The Mobile & Wearable Web (Part 1) - People's Insights | March 2015

Part 1: The Mobile & Wearable Web
PEOPLE’S INSIGHTS MONTHLY BRIEF: MARCH
Photo: Yuri Numerov

40 years ago, when Martin Cooper, the inventor of mobile phones,
stood in midtown Manhattan and made the very first call on a
mobile phone – could he have envisioned a future where mobile
phones become as indispensable as they have today?
Maybe he did. And maybe – in all probability – he did not.
The rate at which mobile phones have proliferated our lives is astounding – in
2010 alone, 90% of the world had a mobile signal. Mobiles have grown in
popularity faster than computers, and it’s easy to understand why: they’re
cheaper, more intuitive to use, and most importantly – very accessible. These
smart gadgets we carry around in our hands and pockets are constantly at work.
They’re connecting the world. They’re bringing people closer –shrinking
boundaries, changing lives, spreading ideas across borders, creating new
businesses and so on. And what’s exciting is that these opportunities are only the
tip of the iceberg! Mobile phones (indeed, all mobile devices) are clearly the
flavour of the season – and by the looks of it, will continue to be for many more
seasons.
Introduction
Photo: Ed Yourdon on Flickr

MSLGROUP at SXSW: (left to right) Romain Vezirian (France), Adrian Rosenthal (Germany),
Narendra Nag (India), Erika Joseph (USA), Alice Hu (China)
Part 1 – The World of Mobile
In Part 1 of this two-part series on mobile
engagement, we take a look at how
mobile phones, and smart phones apps
are changing how we live, work, and
evolve socially. This issue features fresh
insights and the hottest cases from the
recent Mobile World Conference (MWC)
and South by Southwest (SXSW), courtesy
of Adrian Rosenthal (@neurosenthal),
Head of Digital & Social - MSL Germany,
and Alice Hu (@alicehu), Deputy Digital
Lead at MSLGROUP Asia.
Inside, you’ll find eight initiatives that
indicate the swift adoption of wearables,
people’s demands that mobile devices and
apps offer real value, and the latest social
networks. Also, as a bonus – Alice Hu
highlights why brands should place
mobile at the heart of their
communications approach.

Mobiles – Taking Wearable Tech to New Heights
Alongside the mobile and smart phone boom, we’re seeing a lot of innovations in wearable technology like fitness
bands, smart glasses and smart watches. In isolation, they are at best style icons. But when used with smart phones,
they offer immense value. Take smart watches, for example – they offer the right balance of form factor,
communication apps (receiving calls, texts, setting alarms) and tracking apps, with cool design.
It’s a market with a lot of smart challengers – from the expensive overloaded Apple Watch to the broader range of
affordable products (under €100) offered by players like MyKronoz. And it’s growing in popularity. According to a global
survey by Global Web Index, 9% of online adults own a smart watch and 8% own a smart wristband. Millennials lead this
trend – 48% of wearable owners are between 18 and 34 years old.
Wearable technology enables marketers to engage with people on a very intimate, personal level – the likes of which
were quite unimaginable before. Some of the wearables and associated trends that stood out at MWC and SXSW are:
 An Extension of the Human
Body: Dorothy
This Bluetooth-connected device –
which can be clipped on to your
shoe – has a corresponding mobile
app which can be set to make a call,
send a text or even call an Uber, all
with the click of your shoes. Inspired
by the ruby slippers in the Wizard of
Oz, this wearable points to a future
of seamless integration of wearables
as an extension of our bodies.
 A part of the Larger Digital Web:
Fitcoin
Mint money while you get fit – that
is the working model of Fitcoin. The
app, integrates digital currency
Bitcoin with popular fitness
wearables Mio, Atlas and Jawbone 3
and heightens the value of the
trackers. Not only do you get fit,
you can earn a few bucks on the way
too.
 An integral part of Health
Management: Tinnitracks
This app offers an enterprising way
of using mobile technology to cure
tinnitus – the painful ringing in the
ears which ails millions of people.
The app filters music on the user’s
phone to match their tinnitus levels,
helping ease the impact. This
application points to how far mobile
technology has come – from making
calls to curing ailments.

