Developing a Mobile Strategy
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Transcript of Developing a Mobile Strategy
Beyond Marketing: Developing a Mobile Strategy
Jeremiah OwyangIndustry Analyst and Partner
For Mobile Marketing Strategies SummitApril 28, 2011
1
© 2011 Altimeter Group© 2011 Altimeter Group
Mobile Matters: The Business Case
© 2011 Altimeter Group
3
In 1983, the first commercial wireless call
was placed with a Motorola DynaTac. The phone
cost $3,995, weighed over 2.5 pounds, and was 10
inches tall (without the antenna).
© 2011 Altimeter Group© 2011 Altimeter Group
Mobile has come a long way…
© 2011 Altimeter Group© 2011 Altimeter Group
…As has computing
© 2011 Altimeter Group
Mobile growth is explosive6
© 2011 Altimeter Group
This year, more smartphones and tablets will be sold than PCs
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© 2011 Altimeter Group
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
© 2011 Altimeter Group
Beyond Mobile Marketing: Developing a Mobile Strategy
© 2011 Altimeter Group
Understand the medium and the context9
GPS
Touch
Sensors (A/V)
Contacts
Features
Location-Aware
Intimate and Interactive
PhysicalIntelligence
Personal and Social
What it means:
PortabilityRelevant at Point of Consideration
© 2011 Altimeter Group
The traditional purchase funnel is outdated10
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience11
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience12
© 2011 Altimeter Group
Airport retailers advertise in GateGuru13
Airport retailers purchase location-aware advertising
on GateGuru to drive users into stores.
GateGuru is an airport resource for travelers.
© 2011 Altimeter Group
Increase foot traffic with location-based Facebook Check-in Deals
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© 2011 Altimeter Group
North Face utility app Snow Report (and Trailhead) reach its target demographics
15
Snow Report users view weather and snow
updates, as well as tweets from and about their
favorite resorts.
© 2011 Altimeter Group
Nestle Purina builds pet-friendly utility app 16
Purina created a location-aware database of pet-
friendly places in the US to increase brand
awareness and affinity.
© 2011 Altimeter Group
Location data provides context
When earned advocacy (the last phase) is done well, it fuels awareness
Expect paid media to fuel this first phase
Key Take-Aways17
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience18
© 2011 Altimeter Group
PlaceCast sends opt-in ShopAlerts based on virtually bounded target areas
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After opting-in to ShopAlerts, consumers receive discount alerts based on “geo-fenced,” or virtual boundaries.
© 2011 Altimeter Group
Browse engagement rings and save favorites in Tiffany’s app
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With Tiffany’s app, users can browse rings, learn
about settings, save favorites, and determine
a ring size.
© 2011 Altimeter Group
Find the right bulb with GE’s Moodometer21
© 2011 Altimeter Group
Use QR codes to help prospects with their purchasing decisions
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report
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Learn more about Meyer’s natural beef processes.
Get a tour of Windermere real estate properties.
© 2011 Altimeter Group
Mobile professionals find office space worldwide with Regus augmented reality app
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Users can locate and schedule a viewing at
any Regus global network office center.
The app features search filters, maps,
turn-by-turn directions, and augmented reality
overlays of location and distances on real-time
views.
© 2011 Altimeter Group
Repurpose your product inventory information and apply onto the real world
Allow consumers to opt-in to receiving information on deals readily
Yet don’t over-invest in “Machine Language” like QR codes as new technology will provide instant context using mobile and social data
Key Take-Aways24
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience25
© 2011 Altimeter Group
Target shoppers create wedding and baby shower registry lists – and share
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© 2011 Altimeter Group
For holidays, kids drag toys into Toys R’ Us Christmas wish list iPad app
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Parents can view and edit their childrens’ wish list and share it with family and friends through email, Facebook, SMS and the Toys “R”
Us Wish List.
© 2011 Altimeter Group
View and add weekly sales items to ShopRite shopping list – and sync between mobile and website
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© 2011 Altimeter Group
• Reduce friction and allow purchasing to happen from simple clicks
• While still emerging, social commerce will fuel increase in sales for mobile commerce by populating shopping lists based on social and location data
• Expect next-generation applications to pre-populate these lists based on historical and social data
Key Take-Aways29
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience30
© 2011 Altimeter Group
Over 3M have paid with Starbuck’s mobile app31
The mobile card program was tested in 2009, and found to be
the fastest way for customers to pay. It’s
available at 6800 stores. Customers purchase credit via
PayPal or credit card.
