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Smart mobility conference presentation mvd b v5
- 1. Single Digital Platform in the Mobile Arena
The Multi-Multi Challenge
Michel van den Berg
Smart Mobility Conference
Nice, September 2011
- 2. Digital Evolution - Mobile, The fast growing technology
Copyright © 2010 Capgemini. All rights reserved. 2
- 3. The Battle for Internet Supremacy
It is not enough to be aware of the domain you are and will be working
in, you need to understand it. Noticing things and being curious how
they work is the single most common trait I see in creative people.
Once you can break the components down, you can put them back
together and create something brand new.
Seth Godin – Marketing Guru
Look under the
hood to
understand the
digital paradigms
causing a shift in
your business
models
Copyright © 2010 Capgemini. All rights reserved. 3
- 4. The Google
Kingdom
Google is the
biggest player
In the Web (www) Web
era. Channel
Digital
Adwords , Analytics &
Monopoly No compromises AdSense dictate the
On the very Anti- Advertsing online advertising
poor (but simple) Experience Machine game - it is Google
Site experience. commercial money
machine
In it’s drive to connect With the search engine
all global dispersed
and it ‘s search results
information and provide
great content, Google Apps tactics Google dictates
engineered many great Googlenomics the information supply
& APIs
Apps for Web, after to of the Web -
Mobile. Through API’s the it is Google technical
apps can collaborate assets
Copyright © 2010 Capgemini. All rights reserved. 4
- 5. Industry level Mobile- Disruptive Technology and Devices
Telecom
Broken Walled Gardens
Music industry
“Ipodification”
Print -
“Paperless societies”
Copyright © 2010 Capgemini. All rights reserved. 5
- 6. Multi-users - Everyone an App – IT consumeration
Your Morning, Afternoon and Eve – Everywhere an App The appled era
Process Workers Business Support Workers Consumers
Travel
Medical Records
Human Resources
Procurement
Sales eCare
Service eCitizen
Mobile Asset Management eBanking
Yard Management eRemittance
Retail Execution
10,000 Users 100,000 Users 10,000,000 Users
On Premise Increasing Scalability Cloud
Features Increasing Simplicity Single Purpose
Must Have Changing Case Convenience
Copyright © 2010 Capgemini. All rights reserved. 6
- 7. Analyzing the Corporate tech models
IT Products Information Interaction
Customer
Relationship Trx Content (e-info) Interactive Content
Drivers
Marketing TV/Print Web Mobile &
Advertising Media Media Social Media
Digital
Dictators
Browsers Open Source Portal Search Apps Communities
Digital
Devices
Copyright © 2010 Capgemini. All rights reserved. 7
- 9. An integrated view on The Customer Case- Managing customer
conversations
Copyright © 2010 Capgemini. All rights reserved. 9
- 10. Capgemini shapes the road to business growth by….
… Mastering
Business Info Mobile Processes
The
Digital Ecosystem Any SaaS Service
Any Device
Any Application Websites
Customer
Digital
Platform Partner Any User
Any Server
Employee
Apps
Any Data
Any Moment
Integration Collaboration
Any Location
Manage Analyze Mobilize
Copyright © 2010 Capgemini. All rights reserved. 10
- 12. Customer is not King
Customer
is
Dictator
Copyright © 2010 Capgemini. All rights reserved. 12
- 13. Digital Has Created the “Selfish Consumer”
Copyright © 2010 Capgemini. All rights reserved. 13
- 14. Online is Web and Mobile
The business case is clear ……….
