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Social Media & Mobile<br />Israeli Market<br />Galit Fein, VP & Senior Analyst<br />www.galitfein.blogspot.comhttp://www.facebook.com/galit.feinhttp://twitter.com/#!/galitfein<br />

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Technologies Maturity ModelOffice of the CIO<br />Business Value<br />Multi<br />Channel<br />Mobile<br />Investment<br />to make money<br />Social Media<br /> IT Project<br />Cut costs, <br />Increase productivity<br />Pure Business<br />Project<br />Mobile Work<br />Force<br />Manage Scattered IT<br />Commodity IT<br />Services<br />*Size of figure = complexity/ cost of project<br />Investment<br />for regulations<br />Using<br />Implementing<br />Looking<br />Market Maturity<br />

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Multichannel Technology Strategy<br /> Consistent & continuous service experience<br />

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Web Evolution<br />Web is Dead?<br />Social, Mobile Internet<br />Interactive, virtual communities<br />Transactions<br />Static, one-way publishing medium<br />

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The Web Is Dead<br />

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Mobile Cloudy Internet<br />My <br />Documents<br />From www to apps<br />

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Do not Focus on Channels -<br />Focus on the Customer<br />Channels<br />Touch Points<br />Touch Points<br />Interactions <br />Various devices <br />

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2010 Mobile & Social Media Year <br />Most organizations :<br />Examined & experienced business mobile apps<br />opened facebook profile & twitter account<br />Rethought Web site strategy<br />

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Are your channels under the same roof?<br />Multichannel<br />strategy<br />VS<br />

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Your clients want you to know who they are<br />“Can I have your ID number,<br />How can I help you?”<br />“Insert your secret code <br />How can I help you?”<br />“Insert your passwords,<br />How can I help you?”<br />

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Differentiation<br />

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What kind of new channels strategy do you have for 2011?<br />Source: STKI Survey 2011<br />

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Integrated Multichannel Strategy<br />Back Office<br />Source: Slalom Consulting<br />

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Social Media<br />2011<br />The Year of <br />Integration<br />New consumer needs a 360° experience <br />across multiple social & digital media<br />

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You can’t afford to ignore the “social elephant” in your room<br />

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Get Social<br />Make your Web site more social<br />Interaction & collaboration with ranking, tagging, etc.<br />Do business on leading SN <br />Real “real-time” service on Twitter, Facebook pageetc. <br />Networked Business Model<br />Integrate with successful networks (TripAdvisor, Mint…)<br />

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Where are the financial services brands in this network? <br />A child who’s about to graduate from college has been using SmartyPigfor saving. The new grad needs a car and finds one on eBay Motors. The parent offer to lend the money for the purchase. Parent & child go to BankRate.com to find out the relevant rate. Together they use Virgin Money to manage the loan. The parents recommend using Esurance to find auto insurance. <br />

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Right in the Middle<br />

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Facebook<br />I have a life outside of Facebook <br />I just can’t remember the password for it<br />Facebook – the world's <br />3d largest country & <br />still growing<br />200 M users are engaging <br /> with Facebook on mobile phones<br /> ~2.5M Israeli mobile internet users – <br /> Facebook is the lead<br />

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Brand Interactions are Increasing<br />Facebook has become the<br />largest web access for many <br />brands<br />Coupons, deals & discounts <br />are encouraging consumers <br />to engage with marketers<br />Groupon – half a price in return of exposure<br />

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Source of Traffic<br />

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Trust Currency<br />Responsiveness<br />Real time<br />Video is better than audio <br />Don’t break the<br />

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Consumption Habits are ChangingAre You?<br />location<br />

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Look at the Best Practices<br />

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Decisions will be based on:<br />Friends recommendations<br />Future Rewards<br />privileges <br />Relevance<br />Coupons<br />miles<br />Analytics<br />

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Location<br />find nearby restaurants, read reviews & book dining reservations<br />Real- “limited” time discounts on your mobile based on your current location<br />

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Social Media - Israeli Trends<br />The desire to find immediate solution for the changing business reality, led tomarkets turning to media & advertising companiesinstead of the IT<br />Who is in Charge of Social Media in your organization?<br />STKI Survey 2011<br />

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The Result<br />Campaign mgmt instead of full customer experience<br />Social media is typically not integrated with the website and internal applications<br />Relevant data from successful campaign <br /> that is not siting in IT<br />Another sheep to bring into IT<br />

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What should we do?<br />Facebook page: the new fully functional business oriented model which replaced the personal profiles<br />Create compelling valuable content, it doesn’t have to be about your business<br />Facebook applicationdevelopment<br />Facebook ad platform based on demographics(women, age, education, who like sport)<br />Source: HubSpot<br />

