High Tech

Why should luxury brands embrace e-Business?

Why should luxury brands embrace e-Business?

In 2013, there were 330 million luxury consumers in the world. By 2020, they will be 400 million. This represents an increase of 20% in less than 10 years, placing the Luxury industry among one of the fast growing markets. With the increase of internet, there is also an increase of the luxury online customer. Should a Luxury brand embrace e-Business? Well, it depends. A luxury brand should embrace their customers way of life. Not the other way around. The time that Luxury brands would not listen to their customers and just operate the way they wanted is over. Probably that was the case 20 years ago. Now, all businesses models are customer-centric. Otherwise Globalization will kill your brand. In deed, your competitors are not necessary just around the corner. They are all over the world and the internet helped the access to these brands. The same customer who goes…

Savelli Genève, when grace and technology meet, it reveals a secret garden.

Savelli Genève, when grace and technology meet, it reveals a secret garden.

The smartphone business is a huge market in which strong players are fighting for their market shares. When you are a company competing in such intense environment you have 2 choices. Either you go for the fight and try to get a piece of the cake from the big players, or you innovate and you take a different approach. And this is the case of Savelli Genève. Their approach of the smartphone business is based on ultimate luxury and poetry in the palm of your hand. Going away from technologic gadgets, Savelli Genève proposes a beautiful and well thought collection of smartphones in which you can have a high-level of of customization. Each phone is a jewel that every woman would dream to have. More than a phone, it is a Savelli phone. And for that it is our company of the month. When you ask Savelli why did they…

Mobile Apps segmentation, 2 apps are better than 1… Really?

Mobile Apps segmentation, 2 apps are better than 1… Really?

There is a trend in which several smartphone apps are splitting into 2 distinctive apps. Facebook with messanger and Foursquare with Swarm. Why are they segmenting the offer and why now users need to swift from one app to another in order to use the platforms? It is all about apps The world is evolving around apps. There is an app for almost everything. In average each smartphone user has 30 apps installed. And they use between 3 to 6 of them everyday. Rom your favorite news to weather forecast, social media, email or preferred chat app, our lives are shaped on thr usage of apps. And we can see the exponential usage of apps by looking into the number of downloads from the different app stores. According to statista.com, Apple’s App store got in 2013 40 billion downloads. This means that every second, the IOS app store gets 1’200…

Friday Chronicles #7: From Mobility to Mobile, the Jack Sparrow syndrome.

Friday Chronicles #7: From Mobility to Mobile, the Jack Sparrow syndrome.

In the 80’s and the 90’s we used to say that the most important thing in someone’s resume would be the fact he has mobility. This would mean that this person would be flexible enough to move geographically for a new job. Some people would even add “International mobility”, meaning: “if I get the job I am ready to live in any place around the world”. And that’s how international careers were built. Some people would not hesitate to change from one continent to another every 4 to 5 years. And then the internet arrived and the World Wide Web changed the way things were. Rather than people reallocating themselves to the best places in the world where they could find a job, now it is the job which “reallocates” to the places where the best people live. And this is possible because the world went from mobility to mobile,…

Friday Chronicles #6: iWatch, Dances with wolves?

Friday Chronicles #6: iWatch, Dances with wolves?

It is amazing how people suddenly got passionate about Apple iWatch. For the past 10 years brands like Suunto or even Nike have proposed “smart watches” that would measure your health and give you something more than time. Then, when Peeble was launched, there was more buzz about the way it was financed than the product itself. And lately, all the Samsung and many Android gear got most of the time slapped by the press. You can read our full review about it here. In any case nobody really dared to compare a Rolex, Omega and Patek with those electronic gadgets. And suddenly, Apple decides to launch its iWatch and everybody started to fire up. The feeling of excitement that this incoming product delivers is basically the same as Kevin Costner’s character in Dances with Wolves, when he discovered the “wild west landscapes. So we are all Lt. John J….

Friday Chronicles #4: Smart watches, episode one?

Friday Chronicles #4: Smart watches, episode one?

In less than a week time, Apple will old its famous WWDC or keynote. June and September are moments in which Tim Cook get the scepter and the crown of a living god to bring the holy message of the new products. Generally, the expectations are high as the spirit of Steve Jobs seems to fly over the centre stage. Really. So everybody expects a new iPhone, a new iPod and the most desired launch of all: the iWatch. Unfortunately the iWatch might not be for this time. People say that Tim Cook will reveal the iPhone 6 and the iWatch will come in September’s conference. What do we miss from Steve Job’s era? The secrecy. In deed when they launched the iPhone 1, we were so mind blowed that we felt like if we have made contact with Aliens. The iPhone 1 surprised the entire world. And when you…

Will Netflix make Switzerland to see red?

Will Netflix make Switzerland to see red?

The giant Netflix arrives in Switzerland this fall. Not sure that everybody see it with a positive eye. When you are in a market like the USA with 2’218 tv channels, probably Netflix represents only another alternative. Market segmentation is already super high so one more or one less would not change a thing. 20 years ago, the Cosby show was the biggest show in terms of audience in the USA. Every time, the popular TV show would gather 27 million people. Today, the most popular show in the USA is American Idol and it gathers “only” 9 million viewers. So Netflix just answers to a cluster need and TV channels are enough powerful to basically just keep doing what they know to do best. So Netflix will be a giant among Titans. What will happen with a small country like Switzerland? Netflix, the Millennial hero? If you think that…

Friday Chronicles #3: Advertainment, Desperately seeking Susan.

Friday Chronicles #3: Advertainment, Desperately seeking Susan.

