Professional Thesis MBAMCI 2107 - Mobile & Internet of Me : How to get customer back to the mobile revolution

1. Mobile
&
Internet
of me
Professional Thesis March 2017
Bérengère d’Heucqueville

2. How to get
customers back
into Mobile
revolution

3. Market
The increase of
Mobile revolution
1

4. Key figures
52 millions
Selling price : 209€ (-60%)
Source : JDN jan 2017 – ZDNET Fev 2017 – Blog Modérateur jan 2017
Tablet
• Penetration rate : 119%
• Quantities sold 1,47 Billions (+2,3%)
• Iphone : 78,3 millions
• Huawei (+30,2%)
• Screens 5’ (+21%)
• Mobile more watched than TV
Mobile
• Transactions +30% in 2016
• 20M Billions € : 28% E-commerce
• Mobile website : 80% of Ebusiness site
• APP : 40% M-commerce
M-business

5. Key Figures
Source : JDN janv 2017 – ZDNET Fev 2017 – Arcep fev 2017
• Orange Leader due to network Quality
• High increase of « SIM only » since the
launch of Free mobile in 2012
• Growth of MVNO (Google, Facebook,
project Fi)
7K 29K 12K 15K 13K
Providers
Operating Market Share
• Android : 86% Market share
• Iphone : 60% Apple’s sales
Operating System of Mobile deliveries
(in millions)
OS
• Nb of SIM cards (73 Millions) remain stable
• Nb card per inhabitant : 119%
• Growth of MtoM cards (IOT) : 12 millions
• 5 G : 100 faster than 4G
MtoM cards : nb and annual growth
SIM card

6. App market
83% retailers
30% consumers
80% mobile time spent
App / webmobile
2x Retention
3x Conversion
FRANCE
100 App = 80% sales
25 App opened / 95% removed
Use rate +25%
36 App / 15 used / 1 : 45% time
1 out of 4 never used
49% US don’t upload APP
68% social, 46% Gaming
APP
The most upload
The most used
Earn the most money
The most played
Source : APPSFLYER, APPANNIE, FLURRY, COMSCORE
100 Billions$ / +270%
6,2 Billions users / +230%
2020
APPLE : 55% value
GOOGLE : Gmap YouTube Gmail
OS
Share of mobile transactions
APP vs MOBILE WEB

7.  More used than tooth brush or
pen
 + 62% French people own a
smartphone
1st mobile from the age of 11
150 times / day
 More and more mobile Addict :
Anywhere, Anytime
 Extension of our personality
 More watched than TV
 First personal mass media
All Mobile User
Source : Médiamétrie, Arcep, MMA, Himediagroup, CREDOC, ARCEP

8. MILLENNIALS
 Leur façon de consommer et de communiquer
 3,2 h/jour
 35% dans les 5 min Lever / coucher
All Mobile UserSource : Médiamétrie, Arcep, MMA, Himediagroup, CREDOC, ARCEP
MILLENNIALS
Disrupt codes
 Mobile used 3,2 h/day
 35% use their mobile
5 min after getting up
and before sleeping
 Their way to Communicate
 Their Spending Habit

9. The customer
journey
How to be present on
all touch points ?
2

10. Mobile : The Customer Journey Pilar

11. Mobile : The Customer Journey Pilar
 Omnicanal customer journey
 information is seen ATAWAD
 seamless information
Customers
 Should think about a new
customer journey
 Optimize experience with
datas analysis
Companies Mobile is an ultra
personal device and
becomes the link
between all devices.
It’s a bridge between
ON & OFF Line.
For a customized &
contextual experience
Always
ON
Source : OpinionWay, JVWEB, Frédéric CAVAZZA

12. Customer journey
Begins with mobile71%
Search
30% mobile search is local
1st contact with the brand
Compare Price
Check Stocks level
Retail Location
Bridge ON / OFF Line
. Showrooming
. Mobile to store
- Geofencing
- Geoconquesting
- Customized and located offer
- E-couponning
- Loyalty Program
Augmented Vendors
products data
customers data
Apps
Maintaining contact with customers
Push notifications
Targeted promos
Customized & located offers
Social network
Experience sharing
Customer reviews
Recommendation
Word of mouth
Buzz
Source : ROPO, JVWEB, BVA, RETAILMENOT
Think mobile all over
the customer journey
To an Holistic Customer Journey
Cross Mobility Shopping
Data Base
IDFA / AAID
CRM
Customer Journey Datas Centralization
Statistics : LTV / Brands / Competitors
Retail
Digital in Store
Showrooming
Terminals
Mpayment

