Mobile
&
Internet
of me
Professional Thesis March 2017
Bérengère d’Heucqueville
How to get
customers back
into Mobile
revolution
Market
The increase of
Mobile revolution
1
Key figures
52 millions
Selling price : 209€ (-60%)
Source : JDN jan 2017 – ZDNET Fev 2017 – Blog Modérateur jan 2017
Tabl...
Key Figures
Source : JDN janv 2017 – ZDNET Fev 2017 – Arcep fev 2017
• Orange Leader due to network Quality
• High increas...
App market
83% retailers
30% consumers
80% mobile time spent
App / webmobile
2x Retention
3x Conversion
FRANCE
100 App = 8...
 More used than tooth brush or
pen
 + 62% French people own a
smartphone
1st mobile from the age of 11
150 times / day
...
MILLENNIALS
 Leur façon de consommer et de communiquer
 3,2 h/jour
 35% dans les 5 min Lever / coucher
All Mobile UserS...
The customer
journey
How to be present on
all touch points ?
2
Mobile : The Customer Journey Pilar
Mobile : The Customer Journey Pilar
 Omnicanal customer journey
 information is seen ATAWAD
 seamless information
Custo...
Customer journey
Begins with mobile71%
Search
30% mobile search is local
1st contact with the brand
Compare Price
Check St...
Customer journey
Begins with mobile
Search
Use all Google features to
push web mobile
Think
Mobile First
&
Mobile Friendly
Customer journey
Begins with mobile
Bridge ON / OFF
Subway :
- Geoconquesting
Sales : +46%
JCDecaux :
During Euro 2016
On ...
Customer journey
Begins with mobile
Cross Mobility Shopping
Tesco :
- Seoul Subway
- To support the opening of
its first s...
Customer journey
Begins with mobile
Retail
Amazon Go : AI and Mobile
- First Store without friction
- Scan the mobile App,...
Customer journey
Begins with mobile
Augmented Vendor
Sephora
- Vendors acces to Loyalty
customer cards with Ipads
- Vendor...
Customer journey
Begins with mobile
Omnicanal Journey
Adsynch :
- TV ads / Mobile Ads / Street
Display synchronicity
Ad4sc...
Mobile : The Personal Shopping Tool
Mobile : The Personal Shopping Tool
UX
• 47% sites are Mobile Friendly
• Mobile Connexion > Desktop
• Desktop Conversion >...
Apps Market
« Une App doit être remarquable et 99% des
Apps créées ne sont pas remarquables. Au
final, elles sont vouées à...
Customer knowledge
Involve all departments
Tech, MKG, Customer care
Source : GOOGLE, APPANNIE, Virginie Clève, Fred Cavazz...
Mobile : Make Customer Journey Easier
Mobile : Make Customer Journey Easier
Source : DELOITTE, JDN,
• Social connect
• Click & Collect :
. 1/10 orders
. Additio...
Some examples :
Life style APP Mobile Billing Mobile Bank M-Wallet
Transfert of money Augmented After
Sales Service
User f...
Customer
Experience
How to increase
engagement ?
3
Listen, Improve, Retain
1 - Satisfaction
• Satisfaction => Profit
• - 5% in attrition
= +25-125% in Profit
• Loyalty : 5x ...
Segment for engaging
Structure
• Homogenous Segments
• Customer centric : Investment
in line with customer value
• Mkg Off...
Communicate
Source : Google
150 times / day
Session : 39 sec
(37% < 1min)
91% do something else
Request Immediate answer
8...
Communicate
Source : facebook, Bruno Florence, Cetelem
M-couponingMessaging
• Contextual and located Coupons
• X3 by 2019 ...
Master Advertising
Source : GARTNER
Master Advertising
Source : SRI, What’s my worth, emarketer
51% Time spent on the web
30% web Investments (Search, Display...
Master Advertising
Source : digitalcrossmedia
DMP
+
RTB
__________
= Contextual
Targeting
+61% RTB
64% Video (78% 2018)
Master Advertising
Source : digitalcrossmedia
Finger printing
=
Right Person
+
Right Place
+
Right Time
+
Right Context
Master Advertising
Source : S4M
Retargeting Loyalty Geofencing
• App downloading
• Abandonned Cart
• Surf
Conversion
• Dee...
Social Network
• Audience / LookaLike
• Content / APP / Game /
Location
Video
• Video
• Retargeting
• Location
Mobile Use
...
Adopt a bot to communicate
Adopt a bot to communicate
Source : slideshare.net/HasOffers
Fit the mobile experience
1,4 Billions users
75% Mobinautes
60 Billions messagings / day
Based on Artificial intelligence ...