Business Case NA Business Case Europe Business Case APAC
500000 Mobile Banking
400000 2.0 Users
300000
# Users
200000
100000
0 Mobile Banking
1.0 Users
Period of Subscribtion
Copyright © 2010 Capgemini. All rights reserved. 14
- 15. Why to ask for
Business
Case
Examples:
Marketing Platform
Paradigm Participate
Produce
shift Pull
Concentrate on
Customer Case
Examples: Customer
Examples:
Journeys Proces Customer Analytical CRM
Time & location
Immediacy, Redesign & Dynamics
User context Metrics
Digital
Transformation
Elements
Examples:
Examples: Build experience
Product + Wrappers Services Channel per channel
No retrofit of over the Channel value
counter products Innovation Management propositions
Easy to understand Channel specific
pricing artefacts
Copyright © 2010 Capgemini. All rights reserved. 15
- 16. Making Multi-channel Value Propositions
Channel Costs
Distibution Channels
P2P experience
Face to Face
Branch, Advisor,
Mobile Sales Force
Value propositie C
Remote Support
Call Center, Helpdesk,
e-mail, chat, MSN, skype,
videoconferencing
Value propositie B
Self Service
Internet, ATM,
Intelligent Voice Respons,
Mobile,
Value propositie A
Virtual (Web/Mobile 2.0)
Relationship Bank/client
Information Information Transaction Transaction Interaction
orientation transactional Simple Complex
Inspiration Financial Planning
Account information Trading Investments
Purchasing services Budgetting
Reporting Transfers Complex products
Products/services Communities
Products/services Payments (mortgages)
Business Information Alerts
Quotes & Charts Consumption Credit
Acquisition Insurance/warranties
Copyright © 2010 Capgemini. All rights reserved. 16
- 17. Your Mobile Play is a Digital Play ……
Mobile services
Social Media
Connectivity
830M users worldwide Location Based Services
Over 500M users on From push to API’s,
Facebook Mobile
Mobility Smartphones,
Playground
A new platform to sell, Apps
communicate, serve clients, Augmented Reality
…
Data abundance
Customer Intelligence
Customer analytics
Behavioral targeting
Copyright © 2010 Capgemini. All rights reserved. 17
- 18. Models are shaping
Growth
App-led model
Apps: 10.8 million users,
120% increase
Mobile web browser: 18.6 million users,
58% increase
www.brand.mobi
SMS text messaging: 8.1 million users,
35% increase
.
Copyright © 2010 Capgemini. All rights reserved. 18
- 19. Defining the best mobile application development options as a result of
your mobile banking strategy and business and technical requirements
Dev. of Mobile
Applications
1 2 3 4
Pure Native Multiplatform Hybrid Web-Native
Pure Mobile Web
Applications Development
1.0 2.0
Platforms
Copyright © 2010 Capgemini. All rights reserved. 19
- 20. Capgemini support client‟s mobile roadmap based on the m-business
maturity curve
Key drivers
Revenue
Focus: Value Mobile
propositions which c
Self-Sustaining ustomers are willing
Business to pay for
Focus: Broaden reach (target other segments)
Cost and depth of mobile offerings- companies own
Aggressive Growth Appstores
and towards the mobile enterprise
Focus:
- Multi-apps/platform approach
Scalability
- Better Release cycle improvement
- Lower TCO
- Implement digital /mobile enterprise platform
Focus: Market entry by providing basic
Launch functionality in single Apps
Industry Maturity / Client Acceptance
Copyright © 2010 Capgemini. All rights reserved. 20
- 21. The traditional purchase funnel is outdated, Mobile extends the customer
process and enables your business to provide sales enhancing services
The product stays constant or simplify
Awareness
Information
Services
Transaction
Transaction
Decision My Cadillac Care Dealer Roadside OnStar
Own Servicing Servicing /Buy , Servicing Own
Services
Consumer leads Deliver Relevancy Inspire & entertain Share & Engage Loyalty & Retention Sales
Copyright © 2010 Capgemini. All rights reserved. 21
- 22. Foursquare let you to check-in at nearby places based on indicated needs
(coffee, Food, shopping, tourist information) and increases and shows location
based traffic (other customers)
Copyright © 2010 Capgemini. All rights reserved. 22
- 23. NorthFace using its target demographics to update eachother on (very)
local weather and snow condition updates
Copyright © 2010 Capgemini. All rights reserved. 23
- 24. By better targeting consumers, you can create more specific customer
advocacy and fuel awareness
Copyright © 2010 Capgemini. All rights reserved. 24
- 25. Supplying mobile data and experience to help customers shopping
Copyright © 2010 Capgemini. All rights reserved. 25
- 26. The Mobile „Moodimeter‟ - Making shopping on mobile not only fun but
also functional
Copyright © 2010 Capgemini. All rights reserved. 26
- 27. QR - Supplying mobile information to help your customers shopping
Copyright © 2010 Capgemini. All rights reserved. 27
- 28. Scanner – Compare prices online
Copyright © 2010 Capgemini. All rights reserved. 28
- 29. Prepopulating mobile shopping lists – Apps using historical (shopping
