Mobile: Powering Anytime Any Place Communications
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London Tech Week - Innovation within Business
- 1. From Ways of Working to Innovative Products Innovation Within Business
- 2. Somo is an accelerator. Through our rapid, actionable innovation process we create digital products and services your customers and employees love.
- 3. Global client experience Finance Retail & FMCG Automotive Travel & Hospitality PMT Pharma, Utility & Government London Bristol NYC
- 4. Agenda We are in a world of constant change Challenges Innovation driving change What success looks like Key Takeaways
- 5. We are in a world of constant change
- 6. Mobile is the new normal Time spent on mobile in UK grows 20% per year Mobile is winning versus all other media June 17 6Confidential and copyright of Somo Custom Ltd.Source: Verto August 2016 , Time spent per day on Mobile in UK (minutes) Source: eMarketer, July 2016, Share of time spent per day on Mobile Vs Other Media in UK (%) Mobile devices Other media 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2016 2018 (forecast) +20% YoY growth
- 7. Mobile driving innovation June 17 7Confidential and copyright of Somo Custom Ltd. 28% use voice assistant Source: eMarketer Nov 2016. Office of Communications (Ofcom), August 2016 Sources: Symantec, March 2016, Aviva, Dec 2015 Sources: Deloitte June 2016. Squiz and Morar Consulting, Aug 2016 Glue to our social life Always there support Remote control 960 sessions/month on social media 53% control connected devices
- 8. 61% 39% 30% 35% 40% 45% 50% 55% 60% 65% 2012 2013 2014 2015 2016 2017 2018 Mobile Desktop Source: eMarketer, “Average time spent per day with major media by US adults 2012-2018, April 2016 How we work and socialise has changed June 17 8Confidential and copyright of Somo Global Ltd. %Shareofdigitalmediatimespent
- 9. Source: Excelacom, March 2016 Source: BGR, Feb 2016 Customer Behaviour is changing Confidential and copyright of Somo Global Ltd. 527,760 Photos shared 51,000 Apps download $203,596 In sales 2.4million Search queries 972,222 Swipes 2.78million Video views 20.8million messages 4.1million Users posts liked 1.7million Users photos liked Every minute of the day…150million emails sent 1,389 Uber rides
- 10. This creates massive business disruption 9
- 11. “The auto industry will change more in the next 5 years than it has in the last 50.” Mary Barra, CEO of General Motors
- 12. Innovation in connected vehicle technology and automation We are living in an evolving connected world Electrification Connectivity Autonomy June 17 12Confidential and copyright of Somo Custom Ltd.
- 13. Payment becomes invisible June 17 13Confidential and copyright of Somo Custom Ltd.
- 14. Creates new business challenges
- 15. Digital is driving a velocity of change June 17 15Confidential and copyright of Somo Global Ltd. Consumer behaviour is constantly changing Consideration Selection Purchase Ownership Repurchase Source: Deloitte 2015 Source: Accenture 2016 Building trust and influence Creating new touch points 70% influenced by online car reviews 16% bought a car online Enhance experience 55% want to use a Smart Watch to control connected car Source: Google Barometer 2015
- 16. June 17 16Confidential and copyright of Somo Global Ltd. Consumers wanting different type of ownership
- 17. June 17 17Copyright and confidential Evolving ownership and usage models Disruptions in purchase and access models in Automotive Multi-car sub Auto Vivendi Shared ownership Orto Taxi Uber Rentals BMW Drive Now Car sharing Audi Unite Car pool Blabla Car
- 18. June 17 18Confidential and copyright of Somo Global Ltd.
- 19. June 17 19Confidential and copyright of Somo Global Ltd. The Evolution of the Employee Past Future Work 9-5 Work in Office Company Equipment Input Focused Corporate ladder Pre-defined work Hoards information Relies on email Focused on knowledge Corporate learning and teaching Work anytime Work anywhere Use any device Output focused Create your own ladder Customised work Shares information Relies on collaboration Focused on adaptive learning Democratized learning and teaching
- 20. Cultural Innovation June 17 20Confidential and copyright of Somo Custom Ltd. Netflix Netflix Culture Deck “most important document ever to come out of Silicon Valley.” Etsy Working with the Hacker School and B-Corp to train and educate employees as well as hire managers, to make sure all employees have a voice. Airbnb Founder and CEO released an article titled: “Don’t f*ck up the culture.”
- 21. Why is innovation important?
- 22. Demand for Rapid Innovation Why the focus on innovation New consumer behaviors Velocity of change New ownership models New revenue opportunities June 17 22Confidential and copyright of Somo Custom Ltd.
- 23. What is innovation?