« Businesses and consumers
are using Messenger to connect
to each other in a more personal
and more immediate way. »
« Bot...
Adopt a bot to communicate
Some examples
Adopt a bot to communicate
Some examples
Test your bot
Augment reality to enhance experience
Augment reality to enhance experience
Source : POKEMON, EMARKETING, SIECLE DIGITAL
Some examples
Connected Miror / Tablet
...
Augment reality to enhance experience
50 millions download in 9 days
5% mobiles in the world
43’ min / day - 1,6 Millions ...
Enhance experience
« Mobile is Everything »
Enhance experience
Mobile to enable IOT to interact
Catch data to better know customers habits
Source : linkedin.com/company/app-emirates
Place Customers at the Core of Organizations
• Break down
department silos
• Centralise Datas
(DSI as partner)
• Attributi...
Place Customers at the Core of Organizations
Some examples
Amanda Rendle, Global Head of Marketing at HSBC Encourage his
t...
#Mobile 4U
My Vision to get the customer back
to the Mobile experience
With mobile everything comes from
customer
You or Me are this customer.
We are a unique person who reacts
accordingly to o...
Our physical navigation can be analyzed in 4
places or 4 specific uses in which we have
preferred devices.
- At home : mul...
DATA
Is
KING
Catch &
anonymize datas
to
Send in real time
to each customer
A
customised
& contextual
Communication
Best tools to use
- Inside 1st circle :
Common tools for
all Usages
- Inside 2nd circle :
Common for 2 or
3 Usages
- Speci...
Beyond MOBILE FIRST
Mobile & internet of Me
is
CUSTOMER FIRST
#Mobile 4U
Thank You
#Mobile4U
#BDHEUCQUEVILLE
BDHEUCQUEVILLE.COM
LESFILLESAUSSI.COM
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Mobile internet-of-me-how-to-get-customers-back-to-the-mobile-revolution final

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Professional Thesis MBAMCI 2107 - Mobile & Internet of Me : How to get customer back to the mobile revolution

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Mobile internet-of-me-how-to-get-customers-back-to-the-mobile-revolution final

  1. 1. Mobile & Internet of me Professional Thesis March 2017 Bérengère d’Heucqueville
  2. 2. How to get customers back into Mobile revolution
  3. 3. Market The increase of Mobile revolution 1
  4. 4. Key figures 52 millions Selling price : 209€ (-60%) Source : JDN jan 2017 – ZDNET Fev 2017 – Blog Modérateur jan 2017 Tablet • Penetration rate : 119% • Quantities sold 1,47 Billions (+2,3%) • Iphone : 78,3 millions • Huawei (+30,2%) • Screens 5’ (+21%) • Mobile more watched than TV Mobile • Transactions +30% in 2016 • 20M Billions € : 28% E-commerce • Mobile website : 80% of Ebusiness site • APP : 40% M-commerce M-business
  5. 5. Key Figures Source : JDN janv 2017 – ZDNET Fev 2017 – Arcep fev 2017 • Orange Leader due to network Quality • High increase of « SIM only » since the launch of Free mobile in 2012 • Growth of MVNO (Google, Facebook, project Fi) 7K 29K 12K 15K 13K Providers Operating Market Share • Android : 86% Market share • Iphone : 60% Apple’s sales Operating System of Mobile deliveries (in millions) OS • Nb of SIM cards (73 Millions) remain stable • Nb card per inhabitant : 119% • Growth of MtoM cards (IOT) : 12 millions • 5 G : 100 faster than 4G MtoM cards : nb and annual growth SIM card
  6. 6. App market 83% retailers 30% consumers 80% mobile time spent App / webmobile 2x Retention 3x Conversion FRANCE 100 App = 80% sales 25 App opened / 95% removed Use rate +25% 36 App / 15 used / 1 : 45% time 1 out of 4 never used 49% US don’t upload APP 68% social, 46% Gaming APP The most upload The most used Earn the most money The most played Source : APPSFLYER, APPANNIE, FLURRY, COMSCORE 100 Billions$ / +270% 6,2 Billions users / +230% 2020 APPLE : 55% value GOOGLE : Gmap YouTube Gmail OS Share of mobile transactions APP vs MOBILE WEB
  7. 7.  More used than tooth brush or pen  + 62% French people own a smartphone 1st mobile from the age of 11 150 times / day  More and more mobile Addict : Anywhere, Anytime  Extension of our personality  More watched than TV  First personal mass media All Mobile User Source : Médiamétrie, Arcep, MMA, Himediagroup, CREDOC, ARCEP
  8. 8. MILLENNIALS  Leur façon de consommer et de communiquer  3,2 h/jour  35% dans les 5 min Lever / coucher All Mobile UserSource : Médiamétrie, Arcep, MMA, Himediagroup, CREDOC, ARCEP MILLENNIALS Disrupt codes  Mobile used 3,2 h/day  35% use their mobile 5 min after getting up and before sleeping  Their way to Communicate  Their Spending Habit
  9. 9. The customer journey How to be present on all touch points ? 2
  10. 10. Mobile : The Customer Journey Pilar
