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© 2012 Cisco and/or its affiliates. All rights reserved. 1
Connected Mobile Experiences Using Wireless Networks to Engage and Entice Today’s Mobile Shoppers
January 15th, 2013
Bob Friday Mobility CTO, Cisco
MOBILE VOICE MOBILE DATA
WIFI CELLULAR
Mobile data to grow x26
2010
2015 About 67% will be video
Source: Cisco Visual Networking Index 2011
15 billion connected devices (2 per capita)
x3 Faster Mobile data
grow rate will be
than fixed IP traffic growth
1GB /month Comparing to
63MB today
Avg. mobile user to generate about
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
2010 2011 2012 2013 2014 2015
Peta
byte
s / M
onth
Mobile Data (92% CAGR)Fixed/Wired (24% CAGR)Fixed/Wi-fi (39% CAGR)
46.1%
46.2%
7.77%
32% CAGR 2010–2015
Source: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast, 2010–2015
Compared with 2011
Changes from
2011
2012
Search on a PC before
Shopping in a store
57%
65%
Search on Mobile before purchasing in
a store
24%
29%
Searched in a store before purchasing
online
32%
40%
Source: Cisco IBSG, 2012
Digital Mass
Market 8 in 10
Gen Y, Gen X, and boomers too
50% male / 50% female
Gen Y and X,
Boomer female
Median HHI: $50-59K
Women use PCs
Men use smartphones /
tablets
Men will share more personal data
Über Digital
Living in Analog Times
1 in 10 subset of Digital
Mass
2 in 10
Gen Y males
63% Gen Y 56% male / 44% female
Median HHI: $60-69K
Smartphones + tablets
Will share more personal data
8 in 10 Respondents Have Integrated Digital Shopping Into Their Daily Lives
Source: Cisco IBSG, 2012
Population Who are they? Digital behaviors Demographics
Boomers and Silvers
Boomer Men
Male-Female Silvers
Cell phones Newspapers Television
Digital Shopping Is Now the Norm: Store Touchscreens, Mobile ≈ 50% Mass
Percentage of respondents doing now or interested in doing
Source: Cisco IBSG, 2012
64% 96% 95% 90% 93%
Über Digital PC at home
Tablet at home
Phone on the go
Phone at home
TV screen in store
98%
Phone in store
79%
Touch-screen in
store
Digital Mass Market
97%
PC at home
47% 47%
Tablet at home
TV screen in store
46% 46%
Phone in store
Phone at home
Phone on the go
48% 54%
Touch-screen in
store
Eight in Ten
One in Ten
12.22.12
How do you prefer to access information
on your mobile device?
21% mobile web 12% mobile app 20% either way
How do you prefer to access information on retailers’ devices?
46% slanted 26” screen 26% iPad-sized screen 72% touchscreen
Retailers need to offer both types of access for shoppers to use
Retailers’ and Own
Source: Cisco IBSG, 2012
18%
67%
4% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
I would prefer todo it completelyon my own, withno assistance
from storeemployees
I would like to doit on my own, but
with help fromstore employees
when I need it
I would like helpfrom store
employees allthe time
I have nopreference
When you use digital content in stores, what level of assistance from store employees would you prefer to receive?
85% of shoppers want to access digital content on their own
Majority of shoppers want immediate help accessing that content from staff if they need it
Self-Service Access
Source: Cisco IBSG, 2012
35% 50% 8% Über Digital
Personalized Experiences
Source: Cisco IBSG, 2012 (U.S. data)
Would a personalized experience (service, advice, and offers) encourage you to make more purchases?
Definitely Possibly No
18% 52% 18%
Eight in Ten
One in Ten
Digital Mass Market
75%
Yes . . . but make it Opt-In with select data
INCREASED MOBILITY PERSONALIZATION
Augmented Experiences Contextual,
Location-Based Content Personalized Loyalty
Programs
1Cisco 2012 VNI Report 2Microsoft Location and Privacy, Jan 2011t
IT CHALLENGES MARKETING VISION
A Gap Between Business Requirements and IT Capabilities
• Build stronger customer relationship with differentiated, valuable engagement
• Better understand and adapt to customer behavior
• Expand revenue opportunities through personalized mobile services
• Increasing operational complexity • Lack of infrastructure intelligence • Lack of customer intelligence
GUEST PRESENCE GUEST ACCESS GUEST EXPERIENCE
Three Stages to Engagement
Mobile device detection, registration
Seamless, secure Wi-Fi onboarding
Location-based content and services
ENGAGE DETECT CONNECT
© 2012 Cisco and/or its affiliates. All rights reserved. 14
Centrally manage thousands of branches over the web
Out-of-the-box PCI compliance
Secure guest WiFi, scanners, mPOS
For A Wide Range of Vertical Use Cases
Consumers Guests Passengers
• Context rich promotions
• Informed purchase decisions
• In-store experiences
• Maps with featured attractions
• Happy hour show tickets
• Gift shop promotions
• Staff security to passenger traffic flow
• Flight updates gate directions
• Improve travel experiences
RETAIL HOSPITALITY TRAVEL
• Wayfinding patient apps
• Improved patient experiences
• Medical device location history
• Campus maps directions
• Stadium sales athletic event experience
• Real-time bus maps
Patients
HEALTHCARE
Students
EDUCATION
NETWORK INFRASTRUCTURE
• Fast & secure w/ Hot Spot 2.0 certification (Passpoint)
• Network Services Discovery - device/app/browser
• Indoor Hyper-location (smarter blue-dot)
MOBILE SERVICES AND APPLICATIONS
• SDK/API for third party applications for instant mobile app
• Pre-integrated Cisco applications
CONTEXT-AWARE ENGINE
• Real-time context and location analytics
• Business intelligence for marketing promotions
YOU ARE
HERE
M a l l D i r e c t o r y
© 2012 Cisco and/or its affiliates. All rights reserved. 17
Connected Mobile Experience for Retail
© 2012 Cisco and/or its affiliates. All rights reserved. 18
Makes our world cleaner
Makes our world smaller
Makes our world
economically stronger
Mob
ilizat
ion
of th
e In
tern
et
To Continue the Discussion
bofriday@cisco.com
Public Cisco CMX Web Site URL: http://www.cisco.com/go/cmx
Thank You @Cisco_Mobility
www.facebook.com/CiscoWireless
Cisco.com/go/cmx
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