Galit fein mobile and social media presentation full version v5

Mobile Outsourcing

Social
Trade
Fun Tools
Pics

Gesture
Touch

CalendarMail

Location
Ⅱ

Δ
Voice Video
Content Access
Search

Galit Fein’s work Copyright 2012 @STKI 1
Do not remove source or attribution from any graphic or portion of graphic

Who is getting IT services? What do they want?

• 1970-2010: • 2010- :
• Logically structured • Unstructured approach to tasks
thinking; analyzing and ('multitasking'); emotional
controlling processes. responses; social being
• IT Clients: • IT Clients:
• Finance • Marketing
• Logistics • Sales
• HR • Consumer
• Transactional core


Israeli Smartphone Marketshare in 2011

Operating System Market Share
Android 39.39%
iOS 36.62%
BlackBerry OS 9.48%
Symbian 9.00%
Other 5.52%
Source: IDC

1.5 M smartphones sold in 2011 in Israel
(Out of a total of 2.4 M cellphones)


Mobile market size in Israel 2011-2012

Software Development Tool Market All amounts in M $ USD

2011 2012 2013
Mobile 12.0 25% 15.0 26.67% 19.0
Develop
ment
tools

Software Development Services Market
2011 2012 2013
Mobile 25.0 24% 31.0 29.03% 40.0
Develop
ment
Source: STKI 2012

Mobility – What happened in 2011?

• 2011 was a significant year for the mobile industry

• Dramatic rise of smartphones in the mainstream

• Mobile media changes retail, finance, marketing and many
more other areas beyond recognition

• Current mobile landscape stabilization - We have winners!


Israel (expected end 2012):

Wintel: Q42011 compared to Q42010
Desktop PCs: -25% Notebooks: -35%

Multi-device lifestyle

• Multi-device usage all day long and each device is
connected to a 'cloud'
• Even when accessing the same content, each device has
very different peak usage times, highlighting their varying
uses and value propositions to the digitally-connected
consumer


Multiple Online Touchpoints

http://www.deccanchronicle.com/tabloid/bengaluru/%E2%80%98sir%E2%80%99i-please-guide-me-567
• PC, TV, smartphone, media tablets and
internet - enabled cars
cloud-stored music
restaurant recommendations
info on nearby gas stations


IT will support it ALL

• Each device has very different peak usage times,
highlighting their varying uses and value propositions

• Work is not a place you go, but a thing you do


From mobile devices to mobile users ……


Mobile App

strong growth of mobile apps usage and preference
there is no place for an imperfect app

app-ifation of everything
(desktops, cars, TVs, mobile)


Using Mobile Apps more than 10 times a day


Using Mobile App to Make a Purchase/ for Client Service


So Many Apps – So Little To Download…


Tablets and Multi-Platform Consumption

Apple has dominated the narrative in the tablet market, but the status quo
is set to be challenged as devices such as the lower-cost Android tablets
offer consumers a more affordable alternative to the iPad


Tablets Replace Paper

• Businesses and governments are trading paper for tablets, saving
money and promoting efficiency
• In the U.S., airlines are now allowed to rely on tablets instead of
onboard paper manuals, checklists and charts
• Amsterdam city council members now get iPads, retrieving
documents through a custom app that other Dutch government
agencies are set to adopt


Who Will Be Using Tablets? (Israel)

3% Some of theall Employees

15% Mid-level directors

21% Pilot in one of the units

41% Specific functions (e.g. salesmarketing)

44% CXOs

Source: STKI, Sep. 2011


Toys for Tablets

• The next generation of kids’ entertainment combines tablets
and toys to create a more physical and digital interactive
experience

• Toys that feature embedded sensors can communicate with an
app on the tablet, like Disney’s new AppMATes range,
which pairs toys based on characters
from Cars 2 with an iPad game
that turns the tablet into a road
surface


Consumers Ready to Play on Mobile Video


So Lo Mo

Location-Based Services Transparent Pricing Discounted Offers Immediate Gratification
Finds deals and offers Comparison shopping Local Services Music / video / apps
in your area online + local stores Up to 90% Off delivered wirelessly

Shopkick iPhone App ShopSavvy Android App Groupon iPhone App iTunes Store on iPhone


Context-sensitive Service Discovery Applications


Decision-making in the Digital World

Seeking Intelligence,
Not Content

- Real time

60% of purchase decisions
being made before the
consumer stepped into the
store!!!

