dmitop10mobiletrends2016-151214122650

8/17/2019 dmitop10mobiletrends2016-151214122650

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TOP 10 TRENDSFOR WINNERS

IN MOBILE 2016


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Every year we talk to our customers, partners, employees and analysts about the big trends for the coming year. We focus on thin

have a real impact on organizations in terms of revenue generation, customer satisfaction and mobile investments. Therefore, mo

are evolutionary rather than revolutionary.

Last year, the biggest discussions were about the explosion of enterprise apps, wearables and smartwatches, privacy, backend as

(BaaS) tools, beacons, user testing, small data vs. big data, securing mobile applications and mHealth. Not all trends were applicab

but they generated a great debate about how mobility is impacting society and businesses.

This year, we've put ‘Customer First’ as a theme across most of the trends. With the speed of innovation in mobile including new s

operating system upgrades, wearables, software platforms and big data, we often forget about the user. In 2016, all organizations

customer first in mobility whether i t's consumers, employees or partners.

As usual, we've also attempted to provide practical recommendations and actions on what you can do to be a mobile leader in

Enjoy the trends and best of luck!

Welcome to the Mobile Trends of 201


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PUTTING CUSTOMER EXPERIENCE FIRST

RE-INVENTING (NOT JUST MOBILIZING) YOUR BUSINESSSECURITY AND PRIVACY HITTING THE BOARDROOM AGENDA

REAL SOLUTIONS BY THE INTERNET OF THINGS

OMNI-CHANNEL AND MOBILE PAYMENTS BREAKING THROUGH

ACCELERATING INNOVATION THROUGH PARTNERSHIPS

DEVELOPMENT TOOLS AND PLATFORMS EVOLVING RAPIDLY

MOBILE AD FORMATS CHANGING

PUTTING DATA INTO ACTION

WEARABLES FINDING THEIR PURPOSE

Top 10 Mobile Trends 2016


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When IT advisors such as Forrester and Gartner highlight customer experience (CX) as

the top priority, you know it will be on the agenda of every boardroom. But isn’t customer

experience already top of mind for every product, marketing and IT organization you

might ask? Based on our experience the answer is “absolutely not.” Companies delivering

better customer experience and satisfaction have outperformed the S&P 500 by more

than 100% over the past 5 years according to the ACSI index.

The average organization has less than 1 in 100 employee

eBay that has 1 in 4. Customer experience must be embed

organization including sales, customer service, developm

marketing, administration and even finance to deliver grea

organizations it’s limited to marketing and customer servic

demand one consistent cross-channel experience.

1. Putting Customer Experience First

“CIOs wh

heroes whil


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For most organizations the first step is to map out the customer journey. This starts with

getting a cross-functional team together to describe the customer touch points,

engagements and tools from first hearing about your company through purchasing

decision to getting the service/product, post-delivery feedback and returning

customers. With ‘customers’ we mean both external and internal users.

Next, identify the projects you already have ongoing, top areas to improve, benchmark

against other leaders in your space and put together an action plan/roadmap based on

priorities and feasibility.

Finally, continuously listen to your customers and measure progress through KPIs such

as net promoter score and customer satisfaction.

WHAT DOES IT MEAN FOR YOPutting Customer Experience First

FURTHER READING:

> Harnessing Mobility In Retail WHITE PAPER

> Mobile Moments to Drive Retail Sal WHITE PAPER

> How Mobile Can Transform Your In

Shopping Experience RESEARCH

EXAMPLES:

> CEMEX

> Fitness First

http://dminc.com/study/retail-mobility/http://dminc.com/study/retail-mobility/http://pages.dminc.com/RetailPart2.htmlhttp://pages.dminc.com/RetailPart1.html


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Enterprise mobility goes from “we need mobile device management (MDM), responsive

websites and mobile apps” to “we need a holistic mobility plan that will change the way

we do business.” Organizations are looking to transform their workforce by liberating

them from the desktop, re-engineering processes, reinventing products and creating

new business models. Examples of killer mobile solutions include field sales, field

services but also sensors collecting data that enable smarter decisions and

recommendations.

Very few organizations routinely think about how they can

find better, more efficient, greater value-creating busines

products and services.

