SapientNitro Insights 2012 - How Digital Innovation Impacts Your Business


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Insights 2012, a new annual report that examines the key marketing trends and digital technologies that will impact businesses in the year ahead. Through a combination of proprietary research and commentary, SapientNitro subject matter experts present their global perspectives and recommendations on how business leaders can successfully embrace the challenges posed by today’s complex business environment.

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SapientNitro Insights 2012 - How Digital Innovation Impacts Your Business

  1. 1. 3 MarkeTING aT THe INTerSeCTIoN of Mobile CoMMuNICaTIoNS aND CoMMerCe 47 Context — The New Gold of the Mobile Industry Alan Herrick Torsten Schollmayer 51 Could Mobile Lead Your Customer Experience? 5 MoBIle MoMeNTS Paul Bevan Hilding Anderson, Rachel Zinser Technology 19 VIewSIGHT 54 Digital Marketing Platforms: Taking Back Control Marketing and Media Dan BarnicleTable of Contents 21 What’s New in Digital Nigel Vaz 57 After the Release: Maximizing Value From Your Commerce Platform Investment 24 Rise of the Machine — Sheldon Monteiro Death of the Media Planner? David D’Alleva 61 Platforms in the Cloud: Deciding to Use or Own Scott Petry 27 The Cross-Channel Challenge: Building Pervasive Information Architecture 65 INTerNaTIoNal PerSPeCTIVeS Michael MacLennan North america: 31 Media of the Moment Justin Barkhuizen, Rob Murray David Bradfield australia: Mark Krebs China: Jennifer Tan 34 Predictions for the Next 5 Years in Retail Banking Singapore: Jue Lu Alex Sion India: Vidhya Sankarnarayan russia: Yulia Rubina Social Media Middle east: Matt Horobin 36 Branding Out Loud Without Losing Your Voice: Germany: Torsten Schollmayer How to Avoid Social Dilemmas in the Digital uk: Paul Bevan, Chad Cribbins Knowledge Marketplace Erik Gottesman 85 foreSIGHT: THe oNe To fIVe Year 39 If a Tweet Falls in the Forest: TreND ouTlook Using Listening to Drive Social Media Strategy Rob Gonda, Hilding Anderson Annicka Campbell 94 NoTe froM THe eDITor 42 Social Commerce — Hilding Anderson Beckoning New Opportunities Chitranjan Sood 45 Is Social Commerce Exempt From ROI? Uwe Tueben
  2. 2. we believe in the intrinsic relationshipbetween brands and the brand experience “revolutions never go backwards.” – Wendell Phillips we live in interesting times. 2012 spread Unilever’s mission to encourage people to share life’sand that, ultimately, all communications small moments of happiness. This “ice-cream truck for thewill be interactive. Marketing at the Intersection of The way we go about living our lives has been forever transformed by the unceasing march of digitization and device digital age” leveraged facial recognition and 3G technologies to Communications and Commerce proliferation. In the wake of this transformation stands an create an industry-leading, award-winning brand experience. Written by Alan Herrick, President and CEO; Sapient Corporation emboldened, digitally armed consumer who is an opportunity Another great example of how technology is liberating the — and therefore — a target. The challenge for brands? traditional boundaries between marketing and commerce Get to that consumer first … and last. channels is Tesco. To increase its online market share in South Korea, the UK’s leading grocery chain developed a mobile app Television’s monopoly is over. The couch is no longer the main that allows customers to view and purchase products at virtual seat of brand impact. And the lines that used to distinguish stores installed in subways. The campaign reflects some of the communication from commerce are barely discernible. More earliest examples of how brands can create and satisfy demand sales are occurring via digital channels but, more importantly, in the same environment. As a result of its virtual stores, Tesco the brand experiences being delivered by those channels are increased online sales by 130% becoming the number one influencing the traditional retail shopping pathway. Add the online grocery store. silo-breaking effect of mobility to the equation and you end up with a $500 billion advertising industry in desperate need of More and more, clients are turning to SapientNitro to an integrated, seamless solution that blends traditional with understand how they can evolve to thrive in this new world. digital, marketing with sales. This is exactly what SapientNitro was built for, and why our distinctive ability to create brand experiences at the intersection Shortly after Sapient acquired Nitro Group, a traditional, of multi-channel marketing and multi-channel commerce is so brand-led agency, in June 2009, I was often asked why we relevant today. made, what many considered, an upside down decision: a digital shop acquiring a traditional agency. The answer I gave then is In the following pages of Insights, SapientNitro subject matter the answer I give today. Because we believe in the intrinsic experts present their perspectives on how business leaders relationship between brands and the brand experience and can successfully face the challenges posed by today’s complex that, ultimately, all communications will become interactive. business environment. From harnessing the voice of the consumer through social media management and listening Clients ask how they can stay ahead of the curve and navigate tools to constructing optimal multi-channel experiences using change. For CEOs to achieve these goals it must start by letting pervasive information architecture, the cloud, and user content, go of the “above the line, below the line” mindset. There is no our authors address a diverse range of market, marketing, and line. Brand success hinges on two key capabilities: optimizing design