2014 Mobile Trends
Julie Ask, VP, Principal Analyst
February 12, 2014
#mobilemindshift

Let’s step back to January 2007

› Now, more than 1 billion Android devices have
been activated and more...
›

Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
#mobilemindshift

The mobile mind shift

The expectation that I can get what
I want in my immediate context
and moments of...
#mobilemindshift

Your mobile mind shift

Your company must meet these
new expectations.

© 2014 Forrester Research, Inc. ...
#mobilemindshift

Agenda

› How will mobile transform your
business?

› What will happen in 2014?
› What won’t happen in 2...
#mobilemindshift

Agenda

› How will mobile transform your
business?

› What will happen in 2014?
› What won’t happen in 2...
#mobilemindshift

Mobile traffic is exploding

© 2014 Forrester Research, Inc. Reproduction Prohibited

8
#mobilemindshift

Your customers reach for their mobile
phones more and more often
Customer journey

Mobile moments of tru...
#mobilemindshift

For a marketer, those moments are:

› Loyalty moments
› Manufactured moments
› Borrowed moments

© 2014 ...
#mobilemindshift

Starbucks relies on loyalty moments in
the US and borrows them in China

© 2014 Forrester Research, Inc....
#mobilemindshift

For an eBiz pro, those moments are:

› Impulse-buying moments
› Influenced buying moments
› Assisted buy...
#mobilemindshift

The sound of clinking glasses triggers
impulse purchases

© 2014 Forrester Research, Inc. Reproduction P...
#mobilemindshift

Agenda

› How will mobile transform your
business?

› What will happen in 2014?
› What won’t happen in 2...
#mobilemindshift

1. The intersection of mobile and the
physical world will be a top priority
Walmart’s mobile app uses lo...
#mobilemindshift

ML action: Expand the role mobile plays
throughout the organization

Source: www.sephora.com
© 2014 Forr...
#mobilemindshift

eBiz action: Expand the role mobile
plays throughout the organization

© 2014 Forrester Research, Inc. R...
#mobilemindshift

2. Competitive advantage shifts to big data and
analytics from experience design
Is your firm leveraging...
#mobilemindshift

ML action: Leverage analytics to engage
customers in their mobile moments
›

›

›

Use data to understan...
#mobilemindshift

Example: Starbucks

– 5 min

–30 secs

Purchase

+30 secs

+ 5 min

• Check email, FB
• Check SBUX MSG

...
#mobilemindshift

eBiz action: Use analytics to refine the
design of services around mobile
moments

© 2014 Forrester Rese...
#mobilemindshift

Anjuke used analytics and A/B testing to
refine its lead generation business
• Conversion rates were str...
#mobilemindshift

3. Mobile contextual data will offer deep
customer insights – beyond mobile

© 2014 Forrester Research, ...
#mobilemindshift

4. The audience size in Asia will elevate
the region’s role in mobile innovation . . .

Source: Ericsson...
#mobilemindshift

. . . and the gap is growing

Source: Ericsson Mobility report, November 2013
© 2014 Forrester Research,...
#mobilemindshift

WeChat will turn into a platform play
“Everybody in China is on WeChat. It is not
just IM as you think i...
Line has a more advanced monetization
strategy
› Line’s estimated revenues of $100 million per
quarter come from three mai...
#mobilemindshift

eBiz action: Look to Asia for innovation
ShunKouLiu restaurant app

© 2014 Forrester Research, Inc. Repr...
#mobilemindshift

5. Mobile will sit at the epicenter of mindblowing exit events

© 2014 Forrester Research, Inc. Reproduc...
#mobilemindshift

ML action: Define a plan to hire mobile
talent and technology expertise
› Consolidation shows that ad-te...
#mobilemindshift

eBiz action: Create a talent and asset
“build or buy” acquisition plan

› Consider acquisitions:
• Aetna...
#mobilemindshift

6. Mobile advertising will start maturing
›
›
›

New mobile-centric ad
formats will emerge.
More mobile ...
#mobilemindshift

ML action: Shift the way you think about
mobile advertising

› Integrate mobile into your marketing stra...
#mobilemindshift

eBiz action: Incorporate ad-network
savvy into your app
Customize content based
on your audience.

© 201...
#mobilemindshift

Agenda

› How will mobile transform your
business?

