Mobile and social media are growing rapidly and should be integrated into a multichannel strategy rather than managed separately from IT. Mobile is becoming essential for businesses and financial institutions need to offer more advanced mobile banking features. While HTML5 shows promise for developing cross-platform apps, native apps currently provide a better user experience. Enterprises also need to support employees' use of personal mobile devices for work through mobile device management and technical support policies.

1. Social Media & Mobile Israeli Market Galit Fein, VP & Senior Analyst www.galitfein.blogspot.comhttp://www.facebook.com/galit.feinhttp://twitter.com/#!/galitfein

2. Technologies Maturity ModelOffice of the CIO Business Value Multi Channel Mobile Investment to make money Social Media IT Project Cut costs, Increase productivity Pure Business Project Mobile Work Force Manage Scattered IT Commodity IT Services *Size of figure = complexity/ cost of project Investment for regulations Using Implementing Looking Market Maturity

3. Multichannel Technology Strategy Consistent & continuous service experience

4. Web Evolution Web is Dead? Social, Mobile Internet Interactive, virtual communities Transactions Static, one-way publishing medium

5. The Web Is Dead

6. Mobile Cloudy Internet My Documents From www to apps

7. Do not Focus on Channels - Focus on the Customer Channels Touch Points Touch Points Interactions Various devices

8. 2010 Mobile & Social Media Year Most organizations : Examined & experienced business mobile apps opened facebook profile & twitter account Rethought Web site strategy

9. Are your channels under the same roof? Multichannel strategy VS

10. Your clients want you to know who they are “Can I have your ID number, How can I help you?” “Insert your secret code How can I help you?” “Insert your passwords, How can I help you?”

11. Differentiation

12. What kind of new channels strategy do you have for 2011? Source: STKI Survey 2011

13. Integrated Multichannel Strategy Back Office Source: Slalom Consulting

14. Social Media 2011 The Year of Integration New consumer needs a 360° experience across multiple social & digital media

15. You can’t afford to ignore the “social elephant” in your room

16. Get Social Make your Web site more social Interaction & collaboration with ranking, tagging, etc. Do business on leading SN Real “real-time” service on Twitter, Facebook pageetc. Networked Business Model Integrate with successful networks (TripAdvisor, Mint…)

17. Where are the financial services brands in this network? A child who’s about to graduate from college has been using SmartyPigfor saving. The new grad needs a car and finds one on eBay Motors. The parent offer to lend the money for the purchase. Parent & child go to BankRate.com to find out the relevant rate. Together they use Virgin Money to manage the loan. The parents recommend using Esurance to find auto insurance.

18. Right in the Middle

19. Facebook I have a life outside of Facebook I just can’t remember the password for it Facebook – the world's 3d largest country & still growing 200 M users are engaging with Facebook on mobile phones ~2.5M Israeli mobile internet users – Facebook is the lead

20. Brand Interactions are Increasing Facebook has become the largest web access for many brands Coupons, deals & discounts are encouraging consumers to engage with marketers Groupon – half a price in return of exposure

21. Source of Traffic

22. Trust Currency Responsiveness Real time Video is better than audio Don’t break the

23. Consumption Habits are ChangingAre You? location

24. Look at the Best Practices

25. Decisions will be based on: Friends recommendations Future Rewards privileges Relevance Coupons miles Analytics

26. Location find nearby restaurants, read reviews & book dining reservations Real- “limited” time discounts on your mobile based on your current location

27. Social Media - Israeli Trends The desire to find immediate solution for the changing business reality, led tomarkets turning to media & advertising companiesinstead of the IT Who is in Charge of Social Media in your organization? STKI Survey 2011

28. The Result Campaign mgmt instead of full customer experience Social media is typically not integrated with the website and internal applications Relevant data from successful campaign that is not siting in IT Another sheep to bring into IT

29. What should we do? Facebook page: the new fully functional business oriented model which replaced the personal profiles Create compelling valuable content, it doesn’t have to be about your business Facebook applicationdevelopment Facebook ad platform based on demographics(women, age, education, who like sport) Source: HubSpot

30. Measurement

31. Metrics to Measure

32. Which Social Media Marketing Metrics Really Matter http://blogs.forrester.com

33. Brand metrics are still the most common to measure

34. Trends to Watch Social scanning - mobile barcode scanning technology Group Buys Geo Location Mobile Video A

35. Reputation Management Listen to your clients fiveblocks.com You have to listen, analyze, react & manage: “bad” search engine results - old news story negative comments online

36. It Pays Off

37. MobilityWWW = whatever, whenever, wherever has become the mainstream

39. Mobile Video high-speed broadband Social Networks

40. It’s Going This Way Context aware of location, movement, orientation linked to cloud

41. Who is Winning the U.S. Smartphone Battle? Manufacturer operating system share-smartphones Source: Nielsen Company 2010

42. Smartphones OS Preferences by Age Android iPhone BlackBerry

43. Mobile Content Usage Source: comScoreMobiLensDec.2010

44. Mobile Apps Explosion - 50 billion by 2012 100,000s of new & more powerful apps are coming: external & enterprise

45. New Ecosystem/Business Model

46. The Future of Advertising Ads as Content (and vice versa) Engagement Advertising Social Networks Value Interaction Conversation

