2014 Mobile Trends
Julie Ask, VP, Principal Analyst
February 12, 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 2
#mobilemindshift
Let’s step back to January 2007
› Now, more tha...
› Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
© 2014 Forrester Research, Inc. Reproduction Prohibited 4
#mobilemindshift
The mobile mind shift
The expectation that I ca...
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
#mobilemindshift
Your mobile mind shift
Your company must meet t...
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
#mobilemindshift
Agenda
› How will mobile transform your
busines...
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
#mobilemindshift
Agenda
› How will mobile transform your
busines...
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
#mobilemindshift
Mobile traffic is exploding
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
#mobilemindshift
Your customers reach for their mobile
phones mo...
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
#mobilemindshift
For a marketer, those moments are:
› Loyalty m...
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
#mobilemindshift
Starbucks relies on loyalty moments in
the US ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
#mobilemindshift
For an eBiz pro, those moments are:
› Impulse-...
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
#mobilemindshift
The sound of clinking glasses triggers
impulse...
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
#mobilemindshift
Agenda
› How will mobile transform your
busine...
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
#mobilemindshift
1. The intersection of mobile and the
physical...
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
#mobilemindshift
ML action: Expand the role mobile plays
throug...
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
#mobilemindshift
eBiz action: Expand the role mobile
plays thro...
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
#mobilemindshift
2. Competitive advantage shifts to big data an...
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
#mobilemindshift
ML action: Leverage analytics to engage
custom...
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
#mobilemindshift
Example: Starbucks
– 5 min
• Find nearest SBUX...
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
#mobilemindshift
eBiz action: Use analytics to refine the
desig...
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
#mobilemindshift
Anjuke used analytics and A/B testing to
refin...
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
#mobilemindshift
3. Mobile contextual data will offer deep
cust...
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
#mobilemindshift
4. The audience size in Asia will elevate
the ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
#mobilemindshift
. . . and the gap is growing
Source: Ericsson ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
#mobilemindshift
WeChat will turn into a platform play
“Everybo...
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
› Line’s estimated revenues of $100 million per
quarter come fr...
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
#mobilemindshift
eBiz action: Look to Asia for innovation
ShunK...
© 2014 Forrester Research, Inc. Reproduction Prohibited 29
#mobilemindshift
5. Mobile will sit at the epicenter of mind-
b...
© 2014 Forrester Research, Inc. Reproduction Prohibited 30
#mobilemindshift
ML action: Define a plan to hire mobile
talent...
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
#mobilemindshift
eBiz action: Create a talent and asset
“build ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 32
#mobilemindshift
Image source: Smaato; Flurry
6. Mobile adverti...
© 2014 Forrester Research, Inc. Reproduction Prohibited 33
#mobilemindshift
ML action: Shift the way you think about
mobil...
© 2014 Forrester Research, Inc. Reproduction Prohibited 34
#mobilemindshift
eBiz action: Incorporate ad-network
savvy into...
© 2014 Forrester Research, Inc. Reproduction Prohibited 35
#mobilemindshift
Agenda
› How will mobile transform your
busine...
© 2014 Forrester Research, Inc. Reproduction Prohibited 36
#mobilemindshift
What won’t happen: Companies will
catch up to ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 37
#mobilemindshift
What won’t happen: Companies will
catch up to ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 38
#mobilemindshift
What won’t happen: Companies will
catch up to ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 39
#mobilemindshift
What won’t happen: Companies will
catch up to ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 40
#mobilemindshift
What won’t happen: Companies will
catch up to ...
#mobilemindshift
Questions?
© 2014 Forrester Research, Inc. Reproduction Prohibited 42
#mobilemindshift
Did you know?
› The data from today’s presenta...
Thank you
#mobilemindshift
@JulieAsk
Julie A. Ask
+1 415 355.6002
jask@forrester.com
Thomas Husson
+33 (0) 6 84 82 95 03
t...
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Mobile Trends 2014

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Mobile Trends 2014

  1. 1. 2014 Mobile Trends Julie Ask, VP, Principal Analyst February 12, 2014
  2. 2. © 2014 Forrester Research, Inc. Reproduction Prohibited 2 #mobilemindshift Let’s step back to January 2007 › Now, more than 1 billion Android devices have been activated and more than 700 million iOS devices sold. › Facebook has more then 945 million mobile monthly active users. › YouTube generates 40% of its traffic via mobile. › eBay generated $20 billion worth of mobile transactions at the end of 2013.
