mca 2013 - capgemini - pascal spelier
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TRANSCRIPT
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Making your business
mobile is no longer a matter of debate
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The pace of technological
evolution and adoption is daunting
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But is your
business
ready for the
journey ?
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We are and Obama is…
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We never
look up
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Obama is Always On
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Phones
aren’t the
same anymore…
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First they
became smaller…
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Then bigger
again…
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Phones
became smart
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There’s an App
for that
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It’s time to have a mobile strategy P
late
au
Time
1 “I want an app too”
2 Mobile 1.0 ‘quick & dirty’
3 Mobile 2.0 ‘neatly integrated’
4 Mobile, leveraging touch points
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2
3
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Information Transactions & Self-Service Marketing / Brand Utilities
Have a clear view of the purpose
of your apps
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Apps should be task oriented, simpel and
relevant in a context
KSF
The immediacy
of instant access
to the company when it matters
The simplicity of
completing tasks
in just a few steps and
Relevant in a context
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How to
transform
your
business
using
mobile ?
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Customer Journey
Awareness Orientate Buy Receive Use Service
Buying goods and services
Life events / Products / Services
Save for goals Old age
provision Health
Risk prevention and mitigation
Other events
Voice of the customer: I want..., I need...
Voice of the employee: I want..., I need...
Determine for your products & services...
... each with it’s own customer journey...
... how mobile can improve the customer experience ...
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2
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Specific mobile characteristics
Location Based
Services
Photo / Video
Text Message
Data Storage
E-mail Internet Access
Gaming Console
New Trends
Txt
msgng,s
o funny
;-)
... and how you can leverage on specific mobile
characteristics.
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Choice of mobile development method.
Mobile Development
Pure Web Pure Native Applications Hybrid Web & Native Multi-Platform Developm.
+
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Customer Journey
Awareness Orientate Buy Receive Use Service
Each customer journey has a customer-
side and an organization-side
Processes
Midoffice Customer
Relationship Management
Customer Financial
Management
Document Management
CommunicationManagement
Business Process
Management Security
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Beware of
putting lipstick
on a pig
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How can
mobile
help you enhance the
customer experience
in a
customer
journey ?
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79,2% of all women ask their
girlfriend(s) for advice while
shopping
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aisle411 indoor location &
commerce platform,
enhance the indoor shopper
experience
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How can
mobile
help you improve your
processes
and help your
co-workers ?
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Critical success factors for
establishing and managing a comprehensive mobile strategy
Measurement
Management
Technology
Policies
Objectives
Scope
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Burberry:
“to be the first
company that’s fully digital end to end”
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Total access to Burberry, across
any device, anywhere
and with the same feeling
of the brand
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Digital-First thinking:
Burberry designs flagship
shop to resemble it’s website
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…is exploiting the complimentarity of its stores and e-commerce
solutions to offer the best
possible service
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24/7 Click & Collect
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Real-time stock information
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Mobile is so important; put your
best people on mobile.
If you don’t have a mobile strategy, you are no longer relevant
Eric Schmidt Former CEO and current Executive Chairman Google
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Are you ready to
go mobile?
Do the test!
Enterprise Mobility
Benchmark app
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Pascal Spelier
Managing Consultant All Channel Experience
Reykjavikplein 1,
Utrecht, The Netherlands
Mobile:+31 (0) 6 53 29 90 17 [email protected]
Thank you!