Three key reasons businesses are investing in mobile: 1) Smartphone shipments are accelerating rapidly as more are sold each year than PCs; 2) Mobile engagement is higher as people spend more time on their phones; 3) Mobile is a social technology as users are twice as likely to share content on their phones than desktops. Case studies show how companies like Uber and WPP have optimized processes and improved customer experiences through mobile applications.

1. WHY MOBILE WILL
BE IS THE FUTURE OF
CUSTOMER
ENGAGEMENT.
© placeit.net

2. Three Reasons Businesses Go Mobile
18-Mär-14 | © candylabs GmbH | 2
Smartphone
shipments
accelerate
Mobile
engagement
is higher
Mobile is a
social
technology
1 Billion
smartphones shipped in
2013
vs.
300K PCs & Notebooks
42 Hours
per month using mobile
vs.
29 h/month surfing on a
desktop
2x more
sharing on mobile
vs.
desktop

3. 0.0
0.5
1.0
1.5
2.0
2.5
3.0
2012 2013 2014E 2015E
Billions of units
Mobile Phone
Tablet (Ultramobile)
Other Ultramobiles (Hybrid and
Clamshell)
PC (Desk-Based and
Notebook)
Three Reasons Businesses Go Mobile:
1. Smartphone Shipments Acceleration
18-Mär-14 | © candylabs GmbH | 3
1 Billion smartphones shipped in 2013
Note: 1,000 million smartphones were shipped in 2013, a 38.4% year-over-year
increase. 725. million smartphone units were shipped in 2012.
Source: Gartner (January 2014) http://www.gartner.com/newsroom/id/2645115

4. 0
10
20
30
40
50
U.S. Italy U.K.
Hours per month
Mobile
Web
Three Reasons Businesses Go Mobile:
2. Mobile Engagement Is Higher
18-Mär-14 | © candylabs GmbH | 4
More time is spent on mobile
Note: Average time spent per person by platform in December 2013.
Source: Nielsen (February 2014) http://bit.ly/1kUQj25

5. Mobile users are almost twice as likely to share
7.7%
4.1%
0%
2%
4%
6%
8%
10%Percentage of
total activity Mobile
Desktop
Three Reasons Businesses Go Mobile:
3. Mobile Is A Social Technology
18-Mär-14 | © candylabs GmbH | 5
Mobile Desktop
Note: Activity monitored during the course of 30 days for desktop and
mobile interactions.
Source: ShareThis (2013) http://bit.ly/1p3Ykix

6. MOBILE IS A STRATEGIC
INVESTMENT

7. Three Ways to Monetize Mobile
18-Mär-14 | © candylabs GmbH | 7
Acquire
more
customers
Increase
customer
retention
Decrease
operational
costs
67%
of users say they’re more
likely to buy from a mobile
friendly site
48%
of users feel frustrated
when visiting a non-mobile
friendly site
Eliminate
intermediate and paper
based tasks

8. Three Ways to Monetize Mobile:
1. Acquire More Customers
18-Mär-14 | © candylabs GmbH | 8
Users say mobile-friendly experiences make them…
74% 67%
more likely to return to
that experience in the
future
more likely to buy a
site's product or service
Source: Google Think Insights (September 2012) http://bit.ly/1p4UtlA

9. Three Ways to Monetize Mobile:
2. Increase Customer Retention
18-Mär-14 | © candylabs GmbH | 9
Users say non mobile-friendly sites make them…
use them less often, even if
they like a business
feel frustrated and
annoyed
Source: Google Think Insights (September 2012) http://bit.ly/1p4UtlA
50% 48%

10. Three Ways to Monetize Mobile:
3. Decrease Operational Costs
18-Mär-14 | © candylabs GmbH | 10
Eliminate intermediate and paper based tasks!
“Based on 225 drivers working 200
days/year, their savings in
[overtime] costs were over
$300,000 per year.”
Steve Gaston, Information Services Manager at Sierra Pacific Industries
Source: webtech wireless (Accessed March 2014) http://bit.ly/1d7QYLa

11. CASE STUDIES
THE VALUE ADDED BY MOBILE

12. 18-Mär-14 | © candylabs GmbH | 12
Proof of Concept / Startup
Company Uber, Inc.
What is it about Connecting passengers with
drivers of vehicles for hire and
ridesharing services.
Achievements 80+ K signups each week,
1M requests every week,
$125M in revenues in 2013.
Uber (and others) successfully
eliminated the phone-booking
step by giving the passenger
direct access to the driver.
Source: TechCrunch (Accessed March 2014) http://tcrn.ch/1mfDKik

13. Comparison: Classic Taxi vs Uber
18-Mär-14 | © candylabs GmbH | 13Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
Product Good
RIDE
RIDE
Access
INDIRECT ACCESS
TO DRIVERS
DIRECT ACCESS
TO DRIVERS
Service
PICKUP
MAP OVERVIEW,
DRIVER RATINGS,
MOBILE
PAYMENT,
PICKUP
= + +

14. 18-Mär-14 | © candylabs GmbH | 14
Proof of Concept / Corporate
Company WPP Communications,
Germany
What is it about Optimizing the process of
reporting car damage by
drivers using a car from the
WPP fleet.
Achievements Enabling 800+ drivers to
report a damage directly into
to the fleet management
workflow with all information
necessary.
A Candy-
labs
Project

15. Comparison: WPP Damage Report,
Old vs. Improved Process
18-Mär-14 | © candylabs GmbH | 15Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
→
CAR IS
DAMAGED
FILL OUT A
REPORT
DIGITIZE
REPORT
PROCESS
REPORT
→ →
OLD
Drivers of the 800+ WPP fleet previously needed to fill out a paper form that later was
manually entered into a computer system before being processed.

16. Comparison: WPP Damage Report,
Old vs. Improved Process
18-Mär-14 | © candylabs GmbH | 16Source: The Wall Street Journal (Accessed March 2014) http://on.wsj.com/1d7Wmhx
CAR IS
DAMAGED
USER FILLS
OUT A REPORT
DIGITIZE
REPORT
PROCESS
REPORT
NEW
X
X
By giving drivers the ability to submit a report with the WPP app, drivers are guided through
the reporting process, reducing errors and information gaps, while digitizing the report.
→ → →

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17.03.2014
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