Do you really need that iPhone App? How innovation efforts go off track and how to develop ones that will really make a difference to your customers.

The entry point is often: 'We want an iPhone app'.

Most of the good apps are really new services. And it's not just iPhone apps.

Walmart's Twitter stream is basically a push of all their latest offers.

These new channels (iPhone, Twitter, Facebook, etc.) are in the place where the web was 12 years ago

People expect services to evolve.

A brand is a collection of all the experiences I have with the services of the brand."

Outbreaks Near Me iPhone app that tracks flu, etc. outbreaks.
HealthMap: http://www.healthmap.org/iphone/

How to think about leveraging data: Show insight. Iterate value and data propositions. Yours or acquired.

Mark Jones showing Zappos example too. Shoe business online - you order three pairs of shoes, keep one, return two. Shipping free

Employees talk with customers as if they would with friends. They are entrusted to use this power.

Showing "Dunkin' Run" iPhone app (Gizmodo link: http://is.gd/4EAFs) as an example of supporting core customers.

How to think about supporting core customers: Look for why they come. Look outside for inspiration. Deepen your value.

Don't just replicate what you are doing in one channel when you move into another. It should deepen relationship.

Everyone hates airlines, but airlines are doing some of the best multiple touchpoint work.

How to think about going where they are: Location based services. Make them reassured. Multi-channel flexibility.

Have a back and forth conversation with customers, make them feel comfortable and reassured.

A new *rhythm* of relationships with customers.

It's really an evolution. It's not that one channel replaces another. There's just more, managing touchpoints is hard.