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This presentation about mobile strategy was presented by Pascal Spelier, Managing Consultant All Channel Experience, at the Mobile Convention Amsterdam 2013.
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Making your business mobile is no longer a matter of debate
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The pace of technological evolution and adoption is daunting
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But is your business ready for the journey ?
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We are and Obama is…
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We never look up
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Obama is Always On
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Phones aren’t the same anymore…
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First they became smaller…
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Then bigger again…
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Phones became smart
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There’s an App for that
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It’s time to have a mobile strategy Plateau →
Time →
1 “I want an app too”
2 Mobile 1.0 ‘quick & dirty’
3 Mobile 2.0 ‘neatly integrated’
4 Mobile, leveraging touch points
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Informa(on Transac(ons & Self-‐Service Marke(ng / Brand U(li(es
Have a clear view of the purpose of your apps
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Apps should be task oriented, simpel and relevant in a context
KSF
The immediacy of instant access to the company when it matters
The simplicity of completing tasks
in just a few steps and
Relevant in a context
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How to transform
your business using mobile ?
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Customer Journey
Awareness Orientate Buy Receive Use Service
Buying goods and services
Life events / Products / Services
Save for goals Old age provision Health
Risk preven(on and mi(ga(on Other events
Voice of the customer: I want..., I need...
Voice of the employee: I want..., I need...
Determine for your products & services...
... each with it’s own customer journey...
... how mobile can improve the customer experience ...
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Specific mobile characteris(cs
LocaQon Based Services
Photo / Video
Text Message
Data Storage
E-‐mail Internet Access
Gaming Console
New Trends
Txt msgng,s
o funny ;
-)
... and how you can leverage on specific mobile characteristics.
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Choice of mobile development method.
Mobile Development
Pure Web Pure Na(ve Applica(ons Hybrid Web & Na(ve Mul(-‐PlaQorm Developm.
+
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Customer Journey
Awareness Orientate Buy Receive Use Service
Each customer journey has a customer-side and an organization-side
Processes
Midoffice Customer
RelaQonship Management
Customer Financial
Management
Document Management
CommunicaQonManagement
Business Process
Management Security
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Beware of putting lipstick on a pig
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How can mobile
help you enhance the customer experience in a
customer journey ?
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ü Overzicht van alle rekeningen en saldi
ü Direct overboeken mogelijk
ü In een eenvoudig visueel overzicht alle transacties
ü Direct overboeken vanuit geselecteerde rekening mogelijk
ü Betalen naar zowel acceptgiro’s als overboekingen in één scherm
ü Toegang tot je adresboek
ü (Ter controle) Voorlezen van ingevoerde betalingskenmerk
ü Overzicht van alle rekeningen en saldi
ü Direct overboeken mogelijk
ü In een eenvoudig visueel overzicht alle transacties
ü Direct overboeken vanuit geselecteerde rekening mogelijk
ü Betalen naar zowel acceptgiro’s als overboekingen in één scherm
ü Toegang tot je adresboek
ü (Ter controle) Voorlezen van ingevoerde betalingskenmerk
ü Overzicht van alle rekeningen en saldi
ü Direct overboeken mogelijk
ü In een eenvoudig visueel overzicht alle transacties
ü Direct overboeken vanuit geselecteerde rekening mogelijk
ü Betalen naar zowel acceptgiro’s als overboekingen in één scherm
ü Toegang tot je adresboek
ü (Ter controle) Voorlezen van ingevoerde betalingskenmerk
ü Overzicht van alle rekeningen en saldi
ü Direct overboeken mogelijk
ü In een eenvoudig visueel overzicht alle transacties
ü Direct overboeken vanuit geselecteerde rekening mogelijk
ü Betalen naar zowel acceptgiro’s als overboekingen in één scherm
ü Toegang tot je adresboek
ü (Ter controle) Voorlezen van ingevoerde betalingskenmerk
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79,2% of all women ask their girlfriend(﴾s)﴿ for advice while shopping
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aisle411 indoor location & commerce platform,
enhance the indoor shopper experience
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How can mobile
help you improve your processes and help your co-workers ?
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Critical success factors for establishing and managing a comprehensive mobile strategy
Measurement
Management
Technology
Policies
ObjecQves
Scope
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Burberry: “to be the first company that’s fully digital end to end”
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Total access to Burberry, across any device, anywhere
and with the same feeling of the brand
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Digital-First thinking: Burberry designs flagship
shop to resemble it’s website
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…is exploiting the complimentarity of its stores and e-commerce solutions to offer the best possible service
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24/7 Click & Collect
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Real-‐time stock information
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Mobile is so important; put your best people on mobile.
If you don’t have a mobile strategy, you are no longer relevant
Eric Schmidt Former CEO and current ExecuQve Chairman Google
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Are you ready to go mobile?
Do the test!
Enterprise Mobility Benchmark app
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Pascal Spelier
Managing Consultant All Channel Experience
Reykjavikplein 1,
Utrecht, The Netherlands
Mobile:+31 (0) 6 53 29 90 17 pascal.spelier@capgemini.com
Thank you!
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