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M-Days 2012, Frankfurt
              February 1st 2012, Session 3




toonity.com – How to get an online community into mobile?
                STABILO International GmbH - Daniel Haida

                                                            M-Days 2012, Daniel Haida, Feb. 1st 2012   1
Some information about STABILO




                          M-Days 2012, Daniel Haida, Feb. 1st 2012   2
We sell coloured lines on paper!
What´s the difference?




                         M-Days 2012, Daniel Haida, Feb. 1st 2012   4
Favourite pens for you!




                      M-Days 2012, Daniel Haida, Feb. 1st 2012   5
General mobile stuff from STABILO

•   QR Code for STABILO SMARTball ballpoint pen for
    touch screen displays for decision support at POS: film +
    product features


•   Optimized STABILO product websites for mobile use


•   PimpYourPic App




                                                                M-Days 2012, Daniel Haida, Feb. 1st 2012   6
Why toonity.com?




                   M-Days 2012, Daniel Haida, Feb. 1st 2012   7
The concept behind toonity.com
                        STABILO´s target group
                       STABILO´s target group
                          …is highly creative
                          …is highly creative
          …is drawing and writing with STABILO pens already
          …is drawing and writing with STABILO pens already
                  …is interested in Comic and Manga
                 …is interested in Comic and Manga

                                                Web 2.0 success factors:
Comic Community
Comic Community                                 Web 2.0 success factors:

                                                 self-expression
                                                 self-expression
                                                 entertainment
                                                 entertainment
                                                 social experience
                                                 social experience




           „Creativity“ becomes community spirit
          „Creativity“ becomes community spirit
                                                      M-Days 2012, Daniel Haida, Feb. 1st 2012   8
toonity.com – THE NAME


                     toonity = carTOON + communITY




                                      M-Days 2012, Daniel Haida, Feb. 1st 2012   9
Concentration on STABILO´s core target group 12-19
 – They love stylish and trendy products
 – They set a high value on brands
 – They love to communicate and self-portrayal themselves especially inside the
   Internet
 – They use all kinds of media, communication tools and electronic toys




  high potential to get in direct contact and to deepen direct communication !




                                                                                            Alter
                                                               M-Days 2012, Daniel Haida, Feb. 1st 2012   10
Main offers and added values




                         M-Days 2012, Daniel Haida, Feb. 1st 2012   11
Comic Creator tool
                 including picture
                      upload



              The Comic Creator tool…
             • is easy to use
             • is boosting creativity
             • is pure fun
Fotoupload




                 M-Days 2012, Daniel Haida, Feb. 1st 2012   12
Upload
            of own
           drawings




M-Days 2012, Daniel Haida, Feb. 1st 2012   13
toonity.com
                          Comic Soap



• 2-3 episodes a week

• target group relevant topics

• user-generated content:
„Decide how the story could go
on!“

• exciting prize winning games




                   M-Days 2012, Daniel Haida, Feb. 1st 2012   14
Free of charge
     drawing tutorial
     with professional
       draftsperson




M-Days 2012, Daniel Haida, Feb. 1st 2012   15
Exciting comic creator or
   drawing contests
           +
 creative competitions




          M-Days 2012, Daniel Haida, Feb. 1st 2012   16
Crowdsourcing
       e.g. STABILO bionic
      Penstyler-Wettbewerb




80 designs
                   M-Days 2012, Daniel Haida, Feb. 1st 2012   17
Main benefits of toonity.com

•   Digital Relations as a chance: Intensive Dialogue with STABILO heavy
    users/buyers

•   Strengthening STABILO´s brand- and product image

•   Outstanding PR-story

•   Crowdsourcing – product and design tests

•   Creating STABILO related user-generated content for youtube, Facebook &
    Co.

•   Increase of end consumer loyalty and turnover
                                                             M-Days 2012, Daniel Haida, Feb. 1st 2012   18
GOING MOBILE?




                M-Days 2012, Daniel Haida, Feb. 1st 2012   19
General Objective: Reducing access barriers

Possible features:
• Facebook Login
   – but: No facebook App!

•   Mobile Version

•   Mobile APP                             under
     – Possible mobile features:         discussion
         • Wall + Chat  communication
         • Comic Creator  creativity




                                                      M-Days 2012, Daniel Haida, Feb. 1st 2012   20
Pros and Cons of a toonity.com APP (HTML5)

•   Pros:
     – Optimized look on mobile devices
     – Increased usability
     – Higher reach within target group
     – Easier access + automatic login „on the go“
     – Easier communication amongst toonity users
                                                                        ?
•   Cons:
     – Costs of about 15.000 – 20.000 EUR
     – Situation today: no relevant use of mobile apps inside young toonity target
       group  unsureness about future mobile use development




                                                                 M-Days 2012, Daniel Haida, Feb. 1st 2012   21
Mobile Phone: General availability

                               Yes, I have access to a mobile phone




         Total                                                         Boys      Girls

           Own mobile phone.       Co-use of mobile phone




         Total                                                         Boys      Girls




                                                                      M-Days 2012, Daniel Haida, Feb. 1st 2012   22
Yes, I have downloaded apps already




Total                                                 Boys   Girls



    Yes, I asked my parents to download apps for me




Total                                                 Boys   Girls




                                                  M-Days 2012, Daniel Haida, Feb. 1st 2012   23
toonity.com user survey in February 2012

•   Redesigned layout + new features will be tested from users


•   Included questions:
     – Do you own a smartphone?
     – Are you registered on facebook and do you use it regularly?
     – Would you use a mobile toonity.com Version or even a toonity.com App
       on your smartphone?
     – Which mobile toonity.com features could you think of?




                     D E C I S I O N ???
                                                               M-Days 2012, Daniel Haida, Feb. 1st 2012   24
Thank you very much
 for your attention!