  11. 11. Mobile : The Customer Journey Pilar  Omnicanal customer journey  information is seen ATAWAD  seamless information Customers  Should think about a new customer journey  Optimize experience with datas analysis Companies Mobile is an ultra personal device and becomes the link between all devices. It’s a bridge between ON & OFF Line. For a customized & contextual experience Always ON Source : OpinionWay, JVWEB, Frédéric CAVAZZA
  12. 12. Customer journey Begins with mobile71% Search 30% mobile search is local 1st contact with the brand Compare Price Check Stocks level Retail Location Bridge ON / OFF Line . Showrooming . Mobile to store - Geofencing - Geoconquesting - Customized and located offer - E-couponning - Loyalty Program Augmented Vendors products data customers data Apps Maintaining contact with customers Push notifications Targeted promos Customized & located offers Social network Experience sharing Customer reviews Recommendation Word of mouth Buzz Source : ROPO, JVWEB, BVA, RETAILMENOT Think mobile all over the customer journey To an Holistic Customer Journey Cross Mobility Shopping Data Base IDFA / AAID CRM Customer Journey Datas Centralization Statistics : LTV / Brands / Competitors Retail Digital in Store Showrooming Terminals Mpayment
  13. 13. Customer journey Begins with mobile Search Use all Google features to push web mobile Think Mobile First & Mobile Friendly
  14. 14. Customer journey Begins with mobile Bridge ON / OFF Subway : - Geoconquesting Sales : +46% JCDecaux : During Euro 2016 On Champs Elysées Message sent to passersby Waze : Contextual advertising
  15. 15. Customer journey Begins with mobile Cross Mobility Shopping Tesco : - Seoul Subway - To support the opening of its first stores - Sales : +130% - Traffic in store : +62% ASAP 54 : Shazam shopping App Product data base
  16. 16. Customer journey Begins with mobile Retail Amazon Go : AI and Mobile - First Store without friction - Scan the mobile App, do your shopping and leave - The customer is automatically billed on App Decathlon : - Shopping done with App - All web site skus are available in store - Delivered at Home
  17. 17. Customer journey Begins with mobile Augmented Vendor Sephora - Vendors acces to Loyalty customer cards with Ipads - Vendors Advise customers with their data Metro - Leads and advises customers in store with their phone App at a distance Renault - C@re project - Vendors help customers to create in 3D their customized Clio 4 with a tablet
  18. 18. Customer journey Begins with mobile Omnicanal Journey Adsynch : - TV ads / Mobile Ads / Street Display synchronicity Ad4screen : - Develops campaign to increase leads for Century 21
  19. 19. Mobile : The Personal Shopping Tool
  20. 20. Mobile : The Personal Shopping Tool UX • 47% sites are Mobile Friendly • Mobile Connexion > Desktop • Desktop Conversion > Mobile • Think Mobile First WEB MOBILE • Better customer journey • Mobile time : 70% App • Conversion rate > web mobile • Acces to mobile spec / data Unique Device Identifier APP Source : Youand, Yooda, Ad4Screen • Bad experience => 68% bounce rate => 44% share it • 1$ invested = 100$ sales • 5 beta-testers solve 85% of issues Web Site Web Mobile
  21. 21. Apps Market « Une App doit être remarquable et 99% des Apps créées ne sont pas remarquables. Au final, elles sont vouées à l’échec quoi qu’il arrive. Ce qui est très compliqué c’est de créer une application remarquable et française. » Give Solution Frequency Product Management Publicizing Improve Marteting
  22. 22. Customer knowledge Involve all departments Tech, MKG, Customer care Source : GOOGLE, APPANNIE, Virginie Clève, Fred Cavazza Key figures: - 70% mobile time spent - 40% mobile sales - 80% people prefer App than Web mobile - time/month : 30 mins / 3min45s Web mobile - Collect comportemental datas - customer behaviour knowledge - cutomized seamless and fast customer journey . Model : 97% Freemium . Free : 90% of downloads . ASO : 63% ways of discovering Apps Business plan Costs / benefits . Cost : 30-300K€ . Cost / dowload : 4€ . Stores Commission : 30% . ARPU : 2,2 -> 2,4€ . ARPDAU : 0,04 -> 0,08€/day . 3 ->4% whales MKG Plan . Kick Off : 3 months PR, media, Bloggers, dedicated site for App . Campaign : 12 months Choose your model . Pay for download . Subscription . Freemium (In-App purchases , Subscription) . Paidmium . Free (Ad model, CPC) Make Known . Own, Paid, Earn, Share : Site, @, Social Network, SEO, / ASO, SEA, Display , Admob/ buzz / Public relashionship . Demo, dédicated web site, App competition . Review, pictures, icone, category, description, onboarding . 1st contact, 30 days Increase engagement . Push notifications . Reactivation, up-sell, cross –sell . Personnalisation, Lookalike, Context . Services Instant APP . Download without setting up . Out of Stores . Speed, app Quality . occasional use How to make your App a succes ?
