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- 1. Is that a friend in your pocket?
- 2. AGENDA Mobile Adoption Current Landscape Thought Starters Customer Journey
- 3. AGENDA Mobile Adoption Current Landscape Thought Starters Customer Journey
- 4. Mobile has come a long way…
- 6. Mobile Growth is Explosive Source: Morgan Stanley “Internet Trends” (2010)
- 7. Integration of Mobile Internet Source: Morgan Stanley “Internet Trends” (2010)
- 8. Asia has many, many mobile phones…
- 9. .. more of which access the Internet…
- 10. …sales of smartphones and tablets already outnumber desktops... Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research Data and Estimates as of 2/11)
- 11. … in some countries, mobile is already replacing desktops…
- 12. … so advertising spend will follow
- 13. AGENDA Mobile Adoption Current Landscape Thought Starters Customer Journey
- 14. Adoption of Mobile Services 20% 30% 30% 5% 15% Innovators Opinion Leaders Early Majority Late Majority Laggards Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 14
- 15. Early Adoption Blackberry Android Being Social Mydailydeal Yelp Epinions Zappos Next Tag Red Laser Gilt Group Coupon Sherpa Rotten Tomatoes Tweeted negatively about brand Innovators Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 15
- 16. Opinion Leader Searched Google from store for product info Scanned QR or barcode Shopped at retail then bought online Asked store to match price shown phone Own iPhone Intend to buy Kindle CitySearch Twitter LinkedIn Bizrate Opinion Leaders Penetration >25% & <20% in next group Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 16
- 17. Early Main Stream Own smartphone Likely to buy iPad Coupons via text message Groupon Early Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 17
- 18. Broad Adoption Become a fan of a brand on Facebook Asked store to match a price from a printout Use Consumer Reports online Late Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 18
- 19. Universal Facebook Ebay Craig’s List AmazonPayPal Shopped retail then bought online Phoned from store for opinion Laggards Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 19
- 20. Mobile Following Online LOOKED THEN BOUGHT ONLINE LOOKED THEN BOUGHT ON PHONE Late Majority Early Majority Opinion Leaders Innovators Laggards LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ONLINE 85% 74% 66% 54% 29% LOOKED AT A PRODUCT IN STORE AND THEN BOUGHT ON PHONE 71% 27% 8% 1% 0% Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 20
- 21. Crossing the Chasm Trusted? Learned? Needed? Simplifying? Innovators Opinion Leaders Early Majority Late Majority Laggards Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 21
- 22. AGENDA Mobile Adoption Current Landscape Thought Starters Customer Journey
- 23. Understand the medium and the context Features What it means: GPS Location-Aware Touch Intimate and Interactive Sensors (A/V) Physical Intelligence Contacts Personal and Social Portability Relevant at Point of Consideration Source: Altimeter “Developing a Mobile Strategy” (2011)
- 24. Re-Think the Shopper Journey Trigger Planning On the Move At the POS Post Purchase Experience Products
- 25. Reach customers through the entire journey Source: Altimeter “Developing a Mobile Strategy” (2011)
- 26. Awareness: Airport retailer advertisements Airport retailers purchase location-aware advertising on GateGuru to drive users into stores. GateGuru is an airport resource for travelers. Source: Altimeter “Developing a Mobile Strategy” (2011)
- 27. Consideration: Aid purchase decisions Learn more about Meyer’s natural beef processes. Get a tour of Windermere real estate properties. Source: Altimeter “Developing a Mobile Strategy” (2011)
- 28. Intent: Shoppers create registry lists Source: Altimeter “Developing a Mobile Strategy” (2011)
- 29. Purchase: Subway virtual store
- 30. Support: Flyers board with e-boarding passes The app allows flyers to check-in, use e-boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends. Source: Altimeter “Developing a Mobile Strategy” (2011)
- 31. Loyalty: Starbucks badges and discounts Source: Altimeter “Developing a Mobile Strategy” (2011)
- 32. Advocacy: Brand advocates earn points Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts. Source: Altimeter “Developing a Mobile Strategy” (2011)
- 33. AGENDA Mobile Adoption Current Landscape Thought Starters Customer Journey
- 34. 1. A Brand is Never Alone
- 35. 2. There is new Shelf Space available – Digital Shelf Space
- 36. 3. Checking in for (in this order) Loyalty, Customer Service, Inventory, and Deals
- 37. 4. Empower Your Staff
- 38. 5. Understand Social Platforms in the Shopping Context
- 39. 6. Anticipate Intent through Leveraging Data Facebook Friends Last Check Ins Purchase History Music Taste Location Time Socio Demographics
- 40. Thank you!
