Presented at the World Summit Awards, Abu Dhabi, Feb. 4, 2013 http://events.wsa-mobile.org/content/conference-87020121213

1. Customer Loyalty,
SM
Mobile and PEER Strategies
– Presented at the World Summit Awards in Abu Dhabi
February 4, 2013
Dr. Phil Hendrix
Director, immr and Gigaom Pro analyst
www.immr.org
1 (770) 61211488
phil.hendrix@immr.org
1 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

2. Loyalty and its Connections
Sponsors
2 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

3. Status Quo
3 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

4. In the Ideal World5
Businesses and consumers “in sync”
4 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

5. In the Real World5
5 gaps, disconnects and conflicts
5 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

6. Conflicting Focus, Priorities, Metrics
6 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

7. Symptoms of Disconnects
Showrooming Uncertainty
Churn Rate Risks
Returns Time Costs
Marketing $
Failure Rate Indifference Regret
7 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

8. Third1party Apps Filling the Breach5
Risk Businesses Disintermediated
8 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

9. Customer
Loyalty –
the Holy Grail
9 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

10. The Mobile Opportunity
“[How long] could your
business survive
without marketing?”
Doug Stephens, @RetailProphet
“Soon [your mobile
device] will be a remote
control for your life5”
Peter Fenton, Benchmark Capital, 12/2012
10 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

11. Loyalty Model (Simplified)
11 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

12. Frictions, Shoulds and Wants
Minimizing Enabling Maximizing
Friction Shoulds Wants
Avoid, minimize, “Good for You”
Recognition
or eliminate (Resolutions)
Entertainment
Acceptance
Education
Savings
Food
Social
Fitness
Fun
Green
Cost
Annoyances
Time
Bad outcomes
Uncertainty
“Satisfice” “Maximize”
Savings
Risk
Others
12 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

13. PEER Strategies
to Boost
Customer Loyalty
13 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

14. SM
Engaging Consumers with PEER
Learn† &
Adapt
Surprise/
Delight
Remove
Frictions
Reinforce
†
Securely, with full transparency
14 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

15. Closing the Gap with PEER Strategies
15 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

16. Metaphors Guide PEER Strategies
16 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

17. SoLoMo,
Digital Signals
and
Personalization
17 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

18. Consumer Expectations – Know5
Who I
What am… Where I
I Like am
What I What’s
respond to Nearby
What I’ve What’s
bought going On
Where Where
I’ve been What I’m going
I need
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
18 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

19. Confluence of SoLoMo
19 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

20. Digital Signals
Digital Channels Digital Signals
• Websites • Search
Internet
• Microsites • Ads Traces produced
Social
• Publish • Discuss as consumers
• Share • Review
interact with Digital
• Apps • 2D codes
Mobile
• Location • NFC Channels
Interactive • Social TV • OOH
Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
20 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

21. Significance of Digital Signals
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
21 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

22. Trends in SoLoMo, Digital Signals
#1. Hyper1local Audiences
#2. Micro1location
#3. Micro Networks
#4. Mashups
#5. Filters
#6. Curation
#7. Persistent Location
#8. Ambient Analytics
#9. PEER
#10. Yield Management
22 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

23. Connecting
PEER
and
M1Commerce
23 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

24. M1Commerce Overview
Mobile
Marketing
Search Advertising Coupons
Mobile Mobile
Rewards Payment
Points Offers Experiences FIs†/Issuers Operators TPPs†
Mobile
Engagement
Information Assistance
Recommendations
†
FIs: Financial Institutions
PP: Third1party Providers
24 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

25. Information Flows in M1Commerce
Mobile
Marketing
Mobile Mobile
Engagement Payment
Mobile
Rewards
25 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

26. Disruption, Innovation in M1Commerce
Mobile Influencing prospective buyers with communications, incentives
Marketing
Search Advertising Offers
Mobile Enabling payment for goods and services via mobile devices
Payment
FIs/Issuers Operators Challengers
Mobile Brands and businesses rewarding customers via mobile devices
Rewards
Points Offers Experiences
Mobile Brands, businesses and TPPs assisting mobile customers
Engagement
(including shopping) Information Recommendations Assistance
26 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

27. Challenges in M1Payments
27 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

28. Rewards,
Reinforcement
and
Behavior Change
28 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

29. Behavior Change Concepts
29 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

30. Behavior Change Concepts
Behavioral Economics
Gamification
Design – User Experience – Neuroscience – Innovation
Ecology – Social – Experimentation
30 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

31. Conclusion
31 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

32. Related Reports
Building Customer Loyalty with Mobile†
SoLoMo Analytics and the Transformation of Shopping†
Tuning into Consumers’ Digital Signals
Insights into Connected Consumers†
Local Search
Enterprise Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal:
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation †
Forthcoming
32 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

33. Thank you!
Dr. Phil Hendrix
Director, immr and GigaOm Pro
www.immr.org
@phil_hendrix
phil.hendrix@immr.org
33 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

34. Bio
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on
market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He
specializes in helping organizations evaluate and capitalize on opportunities that are new1to1
customers and new1to1market. Dr. Hendrix has extensive experience uncovering customer
needs, identifying triggers and hurdles to adoption, and developing strategies that unlock
market opportunities, both B2C and B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
Dr. Phil Hendrix industries. He is a regular contributor at leading industry conferences, including GigaOm’s
Director, immr Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and
www.immr.org others. His current work focuses on mobile and its impact on consumer behavior, especially
+1 (770) 61211488 shopping, M1commerce and mobile payment.
phil.hendrix@immr.org As a consultant and advisor, Phil has led significant engagements with startups and Fortune
@phil_hendrix 100 clients in mobile, consumer electronics, and related categories, including financial
services, transportation, insurance and others. He works closely with senior management
and project teams on key issues, including market sizing, segmentation, positioning, and
branding as well as innovation, user experience, and customer retention. Over the course of
his career, Phil has helped clients conceive and successfully launch dozens of new products,
services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal
with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at
Emory University and the University of Michigan, where he taught courses in marketing,
research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also
held a joint appointment as a research scientist in the Survey Research Center, Institute for
Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available
at immr and Slideshare, with additional information available at GigaOm Pro.
34 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix