social mobile loyalty 2.0
TRANSCRIPT
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Social Mobile Loyalty 2.0 Patrick Comboeuf / SBB Dr. Thomas Fromherz / Netcetera AG
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“Logic will get you from
A to B.
Imagination will take you everywhere.”
Albert Einstein
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The digital transformation…
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…… calls for digital answers:
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The Digital Transformation
Mobile First!
Smartphones led to exponential diffusion of „mobile“ in search,
access, identification, data exchange, navigation, commerce, payment, and media consumption.
Customer Needs Are Evolving
Today‘s customers want convenient, ubiquitous, local, personalized
services and products, PLUS share all that within their (social) networks
Digital Competition
Digital disruptors enter more & more industries with new offerings in many fields like search, price comparison, booking engines,
payment & content provisioning etc.
Valuable Data
Real-time, personalized information on status, journey planning, location, community, tailored offers / deals, all
accessible on the move for b2b2c use.
Source: Booz & Company
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19% 9%
Source: Techeye.net, 2011
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Digital Natives Digital Immigrants
Digital Ignorants?
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«Sometimes we study a good idea, until it
becomes a bad one.»
A member of SBB group management board, who prefers to remain anonymous
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Look back to look ahead – see through the hype!
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It is very wrong to be right
Montaigne (1533 – 1592)
before anyone else Apple Newton
PDA August 1993
Laker Airways No Frills Airline August 1978
Vanilla Mobile Shopping
August 2010
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The digital economy is our bakery…
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52% of smartphone users
purchase items on their mobile at least once a
month
Online revenues in CH went up 48%
between 2008 and 2010 to
€ 7 bill.
50'000 customers of leading e-grocerer LeShop do their grocery shopping online at least 11x p.a.
for an average basket of
€ 200.- Revenue in
m-commerce will grow
40% by 2016, yearly!
78% of smartphone owners
use their mobile in public transport
The share of weekly shopping done online
went up by
20% the last three years
6 of 10 e-tickets sold in Switzerland are
MOBILE
2,8 Mio app downloads of SBB
Mobile – top spot overall in Switzerland
The world‘s #1 iPhone country is
Switzerland
34% of smartphone
users already use in-app payments iPhone & iPad
users buy, Android users
don‘t!
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The digital economy is our bakery…
…where we scale on assets
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1700 Ticket vending machines at
stations
1 Mill. PAX per day
3 Mill. registered customers
180 manned train
stations
>4 Billion of non-cash transaction
volume
> 800 retailers in SBB trains stations and properties
sbb.ch
Top 3 Website
63 min. captive time
per guest per day
>60 customer media
touchpoints
CHF 17.80 average
transaction value
Largest Operator of WCs
in CH
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Scaling on Assets?
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Mise en place: the digital levers
ACCESS = SUGAR
COUPONING = HAZELNUT
SOCIAL COMMERCE = CHOCOLATE
LOCATION BASED SERVICES = MILK
NAVIGATION = BAKING SODA
MOBILE COMMERCE = WHIPPED CREAM
DIGITAL MARKETING = RUM
MEDIA COMMERCE = CHERRIES
BIG DATA = LEMON
DIGITAL WALLET = FLOUR
LOYALTY = EGGS
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Digital levers – two key ingredients
= WALLY DIGITAL WALLET LOYALTY
DIGITAL WALLET = FLOUR LOYALTY = EGGS
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E-BILLING
PREPAID
GAMIFICATION
LOYALTY M-COMMERCE
EARN
MOBILE WALLET
NAVIGATION
MOBILE COMMERCE
LOCATION-BASED COUPONS
BURN
PERKS
SMARTPHONE HYPE ACCESS
NFC
CONTACTLESS
CHECK-IN
DIGITAL
MOBILE PAYMENT
WINDOW OF OPPERTUNITY
STATUS
TICKETS
URBAN MOBILITY
SCALING FAST
ECOSYSTEM
EVENTS
PAYPAL
LONG TAIL APPS
B2B2C
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LOCATION BASED MERCHANT
CONSUMER CRM
BIG DATA
USER
OPERATOR
CARD PAYMENT
POINTS
SIM CARD
MNO
MOBILE POS
CONTACTLESS PROXIMITY PAYMENT
P2P
CLOUD PAYMENT
DIGITAL WALLET SOCIAL COMMERCE
LOCATION BASED SERVICES
MEDIA COMMERCE
DIGITAL MARKETING
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Payment, loyalty & the rest of the buzzword bingo:
Have we not already seen all that before?
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«Sometimes customers don’t know what they want, until we’ve shown them»
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Social Mobile Loyalty 2.0 – The Must Haves:
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Big is beautiful: A large active customer base is key!
Start now! If you want to be 100% sure, you certainly will be 100% late!
Partner! Since the whole is greater than the sum of its parts
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Social Mobile Loyalty 2.0 – A More Appealing Digital Wallet
Convenience
Speedy payments
Everything nearby & mobile
Directly redeem coupons
Security
Individualized offers
Collect, redeem & trade loyalty points
Share with&recommend to friends
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If one can dream it, somebody can bake it.
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Take Home Messages:
#1 Digital transformation calls for digital answers. Now. #2 If you want to go fast: go alone. If you want to go far: go together. #3 We Do Mean Business: The SBB Request- for-Information will be out December 3, 2012!
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Social Mobile Loyalty 2.0 For a tastier and bigger cake!
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Merci!
Patrick Comboeuf Director E-Business SBB AG - Schweizerische Bundesbahnen
@comboeuf
xing.com/profile/patrick_comboeuf
Dr. Thomas Fromherz Director Payment & Card Services Netcetera AG
xing.com/profile/thomas_fromherz