Notas do Editor
- http://mashable.com/2010/04/13/mobile-web-stats/
- http://mashable.com/2010/04/13/mobile-web-stats/
- http://www.scribd.com/fullscreen/48586092
- http://www.tnooz.com/tag/gateguru/GateGuru. GateGuru is the leading in-airport resource for travelers. GateGuru is location aware – when a user opens the application, the closest airport is identified.A user can select that airport or choose from a list of 100 airports. Once the airport and terminal are selected, a user sees all the available amenities, including location, category and average rating from fellow travelers.Once the user chooses an amenity, a more detailed overview of that selection can be seen, including ratings and reviews from fellow travelers as well as photos. The app also includes maps of the various airports and terminals.Since the app’s release, there have been over 15,000 reviews and 2,500 photos submitted via the application. GateGuru is a free application. The primary business model for GateGuru currently is working with airport retailers to drive users into stores (ie location-based advertising). We are currently working with ten of the largest airport retailers on a pilot program, giving exclusive deals to GateGuru users.Despite only launching two weeks ago, the pilot program to date has been a smashing success.We are also working with larger brands on a sponsorship basis. Right now, JetBlue is running a very innovative contest whereby the leaders of the GateGuru leaderboard get free tickets (on a national level) or $100 travel certificates (on a regional level).
- http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-reportMeyer: Meyer Natural Beef produces meat without additional hormones orantibiotics, selling to consumers who are highly interested in knowing howtheir food is sourced and about the farms that produce it. By scanning aMicrosoft Tag on the packaging, shoppers can capture in-depth informationabout these practices while they’re standing in the grocery aisle.Windermere is a real estate group that uses Microsoft Tags to provide moreinformation about properties for sale. When a prospective buyer scans amobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral,they are led to an inside tour of the particular home including additionalimagery, pricing and access to contact information.
- http://www.rockymountainbride.com/ideasarticles/tabid/62/articleType/ArticleView/articleId/163/New-Target-iPhone-App-making-your-registry-even-easier.aspx“As our guests increasingly turn to their mobile phone as a virtual shopping assistant, we recognize the importance of creating innovative solutions that enable them to interact with Target anywhere and anytime.”Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
- http://www.delta.com/traveling_checkin/travel_tips/mobile/iphone/index.jsp
- http://bits.blogs.nytimes.com/2010/03/11/starbucks-fans-can-become-a-barista-on-foursquare/http://mashable.com/2010/03/11/foursquare-starbucks/April 12, 2010<tags>#foodbev#mobile #geo#advocate#christine
- http://www.tastidlite.com/index.php/Home/Be-Social.html
- ALL LINKED TOGETHER BY DATA, THROUGH A SINGLE DEVICE[EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]The cell phone basically is the “one location”, where data about an individual, their preferences, the past behavior, their social patterns and their location all come together. It also is the place where in the future those bonus points get collected [EXAMPLE?]. It is the ultimate database that everybody would love to tap into. Because combining this data in an intelligent sense allows you to understand and anticipate context (store) and intent (shopper) to the best extend. Predictive targeting that does not feel intrusive is the ultimate achievement. [EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]