Top 5: Driving the Future through Mobilisation
30 Apr 2015|Claire Smyth
We’re becoming increasingly mobile. The days of static have disappeared. This mobilised technology space is most often dominated by exciting entrepreneurial brands disrupting a category and keeping ahead of the curve with mobilised innovations providing a better consumer experience. Here are the top 5 brands pioneering the shift from static to mobilised in their category.
Lego, a company based on the simplest of toys, a building brick, is pioneering the future of children’s play by combining the physical and digital worlds. Creating tech enhanced ‘play experiences’, Lego is constantly pushing boundaries. ‘Lego Fusion’ – an interactive experience combining building with bricks with the use of a tablet and ‘Portal Racers’ – a digital game which links to an ‘Intel Real Sense’ camera which tracks body movements.
Lego is now the most powerful toy brand in the world, supported by impactful PR stunts, such as giving Lego Oscars to nominees that didn’t win and The Lego Movie being a $468m global hit.
Uber is a prime example of a tech start-up that has redefined a traditional static category through a digital on-demand service. They responded to consumers’ desire for ease of use by mobilising the taxi industry; allowing quick bookings, payments, taxi tracking and even on-board music entertainment to be controlled through the Uber app. They aren’t stopping there though. With plans to build a digital mesh grid that covers cities, they’re set to become so much more than just a digital transport service.
As you’d expect of Amazon, they have a quick and accessible one-stop shopping mobile app for consumers to search, browse and buy with ease. But last year they stepped up a gear to socially mobilise ecommerce by partnering with Twitter on #AmazonBasket. The feature hashtag allows shoppers to automatically add items directly to their Amazon basket from Twitter. They can then later confirm or edit their choices before purchase from the basket as normal.
4. Royal Bank of Canada
As part of their drive to gain consumer trust, banks have been entering the mobile space with useful and engaging on-the-go apps. RBC have taken this mobilisation to the next level by partnering with tech start-up Bionym to trial a wearable banking device named Nymi. The device identifies the customer and verifies payments using their heartbeat, aiming to eliminate consumer worries over the security of mobile phone payments.
IKEA’s printed catalogue has long been a staple to communicate the full breadth of its offer to consumers. The brand’s digital innovation was solely online until 2014 when IKEA brought their catalogue to life through an overhaul of the mobile app through the use of augmented reality. Consumers can scan particular furniture items in the catalogue with their phone and superimpose them on their own home, allowing them to instantly see how a product would look. IKEA are now taking mobilisation to their products, recently announcing an innovation to embed a wireless charger in their furniture.