Mobile&Digital Strategy260612 Rowan Fogarty


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For those who might be interested, this the presentation that I made at the seminar yesterday. Exploiting Web and Mobile Channels to Improve your Customer Experience Management (CEM)

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  • Good Morning,You have heard how two organisations utilised multiple channels to provide superior customer service and grow their business, I have been asked to offer some advice as to how to address the challenges now proffered by Mobile. Eric Falque and Sarah-Jane Williams in their book Addressing Customer Paradoxes in the Digital World argue that Mobile should be at the heart of your Digital Strategy, as the smartphone is the device that unifies all channels. I hope to clearly demonstrate that that is true and perhaps some advice about how you should go about it, based on my experience. We have twenty minutes, in that time I can quickly outline the approach that we would recommend, but if you have any further questions please catch me afterwards or contact me directly.
  • Following a very brief introduction, I am then going to quickly demonstrate that the internet is moving from your desk to your pocket, and soon to everything around you, including your car, your clothes and almost everything you interact with. The internet is going to be everywhere and it is going to be smart. Your mobile strategy and plans need to take that into account. But since you are here, perhaps you are already well aware of that.
  • Firstly, let me introduce myself. I have recently joined BearingPoint, taking responsibility for the expanding area of Enterprise Mobile Solutions. I have over twenty years’ experience designing and implementing mobile enterprise solutions from back-office functions such as data capture, job despatch and mobile customer service to the evolving consumer orientated mobile apps of today. I have worked in two of the industries most impacted by the advent of the internet, Supply Chain and Aviation and now early adopters in the mobile revolution.Most recently I worked with the leading Irish MEAP (Mobile Enterprise Applications Platform) provider FeedHenry.I have managed large workforces using mobile devicesfrom the micro-wand shown here to proprietary handheld devices and am now assisting companies in making business processes mobile through the new consumer technology of today. For over 20 years I have worked in industries where customer interaction shifted from face to face to digital customer channels. Initially, EDI, SMS messaging and Mintel – which some of you might remember made a brief appearance in Ireland from France in the late eighties as the next big thing, to the internet, smartphone applications and social networks of today.
  • Technology Convergence has been happening for a couple of decades. Mobile computing is definitely not new. However, the consumerization of mobile computing, driven by the advances in mobile devices, mobile broadband, and computing power is really starting to enable massive change in the way we lead our lives.
  • Convergence has been touted for some time but recent drastic and rapid change in how users communicate, gather information and use digital services is accelerating it. Smartphones with their touch screens, always connected services, cloud and app stores are fundamentally changing consumption of digital servicesThis slide shows that already how we interface with technology is no longer solely through a terminal or a PC, but through a device in your pocket, your TV or your games consol. Soon that may include your glasses, your car, your fridge, your clothes and maybe even your mind.The very fact that you are here, probably means that you recognise thatmobile is the future of everything. It has been talked up for some time now, but there is considerable evidence that it is finally taking hold. Smartphone adoption has reached 40% to 50% in developed markets, in the US the adoption rate is as fast as TV was in the 50’s. However, tablet adoption rates are outstripping that, and particularly in enterprises. There are many statistics, but internet access from mobile devices is significant, already 20% to 40% and increasing rapidly. Mobile is well on the way to becoming the most common way to for customers and employees to access the internet and digital services.
  • Already everyone is connected, all the time. But we need to remember that Mobileis different to Web principally because it is personal, always on and always with you. Solutions can be context sensitive, because they can know where you are, who you’re with, what you’re doing, what you plan to do. They can reflect your likes, dislikes, skills, experience and so on. Finally, your device will be able to communicate to and from everything that surrounds you, and is important to you. For example, telling your car to unlock that you are approaching, to letting your significant other know that you have stopped at the shops on the way home, you decide.Everything will be connected and you, your business and your whole lifestyle will be able to choose what and how you benefit.For businesses and other organisations this changes everything from a digital interaction perspective and there is a need to put mobile at the centre of your digital strategy.
  • Opportunities exist to improve the customer experience through personalisation, self service and always accessible service 24/7. This can be provided to a much higher standard and often more cost effectively by allowing customers to choose a channel that is more cost effective for the company. Staff can utilise similar tools to provide proactive and reactive customer service 24/7, that is both efficient and more in keeping with their lifestyle and career demands. Even at this early stage of mobile adoption, this is allowing companies to move transactions from mobile customers from Face, to mobile phone, to mobile web. Mobile Gambling is a particular example, allowing customers more convenience, more personalisation, more access through a channel that is cheaper to operate. What’s not to like? I saw a really good presentation that I liked on this recently from PaddyPower, not least because it was entitled “Shift Happens!”However, we are the early stages of Mobile, most of us are launching an app or two, finding out how to deal with BYOD, and wondering what’s so BIG about Big Data. Mobile brings challenges true personalisation and choice can only be implemented by having some way of collating, analysing and turning a vast array of unstructured and dissimilar data into meaningful information that can be used to provide personalised context sensitive services to mobile users. Mobile apps with access to all the sensors on a mobile device as well as access to rich back-end data resources make it possible for mobile devices to automate context sensitive alerts, ensure that they are personalised and let users opt in and opt out.Far from being intrusive, sophisticated mobile centric digital, will be relevant and add value to consumers' lives, by personalised, transparent, and easy to use. Apple are already demonstrating the concept of a mobile device becoming an always on personal assistant.
