Digital Media Buzz > Agency Spotlight: Razorfish

Agency Spotlight: Razorfish

• Headquarters: Seattle
• Locations: 21 offices worldwide
• Clients: Carnival Cruise Lines, MillerCoors, Kraft, Levi’s, McDonald’s, Starwood
• Revenues (fiscal 2008): Approx. $423 million
• Personnel count: More than 2,000 (worldwide)
• Company URL: www.razorfish.com

Founded in 1995, Razorfish is an industry leader in helping build strong brands for consumers across the globe. Its expertise and client roster include multiple industries from automotive, financial services, media and entertainment, to technology and telecom. A current focus is on social influence marketing.

DMB’s Sheila Shayon recently sat down with senior information architect, Kyle Outlaw to discuss Razorfish’s offerings.

Tell us what distinguishes Razorfish from other similar agencies?
We see the ‘big picture,’ and we offer end-to-end solutions for our clients. We attract clients who are willing to take risks, but have faith that together we’ll deliver game changers. We think and act globally. We also work across all platforms — including mobile, mobile Web, iPhone, OS, Android.

What are one or two of the most exciting mobile initiatives out there right now?
Mobile banking is huge right now. The entire financial services industry is focused on creating the mobile wallet. Consumer banking by phone – making payments by phone – with no physical bank involved. In places like Kenya – where so many people have no access to a physical bank — companies like Safaricom, a leading mobile network operator in Kenya, has developed M-PESA [M for mobile, pesa is Swahili for money], a service allowing you to transfer money using a mobile phone. This is also happening in India.

USAA [a privately held bank and insurance company] is developing mobile check deposit by photo. The company recently updated its iPhone application that allows a customer to photograph both sides of the check with the phone’s camera.

Any personal favorites?
RjDj is a music application for the iPhone that uses sensory input to generate and control the music you are listening to. Bloom [is] an app for music by tapping on the screen. Audi’s Driving Game is terrific – games rule! And Docker’s has a great interstitial ad —when you shake your phone the models dance! Shazam is a truly multi-platform app that lets music lovers identify tunes anywhere — using just their mobile phone; then purchase [and] download, Tweet or add them to their Facebook page.

What’s the most exciting development for mobile user experience (UX) today?
It’s the golden age of mobile usability, but I’d say Android and augmented reality. Being able to tag your physical environment, a real mash-up as PC’s and phones continue to converge, netbooks, Kindle reader — it will all be mobile — with less platform distinction. There are 15 Android devices coming to market in the next year, but it’s still very much ‘the wild west.’

With the exponential growth of mobile, are landlines on the way out? Heard just recently that 1,000 cell phones are activated every minute.
Yes, I think so. The old telecoms, like Verizon, are struggling with huge infrastructure and questions of what’s next.

Who are the new telecoms?
Google. Google Voice has enormous potential.

What’s the most important attitude/factor for success in today’s mobile environment?
‘Mo-jile!’

1. Agile development methodologies;
2. A cross-functional team – creative, visual designers, UX and technical;
3. Containment of features – low-budget, short time frame;
4. Rapid development process – test early and often.

But above all – embrace ‘Mo-jile.’