13. Customer journey
Begins with mobile
Search
Use all Google features to
push web mobile
Think
Mobile First
&
Mobile Friendly

14. Customer journey
Begins with mobile
Bridge ON / OFF
Subway :
- Geoconquesting
Sales : +46%
JCDecaux :
During Euro 2016
On Champs Elysées
Message sent to passersby
Waze :
Contextual advertising

15. Customer journey
Begins with mobile
Cross Mobility Shopping
Tesco :
- Seoul Subway
- To support the opening of
its first stores
- Sales : +130%
- Traffic in store : +62%
ASAP 54 :
Shazam shopping App
Product data base

16. Customer journey
Begins with mobile
Retail
Amazon Go : AI and Mobile
- First Store without friction
- Scan the mobile App, do
your shopping and leave
- The customer is
automatically billed on App
Decathlon :
- Shopping done with App
- All web site skus are
available in store
- Delivered at Home

17. Customer journey
Begins with mobile
Augmented Vendor
Sephora
- Vendors acces to Loyalty
customer cards with Ipads
- Vendors Advise customers
with their data
Metro
- Leads and advises
customers in store with
their phone App at a
distance
Renault
- C@re project
- Vendors help customers to
create in 3D their
customized Clio 4 with a
tablet

18. Customer journey
Begins with mobile
Omnicanal Journey
Adsynch :
- TV ads / Mobile Ads / Street
Display synchronicity
Ad4screen :
- Develops campaign to
increase leads for Century 21

19. Mobile : The Personal Shopping Tool

20. Mobile : The Personal Shopping Tool
UX
• 47% sites are Mobile Friendly
• Mobile Connexion > Desktop
• Desktop Conversion > Mobile
• Think Mobile First
WEB MOBILE
• Better customer journey
• Mobile time : 70% App
• Conversion rate > web mobile
• Acces to mobile spec / data
Unique Device Identifier
APP
Source : Youand, Yooda, Ad4Screen
• Bad experience
=> 68% bounce rate
=> 44% share it
• 1$ invested = 100$ sales
• 5 beta-testers solve 85% of issues
Web
Site
Web
Mobile

21. Apps Market
« Une App doit être remarquable et 99% des
Apps créées ne sont pas remarquables. Au
final, elles sont vouées à l’échec quoi qu’il
arrive. Ce qui est très compliqué c’est de
créer une application remarquable et
française. »
Give Solution
Frequency
Product
Management
Publicizing
Improve
Marteting

22. Customer knowledge
Involve all departments
Tech, MKG, Customer care
Source : GOOGLE, APPANNIE, Virginie Clève, Fred Cavazza
Key figures:
- 70% mobile time spent
- 40% mobile sales
- 80% people prefer App than Web mobile
- time/month : 30 mins / 3min45s Web mobile
- Collect comportemental datas
- customer behaviour knowledge
- cutomized seamless and fast
customer journey
. Model : 97% Freemium
. Free : 90% of downloads
. ASO : 63% ways of discovering Apps
Business plan
Costs / benefits
. Cost : 30-300K€
. Cost / dowload : 4€
. Stores Commission : 30%
. ARPU : 2,2 -> 2,4€
. ARPDAU : 0,04 -> 0,08€/day
. 3 ->4% whales
MKG Plan
. Kick Off : 3 months
PR, media, Bloggers, dedicated site
for App
. Campaign : 12 months
Choose your model
. Pay for download
. Subscription
. Freemium (In-App purchases ,
Subscription)
. Paidmium
. Free (Ad model, CPC)
Make Known
. Own, Paid, Earn, Share :
Site, @, Social Network, SEO, / ASO, SEA,
Display , Admob/ buzz / Public relashionship
. Demo, dédicated web site, App competition
. Review, pictures, icone, category, description,
onboarding
. 1st contact, 30 days
Increase engagement
. Push notifications
. Reactivation, up-sell, cross –sell
. Personnalisation, Lookalike, Context
. Services
Instant APP
. Download without setting up
. Out of Stores
. Speed, app Quality
. occasional use
How to make your
App a succes ?

