Mar 27, 2015

Mickael David was one of the experts interviewed by Emmanuel Vivier, co-founder of the Hub Institute and Hub Forum, alongside Stéphane Lebas, Chief Product Officer at Meetic Group, and Sylvain Andrieu, Senior Marketing Manager at Uber France, to express his opinion on mobility.

Future of mobility

The Hub Institute organized on March 12th a day of conferences dedicated to the Future of Mobility. Mickael David, Head of Digital & Lead UX at CBA Paris, shared his opinion on the topic : « Are brands ready to compete with mobile pure players ? »

Brands have to dig out a service which will immediately resonate within a certain community

Brand Utility comes first

According to Mickael David, the capacity of start-ups to compete, not to say, to leapfrog historic brands on the field of mobility is due to a crucial difference : when the first ones offer services, that trigger experiences, the second ones still sell products. In this context, being able to define your Brand Utility is key for traditional brands, if they want to catch up on the mobility trend.

How to envision this switch to services, and evolve from product to experience ?
How to build a long-term strategy, and how an agency can be a true ally ?

Mickael David answers these questions in the Hub Day replay here below.

CBA gets digital

Mickael David joined the agency late 2013 to accelerate the digital strategy of CBA and their clients. His vision and expertise of UX design, which sets the user’s expectations and needs at the heart of any environment, totally fit with the agency philosophy : designing brands with heart.
Supported by a team of 4 people, Mickael created since his arrival new digital experiences for pure players (Neuf-Logic-Immo) as well as for established brands (France Loisirs).

New credentials are soon to be online. Meanwhile, you can follow Mickael’s points of view on Medium.

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