Engineering Your Business To Win In The Mobile Moment

The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need

Mobile moment A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.

7 #mobilemindshift © 2014 Forrester Research, Inc. Reproduction Prohibited Plotting mobile moments for airline customers Flight - 2 days +2 hours - Book reservation - Change reservation - Request upgrade - Reserve seat - Check ETA - Order food - Order movie - Set up Wi-Fi - Check in - Confirm ETD - Access lounge - Find gate - Arrange ground transportation - Report lost luggage - Confirm mileage points - Fill out customer service survey - Book reward travel - Verify upcoming reservation -2 hours +2 days

9 #mobilemindshift © 2014 Forrester Research, Inc. Reproduction Prohibited Identify mobile moments and context - 2 days +2 hours Flight - Book reservation - Change reservation - Request upgrade - Reserve seat - Check ETA - Order food - Order movie - Set up Wi-Fi - Check in - Confirm ETD - Access lounge - Find gate - Arrange ground transportation - Report lost luggage - Confirm mileage points - Fill out customer service survey - Book reward travel - Verify upcoming reservation Who are we serving? A traveler What is their context? In the air at 35,000 feet What is the motivation? To adjust agenda for after landing Who are we serving? A traveler What is their context? Anytime before travel What is the motivation? To book seat of their choice Who are we serving? A traveler What is their context? Random time, in a spare moment What is the motivation? Wanting to see how far they are from the next level -2 hours +2 days

© 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift Design means picking the right features Extend to enhance Redesign or reconsider Avoid for now Just do it Benefit to your customer Value to you

© 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift Engineer your systems ›Are platforms ready to support mobile engagement? ›Are processes aligned for mobile engagement? ›Are people (developers) organized in agile teams?

13 #mobilemindshift © 2014 Forrester Research, Inc. Reproduction Prohibited Mobile intensity Mobile Mind Shift Index US online average (18+) Base: 8,224 US online adults (18+) Source: US Mobile Mind Shift Online Survey, Q3 2013

© 2014 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift Mobile intensity score determines if it is appropriate to connect on mobile. •Less than 25. Low mobile intensity. Only a minority of customers are ready. •Between 25 and 35. Moderate mobile intensity. Move forward or not based on mobile expectation score. •Greater than 35. High mobile intensity. Check mobile expectation score, then move forward quickly.

© 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift Some things to take away ›The mobile mind shift will transform business. ›The new competitive battleground is the mobile moment. ›Remember the IDEA cycle: identify, design, engineer, analyze. ›Use the Mobile Mind Shift Index to analyze your customers’ expectations.

© 2014 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift ›Watch the three-part Mobile Mind Shift Webinar Series, and download the presentation slides ›Download a complimentary report, "Four Steps To Win In The Mobile Moment" ›Download the first two chapters of Forrester's book The Mobile Mind Shift Next Steps