2. Re-Inventing (Not Just Mobilizing) Your Business

“By 2020, 60% of existing processes

will be optimized for mobile.”Gartner


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Think about what you would do if you redesigned your business, product or service from

scratch today for mobile. Don’t just mobilize what you have. Look at the bigger business

opportunity of transforming your business through mobility. To reinvent products,

processes and business models look at the key drivers for each one including e.g.

changes in customer experience/behavior or improvements in quality and reliability,

pricing and offering, distribution and channels, productivity and efficiency. Use Customer

Experience First (see trend #1) as the starting point to identify problems and

opportunities in the interaction with your customers.

WHAT DOES IT MEAN FOR YORe-Inventing (Not Just Mobilizing) Your Business

FURTHER READING:

> Don’t Mobilize Your Business - ReinBLOG POST

EXAMPLES:

> MCH (Art Basel)

> Virgin

http://dminc.com/blog/dont-mobilize-your-business-reinvent-it/


8/24

With a constant flow of news about big corporations being hacked with serious damage

to shareholder value, security is high on the agenda for every CEO. More than a third of

UK cyber security pros say their companies were attacked in 2015. And the reported

intrusions are just the tip of the iceberg as at least 9 out of 10 cases are never reported.

The biggest threat to security, however, is usually your employees whether it’s

clumsiness (losing their mobile phone or laptop) or on purpose (revenge for losing their

job or not getting a raise).

What you can do is implement tools and processes to mi

a growing demand for improved physical security, mobile

management, enhanced authentication, security testing a

ongoing monitoring combining analytics with other monit

organizations are challenged by complex privacy regulati

demand for customer data versus customer privacy.

3. Security and Privacy Hitting the Boardroom Agenda

“The only truly secure system is one that is

powered off, cast in a block of concrete andsealed in a lead-lined room with armed guards.”Gene Spafford, Professor of Cybersecurity


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Assume that you will be hacked and plan accordingly. Get your smartest people

together to analyze the risk and come up with a plan. Hire external auditors to test your

systems but also leverage employees and partners for security hackathons to find holes.

Make sure your security systems are not only secure but also user friendly as employees

will find workarounds that might create new risk and holes. Evaluate security monitoring

systems such as Splunk. Combine Dev Ops and Security team expertise to achieve

security aware application design.

Define your customer data and privacy approach. What data do you ask for? Do you use

social login for your users/customers? How do you protect your customers’ data?

Most people use the same passwords everywhere, exposing both the customer and

company. This is not a new problem but companies need to help their customers stay

safe, not just add tougher password requirements. For example this can mean double

authentication from new devices and locations or fingerprint biometrics for low-security

access such as bank balance or loyalty card.

WHAT DOES IT MEAN FOR YOSecurity and Privacy Hitting the Boardroom Agenda

FURTHER READING:

> Privacy in Pole Position BLOG POST

> Can Someone Hack Your Banking ABLOG POST

> 5 Ways to Invest in Privacy in 2015 BLOG POST

EXAMPLES:

> Lloyds Bank

> WING

http://dminc.com/blog/privacy-in-pole-position/http://dminc.com/blog/5-ways-to-invest-in-privacy-in-2015/http://dminc.com/blog/can-someone-hack-your-banking-app/http://dminc.com/blog/privacy-in-pole-position/


10/24

Did you attend an IoT conference in 2015? Most of them are honestly a waste of time.

We found more than 200 IoT software providers in 2015 and 4 out of 5 were solutions

looking for a problem to solve. Too many software and hardware products are

opportunistic attempts to do something in the IoT space rather than real products.

In parallel there is a real revolution that is happening in m

and the consumer space with IoT. Sensors collecting data

production, product development, efficiency and user ex

Telit, SAP and Salesforce offer working solutions

for this. There is also a revolution happening in the consum

connected devices led by Sonos and Nest and followed b

crowdfunded start-ups.

4. Real Solutions by the Internet of Things


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The opportunity across industries is enormous, so monitor what others are doing and get

inspired by the best ideas. You don’t need to be an innovator to be successful.