  23. 23. Mobile : Make Customer Journey Easier
  24. 24. Mobile : Make Customer Journey Easier Source : DELOITTE, JDN, • Social connect • Click & Collect : . 1/10 orders . Additional sales : 26% customers . +45% Average Basket Value • Scan & Buy : augmented paper • Augmented After Sales Service User Friendly Mpayment • 4% of mobile users • + 150% • Increase Mobile conversion • Solutions : . TapHero, NFC, Voice, . Facial recognition, . Mwallet . Mobile billing • Adwords bidding +20% • Gmap link • Opening hours • APP Download : mobile Ad Extension • Click to call, to Chat, to Message SEA • Mobile Friendly • Local info • AMP • Store Locator • Product locator SEO
  25. 25. Some examples : Life style APP Mobile Billing Mobile Bank M-Wallet Transfert of money Augmented After Sales Service User friendly Mpayment Part of the new Brand Strategy
  26. 26. Customer Experience How to increase engagement ? 3
  27. 27. Listen, Improve, Retain 1 - Satisfaction • Satisfaction => Profit • - 5% in attrition = +25-125% in Profit • Loyalty : 5x less expessive than Acquisition • Attrition : - 68% due to customer neglect - 14% due to dissatisfaction (67% solve if taken into account by company) => Catch the voice of customers Source : Philippe Moati, Peter Fader 2 - Measure • Feedback from « field » • Frequent Csat • Net promoter score • Survey for Lapsed Customers • Customer effort score • OnLine, Tablet for vendors => Segment Analysis / Omnicanal (Mobile Centric) => Actions => +Quality => +Profit 3 - Journey • Content Quality • Coherence in various Touch Points
  28. 28. Segment for engaging Structure • Homogenous Segments • Customer centric : Investment in line with customer value • Mkg Offer in phase with customer life cycle & customer value MOBILE : Relevant / Context Cross-check • 1st : CRM of the company • 2nd : Partner, additional datas • 3rd : Provider, datas sold LookaLike • Same ecosystem • Other ecosystem • Test & Learn algorythms Source : Peter Fader
  29. 29. Communicate Source : Google 150 times / day Session : 39 sec (37% < 1min) 91% do something else Request Immediate answer 85% impulse buying Average order < 40€ Mobile « Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences. After analyzing data, researching and talking to real people, we have some insights to share. »
  30. 30. Communicate Source : facebook, Bruno Florence, Cetelem M-couponingMessaging • Contextual and located Coupons • X3 by 2019 : 1,5 Billions Social network • 2 Billions people are connecting from their mobile • < 35 years old : 2nd purshasing media • Used by 93% internet users
  31. 31. Master Advertising Source : GARTNER
  32. 32. Master Advertising Source : SRI, What’s my worth, emarketer 51% Time spent on the web 30% web Investments (Search, Display) Conversion rate < desktop Social network - Video – Native Ads 56% Ads are intrusive 2017 : 25% use Adblockers / +62% in 2016 MMA new Ad rules : LEAN project Mobile Ad
  33. 33. Master Advertising Source : digitalcrossmedia DMP + RTB __________ = Contextual Targeting +61% RTB 64% Video (78% 2018)
  34. 34. Master Advertising Source : digitalcrossmedia Finger printing = Right Person + Right Place + Right Time + Right Context
  35. 35. Master Advertising Source : S4M Retargeting Loyalty Geofencing • App downloading • Abandonned Cart • Surf Conversion • Deep linking 1st STEP Choose a product in APP 2nd STEP Put product in Cart 3rd STEP Output of the application without buying 4th STEP Banner displayed with abandoned product 5th STEP Openning App at the right customer journey Dynamic creatives Banners + interstitial Customized with the abandoned product Bidding On Adexchange and AdNetwork Purchasing Tracking & algorythms optimisation ROI Measure Improvment Campaign
  36. 36. Social Network • Audience / LookaLike • Content / APP / Game / Location Video • Video • Retargeting • Location Mobile Use • Vertical / Natives • 1,30 – 2min • Share • A/B test
  37. 37. Adopt a bot to communicate
  38. 38. Adopt a bot to communicate Source : slideshare.net/HasOffers
