Galit fein mobile and social media presentation full version v5
1. Mobile Outsourcing
Social
Trade
Fun Tools
Pics
Gesture
Touch
CalendarMail
Location
Ⅱ
Δ
Voice Video
Content Access
Search
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2. Who is getting IT services? What do they want?
• 1970-2010: • 2010- :
• Logically structured • Unstructured approach to tasks
thinking; analyzing and ('multitasking'); emotional
controlling processes. responses; social being
• IT Clients: • IT Clients:
• Finance • Marketing
• Logistics • Sales
• HR • Consumer
• Transactional core
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3. Israeli Smartphone Marketshare in 2011
Operating System Market Share
Android 39.39%
iOS 36.62%
BlackBerry OS 9.48%
Symbian 9.00%
Other 5.52%
Source: IDC
1.5 M smartphones sold in 2011 in Israel
(Out of a total of 2.4 M cellphones)
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4. Mobile market size in Israel 2011-2012
Software Development Tool Market All amounts in M $ USD
2011 2012 2013
Mobile 12.0 25% 15.0 26.67% 19.0
Develop
ment
tools
Software Development Services Market
2011 2012 2013
Mobile 25.0 24% 31.0 29.03% 40.0
Develop
ment
Source: STKI 2012
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5. Mobility – What happened in 2011?
• 2011 was a significant year for the mobile industry
• Dramatic rise of smartphones in the mainstream
• Mobile media changes retail, finance, marketing and many
more other areas beyond recognition
• Current mobile landscape stabilization - We have winners!
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6. Israel (expected end 2012):
Wintel: Q42011 compared to Q42010
Desktop PCs: -25% Notebooks: -35%
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7. Multi-device lifestyle
• Multi-device usage all day long and each device is
connected to a 'cloud'
• Even when accessing the same content, each device has
very different peak usage times, highlighting their varying
uses and value propositions to the digitally-connected
consumer
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8. Multiple Online Touchpoints
http://www.deccanchronicle.com/tabloid/bengaluru/%E2%80%98sir%E2%80%99i-please-guide-me-567
• PC, TV, smartphone, media tablets and
internet - enabled cars
cloud-stored music
restaurant recommendations
info on nearby gas stations
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9. IT will support it ALL
• Each device has very different peak usage times,
highlighting their varying uses and value propositions
• Work is not a place you go, but a thing you do
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10. From mobile devices to mobile users ……
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11. Mobile App
strong growth of mobile apps usage and preference
there is no place for an imperfect app
app-ifation of everything
(desktops, cars, TVs, mobile)
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12. Using Mobile Apps more than 10 times a day
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13. Using Mobile App to Make a Purchase/ for Client Service
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14. So Many Apps – So Little To Download…
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15. Tablets and Multi-Platform Consumption
Apple has dominated the narrative in the tablet market, but the status quo
is set to be challenged as devices such as the lower-cost Android tablets
offer consumers a more affordable alternative to the iPad
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16. Tablets Replace Paper
• Businesses and governments are trading paper for tablets, saving
money and promoting efficiency
• In the U.S., airlines are now allowed to rely on tablets instead of
onboard paper manuals, checklists and charts
• Amsterdam city council members now get iPads, retrieving
documents through a custom app that other Dutch government
agencies are set to adopt
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17. Who Will Be Using Tablets? (Israel)
3% Some of theall Employees
15% Mid-level directors
21% Pilot in one of the units
41% Specific functions (e.g. salesmarketing)
44% CXOs
Source: STKI, Sep. 2011
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18. Toys for Tablets
• The next generation of kids’ entertainment combines tablets
and toys to create a more physical and digital interactive
experience
• Toys that feature embedded sensors can communicate with an
app on the tablet, like Disney’s new AppMATes range,
which pairs toys based on characters
from Cars 2 with an iPad game
that turns the tablet into a road
surface
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19. Consumers Ready to Play on Mobile Video
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20. So Lo Mo
Location-Based Services Transparent Pricing Discounted Offers Immediate Gratification
Finds deals and offers Comparison shopping Local Services Music / video / apps
in your area online + local stores Up to 90% Off delivered wirelessly
Shopkick iPhone App ShopSavvy Android App Groupon iPhone App iTunes Store on iPhone
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21. Context-sensitive Service Discovery Applications
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22. Decision-making in the Digital World
Seeking Intelligence,
Not Content
- Real time
60% of purchase decisions
being made before the
consumer stepped into the
store!!!
