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Running

NIKE+ Mobile Commerce App analysis

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What is Nike+ Nike plus is a popular running app where users can map runs, track progress and get the motivation needed to reach their goals, all while sharing their success with friends and the world.

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Nike+Evolution It began with an apple partnership, working with an iPod and a shoe sensor. The iPod was then complimented with GPS watches and wrist bands, now you don’t even need a sensor, all you need is a smartphone. (iPhone or Android)

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Nike+Running App Features •  Track all runs

•  Distance •  Time •  Burnt Kcal •  Mapped Route

•  GPS maps (Google)

•  Set personal challenges

•  Compete with other runners

•  Share on

•  Shop at Nike Track all runs •  Never having to leave the app

•  Track results online as well

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Nike+Goals

•  Build a branded tool to gain affinity of consumers

•  Pioneer innovative advances within the category

•  Maintain industry leadership

•  Sustain brand awareness

•  Use as platform for social responsibility •  Promote healthier living •  Female empowerment •  Boost self esteem

•  And of course,… Sell more sneakers and sports gear.

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Nike+Social

BRAGGING RIGHTS Share your runs on Facebook, Twitter or Path Include date, time, distance, maps, run time, etc. BRAND AWARENESS Friends are constantly seeing users’ updates on their feed. Users are in a sense recommending the app and promoting Nike when sharing their runs.

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Nike+Functions

GPS Track and map all your runs. Cadence heat map

and distance checkpoints.

Music Ability to play your own

music, create playlists and PowerSongs for motivation.

Motivation Motivational feedback by celebs at milestones. Also share with friends so they

can cheer you on, real-time.

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Nike+Comparison

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Here is how the app stacks up against the other Nike+ products. We can see that most of the features are

available on the app.

Cost of the app is only $1.99 Compared to $19-29 if paired with iPod App contains many more features and

is 10% of the price

Nike+Shopping

Soft Cross Sell Throughout the app there

is a soft sell of other products. Mainly through

images and mentions.

Shop Nike Browse and shop directly within the app. Purchases done without ever leaving

the app itself.

Nike+ Online Continued immersive,

detailed experience online. Most app functions and

some added customizability.

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Nike+Competition

Adidas micoach Very similar functionality. Produced by one of Nike’s

biggest competitors.

Runkeeper Allows you to track your

runs, weight loss and fitness level as well as your sleeping habits. Over 6 million users

in 2011.

Zombies, Run Newest kid on the block

compares to the gamification and motivational aspect. App is a fun alternative to Nike+

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Nike+Buzz

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The prior month to Nike+’s Release (2010), Nike followed the trending topics. Analysis of posts within Nike comparing the words ‘iPhone’, ‘app’, ‘jersey’, ‘Boise’, and ‘uniforms’. The iPhone app was clearly the biggest news of the month for Nike. The overall buzz around Nike was 82% Positive post launch.

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Nike+Metrics

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All data as of Sept. 8 2012

•  5 million Nike+ runners •  50% growth since intro

of smartphone app. Source: http://investors.nikeinc.com/

Nike+Metrics

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The app is consistently ranked top 5 in the category of Health & Fitness worldwide. It is currently ranked 124th in overall downloads. It has made it to the 1st place overall position on a number of updates and has made it to #1 in 28 countries.

United States – iTunes App Store

•  Partner with music platforms (eg. spotify or pandora)

•  Real world discounts for achievements

•  Add weight tracker (useful for those dieting)

•  Heart rate monitor (Bluetooth - within app)

•  Nike Store locator (“Run into a store”)

•  Run with a buddy (Recommendations based on similar routes)

•  Local running event recommendations (eg. charity runs or “The Human Race”)

Nike+Suggestions

Thank you