The Digital Customer

Expectation People’s opinions matter more than providers’ opinions
Economy and more than in the past

Brand Butlers Personalization & attitudes to privacy, ownership, piracy,
color & language. Shift from transaction to interaction

AlwaysOn Working Practices & Attitudes: Blurring of work and
leisure, conflict between new and old attitudes

GameOn Many-to-Many Communication -turning the mundane
into “fun”
Intelligent Knowledge for many regions, languages, currencies &
Infosystems attitudes visualized in different ways

Dynamic Pricing Money, but no time –45 seconds/4 clicks is too long to
wait.

The Rise of Mobile Retail

Virtual Supermarket
Simply clicking and immediately delivered

On-screen In-store smart purchase


Era of Savvy Shoppers

Recognize how your audiences are using
mobile devices while shopping


2012 game changers :

• Digital channels department


IT is Struggling to Keep Pace

• Mobile is dynamic and fast-moving
• IT needs to be more responsive and pay more
attention to demand
• IT loves platforms and web development
but it has to deliver solutions CMO
based on market demand
NOT based on MAINTENANCE,
Digital channels
COMPLEXITY OR COSTS department

IT


Many clients are asking about how to:

Subject covered in
Shahar Maor’s presentation
Set a solid
Digital Customer Experience MDM

craft mobile policies
how to develop
manage the devices
mobile custom apps?

Secure their
select mobile devices mobile content


Answers are right here

Who is IT or Business?
Digital Customer Experience IT higher involvement
Owner in enterprise

how to develop
mobile custom apps?
Native or Hybrid Apps

select mobile devices People wants:

Enterprises wants:


Challenge of Mobile AD

• High development costs, because skills must be maintained
for multiple platforms and tools
• Higher expectations from mobile apps UX
• Lack of best practices guidance
• More direct involvement from users/stakeholders
• Complexities of testing - increase in SW defects
• Cases when apps must coexist on client devices
• Security
• Higher support and service costs


IT is Looking For A Magic Solution

Android dominates today:
40% of carry an Android OS-based
phone, and 40% intend to purchase
one in the next 6 months.
Apple’s iOS :
25% own an iPhone, but 35% buy one
in the next 6 months.


Two main OS
Native App Hybrid App WEB App
Getting Download required from Download required No download; runs
the app app Store from app stores. Apple from the web.
can cause delays!!

UX Rich experience; faster, Less than native Variable, less
more secure than Web or experience; but secure
Hybrid. Can access faster, more secure than native apps
capabilities such as: than Web. Can access because app can be
MultiTouch, camera, and devices capabilities accessed via URLs.
GPS. Animations are better such as: MultiTouch, Animations not as
and easier to develop camera, and GPS. good as native and
Animations are better harder to develop.
and easier to develop.
Access Online and offline access Online and offline Online access only.
to data possible. access possible.
Source: Celent


Two main OS – Two main types of mobile apps
Native App Hybrid App
App Highest cost. A different app is required Midrange cost. Some app
development for each platform supported. Mobile elements can be used on
and Development Platforms spare the need multiple platforms
support costs for development from “scratch”

HTML5 Native App Great mobile apps

will
reach are
the native designed
level of Better
Always specifically
maturity experience
in 2015
for mobile

Source: Celent with STKI


Native or HTML5 ? (funny the terminology)


HTML5 - phenomenal progress but not there yet

• HTML5 apps in “native wrapper” are a major trend
• HTML5 needs to address off-line, data usage impacts,
spectrum shortage
The magic formula would be the right placement
of your app feature on HTML5 – Native scale


Does Hybrid Application Really Cost Less?

