Here is an analysis of
session “The mobile mind shift” presented by Ted Schadler who is VP , Principal
Analysts and Coauthor of The mobile mind shift.
·
Most important point
of this presentation is - Only content in context can deliver great mobile
moments
·
The face of the world
is changed by mobile. More particularly it was changed by – iPhone. Where
developers like you and me developed Apps.
Mobile device is
tiny, touch based, it’s always in your pocket, connected to internet and its knows
your location.
By using these
characteristics of mobile how a company can serve their customer better?
·
Main Agenda of this
presentations is focus on
o What is mobile mind shift?
o What’s the critical role of context in mobile moments?
o How can you find mobile moments and their context?
o What technology will you need?
What is mobile mind shift?
·
Smartphone reached to
almost everybody. According to Forrector Research World mobile and smartphone
adoption forecast, up to 2016(First quarter), there are more than 230 million
unique smartphone subscribers. The number is increasing day by day.
·
People using their
mobile and tablets in home, office, even in their bedroom and bathroom. So
mobile devices means a mobile life.
·
The demand for mobile
apps and websites is generations based. What it means? A different age group
people want companies must have a website which they can visit. Similarly they
expect companies to have a mobile apps as well. These people want their
experience to change based on their need and location which play an important
role to provide better experience.
·
In general people
browsing websites on an average for 3 minutes where a websites have lots of
stuff, images etc. Out of these 3 minutes, some seconds are required to load
the page. On mobile, information takes some milliseconds to load and on an
average people focus on that information page for 30 seconds. While on smart
watches, people look for on an average 3 seconds as it provide more precious
information.
This all experience
called mobile mind shift – The
expectation that I can get what I want in my immediate context and moments of
need.
·
What kind of
experience changing here for customer. A customer expect 3 things - immediacy,
simplicity and context. Overall a consumer wants convenience.
·
Immediacy +
Simplicity + Context = Convenience
·
How a convenience can
be achieved? For this innovators target mobile moments
o A mobile moment is a point in time and space when someone
pulls out a mobile device to get something they want in their immediate
context. For example searching for nearby hotel, restaurant etc.
·
Mobile moments are
pervasive i.e. they are applicable for all the customers whether they are at
home, business, travel etc. At the same time these moments are powerful ways to
focus on customer requirement. For example think about journey map in the context
of mobile moment.
o You are booking your flight tickets before few days of
your journey.
o Before few hours, you are check-in, access lounge, find a
gate etc
o In flight, you are ordering food, order movies, check ETA
etc.
o Once you reached at destination, you have to book a taxi
etc.
o After few days, you filled a customer service survey etc.
In all these moments, applications have to handle three
things
o Who are we serving?
o What is their context?
o What is the motivation?
What’s the critical role of context in mobile moments?
·
In general there 1.5 million
apps on mobile but there are 1000 million websites are web. So there is a large
gap for websites where we don’t have equivalent apps.
·
On an average people
don’t want more than 26 apps in their mobile however on an average they visit
52 websites monthly.
Responsive websites
don’t deliver much information on mobile. These small mobile websites does not
deliver great mobile moments.
So Personalization
and contextual specific content delivery is the key here to serve your customer
in better way and to improve mobile user experience.
·
We can achieve this
by what customer want and what we deliver through contextual experiences.
·
What is context here?
o The sum total of everything we know about customer based
on her behavior, history, the environment and what she shared.
·
Context in action
o Personalize web and mobile experiences
o Target mobile moments based on locations
o Send notifications based on time or location
o Build profiles on the fly for segmentation
o Even connected cars can embrace context
How can you find mobile moments and their context?
·
Use the IDEA cycle
for agility. This cycle helps to build platform for agility
o Identify the mobile moments and context
§ Who is seeking help
§ What kind of device
§ What is het context
§ What can you do to server her in that moment
§ Technics for finding moments
·
Survey research
·
Ethnographic research
·
Journey mapping
·
Ride-along
investigations
·
Instrument to measure
engagement
o Define the mobile engagement – their tasks and your goals
§ Based on value to your business Vs value to your customer
o Engineer your processes, platform and products for mobile
moments
§ Are your technology platform ready to support mobile engagement?
§ Are your business processes designed for mobile moments?
§ Are your people recognized understand and iteratively
deploy mobile services?
o Analyze to optimize outcomes and improve the customer
experience
§ Check real-time, operational, historical metrics for
technology, engagement and business.
What technology will you need?
·
The need for content
in context drives the biggest tech investment. We have to concentrate here on
WCM, analytics majorly.
A
digital experience platform need to develop to provide content according to
context.
