Fake Strategies vol1 - Utility for Mini

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Luis Miranda

Business Sports Technology

¿What kind of added utility could MINI create? May 2010 Fake Strategies vol.1

Perhaps not just about functional technology

but a value that enriches how they are Perhaps not just about functional technology

Meet the MINI driver Fun, Creative, Enthusiast

and MINI drivers really like interacting with each other Source: Motive Quest, Mini Drivers Study, 2007

Being connected and having a community inside the car StarterThinking Territory

CONNECTED COMMUNITY Reference: MyFord (Digital Dashboard - Wifi) http://www.youtube.com/watch?v=59DJOiIg9w4&feature=related

PLAYFUL SHARE USEFUL DATA Be CONNECTED Feel COMMUNITY We are looking for a revolutionary concept in a car that works at the same level

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MINI eye Ref http://www.youtube.com/watch?v=J0xn1BA4mQc&feature=player_embedded# ! 2 modes SOCIAL PLAYFULNESS Augmented reality in a screen or windshield to help you with your driving or providing you with real time info USEFULNESS

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Fake Strategies vol1 - Utility for Mini

1. ¿What kind of added utility could MINI create? May 2010 Fake Strategies vol.1

2. What is utility for drivers?

4. Efficiency Problem solving Comfort

5. too much focus on the functional side

6. What is utility for drivers?

7. Perhaps not just about functional technology

8. MINI is a tribal & cult brand, with a strong sentiment of belonging

9. but a value that enriches how they are Perhaps not just about functional technology

10. Meet the MINI driver Fun, Creative, Enthusiast

11. and MINI drivers really like interacting with each other Source: Motive Quest, Mini Drivers Study, 2007

12. Being connected and having a community inside the car StarterThinking Territory

13. CONNECTED COMMUNITY Reference: MyFord (Digital Dashboard - Wifi) http://www.youtube.com/watch?v=59DJOiIg9w4&feature=related

14. PLAYFUL SHARE USEFUL DATA Be CONNECTED Feel COMMUNITY We are looking for a revolutionary concept in a car that works at the same level

15. MINI eye

16.

17. INTEGRATED WEBCAM location options

18.

19.

20. Thanks @mirandaluis

Editor's Notes

What makes MINI? Fun and sporty, with go-kart-like handling Fashionable, trendy and customizable MINImalism doing more with less FB: Mini 125000 fans MiniUsa 170000 fans MiniCountryman 40000

Fake Strategies vol1 - Utility for Mini

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Editor's Notes