Smart mobility conference presentation mvd b v5

Single Digital Platform in the Mobile Arena

The Multi-Multi Challenge

Michel van den Berg

Smart Mobility Conference

Nice, September 2011

2Copyright © 2010 Capgemini. All rights reserved.

Digital Evolution - Mobile, The fast growing technology


The Battle for Internet Supremacy

Look under the

hood to

understand the

digital paradigms

causing a shift in

your business

models

It is not enough to be aware of the domain you are and will be working

in, you need to understand it. Noticing things and being curious how

they work is the single most common trait I see in creative people.

Once you can break the components down, you can put them back

together and create something brand new.

Seth Godin – Marketing Guru


Advertsing

Machine

Web

Channel

Apps

& APIs

Anti-

Experience

Googlenomics

The Google

Kingdom

Digital

Monopoly No compromises

On the very

poor (but simple)

Site experience.

Google is the

biggest player

In the Web (www)

era.

Adwords , Analytics &

AdSense dictate the

online advertising

game - it is Google

commercial money

machine

With the search engine

and it ‘s search results

tactics Google dictates

the information supply

of the Web -

it is Google technical

assets

In it’s drive to connect

all global dispersed

information and provide

great content, Google

engineered many great

Apps for Web, after to

Mobile. Through API’s the

apps can collaborate

http://www.picsearch.com/imageDetail.cgi?id=sfbYyTWicviETOf3g6V7efya9eg-jDT_rATd94mRNK0&width=1419&start=1&q=google


Industry level Mobile- Disruptive Technology and Devices

Telecom

Broken Walled Gardens

Music industry

“Ipodification”

Print -

“Paperless societies”

http://www.picsearch.com/imageDetail.cgi?id=_HDOvMGcjaVJdOvHby3xtdm0qJYGeX4JlKYtup0wMcY&width=1419&start=19&q=itunes

http://www.picsearch.com/imageDetail.cgi?id=0mSQwq2t77f42Wd1SbEh3pSQm_9fe3nTAnpQZkRaf6g&width=1419&start=1&q=apps store


Multi-users - Everyone an App – IT consumeration

Your Morning, Afternoon and Eve – Everywhere an App The appled era

10,000,000 Users

Consumers

eCare

eCitizen

eBanking

eRemittance

Cloud

Single Purpose

Convenience

100,000 Users

Business Support Workers

Increasing Scalability

Increasing Simplicity

Changing Case

Process Workers

10,000 Users

Sales

Service

Mobile Asset Management

Yard Management

Retail Execution

On Premise

Features

Must Have

Travel

Medical Records

Human Resources

Procurement


Analyzing the Corporate tech models

Search Apps CommunitiesPortal

Products Interaction

Web

Media

TV/Print

Media

Mobile &

Social Media

IT

Customer

Relationship

Drivers

Marketing

Advertising

Trx Content (e-info) Interactive Content

Open SourceBrowsers

Digital

Dictators

Digital

Devices

Information

http://www.picsearch.com/imageDetail.cgi?id=AS0atDEwG10E-MJaoZ8V3EYrCRC61-41WgqBQSiff1k&width=1419&start=1&q=explorer

http://www.picsearch.com/imageDetail.cgi?id=0fQd3Do5qT-U0ytH1fs1R8pe87QcjITsE52mVKjLA6o&width=1419&start=1&q=linux

http://www.picsearch.com/imageDetail.cgi?id=c6tQ2Qu-VWy7vpKy29E0ttUrNc2oILfMQixpOHq9qJc&width=1419&start=1&q=yahoo

http://www.picsearch.com/imageDetail.cgi?id=WalXrBn2RAMe1nVFkpq76dxbS0TBVKA9z6S_zrK57ow&width=1419&start=1&q=apple

http://www.picsearch.com/imageDetail.cgi?id=P8PrfyfI7Xcm0WpIFcASoWIDNsN4wOZgOyrTChRwDyk&width=1419&start=1&q=facebook

http://www.picsearch.com/imageDetail.cgi?id=4OQnIE_ZuXh5Fvo26qhQn791Fk6F3TBZ4KH03a94ryk&width=1419&start=1&q=google


Mobile is

Multi

Digital

Channel

Management

Avator (Contact ctr) Website (pc) Mobile (Apps)

Intranet naar mobility (Ipad, netbooks, mobile)


An integrated view on The Customer Case- Managing customer

conversations


Business Info

Any Application

Any Server

Any Data

Mobile Processes

Any Moment

Any User

Any Device

Integration Collaboration

Manage Analyze Mobilize

Digital Platform

Any SaaS Service

Employee

Partner

Customer

Any Location

Apps

Websites

Capgemini shapes the road to business growth by….

