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The Mobile Mind ShiftThe Opportunities, Challenges, & Solutions For Today’s Mobile Leader
Julie Ask, VP & Principal Analyst
April 27, 2016
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Source: https://en.wikipedia.org/wiki/Global_Positioning_System
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The Mobile Mind Shift
The expectation that I can get what I want in my immediate context and moments of need
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© 2014 Forrester Research, Inc. Reproduction Prohibited 8
What has changed? Consumers expect:
Simplicity• Task-oriented design flow• Curated content• Push notifications for transparency
Context• Use of location to find nearest “x”• Relevancy based on past behavior• Time-sensitive notifications
Immediacy• “Your credit card has been stolen!”• Shipping notifications• Recharge your pedometer now
Convenience
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21%Consumers have already made the shift
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1Will make the shift in the next few years
/2
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How is mobile changing customer engagement models?
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Event
Context changes how you engage with your customers
Airline Example
-2 days
• Change seat
• Request upgrade
-2 weeks
• Book ticket• Change
reservation
-2 hours
• Check in• Check gate• Departure time• Lounge
access
Flight
• Arrival time• Food order• Movies• Wi-Fi• Duty free
+2 weeks
+2 days
+2 hours
• Ground transport
• Lost luggage
• Navigation
• Mileage points earned
• Customer service survey
• Mileage status
• Reward travel
• Upcoming reservations
Own your customers’ mobile moments. Mobile transforms customer experiences.
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Mobile Moment
A mobile moment is a point in time and space when someone pulls out a mobile device to get
what he or she wants immediately, in context.
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Employees have also shifted.
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13 %US Employees have already made the shift
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What new opportunities do enterprises have as a result?
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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1. Trane improved sales efficiency
Source: http://www.trane.com/, Trane (Research Interview)
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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2. Alter the economics of delivery
Source: www.saizenus.com, www.emdgroup.com (Merck Serono); Don Cowling (Research Interview, 2013)
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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3. Separate place from care
Source: https://www.cellscope.com/
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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4. DISH improved field service efficiency and customer satisfaction with mobile
Source: http://www.dish.com/, DISH (Research Interview)
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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5. TCHO improved employee quality of life with remote monitoring tools
Source: https://www.tcho.com/, Trane, (Research Interview)
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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© 2015 Forrester Research, Inc. Reproduction Prohibited 30
6. Scale coaching (from human to AI)
• Consumer opens app to check her progress. “How am I doing?”
• Needs support and information
• Wants to know if he/she should also walk to work to accomplish daily goal
Consumer finishes his/her morning run. Drinks 1L water and eats an apple.
Logs run and food/water intake.
Coaching moment.
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1. Improve sales efficiency. 2. Alter the economics of service costs.3. Separate service delivery from space.4. Enhance field service operations.5. Monitor equipment remotely. 6. Scale coaching.7. Change business models.
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© 2015 Forrester Research, Inc. Reproduction Prohibited 32
7. Change reimbursement modelsProteus: Help Drive Compliance
Source: https://commons.wikimedia.org
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Mastering the mobile mind shift
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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the beating heart of your business . . .
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The IDEA Cycle: The business discipline for mobile
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Companies
Platforms
People
Processes
Mind Devices Applications
Mobile moments happen here
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Companies
Platforms
People
Processes
Mind Devices Applications
The hard work happens here
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The IDEA Cycle: the business discipline to win in the mobile moment Analyze
results to monitorperformance and
optimize outcomes.
Engineeryour platforms, processes, and
people for mobile.
Designthe mobile
engagement.
Identifythe mobile
moments and contexts.
Start small with a platform
to extend..
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© 2015 Forrester Research, Inc. Reproduction Prohibited 39
Identify the mobile moments that matter›Who is seeking help?›What kind of device?
›What is his/her context?›What can you do to serve him/her in that moment?
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© 2015 Forrester Research, Inc. Reproduction Prohibited 40
Design mobile moments that benefit employees and you
Extend toenhance
Redesign orreconsider
Avoidfor now
Justdo it
Value toyour
employees
Value to your businessLow High
High
Low
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Engineer your systems for mobile moments›Are your technology platforms ready to support mobile engagement?
›Are your business processes designed for mobile moments?›Are your people organized to understand and iteratively deploy mobile services?
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Your investment portfolio will change
Network
Hardware/infrastructure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagementUX
Network
Design starts with
engagement
Design starts with
transactions
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- 2 days
+2 hours
Flight
-2 hours
+2 days
- Book reservation- Change reservation- Request upgrade- Reserve seat
- Check ETA- Order food- Order movie- Set up Wi-Fi
- Check in- Confirm ETD- Access lounge- Find gate
- Arrange ground transportation- Report lost luggage- Confirm mileage points
- Fill out customer service survey- Book reward travel- Verify upcoming reservation
Reservation systems
Customer loyaltyFlight systems
Baggage handling
You will need atomized APIs to access your data and processes
Source: https://commons.wikimedia.org
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IDEA Team …
Consider chartering a mobile steering committee
Mobile Steering CommitteeMobile CenterOf Excellence
IDEA Team 1 IDEA Team 2
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Analytics results to monitor performance and optimize mobile momentsMetrics Real-time Operational Historical
Technical Location, proximity, speed
Battery, session performance
Crashes, feature use
Engagement Offers, recommendations, next-best action
Bounce rates, A/B testing, convergence
Segmentation, source driver, cohort analysis
Business Real-time pricing, conversions
Revenue, SKU availability,
Revenue trends, channel contribution
Source: “Measuring Mobile Apps,” Forrester report, November 2014
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7%Source: https://commons.wikimedia.org
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An app is not a mobile strategy.
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1. Owning mobile moments is important, but will fall short
2. Your employees will demand apps …3. … but they will use few apps4. There is an arms race for mobile
moments5. Mobile moments will move beyond
phones
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What do these challenges mean for you?
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Disintermediatethe mobile OS (or become it)which in turn will allow them to…
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DisintermediateDominateyour employees’ mobile moments and own their data, which in turn will allow them to…
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DisintermediateDominateDistanceyou from your employee with services that better utilize data and insights.
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What should you do?
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Build an App +
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App +
OmnichannelAutomationMessagingFragments
EcosystemDataServicesProductsWeb
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The future brings even more challenges.
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Source: https://fit.google.com/, https://www.myfitnesspal.com/,
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Channel
Context
Construction
the vehicle to deliver the experience
the sum of everything we know
how the experience is built
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Channel:
Phase 1: Single Device App And Web Experiences
Context: Construction:
Food Cal1320
141lb
Single App Provided Hard Coded
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Channel:
Phase 2: Mobile Platform Experiences
Context: Construction:
T
App Platform App ExtensionsShared
Steps12,649
Cal:1,265
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Channel:
Phase 3: Virtual Agent Experience
Context: Construction:
? $
• Location/Paths• Pollen• Humidity
App/Device as a Service
Managed Static Assembly
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Channel:
Phase 4: Blended Ecosystem Experiences
Context: Construction:
FoodLocationSchedule
Medical HistoryOxygen
StepsMedicationEnvironment
DataInsights
• Vital signs are not normal• No food allergies• No environmental effects
e.g., pollution• Possible medication allergy
Assembled Dynamic Assembly
Anywhere in an Ecosystem
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Channel
Platforms
App/Device
Ecosystem
Context Construction
Platform(2016+)
Virtual Assistant(2017+)
Blended Experience Ecosystem
(2021+)
Shared
Managed
Assembled
AppsDevice (Today) Provided Hard-Coded
App Extensions
Static Assembly
Dynamic Assembly
Experience Stage
SUMMARY