Ogilvy&Mather: Hiding In Plain Sight - White Paper

7/23/2019 Ogilvy&Mather: Hiding In Plain Sight - White Paper

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Hidden in plain sigh:

How mobile isquiely eoluionizinghe B2B wold


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Conens

Inoducion

Te gowing powe o mobile 5

Mobilizing makeing 9

Mobilizing he enepise 17

Mobilizing poducs and serices 4

Te alue o sma mobilit 8

Geing ino a mobile B2B mind-se e key insighs 31

So how do you bes leeage mobile o youB2B band? 33

Abou he auho 36


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Inoducion


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A muual und salespeson is haing lunch a a busy ca wih a nancial adiso who mayone day be a clien. Te opic o low inees aes comes up. Te adiso, i seems, is haingouble nding low-isk soluions ha sill delie income o his cliens. Recognizing heoppounit, he salespeson quickly pulls ou his able and wihin seconds pulls up a high-esoluion image o eal-ime inees ae ends oelaid on op o his companys diesied

bond und poduc. Te adiso sees how hey can delie highe yields while managingisk and he is well on his way o ecommending his poduc o his cliens by he ime hecoee aies.

A manuacuing plan superiso is woking in a paicula aea o he acilit wiha membe o he sa, discussing a poblem hey ae haing wih one o hei machines.Rahe han guessing a a soluion o he poblem, she pulls ou he smaphone andopens an app oeed by ha machines manuacue ha allows he o scan a bacodeon he machine wih he phones camea. Ta scan pulls up he specic machinespoduc manual, which she can seach o oubleshooing ips o he paicula poblem.I ha doesn sole he poblem, one click connecs he o a ideo cha session wih he

manuacues echnical suppo sa, saing ime and money o boh he plan and hemachines manuacue.

A busyImanage is euning om a business ip duing which he was acklinga poblem concening a new secuit hea. Wile waiing o his igh, he is seachingon his smaphone o some inomaion on his hea. He comes acoss an ad oman Isecuit m ha discusses new adances in secuit echnology. He clicks o leanmoe. He exploes an ineacie expeience opimized o his mobile deice, signs upo moe inomaion and downloads a whiepape on he opic, all wihou eeouching his lapop.

Ceaie B2B bands can use he sma mobilit echnology in hese o in counless ohe ways o delie alue o hei cusomes. Mobile phones hae been aound as a mass makedeice o some ime now. Tey hae been used o mobile email communicaions in acopoae conex o many yeas as well. Bu somehing new is happening. A longed-ochange has nally aied. Long hyped as he nex wae in digial innoaion, mobile nowully inhabis ha ole because o he widespead adopion o poweul smaphones andables. Te buzz has been abou he ongoing eoluion in B2C applicaions, bu mobileis also ansomingB2B bands and businesses in poound ways. Mobile makes B2Bmakeing moe eecie, sales ineacions moe poducie, disibuion panes moesuccessul and cusomes moe engaged. Te impac is enomous and gows all he ime.I will hae ipple eecs houghou ou global economy, een hough he hype coninueso swil aound he moe immediaely obious B2C applicaions.

Ogilv & Mahe woks wih some o he bigges B2B bands in he wold, helping hemuse digial channels o mee hei business and makeing objecies. In he couse o ha

wok, we noiced some common paens aking shape and saw an oppounit o poinou whee B2B bands ae seeing ansomaional mobile oppouniies ha will diebusiness esuls.


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e decided o look deepe. Tis eseach pojec se ou o dene mobile oppouniiesby analyzing exising quaniaie eseach sudies in conjuncion wih in-deph ineriews.

e spoke o key business sakeholdes a seeal majoB2B bands in ode o ideniywhee he geaes mobile oppouniies awai o hei slice o he business wold.

Ou esuls help answe he cucial quesions cicling his emeging eld:

y is mobile more important now than ever forB2B?

at are B2B brands doing to deliver the greatest value usingsmart mobile devices?

en it comes to myB2Bbrand, how do I develop a mobilestrategy and prioritize where to start?

e ineriewed seeal key execuies a IBM, UPS, Siemens, DuPon, Mooola, Cisco,

Tomson Reues, CD, BlackRock and Jackson Naional (a subsidiay o Pudenialplc), making ceain we coeed a boad ange o oles om sales o makeing, omIo poduc saegy. Each ineriew ocused on how mobile will unlock alue o heibands. e also pobed ou subjecs isions o he uue o sma mobilit in he B2Bspace and hei ideas o whee he geaes alue will be going owad.

e compiled insighs om his wok wih knowledge om ohe Ogilv wok on B2Bbands in a wide aiet o indusy caegoies, including nancial serices, phamaceuicalpoducs, manuacuing and Iserices. Wa we leaned conmed some o ouassumpions abou mobile B2B, bu we also uncoeed some siking insighs. Oeall,howee, we ealized ha mobile is assuming an ee geae ole in he wold oB2B

bands, unlocking alue in many aeas oday while looking o he uue o he geaesbene o boh bands and consumes.


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Te gowing powe

o mobile


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Te mobile enaissance has been jus aound he cone o many yeas aleady, bu i seemsha is poenial is nally being ealized. Wa changed?

In a wod, powe.

Mobile deices oday pack housands o imes moe pocessing powe han he s lapopPC did. ih his gowh in powe comes a suge in use. By 015 mobile inene uses aeexpeced o supass deskop uses.1 ih he inoducion o 4G newoks in deelopedcounies and 4Gs gadual spead globally, mobile bandwidh is aleady geae (in somecases) han a home boadband connecion.

Te inceasing spead o cloud compuing serices, mos noably om Google andAmazon, means less daa soage is needed on you local deice, allowing mobileso accomplish many compuing asks on hei own.

Te new able om aco has spued a bus o gowh in mobile compuing aound he

wold in an exemely sho ime peiod. Te iPad able was inoduced in Apil 010 andis expeced o each 10MM unis sold in 01.

All hese acos add up o an impoan shi owads mobile deices in digial consump-ion and behaio aound he wold. Smaphone sales hae supassed eaue phone sales.Soon, oe 50% o Ameican and esen Euopean mobile uses will hold smaphonesin hei hands, and he es o he wold will no be a behind. In uban China, 35% o allphones ae smaphones. In uban India, 3% o uses hae smaphones.3

A siking compaison should make his clea: Apples iPhone eenues in Q411 wee lagehan all Micoso eenues om indows o Oce o seres o Xbox.

1.International Data Corporat ion (IDC), Sepembe 011

.International Data Corporat ion (IDC), 01

3. OuMobilePlane.com

iPhone vs. Microsoft (Revenue)

iPhone Microsot

$30

$25

$20

$15

$10

$5

$0

Billions(US)

(Business Insider, company flings, CQ4 2011 revenue.)


