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Mobile & MarketingAntonio Addario
Overview
The purpose of this presentation is to define a set of guidelines to leverage the Mobile platform to promote and sell your products, engage your customers & meet your organisational requirements
2
1. Deep dive
2. Look around
Tip Calculator 3%
Other Calculators
30%
Personal FinancialManagement 3% Stock Market 17%
Online Banking 40%
Income Tax 3%
3.a Know your customer
Starting out• Online: for all banking, information,
statements etc• Mobile: would like to pay, get their balance,
look for a property etc• Email: for when online doesn’t work and for
non-emergency issues; • CC: for when something goes wrong. They
expect friendly, empathetic, yet facts driven communication
• Post: likely to disregard as ‘Marketing’• Branch: Irrelevant except for mortgage
3.b Know your customer : Technology
SavingsGoal Research Apply Welcome 1st
Deposit1st
StatementReach
Savings Goal
Close
Customer journey from first interaction to account closure
4. Know your customer : “moments of truth”
Car
House
Ring
3rd party
Friends
Advertising
ID Check
Welcome Pack
Reference
Change Details
5. Define successVision Goals Objectives
Increase Acquisitions1
Increase X-Sell2
Increase Stickiness3
…4
Acquire Customers Innovatively
Instant Cross Selling
Seamless Multi-Chanel
Increase Customer Control
Loyalty
Form Strategic Partnerships
Your Corporate
Vision
Capabilities
…
Open Account via Mobile
Mobile Payment Supplier
One-Click Mobile Cross Selling
…
Personalized Experience
Mobile Vouchers
…
6. Identify key capabilitiesA
cces
s M
odes
Func
tions
&
Serv
ices
Dev
ices
Dumb Phones
FeaturePhones
SmartPhones
Tablets ConnectedDevices
Sales Services Value AddFeatures Differentiators
Support Services
Payments & TransactionsAccount Mgmt.
Security Shared Services
InformationServices
SMS M-Web Native AppsVoice
7. Select capabilities and features
Value Add Features CustomerFit Objective Alignment
Immediacy Simplicity Context
Currency Exchange
Stock MarketIncome tax filing … … … … …
… … … … … …
Selection Criteria
8.a Evaluate options: reuse / buy / build
Reuse Buy Build
• If you work for a global company there might be a chance that another country has what you are already looking for
• Buy to quickly reach parity on commoditised services like SMS Banking
• Potential for global deals
• Consider building global products
• Tap into international skill sets
• Build to differentiate
8.b Evaluate options : Technology
Native Apps
M-Site
Functional Hybrid
Launcher Apps
8.c Evaluate options : Hybrid the silver bullet?
Time -to-Market
2 Months !
9. Feel the water before you commit
ExecutivesChannel Staff
Agencies
VendorsIT
Start-Ups
Inform
InfluenceOptimiseAlign
LeverageExploit
Energise
Customers
10. Get out there
SMS
iPhone App M-Site Home Loan Toolkit iPhone App
Notifications
X-Selling
Login to Online BankingInterest ratesContact UsHelpGo to Ingdirect.com.au
11.a Promote products and services
11.b Promotion channels : The winner is…?
12. Get mobile to sell for you
Product Acquisition Product Tease SM Integration
Banner Log-Off Promotion
ProductPages
Device Detection
Big Ticket Items Evaluation
13. Measure Success
KPI‘s AdoptionCustomer Reviews
14. Listen to your customer and improveFeedback from AppStores Research similar applications or projects
Focus Groups Work with internal or external focus groups
Web Forms / Forums Consider creating a web based community or forum where you can encourage your members to get involved in the idea and decision making process
Social Media Following social media platforms (i.e. Facebook, blogs, etc.) for user experience. Engage clients in an open two-way discussion. Social Mention, Twitter Sentiment
Analytics Analytic tools helps us to learn about user behaviors
Surveys Conducting surveys by e-mail/SMS and improve according to the survey results
Application Sharing Get feedback from other business units and leverage features that has already been created
15. Mobile & Beyond
Connected Devices
Social-Local-Mobile Convergence
Connected TV
Commerce 3.0
Thank You!