connected mobile experiences · mobile data to grow . x26 . 2010 . 2015 . about . 67% . will be...

© 2012 Cisco and/or its affiliates. All rights reserved. 1

Connected Mobile Experiences Using Wireless Networks to Engage and Entice Today’s Mobile Shoppers

January 15th, 2013

Bob Friday Mobility CTO, Cisco

MOBILE VOICE MOBILE DATA

WIFI CELLULAR

Mobile data to grow x26

2010

2015 About 67% will be video

Source: Cisco Visual Networking Index 2011

15 billion connected devices (2 per capita)

x3 Faster Mobile data

grow rate will be

than fixed IP traffic growth

1GB /month Comparing to

63MB today

Avg. mobile user to generate about

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

2010 2011 2012 2013 2014 2015

Peta

byte

s / M

onth

Mobile Data (92% CAGR)Fixed/Wired (24% CAGR)Fixed/Wi-fi (39% CAGR)

46.1%

46.2%

7.77%

32% CAGR 2010–2015

Source: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast, 2010–2015

Compared with 2011

Changes from

2011

2012

Search on a PC before

Shopping in a store

57%

65%

Search on Mobile before purchasing in

a store

24%

29%

Searched in a store before purchasing

online

32%

40%

Source: Cisco IBSG, 2012

Digital Mass

Market 8 in 10

Gen Y, Gen X, and boomers too

50% male / 50% female

Gen Y and X,

Boomer female

Median HHI: $50-59K

Women use PCs

Men use smartphones /

tablets

Men will share more personal data

Über Digital

Living in Analog Times

1 in 10 subset of Digital

Mass

2 in 10

Gen Y males

63% Gen Y 56% male / 44% female

Median HHI: $60-69K

Smartphones + tablets

Will share more personal data

8 in 10 Respondents Have Integrated Digital Shopping Into Their Daily Lives


Population Who are they? Digital behaviors Demographics

Boomers and Silvers

Boomer Men

Male-Female Silvers

Cell phones Newspapers Television

Digital Shopping Is Now the Norm: Store Touchscreens, Mobile ≈ 50% Mass

Percentage of respondents doing now or interested in doing


64% 96% 95% 90% 93%

Über Digital PC at home

Tablet at home

Phone on the go

Phone at home

TV screen in store

98%

Phone in store

79%

Touch-screen in

store

Digital Mass Market

97%

PC at home

47% 47%

Tablet at home

TV screen in store

46% 46%

Phone in store

Phone at home

Phone on the go

48% 54%

Touch-screen in

store

Eight in Ten

One in Ten

12.22.12

How do you prefer to access information

on your mobile device?

21% mobile web 12% mobile app 20% either way

How do you prefer to access information on retailers’ devices?

46% slanted 26” screen 26% iPad-sized screen 72% touchscreen

Retailers need to offer both types of access for shoppers to use

Retailers’ and Own


18%

67%

4% 11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

I would prefer todo it completelyon my own, withno assistance

from storeemployees

I would like to doit on my own, but

with help fromstore employees

when I need it

I would like helpfrom store

employees allthe time

I have nopreference

When you use digital content in stores, what level of assistance from store employees would you prefer to receive?

85% of shoppers want to access digital content on their own

Majority of shoppers want immediate help accessing that content from staff if they need it

Self-Service Access


35% 50% 8% Über Digital

Personalized Experiences

Source: Cisco IBSG, 2012 (U.S. data)

Would a personalized experience (service, advice, and offers) encourage you to make more purchases?

Definitely Possibly No

18% 52% 18%

Eight in Ten

One in Ten

Digital Mass Market

75%

Yes . . . but make it Opt-In with select data

INCREASED MOBILITY PERSONALIZATION

Augmented Experiences Contextual,

Location-Based Content Personalized Loyalty

Programs

1Cisco 2012 VNI Report 2Microsoft Location and Privacy, Jan 2011t

IT CHALLENGES MARKETING VISION

A Gap Between Business Requirements and IT Capabilities

• Build stronger customer relationship with differentiated, valuable engagement

• Better understand and adapt to customer behavior

• Expand revenue opportunities through personalized mobile services

• Increasing operational complexity • Lack of infrastructure intelligence • Lack of customer intelligence

GUEST PRESENCE GUEST ACCESS GUEST EXPERIENCE

Three Stages to Engagement

Mobile device detection, registration

Seamless, secure Wi-Fi onboarding

Location-based content and services

ENGAGE DETECT CONNECT


Centrally manage thousands of branches over the web

Out-of-the-box PCI compliance

Secure guest WiFi, scanners, mPOS

For A Wide Range of Vertical Use Cases

Consumers Guests Passengers

• Context rich promotions

• Informed purchase decisions

• In-store experiences

• Maps with featured attractions

• Happy hour show tickets

• Gift shop promotions

• Staff security to passenger traffic flow

• Flight updates gate directions

• Improve travel experiences

RETAIL HOSPITALITY TRAVEL

• Wayfinding patient apps

• Improved patient experiences

• Medical device location history

• Campus maps directions

• Stadium sales athletic event experience

• Real-time bus maps

Patients

HEALTHCARE

Students

EDUCATION

NETWORK INFRASTRUCTURE

• Fast & secure w/ Hot Spot 2.0 certification (Passpoint)

• Network Services Discovery - device/app/browser

• Indoor Hyper-location (smarter blue-dot)

MOBILE SERVICES AND APPLICATIONS

• SDK/API for third party applications for instant mobile app

• Pre-integrated Cisco applications

CONTEXT-AWARE ENGINE

• Real-time context and location analytics

• Business intelligence for marketing promotions

YOU ARE

HERE

M a l l D i r e c t o r y


Connected Mobile Experience for Retail


Makes our world cleaner

Makes our world smaller

Makes our world

economically stronger

Mob

ilizat

ion

of th

e In

tern

et

To Continue the Discussion

[email protected]

Public Cisco CMX Web Site URL: http://www.cisco.com/go/cmx

Thank You @Cisco_Mobility

www.facebook.com/CiscoWireless

Cisco.com/go/cmx

connected mobile experiences · mobile data to grow . x26 . 2010 . 2015 . about . 67% . will be...

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