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Mobile and the world oB2B

Despie he oewhelming ocus and exciemen aound consume applicaions osmaphones and ables, he B2B wold is also expeiencing simila disupie mobileinnoaions. B2B bands ay in how aggessiely hey ae aking adanage o hesebenes, bu all ealize how adances in mobile deices and newok echnology can unlockamazing alue o hei business. Mobile is changing howB2B enepises communicae

wih hei cusomes and ohe age audiences, how hey poide sales wih jus-in-imeinomaion, how hey enable hei employees o manage wokloads in a moe poducie

way and how hey maximize he alue o and suppo leels o he poducs and sericeshey poide o boh hei disibuion panes and hei end cusomes.

B2B poducs and sales pocesses end o be complex because hey inole mulipleinuences and decision makes. As a esul, he sales cycle is longe, equiing muliplesales conesaions wih aying leels o deail o ensue eleance o each key sakeholde.Communicaions and conen mus eec cusome needs and be easily accessible in anineacie, eal-ime, easily shaeable and consumable manne. Mobile is ideally suied osuppo ha pocess.

In addiion, mobile deices open up new possibiliies o ineaciit, enablingB2Bbands o ineac wih sakeholdes in new ways. Mobile deices hae cameas o ideo/phoos/bacode scanning, GPS o locaion-based conen deliey and gyoscopes oacceleomees o ich ineacions based on phone moemens and oienaion. Wilehe B2C space has seen eye-caching new oms o digial ineaciit, hee is also a wideaay o ascinaing applicaions wihin he B2B wold, as youll ead lae.

Fo all hese easons, B2B businesses ae adoping mobile in ee-geae numbes. A ecen

Apple sudy epoed ha some nine ou o 10 senio execuies use apps a wok o sayinomed, eneained and poducie.4 Anohe sudy epoed ha 70% o execuiesunde 40 use banded B2B apps. Benjamin Pollack om Siemens pu i bes: e see ahuge dieence om a yea ago o oday. I used o be ha majo companies wee jusesing ou he waes wih a ew apps. Now we hae dozens o apps in each o ou majobusiness unis. Hes igh. Te ases-gowing secion o he Apple App Soe in 010

was he business caegoy, which showed a 186% incease.5

Bu is ceainly no all abou apps. Adances in so-called hybid HML5 echnologyallow bands o poide mobile expeiences on all deices and wihou he need o down-load apps. Hybid echnologies ae, a B2BIexecuie epoed, helping addess he

agmened makeplace. Tey ceae expeiences ha ac and eel like a naie mobileapp, bu heye no eallyIs using web echnologies, bu he oupu eels and lookslike a naie app.

4. eMarketer, 011

5. Disimo, iPass, Oum, Yankee Goup, Foese Reseach, Comscoe, 010


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No can we ignoe he incedibly apid able adopion and is impac on B2B mobile.Ninet-wo pecen o Foune 500 companies ae deploying o esing he iPad. One o heB2B bands we spoke wih epoed going om zeo o 4,000 employee iPad deices in oneyea, on a BYOD (bing you own deice) pogam. Almos hal oUSC-suie execuieshae a leas one able deice. Moe han 75% o hei Euopean counepas do oo.6

Execuies hae come o beliee ha wok is no a place; wok is somehing you do.O as anohe execuie pu i, you can be a you kids socce game and sill be eecie

we can le you know when you need o do somehing wih push echnology.

Mobile is clealy opening up emendous new oppouniies oB2B bands, bu wheewill hey eap he geaes benes?

Knowing where to store your eggs

B2B makees and ohe sakeholdes need o undesand whee hey can bes diec hei

mobile eos. In hinking abou how o help B2B bands omulae a mobile saegy oake adanage o hese incedible oppouniies, we ocused on hee key aeas whee wehae seen B2B bands haing he geaes impac:

1. Mobilizing marketing EngagingB2B audiences in new ways by connecing ofinewih online, deploying locaion-based conen and delieing conen ia mobile seachand display.

2. Mobilizing the enterprise Enabling employees o be moe poducie and hesales oce o be moe eecie by, o example, poiding ineacie, daa-dienpesenaions and case sudies wheee hey ae.

3. Mobilizing products and services Giing he cusome geae alue wih mobilizedpoducs and serices, such as mobile poduc manuals, mobile cusome suppo, mobilepoduc managemen, mobile ode managemen, mCommece and mobile salesenablemen o disibuion panes.

6. Ipsos Mendelsohn Afuen Surey, 011


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Mobilizing makeing

Omnipresent interactive engagement


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Gien he inceasing mobilit o he wokoce and is adopion o mobile deices, i isimpoan o each B2B decision makes and hose ha inuence hei decisions ia mobile.B2B ages ae always eheed o and equenly consuming inomaion ia hei mobiledeices. Tey ae, heeoe, pime candidaes o engagemen wih mobile oueach. I aband neglecs o pusue his impoan oppounit, i can cede mind shae and ongoing

engagemen ime o is compeios.

B2B bands hae used seeal eecie measues o connec ia mobile.

Mobile advertising

Despie all he hea and ligh on B2C applicaions, mobile adeising is in many casesmoe eecie oB2B ages han i is oB2C ages. Mobile adeising is an especiallyciical ool o eachingB2B pospecs while hey ae sill in he ealy phase o a lenghysales cycle, and o eaching decision inuences houghou he cycle.

Mobile plays a huge ole in he s 80% o he unnel, one o ou paicipans obsered.Beoe B2B bands ee speak o hei age audiences in peson, hese audiences looko and connec wih band conen on digial channels, and moe and moe oen hahappens ia mobile. e know ha execuies peom moe mobile seaches odayhan hey did PC seaches a yea ago. Nealy 60% o execuies epo noicing mobileadeising and click on mobile web ads.7

7. Google Insighs, Decembe 010

Mobile Ad Click-through Rate in North America, by Industry, Q2 2011

Note: on the MediaMind networkSource: MediaMind, Tiny Screen, Huge Results: Maximizing Mobile Advertising Perormance, July 5, 2011

129581 eMarketer.com

Entertainment 1.04%

Retail 0.84%

Financial 0.73%

B2B 0.60%

Travel 0.58%

Careers 0.57%

CPG 0.48%

News/media 0.48%

Services 0.47%

Restaurant 0.44%

Corporate 0.38%

Auto 0.19%

Electronics 0.19%

Apparel 0.05%


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High mobile adopion coincides wih bee mobile peomance. Click-hough aes(CR) on smaphones wee ound o be 7% highe han on deskop compues and 31%highe on ables han on deskops.8

B2B mobile adeising in paicula sees click-hough aes ha ae acually highe han

aes o many populaB2C caegoies such as ael, CPG, eleconics and auomobiles.Many o he B2B execuies we ineriewed o his pojec epoed haing consideablesuccess in hei mobile adeising eos. Ciscos See Lau, Senio Manage, MobileMakeing & Saegy, said, Mobile seach and banne adeisingCRis eally high,much highe han on PCs. I woks and eels like cusomes ae cuious and coming o i.

Tey also seem o say o up o wo minues and naigae aound like om a PC.

