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DMI 2017 Mobile Trends

What are the big trends in mobility that will impact you and your business in 2017? What are the things you need to know and the actions you need to take to be successful?

The 2017 mobility trends report by DMI provides insights, research and recommendations on the trends that will impact consumers and organizations and reinvent business. Each trend includes real-life examples.

The presentation this year covers the following areas:
* Customer Experience including innovation, methodologies, multi-channel and IoT
* Big and small data including solving real problems and faster analytics
* Devices including the latest on smartphones, AR/VR and wearables
* Other technologies including winners in the cloud, native-hybrid and progressive web apps and DevOps
* The next big things…

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DMI 2017 Mobile Trends

  2. 2. INTRODUCTION | 2017 MOBILE TRENDS Hello there! Every year we collect thousands of interviews with employees, customers and partners, key insights from customer projects, articles, white papers and general mobility industry trends in a report for the coming year. We then translate it into actionable insights for our readers. The focus is primarily on insights and actions that will have an impact on results in the next year, but also the longer term technology trends to be aware of. ©2015DMICONFIDENTIAL&PROPRIETARY What are the big mobility trends which will impact businesses and consumers in 2017? What do you need to know, discover and take action on to make the most out of mobility? How can you become more agile, faster and successful with your mobile projects?
  5. 5. CUSTOMER EXPERIENCE BIG AND SMALL DATA INSIGHTS DEVICES TECHNOLOGY BIG INNOVATION FOR INNOVATORS Reimagining business in a mobile world, human-centric design, managing the multi-channel challenge and finally, customer- centric IoT. Solving problems with data vs. a focus on tools, fast access to data and data driven organizations.. Who will be the leaders in 2017? What´s happening with wearables and what impact will virtual and augmented reality have? The winners in cloud, hybrids taking over and accelerating development with DevOps. 2017 TRENDS 2017 TRENDS | 2017 MOBILE TRENDS Innovation labs are failing and how blockchain, AI assistants and software in the car may impact you. 1 2 3 4 5 ©2015DMICONFIDENTIAL&PROPRIETARY
  7. 7. Fortune 500 CIO We need to leverage mobility to change how the company works to compete with digital-only companies." “ 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY 1.1 Reimagine Business in a Mobile World
  8. 8. Digital transformation is dead - if you're going through a digital transformation then your business is probably in big trouble. The end goal should not be to digitise a company but to deliver better products, services and cost efficiencies. When asking customers if they've deep-dived and mapped out their customer journey recently, almost every online business says yes and brick-and-mortar or mixed businesses says no. Understanding how customers interact with your products, services and business is the key to success, not digital. The lowdown 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS To stay competitive it's equally important to reimagine internal ways of working including the processes and tools for employees. As part of reimagining businesses, we also see a major shift from products to services. Instead of buying nicotine gum, a person trying to quit smoking signs up to a quit smoking support program which includes the gum or patches (Nicotinell) and instead of buying a car, customers sign up to a car service (e.g. Zipcar). The biggest challenge is that there are so many opportunities and so little time and resources. Therefore organisations must become faster and more efficient to succeed. ©2015DMICONFIDENTIAL&PROPRIETARY
  9. 9. What does it mean for you? 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Imagine you had no physical or web presence today. How would you redesign your business in a mobile world? Imagine you had no offices, how would you redesign the workplace? Map out the ideal customer journey for your customers and employees and redesign the products, services and processes accordingly. Read more in our reimagine blog post about how you can improve your innovation process and leverage lean UX (next trend) to succeed. https://dminc.com/blog/the-cx-shift-to-mobile-services/ Consider how existing products can become services. ©2015DMICONFIDENTIAL&PROPRIETARY
  10. 10. Examples: 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS CUSTOMFIT What would Fitness First look like if they had no gyms? VIRGIN RED Bring all the Virgin brands together under one engaging service. ©2015DMICONFIDENTIAL&PROPRIETARY