… Mastering

The

Digital Ecosystem


Outside-in not Inside-out


Customer is not King

Customer

is

Dictator


Digital Has Created the “Selfish Consumer”


1

Online is Web and Mobile

Business Case NA Business Case Europe Business Case APAC

0

100000

200000

300000

400000

500000

# Users

Period of Subscribtion

Mobile Banking 2.0 Users

Mobile Banking 1.0 Users

The business case is clear ……….


Digital

Transformation

Elements

Examples:PlatformParticipateProducePull

Examples:Product + Wrappers

No retrofit of over the counter products

Easy to understand pricing

Examples:Analytical CRM

Examples:Build experience per channel Channel value propositionsChannel specific artefacts

Examples:Journeys

Time & locationImmediacy,

User context

Customer

Dynamics

Marketing

Paradigm

shift

Services

Innovation

Customer

Proces

Redesign &

Metrics

Channel

Management

Why to ask for

Business

Case

Concentrate on

Customer Case


Channel Costs

Informationtransactional

Transaction Simple

InteractionTransaction Complex

Self ServiceInternet, ATM,

Intelligent Voice Respons,

Mobile,

Virtual (Web/Mobile 2.0)

Remote SupportCall Center, Helpdesk,

e-mail, chat, MSN, skype,

videoconferencing

Face to FaceBranch, Advisor,

Mobile Sales Force

Trading

Transfers

Payments

Consumption Credit

Investments

Complex products

(mortgages)

Insurance/warranties

Financial Planning

Budgetting

Communities

Alerts

Distibution Channels

Relationship Bank/client

P2P experience

Account information

Reporting

Products/services

Quotes & Charts

Value propositie A

Informationorientation

Inspiration

Purchasing services

Products/services

Business Information

Acquisition

Value propositie B

Value propositie C

Making Multi-channel Value Propositions


Mobile

Playground

Connectivity

Data abundance

Social Media

830M users worldwide

Over 500M users on

Facebook

A new platform to sell,

communicate, serve clients,

…

Mobile services

Mobility

Location Based Services

From push to API’s,

Smartphones,

Apps

Augmented Reality

Customer analytics

Behavioral targeting

Customer Intelligence

Your Mobile Play is a Digital Play ……


Growth

App-led model

1

Models are shaping

Apps: 10.8 million users,

120% increase

Mobile web browser: 18.6 million users,

58% increase

SMS text messaging: 8.1 million users,

35% increase

.

www.brand.mobi


Pure Mobile WebPure Native

ApplicationsHybrid Web-Native

Multiplatform

Development

1 2 3 4

Dev. of Mobile

Applications

Defining the best mobile application development options as a result of

your mobile banking strategy and business and technical requirements

1.0 2.0

Platforms


Capgemini support client‟s mobile roadmap based on the m-business

maturity curve

2

Key drivers

Launch

Scalability

Aggressive Growth

Self-Sustaining

Business

Industry Maturity / Client Acceptance

Revenue

Cost

Focus: Market entry by providing basic

functionality in single Apps

Focus:

- Multi-apps/platform approach

- Better Release cycle improvement

- Lower TCO

- Implement digital /mobile enterprise platform

Focus: Broaden reach (target other segments)

and depth of mobile offerings- companies own

Appstores

and towards the mobile enterprise

Focus: Value Mobile

propositions which c

ustomers are willing

to pay for


The traditional purchase funnel is outdated, Mobile extends the customer

process and enables your business to provide sales enhancing services

Consumer leads Deliver Relevancy Inspire & entertain Share & Engage Loyalty & Retention Sales

OnStarCareMy Cadillac

Own Servicing Servicing /Buy ,

RoadsideDealer

Servicing Own

AwarenessInformation

Services

Decision

Services

Transaction

Transaction

The product stays constant or simplify


Foursquare let you to check-in at nearby places based on indicated needs

(coffee, Food, shopping, tourist information) and increases and shows location

based traffic (other customers)