Photo: Kimberley Kling on Flickr
Mobiles – A Renewed Focus on Adding Value
Mobiles are no longer used only to make calls; they are supercomputers we carry
everywhere and use for multiple functions. As the mobile industry matures,
we’re noticing that people are addicted to the utility, and expect apps that add
more value. Brands and organizations looking to engage on mobile would do well
by focusing on the utility aspect of their mobile app or product.
 Smart Apps meet Smart Products: Bluesmart
Bluesmart is the world’s first carry-on suitcase that offers ‘smart’ facilities
for travellers – remote locking, GPS location tracking, a built-in scale – all
controllable from the Bluesmart app. Bluesmart delivers on the traveller’s
basic needs – to know how much their bag weighs and to be able to track
their bag at all times.
 Smart Partnerships: Johnnie Walker + 99Taxis
Johnnie Walker collaborated with Brazil’s largest taxi fleet service, 99Taxis,
to provide weekend discounts to partygoers – to encourage them to use the
taxi service instead of driving their own cars. A brilliant initiative to
encourage responsible drinking.

Photo: Michele Manganelli on Flickr
Mobiles – New Content-driven Social Apps
Smart phones are prompting a shift from social networks to social apps. The
mobile form factor and user interface are leading the development, and bringing
in a new style of creative expression and storytelling.
 Revival of Live Video Streaming: Meerkat
SXSW was abuzz with talk about the live video streaming app that exploded
overnight. Just weeks into its launch, it saw registered users in the thousands,
with hundreds of videos being streamed on the platform every hour. The live
streaming feature got marketers talking – could this be the next in content
marketing?
 Another manifestation of “Anti-Social” apps: Hater
Another app that debuted at SXSW was the Hater app. Simply put, the app
provides a platform for people to share all the things they hate, through
photographs. It’s an interesting counter to the positive interaction social
networks strive to promote. And, it’s an unprecedented way of engaging on
mobile. What might brands do with an app like Hater?

Coca-Cola Founders
Apart from mobile, the initiatives covered here have one more thing in common: they’re starting
from ground up, and will face the challenge of Scale. Our last initiative in this issue looks at how one
of the world’s largest organizations is approaching new solutions and scales from a completely
different angle.
 Smart Partnerships: Coca-Cola Founders
Today, there seems to be no dearth of new ideas, and smart, capable individuals to bring them to
life. Coca-Cola decided to tap into these entrepreneurs, rather than their ideas. Through the Coca-
Cola Founders program, the company invites entrepreneurs to leverage its global network,
relationships, resources and reach, to inspire their next big idea. The collaboration presents a win-
win to the company and the entrepreneur as it bypasses the “niche” phase altogether and is
designed for scale.
We hope you enjoy this issue. Let us know what you think at @PeoplesLab and stay tuned for Part 2
of this series.
Nidhi Makhija-Chimnani
Director – Research and Insights, MSLGROUP @NidhiMakhija
Melanie Joe
Consultant – Research and Insights, MSLGROUP @melanie_joe

Why Brands Need To Take A
Serious Look At Mobile And
Trends From Asia
+ Asia's Mobile Messengers Show the Next
Stage of Digital Transformation
Alice Hu
Deputy Asia Digital Lead
MSLGROUP Asia

In China and the rest of Asia, many users are accessing the Internet
for the first time through their mobile devices, making the region
one of the most mobile-first regions of the world. Because of this, a
new defining "mobile-first" consumer has emerged along with new
social platforms that create rich lifestyle experiences for these
mobile-savvy citizens.
Asian mobile messengers have been quick to meet the expanding needs and
growing opportunities in the region. The big ones are WeChat, Line and
KakaoTalk. They have become the most popular apps in many countries because
they have built a wealth of service features that extend beyond the social
engagement and chatting that are the base of Western social platforms such as
Facebook, Instagram, and Twitter.
On WeChat, for example, users can manage financial investments, book and pay
for a taxi, chat with friends and more, all within the platform.
As a result of the opportunity for rich engagement, brands have taken to a
mobile first strategy.
 A new gelato brand from the popular Chinese bakery, 21 Cake, can only be
purchased through a mobile messenger.
 To engage with its fans, soccer club FC Barcelona has created an official
account and special branded stickers on Line.
Top: 21 Cake
Bottom: FC Barcelona