  11. 11. 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Jeff Gothelf The practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way with less emphasis on deliverables and greater focus on a shared understanding of the actual experience being designed.” “ ©2015DMICONFIDENTIAL&PROPRIETARY 1.2 Greater success with Human Centric Design
  12. 12. User Experience is not art. Never trust a UX designer who doesn't involve end-users in the design process. It will fail 9 out of 10 times*. More organizations are combining Lean UX with Design Thinking as foundations for Customer Experience (CX) to prioritize learning over delivering arbitrary software. The ability to learn quickly, and apply those learnings systematically, allows tremendous value to be unlocked in the form of mobile experiences, apps, and services. We call it human-centric design. * Based on DMI research of 300+ projects The lowdown 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS The measure of progress and success changes from output to outcome. Output: the stuff we make; i.e. features, wireframes, mockups; Outcome: a measurable change in customer behavior that can be attributed to a specific output (this ties the team’s work directly to something measurable). Practically this means 4 key changes: 1 START BY IDENTIFYING AND UNDERSTANDING THE PROBLEM; RAPIDLY TEST MULTIPLE SOLUTIONS TO THE PROBLEM UNTIL YOU FIND ONE THAT WILL DELIVER RESULTS; MOVING FROM OUTPUT (WIREFRAMES OR MOCKUPS) TO OUTCOME (PROTOTYPES THAT CAN BE TESTED WITH USERS); FAIL AND SUCCEED FAST THROUGH TESTING, TESTING, TESTING AND MORE TESTING BEFORE BUILDING 2 3 4 ©2015DMICONFIDENTIAL&PROPRIETARY
  13. 13. What does it mean for you? 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS For most businesses, implementing human-centric design will have a positive impact within weeks. There will be challenges in getting buy-in from the organisation. Start small with a couple of projects and share the results with others. Apply a data-driven and critical approach to the results. If end-users don’t respond positively then don’t continue on the wrong path. Most organisations don’t have the discipline to kill projects even when they should. Read our blog on Lean UX for more recommendations and insights on how to implement lean UX in your organisation. https://dminc.com/blog/why-we-work-in-a-lean-ux-environment/ Start small with a couple of projects and share the results with others ©2015DMICONFIDENTIAL&PROPRIETARY
  14. 14. Example: 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS HEYGREENGO Create a mobile service to help people meet in real life. ©2015DMICONFIDENTIAL&PROPRIETARY
  15. 15. Steve Sweeney, MoneySuperMarket.com Omnichannel or multichannel, it’s all just language to us. Someone recently told me we should say omnichannel but if you put the customer at the heart of the sentence – they don’t care if it’s multichannel or omnichannel, they just want it to work.” “ 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY 1.3 Manage the Multi-Channel Challenge
  16. 16. Most B2C companies with some kind of online presence have a big challenge. How do you know who the customer is when they move from device to device? Imagine the following scenario: 1. Customer is on a smartphone and clicks on a link from an Instagram influencer to a website, 2. Later in the day the same customer sits in the office and looks up the product from her laptop computer, 3. In the evening the same customer shows her partner the product she wants to buy on her iPad, 4. Next morning she walks into the brand’s store and buys it. The lowdown 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Is this one or four customers? Which channel led her to buy the product? How can you help the customer complete the desired task across the different channels? Users expect organisations to communicate consistently and with one voice across the channels. This is very hard unless the customer identifies themselves each time. Therefore we need to make it easy and provide better incentives for authentication whether it's social sign-on, just an e-mail address or predictive analytics. As the majority of customers now access commerce sites through mobile, we also see a big gap in conversion rates. But it doesn't have to be that way. With focus on the customer the conversion rate should be the same for desktop and mobile for customers with the intention to buy through that channel (i.e. take out the customers that look up the product and then buy it through another channel). ©2015DMICONFIDENTIAL&PROPRIETARY
  17. 17. What does it mean for you? 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS The first step is to acknowledge the challenge and the second is to map out the customer journey across the channels. Whether to authenticate users every time or not is an individual decision but make sure you evaluate the pros and cons. Don't compromise on user experience for mobile when this is how the majority of your customers interact with you. Break down the silos within your organisation and deliver a one-brand experience towards the customer. Break down the silos within your organisation and deliver a one-brand experience towards the customer. ©2015DMICONFIDENTIAL&PROPRIETARY