topics. investments and creating high-impact, integrated customer experiences, which is at the heart of what we, at SapientNitro, At SapientNitro, we see the challenges facing our clients and call Idea Engineering. are inspired by the array of opportunities they present for companies to create truly groundbreaking experiences. In this Empowered consumers are dictating when and where they complicated world where connections and capabilities are interact with brands. They don’t think in terms of touch points; being reinvented, Insights is the ultimate accelerator. they see, hear, and feel the collective brand experience, regardless of where or how it’s being delivered. That is why we We appreciate your participation, your interest, and your must create robust, technology-enabled brand experiences support of SapientNitro, and I wish you all success as you that will allow CMOs and CIOs to get the most out of the navigate this ever changing, always exciting business world. multi-functional nature of digital channels. Experiences like Unilever’s Share Happy, the world’s first smile-activated vending machine that was created to help
  3. 3. MobileMoments Written by Hilding Anderson, Sr. Manager, Research + Insights; SapientNitro Washington, DC and Rachel Zinser, Associate of Research + Insights; SapientNitro Chicago 135,000,000 exploring Multi-Channel Mobile experiences Mobile represents the next major frontier for interacting with the digital world. Be it the Amazon Kindle, Redbox reservation system, Google Wallet, or M-PESA’s Kenyan experiment, great mobile apps create interlocking connections between the web, kiosks, physical stores, and other platforms.U.S. and W. Europe Smartphone SalesMOBILE DEVICESALES ACCELERATE 2010 2011 2012Global Tablet Sales
  4. 4. The initial Google Wallet rollout is quite limited. It is available eBay’s PayPal 1 2 3 4 5 Ease-of-Use Companies are now able to — and should strive to — we interviewed 23 mobile professionals, conducted only in the U.S., only on the Sprint version of the Nexus 4G 1 2 3 4 5 Feature Set provide a single, cohesive experience in the store, at heuristic evaluations for each app, and asked our top phone, only on the Android marketplace, and supporting only Heuristic Evaluation 1 2 3 4 5 Design home, or on the go. These new experiences place the strategists to identify the most important, influential two payment types (Citi Mastercard and Google prepaid). Mobile 1 2 3 4 5 Familiarity customer at the center of a company’s ecosystem of apps offerings in each of the following categories: Professional The Google Wallet delivers the first salvo in what promises to Review 1 2 3 4 5 Importance and devices, which have the potential to create genuine • Mobile wallet be the next major wave of mobile technology — perhaps the value for both the company and the consumer. Strategic Importance 1 2 3 4 5 Strategic • In-store mobile most significant mobile innovation since SMS and broadband Demonstrating genuine value for consumers is a test • Integrated experiences connectivity. It opens doors for more secure transactions, real 2nd 3.6 overall for any mobile application. To get past the initial "trial (multiple devices or channels) time offers, and a brand new real-time marketplace. Starbucks Mobile application: a widely adopted, and forget" model of 80% of mobile apps, there must • location-based technology in-store payment tool be consistent and repetitive value. even among • emerging technology Google wallet 1 2 3 4 5 Ease-of-Use The Starbucks App doesn’t offer the fullest set of functionality applications that are commonly used, we still found • International experiences 1 2 3 4 5 Feature Set compared to Google Wallet or PayPal. It only works with Heuristic troubled user experiences. applications such as Evaluation 1 2 3 4 5 Design Starbucks stores, and the app was not always intuitive Google Maps, eBay Mobile, and amazon kindle meet a guide to scoring: We evaluated the strength of each (especially on initial setup). Mobile 1 2 3 4 5 Familiarity the test. others do not. application across three equally-weighted sections. Professional Review 1 2 3 4 5 Importance Yet based on our interviews, it is one of the most influential example Strategic Importance 1 2 3 4 5 Strategic mobile wallet applications. It has the key elements of any 1 2 3 4 5 Ease-of-Use 1 2 3 4 5 Feature Set mobile wallet application: multi-platform, multi-location 1st 3.9 overall Heuristic (over 7,800 locations), multi-payments, and an integrated Evaluation 1 2 3 4 5 Design eBay’s PayPal: Peer-to-peer player with opportunities rewards program.Mobile wallet Mobile 1 2 3 4 5 Familiarity Professional A leader in online payments, PayPal has invested heavily in Review 1 2 3 4 5 Importance building out its mobile payments platform, although it falls Ultimately, it is a promising start, which shows the potentialThe mobile wallet is an ambitious experience — much more Strategic Importance 1 2 3 4 5 Strategic for the digital wallet, but may be swept away — certainly short of a true mobile wallet offering. PayPal lacks a mobilethan just touchless payment with near field communication from this list — when multiple wallet solutions come out. phone of its own, reducing its ability to influence future 1st 3.9 overall(NFC) at the point of sale (POS). mobile wallets design and implementation. It does allow consumer behavior. In addition, our interviewees emphasized Starbucks 1 2 3 4 5 Ease-of-UseIdeally, a mobile wallet will allow mobile devices to store easy peer-to-peer mobile bill payment, and mobile web Mobile five key challenges of implementing a mobile wallet: security, applicationall the elements of a physical wallet digitally. It will include purchases, but doesn’t integrate with any physical retail 1 2 3 4 5 Feature Set