The future landscape of eBusiness
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Transcript of The future landscape of eBusiness
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The changing landscape ofeBusiness
Roberto HortaleBusiness Director, CEE
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The changing landscape of eBusiness
• Where can we look for the future innovation for the eBusiness market?
• What are the newest technological advances to take forward?
• Exploring attitude towards pervasive online services and devices
• Learning from personal lines experience
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Looking for future innovation for the eBusiness market
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2010 – the year of accountability
• Do you have a Cult of Analytics?
− Collect every last bit of information
− Explore and squeeze your data
− Data-driven improvement at thecore of all you do
• Are you looking at the rightKPIs?
− Conversion and hit rates, GWP, CPS
− By segment, by channel,by campaign, by product
− The impact of customer delight
• Are you generating maximumvalue?
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Example – social media: turning Tweets into $$$
• The legend: You can’t measure social media
• Most companies are still figuring out social media
− Have a presence, run in house as a test
− Measure followers, friends, engagement
− Struggle to measure commercial return
• Most insurers are not yet using it!
• Dell’s @DellOutlet in Twitter
− 2008: $1M in sales
− 2009: $6.5M in sales
− Clear commercial vision and goals setfrom the start
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The tools of accountability
• Set the right targets
− Do visitors really represent value? Look at your bounce rates
− Selling policies vs acquiring customers
− eBusiness across the customer and employee lifecycles
• Measure everything you do
− Web and campaign analytics
− Measure your supporting channels
− Commercial analytics: eBusiness P&L
• Continuously analyse and improve
− Behaviour targetting: Automate!
− Agile management = agile metrics
− There’s always a chance to do more
− Breaking out of the Web glass box
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Accountable to your customers
• Open up
− Sales is no longer enough
− I need to feel in control
− You know who I am
• Add value
− I want more than just claims
• Convenience is the new price
− Products that I build for me
− Intuitive, enjoyable experience
− Additional products and services
• Solid foundations
− Always there, fast
− No surprises
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Innovation in accountability
• Enterprise Web analytics
− Free to use, hard to manage well
• A new marketplace for service providers
− APIs free data to enter the corporation
− Interaction: breaking the page paradigm
• Campaign management
− Automating the measure-change-analysis cycle
− Commercial performance at the core, no surrogates
• Channel optimisation
− Tighter integration across channel constituents
− Accountability extends
• To all inside your organisation
• And all partners and suppliers
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Technological advances to lookforward to
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HTML 5
• The next version of HTML
− Remove the need for plugins
− Local storage of data
− New page elements
• What does it all mean?
− Video, audio and rich interaction supporteduniversally
− Data reuse across sites
− Full applications in the browser:my pricing on your PC?
− A semantic standard for page layout structureto improve SEO
− A lot of work!
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Location and awareness
• My device now knows who I am
− Connected devices are personal
• My device knows where I am
− User experiences that adapt to situation
• My device is always on
− Customers expect immediacy
• A great opportunity to develop value-addedservices
− One-button breakdown assistance?
− PAYG travel insurance?
− Discounts/penalties for driving certain routesor times?
− New data for your Cult of Analytics
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Innovation overload
• The pace of change continues, but are customers interested?
• We all lack time to try new things
• Sometimes I just want good enough
• Sometimes innovation is just not required, or not practical
− Google Wave
− The paperless office
• Hype is not always aguarantee
− Google Buzz
− eBook readers
− iPad?
• Innovation requires both need and time to mature
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The always-on world of pervasiveonline services and devices
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Mobile is here, but not as we knew it
• There’s an app for that
− The browser is being replaced bythe app as the preferred way to accessservices on the move
• When there’s no app, mobile users rarely prefer mobile sites
− Why would my experience be worse just because I’m not at home?
• Instant gratification expectations heightened by mobility
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Augmenting reality and blurring boundaries
• Location, orientation, rich data enhanceour perception of the world around us
• There is just one world
− No more cyberworld and real worldin the year 2010
• Technology is permeating all aspects of our lives
− Constant curiosity
− Not just for new, unknown places
− Enhancing our ability to connect in person
− Enriching our interactions with others
− Freeing us from place
• We have an opportunity to participate in shaping thisnew space, if we leave our comfort zone behind
− A new value chain
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Fragmentation
• There was a time when going online meant PCand Internet Explorer at home
− Devices abound and there is no clear winner
• There was a time when we found it all in Google
− Aggregators, social media fragmenting thesearch space
• There was a time when content lived at a page
− RSS, reTweets, creative commons helpcontent get copied, changed, shared andspread out of control
• Our Marketing, Pr and Customer Service effortswill become much more complex in an onlineworld that is rapidly fragmenting as it mergesinto the real world
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Learning from personal linesexperience
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The UK journey – personal
• Explosive growth of online sales, particularly on car
• Home and travel follow similar pattern, lagging by 2-3 years
− Intermediated distribution impacts home, travel
• Telephone becoming support channel for online sales
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Online sales as % of total Car sales distribution
Source: RSA estimates, approx values used
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The UK journey - aggregators
• Growth fuelled by aggregators
− From 2008 over 50% of new business sales online from aggregators
• Panel brands sell about 80% new business through aggregators
• Profitability, selection and retention at risk
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Source: RSA estimates, approx values used
Online sales by channel (motor)