› What will happen in 2014?
› What won’t happen in 2...
#mobilemindshift

What won’t happen: Companies will
catch up to their customers

› The budget, spend, and expertise gap wi...
#mobilemindshift

What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap wil...
#mobilemindshift

What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap wil...
#mobilemindshift

What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap wil...
#mobilemindshift

What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap wil...
#mobilemindshift

Questions?
#mobilemindshift

Did you know?
›
›

The data from today’s presentation came from
Forrester’s Global Consumer Technographi...
#mobilemindshift

Thank you
Julie A. Ask
+1 415 355.6002
jask@forrester.com
@JulieAsk

Thomas Husson
+33 (0) 6 84 82 95 03...
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2014 Mobile Trends

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In this webinar replay, Julie reveals the myths and predictions for top mobile trends in 2014, how smart businesses will transform to adopt to these trends, and how to determine if you're positioned to succeed in this perpetually connected world.

Learn how Forrester can improve your mobile strategy: http://forr.com/1c1WLBt.

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2014 Mobile Trends

  1. 1. 2014 Mobile Trends Julie Ask, VP, Principal Analyst February 12, 2014
  2. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. › Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
  4. 4. #mobilemindshift The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need © 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. #mobilemindshift Your mobile mind shift Your company must meet these new expectations. © 2014 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014? © 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014? © 2014 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. #mobilemindshift Mobile traffic is exploding © 2014 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. #mobilemindshift Your customers reach for their mobile phones more and more often Customer journey Mobile moments of truth Contextual opportunities Will you be ready to serve them in those moments? © 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. #mobilemindshift For a marketer, those moments are: › Loyalty moments › Manufactured moments › Borrowed moments © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. #mobilemindshift Starbucks relies on loyalty moments in the US and borrows them in China © 2014 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. #mobilemindshift For an eBiz pro, those moments are: › Impulse-buying moments › Influenced buying moments › Assisted buying moments © 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. #mobilemindshift The sound of clinking glasses triggers impulse purchases © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014? © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 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.” © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. #mobilemindshift ML action: Expand the role mobile plays throughout the organization Source: www.sephora.com © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. #mobilemindshift eBiz action: Expand the role mobile plays throughout the organization © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 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 engaging customers in the right moment to drive the next purchase or brand engagement? Traditional marketing and customer feedback only tells part of the story. Are you tapping into customer mobile data to understand what they really think? © 2014 Forrester Research, Inc. Reproduction Prohibited 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? 18
  19. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. #mobilemindshift Example: Starbucks – 5 min –30 secs Purchase +30 secs + 5 min • Check email, FB • Check SBUX MSG • Order latte • Push new balance • Open Passbook • Check loyalty points • Pay • Find nearest SBUX • Listen to new song • Check balance • Push new balance • Reload card • Check email • Download song • Receive receipt for reload 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. #mobilemindshift eBiz action: Use analytics to refine the design of services around mobile moments © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. #mobilemindshift 3. Mobile contextual data will offer deep customer insights – beyond mobile © 2014 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. #mobilemindshift 4. The audience size in Asia will elevate the region’s role in mobile innovation . . . Source: Ericsson Mobility report, November 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. #mobilemindshift . . . and the gap is growing Source: Ericsson Mobility report, November 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 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 © 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Line has a more advanced monetization strategy › 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? © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. #mobilemindshift eBiz action: Look to Asia for innovation ShunKouLiu restaurant app © 2014 Forrester Research, Inc. Reproduction Prohibited 28
  29. 29. #mobilemindshift 5. Mobile will sit at the epicenter of mindblowing exit events © 2014 Forrester Research, Inc. Reproduction Prohibited 29
  30. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 30
  31. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 31
  32. 32. #mobilemindshift 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. Image source: Smaato; Flurry © 2014 Forrester Research, Inc. Reproduction Prohibited 32
  33. 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. IMMEDIACY SIMPLICTY CONTEXT › Test new ad formats and compare their ability to meet your marketing goals. © 2014 Forrester Research, Inc. Reproduction Prohibited 33
  34. 34. #mobilemindshift eBiz action: Incorporate ad-network savvy into your app Customize content based on your audience. © 2014 Forrester Research, Inc. Reproduction Prohibited Use location to shape service offerings. 34
  35. 35. #mobilemindshift Agenda › How will mobile transform your business? › What will happen in 2014? › What won’t happen in 2014? © 2014 Forrester Research, Inc. Reproduction Prohibited 35
  36. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 36
  37. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 37
  38. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 38
  39. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 39
  40. 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 40
  41. 41. #mobilemindshift Questions?
  42. 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 © 2014 Forrester Research, Inc. Reproduction Prohibited 42
  43. 43. #mobilemindshift Thank you Julie A. Ask +1 415 355.6002 jask@forrester.com @JulieAsk Thomas Husson +33 (0) 6 84 82 95 03 thusson@forrester.com @Thomas_Husson
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