Ch. 2 Sec. 2.2 Business Processes{0}
Go Shopping; change the world
By – C. McCloy
Kliener Perkins company founded an iFund that allows people to donated to a charity of their choice via an iPhone. The app can be downloaded for free and the donations don’t cost the cell phone user a dime. The app is paired with a built in navigation unit that when the iPhone comes in reach of specific businesses (food, sporting goods, car dealerships) it will ask you to tag if you visited and then you will be eligible to donate to your charity of choice with companies like Kraft, CitiBank, Proctor & Gamble, and many many others footing the bill. The only benifit that the companies that donate the money have is they are seen as compasionate businesses and may see more business in the future. They have built a bond between their charity and that company by doing a good dead. The idea for the company funding the donations is to donate the money to the charity instead of spending it on marketing. Although in actuallity they are advertising in a sneaky way that may give the consumer positive feelings about the company when the money was going to be spent regardless.
This article relates to business processes’ in that it is an innovative idea to capture the consumer without throwing an advertisment in their face. Most large companies spend millions on television, magazine, and billboards advertisements. Instead they spend slightly less by donating and being able to tell the customer they did. It reaches the customer at a more personal level. The companies Kraft, Proctor & Gamble have reengineered their business process to reach a different market of consumers and potentially gain a customer in the long run.
Mcloy, C. (2010) Go Shopping; change the world. CNN Tech. Retrieved from http://www.cnn.com/2010/TECH/innovation/08/31/causeworld.qa/index.html