  • OK, I hope that I have convinced you that Mobile creates significant opportunities, probably beyond all our expectations But the question you have is probably, what should we do about it now?
  • Many companies have kicked off mobile and social media initiatives. Some are great, most are extensions of the organisations web site presence, some utilise the benefits of Mobile, many do not. However, there is nothing wrong with this, experimentation is essential and beneficial in this unknown world, however only if we measure and understand the results and learn from the experience. These initiatives should be components of and governed by a Digital Strategy for the enterprise.A Digital Strategy needs to encompass Web, Mobile and Social and to be enterprise wide, internal and external and I have said that for the future mobile needs to be at the centre. Your Digital Strategy needs to provide a vision of the future that links technology and business strategy, and that all Digital Initiatives can be referenced to and derived from.But why is it needed?
  • We all know about Web Strategy, its been around for a while and we have heard about two very successful cases of its implementation this morning. This slide indicates some of the many facets of Web Strategy for organisations. Mobile Strategy is not separate from this, it just adds another layer of issues, and indeed complexity to be considered. Then Social Business Strategy needs to be taken into account, firstly because it has historically been driven by the web, and secondly because it is increasingly being executed via mobile. In December 2012, half of Facebook's users utilised mobile access. LinkedIn's recently launched mobile app now accounts for 22% of user access. Facebook has just launched its own mobile app store and Microsoft is preparing to acquire Yammer, a leading enterprise social network. Mobile and Social are already inextricably linked. One Digital Strategy is what is required.
  • Although the impact of mobile will be gradual, we already know that it combined with other technology adoption is happening very fast, faster than anything we have seen before. Information and processes can be made available in a ways not previously envisaged, ways which will drive competitiveness and differentiation in all markets. The impact is internal and external, business and social and involves all participants, customers, suppliers, partners and staff. Perhaps also it now includes those whom we may not have considered before, commentators, the general public and non-customers through social media. This requires an organisation to take a strategic perspective, to consider the imperatives and the implications and plan for both the long term and the short term.
  • The long term view must examine whether mobile services could fundamentally change your business.The internet was a disruptive force in many industries, for example the ability to bypass the established distribution channels changed the travel and airline industries forever, and key players such as iTunes and You Tube have fundamentally changed the way we consume entertainment. Google and other tools shifted advertising spend from traditional media to the internet.Smartphone proliferation have already disrupted some industries, many of them fairly recent arrivals themselves. The laptop industry is in disarray, print media and publishing is having to fundamentally reinvent itself, compact digital cameras and handheld GPS devices, the must have gadgets of a few short years ago, are likely to disappear as stand-alone devices.In other industries some companies are already experimenting with mobile solutions that could change the game in their industry.The Commwealth Bank in Australia has introduced a app with the great name Kaching! This revolutionary smartphone app is that will change mobile payments forever. Not just facilitating contactless payments to merchants, but allowing individuals to pay their mobile, email or Facebook contacts.Another example, closer to home is AutolineInsurance Group in Northern Ireland, who have launched a smartphone app which will monitor driving patterns and charge insurance premiums accordinglyMobile Internet combined with Cloud & Big Data will enable “Smart Internet Everywhere” This will disrupt industries, the question is which ones and how? Is it a Threat or Opportunity for your business?This should be the focus of your long term Digital Strategy
  • Whist it is important to take the long term perspective the Digital Strategy needs to be aligned with Business Strategy. Whilst we may well take cognoscente of the long term implications for our business and put in place plans to address them, we allneed to take “baby” steps and the best approach in our experience is to examine your immediate priorities and business imperatives and defining processes that address the urgent business issues and creating innovative, integrated mobile solutions for your customers and staff.Examples include;A daily store managers report for a national retailer.A members mobile app for a Health Insurer Members providing a geo directory of health service providers, storage and access to policy numbers and member payment information.An app to allow pension holders see the current value of their pension fund and view investment related information, anywhere, anytime.