Photo: Bubbly blog
Considering mobile as the focal point for a business' consumer engagement
isn’t limited to China. It continues to spread throughout Asia and is
catching on in other regions as well.
 Line launched Line Pay late in 2014 to strengthen its mobile commerce offering.
KakaoTalk is expanding into services with Kakao Taxi. It is meant to rival Uber and
will most likely build strength in the Korean market where KakaoTalk is synonymous
with communication itself.
 Just last month at the Consumer Electronics Show, Caesars Entertainment
collaborated with WeChat to enable guests to convert their WeChat and thus
smartphones into room control devices at the Linq Hotel. Guests were able to
control lighting, room temperature and more with their WeChat app.
The popularity of these platforms and their futures has already influenced western
platforms – you’ll already see many of their features adapted from the stickers available
on Facebook Messenger and Snapchat’s incorporation of QR codes.
A popular app or social platform can lose popularity quickly. But these mobile
messengers have incorporated so many features into their platforms that they are not
only retaining users, but also increasing them. When a user needs to use the app not
only to communicate, but also to complete daily tasks and errands, it becomes
difficult for them to remove themselves from the ecosystem the app has created.
The question is to what degree the next generation of apps and social platforms will
take this approach? How will we see this new role of digital being integrated by western
platforms?
Share your thoughts with @alicehu on Twitter.
●●●

Taking Wearable Tech to New Heights
 Dorothy
 Fitcoin
 Tinnitracks
A Renewed Focus on Adding Value
 Bluesmart
 Johnnie Walker + 99Taxis
New Content-driven Social Apps
 Meerkat
 Hater
Smart Partnerships
 Coca-Cola Founders
Inside
13
15
17
20
23
26
30
34

Mobiles – Taking Wearable Tech
to New Heights
+ Dorothy
+ Fitcoin
+ Tinnitracks

Dorothy
Video: How Dorothy works
Dorothy Gales from the Wizard of Oz only
had to click her heels for her magical red
ruby slippers to transport her to any place
she desired.
While teleportation may be a thing best
left to science fiction, shoes that obey
commands could soon become a reality.
That day may not be far off, with the
latest in wearable technology from
iStrategyLabs. Consisting of a Bluetooth-
enabled device and a mobile app, they’re
together called the ‘Dorothy,’ and quite
aptly so.
How it works
Connected to the mobile app, the device –
called Ruby – can be clipped to your shoe.
Click your heels together three times, and
the device triggers the app to call your
phone – and viola, just like that, you
could opt out of an awkward social
situation!
#DiscreetWearables

Photo: iStrategyLabs
‘The app that can get you out of Bad Dates’
Dorothy can be set to either of these 3 pre-determined responses:
1. Receive a call
2. Text 3 friends
3. Order an Uber
Extricating oneself from bad dates or awkward situations is just scratching the
surface of possibilities technology like this offers. Seamless integration the likes
of which this app makes possible could very well be useful in areas like
Healthcare and Security.
It’s easy to see this being used in the future for the aid of persons in assisted
living or for heightened security, especially for women and senior citizens.
Wearable technology is rapidly advancing and might soon become an
indispensable part of our lives. Dorothy turns everyday shoes into smart
footwear, adding to the already long list of wearables that provide practical
utility. It might not be long till we are accustomed to every object on our person
being ‘smart’ in its application.
●●●
 Watch Meredith Vieira review the Dorothy on her show here

Fitcoin
Video: Fitcoin by Chaotic Moon Studios
Cryptocurrencies have been rising in
popularity since the invention of the
blockchain technology and notably,
Bitcoin in 2008. More and more, people
are attracted to the notion of having a
web-based decentralized currency.
The use and spread of Bitcoin has resulted
in the development of several such digital
currencies online – known as altcoins -
each with their own way of mining for
digital money.
The latest technology is Fitcoin – which
measures your physical activity, calculates
the energy you spent and converts it into
computing power. The more energy you
spend during the workout, the more
computing power to ‘mine’ the
cryptocurrency, and the more Bitcoin you
are awarded.
Designed by Chaotic Moon, Fitcoin helps
you earn real money (well, in cents rather
than dollars) as you exercise.
#Fitcoins

Making money while getting healthier – too good to be
true?
Designed to work with existing fitness tracking wearables like the Mio, Atlas and
Jawbone 3, Fitcoin collects data about the user while they exercise like heart
rate and length of activity. Then, using an algorithm, it converts the physical
effort into mined currency. As a demonstration, Grant Nichol, a designer on
Fitcoin, wore a Mio band and ran for 40 seconds on a treadmill to earn a
whopping five cents.
The app also has a social component – people can invite friends to compete in
fitness challenges.
More integrations with the Real World
Apart from making spare change, Chaotic Moon believes the app can provide real
benefits – such as lower health insurance rates. Other benefits could also one
day include partnerships between sports brands and Fitcoin, discounts at local
gyms or even discounts on health products.
Essentially, these integrations offer people more incentives to work out, and to
use the app. A win-win for all it seems, if it takes off.
●●●
 Read our People’s Insights brief on Bitcoin
 Read about how blockchain technology can change the world
Photos: Chaotic Moon Studios

tinnitracks
Video: How Tinnitracks works
Health and fitness was the fastest growing
app category of 2014, and there are close
to 100,000 health-related apps on iOS and
Android.
These apps enable people to evaluate
their health and track their progress, and
are introducing a new era of personalized,
data-driven health solutions.
Beyond fitness and diet, we’re seeing
new apps that try to help people
manage diseases and disabilities.
A good example is Tinnitracks which
launched at SXSW this year. The app that
seeks to cure tinnitus – a condition most
commonly associated with ringing in the
ears - by matching people’s favourite
music with the frequencies they need to
manage their tinnitus levels.
#mHealth

How Tinnitracks works
The German-based app works by evaluating the music in the user’s phone and
filtering out the frequency of an individual’s tinnitus. The Tinnitracks website
lets people test their tinnitus levels with sample tinnitus sounds, and this can
also be cross-checked by a doctor.
This course of treatment is based on clinical therapy studies that show how
removing the frequencies of tinnitus and listening to that music for about 1-2
hours every day for a period of six months can help in bringing an individual’s
tinnitus levels back to normal.
The working model of this app is indicative of how health and tech are coming
together to create significant value for people in terms of diagnosis and
treatment. Making utility like this accessible on the mobile, moreover, makes it
all the more appealing because of its ease of use.
Next steps: Engaging Doctors?
Apps like Tinnitracks could reach more people and the right people by engaging
the key influencers - doctors. In a survey conducted by mobile engagement
provider Mobiquity, Inc, 34% of the respondents said they would increase their
use of apps if their doctors actively recommend it.
Tinnitracks has the potential to contribute to the growth of mHealth. It will be
interesting to watch how it grows.
●●●
Photo: Tinnitracks
 Privacy: What happens with data from
mobile health apps?
 Infographic: The Appification of
Mobile Health and Fitness
 Also see - Be My Eyes – An app that
lets people guide blind persons in real
time

Mobiles – A Renewed Focus on
Adding Value
+ Bluesmart
+ Johnnie Walker + 99Taxis

BLUESMART
Beyond fitness and mHealth, we’re
also seeing innovation in the space
of travel.
With more and more people
travelling the world, there will soon
be the need for travel accessories
that are connected, smart and make
getting from one place to the other
more convenient.
Silicon Valley-based technology
company Bluesmart was founded in
2013 with that goal – making
connected travel products for the
modern traveler.
Enter the Bluesmart suitcase, the
world’s first connected carry-on
that’s poised to revolutionize travel
as we know it.
Video: How Bluesmart works
#SmartTravel

Reimagined for the Connected Generation
Bluesmart is a first in luggage innovation in decades, and it doesn’t disappoint.
The suitcase is controlled by your smartphone, and has features that enable you
to perform activities like locking it, weighing it, locating it in a crowd – and more
– all from your phone. It also has a built-in battery that can charge a smartphone
as many as six times.
One of its biggest advantages is the scale – which allows you to weigh the bag
and helps you control whether or not you pay an extra baggage fee
(#nomoresurprises!). The founders say it works with 90% accuracy, with potential
for more fine-tuning.
Why Bluesmart is Getting it Right
 More travelers = more travel products: More people are travelling from one
part of the world to the other. According to a World Tourism Organization
report, international tourist arrivals grew by 5% in 2013, with an additional 52
million international tourists travelling the world.
 The demand for wearables is increasing: Wearable technology is becoming
more seamless and accessible. In 2013, about 1.23 million smartwatches alone
were shipped worldwide, and the number is expected to hit 25 million by the
end of 2015.
Photos: jebiga.com

