing changed since 2004? - Mobile Marketer - Advertising

How has mobile marketing changed since 2004? - Mobile Marketer - Advertising | Mobile Marketing Strategy and beyond | Scoop.it
Here's an excerpt from an interview with Ivan Braiker, CEO of Hipcricket, a mobile marketing firm based in Seattle. Mr. Braiker's words, is an account of how mobile has evoled since 2004.

Please read on.......

May 31, 2011
Miller Lite taps mobile as centerpiece of multicha

Miller Lite is encouraging consumers to interact with the brand via SMS, the mobile Web and foursquare

Ivan Braiker, CEO of Hipcricket, recently celebrated the 100,000th campaign produced by the mobile marketing firm that he leads. The mobile world has changed much since the first campaign broke seven years ago.

“When I think about my own life, 2004 seems like yesterday. Yet the world of mobile marketing has changed in ways we could not imagine when we conducted our first campaign in 2004.

“Think about it. In 2004:
• (The) Facebook had just launched—and had a great deal of ground to make up if it wanted to catch … Friendster.

• The iPhone was a far-off dream—CNET showed us a sneak peak of Apple’s new music phone, the iTreoPod. But that was just an April Fool’s joke. ('Cons: The system is not integrated, it is held together with duct tape, and, oh yeah, it does not exist.')
Ivan Braiker

• Intra-carrier text messaging had been around for just over two years, yet penetration in the United States was lagging the remainder of the world. Likewise, with number portability, consumers were no longer tied to an individual carrier and “walled gardens” were becoming obsolete.

• With the advent of “Do Not Call,” the balance of power was shifting from marketer to consumer. People could opt out of receiving marketing calls—and digital marketing would empower them to opt in to receiving marketing content via email and, ultimately, their mobile phones.

• There were certainly no publications focused specifically on mobile marketing.


By Mickey Alam Kahn

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Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year

Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Steve Olenski for Business 2 Community


Intro:


For those marketers and advertisers still not sold on the power of mobile marketing and the need to engage their customers and prospects via a mobile website, a report issued by IBM showed that:


**Cyber Monday 2011 increased an incredible 192% over last year.


**And you can expect that number to only go higher next year


Here's what you need to know:


According to a survey conducted by Brand Anywhere and Luth Research:


**51% of consumers more likely to purchase from retailers that have mobile-specific websites


**4.8% of U.S. retailers have mobile-specific websites


**22.8% of the top retail websites (ranked by Alexa®) have mobile-specific websites


**Web retailers could increase consumer engagement by 85% with a mobile-specific website


Curated by Jan Gordon covering "The Explosion of the Mobile Web & Beyond"


Read full article here: [http://bit.ly/sOiHlg]

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Angela Watkins's curator insight, February 5, 5:32 PM

Mobile Accessible - Mobile Marketing u don't need $1000's to test the market... There are frugal ways to enter this market as well... http://angelawatkins57.blogspot.com - http://pinterest.com/angeladwatkins ;

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Mobile Marketing Matters NOW

Mobile marketing matters now if for no other reason than your company, brand or product can't miss another marketing revolution.


Here is why:


• Email
• Intimacy
• Darwin
• Emotion
• Influencers
• Social
• Network Effect
• iPad and Flipboard and Zite


Here is one thing that caught my attention:


Intimacy


Mobile phones are friends, the new time keepers, wallets (the new picture keepers) and an always on connection most never break (believe me I’ve tried)

.

If such an intimate connection is grudgingly true for my generation it is axiomatic for the next generation and a forgone conclusion for the one after that. Watch your children’s behaviors or try to take their cells and please film reactions.


Mobile marketing is more intimate than email or social network marketing. Increased intimacy means different stories, graphics and navigation (at least).


Can your company, no matter what business you inhibit, afford to seed another marketing tsunami?


Read full article: http://bit.ly/w46yeo

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Attention to All Marketers & Advertisers - Facebook to Become A Mobile Company

Attention to All Marketers & Advertisers - Facebook to Become A Mobile Company | Mobile Marketing Strategy and beyond | Scoop.it

 

"Head of mobile products at Facebook Erick Tseng said just a few weeks ago that Facebook will become a mobile company."

 

****Based on recent announcements it appears that’s precisely where they’re headed and mobile marketing and mobile advertising folks would be wise to pay close attention.

 

 

Back in July Facebook announced the creation of a non-smartphone app called ”Facebook for Every Phone.”

