The document discusses the "Mobile Mind Shift" where consumers now expect to access any information or service on their mobile devices instantly. It notes that companies must serve customers in "micro mobile moments" by fulfilling their needs in the moment through their phones. The rise of mobile devices and apps has changed consumer behavior and expectations. Companies must map customer journeys through these micro moments and engage customers across online and offline channels to drive sales and loyalty. Failing to meet mobile expectations opens opportunities for other companies to disrupt existing businesses.

1. compelling mobile engagement 1
THE MOBILE MIND SHIFT
EYAL OSTER
MOBILE BRIDGE

2. compelling mobile engagement 2

3. compelling mobile engagement 3
The good old days

4. compelling mobile engagement 4
But technology has empowered the customers

5. compelling mobile engagement 5
The Rise Of The Mobile
Empowered Customer

6. compelling mobile engagement 6
”Is my flight on time?”
”How much do these shoes cost
at the other shop?”
”Is the shop still open?”
”How are the reviews of
this new product?”
”I need some advice on
a great café”
”I’d like to transfer money to
my friends account”
”Where is the nearest
Japanese restaurant ?”
”What’s the traffic like?”
The Mobile Mind Shift
”I need an UBER now"
”Let me ask Mom”

7. compelling mobile engagement 7
The Mobile Mind Shift
I expect to get and
control any relevant
information, product or
service at the moment
and location of need
using my mobile
The Micro Mobile Moment
happens when a user pulls
out their phone with some
expectation or need.

8. compelling mobile engagement 8
The Mobile Mind Shift
Micro mobile moments are the new battleground.
Serve the needs of a customer in that moment, you win
their business and their loyalty.
Fail, and an entrepreneurial company will step in and fill the
need for you, disrupting your business.

9. compelling mobile engagement 9
The Mobile Mind Shift – broken down into 4 pieces
Mind Devices Applications Institutions
& Brands

10. compelling mobile engagement 10
Mind: A change in the mind means a huge change in behavior
I want it now on my mobile
• I’m not waiting till I reach the shop
• I’m not waiting till I am in front of my
computer
• I’m not waiting for the website to load

11. compelling mobile engagement 11
Mind: A change in the mind means a huge change in expectations
I expect convenience and a great experience:
• If there’s no app yet, some entrepreneur
will probably make one soon
• I demand a mobile perfect experience
• I expect the experience to be customized
to my context (me, location, time etc.)

12. compelling mobile engagement 12
Mind: A change in the mind means a huge change in demands
I expect to control my experience/things:
• Don’t spam me
• My travel
• My restaurant order
• My thermostat
• My shopping / delivery

13. compelling mobile engagement 13
Mind: 67% of Digital Media Time is spent on Mobile
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

14. compelling mobile engagement 14
Mind: App vs Web – the eternal debate of the CMO (but not of the consumers)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

15. compelling mobile engagement 15
Devices: Multi Platform Still Dominates
Source: comScore June 2016

16. compelling mobile engagement 16
Devices: Platforms Enjoying Peak Dayparts
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

17. compelling mobile engagement 17
Devices: Platforms Usage Is Polarized By Age Groups
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

18. compelling mobile engagement 18
Devices: The Rise Of The Mobile Only
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

19. compelling mobile engagement 19
Devices: The Rise Of The Mobile Only
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

20. compelling mobile engagement 20
Applications: Content categories driven by Apps
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016

21. compelling mobile engagement 21
Conclusion:
Your customers
have gone through
the Mobile Mind Shift.
And your company ???

22. compelling mobile engagement 22
Ecommerce still lagging Offline => Offline still extremely important
Source: eMarketer 2016 &
U.S. Department of Commerce Census Data Report, May 2017

23. compelling mobile engagement 23
Offline: Digital and Mobile Influence On Retail
Source: Forrester Research and Deloitte The Digital Divide
37% of 90% (of offline revenue) = 33% of offline revenue
Total retail sales:
$3.39 trillion*
Digital influenced
offline retail:
$1.26 trillion*
Mobile Digital
influenced offline
retail sales:
$1.05 trillion*
Online retail sales:
$393 billion*
Mobile Phone
retail sales: $60
billion*

24. compelling mobile engagement 24
Mobile revenue still lags time spent due to the mobile conversion challenge
Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
Indicative of lack of
organizational mobile
maturity.

