Nestle?s Nespresso launches Flash Lite mobile app
Nestle's coffee brand Nespresso has launched Nespresso Mobile, a multimedia coffee experience that is one of the first Flash Lite 3.1 mobile applications available for download.
By taking advantage of the newest version of Adobe Flash Lite Distributable Player, this service-oriented application represents a new step in Nespresso's mobile strategy, which Nespresso has been sustaining for several years in collaboration with mobile marketing agency Apocope.
Nespresso launched a mobile commerce Web site in 2003 on the Bouygues Telecom portal i-mode and Gallery and optimized it in 2005 for all Web-enabled handsets in 16 countries, letting consumers order capsules directly via their mobile phone.
As soon as the launch of the Apple iPhone was announced in 2007, Nespresso decided to develop a new version optimized for iPhone users.
Due to the success of the mobile sites, Nespresso decided to develop a Flash Lite mobile application.
Headquartered in Paudex, Switzerland, Nestlé Nespresso SA sells coffee products in more than 50 countries directly to customers and at the end of 2007 operated more than 117 boutiques in key cities worldwide.
In addition to Nespresso, Paris-based Apocope advertisers include JC Decaux (Velib'), Wikipedia, Marionnaud, Orange, National Citer, Affinion, Chloé, Le Figaro, Telegate and DBB.
Apocope specializes in relational marketing and Nespresso has been developing CRM services for years, so the development of the application was focused on the functions and the design to add value for Nespresso consumers.
The goal for existing customers is to find the same Nespresso interface and functionality that they are already familiar with.
The objective is also to introduce new potential clients to the Nespresso brand.
By using the newest version of Flash Lite, Apocope was able to embed videos in the application and let consumers search for boutiques and retailers on-the-fly and connect to their Nespresso Club account.
All boutique and retailer store information comes directly from Nespresso so consumers will find the same information as on the wired Web and mobile sites.
In addition, the application takes advantage of Nespresso's customer database to customize the content based on account information, previous purchases and personal preferences.
The highlights of the application include account login over-the-air, a customized account area, a rapid order form, videos, a store locator and store maps.
The application is distributed by Aardvark, Apocope's technical framework.
The handset is automatically identified to determine its compatibilities so that consumers can then download the correct version of the application, depending on the technical specifications of the handset and the user's market and language.
If the handset is not Flash Lite compatible, consumers are redirected to the Nespresso mobile site.
To download Nespresso Mobile, consumers can go to http://flashlite.nespresso.com.