• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Christine overby   forrester research - mml 2013
 

Christine overby forrester research - mml 2013

on

  • 472 views

 

Statistics

Views

Total Views
472
Views on SlideShare
472
Embed Views
0

Actions

Likes
0
Downloads
11
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Christine overby   forrester research - mml 2013 Christine overby forrester research - mml 2013 Presentation Transcript

    • Strategies For The Mobile Mind Shift Christine Overby, Vice President, Forrester Research October 3, 2013 http://solutions.forrester.com/mobile @coverby
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 2 #mobilemindshift Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift Image source: Time, Inc. (http://www.timeinc.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 4 #mobilemindshift Deconstructing the mobile mind shift Systems Organizations CompaniesMind Devices Applications Source: April 19, 2013, “The Mobile Mind Shift Index” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need The mobile mind shift
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 6 #mobilemindshift Your mobile mind shift Your company must deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need.
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 7 #mobilemindshift 40 + Access Computing the Mobile Mind Shift Index 20 Devices 40 + Locations MMSI 100= 100 50 0 MMSI Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift Computing the Mobile Mind Shift Index 40 + Access 20 Devices 40 + Locations MMSI 100= 100 50 0 MMSI 10.7 20 9.9 40 4.1 40 24.7 100 24.7 EU avg. Base: 13,518 European online adults (18+); Source: European Technographics ® Consumer Technology Online Survey, Q4 2012 EU Adults 18+
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) Base: 13,518 European online adults (18+); Source: European Technographics Consumer Technology Online Survey, Q4 2012 MMSI varies by country 30 MMSI 20 24.7 EU-7 27.9 US + US 9.6 13.2 5.1+ = 27.9 Devices Access Locations 10.7 EU-7 9.9 4.1+ + = 24.7
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift 30 MMSI 20 Germany 22.5 France 24.5 Italy 25.4 UK 23.5 Spain 27.9 Netherlands 27.0 24.7 EU-7 27.9 US MMSI varies by country Sweden 29.0 Base: 13,518 European online adults (18+); Source: European Technographics ® Consumer Technology Online Survey, Q4 2012 Image source: m62 visualcommunications (http://www.m62.net/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift Unshifted segments have low mobile expectations Proportion of US online adults 84%Disconnecteds Dabblers Roamers › Generally older, less- affluent segments › Disconnecteds use phones for talking. › Dabblers are still learning. › Roamers use basic apps and connect outside home. 100 50 0 MMSI scores: 0 to 40 Base: 13,518 European online adults (18+); Source: European Technographics® Consumer Technology Online Survey, Q4 2012 Image Source: iStockPhoto (http://www.istockphoto.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift 100 50 0 Adapters: really getting into mobile MMSI scores: 40 to 50 › 87% own a smartphone. › 43% own a tablet. › Apps include barcodes, banking. › 11% more likely to be high-income. 10% Proportion of EU online adults Base: 13,518 European online adults (18+); Source: European Technographics® Consumer Technology Online Survey, Q4 2012 Image Source: iStockPhoto (http://www.istockphoto.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift 100 50 0 Immersers: becoming mobile adepts MMSI scores: 50 to 60 › 63% have a tablet. › Apps include shopping, sports, reference, video. › 16% more likely to be high-income. 4% Proportion of EU online adults Base: 13,518 European online adults (18+); Source: European Technographics® Consumer Technology Online Survey, Q4 2012 Image Source: iStockPhoto (http://www.istockphoto.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift 100 50 0 Perpetuals: demanding mobile customers MMSI scores: 60 to 100 › 92% have a tablet. › Use dozens of apps › Richest group: 40% are high- income. › 55% have high educational level; 15% are students. 2% Proportion of EU online adults Base: 13,518 European online adults (18+); Source: European Technographics® Consumer Technology Online Survey, Q4 2012 Image Source: iStockPhoto (http://www.istockphoto.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift Are your customers demanding mobile? If the average MMSI of your customers is . . . . . . and the proportion of your customers in shifted segments is . . . . . . then your customers . . . 35 or higher 35% or higher Demand mobile utility now. 20 to 35 12% to 35% Will soon demand mobile, especially your best customers. Under 20 Under 12% Will become demanding in a year or more.
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift Shorten the distance . . . . . . through utility-based experiences What your customers want What they actually get
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 17 #mobilemindshift Image source: Kreatism (http://kreatism.com/?portfolio=192) Solve a customer problem
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 18 #mobilemindshift 20 30 40 New moms have started to shift MMSI 27.9 US average 22% US average Proportion of investors in shifted segments 31.3 mothers of children 0 to 4 27% Mothers of children 0 to 4 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 19 #mobilemindshift Products aren’t the problem: Sleep is Image source: Johnson & Johnson Bedtime mobile app
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 20 #mobilemindshift Purchases, use, and services (not advertising) › Forrester’s Customer Experience Index › Net Promoter › Customer satisfaction surveys Quality of experiences Seek frequent, high-quality experiences Frequency of experiences Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 21 #mobilemindshift Quality of experiences If you’re in this quadrant . . . Frequency of experiences Expand your relationships. Starbucks Apple Disney Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 22 #mobilemindshift Tesco Homeplus rethinks “offline” Image source: Tesco (http://www.tesco.com/)
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 23 #mobilemindshift Quality of experiences If you’re in this quadrant . . . Frequency of experiences Create reasons to interact more often. Premium hotels Top-rated airlines Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 24 #mobilemindshift Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/) Nike fulfills customers’ everyday needs
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 25 #mobilemindshift Quality of experiences If you’re in this quadrant . . . Frequency of experiences Create reasons to interact more often. Improve your experiences. Banks Telecom operators Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 26 #mobilemindshift Société Générale adds higher-quality experiences
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 27 #mobilemindshift Quality of experiences If you’re in this quadrant . . . Frequency of experiences Create reasons to interact more often. Redefine service and partnerships. Health insurers Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 28 PruHealth has created new, high-quality, frequent interactions
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 29 #mobilemindshift Significance of the mobile mind shift › Customers expect any desired information or service to be available on any appropriate device, in context, at their moment of need. › If your customers’ MMSI is 35 or higher, it’s urgent for you to provide them with mobile utility. › Use mobile utility-based experiences to shorten the distance between what your customers want and what they get. › Choose your strategy based on your company’s frequency and quality of customer experience.
    • © 2013 Forrester Research, Inc. Reproduction Prohibited 30 http://solutions.forrester.com/mobile-mmsi/contact-data-specialist-1506G-2310GR.html
    • Thank you Christine Overby +44 (0) 20 7323 7719 coverby@forrester.com Twitter: @coverby