25. compelling mobile engagement 25
Global Retail Conversion Rates By Channel
2.5x
Source: Criteo 2016
4.6x
Products Viewed Per
User
Add to basket
rate
Products Viewed Per
User
Add to basket
rate
Checkout
rate
Mobile Web AppTotal 3x conversion
1.2xCheckout
rate

26. compelling mobile engagement 26
Global Retail Conversion Rates By Channel
Mobile Web Desktop App
Conversion By Channel
2x
1.5x
Source: Criteo 2016

27. compelling mobile engagement 27
The Mobile Mind Shift Company Maturity FrameWork
32% 54% 14%
Source: Forrester Mobile Mindshift Report 2016

28. compelling mobile engagement 28
Micro Mobile Moments Driven Experiences and Journeys
Audience
Rules
Identify &
Sort
Segment
Identify
Moment
Moment
Rules
Campaign
Rules
Assemble
Assets
Action Rules
Deliver
through
Mobile*
Actionable
Analytics
Consumer &
Big Data
LOCATION
WEATHER
ECOMMERCE
CRM
POS
WEB
SOCIAL
APP

29. 29
Conceptual Diagram - Backend Systems To Support The Mobile Mind Shift
CRM
POS
ECOMMERCE
WEB
SOCIAL
APP
LOCATION
WEATHER

30. 30
Example System For Mobile Micro Moments Customer Journey Mapping

31. 31
Example System For Mobile Micro Moments Customer Journey Mapping

32. 32
Micro Mobile Moment - Assets Deliver The Experience And Are Key
Coupons
Games
Polls
Surveys
Videos
3D spinners
Banners
Push Message
Rich Message
…

33. 33
Micro Mobile Moment - Assets Creation Ease Is Key

34. 34
Example Customer Micro Mobile Moment Driven Journeys

35. 35
Example Customer Micro Mobile Moment Driven Journeys

36. 36
Example Customer Micro Mobile Moment Driven Journeys
User plays the game and wins a discount prize

37. compelling mobile engagement 37
Fast Food - Burger King Russia – Mapping the Micro Mobile Moments
- 1 week
Gets email
with App
Link
Download
App
Get 3
Crowns
- 1 day
Gets game
To play
Win Free
Ice Cream
- 10 min
Locate
Restaurant
Get
Directions
Outside BK
Check
Crown
Balance
In Line
Check
Rewards
Check
Messages
At Register
Redeem
Free
Rewards
Redeem
Crowns for
discount
+10 min
Get new
points
notification
+4 days
Get Survey
Who Are we serving?
A potential consumer
Context:
He is at home/work
Who Are we serving?
A Commuter
Context:
Looking for closest BK
Motivation:
Hungry
Who Are we serving?
A customer
Context:
Wants to redeem
Motivation:
Money saving
Who Are we serving?
A past customer
Context:
We want to hear back
Motivation:
Insights / service

38. compelling mobile engagement 38
Fast Food - Burger King Russia

39. compelling mobile engagement 39
Retail
Praxis – The Netherlands Bilka – Dansk Supermarked Denmark

40. compelling mobile engagement 40
Results

41. compelling mobile engagement 41
Key Takeaways
• Customers are empowered by technology
• They have changed expectations, behavior
• They use their phones when they want something and expect all
to be there for them at the moment and location of need
• Their phone is like an extension of their brain
• They also use other digital devices throughout the day
• However the shift is towards more mobile only users

42. compelling mobile engagement 42
• The micro mobile moments are the new battle ground for the
consumer
• They are data and event driven (Omni-Channel)
• It is key to drive and transform customer experiences based on
the context, motivation and need
• Success in identifying and driving MMM experiences leads to:
• Better online and mobile sales
• Strong positive influence on offline sales
Key Takeaways – cont.

43. compelling mobile engagement 43
Thank You
+31 6 28412055
eyal@mobilebridge.com
Eyal Oster