Embracing Conversations in a Mobile Landscape

Embracing Conversations in a Digital LandscapeJuly 20, 2016

2

Santayana wrote in The Life of Reason, 1905:

“Those who cannot remember the past are condemned to repeat it.”

Every revolution has a historical trigger. Do you know the trigger leading to a

hyper-mobile revolution where consumers demand to speak with major brands?

3

Down History Lane

LET’S TAKE A WALK

4

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

Prior to the age of discovery the majority of workers produced products and delivered services locally for a local marketplace.

5

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

As explorers traveled further from home it became possible to import goods from distant lands and produce goods locally for trade. Most workers still lived close to where they worked.

The industrial revolution was the impetus for the creation of large factories that maximized the return on investment in expensive equipment.*This did not go smoothly due to the efforts of Ned Ludd.

6

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

The telephone provided a channel for instant communications between distributed parties.

However it wasn’t until the 1960s with the implementations of the first Automated Call Distributor that call centers as we know them today began to grow.

With Motorola’s introduction of the first handheld mobile device, workers were freed from their desks and outside sales professionals could work from anywhere.

7

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

The world wide web is launched which leads, by the end of the decade, to the first e-commerce sites.

*Growth of ecommerce is slower than expected.

8

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

The iPhone was introduced less than 10 years ago and revolutionized the customer journey to purchase by making complete websites available for the first time on handheld mobile devices.

*It took 16 years to go from the cell phone to the iPhone.

9

The History of Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

Mobile devices reach a tipping point and surpass desktop devices for web access.

*9 more years.

10

The Birth of Hyper Mobility

15thcentury

18thcentury 1876 1960s 1973 1991 2007 2016 20??

Sometime in the future ...• We live in a mobile-first world.  • Mobile-first consumers.  • Mobile-first employees.  • Mobile-first marketing and sales. • Mobile-first service and support.

11

Mobile is breaking e-commerce models

Source: eMarketer, Pew Research Center.

US Digital Ad Spending, 2014-2019 Commerce used to focus on

human to human interaction.

70%of all digital ad

spending will be mobile by 2019.

2014 2015 2016 2017 2018 2019

$30.54 $27.67 $25.08 $24.60 $26.49 $28.21

$19.15 $30.45 $42.01 $50.84

$57.95 $65.49

Desktop Mobile

[39%] [52%][63%]

[67%][69%]

[70%]

12

Technology attempted to steal our humanity.

13

We are now fighting back: consumers are calling businesses by the billions

Source: BIA/Kelsey

2014 2015 2016 2017 2018 20190

20

40

60

80

100

120

140

160

180

Search Display Social Landing pages

Call Volume By Channel(billions)

161.9

145.5

129.1

108.1

93.3

75.8

114%increase in inbound calls between 2014

and 2019.

162Bphone calls from mobile marketing

by 2019.

A phone call is the most natural path to

conversion from mobile marketing.

14

62%

CUSTOMER CALLS ARE VALUABLE CONVERSIONS

of people find it extremely/very

important to be able to call during the

purchase phase.

66%of sales managers

rate phone leads as excellent, more than any other lead type.

10XCalls convert to

revenue 10x more frequently than web

form fills.

Source: Google, BIA/Kelsey.

This is only the beginning…

16

Our workforce is going mobile-first as well

Sources: IDC, Crowd Research, Tech Pro Research

74%of businesses either already use or plan to allow employees

to bring their own devices to work.

Only 7% said their employers

were footing the entire bill

for both.

18% of workers receiving a

monthly stipend for using their

gadgets to conduct

business.

69.1% of enterprise mobility stakeholders saw a reduction in opex or capex costs by implementing BYOD programs.

By 2020, mobile workers will account for 72% of of the US workforce.

The global BYOD and enterprise

mobility market will reach $360 billion by 2020

Is your company

ready?