Launched at Y Combinator, Bluesmart is
already proving to be a popular idea – it
raised over $2 million on crowdfunding
website Indiegogo. A clear indication of
the demand for smarter luggage.
The company is also working on
developing smartwatches that can be
used to operate the carry-on. And
hopefully – more connected travel
products.
●●●
 Learn more about Bluesmart’s features
Photo: cnet.com

Johnnie walker + 99taxis
A number of taxi service apps have sprung
up in the past few years, like Uber, Lyft,
and Easy Taxi.
While they essentially provide the same
service, most of the companies have their
own distinct features and compete with
each other to offer the most value to
customers.
We’re beginning to see brands partner
with these apps, to delight customers (as
Uber often does) or to deliver on their
brand promise. A collaboration in Brazil
between Johnnie Walker and taxi service
company 99Taxis does both.
Called Hoje Não Dirijo (which translates
to ‘No Driving Today’), the program offers
discounts for partygoers who use 99Taxis
at specific hours on weekends,
encouraging people to keep their cars at
home while going out to drink.
#SmartPartnerships
Photo: 99Taxis

Photo: 99Taxis
Given that Brazil’s taxi fares are among the steepest in the world, it can be
expensive for regular partygoers to hire taxis to go home. As a result, driving
while under the influence of alcohol can be quite common.
Johnnie Walker used this as an opportunity to sponsor a solution. The brand
partnered with Brazil’s largest taxi fleet 99Taxis, which has more than 50,000
licensed drivers, to offer discounts to partygoers. Customers could avail
discounts every Friday and Saturday, between 9 pm and 4 am.
The results?
The collaboration was a success, and the discounts covered 1 million miles. The
program has proved so successful it’s that currently in its third 3rd season.
Hoje Não Dirijo is a great example of how brands can leverage disruption and
people’s new behaviours to make an impact.
●●●

Mobiles – New Content-driven
Social Apps
+ Meerkat
+ Hater

Meerkat
Photo: Meerkat
Very few mobile apps have become as big
an overnight sensation as the live video
streaming app Meerkat, which launched in
February this year. (Unless of course they
make a cameo in a hit TV show like
Monument Valley did in House of Cards.)
Back to Meerkat – the Israel-based app
took Austin by storm at SXSW, and indeed
the digital marketing community online.
What’s it about? The app enables people
to stream video from their phones to their
Twitter followers in real-time. The
experience is quick, seamless and unique.
And it’s a break from edited and touched
up video content.
In 2 short months, the app has attracted
156,000 users, and over 90,000 videos
have been streamed already!
#Meerkat

With live, unedited footage like this
gaining popularity, could we be entering
yet another phase of content marketing?
Brands today are expected to deliver
content that is high-quality and produced
quickly in near-real time. Add to that
their own criteria to reach and engage
larger audiences. Meerkat helps fulfil
these requirements.
Several brands (like Starbucks and
Red Bull) and reporters have jumped on
the Meerkat bandwagon to engage with
their followers online, and have received
positive feedback.
A Sudden Change in Luck
With so much going for the app, it looked
like it was on its way to start-up success –
until Twitter cut off the app’s access to
its social network.
Shortly after, Y Combinator – Silicon
Valley’s biggest start-up event, announced
a ban on the live streaming of the
conference.
Photo: Fortune

Twitter: Erin Griffith
Meerkat – A Cause for Paranoia?
Live streaming is not new – individuals and journalists have been live tweeting
and reporting from public events for years now. Meerkat simply makes it easier
to stream live video, giving viewers an even more personal and immediate
experience. But it also gives the power of live content creation to anyone
with a video-enabled phone, giving rise to concerns of privacy.
As Fortune’s Erin Griffith puts it, “Meerkat can be invasive in the same way
Google Glass was.”
True, except Meerkat isn’t the only app with a live video-centric business
module. Apps like Stre.am and Periscope (which, incidentally, was recently
acquired by Twitter and explains the ban on Meerkat) offer similar features.
Live Video Streaming – The Next Big Thing for Content
Marketers?
Instant live video streaming opens up multiple avenues for creative storytelling.
Here’s what makes it so popular:
 ‘Real Content’: Live streams eliminate the scope for editing, making the
content more spontaneous and more ‘real.’ Like in Snapchat, video streams on
Meerkat cannot be re-watched, making the experience all the more unique.
 Easy to use: Meerkat is fairly easy to navigate and use – this is for people who
want to share in real-time from busy events.