  • We have learntsomeearly lessons in mobile application design and development and can offer the following insights;Examples – Apps are gadgets, but if they do not add value for the user they won’t continue to use them (26% once only, only 5% used after 30 days). Other apps are used continually, however they are generally dynamically update with regular upgrades. Apps should be kept simple. It is relatively easy to create replica apps, so if you have multiple products create an app for the users or consumers of each product or service. Build a suite of apps and let the user decide what process they want to undertake or better still make it proactive.One of the key paradoxes mentioned in the book is that customers want the benefits of context sensitive communications and services, while also wanting to maintain their privacy. The challenge how to address these conflicting needs strategically, BearingPoint has considerable experience in this area, and can provide advice and support relative to your industry.Mobile is topical and is grabbing consumer attention and headlines, but it is the combination of a number of emerging technologies that is really going to have an impact. Mobile will only work if its secure, personalised, private, proactive and creates meaningful dialogue between genuinely interest parties in both a business and a social context.
  • Once a Digital Strategy has been developed, mobile applications can be developed and deployed to meet the business requirements. The concerns around security and control, can be suitably addressed and the business can gain the maximum benefit for its investment. Sharing solutions, across channels, products and markets and quickly constructing a platform for future mobile customer experience and engagement.Where required totally secure and integrated mobile applications can be provided to customers, employees and partners, with structured and secure access control, flexible dynamic content and functionality, suitable analytics and feedback and secure integration to back end systems. This can be provided in a range of solutions from in house systems to PaaS and SaaS solutions. These tools and services allow you to concentrate your skills and expertise on innovating in your core business.
  • So on summary the internet, which changed the world substantially over the last two decades is going mobile and extending to everything all the time. From now on, everything is increasingly digital, everywhere, all the time.Mobile needs to be at the very centre of your business and particularly your Digital Strategy and Plans.
  • Mobile&Digital Strategy260612 Rowan Fogarty

    1. 1. “Sales and direct marketingchannel, payment terminal oreven business management tool,the mobile phone is the new„Swiss Army Knife‟. It is also thelink between contact channels inthe purchase life cycle.”Addressing Customer Paradoxes…in the Digital WorldEric Falque and Sarah-Jayne WilliamsHow to address today’s top mobile app challenges and take advantage of key emerging trends Rowan Fogarty (
    2. 2. Addressing mobile app challenges andtaking advantage of key emerging trendsContents Introduction: Rowan Fogarty Digital, Convergence and Mobile – Finally happening and happening fast Mobile – The Opportunities Mobile – The Challenges Mobile – Strategic planning to: o Take advantage of opportunities o Cope with the challenges © 2012 BearingPoint 2
    3. 3. Rowan Fogarty BearingPoint – Enterprise Mobile Solutions Logistics and Aviation both heavily impacted by Internet, and early adopters of Smartphone Solutions © 2012 BearingPoint 3
    4. 4. Digital Convergence and Mobile Drastic change in the consumption of digitalservices is driving a need for transformation in how we lead our lives
    5. 5. Mobile Growth & Convergence895 million mobile devices … Compared with 400 million PCs1.5 million mobile apps … over15 times PC apps85 billion mobile app downloads … up from 38 billionMobile is fundamentally changing consumption of digital services Source: Gartner“Mobile apps are becoming the new on-ramp to the Digital World” IDC 2012Of the Mobile Apps Developed in 2012  Over 80% integrated with social  Two-thirds will be integrated with analytics  Almost half connected to the cloud  Three-quarters in-app commerce offerings  Three-quarters integrated with enterprise © 2012 BearingPoint 5
    6. 6. Everyone is increasingly connected! • Always & Readily Accessible • Interactive & Information Rich • Context Sensitive • Personal • Always Recording • Machine to Machine 50 billion devices by 2020 Four biggest tools on the Internet moving toward mobile: Search 20% on Google from mobile devices E-mail 27% opened on mobile devices Social 350 million active mobile users E-Commerce 12% transactions on mobile Ireland is not behind the curve: Smartphones 43% - 60% of whom search everyday Connected 80% use for email or social apps Location/Use 90% at home, 70% at work & 80% on the go © 2012 BearingPoint 6
    7. 7. Mobile Centric Enterprise Digital A Number Of Key Areas Everyone and And Challenges everything simply  Mobile – always on, online, all the time mixing the boundaries of • Brings an acceleration work, social and personal of innovation and  Big Data – Massive disruption growth in available data, • Every industry but how to use it cost participant needs to effectively, beneficially embrace and tame it and in ―real time‖  New Audiences  Social Media – relevance  New Revenue Streams or hype, how to leverage  New Ecosystems  Cloud Computing –  New Business Models Public, Private or Hybrid • The channel for growth  Security – Risks and and innovation associated costs © 2012 BearingPoint 7
    8. 8. Addressing the mobile appchallenges and OpportunitiesSignificant Opportunities, where a well thought outstrategy and solid execution processes and appropriatetechnologies are in place to underpin innovation.