  18. 18. 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Example: BIG LOTS Order through any channel with one unified experience and one customer profile, e.g. delivery to home when buying in a store. ©2015DMICONFIDENTIAL&PROPRIETARY
  19. 19. 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Eric Schmidt, Alphabet Chairman The Internet will disappear. There will be so many IP addresses, so many devices, sensors, things that you are wearing, things that you are interacting with, that you won't even sense it. It will be part of your presence all the time. Imagine you walk into a room, and the room is dynamic. And with your permission and all of that, you are interacting with the things going on in the room." “ 1.4 Customer centric IoT ©2015DMICONFIDENTIAL&PROPRIETARY
  20. 20. With every human expected to own some 20 or more connected devices by the year 2020, the Internet of Things (IoT) is a phenomenon brands can't afford to ignore. Frictionless interfaces will be a key challenge. Could the physical interface reliably be replaced entirely or mostly with a smartphone app? Sonos is a great example. Our future interactions with information and digital services will be contextual, conversational, and span across a multitude of different brands, providers, sensors, objects, and interfaces. The lowdown 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS To understand how this will affect your company and your industry, create an internal innovation program (even if it’s just one person for 15% of their time) as a sandbox to begin experimenting with these new computing scenarios. A couple of key things to consider are: A. From Push to Pull - In the IoT computing era, this model will transition to a push one. Just the right information will be pushed to me based on my context, and that context could be location and time. B. From Complicated to Complex Systems - CX for IoT will require those aging IT systems and approaches (homogenous, hierarchical, and self-contained) to become heterogeneous, networked, fluid, and open-ended. C. Solving for X - CX for IoT means that brand and experience coherency won’t be about unifying a few different user interfaces, but will be about the dynamic and self-assembling services that pop up and disappear just when you need them to. ©2015DMICONFIDENTIAL&PROPRIETARY
  21. 21. What does it mean for you? 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Seriously consider engaging a partner with a mature innovation process and team with multidisciplinary skill-sets to get you started and accelerate your learnings, while also creating a higher probability for those all important “early wins”. This will demonstrate leadership and build confidence with your internal stakeholders so that you can create momentum for continuing the journey. Consider engaging a partner with a mature innovation process Step 1: Identify your internal change agent Step 2: Partner for the first project (or few projects) Step 3: Apply Lean UX Service design Step 4: Continue to experiment and test with customers ©2015DMICONFIDENTIAL&PROPRIETARY
  22. 22. 1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS Example: SONOS 3 buttons on the device and unlimited functionality through an easy-to-use smartphone and desktop interface. ©2015DMICONFIDENTIAL&PROPRIETARY
  24. 24. Albert Einstein If I had 60 minutes to solve a problem, I’d spend 55 minutes defining it and 5 minutes solving it.” “ 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY 2.1 Solve Problems with Data
  25. 25. Data has the power to solve problems in every industry and area of society. This doesn't mean to completely stop looking for new insights and patterns in the data. But when doing this we should also be making sure that the deep-dive insights will solve a problem. The most common problem with big data, business intelligence and data visualisation implementations in companies is that they invested in a tool based on business requirements. The lowdown As a matter of fact, the majority of organisations we meet have invested in multiple tools but few actually use them for anything productive other than creating beautiful graphs. Instead they should have started with the business problems they want to solve. Successful data-driven organizations use data to come up with new products and services, optimize the business and improve customer experience. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  26. 26. What does it mean for you? Identify the problems you want to solve with data before buying or selecting a tool. If you already have the tools then put them to work by solving real problems.. Distribute the power of data in your organisations by providing access to people who can make the most of it. BI portals and data visualisation can help accomplish this as long as they focus on solving problems. Identify the problems you want to solve with data before buying or selecting a tool. