Trends Shaping Mobile and Digital Strategy

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www.immr.org/trends shaping mobile and digital strategy.pdf
@phil_hendrix
#KenticoConnection
Trends Shaping
Mobile and Digital Strategy
Kentico Connection – Boston
September 23, 2013
Dr. Phil Hendrix
Director, immr and GigaOm Research analyst
www.immr.org
1 (770) 612 1488
phil.hendrix@immr.org

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About me @phil_hendrix
#KenticoConnection
@phil_hendrix
#KenticoConnection
Founder, immr
Analyst, GigaOm Research
Advisor, Startups
Stay Delightfully Informed
Smarter Customer Engagement
Research Sponsors
Digital Experiences for the Connected World
ATT

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Related Reports
Engaging Consumers Series Mobile Shopping Series

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10 Trends TransformingRemote for our Lives
Internet in our Pockets
Luke Wroblewski's Theorem
Quantifying Ourselves
Friction Kills
Social Currency
Digital Signals
Algorithms Rule
Auctions Everywhere
New Standard = Indispensable
Agile Development Everything

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Remote
for
our Lives

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The Remote

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Mobile EnablingA

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Shopping

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Internet
in our
Pockets

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“Before the iPhone, cyberspace was something you went to your desk to visit
now cyberspace is something you carry in your pocket.” Paul Saffo, Aug. 2011
Consumers Shifting to Mobile

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Luke Wroblewski’s
Theorem

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Wroblewski’s Theorem
“Anything that can
be connected to the
Internet, will be.”
Philips Hue Bulbs
Luke Wroblewski
Nest Learning Thermostat

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Data Tsunami

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Quantifying
Ourselves

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Sensoria socks are able to track steps, speed and
distance – but where they really prove themselves useful
is the ability to monitor weight distribution when
standing, walking or running. With this data it’s possible
to identify poor running styles and prevent injuries before
they happen.
Source: psfk, May 9, 2013
Anklet for Sensoria Smart Sock
Heapsylon makes sensor-rich fabric -http://buff.ly/15KZnyz
Wearable Tech

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Friction(s)
Kill

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Frictions, Shoulds and Wants
Minimizing
Friction
Time
Annoyances
Uncertainty
Cost
Badoutcomes
Risk
Enabling
Shoulds
Fitness
Savings
Social
Green
Education
Maximizing
Wants
Fun
Food
Acceptance
Avoid,
minimize,
or eliminate
“Satisfice” “Maximize”
Entertainment
Recognition
“Good for You”
(Resolutions)

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†
Source: immr Shopping Survey
Love Hate Relationship

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Percent Rating “Very Annoying”
50%
On smart phone, visiting website
that’s hard to view or navigate
46%
Ads on smart phone that aren’t
relevant
18%
Waiting in line to checkout at store,
restaurant or other business
Source: immr Survey (Ever Connected Consumers)
Annoyances

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Can Mobile Save Shopping?
Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr

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Social
Currency

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Social Media Stats – July 2013
Source: http://growingsocialmedia.com/social-media-statistics-and-facts-of-2013-infographic/

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Social Currency

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Digital
Signals

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Data Growing Exponentially

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Mobile
Payment
Mobile
Concierge
Mobile
Marketing
Mobile
Rewards
Data Data
Data
Data
Dynamics within M Commerce

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The “Data Layer”
Source: John Battelle, Web 2.0 Conference, http://map.web2summit.com/#dl

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Tuning into Consumers’ Digital Signals
LocationLocation SocialSocial HistoryHistory
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

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Algorithms
Rule

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“Big Data” includes Cloud, Algorithms
Search
• Auto-complete
• Google Instant
• Proximity Search
• Image Search
• Personalized SERs
Augmented Reality Messages,
Ads, and Offers
Algorithms
LocationLocation
SocialSocial
HistoryHistory

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From the 4 P’s to PEER
Reinforce
Reinforce
Surprise/
Delight
Remove
Frictions
Learn†
&
Adapt
†
Securely, with full transparency
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr

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Auctions
Everywhere

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With “Programmatic Buying”A
Uses “rocket-science
technology” to target ads
precisely in real time to the most
receptive prospects

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“Everything’s a Pixel”
8 Layers of Location

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Evolving toward Micro Locations

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From UX to CX
(Customer Experience)

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Discover Choose
Buy Use
Customer Experience > Path to Purchase

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Consumers’ Expectations Rising
What
I Like
Who I
am… Where I
am
What’s
Nearby
What’s
going On
What I
respond to
What I’ve
bought
Where
I’ve been What
I need
Where
I’m going
Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix
Consumers expect trusted business partners to knowA

