The New Mobile Strategy Guide: Discover your mobile business opportunity

MODUS ASSOCI ATES : EXECUTI VE BRI EFI NG SERI ES
NEW RULES OF THE ROAD
The speed of mobile adoption is far outpacing that of prior technologies. Mobile will soon be the
primary digital means that consumers use to interact with brands, friends, retailers and other businesses.
– Burson-Marsteller, The State of Mobile Communications
MOBILE
STRATEGY
GUIDE:
THE
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Talk about a tipping point. For the frst time ever we now spend
more time surfng the web on our phones than on PCs. We even
spend more time on our phones than watching TV. It happened
more quickly than most of us anticipated, and for savvy brands
and organizations the sky is truly the limit.
Some people are
calling mobile the
second Internet
revolution.
We think it’s much
bigger than that.
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Carried away:
The state of mobile today
Your customers and employees are turning to their phones for everything: Today’s
news, tomorrow’s weather, directions, distractions, bank balances and the answer to
every conceivable question. Our phones have become the nerve center and remote
control of our lives. And we can’t get enough of them.
Meanwhile a new generation of mobile businesses and services is emerging
without physical locations, front-line employees or even the need for a desktop
website. Car service Uber, food delivery service Seamless and digital bank Simple
are noted examples. Even “old internet” companies like Netfix, Zipcar and Yelp are
increasingly mobile-only in the eyes of their customers.
If people can do it on mobile, they will.
The mobile web has quickly become the
primary point of entry to all of the world’s
knowledge, goods and services.
Scott McDonald, Co-founder, Modus Associates
Mobile is changing
how we live
• The average person checks their phone
150 times per day.
• 6% of U.S. consumers are already
mobile only, meaning no home phone
and no computer.
...how we work
• 90% of US employees used their
personal device for work purposes in
2013.
• 15% of information workers use at least
three devices and work from at least
three locations to do their jobs.
...how we spend
• Goldman Sachs predicts retail mobile
commerce sales will reach $626 billion
in 2018, representing a staggering
47% of e-commerce sales.
• According to Pew, mobile payments
could eliminate the need for consumers
to carry cash and credit cards as soon
as the year 2020.
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It’s a wonder we still call it a phone
How prepared is your
organization to prosper
in this new world?
As far and as quickly as mobile has come, there remains a surprising gap between
consumer adoption of mobile and the resources brands are assigning to it.
According to a growing chorus of experts, however, winning in the mobile era will
require not only substantially more investment in people and technology, but a whole
new way of viewing your organization and its relationships.
In its “Mobile is Not Just Another Channel” report, Forrester Research challenged
eBusiness leaders to think bigger than just scaling down their PC-based web
experiences and leveraging existing infrastructure. While this approach may be
expedient, the report says, it’s too myopic. “Mobile as a channel…has the potential to
ofer opportunities beyond a smaller version of a PC-based experience.”
Tomorrow’s winners will be those who embrace this reality frst, and move quickly to
a larger vision of how their organization will, look, succeed and relate to others in a
world where business and life are increasingly mobile.
If the early days of enterprise mobility have been
characterized by uneven, underfunded and mostly
tactical initiatives, the next phase will require a more
holistic approach to succeed.
Source: IMG
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Wake up and smell the...phone?
Nail the phone and
you’ve nailed mobile
The phone is by far the most ubiquitous (seven billion and counting) and versatile of
mobile devices, making it the obvious focal point of a successful mobile strategy.
Tablets may be considered a mobile device, but only 22% of users actually employ
them on the go. Wearables and other connected devices are getting a lot of media
attention, but they tend to have niche uses and none has achieved critical mass yet.
With a solid understanding of how phones can serve your business and customers,
however, it becomes a fairly easy leap to see how other, newer devices might ft into
your picture.
New rules of the road
Defning your mobile strategy can feel like aiming at a moving
target. Devices and oferings are constantly evolving, people are
adapting to new features and trends and the media is forever
hyping the next big thing.
Here are fve rules to keep you on track:
Source: IDC, March 2013
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Think customers frst,
technology second
The constant change and relentless hype around mobile can leave leaders feeling
overwhelmed. Yet the key to clarity is deceptively simple: Think customers frst;
technology second.
This means understanding not only demographics and tastes of your audiences
but – crucially – how they move through life and where along the way you can help
them.
The best way to walk in your customers’ shoes is with a Customer Journey Map
(CJM); a visualization of the steps and emotional states that a customer goes
through during a period of time that may include interactions with your organization.
As connected customers go about their day, they may interact with your brand
numerous times and on multiple devices. Yet for them it’s all the same journey.
Without an understanding of the entire journey and context, you will miss
opportunities to help them beyond a single moment or transaction.
A good customer journey map helps you to spot the sorts of consumer frustrations,
unmet needs and competitor vulnerabilities that Zillow and Trulia leveraged to build
the most popular real estate websites in the world. Or that mint.com exploited to
make Intuit’s industry-leading personal fnance software look pre-historic in one
stroke.
If you wouldn’t go into battle without a map of the terrain, you shouldn’t go into
mobile without one either.
CUSTOMER JOURNEY MAP
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Keep it simple
Just because your customers want do everything on mobile, doesn’t mean you should give it
to them all at once. Where mobile is concerned, simplicity is a matter of survival.
Prioritize the content that is most useful to your mobile audiences and takes into account how
they behave diferently from desktop users. The result will be a focused user experience that
cuts down the risk of your audiences becoming lost or frustrated.
A look at your site trafc is a great way to understand what customers value most while on
the go and what they can do without. Which of your content and features are getting the most
attention? Which are being ignored? Which content is searched for the most by mobile users?
You’ll likely fnd that the 80/20 rule – where a small sub-section of your content sees the
majority of activity – applies.
Test everything frst
Don’t let the desire for “speed to market” undermine your mobile investments. The most
successful mobile competitors routinely test new ideas with users in prototype form before
going to market. It’s simply too costly to swing big and miss.
Prototyping involves creating mockups of websites, apps and other mobile experiences,
with just enough detail to demonstrate how the experiences will work and allow users and
stakeholders to evaluate them. Prototyping lets you inexpensively test and refne ideas early in
the R&D process, prior to investing in costly programming and platforms.
Find your moments
of opportunity
The truth is, our customers think of us less often than we care to admit, and they’re more
distracted than ever, so fnding the just right moments and reasons to engage with them is
critical.
For example if you sell concert tickets you might fnd all sorts of relevant ways to enhance
the experience and broaden relationships. You could show buyers the view from their seat
before purchase, let them tour the venue online, help them get to and from the event, share
the experience with friends in new ways, fnd a good club or restaurant nearby, and expose
them to similar artists. You might even help them fnd a date for the show.
At the same time, a good customer journey map can reveal the natural limits of your
relationships and prevent you from overreaching or annoying your customers.
This is the most important
part to getting mobile right.
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About Modus Associates
Modus Associates is a digital innovation and design consultancy founded to help
global brand leaders and visionary start-ups more fully realize the business potential
of the digital age, where customers rule, connectivity is everywhere, and creating
value for proft and social impact is the name of the game. Clients include ADP,
Comcast, MetLife, NBC Universal, NYSE Euronext, SIRIUS Satellite Radio, Sittercity.
com and Wyndham Hotel Group.
Founding Corporate Member:
Customer Experience Professionals Association
Inc 500 | 5000
America’s Fastest Growing Private Companies
Contact Us
Modus Associates
37 West 20th Street, Suite 304
New York, NY 10011
T: 212-255-6768
F: 212-255-6264
[email protected]
modusassociates.com
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