Start with the problems you need to solve rather than an IT solution for IoT. Prioritize the

biggest opportunities and use rapid prototyping to test them in smaller pilots. Test, test,

test and then find the best scalable solution once you’ve figured out what you need.

Don’t let existing products, services and business models be a limitation when scoping

out your IoT and wearable opportunities. The most successful projects involve product

and service reinvention. If security is a blocker for 2-way communication, then start with

data collection which is more manageable.

For more inspiration, read our white paper on industrial IoT (see l inks).

WHAT DOES IT MEAN FOR YOReal Solutions by the Internet of Things

FURTHER READING:

> How the Internet of Things Will Cha WHITE PAPER

> How & Why the IoT is Transforming WHITE PAPER

EXAMPLES:Consumer space

> Sonos, Nest, Philips

Enterprise space

> CEMEX, London Heathrow, Tennant

http://pages.dminc.com/IoTManufacturing.htmlhttp://pages.dminc.com/IoT.html


12/24

Last year we talked about how other retailers and brands can replicate the success of

Starbucks by focusing on simplicity and loyalty. We also observed how Amazon got 50%

of their revenue from mobile at the end of the year. So why do other companies find this

so hard? Most commerce players simply took the existing desktop experience and

adapted it for mobile from the start. With the majority of online commerce now coming

from mobile devices we see a growing need to redesign the omni-channel user

experience including payments. It's not just about enabling Apple Pay, or other

payment services but also redesigning bottom up for mo

to the mobile commerce with mobile driving in-store sale

commerce sales. According to a recent survey by DMI, ab

willing to pay more for a better customer experience. Nea

surveyed indicated they’d purchase more from retail store

store shopping tools and over 80% of high income shopp

they would improve the overall in-store shopping experie

5. Omni-channel and Mobile Payments Breaking Through

“By 2017, 50% of all online transactions will be frommobile devices so get ready.”DMI Research, 2015


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Omni-channel needs to become business as usual for every retailer and customer

centricity needs to be at the center of all online businesses. Customers expect you to

speak to them with one voice across all channels with a single view of the customer.

Start by understanding what your customers want across the channels and interaction

points.

Don’t wait for the next big software upgrade to provide a better customer experience.

Take smaller steps to achieve what customers want on the front-end while you wait for

back-end solutions to be “omni-channel enabled.” Ask your business intelligence

analysts to report on multi-channel analytics such as mobile impact on in store,

conversion rates across channels and customer satisfaction scores of each channel.

Be careful about investing in digital store displays that will quickly become obsolete.

Customers prefer to speak to the store staff (with support from technology) or use their

own device.

Review your payment experience for mobile users, remove steps whenever possible and

replace your existing payment provider for mobile if they don’t live up to customer

experience expectations.

WHAT DOES IT MEAN FOR YOOmni-channel and Mobile Payments Breaking Through

FURTHER READING:

> Quick Guide to Mobile PaymentsBLOG POST

> How Mobile Can Transform Your In

Shopping Experience RESEARCH

EXAMPLES:

> Shoe Carnival

> Target

http://dminc.com/study/retail-mobility/http://dminc.com/study/retail-mobility/http://dminc.com/study/retail-mobility/http://dminc.com/study/retail-mobility/http://dminc.com/blog/quick-guide-to-mobile-payments/


14/24

The enterprise turns to APIs and partnerships to innovate. Big companies such as Bank of

America, Unilever, Coca Cola and Nike struggle to innovate by themselves. Therefore,

we see a growing trend in opening up internal APIs and partnering with companies of all

sizes to bring more innovation to your customers. Sometimes also referred to as front-

end integration, it allows new services to be created in less than a month’s time by

innovative partners without major investments in legacy systems once the APIs are up

and running.

6. Accelerating Innovation through Partnerships

“The Adriving foof the dig

Ma


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Think about what others could do with the data, online services and capabilities from

your organization. Could they create new products and services that you can benefit

from? Can they innovate faster? Look at what you really do. Examine the business model

and infrastructure at your core.

Define an initial MVP plan and try hackathons and competitions for your employees and

partners to drive innovation. Start small. If the opportunity is big enough then set up a

team whose only objective is partnerships and monetization of your APIs.