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PEER Strategies
Personalize
Leverage data about consumers and their
context to increase the relevance,
timeliness and value of communications,
offers and customer experiences
Allows airports to tailor info
for travelers based on
profile, destination
Enable
Help customers complete tasks and
accomplish their goals by minimizing the
risk, time, and effort as they shop,
compare, purchase and use your products Mini owners can detect
other owners, share tips
Enhance
Surprise and delight customers by
anticipating and helping them fulfill
functional requirements, emotional needs
and aspirations
Guests can manage
experience (FastPasses,
reservations, rides, etc.)
Reward
Using feedback, encouragement, rewards
and social influence, reinforce customers
as they engage in behaviors that are
mutually beneficial
Allows hotels to
personalize rewards,
experiences based on
guest’s social profile

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Agile
Everything*
*Thanks to Michelle Berryman (@micberryman) at Think

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UX and More

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Putting all the Pieces Together
SecuritySecurity
Social
Integration
Social
Integration
AnalyticsAnalytics
Design
(UX + UI)
Design
(UX + UI)
PersonalizationPersonalization OptimizationOptimization
Systems
Integration
Systems
Integration
User Value
Business Value
User Value
Business Value
Customer
MOTs
Customer
MOTs
Systems of
Engagement
Systems of
Record

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Implications
and
Recommendations

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Reinforce
Reinforce
Surprise/
Delight
Remove
Frictions
Learn†
&
Adapt
†
Securely, with full transparency
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
#1. Excel at PEER

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#2. “Fully Engage” with Customers
What
I Like
Who I
am… Where I
am
What’s
Nearby
What’s
going On
What I
respond to
What I’ve
bought
Where
I’ve been What
I need
Where
I’m going
Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix
KnowA
Expectations

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#3. “Tune into” Digital Signals
LocationLocation SocialSocial HistoryHistory
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

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#4. Engage by Consumers’ Rules
Right time
Relevant
Personalized
Rewarding
Source: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr

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#5. Expand Numerator, Shrink Denominator
Customer Benefits
Customer Effort
LoyaltyLoyalty = ffff
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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#6. Help Customers Accomplish their Goals
Minimizing
Friction
Time
Annoyances
Uncertainty
Cost
Badoutcomes
Risk
Enabling
Shoulds
Fitness
Savings
Social
Green
Education
Maximizing
Wants
Fun
Food
Acceptance
Avoid,
minimize,
or eliminate
“Satisfice” “Maximize”
Entertainment
Recognition
“Good for You”
(Resolutions)

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#7. Assume New Role(s) in Customers’ Lives
Align Organization around Role(s)

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#8. Reinforce Your House of Loyalty
Awith the Right Foundation

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#9. Accelerate Innovation
Stage 4
Stage 3
Stage 2
Marketing
Sales
Finance
Operations
Field service
HR
Legal
Support
IT
Stage 1
Connecting to:
Internal data
External data
Platforms
Partners
“There’s an
app for that”
Keeping
Up
Keeping
Up
Mobilizing
Processes
Mobilizing
Processes
Leapfrogging
Competitors
Leapfrogging
Competitors
Mobile
Innovation
Mobile
Innovation
Payoff
Agile
Development
Small bets
All in
Time and Investment
Remember…
Paul Graham, YCombinator
Source: Mobilizing the Enterprise, Dr. Phil Hendrix, immr
“Returns are concentrated in a few big winners”
“Best ideas look initially like bad ideas…”

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#10. Place the Right Strategic Bets
Source: Which Mobile Shopping Apps Do Consumers Value Most, Dr. Phil Hendrix, forthcoming

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Appendix

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immr – Recent and Forthcoming Reports
Innovating Innovation†
Which Mobile Shopping Apps Do Consumers Prefer?†
If Shopping is Broken, Can Mobile Fix it?
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
Engaging Connected Consumers – Strategies for Brands, Retailers and Local
Businesses†
Raising the Bar – Mobile and Customer Loyalty
Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping
How Consumers Are Using Local Search
Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation
†
Forthcoming

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Bio – Dr. Phil Hendrix
Dr. Phil Hendrix
Director, immr
www.immr.org
+1 (770) 612 1488
phil.hendrix@immr.org
@phil_hendrix
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 new-to-customers and new-
to-market. 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
industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize,
Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social-Loco and others. His
current work focuses on mobile and its impact on consumer behavior, especially shopping, M-
commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune 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.

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