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

Enter text and box will expand down

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 portfolio will changeNetworkHardware/infrastructureSoftwareDataSystems of recordUX

InfrastructureSoftwareDataSystems of engagementUX

NetworkDesign starts with engagementDesign starts with transactions

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- 2 days+2 hoursFlight-2 hours+2 days- Book reservation- Change reservation- Request upgrade- Reserve seat- Check ETA- Order food- Order movie- Set up Wi-Fi- Check in- Confirm ETD- Access lounge- Find gate- Arrange ground transportation- Report lost luggage- Confirm mileage points- Fill out customer service survey- Book reward travel- Verify upcoming reservationReservation systemsCustomer loyaltyFlight systemsBaggage handling

You will need atomized APIs to access your data and processesSource: https://commons.wikimedia.org

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IDEA Team Consider chartering a mobile steering committeeMobile Steering CommitteeMobile CenterOf ExcellenceIDEA Team 1IDEA Team 2

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Analytics results to monitor performance and optimize mobile momentsMetricsReal-timeOperationalHistoricalTechnicalLocation, proximity, speedBattery, session performanceCrashes, feature useEngagementOffers, recommendations, next-best actionBounce rates, A/B testing, convergenceSegmentation, source driver, cohort analysisBusinessReal-time pricing, conversionsRevenue, SKU availability, Revenue trends, channel contribution

Source: Measuring Mobile Apps, Forrester report, November 2014

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7%Source: https://commons.wikimedia.org

Many organizations are struggling

Wave of new apps are coming

Organizations are caught off guard / caught by surprise46

An app is not a mobile strategy.

Owning mobile moments is important, but will fall shortYour employees will demand apps

but they will use few appsThere is an arms race for mobile momentsMobile moments will move beyond phones

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SMS: 272Combination of personal messages and notifications from brandsWhatsApp: 0LINE: 3We Chat: 45Instant messaging apps to communicate with friends as well as brandsSlack: 0Collaboration platform with a select group of colleagues in same coverage areaVoicemail: 38Personal and work phone

App Updates: 138Notices to update applicationsFacebook: 0Social updates/posts from friends and familyWork Email: 4,937Corporate email hosted by GooglePersonal Email: 24,998Personal email hosted by Google

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Let me give you an example of how I communicate on my mobile phone. [Wait 5-10 seconds for audience to read slide]

I have:(Nearly) 25,000 unopened personal emails(Nearly) 5,000 unopened work emails272 on SMSApp Updates - 138It seems as if I dont pay attention to anything or communicate well. I am an engineer and Scandanavian so I start in a bit of a hole, but there is more to the story. I have zero Facebook alerts. Facebooks is the community of friends and family members who I care about. Facebook has contextI have zero Slack notifications. My work environment also has context. - these are a combination of hand-selected colleagues with whom I communicate in dedicated topic channels. WeChat is a bit more mixed - I have 45 notifications, but those are from brands - not my friends. What do Facebook, Slack and WeChat have that Email, SMS and most apps dont have? Relevancy. Context. I expect Context. I expect curated content and streamlined task flow created by context. Most brands target me based on my age, gender and past purchases with voice calls, email and SMS. I dont want to be targeted like a deer you are hunting. I want highly contextual engagement.

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What do these challenges mean for you?

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Disintermediatethe mobile OS (or become it)which in turn will allow them to

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DisintermediateDominateyour employees mobile moments and own their data, which in turn will allow them to

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DisintermediateDominateDistanceyou from your employee with services that better utilize data and insights.

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What should you do?

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Build an App +

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You still need to build an app.

But you have to consider what else you will do.

You need an App Plus strategy. 55

App +OmnichannelAutomationMessagingFragmentsEcosystemDataServicesProductsWeb

You still need an app today.

But an app isnt a strategy.

You need to consider how you will work within the broader ecosystem of platform players to create your App PLUS strategy

App + OmnichannelApp + AutomationApp + MessagingApp + FragmentsApp + EcosystemApp + DataApp + ServicesApp + Products56

The future brings even more challenges.

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I attended MWC last year, but I missed a whole day because I spent 22 hours in the emergency room at a local hospital. I had shortness of breath, nausea and apparently a very low blood oxygen level. I was there 22 hours in part because I speak no Spanish, but in large part because they didnt have any data. So they ran blood tests, did CT scans, ultrasound and I dont know what else. I was so out of it. The combination of cognitive computing, mobile, connected sensors, cloud, and big data will change how this scenario will play out in the next five years. I wont end up in the hospital. Let me tell you how.

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Source: https://fit.google.com/, https://www.myfitnesspal.com/,

I had data longitudinal data, but it was all trapped in APP siloes59

ChannelContextConstructionthe vehicle to deliver the experiencethe sum of everything we know how the experience is built

3 things are changing .ChannelContextConstructionLet me explain how this scenario will evolve in phases

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Channel:Phase 1: Single Device App And Web ExperiencesContext:Construction:

Food

Cal1320

141lb

Single AppProvidedHard Coded

Channel:Phase 2: Mobile Platform ExperiencesContext:Construction:

TApp PlatformApp ExtensionsShared

7.6Hours

8.9/10

Steps12,649

Cal:1,265

Channel:Phase 3: Virtual Agent ExperienceContext:Construction:

Steps

Cal

Weight

History

?

