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20130523 presentatie mobile convention amsterdam   your business, always on v1.5
2	
  
Making your business
mobile is no longer 
a matter of debate
3	
  
The pace of technological
evolution and adoption
is daunting
4	
  
5	
  
6	
  
But is your
business
ready for the 
journey?
7	
  
We are and Obama is…
8	
  
We never
look up
9	
  
Obama is
Always On
10	
  
Phones
aren’t the
same
anymore…
11	
  
First they
became
smaller…
12	
  
Then
bigger
again…
13	
  
Phones
became
smart
14	
  
There’s an App
for that
15	
  
It’s time to have a mobile strategyPlateau	
  →	
  
Time	
  →	
  
“I	
  want	
  an	
  app	
  too”	
  
Mobile	
  1.0	
  ‘quick	
  &	
  dirty’	
  
Mobile	
  2.0	
  ‘neatly	
  integrated’	
  
Mobile,	
  leveraging	
  touch	
  points	
  
1	
  
2	
  
3	
  
4	
  
16	
  
Informa(on	
   Transac(ons	
  &	
  Self-­‐Service	
   Marke(ng	
  /	
  Brand	
  U(li(es	
  
Have a clear view of the purpose 
of your apps
17	
  
Apps should be task oriented, simpel and
relevant in a context
KSF	
  
The immediacy 
of instant access
to the company
when it matters
The simplicity of
completing tasks
in just a few
steps and
Relevant in a
context
18	
  
How to 

transform
your

business
using
mobile?
19	
  
	
  	
  Customer	
  
	
  	
  	
  	
  Journey	
  
Awareness	
   Orientate	
   Buy	
  	
   Receive	
   Use	
   Service	
  
Buying	
  goods	
  
and	
  services	
  
	
  Life	
  events	
  /	
  
	
  	
  Products	
  /	
  	
  
	
  	
  	
  	
  Services	
  
Save	
  for	
  goals	
  	
  
Old	
  age	
  
provision	
  
Health	
  
Risk	
  preven(on	
  
and	
  mi(ga(on	
  
Other	
  events	
  
Voice	
  of	
  the	
  customer:	
  
I	
  want...,	
  I	
  need... 	
  	
  	
  
Voice	
  of	
  the	
  employee:	
  
I	
  want...,	
  I	
  need... 	
  	
  	
  
Determine for your products & services...
... each with it’s own customer journey...
... how mobile can improve the customer experience ...
1	
  
2	
  
3	
  
20	
  
	
  	
  	
  	
  	
  	
  Specific	
  
	
  	
  	
  	
  	
  	
  mobile	
  
	
  characteris(cs	
  
LocaQon	
  
Based	
  
Services	
  
	
  
	
  
Photo	
  /	
  	
  
Video	
  
Text	
  
Message	
  
Data	
  
Storage	
  
E-­‐mail	
   Internet	
  
Access	
  
Gaming	
  
Console	
  
New	
  
Trends	
  
Txt
msgng,s
o
funny ;
-)
... and how you can leverage on specific mobile
characteristics.
4	
  
Choice of mobile development method.
	
  	
  	
  	
  	
  Mobile	
  	
  
Development	
  
Pure	
  Web	
   Pure	
  	
  Na(ve	
  Applica(ons	
   Hybrid	
  Web	
  &	
  Na(ve	
   Mul(-­‐PlaQorm	
  Developm.	
  
+	
  
5	
  
21	
  
	
  	
  Customer	
  
	
  	
  	
  	
  Journey	
  
Awareness	
   Orientate	
   Buy	
  	
   Receive	
   Use	
   Service	
  
Each customer journey has a customer-
side and an organization-side
	
  	
  Processes	
  
	
  	
  	
  	
  Midoffice	
  
Customer	
  
RelaQonship	
  
Management	
  
Customer	
  
Financial	
  
Management	
  
Document	
  
Management	
  
CommunicaQon
Management	
  
Business	
  
Process	
  
Management	
  
Security	
  
22	
  
Beware of
putting
lipstick
on a pig
23	
  
How can 

mobile
help you enhance the

customer experience
in a
customer
journey
?
24	
  
25	
  
79,2% of all women ask their
girlfriend(﴾s)﴿ for advice while
shopping
26	
  
27	
  
aisle411 indoor location &
commerce platform, 
enhance the indoor shopper
experience
28	
  
29	
  
How can 

mobile
help you improve your

processes
and help your 
co-workers
?
30	
  
31	
  
32	
  
33	
  
Critical success factors for
establishing and managing a
comprehensive mobile strategy
Measurement	
  
Management	
  
Technology	
  
Policies	
  
ObjecQves	
  
Scope	
  
34	
  
Burberry:
“to be the first
company that’s fully
digital end to end”
35	
  
Total access to Burberry, across
any device, anywhere
and with the same feeling 
of the brand
36	
  
37	
  
38	
  
39	
  
Digital-First thinking:
Burberry designs flagship
shop to resemble it’s website
40	
  
…is exploiting the complimentarity
of its stores and e-commerce
solutions to offer the best
possible service
41	
  
24/7 Click & Collect
42	
  
Real-‐time stock information
43	
  
Mobile is so important; put your
best people on mobile. 
If you don’t have a mobile strategy,
you are no longer relevant
Eric	
  Schmidt	
  
Former	
  CEO	
  and	
  current	
  ExecuQve	
  Chairman	
  Google	
  
44	
  
Are you ready to
go mobile?

