why mobile is the future of customer engagement
DESCRIPTION
Explaining the trends in mobile by leveraging figures in shipments, engagement & social behaviour; delivering proof of concepts by two case studies.TRANSCRIPT
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WHY MOBILE WILL BE IS THE FUTURE OF CUSTOMER ENGAGEMENT.
© placeit.net
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Three Reasons Businesses Go Mobile
18-Mär-14 | © candylabs GmbH | 2
Smartphone shipments accelerate
Mobile engagement
is higher
Mobile is a social
technology
1 Billion smartphones shipped in
2013 vs.
300K PCs & Notebooks
42 Hours per month using mobile
vs. 29 h/month surfing on a
desktop
2x more sharing on mobile
vs. desktop
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0.0
0.5
1.0
1.5
2.0
2.5
3.0
2012 2013 2014E 2015E
Billions of units Mobile Phone
Tablet (Ultramobile)
Other Ultramobiles (Hybrid and Clamshell)
PC (Desk-Based and Notebook)
Three Reasons Businesses Go Mobile: 1. Smartphone Shipments Acceleration
18-Mär-14 | © candylabs GmbH | 3
1 Billion smartphones shipped in 2013
Note: 1,000 million smartphones were shipped in 2013, a 38.4% year-over-year increase. 725. million smartphone units were shipped in 2012.
Source: Gartner (January 2014) http://www.gartner.com/newsroom/id/2645115
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0
10
20
30
40
50
U.S. Italy U.K.
Hours per month
Mobile
Web
Three Reasons Businesses Go Mobile: 2. Mobile Engagement Is Higher
18-Mär-14 | © candylabs GmbH | 4
More time is spent on mobile
Note: Average time spent per person by platform in December 2013. Source: Nielsen (February 2014) http://bit.ly/1kUQj25
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Mobile users are almost twice as likely to share
7.7%
4.1%
0%
2%
4%
6%
8%
10% Percentage of total activity Mobile
Desktop
Three Reasons Businesses Go Mobile: 3. Mobile Is A Social Technology
18-Mär-14 | © candylabs GmbH | 5
Mobile Desktop
Note: Activity monitored during the course of 30 days for desktop and mobile interactions.
Source: ShareThis (2013) http://bit.ly/1p3Ykix
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MOBILE IS A STRATEGIC INVESTMENT
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Three Ways to Monetize Mobile
18-Mär-14 | © candylabs GmbH | 7
Acquire more
customers
Increase customer retention
Decrease operational
costs
67% of users say they’re more
likely to buy from a mobile friendly site
48% of users feel frustrated
when visiting a non-mobile friendly site
Eliminate intermediate and paper
based tasks
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Three Ways to Monetize Mobile: 1. Acquire More Customers
18-Mär-14 | © candylabs GmbH | 8
Users say mobile-friendly experiences make them…
74% 67%
more likely to return to that experience in the future
more likely to buy a site's product or service
Source: Google Think Insights (September 2012) http://bit.ly/1p4UtlA
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Three Ways to Monetize Mobile: 2. Increase Customer Retention
18-Mär-14 | © candylabs GmbH | 9
Users say non mobile-friendly sites make them…
use them less often, even if they like a business
feel frustrated and annoyed
Source: Google Think Insights (September 2012) http://bit.ly/1p4UtlA
50% 48%
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Three Ways to Monetize Mobile: 3. Decrease Operational Costs
18-Mär-14 | © candylabs GmbH | 10
Eliminate intermediate and paper based tasks!
“Based on 225 drivers working 200 days/year, their savings in [overtime] costs were over $300,000 per year.” Steve Gaston, Information Services Manager at Sierra Pacific Industries
Source: webtech wireless (Accessed March 2014) http://bit.ly/1d7QYLa
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CASE STUDIES THE VALUE ADDED BY MOBILE
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Proof of Concept / Startup
Company Uber, Inc.
What is it about Connecting passengers with drivers of vehicles for hire and ridesharing services.
Achievements 80+ K signups each week, 1M requests every week, $125M in revenues in 2013. Uber (and others) successfully eliminated the phone-booking step by giving the passenger direct access to the driver.
Source: TechCrunch (Accessed March 2014) http://tcrn.ch/1mfDKik
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Comparison: Classic Taxi vs Uber
18-Mär-14 | © candylabs GmbH | 13 Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
Product Good
RIDE
RIDE
Access
INDIRECT ACCESS TO DRIVERS
DIRECT ACCESS TO DRIVERS
Service
PICKUP
MAP OVERVIEW, DRIVER RATINGS,
MOBILE PAYMENT,
PICKUP
= + +
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18-Mär-14 | © candylabs GmbH | 14
Proof of Concept / Corporate
Company WPP Communications, Germany
What is it about Optimizing the process of reporting car damage by drivers using a car from the WPP fleet.
Achievements Enabling 800+ drivers to report a damage directly into to the fleet management workflow with all information necessary.
A Candy-
labs
Project
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Comparison: WPP Damage Report, Old vs. Improved Process
18-Mär-14 | © candylabs GmbH | 15 Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
→
CAR IS DAMAGED
FILL OUT A REPORT
DIGITIZE REPORT
PROCESS REPORT
→ →
OLD
Drivers of the 800+ WPP fleet previously needed to fill out a paper form that later was manually entered into a computer system before being processed.
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Comparison: WPP Damage Report, Old vs. Improved Process
18-Mär-14 | © candylabs GmbH | 16 Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
CAR IS DAMAGED
USER FILLS OUT A REPORT
DIGITIZE REPORT
PROCESS REPORT
NEW
X
X By giving drivers the ability to submit a report with the WPP app, drivers are guided through the reporting process, reducing errors and information gaps, while digitizing the report.
→ → →
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