Achieving Relevance in a Digital Landscape

Solutions for the connected world
Talk by: Emma Crowe – Chief of Client Strategy

Somo accelerates mobile transformation
through rapid innovation to create
products and experiences your
customers and employees will love.

Transforming
Live
Transforming
Engagement
Transforming
Content

Picture source and all copyright : https://virgla.com/user_uploads/gallery/
Everything is mobileBuilding Relevance in a Digital World

Everything is mobile

61%
39%
30%
35%
40%
45%
50%
55%
60%
65%
2012 2013 2014 2015 2016 2017 2018
Mobile
Desktop
Source: eMarketer, “Average time spent per day with major media by US adults 2012-2018, April 2016
More digital time is being spent with mobile
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%Shareofdigitalmediatimespent

Source: Excelacom, March 2016
Source: BGR, Feb 2016
Consumer uptake is huge
Confidential and copyright of Somo Global Ltd.
527,760
Photos shared
51,000
Apps download
$203,596
In sales
2.4million
Search queries
972,222
Swipes
2.78million
Video views
20.8million
messages
4.1million
Users posts liked
1.7million
Users photos liked
Every minute
of the day…150million
emails sent
1,389
Uber rides

This creates massive business disruption
9

“The auto industry will change more in the next 5 years
than it has in the last 50.”
Mary Barra, CEO of General Motors

Mobile is a behaviour not a channel

Retail models are evolving
Barriers for Digitisation

Enjoy
MaintainResolveRenew
Consider Explore Select Purchase
Take
Ownership
1.Changing points of customer engagement

Mobile has created micro moments
Brand Engagement
Research
Proactive EngagementPayment
Service
Advocacy
37% of people claim to now be
more influenced by expert
reviews compared to the past
66% of smartphone users turn to
their smartphones to learn more
about something they saw in a
TV commercial.
Of online consumers, 69% agree that the
quality, timing, or relevance of a company's
message influences their perception of a
brand.
Of smartphone users, 91%
look up information on their
smartphones while in the
middle of a task.
More than half (51%) of
smartphone users have
discovered a new company or
product when conducting a
search on their smartphones.
62 % of millennials respond to
marketing offers sent to their
mobile devices
Source Google, 2015

Alarm clock
has remote programs and
customer tones turns on coffee
maker
Electric
toothbrush
automatically records
brush heads and
shares brushing
habits with your
dentist
Oven
allows
settings to be
changed from
phone
Mobile phone
securely performs verification
and identification for payments
And acts as a a remote control
to our lives
Building security
cameras interact with facial
recognition
HVC
controls temperature and lights
for maximum efficiency
Home
Exercise
equipment
recognises individual
users and tracks
workout schedules
Television
Enables immediate
order of products see
on commercials
Microwave
automatically sets
cook cycle with RFID
recognition
Mobile is becoming the remote control to our lives
Commute Commute HomeWork
10

Changing points of purchase

X Factor – Shazam Takeover with live ingestion
Using innovative technology to amplify ATL marketing activity
Using a brand new technology labelled “live ingestion”
we were able to allow users to Shazam the live X-Factor
shows throughout November & December 2015.
Users would Shazam live songs during the X-Factor show
and be redirected to a bespoke landing page from Very
as the official fashion partner that would give them
access to additional content, special offers and allow
them to download the new apps.

Contextual Location/Weather/Product based Rich Media
Adding contextual relevancy is key to improve performance and brand recall
Based on their location around the country,
users will be served a bespoke ad tailored to
one of five of our client’s biggest target cities
(Manchester, London, Birmingham,
Liverpool and Newcastle)
Once the location has been defined and the right background loaded (Through the device’s
long/lat coordinates), we look up the weather around the city through a weather API and
depending on four choices of weather, users will be served a relevant a selection of five
different products through XML feeds.
Sunny Windy RainyFoggy

2. Threat of Commoditisation
2. Threat of Commoditisation

Reconfigure business models

Use digital to enhance
traditional business
models
Apple’s WWDC 2016 Apple’s WWDC 2016 Apple’s WWDC 2016 Apple’s WWDC 2016
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How to evolve your business model
Transform existing
models digitally
Invent entirely new
business models or
different engagement
models

Ownership has a new meaning
Build new models of ownership

Consumers move to access over ownership

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Evolving automotive ownership and usage models
Disruptions in purchase and access models in Automotive
Multi-car sub
Auto Vivendi
Shared ownership
Orto
Taxi
Uber
Rentals
BMW Drive Now
Car sharing
Audi Unite
Car pool
Blabla Car

