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Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels

Phillip ClementMarketing and Sales DirectorSDL BemokoTim GreenhalghSenior ConsultantLiberate Media

Todays SpeakersManage Customer Experience Across Multiple Channels

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SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialIncrease Your Speed To Market With MobileSnapshot of mobileChallenges of deliveryPractical ways to:Simplify mobile and tablet deliveryAdapt your campaigns for mobile fasterManage customer experience across multiple channelsRespond to the rapidly changing needs of your customersIntroduction

Doing mobile is not the challenge.

Delivering against expectationKeeping pace with changeControlling BudgetsOverview

Delivering against expectationIncrease your speed to market with mobile

Price, items in stock and knowledgeable staff are primary factors for shoppers

The use of mobile technology is a significant factor for in-store purchasing decisions

Greater availability of information is changing consumer expectations in relation to convenience and speed

Shoppers will readily switch channels and stores to benefit from cheaper price or immediacy

Shoppers will pay a price premium for convenience and speed

YouGov research suggests that successful companies will need to adapt their business models to attract the customer of tomorrow

Delivering against expectation

YouGov Report 201190% of online shoppers now want delivery within 2 days More than half of consumers whove shopped using their mobile have abandoned a purchase because of poor navigation 90%12YouGov SixthSense The Rapid Retailing Research Report 201146% of online shoppers will switch to another retailer if they experience a 30 second delay on a website 46%More than a third of consumers want items either same day or next day in all product categories 13Delivering against expectationMulti-channel consumers spend 82% more per transaction than customers who only shops in-store.82%A 1 second delay in a page response can result in a 7% reduction in conversions

7%Keeping pace with changeIncrease your speed to market with mobile

19832006Keeping pace with change

Keeping pace with change2007Nokia at the top but other manufacturers are gaining traction2006The forerunner to the iPhone Motorola with iTunes

29th June the iPhone is launched2008200920102011October - the first Android is launched

iPad is launched and iPad 2 follows a year later2012- HTML5- Apps are commoditised - Greater diversification- Death of the PC- M-commerceRise of Apps

Microsoft the number one OSIE the number one browser

Mobile web is centre stageWithin 4 years there are over 60 browsers and numerous operating systems

Keeping pace with change

Keeping pace with change

New consumer product interface technologies will forever change the way humans and machines interact. We are opening a Pandora's box of compelling and consistent digital experiences that extend the value of physical products into the realm of digital experience.

Thomas Husson. VP, Principal Analyst Forrester

Keeping pace with change

Controlling BudgetsIncrease your speed to market with mobile

Ashley PayneHead of Digital Operations, Debenhams

Customers are adopting new technologies faster than we can deliverThe business wants to adopt new technologies quickly and cheaplyThe business short-cuts IT processes for change and deploymentA fragmented architecture develops, no clear ownerInnovation is at the expense of business tooling and flexibilityProof of concepts and experiments evolve into business critical systemsSmall teams and partners are asked to provide 24/7 supportOur best resources are bogged down in support and maintenance Traditional online teams are being pushed to innovate:Adopt more channelsIncrease range Better, targeted marketingGrow sales

Controlling budgets

What is your digitalmarketingspend expectation?

Increase25%+ 8.66%Increase525% 48.82%Staythesame 40.16%Decrease525% 2.36%Decrease25%+ 0.00%

Aretheresiloswithinyourorganisation?

No 19.69%Yes,butwe'reworkingtoremove 51.18%Yes,we'reworkingslowly28.35%

Howwelldoyouengagewithyouraudienceviamobile?

Nostrategy 24.41%Basicwebsite&emailslookok 44.88%Developedmultidevice 26.77%Fulllocation/apps/social/context 3.15%

CXMSurvey,March2013Marketingfinder.co.ukinassociationwithSDL

Controlling BudgetsQuick Poll

Business - IT Business - commercial CustomerBusiness critical requirement to deliver secure and resilient systems at sustainable costsCommercially critical need to drive innovation and keep pace with technology trendsControlling budgets

Customer Agile Technology Layer Product & Service Design, Testing and Refinement Commercialisation Idea GenerationControlling budgets

AnalyticsDeliveryRestaurantPizza Hut Central System

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurantHeavily integrated Mission criticalFoundation based in desktopDoes its job well but for the desktop No mobile expertise

Pizza Hut case study (3 options for omni-channel)

Developing in silos (option 1)

AnalyticsDeliveryRestaurantPizza Hut Central System

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

Dedicated user experienceQuick to marketIncreasing management effort

Developing in silos (option 1)AnalyticsDeliveryRestaurantPizza Hut Central System

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

Dedicated user experienceSlow to reactManaging multiple variantsCompromise starts to creep in

Developing in responsive design (option 2)AnalyticsDeliveryRestaurantPizza Hut Central System

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

One site to manage One size fits allSlowPoor analyticsGrows in complexityPoor user experiencePoor m-commerce

Chosen optionAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central System

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurantConnect to existing APIHosted in Pizza Hut DatacentreNo impact on existing PC siteSeamless Integration

All channels supported in one placeAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central SystemSmart PhonesTablets

PC

DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

All ChannelsDual runningLow riskAnalyse usageOptimise UX

(Two sites to manage)

Switch desktopAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central SystemDeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

All Channels

PC

Smart PhonesTablets

Incremental changeOne site to manageBest of both worlds

Future proof

AnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central System

TV

Wearable'sDeliveryRestaurantDeliveryRestaurantDeliveryRestaurant

All ChannelsSmart PhonesTablets

PC

Summary

Early adopters and late to market businesses are now on a level playing field

Traditional methods will bog down progress and increase cost

Customers expectations are high

Businesses with agile technology platforms will succeed and grow faster than their competition

Deploying the right technology:

Empower IT staff Speed commercial innovation without compromising resiliencePut businesses ahead of customer adoptionReduce cost and complexity of deliveryPhillip ClementMarketing and Sales DirectorSDL Bemoko@phillipclementTim GreenhalghSenior ConsultantLiberate Media@timsgreenhalgh

Your QuestionsManage Customer Experience Across Multiple ChannelsThank You

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Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels