Being mobile-first means more than just having a mobile app for your brand or having a responsive website; brands need to create experiences for their customers, on mobile.

1. WITHTHEINCREASINGATTENTION
GARNEREDBYTHISPLATFORM,
ITISMOVINGATARAPIDPACE
TOBECOMETHEMOSTSIGNIFICANT
CUSTOMERTOUCHPOINT
FORBUSINESSES.
THEMOBILELANDSCAPEISEXPANDINGTOINCORPORATE
NEXT-GENTECHNOLOGIESLIKENFCANDBEACONS.
CONSUMERSMOVINGFASTTOWARDSAMOBILE-FIRSTWORLD
Accountsfor
60%
56%
1IN4
ofthetotal
TIMESPENTbyUSERS
onDIGITALMEDIA
ofallONLINEPURCHASES
happensviatheMOBILE
PLATFORM(asofNov2014)
ofalltimespent
onU.S.ONLINERETAIL
stores,occursvia
aMOBILEDEVICE
33%ofconsumers
useMOBILE
EXCLUSIVELY
fortheir
onlineneeds
ofconsumers
considermobile
astheMOST
IMPORTANT
RESOURCE
inthe
BBUYING-DECISION
PROCESS
MobileTRANSACTIONVALUESDOUBLED
in2014comparedtothepreviousyear,
reaching
Morethan oftheTOP100RETAILERSarealreadyexploring and
strategizingaroundIN-STOREBEACONStoenhancethe
shoppingexperiencefortheircustomers
Twitterrecentlyinvested
inSWIRLNETWORKS,abeacon
basedmarketingcompany
HOWEVER,EVENAFTERREALIZINGTHECHANNEL’SSIGNIFICANCE,A
MAJORITYOFCOMPANIESSEEMTOFALLSHORTONPREPAREDNESSAND
GETCAUGHTUPINAMBIGUITY.
TheTRAVEL
INDUSTRYisgoing
paperlesswith
CONTACTLESS
BOARDINGPASSES
VIAMOBILE
DEVICES,whichis
estimatedtoestimatedto
accountformore
than
boardingpasses
by2019
ABIResearch
estimatesthat
overthenext
5yearsthe
IBEACON
HARDWARE
MARKETwill
ggrowto
approximately
Millionunits
50%
33%
60
$18MILLION
Numberofcontactless
transactionswillsurgeto
annually,by2018
10BILLION
$3.5BILLION
50%
Morethan
BUSINESSESAREKEEPINGPACE:
EXPLORINGADVANCEDMOBILE
TECHNOLOGIES
WHYANDHOW
TOCREATE
MOBILE-FIRST
CUSTOMER
EXPERIENCES
ENDEAVOURMOBILE.CLOUD.ANALYTICS
ENDEAVOUR
TM
THEKEYHINDRANCES:LACKOFPREPARATION
ANDASELF-CONTAINEDAPPROACH
ONLY
16%
ofcompaniesstronglyagree
thattheyareCOMPLETELY
PREPAREDtomeetcustomers’
mobileneeds
ofdigitallyfocusedcompanieshavea
MOBILECENTER(mCoE),but
ofthemhaveafullyonly
INTEGRATEDMOBILESTRATEGY
63% 17%
IMPACTONCONSUMERS
consumersHOP
BETWEEN
CHANNELSto
accomplishgoals,
withanaverageof
3SCREENS/DAY
90% SEARCH-DRIVEN
PURCHASES
occurredonthe
mobiledevicein
2014
ONLY
16%
THESOLUTION-4STEPSTOCREATEMOBILEFIRSTEXPERIENCES
ofmarketersdon’t
haveclearlydefined
mobileobjectives
Accordingtoa
Forresterstudy,
57%
Measureand
Optimize:
Clearlydefined
responseand
outcomesfor
eachstep,
linkedto
businessbusinessgoals
andKPI’s
consumersabandon
cartsandexitapps
duetoa
poorshopping
experience
51% Re-Imaginethe
Mobile-First
Customer
Journey-Creating
experiences
alignedwith
customerpersonas
anddataanddata,ateach
stageofthejourney
marketersdon’t
understandtheir
customers’mobile
behavior
oftoday’s
MappingtheMobile
CustomerCustomerJourney-Motivations,
EngagementPatternsand
Expectationstounderstand
underperformingdigitaltouch
points-amere25% of
companieshavecompletely
mappedtheircustomerjourney
43%
STEP1 STEP2
STEP3STEP4
ofexecutivessawtheir
digitalbusinessunitsandIT
workinginconjunction,
andonly30% believed
marketinganddigital
businessunitshad
ggoodrelations
Fosteringgreater
alignment
betweenmobile,
customerexperience
anddigitalteams,
withconsistent
communicationcommunication
ofcustomerfindingsandkey
businessoutcomeswitha
Mobile-FirstApproach.
AccordingtoaForresterStudy,
only25%
Mobileistodaythebreedinggroundforcustomerexperienceinnovation,providingampleopportunitiesfor
businessestomeetaswellasexceedcustomerexpectations.Withthisstepbystepapproach,theycan
leveragethepowerofamobile-firstapproach,tomakeamarkforthemselves.
Sources:AltimeterGroup-MobileOnlyCustomerExperienceStudy,Forrester,JuniperResearch,ABIResearch
EndeavourSoftwareTechnologieshasbeenonthecutting-edgeofdeliveringEnterpriseDigitalTransformationsolutionstoFortune500companies
andSMEsspreadglobally,since2002.EndeavourspecializesinMobile,CloudEnablementandDataAnalytics.Ourteam of600+expertshelps
organizationsembracedisruptivetechnologies,armingthemwithbespokesolutionsthataugmenttheirbusinesscapabilities.
MOBILE-COMINGOFAGE
Copyright©2015EndeavourSoftwareTechnologiesInc. www.techendeavour.com
THISRESULTSINHUGEGAPSBETWEENTHECUSTOMER
EXPECTATIONSANDTHEEXPERIENCEDELIVERED.
HERE’SALOOKATHOW BUSINESSESCANDELIVERMOBILE-FIRST
CUSTOMEREXPERIENCES.