$

Location/PathsPollenHumidity

App/Device as a Service

ManagedStatic Assembly

http://www.vitality.net/63

Channel:Phase 4: Blended Ecosystem ExperiencesContext:Construction:

FoodLocationScheduleMedical HistoryOxygenStepsMedicationEnvironmentData

InsightsVital signs are not normalNo food allergiesNo environmental effects e.g., pollutionPossible medication allergy

AssembledDynamic Assembly

Anywhere in an Ecosystem

ChannelPlatformsApp/DeviceEcosystem

ContextConstructionPlatform(2016+)Virtual Assistant(2017+)Blended Experience Ecosystem(2021+)SharedManagedAssembledAppsDevice (Today)ProvidedHard-CodedApp ExtensionsStatic AssemblyDynamic AssemblyExperience StageSUMMARY

Julie Ask+1 415.355.6002jask@forrester.com@JulieAsk

forrester.comThank you

App +

Automation

Messaging

Fragments

AUDIENCE

DATA

Ecosystem

Data

Services

Products

Omnichannel

Web

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App+ Omnichannel A handful of major players are accumulating your customers mobile moments on a massive scale, but they dont own every touchpoint with your customer. Use mobile apps to enhance your end-to-end customer experience. Make mobile moments an essential element of your overall experience. I use the United Airlines app b/c that is the only place I can get a boarding pass to get through security at the airport.

App+ AutomationYou need a strategy to drive ongoing engagement with your customers not only to serve them proactively in their mobile moments, but also to collect data and insights to serve them better over time. With 30B mobile moments each day in the US alone, you cannot possible create all the rules you need to ingest context/data, decide what to do and proactively serve your customers in their mobile moments.Use engagement automation to execute your strategy and build best practices.Life360 learns what information I need when and pushes it out to me proactively.

App+ Messaging

Mobile apps are overkill for the vast majority of interactions on mobile phones today let alone smart watches and connected products. Todays estimates from the same Mary Meeker study show that 60-75% of mobile moments are glanceable or what Forrester calls micro moments.Micro moments are the mobile moments when a consumer needs only a glance to get the information he or she needs to take action. Use messaging to right size and increase customer engagement.Notifications of my dogs activity has not been synced in 11 days and that the battery is low is a good example. I can take the action of charging his pedometer.

App+ Fragment

Consumers are and will continue to grow weary of hopping in and out of lots of apps. Google and entrepreneurs have already started to index apps like Google did the web to identify content and services they can pull out of apps like legos. The future will be one where third parties (think Virtual Assistants) extract content and service modules from your app and reassemble them with context to create curated content and streamlined task flows for consumers. Why shouldnt I be able to order Dominos Pizza within Twitter or Facebook?

App+ Ecosystem

You share customers with many companies. Partner with them to serve your customers best.Borrow mobile moments from those partners like Facebook, Google, Yelp and Twitter to serve your customers.Lend mobile moments to your partners. Let your customers interact with you where they already are dont force them to come to you. Youll lose too many in the acreage between apps.

App+ Data

Data = contextYou need context to generate insights that allow you to better serve your customersData will be a major source of competitive advantage going forwardCreate a strategy to harvest data and use it to generate insights.If you share mobile moments with partners, create a strategy to share the data upfront. Understand the value of the data.

App+ Services

Just because a customer buys a product or service from you today doesnt mean you are guaranteed to own that relationship in the future or the value add services.Apple, Google, Microsoft and others are building platforms to allow consumers to share data with third parties who promise service.This includes health, home, care, financial data and more. No industry is safe from distruption.Develop your own services strategy.In this example, I share payment data with Mint.com in exchange for analysis and recommendations to save money.

App+ Product

Consumers are buying connected products with an expectation of results. They want help achieving a goal like losing weight, lowering an energy bill or cleaner teeth. These consumers are paying a 10-fold premium for these services.In this example, the Oral B toothbrush guides brushing time and areas while entertaining the user with media.The market for connected products with apps is still wide open. 67

Your stop-start list for mobile momentsThinking of apps as a strategyDoing a business case for all membersTreating mobile as small webUsing digital metrics onlyMaking assumptions about privacy

Taking a strategic view of engagementServing your most mobile membersMastering context & mobile momentsMeasuring business outcomesUsing private data to offer servicesStart doing these thingsStop doing these things

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Your stop-start list for mobile momentsBuilding everything before launchWorking in separate teamsMaking one-off investmentsInvesting in web-only architecturesUsing security as a blocker

Releasing iteratively as you learnWorking in IDEA teamsChartering a steering committeeInvesting in systems of engagementUsing modern security techniques

Start doing these thingsStop doing these things

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