Eyal Oster, CEO - Mobile Bridge
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The document discusses the "Mobile Mind Shift" where consumers now expect to access any information or service on their mobile devices instantly. It notes that companies must serve customers in "micro mobile moments" by fulfilling their needs in the moment through their phones. The rise of mobile devices and apps has changed consumer behavior and expectations. Companies must map customer journeys through these micro moments and engage customers across online and offline channels to drive sales and loyalty. Failing to meet mobile expectations opens opportunities for other companies to disrupt existing businesses.
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Eyal Oster, CEO - Mobile Bridge
- 1. compelling mobile engagement 1 THE MOBILE MIND SHIFT EYAL OSTER MOBILE BRIDGE
- 3. compelling mobile engagement 3 The good old days
- 4. compelling mobile engagement 4 But technology has empowered the customers
- 5. compelling mobile engagement 5 The Rise Of The Mobile Empowered Customer
- 6. compelling mobile engagement 6 ”Is my flight on time?” ”How much do these shoes cost at the other shop?” ”Is the shop still open?” ”How are the reviews of this new product?” ”I need some advice on a great café” ”I’d like to transfer money to my friends account” ”Where is the nearest Japanese restaurant ?” ”What’s the traffic like?” The Mobile Mind Shift ”I need an UBER now" ”Let me ask Mom”
- 7. compelling mobile engagement 7 The Mobile Mind Shift I expect to get and control any relevant information, product or service at the moment and location of need using my mobile The Micro Mobile Moment happens when a user pulls out their phone with some expectation or need.
- 8. compelling mobile engagement 8 The Mobile Mind Shift Micro mobile moments are the new battleground. Serve the needs of a customer in that moment, you win their business and their loyalty. Fail, and an entrepreneurial company will step in and fill the need for you, disrupting your business.
- 9. compelling mobile engagement 9 The Mobile Mind Shift – broken down into 4 pieces Mind Devices Applications Institutions & Brands
- 10. compelling mobile engagement 10 Mind: A change in the mind means a huge change in behavior I want it now on my mobile • I’m not waiting till I reach the shop • I’m not waiting till I am in front of my computer • I’m not waiting for the website to load
- 11. compelling mobile engagement 11 Mind: A change in the mind means a huge change in expectations I expect convenience and a great experience: • If there’s no app yet, some entrepreneur will probably make one soon • I demand a mobile perfect experience • I expect the experience to be customized to my context (me, location, time etc.)
- 12. compelling mobile engagement 12 Mind: A change in the mind means a huge change in demands I expect to control my experience/things: • Don’t spam me • My travel • My restaurant order • My thermostat • My shopping / delivery
- 13. compelling mobile engagement 13 Mind: 67% of Digital Media Time is spent on Mobile Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 14. compelling mobile engagement 14 Mind: App vs Web – the eternal debate of the CMO (but not of the consumers) Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 15. compelling mobile engagement 15 Devices: Multi Platform Still Dominates Source: comScore June 2016
- 16. compelling mobile engagement 16 Devices: Platforms Enjoying Peak Dayparts Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 17. compelling mobile engagement 17 Devices: Platforms Usage Is Polarized By Age Groups Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 18. compelling mobile engagement 18 Devices: The Rise Of The Mobile Only Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 19. compelling mobile engagement 19 Devices: The Rise Of The Mobile Only Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 20. compelling mobile engagement 20 Applications: Content categories driven by Apps Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016
- 21. compelling mobile engagement 21 Conclusion: Your customers have gone through the Mobile Mind Shift. And your company ???
- 22. compelling mobile engagement 22 Ecommerce still lagging Offline => Offline still extremely important Source: eMarketer 2016 & U.S. Department of Commerce Census Data Report, May 2017
- 23. compelling mobile engagement 23 Offline: Digital and Mobile Influence On Retail Source: Forrester Research and Deloitte The Digital Divide 37% of 90% (of offline revenue) = 33% of offline revenue Total retail sales: $3.39 trillion* Digital influenced offline retail: $1.26 trillion* Mobile Digital influenced offline retail sales: $1.05 trillion* Online retail sales: $393 billion* Mobile Phone retail sales: $60 billion*
- 24. compelling mobile engagement 24 Mobile revenue still lags time spent due to the mobile conversion challenge Source: comScore Media Metrix Multi-Platform & Mobile Metrix 2016 Indicative of lack of organizational mobile maturity.