Meerkat founder Ben Rubin (R) in conversation with Yahoo’s David Pogue. (Photo: Mashable)
Will Meerkat survive amongst
the competition?
With restrictions placed on how much of
Twitter’s social graph Meerkat can access,
there are concerns about Meerkat’s
growth. Twitter’s backing of Periscope
too, is likely to make the road ahead
bumpy for Meerkat.
Founder and CEO Ben Rubin seems less
concerned: Meerkat saw a 30% growth
even after Twitter cut off its access.
Rubin shared plans to start a separate
network to host the videos.
Whether or not Meerkat takes off in the
long run remains to be seen, but live
video streaming appears to be here to
stay.
●●●
 8 Ways Brands Can Add Meerkat into
Their Marketing Mix
 Periscope – a rival to Meerkat?

HATER
Photo: Hater
Social networks have a culture of
promoting positive social interactions
among people – the liking, favourite-ing
and double-tapping are testament to it.
What happens though, when people stop
feeling favourable towards certain things
you share with them (like, Candy Crush
invites)? Or what if someone just wants to
express their dislike about something in
general?
Maybe it would help if they had a network
to talk about just that – all the things they
hate.
That’s what founder Jake Banks believes
his app – Hater – is here to provide.
#HaterApp

The app resembles Instagram with its photo-sharing features. It lets people
upload photographs of their most common pet peeves, which currently appear to
be waiting in lines and selfies.
Other features include a text rant and a showcase of which ‘hates’ are trending –
much like Twitter and Facebook’s trends.
What inspired the creation of this app?
Banks feels the ‘Like’ culture fostered by the leading social networks today
prevents people from being themselves: it isn’t a true reflection of our society
where it’s completely normal to dislike certain things and ideas. A platform like
this, he believes, makes way for an honest, balanced approach to things on the
web.
While a platform for sharing common pet peeves like rush hour traffic and mug
stains might be harmless, it does raise some concerns. Hate is a powerful word –
encouraging people to feed a negative emotion can result in undesirable
consequences.
Banks thinks otherwise and hints at the larger potential of the app:
“It’s important to have a conversation about something you dislike. Hating
something for change is a big thing.
Whether the hate is for gun control, traffic every morning on my way to
work, or a factory from my corner dumping toxic waste… all your opinions
help create a message.”

Should we be monitoring hate?
Hating to inspire change? Seems far-fetched. Misuse of the app seems more
likely. For instance, it might lead to potential a breeding ground for cyber
bullying, violence or worse.
The free reign people have on social networks makes them powerful platforms
for people to have an opinion, a voice. It also gives people the choice of
anonymity like no other platform does, and raises hard questions: Should the
hates be monitored? Who should monitor it – the social network itself?
Government agencies?
Could it be integrated for wider use?
It will also be interesting to see if brands or media organizations will integrate
the ‘hate’ feature with their social content. This might be a good fit for websites
that current news and report on political/legal developments, and may lead to a
new form of online citizen activism.
Maybe the challenge lies in the word “Hate” – phrases like “down-vote” or
“disagree” might be more effective for productive discourse.
●●●
 Why Facebook won’t add a ‘dislike’ button
Photos: refinedguy.com

Smart Partnerships
+ Coca-Cola Founders

Coca-Cola founders
coca-colacompany.com
Watch the Video: Coca-Cola Founders
An increasing number of brands and
corporations today are veering towards
the entrepreneur trend. In the last few
years, the gap between large, traditional
corporations and fresh startups seems to
be being bridged with collaborations that
benefit the short-term as well as long-
term interests of both.
This trend is more pronounced across the
Europe and US. Big businesses like GE (GE
Ventures), Intel (Intel Capital), SAP (SAP
Startup Focus Program) and Unilever
(Unilever Foundry) already have
committed to funding startups and
innovations.
A major addition to the venture capital
scene is consumer giant Coca-Cola, with
its Coca-Cola Founders Program.
#CorporateVCs