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23. The Digital Customer
Expectation People’s opinions matter more than providers’ opinions
Economy and more than in the past
Brand Butlers Personalization & attitudes to privacy, ownership, piracy,
color & language. Shift from transaction to interaction
AlwaysOn Working Practices & Attitudes: Blurring of work and
leisure, conflict between new and old attitudes
GameOn Many-to-Many Communication -turning the mundane
into “fun”
Intelligent Knowledge for many regions, languages, currencies &
Infosystems attitudes visualized in different ways
Dynamic Pricing Money, but no time –45 seconds/4 clicks is too long to
wait.
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24. The Rise of Mobile Retail
Virtual Supermarket
Simply clicking and immediately delivered
On-screen In-store smart purchase
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25. Era of Savvy Shoppers
Recognize how your audiences are using
mobile devices while shopping
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26. 2012 game changers :
• Digital channels department
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27. IT is Struggling to Keep Pace
• Mobile is dynamic and fast-moving
• IT needs to be more responsive and pay more
attention to demand
• IT loves platforms and web development
but it has to deliver solutions CMO
based on market demand
NOT based on MAINTENANCE,
Digital channels
COMPLEXITY OR COSTS department
IT
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28. Many clients are asking about how to:
Subject covered in
Shahar Maor’s presentation
Set a solid
Digital Customer Experience MDM
craft mobile policies
how to develop
manage the devices
mobile custom apps?
Secure their
select mobile devices mobile content
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29. Answers are right here
Who is IT or Business?
Digital Customer Experience IT higher involvement
Owner in enterprise
how to develop
mobile custom apps?
Native or Hybrid Apps
select mobile devices People wants:
Enterprises wants:
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30. Challenge of Mobile AD
• High development costs, because skills must be maintained
for multiple platforms and tools
• Higher expectations from mobile apps UX
• Lack of best practices guidance
• More direct involvement from users/stakeholders
• Complexities of testing - increase in SW defects
• Cases when apps must coexist on client devices
• Security
• Higher support and service costs
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31. IT is Looking For A Magic Solution
Android dominates today:
40% of carry an Android OS-based
phone, and 40% intend to purchase
one in the next 6 months.
Apple’s iOS :
25% own an iPhone, but 35% buy one
in the next 6 months.
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32. Two main OS
Native App Hybrid App WEB App
Getting Download required from Download required No download; runs
the app app Store from app stores. Apple from the web.
can cause delays!!
UX Rich experience; faster, Less than native Variable, less
more secure than Web or experience; but secure
Hybrid. Can access faster, more secure than native apps
capabilities such as: than Web. Can access because app can be
MultiTouch, camera, and devices capabilities accessed via URLs.
GPS. Animations are better such as: MultiTouch, Animations not as
and easier to develop camera, and GPS. good as native and
Animations are better harder to develop.
and easier to develop.
Access Online and offline access Online and offline Online access only.
to data possible. access possible.
Source: Celent
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33. Two main OS – Two main types of mobile apps
Native App Hybrid App
App Highest cost. A different app is required Midrange cost. Some app
development for each platform supported. Mobile elements can be used on
and Development Platforms spare the need multiple platforms
support costs for development from “scratch”
HTML5 Native App Great mobile apps
will
reach are
the native designed
level of Better
Always specifically
maturity experience
in 2015
for mobile
Source: Celent with STKI
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34. Native or HTML5 ? (funny the terminology)
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35. HTML5 - phenomenal progress but not there yet
• HTML5 apps in “native wrapper” are a major trend
• HTML5 needs to address off-line, data usage impacts,
spectrum shortage
The magic formula would be the right placement
of your app feature on HTML5 – Native scale
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36. Does Hybrid Application Really Cost Less?
