change your business change your money are you only oh no .....15.rather than simply running their pre-existing website in-store. Integration of printers, barcode scanners and QR technology can help streamline the purchase process. For instance, consider the scenario where a customer finds a clothing item that fits perfectly but the retail location does not have the desired color. The customer can scan the barcode on the clothing item, select the desired color and print out a sales slip to bring to the register for checkout. The product is then shipped directly to the customer. Delivering Connected Multi-Channel Experiences Customers are increasingly using their mobile device in-store to access ratings and reviews on products. Applications like ShopSavvy and RedLaser allow customers to quickly zap the barcode of a product and find ratings and reviews on their mobile device. Mobile devices are quickly becoming the “glue” that connects online and retail experiences. The idea has been to engage the readers and build a communities around BusinessWeek and its various blogs and channels. Like other mainstream news organizations, we've loosened the style, introducing more of the writers' voices, and bringing in much more reader participation. We invited readers to help us update the 05 blog cover, and last year I did an article about Twitter in which I asked readers to finish my paragraphs. (Like many of these projects, it turned out fairly hard to manage.)
Of course, the biggest BW effort in social media is Business Exchange, the one-year-old platform on which readers create niche sites by contributing interesting articles they find.
If social media has a weakness, it's in the domain of facts. People can lie, distort, fabricate, misconstrue. Social media relies on the crowd to sift through conflicting accounts and interpretations, and bring good ones to the surface.
Bloomberg has built an empire on an entirely different premise: authoritative and timely reporting of facts--facts that traders can bet $100 million on. Bloomberg doesn't rely on its customers for reporting; it dispatches reporters to Lagos, Kiev, Santiago, and dozens of other places. This is the opposite of social media. So the question for me: Would Bloomberg open up to social media with the takeover of BusinessWeek? Or would they re-orient us toward their style of traditional and authoritative reporting (and kill our blogs)?
Skeptics could argue that none of the big business magazines, including ours, have successfully used social media to build a sustainable franchise for the Internet age. If we had pulled it off, the magazine would not be for sale (at this worst possible time in the business cycle). The question, though, is whether there's a future for BusinessWeRetailers can capitalize on this trend by embracing touch and mobile technology to better integrate the online and retail shopping experiences during the customer experience journey. Touch experiences that offer value-added content, ratings, reviews and social integration can be used to assist customers with purchase decisions. Consider the scenario where a customer is interested in purchasing a movie. However, the customer isn’t sure which one to choose. Integrating an in-aisle experience that allows a customer to quickly scan the barcode on a product and access movie trailers, ratings from their favorite movie critics and recommendations on similar movies can help the customer make the correct decision. Extending the experience further, a customer could create a wish list in-store and send it out online via email and SMS or download it to their mobile device using QR technology. key predictions • A nationwide retailer will have new multi-touch experiences in every store. Multi-touch experiences and seamless cross-channel integration are the future of retail. • Windows 7 will enable more multi-touch rollouts in public spaces. • Multi-touch experiences will be more fun, lift brand, engage customers and drive sales. 17
16.Mobile: You Say You Want a Revolution? You Got One Paul Gelb, manager, emerging media, new york & Michael Scafidi, technology director, new york In 2009, industry conferences and trade magazines were preoccupied with a heated debate about a singular question: Has the iPhone finally ushered in the “Year of Mobile”? Arguments in favor cited countless usage and application production growth statistics. Conversely, arguments against described the iPhone as a fad due to its limited market share and previous premature exaltations about mobile. Both sides of this debate are wrong. The narrowly focused logic obscured a slow convergence of seemingly disparate technologies that, in aggregate, are driving the latest in a series of technological revolutions. The impact of a mobile revolution has the potential to reverberate beyond cell phones, media and marketing to catalyze deep structural economic changes. Fol- lowing the pattern of the previous technology revolutions, including the computer revolution and the internet revolution, businesses that leverage these new tech- nologies effectively and efficiently will be the greatest beneficiaries. However, firms that fail to adapt will become casualties of the disruptive change. Even though the iPhone is just a piece of the mobile revolution, it is undoubtedly a significant innovation. The device, the software, the ecosystem it has created and its small yet rapid user adoption provide the model for new infrastructure and dem- onstrate how large an opportunity mobile can be for businesses. However, technology revolutions are often slow to develop, because they require the aggregation of technologies, development of new operational processes and new ways to organize businesses. Despite the advances forged by the iPhone, significant technology challenges lingered. 