What happens next?
3. Broadening Competitor Landscape

The Amazon Effect
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Changing Competitor landscape
AI
Smart Connected
Products
Speed of Disruption

Impact of the Fourth revolution
Water and steam power to mechanise production
Electric power to create mass production
Electronics and information technology to automate production (simple digitisation)
Fusion of technologies that is blurring the lines between the physical, digital, and biological
spheres.
Innovation based on combination technologies

Understand your changing environment,
challenge the assumptions of your
operating teams, and relentlessly and
continuously innovate

4. High Customer Expectation

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New generations = new attitudes to brand relationships
Ethics and
values
driven
Mobile first
progressive
tech users
Retail
experience
hunters

Differentiate through experiences
Differentiated
Competitive
position
Undifferentiated
Market Pricing Premium

In-store tech brings context and personalisation
Beacons
provide
product
location and
wayfinding
assistance
Welcome
message
triggered on
customer
approach to
shop
Screen
provides
personalised
recommend
ations
NFC on
product
gives
enhanced
product
information
Items paid
for as
customer
leaves using
frictionless
tech
Inventory
tracked
through RFID
tags; shelves
monitor stock
levels on
shelves
Heating and
lighting auto-
controlled
through smart
thermostat
and motion
sensors
AR
scannable
mannequins
to shop the
lookCustomer
can call for
context rich
assistance
using phone
Smart price
tags can be
changed in
real time or
to specific
user
Cameras
monitor
crowding
points and
most
browsed
items

Home from home: John Lewis smart home experience

Audi e-tron pop-up store – interactive and
immersive auto experiences
• Supporting the launch of the new hybrid car – the
A3 Sportback e-tron
• Experiential retail experience at Westfield Stratford
• Experience incorporated 5 digital products inc.
Virtual A3 e-tron, 3D object recognition and AR
Explorer Application.

Coca-cola ‘Share your voice’

5. Changing UI

In 2015, 65 percent of
smartphone owners surveyed
were using voice assistants.
One in five searches on
Android devices were voice-
based in May 2016.
Voice Assistance

•  Search Query response
•  Presented in chat interface
•  Natural Language Processing
•  Often Voice control
•  Often AI powered
•  Multiple presentation layers
•  Particular Messaging Apps
Conversational UI?

Messaging is the new social
Conversational UI API today

Chatbots in retail

CUI wider than messaging – Quartz app

45
Zero UI is near futurePicture source and copyright: http://wallpaper.pickywallpapers.com/1440x900/her-joaquin-phoenix-on-a-train.jpg

What happens next?
6. Distribution Models Changing

Voice Search Social Context
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Distribution Models have changed

48
Source: http://blog.naytev.com/what-networks-does-buzzfeed-use/

What happens next?
7. Velocity of innovation

Virtual Reality becomes reality

Differing levels of virtual reality today
360 Video
YouTube,
Facebook
360 Live streaming
Full VR systems
Require PC/console
Mobile operated
VR headsets
Require PC/console

Virtual reality success
NYT VR
1.3M Google Cardboard distributed
Samsung Gear VR
1M MAU, 250+ Apps

Mixed reality tomorrow
Magic Leap Mixed realityMicrosoft Hololens mixed reality

What happens next?
6. Velocity of new innovation8. The Rise of Ecosystems

Smart Homes and Cities

Smart homes
Utilities
Heating
Energy
Lighting
Security
Locks
Cameras
Alarms
Presence sensors
Automation
Appliances
Entertainment
Music
Video
Radio

Output of connected devices = new data

Smart city

Connected Car

Messages
-  Open APIs (Create
full experiences
within app)
-  Full screen
animations
-  Sticker packs
Siri
-  SiriKit (Pull the power
of Siri to different
extensions)
-  Example: Booking
an Uber via Siri
Notifications
-  New framework
-  Build richer, more
meaningful
notifications
-  More than just
notifications
Widgets
-  Total overhaul
-  Deeper insight into
apps
-  Perfect for
information based
apps.
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iOS 10
Search
-  Ads in App store
-  Review time speed
up
-  Subscriptions
models to all
categories

5 key takeouts:
Technology has enabled the consumer to control the marketplace
Constant connectivity brings higher consumer expectations
People buy experiences not products
The only constant is change, and it’s accelerating
New payment models create a threat and an opportunity to revenue

Achieving Relevance in a Digital Landscape

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