Is that a friend in your pocket?<br />
AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
Mobile has come a long way…<br />
…as has computing<br />
Mobile Growth is Explosive<br />Source:  Morgan Stanley “Internet Trends” (2010)<br />
Integration of Mobile Internet<br />Source:  Morgan Stanley “Internet Trends” (2010)<br />
Asia has many, many mobile phones…<br />
.. more of which access the Internet…<br />
…sales of smartphones and tablets already outnumber desktops...<br />Source:  Katy Huberty, Ehud Gelblum, Morgan Stanley R...
… in some countries, mobile is already replacing desktops…<br />
… so advertising spend will follow<br />
AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
Adoption of Mobile Services<br />20%<br />30%<br />30%<br />5%<br />15%<br />Innovators<br />Opinion<br />Leaders<br />Ear...
Early Adoption<br />Blackberry<br />Android<br />Being Social<br />Mydailydeal<br />Yelp<br />Epinions<br />Zappos<br />Ne...
Opinion Leader<br />Searched Google from store for product info<br />Scanned QR or barcode<br />Shopped at retail then bou...
Early Main Stream<br />Own smartphone<br />Likely to buy iPad<br />Coupons via text message <br />Groupon<br />Early<br />...
Broad Adoption<br />Become a fan of a brand on Facebook<br />Asked store to match a price from a printout<br />Use Consume...
Universal<br />Facebook<br />Ebay<br />Craig’s List<br />AmazonPayPal<br />Shopped retail then bought online<br />Phoned f...
Mobile Following Online<br />LOOKED THEN BOUGHT ONLINE<br />LOOKED THEN BOUGHT ON PHONE<br />Late<br />Majority<br />Early...
Crossing the Chasm<br />Trusted?<br />Learned?<br />Needed?<br />Simplifying?<br />Innovators<br />Opinion<br />Leaders<br...
AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
Understand the medium and the context<br />Features<br />What it means:<br />GPS<br />Location-Aware<br />Touch<br />Intim...
Re-Think the Shopper Journey<br />Trigger<br />Planning<br />On the Move<br />At the POS<br />Post Purchase<br />Experienc...
Reach customers through the entire journey<br />Source:  Altimeter “Developing a Mobile Strategy” (2011)<br />
Awareness: Airport retailer advertisements<br />Airport retailers purchase location-aware advertising on GateGuru to drive...
Consideration: Aid purchase decisions<br />Learn more about Meyer’s natural beef processes.<br />Get a tour of Windermere ...
Intent: Shoppers create registry lists<br />Source:  Altimeter “Developing a Mobile Strategy” (2011)<br />
Purchase: Subway virtual store<br />
Support: Flyers board with e-boarding passes<br />The app allows flyers to check-in, use e-boarding passes, receive text a...
Loyalty: Starbucks badges and discounts<br />Source:  Altimeter “Developing a Mobile Strategy” (2011)<br />
Advocacy: Brand advocates earn points<br />Tasti D-Lite customers earn TastiRewards every time they make a purchase using ...
AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
1. A Brand is Never Alone<br />
2. There is new Shelf Space available – Digital Shelf Space<br />
3. Checking in for (in this order) Loyalty, Customer Service, Inventory, and Deals<br />
4. Empower Your Staff<br />
5. Understand Social Platforms in the Shopping Context<br />
6. Anticipate Intent through Leveraging Data<br />Facebook Friends<br />Last Check Ins<br />Purchase History<br />Music Ta...
Thank you!<br />
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  • http://mashable.com/2010/04/13/mobile-web-stats/
  • http://mashable.com/2010/04/13/mobile-web-stats/
  • http://www.scribd.com/fullscreen/48586092
  • http://www.tnooz.com/tag/gateguru/GateGuru. GateGuru is the leading in-airport resource for travelers. GateGuru is location aware – when a user opens the application, the closest airport is identified.A user can select that airport or choose from a list of 100 airports. Once the airport and terminal are selected, a user sees all the available amenities, including location, category and average rating from fellow travelers.Once the user chooses an amenity, a more detailed overview of that selection can be seen, including ratings and reviews from fellow travelers as well as photos. The app also includes maps of the various airports and terminals.Since the app’s release, there have been over 15,000 reviews and 2,500 photos submitted via the application. GateGuru is a free application. The primary business model for GateGuru currently is working with airport retailers to drive users into stores (ie location-based advertising). We are currently working with ten of the largest airport retailers on a pilot program, giving exclusive deals to GateGuru users.Despite only launching two weeks ago, the pilot program to date has been a smashing success.We are also working with larger brands on a sponsorship basis. Right now, JetBlue is running a very innovative contest whereby the leaders of the GateGuru leaderboard get free tickets (on a national level) or $100 travel certificates (on a regional level).
  • http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-reportMeyer: Meyer Natural Beef produces meat without additional hormones orantibiotics, selling to consumers who are highly interested in knowing howtheir food is sourced and about the farms that produce it. By scanning aMicrosoft Tag on the packaging, shoppers can capture in-depth informationabout these practices while they’re standing in the grocery aisle.Windermere is a real estate group that uses Microsoft Tags to provide moreinformation about properties for sale. When a prospective buyer scans amobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral,they are led to an inside tour of the particular home including additionalimagery, pricing and access to contact information.
