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Cellity: Produkte erfolgreich viral vermarkten


Wie schon öfters erwähnt, hat virales Marketing mehr Aspekte, als die virale Kommunikation. Ein entscheidener Vorteil ist es, wenn bereits das Produkt so gestaltet ist, dass es ansteckend wirkt. Eine schöne Auflistung, auf welche Weise Produkte empfehlend wirken können, habe ich in dem neuen Buch von Bernd Röthlingshöfer gefunden, der die Definiton von Emanuel Rosen verwendet. Unter anderem sind das:

  • Produkte, die nützlicher werden, je mehr Leute sie benutzen: Das gilt vor allem für Kommunikationsmedien oder Communities
  • Produkte, die kompatibel sind: Als bestes Beispiel dient hier das mp3 Format
  • Produkte, die das Leben nachhaltig vereinfachen: Google ist eines dieser Produkte, die sich mit einer weißen Seite und einem Eingabefenster auf eine Kerndisziplin konzentriert haben

Weitere Kategorien liest man in einer Leseprobe bei Bernd nach.

Es macht schon etwas Mühe Unternehmensbeispiele zu finden, die hier aufzuführen wären. Eines ist das junge Hamburger Startup Cellity.

cellity.jpg Das Unternehmen hat sich das hohe Ziel gesetzt, einheitliche Standards für mobile Endgeräte zu schaffen. Die Gründer haben Anfang des Jahres als erstes Produkt einen Least-Cost-Router (Tarifmanager) für das Handy auf den Markt gebracht. Zur kurzen Verständnis: Das Produkt sorgt im mobilen Tarifjungle dafür, dass man stets mit einer günstigen Verbindung telefoniert. Dadurch soll man bis zu 90% der Verbindungskosten einsparen.
Besonders interessant ist aber – und hier kommen die o.g. Punkte zum tragen – der Cellity Client ist auf jedem Handy universell einsetzbar und kann unproblematisch via Bluetooth weitergegeben werden.

Ein weiteres Produkt ist der kostenlose Free SMS Client, der bis zu 2048 Zeichen pro versandter Nachricht zulässt. Freilich kann nur derjenige eine so lange SMS empfangen, der ebenfalls den 25 kb großen Client installiert hat und bekommt bei einer eingegangen SMS die Einladung, sich den notwendigen Cient herunter zu laden. Dabei fallen abgesehen von dem Datentransfer, keine weiteren Kosten an.

Laut Sarik Weber, einem der Gründer von Cellity, werden mittlerweile ca. 1/3 der Neukunden über eine Weiterempfehlung generiert. Eine erstaunliche Zahl, die aber genau wegen der o.g. Attribute zustande kommt. Cellity schafft durch ihre Produkte einen um so größeren Nutzen, je mehr Menschen daran partizipieren. Die Dienste sind kompatibel und erreichen dadurch eine schnelle und weitreichende Verbreitung.