Social Mobile Loyalty 2.0

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Social Mobile Loyalty 2.0: Presentation held by Patrick Comboeuf / SBB and Thomas Fromherz / Netcetera at Swiss Payment Forum on 27 November 2012.

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Social Mobile Loyalty 2.0

  1. 1. Social Mobile Loyalty 2.0Patrick Comboeuf / SBBDr. Thomas Fromherz / Netcetera AG
  2. 2. “Logic will get you from A to B.Imagination will take you everywhere.” Albert Einstein 2
  3. 3. The digital transformation… …… calls for digital answers: 3
  4. 4. The Digital Transformation Customer Needs Digital Competition Are EvolvingToday‘s customers want convenient, Digital disruptors enter more & more ubiquitous, local, personalized industries with new offerings inservices and products, PLUS share many fields like search, priceall that within their (social) networks comparison, booking engines, payment & content provisioning etc. Mobile First! Valuable Data Smartphones led to exponential Real-time, personalized information diffusion of „mobile“ in search, on status, journey planning, location, access, identification, data community, tailored offers / deals, all exchange, navigation, commerce, accessible on the move for payment, and media consumption. b2b2c use. Source: Booz & Company
  5. 5. 19% 9% Source: Techeye.net, 2011
  6. 6. Digital NativesDigital ImmigrantsDigital Ignorants?
  7. 7. «Sometimes we study a good idea, until itbecomes a bad one.» A member of SBB group management board, who prefers to remain anonymous
  8. 8. Look back to look ahead –see through the hype! 8
  9. 9. It is very wrong to be right before anyone elseLaker Airways Apple Newton Vanilla MobileNo Frills Airline PDA Shopping August 1978 August 1993Montaigne August–2010 (1533 1592)
  10. 10. The digital economy is ourbakery… 11
  11. 11. The world‘s 52% of smartphone users 34% of smartphone #1 iPhonepurchase items on their users already use country is mobile at least once a iPhone & iPad in-app payments Switzerland month users buy, Android users 2,8 Mio app downloads of SBB don‘t! Mobile – top spot overall in Switzerland Online revenues in CH went up 48% between 2008 and 2010 to € 7 bill. 6 of 10 e-tickets sold in 50000 Switzerland are customers of leading MOBILE e-grocerer LeShop do their grocery shopping The share of weekly online at least 11x p.a. for an average basket of Revenue in m-commerce 78% shopping done online went up by of smartphone owners € 200.- will grow use their mobile 20% 40% in public transport the last three years by 2016, yearly!
  12. 12. The digital economy is ourbakery… …where we scale on assets 13
  13. 13. Largest 1700 Operator of WCs 3 Mill. registeredTicket vending 180 machines at manned train in CH customers 63 min. stations stations captive time per guest per day Top 3 Website sbb.ch 1 Mill. PAX per dayCHF 17.80 averagetransaction > 800 value retailers in SBB >4 Billion trains stations and properties of non-cash >60 customer media transaction touchpoints volume
  14. 14. Scaling on Assets?
  15. 15. Mise en place: the digital levers DIGITAL SOCIAL BIG DATA WALLET COMMERCE = LEMON = FLOUR = CHOCOLATE LOYALTY LOCATION BASED MEDIA = EGGS SERVICES COMMERCE = MILK = CHERRIES ACCESS NAVIGATION DIGITAL = SUGAR = BAKING MARKETING SODA = RUM COUPONING MOBILE = HAZELNUT COMMERCE = WHIPPED CREAM 16
  16. 16. Digital levers – two key ingredients DIGITAL WALLET = FLOUR LOYALTY = EGGS DIGITAL WALLET LOYALTY = WALLY 17
  17. 17. 18
  18. 18. 19
  19. 19. 20
  20. 20. MOBILE WALLET MEDIA COMMERCE BIG DATA CLOUD M-COMMERCE ECOSYSTEM DIGITALOYALTY PAYMENT PREPAID EARN URBAN MOBILITY BURN LONGL CONSUMER NAVIGATION TAIL CRM EVENTS P2P APPS GAMIFICATION LOCATION BASED SERVICES CONTACTLESS PROXIMITY PAYMENT STATUS OPERATOR POINTS Payment, loyalty & the rest of the buzzword bingo: MNO B2B2C E-BILLING DIGITAL MOBILE COMMERCE WINDOW OF OPPERTUNITY SOCIAL COMMERCEPERKS CHECK-WALLET seen all that before? Have we not DIGITAL already LOCATION-BASED IN MOBILE PAYMENT MARKETING CARD SIM TICKETS COUPONS CONTACTLESS PAYPAL LOCATION BASED SCALING FAST HYPE ACCESS NFC SMARTPHONE MOBILE POS USER MERCHANT PAYMENT CARD 21 21
  21. 21. «Sometimes customersdon’t know what they want, until we’ve shown them»
  22. 22. Social Mobile Loyalty 2.0 – The Must Haves: Big is beautiful: A large active customer base is key! Start now! If you want to be 100% sure, you certainly will be 100% late! Partner! Since the whole is greater than the sum of its parts 23
  23. 23. Social Mobile Loyalty 2.0 –A More Appealing Digital Wallet Everything nearby & mobile Speedy payments Directly redeem coupons Convenience Collect, redeem & trade loyalty points Security Individualized offers Share with&recommend to friends 24
  24. 24. If one can dream it, somebodycan bake it. 25
  25. 25. Take Home Messages:#1 Digital transformation calls for digital answers. Now.#2 If you want to go fast: go alone. If you want to go far: go together.#3 We Do Mean Business: The SBB Request- for-Information will be out December 3, 2012! 26
  26. 26. Social Mobile Loyalty 2.0For a tastier and bigger cake! 27
  27. 27. Merci!Patrick Comboeuf Dr. Thomas FromherzDirector E-Business Director Payment & Card ServicesSBB AG - Schweizerische Bundesbahnen Netcetera AG @comboeuf xing.com/profile/patrick_comboeuf xing.com/profile/thomas_fromherz

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