The press in most of western countries have their freedom of expression. And for many years, the public opinion has always be careful about how politicians influence journalists… Or not. So we know that in France, former President François Mitterrand had the entire press on the palm of his hand. Or that Silvio Berlusconi literally owns half of the media in Italy. I am not even wondering what Vladimir Poutine does in Russia. What everybody forget is that the biggest lobby in the press is advertising. How can you stay today free in your editorial guideline when hundreds of international brands pay millions to advertise on your newspaper, magazine and website? Complex matter. And the more things go digital the more complex things get when you need to identify what is really editorial and what is paid editorial, commonly called advertorial. The Banner days are over, native ads content became…

Facebook unpublished posts – next level of advertising.

Facebook unpublished posts – next level of advertising.

Since Facebook realized that monetization was a crucial and key factor to survive (specially since its stock market entrance), Mark Zuckerberg teams have developed many ways to succeed. The main one is allowing companies to generate revenue through advertising. In deed, Social media becomes purely media now. Check our complete review about Facebook ad tools here and generally about Social media here. In term of best practice for Facebook advertising, the state of the art are the Unpublished posts. Targeting is everything Since Facebook allowed companies to talk to non-yet-fans about its pages, companies realized 2 things. The first one is that investments can be quite high and the second thing is that targeting is key. In deed, if you pay to engage with new people you better reach the right one, or let’s say the ones that interest your business. And Facebook became the king of targeting thanks to people’s Facebook…

Swiss Luxury brands digital strategies

Swiss Luxury brands digital strategies

Switzerland has a strong respect for traditions. It is an amazing country in which several companies have been here for centuries. And the most outstanding thing is that they are all more and more embracing the digital era, more than never. Here is our digital review in what Switzerland is doing at its best in terms of Luxury Digital strategies. Swiss digital landscape, some key figures Switzerland is definitely a small country with a very high level of competence and strong added-value services. Digital took a while to start but now the digital engine is pushing the gearbox further. Several companies are embracing the digital channel as an important part of their communication strategies. This is just the beginning, so digital has a strong future in Switzerland. If we have a look on the top 10 biggest media groups in Switzerland, 5 of them have a strong digital section. Google,…

The new Klout has arrived. But it is not Klout.

The new Klout has arrived. But it is not Klout.

Klout just released a new version of its popular mobile app. It is the new Klout. Well, so new that we wonder if it is still Klout. We also wonder if we still have a life, I mean a non-virtual one. It’s a wonderful, wonderful (digital) world The modern life brought us technology. Some of it makes our life easier, others entertain us and capture our attention on things we would not do 10 years ago. We say we have a 2.0 life or that our modern society became hyper-connected. It is a fact. According to a study done by Radicati group, in 2014 we estimate that there will be 4 billion email accounts in the world. 1.1. Billion of these accounts are mobile users and more than 70% of it, are private accounts. By 2017, projections talk about 1 billion more. Every day there are 191 billion emails sent,…

Kim DotCom, is he the millennium hero?

Kim DotCom, is he the millennium hero?

Kim DotCom has called himself the internet resistance. He declared himself as the highest profile to be victim of the US restricted laws about internet. He is supposed to be the person who stands between people’s freedom and big brother. Is he a hero and should get a medal or is he just a guy who completely lost it? Is revolution an old fashion model? There are people we admire for what they do and others for who they are. Heroes are loved for both. The 20th century got an enormous list of people who were outstanding for more than what their own lives would represent. From Che Guevara to Gandhi, Nelson Mandela or even Zapata. They all were liberators of humanity. Interesting concept as today, freedom is always a matter of perspective. Especially when we talk about internet and technology in general. What is free does not necessary mean…

RIP Facebook organic reach, the cheap days are over.

RIP Facebook organic reach, the cheap days are over.

Where are the fans? This question is probably he most popular one among Community managers when it comes to Facebook organic reach. In deed Facebook discovered with its entry at the stock exchange market that “monetizing” the platform was not a must, it was a need. So in order to make money, the only unavoidable way is to become a media paid platform for companies. The famous Companies pages are not anymore a natural way to communicate between brands and people, it is now just another media channel like TV, Radio or online press/magazines. So there is a cost and a strategy behind every single piece of content you “naturally” see. Welcome to the pay-for-reach era. Visibility is everything Social media is an amazing invention. We cannot really say that someone invented social media as it has been a primary activity in every human society since…. Well ever! Probably the…

2014 Digital in Switzerland at its best.

2014 Digital in Switzerland at its best.

Here is our 2014 look on the best of Switzerland online. With such a developed country in terms of telecommunications and a national digital market pretty much mature, the quality of digital is quite High. Several leading brands as well as great web partners have establish great strategies and we can find people of great quality. Get ready for the Swiss tour of digital. Swiss 2013 internet key figures Switzerland is a powerful digital country. Not only because everybody (or almost) has a smartphone and use it for internet browsing, but because of the number of people working in the digital business overall. The internet penetration rate is part if the highest in the world, especially in the age class of 20-29 years old (96%). In the contrary, the oldest is the population the less they go online. The age range 70+ has only 30% of internet regular users. In…

And the Oscar goes to… Samsung.

And the Oscar goes to… Samsung.

Every year the first big media event after Christmas is probably the Oscars. The whole world has his eyes focusing in the Hollywood Roosevelt Hotel since 1929. All amazing films, actors, actresses and movie directors among others are rewarded for their great accomplished work. This year the biggest winner of all was… Samsung. In deed the Korean brand has been one of the main sponsors of the cinema ceremony by investing more than 24 $million since 2009. Last night, the Oscars made history by crushing Twitter servers. How? Just by publishing the biggest Selfie of all times in terms of Retweets. 2.5 million retweets during the ceremony, 2.7 million RT currently, 1.3 million favorites. It beats by far Barack Obama image that had the record word “only” 780’000 RT. So why everybody says that Samsung got the biggest advertising ever thanks to this celebrities selfie? Well, the presence of the…