47. Right message, Right person, Right time

48. NFC: Near Field Communication

49. The Enhanced Era

50. T-Commerce

51. Tablets Moving Rapidly into the Enterprise Purchased for Employees Employee-owned Tablets Allowed Not Allowed CIOs Surveyed on Tablet Usage 2010 iPad 2 - Most Desirable Competition heats up in 2011 2011 BlackBerry PlayBook HTC Flyer Motorola Xoom Business tablet app - Netbook replacement? Content consumption - documentation, data analytics, advertising markup` HP TouchPad LG Optimus Samsung galaxy tab

52. Incumbents & New Attackers

54. Foursquare & Gowalla- new kinds of social networks built from the ground up with a mobile user in mind

55. Square- ability to process credit card transactions, changing the way people conduct personal commerce

56. Shazam - new way of discovering new music, making the process mobile

58. Apple Apps

60. Despite its popularity, Android still remains less secure & manageable than its competitors & requires:

61. specialized business-hardened versions from device vendors (e.g., Motorola, HTC)

62. SW add-ons (Sybase, McAfee, MobileIron, Zenprise)

64. Nokia + Microsoft Even if the market share of Nokia is reduced gradually, the leading position of its market is still here Nokia has marketing channel which other mobile phone enterprises such as apples can’t reach Microsoft: The OS of Microsoft is incomparably outstanding, though windows mobile has left the terrible impression on everybody, but WP7 can never let user down The market share that Bing searches for is rising constantly; Microsoft has the best developing instrument

65. Mobile Apps vs. Mobile Web Today, native apps provide richer functionality & experience than a browser BUT, increasing mobile fragmentation leads toenormous development costs Quite a few enterprises stopped supporting apps on less popular devices

66. HTML5 Enormous interest by IT community Design once and run everywhere, especially for less interactive, simple apps (news/ weather) However, user experience not quite the same HTML5 vs Native app – a religious war?

67. HTML5 Mobile Examples We are likely to see both worlds coexist native apps & mobile browser solutions - Hybrid Approach

68. Native App vs Mobile Platforms Most ITOs are looking for solutions which allow them to build & manage business logic & content in one central place that automatically support all multiple devices & OS Which of the following approaches represent how you’ll build mobile apps for external customers in 2011? STKI Survey 2011

69. the World Wide Trend is different

70. First, a Few Questions how quickly do you need to get into the market? what is the performance level you wish to achieve? how many mobile platforms you need to support & do you need offline capability? mobile phones or tablets? You'll also need to start thinking about your testing, security & device mgmt strategies

71. Mobile Solutions / Platforms – Partial list 1

72. Mobile Solutions / Platforms – Partial list 2

73. Mobile Applications/ Site Development Tier 1 Tier 2

74. Let’s Not Forget about UI Main players: Aman, Ness, Netwise, Matrix, Realcommerce

75. Mobile is a Must for Financial Institutions The importance of mobile banking continues to grow Balance inquiries become standard as nearly all finance institutions offer such services Advanced mobile features are compelling, but still rare Apps - most institutions which have dedicated apps for mobile banking offer more than one type of application for different forms of interaction

76. Mobile Payments - not quite there Wallet-like features remote deposit capture C2C - funds transfer using an email address or phone nu. Paypal’s platform utilization for P2P payment Mobile will expand into more financial institutions

77. Mobile & Social Media Summary Social Media Mobile & Social Media still growing Should be managed as part of multichannel strategy - don’t let your business bypass IT It should be measured It means more money in your pocket Sales, targeted traffic, loyalty Mobile

78. Mobile Workers I’m fired & somebody else doing my work Really who? My Smartphone

79. Mobile Employees Have better technology at home than at work Bring their own mobile devices to work Expect constant access to workplace info Laptop is becoming the new desktop; smartphone & tablet replace the old laptop Your workforce is mobile and loving it

80. What has Changed in a Year? Our life style and expectations

81. Not Mobile Yet?It’s Bad for your Business! 34% who did not use their smartphones at work– had a direct & negative impact on their productivity 22% breached corporate policy using an unprovisioned smartphone at work while their companies had strict smartphone policy The risk of a security breach has increased due to the rampant use of personally owned technology for work

82. IT vs. Millennials

83. Technical Support for Personal Equipment Do you provide tech. support to your employees when they are connecting their personal equipment to company resources? Does your org. allow employees to connect their own equipment to the enterprise data network? YES 38% 62% NO Source: InformationWeek 2010

84. Hot Topics Smartphones for personal & professional needs simultaneously Some mobile apps will serve to link cloud-enabled ERP or HCM systems to internal enterprise back-office systems Smartphonesevolution with different OS will require more functional testing

85. What type of smartphone are you considering to provide your employees? Word Wide Survey Israeli Survey Source: InformationWeek Source: STKI

86. Employee Preference is for iPhone and Android Level of Enterprise Requirement Adherence I don’t care, I want iPhone Source: Gartner 2010

87. Recommendations for ITO Inclusive strategy will benefit enterprises by helping employees to be more productive ITO should look beyond the laptop & e-mail Vendors who don’t adapt to CC & SaaSfor mobile users will face a significant disadvantage Determine policy for enterprise holistic end-point devices

88. Summary Bring all of the disruptive technologies in house OTC v2 – IT as a Service Start with private cloud which operates solely for your org.- learn to operate a cloud environment Mobile & Social Media should be managed as part of touch point strategy – don’t let your business bypass IT ! Cloud Mobile Social

89. Thank You I would like to thank you for your help with STKI Survey