Why Mobile Is The Future Of Customer Engagement

WHY MOBILE WILL BE IS THE FUTURE OF CUSTOMER ENGAGEMENT.

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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

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


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

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


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

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


Mobile Desktop

Note: Activity monitored during the course of 30 days for desktop and mobile interactions.

Source: ShareThis (2013) http://bit.ly/1p3Ykix

MOBILE IS A STRATEGIC INVESTMENT

Three Ways to Monetize Mobile


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

Three Ways to Monetize Mobile: 1. Acquire More Customers


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

Three Ways to Monetize Mobile: 2. Increase Customer Retention


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%

Three Ways to Monetize Mobile: 3. Decrease Operational Costs


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

CASE STUDIES THE VALUE ADDED BY MOBILE


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

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

= + +


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

Comparison: WPP Damage Report, Old vs. Improved Process


→

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.

Comparison: WPP Damage Report, Old vs. Improved Process


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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