xamarin mobile leaders summit: the mobile mind shift: opportunities, challenges & solutions for...

The Mobile Mind ShiftThe Opportunities, Challenges, & Solutions For Today’s Mobile Leader

Julie Ask, VP & Principal Analyst

April 27, 2016

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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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

21%Consumers have already made the shift

1Will make the shift in the next few years

/2

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How is mobile changing customer engagement models?

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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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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7. Change reimbursement modelsProteus: Help Drive Compliance

Source: https://commons.wikimedia.org

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

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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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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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

7%Source: https://commons.wikimedia.org

An app is not a mobile strategy.

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?

Disintermediatethe mobile OS (or become it)which in turn will allow them to…

DisintermediateDominateyour employees’ mobile moments and own their data, which in turn will allow them to…

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 +

App +

OmnichannelAutomationMessagingFragments

EcosystemDataServicesProductsWeb

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The future brings even more challenges.

Source: https://fit.google.com/, https://www.myfitnesspal.com/,

Channel

Context

Construction

the vehicle to deliver the experience

the sum of everything we know

how the experience is built

Channel:

Phase 1: Single Device App And Web Experiences

Context: Construction:

Food Cal1320

141lb

Single App Provided Hard Coded

Channel:

Phase 2: Mobile Platform Experiences

Context: Construction:

T

App Platform App ExtensionsShared

Steps12,649

Cal:1,265

Channel:

Phase 3: Virtual Agent Experience

Context: Construction:

? $

• Location/Paths• Pollen• Humidity

App/Device as a Service

Managed Static Assembly

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

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

forrester.com

Thank you

Julie Ask+1 415.355.6002jask@forrester.com@JulieAsk