This keynote highlights the way brands can leverage technology to thrive in the post-mobile era. Key exemplary cases that pave the way for the upcoming immersive, ultra-connected world are examined. Among others, PepsiCo, Starbucks, Tommy Hilfiger, Warby Parker, Nike, Sephora, L’Oreal, Mondelez, and Burger King brands are examined. The evolution of loyalty schemes that reward product usage is thoroughly discussed. Finally, the way shopping is expected to be transformed, thanks to Augmented Reality, Voice-assistants, IoT, Big Data, and Machine Learning, is investigated. The above keynote is based on my presentation given in the scope of the 8th e-Business & Social Media World Conference, on September 2019.

1. VAGGELIS REKKAS
Head of UX, Trebbble
UNLOCK GROWTH POTENTIAL IN THE
POST-MOBILE ERA

2. We craft mobile solutions
that activate growth.
We are a mobile agency.
Since 2010, we are trusted by

3. POST-MOBILE ERA
What is the

4. MOBILE-FIRST
ERA
POST-MOBILE
ERAStarts at 2007
MOBILE APPS
EMERGE

5. POST-MOBILEERA
SHOPPING, TAKEAWAY, PAYMENTS
HEALTH & FITNESS
TRANSPORTATION
ENTERTAINMENT
HOME
WEARABLES & CLOTHING

6. POST-MOBILEERA
The post-mobile era is an immersive, ultra-connected world
where mobile is the enabler and at the center of almost every aspect of
human behaviour and business operation.

7. POST-MOBILEERA Big Data
AIArtificial Intelligence
Voice Multimodal
Interactions
VRVirtual Reality
IoTInternet of Things
MLMachine Learning
ARAugmented Reality

8. POST-MOBILEERA
MOBILE BECOMES
INVISIBLE
Apps & services that do not require user action in order to perform a task. They just work for you, without you.

9. EXEMPLARY CASES
Let’s dive into

10. What all these cases have in common?
CLEAR
Business goals
SPECIFIC
User targeting
CREATIVE
Mindset
STRATEGIC
Digital transformation

11. STEP 1
BUY 2 PRODUCTS
STEP 2
SCAN CODES
STEP 3
CASH IN
Reward youngsters for
repetitive purchases.
Drive loyalty among cash poor millennials & Gen Zers, a
target group already familiar with mobile payments.
Customers earn back 10% of their purchases, directly to
their Paypal account.
Initiative is built upon the fact that cashbacks can help
youngsters make their limited cash go further; and at the
same time, ensure brand consideration.

12. Go beyond loyalty.
Optimise ordering &
payments.
Since day one, Starbucks mobile app was considered a
cornerstone to brand’s in-store and digital strategy.
Ordering ahead, apart from saving user’s time, helps to
streamline operations.
The combination of app payments, rewards scheme, and
consumer insights has set Starbucks as the leader in
mobile payments, ahead of Apple and Google.
PAYMENT WITHIN APP
INSTANT PAYMENT
ORDER AHEAD
SAVE USERS’ TIME
PERSONALISED OFFERS
DELIGHT CUSTOMERS
REWARDS
DRIVE LOYALTY

13. $1.2B unredeemed value
on Starbucks loyalty cards
$145M isn’t expected to be
redeemed 😳 🤑 😧

14. Reward customers for
product usage. Not
purchases.
Hilfiger’s smart clothing aims to reward customers for
wearing Hilfiger clothing, that come with smart-chip
embedded technology.
Users pair the Tommy Jeans XPLORE app with their t-shirts,
jeans, caps, jackets, and more.
The more they wear smart clothing the more points they
collect. Points can be redeemed with gift cards, signed
merchandise, concert tickets, and more.
Privacy note: Chips are encrypted and can be turned off at any time
PAIR CLOTHINGS WITH APP WALK. EARN POINTS

15. Virtually try-on products.
Enhance shopping
experience.
Try products virtually, using your mobile device, and shop
them at the comfort of your home.
A great idea to drive (online) sales, reduce product returns
and engage with younger consumers.
By 2020, 100 million consumers will shop via AR online and
in-store, Gartner, April 2019

16. Pick the right model
for you
Pick the right size
for you

18. Creatively combine
mobile, print, and IoT.
Parents controlled the maximum distance their kids could
go away. If distance exceeded, alert was sent to the app.
Challenge: Protect children from getting lost on crowded
Brazil beaches.
Goal: Win new customers. Indeed, for the first time, NIVEA
SUN KIDS was the segment's sales leader, with a 62%
increase in Rio de Janeiro.
2014 Mobile Grand Prix Winner