versatility, customization, ease of use, and design. Heuristicphotos, government-issued IDs, credit card information, stores — yet. Its NFC-based peer-to-peer payment Evaluation 1 2 3 4 5 Designcash-equivalents, and loyalty cards. It will use location and Google wallet: a brand new platform that holds promise technology is a start of a mobile wallet capability. Mobile 1 2 3 4 5 Familiarity Professionalpreferences to notify users of nearby brands, sales, and As the first mobile wallet solution, the Google Wallet Review 1 2 3 4 5 Importance As one of our interviewees said, “[PayPal’s] mobile candeals. It will allow payment processing with a simple swipe combines tap-and-pay mobile payment, location-based offer Strategic Importance 1 2 3 4 5 Strategic serve as a unique bridge between the digital and physicalof the phone. discovery, integrated loyalty cards, and a digital transaction worlds.” Another noted, bluntly, “PayPal will be big.” 3rd 3.3 overall history to create the first true mobile wallet experience.At the time of this report, there is only one mainstream, others of note: Verizon and Payfone, Bling Nation,full-fledged digital wallet technology in the U.S. The mobile The mobile professionals polled emphasized Google’s ISIS, and Applewallet will have profound implications for a variety of strong relationships with banks (Citi, Visa, Discover,applications including: American Express have all announced partnerships),• Personal financial management and banking its in-house mobile phone engineering prowess, and its The domestic mobile wallet challenge: Changing consumer behavior• Shopping and product comparison tools substantial financial resources as key factors. NFC and the mobile wallet face a substantial Yet in the U.S., our interviewees feel it will take• Payment and card services In our initial testing, we found that tap-and-pay works well challenge in the U.S. substantial incentives to transition us from a credit• Promotions and couponing with the thousands of PayPass devices deployed at major card swipe culture to a tap-to-buy technique. Many• Loyalty and customer services retailers. But more significantly, Google’s SingleTap connects Internationally, consumers are already using of our interviewees feel that the key to accelerating• Tickets, passes, and event integration a purchase to a loyalty or reward card, and can apply coupons touch-to-pay technology. According to our adoption will be loyalty programs, simple andOur research suggests that substantial NFC mobile wallet during checkout. Boarding passes, tickets, digital receipts, interviewees, Canadians commonly tap credit cards easy-to-use offer redemption and couponing, andadoption is at least four years off, based on the pace of and other personal transaction information are also core for payment, while in Japan they’ve been using mobile real-time offer delivery as promised by Starbucks,adoption and the complexities of the service model. As Gartner elements. Location-based offers can shape consumer tap payment technology for years. Sparkfly, Shopkick, and many others.noted,1 the biggest challenge isn’t the technology but changing behavior and drive in-store traffic. 1 Gartner “Market Trends: Mobile Payment, Worldwide, 2011" 8
  5. 5. In-Store MobileThe in-store mobile experience has, as one of our Our interviewees believe these in-store mobile experiences Practical tools add value in-store or when preparing to a gift certificate has been earned. It delivers rewards andindustry interviewees delicately put it, “a great should be a core, strategic area of investment for many large shop: everything from the basics (finding Home Depot special offers in-store and allows users to purchase productsopportunity for improvement.” consumer-facing firms. And recent research shows the locations) to more complex features (using the toolboxs directly from the app. firms are responding, with 40% of surveyed online business caliper, tape measure, and converter).We’re seeing glimmers of that future now: integrated managers planning on building a mobile-optimized site.3 Our testers main disappointment with the experiencebar-code scanners, practical mobile tools, inventory The integrated barcode scanner holds promise of in-store was the app’s inability to save what the user had looked at.visibility, and location. A few of the best applications serve But, creating a fantastic in-store mobile experience takes a integration, but wasn’t working during our testing. Scanned items are not automatically saved into a a guide while you browse the store. Some of the strongest long-term commitment. According to a recent Forrester report, However, most online reviewers of this app had no problem Also, the manual “save” feature was not functioningeven offer concierge services, allowing you to make 60% of all eBusiness managers either do not have a mobile with the barcode. correctly when we audited the app.appointments with sales associates and experts for custom strategy, or have one that has existed for less than a year.4services (think: clothing tailors or personal shoppers). Home Depot has made a substantial investment in the Best Buy reward Zone 1 2 3 4 5 Ease-of-Use While there remains overall room for improvement, we did application, and it shows. The interface is well designed 1 2 3 4 5 Feature SetCore elements of leading branded applications include identify several examples that show the strong potential of and makes goal completion easy and intuitive. Yet even Heuristic Evaluation 1 2 3 4 5 Designreviews, ratings, recommendations, cross-sell and up-sell, mobile devices and their use in-store. a top in-store experience still has technical glitches andfeatures comparison, or video. More advanced functions ROI concerns. Mobile 1 2 3 4 5 Familiarity Professionalinclude ordering from the