mima13 - social mobile cloud

© 2013, Cognizant | All rights reserved. The information contained herein is subject to change without notice.

•MIMA Summit•October 15, 2013

Business Models for the Social Mobile Cloud

Ted Shelton, Vice PresidentCognizant Business Consulting

| © 2013, Cognizant

ENTERPRISE

Stuart Elliott reporting for the NY Times October 6, 2013At the Association of National Advertisers annual conference


A few of the comments…

“You either innovate or die” – Roger Adams, CMO United Services Automobile Association

“Differentiate or die”– John Costello, President for global marketing and innovation

at Dunkin Brands Group

“…we need to be bold, be disruptive” …risk taking must become second nature…

– Joseph Tripodi EVP CMO at Coca-Cola


Everyone in this room will become customer-centric

“We as marketers have never had to face this before… a new era, a customer era.” One in which “…the consumer is in control… This is a painful transition for us but it is going to make everyone in this room customer-centric.”

– Stephen Quinn EVP and CMO Walmart – US division of Walmart stores

(While holding up a magazine cover with the headline “Change or Die!”)


The Social Mobile Cloud: Our new operating reality

Why do we need “…project management strategies and new ways of thinking for all stages of content and platform creation…” ??

SOCIAL – Changes who we work with

MOBILE – Changes how we work

CLOUD – Changes where we work

And big data/analytics changes the nature of the work itself


SOCIAL connects employees + partners + customers

“…in today’s completely transparent world, where no pile of sand is big enough to bury one’s head in and where consumers are completely in charge, CEOs need to realize the importance of “being out there” among those who ultimately control their fate.”-- Steve Olenski writing on Social for Forbes (12-18-12)


MOBILE combines communications + sensors + applications


CLOUD provides speed + flexibility + consumption pricing


BUSINESS MODELS

Every organization will be challenged to reformulate existing business models, rethinking how and where –

value is created and monetizedawareness and demand are generated

sales are madeproducts and services are delivered

innovation occurs

There is a new customer agenda for every business


Three Imperatives

OUTSIDE IN – Your customers’ expectations

INSIDE OUT – Your employees’ behaviors

DIGITIZATION – Your product/service

1

2

3


OUTSIDE IN – Your customers’ expectations

Purchase

ComplaintInformation

Suggestion Return

1


OUTSIDE IN – Your Customers’ Expectations1

Cisco's command center manages an average of more than 5,000 mentions a day (more during events). 240 employees engage customers and triage conversations. Cisco has placed kiosks and dashboards in the CEO's and CMO's offices so executives are aware of social trends and listening strategies on an ongoing basis.


CUSTOMER EXPERIENCE STRATEGY

• INTEGRATED CUSTOMER COMMUNICATION: – multi-channel/multi-function

• CUSTOMER JOURNEY MANAGEMENT:– experience design for every step in the journey

• CONSISTENCY OF BRAND NARRATIVE:– relevant, meaningful reinforcement

1


INSIDE OUT – Your Employee’s Behaviors

Organizations have been designed around metrics, responsibilities, objectives, and resources limited in scope to single functional areas – but the customer agenda demands that we implement new approaches to connecting processes across functional silos...

2

Marketing Sales Service

SOCIAL COLLABORATION TOOLS

CONNECTED WORKFLOWS

SHARED INFORMATION SYSTEMS


INSIDE OUT – Your employees’ behaviors

• MASTERCARD’S Andrew Bowins:

2


ORGANIZATIONAL TRANSFORMATION

• BREAK DOWN SILOS:– collaboration between functions and with partners

• ANALYTICS AND EXPERIMENTATION:– scientific method applied to business

• NEW BUSINESS MODELS:– shift in value creation and economic models

2


DIGITIZATION – Your product/service

Customer Processes

Consider Purchase Enjoyment Complaint Advocacy

3

Company Processes

Marketing Sales ?? Service Marketing


DIGITIZATION – Your product/service3


DIGITAL ENABLEMENT

• INSTRUMENTED WITH SENSORS:– data collection from the product or service

transmitted wirelessly and processed in real-time

• ENRICHED WITH INFORMATION:– increasing customer value through added

information from sensors, the community of users, and other sources

• UNDER REMOTE CONTROL:– new interfaces through mobile and web

applications to access and control products and interact with services

3


CHANGE OR DIE!

1

OUTSIDE IN

2

INSIDE OUT

3

DIGITIZATION

Every enterprise must address these three key imperatives

to develop new business models for the social mobile cloud

| ©2013, Cognizant

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Ted Shelton, Vice PresidentCognizant Business Consulting