• In order for hybrid app to meet
your customers’ requirements -
adaptations to the specific OS
and device must be made, it costs
additional money!

• In time perspective – it is possible
that there would be no significant
cost difference between native
and hybrid app


Time to restart your website


Voice-Activated Apps - Teach your phone new tricks

StartTalking
What can I help you with?

– “read me my messaged”
– “Is it going to be chilly these weekend?”
– “Set me a timer”
– “what is the recipe for steamed salmon?”
– “Update my Facebook wall”
Kids don’t have any problem
talking to machines!


Personal Assistant

• Voice commands went mainstream with Microsoft’s Kinect, iPhone 4S

• Next, watch for spoken commands to control everything from
thermostats to televisions

• Apple’s rumored TV is said to include voice

recognition, and Samsung, LG and Sharp

are among those planning voice enabled TV

sets, perhaps making remote controls

obsolete


Screened Interactions

“INAMO” Restaurant
Interactive mirror
Soho, NY City


SuperPharm example

Smart
Shopping
Self Service

Relevant discounts

No line

Guide and direct in
context of what you
need


Smartphones Can Make TV Interactive

Selling products shown on TV shows and commercials in real time
Apple TV Update: Rumors
Tip Streaming TV Service
With iPad 3 Release -
hundreds of thousands are
already in waiting list


Mobile Products and Services
Positioning of the Israeli Market

SAP (Sybase) Matrix
(MEAP only)
Worldwide
IdeoMobile Netwise Leader

Enterprise
Local Support

Applicat

Netalizer
(MEAP)
El Ad Mobideo Vendors to Watch:
• Malam-Team
(Antenna)
Magic • IBM (WorkLight)

Market Presence

Mobile Apps Development - Services
Israeli Player Development
EWave Maccabi

NGSoft Bank Leumi - trade, Bank Discount, Pelephone, TNT, Wozzon, BIS
Bank Leumi –augmented reality, MAKO, Clal, Bituach Yashir, Harel, Cellcom,
Real Commerce VocalWall
ONE1Mobile Scop Visa CAL, Schestowich 106, FSM SaaS – IEC, Paz, municipalities
Cellular media content distribution system, Bookkid, Redmatch
MIT
Coca-Cola, Gillette, Avis, FiBi, Yellow, Leffe, Loto, Castro, Excellence
Moblin
Taldor (3base) Clarizen, Ozvision

Y2K Isracard, and more


Mobile Platforms – Partial list 1

Developer/ Imple
Product
Provider Product Name Represen Clients mentor
Description
tative

Matrix Touch Point Develop Platform for Bezeq, HOT, Ort, Danshir, IAA, Matrix
mobile Ma’ariv, Mifal Hapais, Bank
solutions Hapoalim, Police, Clalit, El-Al, Strauss,
Shabas, Life Compass, Clalit Mushlam,
Tel-Aviv Municip, Psagot, Bank
Mizrachi, IDF, Prime Minis. Office

SAP SUP - Sybase Represen Mobile Mekorot, Tnuva , Bazan Ness
Unwired tative Enterprise HP
Platform Applications
Platform
mCommerce Represen Mobile banking
Suite tative and Payments

Netwise ApptoYou Develop Platform for Bituach Leumi, Pisga, Mivtach Simon, Netwise
Hybrid mobile IMA, Migdal, Nana 10, GOV.IL,
solutions Ministry of Tourism, Isracard,
American Express, Open University,
Galit Fein’s work Copyright 2012 @STKI Osem, Orange, Caesar Stone 45


Developer/ Imple
Israeli Product Represen Product Clients mentor
Player Name tative Description

AppliCat Applicat Develop Platform for Meuhedet, Haifa University, World Zionist AppliCat
Mobile mobile org. and more
Platform™ solutions

Ideo Mobile Develop Mobile Bank Hapoalim, Discount, Maccabi, Leumi Ideo
Application Application Card Mobile
Mobile
platform platform



Developer/ Imple
Israeli Product Represen Product Clients mentor
Player Name tative Description