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  27. 27. TENNANT Machine data maximizes productivity and maintenance for each customer to clean more and better than competitors. ©2015DMICONFIDENTIAL&PROPRIETARY Example: 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  28. 28. Thiag Loganathan IT teams should focus their efforts on expediting data access vs. spending time on infrastructure.” “ ©2015DMICONFIDENTIAL&PROPRIETARY 2.2 Fast Analytics using Big Data 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  29. 29. Digital processes are creating heaps of new data and businesses wants directional insights now! IT teams are facing a huge challenge to serve the data scientists with data sets faster than ever. There are so much inefficiencies in preparing, sharing and moving datasets multiple times to different data scientists/ analysts across the business functions. The lowdown There is a lot of work in dealing with the infrastructure clusters, security, data movement etc. All of this for sometimes, what is a one-time analysis. IT teams should focus their efforts on expediting data access vs. spending time on infrastructure. Cost of cloud storage and computing continues to go down. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  30. 30. What does it mean for you? Setup a data lake on the cloud with appropriate security and an "Analytics DevOps" team (Data scientists, Data analysts and Data engineers). Focus on expedited access to data sets (prepared and raw) and sharing reusable analytics assets. Allow the skill mix and processes to evolve as the time to insights improve. Focus on expedited access to data sets and sharing reusable analytics assets. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  31. 31. Example: ARI FLEET Uses HANA real-time analytics to monitor a fleet of 1 million vehicles to predict maintenance and issues before they cause disruption. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  32. 32. Amir Orad, CEO of Sisense A data-driven company is an organization where every person who can use data to make better decisions, has access to the data they need when they need it.” “ ©2015DMICONFIDENTIAL&PROPRIETARY 2.3 Become a Data Driven Organization 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  33. 33. Data driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain those customers, and 19 times as likely to be profitable as a result. ( McKinsey Global Institute) – source: https://www.mckinseyonmarketingand sales.com/sites/default/files/pdf/Dat amatics.pdf 81% of organizations support the notion that data should be at the heart of everything they do. (EY) – Source: http://www.ey.com/Publication/vwLU Assets/EY-global-becoming-an-analyti cs-driven-organization/%24FILE/ey-glo bal-becoming-an-analytics-driven-org anization.pdf The lowdown Despite these insights and the big data hype few agencies / companies are truly data driven. Usually they lack measurable objectives/targets for initiatives/projects, work in data silos and don’t measure. In data-driven companies, data isn’t just a tool to inform decision makers. Data empowers more junior employees to make decisions, and leaders often use data to communicate the rationale behind their decisions and to motivate action. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS “Truly data driven organizations set clear objectives for each initiative/project, monitor and measures relentlessly using data.” - Magnus Jern, DMI
  34. 34. What does it mean for you? To become a truly data driven organization will usually take years as it needs to be embedded in the DNA of the company. Start by getting the basics right: 1. Democratize data Every stakeholder is equipped to access and translate raw data into actionable insight. 2. Data quality and culture Disciplined shift in the mindset of all employees towards maintaining the integrity and quality of their data. 3. Set objectives, measure and follow-up Every project, product, service and change has clear measurable objectives that are measured before and after implementations and change. The data is used to measure success and improve. Once the basics are in place it’s time to start looking at how data can power the business in real time to make better decisions, to optimize products and services and improve profitability. To become a truly data driven organization will usually take years as it needs to be embedded in the DNA of the company. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  35. 35. Example: ADDISON LEE Every change is driven by data insights to begin with and measured before and after to ensure that it drives more revenue or higher customer satisfaction. ©2015DMICONFIDENTIAL&PROPRIETARY 2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