behaviour) and social data to steer your buying decision and make
personal offers
List of today’s Recipes -
shoppings What to eat
for supper
Alerts-
Receive your
personal
discount
Toys R Us Albert Heijn Super Market
Copyright © 2010 Capgemini. All rights reserved. 29
- 30. Point of Impact - Airport retailers advertise in GateGuru
Copyright © 2010 Capgemini. All rights reserved. 30
- 31. Shopping and Purchasing are made convenient on mobile so they
„compete‟ with offline sales
Online gamification
is used to allow
online test drving s
Interactive
brochures
Copyright © 2010 Capgemini. All rights reserved. 31
- 32. Wallet – micropayments, P2P payments and mobile loyalty cards
replace cash
Copyright © 2010 Capgemini. All rights reserved. 32
- 34. Camera & Scan – Making a picture of your check and have your money
instantly at your deposits save customer time and bank‟s money
Copyright © 2010 Capgemini. All rights reserved. 34
- 35. Supporting the customer - Requesting roadside / accident assistance
Copyright © 2010 Capgemini. All rights reserved. 35
- 36. Ensuring repurchases and keep delivering better convenience and
better experience through Mobile
Copyright © 2010 Capgemini. All rights reserved. 36
- 37. By integrating Mobile Apps & data to dedicated websites and even
Social media sites, repurchase and loyalty are growing the marketing
funnel and increase longterm commitment and spent
Copyright © 2010 Capgemini. All rights reserved. 37
- 38. Significant value can be unlocked for financial service organizations that
proactively grow their share of Advocates
Financial Impact Underlying Contributors
Products per Profitability of Products Responsiveness to Trust their
Customer Held (index) Offers bank
14%+ 21%+ 88.3 83%
2.17
1.90 73.1 5x
17x
52%
17%
3%
Antagonists Advocates Antagonists Advocates Antagonists Advocates Antagonists Advocates
Note: Approximately one third of Credit Union and Community bank customers classify as advocates compared
to less than a quarter of Regional and National banking customers
Copyright © 2010 Capgemini. All rights reserved. 38
- 39. Capgemini is dedicated to helping FS organizations capitalize on mobile
technologies to drive customer advocacy and profitability and improve
efficiency
Your Strategy Dashboard to Digital Integration
Use social media , Provide and integrated
location based solution environment for
services & monitoring all devices and integrate
tools to not only listen customer , employee and
– but to analyze and partners across mobile,
respond to – what social and web to online
Develop creative UI customers are saying platforms, apps , widgets
(‘wrappers’) based on and excel in customer and data
service Identify opportunities
customer controlled to integrate and
interactions with your automate systems
Integrated
company (instant and reengineer
messaging, location Channel
Customer customer processes to
based services and event Architecture improve efficiency and
driven services)
Insights
cost to sell
Customer
Experience Multi- Marketing/Sales
Achieve Customer Automation 1. Collaboration (two-way
Centricity by CRM Multi conversations)
reorganising 2. Content ( Compel)
your marketing 3. Context (be there if the
department to more customer is buying)
Customer
relevant, and actionable 4 C‟s 4. Closed Loop (gather
Mediums and Centric Customer Performance data & improve your
….culture Modelling Case Improvement interactions to increase
sales)
Copyright © 2010 Capgemini. All rights reserved. 39
- 40. Your Digital Integration Agenda, a roadmap for the Transformation
journey that companies have to enact
Digital Integration Agenda
Customer centric & app-led
business models A Mobile Maturity model
Bridging the Gathering best practices in
technology gap
the main areas of Mobile
Transformation
Enriched by our Global
Capps Network
Leveraged as additional layer
Scaling up
collaboration Multi-device
onto a single framework for
Digital Transformation
Delivering the
Mobile experience A phase-1 approach to
design transformation
Customer programs and provide a
Analytics-driven
Management “Servicizing” the commercial wedge
operating model
Copyright © 2010 Capgemini. All rights reserved. 40
- 41. Capgemini Mobile Best practice – Financial Services Industry
Copyright © 2010 Capgemini. All rights reserved. 41
41 Customer Focused Enterprise: Retail Banking | Confidential |
- 42. Bank 2.0: From Silo‟s to Single Platform
App WebSit
App App App Social
Tablet specific Browse e
specific specific specific Media
App Androi r only
IPhone BB WM
d
Standard html / xml communication
Mobile Portal Extension (for web or hybrid
access)
Support services
Presentation
services
Portal Server
Portlet Portlet Portlet
Application Server
Integration Business services
Back-End Systems
Using Portals technology stack to implement state of the art mobile banking services
will allow FI’s to implement a Multichannel Digital Platform for both online channels, the Web and Mobile
Copyright © 2010 Capgemini. All rights reserved. 42