The Mobile Mind Shift CMO Event June 2017 - Saïd Business School, University of Oxford

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THE MOBILE MIND SHIFT
EYAL OSTER
MOBILE BRIDGE

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The good old days

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But technology has empowered the customers

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The Rise Of The Mobile
Empowered Customer

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”Is my flight on time?”
”How much do these shoes cost
at the other shop?”
”Is the shop still open?”
”How are the reviews of
this new product?”
”I need some advice on
a great café”
”I’d like to transfer money to
my friends account”
”Where is the nearest
Japanese restaurant ?”
”What’s the traffic like?”
The Mobile Mind Shift
”I need an UBER now"
”Let me ask Mom”

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The Mobile Mind Shift
I expect to get and
control any relevant
information, product or
service at the moment
and location of need
using my mobile
The Micro Mobile Moment
happens when a user pulls
out their phone with some
expectation or need.

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The Mobile Mind Shift
Micro mobile moments are the new battleground.
Serve the needs of a customer in that moment, you win
their business and their loyalty.
Fail, and an entrepreneurial company will step in and fill the
need for you, disrupting your business.

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The Mobile Mind Shift – broken down into 4 pieces
Mind Devices Applications Institutions
& Brands

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Mind: A change in the mind means a huge change in behavior
I want it now on my mobile
• I’m not waiting till I reach the shop
• I’m not waiting till I am in front of my
computer
• I’m not waiting for the website to load

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Mind: A change in the mind means a huge change in expectations
I expect convenience and a great experience:
• If there’s no app yet, some entrepreneur
will probably make one soon
• I demand a mobile perfect experience
• I expect the experience to be customized
to my context (me, location, time etc.)

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Mind: A change in the mind means a huge change in demands
I expect to control my experience/things:
• Don’t spam me
• My travel
• My restaurant order
• My thermostat
• My shopping / delivery

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Mind: 67% of Digital Media Time is spent on Mobile
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Mind: App vs Web – the eternal debate of the CMO (but not of the consumers)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Devices: Multi Platform Still Dominates
Source: comScore June 2016

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Devices: Platforms Enjoying Peak Dayparts
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Devices: Platforms Usage Is Polarized By Age Groups
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Devices: The Rise Of The Mobile Only
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Devices: The Rise Of The Mobile Only
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Applications: Content categories driven by Apps
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

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Conclusion:
Your customers
have gone through
the Mobile Mind Shift.
And your company ???

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Ecommerce still lagging Offline => Offline still extremely important
Source: eMarketer 2016 &
U.S. Department of Commerce Census Data Report, May 2017

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Offline: Digital and Mobile Influence On Retail
Source: Forrester Research and Deloitte The Digital Divide
37% of 90% (of offline revenue) = 33% of offline revenue
Total retail sales:
$3.39 trillion*
Digital influenced
offline retail:
$1.26 trillion*
Mobile Digital
influenced offline
retail sales:
$1.05 trillion*
Online retail sales:
$393 billion*
Mobile Phone
retail sales: $60
billion*

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Mobile revenue still lags time spent due to the mobile conversion challenge
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
Indicative of lack of
organizational mobile
maturity.

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Global Retail Conversion Rates By Channel
2.5x
Source: Criteo 2016
4.6x
Products Viewed Per
User
Add to basket
rate
Products Viewed Per
User
Add to basket
rate
Checkout
rate
Mobile Web AppTotal 3x conversion
1.2xCheckout
rate

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Global Retail Conversion Rates By Channel
Mobile Web Desktop App
Conversion By Channel
2x
1.5x
Source: Criteo 2016

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The Mobile Mind Shift Company Maturity FrameWork
32% 54% 14%
Source: Forrester Mobile Mindshift Report 2016

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Micro Mobile Moments Driven Experiences and Journeys
Audience
Rules
Identify &
Sort
Segment
Identify
Moment
Moment
Rules
Campaign
Rules
Assemble
Assets
Action Rules
Deliver
through
Mobile*
Actionable
Analytics
Consumer &
Big Data
LOCATION
WEATHER
ECOMMERCE
CRM
POS
WEB
SOCIAL
APP

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Conceptual Diagram - Backend Systems To Support The Mobile Mind Shift
CRM
POS
ECOMMERCE
WEB
SOCIAL
APP
LOCATION
WEATHER

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Example System For Mobile Micro Moments Customer Journey Mapping

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Example System For Mobile Micro Moments Customer Journey Mapping

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Micro Mobile Moment - Assets Deliver The Experience And Are Key
Coupons
Games
Polls
Surveys
Videos
3D spinners
Banners
Push Message
Rich Message
…

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Micro Mobile Moment - Assets Creation Ease Is Key

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Example Customer Micro Mobile Moment Driven Journeys

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Example Customer Micro Mobile Moment Driven Journeys

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Example Customer Micro Mobile Moment Driven Journeys
User plays the game and wins a discount prize

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Fast Food - Burger King Russia – Mapping the Micro Mobile Moments
- 1 week
Gets email
with App
Link
Download
App
Get 3
Crowns
- 1 day
Gets game
To play
Win Free
Ice Cream
- 10 min
Locate
Restaurant
Get
Directions
Outside BK
Check
Crown
Balance
In Line
Check
Rewards
Check
Messages
At Register
Redeem
Free
Rewards
Redeem
Crowns for
discount
+10 min
Get new
points
notification
+4 days
Get Survey
Who Are we serving?
A potential consumer
Context:
He is at home/work
Who Are we serving?
A Commuter
Context:
Looking for closest BK
Motivation:
Hungry
Who Are we serving?
A customer
Context:
Wants to redeem
Motivation:
Money saving
Who Are we serving?
A past customer
Context:
We want to hear back
Motivation:
Insights / service

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Fast Food - Burger King Russia

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Retail
Praxis – The Netherlands Bilka – Dansk Supermarked Denmark

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Results

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Key Takeaways
• Customers are empowered by technology
• They have changed expectations, behavior
• They use their phones when they want something and expect all
to be there for them at the moment and location of need
• Their phone is like an extension of their brain
• They also use other digital devices throughout the day
• However the shift is towards more mobile only users

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• The micro mobile moments are the new battle ground for the
consumer
• They are data and event driven (Omni-Channel)
• It is key to drive and transform customer experiences based on
the context, motivation and need
• Success in identifying and driving MMM experiences leads to:
• Better online and mobile sales
• Strong positive influence on offline sales
Key Takeaways – cont.

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Thank You
+31 6 28412055
eyal@mobilebridge.com
Eyal Oster