In ac, B2B mobile in-app adeising engages is audience a moe han B2Ceneainmen adeising and oughly equally as much as B2C eail adeising.Is engagemen aes ae nealy as high as hose o he high-pole B2Cauomoie caegoy.

Despie his ac, mos o he B2B cliens we spoke wih hae hus a negleced o pusueiAd ich-media unis om Apple o hei iOS deices, ciing hei high coss.

Despie all o he eidence suppoing he alue o mobile adeising oB2B bands,B2B makeing spend in he channel lags behind B2C, wih ecen sudies showing only8% oB2B makees spending on mobile makeing in 010, compaed wih nealy40% oB2C makees.

Tee is a huge oppounit oB2B bands o ake adanage o he eecieness o hischannel o each hei ages.

8. Main Sowae, 01

Engagement Rate of Mobile In-App Rich Expandable Banner Ads Worldwide,by Industry, Q1 2011

Note: iOS and Android apps

Source: Medialets , Data Spotlight: Be nchmarks or In-Ap p Mobile Rich Me dia Ads Q1 2011, June 7, 2011


Consumer packaged goods 32%

Automotive 26%

B2B 25%

Retail 25%

Finance 24%

Entertainment 19%


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Pa o he hesiancy is eeced in B2B companies unceaint abou how o inegaemobile ino hei oganizaions. Many espondens cied dispaae goups wihin hecompany opeaing independenly wihou a cohesie saegy o appoach. A mediaexecuie epos, e suggle wih how do you go deep and wide wih one saegy.Deep enough o addess specic poduc lines, bu wide enough o opeaionalize acoss

he business. AnoheB2B execuie agees: e need o use [mobile apps] ecienly,package hem as a campaign and poide educaion on how o connec he dos.

Connecting the oine world to online

Haing an inene-conneced deice in you hand a all imes enables ofine adeisingo oe an immediaely aailable and simple-o-execise online call o acion. Tis applica-ion can bing saic ofine adeising alie wih dynamic ageed conen and ineaciit.

Fo a B2B audience, his applicaion can be used o delie conen pieces like ideo casesudies o whiepapes, o collec lead inomaion, o connec o social media channels

in ode o die shaing o o simply ge moe inomaion om he band.

Wile NFC (Nea Field Communicaion) is on he ege o eneing he landscape as away o do his wih a simple swipe o you mobile deice, oday hee ae wo pincipalmehods in use -D codes, such as QRcodes, and SMS ex messaging using shocodes.

SMS has been aound since beoe smaphones exised and is heeoe a widely adopedand amilia echnology o mobile uses. B2B bands epoed success when usingSMSas a esponse mechanism. As See Lau om Cisco saed, ex messaging woks wiheal-ime ineacions.

Howee, mos o he buzz in his aea is aound he QRcode because o is poenialo make esponding quicke and easie wihou equiing he use o tpe anyhing inoa deice o o shae a mobile phone numbe in ode o ake an acion. Te majo obsacleo adopion is he absence o a peloaded app o ead a QRcode.

As a esul, hough we hae seen B2B bands es QRcodes in hei makeing iniiaies,hee has no been gea success wih hem. Susan Fleche, Senio Dieco o SocialBusiness & Digial Communicaions a UPS, old us, e do see usage o ouQRcodesinceasing while no damaically, is signican enough ha we wan o coninue ouse and expeimen wih hem.


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One eason o he lack o upake may hae o do wih how hey ae being implemened.QRcodes simply equie a geae payo o he use o ake acion. B2B makees epoha 36% use mobile bacodes o link o hei websie o basic inomaion. Fa ewe usehem o moe compelling conen o ineaciit, as shown by he ollowing esuls: 15%link o a pomoion (sweepsakes); 14% link o a coupon oe; 13% link o conac inoma-

ion; 11% link o hei companys social newok; and 11% link o an eCommece expeience.9

Once QR-code-eading sowae is bee inegaed ino popula smaphone opeaingsysems and makees begin o use hem in moe appopiae ways, hee will be impoedadopion and success aes. B2B bands ae no limiing hei hinking abou QRcodeso makeing. Tey hae seen he alue o usingQRcodes o enhancing poduc suppoo comakeing wih downseam panes. e will addess hose uses in a lae secion.

Innovative mobile marketing orB2B brand positioning

Te use o cameas, gyoscopes and GPS o deelop eye-caching makeing campaigns

can be jus as eecie oB2B bands as oB2C bands. Tis tpe o adeising engageshe B2B age audiences and geneaes consideable PRbuzz.

B2B ages ae no absac eniies. Tey ae people, jus like B2C ages. You can eachhem in a pesonal enionmen and in a pesonal way wih a B2B band message, and heyae dawn o engaging and un expeiences in he same wayB2C ages ae.

Fo example, Sean Heeke, Dieco o Digial Makeing a Siemens, discussed hecompanys use o augmened ealit o show how pealen Siemens poducs ae: I hinkhee is poenial o oelay wha we do in he eal wold. So o like an Inel Inside mea-pho bu o Siemens poducs, allowing uses o see wihin hei mobile phone camea

iew an oelay on a cit and o say, Look, ou Siemens poducs ae all aound you wheeyou ae igh now.

9. eMarketer, Noembe 011

Source: Scanbuy, January 11, 2012


1. Magazines or newspapers 19%

2. Direct mail 18%

3. Packaging 16%

4. On the web 16%

5. In-store advertising 12%

Top 5 Media on Which US B2B Marketers Have Placed Mobile Barcodes, Nov 2011% of respondents


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Bill Bodin, CO o Mobilit a IBM, had a simila idea o ellingIBMs soy wihin heconex o he wold aound you: e could use augmened ealit o ell ou soy i youpoin you phone o you able deice a a ca o a hospial o a bank, hee ae plent ogood soies o ell abou IBMs ole in hese businesses and poducs.

Ogilv woked wih IBM o use augmened ealit o demonsae howIBM can make hewold wok bee by using daa in smae ways. Te IBM See mobile app enabled isioso he 010 imbledon ennis championships o see hough walls o cowded machlocaions o access ideo seams o lie ennis. I also helped hem access aious sericesaound he een and impoed he ease o hei isi. Fo example, he app poined ou

which axi sands wee less cowded by monioing ac ows in eal ime. Te app wasdownloaded by oe 17,000 paicipans and geneaed moe han US$1.5MM in PRalue.

Wile he impac eached beyond IBMs diec B2B age audiences, i included hem andheeby helped posiion he band in hei minds. I did so by expessing he idea oIBMsSmae Plane band plaom in a angible way oelaying daa on he physical woldo help he obsere make smae decisions.