WHAT DOES IT MEAN FOR YOAccelerating Innovation through Partnerships

FURTHER READING:

> Top 3 Tips to Accelerate Mobile InnBLOG POST

> Innovation through Hackathons – APRESENTATION

EXAMPLES:> Addison Lee

> Pernod Ricard

http://www.slideshare.net/goldengekko/dmi-innovation-through-hackathonshttp://dminc.com/blog/top-3-tips-to-accelerate-mobile-innovation/


16/24

This year has been extremely exciting in terms of trends in software development

languages and tools. We saw (1) Objective C drop out of the top 10 as Swift is rapidly

growing; (2) Angular.js and Node.js continuing to grow in popularity; (3) Browser

performance improving, which means that web apps do better; (4) BaaS platforms

continuing to grow with Google and Amazon in the lead and with Microsoft catching up;

(5) NoSQL seemingly taking over from MySQL; (6) Microsoft Surface gaining traction in

the office which means that C#/.Net continues to play an important role.

For next year we believe that a mix of Java, Microsoft C#/

continue to dominate development generally and Swift ta

apps and app wrapping using PhoneGap/Cordova will m

application development with Xamarin as the fastest grow

leaving the others behind. Native app development contin

consumer apps.

7. Development Tools and Platforms Evolving Rapidly

“Web It


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Don’t jump on the latest trends, but also don’t stay behind. Many developers like sticking

to the languages and tools they are familiar with as it gives them an edge. Make sure you

experiment and train people on the new tools that have now gone mainstream. New

programming languages and tools can provide short-term advantages in speed and cost,

but make sure to consider the long-term effects. Make sure you can find enough people

with skills on whatever platform you choose.

On the 5+ year old debate of web vs. native vs. hybrid, be scientific about your choice.

Check out our technology scorecard or use Gartner’s or Forrester’s guidelines. The

winning cross-platform development tools at the moment are PhoneGap and Xamarin,but this will also change over time so make sure you stay informed. For consumer apps,

don't duplicate existing web functionality through native apps if it's already well

optimized. Even Apple now supports the use of webview where the user experience is

good.

Developers embedding a myriad of SDKs, APIs and tags in their services including

e. g. analytics, A/B Testing, push notifications, bug reporting, payments, content feeds,

advertising, attribution tracking, performance monitoring, social networks, translation and

customer service. Remember: reliability is degraded with the number of processes,

network calls and memory usage. Consolidate if you can!

WHAT DOES IT MEAN FOR YODevelopment Tools and Platforms Evolving Rapidly

FURTHER READING:

> Scorecard for Choosing Mobile TecBLOG POST

> The Key to Successful Hybrid AppsBLOG POST

> The Only Mobile App Cross-PlatformBLOG POST

EXAMPLES:

> CEMEX (hybrid)

> Warburtons (native)

http://dminc.com/blog/mobile-app-cross-platform-solution-works/http://dminc.com/blog/the-key-to-successful-hybrid-apps/http://dminc.com/blog/mobile-app-cross-platform-solution-works/http://dminc.com/blog/the-key-to-successful-hybrid-apps/http://dminc.com/blog/scorecard-for-choosing-mobile-technology/


18/24

Mobile ads still mostly suck despite bigger screens, better performance and improved

targeting. When was the last time you intentionally clicked on a banner ad on your

mobile? Probably not recently. With ad blockers, more ad dollars shifting to mobile and

differences in user behavior on mobile, it's time for change.

Companies that embrace the change such as Facebook, Google, Vice and Quartz are

growing despite ad blockers while others are seemingly struggling.

Mobile video advertising has now reached mass market p

most engaging format on Facebook, Instagram and, of co

8. Mobile Ad Formats Changing

“Mobile ads suck.”

Steve Jobs, 2010


19/24

If you’re an advertiser, then make sure your media buyers understand and embrace the

changes that are happening. Offer great content or utility rather than selling people

something, make it location and context aware, encourage engagement/interaction, go

for quality rather than quantity and make sure the size is right for each device. Follow

new best practice and monitor your ad spend and ROI closely with a good attribution

platform.

Publishers need to work with their end users and the media buyers to find the right mix

of use of ad space, frequency, targeting and formats.