 

****The app is compatible with 2,500 different feature phones or non-smartphones and provides these folks with a similar experience to smartphone users, offering standard Facebook features like the News Feed and Inbox but also letting users upload photos and find friends from their phone contacts.

 

** Briliiant idea for not all of us have smartphones but many of us love Facebook and love to share and post and “Like” our favorite brands.

 

curated by JanLGordon covering "The Explosion of Mobile Web & Beyond"

 

http://www.business2community.com/facebook/what-the-facebook-mobile-changes-mean-to-marketers-and-advertisers-069150

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Mobile Commerce Forum Report: Strike while the customer is nearby

Mobile Commerce Forum Report: Strike while the customer is nearby | Mobile Marketing Strategy and beyond | Scoop.it

This piece is from Internet Retailer 


Curated by JanLGordon covering  The Explosion of Mobile & Beyond


General Growth Properties Inc. operates 166 shopping malls in 43 states. Encouraging consumers to shop at those malls is crucial to the company’s success, and mobile marketing provides new ways to accomplish that, Jeff Cloud, director of customer relationships and mobile marketing at General Growth, said today at Internet Retailer’s Mobile Commerce Forum 2011 in Houston.


Topics: Eric Holmen, General Growth Properties, Jeff Cloud, location-based marketing, MCF 2011, Mobile Commerce Forum 2011, Mobile e-mail, Mobile marketing, proximity marketing, shopping malls



Here's  are a few interesting statistics that caught my attention:


** Cloud said,  General Growth  who is researching a variety of ways to leverage knowledge of where a consumer is to send her the offers that will most appeal to her.


**General Growth is paying a lot of attention to such possibilities because the consumers who shop its malls are more likely to use mobile devices than the average consumer.


**A survey in the first quarter showed 50% of General Growth mall shoppers owned smartphones, versus 41% of U.S. consumers at that time.


**A survey in the first quarter showed 50% of General Growth mall shoppers owned smartphones, versus 41% of U.S. consumers at that time.


**The survey also revealed that six in 10 moms that shop General Growth malls check e-mail on a mobile device, 53% search for coupons and offers via mobile and one in four purchases on mobile phones or tablet computers.


**Cloud also reported that 17% of the e-mail General Growth sends its customers is opened on mobile devices, with about two-thirds being opened on Apple Inc. 3 Apple Inc. Computers / Electronics Online Sales:$5,227,500,000 Growth:23.0% See More ’s iPhones.





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Digital Disruption is Increasing - What You Need To Know

Digital Disruption is Increasing - What You Need To Know | Mobile Marketing Strategy and beyond | Scoop.it

Welcome to a world of disruption, with twists of generational difference, tectonic ad spend changes, and lots of confused citizens.


Ken Doctor wrote this great piece — author of Newsonomics and longtime watcher of the business side of digital news


It was hard to decide what to excerpt, it was so good.......


Intro:


Okay, it’s 11 p.m., and you are in bed.


What do you reach for? There’s no wrong answer here, but if you are in the news/information mode, you may reach for your Android smartphone or scoop up your iPad. So many choices, at this oddly news-consuming time of day. We know that evening is when tablet usage peaks, and, yes, such companies as Zite tell me that 11 is a top hour.


Digital disruption is now increasing. Audiences are even more up for grabs than they were a couple of years ago.


As Ipsos OTX President Bruce Friend recently put it: iPhones and Androids are, yes, our lovers. “It’s almost always turned on. It never leaves you. You have an intimate relationship with it.” Yet love is so short-term these days: “The tablet is rapidly becoming a companion or even a competitor to the smartphone. Tablets reduce smartphone as entertainment devices. The tablet will take the place of that.”


We’ve got so many emerging studies of our fast-changing habits that comparing them can leave you dazed and confused. What they all add up to, though, is a simple learning: Digital disruption is now increasing.


Let’s look at some of this emerging data, and begin to make sense of what it means and where revenue is likely to flow into the next several years, in the newsonomics of disruption.


http://www.niemanlab.org/2011/09/the-newsonomics-of-disruption/

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The Role of Mobile in the Transmedia Brand Narrative

The Role of Mobile in the Transmedia Brand Narrative | Mobile Marketing Strategy and beyond | Scoop.it

Scott Forshay posted this wonderful piece on his blog mobiluxe.com today. Great information and insights as always.