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Measurement<br />

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Metrics to Measure<br />

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Which Social Media Marketing Metrics Really Matter<br />http://blogs.forrester.com<br />

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Brand metrics are still the most common to measure <br />

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Trends to Watch<br />Social scanning - mobile barcode scanning technology<br />Group Buys<br />Geo Location<br />Mobile Video<br />A<br />

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Reputation Management<br />Listen to your clients<br />fiveblocks.com<br />You have to listen, analyze, react & manage:<br />“bad” search engine results - old news story <br />negative comments online<br />

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It Pays Off<br />

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MobilityWWW = whatever, whenever, wherever<br />has become the mainstream <br />

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Mobile<br />Video<br />high-speed broadband<br />Social Networks<br />

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It’s Going This Way<br />Context aware of location, movement, orientation <br />linked to cloud<br />

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Who is Winning the U.S. Smartphone Battle?<br />Manufacturer operating system share-smartphones<br />Source: Nielsen Company 2010<br />

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Smartphones OS Preferences by Age<br />Android<br />iPhone<br />BlackBerry<br />

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Mobile Content Usage<br />Source: comScoreMobiLensDec.2010<br />

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Mobile Apps Explosion<br />- 50 billion by 2012 <br />100,000s of new & more powerful apps are coming: external & enterprise <br />

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New Ecosystem/Business Model<br />

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The Future of Advertising<br />Ads as Content (and vice versa)<br />Engagement Advertising<br />Social Networks<br />Value<br />Interaction<br />Conversation<br />

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Right message, Right person, Right time<br />

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NFC: Near Field Communication<br />

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The Enhanced Era<br />

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T-Commerce<br />

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Tablets Moving Rapidly into the Enterprise<br />Purchased for Employees<br />Employee-owned Tablets Allowed<br />Not Allowed<br />CIOs Surveyed on Tablet Usage<br />2010<br />iPad 2 - Most Desirable<br />Competition heats up in 2011<br />2011<br />BlackBerry <br />PlayBook<br />HTC Flyer<br />Motorola Xoom<br />Business tablet app - Netbook replacement? Content consumption - documentation, data analytics, advertising markup`<br />HP TouchPad<br />LG Optimus<br />Samsung galaxy tab<br />

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Incumbents & New Attackers <br />

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The New Disrupters<br /><ul><li>Instagram(2M download), PicPlz& Path - next generation of flickr?

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Foursquare & Gowalla- new kinds of social networks built from the ground up with a mobile user in mind

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Square- ability to process credit card transactions, changing the way people conduct personal commerce

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Shazam - new way of discovering new music, making the process mobile

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Rovio- next giant gaming company</li></li></ul><li>Consumers love Apple products and are voting with their time and money<br />Consumer experience is fun; low on creativity<br />Face Time - video conference from iPad 2 to iPad 2/ iPhone 4/Mac, using a wireless network connection<br />In Israel – when considering smartphones <br /> enterprises cannot ignore Apple as an<br /> option but are reluctant due to Apple’s closed system<br />Apple Commands 83% Of Global App Market Sales <br />

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Apple Apps<br />

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Android<br /><ul><li>Android OS, delivered by many vendors (Motorola, HTC, Samsung, LG), has become a dominant portion of smart phone market

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Despite its popularity, Android still remains less secure & manageable than its competitors & requires:

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specialized business-hardened versions from device vendors (e.g., Motorola, HTC)

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SW add-ons (Sybase, McAfee, MobileIron, Zenprise)

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In Israel –enterprises show high interest due to Android’s openness & flexibility </li></li></ul><li>Windows Phone 7<br />2% of smartphones market share in U.S. in first 2 months<br />Biggest challenge - to energize the development community to develop apps for WP7, to compete with the iPhone & Android<br />WP7 tightly integrated with Microsoft’s enterprise SW: <br />Hubs for org. with categories such as People, Office, Pictures& Video<br />Office Hub - access to mobile versions of MS Office, SharePoint, OneNote & Outlook <br />Many hopes hang in future cooperation of the Nokia& Microsoft <br />In Israel – high interest from ITOs due to standardization & in-house knowledge<br />

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Nokia + Microsoft<br />Even if the market share of Nokia is reduced gradually, the leading position of its market is still here<br />Nokia has marketing channel which other mobile phone enterprises such as apples can’t reach<br />Microsoft: The OS of Microsoft is incomparably outstanding, though windows mobile has left the terrible impression on everybody, but WP7 can never let user down <br />The market share that Bing searches for is rising constantly; Microsoft has the best developing instrument <br />

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Mobile Apps vs. Mobile Web<br />Today, native apps provide richer functionality & experience than a browser<br />BUT, increasing mobile fragmentation leads toenormous development costs<br />Quite a few enterprises stopped supporting apps on less popular devices<br />

