The possibilities enabled by the new medium of smart mobility matches perfectly with the challenges B2B business face. Capitalizing on these opportunities, B2B brands are using smart mobility to unlock incredible business value across the entire customer lifecycle. View the presentation by Mobile@Ogilvy to learn more.

1. Hidden in Plain Sight:
How mobile is quietly revolutionizing
the B2B world
Jeff Stokvis Martin Lange
Director, Digital Strategy Executive Director, Digital Strategy
Ogil! & Mather Worldwide Ogil! & Mather Worldwide
Mobile@Ogil! Practice Member Mobile@Ogil! Practice Leader
jeff.stokvis@ogil!.com Mobile@Ogil!
martin.lange@ogil!.com

2. #at’s new? Smart mobili$.
Mobile@Ogil!

3. Smart means power. A lot of power.
First Laptop, 1983 5 MHz
Smartphone (Galaxy S3) 1500 MHz
Today’s Laptop (Macbook Air) 1700 MHz
Mobile@Ogil!

4. Smart mobili$ is becoming omnipresent.
Revenue from iPhone Q4
Revenue from Apple iPhone Q4 2011:
Total Microsoft Revenue
2011 Q4 2011
$24.4
$20.9 billion
$24.4 billion
billion
Source: Business Insider, company filings, CQ4 2011 revenue.
Mobile@Ogil!

5. Smart mobili$ is global
35%
Nearly50% of American and Western
of phones in urban
Europeans are using smartphones
China
23%
of phones in urban
India
Mobile@Ogil!

6. Entering the landscape are
4G LTE networks that can
deliver data speeds beyond home
broadband.
Mobile@Ogil!

7. New form factors are quickly evolving.
First 6 Quarters Cumulative Unit Shipments: iPod vs. iPhone vs. iPad
40,000,000 units
iPad
iPhone
iPod
Q1 Q2 Q3 Q4 Q5 Q6
Source: Mary Meeker Internet Trends 2011.
Mobile@Ogil!

8. Many refer to smart mobili$ as a new channel.
It’s far more. It’s an entirely new medium.
• GPS
Loca)on
Services
• Wireless
4G
broadband
faster
than
home
• Mo)on
and
orienta)on
sensors
• Touch
screen
interfaces
• Video/s)ll
cameras
&is new medium is enabling a broad landscape of creative
new ways to engage audiences with interactive, relevant digital
experiences at any time and place.
Mobile@Ogil!

9. &e buzz in smart mobili$ swirls around B2C.
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10. From games…
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11. …to social check-ins…
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12. …to magazines and
newspapers on tablets.
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13. But smart mobili$ is unlocking
remarkable value in the
B2B marketplace.
!e elephant in the room.
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14. But, the possibilities enabled by the new medium of smart mobili$
matches perfectly with the challenges B2B business face
• Mul)ple
decision-­‐makers
and
influencers
• Longer
sales
cycles
frequently
on-­‐the-­‐move
• Mul)ple
in-­‐person
touchpoints
• Complex
products
requiring
deep
educa)on
• Robust
service
and
support
needs
Mobile@Ogil!

15. Mobile advertising actually draws
as high or higher engagement among B2B targets
Consumer Packaged Goods 32%
Automotive 26%
B2B 25%
Retail 25%
Finance 24%
Entertainment 19%
Engagement Rate of Mobile In-App Rich Expandable Banner Ads
Worldwide, by Industry, Q1 2011
Source: Medialets, “Data Spotlight: Benchmarks for In-App Mobile Rich Media Ads – Q1 2011”, June 2011.
Mobile@Ogil!

16. &e App store isn’t just for Angry Birds.
&e Business category recently was shown to be the fastest growing section
of the Apple app store at 186% increase YoY.
70% of executives under 40 use branded B2B apps.
Source: Distimo, iPass, Ovum, Yankee Group, Forrester Research, Comscore 2010, Google and Forbes Insights, "B2B Trends in Mobile & Online Video,” 2010
Mobile@Ogil!

17. And tablets aren’t just for couch surfers.
92% of Fortune 500 companies are deploying or testing the iPad
47% of business stakeholders su'eyed see demand for sales
force automation applications on tablets
In 2015,
In 2010, 16.1 million tablets were shipped.
147.2 million
tablets are expected to ship.
= share bought by businesses worldwide
Source: Apple 2011, Dimensional Research 2011. BusinessWire 2011.
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18. We set out to learn more.
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19. Capitalizing on these opportunities, B2B brands are using smart
mobili$ to unlock incredible business value across the entire
customer lifecycle
• Improved
brand
awareness
and
posi)oning
• Greater
product
innova)on
• Increased
sales
efficiency
and
effec)veness
• Stronger
customer
loyalty
• Incremental
sales
• Improved
opera)onal
efficiency
&e pace of change is rapid, and some B2B brands are moving
much quicker to strategically invest than others, achieving
significant competitive advantages against slower moving brands
Mobile@Ogil!

20. 1 MOBILIZING MARKETING
3 key areas for smart mobili$ in B2B: 2 MOBILIZING THE ENTERPRISE
3 MOBILIZING PRODUCTS & SERVICES
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21. 1 MOBILIZING MARKETING
“Mobile plays a huge role in the first 80% of the funnel”
- B2B Stakeholder
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22. IBM Seer Wimbledon App
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23. “We could use Augmented Reality to
tell our story – if you point your phone
or your tablet device at a car or a
hospital or a bank there are plenty of
good stories to tell about IBM’s role in
these businesses and products.”
- Bill Bodin, CTO of Mobili$ at IBM
Mobile@Ogil!