Netalizer Develop Interactive ,‫בתי חולים (אסף הרופא, מאיר, יוספטל‬ Netalizer
Messaging ‫ברזילי, רמב"ם ועוד), חח"י, רכבת‬
System
‫ממ"א (מ"מ‬ ‫ישראל, רשות הטבע והגנים, ארגון הצלה‬
)‫אינטראקטיבי‬ ,‫ישראלי, עיריות (ירושלים, אשדוד‬
‫רעננה, נס ציונה, אשקלון, ועוד), רשת‬
(Mobile SaaS)
‫מלונות דן, מירס, מנפאואר, משרד‬
‫לאיכות הסביבה, משרד החקלאות, מנהל‬
‫מקרקעי ישראל, קק"ל ואחרים‬
Develop Mobile ‫חח"י, תנובה, מגער, עיריית תל‬
Gazpacho Reporting & ,‫אביב,עיריית ר"ג, עיריית אופקים, שגריר‬
Mission for
(Mobile SaaS) ,‫פז, דלק, קק"ל, חברות סקרים, משכ"ל‬
field Force
‫חוגלה ועוד‬
El Ad Represen 4Singles. iWater, Min. of Transportation, El Ad
tative Intel



Developer/
Israeli Player Product Name Represen Product Clients
tative Description

Malam-Team Antenna Represen Mobile solutions
tative platform

IBM WorkLight Represen Mobile
tative application
platform
Software AG Metissimo Represen Mobile
tative application
platform


Mobile apps set expectations for better UX

Experience flows
Usability,
Apple, Microsoft to where you are Development
appearance and
and Google and what you are impact
behavior:
doing in context

Cloud
New UX
enables
design skills
"portable"
needed
Touch, Voice, data/state
Battle for
Video,
leadership in
Gesture,
the new UX
Search, Social
Coordinated
Multichannel
multiple
is inevitable
devices


UR what UX

make apps
People would want to use
http://www.stephenthomas.com/about/index.php

Source: http://www.stephenthomas.com/about/index.php

Gamification

’Gamification’ of apps is the ultimate way
to engage with your audiences


Culture Clash

Goal: = Fun = $$$
Cost Reduction = $$$

i


Game-like Mechanism

Can improve engagement and participation
• Training
• Knowledge sharing
• Customer loyalty programs
• Virtual goods and currencies
Enterprises will try to turn websites into a
fun place that customers will want to spend
hours in.


Foursquare

Points Badges Leaderboards
tracking, feedback goals, rewards competition

You have an activity you wish your users to do and therefore give points for it. You
have badges or levels users get for certain points or activities. And to create some
competition between users, you throw in a leaderboard for good measure

54

The Evolution of Trade

Credit

Lydian coins
Mobile Barter
Payment

Mobile Payment

Smartphone is a cash
Mobile at the point of sale Store mobile credit card
register

It‘s paying for things at a This is merchants using a If a company doesn't want
store with a smart phone mobile device to process to wait for someone else to
using NFC or "tap and go“ credit cards payments. build a wallet or a platform,
Square – 1M merchants it can always build its own.
(1/8th of all US card Is it expensive? You bet. Is
retailers) Do not confuse it worth it? Ask starbucks.
this with mobile wallets. 25% of all in-store
They are not the same payments are made via a
thing. mobile phone


We are Ready! But what about NFC?

• Great mass is ready for mobile payments NOW

• Dozens of millions of NFC devices will arrive this year

• However, a poor experience, the lack of consumer education,
lack of real standards and complex NFC infrastructure will
inhibit use in 2012

Subject covered in
Shahar Maor’s presentation


M-Payment faces a chicken-and-egg problem

• Retailers reluctant to suffer the cost for terminals without
clear shopper demand
• Consumers entrenched in their ways Lower Power to track
retailer fees customer
purchasing
Loyalty decisions
rewards without the
Customers Retailers need to ask
them to
Mobile subscribe to a
coupons service or
provide
additional info.
DID YOU
KNOW?