19 19.Internet programs for premium brands such as Yahoo, MTV and eBay, and leading agencies such as Razorfish and ad networks like AdMob. Globally, Netbiscuits delivers more than 1.5 billion mobile page impressions each month. Netbiscuits is available as a Web-based software service, which decreases development time and costs. At www.netbiscuits.com all tools, interfaces and mobile-enabling technologies are provided to develop, publish, monitor and monetize professional mobile Web services. The platform allows developers to bring content to mobile and create next generation mobile Websites and services with seamless integration of advertising, media and commerce features—easier, faster and more cost-efficient than ever before. Mobile Websites created by the Netbiscuits Developer Community range from simple advertising landing pages and micro sites to complex dynamic mobile Web portals with audio/video, social networking, mapping and commerce features. By leveraging new mobile technologies, creative businesses can generate unprecedented benefits from mass consumer engagement on this uniquely experiential technology. BENEFITS FROM MASS MOBILE CONSUMER ENGAGEMENT Mobile has finally delivered on the true promise of digital by removing physical constraints. Improved hardware and connectivity have transformed mobile devices into cloud-based universal remotes that allow for highly engaging interactions in real time. Touch interface The touch screen not only kicked off this revolution in mobility, but as mobile device functionality becomes more malleable their inputs will as well. The touch screen is the key to this flexible interface. It will continue to enable applications to innovate their interface. It allows the user to more directly interact with the content on the device and provides an adaptable interface for limited screen space. Connectivity to the cloud Always-connected phones are continually reaching to the cloud to deliver con- text to the mobile user. In the cloud, information services are integrated to deliver information relevant to the user’s situation. Yahoo’s YQL (http://developer.yahoo.com/ yql/) is making it easier to integrate these services and distribute them in a standard way. Integrating a users location from the phone with the real estate market, maps, Wikipedia entries and social networks will be powered by services such as this. Mobile camera Higher quality cameras capable of five megapixels or higher resolution will not only allow parents to take better pictures of their kids, they will empower shop- pers to compare prices while they are in the store. Applications like Red Laser
20.(http://redlaser.com/) utilize these better cameras to scan bar codes and reach out to the cloud to compare prices. Google Goggles (http://www.google.com/mobile/ goggles/) uses pictures to search the web for landmarks and contacts as well for logo recognition. Location and direction For years mobile phones have had GPS and cellular triangulation to determine the location of the phone, but recently manufacturers have been including digital compasses. The addition of a digital compass into phones is more than a tool for technophile Boy Scouts. The compass enables the phone to know what direction its camera is facing. Wikitude (http://www.wikitude.org/) was the first mainstream mobile application to utilize the compass found in the G1 for augmented reality. As this functionality becomes standardized pedestrians will commonly look through their cameras at storefronts to see what sales are individually available to them. Key mobile statistics demonstrating that the mobile revolution has begun • 100,000 applications offered on iTunes as of 09/2009 • 57 million iPhone and iPod touch units sold as of 09/2009 • 3 billion number of applications download through iTunes as of 01/2010 • 3% of shoppers used their phone to make a purchase on Black Friday 2009 • 20% of shoppers intended on using their phone to shop during the 2009 holiday season • 40% of smart phone owners made non-mobile content related purchases in 2009 Key statistics of brands successfully using mobile • $500 million estimated spend by shoppers on mobile application in 2009 • $1 million in sales for Pizza Hut through their iPhone application in 2009 • 50% of Pandora’s 80,000 daily registered user acquisitions were from mobile in 2009 • 4 of the top 10 iPhone games were developed by EA key predictions • Geo-triggered SMS platforms will enable delivery of messages based on the user’s time and location, significantly increasing the relevance of message • Cloud computing and augmented reality APIs will exponentially increase the amount and types of information that can be delivered through mobile devices. 23
21.Feeling Agile: in 2010, its time has finally come for good. John Ewen, Program director, New York & Ray Velez, Chief technology officer, new york 2010 is going to bring about a renewed focus on continuous innovation and busi- ness benefit, lowering costs with distributed teams and better collaboration with experience, creative, technology. Razorfish’s Agile is ready to show the way. Agile is built for business benefit and continuous innovation Agile and iterative Web development was built to solve business issues by focusing on enabling change and learning from real world feedback. Commonly used waterfall processes assumed that the business would stop changes when development entered the design process. That’s why commonly used processes fail—they require business and product owners to lock in decisions before they start using the technology. It’s an outdated approach based on rigid manufacturing and not digital flexibility and unknowns. Assuming that innovation stops after the concept and design phase, this approach locks your business and users away from your product during the build phase. What is needed for success is an iterative ongoing process, taking a hard look at the concept and product as designed and continuously innovating. Business priorities change as users get their hands on your digital products. Incorporating those changes back into the product as soon as possible builds trust with your consumers and creates opportunities for innovation. Often, it’s a difficult reality to swallow, but nothings speaks more loudly than real world analytics. With studies from respected companies like The Standish Group are showing that 64 percent of designed functionality rarely or never gets used, it’s easy to see that the big bang approach to building digital products wastes a lot of time and money. 25
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