Anohe ineesing use o unique mobile capabiliies o pomoional puposes came omSiemens, a poduce o he medical imaging machines ha ae inceasingly being usedo deec ealy-sage cances. Siemens sponsos a global pomoion o aise awaeness obeas cance called un you cit pink! o help posiion he band and is poducsas key ools in he gh agains beas cance. Paicipans ae encouaged o ake smallseps using he colo pink o pomoe beas cance awaeness in hei local communiiesand snapping a phoo o ideo o hei aciiies, which can be done wih an associaedmobile app. Fo each submission Siemens donaes US$5 o chait, and he mos likedsubmission each monh eceies an iPad pize, encouaging paicipans o pomoehei eny on hei own social newoks. In he s six monhs he campaign geneaed

oe ,000 enies, and has so a donaed US$11,000 o chait impessie gues oa B2B band ha sells o a elaiely small healhcae age audience o majo medicalequipmen puchases. Te app associaes Siemens wih he suggle agains beas cance,and ha jus so happens o die moe demand o is poducs.

Magniying the power o events

B2B bands hae used he powe o mobile o make in-peson eens moe eecie.Mobile allows hem o hae a bigge impac on paicipans and on ages who donaend in peson.

B2B bands use a numbe o successul acics o impoe engagemen. Cisco has an appha pomoes collaboaion and is ocused on helping paicipans ge inomaion.

Te app helps diec hem o places aound a enue, poides maps and speake locaions,and includes ales when speake eens ae beginning. o pomoe hei cloud compuingoeing, Cisco has also ineaced wih aendees by pomping hem o ake a cloudeadiness quiz and download a eadiness assessmen app.


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Siemens has a simila een app ha hey epo being hugely successul o us. Tei appis scalable so ha hey can inegae new ade shows ino he same app. Tis app has abooh map and a GPS eaue showing you whee you ae in elaion o he Siemens booh.

Te app een guides you o specic poducs once you ae in he booh, connecing youo conen egading he poducs youe ineesed in. Tis aspec is especially useul o

eaching hose who canno aend he een in peson.

Te DuPon Pionee business uni olled ou a Fam Pogess Show iPad app ha allowedeps o access cusome-specic sales maeials on demand a he show, which is one ohe wolds lages ade shows. Tis obiaed he need o pin and anspo housandso copies o oe 50 dieen DuPon poduc bochues and poided an ineaciemehod o delie ageed conen on he spo o isiing aendees o lae eading.

B2B bands also pomoe he use o mobile deices a eens by asking paicipans o shaeconen and conesaion elaed o een aciiies. Is a naual o pomoe his shaingaciit a such eens since i engages ages no in aendance and ceaes a seam o

disibued conen o be discoeed lae ia seach. A ecen Google sudy epoed hahal o all B2B-elaed wees happen on mobile deices, and 83% o execuies ae aleadyposing o business-elaed social media sies.10

Susan Fleche oUPS epos, Eeybody a ade shows is weeing. e see his as anoppounit o geneae leads and poide hough leadeship. e hae used hashags aeens. e use he hashag s o wee a eens om a conen disibuion pespecie,

wih speech highlighs, ec. Bu wee also using he hashags o diec people o oupesence. A big ade eens, well be waching he heads o conesaions aound hehashags and, when appopiae, esponding by pomping people o come and see usa ou booh in locaion X and well assis wih XYZ.

See Lau o Cisco uses wie seams o ge eal-ime eedback on eens: Using hesocial media mobile space, we wan o hea om he een paicipans, in eal ime,

wha hey hink abou he eens. And o encouage shaing, he apps hae a social elemenwih ewad poins as hey ineac.

Te social shaing o conen a indusy eens also geneaes conen o pos-eenengagemen. Viual esions o he ade show can be ceaed ha incopoae some ohe engagemen ha was geneaed duing he lie een, and social conen is coninuallydiscoeable hough seach and shaing.

B2B bands also connec a gowing poion o een eos o a boade lead geneaionpogam. Nealy 50% o global companies say hey ae inegaing mobile ino he boadeCRM expeience.11

10. Google Insighs, Decembe 010

11. eMarketer, Ocobe 010


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Mobilizing he enepise

Supercharged in-person interactions andsignifcantly enhanced productivity


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Sma mobilit is empoweingB2B employees in wo undamenal ways:

1. By delieing dynamic, ineacie conen o B2B pospecs duing meeings, able-enabled sales oces ae moe eecie shiing he expeience om peseninginomaion o engaging and diing discussion.

. Mobilized access o sowae ools o daa (e.g., enepise apps) is poiding newoundleels o poduciit acoss oganizaions.

Te power o the tablet inB2B

As wih ohe mobile poducs, he buzz in he able make has been abouconsume adopion.

Indeed, ables ae ceainly eoluionizing media consumpion and eCommece.Howee, ables ae making he same eoluionay inoads in he B2B space, paiculaly

wih hose who hae clien-acing oles.

Tis alue o B2B enepises is no los on senio manages. Gane pedics ha some80% o businesses will suppo a mobile wokoce by 013. As one o ouB2B sakeholdessaid, Eeybody wans poabilit eeybody has iPads. A lo o people hae pesonaliPads. People wan o be able o access hei ino wheee hey ae and no cay a lapop

wih hem. Much o his gowh is ueled by inceasing adopion oBYOD pogams.Employees ge eedom o choice, and he enepise saes money and delies on hedemand ase han an Iollou would.

Financial serices and healhcae display he songes demand o able applicaions ha

enable sales oces o communicae moe eeciely. Numeous bands in hese caegoiesae heeoe aleady adoping ables and ceaing sales enablemen applicaions o hem.

A sudy in 011 epoed ha oe 40% o nancial poessionals now use ables, and nealyall o hem sae ha ables hae inceased hei poduciit.1 One nancial serices mexecuie we spoke wih said, Tee is huge demand, and ou sales oce is aleady goingou and geing hei own ables. e now need o nd soluions o ge he igh conen inhe igh oma o hem o nd he igh balance beween home oce conol andexibilit o he salespeson. I hink he bigges bene will be o incease he elocitand equency o hei sales ineacions o enable hem o be compleely mobile.

J.P. Mogan Funds announced in 011 ha i would be olling ou iPad ables equippedwih a cusom sales pesenaion app o is 18 sales epesenaies because i poidesyou a leel o exibilit, in ems o naigaing esus using a bowse, which makes i amuch moe eecie pesenaion ool [han a lapop].13

1. Q 011 Gadge Surey, byallaccouns.com, N=50+

13.Investment News , 011


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In he phamaceuical indusy, Noais CEO Joe Jimenez ecenly saed ha he AppleiPad oes he dugmake game-changing echnology ha will enable sales eps osae 50 hous annually and allow he eld oce o make an incedible 35,000 addiionalcusome isis each yea. He also said ha anohe bene o haing sales maeials onhe iPad is ha ou eps will be moe complian [wih egulaions] unlike wih pape

esions, you can ale he eleconic maeials.14

Ogilv & Mahe ecenly deeloped an app o a majo phamaceuical manuacue osere jus his pupose. Te ool poided eld epesenaies wih he means o deliecusomized pesenaions o healhcae poessionals. Tese pesenaions emain compli-an wih all makeing egulaions while using he mos up-o-dae maeials and daa.Mos impoan, his app ceaed a moe engaging mehod o communicaion by poidingdynamic conesaion saes o healhcae poessionals. Nealy all eps polled ageedha hei sales pesenaions wee moe ecien using he iPad app.