Ensure that mobile video is part of your marketing mix and experiment with more

engaging formats such as VR 360° recently launched by YouTube in partnership with

Samsung.

WHAT DOES IT MEAN FOR YOMobile Ad Formats Changing

FURTHER READING:

> Geo-Targeted Mobile Ads: Creepy oBLOG POST

EXAMPLES:

> Quartz

http://dminc.com/blog/geo-targeted-mobile-ads-creepy-or-convenient/


20/24

For several years it’s been all about big data but the tide is changing. The focus for 2016

will be what we do with all the data. How do we make smarter recommendations? How

do we provide better customer service, better products, increased productivity and give

customers what they need?

Algorithms are of course nothing new in software development and analytics. The

difference, however, is that they will play a much bigger role in real-time service

monitoring, smart buildings and cities, smart cars, manufa

and home electronics where they learn through behavior

recommendations and decisions than humans can.

Algorithms and smart machines have redefined how hum

technology in the coming years, according to Gartner and

topic at IT conferences throughout 2016.

9. Putting Data Into Action

“We don’t have better algorit

We just have more data.”Peter Norvig, Google


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Analytics and big data tools are great to segment, analyze trends, measure effect of

multi-channel sales and campaigns and provide intelligence back to the business.

However, the next step is to experiment with and later commercialize implementations

where the data is leveraged through machine-based optimization leveraging artificial

intelligence and beautiful algorithms.

The incentives for getting this right are big - early movers should be able to speed up the

quality and pace of decision-making in a wide range of tactical and strategic areas and

gain new insights from analysis of unstructured data, such as e-mails between sales

representatives or social media discussions.

As with all new trends it will begin with understanding what data you have access to,

defining the desired outcome and testing, testing, testing. But before you even consider

smart algorithms and big data, make sure you get the basics right to understand your

customers and their behavior.

WHAT DOES IT MEAN FOR YOPutting Data Into Action

FURTHER READING:

> Leveraging Big Data, Big Time BLOG POST

EXAMPLES:

> Tennant

> Victoria’s Secret

http://dminc.com/blog/leveraging-big-data-big-time/http://dminc.com/blog/leveraging-big-data-big-time/


22/24

2015 was supposed to be the year of the smartwatch after a breakthrough year for

wearables in 2014. Apple Watch delivered on the high expectations, but smartwatches

have by no means reached mass market yet. Most wearables and smartwatches end up

in the drawer after 3-6 months showing that the demand is not there year. Market

penetration of actively used devices will be less than 10% in North America and Europe in

2016. In 2015 wearables apps were all about experimentation and PR.

Addison Lee and Uber got great PR from being first out o

many people actually used them? There are success stor

useful devices for health, safety and security in the workp

being used by professional athletes and enthusiasts. 2016

great products to serve these niche target segments and

deliver great services for these devices. Athena, a crowdf

jewelry for women, is a great example of this.

10. Wearables Finding Their Purpose


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Make sure that you immerse your team with the latest devices including Apple Watch,

Fitbit Surge and Moto360. Think about what problems these devices can solve for your

company and customers. If you can’t, then don’t worry. You won’t be left behind unless

you work with athletics or healthcare.

If you work in spaces where there is real disruption happening in wearables then

experiment a lot. Make sure that your product serves a real need and doesn’t end up

with the sports wristband in the drawer. For companies in the health, beauty or pharma

space look at what wearables including patches can do for you. There are a lot of

exciting things happening in this space.

WHAT DOES IT MEAN FOR YO Wearables Finding Their Purpose

FURTHER READING:

> My First Date with the Apple WatchBLOG POST

> Apple Watch - Flip or Flop?BLOG POST

EXAMPLES:

> Addison Lee

> Lloyds Bank

http://dminc.com/blog/apple-watch-flip-or-flop/http://dminc.com/blog/my-first-date-with-the-apple-watch/


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THE FIRST INTEGRATEDEND-TO-END MOBILITYCOMPANY IN THE WORLD.www.dminc.com

DMI helps businesses and government organizareinvent themselves through mobility.

Contact us for more information.
http://www.dminc.com/http://dminc.com/contact/http://www.dminc.com/

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