  37. 37. ©2015DMICONFIDENTIAL&PROPRIETARY Magnus Jern 2016 was a mid-year for smartphones without much excitement other than Samsung's massive challenges with the exploding Note. In 2017 it will get very exciting and competitive again.” “ 3.1 Smartphone and Gadget Leaders 3. DEVICE INNOVATION | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  38. 38. Apple is expected to come out with a smartphone for the iPhone’s 10-year anniversary that is a step change. Samsung is under pressure to prove that they can deliver innovative and reliable devices. Google is expected to continue to expand on the success of Pixel. Bigger smartphones such as the iPhone 7 Plus and Samsung Note keep on displacing tablets. The lowdown The Chinese smartphone manufacturers such as Xiaomi, Lenovo, Huawei are keeping the others on their toes. Blackberry will launch their last own device. Sony, LG and HTC continue deliver good phones in the second tier. Expectations on Microsoft launching a new game-changing device. Google Home, Amazon Echo, Google Chromecast and Apple HomeKit will drive innovation in the home. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  39. 39. What does it mean for you? Organisations should start planning early for iOS11 and the 2017 iPhone release (whatever the name will be). It's going to be a big one. Watch out for Mobile World Congress (Samsung Galaxy X), CES and the Apple events in 2017. It will be a lot more exciting than in 2016. The proportion of bigger screen devices (phablets) with the iPhone SE and low-end Android devices at the other side of the spectrum. Ensure your websites and apps deliver a good UX across all devices. Watch out for Mobile World Congress, CES and the Apple events in 2017. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  40. 40. Example: ADDISON LEE Perceived as an innovator in transportation in the UK thanks to being first in supporting Apple Watch, Apple Pay and other new OS functionality. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  41. 41. Gartner By 2017, 30% of wearable technology will be invisible to the naked eye” “ ©2015DMICONFIDENTIAL&PROPRIETARY 3.2 Wearables that solve problems 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  42. 42. For a long time we've questioned the mass market demand for wearables until they solve real problems beyond tracking our fitness activities and showing time. Yes, we have smartwatch fans at DMI and have delivered a considerable amount of projects but none of them have had a major impact on the bottom line. A fascinating trend in 2016 has been watchmaker brands such as Tag Heuer successfully selling out their first collections at 1500 USD each but remember that this is still in small volumes. The lowdown We are also curious to see the results from Snapchat spectacles (sold for $130). The price point, the single use case and digital natives make the product a potential candidate to lead growth in wearables. In 2017 we expect to see continued focus in the areas of health and luxury design as this is where wearables meet a customer need. With a couple of years of historic data we also hope to see more services that put the data to use. Maybe through an AI assistant that recommends activities and food every day to stay fit and live longer. We also believe that Apple, Samsung, Google and Xiaomi will launch new products in this category. “Invisibles” is growing as a new category of wearables that are integrated into things we use every day such as keychains, wallets, jewelry. Growth is also expected in wearables for personal security and pet tracking. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  43. 43. What does it mean for you? Overall bottom line impact will be limited from wearables for most organisations but there will continue to be a lot of buzz and great PR opportunities. Organisations that work with health and fitness should look at how wearables can solve customer problems whether it's through big or small innovations. Your share of users with smartwatch will be growing (albeit slowly). Think about how you can provide a better customer experience / solve problems for these users. Health and fitness should look at how wearables can solve customer problems ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  44. 44. Example: EXCEDRIN HYDRATION PATCH (conceptual) Preventing migraines through wearable, predictive analytics, health tips and Excedrin pills. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  45. 45. Techmaish VR Trends for 2017 If virtual reality is to become more than merely a fad, it needs to blow past early adopters or as we normally call them, nerds. Google Daydream may be the answer to this.” “ 3.3 Industry Leaders in AR and VR ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  46. 46. 