  • http://www.rockymountainbride.com/ideasarticles/tabid/62/articleType/ArticleView/articleId/163/New-Target-iPhone-App-making-your-registry-even-easier.aspx“As our guests increasingly turn to their mobile phone as a virtual shopping assistant, we recognize the importance of creating innovative solutions that enable them to interact with Target anywhere and anytime.”Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
  • http://www.delta.com/traveling_checkin/travel_tips/mobile/iphone/index.jsp
  • http://bits.blogs.nytimes.com/2010/03/11/starbucks-fans-can-become-a-barista-on-foursquare/http://mashable.com/2010/03/11/foursquare-starbucks/April 12, 2010&lt;tags&gt;#foodbev#mobile #geo#advocate#christine
  • http://www.tastidlite.com/index.php/Home/Be-Social.html
  • ALL LINKED TOGETHER BY DATA, THROUGH A SINGLE DEVICE[EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]The cell phone basically is the “one location”, where data about an individual, their preferences, the past behavior, their social patterns and their location all come together. It also is the place where in the future those bonus points get collected [EXAMPLE?]. It is the ultimate database that everybody would love to tap into. Because combining this data in an intelligent sense allows you to understand and anticipate context (store) and intent (shopper) to the best extend. Predictive targeting that does not feel intrusive is the ultimate achievement. [EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]
  • Transcript of "20110909 -"

    1. 1. Is that a friend in your pocket?<br />
    2. 2. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
    3. 3. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
    4. 4. Mobile has come a long way…<br />
    5. 5. …as has computing<br />
    6. 6. Mobile Growth is Explosive<br />Source: Morgan Stanley “Internet Trends” (2010)<br />
    7. 7. Integration of Mobile Internet<br />Source: Morgan Stanley “Internet Trends” (2010)<br />
    8. 8. Asia has many, many mobile phones…<br />
    9. 9. .. more of which access the Internet…<br />
    10. 10. …sales of smartphones and tablets already outnumber desktops...<br />Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research Data and Estimates as of 2/11)<br />
    11. 11. … in some countries, mobile is already replacing desktops…<br />
    12. 12. … so advertising spend will follow<br />
    13. 13. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
    14. 14. Adoption of Mobile Services<br />20%<br />30%<br />30%<br />5%<br />15%<br />Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />14<br />
    15. 15. Early Adoption<br />Blackberry<br />Android<br />Being Social<br />Mydailydeal<br />Yelp<br />Epinions<br />Zappos<br />Next Tag<br />Red Laser<br />Gilt Group<br />Coupon Sherpa<br />Rotten Tomatoes<br />Tweeted negatively about brand<br />Innovators<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />15<br />
    16. 16. Opinion Leader<br />Searched Google from store for product info<br />Scanned QR or barcode<br />Shopped at retail then bought online<br />Asked store to match price shown phone<br />Own iPhone<br />Intend to buy Kindle<br />CitySearch<br />Twitter<br />LinkedIn<br />Bizrate<br />Opinion<br />Leaders<br />Penetration >25% & <20% in next group <br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />16<br />
    17. 17. Early Main Stream<br />Own smartphone<br />Likely to buy iPad<br />Coupons via text message <br />Groupon<br />Early<br />Majority<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />17<br />
    18. 18. Broad Adoption<br />Become a fan of a brand on Facebook<br />Asked store to match a price from a printout<br />Use Consumer Reports online<br />Late<br />Majority<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />18<br />
    19. 19. Universal<br />Facebook<br />Ebay<br />Craig’s List<br />AmazonPayPal<br />Shopped retail then bought online<br />Phoned from store for opinion<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />19<br />
    20. 20. Mobile Following Online<br />LOOKED THEN BOUGHT ONLINE<br />LOOKED THEN BOUGHT ON PHONE<br />Late<br />Majority<br />Early<br />Majority<br />Opinion<br />Leaders<br />Innovators<br />Laggards<br />LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ONLINE<br /> 85% 74% 66% 54% 29%<br />LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ON PHONE<br /> 71% 27% 8% 1% 0%<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />20<br />
    21. 21. Crossing the Chasm<br />Trusted?<br />Learned?<br />Needed?<br />Simplifying?<br />Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />21<br />
    22. 22. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
    23. 23. Understand the medium and the context<br />Features<br />What it means:<br />GPS<br />Location-Aware<br />Touch<br />Intimate and Interactive<br />Sensors (A/V)<br />Physical<br />Intelligence<br />Contacts<br />Personal and Social<br />Portability<br />Relevant at Point of Consideration<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    24. 24. Re-Think the Shopper Journey<br />Trigger<br />Planning<br />On the Move<br />At the POS<br />Post Purchase<br />Experience Products<br />
    25. 25. Reach customers through the entire journey<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    26. 26. Awareness: Airport retailer advertisements<br />Airport retailers purchase location-aware advertising on GateGuru to drive users into stores. GateGuru is an airport resource for travelers.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    27. 27. Consideration: Aid purchase decisions<br />Learn more about Meyer’s natural beef processes.<br />Get a tour of Windermere real estate properties.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    28. 28. Intent: Shoppers create registry lists<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    29. 29. Purchase: Subway virtual store<br />
    30. 30. Support: Flyers board with e-boarding passes<br />The app allows flyers to check-in, use e-boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    31. 31. Loyalty: Starbucks badges and discounts<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    32. 32. Advocacy: Brand advocates earn points<br />Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
    33. 33. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
    34. 34. 1. A Brand is Never Alone<br />
    35. 35. 2. There is new Shelf Space available – Digital Shelf Space<br />
    36. 36. 3. Checking in for (in this order) Loyalty, Customer Service, Inventory, and Deals<br />
    37. 37. 4. Empower Your Staff<br />
    38. 38. 5. Understand Social Platforms in the Shopping Context<br />
    39. 39. 6. Anticipate Intent through Leveraging Data<br />Facebook Friends<br />Last Check Ins<br />Purchase History<br />Music Taste<br />Location<br />Time<br />Socio Demographics<br />
    40. 40. Thank you!<br />

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