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Making The Most Of The Digital &
Mobile Disruptions Thomas Husson, VP, Principal Analyst
@Thomas_Husson
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© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
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© 2013 Forrester Research, Inc. Reproduction Prohibited 4
The Mobile Mind Shift
The expectation that any
desired information or service is
available, on any appropriate
device, in context, at your
moment of need.
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Your Mobile Mind Shift
Your company must deliver any
desired information or service
on any appropriate device, in
context, at the customer’s
moment of need.
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© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Digital disruption is built on digital platforms
› Devices lay the foundation.
› Software builds the experience on top of it.
› Consumers believe in it.
Digital platforms provide the infrastructure
of the digitally disrupted economy.
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The five platforms vying for consumer control
• Tools to connect to
consumers
• Open development
environments
• Infrastructure
resources to tie it
together
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Digital disruption
will overhaul
products, invert
category
economics, and
redefine customer
relationships.
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Agenda
› What are the key digital trends shaping the agile
commerce area?
› What are best practices in the tablet and mobile
commerce space?
› How to prepare for the mobile mindshift?
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Agenda
› What are the key digital trends shaping the agile
commerce area?
› What are best practices in the tablet and mobile
commerce space?
› How to prepare for the mobile mindshift?
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eBusiness leaders invest in many commerce technology projects
July 2013 “Commerce Technology Investment And Platform Trends — 2013”
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Multi touchpoint initiatives will continue to be a major focus for retailers
July 2013 “Commerce Technology Investment And Platform Trends — 2013”
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Customers don’t think in terms of
channels
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Multi-touchpoint shopping is increasingly sophisticated
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Mobile traffic is exploding…
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© 2012 Forrester Research, Inc. Reproduction Prohibited
…But conversion rates are lower on tablets and smartphones
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© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Base: 1889 UK Online Adults 16+ (Online Weekly or More) WITH A MOBILE PHONE
Source: European Technographics® Consumer Technology Online Survey, Q2 2013
Mobile is the new digital hub
20%
22%
25%
37%
39%
41%
44%
49%
52%
81%
Access your bank/financial accounts
Use instant messaging
Research products/services
Take/View pictures
Access social networking sites
Use search engines
Use applications
Use mobile Internet
Send or receive SMS/text messages
“How frequently do you do the following activities on your primary mobile phone?” (at least weekly)
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Base: 616 UK Online Adults 16+ (Online Weekly or More) WHO USE A TABLET
Source: European Technographics® Consumer Technology Online Survey, Q2 2013
Content/media and commerce are popular tablet activities
33% 33% 34% 36%
41% 48%
58% 68% 70%
87%
Take/view picturesAccess bank accounts
Watch video/TVListen to music/audio
Research products/servicesAccess social networking sites
Play gamesUse applications
EmailUse the Internet
“What type of activities do you use your tablet for AT LEAST MONTHLY?”
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Mobile will mash up physical context and connected intelligence
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• Bar code scanning
• Consumer reviews
• Coupons
• In-store navigation
• Lists (e.g., wedding)
• Loyalty
• Promotions
• Shopping lists
• Coupons
• In-store inventory
• Nearest “store”
• Pricing
• Promotions
• Coupons
• How-to videos
• In-store inventory
• Research tools
• Shopping list build
• Store hours
• Store location
• Weekly circular
In-store Competitor store Home
Retail example based on user location
M-commerce is much more than e-commerce on smartphones
Image source: www.mediaquickly.com
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Mobile will increasingly be the catalyst for new, connected experiences
Co
ns
um
er
pla
tfo
rms
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The future of retail already exists. It just isn’t evenly distributed yet
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Agenda
› What are the key digital trends shaping the agile
commerce area?
› What are best practices in the tablet and mobile
commerce space?
› How to prepare for the mobile mindshift?
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Shift your traditional marketing approach by combining mobile’s unique benefits
INTIMACY IMMEDIACY CONTEXT
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Differentiate tablet and mobile experiences like Lufthansa
Most important task-oriented
services are directly accessible
via the home screen. All other
services are only a swipe away
Tablets can offer more rich-
media and immersive
experiences during the
discovery and explore phase of
the customer lifecycle
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Break down the silos and be ready to
disrupt your business
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Embed digital into the entire
organization
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Empower teams to make faster
(and better) decisions
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Embrace open innovation to create new product experiences like Withings
Source: Withings
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Partner with more agile players like
Shopkick
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Deliver your brand as a service fulfilling
customers’ everyday needs like Nike
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Agenda
› What are the key digital trends shaping the agile
commerce area?
› What are best practices in the tablet and mobile
commerce space?
› How to prepare for the mobile mindshift?
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Don’t get lost in technology debates
Native
Tools
Performance
Cost
Agility
Experience
Connected Tasks
Full JS Framework
Hybrid
Mobile
Middleware
Light JS
Framework
Responsive
Web
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Think context not content
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Base: 228 Marketing Professionals / Source: Global Mobile Executive Survey, Q1 2013
Decide, prioritize and quantify your objectives
7%
13%
18%
24%
24%
25%
28%
29%
35%
37%
55%
Reduce operating or marketing costs
Reach to particular consumer segments
Test and learn
Increase brand awareness
Build loyalty
Drive traffic/sales in other channels (e.g.…
Acquire new customers
Appear as innovative
Generate direct revenue/sales completed by…
Improve customer satisfaction
Increase customer engagement
What are your company's top 3 priorities/objectives for mobile consumer strategy?
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Adapt your measurement systems and make the most of advanced analytics
Picture credit: source ClickTale
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Invest in predictive analysis
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Partner with IT or capable systems integrator
February 2013 “2013 Mobile Trends for Marketers”
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Key takeaways
› Disrupt yourself or become disrupted.
› Deliver new product, customer experiences
and business models via digital platforms.
› Make your own mobile mind shift by combining
mobile’s unique benefits
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2014
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Venue: Park Plaza Westminster Bridge Dates: July 14 - July 15, 2014
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