christine overby forrester research - mml 2013

Strategies For The Mobile Mind Shift

Christine Overby, Vice President, Forrester Research

October 3, 2013

http://solutions.forrester.com/mobile

@coverby

http://solutions.forrester.com/mobile

© 2013 Forrester Research, Inc. Reproduction Prohibited 2

#mobilemindshift

Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm)


#mobilemindshift

Image source: Time, Inc. (http://www.timeinc.com/)


#mobilemindshift

Deconstructing the mobile mind shift

Systems

Organizations

Companies Mind Devices Applications

Source: April 19, 2013, “The Mobile Mind Shift Index” Forrester report


#mobilemindshift

The expectation that any

desired information or service is

available, on any appropriate

device, in context, at your

moment of need

The mobile mind shift


#mobilemindshift

Your mobile mind shift

Your company must deliver any

desired information or service

on any appropriate device, in

context, at the customer’s

moment of need.


#mobilemindshift

40

+

Access

Computing the Mobile Mind Shift Index

20

Devices

40

+

Locations

MMSI

100 =

100

50

0

MMSI

Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)


#mobilemindshift

Computing the Mobile Mind Shift Index

40

+

Access

20

Devices

40

+

Locations

MMSI

100 =

100

50

0

MMSI

10.7

20

9.9

40

4.1

40

24.7

100

24.7 EU avg.

Base: 13,518 European online adults (18+); Source: European Technographics ® Consumer Technology Online Survey, Q4 2012

EU Adults 18+


#mobilemindshift


Base: 13,518 European online adults (18+); Source: European Technographics Consumer Technology Online Survey, Q4 2012

MMSI varies by country

30

MMSI

20

24.7 EU-7

27.9 US +

US

9.6 13.2 5.1 + = 27.9

Devices Access Locations

10.7

EU-7

9.9 4.1 + + = 24.7


#mobilemindshift

30

MMSI

20

Germany 22.5

France 24.5 Italy 25.4

UK 23.5

Spain 27.9

Netherlands 27.0

24.7 EU-7

27.9 US

MMSI varies by country

Sweden 29.0

Base: 13,518 European online adults (18+); Source: European Technographics ® Consumer Technology Online Survey, Q4 2012

Image source: m62 visualcommunications (http://www.m62.net/)


#mobilemindshift

Unshifted segments have low mobile expectations

Proportion of US online adults

84% Disconnecteds

Dabblers

Roamers

› Generally older, less-

affluent segments

› Disconnecteds use

phones for talking.

› Dabblers are still

learning.

› Roamers use basic

apps and connect

outside home.

100

50

0

MMSI scores: 0 to 40

Base: 13,518 European online adults (18+); Source: European Technographics® Consumer Technology Online Survey, Q4 2012

Image Source: iStockPhoto (http://www.istockphoto.com/)


#mobilemindshift

100

50

0

Adapters: really getting into mobile


› 87% own a

smartphone.

› 43% own a

tablet.

› Apps include

barcodes,

banking.

› 11% more

likely to be

high-income.

10%

Proportion of EU online adults




#mobilemindshift

100

50

0

Immersers: becoming mobile adepts


› 63% have a

tablet.

› Apps include

shopping,

sports,

reference,

video.

› 16% more

likely to be

high-income.

4%





#mobilemindshift

100

50

0

Perpetuals: demanding mobile customers


› 92% have a

tablet.

› Use dozens of

apps

› Richest group:

40% are high-

income.

› 55% have high

educational

level; 15% are

students.

2%





#mobilemindshift

Are your customers demanding mobile?

If the average

MMSI of your

customers

is . . .

. . . and the

proportion of your

customers in shifted

segments is . . .

. . . then your

customers . . .

35 or higher 35% or higher Demand mobile

utility now.

20 to 35 12% to 35%

Will soon demand

mobile, especially

your best

customers.

Under 20 Under 12%

Will become

demanding in a

year or more.


#mobilemindshift

Shorten the distance . . .

. . . through utility-based experiences

What your

customers

want

What they

actually

get


#mobilemindshift

Image source: Kreatism (http://kreatism.com/?portfolio=192)

Solve a customer problem


#mobilemindshift

20

30

40

New moms have started to shift

MMSI

27.9 US average

22%

US average

Proportion of investors in shifted segments

31.3 mothers of children 0 to 4 27%

Mothers of children 0 to 4



#mobilemindshift

Products aren’t the problem: Sleep is

Image source: Johnson & Johnson Bedtime mobile app


#mobilemindshift

Purchases, use,

and services

(not advertising)

› Forrester’s

Customer

Experience

Index

› Net Promoter

› Customer

satisfaction

surveys

Quality of experiences

Seek frequent, high-quality experiences

Frequency of

experiences

Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report


#mobilemindshift


If you’re in this quadrant . . .

Frequency of

experiences

Expand your

relationships.

Starbucks

Apple

Disney



#mobilemindshift

Tesco Homeplus rethinks “offline”

Image source: Tesco (http://www.tesco.com/)


#mobilemindshift



Frequency of

experiences

Create reasons

to interact more

often.

Premium hotels Top-rated airlines



#mobilemindshift

Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/)

Nike fulfills customers’ everyday needs


#mobilemindshift



Frequency of

experiences

Create reasons

to interact more

often.

Improve your

experiences.

Banks

Telecom operators



#mobilemindshift

Société Générale adds higher-quality experiences


#mobilemindshift



Frequency of

experiences

Create reasons

to interact more

often.

Redefine

service and

partnerships.

Health insurers



PruHealth has created new, high-quality, frequent interactions


#mobilemindshift

Significance of the mobile mind shift

› Customers expect any desired information or

service to be available on any appropriate

device, in context, at their moment of need.

› If your customers’ MMSI is 35 or higher, it’s

urgent for you to provide them with mobile utility.

› Use mobile utility-based experiences to shorten

the distance between what your customers want

and what they get.

› Choose your strategy based on your company’s

frequency and quality of customer experience.


http://solutions.forrester.com/mobile-mmsi/contact-data-specialist-1506G-2310GR.html













Thank you

Christine Overby

+44 (0) 20 7323 7719

[email protected]

Twitter: @coverby

christine overby forrester research - mml 2013

Business