NorthFace using its target demographics to update eachother on (very)

local weather and snow condition updates


By better targeting consumers, you can create more specific customer

advocacy and fuel awareness


Supplying mobile data and experience to help customers shopping


The Mobile „Moodimeter‟ - Making shopping on mobile not only fun but

also functional


QR - Supplying mobile information to help your customers shopping


Scanner – Compare prices online


Prepopulating mobile shopping lists – Apps using historical (shopping

behaviour) and social data to steer your buying decision and make

personal offers

List of today’s

shoppings

Recipes -

What to eat

for supper

Alerts-

Receive your

personal

discount

Toys R Us Albert Heijn Super Market


Point of Impact - Airport retailers advertise in GateGuru


Shopping and Purchasing are made convenient on mobile so they

„compete‟ with offline sales

Online gamification

is used to allow

online test drving s

Interactive

brochures


Wallet – micropayments, P2P payments and mobile loyalty cards

replace cash


Supporting your customer - Airline Boarding


Camera & Scan – Making a picture of your check and have your money

instantly at your deposits save customer time and bank‟s money


Supporting the customer - Requesting roadside / accident assistance


Ensuring repurchases and keep delivering better convenience and

better experience through Mobile


By integrating Mobile Apps & data to dedicated websites and even

Social media sites, repurchase and loyalty are growing the marketing

funnel and increase longterm commitment and spent


Significant value can be unlocked for financial service organizations that

proactively grow their share of Advocates

Products per

Customer

1.90

2.17

Antagonists Advocates

Profitability of Products

Held (index)

73.1

88.3


21%+14%+

17x

3%

52%

Responsiveness to

Offers


Financial Impact Underlying Contributors

5x

17%

83%

Trust their

bank


Note: Approximately one third of Credit Union and Community bank customers classify as advocates compared

to less than a quarter of Regional and National banking customers


Your Strategy Dashboard to Digital Integration

Capgemini is dedicated to helping FS organizations capitalize on mobile

technologies to drive customer advocacy and profitability and improve

efficiency

Customer

Centric

Modelling

Customer

Experience

Integrated

Channel

ArchitectureCustomer

Insights

Marketing/Sales

Automation

Customer

Case

Multi-

Multi

Performance

Improvement

Identify opportunities

to integrate and

automate systems

and reengineer

customer processes to

improve efficiency and

cost to sell

Provide and integrated

solution environment for

all devices and integrate

customer , employee and

partners across mobile,

social and web to online

platforms, apps , widgets

and data

4 C‟s

Use social media ,

location based

services & monitoring

tools to not only listen

– but to analyze and

respond to – what

customers are saying

and excel in customer

service

Develop creative UI

(‘wrappers’) based on

customer controlled

interactions with your

company (instant

messaging, location

based services and event

driven services)

1. Collaboration (two-way

conversations)

2. Content ( Compel)

3. Context (be there if the

customer is buying)

4. Closed Loop (gather

data & improve your

interactions to increase

sales)

CRMAchieve Customer

Centricity by

reorganising

your marketing

department to more

relevant, and actionable

Mediums and

….culture


Your Digital Integration Agenda, a roadmap for the Transformation

journey that companies have to enact

Customer centric & app-ledbusiness models

“Servicizing” theoperating model

Scaling upcollaboration

Bridging thetechnology gap

Delivering theMobile experience

CustomerAnalytics-driven

Management

A Mobile Maturity model

Gathering best practices in

the main areas of Mobile

Transformation

Enriched by our Global

Capps Network

Leveraged as additional layer

onto a single framework for

Digital Transformation

A phase-1 approach to

design transformation

programs and provide a

commercial wedge

Digital Integration Agenda

Multi-device


Capgemini Mobile Best practice – Financial Services Industry

41 Customer Focused Enterprise: Retail Banking | Confidential |


Bank 2.0: From Silo‟s to Single Platform

4

Su

pp

ort

s

erv

ice

s

Application Server

Portal Server

Integration Business services

AppspecificIPhone

AppspecificAndroi

d

Appspecific

WM

Appspecific

BB

Mobile Portal Extension (for web or hybrid

access)

Presentation

services

Portlet Portlet Portlet

Browser only

Standard html / xml communication

SocialMedia

Using Portals technology stack to implement state of the art mobile banking services

will allow FI’s to implement a Multichannel Digital Platform for both online channels, the Web and Mobile

Tablet App

Back-End Systems

WebSite

Smart mobility conference presentation mvd b v5

Business

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