Ogilv & Mahe has been heaing om eeyB2B caegoy we wok wih, and om he

bands which paicipaed in his sudy, ha he able poides a much moe eecie oolo delie conen in peson han he lapop o seeal easons.

Better interpersonal language, portability, speed of access and venue exibility

ables allowB2B sales oces o delie engaging ineacie conen moe equenly(and whenee elean) duing ace-o-ace meeings.

Gien he inomal, handheld naue o a able, uses can moe easily mainain eyeconac wih cliens while delieing conen and can use he deice in inomal seings(such as oe lunch a a esauan) whee a lapop would be awkwad. A Ogilv & Mahe,

ou cliens hae noed an incease in cusome inimacy and engagemen when usinga able esus a lapop.

Te insan-on eaue also helps, especially when compaed wih he glacial sa-upimes o mos I-issued lapops. ables hold a huge adanage in poabilit due o heilighe weigh compaed wih bulky copoae lapops. As one B2B sakeholde said,

Ou compues ae quie heav om a secuit pespecie. iPad, being a ew ounces,eally lends isel well o sales olks who ae on he moe consanly. All o his adds upo ables being a poweul new ool o salespeople when speaking wih cliens.

Enables wha I call he Columbo pich you hae you iPad wih you a a lunch o

meeing o alk somehing ouOh, by he way, I wan o show you somehing ealquick, said one B2B sakeholde we spoke wih. ih an iPad you ae up and unningigh away, as opposed o a lapop whee you usually hae o le i boo, connec andlaunch a pogam. Doing all his can ake quie a long ime. Had o do duing an

14. Pharmalot, 011


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impompu discussion wih a pospec. And i youe alking abou a paicula poduc,you can demo ha poduc o serice pet poweul. I hink he oppounit is huge.

Addiionally, a able poides eal-ime inel and can also help sales be moe inomedabou a cuen cusome o pospec on he oad, minues beoe meeing. Tis dies

o a moe inomed, elean conesaion.

Highly engaging interactivity with real-time data

B2B poducs ae oen associaed wih complex daa shees ha help pospecs undesandhei alue. Anyhing om nancial peomance daa o maeial esing daa o echnol-ogy specicaion compaisons can be coneyed eeciely ia a able in he hands o a B2Bsalespeson. Bands wih poducs like hese should hink abou ways ha able ineacescan help hem coney hese tpes o complex daa.

Edie Kikman, Mobile Poduc Manage a UPS, said, Te iPad is a eally geademonsaion ool o cusomes. Wenee I go somewhee, I see iPads. People demoingpoducs and showing ideos a he ade shows we go o. Seeal endos showingcapabiliies using iPads.

Benjamin Pollack, Communicaions Specialis a Siemens, saed, ihou a doubou sales oce has asked o hemiPads ae ceainly much moe eecie o us when

woking wih he healhcae indusy. Image clait is eally good.

Fluidity for leave-behinds

B2B salespeople ae oen caying aound lage cases wih packs o pape collaealused as leae-behinds when isiing pospecs and cusomes. Tis is no only expensie

and inecien, bu i also means he collaeal canno be cusomized. ables enable B2Bbands o ceae applicaions ha allow a cusom piece o collaeal o be ceaed on hey and delieed wih one ap.

I would say ha emailing and shaing ino on he spo is a big end and an impoanoppounit oB2B companies, Ciscos See Lau mainains. Basically, i poidesuidit in business ineacions. Te cuen mehod is ha ae he pesenaion, inois gaheed om boh paies and a a lae dae o ime is exchanged. A he momen,on he spo, whehe hough able o iPhone, he oppounit is o speed ha uidineacion. Is less pone o being los, and is jus an easie, moe ecien way o shaehe inomaion shee.

Order facilitation

o help acceleae ansacions and make hem moe uid, B2B bands can use ableso se up ode specicaions quickly, allowing o easy pocessing o quoes, appoalsand nal auhoizaions by pocuemen. Cusom conguaion o on-he-spo odesand submissions o quoes can be incopoaed ino a sales serice applicaion.


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ee alking abou puing in odeabilit, including quick conguaion on an iPado place he ode om he able o ou eselles o ou own sales execuies could do iand send a link o he quoe ID o he eselle. Ten hey click and go hough he nomalpocess, bu all inomaion discussed a he meeing would be pelled beoe hey aie,a B2B sakeholde saed.

Instant content updates and industry regulation management

B2B bands wih equen poduc daa updaes o bands ha opeae in heaily egulaedindusies can bene gealy om ceaing able applicaions wih push updaes oensue all conen is up o dae and complian. Rules can be wien ino he applicaionso ensue poduc demonsaions conom o indusy egulaions such as hose imposedbyFINRAand he FDA.

e ae egulaed, Benjamin Pollack o Siemens coneyed, and need o make suehe inomaion on hese deices is as up o dae as possible. ee making poisions oconol and opimize, o ensue ou sales oce is geing as much up-o-dae inomaionas possible.

All o hese benes anslae ino business esuls o enepises. A ecen sudy by heYankee Goup o ,400 wokes in he US ound signican benes om he use omobile deices. Tey ound ha sales eps spend less ime on adminisaie asks andmoe ace ime wih exising and pospecie cusomes, while companies spend lessmoney on pined sales maeials, mailing and deliey coss, and aniquaed, pape-basedecod-keeping pocesses. How much o an impac could his hae? ell, look a heseemakable esuls:

Increased eld selling time: 28% Eliminated redundant activities: 27% Increased win rates: 26% Reduced cost of sales calls: 25% Increased forecast accuracy: 25% Decreased administrative time: 24% Decreased sales cycle time: 23%15

Enterprise apps

Te obus applicaions aailable on a smaphone poide enepises wih many oppou-

niies o ealize a signican boos in employee poduciit. Te emendous gowhin he app soe business caegoy pomped one Iexecuie o say, e esimae haiOS saes 30 minues a day o he aeage use by haing ciical apps on hei phoneo able has a signican amoun o money. Anohe paicipan, eeing o jus

15. Anywhee Enep ise-Lage: U.S. Mobilit and Applicaions Surey, Yankee Goup, 010


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a single business uni o a lageB2B band, epos: e hae well oe a hunded appsin ou diision.

A numbe o cliens discussed ceaing enepise app soes o he disibuion o apps.Benes cied wee secue app deliey and push updaes o ensue wokoces ae using

he mos up-o-dae sowae and conen. Mooola, which paicipaed in his eseach,saed ha hey hae buil hei own enepise app soe and ae seeing a gea deal oinees in hei apps among heiB2B clien base.

Tee ae a numbe o uses ha wee paiculaly noable among he B2B bands weineriewed. ell coe a ew examples hee, bu B2B bands should conside whee heipaicula businesses can achiee he geaes impac hough he adopion o mobileapps in hei own oganizaions.

