Mobile is the New Face of Customer Engagement

© 2010 Forrester Research, Inc. Reproduction Prohibited11Entire contents © 2010 Forrester Research, Inc. All rights reserved. Source: Flickr (http://www.flickr.com/photos/sashawolff/3793206523/sizes/l/)

2/12 - 850K Android Activations per day,300 million total devices

3/8 – 315M iOS devices sold to date, 62M alone in Q4, 2011, 55M iPads

2016 – 1 Billion + Smart Phones in market

Mobile is the new face of customer engagement

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The mobile shift is what happens

when people adopt and use mobile devices

of their choice to engage with brands,

employers, information, and each other.

The numbers don’t lie

441 mobile min/mo

391 website min/mo

60% of transactions

are from mobile users

70% of radio delivered

to mobile users

Systems of engagement are the future of technology-led business innovation

Source: February 2012 “Mobile Is The New Face Of Engagement”

Mobile services are maturingL

evel

of

mo

bile

so

ph

isti

cati

on

High

Low

Evolution of services over time

NothingMultichannel

Cross-channel

Mobile-unique

Advancedcontextual

Consistency

Enhancement

Breakthrough

Simplification

Context includes:

Situation: the current location, altitude,

and speed the customer is experiencing

Preferences: the history and personal

decisions the customer has shared with

you

Attitudes: the feelings or emotions

implied by the customer’s actions and

logistics

- 2 days

• Change reservation

• Reserve seat

• View reservations

- 2h

• Check gate

• Departure time

• Lounge access

• Upgrade

Flight

• Arrival time

• Food order

• Movies

• Wi-Fi

+ 2h

• Ground transportation

• Lost luggage

• Navigation

+ 2 days

• Customer service

• Mileage status

• Reward travel

• Upcoming reservations

Contextual use of time will help prioritize home page content

Airline example based on user time

NPR fueled 3rd party apps by publishing its REST API.

Evernote’s power: Web, desktop, mobile channels linked by cloud repository.

Pocket Hipster and Nike link mobile with service with social networks.

Choose your Aer Lingus seat from your smartphone. (Pure JavaScript app.)

Tripit: Web and mobile channels, clever cloud repository, notifications, and social networking.

Multi-channel design and the service façade pattern

Platforms empower ecosystems of customer experiences

SocialNetworks

AftermarketSuppliersCustomer

Support

Plug-insRepeatPurchase

Maintenance

AnalyticsUpsell/X-sell

Customer

Transactional Relationships Customer Context

Platform

Platform

Platform

Mobile app technology- the lay of the land

Native Web

Middleware

Hybrid

Performance

Cost

Agility

Experience

A simple guide for technology decisions

Think about the workloads you are automating…

Native Web

Middleware

Hybrid

Performance

Cost

Agility

Experience

Connected tasks

Content focused

Device centric

MBaaS: an emerging option for connected apps

Mobile Back End as a Service

14© 2012 Forrester Research, Inc. Reproduction Prohibited

Base MBaaS Usage

REST Request

JSON Response

• REST API Data Modeling

• CRUD in the cloud

Value


Advanced MBaaS Usage

3rd party

cloud

services

• Application Hosting

• User Management

• App/User Analytics

• Native Push Notifications

Value

10101010101010

10101010101010


Enterprise MBaaS Usage

10101010101010

10101010101010

Enter

prise

Data/

Proce

ss

The mobile shift creates multi-channel reality

• Mobile is the biggest shock since the

introduction of the PC

• Context creates new opportunities to engage

• Define your 360° experiences from the

customer out

• Mobile + APIs + Cloud = your next gen

architecture

• You must get faster, and more flexible, MBaaS

can help

Mobile is the New Face of Customer Engagement

Technology

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