• In order for hybrid app to meet
your customers’ requirements -
adaptations to the specific OS
and device must be made, it costs
additional money!
• In time perspective – it is possible
that there would be no significant
cost difference between native
and hybrid app
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37. Time to restart your website
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38. Voice-Activated Apps - Teach your phone new tricks
StartTalking
What can I help you with?
– “read me my messaged”
– “Is it going to be chilly these weekend?”
– “Set me a timer”
– “what is the recipe for steamed salmon?”
– “Update my Facebook wall”
Kids don’t have any problem
talking to machines!
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39. Personal Assistant
• Voice commands went mainstream with Microsoft’s Kinect, iPhone 4S
• Next, watch for spoken commands to control everything from
thermostats to televisions
• Apple’s rumored TV is said to include voice
recognition, and Samsung, LG and Sharp
are among those planning voice enabled TV
sets, perhaps making remote controls
obsolete
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40. Screened Interactions
“INAMO” Restaurant
Interactive mirror
Soho, NY City
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41. SuperPharm example
Smart
Shopping
Self Service
Relevant discounts
No line
Guide and direct in
context of what you
need
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42. Smartphones Can Make TV Interactive
Selling products shown on TV shows and commercials in real time
Apple TV Update: Rumors
Tip Streaming TV Service
With iPad 3 Release -
hundreds of thousands are
already in waiting list
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43. Mobile Products and Services
Positioning of the Israeli Market
SAP (Sybase) Matrix
(MEAP only)
Worldwide
IdeoMobile Netwise Leader
Enterprise
Local Support
Applicat
Netalizer
(MEAP)
El Ad Mobideo Vendors to Watch:
• Malam-Team
(Antenna)
Magic • IBM (WorkLight)
Market Presence
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44. Mobile Apps Development - Services
Israeli Player Development
EWave Maccabi
NGSoft Bank Leumi - trade, Bank Discount, Pelephone, TNT, Wozzon, BIS
Bank Leumi –augmented reality, MAKO, Clal, Bituach Yashir, Harel, Cellcom,
Real Commerce VocalWall
ONE1Mobile Scop Visa CAL, Schestowich 106, FSM SaaS – IEC, Paz, municipalities
Cellular media content distribution system, Bookkid, Redmatch
MIT
Coca-Cola, Gillette, Avis, FiBi, Yellow, Leffe, Loto, Castro, Excellence
Moblin
Taldor (3base) Clarizen, Ozvision
Y2K Isracard, and more
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45. Mobile Platforms – Partial list 1
Developer/ Imple
Product
Provider Product Name Represen Clients mentor
Description
tative
Matrix Touch Point Develop Platform for Bezeq, HOT, Ort, Danshir, IAA, Matrix
mobile Ma’ariv, Mifal Hapais, Bank
solutions Hapoalim, Police, Clalit, El-Al, Strauss,
Shabas, Life Compass, Clalit Mushlam,
Tel-Aviv Municip, Psagot, Bank
Mizrachi, IDF, Prime Minis. Office
SAP SUP - Sybase Represen Mobile Mekorot, Tnuva , Bazan Ness
Unwired tative Enterprise HP
Platform Applications
Platform
mCommerce Represen Mobile banking
Suite tative and Payments
Netwise ApptoYou Develop Platform for Bituach Leumi, Pisga, Mivtach Simon, Netwise
Hybrid mobile IMA, Migdal, Nana 10, GOV.IL,
solutions Ministry of Tourism, Isracard,
American Express, Open University,
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46. Mobile Platforms – Partial list 2
Developer/ Imple
Israeli Product Represen Product Clients mentor
Player Name tative Description
AppliCat Applicat Develop Platform for Meuhedet, Haifa University, World Zionist AppliCat
Mobile mobile org. and more
Platform™ solutions
Ideo Mobile Develop Mobile Bank Hapoalim, Discount, Maccabi, Leumi Ideo
Application Application Card Mobile
Mobile
platform platform
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47. Mobile Platforms – Partial list 3
Developer/ Imple
Israeli Product Represen Product Clients mentor
Player Name tative Description
Netalizer Develop Interactive ,בתי חולים (אסף הרופא, מאיר, יוספטל Netalizer