  39. 39. Fit the mobile experience 1,4 Billions users 75% Mobinautes 60 Billions messagings / day Based on Artificial intelligence & Deep Learning Investments : 450 Millions $ 56% customers think it make life easier (69% Millennials) Facebook tests sponsored messagings Chatbots Adopt a bot to communicate Source : IFOP, JDN
  40. 40. « Businesses and consumers are using Messenger to connect to each other in a more personal and more immediate way. » « Bots, [while still] very early, but giving the opportunity for more personal interactions between businesses and people. » Adopt a bot to communicate
  41. 41. Adopt a bot to communicate Some examples
  42. 42. Adopt a bot to communicate Some examples
  43. 43. Test your bot
  44. 44. Augment reality to enhance experience
  45. 45. Augment reality to enhance experience Source : POKEMON, EMARKETING, SIECLE DIGITAL Some examples Connected Miror / Tablet Color Choice Augmented paper – Virtual reality Augmented shop corners
  46. 46. Augment reality to enhance experience 50 millions download in 9 days 5% mobiles in the world 43’ min / day - 1,6 Millions $ / day + 16% traffic in shop - 2000 shares on Facebook Source : POKEMON, EMARKETING, SIECLE DIGITAL Some examples
  47. 47. Enhance experience « Mobile is Everything »
  48. 48. Enhance experience Mobile to enable IOT to interact Catch data to better know customers habits
  49. 49. Source : linkedin.com/company/app-emirates
  50. 50. Place Customers at the Core of Organizations • Break down department silos • Centralise Datas (DSI as partner) • Attribution / Contribution • Holistic journey
  51. 51. Place Customers at the Core of Organizations Some examples Amanda Rendle, Global Head of Marketing at HSBC Encourage his team to think outside the organizational silos. By banning the word "Digital", it returned to the basics by placing the client at the center of The company. Digital becomes only a means to satisfy Experience with the brand. "If you put the consumer at the center of all your Decisions, you have to think about the entire client's journey. The role of marketing can not be reduced to advertising. TF1 transformed the digital silo into a cross-customer experience. Olivier Abecassis, Head of Digital Group TF1, announced last November he will broke silos by placing Digital in transverse department. Thus, a new digital offer in VOD is no longer perceived as a negative risk for TV audience. The Digitizing and data mining tools are becoming more efficient by allowing targeting. An advertising is more efficient for a captive audience than just on program viewers.
  52. 52. #Mobile 4U My Vision to get the customer back to the Mobile experience
  53. 53. With mobile everything comes from customer You or Me are this customer. We are a unique person who reacts accordingly to our personal context and aspirations. Each mobile gathers applications, personal address book, web & physical navigation. It reflects who we are. It accompanies us in all our Movements, in all our activities, knows all our friends My Mobile : it’s Me
  54. 54. Our physical navigation can be analyzed in 4 places or 4 specific uses in which we have preferred devices. - At home : multitasking is king - On the go : Cross Mobillity becomes our ally of shopping. - In the office : Multitasking here again animates us between Pro or personal activities. - In store : we want the best, best price and the showrooming is my best friend and my best advice 4 Places : 4 Usages : 4 Devices
  55. 55. DATA Is KING Catch & anonymize datas to Send in real time to each customer A customised & contextual Communication
  56. 56. Best tools to use - Inside 1st circle : Common tools for all Usages - Inside 2nd circle : Common for 2 or 3 Usages - Specific usages
  57. 57. Beyond MOBILE FIRST Mobile & internet of Me is CUSTOMER FIRST #Mobile 4U
  58. 58. Thank You #Mobile4U #BDHEUCQUEVILLE BDHEUCQUEVILLE.COM LESFILLESAUSSI.COM

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