23. Mobile : Make Customer Journey Easier

24. Mobile : Make Customer Journey Easier
Source : DELOITTE, JDN,
• Social connect
• Click & Collect :
. 1/10 orders
. Additional sales : 26% customers
. +45% Average Basket Value
• Scan & Buy : augmented paper
• Augmented After Sales Service
User Friendly
Mpayment
• 4% of mobile users
• + 150%
• Increase Mobile conversion
• Solutions :
. TapHero, NFC, Voice,
. Facial recognition,
. Mwallet
. Mobile billing
• Adwords bidding +20%
• Gmap link
• Opening hours
• APP Download : mobile Ad
Extension
• Click to call, to Chat, to Message
SEA
• Mobile Friendly
• Local info
• AMP
• Store Locator
• Product locator
SEO

25. Some examples :
Life style APP Mobile Billing Mobile Bank M-Wallet
Transfert of money Augmented After
Sales Service
User friendly Mpayment
Part of the new
Brand Strategy

26. Customer
Experience
How to increase
engagement ?
3

27. Listen, Improve, Retain
1 - Satisfaction
• Satisfaction => Profit
• - 5% in attrition
= +25-125% in Profit
• Loyalty : 5x less expessive than
Acquisition
• Attrition :
- 68% due to customer neglect
- 14% due to dissatisfaction
(67% solve if taken into account by company)
=> Catch the voice of customers
Source : Philippe Moati, Peter Fader
2 - Measure
• Feedback from « field »
• Frequent Csat
• Net promoter score
• Survey for Lapsed Customers
• Customer effort score
• OnLine, Tablet for vendors
=> Segment Analysis / Omnicanal
(Mobile Centric) => Actions =>
+Quality => +Profit
3 - Journey
• Content Quality
• Coherence in various Touch
Points

28. Segment for engaging
Structure
• Homogenous Segments
• Customer centric : Investment
in line with customer value
• Mkg Offer in phase with
customer life cycle & customer
value
MOBILE : Relevant / Context
Cross-check
• 1st : CRM of the company
• 2nd : Partner, additional datas
• 3rd : Provider, datas sold
LookaLike
• Same ecosystem
• Other ecosystem
• Test & Learn algorythms
Source : Peter Fader

29. Communicate
Source : Google
150 times / day
Session : 39 sec
(37% < 1min)
91% do something else
Request Immediate answer
85% impulse buying
Average order < 40€
Mobile
« Mobile has forever changed what we expect of brands. It's fractured the consumer
journey into hundreds of real-time, intent-driven micro-moments. Each is a critical
opportunity for brands to shape our decisions and preferences. After analyzing data,
researching and talking to real people, we have some insights to share. »

30. Communicate
Source : facebook, Bruno Florence, Cetelem
M-couponingMessaging
• Contextual and located Coupons
• X3 by 2019 : 1,5 Billions
Social network
• 2 Billions people are connecting
from their mobile
• < 35 years old : 2nd purshasing
media
• Used by 93% internet users

31. Master Advertising
Source : GARTNER

32. Master Advertising
Source : SRI, What’s my worth, emarketer
51% Time spent on the web
30% web Investments (Search, Display)
Conversion rate < desktop
Social network - Video – Native Ads
56% Ads are intrusive
2017 : 25% use Adblockers / +62% in 2016
MMA new Ad rules : LEAN project
Mobile Ad

33. Master Advertising
Source : digitalcrossmedia
DMP
+
RTB
__________
= Contextual
Targeting
+61% RTB
64% Video (78% 2018)

34. Master Advertising
Source : digitalcrossmedia
Finger printing
=
Right Person
+
Right Place
+
Right Time
+
Right Context

35. Master Advertising
Source : S4M
Retargeting Loyalty Geofencing
• App downloading
• Abandonned Cart
• Surf
Conversion
• Deep linking
1st STEP
Choose a product
in APP
2nd STEP
Put product in Cart
3rd STEP
Output of the
application without
buying
4th STEP
Banner displayed
with abandoned
product
5th STEP
Openning App at
the right customer
journey
Dynamic
creatives
Banners + interstitial
Customized
with the abandoned
product
Bidding On
Adexchange
and
AdNetwork
Purchasing
Tracking
& algorythms
optimisation
ROI Measure
Improvment
Campaign

