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DMI – We Can See the Future


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Magnus Jern's presentation from this year's Market Research Summit on "Understanding the Mobile Tech Adoption Curve". What are the new opportunities for live, in the moment, research approaches? How do you predict the success and adoption curve of new mobile technology?

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DMI – We Can See the Future

  1. 1. © 2016DMICONFIDENTIAL&PROPRIETARY We can see the future 10 May 2016
  2. 2. © 2016DMICONFIDENTIAL&PROPRIETARY Topic: "Understanding the mobile tech adoption curve – what are the new opportunities for live, in the moment, research approaches?" What you will learn: How to predict success and adoption curve of new mobile technology.
  3. 3. About Me & Us
  4. 4. © 2015DMICONFIDENTIAL&PROPRIETARY About DMI & Me 4 Magnus Jern, Swedish Currently President DMI International Engineer, mathematician and a passion for solving problems Co-founder of 7 startups whereof first 4 were too early and 3 successful exits Good timing for mobile app trend and data visualisation Learned the hard way that we need objective research
  5. 5. © 2015DMICONFIDENTIAL&PROPRIETARY About DMI & Me 5 OPERATIONS & MAINTENANCE MARKETING & ENGAGEMENT DEVELOPMENT UX/UI DESIGN & TESTING BUSINESS INSIGHTS AND ANALYTICS DISCOVERY, SERVICE CONCEPT DESIGN & INNOVATION DMI International Started as Golden Gekko in Europe Early iPhone and Android apps with 100m+ downloads and $5Bn in revenue for our clients Thought leader in Mobile First, User Centric and Data Driven Design 400+ Mobile Specialists Clients incl. Virgin, Addison Lee, Bombardier, O2, Vodafone, Tesco, H&M, Ikea and Nike
  6. 6. Predicting adoption of mobile technology
  7. 7. © 2016DMICONFIDENTIAL&PROPRIETARY How we forecast adoption vs what actually happens? Forecast Actual Conclusion: Technology adoption usually takes longer than we forecast but when it happens it goes faster than we expect
  8. 8. © 2016DMICONFIDENTIAL&PROPRIETARY Most enterprises and start- ups are really bad at predicting adoption of products Selfie-stick invented and launched in 1985 was a complete failure
  9. 9. © 2016DMICONFIDENTIAL&PROPRIETARY Then (2005): Mobile TV with Sky, CNN, MTV and all-you-can- consume music proposition with Sony with huge campaign. < 5% of enabled users signed up Now: Everyone consumes video and music on mobile. 100m+ users Insight: No testing was done on mobile devices (and they weren’t ready) Mobile TV & Music
  10. 10. © 2016DMICONFIDENTIAL&PROPRIETARY Then (2011-2014): Google and Paypal launched mobile wallets/payments in 2011 followed by Apple in 2014. Now: Early trials but limited recurring usage. Limited customer benefits. Starbucks most successful. < 5% of enabled users Insight: The solution to a problem is not better than plastic (yet) Mobile Payments
  11. 11. © 2016DMICONFIDENTIAL&PROPRIETARY The hardest problem isn’t technical. It’s understanding the problem so that you can find a solution that people will use. But the technical solution is the most expensive
  12. 12. © 2015DMICONFIDENTIAL&PROPRIETARY Project Duration Cost of Change DevelopmentDiscovery & Concept 100x It’s cheaper to throw away a post-it “Changing requirements are 100x more expensive during the end of a software project than the beginning.” IEEE Report, 2014 12 Why research is so important
  13. 13. How to increase the chance of success
  14. 14. © 2015DMICONFIDENTIAL&PROPRIETARY 1. Identify/understand the problem
  15. 15. © 2016DMICONFIDENTIAL&PROPRIETARY 2a. Does the solution really solve the problem? Prototype and test on mobile devices with real customers.
  16. 16. © 2016DMICONFIDENTIAL&PROPRIETARY 2b. Mobile Research Best Practice 1. Product feedback is at the centre of mobility - rate and review (App store reviews can easily be manipulated) 2. Continuous feedback is key to success 3. Mobile research needs to be short and to the point (Virgin example)
  17. 17. © 2015DMICONFIDENTIAL&PROPRIETARY 3. Test the technology
  18. 18. © 2015DMICONFIDENTIAL&PROPRIETARY 4. Test and decide optimal price point
  19. 19. How Mobile Research can help
  20. 20. © 2016DMICONFIDENTIAL&PROPRIETARY Summary: Mobile Research 1. Understand and verify the problem 2. Test the solution on the target device with real customers 3. Be realistic about the technology readiness 4. Use professional researchers generally and specifically for pricing
  21. 21. THE FIRST INTEGRATED END- TO-END MOBILITY COMPANY IN THE WORLD. DMI helps businesses organizations reinvent themselves through mobility. Contact us for more information.