Changing Customer Journey: Future of Markets

Today
and
Tomorrow:
The
Changing
Customer
Journey

© 2013 - Tim Peter & Associates

The
future...

...is
overrated

“We
always

overes;mate
the

change
that
will

occur
in
the
next

two
years...”

-‐
Bill
Gates


Let’s
take
a
journey

into
the
past...


October,
1980:
IBM
buys
MicrosoP

January,
1999
Excite
buys
Google
for

$750,000

November,
2001
Sony
introduces
MP3
player

and
ﬁrst
online
MP3
store

June,
2006
NBC
buys
YouTube

January,
2007
MicrosoP
introduces

WPhone

Today:

Market
dominance!


Today:

Market
dominance!

PC’s:


Today:

Market
dominance!

PC’s:
Mobile: /


Today:

Market
dominance!

PC’s:
Mobile: /
Music:

Today:

Market
dominance!

PC’s: Television
&

Online
Video:
Mobile: /
Music:

Today:

Market
dominance!

PC’s: Television
&

Online
Video:
Mobile: / Internet

search:
Music:

Today:

Um...
Market
dominance!

PC’s:
No
Television
&

Online
Video:
Mobile: / Internet

search:
Music:

not
^
The
future
is
over-‐rated

“We
always

overes;mate
the

change
that
will
occur

in
the
next
two
years

and
underes)mate

the
change
that
will

occur
in
the
next

ten.”
-‐
Bill
Gates


“The
future
is
already

here...
it’s
just
not

evenly
distributed.”

“Informa;on

overload”

“Informa;on
overload”
Alvin
Toﬄer,
“Future
Shock”
1970

“Man
without
technology...
is
not
man”

Ortega
y
Gasset

“Man
without
technology...
is
not
man”

Ortega
y
Gasset
(1939)

Cost
of
Compu;ng
Processor 2
GHz
dual
core
Memory 2
GB
Storage 120
GB
Screen
resolu;on 1024x768
Movies Yes
Wiﬁ 802.11
a/b/g
Bluetooth Op;onal
(Extra
cost)
Camera Op;onal
(Extra
cost)

Cost
of
Compu;ng
Processor 2
GHz
dual
core
Memory 2
GB
Storage 120
GB
Screen
resolu;on 1024x768
Movies Yes
Wiﬁ 802.11
a/b/g
Bluetooth Op;onal
(Extra
cost)
Camera Op;onal
(Extra
cost)
Weight 8.9
pounds
Ba)ery
Life 2.5
hours
Cost $1,100
($3,000
with
opBons)

Cost
of
Compu;ng
Processor 2
GHz
dual
core 1.5
GHz
dual
core

Memory 2
GB 2
GB

Storage 120
GB 32
GB
+
cloud

Screen
resolu;on 1024x768 1280x768

Movies Yes Yes
(internal
or
streaming)

Wiﬁ 802.11
a/b/g 802.11
a/b/g/n

Bluetooth Op;onal
(Extra
cost) Yes

Camera Op;onal
(Extra
cost) 8
MP

Weight 8.9
pounds 0.3
pounds

Bajery
life 2.5
hours 7.75
hours

Cost $1,100
($3,000
with
op;ons) $
629
($99.99
w/
contract)


March
6,
1983:

First
commercial

mobile
phone
&

network


Guess
when

Gen
Y
was

born


Stupid,
but
useful
word
for
today...

“SoLoMo”

Or...

“SoLoMoPho”

2+
million
search

queries


Starbucks

280
mobile

payments


30
hours
of
video

uploaded


100,000
tweets


208,000
photos

uploaded


June,
2011:
“ The
Special
Rapporteur
[of
the

United
Na;ons]
considers
cupng
oﬀ
users

from
internet
access,
regardless
of
the

jus;ﬁca;on
provided...
to
be...
a
viola;on
of

ar;cle
19,
paragraph
3,
of
the
Interna;onal

Covenant
on
Civil
and
Poli;cal
Rights.”


“The
web
is
like

electricity.
It's
just
there.”

Eric
Schmidt

WSJ:
“...as
many
as

one-‐third
of
the

na;on's
[bank]

branches
now
may
be

unproﬁtable”
© 2013 - Tim Peter & Associates © 2013 - Tim Peter & Associates

7,000

6.1
Billion
6,000

5,000

4,000

3,000

2,000

1,000
953
Million

0
Total
Subscriptions
-‐
Q4
2011
Smartphone Mobile
phone
Source:
Mary
Meeker
&
Liang
Wu
hjp://www.scribd.com/doc/95259089/KPCB-‐Internet-‐Trends-‐2012 © 2013 - Tim Peter & Associates

X
7,000

6.1
Billion
6,000

5,000

4,000

3,000

2,000

1,000
953
Million

0
Total
Subscriptions
-‐
Q4
2011
Smartphone Mobile
phone
Source:
Mary
Meeker
&
Liang
Wu
hjp://www.scribd.com/doc/95259089/KPCB-‐Internet-‐Trends-‐2012 © 2013 - Tim Peter & Associates