Messaging ברזילי, רמב"ם ועוד), חח"י, רכבת
System
ממ"א (מ"מ ישראל, רשות הטבע והגנים, ארגון הצלה
)אינטראקטיבי ,ישראלי, עיריות (ירושלים, אשדוד
רעננה, נס ציונה, אשקלון, ועוד), רשת
(Mobile SaaS)
מלונות דן, מירס, מנפאואר, משרד
לאיכות הסביבה, משרד החקלאות, מנהל
מקרקעי ישראל, קק"ל ואחרים
Develop Mobile חח"י, תנובה, מגער, עיריית תל
Gazpacho Reporting & ,אביב,עיריית ר"ג, עיריית אופקים, שגריר
Mission for
(Mobile SaaS) ,פז, דלק, קק"ל, חברות סקרים, משכ"ל
field Force
חוגלה ועוד
El Ad Represen 4Singles. iWater, Min. of Transportation, El Ad
tative Intel
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48. Mobile Platforms – Partial list 4
Developer/
Israeli Player Product Name Represen Product Clients
tative Description
Malam-Team Antenna Represen Mobile solutions
tative platform
IBM WorkLight Represen Mobile
tative application
platform
Software AG Metissimo Represen Mobile
tative application
platform
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49. Mobile apps set expectations for better UX
Experience flows
Usability,
Apple, Microsoft to where you are Development
appearance and
and Google and what you are impact
behavior:
doing in context
Cloud
New UX
enables
design skills
"portable"
needed
Touch, Voice, data/state
Battle for
Video,
leadership in
Gesture,
the new UX
Search, Social
Coordinated
Multichannel
multiple
is inevitable
devices
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50. UR what UX
make apps
People would want to use
http://www.stephenthomas.com/about/index.php
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Source: http://www.stephenthomas.com/about/index.php
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51. Gamification
’Gamification’ of apps is the ultimate way
to engage with your audiences
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52. Culture Clash
Goal: = Fun = $$$
Cost Reduction = $$$
i
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53. Game-like Mechanism
Can improve engagement and participation
• Training
• Knowledge sharing
• Customer loyalty programs
• Virtual goods and currencies
Enterprises will try to turn websites into a
fun place that customers will want to spend
hours in.
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54. Foursquare
Points Badges Leaderboards
tracking, feedback goals, rewards competition
You have an activity you wish your users to do and therefore give points for it. You
have badges or levels users get for certain points or activities. And to create some
competition between users, you throw in a leaderboard for good measure
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55. The Evolution of Trade
Credit
Lydian coins
Mobile Barter
Payment
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56. Mobile Payment
Smartphone is a cash
Mobile at the point of sale Store mobile credit card
register
It‘s paying for things at a This is merchants using a If a company doesn't want
store with a smart phone mobile device to process to wait for someone else to
using NFC or "tap and go“ credit cards payments. build a wallet or a platform,
Square – 1M merchants it can always build its own.
(1/8th of all US card Is it expensive? You bet. Is
retailers) Do not confuse it worth it? Ask starbucks.
this with mobile wallets. 25% of all in-store
They are not the same payments are made via a
thing. mobile phone
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57. We are Ready! But what about NFC?
• Great mass is ready for mobile payments NOW
• Dozens of millions of NFC devices will arrive this year
• However, a poor experience, the lack of consumer education,
lack of real standards and complex NFC infrastructure will
inhibit use in 2012
Subject covered in
Shahar Maor’s presentation
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58. M-Payment faces a chicken-and-egg problem
• Retailers reluctant to suffer the cost for terminals without
clear shopper demand
• Consumers entrenched in their ways Lower Power to track
retailer fees customer
purchasing
Loyalty decisions
rewards without the
Customers Retailers need to ask
them to
Mobile subscribe to a
coupons service or
provide
additional info.
DID YOU
KNOW?
