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Trends Shaping Mobile and Digital Strategy
 

Trends Shaping Mobile and Digital Strategy

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Trends Shaping Mobile and Digital Strategy, Slides accompanying presentation at Kentico Connections, Boston, 56pp, Dr. Phil Hendrix, immr and GigaOm Research

Trends Shaping Mobile and Digital Strategy, Slides accompanying presentation at Kentico Connections, Boston, 56pp, Dr. Phil Hendrix, immr and GigaOm Research

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    Trends Shaping Mobile and Digital Strategy Trends Shaping Mobile and Digital Strategy Presentation Transcript

    • 1 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Trends Shaping Mobile and Digital Strategy Kentico Connection – Boston September 23, 2013 Dr. Phil Hendrix Director, immr and GigaOm Research analyst www.immr.org 1 (770) 612 1488 phil.hendrix@immr.org
    • 2 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection About me @phil_hendrix #KenticoConnection @phil_hendrix #KenticoConnection Founder, immr Analyst, GigaOm Research Advisor, Startups Stay Delightfully Informed Smarter Customer Engagement Research Sponsors Digital Experiences for the Connected World ATT
    • 3 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Related Reports Engaging Consumers Series Mobile Shopping Series
    • 4 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection 10 Trends TransformingRemote for our Lives Internet in our Pockets Luke Wroblewski's Theorem Quantifying Ourselves Friction Kills Social Currency Digital Signals Algorithms Rule Auctions Everywhere New Standard = Indispensable Agile Development Everything
    • 5 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Remote for our Lives
    • 6 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection The Remote
    • 7 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Mobile EnablingA
    • 8 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Shopping
    • 9 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Internet in our Pockets
    • 10 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection “Before the iPhone, cyberspace was something you went to your desk to visit now cyberspace is something you carry in your pocket.” Paul Saffo, Aug. 2011 Consumers Shifting to Mobile
    • 11 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Luke Wroblewski’s Theorem
    • 12 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Wroblewski’s Theorem “Anything that can be connected to the Internet, will be.” Philips Hue Bulbs Luke Wroblewski Nest Learning Thermostat
    • 13 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Data Tsunami
    • 14 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Quantifying Ourselves
    • 15 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Sensoria socks are able to track steps, speed and distance – but where they really prove themselves useful is the ability to monitor weight distribution when standing, walking or running. With this data it’s possible to identify poor running styles and prevent injuries before they happen. Source: psfk, May 9, 2013 Anklet for Sensoria Smart Sock Heapsylon makes sensor-rich fabric -http://buff.ly/15KZnyz Wearable Tech
    • 16 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Friction(s) Kill
    • 17 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Frictions, Shoulds and Wants Minimizing Friction Time Annoyances Uncertainty Cost Badoutcomes Risk Enabling Shoulds Fitness Savings Social Green Education Maximizing Wants Fun Food Acceptance Avoid, minimize, or eliminate “Satisfice” “Maximize” Entertainment Recognition “Good for You” (Resolutions)
    • 18 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection † Source: immr Shopping Survey Love Hate Relationship
    • 19 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Percent Rating “Very Annoying” 50% On smart phone, visiting website that’s hard to view or navigate 46% Ads on smart phone that aren’t relevant 18% Waiting in line to checkout at store, restaurant or other business Source: immr Survey (Ever Connected Consumers) Annoyances
    • 20 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Can Mobile Save Shopping? Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr
    • 21 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Social Currency
    • 22 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Social Media Stats – July 2013 Source: http://growingsocialmedia.com/social-media-statistics-and-facts-of-2013-infographic/
    • 23 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Social Currency
    • 24 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Digital Signals
    • 25 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Data Growing Exponentially
    • 26 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Mobile Payment Mobile Concierge Mobile Marketing Mobile Rewards Data Data Data Data Dynamics within M Commerce
    • 27 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection The “Data Layer” Source: John Battelle, Web 2.0 Conference, http://map.web2summit.com/#dl
    • 28 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Tuning into Consumers’ Digital Signals LocationLocation SocialSocial HistoryHistory Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
    • 29 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Algorithms Rule
    • 30 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection “Big Data” includes Cloud, Algorithms Search • Auto-complete • Google Instant • Proximity Search • Image Search • Personalized SERs Augmented Reality Messages, Ads, and Offers Algorithms LocationLocation SocialSocial HistoryHistory
    • 31 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection From the 4 P’s to PEER Reinforce Reinforce Surprise/ Delight Remove Frictions Learn† & Adapt † Securely, with full transparency Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
    • 32 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Auctions Everywhere
    • 33 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection With “Programmatic Buying”A Uses “rocket-science technology” to target ads precisely in real time to the most receptive prospects
    • 34 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection “Everything’s a Pixel” 8 Layers of Location
    • 35 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Evolving toward Micro Locations
    • 36 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection From UX to CX (Customer Experience)
    • 37 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Discover Choose Buy Use Customer Experience > Path to Purchase
