This presentation about mobile strategy was presented by Pascal Spelier, Managing Consultant All Channel Experience, at the Mobile Convention Amsterdam 2013.
15. 15
It’s time to have a mobile strategyPlateau
→
Time
→
“I
want
an
app
too”
Mobile
1.0
‘quick
&
dirty’
Mobile
2.0
‘neatly
integrated’
Mobile,
leveraging
touch
points
1
2
3
4
16. 16
Informa(on
Transac(ons
&
Self-‐Service
Marke(ng
/
Brand
U(li(es
Have a clear view of the purpose
of your apps
17. 17
Apps should be task oriented, simpel and
relevant in a context
KSF
The immediacy
of instant access
to the company
when it matters
The simplicity of
completing tasks
in just a few
steps and
Relevant in a
context
18. 18
How to
transform
your
business
using
mobile?
19. 19
Customer
Journey
Awareness
Orientate
Buy
Receive
Use
Service
Buying
goods
and
services
Life
events
/
Products
/
Services
Save
for
goals
Old
age
provision
Health
Risk
preven(on
and
mi(ga(on
Other
events
Voice
of
the
customer:
I
want...,
I
need...
Voice
of
the
employee:
I
want...,
I
need...
Determine for your products & services...
... each with it’s own customer journey...
... how mobile can improve the customer experience ...
1
2
3
20. 20
Specific
mobile
characteris(cs
LocaQon
Based
Services
Photo
/
Video
Text
Message
Data
Storage
E-‐mail
Internet
Access
Gaming
Console
New
Trends
Txt
msgng,s
o
funny ;
-)
... and how you can leverage on specific mobile
characteristics.
4
Choice of mobile development method.
Mobile
Development
Pure
Web
Pure
Na(ve
Applica(ons
Hybrid
Web
&
Na(ve
Mul(-‐PlaQorm
Developm.
+
5
21. 21
Customer
Journey
Awareness
Orientate
Buy
Receive
Use
Service
Each customer journey has a customer-
side and an organization-side
Processes
Midoffice
Customer
RelaQonship
Management
Customer
Financial
Management
Document
Management
CommunicaQon
Management
Business
Process
Management
Security
33. 33
Critical success factors for
establishing and managing a
comprehensive mobile strategy
Measurement
Management
Technology
Policies
ObjecQves
Scope
43. 43
Mobile is so important; put your
best people on mobile.
If you don’t have a mobile strategy,
you are no longer relevant
Eric
Schmidt
Former
CEO
and
current
ExecuQve
Chairman
Google
44. 44
Are you ready to
go mobile?
Do the test!
Enterprise Mobility
Benchmark app