Sales force productivity

Mobilit soluions die sales oce poduciit duing aels on he oad o isi cliens.Examples cied om ou paicipans included mobile esions o sales esouce cenesand opimized pospec isi ouing. Fo example, an app o he healhcae indusyassised he sales oce by usingGPS and daa on he sales peomance o aious docos,based on hei pacices, o map he mos ecien and poducie oue. Paul Bloom aIBM poined o he use o new seams o daa, wih he example o a company opimizinghe dispaching o epai echnicians by monioing hei cuen locaions using phoneGPS uncionalit and oelaying ac, weahe and epai job eal-ime sauses.

A Souh Koean insuance company has also pu his ino pacice: in a mix oB2B andB2C uncions, his insuance company sough o educe he bueaucacy aound cainsuance claims and make hei eld epesenaies moe ecien. Tey disibued sma-

phones o agens and, when an acciden occued inoling one o hei cliens, heydispached he closes agen o he scene by using ha agens smaphone GPS locaion.In many cases, his allowed he agen o aie moe quickly han he police and o pocesshe acciden inomaion and claim immediaely. Tis no only educed adminisaiecoss bu esuled in a signican boos in cusome saisacion as well.

Web conferencing

eb coneencing o iual meeings was populaized by ebEx, now a Cisco company.I has been aound o a ey long ime in inene ems, bu moe ecenly apps haebeen launched o enable web coneencing easily oe mobile deices. Cisco, one o hepaicipans in his sudy, epos ha mobile eleconeences ae quie popula and ha he

numbe o mobile ebEx downloads is pet high. e head ohe paicipans menionhe alue o using mobile deices o connec poduc expes and cliens, pehaps eenusing ideo eleconeencing so ha he ineacion is iually ace o ace. Salespeoplecan hae a poduc expe in hei pocke, aailable o moe complex quesions.


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Social collaboration and crowdsourcing

Quick access o colleagues is impoan oB2B employees on he go. Te abilit o ndemployees in he copoae diecoy, one o ou paicipans old us, is one o he mosequesed eaues in mobile apps. Employees wan o aciliae deal appoals omnecessay paies and een cowdsouce poblem soling on he go, apping ino a ne-

wok o expes o help sole a poblem o o help bee serice a clien. Tis idea canbe expanded o include disibuos, eselles and ohe poduc expes who can helpsole poblems. Tis tpe o mobile collaboaion can be aciliaed in many ways,om he mos basic ex messaging connecions o moe inoled expe locaion andcommunicaion applicaions.

ee looking ino how we can inegae moe social capabiliies ino ou mobile oeings,one sakeholde old us. e see an oppounit hee o help esole poblems asehough cowdsoucing ahe han waiing in a sandad suppo queue. e could ceae

wikis and connec wih people who can help sole poblems. Anohe said, Socialcollaboaion can help ou salespeople, who ae oen ying o hone in on he answeo a paicula cliens pain poin. e ae pioneeing an expeise locaion app o mobileo help you nd an expe on any opic elean o ou poducs.

Automating tasks using unique mobile functionality

Adminisaie asks can be seamlined wih mobile. One B2B band cied an app hasimplied he expense epo pocess by using a mobile deices camea o snap phooso eceips and GPS o ack mileage dien.

Tese ae jus ou caegoies we noed duing ou eseach, bu hee ae many oheapplicaions o which smaphones and ables ae being used, o will be used, o help

enepise employees.

Finding eecie ways o spead awaeness and die adopion among he wokoceo his onslaugh o apps is a challenge. One o ou paicipans summed i up his way:

How do we help ge ou people up o speed on hese ools and use hem when ou in heeld? How do we die adopion and educaion aound ou gowing se o mobile ools?

Tis is a good poblem o hae, bu i is an impedimen o ully hanessing he poenialo mobile ools o a wokoce.


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Mobilizing poducs

and serices

Matching customer needs and expectations withadded-value mobility solutions


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In addiion o using mobile o makeing and suppoing a wokoce, B2B oganizaionsae also nding ineesing and aluable ways o use mobile o enhance exising, o o ceaenew, poduc o serice oeings. B2B bands ae nding many ways o leeage mobileo delie alue wihin he conex o hei own poduc lines, disibuion channels andage audiences.

Tese ae he aeas whee wee seen he geaes impac:

Enabling partners and resellers

Fo manyB2B oganizaions whose business elies heaily on alue-chain panes, disibu-os and/o eselles, he quesion becomes, as See Lau o Cisco pu i, How do yousell o boh a pane and a panes cusomes? By enabling hem wih ools and conenha popely epesen ou band and make hem moe ecien in hei communicaionso hei cliens.

Panes, eselles and disibuion panes ae a ciical oue o make o manyB2Bcompanies, and so i is impeaie o enable hem wih he bes ools o ge educaedon poducs, help communicae alue poposiions o hei cusomes, inquie aboupoduc picing o ack ode sauses and serice equess. Like all B2B ages, hey aeinceasingly on he go. B2B eselles and disibuos nd he same alue ha sales ocesdo om haing mobile ools aailable o hem o aid in hei sales pocesses.

ee head seeal examples oB2B bands poiding panes wih educaional, make-ing and poduc maeials, aking wha migh hae been housands o pages o pape andpoiding easy, on demand access o inomaion on a panes mobile deice.

Mobilizing customer service and support

Cusomes ae oen mobile when hey ae ineacing wih B2B poducs, woking in anenionmen such as a manuacuing acilit, an Isere oom, a healhcae acilit oa shipping depamen. Wen poblems aise, people need soluions as. B2B companiesae nding new oppouniies o die loyalt and saisacion among hei cusome basesby poiding mobile access o cusome serice and echnical suppo pesonnel iamobile deices.

Examples o his ae widespead. One B2B band we spoke o is poiding cusomes wiheal-ime noicaions on sowae updaes o suppo-icke esoluions o hose who ae

ou in he eld equenly. An example we head om Jason Ruge, Chie Secuit Ocea Mooola, was ha a ail indusy clien is beginning o use ideo cha and cameas onsmaphones and ables o show enginees why somehing isn quie ing igh a aemoe locaion.


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And o he many cusomes who use hei pees o help esole issues wih B2B poducs,mobile poides quick, on-he-go access o he suppo communiies ha miigae heeliance on call cenes.

Mobile bacode scanning has been used byB2B bands o allow cusomes o pull up

deailed, specic poduc-suppo inomaion, includingFAQs, and o help guide hemwhen asking quesions o suppo echnicians. Babaa Mousigian, Senio Dieco oeCommece a CD, said he abilit o oe mCommece o hei cusomes delies hegeaes incemenal eenue poenial when conjoined wih a suppo eques such as his.Once a bacode is scanned, i he soluion is a eplacemen poduc, an accessoy o analenaie poduc, he suppo issue can become a sale on he spo i is in he caegoyoB2B poducs ha would be puchased in his way.

