Forrester - Strategies for the Mobile Mind Shift

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Information about Forrester - Strategies for the Mobile Mind Shift
Business & Mgmt

Published on March 5, 2014

Author: digitalinsurance

Source: slideshare.net

Strategies For The Mobile Mind Shift Josh Bernoff, Melissa Parrish, Senior Vice President, Idea Development @jbernoff Principal Analyst, Research Director @MelissaRParrish May 1, 2013 To follow the conversation on Twitter, use #mobilemindshift

#mobilemindshift Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm) © 2013 Forrester Research, Inc. Reproduction Prohibited 2

#mobilemindshift Image source: Time, Inc. (http://www.timeinc.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 3

#mobilemindshift Image source: NBC News and The Associated Press (http://photoblog.nbcnews.com)

#mobilemindshift Deconstructing the mobile mind shift Systems Organizations Mind Devices Applications Companies Source: April 19, 2013, “The Mobile Mind Shift Index” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 5

#mobilemindshift The mobile mind shift The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need © 2013 Forrester Research, Inc. Reproduction Prohibited 6

#mobilemindshift Your mobile mind shift Your company must deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need. © 2013 Forrester Research, Inc. Reproduction Prohibited 7

#mobilemindshift Computing the Mobile Mind Shift Index MMSI Devices Access 100 Locations MMSI + 20 + 40 40 = 100 50 0 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 8

#mobilemindshift Computing the Mobile Mind Shift Index MMSI US adults 18+ Devices Access 100 Locations MMSI 9.6 20 + 13.2 40 + 5.1 40 = 27.9 100 50 27.9 US avg. 0 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 9

#mobilemindshift The Mobile Mind Shift Index by gender MMSI Devices Access Locations Men 40 MMSI 10.3 + 14.0 + 5.7 = 30.0 30 Women 30.0 Men 27.9 US avg. 25.9 Women 8.9 + 12.4 + 4.5 = 25.9 20 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 10

#mobilemindshift Unshifted segments inaccessible to mobile 100 › Generally older, less- Proportion of US online adults Disconnecteds › 78% › 50 Roamers MMSI scores: 0 to 40 Dabblers › affluent segments Disconnecteds use phones for talking. Dabblers are still learning. Roamers use basic apps and connect outside home. 0 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada); Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 11

#mobilemindshift Adapters: really getting into mobile 100 › 90% own a Proportion of US online adults 12% › › 50 MMSI scores: 40 to 50 › 0 smartphone. 29% own a tablet. Apps include sports and music. Average household income is $95,000. Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada); Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 12

#mobilemindshift Immersers: becoming mobile adepts 100 › 47% have a Proportion of US online adults 6% › 50 MMSI scores: 50 to 60 › tablet. Apps include shopping, finance, travel, reference, and video. Average household income is $100,000. 0 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada); Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 13

#mobilemindshift Perpetuals: demanding mobile customers 100 › 78% have a Proportion of US online adults 4% › › 50 MMSI scores: 60 to 100 › tablet. They use dozens of apps. Average household income is $111,000. 71% have a degree; 24% are working on one. 0 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada); Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 14

#mobilemindshift Not all smartphone owners are equal MMSI Proportion of smartphone owners in shifted segments 43.5 iPhone 40 38.8 Android 24% 40% 44% 58% Android iPhone 37.7 BlackBerry Windows Phone BlackBerry 30 30.5 Windows Phone 27.9 US average 22% 20 US average Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 15

#mobilemindshift Are your customers demanding mobile? If the average MMSI of your customers is . . . . . . and the proportion of your customers in shifted segments is . . . 35 or higher 35% or higher Demand mobile utility now. 20% to 35% Will soon demand mobile, especially your best customers. Under 20% Will become demanding in a year or more. 25 to 35 Under 25 © 2013 Forrester Research, Inc. Reproduction Prohibited . . . then your customers . . . 16

#mobilemindshift MMSI shows E-Trade’s shifted customers MMSI 40 Proportion of investors in shifted segments 30% 45% Fidelity 38.6 E-Trade E-Trade 31.5 Fidelity 30 27.9 US average 22% 20 US average Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 17

#mobilemindshift E-Trade’s potential in shifted segments Comparison of customer groups Mean age Mean HH income Mean HH financial assets All US 44 $80K $402K All E-Trade customers 42 $114K $1,060K E-Trade’s Adapters 39 $117K $751K E-Trade’s Immersers* 37 $122K $660K E-Trade’s Perpetuals 35 $126K $1,733K Base: 30,549 US online adults (18+) ; Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) * Sample size < 100 © 2013 Forrester Research, Inc. Reproduction Prohibited 18

