engineering your business to win in the mobile moment
TRANSCRIPT
#mobilemindshift © 2014 Forrester Research, Inc. Reproduction Prohibited
Engineering Your Business
To Win In The Mobile Moment
Senior Vice President, Idea Development
June 30, 2014
Josh Bernoff
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Companies have historically had the power . . .
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. . . but technology has empowered customers
The mobile mind shift
The expectation that I
can get what I want in
my immediate context
and moments of need
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Deconstructing the mobile mind shift
Companies
Platforms
People
Processes
Mind Devices Applications
Mobile moment
A mobile moment is a point in
time and space when someone
pulls out a mobile device to get
what he or she wants
immediately, in context.
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Plotting mobile moments for airline customers
Flight - 2 days +2 hours
- Book reservation
- Change reservation
- Request upgrade
- Reserve seat
- Check ETA
- Order food
- Order movie
- Set up Wi-Fi
- Check in
- Confirm ETD
- Access lounge
- Find gate
- Arrange ground
transportation
- Report lost luggage
- Confirm mileage
points
- Fill out customer
service survey
- Book reward travel
- Verify upcoming
reservation
-2 hours +2 days
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The IDEA cycle: The business discipline for mobile moments
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Identify mobile moments and context
- 2 days +2 hours Flight
- Book reservation
- Change reservation
- Request upgrade
- Reserve seat
- Check ETA
- Order food
- Order movie
- Set up Wi-Fi
- Check in
- Confirm ETD
- Access lounge
- Find gate
- Arrange ground
transportation
- Report lost luggage
- Confirm mileage
points
- Fill out customer
service survey
- Book reward travel
- Verify upcoming
reservation
Who are we serving?
A traveler
What is their context?
In the air at 35,000 feet
What is the motivation?
To adjust agenda for after landing
Who are we serving?
A traveler
What is their context?
Anytime before travel
What is the motivation?
To book seat of their choice
Who are we serving?
A traveler
What is their context?
Random time, in a spare moment
What is the motivation?
Wanting to see how far they are
from the next level
-2 hours +2 days
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Design means picking the right features
Extend to
enhance
Redesign
or
reconsider
Avoid
for now
Just
do it
Benefit to
your
customer
Value to you
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Engineer your systems
› Are platforms ready to
support mobile engagement?
› Are processes aligned for
mobile engagement?
› Are people (developers)
organized in agile teams?
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Analyze results to monitor performance and optimize outcomes › Performance metrics
› Business metrics
› Insights
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Mobile intensity
Mobile Mind Shift Index US online average (18+)
Base: 8,224 US online adults (18+)
Source: US Mobile Mind Shift Online Survey, Q3 2013
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Mobile intensity score determines if it is appropriate to connect on mobile.
• Less than 25. Low mobile intensity. Only a minority of customers
are ready.
• Between 25 and 35. Moderate mobile intensity. Move forward or not
based on mobile expectation score.
• Greater than 35. High mobile intensity. Check mobile expectation
score, then move forward quickly.
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Some things to take away
› The mobile mind shift will transform business.
› The new competitive battleground is the mobile
moment.
› Remember the IDEA cycle: identify, design,
engineer, analyze.
› Use the Mobile Mind Shift Index to analyze your
customers’ expectations.
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› Watch the three-part Mobile Mind Shift Webinar
Series, and download the presentation slides
› Download a complimentary report, "Four Steps
To Win In The Mobile Moment"
› Download the first two chapters of Forrester's
book The Mobile Mind Shift
Next Steps