aisle and shipping it directly apple Store app: Your personal concierge Review 1 2 3 4 5 Importancehome, or integration with social networks. Apple’s application enables users to make purchases, read Home Depot 1 2 3 4 5 Ease-of-Use Strategic Importance 1 2 3 4 5 Strategic reviews, reserve products, view in-store events, and schedule 1 2 3 4 5 Feature Set Heuristic 3rd 3.5 overallWith a few exceptions, most in-store mobile applications Genius Bar appointments. The in-store mode also lets users Evaluation 1 2 3 4 5 Designare largely disconnected pilots, apps, and mobile sites with see how many people are in line and estimates wait times. others of note: Barnes & Noble, Redbox, ShopSavvy, Mobile 1 2 3 4 5 Familiaritylow adoption (just 20% of smartphone consumers have The differentiated value is transparency. This same Professional RedLaser, My Coke Rewards, and Shopkickdownloaded and used their shopping application to receive technique could be applied to any sort of one-on-one service, Review 1 2 3 4 5 Importancecoupons, price alerts, and product deals).2 The result: and could be applied at many different major retailers. Strategic Importance 1 2 3 4 5 Strategicconfused consumers and low ROI. 2nd 3.6 overall Solid scores across our heuristic evaluation in ease-of-use, a fight with your partners:we identified three main issues: feature set, and design round out the product. Grocery store chains versus CPG companies Best Buy reward Zone: In-store shopping for• ease-of-use. Getting set up and then using these apps Grocery store chains and CPG companies, long technology geeksis too difficult, inhibiting adoption. Most require multiple apple partners, are seeing their relationships evolve in this 1 2 3 4 5 Ease-of-Use The Best Buy Reward Zone app is another fullsteps, and require the consumer to remember to activate Store app new digital world. 1 2 3 4 5 Feature Set featured application.the app while in the store. Can a consumer opt-in to a Heuristic Evaluation 1 2 3 4 5 Design Increasingly, large CPGs and grocery store chains arebrand on one device and receive those messages wherever In our review, we found that the Best Buy Reward Zone app investing in mobile experiences. Yet they’re targeting the Mobile 1 2 3 4 5 Familiaritythey are in another? Not today. Professional is a complement to the store and works to infuse the social same customers with similar applications. Long-time Review 1 2 3 4 5 Importance• lack of value. Functionality generally doesn’t show content from the website into the shopping experience. partners are becoming competitors over who will Strategic Importance 1 2 3 4 5 Strategicenough value to be compelling. Most apps haven’t quite The most helpful capability within the app is the QR scan own customers search and discovery methods,figured out the right value proposition for users — narrow 1st 4.0 overall feature, whereby users can surface additional product developing a parallel system of marketing to traditionalenough to be easily used by consumers, valuable enough information like users’ reviews and other nearby Best Buy in-store be regularly used. Promotion and rewards plans are Home Depot: Bringing utility to the in-store locations where a product may be available.anemic; special offers are not very special. mobile experience This is another example of how a mobile and• Integration points. The third issue is weak integration The Home Depot application delivers genuine value to its It also allows Reward Zone members a quick view into digital world is upsetting existing relationshipswith existing processes and back-end technology. Problems users — its useful and relevant to the consumer while the points that they’ve earned at Best Buy as well as the and business models.include non-imaging POS systems, untrained sales associates, still remaining on brand. opportunity to redeem points directly from the phone whenand a lack of integration between the mobile phone, POS, and 2 back-end CRM system that should drive the loyalty, use-shopping-apps-survey-findspersonalization, and customization options presented. 3 Forrester Research “Mobile Channel Strategy: An Overview,” June 2, 2011 4 Ibid 10
  6. 6. Integrated experiencesIntegrated experiences offer the holy grail of our digital challenge. Other industries like retail have taken a slower This ability to pass profile and status information between and a highly regulated industry, airlines have been forcedfuture: one device, many channels, and multiple devices, path to multi-channel. devices, and the cloud, is of strategic importance far to aggressively cut costs, particularly in customer service.with a single profile. beyond the Kindle. It represents the future of integrated The Delta Airlines kiosk, mobile, dot-com, and loyalty While many are talking about it, few have mastered the experiences: multiple specialized devices, while program integration scored highly. Mobile ticketing andThe ability to seamlessly jump across devices or channels multi-channel consumer journey. Our interviews identified simultaneously making the device irrelevant. check-in highlights the potential of multi-channelis the key. Soon, youll be able to create a wish list on several best practices for building these journeys: integration. Delta’s efforts integrating loyalty programsTarget’s mobile app while waiting on the train, purchase amazon kindle • Meet the consumer where they are. Provide the right 1 2 3 4 5 Ease-of-Use with other channels (e.g., personal SMS messages tothose items on your PC at work, and change the shipping set of tools — mobile, kiosk, digital display, sales- 1 2 3 4 5 Feature Set platinum flyers after flight delays) helped put them on top.address on your iPad at home. Your personal information Heuristic associate devices — for where and how your Evaluation 1 2 3 