Over the past two decades, we have come to recognize that powerful economic, social, and technological forces are transforming our world in ways that few people really understand. IOT, big data, the fusion between physical and digital environments, the focus on customer experience are revolutionizing how companies are organized and do business. Platform-oriented business is the new way to be successful in a phygital world.

1. Vodafone for a
Phygital World
Barbara Cominelli
Commercial Operations and Digital Director

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5. Our customers
Ultra-connected,
MobileFirst
“One”experience,
Omnichannel &
Phygital
Engaging, open
relationship with
brands
“Great” experience,
Hyperpersonalized &
Ecosystemwide
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6. Connected life, smartphone addiction
How often do you use a smartphone while…
74% Nightoutwithfriends
68% WatchingTV
60% Eatingatrestaurant
42% BusinessMeeting
35% Crossingroads
20% Driving
High digital mobile penetration – Italy top right
*Source:ATKearney
*Source:Deloitte
>30%
lookupsmartphoneinthe 5
minbeforesleeping
68%
checkphoneseven
withoutnotifications
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7. Omnichannel…but Mobile first
VisitsVFIT
>70 mio interactions/month  90% are digital
88%
1%
3%
3% 6%
Website,app,msite
Socialmedia
WebandMobilechat
CallCenter
Retailshops
Totalvisits/interactions(VFIT)
Q314
Deskto
p
Q315
Msite App
Q316
Msite +
App
Mobile Skyrocketing
*Source:VodafoneITinternaldata
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8. Mobile: a quantum leap in the relationship
How many times customers interact with the different touchpoints?
A window open into the life of your customers,
to engage in a much more systematic,intimate and personalized conversation
8*Source:VodafoneItalydata

9. Omnichannel and phygital
*Source:GFK
In store Digital and physical: aumented experience
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10. Great experiences, hyperpersonalized,
ecosystem wide
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11. Emotional engagement is always #1
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12. Our roadmap
Personalized, phygital
experience, with My
Vodafone App pivotal
Customer Experience
Excellence Program
Integrated with
ecosystem
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13. Starting with trust: CARE program
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Connectivity
NETWORK GUARANTEE
Always in control
EXTREME TRUST
Reward Loyalty
PERSONALIZED REWARDs
Easy Access
ALWAYS AVAILABLE, HUMAN TOUCH

14. Today: Mobile app the platform for…
Omnichannel, Phygital, Personalized experience
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Outside the
Store
Queuing upin
the Store
Personalized
Service
GoodbyeIn Store
1 2 4 53
Meshing physical and Digital: some examples
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16. Tomorrow: Omnipresence
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Fully integrating with ecosystem
Integrating partner
experiences in our app
Integrating our experience
in other apps

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Play as a platform

19. Collaboration & Co-creation with customers and
partners
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Hackathon Crowdsourcing Bootcamp Hackdays

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…And internally
Red Farms CXX Days UX Testing
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Smartworking and collaborative tools as enablers

21. Big Data to create value….
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Suggested
Device Upgrade
Current Device
and Data Usage
Most used Apps
Hobby &
Passions:
Info on other
apps
Best contact
method

22. …simplify and enrich experiences
Omnichannel customer journeys analysis Predictive and proactive interactions
Understanding the directions and amount of customer
journeys flows
Predict customer next steps to anticipate needs
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Give back value

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24. Grazie,
@bcominelli
It’s not the big fish that eats the small
one…
It’s the fast fish that eats the slow one!
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25. Developing Vertical and Horizontal skills
VERTICALSKILLS
EXPERIENCEDESIGN
DIGITALPRODUCT/CONTENT
MANAGEMENT
DATASCIENCE
TECHNOLOGY
HORIZONTAL SKILLS
DIGITAL
AWARENESS
DESIGN
THINKING
DATABASED
REASONING
AGILITY,FASTPROTOTYPINGAND
DEVELOPMENT
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