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Market led developmentof digital media based onqualitative researchTom ArmstrongPrincipal Proposition and Customer Insights Manager, VodafoneThomas TrochResearch Innovation Manager, InSites Consulting

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Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone Business12 years experience in FMCG,4 years in technologyEmpathy in problem solving TechnologyVodafoneTechnology led global organisation

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Thomas Troch Research Innovation Manager, InSites ConsultingBackground in product/service designPassion for understanding people PeopleInSites ConsultingStrong belief in the empowered consumer Creativity

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Innovation at the intersection BusinessHow to bring quality ina world where speedand simplicity in People Technologydevelopment are king? Creativity

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LET’STALKTECHNOLOGY

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Challenging the status quo Technical challenges with high complexity Tech Product

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Challenging the status quo Dedicated teams to keep track of fast evolutions Tech Product

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Challenging the status quo Dedicated methods to solve specific issues Tech Product

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Challenging the status quo Drive loyalty Launch 10 new internet services in FY2012Gain buy-in from 21 markets

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LET’STALKPEOPLE

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MarshallMcLuhan We shape our tools and afterwards our tools shape us.

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Consumer needs and expectationstowards digital contentare changing at lightning speed.

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Customer participation in digital media innovation1.Start from a relevantconsumer insight.Parents have a need to protect theirchildren from unsafe mobile use.

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Customer participation in digital media innovation2.Lean development,releasing well-workingprototypes from the labas soon as possible.

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Customer participation in digital media innovation3.Capture real life serviceexperience over time &co-create developmentroadmap.Helping families to teach their childrenhow to responsibly use their mobile andthe internet.

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THEMOMENTOF TRUTH

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Need for a holistic &integrated approach,matching real lifebehaviour of serviceusage over time.

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GET THEMOST OUTOF IT

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NumbersThe robust qualitativeapproach, addingnumbers and structure,was able to engageinternal stakeholdersacross different functions.

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Profile Digitalized users Target group of who are highlysmartphone adopters involved and can push expectations

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Time +Emotion Discovery Understanding Evaluation Trial Adoption Repeat -

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Capturing ‘in-the-moment’ thoughts and actions throughtask-based activities on the mobile community app.

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High consumer engagement is leading to surprisingformats of feedback; this is an example of an infographicgenerated by a consumer without prompting.

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SOWHAT?

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Significant impact on development1. Guiding Go / No Go decisions.

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Significant impact on development1. Guiding Go / No Go decisions.2. Optimized services are surpassing targets.

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Significant impact on development1. Guiding Go / No Go decisions.2. Optimized services are surpassing targets.3. Buy-in with local markets, facilitating interdisciplinary team work.

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“The user trials we performed with Tom has been the most powerful tool to ensure that we stay in touch with the customer. It provides the ultimate truth, an irrefutable source of information, representing facts rather than opinions and arguments – the end of all discussions. But user trials can help also in many other ways – better than any training to make your teams understand what customer focus is really about and a powerful tool to show management that their view might not be their customer’s view, especially in these days where every CEO wants to be like Steve Jobs.”Enrique Marti del Olmo, Head of Communications @ Vodafone

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"The feedback we received both quantitative and qualitative directly influenced the products changing the priority of existing items on the roadmap and adding new ones. Other feedback channels like Customer Service or Apps stores give an indication of what to change or enhance, however, to really understand how the customer uses the product you need to run an FUT."Phil Grange, Senior Product Manager @ Vodafone Group

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Significant impact on development1. Guiding Go / No Go decisions.2. Optimized services are surpassing targets.3. Buy-in with local markets, facilitating interdisciplinary team work.4. Engaging in longer term relationship with customers who want to collaborate.

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Tom ArmstrongPrincipal Proposition and Customer Insights Manager, Vodafone http://www.linkedin.com/pub/tom-armstrong/1/657/806Thomas TrochResearch Innovation Manager, InSites Consulting @thomastroch http://www.linkedin.com/in/thomastroch