#mobilemindshift E-Trade meets the challenge Source: YouTube (http://www.youtube.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 19

#mobilemindshift Shorten the distance . . . What your customers want What they actually get . . . through utility-based experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 20

#mobilemindshift 1. Solve a customer problem Image source: Kreatism (http://kreatism.com/?portfolio=192) © 2013 Forrester Research, Inc. Reproduction Prohibited 21

#mobilemindshift New moms have started to shift MMSI Proportion of investors in shifted segments 40 31.3 mothers of children 0 to 4 27% 22% 30 27.9 US average Mothers of children 0 to 4 US average 20 Base: 30,549 US online adults (18+); Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) © 2013 Forrester Research, Inc. Reproduction Prohibited 22

#mobilemindshift Products aren’t the problem: Sleep is Image source: Johnson & Johnson Bedtime mobile app © 2013 Forrester Research, Inc. Reproduction Prohibited 23

#mobilemindshift 2. Become a trusted agent Image source: Mercedes-Benz (http://www.mbusa.com/mercedes/index) © 2013 Forrester Research, Inc. Reproduction Prohibited 24

#mobilemindshift 3. Get out of the customer’s way Image source: AndroidAuthority.com (http://www.androidauthority.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 25

#mobilemindshift 4. Automate mundane tasks Image source: OnTheGeek (http://onthegeek.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 26

#mobilemindshift 5. Fulfill a need they didn’t know they had Image source: SDCR Business Systems (http://www.sdcr.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 27

#mobilemindshift Seek frequent, high-quality experiences › › › Quality of experiences Forrester’s Customer Experience Index Net Promoter Customer satisfaction surveys Frequency of experiences Purchases, use, and services (not advertising) Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 28

#mobilemindshift If you’re in this quadrant . . . Quality of experiences Starbucks Apple Disney USAA Expand your relationships. Frequency of experiences Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 29

#mobilemindshift Tesco Homeplus rethinks “offline” Image source: Tesco (http://www.tesco.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 30

#mobilemindshift If you’re in this quadrant . . . Quality of experiences Create reasons to interact more often. Mayo Clinic Virgin Atlantic Airways Frequency of experiences Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 31

#mobilemindshift Nike fulfills customers’ everyday needs Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/) © 2013 Forrester Research, Inc. Reproduction Prohibited 32

#mobilemindshift If you’re in this quadrant . . . Quality of experiences Create reasons to interact more often. Frequency of experiences Bank of America Comcast Improve your experiences. Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 33

#mobilemindshift Verizon adds higher-quality experiences Image source: iTunes store, Apple (http://www.apple.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 34

#mobilemindshift If you’re in this quadrant . . . Quality of experiences Create reasons to interact more often. Frequency of experiences Redefine service and partnerships. Health insurers Source: April 19, 2013, “Marketing Strategy For The Mobile Mind Shift” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 35

#mobilemindshift Partner with digital disruptors © 2013 Forrester Research, Inc. Reproduction Prohibited 36

#mobilemindshift Significance of the mobile mind shift › Customers expect any desired information or service to be available on any appropriate device, in context, at their moment of need. › If your customers’ MMSI is 35 or higher, it’s urgent for you to provide them with mobile utility. › Use mobile utility-based experiences to shorten the distance between what your customers want and what they get. › Choose your strategy based on your company’s frequency and quality of customer experience. © 2013 Forrester Research, Inc. Reproduction Prohibited 37

How we can help with your mobile strategy › Mobile Mind Shift Index Framework › Mobile POST › Mobile App Review © 2013 Forrester Research, Inc. Reproduction Prohibited 38

Thank you Josh Bernoff +1 617.613.5789 jbernoff@forrester.com Twitter: @jbernoff Melissa Parrish +1 212.857.0784 mparrish@forrester.com Twitter: @MelissaRParrish

Forrester’s Forum For Customer Experience Professionals East Boost Your Customer Experience To The Next Level Join us: June 25 - June 26, 2013 Register with Promo Code “CX13WEB” to save $100! › Be the first to get two new Forrester reports from our Customer Experience team. Attendees will be the first hear the newest ideas and research from Kerry Bodine and Megan Burns, two of our top CX analysts. › Attend sessions lead by Forrester analysts and industry executives including Audi, Wells Fargo, Walgreens, and › Meet face-to-face with analysts: Schedule 1on1 meetings with Forrester analysts to discuss your company’s strategies and overall industry trends. › Network with over 1000 customer experience leaders at one of our biggest events of the year! www.forrester.com/CXE13 © 2013 Forrester Research, Inc. Reproduction Prohibited 40

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