trends shaping mobile and digital strategy

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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

@phil_hendrix

#KenticoConnection

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

@phil_hendrix

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Related Reports

Engaging Consumers Series Mobile Shopping Series

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10 Trends Transforming � Remote 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

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)

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Frictions, Shoulds and Wants

Minimizing

Friction

inty Co

Enabling

Shoulds

Maximizing

Avoid,

minimize,

or eliminate

“Satisfice” “Maximize”

“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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MobilePayment

MobileConcierge

Mobile Marketing

MobileRewards

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

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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

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

I Like

am… Where I

What’s

Nearby

What’s

going On

What I

respond to

What I’ve

bought

I’ve been What

I need

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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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

Systems ofEngagement

Systems ofRecord

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Implications

Recommendations

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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

I Like

am… Where I

What’s

Nearby

What’s

going On

What I

respond to

What I’ve

bought

I’ve been What

I need

I’m going

Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix

KnowAE

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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 EffortLoyaltyLoyalty = ffff

Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

@phil_hendrix

#KenticoConnection

#6. Help Customers Accomplish their Goals

Minimizing

Friction

inty Co

kEnabling

Shoulds

Maximizing

Avoid,

minimize,

or eliminate

“Satisfice” “Maximize”

“Good for You”

(Resolutions)

@phil_hendrix

#KenticoConnection

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

Align Organization around Role(s)

Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

@phil_hendrix

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#8. Reinforce Your House of Loyalty

Awith the Right FoundationSource: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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#9. Accelerate Innovation

Stage 4

Stage 3

Stage 2� Marketing

� Sales

� Finance

� Operations

� Field service

� HR

� Legal

� Support

� IT

Stage 1Connecting to:

� Internal data

� External data

� Platforms

� Partners“There’s an

app for that”

Keeping

Mobilizing

Processes

Mobilizing

Processes

Leapfrogging

Competitors

Leapfrogging

Competitors

Mobile

Innovation

Mobile

Innovation

Payoff

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

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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