2016 was the year that augmented reality went mainstream with Pokemon Go and virtual reality was the focus of every mobile event. Despite the buzz, few consumers bought the devices and augmented reality services were limited among big brands. In 2017 we expect to see an increase in AR games and applications but only the ones that are driven by real customer needs or a super brand such as Pokemon will be successful. The lowdown In VR the consumer take-up driven by games and entertainment will continue to be limited but in businesses such as healthcare, construction, real estate and manufacturing VR (and AR) will help improve productivity and safety. The biggest area of potential may be in education. But maybe there will be a surprise toward the end of 2017 from Apple or Magic Leap. Facebook is also investing heavily and VR with social. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  47. 47. What does it mean for you? Organisations must start evaluating and experimenting with VR and AR to understand how these enablers can help their employees and customers. Order a couple of Daydream headsets + compatible devices and play. This will most likely be the most popular device in 2017. Start with simple prototypes and scale once the right solution has been found. Organisations must start evaluating and experimenting with VR and AR ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  48. 48. Example: IKEA See what products from Ikea will look like in your home using augmented reality. ©2015DMICONFIDENTIAL&PROPRIETARY 3. DEVICE INNOVATION | 2017 MOBILE TRENDS
  49. 49. TECHNOLOGY 04
  50. 50. 4.1 Winners in the cloud Rightscale 2016 study Security is no longer the top cloud challenge. Lack of resources/ expertise is now the #1 cloud challenge (cited by 32%), supplanting security (cited by 29%).” “ 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  51. 51. Last year we talked about how Microsoft was becoming a dominant player in the cloud. Since then we've seen Google striking back by hiring top execs (Diane Green from VMWare) from other successful enterprise IT providers and expanding their offering. Amazon continues to grow but is still far from dominating. The lowdown Overall, Google Cloud and AWS have the strongest offerings for consumer services whereas Azure followed by AWS is taking a lead on enterprise services. We believe however that IT departments will give a stronger consideration to Google Cloud. VMWare and Openstack dominate the private cloud. IBM, Oracle and SAP will continue to grow in the private cloud space and expand their offerings. 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  52. 52. What does it mean for you? The race is heating up which means better and faster tools for developers and lower cost. Keep an open mind with your initial selection and re-evaluate your provider every three years as there is a good chance you can vastly reduce cost and improve the service. The capabilities of different cloud offerings are vastly different. For long term investment and business critical solutions invest the time in finding the best and not just the cheapest. Keep an open mind in your initial selection and re-evaluate your provider every three years 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  53. 53. 4. TECHNOLOGY | 2017 MOBILE TRENDS Example: VIRGIN Cloud products evolve so fast that the platform needs to be reviewed every couple of years. ©2015DMICONFIDENTIAL&PROPRIETARY
  54. 54. DMI Nov 2016 app store review There is not a single pure hybrid app amongst the top 100 most popular apps on the Apple or Google app store.” “ 4.2 Hybrids & Progressive Web Apps 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  55. 55. Despite a all the hype around improvements in hybrids and HTML5, the technologies are still not cutting it in terms of UX. Among the top 100 apps in the app stores we have not been able to find a single pure hybrid app. While hybrid and cross-platform apps are taking over the enterprise, there's a newish breed of consumer apps that has not received much attention. The native-hybrids. Amazon, H&M, GAP and potentially even Facebook are leveraging this. The lowdown Take the best of native and embed optimized mobile web to deliver the rest. Thanks to the improvements in smartphone and browser technology webview now runs fast and smooth. Alternatively Phonegap/Cordova is still an option with trade-offs. If you don’t need or can’t justify an app then progressive web apps may be an option. According to Google they are reliable, fast, engaging and offer a better reach than apps. The technology standard will also provide a better foundation for embedded web within apps. Google Lighthouse is a great new tool for testing. On the enterprise side, hybrid apps and cross-platform tools such as Xamarin are growing due to requirements for app distribution and budget constraints. Since the take-over by Microsoft we believe Xamarin will dominate this space. 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  56. 