2014 Mobile Trends

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    19-Aug-2015
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Transcript of 2014 Mobile Trends

  1. 1. 2014 Mobile Trends Julie Ask, VP, Principal Analyst February 12, 2014
  2. 2. #mobilemindshiftLets step back to January 2007 Now, more than 1 billion Android devices have been activated and more than 700 million iOS devices sold. Facebook has more then 945 million mobile monthly active users. YouTube generates 40% of its traffic via mobile. eBay generated $20 billion worth of mobile transactions at the end of 2013. 2014 Forrester Research, Inc. Reproduction Prohibited2
  3. 3. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
  4. 4. #mobilemindshiftThe mobile mind shiftThe expectation that I can get what I want in my immediate context and moments of need 2014 Forrester Research, Inc. Reproduction Prohibited4
  5. 5. #mobilemindshiftYour mobile mind shiftYour company must meet these new expectations. 2014 Forrester Research, Inc. Reproduction Prohibited5
  6. 6. #mobilemindshiftAgenda How will mobile transform your business? What will happen in 2014? What wont happen in 2014? 2014 Forrester Research, Inc. Reproduction Prohibited6
  7. 7. #mobilemindshiftAgenda How will mobile transform your business? What will happen in 2014? What wont happen in 2014? 2014 Forrester Research, Inc. Reproduction Prohibited7
  8. 8. #mobilemindshiftMobile traffic is exploding 2014 Forrester Research, Inc. Reproduction Prohibited8
  9. 9. #mobilemindshiftYour customers reach for their mobile phones more and more often Customer journeyMobile moments of truthContextual opportunitiesWill you be ready to serve them in those moments? 2014 Forrester Research, Inc. Reproduction Prohibited9
  10. 10. #mobilemindshiftFor a marketer, those moments are: Loyalty moments Manufactured moments Borrowed moments 2014 Forrester Research, Inc. Reproduction Prohibited10
  11. 11. #mobilemindshiftStarbucks relies on loyalty moments in the US and borrows them in China 2014 Forrester Research, Inc. Reproduction Prohibited11
  12. 12. #mobilemindshiftFor an eBiz pro, those moments are: Impulse-buying moments Influenced buying moments Assisted buying moments 2014 Forrester Research, Inc. Reproduction Prohibited12
  13. 13. #mobilemindshiftThe sound of clinking glasses triggers impulse purchases 2014 Forrester Research, Inc. Reproduction Prohibited13
  14. 14. #mobilemindshiftAgenda How will mobile transform your business? What will happen in 2014? What wont happen in 2014? 2014 Forrester Research, Inc. Reproduction Prohibited14
  15. 15. #mobilemindshift1. The intersection of mobile and the physical world will be a top priority Walmarts mobile app uses location as context for flipping into store mode. 2014 Forrester Research, Inc. Reproduction Prohibited15
  16. 16. #mobilemindshiftML action: Expand the role mobile plays throughout the organizationSource: www.sephora.com 2014 Forrester Research, Inc. Reproduction Prohibited16
  17. 17. #mobilemindshifteBiz action: Expand the role mobile plays throughout the organization 2014 Forrester Research, Inc. Reproduction Prohibited17
  18. 18. #mobilemindshift2. Competitive advantage shifts to big data and analytics from experience design Is your firm leveraging customer-generated data to help them easily discover your products and services?Do you understand customer context well enough to help serve customers in their mobile moments?Are you engaging customers in the right moment to drive the next purchase or brand engagement?Traditional marketing and customer feedback only tells part of the story. Are you tapping into customer mobile data to understand what they really think? 2014 Forrester Research, Inc. Reproduction ProhibitedAre you using customer purchase data to improve conversion rates in-store and online? Are you collecting data from products to layer on services? Or give customers more control?18
  19. 19. #mobilemindshiftML action: Leverage analytics to engage customers in their mobile moments Use data to understand when consumers are in their exact moment of need and to meet that need with the right message or service. Combine real-time analytics with push notifications to help deliver contextualized experiences. Integrate your app into your CRM systems. 2014 Forrester Research, Inc. Reproduction Prohibited19
  20. 20. #mobilemindshiftExample: Starbucks 5 min30 secsPurchase+30 secs+ 5 min Check email, FB Check SBUX MSG Order latte Push new balance Open Passbook Check loyalty points Pay Find nearest SBUX Listen to new song Check balance Push new balance Reload card Check email Download song Receive receipt for reloadIn 2013, Starbucks announced that its mobile loyalty and payment app is used by 10 million customers with an average of 5 million weekly transactions at US stores. 2014 Forrester Research, Inc. Reproduction Prohibited20
