Xamarin Mobile Leaders Summit: The Mobile Mind Shift: Opportunities, Challenges & Solutions for Today’s Mobile Leader

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The Mobile Mind Shift The Opportunities, Challenges, & Solutions For Todays Mobile Leader

The Mobile Mind ShiftThe Opportunities, Challenges, & Solutions For Todays Mobile LeaderJulie Ask, VP & Principal AnalystApril 27, 2016

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Source: https://en.wikipedia.org/wiki/Global_Positioning_System

Back then, mobile meant satellites. How times have changed. (30 seconds)

Despite working in R&D in satellite communications in the late 80s, my passion for mobile began in 1992.

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when I bought my first mobile device. [HP Palmtop] It was an HP Palmtop PC. DOS-based. I thought it was so cool that I could program

http://www.stewartallen.org/2011/04/hp-200lx-usb-power-supply-dongle/

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Yeah! Can you believe it?it to do algebra (way better than my 15C) and use Lotus 1-2-3.

Little did I imagine that it would ever be connected to the Internet .. well, that wasnt even something consumers understood well then.

http://www.canadianbusiness.com/companies-and-industries/the-ode-lotus-1-2-3/4

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I returned in 2006. The Masai looked much the same. There were still few signs of modern civilization.But one thing had changed .

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The Mobile Mind ShiftThe 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:

SimplicityTask-oriented design flowCurated contentPush notifications for transparency

ContextUse of location to find nearest xRelevancy based on past behaviorTime-sensitive notifications

ImmediacyYour credit card has been stolen!Shipping notificationsRecharge your pedometer now

Convenience

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Consumers expect anywhere anytime access to information and services. It gives them the confidence and control they need to make decisions and manage their lives.

Consumers are task-oriented on their mobiles; therefore, they expect simplicity

Mobile phones are personal devices offering phenomenal context. Consumers expect relevancy. Youll have to anticipate their needs to deliver

All in, this adds up to CONVENIENCE

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21%Consumers have already made the shift

21% of customers are shifted9

1Will make the shift in the next few years/2

Will be shifted within the next few years10

How is mobile changing customer engagement models?

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EventContext changes how you engage with your customersAirline Example

-2 days

Change seatRequest upgrade

-2 weeks

Book ticketChange reservation

-2 hours

Check inCheck gateDeparture timeLounge access

Flight

Arrival timeFood orderMoviesWi-FiDuty free

+2 weeks

+2 days

+2 hours

Ground transportLost luggageNavigation

Mileage points earnedCustomer service survey

Mileage statusReward travelUpcoming reservationsOwn your customers mobile moments. Mobile transforms customer experiences.

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Mobile MomentA 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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Owned Mobile Moments

When we talk about owned mobile moments, we refer to those moments of truth when a customer reaches out to you - lets say within an app - to get what he or she needs in his or her moment of need. These are your best opportunities to win, serve and retain your customers.

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13 %US Employees have already made the shift

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21% of customers are shifted15

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What new opportunities do enterprises have as a result?

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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1. Trane improved sales efficiencySource: http://www.trane.com/, Trane (Research Interview)

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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2. Alter the economics of deliverySource: www.saizenus.com, www.emdgroup.com (Merck Serono); Don Cowling (Research Interview, 2013)

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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3. Separate place from careSource: https://www.cellscope.com/

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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4. DISH improved field service efficiency and customer satisfaction with mobileSource: http://www.dish.com/, DISH (Research Interview)

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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5. TCHO improved employee quality of life with remote monitoring toolsSource: https://www.tcho.com/, Trane, (Research Interview)

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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.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 informationWants 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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Improve sales efficiency. Alter the economics of service costs.Separate service delivery from space.Enhance field service operations.Monitor equipment remotely. Scale coaching.Change business models.

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7. Change reimbursement modelsProteus: Help Drive Compliance

Source: https://commons.wikimedia.org

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Mastering the mobile mind shift

CompaniesPlatformsPeople

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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CompaniesPlatformsPeople

Processes

Mind

Devices

Applications

Mobile moments happen here

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CompaniesPlatformsPeople

Processes

Mind

Devices

Applications

The hard work happens here

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The IDEA Cycle: the business discipline to win in the mobile moment

Analyzeresults 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..

Identify the mobile moments that matterWho 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 toenhanceRedesign orreconsiderAvoidfor nowJustdo itValue toyouremployeesValue to your businessLowHighHighLow

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Engineer your systems for mobile momentsAre 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 po