According to analysts, the market for advertising on mobile devices is expanding rapidly. Large companies can benefit from this market growth by developing apps or having these developed. Mid-sized companies, however, must generally rely on the services of third-party providers – often an expensive alternative. The Steinbeis Consulting Center for Innovation Management and Know-How Transfer NORTH is now supporting the project k.now, a mobile Internet-based information service for the small firm sector. It was launched as part of an EU project.
The average app costs € 23,000 to develop and complex versions can even cost as much as € 79,000. These price scales inspired the German state of Schleswig- Holstein to develop the mobile Internetbased service k.now as part of an EU-funded program for future commerce called “Zukunftsprogramm Wirtschaft”. The project is due to receive funding of up to € 1.5m, and Steinbeis experts will pro- vide support in the form of consulting services.
k.now is a marketing platform for service providers. Customers have full control over how they (and their services) are represented on mobile devices using text, graphics, audio and video content. The user has several options for transferring the information to their mobile device: either via the k.now mobile app or by entering a POI code, scanning a QR code or via direct access to k.now through their mobile browser. The system provides an alternative information source called k.box, which enables information on k.now apps and project partners to be transferred for free via Bluetooth using mobile devices. Like Wi-Fi hotspots, this virtual storage box is particularly practical for use in shopping centers, service centers, in and around terminals and train stations.
Unlike “inanimate” newsletters, k.now offers companies the opportunity to keep customers up to date at all times, and unlike with websites designed for PC-based web browsing, k.now information can be imparted anytime, anyplace. For example, through this modern and mobile marketing platform, auction or purchasing decisions can be made at any time. As a result, information is distributed better, productivity is increased and customers are reached in a modern, more informative way – this improves customer relationships. It also signals to customers that they are dealing with a modern company that is already future-ready.
Hans Protschka
Steinbeis Consulting Center Innovation Management and Know-How Transfer NORTH (Bremen)