          Daniel Haida
   daniel.haida@stabilo.com
     Tel.: 0911 / 567–1327




                              M-Days 2012, Daniel Haida, Feb. 1st 2012   25

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toonity.com – How to get an online community into mobile?

  • 1. M-Days 2012, Frankfurt February 1st 2012, Session 3 toonity.com – How to get an online community into mobile? STABILO International GmbH - Daniel Haida M-Days 2012, Daniel Haida, Feb. 1st 2012 1
  • 2. Some information about STABILO M-Days 2012, Daniel Haida, Feb. 1st 2012 2
  • 3. We sell coloured lines on paper!
  • 4. What´s the difference? M-Days 2012, Daniel Haida, Feb. 1st 2012 4
  • 5. Favourite pens for you! M-Days 2012, Daniel Haida, Feb. 1st 2012 5
  • 6. General mobile stuff from STABILO • QR Code for STABILO SMARTball ballpoint pen for touch screen displays for decision support at POS: film + product features • Optimized STABILO product websites for mobile use • PimpYourPic App M-Days 2012, Daniel Haida, Feb. 1st 2012 6
  • 7. Why toonity.com? M-Days 2012, Daniel Haida, Feb. 1st 2012 7
  • 8. The concept behind toonity.com STABILO´s target group STABILO´s target group …is highly creative …is highly creative …is drawing and writing with STABILO pens already …is drawing and writing with STABILO pens already …is interested in Comic and Manga …is interested in Comic and Manga Web 2.0 success factors: Comic Community Comic Community Web 2.0 success factors:  self-expression  self-expression  entertainment  entertainment  social experience  social experience „Creativity“ becomes community spirit „Creativity“ becomes community spirit M-Days 2012, Daniel Haida, Feb. 1st 2012 8
  • 9. toonity.com – THE NAME toonity = carTOON + communITY M-Days 2012, Daniel Haida, Feb. 1st 2012 9
  • 10. Concentration on STABILO´s core target group 12-19 – They love stylish and trendy products – They set a high value on brands – They love to communicate and self-portrayal themselves especially inside the Internet – They use all kinds of media, communication tools and electronic toys  high potential to get in direct contact and to deepen direct communication ! Alter M-Days 2012, Daniel Haida, Feb. 1st 2012 10
  • 11. Main offers and added values M-Days 2012, Daniel Haida, Feb. 1st 2012 11
  • 12. Comic Creator tool including picture upload The Comic Creator tool… • is easy to use • is boosting creativity • is pure fun Fotoupload M-Days 2012, Daniel Haida, Feb. 1st 2012 12
  • 13. Upload of own drawings M-Days 2012, Daniel Haida, Feb. 1st 2012 13
  • 14. toonity.com Comic Soap • 2-3 episodes a week • target group relevant topics • user-generated content: „Decide how the story could go on!“ • exciting prize winning games M-Days 2012, Daniel Haida, Feb. 1st 2012 14
  • 15. Free of charge drawing tutorial with professional draftsperson M-Days 2012, Daniel Haida, Feb. 1st 2012 15
  • 16. Exciting comic creator or drawing contests + creative competitions M-Days 2012, Daniel Haida, Feb. 1st 2012 16
  • 17. Crowdsourcing e.g. STABILO bionic Penstyler-Wettbewerb 80 designs M-Days 2012, Daniel Haida, Feb. 1st 2012 17
  • 18. Main benefits of toonity.com • Digital Relations as a chance: Intensive Dialogue with STABILO heavy users/buyers • Strengthening STABILO´s brand- and product image • Outstanding PR-story • Crowdsourcing – product and design tests • Creating STABILO related user-generated content for youtube, Facebook & Co. • Increase of end consumer loyalty and turnover M-Days 2012, Daniel Haida, Feb. 1st 2012 18
  • 19. GOING MOBILE? M-Days 2012, Daniel Haida, Feb. 1st 2012 19
  • 20. General Objective: Reducing access barriers Possible features: • Facebook Login – but: No facebook App! • Mobile Version • Mobile APP under – Possible mobile features: discussion • Wall + Chat  communication • Comic Creator  creativity M-Days 2012, Daniel Haida, Feb. 1st 2012 20
  • 21. Pros and Cons of a toonity.com APP (HTML5) • Pros: – Optimized look on mobile devices – Increased usability – Higher reach within target group – Easier access + automatic login „on the go“ – Easier communication amongst toonity users ? • Cons: – Costs of about 15.000 – 20.000 EUR – Situation today: no relevant use of mobile apps inside young toonity target group  unsureness about future mobile use development M-Days 2012, Daniel Haida, Feb. 1st 2012 21
  • 22. Mobile Phone: General availability Yes, I have access to a mobile phone Total Boys Girls Own mobile phone. Co-use of mobile phone Total Boys Girls M-Days 2012, Daniel Haida, Feb. 1st 2012 22
  • 23. Yes, I have downloaded apps already Total Boys Girls Yes, I asked my parents to download apps for me Total Boys Girls M-Days 2012, Daniel Haida, Feb. 1st 2012 23
  • 24. toonity.com user survey in February 2012 • Redesigned layout + new features will be tested from users • Included questions: – Do you own a smartphone? – Are you registered on facebook and do you use it regularly? – Would you use a mobile toonity.com Version or even a toonity.com App on your smartphone? – Which mobile toonity.com features could you think of? D E C I S I O N ??? M-Days 2012, Daniel Haida, Feb. 1st 2012 24
  • 25. Thank you very much for your attention! Daniel Haida daniel.haida@stabilo.com Tel.: 0911 / 567–1327 M-Days 2012, Daniel Haida, Feb. 1st 2012 25