4 5 Designand ordering data wont change across devices. Mobile ticketing, combined with enhanced loyalty programs, consumer wants to engage. Mobile 1 2 3 4 5 Familiarity digital status updates of upgrades, flight delays, seat options,Many of the early leaders we’ve found are those facing • Think and organize beyond silos. Many business Professional Review 1 2 3 4 5 Importance post-flight feedback, and even those apologies due toindustry disruption, forcing them to rapidly change. professionals are still thinking in silos, and developing Strategic Importance 1 2 3 4 5 Strategic cancellations or delays become possible through theAirlines, books, banking, and car rentals are all facing a a separate solution for PC, mobile, TV, and social. consumers channel of choice. Organizations should consider the overall experience 1st 4.3 overall this creates for their customer, and optimize that While our evaluation found data integrity issues, and slow our interviewees identified six key components experience across organizational boundaries and silos. Banking (uSaa): Mobile deposit and banking from home performance hampered our ease-of-use score, the promise of future in-store mobile experiences: • Consider back-end technology. Digital tools are built A pioneer in an industry not known for innovation, USAA’s of an all-mobile ticketing and rewards future is glimpsed. 1. Integrated loyalty, personalization, and on top of your existing technology. If you don’t have mobile application is a leader in multi-channel experiences. customization options. Based on past buying airline kiosks 1 2 3 4 5 Ease-of-Use one view of the consumer, or your technology stack USAA’s pioneering work allowed consumers to deposit checks history and level of loyalty, the retailer will push is unstable, it will impact the quality of the offer. 1 2 3 4 5 Feature Set from their phone for the first time. The mobile app reinforces Heuristic specific offers. For example, Sparkfly offers • Support in-store technology. Traditionally, most Evaluation 1 2 3 4 5 Design its strategic position: as a branchless bank (USAA has only a progressive discounting — 10%, 20%, 30% over in-store IT support is focused on the PC platform. handful). Tight integration between the remaining channels: Mobile 1 2 3 4 5 Familiarity time, rewarding repeat customers. Make sure you have a plan to support products when Professional web, mobile, and call center is essential. Review 1 2 3 4 5 Importance 2. real-time deals and messages. Retailers will they go down. Do you have the right skills in-house? Strategic Importance 1 2 3 4 5 Strategic be able to push relevant, real-time messages to • Plan for ongoing upgrades. Just as with any in-store The app offers remote check deposit, quick (and secure) the user as they walk through the store, perhaps product, you’ll need to have a plan for regular mobile login, and accident claim photo submission. 3rd 3.3 overall personalized by the area of the store. upgrades to new displays, interfaces, and 3. ability to digitally "like" or share a product on USAA changed expectations of what service from your bank others of note: Zipcar and Streetcar (UK), Banking (Chase), product offerings. a shelf. Retailers will be able to connect the really means — without investing in thousands of branches. and Shazam • repurpose content. Make sure you reuse any video in-store shopping experience with social networks. Suddenly, the ROI for mobile becomes clear. or static content created for one channel to others. 4. enabling sales associates. Store associate- This benefits the company by reducing rework, and Mobile, social, and location: an era of radical transparency Banking (uSaa) 1 2 3 4 5 Ease-of-Use enabled mobile devices will help improve benefits the consumer by creating a single, easier to For better or for worse, combining mobile, social, and demonstrations and provide richer, more learn experience. 1 2 3 4 5 Feature Set location is going to transform shopping experiences. For Heuristic personalized selling. Evaluation 1 2 3 4 5 Design retailers, its no longer easy to have unique pricing and 5. Digital displays. There will be a roll out of new amazon kindle: one profile, many devices Mobile 1 2 3 4 5 Familiarity product selection for each regional store. Consumers can digital merchandising options, including tablets The Amazon Kindle is reshaping media consumption. Professional Review 1 2 3 4 5 Importance sniff out the best possible price quickly and easily — either attached to the aisle, large touch screen kiosks, With tremendous scale and a quality product; today, Strategic Importance 1 2 3 4 5 Strategic at your store or on the Internet at your competitors sites. and interactive displays. Amazon is selling more eBooks than paper books. 6. New physical configurations. Look for mobile 2nd 3.8 overall Increasingly, the shopping experience becomes infused The Kindle suite of products sets a new baseline for POS devices (think: Apple store), or being able with entertainment, on top of a much more robust set multi-device integration (seamless switching across to scan on your phone as you shop. airline kiosks (Delta): Cut-throat competition of fulfillment options. Multiple screens, interactive devices). Consumers can read on a mobile phone, review drives kiosk, mobile innovation elements, and even gaming have become a potent part it with a PC, and continue on the tablet at home. The modern airline experience is a fiasco. With their backs of the retailing world. against a wall by high fuel prices, cutthroat competition, 12