  3. 3. › Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
  4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 #mobilemindshift The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift Your mobile mind shift Your company must meet these new expectations.
  6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014?
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014?
  8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift Mobile traffic is exploding
  9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift Your customers reach for their mobile phones more and more often Customer journey Contextual opportunitiesMobile moments of truth Will you be ready to serve them in those moments?
  10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift For a marketer, those moments are: › Loyalty moments › Manufactured moments › Borrowed moments
  11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift Starbucks relies on loyalty moments in the US and borrows them in China
  12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift For an eBiz pro, those moments are: › Impulse-buying moments › Influenced buying moments › Assisted buying moments
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift The sound of clinking glasses triggers impulse purchases
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014?
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift 1. The intersection of mobile and the physical world will be a top priority Walmart’s mobile app uses location as context for flipping into “store mode.”
  16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift ML action: Expand the role mobile plays throughout the organization Source: www.sephora.com
  17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 #mobilemindshift eBiz action: Expand the role mobile plays throughout the organization
  18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 #mobilemindshift 2. Competitive advantage shifts to big data and analytics from experience design Is your firm leveraging customer-generated data to help them easily discover your products and services? Do you understand customer context well enough to help serve customers in their mobile moments? Are you using customer purchase data to improve conversion rates in-store and online? Are you collecting data from products to layer on services? Or give customers more control? Traditional marketing and customer feedback only tells part of the story. Are you tapping into customer mobile data to understand what they really think? Are you engaging customers in the right moment to drive the next purchase or brand engagement?
  19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 #mobilemindshift ML action: Leverage analytics to engage customers in their mobile moments › Use data to understand when consumers are in their exact moment of need and to meet that need with the right message or service. › Combine real-time analytics with push notifications to help deliver contextualized experiences. › Integrate your app into your CRM systems.
  20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 #mobilemindshift Example: Starbucks – 5 min • Find nearest SBUX • Check email, FB • Check SBUX MSG –30 secs • Check balance • Reload card • Download song Purchase • Order latte • Open Passbook • Pay +30 secs • Push new balance • Check email • Receive receipt for reload + 5 min • Push new balance • Check loyalty points • Listen to new song In 2013, Starbucks announced that its mobile loyalty and payment app is used by 10 million customers with an average of 5 million weekly transactions at US stores.
  21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 #mobilemindshift eBiz action: Use analytics to refine the design of services around mobile moments
  22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 #mobilemindshift Anjuke used analytics and A/B testing to refine its lead generation business • Conversion rates were strangely low in the evenings – its busiest time. • Anjuke conducted A/B testing. • It learned that the best listings were no longer available in the evenings because the spending caps set by agents had been reached. • It reconfigured its algorithms to ensure the best audience; it also offered analytics to agents to increase spend.
  23. 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 #mobilemindshift 3. Mobile contextual data will offer deep customer insights – beyond mobile
  24. 24. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 #mobilemindshift 4. The audience size in Asia will elevate the region’s role in mobile innovation . . . Source: Ericsson Mobility report, November 2013
  25. 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 #mobilemindshift . . . and the gap is growing Source: Ericsson Mobility report, November 2013
  26. 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 #mobilemindshift WeChat will turn into a platform play “Everybody in China is on WeChat. It is not just IM as you think in the West. It will be much more than that and become like the OS on the phone. Brands can push out content, coupons, integrate payment credentials . . . Through WeChat APIs, you’ll be able to do much more. We no longer recommend that brands launch standalone apps but to embed web apps into WeChat.” – CEO and founder of a large advertising agency in China
  27. 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 › Line’s estimated revenues of $100 million per quarter come from three main pillars: • In-game purchases (estimated at 60%). • In-app purchases. • B2B advertising through official and sponsored accounts. › Stickers are a more expressive form of communication – not compromising on the user experience. › It fits well with the Japanese and some Asian cultures, but can it succeed elsewhere? Line has a more advanced monetization strategy
  28. 28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 #mobilemindshift eBiz action: Look to Asia for innovation ShunKouLiu restaurant app
  29. 29. © 2014 Forrester Research, Inc. Reproduction Prohibited 29 #mobilemindshift 5. Mobile will sit at the epicenter of mind- blowing exit events
  30. 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30 #mobilemindshift ML action: Define a plan to hire mobile talent and technology expertise › Consolidation shows that ad-tech companies recognize the need to strengthen mobile offerings. › Define a plan to hire mobile talent and technology expertise.