    • 38 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Consumers’ Expectations Rising What I Like Who I am… Where I am What’s Nearby What’s going On What I respond to What I’ve bought Where I’ve been What I need Where I’m going Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix Consumers expect trusted business partners to knowA
    • 39 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection PEER Strategies Personalize Leverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences Allows airports to tailor info for travelers based on profile, destination Enable Help customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use your products Mini owners can detect other owners, share tips Enhance Surprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations Guests can manage experience (FastPasses, reservations, rides, etc.) Reward Using feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial Allows hotels to personalize rewards, experiences based on guest’s social profile
    • 40 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Agile Everything* *Thanks to Michelle Berryman (@micberryman) at Think
    • 41 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection UX and More
    • 42 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Putting all the Pieces Together SecuritySecurity Social Integration Social Integration AnalyticsAnalytics Design (UX + UI) Design (UX + UI) PersonalizationPersonalization OptimizationOptimization Systems Integration Systems Integration User Value Business Value User Value Business Value Customer MOTs Customer MOTs Systems of Engagement Systems of Record
    • 43 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Implications and Recommendations
    • 44 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Reinforce Reinforce Surprise/ Delight Remove Frictions Learn† & Adapt † Securely, with full transparency Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr #1. Excel at PEER
    • 45 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #2. “Fully Engage” with Customers What I Like Who I am… Where I am What’s Nearby What’s going On What I respond to What I’ve bought Where I’ve been What I need Where I’m going Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix KnowA Expectations
    • 46 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #3. “Tune into” Digital Signals LocationLocation SocialSocial HistoryHistory Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
    • 47 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #4. Engage by Consumers’ Rules Right time Relevant Personalized Rewarding Source: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr
    • 48 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #5. Expand Numerator, Shrink Denominator Customer Benefits Customer Effort LoyaltyLoyalty = ffff Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • 49 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #6. Help Customers Accomplish their Goals Minimizing Friction Time Annoyances Uncertainty Cost Badoutcomes Risk Enabling Shoulds Fitness Savings Social Green Education Maximizing Wants Fun Food Acceptance Avoid, minimize, or eliminate “Satisfice” “Maximize” Entertainment Recognition “Good for You” (Resolutions)
    • 50 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #7. Assume New Role(s) in Customers’ Lives Align Organization around Role(s) Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • 51 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #8. Reinforce Your House of Loyalty Awith the Right Foundation Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • 52 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #9. Accelerate Innovation Stage 4 Stage 3 Stage 2 Marketing Sales Finance Operations Field service HR Legal Support IT Stage 1 Connecting to: Internal data External data Platforms Partners “There’s an app for that” Keeping Up Keeping Up Mobilizing Processes Mobilizing Processes Leapfrogging Competitors Leapfrogging Competitors Mobile Innovation Mobile Innovation Payoff Agile Development Small bets All in Time and Investment Remember… Paul Graham, YCombinator Source: Mobilizing the Enterprise, Dr. Phil Hendrix, immr “Returns are concentrated in a few big winners” “Best ideas look initially like bad ideas…”
    • 53 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection #10. Place the Right Strategic Bets Source: Which Mobile Shopping Apps Do Consumers Value Most, Dr. Phil Hendrix, forthcoming
    • 54 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Appendix
    • 55 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection immr – Recent and Forthcoming Reports Innovating Innovation† Which Mobile Shopping Apps Do Consumers Prefer?† If Shopping is Broken, Can Mobile Fix it? Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses† Raising the Bar – Mobile and Customer Loyalty Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping How Consumers Are Using Local Search Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation † Forthcoming
    • 56 Permission granted to cite, copy and distribute with attribution www.immr.org/trends shaping mobile and digital strategy.pdf @phil_hendrix #KenticoConnection Bio – Dr. Phil Hendrix Dr. Phil Hendrix Director, immr www.immr.org +1 (770) 612 1488 phil.hendrix@immr.org @phil_hendrix Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes in helping organizations evaluate and capitalize on opportunities that are new-to-customers and new- to-market. Dr. Hendrix has extensive experience uncovering customer needs, identifying triggers and hurdles to adoption, and developing strategies that unlock market opportunities, both B2C and B2B. As an analyst, Phil focuses on mobile innovation and the implications for companies across industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social-Loco and others. His current work focuses on mobile and its impact on consumer behavior, especially shopping, M- commerce and mobile payment. As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100 clients in mobile, consumer electronics, and related categories, including financial services, transportation, insurance and others. He works closely with senior management and project teams on key issues, including market sizing, segmentation, positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment as a research scientist in the Survey Research Center, Institute for Social Research. Additional information on immr perspectives and reports prepared by Dr. Hendrix is available at immr and Slideshare, with additional information available at GigaOm Pro.