Smart mobility conference presentation mvd b v5

Single Digital Platform in the Mobile Arena
The Multi-Multi Challenge

Michel van den Berg
Smart Mobility Conference
Nice, September 2011

Digital Evolution - Mobile, The fast growing technology

Copyright © 2010 Capgemini. All rights reserved. 2

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


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


Industry level Mobile- Disruptive Technology and Devices

Telecom
Broken Walled Gardens

Music industry
“Ipodification”

Print -
“Paperless societies”


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


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


Mobile is

Multi
Digital
Channel
Management

Avator (Contact ctr) Website (pc) Mobile (Apps)

Intranet naar mobility (Ipad, netbooks, mobile)


An integrated view on The Customer Case- Managing customer
conversations


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


Outside-in not Inside-out


Customer is not King

Customer
is
Dictator


Digital Has Created the “Selfish Consumer”


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


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


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


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


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
.


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


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


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


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)


NorthFace using its target demographics to update eachother on (very)
local weather and snow condition updates


By better targeting consumers, you can create more specific customer
advocacy and fuel awareness


Supplying mobile data and experience to help customers shopping


The Mobile „Moodimeter‟ - Making shopping on mobile not only fun but
also functional


QR - Supplying mobile information to help your customers shopping


Scanner – Compare prices online


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


Point of Impact - Airport retailers advertise in GateGuru


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


Wallet – micropayments, P2P payments and mobile loyalty cards
replace cash


Supporting your customer - Airline Boarding


Camera & Scan – Making a picture of your check and have your money
instantly at your deposits save customer time and bank‟s money


Supporting the customer - Requesting roadside / accident assistance


Ensuring repurchases and keep delivering better convenience and
better experience through Mobile


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


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


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)


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


Capgemini Mobile Best practice – Financial Services Industry

41 Customer Focused Enterprise: Retail Banking | Confidential |

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


Smart mobility conference presentation mvd b v5

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