© 2011 Altimeter Group
Refill prescriptions with Walgreens’ scan app32
In addition, over 1 million customers have subscribed to
Walgreens’ prescription text alerts.
© 2011 Altimeter Group
Check in store inventory with Crate & Barrel’s mobile website
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Customers can browse and read reviews from their
mobile phones, and then check in-store
availability.
© 2011 Altimeter Group
4% of total sales come from Gilt Groupe’s interactive iPad app
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177,000 shoppers have downloaded the
app and as of January 2011 about 100,000 actively use it on a monthly basis,
according to Gilt Groupe.
© 2011 Altimeter Group
• Remember, point of purchase is no longer limited to a physical location
• Nor is it limited to the time of purchase –pre paying exists now, and expect a form of post-paying to someday emerge
• Expect gamification and cashing in of social capital to streamline sales
Key Take-Aways35
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience36
© 2011 Altimeter Group
USAA customers scan and deposit checks37
In 2009, USAA was the first bank to launch a
mobile banking app with check deposit by scan
functionality. Chase followed in 2010.
© 2011 Altimeter Group
Delta flyers board with e-boarding passes38
The app allows flyers to check-in, use e-boarding passes, receive text alerts, rebook and cancel
flights, and share flight details with
family/friends.
© 2011 Altimeter Group
Request roadside assistance via AAA app39
© 2011 Altimeter Group
LeWeb attendees connect with colleagues other via LinkedIn integration
LeWeb 2010 attendee profiles are updated with LinkedIn information, after logging on with their LinkedIn accounts. This feature is provided
through Presdo Match.
© 2011 Altimeter Group
• Reduce support costs by giving information to consumers on hand
• Use a tiered approach:
• Load up most frequented asked questions first
• Then follow up by providing the ability for them to conduct peer to peer support
• Finally provide them with direct-to-company support when these avenues have quickly been exhausted
Key Take-Aways41
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience42
© 2011 Altimeter Group
Starbucks partners with Foursquare to offer barista badges and drink discounts to Mayors
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© 2011 Altimeter Group
Kraft’s top selling iFood app keeps cooks coming back with recipes, coupons, and sharing features
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A top paid selling app, users come back for new
recipes and Kraft coupons. In addition,
Kraft gathers user data to understand customer
behaviors and preferences.
© 2011 Altimeter Group
• Loyalty programs of the past are based on long term commitment and total potential spending value
• In the future, factor in social influence, as well as ability to share with others into your loyalty programs by recognizing then to their peers
• The natural outgrowth of loyalty programs involves social gaming, where increased spend and social capital are factored in
Key Take-Aways45
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience46
© 2011 Altimeter Group
Tasti D-Lite rewards brand advocates with points that translate into free products
47
Tasti D-Lite customers earn TastiRewards
every time they make a purchase using a
rewards card that can automatically trigger
updates to Facebook, Twitter, or Foursquare
accounts.
© 2011 Altimeter Group
• The holy grail of marketing, this is the lowest cost –yet highest trusted form of marketing
• When done correctly, this fuels the top of the marketing funnel, growing the program over and over
Key Take-Aways48
© 2011 Altimeter Group
The Customer Hourglass looks at the entire experience49
© 2011 Altimeter Group© 2011 Altimeter Group
Summary
© 2011 Altimeter Group
First, understand how your customer uses mobile technologies in their customer hourglass.
Think bigger than the marketing department –your customers desire a full experience. Seek input from marketing, sales, support, and loyalty programs
Use data types in combination for deadly advantage: social profiles, with location data with historical preference
Summary51
© 2011 Altimeter Group
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Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
With assistance from Researchers Christine Tran and Andrew Jones
© 2011 Altimeter Group
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Altimeter Group is a research-based advisory firm that
helps companies and industries leverage disruption to
their advantage.
Visit us at http://www.altimetergroup.com or contact
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