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