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RACV MobileRACV Mobile
Chris RathborneeBusiness & Membership Systems26 November 2013
Early Tech Predictions
• “I think there is a world market for maybe 5 computers” ~ Thomas Watson, President of IBM, 1946
• "Television won't be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night.” Darryl Zanuck, executive at 20th Century Fox, 1946
• “All the predictions of 1995 depend on the internet. I predict it will go supernova and then fail spectacularly” ~Robert Metcalfe, founder of 3Com, 1994
• So what happened?
Expectations changed
People grew with technology
Moving in to the 90’s ~
Kidn
The kids grew older.
Computers became less scary
Gamechanging technology
• Windows revolutionised computing.
– Exciting and useable for the ordinary person.
– Enormous computational exercises in to businesses and in to homes.
– Games left the arcade.
• Within 10 years from the Commodore 64 to windows, PC’s became standard household items.
Today - Supercomputers - in our pocket
CDC 7600 - 1969 ~ $5.1m
=
iPhone 4S - 2013 ~ $429
The Internet of Everything
Trying to predict the internet market, is like trying to calculate the market for plastics in circa 1949.
During this time, it was difficult to see what it could be like. ~ Professor Michael Nelson, Georgetown University
Internet Growth in Waves
By 2015, tablet saleswill exceed desktops
Booked, communicated, captured and paid for on
mobile devices.
Health monitors, data in the cloud that your doctor can analyse - in real time.
Health Applications
• A toothbrush thats connected to the internet to collect data.
• Heart rate, Walking, exercise and sports monitors.
• Connected vehicle integration
– Sleep monitoring, alcohol monitoring etc
Our channel focus is the same same
…. to serve members effectively
Members can choose their
channel
Members choose the service
that suits them
Product areas can market their
channel of choice
Objectives of Online Strategy
• Provide value added content and functionality for members
• Let members manage their RACV portfolio – My Membership Manager
• Encourage two way communication with members
• Communicate member value proposition
• Establish platforms for members to communicate with each other
12 Month Metrics
2.1m pagesof content
Where are we now?
Enterprise distribution of content
Useability Researchon Mobile Experience
New Applicationsin Mobile Space
My Membership Portalwith services ready
Growing member basewanting more
appification
A series of key desiresfrom the member
base
Last ExCom - Mobile Application
Last ExCom iPhone Application
Last ExCom - RACV Club
Thank you for your time
about.me/chris_rathborne