  7. 7. location-Based Technology “ one of the amazing things with Google Maps is that every day there is some other new things going on there. TheFew technologies show the societal impact of digital technology Yelp: Global, crowd sourced service evaluation tool latest is being able to download maps for offline accessfor average Americans as clearly as the rise of GPS. The ability Yelp’s aggregation of comments and ratings, augmented on your mobile phone.” – Mobile Business Professionalto instantly access a vast database is incredibly powerful, and reality, and location create tremendous value for consumers.opportunities are still being discovered. Its search features are its strongest asset, allowing users to conduct manual searches where the user designates searchIt is easy to take for granted the tools that Yelp and other parameters, while also leveraging location-aware technology. foursquare: flash in the pan or genuine value? facebook Places: Beyond the check-Insimilar community review sites offer. You shouldn’t. Just Additionally, the augmented reality integration, the Yelp Foursquare has had a continuing struggle to stay relevant Facebook was the first large network to acknowledgefive years ago, getting this information required a paid Elite Squad rewards program, and local relationships have and active. the lack of value of a check-in. They officially removed allsubscription, or a physical guide. Information was largely helped to sustain its growth over the past three years. check-in notifications from their feed, and instead allowedundated, and reflected expert views. Their recent partnership with American Express — which users to seamlessly Geotag status updates, photos, and Yelp has also started to make inroads into Foursquares allows consumers to pay with an American Express card videos. Users find much higher value in adding location toThe ideal future for location-based technology is for all and Groupon’s territories with a check-in feature that can and receive deals and coupons after check in — is a strong their digital activity to be filtered based upon its current location, unlock special deals for users, although this initiative has effort to make the tool more valuable and relevant forand areas of recent activity. Location becomes a layer, had limited success and is being reconsidered. consumers. Foursquares tips for individual locations is In the end, Facebook has effectively integrated locationwhich defines all the other functions — you can find your another differentiator. across the 600-million user platform, even though thefriends who are nearby, shop nearby deals, find good The bottom line: Yelp is in the process of becoming a location tag is only used by a tiny percentage of users.restaurants, and more. global taste arbiter. As one interviewee stated, “Foursquare is still a leader [in location-based tools]. Amazing work. They’ve come up with Location is evolving from an action or service, to a ubiquitousGoogle Maps: an uncredited, yet essential location tool Yelp 1 2 3 4 5 Ease-of-Use a value proposition for consumers and businesses that may attribute that simply adds value, and plays a key role asMobile mapping and routing technology represents the become less of a recommendation engine but more of a brands become situationally aware and contextually relevant. 1 2 3 4 5 Feature Setgreatest practical application of mobile technology that Heuristic check-in service.” Evaluation 1 2 3 4 5 Designwe’ve seen over the past 10 years. In our research, most felt Facebooks location tagging Mobile 1 2 3 4 5 Familiarity Professional foursquare 1 2 3 4 5 Ease-of-Use remains important, and highlighted the event locationThese tools have a new sophistication: mode of transportation Review 1 2 3 4 5 Importance 1 2 3 4 5 Feature Set check-in and ability to check in friends. The lack of tips inoptions, contextual layers (traffic, hotel finder application, Strategic Importance 1 2 3 4 5 Strategic Heuristic locations and limited mobile commerce integration remain Evaluation 1 2 3 4 5 Designrestaurants, gas stations), GPS integration, special offers, a weak point. Much more public facing than Foursquare, 2nd 4.3 overall Mobile 1 2 3 4 5 Familiarityand rewards integration. These tools, not coincidentally, are Professional several noted the different makeup of friends on thean excellent fit with the Google Wallet. Review 1 2 3 4 5 Importance two platforms. Strategic Importance 1 2 3 4 5 StrategicThis cloud-based technology allows computation-intensive In the end, most people’s go-to tool for location check-in 3rd 4.0 overalldisplays on simple, low-power devices (so long as you have remains Foursquare — for now.good data). facebook Places 1 2 3 4 5 Ease-of-UseIn the end, Google should be appreciated for what it is: the 1 2 3 4 5 Feature Setdefinitive location application. Heuristic Evaluation 1 2 3 4 5 Design Google Maps Mobile 1 2 3 4 5 Familiarity 1 2 3 4 5 Ease-of-Use Professional Review 1 2 3 4 5 Importance 1 2 3 4 5 Feature Set Heuristic Strategic Importance 1 2 3 4 5 Strategic Evaluation 1 2 3 4 5 Design Mobile 1 2 3 4 5 Familiarity 4th 3.4 overall Professional Review 1 2 3 4 5 Importance others of note: Gowalla, SCVNGR Strategic Importance 1 2 3 4 5 Strategic 1st 4.7 overall 14
