The Mobile Mind Shift Engineering Your Business to Win in the Mobile Moment Josh Bernoff Senior Vice President Idea Development

Transcription

1 The Mobile Mind Shift Engineering Your Business to Win in the Mobile Moment Josh Bernoff Senior Vice President Idea Development

2 The mobile mind shift What is the mobile mind shift? Understanding mobile moments The IDEA Cycle: Strategy to win in mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited 2

3 The mobile mind shift What is the mobile mind shift? Understanding mobile moments The IDEA Cycle: Strategy to win in mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited 3

4 Companies have historically had the power Forrester Research, Inc. Reproduction Prohibited 4

5 ... but technology has empowered customers 2014 Forrester Research, Inc. Reproduction Prohibited 5

6 The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need 2014 Forrester Research, Inc. Reproduction Prohibited 6

7 Deconstructing the mobile mind shift Platforms Processes People Mind Devices Applications Companies 2014 Forrester Research, Inc. Reproduction Prohibited 7

8 Mobile moment A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context Forrester Research, Inc. Reproduction Prohibited 8

9 Mobile moments are pervasive Photos by Garry Knight, Lizzie Ryckewaert, innovate360, Vernon Chan on Flickr; Waze from Apple App Store 2014 Forrester Research, Inc. Reproduction Prohibited 9

10 Entrepreneurs & innovators attack mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited 10

11 The mobile mind shift What is the mobile mind shift? Understanding mobile moments The IDEA Cycle: Strategy to win in mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited 11

12 Plotting mobile moments for Starbucks Customers At register -10 minutes Outside café In line +10 minutes - Locate cafe - Get directions - Check balance - Reload card - Check rewards - Browse messages - Get Pick Of The week - Redeem reward - Scan to pay - See reward star fall - Send egift - Add a tip Who are we serving? A commuter What is their context? Looking for closest cafe What is the motivation? Needs caffeine fix Who are we serving? Café customer What is their context? Has time while waiting to order What is the motivation? Passing the time Who are we serving? Café customer What is their context? Ready to pay What is the motivation? Save time and earning rewards 2014 Forrester Research, Inc. Reproduction Prohibited 12

13 Plotting mobile moments for American Airlines customers Flight -2 days -2 hours +2 hours +2 days - Book reservation - Change reservation - Request upgrade - Reserve seat - Check in - Confirm ETD - Access lounge - Find gate - Check ETA - Order food - Order movie - Set up Wi-Fi - Arrange ground transportation - Report lost luggage - Confirm mileage points - Fill out customer service survey - Book reward travel - Verify upcoming reservation 2014 Forrester Research, Inc. Reproduction Prohibited 13

14 Mobile utility moment (Johnson & Johnson) 2014 Forrester Research, Inc. Reproduction Prohibited 14

15 Mobile selling moment (Trane) Image Sources: Able-Air1, Trane 2014 Forrester Research, Inc. Reproduction Prohibited 15

16 The mobile mind shift What is the mobile mind shift? Understanding mobile moments The IDEA Cycle: Strategy to win in mobile moments 2014 Forrester Research, Inc. Reproduction Prohibited 16

17 IDEA cycle: The Business Discipline for Mobile Moments 2014 Forrester Research, Inc. Reproduction Prohibited 17

18 Mobile moment assessment High Value to your customer Extend to enhance Avoid for now Just do it Redesign or reconsider Low Value to your business High 2014 Forrester Research, Inc. Reproduction Prohibited 18

19 Some things to take away The mobile mind shift will transform business. The new competitive battleground is the mobile moment. Remember the IDEA cycle: identify, design, engineer, and analyze... and repeat Forrester Research, Inc. Reproduction Prohibited 19

20 Thank you Josh Bernoff Twitter: mobilemindshift.com