- 24. June 17 24Confidential and copyright of Somo Global Ltd. Different Types of Innovation 1. Enabling Process How to support the companies core processes and workers 2. Core Processes How you create and add value to your offerings Process 1. Product Performance How you link and provide a platform for multiple products 2. Product System How you join forces with other companies for mutual benefit 3. Service How you provide value to customers and consumers beyond and around your products Offering 1. Business model How you make money 2. Networks and alliances How you join forces with other companies for mutual benefit Finance 1. Channel How you get your offerings to market 2. Brand How you communicate your messages 3. Customer Experience How your customers feel when they interact with your company and offerings Delivery
- 25. How to drive success in Innovation in Business
- 26. How to Drive Innovation Ownership Learning Environment Support and clarity Success is failure Transparency
- 27. Support and Clarity
- 28. Clear objectives where there is a clear vision that drives innovation C Level Cross team alignment and ownership Cross team alignment Senior Support is Key Source: CCS Inisght Alphabet
- 29. Centre of Excellence: To accelerate business transformation through purposeful mobile innovation and strategic excellence, building technically brilliant mobile products and experiences your customers and employees will love. Drive Support an Clarity
- 30. Establish a strong user feedback loop e.g. In Store User testing & retailer instant feedback Create templates & tools for quality & consistency e.g. Mobile optimised brand guidelines Promote controlled international expansion e.g. Off shore development for scalability CoE deliverables – Insight, Design & Development
- 31. Define team responsibilities & relationships e.g. Define Global / regional / OpCo responsibilities for specific apps/sites Manage global contracts & partnerships e.g. Approved technology providers Provide support & training resources e.g. Innovation leadership (hacks, sprints, prototyping) CoE deliverables - Organizational
- 32. Define a reference architecture e.g. Mobile platform technologies (e.g. push, analytics) Establish a software development framework e.g. Mobile technology support & maintenance Build a scalable distribution process e.g. Public app store policies and standard materials CoE deliverables – Infrastructure
- 33. Success is Failure
- 34. Speed to Market Success Small number of concepts rapidly to market June 17 34Confidential and copyright of Somo Custom Ltd. Lots of small bets
- 35. June 17 35Confidential and copyright of Somo Custom Ltd.
- 36. How Wrong We Can Be! June 17 36Confidential and copyright of Somo Custom Ltd.
- 37. Source: Consumer Intelligence Research estimate, Nov 16 How to increase success • Simple • Unexpected • Credible • Emotional • Stories June 17 37Confidential and copyright of Somo Custom Ltd.
- 38. Learning Environment
- 39. Tools for Learning Workshops & training Extension of the in-house team Access to industry experts June 17 39Confidential and copyright of Somo Ltd.
- 40. Thought leadership Somo are training experts Somo learning exported • Somo Mobile Marketing Course • So-Know sessions • Somo Sessions • Breakfast briefings Somo training clients
- 41. Transparency
- 42. Ownership
- 43. Somo Hack Day June 17Confidential and copyright of Somo Global Ltd. Purpose Structure Define client business challenges and KPIs Run Ideation sessions about how challenges can be addressed and form teams around promising concepts. Develop POCs Share learnings and further develop most effective ideas. Hack days are a way of addressing business challenges, and engaging employees, through rapid innovation in a dedicated space, over a dedicated time. Before the day During the day After the day
- 44. Key trends impacting innovation VR Creates Accessibility Always on Engagement New Interfaces Proactive Assistants Frictionless Shopping
- 45. New interfaces are redefining engagement
- 46. Command-line Voice Biometrics Messaging Gesture Complex Intuitive New interfaces are changing the way brand activate their presence and influence users TouchGraphical June 17 47Confidential and copyright of Somo Custom Ltd.
- 47. Everyday accessible proactive assistants
- 48. Source: Consumer Intelligence Research estimate, Nov 16 Proactive assistant is the new standard 5m Amazon Echos have been sold since 2014 65% of mobile users in 2016 used voice assistants One in five searches were voice-based on Android devices in May 2016 June 17 49Confidential and copyright of Somo Custom Ltd.
- 49. ‘Alexa, ask MyFord Mobile to start my car’ Ford first OEM to bring Alexa into the car June 17 50Confidential and copyright of Somo Custom Ltd.
- 50. Always on engagement
- 51. June 17 52Confidential and copyright of Somo Global Ltd. Auto top- up Appliances calculate stock levels and buy automatically when low A connected dishwasher will re-order when it identifies that tablets are running out Optimised living lists Based on existing food’s expiry dates, shopping lists are pre- populated with relevant recipes Ordering becomes automated and ubiquitous IoT is multiplying the points of contact and sales
- 52. Frictionless payment
- 53. Payment becomes invisible June 17 54Confidential and copyright of Somo Custom Ltd.
- 54. Connected car creates seamless payment June 17 55Confidential and copyright of Somo Custom Ltd.
- 55. June 17 56Confidential and copyright of Somo Global Ltd. VR payment keep the shopper immersed in the experience
- 56. VR and AR Create Accessibility
- 57. Funding raised for AR and VR companies in 2015 $1.9bn Expected revenue from AR and VR combined in 2025 $185bn Something is happening…. Source: CCS Inisght Alphabet
- 58. VR head-sets are more accessible June 17 59Confidential and copyright of Somo Custom Ltd.
- 59. June 17 60Confidential and copyright of Somo Custom Ltd.
- 60. What’s Next •Revamped Control Centre •Siri improvements •ARKit •Peer-to-peer Apple Pay •Drag and Drop •Do Not Disturb driving mode •iPad app Dock •Revamped AppStore iOS 11: All New Features The next version of iOS, coming in the Autumn of 2017. At a glance:
- 61. Key Takeaways
- 62. 1 Support and Clarity 2 Success is Failure 3 Learning Environment 4 Transparency Key takeaways The Key to Innovation involves three main steps 5 Ownership
- 63. Thank You June 17 64Confidential and copyright of Somo Global Ltd.