    9. 9. An Integrated Mobility Strategy Many Companies started using social media or are providing mobile experiences, but often experimental and poorly integrated • Mobility, Social and Digital now deeply connected and belong together, technology strategists “must now have a mobile-first mind-set when designing workplace policies.” Forrester A holistic vision and direction that connects Enterprise Strategy with Technology  Create Customer and Stakeholder Value  Manage & Mitigate Risk  Create Transformational Change A Digital Strategy – Why? © 2012 BearingPoint 9
    10. 10. Web Strategy to Digital Strategy Mobility Strategy Social Business Over time Strategy Mobile Security migrating to Content & Document Business Apps Mobile Management App Store Unified Communication Analytics & Business Intelligence Online Advertising SEM SEO Consumer and Customer Apps Digital Branding Social Media Marketing SN Apps Partners & Content E-mail Marketing Video, Podcasting Supply CHain Sales Management Enablement E-Commerce CRM Portals Customer Open API’s Comms. Intranet Strategy Messaging Web Presence Mobility Platform Customer Communities Support Over time Innovation Management Location Services migrating to & Crowd Sourcing Mobile Workforce Collaboration © 2012 BearingPoint 10
    11. 11. Put Mobile at the “Heart” of Digital Strategy A strategic approach is essential Differing Marketing Customers Strategies may be Internet required for B2C, Management Multi-media Projects B2B and B2E. Finance Voice/Video Suppliers Balance between HR Logistics Sales Social Networks convenience and Organisation control & HR IT E-mail Customer Service Companies who rise to the mobile challenge and Partners respond to the customer requirement for Organisation BI ubiquitous connectivity Performance will grow engagement, advocacy and revenue CRM Information Staff as the customer Documents relationship becomes a continuous conversation ERP Access Addressing CUSTOMER A Digital PARADOXES in the Digital CMS Enterprise World Big Data Strategy © 2012 BearingPoint 11
    12. 12. First Question for Longer Term:Is Mobile Disruptive for your business? The Internet was disruptive for many industries.  Advertising, Travel, Retail, Music and Entertainment  Smartphones and Tablets are already disruptive • ―Smart Internet Everywhere‖ • Will disrupt industries, which ones and how? • Threat or Opportunity? © 2012 BearingPoint 12
    13. 13. Integrate Digital into your StrategyDevelop & Prioritise Initiatives Complications Process & Technology Business Business Area Opportunities Imperatives /Implications People Solution Case Revenue Cost Risk CustomerSatisfaction/ Retention Look to improve the Customer Experience above all else  Look at the process, where can it be changed to benefit the customer? ─ More flexible, personal, easier access, more reliable etc. ─ What is feasible/cost effective with Digital/Mobile that was not before?  Think about the benefits of Digital and particularly Mobile & Context ─ Always on, location, personal, camera, video, mobile web, barcode, continually updated, payment, virtual reality, proximity etc.  Business Case – Self Service, Proactive and Automated, Increased Margin © 2012 BearingPoint 13
    14. 14. Mobile, Big Data and Cloud Herald theReturn of Personalised Service  Mobile allows context – location, transaction history, preference  Social provides further data – friends, work, hobbies etc.  Cloud disseminates, stores and permits analysis  Big Data tools, consolidates, makes sense, refines  Mobile permits beneficial desirable personalisation  A paradox – Personalised Service needs to go hand in hand with privacy Mobile  Concentrate moments of truth  Discover which processes matter Big Context most to your customers, or your Data customers’ customers  Keep it simple — fix one at a time  Build a suite of apps , rather than one complex one  Learn about customers and make Cloud Social interaction, personal and proactive © 2012 BearingPoint 14
    15. 15. Mobile Applications Services Build Apps Server-side  For consumers, partners and staff  Across major Studio platforms  In house and/or Devices outsourced development Build Farm  Use and reuse functionality App Stores Deploy Apps Manage Mobile Applications  Company or public app stores  App lifecycle management  Quickly, and easily  Access rights management  Hosting options (public, private,  Detailed reporting on premise and hybrid)  Secure integration to in-  Caching, storage etc. house systems, 3rd party  Business logic server side products and info  Mobile apps as a shared service exchanges. Tools allow business concentrate on innovation © 2012 BearingPoint 15
    16. 16. In Summary The Internet is moving to “Mobile” Put “Mobile” at the core of Digital Strategy Mobile Internet, combined with other new and evolving technologies, such as Cloud and Big Data has the potential to fundamentally change your business Get Mobile, Get Connected, Together Thank You © 2012 BearingPoint 16