- 25. compelling mobile engagement 25 Global Retail Conversion Rates By Channel 2.5x Source: Criteo 2016 4.6x Products Viewed Per User Add to basket rate Products Viewed Per User Add to basket rate Checkout rate Mobile Web AppTotal 3x conversion 1.2xCheckout rate
- 26. compelling mobile engagement 26 Global Retail Conversion Rates By Channel Mobile Web Desktop App Conversion By Channel 2x 1.5x Source: Criteo 2016
- 27. compelling mobile engagement 27 The Mobile Mind Shift Company Maturity FrameWork 32% 54% 14% Source: Forrester Mobile Mindshift Report 2016
- 28. compelling mobile engagement 28 Micro Mobile Moments Driven Experiences and Journeys Audience Rules Identify & Sort Segment Identify Moment Moment Rules Campaign Rules Assemble Assets Action Rules Deliver through Mobile* Actionable Analytics Consumer & Big Data LOCATION WEATHER ECOMMERCE CRM POS WEB SOCIAL APP
- 29. 29 Conceptual Diagram - Backend Systems To Support The Mobile Mind Shift CRM POS ECOMMERCE WEB SOCIAL APP LOCATION WEATHER
- 30. 30 Example System For Mobile Micro Moments Customer Journey Mapping
- 31. 31 Example System For Mobile Micro Moments Customer Journey Mapping
- 32. 32 Micro Mobile Moment - Assets Deliver The Experience And Are Key Coupons Games Polls Surveys Videos 3D spinners Banners Push Message Rich Message …
- 33. 33 Micro Mobile Moment - Assets Creation Ease Is Key
- 34. 34 Example Customer Micro Mobile Moment Driven Journeys
- 35. 35 Example Customer Micro Mobile Moment Driven Journeys
- 36. 36 Example Customer Micro Mobile Moment Driven Journeys User plays the game and wins a discount prize
- 37. compelling mobile engagement 37 Fast Food - Burger King Russia – Mapping the Micro Mobile Moments - 1 week Gets email with App Link Download App Get 3 Crowns - 1 day Gets game To play Win Free Ice Cream - 10 min Locate Restaurant Get Directions Outside BK Check Crown Balance In Line Check Rewards Check Messages At Register Redeem Free Rewards Redeem Crowns for discount +10 min Get new points notification +4 days Get Survey Who Are we serving? A potential consumer Context: He is at home/work Who Are we serving? A Commuter Context: Looking for closest BK Motivation: Hungry Who Are we serving? A customer Context: Wants to redeem Motivation: Money saving Who Are we serving? A past customer Context: We want to hear back Motivation: Insights / service
- 38. compelling mobile engagement 38 Fast Food - Burger King Russia
- 39. compelling mobile engagement 39 Retail Praxis – The Netherlands Bilka – Dansk Supermarked Denmark
- 40. compelling mobile engagement 40 Results
- 41. compelling mobile engagement 41 Key Takeaways • Customers are empowered by technology • They have changed expectations, behavior • They use their phones when they want something and expect all to be there for them at the moment and location of need • Their phone is like an extension of their brain • They also use other digital devices throughout the day • However the shift is towards more mobile only users
- 42. compelling mobile engagement 42 • The micro mobile moments are the new battle ground for the consumer • They are data and event driven (Omni-Channel) • It is key to drive and transform customer experiences based on the context, motivation and need • Success in identifying and driving MMM experiences leads to: • Better online and mobile sales • Strong positive influence on offline sales Key Takeaways – cont.
- 43. compelling mobile engagement 43 Thank You +31 6 28412055 eyal@mobilebridge.com Eyal Oster
Editor's Notes
- We pull out our mobile every time we need help or to know something or to do something
- We pull out our mobile every time we need help or to know something or to do something
- We pull out our mobile every time we need help or to know something or to do something
- We pull out our mobile every time we need help or to know something or to do something
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