  8. 8. emerging TechnologyThe Emerging Technology section of this report examines information, special offers that allow consumers to find and Applications range from remote sensing, building Yet with over 15 years of investment, it is still not perfect.the most interesting future and emerging technologies learn using their mobile device, and businesses to present management/automation, logistics, automotive, eHealth, Mobile phone manufacturers from Google to Apple todevelopments relevant to marketing services. By 2013, and market to this audience. and agriculture. Wi-Fi, RFID, Bluetooth, and WiMAX are Samsung have also been offering it successfully for somewhen mobile web traffic is expected to exceed desktop some of the enabling networking technologies. time, often using crowd-sourcing models to minimize thetraffic on the Internet, many of the nascent technologies Gesture recognition: Taking touch screen to the next level training the older systems needed. Virtual assistants suchwe identify in this report will be more developed. Others will The gestural interface (e.g., Microsofts Kinect, Apples There are substantial opportunities for efficiency as Siri — which was acquired by Apple in 2010 and may bebe gone. Here are the top emerging technologies identified iPhone, or Microsoft’s Surface) was a surprising top-scorer improvements: remote monitoring of fuel, gas, electricity, included in the iPhone 5 — allows a personal assistant toby our interviewees. in our mobile expert survey. In some ways, this is just a tracking the location of a fleet of vehicles, or optimizing provide recommendations and assistance. Google has offered natural evolution from the touch screen revolution that has delivery truck routing. a more basic voice-to-text transcription service for some time.augmented reality: Combining the digital and occurred over the past five years. A whole generation hasanalog worlds grown accustomed to not needing a mouse, keyboard, or Increasingly, this data is being sent over the Internet. In the And the promise was enough for Ford and other largeAugmented reality (AR) has been an emerging technology button to manage their digital tools. Combined with the future, data sent and received by sensors and machines will automotive companies to begin offering voice recognitiondarling for years. The technology superimposes digital accelerometers built into mobile devices, gesture or natural dominate traffic online. as an option in some vehicles.images on the real world, often using smartphone cameras interfaces could control one or many screens andand displays to capture and display this view. interactive elements in the retail setting. The rise of these sensors will have major efficiency Driven by continued investments in mobile, voice recognition benefits, but will also raise real challenges with data, will continue to improve, from a hit-or-miss call center toolIt holds more promise for consumer applications today than Examples such as the Kinect or MIT’s SixthSense lab — analytics, and modeling, as information threatens to to a reliable partner for consumers and businesses.ever before. which explore the new technologies of full-body gesture overwhelm our ability to process it. and augmented reality experiences — highlight how far others of note: Content provider paywall, E-Ink daylightEarly examples included automotive head-up displays, we have come and how much further we have yet to go. Voice recognition: The natural communication technology color display, Mobile device barcode scanning,Yelp’s Monocle, and webcam-based virtual try-on. More Other examples such as the Kymera Magic Wand — which A surprisingly high-scoring technology, voice recognition QR codes/2-D barcodes, and translucent displaysrecently, Facebook and Google have rolled out applications controls devices at a distance through motion — can has an opportunity to transform computer interaction.capable of recognizing human faces and landmarks and create engaging user experiences.6then presenting relevant information. These tools combinedata from GPS, digital cameras, broadband, and cloud- In terms of practical business applications, our respondents International experiencesbased information. Overlay databases such as Wikipedia highlighted this type of technology as a major opportunity inand Google Maps can present special offers, or allow a three to five years. But they also pointed out that, right now, Despite the lead of Asia and Europe in 3G adoption, SMS the adoption of new technology. But there are some excitingmobile device to quickly find and display important and there is a lot of hype but few scalable options. "There are usage, and QR codes, the surprising consensus among our applications coming from overseas, and we highlightrelevant information near a location. examples related to building a campaign, or dropping a pool of international mobile professionals is that the U.S. several below. single kiosk in a mall, but few operate at scale." remains the leader when it comes to mobile offerings —Examples include pure-play firms such as Layar, which has at least in terms of smartphone-based mobile apps and M-PeSa: Mobile banking for the unbankedmore than 700,000 active users worldwide using their AR Nevertheless, when combined with augmented reality, the mobile web. M-PESA, Vodacom’s offering in Kenya and select otherplatform. World Lens allows users to point their mobile voice recognition, and even telematics, there is a long-term countries, is an exciting application of emerging mobiledevice at street signs for instant language translation. opportunity to reinvent human-computer interaction, with Indeed, in most of the world, mobile represents the technology to improve the lives of the unbanked in thePanasonic offers the virtual VIERA TV simulator to model massive applications for consumers and the enterprise alike. “first screen” — the go-to device for digital information, developing the TV will appear in a consumers room. entertainment, and conversation. According to comScore, Telematics: when computers talk to computers smartphone penetration in Japan is around 10% — far This financial platform for low-cost, peer-to-peer paymentsKey applications, according to Gartner,5 include exploration Every year, millions of new devices are connected to the below the U.S.’s 32%, and also far below the penetration has seen massive growth. It has seen particularly large(finding things in your vicinity), suggestion (indicating real- Internet. Some are devices we understand today — mobile, rates in the UK and Spain (each around 40%).7 International