Aprensentação sobre o uso de dispositivos móveis (smatphones) para auto serviço. Visão de MObilidade empresarial da Concrete Solutions

1. Corporate Overview
Concrete Solutions
Enterprise Mobility – Mobile Self Service
Preparado para:
Forum Mobile +

2. AGENDA
Proposição
Contexto
Fatores Críticos de Sucesso
Business Case
Estudo de Casos

3. MOBILIDADE
EMPRESARIAL Proposição
M-Commerce
M-Self-Service
M-Content
Soluções Embarcadas
(iPhone, Blackberry,
Android)

4. Como estratégia de relacionamento, é crítico estabelecer uma visão única de
cliente e uma abordagem multicanal consistente.
1) Qual a relevância do canal móvel e sua aplicabilidade em termos absolutos
e relativos?
2) Como utilizar uma plataforma tecnológica que permita introduzir com
rapidez serviços de alto valor agregado e auto-atendimento Web e Móvel?
3) Como estabelecer uma visão única de cliente?
4) Como estabelecer uma abordagem multicanal consistente?
5) Qual é o papel destas mídias em captação de novos clientes, cross selling &
up selling?
6) Quais são as economias possíveis neste contexto?
Questões de negócio

5. Mobilidade, Mercado e Adoção
Number of mobile web users is growing at
35-40% every year…
Mobile Web in 2010 is where Internet was in 1998
… and Mobile web traffic is growing by a factor of
3-4x every year…
… driven by increasing penetration of
SmartPhones with better browsing experience
… and increasing penetration of 3G networks /
devices
# Active mobile web users in US (M) Opera US Mobile web traffic (indexed)
SmartPhone share of total shipments in US 3G penetration in US (%)
Source: Opera, Nielsen, Commscore; Goldman Sachs
2Q09 - 37%2011 - >50%
*Nielsen
2009 - 89M
*CNN

6. Incremental Disruptivo
Live
URA
Web
móvel
Live
Outros Canais
Canal de
baixo custo
dominante
Adaptado de Nauta Capital , MobileAware, 2009
Canais de Baixo Custo: Adoção Disruptiva

7. Adoção Disruptiva em Curso
“In the last twelve months, customers around the world have
ordered more than US $1 billion of products from Amazon using a
mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July
2010).
“There are more than 150 million active users currently accessing
Facebook through their mobile devices. People that use Facebook on
their mobile devices are twice more active on Facebook than non-
mobile users.” – Facebook official statistics (August, 2010)

8. Canais e Características
Adaptado de Nauta Capital , MobileAware, 2009
Custo
Usabilidade
Funcionalidade
Imediaticidade
Resolução de
problemas
complexos
Live Care
$5-8/contact
2-5 minutes on
hold time
10-16 minutes
AHT
Limited by CSR
training
Mobile access
70-80% 1st
contact resolution
Store
$10-16/contact
Cost of
opportunity
Shorter on hold
time and AHT
than live care
Limited by CSR
training
In-store only
70-80% 1st
contact resolution
IVR
12-18¢/contact
Limited
interactivity
Limited Scope
Mobile access
10-20%
Web
6-10¢/contact
High interactivity
No on hold time
Wide scope
Internet access
Limited by
usability/function
ality
SMS
SMS channel
cheaper than
voice channel
Limited
interactivity
Limited scope
Mobile access
Very limited
Mobile
Browser
Data channel
cheaper than
voice channel
Improving
interactivity
Screen limitations
Improving scope
Mobile access
Limited by
usability/
functionality
Best channel Worst channel
Resolução de
problemas
simples
Problem
resolution, but
poor experience
due to hold time
Problem
resolution, but
inconvenient
Limited by
interactivity and
poor experience
Best suited for
short enquiries,,
(Complex
navigation)
Limited by
interactivity and
poor experience
Best suited for
short enquiries
(streamlined UI
with short cuts)
FOCO

9. Fatores Críticos de
SucessoM-Commerce
M-Self Service
M-Content
Embedded Solutions
(iPhone, Blackberry,
Android)
MOBILIDADE
EMPRESARIAL

