PEOPLE’S INSIGHTS MONTHLY BRIEF: MARCH Photo: Yuri Numerov
Part 1: The Mobile & Wearable Web
Introduction 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.
Photo: Ed Yourdon on Flickr
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.
MSLGROUP at SXSW: (left to right) Romain Vezirian (France), Adrian Rosenthal (Germany), Narendra Nag (India), Erika Joseph (USA), Alice Hu (China)
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.
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: Kimberley Kling 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?
Photo: Michele Manganelli on Flickr
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 CocaCola 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 winwin 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
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. ●●●
Photo: Bubbly blog
Inside Taking Wearable Tech to New Heights
Dorothy
13
Fitcoin
15
Tinnitracks
17
A Renewed Focus on Adding Value
Bluesmart
20
Johnnie Walker + 99Taxis
23
New Content-driven Social Apps
Meerkat
26
Hater
30
Smart Partnerships
Coca-Cola Founders
34
Mobiles – Taking Wearable Tech to New Heights + Dorothy + Fitcoin + Tinnitracks
Dorothy
#DiscreetWearables 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 Bluetoothenabled device and a mobile app, they’re together called the ‘Dorothy,’ and quite aptly so.
How it works
Video: How Dorothy 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!
‘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 Photo: iStrategyLabs
Fitcoin
#Fitcoins 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.
Video: Fitcoin by Chaotic Moon Studios
Designed by Chaotic Moon, Fitcoin helps you earn real money (well, in cents rather than dollars) as you exercise.
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
#mHealth 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.
Video: How Tinnitracks works
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.
Photo: Tinnitracks
Next steps: Engaging Doctors?
Privacy: What happens with data from mobile health apps?
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.
Infographic: The Appification of Mobile Health and Fitness
Tinnitracks has the potential to contribute to the growth of mHealth. It will be interesting to watch how it grows. ●●●
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
#SmartTravel 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
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
#SmartPartnerships 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. 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. ●●●
Photo: 99Taxis
Mobiles – New Content-driven Social Apps + Meerkat + Hater
Meerkat
#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!
Photo: 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
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. Twitter: Erin Griffith
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? Meerkat founder Ben Rubin (R) in conversation with Yahoo’s David Pogue. (Photo: Mashable)
HATER
#HaterApp 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.
Photo: Hater
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
#CorporateVCs 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 longterm 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.
coca-colacompany.com Watch the Video: Coca-Cola Founders
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 CocaCola’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 Sydneybased 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
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