growth in Kenya, where 13.5M have an M-PESA account,world objects of interest), and direction (indicating where tablets, PCs. Others we are less familiar with — vending users are doing more — or at least a lot — with less. while only 3.5M have a bank account. It supports theconsumers should go). machines, IP telephones, elevators. And increasingly, everyday ubiquitous and low-cost feature phone. In many cases, it sensors (and networks of sensors) are being enabled. Our interviewees also mentioned that a combination of represents the entire set of financial tools for Kenyan users.As AR continues to evolve, business applications will device fragmentation across Asia and Europe are slowinginclude branded points-of-interest, local relevant 5Gartner “Hype Cycle For Emerging Technologies, 2011” 6Ibid 7eMarketer “Asia-Pacific Mobile: Redefining the Digital Landscape,” July 2011 16
  9. 9. Sapient Nitro: StrategicAs a result, people in these countries are starting to use shoppers cart. Once purchased, the goods are delivered Heuristic evaluation Mobile Professional review Importance Category Name Ease-of-Use Feature Set Design Familiarity Importance Strategic Overall Ratingtheir mobile devices for more. Over the next decade in to the customers door right after they get home.emerging countries, many people’s first exposure to theInternet will be through a mobile device. And this, in turn, Conclusion Mobile walletwill change their expectations of future devices. eBay Paypal Mobile App 4.0 4.3 3.0 3.7 4.1 3 3.6 2nd Google Wallet 3.7 4.7 3.3 3.1 4.4 4 3.9 1st In this report we’ve highlighted six major categories of Starbucks Mobile App 4.0 3.3 3.0 3.9 3.1 3 3.3 3rdHomeplus Subway Virtual Store: Grocery shopping research we examined — mobile wallet, in-store mobile,while waiting for the train integrated experiences, location-based technology, In-Store MobileThe 2011 winner of a Grand Prix Lion for Media, for “Best emerging technology, and international experiences. Apple Store App 3.7 3.7 3.7 4.6 3.9 4 4.0 1stUse of Outdoor,” the Homeplus Subway Virtual Store is a B&N App 3.7 4.0 4.0 2.9 3.1 3 3.3remarkable business and mobile breakthrough. Homeplus We found that while there are a great many mobile 4 Best Buy Reward Zone App 3.0 3.3 3.3 3.0 3.5 3.5 3rd(rebranded from Tesco to gain local audience relevance) applications, in total, the space is uneven. Mobile 2.7 4.3 4.3 3.1 3.3 4 3.6 2nd Home Depot Appis a South Korean/British discount store retail chain jointly represents a major new frontier for brands. As we look Redbox App 3.7 4.3 3.0 1.9 2.4 4 3.3owned by Samsung and Tesco with 113 local branches at the top mobile applications available to date, what is RedLaser App 4.0 2.0 2.0 3.7 3.7 2 2.8throughout South Korea. most remarkable is how much opportunity remains to get ShopSavvy App 4.0 3.7 3.7 2.5 3.2 3 3.2 the product right. Years after the first smartphone arrivedCustomer research revealed the urgent need to avoid rush in the market, sophisticated experiences remain Integrated experiences:hour in the supermarket. The solution from Tesco was to in development. Multiple Devices or Channelssave time by doing the grocery shopping on the way home. Airline Kiosks (Delta) 2.0 3.3 3.3 4.2 4.1 3 3.3 3rdFor its "shopping on the move" campaign, Homeplus Whether it is mobile payments, in-store shopping and Amazon Kindle 4.3 3.7 3.7 4.1 3.8 5 4.3 1stcreated virtual stores in subway stations at rush hour brand experiences, or integration with location, social, Banking (Chase) 3.3 3.7 3.7 3.1 3.8 3 3.3using floor-to-ceiling pictures of actual store aisles. Each and loyalty programs, there is still ample time and room Banking (USAA) 4.3 4.0 4.0 2.5 4.1 4 3.8 2ndproduct includes a QR code, which adds the product to the in the competitive landscape to be successful. Macy’s iShop Mobile App 3.0 1.7 2.3 2.7 3.2 2 2.4 location Based Technology Facebook Places 4.0 3.0 3.3 3.9 3.9 3 3.4 4thNotes on Methodology Foursquare 3.7 3.7 4.0 4.1 4.2 4 4.0 3rdWe spent over three months of intensive research to SapientNitro clients that would otherwise be eligible Google Maps 4.3 4.7 4.0 5.0 4.7 5 4.7 1stidentify and evaluate leading mobile experiences across were excluded from a final ranking in this report. Gowalla 2.7 2.7 3.0 3.3 3.2 1 2.3six key categories. SCVNGR 3.7 3.7 3.7 2.7 3.2 2 2.9 Among the companies we interviewed for this report: Yelp 4.0 3.7 3.3 4.2 4.1 5 4.3 2ndWe conducted in-depth interviews, followed by an online poll, Sparkflyof 23 mobile business professionals. These experienced leaders 360i emerging Technology(40% with over a decade of professional experience in mobile) Major National Retailer Augmented Reality 4.1 3.9 5 4.5 1stdiscussed what they felt were the leading examples in each Smartsoft Mobile Augmented Social Experiences 3.3 4.0 3 3.3 Major Mobile Wallet Provider Content Provider Paywall 2.8 3.2 4 3.5category, and scored them in the poll. E-Ink Daylight Color Display 2.7 3.5 2 2.6 Banking 2.0 Author Mobile Device Barcode Scanning 4.6 4.1 3 3.7A heuristic evaluation was conducted across nine elements in Digby Motion-Gesture Technology 3.8 4.1 5 4.5 2ndthree major categories — ease-of-use, feature set, and design. Kurt Salmon QR Codes/2-D Barcodes 4.7 3.7 2 3.1 Telematics/Internet-Enabled Vehicles 3.3 4.1 5 4.3 3rdFinally, a strategic review was conducted to understand In addition, we consulted with SapientNitro’s top mobile Translucent Displays 2.5 4.1 4 3.6the long-term significance of each offering. strategists working with major brands such as Coca-Cola, 4 Voice Recognition 3.9 4.2 4.0 4th Foot Locker, New Balance, Dove, Chrysler Ram and Dodge, Mars, MetLife, Volvo, Vail Resorts, and the TSA. 18
  10. 10. ViewsightA collection of essays, written by Idea Engineers, on a broadspectrum of topics affecting commerce and technology.