10. Desafios em Mobilidade e Abordagem
MobileCRMChannel
MobileEmployeeSelf-Service
1. Usability
2. Reach
3. Discovery
4. Adoption
5. Flexible integration
6. Rapid development
7. Low upfront
8. Time to market
9. Customer
engagement
10. Best practices
1. Optimitization of user experience across any device
2. Solution available to any handset with a browser, no need to port
applications to different devices
3. Solution is flexible to acomodate different discovery mechanisms, for
example, an on-device launcher, an SMS link or an WAP push
4. Due to high usability, reach and discovery, the solution has driven 20-
40% adoption of the mobile self-care channel in mobile operators
5. Architecture allows for web clipping of an existing online self-care
presence or back-end integration via APIs and Web services
6. Development framework facilitates design and customization of pre-
existing self-care templates
7. The mobile self-care solution can be provided on a SaaS basis (but
licensing model is also available), reducing the upfront costs and IT
investments in CAPEX
8. Due to flexible integration, rapid development, and SaaS model, time to
market is minimized to 6-15 weeks
9. Due to flexibility of a browser-based solution, the initial functionality
around mobile self-care can be easily expanded to address up-sell /
cross-sell / retention campaigns
10. Best practices from other implementations can be leveraged and
adapted to new mobile self-care channels

11. Fatores Críticos de Sucesso –
Implantação de Auto-Serviço Móvel
1. Intuitive and simple user interface
2. Intuitive and simple workflow
3. Optimized user experience by maximizing use
of handset capabilities
4. Easy discovery (and re-use)
5. Quick problem / question resolution
1. Usabilidade
1. Easy development and integration
2. Scalability and wide reach of devices
3. Robust and flexible architecture
4. Secure and high reliability hosted
environment
5. Customer Care focus and expertise
C. Plataforma
1. Rapid deployment
2. End-to-end and turn-key approach
3. Variable cost structure with low upfront costs
4. Wide availability in device base and adoption
5. Analytics to measure results and ROI
2. Fatores Econômicos

12. Auto Serviço Móvel : Implantação de sucesso
1. Intuitive and simple user interface
2. Intuitive and simple workflow
3. Optimized user experience by maximizing use
of handset capabilities
4. Easy discovery (and re-use)
5. Quick problem / question resolution
1. Usabilidade
1. Easy development and integration
2. Scalability and wide reach of devices
3. Robust and flexible architecture
4. Secure and high reliability hosted
environment
5. Customer Care focus and expertise
C. Plataforma
1. Rapid deployment
2. End-to-end and turn-key approach
3. Variable cost structure with low upfront costs
4. Wide availability in device base and adoption
5. Analytics to measure results and ROI
2. Fatores Econômicos

13. Self-care apps will not deliver reach in terms of addressable handsets in the base, limiting self-care
adoption.
User Experience
(Richness / Usability)
Addressable Handsets (Reach)
Mobile Browser
Mobile Browser
SMS
Mobile Browser
iPhoneApps
BlackberryApps
Carrier
Platform Provider
User Experience Control /
Customer Ownership
MobileAware platform
Mobilization Framework
Richer browsers
Better displays / touch screens / qwerty keyboards
AndroidApps
PreApps
SymbianApps
Usabilidade: Equilibrar “Reach and Richness”
Adaptado de Nauta Capital , MobileAware, 2009

14. Reporting and analyticsSuperior Mobile ExperienceUser Discoverability
Device Management
Live Agent Care
SMS MMS Messaging
Widgets - Launchers
Reporting
Analytics
Maximizar taxa de adoção

15. Auto Serviço Móvel : Implantação de sucesso
1. Intuitive and simple user interface
2. Intuitive and simple workflow
3. Optimized user experience by maximizing use
of handset capabilities
4. Easy discovery (and re-use)
5. Quick problem / question resolution
1. Usabilidade
1. Easy development and integration
2. Scalability and wide reach of devices
3. Robust and flexible architecture
4. Secure and high reliability hosted
environment
5. Customer Care focus and expertise
C. Plataforma
1. Rapid deployment
2. End-to-end and turn-key approach
3. Variable cost structure with low upfront costs
4. Wide availability in device base and adoption
5. Analytics to measure results and ROI
2. Fatores Econômicos

16. Business Case
M-Commerce
M-Self Service
M-Content
Embedded Solutions
(iPhone, Blackberry,
Android)
MOBILIDADE
EMPRESARIAL

17. • Deflexão de chamadas do call center para o celular
• “Opt in” de serviços via canal impresso para web
• Up Selling, Cross Selling,
• Novo canal de conversão de compras com
imediacidade e presença
• Gestão de “churn”
Fundamentos do Business Case

