Customer Experience Lifecycle

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Presentation made for the 2nd edition of Paris2.0, on March 2010.
Marketers currently address very little touchpoints along the consumer experience lifecycle. Mobile internet with location-based or augmented reality services relying on smartphone sensors open many opportunities.

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Customer Experience Lifecycle

  1. 1. MOBILE  INTERNET  :   THE  KEY  TO  ADRESS  THE  WHOLE   CONSUMER  EXPERIENCE  LIFECYCLE   Réalité augmentée - 1 1 Source  image  http://www.flickr.com/photos/hotcherry/3048692971/  
  2. 2. Technology  push  :  the  pieces  are  in  place   User-­‐centric   Multi-­‐touch   Use Applications   interface   screen   Connect Mobile   Localization   Orientation   & sense internet   Deport in Content   Image   Digital   the cloud APIs   recognition   rendering   Réalité augmentée - 2 2 UlyssCo  2010  BY-­‐NC-­‐SA  
  3. 3. Customer  Experience  Lifecycle   Awareness   Display advertising Recommandation Recommandation Interest   Behavior Suggestion Rating Comparison Sharing Evaluate   Research   Localization Itinerary Troubleshooting POS Material Tips Use   Purchase   Trial Training Réalité augmentée - 3 3 UlyssCo  2010  BY-­‐NC-­‐SA  
  4. 4. 3  mobile  interfaces  to  toggle  with   List   Map   Augmented  Reality   • The  first  and  still  most  widely  used   • Developped  rapidly  w/  Google  Maps  API   • Popularized  with  mobile  browsers  and   cityguides   • Coming  trend  for  AR  games   • UX  choices  rapidly  being  set   Réalité augmentée - 4 4 UlyssCo  2010  BY-­‐NC-­‐SA  
  5. 5. AR  :  opportuni8es  beyond  hype   •  Number  of  AR  applications  /  uses  exploded  :      «  When  I  started  Augmented  Planet  (April  2009)  there  was  about  3  augmented  reality  applications  in   the  appstore,  this  morning  (Dec  11th  2009)  there  are  161,  by  the  New  Year  I’m  sure  we  will  have   busted  the  200  mark  »  (Lester  Madden,  blog  Augmented  Planet)   •  Business  goes  beyong  app  development  :    «  Market  growing  from  6  million  dollars  in  2008  to  more  than  350  million  dollars  between  now  and   2014,  with  announcements  having  already  been  made  about  integrating  advertising  into  browsing   utilities  which  would  make  up  a  significant  part  of  the  revenue  from  2013-­‐2014  once  the  technology   has  been  mastered  »  (ABI  Research)    «  Mobile  AR  revenue  in  2009  to  hit  $10  Million  »  (Christine  Perey,  an  ISMAR  2009  organizer)   •  Technology,  offer  and  network  are  catching  up  :    GPS  and  compass  enabled  mobile  phones    Large  touchable  screens    Open  data  APIs    Bandwidth  for  real-­‐time  video  over-­‐the-­‐air  feeds   Games  have  only  started  to  appear   5 UlyssCo  2010  BY-­‐NC-­‐SA  
  6. 6. AR  in  search  for  more  intui8ve  UX   PC   Mobile   Wearable   •  Webcam   •  Markerless   •  3D   •  Marker   •  Geolocalization   •  Immersive   Réalité augmentée - 6 6 UlyssCo  2010  BY-­‐NC-­‐SA  

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