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20110909 -

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20110909 -

  1. 1. Is that a friend in your pocket?<br />
  2. 2. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
  3. 3. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
  4. 4. Mobile has come a long way…<br />
  5. 5. …as has computing<br />
  6. 6. Mobile Growth is Explosive<br />Source: Morgan Stanley “Internet Trends” (2010)<br />
  7. 7. Integration of Mobile Internet<br />Source: Morgan Stanley “Internet Trends” (2010)<br />
  8. 8. Asia has many, many mobile phones…<br />
  9. 9. .. more of which access the Internet…<br />
  10. 10. …sales of smartphones and tablets already outnumber desktops...<br />Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research Data and Estimates as of 2/11)<br />
  11. 11. … in some countries, mobile is already replacing desktops…<br />
  12. 12. … so advertising spend will follow<br />
  13. 13. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
  14. 14. Adoption of Mobile Services<br />20%<br />30%<br />30%<br />5%<br />15%<br />Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />14<br />
  15. 15. Early Adoption<br />Blackberry<br />Android<br />Being Social<br />Mydailydeal<br />Yelp<br />Epinions<br />Zappos<br />Next Tag<br />Red Laser<br />Gilt Group<br />Coupon Sherpa<br />Rotten Tomatoes<br />Tweeted negatively about brand<br />Innovators<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />15<br />
  16. 16. Opinion Leader<br />Searched Google from store for product info<br />Scanned QR or barcode<br />Shopped at retail then bought online<br />Asked store to match price shown phone<br />Own iPhone<br />Intend to buy Kindle<br />CitySearch<br />Twitter<br />LinkedIn<br />Bizrate<br />Opinion<br />Leaders<br />Penetration >25% & <20% in next group <br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />16<br />
  17. 17. Early Main Stream<br />Own smartphone<br />Likely to buy iPad<br />Coupons via text message <br />Groupon<br />Early<br />Majority<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />17<br />
  18. 18. Broad Adoption<br />Become a fan of a brand on Facebook<br />Asked store to match a price from a printout<br />Use Consumer Reports online<br />Late<br />Majority<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />18<br />
  19. 19. Universal<br />Facebook<br />Ebay<br />Craig’s List<br />AmazonPayPal<br />Shopped retail then bought online<br />Phoned from store for opinion<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />19<br />
  20. 20. Mobile Following Online<br />LOOKED THEN BOUGHT ONLINE<br />LOOKED THEN BOUGHT ON PHONE<br />Late<br />Majority<br />Early<br />Majority<br />Opinion<br />Leaders<br />Innovators<br />Laggards<br />LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ONLINE<br /> 85% 74% 66% 54% 29%<br />LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ON PHONE<br /> 71% 27% 8% 1% 0%<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />20<br />
  21. 21. Crossing the Chasm<br />Trusted?<br />Learned?<br />Needed?<br />Simplifying?<br />Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500<br />21<br />
  22. 22. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
  23. 23. Understand the medium and the context<br />Features<br />What it means:<br />GPS<br />Location-Aware<br />Touch<br />Intimate and Interactive<br />Sensors (A/V)<br />Physical<br />Intelligence<br />Contacts<br />Personal and Social<br />Portability<br />Relevant at Point of Consideration<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  24. 24. Re-Think the Shopper Journey<br />Trigger<br />Planning<br />On the Move<br />At the POS<br />Post Purchase<br />Experience Products<br />
  25. 25. Reach customers through the entire journey<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  26. 26. Awareness: Airport retailer advertisements<br />Airport retailers purchase location-aware advertising on GateGuru to drive users into stores. GateGuru is an airport resource for travelers.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  27. 27. Consideration: Aid purchase decisions<br />Learn more about Meyer’s natural beef processes.<br />Get a tour of Windermere real estate properties.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  28. 28. Intent: Shoppers create registry lists<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  29. 29. Purchase: Subway virtual store<br />
  30. 30. Support: Flyers board with e-boarding passes<br />The app allows flyers to check-in, use e-boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  31. 31. Loyalty: Starbucks badges and discounts<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  32. 32. Advocacy: Brand advocates earn points<br />Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.<br />Source: Altimeter “Developing a Mobile Strategy” (2011)<br />
  33. 33. AGENDA<br />Mobile Adoption<br />Current Landscape<br />Thought Starters<br />Customer Journey<br />
  34. 34. 1. A Brand is Never Alone<br />
  35. 35. 2. There is new Shelf Space available – Digital Shelf Space<br />
  36. 36. 3. Checking in for (in this order) Loyalty, Customer Service, Inventory, and Deals<br />
  37. 37. 4. Empower Your Staff<br />
  38. 38. 5. Understand Social Platforms in the Shopping Context<br />
  39. 39. 6. Anticipate Intent through Leveraging Data<br />Facebook Friends<br />Last Check Ins<br />Purchase History<br />Music Taste<br />Location<br />Time<br />Socio Demographics<br />
  40. 40. Thank you!<br />

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