Enhancing products and services

Mobile is ceaing new oppouniies o enhance exising poducs and serices, as well

as opening up new oppouniies o mobile-specic poducs and serices. e uncoeeda numbe o ways B2B bands ae cuenly using mobile o enhance hei oeings inode o die loyalt o een ceae new eenue seams.

Fo example, he B2B bands we spoke wih epo heaing high demand om heicusomes o mobile access o hei poducs as well as, whee applicable, mobile manage-men o hei poducs. In he healhcae eld, B2B bands ae deeloping apps o connecables o he medical sysems hey poduce o healhcae poessionals. Siemens poducesIsysems ha manage paien daa in healhcae enionmens, in addiion o imagingmachines such as MRIs o diagnose paien ailmens. Mobilit exensions o hesepoducs help healhcae poessionals be moe eecie and ecien. A doco can ake

an iPad o he bedside, Benjamin Pollack o Siemens epoed, show he paien heesyou boken am, hees wha i looked like in he X-ays, hees how wee going oepai i. I lends isel nicely o a healhcae enionmen. Healhcae is a pime ageo mobilit applicaions, gien he mobile naue inheen in he pacice and he needo access o ciical inomaion on demand. One sudy epos ha nealy 40% ophysicians in he US use medical apps on a daily basis, and ha numbe is on he iseand is expeced o each 50% wihin a yea.16 Anohe sudy epoed ha mobile-basedsoluions hae inceased he eciency o hospials by up o 5%, esuling in moemedical esouces aailable o he communit wihou a coesponding incease in cossand esouces.17 Te Uniesit o Chicago published a epo on a pilo pogam haacked 115 esidens a is hospial who wee gien iPads. Te sudy epoed eciencygains o one hou pe day, and nealy 70% o he esidens el he iPads helped aoidpaien cae delays.18

16. [x]cube LABS, 011 (Disimo, iPass, Oum, Yankee Goup, Foese Reseach, comScoe)

17. [x]cube LABS, 011 (Disimo, iPass, Oum, Yankee Goup, Foese Reseach, comScoe)

18. iMedicalApps, 01


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In anohe example o healhcae eciency, Bill Bodin om IBM elayed ha hey aewoking on oice-enabling mobile deices so ha physicians o nuses can quickly lla pescipion wihou aking hei eyes o a paien.

In he eld o building managemen, apps ae being deeloped o allow acilit manages

o conol sysems and ge ales when hey hae poblems o secuit beaches.

Seeal B2B bands discussed being able o chage cusomes o hose mobile sericesha poide eal alue. Tese apps could also be used as an added incenie o cuencusomes o buy ino a pemium leel o serice, o as an added serice poided only ohe highes-alue cusomes. e beliee his is likely o become a much moe impoanpiece oB2B cusome oeings.

Monitor supply and orders on the go

B2B bands ae building soluions ha use mobile o help expedie he conac appoal

pocess by aciliaing he collecion o equied signaues in a papeless oma. Tis canmake deal compleion moe uid and pehaps incease oeall deal ow. Cusomes aealeady asking, Wee ae my pas, whas he delay in my insallaion? wheee heymay be. e can use mobile o hen le hem know, You nex whaee will be hee bynex Tusday, and his is being highly demanded, one esponden said. Ealy moes inhis aea will be ewaded by impoed cusome loyalt and band peeence.

Making product education more accessible

Finally, poduc educaion is ey impoan in B2B, gien he oen-complex naue ohe poducs. B2B bands hae long woked had o delie eecie and easy-o-consume

educaional conen, no only o guide uses o hei poducs o use hem eeciely bualso o die demand o addiional poducs and serices.

Fo hose B2B bands wih leaning ceicae pogams on hei poducs, mobile poidesa gea oppounit o oe smalle modules o uses whenee hey hae a ee momen.Uses say as knowledgeable as possible on he bands poduc line. As See Lau said,

e hae a huge leaning ceicaion and leaning sysem, and we hae been looking aways o delie on his om a mobile pespecie. ih bie-sized modules, pacice essand exams, we see he mobile channel as an impoan way o delie ou educaion moeeeciely o ou poduc uses.


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Te alue o sma mobilit


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e know om ou eseach and expeience woking wih majoB2B bands ha digialacics ae well suied o he specic needs oB2B. ih longe sales cycles and highepice poins, B2B bands equie a long peiod o sel-diecion beoe becoming anacie lead. In addiion, anyB2B sale is going o engage many people along he way.Any communicaion is going o hae o be pesonalized o diese audiences. Finally,

B2B poducs ae almos always complex oeings wih cusom-buil soluions.ailoed educaional sales pieces ae ciical.

Sma mobilit has amplied he alue o digial oB2B businesses. I has made i possibleoB2B employees, key pospecs, cusomes and inuences o hae coninuous digialaccess, no mae whee hey ae. BYOD pogams gie enepises moe exibilit odeelop low-cos and as soluions. Ae all, odays B2B sakeholdes ae amed wihhigh-speed wieless deices almos as poweul as lapops.Bu sma mobilit is no jus anohe channel o digial conen. I epesens an enielynew medium because o all he dieen hings i can do: GPS locaion, onboad cameas,

moion sensos, and ouch-sceen ineaces change he way we ineac wih he echnology.Sma mobilit has heeoe opened up a boad new landscape o poenial applicaionsoB2B bands o communicae wih and delie alue o hei cusomes.

Tese new applicaions hae enabled addiional poduc innoaion, incemenal eenue,opeaional eciency, compeiie adanage and geae cusome loyalt om ealypospec o loyal adocae and eeywhee in beween. Hees how:

Prospects are engaged more frequently, with richer interaction, earlier on in theircusome jouney. Tis delies more qualied leads and an improved sellingenvironment for the B2Bbrand. Te IBM See app which jols a pospec

ino hinking oIBM in a new way and he IBM Cloud iPad app which noiespoenial pospecs abou new whiepape conen exempliy his.

Personalized digital data and content are being integrated into in-person salesineacions. Te esul is moe eecie meeings and increased conversion rates.Te consideable enhusiasm wee encouneed o his has led o elucance odiscuss he specics o ea o giing away compeiie adanage.

Innovative solutions to customer challenges are emerging as a direct result of collabo-aion ools and eal-ime access o pesonalized conen and daa ia sma mobilit.Tis ceaes opportunities for incremental revenue. Apps ha poide he abilito quickly ap ino expeise acoss he oganizaion o among he exended pane/eselle communit enable B2B bands o cowdsouce soluions o unique cusomechallenges. Te popula Cisco ebEx app een oes ideo cha o suchcollaboaion oppouniies.


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Apps that optimize a specic B2B bands business pocesses engende highe leelso eciency in opeaions. Tis reduces costs and increases customer satisfaction.Sma mobilit enables a Souh Koean insuance company o deploy is agensquicke han local auhoiies o he scenes o accidens. Because o his, hey canpocess claims moe ecienly. An app a a majoIcompany auomaes adminisa-

ie asks such as expense epoing, and ha ees up moe ime o sales.