E

mWallets & Payments in Action

Google
PayPal Mobile peer-to- ISIS
Wallet Nexus S 4G
peer payments in
Android devices for
its iPhone and
Citi Master or Visa
Android apps
cards holders
“bump style”

SingleTap HTC, LG, Motorola,
experience, “One-stop shop”
RIM, Samsung and
for retailers
Open platform Sony Ericsson

Payments from Transactions for
Google Offers -
any portable physical products
save coupons
device. Flexibility at retail locations,
directly on Google
and CRM to redeem coupons,
Wallet
customers after store merchant
they have checked loyalty cards via
out the mobile phones

Source: http://nikosdrak.wordpress.com/2012/03/01/mwallets-nfc/#


What are Big Banks Afraid of?


2012 game changers :

• Mobile Payment


Social Revolution: The Web is Shrinking

Sources: Ben Elowitz, Wetpaint / comScore

More people on more social networks than ever before

Facebook Nation


Next Generation Devices Changing How We Access the Internet

Sources: Gartner Research; Smartphone, Tablet, and PC Forecast

Facebook mobile users are 2X more active than desktop users

The Social Divide: Customers and Companies

Your customers and What about your
employees are social. company?

Communitie
s

Source: SalesForce.com


Are You Listening?


Facebook as the ultimate IT-Marketing function?


Popularity Is Good, Engagement Is Key


Beyond Social Media

It’s okay
to fail as
long as
you do it
quickly
Your Enough
People do employees already
business with need to be with the
people, not digital useless
companies citizens, email
too chains

69
69
Galit Fein’s work Copyright 2012 @STKI

It’s all about Engagement!

70

2012 - The Era of Customer Experience

Social channels are becoming a consumer communication ground

Consumers are increasingly impatient

Businesses fail to address online complaints

Customers are Willing to Pay More for Better Customer Experiences

Zero tolerance for bad customer service

Source: http://www.rasmenia.com/2008/09/24/the-customer-is-always-wrong/


Mobile Fuel Social Networking

• Mobile devices driving social, real-time online interaction

• Mobile users have not only adopted real-time social networking
on their devices, half access social media almost every day

• People increasingly using social networking sites not just to
interact with their friends but also with brands and organizations

Most used apps
are social network apps


F-commerce – Turning Like to Buy

“If I had to guess social commerce is the next area to really blow up”.
Mark Zuckerberg. August 2010

Source: SlideShare.com. Janice Diner

Brand Utility – Multiple Channel Commerce


Does Crowdsourcing Work?


From Wisdom of Crowds
to Wisdom of Friends and Community


Your Customers Want To Be Known

From “anonymity” to “real identities”

Galit Fein
Gen X, 30-40 years old, holding graduate degree, working mom

Yet:
When I walk into a store or visit the site to which I am loyal I
get…the same experience that everyone else gets


Companies using social media to serve the needs of customers
can achieve real returns at every touch point

• Ford achieved same • Wet Seal reports that • Nike+ product and
level of brand social shoppers have a social community
recognition with a 2.5 times greater credited with increasing
Fiesta social media conversion rate than Nike running shoe
campaign at 10% of the average customer market share from 48%
traditional TV ad cost to 61%

Awareness Purchase Use

Sources: Industry publications and websites; Bain analysis
• Intuit’s own • LEGO credits • eBay community
QuickBook customers customer ideasourcing users spend 54% more
answer 70% of fellow with its decision to than other customers
customer service launch more expensive
questions online and customer
innovated sets, such as
the 500 piece Star Wars
product
Service Feedback Retention

Social Media – Israeli Trends

• Social channels become more important and more
relevant for many customers

• Some business executives already use Twitter for
personal interactions with customers

• Furthermore, blogs and tweets are often just
another outbound channel, not a platform for
interaction with (potential) customers

• At the same time, a different aspect of “social”
showed growth as peer-to-peer lending grew
strongly, albeit from a small base: LendingClub and
Prosper Marketplace more than doubled their loan
volume in the past 18 months.


Galit fein mobile and social media presentation full version v5

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