36. Social Network
• Audience / LookaLike
• Content / APP / Game /
Location
Video
• Video
• Retargeting
• Location
Mobile Use
• Vertical / Natives
• 1,30 – 2min
• Share
• A/B test

37. Adopt a bot to communicate

38. Adopt a bot to communicate
Source : slideshare.net/HasOffers

39. Fit the mobile experience
1,4 Billions users
75% Mobinautes
60 Billions messagings / day
Based on Artificial intelligence & Deep Learning
Investments : 450 Millions $
56% customers think it make life easier
(69% Millennials)
Facebook tests sponsored messagings
Chatbots
Adopt a bot to communicate
Source : IFOP, JDN

40. « Businesses and consumers
are using Messenger to connect
to each other in a more personal
and more immediate way. »
« Bots, [while still] very early,
but giving the opportunity for
more personal interactions
between businesses and
people. »
Adopt a bot to communicate

41. Adopt a bot to communicate
Some examples

42. Adopt a bot to communicate
Some examples

43. Test your bot

44. Augment reality to enhance experience

45. Augment reality to enhance experience
Source : POKEMON, EMARKETING, SIECLE DIGITAL
Some examples
Connected Miror / Tablet
Color Choice
Augmented paper – Virtual reality Augmented shop corners

46. Augment reality to enhance experience
50 millions download in 9 days
5% mobiles in the world
43’ min / day - 1,6 Millions $ / day
+ 16% traffic in shop - 2000
shares on Facebook
Source : POKEMON, EMARKETING, SIECLE DIGITAL
Some examples

47. Enhance experience
« Mobile is Everything »

48. Enhance experience
Mobile to enable IOT to interact
Catch data to better know customers habits

49. Source : linkedin.com/company/app-emirates

50. Place Customers at the Core of Organizations
• Break down
department silos
• Centralise Datas
(DSI as partner)
• Attribution /
Contribution
• Holistic journey

51. Place Customers at the Core of Organizations
Some examples
Amanda Rendle, Global Head of Marketing at HSBC Encourage his
team to think outside the organizational silos. By banning the word
"Digital", it returned to the basics by placing the client at the center of
The company. Digital becomes only a means to satisfy Experience
with the brand. "If you put the consumer at the center of all your
Decisions, you have to think about the entire client's journey. The role
of marketing can not be reduced to advertising.
TF1 transformed the digital silo into a cross-customer experience.
Olivier Abecassis, Head of Digital Group TF1, announced last
November he will broke silos by placing Digital in transverse
department. Thus, a new digital offer in VOD is no longer perceived as
a negative risk for TV audience. The Digitizing and data mining tools
are becoming more efficient by allowing targeting. An advertising is
more efficient for a captive audience than just on program viewers.

52. #Mobile 4U
My Vision to get the customer back
to the Mobile experience

53. With mobile everything comes from
customer
You or Me are this customer.
We are a unique person who reacts
accordingly to our personal context and
aspirations.
Each mobile gathers applications,
personal address book, web & physical
navigation. It reflects who we are.
It accompanies us in all our Movements, in
all our activities, knows all our friends
My Mobile : it’s Me

54. Our physical navigation can be analyzed in 4
places or 4 specific uses in which we have
preferred devices.
- At home : multitasking is king
- On the go : Cross Mobillity becomes our
ally of shopping.
- In the office : Multitasking here again
animates us between Pro or personal
activities.
- In store : we want the best, best price and
the showrooming is my best friend and my
best advice
4 Places : 4 Usages : 4 Devices

55. DATA
Is
KING
Catch &
anonymize datas
to
Send in real time
to each customer
A
customised
& contextual
Communication

56. Best tools to use
- Inside 1st circle :
Common tools for
all Usages
- Inside 2nd circle :
Common for 2 or
3 Usages
- Specific usages

57. Beyond MOBILE FIRST
Mobile & internet of Me
is
CUSTOMER FIRST
#Mobile 4U

58. Thank You
#Mobile4U
#BDHEUCQUEVILLE
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