E
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59. mWallets & Payments in Action
Google
PayPal Mobile peer-to- ISIS
Wallet Nexus S 4G
peer payments in
Android devices for
its iPhone and
Citi Master or Visa
Android apps
cards holders
“bump style”
SingleTap HTC, LG, Motorola,
experience, “One-stop shop”
RIM, Samsung and
for retailers
Open platform Sony Ericsson
Payments from Transactions for
Google Offers -
any portable physical products
save coupons
device. Flexibility at retail locations,
directly on Google
and CRM to redeem coupons,
Wallet
customers after store merchant
they have checked loyalty cards via
out the mobile phones
Source: http://nikosdrak.wordpress.com/2012/03/01/mwallets-nfc/#
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60. What are Big Banks Afraid of?
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61. 2012 game changers :
• Mobile Payment
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62. Social Revolution: The Web is Shrinking
Sources: Ben Elowitz, Wetpaint / comScore
More people on more social networks than ever before
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63. Facebook Nation
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64. Next Generation Devices Changing How We Access the Internet
Sources: Gartner Research; Smartphone, Tablet, and PC Forecast
Facebook mobile users are 2X more active than desktop users
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65. The Social Divide: Customers and Companies
Your customers and What about your
employees are social. company?
Communitie
s
Source: SalesForce.com
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66. Are You Listening?
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67. Facebook as the ultimate IT-Marketing function?
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68. Popularity Is Good, Engagement Is Key
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69. Beyond Social Media
It’s okay
to fail as
long as
you do it
quickly
Your Enough
People do employees already
business with need to be with the
people, not digital useless
companies citizens, email
too chains
69
69
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70. It’s all about Engagement!
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71. 2012 - The Era of Customer Experience
Social channels are becoming a consumer communication ground
Consumers are increasingly impatient
Businesses fail to address online complaints
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Customers are Willing to Pay More for Better Customer Experiences
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72. Zero tolerance for bad customer service
Source: http://www.rasmenia.com/2008/09/24/the-customer-is-always-wrong/
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73. Mobile Fuel Social Networking
• Mobile devices driving social, real-time online interaction
• Mobile users have not only adopted real-time social networking
on their devices, half access social media almost every day
• People increasingly using social networking sites not just to
interact with their friends but also with brands and organizations
Most used apps
are social network apps
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74. F-commerce – Turning Like to Buy
“If I had to guess social commerce is the next area to really blow up”.
Mark Zuckerberg. August 2010
Source: SlideShare.com. Janice Diner
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75. Brand Utility – Multiple Channel Commerce
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76. Does Crowdsourcing Work?
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77. From Wisdom of Crowds
to Wisdom of Friends and Community
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78. Your Customers Want To Be Known
From “anonymity” to “real identities”
Galit Fein
Gen X, 30-40 years old, holding graduate degree, working mom
Yet:
When I walk into a store or visit the site to which I am loyal I
get…the same experience that everyone else gets
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79. Companies using social media to serve the needs of customers
can achieve real returns at every touch point
• Ford achieved same • Wet Seal reports that • Nike+ product and
level of brand social shoppers have a social community
recognition with a 2.5 times greater credited with increasing
Fiesta social media conversion rate than Nike running shoe
campaign at 10% of the average customer market share from 48%
traditional TV ad cost to 61%
Awareness Purchase Use
Sources: Industry publications and websites; Bain analysis
• Intuit’s own • LEGO credits • eBay community
QuickBook customers customer ideasourcing users spend 54% more
answer 70% of fellow with its decision to than other customers
customer service launch more expensive
questions online and customer
innovated sets, such as
the 500 piece Star Wars
product
Service Feedback Retention
Galit Fein’s work Copyright 2012 @STKI 79
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80. Social Media – Israeli Trends
• Social channels become more important and more
relevant for many customers
• Some business executives already use Twitter for
personal interactions with customers
• Furthermore, blogs and tweets are often just
another outbound channel, not a platform for
interaction with (potential) customers
• At the same time, a different aspect of “social”
showed growth as peer-to-peer lending grew
strongly, albeit from a small base: LendingClub and
Prosper Marketplace more than doubled their loan
volume in the past 18 months.
Galit Fein’s work Copyright 2012 @STKI 80
Do not remove source or attribution from any graphic or portion of graphic