  31. 31. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 #mobilemindshift eBiz action: Create a talent and asset “build or buy” acquisition plan › Consider acquisitions: • Aetna purchased Healthagen for its iTriage app. • Google bought Nest. • Walmart bought Small Society. › Growth in mobile within enterprises is inhibited by talent acquisition.
  32. 32. © 2014 Forrester Research, Inc. Reproduction Prohibited 32 #mobilemindshift Image source: Smaato; Flurry 6. Mobile advertising will start maturing › New mobile-centric ad formats will emerge. › More mobile ad network will shift to the exchanges. › Short videos (5 to 10 seconds) will make a greater impact on consumers, taking advantage of higher engagement levels with video on mobile.
  33. 33. © 2014 Forrester Research, Inc. Reproduction Prohibited 33 #mobilemindshift ML action: Shift the way you think about mobile advertising › Integrate mobile into your marketing strategy by taking advantage of mobile’s unique benefits. › Test new ad formats and compare their ability to meet your marketing goals. SIMPLICTYIMMEDIACY CONTEXT
  34. 34. © 2014 Forrester Research, Inc. Reproduction Prohibited 34 #mobilemindshift eBiz action: Incorporate ad-network savvy into your app Customize content based on your audience. Use location to shape service offerings.
  35. 35. © 2014 Forrester Research, Inc. Reproduction Prohibited 35 #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014?
  36. 36. © 2014 Forrester Research, Inc. Reproduction Prohibited 36 #mobilemindshift What won’t happen: Companies will catch up to their customers › The budget, spend, and expertise gap will not close. › Companies will not differentiate tablet and mobile phone experiences. › Companies will fail to leverage the convergence of social and mobile. › Wearables will not move past a niche market.
  37. 37. © 2014 Forrester Research, Inc. Reproduction Prohibited 37 #mobilemindshift What won’t happen: Companies will catch up to their customers › The budget, spend, and expertise gap will not close: • Build a broader business case to be able to differentiate. • Expand your KPIs beyond mCommerce revenue and engagement to justify larger spend. › Companies will not differentiate tablet and mobile phone experiences. › Companies will fail to leverage the convergence of social and mobile. › Wearables will not move past a niche market.
  38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited 38 #mobilemindshift What won’t happen: Companies will catch up to their customers › The budget, spend, and expertise gap will not close. › Companies will not differentiate tablet and mobile phone experiences: • Differentiate your tablet approach and split your tablet budget. • Give your tablet strategy to your online team and mobile to your ops team. › Companies will fail to leverage the convergence of social and mobile. › Wearables will not move past a niche market.
  39. 39. © 2014 Forrester Research, Inc. Reproduction Prohibited 39 #mobilemindshift What won’t happen: Companies will catch up to their customers › The budget, spend, and expertise gap will not close. › Companies will not differentiate tablet and mobile phone experiences. › Companies will fail to leverage the convergence of social and mobile: • Engage with younger audiences. • Watch and learn about mobile plus social in Asia. › Wearables will not move past a niche market.
  40. 40. © 2014 Forrester Research, Inc. Reproduction Prohibited 40 #mobilemindshift What won’t happen: Companies will catch up to their customers › The budget, spend, and expertise gap will not close. › Companies will not differentiate tablet and mobile phone experiences. › Companies will fail to leverage the convergence of social and mobile. › Wearables will not move past a niche market: • It is time to experiment. • Build commerce and services opportunities on device data from wearables.
  41. 41. #mobilemindshift Questions?
  42. 42. © 2014 Forrester Research, Inc. Reproduction Prohibited 42 #mobilemindshift Did you know? › The data from today’s presentation came from Forrester’s Global Consumer Technographics® › Attendees can receive a discount to: • Marketing Leadership Forum 2014 – San Francisco • Forum Discount Code: ML14WEB ($100 savings)* • Forum Website :http://forr.com/mlus14 • Marketing Leadership EMEA Forum 2014 - London • Forum Discount Code: MLE14WEB (£100 savings)* • Forum Website: http://forr.com/ml14emea › There are free mobile tools, reports, and assessments available to you at forrester.com/mobile * Discount codes are case sensitive
  43. 43. Thank you #mobilemindshift @JulieAsk Julie A. Ask +1 415 355.6002 jask@forrester.com Thomas Husson +33 (0) 6 84 82 95 03 thusson@forrester.com @Thomas_Husson
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