Smart mobili enables B2B bands o impoe he alue o exising poducs andserices and ceae eniely new oeings. Sma mobilit is no jus a new channelbu ahe a new medium wih all he possibiliies ha implies. Tis will lead o addi-tional revenue opportunities and an edge against competitive oerings, asSiemens has shown wih is Isoluions ha delie huge eciency gains.

Finally, smart mobili allows B2B bands o hae moe equen and poducieengagemen wih cusomes and poide moe eecie suppo o hei poducs.Greater customer loyalty and advocacy, not to mention incremental revenue,

are the direct result.CDepos ha allowing cusomes o scan bacodeso poducs o access suppo conen is doing jus ha.


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Geing ino a mobile

B2B mind-se ekey insighs


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1. Act now Te pace o change is apid, and some B2B bands we spoke wih ae moingdecidedly ase han ohes owads using sma mobilit. Tese bands ae ealizingconsideable alue in many ways. Tose B2B bands ha all behind will begin ndinghemseles a a compeiie disadanage compaed o hose quicke o implemen.Don le you band all ino his posiion.

2. Invest with insight Some bands seem o all ino he ap o going ae he shinynew end in mobile and jus ollowing he hed. Don make his misake. Inesinghaphazadly will no ge you he esuls you seek o you business and could jusdisac om he eal pize.

3. Remember the I in ROIBe cognizan ha execuing eeciely in mobile mayequie signican inesmen. Bu as wee demonsaed, he cos saings, incemenaleenue, cusome loyalt and ohe alue oppouniies ae subsanial and should beappopiaely consideed in budge decisions.

4. Build experiences for people Do no lose sigh o he ac ha he same chaaceis-ics ha die engagemen and adopion in B2C expeiences also apply o he B2Bspace. Ceae playul, un, inuiie expeiences, and you will see bee esuls, bohinenally and exenally.

5. Tink outside the box Sma mobilit is no jus anohe channel o delie conen.Is a new medium ha opens up eniely new possibiliies. ih onboad cameas, GPScapabiliies, moion sensos, muliouch sceens and ohe unique capabiliies, you haehe poenial o ceae compleely new applicaions. Ge ceaie.


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So how do you bes

leeage mobile o youB2B band?

Developing a mobile strategy in fve steps


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Tee is a lo o do and a gea deal o alue o exploi. Wee should you ge saedo you band?

A Ogilv & Mahe, we help majo bands answe his quesion by deeloping a mobilesaegy ha idenies he low-hanging ui o hei business. Tese ae he oppouniies

ha can delie he geaes gains in business alue wihou being oo complex o imple-men. e ecommend saegies ha also ouline boade iniiaies ha ake longe ocome o uiion bu gie he band a clea acion plan o addess mobile acoss is business.Hee is he basic pocess o achiee his oupu and ge saed unlocking alue o youband wih mobile.

1. Dene business ambition and establish objectives (the why)Clealy dene you companys coe business ambiion o gowh. Wa ae he undely-ing dies o gowh o you business, and which specic make oppouniies doesyou oganizaion see as ciical o you business o achiee gowh oe he nexew yeas? Ae you expanding inenaionally? Launching new poduc lines? ying o

poec you make dominance agains new compeiie heas? ying o sell ocusome segmens you haen sold o peiously? ying o eame you bandspecepion in he makeplace?

Undesanding whee you beliee you oeall business gowh will come om will helpyou esablish measuable, high-leel objecies ha you can use mobile o achiee.

2. Assess your market landscapeake a look a you compeios o undesand wha hey ae doing in mobile. Is youband a clea laggad in any aea? Is you lack o pesence becoming an obious misso you cusomes and heeoe a liabilit? Ae hee any obious aeas o engage on

mobile ha none o you compeios hae ye exploed?

3. Research your target audience needsYou mus undesand in deail wha he needs o you age audiences ae and how heywan o ineac wih you band in ode o deelop mobile soluions o hem. Conducpimay eseach diecly wih epesenaie membes o each o you pioit cusomesegmens om he dieen egions whee you do business. Poll social media andanalyze keywod seaches in aeas elean o you band.

4. Develop a strategic framework (the how)Now consolidae he make, cusome and business objecie eseach ino a compe-hensie saegic amewok. Tis amewok explicily denes all o he ways youbusiness inesmen in mobile can delie on you business objecies.

5. Generate tactics and prioritize into a roadmap (the what)ih he saegic amewok acion plan in hand, you can now ge down o geneaingspecic, acical mobile ideas o you business. You will obiously need o pioiize


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wha should be saed immediaely and wha should come in a lae deelopmenphase. Tis is accomplished by scoing acics on a pain/gain measuemen scale odeemine whee you lowes-hanging ui lies. Tis is you oadmap, and wihhis you ae eady o ge going.

Te uture o smart mobility inB2B

Sma mobilit applicaions ae unlocking a boad aay o alue houghou he B2B space.And as exciing as he wok we see now is, his is only he ey beginning. Te beginningo he beginning, in ac. Looking owad, we can aleady sa o see wha will ake shapeas 4G-newok peneaion gows globally along wih newe, smae mobile deices hapoide ye moe poweul uncionalit. Te newes sma mobile deices ae lighe, haea cispe displays and ae dien by opeaing sysem esions ha ae gowing quieobus in hei capabiliies. ih hei inceasing powe, ineaciit becomes moe uid.Fluidit also comes om new om acos, such as he Google Glasses concep, whichallows weaes o ineac wih daa oelaid on op o hei enionmen.

And he deniion o sma mobilit is also expanding o wielessly conneced deices.B2B bands ae aleady aking adanage o mobile deices ha connec wih and send daao and om wieless sysems inegaed ino poducs hemseles. John Deee oes hisas a poduc called FamSigh, which uses sensos on a am opeaions acos o le usesmonio machine peomance om a smaphone, going so a as o le hem conol hemachines emoely. Wen a poblem aises, a John Deee deale can access he wielesssysem o help diagnose poblems in eal ime. Tese tpes o sysems will only muliplyas mobile sophisicaion boh echnological and copoae gows.

Te uue is hee, and is ime o ge saed nding he alue in mobilit o you

B2B band.


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Abou he auho


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Je Sokis is Dieco o Digial Saegy a Ogilv & Mahe, whee he helps Foune500 cliens undesand how o use all digial channels mos eeciely o delie on heibusiness and makeing objecies.

Te auho is gaeul o he assisance poided by Main Lange, Andew eie,

Danna Klein, Simone Chaoe, Piya Dewan, illow Goss, Mish Fleche, Jeemy Kazand Sean Meczko. You conibuions wee inaluable o he successul deelopmeno his wok.

OgilvOne oldwide 01. All ighs esered. Neihe his publicaion no any pa o i maybe epoduced, soed in a eieal sysem o ansmied in any om o by any means, wheheeleconic, mechanical, phoocopied, ecoded o ohewise, wihou he pio pemission oOgilvOne oldwide.


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Ogilvy&Mather: Hiding In Plain Sight - White Paper

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