Mobile Transactions; transacting with customers and prioritising investment (Summary)

Network Outputs - Digital Business

Meeting Details

Host: Chisties

Venue: Christies, London

Theme: Mobile Transactions; transacting with customers and prioritising investment

Guest Speakers: Richard Bagnall- Smith International Strategic Marketing Director - Christie's, Michael O'Neal VP Digital Marketing Director - Christie's, James Lees Christie's Live Co-ordinator - Christie's

Summary

IRG 2 at Christies brought together a group of leaders in the field to discuss mobile transactions. Christie’s is a global auction house that now transacts 11% of its business volume online, and attracted sales of $70m in 2008 via online channels (Christie’s LIVE and Online Absentee Bids). The average transaction value online is $5000. A move onto mobile is imminent and the business case is strong.

Members at this IRG addressed:

1. An in depth case study of Christie’s marketing with mobile
2. Transacting with customers via mobile
3. Prioritising investment: reach versus richness

Meeting Agenda: Innovation and research group 2

12:30 Lunch, networking

13:00 Welcome, introductions, network update Matthew Wolstenholme, Director, ITW Networks

Roundtable of introductions - Name, role, organisation, corporate key facts? - How does mobile currently fit into your corporate objectives?

13:20 1. Member case study: Christie’s marketing and mobile

Richard Bagnall-Smith, International Strategic Marketing Director - Michael O’Neal, VP, Digital Media Director - James Lees, Christie's Live Co-ordinator

• Christie’s corporate strategy and marketing objectives
• Role of digital media and mobile in delivering Christie’s strategy and objectives
• Overview of Christie’s Live
• Vision and roadmap for engaging customers through mobile

Richard and Michael will describe how Christie’s view of mobile can impact on crucial strategic questions such as:

• How can and is mobile being used to change the business model?
• How can mobile be used to grow the market, and market share?
• How can mobile change the brand relationship?
• How does mobile change customer behaviour, and what does this mean for brands?

14:20 2. Demonstration: auctions using Christie’s Live Refreshments

15:00 3. Experience sharing discussion on two themes

Transacting with customers via mobile

• How can firms assure each element in the transaction value chain?
• What effective approaches to risk management are members taking?

Prioritising investment in mobile: reach versus richness?

• How are members evaluating and selecting technologies and content presentation tools?

16:30 Roundtable of insights and lessons learned

16:40 AOB, future network dates

16:45 Close