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HTML5<br />Enormous interest by IT community<br />Design once and run everywhere, especially for less interactive, simple apps (news/ weather)<br />However, user experience not quite the same<br />HTML5 vs Native app – a religious war?<br />

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HTML5 Mobile Examples<br />We are likely to see both worlds coexist native apps & mobile browser solutions - Hybrid Approach <br />

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Native App vs Mobile Platforms<br />Most ITOs are looking for solutions which allow them to build & manage business logic & content in one central place that automatically support all multiple devices & OS<br />Which of the following approaches represent how you’ll build mobile apps for external customers in 2011?<br />STKI Survey 2011<br />

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the World Wide Trend is different<br />

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First, a Few Questions<br />how quickly do you need to get into the market?<br />what is the performance level you wish to achieve? <br />how many mobile platforms you need to support & do you need offline capability?<br />mobile phones or tablets?<br />You'll also need to start thinking about your testing, security & device mgmt strategies <br />

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Mobile Solutions / Platforms – Partial list 1 <br />

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Mobile Solutions / Platforms – Partial list 2 <br />

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Mobile Applications/ Site Development<br />Tier 1<br />Tier 2<br />

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Let’s Not Forget about UI<br />Main players: Aman, Ness, Netwise, Matrix, Realcommerce<br />

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Mobile is a Must for Financial Institutions<br />The importance of mobile banking continues to grow<br />Balance inquiries become standard as nearly all finance institutions offer such services<br />Advanced mobile features are compelling, but still rare<br />Apps - most institutions which have dedicated apps for mobile banking offer more than one type of application for different forms of interaction<br />

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Mobile Payments - not quite there<br />Wallet-like features<br />remote deposit capture<br />C2C - funds transfer using an email address or phone nu.<br />Paypal’s platform utilization for P2P payment<br />Mobile will expand into more financial institutions <br />

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Mobile & Social Media Summary<br />Social Media<br />Mobile & Social Media still growing<br />Should be managed as part of multichannel strategy - don’t let your business bypass IT <br />It should be measured<br />It means more money in your pocket<br />Sales, targeted traffic, loyalty<br />Mobile<br />

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Mobile Workers<br />I’m fired & somebody else doing my work<br />Really who?<br />My Smartphone<br />

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Mobile Employees<br />Have better technology at home than at work<br />Bring their own mobile devices to work<br />Expect constant access to workplace info <br />Laptop is becoming the new desktop; smartphone & tablet replace the old laptop<br />Your workforce is mobile and loving it<br />

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What has Changed in a Year?<br />Our life style and expectations<br />

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Not Mobile Yet?It’s Bad for your Business!<br />34% who did not use their smartphones at work– had a direct & negative impact on their productivity<br />22% breached corporate policy using an unprovisioned smartphone at work while their companies had strict smartphone policy<br />The risk of a security breach <br /> has increased due to the <br /> rampant use of personally <br /> owned technology for work <br />

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IT vs. Millennials<br />

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Technical Support for Personal Equipment<br />Do you provide tech. support to your employees<br />when they are connecting their personal<br />equipment to company resources?<br />Does your org. allow employees<br />to connect their own equipment <br />to the enterprise data network?<br />YES<br />38%<br />62%<br />NO<br />Source: InformationWeek 2010<br />

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Hot Topics<br />Smartphones for personal & professional needs simultaneously<br />Some mobile apps will serve to link cloud-enabled ERP or HCM systems to internal enterprise back-office systems<br />Smartphonesevolution with different OS will require more functional testing<br />

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What type of smartphone are you considering to provide your employees?<br />Word Wide Survey<br />Israeli Survey<br />Source: InformationWeek<br />Source: STKI<br />

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Employee Preference is for iPhone and Android <br />Level of Enterprise Requirement Adherence <br />I don’t care,<br />I want iPhone<br />Source: Gartner 2010<br />

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Recommendations for ITO<br />Inclusive strategy will benefit enterprises by helping employees to be more productive<br />ITO should look beyond the laptop & e-mail<br />Vendors who don’t adapt to CC & SaaSfor mobile users will face a significant disadvantage<br />Determine policy for enterprise holistic end-point devices <br />

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Summary<br />Bring all of the disruptive technologies <br /> in house<br />OTC v2 – IT as a Service<br />Start with private cloud which <br /> operates solely for your org.- <br /> learn to operate a cloud environment<br />Mobile & Social Media should be <br /> managed as part of <br /> touch point strategy – <br /> don’t let your business bypass IT !<br />Cloud<br />Mobile<br />Social<br />

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Thank You<br />I would like to thank you <br />for your help with <br />STKI Survey <br />