  21. 21. #mobilemindshifteBiz action: Use analytics to refine the design of services around mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited21
  22. 22. #mobilemindshiftAnjuke used analytics and A/B testing to refine its lead generation business Conversion rates were strangely low in the evenings its busiest time. Anjuke conducted A/B testing. It learned that the best listings were no longer available in the evenings because the spending caps set by agents had been reached. It reconfigured its algorithms to ensure the best audience; it also offered analytics to agents to increase spend. 2014 Forrester Research, Inc. Reproduction Prohibited22
  23. 23. #mobilemindshift3. Mobile contextual data will offer deep customer insights beyond mobile 2014 Forrester Research, Inc. Reproduction Prohibited23
  24. 24. #mobilemindshift4. The audience size in Asia will elevate the regions role in mobile innovation . . .Source: Ericsson Mobility report, November 2013 2014 Forrester Research, Inc. Reproduction Prohibited24
  25. 25. #mobilemindshift. . . and the gap is growingSource: Ericsson Mobility report, November 2013 2014 Forrester Research, Inc. Reproduction Prohibited25
  26. 26. #mobilemindshiftWeChat will turn into a platform play Everybody in China is on WeChat. It is not just IM as you think in the West. It will be much more than that and become like the OS on the phone. Brands can push out content, coupons, integrate payment credentials . . . Through WeChat APIs, youll be able to do much more. We no longer recommend that brands launch standalone apps but to embed web apps into WeChat. CEO and founder of a large advertising agency in China 2014 Forrester Research, Inc. Reproduction Prohibited26
  27. 27. Line has a more advanced monetization strategy Lines estimated revenues of $100 million per quarter come from three main pillars: In-game purchases (estimated at 60%). In-app purchases. B2B advertising through official and sponsored accounts. Stickers are a more expressive form of communication not compromising on the user experience. It fits well with the Japanese and some Asian cultures, but can it succeed elsewhere? 2014 Forrester Research, Inc. Reproduction Prohibited27
  28. 28. #mobilemindshifteBiz action: Look to Asia for innovation ShunKouLiu restaurant app 2014 Forrester Research, Inc. Reproduction Prohibited28
  29. 29. #mobilemindshift5. Mobile will sit at the epicenter of mindblowing exit events 2014 Forrester Research, Inc. Reproduction Prohibited29
  30. 30. #mobilemindshiftML action: Define a plan to hire mobile talent and technology expertise Consolidation shows that ad-tech companies recognize the need to strengthen mobile offerings. Define a plan to hire mobile talent and technology expertise. 2014 Forrester Research, Inc. Reproduction Prohibited30
  31. 31. #mobilemindshifteBiz action: Create a talent and asset build or buy acquisition plan Consider acquisitions: Aetna purchased Healthagen for its iTriage app. Google bought Nest. Walmart bought Small Society. Growth in mobile within enterprises is inhibited by talent acquisition. 2014 Forrester Research, Inc. Reproduction Prohibited31
  32. 32. #mobilemindshift6. Mobile advertising will start maturing New mobile-centric ad formats will emerge. More mobile ad network will shift to the exchanges. Short videos (5 to 10 seconds) will make a greater impact on consumers, taking advantage of higher engagement levels with video on mobile.Image source: Smaato; Flurry 2014 Forrester Research, Inc. Reproduction Prohibited32
  33. 33. #mobilemindshiftML action: Shift the way you think about mobile advertising Integrate mobile into your marketing strategy by taking advantage of mobiles unique benefits. IMMEDIACYSIMPLICTYCONTEXT Test new ad formats and compare their ability to meet your marketing goals. 2014 Forrester Research, Inc. Reproduction Prohibited33
  34. 34. #mobilemindshifteBiz action: Incorporate ad-network savvy into your app Customize content based on your audience. 2014 Forrester Research, Inc. Reproduction ProhibitedUse location to shape service offerings.34
  35. 35. #mobilemindshiftAgenda How will mobile transform your business? What will happen in 2014? What wont happen in 2014? 2014 Forrester Research, Inc. Reproduction Prohibited35
  36. 36. #mobilemindshiftWhat wont happen: Companies will catch up to their customers The budget, spend, and expertise gap will not close. Companies will not differentiate tablet and mobile phone experiences. Companies will fail to leverage the convergence of social and mobile. Wearables will not move past a niche market. 2014 Forrester Research, Inc. Reproduction Prohibited36
  37. 37. #mobilemindshiftWhat wont happen: Companies will catch up to their customers The budget, spend, and expertise gap will not close: Build a broader business case to be able to differentiate. Expand your KPIs beyond mCommerce revenue and engagement to justify larger spend. Companies wi