56. What does it mean for you? First ensure that the customer experience requirements and use cases as well as the requirements for the product/service to be delivered on mobile (and other channels) are clear. Then choose the right technology. Avoid implementing the same functionality across web and apps. Instead always consider how the web services can be leveraged to deliver a good customer experience. Native-hybrid apps can be a great solution for this. Or skip native apps entirely and deliver a great mobile web experience using e.g. Progressive Web App principles. Challenge your team about whether responsive web really delivers a sufficient customer experience for mobile users. Especially if conversion rates and customer feedback are not as good on mobile. Finally, although budgets for enterprise apps may be limited and require a certain level of compromise towards hybrid or cross-platform apps, don’t compromise on UX. Consider how web services can be leveraged to deliver good customer experience 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  57. 57. Examples: 4. TECHNOLOGY | 2017 MOBILE TRENDS SHOE CARNIVAL Combines the best of native with the best of web to create a customer-centric and cost efficient solution. ALIEXPRESS Increased mobile revenue by 55% in the first 6 months after launch by delivering a fast and mobile internet-friendly service complementing the app. ©2015DMICONFIDENTIAL&PROPRIETARY
  58. 58. Perfecto Mobile By implementing a continuous integration approach you will accelerate release cycles and deliver better quality apps... today's mobile app development team needs an integrated development platform." “ 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY 4.3 Speed Up with DevOps
  59. 59. Competing in a digital world is tough. Speed to market, agility, ability to fix issues and keeping up with customer demand is key to success. This is especially tough if you're stuck with legacy systems that require a lot of maintenance and only get updated once a year. Having the right toolchain or DevOps environment is key to success. DMI has been developing mobile solutions for the past 10 years and has learned this lesson the hard way. The lowdown Communication tools are extremely important to DevOps but don't just implement Slack because a few people ask for it. Integrate communication tools in the toolchain. Bi-modal processes and tools are a requirement for legacy organisations to enable and drive innovation. 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  60. 60. What does it mean for you? If you're competing with startups then get ready to change the way you work. 2 releases per year will get you nowhere. Many of our customers now do one release per month with new functionalities to keep up with customer demand and competition. This means shortening release cycles, improving automated testing and changing the way code is structured. Make sure DevOps tools and processes are driven by product as well as service development needs, and not just development. One release per month with new functionality to keep up with customer demand and competition 4. TECHNOLOGY | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY
  61. 61. 4. TECHNOLOGY | 2017 MOBILE TRENDS Example: ©2015DMICONFIDENTIAL&PROPRIETARY MCH/ART BASEL 3 major releases per year for events and 9 minor releases to drive the roadmap, constantly test with users and optimize the services.
  63. 63. The lowdown 5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS What's the next big thing? What will the talk of mobile world congress be after VR, 5G and IoT in 2016? We have highlighted a couple of areas that you should be monitoring even if you don't take any action. ©2015DMICONFIDENTIAL&PROPRIETARY
  64. 64. 65% of senior executives face increased pressure to innovate (Capgemini). The climate now is “disrupt or be disrupted.” Since 2014 almost every fortune 500 company opened an innovation lab but are they delivering results? We’ve been involved with 40+ innovation labs and our observation is that they: a) are too slow in decision making, processes and delivering results b) not taking enough risk and focusing on incremental innovation c) lack integration with core product / service lines of the business d) not clear what problems the innovation lab is there to solve In conclusion, they turn into trendy money pits without buy-in throughout the organization. We believe that many organizations will re-integrate innovation in the core product and service areas in 2017. Maybe this is where it belongs but another alternative is to fix the core issues identified above. 5.1 Innovation Labs are Failing ©2015DMICONFIDENTIAL&PROPRIETARY 5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS
  65. 65. "The first native digital medium for value" - HBR Since the rise of bitcoins, tech companies and analysts have spoken about how blockchain technology will impact banking and fintech. But there is a lot more to it. We believe there is strong evidence that blockchain could transform how business, government and society work. Blockchain has the potential to radically drop transaction costs including for digital IP (text, images, video and audio), the sharing economy, healthcare (digital medical health records and medicine), personal data (incl privacy), knowledge management and IoT with trillions of daily transactions. ©2015DMICONFIDENTIAL&PROPRIETARY 5.2 Blockchain Outside Of Fintech 5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS
  66. 66. Companies have used chatbots for 10+ years to assist customers. Until now however, they weren't particularly smart and therefore limited in usefulness. Most chatbots such as those by Domino's Pizza, Weather Channel, KLM and Hotels.com have primarily been for PR and to test the concepts. We've been writing a lot about AI and chatbots this year including how to set up your own chatbot.* We believe AI assistants will begin to play a bigger role in customer service, medicine and education in 2017. https://dminc.com/blog/you-need-a-chat-bot-to-communi cate-with-gen-x-and-y/ ©2015DMICONFIDENTIAL&PROPRIETARY 5.3 Experiment with AI Assistants and Chatbots 5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS
  67. 67. The battle for the car is coming. Tesla already has cars that get upgraded as often as once per month and sometimes with major enhancements to the performance and functionality of the car. Other car manufacturers are scrambling to keep up. Apple Carplay and Android Auto were early compromises to connect the car with mobile devices. The next step will be to open up the car for real innovation by third party developers and advertisers. HERE is taking a lead in opening up maps. Watch this space. 5.4 Appifying the Car ©2015DMICONFIDENTIAL&PROPRIETARY 5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS
  68. 68. WHAT WE SKIPPED 06
  69. 69. Security & Privacy is a topic that was hugely debated in 2016 and that's why DMI choose to leave it out of the 2017 Mobile Trends. 6. WHAT WE SKIPPED | 2017 MOBILE TRENDS ©2015DMICONFIDENTIAL&PROPRIETARY 6.1 Security & Privacy
  70. 70. ©2015DMICONFIDENTIAL&PROPRIETARY 1. Customer Experience 1.1. Reimagine business in a mobile world 1.2. Greater success with Human-centric design 1.3. Manage the multi-channel challenge 1.4. Customer Centric IoT 2. Big and Small Data Insights 2.1. Solve Problems with Data 2.2. Become a Data Driven Organization 3. Device Innovation 3.1. Smartphone and Gadget Leaders 3.2. Wearables that solve problems 3.3. Industry Leaders in VR and AR 4. Technology 4.1. Winners in the Cloud 4.2. Hybrids & Progressive Web Apps 4.3. Speed up with DevOps 2017 TRENDS SUMMARY 5. Big Innovation for Innovators 5.1 Innovation labs are failing 5.2. Blockchain outside of Fintect 5.3. Experiment with AI Assistants and Chatbots 5.4. Appifying the Car 2017 TRENDS SUMMARY | 2017 MOBILE TRENDS
  71. 71. ©2015DMICONFIDENTIAL&PROPRIETARY Special Contributions Allen Smith VP CX & Market Development Nordics Anthony Pappas President Brand Marketing Customer Experience Artemiy Lysykh Head of Solution Architect Daniel Karlstrom EVP Delivery Mobile Application Solutions Ilaria Piga Serra VP Marketing Europe Konrad Gorski Android Lead Magnus Jern Chief Creative & Innovation Officer Marc Irish President Omni-Channel Commerce Michael Eriksson SVP Market Development Europe & Asia Per Lagerbäck Marketing Thiag Loganathan President Big Data Insights Yuri Martins UI Designer SPECIAL CONTRIBUTIONS | 2017 MOBILE TRENDS
  72. 72. ©2015DMICONFIDENTIAL&PROPRIETARY Links & References Slides 9/13 - DMI Blog & White Papers http://dminc.com/blog Slide 11 - Lean UX http://www.jeffgothelf.com/ Slide 33 - The Verge: Apple and Samsung OLED devices http://www.theverge.com/2016/8/23/12602538/iphone-2017-r umors-curved-display-oled Slide 34 - Forbes: Microsoft Surface phone http://www.forbes.com/sites/ewanspence/2016/11/24/micros oft-surface-phone-rumor-leak-ceo-satya-nadella/ Slide 41 - Engadget: Google Daydream review https://www.engadget.com/2016/11/29/google-daydream-vie w-mini-review/ Slide 50 - Google: Progressive Web Apps https://developers.google.com/web/progressive-web-apps/ Slide 54 - Perfecto Mobile: DevOps and Continuous Integration https://www.perfectomobile.com/learn/continuous-integration Slide 60 - HBR: Blockchain beyond fintech https://hbr.org/2016/05/the-impact-of-the-blockchain-goes-be yond-financial-services Slide 62 - Business Insider: HERE Maps opening up http://www.businessinsider.com/bmw-mercedes-audi-here-ma p-data-2016-9 LINKS & REFERENCES | 2017 MOBILE TRENDS
  73. 73. This is the 5th year of the DMI Trends. Thanks everyone for your contribution. Thank you! We want your feedback! Tell us what you agree, disagree with or if you want to discuss any of the topics in the report. Contact us through our website, Linkedin, Twitter or Facebook. ©2015DMICONFIDENTIAL&PROPRIETARY