Perkonomics

The next big thing, according to Trendwatching.com, is what they have called Perkonomics. Free stuff you actually want, proper privledges that mean something to the individual and genuine exclusivity are the way forward apparently. To be honest, Perkonomics have been around for decades through the likes of credit card companies, airlines, hotels etc. Generally their perks were fairly one dimensional (like money off a meal at a certain restaurant if you used the right bit of plastic). However, a paradigm shift has occurred recently with more innovative perks which really spark the consumers imagination and make the individual feel really quite special...

The two major benefits that brands are locking into are 'status' and 'convenience'. These often mean more to consumers than getting a few quid off their purchase. Some good examples ? There are plenty...

• Amex cardholders have exclusive access to purchase (for $650 USD) the winning dress design from Diane Von Furstenberg (famous designer apparently) from the 3rd September screened episode of Project Runway... you don't have the card, you can't purchase the dress
• the 'Gigs and Tours' program from Orange in the UK allows you to reserve tickets using your mobile 48 hours before tickets officially go on sale
• one of the biggest football teams in Brazil, Palmeiras, have a stand for 5000 people reserved exclusively for Visa credit card holders called the Visa Sector... it also features additional benefits such as plasma TV's, a restaurant, a lounge area etc.
• Avis promise their preferred members the keys to their rental car within 3 minutes of their arrival at the desk
• Nokia have installed phone charging points throughout Metro Manila to juice up their Nokia mobiles
• the Naumi Hotel in Singapore has a dedicated 'Ladies Floor' for female business travellers, with all female staff etc.
• Ikea in Canada have dedicated parking spaces for people who own hybrid cars

We've been trialling a few perkonomic ideas out here in Asia for some of our clients (like valet parking at shopping malls etc.). The response from consumers is initially one of surprise but most importantly gratitude. The WoM effects are also incredibly powerful. So forget old fashioned perks like discounts and loyalty schemes, the red carpet and velvet rope exclusivity of perkonomics is the future...   

iPhone Killer 2 - Storm Warning

I predicted a few weeks ago in my blog that the G1 from Google wouldn't be the iPK (iPhone Killer). Well, time will tell whether I'm right or not. Well a new week, a new phone and this one (in my opinion) has more chance of winning the clash of the touch titans. The Blackberry Storm (pic below) will be launched this side of Xmas in the UK exclusively through Vodafone with pretty much all the features of the iPhone (and a few more besides). For instance it will be 3G enabled (natch), it has a 3.2 mp camera with video function, GPS capacity, mp3 etc. And one advantage it has over the Google G1 ? This one actually looks the part.

However, the main feature of the Storm is actually the touch screen itself. It apparently has a 'clickable screen'. So what does that mean exactly ? Well, the screen is kind of flexible and responds to how hard you touch it. In theory you will be able to type things much more easily because you know that the click has been registered by the Storm because the screen will depress slightly. Sounds cool right ? (and from experience of the iPhone I know that sometimes your touch commands are not all that easily registered by the unit, so the reassuring analog nature of a kind of soft click sounds funky).

As for price, well expect it to be pitched around the same as the iPhone. And with a legion of Crackberry addicts (me included) waiting impatiently for a touchscreen version of our constant companion I reckon that this little baby may just be the real rival for the iPhone we have been anticipating.