Social Mobile Loyalty 2.0: Presentation held by Patrick Comboeuf / SBB and Thomas Fromherz / Netcetera at Swiss Payment Forum on 27 November 2012.

1. Social Mobile Loyalty 2.0
Patrick Comboeuf / SBB
Dr. Thomas Fromherz / Netcetera AG

2. “Logic will get you from A to B.
Imagination will take you everywhere.”
Albert Einstein
2

3. The digital transformation…
…… calls for digital answers:
3

4. The Digital Transformation
Customer Needs Digital Competition
Are Evolving
Today‘s customers want convenient, Digital disruptors enter more & more
ubiquitous, local, personalized industries with new offerings in
services and products, PLUS share many fields like search, price
all that within their (social) networks comparison, booking engines,
payment & content provisioning etc.
Mobile First! Valuable Data
Smartphones led to exponential Real-time, personalized information
diffusion of „mobile“ in search, on status, journey planning, location,
access, identification, data community, tailored offers / deals, all
exchange, navigation, commerce, accessible on the move for
payment, and media consumption. b2b2c use. Source: Booz & Company

5. 19% 9%
Source: Techeye.net, 2011

6. Digital Natives
Digital Immigrants
Digital Ignorants?

7. «Sometimes we study
a good idea, until it
becomes a bad one.»
A member of SBB group management board,
who prefers to remain anonymous

8. Look back to look ahead –
see through the hype!
8

9. It is very wrong to be right
before anyone else
Laker Airways Apple Newton Vanilla Mobile
No Frills Airline PDA Shopping
August 1978 August 1993Montaigne August–2010
(1533 1592)

11. The digital economy is our
bakery…
11

12. The world‘s
52%
of smartphone users
34%
of smartphone
#1 iPhone
purchase items on their users already use country is
mobile at least once a iPhone & iPad in-app payments
Switzerland
month
users buy,
Android users
2,8 Mio
app downloads of SBB
don‘t! Mobile – top spot overall
in Switzerland
Online revenues
in CH went up 48%
between 2008
and 2010 to
€ 7 bill.
6 of 10
e-tickets sold in
50'000 Switzerland are
customers of leading MOBILE
e-grocerer LeShop do
their grocery shopping The share of weekly
online at least 11x p.a.
for an average basket of
Revenue in
m-commerce
78% shopping done online
went up by
of smartphone owners
€ 200.- will grow use their mobile 20%
40% in public transport
the last three years
by 2016, yearly!

13. The digital economy is our
bakery…
…where we scale on
assets
13

14. Largest
1700 Operator
of WCs
3 Mill.
registered
Ticket vending 180
machines at
manned train in CH customers 63 min.
stations
stations captive time
per guest
per day
Top 3
Website
sbb.ch
1 Mill.
PAX per day
CHF 17.80
average
transaction > 800
value retailers in SBB >4 Billion
trains stations
and properties
of non-cash >60
customer media
transaction touchpoints
volume

15. Scaling on Assets?

16. Mise en place: the digital levers
DIGITAL SOCIAL BIG DATA
WALLET COMMERCE = LEMON
= FLOUR = CHOCOLATE
LOYALTY LOCATION BASED MEDIA
= EGGS SERVICES COMMERCE
= MILK
= CHERRIES
ACCESS NAVIGATION DIGITAL
= SUGAR = BAKING MARKETING
SODA = RUM
COUPONING MOBILE
= HAZELNUT COMMERCE
= WHIPPED
CREAM
16

17. Digital levers – two key ingredients
DIGITAL WALLET = FLOUR LOYALTY = EGGS
DIGITAL WALLET
LOYALTY = WALLY
17

18. 18

19. 19

20. 20

21. MOBILE WALLET
MEDIA COMMERCE BIG DATA
CLOUD
M-COMMERCE ECOSYSTEM
DIGITALOYALTY
PAYMENT
PREPAID EARN URBAN MOBILITY BURN
LONGL CONSUMER NAVIGATION
TAIL
CRM EVENTS P2P
APPS
GAMIFICATION
LOCATION BASED SERVICES CONTACTLESS
PROXIMITY PAYMENT
STATUS OPERATOR
POINTS
Payment, loyalty & the rest of the buzzword bingo:
MNO B2B2C
E-BILLING DIGITAL MOBILE COMMERCE
WINDOW OF OPPERTUNITY
SOCIAL COMMERCE
PERKS
CHECK-WALLET seen all that before?
Have we not DIGITAL
already LOCATION-BASED
IN
MOBILE PAYMENT MARKETING CARD
SIM TICKETS
COUPONS CONTACTLESS PAYPAL
LOCATION BASED SCALING FAST HYPE ACCESS
NFC SMARTPHONE
MOBILE POS USER MERCHANT
PAYMENT CARD
21 21

22. «Sometimes customers
don’t know what they want,
until we’ve shown them»

23. Social Mobile Loyalty 2.0 – The Must Haves:
 Big is beautiful:
A large active customer base is key!
 Start now!
If you want to be 100% sure, you
certainly will be 100% late!
 Partner!
Since the whole is greater than
the sum of its parts
23

24. Social Mobile Loyalty 2.0 –
A More Appealing Digital Wallet Everything nearby & mobile
Speedy
payments
Directly redeem
coupons
Convenience
Collect, redeem &
trade loyalty points
Security
Individualized offers
Share with&recommend to friends
24

25. If one can dream it, somebody
can bake it.
25

26. Take Home Messages:
#1 Digital transformation calls for
digital answers. Now.
#2 If you want to go fast: go alone.
If you want to go far: go together.
#3 We Do Mean Business: The SBB Request-
for-Information will be out December 3, 2012!
26

27. Social Mobile Loyalty 2.0
For a tastier and bigger cake!
27

28. Merci!
Patrick Comboeuf Dr. Thomas Fromherz
Director E-Business Director Payment & Card Services
SBB AG - Schweizerische Bundesbahnen Netcetera AG
@comboeuf
xing.com/profile/patrick_comboeuf xing.com/profile/thomas_fromherz