Building the Co-Founder Network
Coca-Cola has been working with mature startups for a while, and now with the
Coca-Cola Founders program, the company is shifting to an approach that
involves working with entrepreneurs before they actually launch a startup.
The program will provide funds ranging from $1 to $1M, along with its resources
and expertise to help entrepreneurs bring their ideas to reality.
With this new model, Coca-Cola is reaching out exclusively to entrepreneurs with
significant experience in running companies that focus on low spends and high
speed.
The first step in the search – going to the right city, with “either the most
established or the fastest growing startup communities” according to Coca-
Cola’s VP of Innovation & Entrepreneurship David Butler.
Coca-Cola presents what they’re looking for and welcomes on board
entrepreneurs with ideas to solve some of Coca-Cola’s biggest challenges, and
ideas that can make an impact beyond Coca-Cola.
The founders maintain the right to their intellectual property, and Coca-Cola
steps back from directly controlling any of the projects.
Over year after its 2013 launch, Coca-Cola has founders working in nine major
cities across the world - Berlin, Buenos Aires, London, Mexico City, Singapore, Rio
de Janeiro, San Francisco, Sydney and Tel Aviv.
Photo: Coca-Cola Founders

Designed for Scale
The program already has a number of ideas in development around the world:
like Winnin – a Rio de Janeiro-based video ranking website, iHydrate - a Sydney-
based hydration biosensor and Home Eat Home- a Berlin-based food supplier
The ideas might not seem aligned to Coca-Cola’s business… or is it?
Take for example Home Eat Home – the start up offers customers with recipes
for meals and all the ingredients necessary to make each meal from scratch. Its
model of delivering the products – through vending machines with coolers placed
all over Berlin.
And that’s where Coca-Cola comes in. The company has decades’ worth of
experience in dealing with coolers and everything related to them. It has the
reach, the resources and the relationships to support Home Eat Home’s
operations.
A new, mutually-beneficial, Business Model?
The entrepreneurs bring agility and start-up experience, and Coca-Cola brings
the reach, resources and relationships. As the start up industry gets more
crowded, and as big corporations find that their size is slowing them down, could
this approach become a new model for businesses to transform themselves?
●●●
Top: thenextweb.com
Bottom: Coca-Cola Founders

People’s Insights is a collection of inspiring initiatives, insights and foresights
shared by MSLGROUP’s SPRINTers – our global team of 100+ strategic
planners, researchers and insights experts.
People’s Insights covers the latest trends in engagement on both consumer
and corporate sides.
We feature the best of these initiatives as People’s Insights monthly briefs,
and original insights and foresights – from our SPRINTers and other MSLGROUP
experts - in our People’s Insights reports. We share these on our social
platforms and distribute freely to inspire more engaging campaigns.
Check out our latest report, The Future of Creativity:15 drivers for engaging
creatively in 2015.
*
People’s Insights is available as a blog, powerpoint decks, infographics, white
papers and magazines, a Kindle eBook and even an iPad app.
Follow us on Twitter at @PeoplesLab or subscribe to our newsletter to
receive our monthly briefs and quarterly magazines.
People’s Insights – The Voice of SPRINT

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insights for innovation,
storytelling and change.
People’s Lab helps organizations build and nurture public or private, web or
mobile, hosted or white label communities around four pre-configured
application areas:
1. Expertise Request Network
2. Innovation Challenge Network
3. Research & Insights Network
4. Contest & Activation Network
Our community and gaming features encourage people to share rich content,
vote/ comment on other people’s content and collaborate to find innovative
solutions.
People’s Lab forms the core of our insights and foresight approach, which
consists of four elements: organic conversation analysis, MSLGROUP’s own
insight communities, client specific insights communities, and ethnographic
deep dives into these communities. The People’s Insights reports showcase
our capability in crowdsourcing and analyzing insights from conversations and
communities.
People’s Lab

Thank You!
For more, visit: peopleslab.mslgroup.com/peoplesinsights

The Mobile & Wearable Web (Part 1) - People's Insights | March 2015

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The Mobile & Wearable Web (Part 1) - People's Insights | March 2015