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The Future of Magazines


Design Challenge

How can brick & mortar retailers leverage emerging technology to their advantage?

Team 1: Mehmet, Dan and Mo


Emerging Trends

Apple iPad • 300,000 units sold on launch day • Estimated 1,000,000+ sold to date • Over 3.5 million apps sold

What’s coming • HP Slate, Dell Streak, Asus Eee, Notion Ink Adam, Archos 5, Lenovo U1, Multiple Android Tablets

Team 1: Mehmet, Dan and Mo


Benefits

Which retail segments could leverage these new technologies to their advantage?

Team 1: Mehmet, Dan and Mo


Fashion Retail Fashion Retail Magazines play an influential role in the formation of a person’s style/fashion.

Leverage the Medium Fashion retailers rely heavily on magazines and magazine advertisements.

Team 1: Mehmet, Dan and Mo


Magazines are Dying

Team 1: Mehmet, Dan and Mo


A New Model

Team 1: Mehmet, Dan and Mo


Solution Principles

Design Principle

Use the next generation of digital media to help consumers develop their sense of style/fashion

Business Principle

Create an advertising platform that uses digital content to promote fashion retail products

Team 1: Mehmet, Dan and Mo


The User

• Young female • Experimenting with fashion • Style is influenced by popular culture • Reads Cosmopolitain, Sixteen and US Weekly

Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


Team 1: Mehmet, Dan and Mo


User Benefits

Benefits for the user

• Assists in the development of fashion style • Allows users to see and try alternatives • Leverages the social component of shopping • A new way to engage with fashion • Bridges the gap between what they see in magazines and what they can buy in stores

Team 1: Mehmet, Dan and Mo


Retailer Benefits

Benefits for the retailer

• New mechanism for digital advertising • Source of new revenue • Ads are more focused and targeted • Detailed analytics of user and ad success rates • Bridges the gap between virtual world and physical stores

Team 1: Mehmet, Dan and Mo


Old Value Web

• Charge for ad space • Generate content for mag • Physical distribution

Ad Space

Retailers

Publishsers

$$$

$$$ Content

$$$

Consumers

• • • •

Place Ads in Magazines Drive traffic through impressions Direct mail to consumers Revenue from online and in-store sales

Merchandise

• • • •

Purchase fashion magazines Compare online and in store Organize shopping trips Make purchase decision

Team 1: Mehmet, Dan and Mo


New Value Web

Publishsers

• Upcoming content • Plug-in access

• Cost per click ad payments • Provide Alternatives • P.O.S. Magnette support

• Cost per click % • New revenue model

Retailers

• Enhanced analytics • Virtual to physical bridge • Targeted promo opportunities

Magnette

• • • •

Explore fashion & alternatives Form wishlists Trip organizing Virtual to physical bridge

• Purchase Intent • Preferences • Ad success rates

Consumers

Team 1: Mehmet, Dan and Mo


New Value Web

Retailers

Publishsers CPC ad payments CPC revenue %

Enhanced analytics

Magnette

User data

Consumers

Team 1: Mehmet, Dan and Mo


Questions?

Team 1: Mehmet, Dan and Mo


Magnette