18. Exemplo ilustrativo de Business Case
Redução de custo Total, valores estimados em 1000 R$, base 07/2009
10.837
49 72 96 119 143 166 190 213 237 260 284 307
3.684 3.684 3.684
-
2.000
4.000
6.000
8.000
10.000
12.000
VPL
@12%
1 2 3 4 5 6 7 8 9 10 11 12 ano 2 ano 3 ano 4
Usuários Mês 100.000
Redução de Custo por ligação R$ 5
Ligações por mês 3
incremento mensal 10%
deflexão para web/móvel 15%
Usuários Mês 10.000
Redução de Custo Mensal R$ 1
incremento mensal 10%
Atendimento
Faturamento
Premissas

19. Auto Serviço Móvel : Implantação de sucesso
1. Intuitive and simple user interface
2. Intuitive and simple workflow
3. Optimized user experience by maximizing use
of handset capabilities
4. Easy discovery (and re-use)
5. Quick problem / question resolution
1. Usabilidade
1. Easy development and integration
2. Scalability and wide reach of devices
3. Robust and flexible architecture
4. Secure and high reliability hosted
environment
5. Customer Care focus and expertise
C. Platforma
1. Rapid deployment
2. End-to-end and turn-key approach
3. Variable cost structure with low upfront costs
4. Wide availability in device base and adoption
5. Analytics to measure results and ROI
2. Fatores Econômicos

20. Browser
Apps
Telco/
Cont. Svcs.
Fin. Serv.
Mobilidade Empresarial – Visão x Plataforma

21. Arquitetura – Exemplo de Nuvem e Arquitetura
Orientada a Serviços

22. M-Commerce
M-Self-Service
M-Content
Embedded Solutions
(iPhone, Blackberry,
Android)
CRM Móvel
Na Prática
– Estudos de Caso
MOBILIDADE
EMPRESARIAL

23. 2000 & 2005 : Oi/Motorola – Portal B2C e Mobilidade
Situação
A Oi desejava, em conjunto com a
Motorola, implantar uma solução de valor
agregado para conseguir diferenciação no
competitivo mercado de telefonia celular
Desafio
Conseguir integrar redes móveis, com
internet numa estratégia de convergência
de mídia que envolve milhares de usuários
e um enorme volume de fotos digitais
armazenadas. Utilização de diferentes
protocolos e dispositivos de acesso ao
serviço.
Solução
Portal integrado de comércio eletrônico
convergindo as mídias de celular
(WAP/MMS), Internet, quiosques, lojas de
revelação.
Ficha Técnica
Apache/Tomcat
JAVA J2EE
SQL Server

24. Digicel – Portal Móvel e Internet
Situação
Empresa de telefonia móvel
necessitava uma oferta estruturada de
conteúdo e serviços para seus clientes.
Desafio
Integração com plataformas de billing
pré e pós pago, streaming,
autenticação, com gestores de
conteúdo, wap.
Grande quantidade de fabricantes e
aparelhos.
Solução
Utilização da plataforma de portal de
acesso utilizando BEA Portal 8.1 e o
BEA Mobility Server.
Ficha Técnica
•BEA Portal 8.1,
•MobileAware Mobility Server
•Oracle 9i

25. Saudi Telecom – Portal SDP
Situação
Empresa de telefonia móvel
necessitava uma oferta estruturada de
conteúdo e serviços para seus clientes.
Desafio
Integração com plataformas de billing
pré e pós pago, streaming,
autenticação, com gestores de
conteúdo, wap.
Grande quantidade de fabricantes e
aparelhos.
Solução
Utilização da plataforma de portal de
acesso utilizando BEA Portal 8.1 e o
MobileAware Mobility Server.
Ficha Técnica
Plataforma Ericsson
BEA Portal 8.1,
MobileAware Mobility Server
Oracle 9i

26. M-Content + M-Commerce – Telco

27. M-Self Service – Telco

28. M-Self Service – Travel

29. M-Commerce - Concrete Solutions - iShop

30. M-Commerce – Auto Serviço

31. Social Networking – TAPKUT – Orkut no iPhone
40.000 Downloads downloads em duas semanas
12.000 hits no google em três dias

32. Q&A
Enterprise Mobility
M-Commerce
M-Self Service
M-Content
Embedded Solutions
(iPhone, Blackberry,
Android)
MOBILIDADE
EMPRESARIAL

33. Contato
Fernando de La Riva
fernando.delariva@concretesolutions.com.br
Rua São José, 90 - 2121
Centro - Rio de Janeiro / RJ
CEP 20010-090
t: +55 (21) 2240-2030
Rua Flórida 1670, bl.2, cj.51
Brooklin – São Paulo / SP
CEP 04565-001
t : +55 (11) 4119-0449
http://www.concretesolutions.com.br