24. Pioneer Farm Progress App
&e DuPont Pioneer Farm Progress Show iPad allowed reps to access customer-specific sales materials on-
demand at one of the the world’s largest trade shows.
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25. IBM Mobile Banners
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26. 2 MOBILIZING THE ENTERPRISE
“Work is not a place, work is something you do”
- B2B Stakeholder
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27. Smart Mobili$ delivers: Sales Efficiency and Effectiveness
Tablets are transforming the power of in-person
interactions for a number of reasons: Increased field
Increased win selling time:
- Better interpersonal language and venue Decreased
admin time:
rates:
28%
flexibili$ Decreased
sales cycle
26%
24%
- Portabili$ and instant-on 23%
- Highly engaging, incorporates real-time data
- Fluidi$ for customized leave-behinds
- Order co-creation and faciliation
- Enhanced collaboration
Mobile@Ogil!

28. Regulated industries are strong adopters – especially pharmaceuticals.
Novartis CEO Joe Jimenez recently stated that the Apple
iPad offers the drugmaker “game-changing” technology that
will enable sales reps to save 250 hours annually and allow
“the field force to make an incredible 35,000 additional
customer visits each year.”
Mobile@Ogil!

29. Dynamic Conversation Starters
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30. Dynamic Conversation Starters
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31. Cisco Small Business
Solution Finder
“How do you sell to both a partner and a partner’s customers? By enabling them with tools and content that
properly represents our brand and makes them more efficient in their communications to their clients.” - Steve
Lau, Cisco
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32. Cisco Small Business Solution Builder
“How do you sell to both a partner and a partner’s customers? By enabling them with tools and content that
properly represents our brand and makes them more efficient in their communications to their clients.” - Steve
Lau, Cisco Mobile@Ogil!

33. IBM bCase
• !at is it? iPad powered sales
enablement tool for Business Partners
to enhance face-to-face client meetings
• !at a seller can do:
– Create quick and impactful presentations
on the fly
– Effectively develop and present a business
case while on the move with slides that
include key customer questions, pain
points and solutions
– Reference to enablement assets that
include case studies, whitepapers, videos
and solution documentation
Mobile@Ogil!

34. Driving Se'ice at UPS Worldport
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35. Smart Se'ice Dispatch
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36. Amtrak finds efficiencies via mobile
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37. 3 MOBILIZING PRODUCTS & SERVICES
“We see a huge difference from a year ago to today.
It used to be that major companies were just testing out the waters, with a few apps.
Now we have dozens apps in each of our major business units.”
– Benjamin Pollack, Siemens
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38. Providing utili$ for contractors.
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39. Enabling smarter and better support.
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40. Siemens Industry Se'ice App
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41. Siemens Industry Se'ice App
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42. So what?
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43. Smart mobili$ delivers broad value.
More frequent, richer engagement, earlier on in More qualified leads and an improved selling
the customer journey environment for the brand
More efficient and effective in-person meetings Increased conversion rates
Improved collaboration and real-time solution
Incremental revenue opportunities
customization
More efficient operations delivering better
Lower costs and increased customer satisfaction
se'ice to customers
Improved product value propositions and New revenue opportunities and an edge against
entirely new offerings competitive offerings
Mobile@Ogil!

44. Smart Mobili$ and B2B – Developing a Mobile Strategy in 5 Steps
1. Define Business Ambition and Establish Objectives (“&e #y”)
Understanding where you believe your overall business growth will come from will help you establish
measurable, high-level objectives that you can use mobile to achieve.
2. Assess Your Market Landscape
Take a look at your competitors to understand what they are doing in mobile. Is your brand a clear laggard in
any area? Is your lack of presence becoming an obvious miss for your customers and therefore a liabili$?
3. Research Your Target Audience Needs
You must understand in detail what the needs of your target audiences are and how they want to interact with
your brand in order to develop mobile solutions for them.
4. Develop a Strategic Framework (“&e How”)
Now consolidate the research into a comprehensive strategic framework that explicitly defines all of the ways your
business investment in mobile can deliver on your business objectives.
5. Generate Tactics and Prioritize into a Roadmap (“&e #at”)
With the strategic framework action plan in hand, you can now get down to generating specific, tactical mobile
ideas for your business. You will then need to prioritize what should be started immediately and what should
come in a later development phase.
Mobile@Ogil!

45. Digital Strategy AIR Process
Analyze Ideate Roadmap
Digital Business &! Digital Market!
Brand Audit! Trends Analysis! Digital Roadmap!
Communications ! Digital Ecosystem!
Blueprint!
Digital Competitive ! Digital Persona!
& Best Practices! Digital Governance!
User Task Modeling! DO Brief!
Customer Journey! Conversation Map! Success Metrics!
Redstorming!
Search Intent Modeling
Consumer Intent Modeling!
Mobile@Ogil!

46. How to unlock value for your B2B brand with smart mobili$:
5 key steps
Mobile@Ogil!

47. #1: It’s moving fast – act now.
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48. #2: Don’t just jump – invest with insight.
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49. #3: Remember the “I” in ROI.
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50. #4: Build experiences for people.
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51. #5: It’s not just another channel, it’s a new medium -
think outside the box.
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52. Looking beyond: connected devices.
Looking beyond – Connected Devices
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53. &ank You!
Jeff Stokvis
Director, Digital Strategy
Ogil! & Mather Worldwide
Mobile@Ogil! Practice Member
jeff.stokvis@ogil!.com
@JeffStokvis
Mobile@Ogil!