Do the test!

Enterprise Mobility
Benchmark app
45	
  
Pascal	
  Spelier	
  
	
  
Managing	
  Consultant	
  
All	
  Channel	
  Experience	
  
	
  
Reykjavikplein	
  	
  1,	
  
Utrecht,	
  	
  The	
  Netherlands	
  
	
  
Mobile:+31	
  (0)	
  6	
  53	
  29	
  90	
  17	
  
pascal.spelier@capgemini.com	
  
Thank you!

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20130523 presentatie mobile convention amsterdam your business, always on v1.5

  • 2. 2   Making your business mobile is no longer a matter of debate
  • 3. 3   The pace of technological evolution and adoption is daunting
  • 6. 6   But is your business ready for the journey?
  • 7. 7   We are and Obama is…
  • 14. 14   There’s an App for that
  • 15. 15   It’s time to have a mobile strategyPlateau  →   Time  →   “I  want  an  app  too”   Mobile  1.0  ‘quick  &  dirty’   Mobile  2.0  ‘neatly  integrated’   Mobile,  leveraging  touch  points   1   2   3   4  
  • 16. 16   Informa(on   Transac(ons  &  Self-­‐Service   Marke(ng  /  Brand  U(li(es   Have a clear view of the purpose of your apps
  • 17. 17   Apps should be task oriented, simpel and relevant in a context KSF   The immediacy  of instant access to the company when it matters The simplicity of completing tasks in just a few steps and Relevant in a context
  • 18. 18   How to transform your business using mobile?
  • 19. 19      Customer          Journey   Awareness   Orientate   Buy     Receive   Use   Service   Buying  goods   and  services    Life  events  /      Products  /            Services   Save  for  goals     Old  age   provision   Health   Risk  preven(on   and  mi(ga(on   Other  events   Voice  of  the  customer:   I  want...,  I  need...       Voice  of  the  employee:   I  want...,  I  need...       Determine for your products & services... ... each with it’s own customer journey... ... how mobile can improve the customer experience ... 1   2   3  
  • 20. 20              Specific              mobile    characteris(cs   LocaQon   Based   Services       Photo  /     Video   Text   Message   Data   Storage   E-­‐mail   Internet   Access   Gaming   Console   New   Trends   Txt msgng,s o funny ; -) ... and how you can leverage on specific mobile characteristics. 4   Choice of mobile development method.          Mobile     Development   Pure  Web   Pure    Na(ve  Applica(ons   Hybrid  Web  &  Na(ve   Mul(-­‐PlaQorm  Developm.   +   5  
  • 21. 21      Customer          Journey   Awareness   Orientate   Buy     Receive   Use   Service   Each customer journey has a customer- side and an organization-side    Processes          Midoffice   Customer   RelaQonship   Management   Customer   Financial   Management   Document   Management   CommunicaQon Management   Business   Process   Management   Security  
  • 23. 23   How can mobile help you enhance the customer experience in a customer journey ?
  • 24. 24  
  • 25. 25   79,2% of all women ask their girlfriend(﴾s)﴿ for advice while shopping
  • 26. 26  
  • 27. 27   aisle411 indoor location & commerce platform, enhance the indoor shopper experience
  • 28. 28  
  • 29. 29   How can mobile help you improve your processes and help your co-workers ?
  • 30. 30  
  • 31. 31  
  • 32. 32  
  • 33. 33   Critical success factors for establishing and managing a comprehensive mobile strategy Measurement   Management   Technology   Policies   ObjecQves   Scope  
  • 34. 34   Burberry: “to be the first company that’s fully digital end to end”
  • 35. 35   Total access to Burberry, across any device, anywhere and with the same feeling of the brand
  • 36. 36  
  • 37. 37  
  • 38. 38  
  • 39. 39   Digital-First thinking: Burberry designs flagship shop to resemble it’s website
  • 40. 40   …is exploiting the complimentarity of its stores and e-commerce solutions to offer the best possible service
  • 41. 41   24/7 Click & Collect
  • 43. 43   Mobile is so important; put your best people on mobile. If you don’t have a mobile strategy, you are no longer relevant Eric  Schmidt   Former  CEO  and  current  ExecuQve  Chairman  Google  
  • 44. 44   Are you ready to go mobile? Do the test! Enterprise Mobility Benchmark app
  • 45. 45   Pascal  Spelier     Managing  Consultant   All  Channel  Experience     Reykjavikplein    1,   Utrecht,    The  Netherlands     Mobile:+31  (0)  6  53  29  90  17   pascal.spelier@capgemini.com   Thank you!