More
people
own
mobile

phones
than
own
toothbrushes


Business
travelers

carrying
mobile

phones:
95%

Business
travelers

carrying
tablets:
64%

You
actually
host

more
devices
than

passengers
or
guests

• 44%
of
all
cell
users

• 40%
of
those
35-‐44

• 50%
of
smartphone
users

• 60%
of
those
18-‐34


Overall
mobile
use
100%

75%

48%
50%
36%
28%
25% 20%

0%
Travel
Research Travel
Booking

2013 2015
Source:
Google/Ipsos
MediaCT
-‐
U.S.
August
2012 © 2013 - Tim Peter & Associates

Leisure
travelers
shop...
100% 96% 94%

75%

50%

32% 31%
24%
25% 18% 17%

0%
0%
Home
Computer Business
Computer Mobile
Phone Tablet

2010 2012
Source:
Google/Ipsos
MediaCT
-‐
U.S.
August

Business
travelers
shop...
100%
86%

76% 76%
75%
65%

51%
50%
40%

30%

25%

0%
0%
Home
Computer Business
Computer Mobile
Phone Tablet

2010 2012
Source:
Google/Ipsos
MediaCT
-‐
U.S.
August

Mobile
travel
revenues
$10B

$8.0B

$8B

$5B

$2.6B
$3B

$0B
USD
(Billions)

2011 2013
Source:
US
Mobile
Travel
Spend,
PhoCusWright
-‐
March,

100%

75%

50%

42%

33%
30%
25%
25%

17%

0%
Total
Hospitality Restaurant Ground Airfare Rail
Use
of
Mobile
Payments
Source:
eMarketer
hjp://www.emarketer.com/Ar;cle/Mobile-‐Payments-‐Oﬀer-‐Travelers-‐Convenience-‐Uptake-‐Slow/1009180

$8
billion


$8
billion
/
$800
billion
=
1%


Your

customer’s

journey...


Booking


Dreaming


Discovery


Planning


On
the
way


Stay


Post-‐stay


30

22.5

15

7.5

0
2010 2011
Sites
Visited
-‐
All
E-‐commerce


30

22.5

15

7.5

0
2010 2011
Sites
Visited
-‐
All
E-‐commerce Sites
Visited
-‐
Travel
Source:
Google
hjp://www.thinkwithgoogle.com/insights/featured/ﬁve-‐stages-‐of-‐travel/
&
hjp://www.thinkwithgoogle.com/insights/library/studies/the-‐zero-‐moment-‐of-‐truth-‐macro-‐study/

Hours
spent

shopping/booking
travel
70%

60%

50%

40%

30%

20%

10%

0%
1-‐2 3-‐4 5-‐6 7-‐8 8+
Leisure
Traveler Business
Traveler
Source:
IBM
Ins;tute
for
Business
Value
Analysis
September

Hotel
guests
expect
stay
to
be

personalized
around
set
of
choices
made

at
the
;me
of
booking/prior
to
arrival
70%

60%

50%

40%

30%

20%

10%

0%
Strongly
Agree Agree Disagree Strongly
Disagree

Source:
Amadeus/Fast
Future
Hotels
2020
Report
(March
2011) © 2013 - Tim Peter & Associates

Next
5-‐10
years

86%
agreed
that
by
2020,
personaliza)on
will
have

been
embraced
wholeheartedly
by
the
sector
and

that
‘customers
will
have
the
ability
to
choose
the

size
of
room,
type
of
bed,
ameni)es,
audio-‐visual

facili)es,
business
equipment,
etc.
on
booking
and

pay
accordingly’

Source:
Amadeus/Fast
Future
Hotels
2020
Report
(March
2011) © 2013 - Tim Peter & Associates

Task-‐oriented Contextual


Situa;on
vs.
device
42%
of
tablet
use
while
watching

TV Deﬁning
“mobile”


Context:

Deﬁning
“mobile”
“Where
u
@,”
al;tude,
speed


Context:

Deﬁning
“mobile”
Past
ac;ons,
history,
selected

preferences


Context:

Deﬁning
“mobile”
Assumed
aptudes
based
on
situa;on

and
ac;ons


Priceline
mobile
bookings
-‐
Valen;ne’s
Day,
2013

26%

74%

Within
24
hours
of
arrival More
than
24
hours
in
advance
Source:
Priceline.com,
February
2013

Opportuni;es
to
improve


Signiﬁcant

increase
in

visits/spend


Disney
MyMagic+

“;ckets”

Nike+
and

Fuel
Band


W
Hotels

curated
music

mixes


What’s
next?

Distance,
ﬂoor
in
building,
aisle,
what

direc;on
Light,
dark,
;me
of
day
Gesture-‐based
control
(Xbox
Kinect
or
Wii)
Biometrics
(Are
you
excited?
Confused?)


Ques;ons?


Your

customer’s

journey


Thank
you
Web: ;mpeter.com

Phone: +1-‐201-‐305-‐0055

Email: ;m@;mpeter.com

Twijer: twijer.com/tcpeter

Changing Customer Journey: Future of Markets

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