During this QuickCast, Richa Gupta, Analyst for VDC’s AutoID & Transaction Automation practice, discusses the role of mobility solutions in customer engagement.

1. AutoID & Transaction Automation Practice
Richa Gupta – Analyst
QUICKCAST
Mobility for Customer Engagement
June 2011
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

2. Recording Available
A full audio recording is available for download at:
http://vdcresearch.com/market_research/autoid/freeresearch.aspx
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

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© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

4. Our Core Coverage Areas
AutoID & Transaction Automation Embedded Hardware & Systems Mobile & Wireless
Industrial Automation & Control Embedded Software & Tools Emerging Technologies
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

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© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

6. Today’s Speaker
Richa Gupta
Analyst
Richa has worked as an Associate Research Manager in the Customer Satisfaction Management
and Measurement (CSMM) division at IMRB International, Mumbai. Her stint there involved work
on Customer and Channel Partner Satisfaction studies, Customer Relationship Assessment
(CRA) and Customer Transaction Assessment (CTA) for one of India’s largest telecom service
providers. During the course of her MBA, she took up a 4-month Internship at a salon chain
wherein she was instrumental in designing the Operational Audit format along with being an
integral part of the team that set up the software module for achieving operational
standardization.
Richa has a degree in Computer Engineering from the University of Pune, India and holds an
MBA in Retail Management from NMIMS, Mumbai, India.
For complimentary insights and marketing data:
http://blog.vdcresearch.com/autoid
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

7. Today’s Agenda
Mobility for Customer Engagement —
Deployment, Investment Drivers & Barriers
Mobility in Customer Engagement
Solutions Market Trends
Implications for Deployers & Their Suppliers
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com vdcresearch.com

8. Introduction: Mobility in the Center of the New Consumer Economy
Interest in mobility solutions is strong—but adoption is still in nascent stages.
Notable deployments include:
 Home Depot, Nordstrom, The Apple Store—mobile POS
 Stop & Shop/Giant—PSS
 A wide range of dining formats – mobile PTT
Adoption drivers vary by technology and organization dimensions, but, are
concentrated in some combination of the following:
 Higher operational productivity
 Stronger customer loyalty
 Increased sales per ticket/ shift/ unit
Smartphones are emerging as a strong platform option – for both associate
AND consumer deployment
 Reduces CAPEX by eliminating hardware costs, and
 Could pose a threat to dedicated solutions market opportunities
At the bottom of it all? Customer empowerment – for it will drive or positively impact
many of the more specific metrics cited above
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

9. Real-Time, Proof That B-to-C Operators Are Planning for Mobility
Outlook
 Responses from VDC’s Q1 b-t-c enterprise operator survey (Q1 ’11) indicate significant rise in
installation and integration of mobile devices
 These are expected to be an extension of the traditional system, at a lower cost while offering
comparable functionality enabled by secure wireless, on-demand networks
Mobile POS Mobile PTT
Current Planned Current Planned
Installations Installations
None 15.84% 8.86% None 19.6% 11.1%
1 to 5 34.16% 19.94% 1 to 5 33.2% 19.0%
6 to 10 24.84% 18.04% 6 to 10 23.9% 17.7%
11 to 15 13.98% 20.89% 11 to 15 13.7% 24.4%
16 to 20 8.39% 17.09% 16 to 20 8.4% 18.4%
21 to 25 2.80% 15.19% 21 to 25 1.2% 9.5%
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

10. Global Market Investment in Dedicated Retail Mobility Solutions is Strong
Global Demand for Mobility Solutions
2010 = $449.5 Million
Asia and Europe are leading in different
deployments
North America is rapidly adopting mobile
$450
marketing, advertising, gaming, but, slower with
$400
commerce
$350
$300
Mobility solutions will be complementing, not
$250
displacing, traditional solutions in the near term
$200 Product development will continue around
$150 several key areas:
$100
 Functionality
$50
 Form factors
$0
 Software solutions / UIs
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

11. Mobility for the New Retail Adoption Many Drivers, but Some Barriers
Seamless customer experience across multiple channels – one screen – is the key
Mobility is another platform that is blurring lines between customer engagement
technologies
Consumer devices are the pattern by which mobility solutions ins retail are being
modeled
However, adoption and large scale deployments of mobility solutions have been
relatively uncommon to date—particularly in the US. The three most common barriers
to adoption cited in VDC’s 2011 CET End User survey are detailed below:
Barrier Respondents Citing
Cost 27.8%
Technology too
immature 26.7%
No clear return on 25.6%
investment
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

12. If Mobility is the Center, Then so too is the Consumer and Her Device …
Technical Specifications
 Operating Systems: Windows AND (not vs.) Android AND (not vs.) iOS
 Processing Platform: ARM vs. Intel … or other processing platforms
 Application Platform: Browser-based vs. Native vs. hybrid
Network Specifications
 Balance demand for flexibility and service consistency with security
 Device/user identification, authentication and provisioning
 The cloud
Applications for the Future
 Endless Aisle – extending the concept onto mobile
 Loyalty – tailored promotions and couponing
 Preference Management – highly personalized
 Interactive Digital Signage – using NFC to integrate IDDS with mobile devices
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com

13. Thank You for Attending this VDC Webcast
For more information please contact:
Richa Gupta – Analyst
rgupta@vdcresearch.com | 508.653.9000 x131
John Shuster – Analyst
jshuster@vdcresearch.com | 508.653.9000 x133
Christopher Rezendes – Executive Vice President
cjr@vdcresearch.com | 508.653.9000 x120
For complimentary insights and marketing data:
http://blog.vdcresearch.com/autoid
© 2011 VDC Research Webcast
AutoID & Transaction Automation
vdcresearch.com