As I live in UK, I tend to record major US sporting events and watch them the next day (the Superbowl doesnt start until nearly midnight). That means I have to avoid the internet, twitter, conversations with US colleagues, etc, for the whole of the following day so I can enjoy the game without knowing the score. One client nearly spoiled it for me by talking about the game in an inquiry, but I managed to shut him up. (I think he understood why).
If you are considering using QR-, Microsoft, 2D barcodes, you should buy a copy of the March issue of Lucky Magazine. They are working with GetTag on promotions throughout the magazine.
Here's what I liked about what Lucky did:
1) Instructions upfront in the magazine. The instructions tell me WHAT I will get if I download and use this application. There is value to me - see images below. The use of the word "smartphone"? Ok, normally, I'd consider this a bit risky, but it works for them. First, if I have a smartphone and know how to download an application, I am more likely than not to know that I have a smartphone. This is NOT GUARANTEED - many have no idea what kind of cell phone they have. I don't know Lucky's target age with certainty, but my bet is that it is young and they know what smartphones are.
2) They send their readers to a dot mobi site. Generally, I wouldn't be a huge fan of "go type in this URL on your cell phone," but it turned out to be very efficient. The URL had a deep link into Apple's app store where I could download this application.
When I generally searched for barcode readers on the App store, I received "no search results" because "readers" with an "s" could somehow not be matched to "reader." Really?
Target is now allowing gift cards to be loaded onto an online account that can be accessed from your cell phone. You can actually pay for stuff with your cell phone. Yay! See Target's press release.
I know they aren't the first. Many versions I've seen before, however, have been small scale pilots or in foreign countries. Many scenarios I've seen also are "closed" pilots among the 3-4 parties in an ecosystem that it took to string a trial together. Target has 1740 stores ... there's a bit of scale in this solution.
So, how does it work?
First, you buy a gift card. I bought the one with the cute Target dog.
Then you pull the sticker off of the back so you can see the codes. I purchased a $20 gift card.
Instructions for using mobile gift cards as well as promotions are on Target.com. Using their available media - Web site - to promote the new offer? Well done.
Interestingly though, this site ONLY had instructions for the mobile gift cards. I couldn't find a link on this site to regisiter my mobile gift card. This confusion for me is probably the only thing I could find to "ding" them on, so to speak. I'd expect that one of their next rounds of Web site updates would add this link.
There's one sure way to amp up the tension between bag-carrying sales folks and the sales enablement teams that support them, and that's when a sales exec misses the opportunity to get a meeting with a buyer.
Last summer, we talked to about 40 sales execs or managers and no surprise, when it came to supporting the sales effort this was the area where sales execs told us their respective companies performed weakest. How is supporting that buyer access manifest? Providing the sales org qualified leads, of course. . .
Wow! What a blast! I just finished hosting Forrester's first "tweet jam" with Connie Moore, Derek Miers, Jim Kobielus, and Alex Peters. To my knowledge this was the first time a virtual jam session has been hosted on Twitter by an analyst firm.
Visa just announced the expansion of their No Signature program. Citing its "popularity", Visa notes that: "According to a Visa Inc. survey, 69 percent of participants surveyed cited either convenience or speed as the primary reason for using their credit or debit card." Wow.
What this seems to signal is that Visa, and perhaps the other card brands, feel that they will make more money by eliminating barriers to the sale, such as the 2.2 seconds needed to sign your name, than it would lose in fraudulent transactions, considering this program is for transactions of US$25 or less. Also, it appears that people no longer know how to sign their names.
I have often heard (in low, barely audible whispers) that US consumers were too lazy to care about security, which is why the US will probably never have CHIP and PIN transactions for enhanced credit card authentication. We Americans are too darn busy to push 4 numbers on a key pad (4.3 second). This drives folks in the other parts of the world crazy as they are in love with CHIP and PIN and, mistakenly, think that this technology eliminates all transaction risk. CHIP and PIN cards still have a mag stripe that can be scanned, and skimming is still a problem. It's a great authentication method, however, and would really help reduce some of the smaller, card-present CC frauds were we to adopt it.
Americans need more paranoia about credit card theft. We are much more likely to suffer some type of credit card fraud or be affected by a major credit card breach than a terrorist attack, but for some reason we are unwilling to punch in a few numbers to help protect ourselves.
My colleague on our Customer Experience team, Vice President Moira Dorsey, has written a major piece of research that I think consumer product strategists should read.
The report, "The Future of Online Customer Experience," has huge ramifications for how not just customer experiences will work, but indeed predicts the future of most consumer computing experiences. I urge clients to read the report itself. Moira has blogged about her report here.
Product strategists should take away (at minimum) the core of her model, called CARS: Online (and computing experiences in general) will be Customized, Aggregated, Relevant, and Social. Let Moira know what you think!
It has been interesting watching the social-media frenzy over the past few days since rumor broke over the weekend that Forrester was changing its policy with regard to analyst blogs. Reactions have gone from one extreme to the other which I suppose is a good thing – people care passionately about being able to keep getting content from Forrester analysts through blogs.
Since I was one of the analysts consulted by Forrester on the new social media policy I've been asked to weigh-in on this topic – although I think my colleagues Augie Ray and Groundswell author Josh Bernoff put it very well in their blogs over the weekend. And Cliff Condon gave the official version of what's happening in his recent post.
Contrary to rumor, Forrester is not asking analysts to stop blogging. Quite the opposite. Forrester is asking more analysts to blog. What Forrester is asking us to do is to not blog under our own brand – if we have a private blog that has content related to our role as an analyst, we are being asked to move that content under the Forrester brand, but still as a personal blog.
Since I've been creating content online since 2000 either as a personal website (pre-blogging) or as blog content, I can tell you that my initial reaction to this idea was: whoa, you can't do that – free speech, liberty and all that. I may even have become quite animated. However, after an appropriate period of digestion, I came to realize that this makes perfect sense and, if Forrester were as a client I had to advise on a blogging policy, this is exactly what I would recommend.
Many of the case studies you've seen me write about are B2C. But in the report on ROI of Social Media, I gathered data on B2B companies too. Here's a list of B2B communities.
Many people know Intel by their catch tune, "Inside Intel." And what's inside are the most amazing microprocessors that allow us to do great things back 25 years ago people could only imagine. Key to having been an innovator is always innovating. Intel- when they first came out with a new chip-- think back to the 286 processor and then transition to the 386. They met with some resistance in getting computer manufactuers to be interested in the chip. Why would you need more computing power?
So instead of staying stuck or ditching the product, Intel brought together a multidisciplinary team of individuals to tackle the problem. The net-net is that the team realized that its the end-user who is really their customer! when they went into computer shops and talked to the customers, they asked, "Would you like to be able to have many files open at once? Would you like to be able to run graphics programs, plays games, etc...." The customers responded positively with, "Of course we would!" That drove the computer store operators to tell the computer manufacturers to get those intel chips in their computers. Ah... I love that "voice of the customer" story.
But what I love more is that Intel innovated, why? Because they listened. That's a skill most companies don't have. And with social media, Intel has put their listening on dual processor tubro charged power. They know that their ability to innovate and lead the market is based on harnessing the power, knowledge and collaboration among customers, resellers, etc.. and Intel.