This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)


Intro: (Sorry this is so long, it was so good, it was hard to edit)


The essence of any coveted brand is the story it tells. Its history conveys mystery, passion, and intrigue and creates in consumers an insatiable desire to be among a select few bit players in the theatricality of the brand experience. These narratives are communicated through a variety of channels. Artful photography displayed in print tells a tale. The runway provides the dramatic stage. The store is the epicenter of the encounter.


Digital media voices a story and the shared experience platform enabled by social media allows the consumer to contribute to the brand dialogue.


Successful brands tell stories and deliver experiences through each medium uniquely, artfully orchestrating events that leverage the inherent strengths of each in an ornamental array of disconnected, yet consistent, transmedia vignettes.


The question remaining to be effectively addressed, however, is how best to weave these disconnected encounters together in a more unified fashion – how best to allow consumers the ability to carry the narrative with them, irrespective of time or space.


That is, until now.


The mobile medium is inherently transitive in nature, providing the vehicle for consumers to navigate an ever-evolving ecosystem of digital screens. Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment. Unlike other more stationary channels for consumer interaction, successful strategies for mobile marketing require precision aim at moving targets.


The mobile medium is unique in its ability to transport the brand’s narrative in transmedia storytelling models. Given that the device is ever connected, contextually relevant, and always within arms’ reach,


**the opportunities for brand marketers to engage consumers with consistency, relevance, and personalization are tremendous.


http://mobiluxe.wordpress.com/2011/09/26/the-role-of-mobile-in-the-transmedia-brand-narrative/





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There is No Excuse for Ignoring Mobile – Even in B2B PR and Marketing

There is No Excuse for Ignoring Mobile – Even in B2B PR and Marketing | Mobile Marketing Strategy and beyond | Scoop.it
Today I read an article on the BBC that said almost half of internet users in the UK access the internet via a mobile phone.

 

Today I read an article on the BBC that said almost half of internet users in the UK access the internet via a mobile phone. Selfishly, I then looked for global stats to support my opinion that more people are taking to the phone to view company information on the internet.

 

I’ve been preaching this to clients ever since I got my first BlackBerry. Turns out—I’m right! There are more than 5.3 billion mobile subscribers (nearly 77 percent of the world’s population) accessing data via mobile devices. There are probably a few more now since that data was from mid-2010, only a few months after the introduction of the iPad.

 

Don’t get lulled into the mistaken impression that most mobile users are searching for restaurants and retail stores on their phones. Yesterday I referenced a presentation that proved there is a lot of B2B buying activity going down on the internet. There is no reason to assume that’s not the case with mobile. Particularly because mobile users are most often frequenting social media sites–which is primarily where the B2B buying is occurring.

 

http://www.business2community.com/b2b-perspective/there-is-no-excuse-for-ignoring-mobile-even-in-b2b-pr-and-marketing-055202

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Mobile Commerce Set to Grow to $31 billion by 2016

Mobile Commerce Set to Grow to $31 billion by 2016 | Mobile Marketing Strategy and beyond | Scoop.it
Lots of good information in this post, I'll let you get right to it:

Here's an excerpt: - from Social Times:

Mobile Commerce Set to Grow to $31 billion by 2016...

Mobile commerce is expected to destabilize the traditional shopping and is set for steady growth over the next five years, according to a Forrester report. The report forecasts that shopping via smartphones will account for $6 billion (2% of the e-commerce) by the end of 2011 and will rise to $31 billion (7% of the internet sales) mark by the year 2016.

http://bit.ly/jZmp5r
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How to Disrupt an Overlooked Market

How to Disrupt an Overlooked Market | Mobile Marketing Strategy and beyond | Scoop.it
This article caught my attention, food for thought, a good plan of action for the right company.

Low-end innovators such as TracFone Wireless and Southwest Airlines can stun top-tier players by offering services to consumers who simply need them.

Here's an excerpt:

Established players often overshoot the market. As a result, they expose themselves to disruption by simpler or lower-cost entrants. That's because products often improve far faster than most customers can absorb their benefits. This happened when Southwest Airlines (LUV) disrupted the major carriers, when Craigslist disrupted the classified sections of big-city newspapers, and when CVS Minute Clinics (CVS) disrupted hospitals and doctors' offices.
Serving Underappreciated Consumers

My colleague Clayton Christensen, a pioneer in defining disruptive innovation, has pointed out that innovation often emerges at the fringes of existing markets in response to the needs of underappreciated people. Often they're what we call "non-consumers." As with immigrants and seniors with cell phones, they need cheaper, simpler, or more accessible goods and services. Out of these needs, new markets are born.

Business Week

Read more: http://buswk.co/kRfH4q

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