19. Voice-activated
shopping.
By saying, "Alexa, order Oreo" customers will receive a
push notification about the order, which will be added to
their Amazon shopping cart. By saying "Checkout Oreos"
order is placed for home delivery.
Through latest technology adoption, brand aims to reach
kids who are less likely to see advertising in traditional
channels like broadcast TV.
Alexa, order OREO

20. “It’s about elevating Oreo from being about a cookie that you play with
to a brand that you engage with, one that’s interesting and playful in
itself.”
Justin Parnell, Senior Director, Mondelez

21. PROBLEM & OPPORTUNITY
People waste up to 5hrs/day
into their cars
SOLUTION
Order on the move.
Get your food on the move.

22. SUCCESS ELEMENTS
Creatively combine mobile, IoT, voice
interactions, ML, digital signage, …

23. RESULTS
Tremendous impact on sales and brand consideration.
Successful model that will be transferred to other congested cities, too.

24. PROBLEM & OPPORTUNITY
You can’t live the match to the full with the
phone in your hand

25. SOLUTION
Combine mobile location & robotic cameras to track user.
When goals, penalties, red cards, … happen, send photos directly to user’s app, automatically.

26. RESULTS
Brands become part of the community. Members get social fame.
A great new way for clubs to engage their fans.
1,2m
social reach per game
2018 Gold
Activation by location
Real-time response
3x
shareable photos

27. No lines. No checkout.
Just grab and go.
A seamless and effortless shopping experience. Using just
their mobile, customers can enter, shop, and go.
No waiting lines. No need for wallets. It’s all about
convenience and speed.
Even though Amazon Go accepts cash at stores, almost no
one requests to use it.

28. Smart homes will impact
eCommerce.
Still, uncharted waters.
Smart appliances - fridge, kitchen - is expected to oversee
grocery ordering and food delivery.
Connected dishwashers and laundry machines is
expected to enable automated replenishment.
Voice interfaces will play a key role towards realising the
future of smart homes.
How brands will adapt to this upcoming technology
shift, improve customer experience, and thrive?
This is not smart home

29. Smart, connected cars
will impact eCommerce.
Still, uncharted waters.
Retailers like Starbucks, TGI Fridays, Applebee’s & Dunkin'
Donuts are already exploring how to improve in-car
commerce.
Cars will become more responsive to their surroundings.
That means a fast-food restaurant, for example, could
interact with a car's on-board platform to adjust its interior
lighting, music and touchscreen display as customers
enter a drive-thru lane.
How brands will adapt to this upcoming technology
shift, improve customer experience, and thrive?
“The primary function of transportation disappears to give rise to other
functions. It could be an extension of our homes or our offices or our local
café…”
Simon Caspersen, Space10’s (IKEA's Innovation Lab)

30. YOUR BUSINESS
What post-mobile means to

31. LEARNING
#1
START THINKING FORWARD. NOW.
Your business needs to be prepared. Act timely. Act strategically.
Maybe, this is the only ticket to sustainability and growth in an economy under recession.

32. LEARNING
#2
DO NOT JUST COPY OTHERS
Dive into customer journey - who, how, when, why - and improve customer interactions.
What is the problem you are trying to solve? Be precise. Be quantitative.
Think how mobile can differentiate your brand and - probably - reveal new business models.

33. LEARNING
#3
TRADITIONAL MODELS CHANGE
Retail & food brands rapidly embrace technology and evolve to tech giants.
Digital transformation is a strategic decision; embraced across the whole business hierarchy.

34. McDonalds Tech Lab
Systematically hires engineers, data scientists, and advanced technology experts.
Has acquired technology companies, including voice-based conversational startups.
Dominos Innovation Garage
Experiments on - and is about to launch - autonomous delivery vehicles, e-bikes,
ordering kiosks, …

35. LEARNING
#4
INVEST IN GREAT UX
It's all about customer experience.
Despite the rich - and more and more accessible - technology, the No. 1 rule is: Focus on creating
value for your customer, for your brand, and for your team.

36. LEARNING
#5
HEAVILY INVEST IN DATA
To create the right engagement, you need the right data.
The wealth of data you collect can deepen your understanding on the online & in-store customer
journey. Only this way, you can design meaningful shopping experiences.
Big data is powerful, but big data plus big ideas is transformational.

37. MOBILE
IS AT THE
CENTER
HUMANS
SHOULD BE AT THE
EPICENTER

38. www.trebbble.co