Ogywawa deserves a drink?

Hi, as part of my occasional startup review, Ogywawa has come under the spotlight recently for it's innovative use of web to mobile commerce. It allows you to buy drinks ( it has since expanded to include meals and other FMCG goods) for friends via a website that will deliver a mobile coupon to your friend's phone.

Sounds very interesting yes? Well, i have never tried the service so i'm reviewing it based on it's concept. My take is that for this idea to take shape, a lot needs to be delivered as a proof of concept. Here is my dissection

The good

1) Finally, someone is using mobile the correct way. If you read my post on mobile communication, i spoke strongly about the HOW mobile advertising or branding needs to be redefined by actions and not just by current measures of impressions and click trus, The mobile phone these days is like wearing your head on your shoulders. Ogywawa has recognised that the use of anytime anywhere means delivering fuss free content that is useful and digestible on the go .

2) Mobile commerce makes much more sense than e commerce in many ways. The point of purchase intent is much closer for brands to take advantage of and most times, impulse buying is done on the go and rarely in front of a screen. For example, I'm a great fan of outdoor media because of the versatility of the medium to attract attention. But where is the measurement?, why on earth isn't mobile a huge part of outdoor media? I'm not going to remember www.wateveryoururl.com is but i will take my mobile phone and sms to retrieve info/access a purchase WAP page. I don't know how many times I've seen a concert poster plastered on some wall and wished i could buy on the spot. Maybe this is being done in other countries but it certainly isn't here.

The bad (potentially)

1) I don't know about you but it would be pretty embarrassing if i walk up to the bar, flash my mobile coupon and get replied with a blank gaze. The coordination and delivery by the F&B staff need to be SPOT ON. Again, i talk about branding as part of behavior and experience. If i get a lousy experience at xxx bar ( that's probably a real place) , guess who's in the doghouse. Not just the bar but Ogywawa. This is dangerous, Ogywawa's service and eventual profitability is reliant on their retail partners helping to deliver a good mobile coupon redemption experience. Difficult to control and very very prone to outlet staff not living up to their end of the bargain.

2) Buying drinks for a friend is fine as an idea of a gift but unless you regularly stand in front of meetings and start with " Hi , my name is .. and I'm a ..." Most people don't drink alone. Drinking will always be something best enjoyed with good company and for me, i don't think i would go out by myself to redeem a drink coupon just cause someone bought 1 for me. I might store it for a later time, but i doubt my immediate thought wouldn't be "Cool! I better get myself to the bar at lunchtime". In other words, if it ain't broke, why fix it. I haven't heard anyone say "Man, i love drinking with friends at bars, i just wish i didn't have to actually pay for it now." (wait, actually i have)

3) Even using the mobile coupon as a means to save time ordering and paying for drinks brings me back to the first point of service delivery. You really don't want to be caught with business associates showing off your new mobile coupon and getting an earful of " let me check with the manager"

So in conclusion, i applaud the fact that Ogywawa is using the mobile phone intelligently and creatively. The idea has merits but is also wide open for poor retention from customers.

Feel free to comment or bite back.

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