Swish is a service collaboration between Sweden’s six largest banks and the only co-operation they have made since the 1950’s.The service is a mobile application that enables users to instantly move money from one mobile to another.
Design agency Identity Works, who had created the product’s graphical identity recommended Morgenland as the creative partner for creating the communication platform.
The assignment included defining a main communications theme, tagline, copy writing guide lines, motion assets and a pre-launch web film. It also included recommendations on how to organically work with and introduce the service to different relevant target users, promoting early adopters and ambassadors.
Defining a communication platform for a digital service is always a challenge and a great responsibility since it guides the consumers first perception of an abstract service (in this case money transferring). It was also needed to differentiate the offering towards new emerging competitors. The service and communciation based on the platform was launched in Dec 2012. Learn more about the service at https://www.getswish.se/
Mobile
Mobile Every time we pay for something we experience what is called “The Pain of Paying”. When we pay any amount of money we feel some psychological pain. This is associated with giving up our hard earned cash. But it also turns out that this pain does not increase linearly with the cost. This means that when we double the payment, the pain doesn’t double – it only increases by a bit. In fact, the biggest increase in the pain of paying comes when we switch from paying nothing to paying something. Which means if you dine out with your friends, to reduce the pain of paying as much as possible, you shouln’t split the bill, instead take turns each time you go out. “The Pain of Paying” is a mysterious behavior that economists long tried to solve.
The question now is, will smartphone payment apps like Square, help ease the pain of paying? They are one of many companies that developed a tool that turns your smartphone into a cash register. First, it moves the time of payment to the future. And they also make it into an opportunity for you to show that you are a regular at your local café, by sharing that update at the same time as you get your coffee. So instead of making small payments and feel the pain often, you can feel it less often and at the same time show off what you’re up to.
So, when will we start using mobile payment, and which one will be the big one?
Read more:
The Pain of Paying
Square
Mobile
Mobile ”It might take that long for Siri to inflict that much harm to Google and Google has lots of cash to throw at the problem. But we might be watching the beginning of the end of Google, thanks to innocuous introduction of Siri in the 4S.” – Eric Jackson, Forbes
It’s been a couple of weeks since Apple’s new voice controlled virtual personal assistant Siri made its debut. Siri on iPhone 4S lets you ask questions and give it commands. For example, ask Siri about the weather and it will respond out loud with a short summary of the day’s weather and a snapshot of the five-day forecast.
Although voice recognition has been available for 15–20 years it has never really been useful. When people hear the word ”voice recognition” they think of the times when they call customer service and shout the same simple word several times, only to be met with ”Please try again”. But Siri seems to be here to change that, and it’s still only in beta.
And it already seems like Siri is making life hard for Google. A new study shows that people who use Siri don’t really need Google anymore. This is interesting because not only do people use Siri instead of Google, but every time they do Google loses ad revenue. So what’s Google’s next move?
Read more:
New Study Shows People Using Apple’s Siri Don’t Really Need Google
Why Siri is a Google killer
Mobile
Mobile All signs are clear, mobile is where it is at. It is destined to cruise by the clunky computer and become the primary tool for digital communication any year now. The main focus of innovation happens in the smartphone space. Some of the most drastic increases in marketing spending happens here. The close and personal nature of the devises has made the internet an ever present commodity in peoples lives and being online is as natural and constant as being awake. Nothing of this should be news to anyone. So why is it still not Mobile First?
To get your message across you need to make sure it is accessible. But we are still producing properties in Flash, a technology Adobe now finally admits are not suitable for mobile devices. We are designing interfaces incompatible with touch. We are not including iOS and Android when bug testing. Unique mobile features such as the ability to make phone calls, identify your location, process payments or verify identities are usually left out or added as an afterthought. The ideas might be suitable for mobile but the message seldom is.
We try to advice our clients to start with mobile. If you are communicating for the long term, start by imagining how the message would utilize all the mobile possibilities. This also forces you to focus on the core of the product or message and not get lost in lofty digital dazzling.
The consumers are using, or are moving towards lightweight yet powerful tools and we are clearly heading in to what Apple has defined as the post-pc world. Limiting your communication for machines that you have to place yourself in a chair to access have stopped making sense for users. It probably should stop to make sense for your business as well.
