Julie Ask, VP and Principal Analyst at Forrester Research and author of ‘The Mobile Mind Shift', has worked with hundreds of clients across retail, travel, banking, insurance, healthcare, and more, to advise companies on the development of their mobile strategies. In this session from the Mobile Leaders Summit at Xamarin Evolve 2016, she presented on how enterprises can capitalize on the mobile opportunities available to them, including new opportunities for mobile transformation available to the enterprise, the IDEA (identify, design, engineer, analyze) cycle, and how you can engineer your systems to be ready for this shift.

1. The Mobile Mind Shift
The Opportunities, Challenges, & Solutions For Today’s Mobile Leader
Julie Ask, VP & Principal Analyst
April 27, 2016

2. Source: https://en.wikipedia.org/wiki/Global_Positioning_System

6. Enter text and box will expand down

7. The Mobile Mind Shift
The expectation that I
can get what I want in
my immediate context
and moments of need

8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8
What has changed? Consumers expect:
Simplicity
• Task-oriented design flow
• Curated content
• Push notifications for transparency
Context
• Use of location to find nearest “x”
• Relevancy based on past behavior
• Time-sensitive notifications
Immediacy
• “Your credit card has been stolen!”
• Shipping notifications
• Recharge your pedometer now
Convenience

9. 21%
Consumers have already made the shift

10. 1
Will make the shift in the next few years
2

11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11
How is mobile changing customer
engagement models?

12. Event
Context changes how you engage with
your customers
Airline Example
-2
days
• Change
seat
• Request
upgrade
-2
weeks
• Book ticket
• Change
reservation
-2
hours
• Check in
• Check gate
• Departure time
• Lounge
access
Flight
• Arrival time
• Food order
• Movies
• Wi-Fi
• Duty free
+2
weeks
+2
days
+2
hours
• Ground
transport
• Lost
luggage
• Navigation
• Mileage
points
earned
• Customer
service
survey
• Mileage
status
• Reward
travel
• Upcoming
reservations
Own your customers’ mobile moments.Mobile transforms customer experiences.

13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13
Mobile Moment
A mobile moment is a point in
time and space when someone
pulls out a mobile device to get
what he or she wants
immediately, in context.

14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14
Employees have also shifted.

15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15
13%
US Employees have already made the shift

16. © 2014 Forrester Research, Inc. Reproduction Prohibited 17
What new opportunities do
enterprises have as a result?

17. © 2014 Forrester Research, Inc. Reproduction Prohibited 18
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

18. © 2014 Forrester Research, Inc. Reproduction Prohibited 19
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20
1. Trane improved sales efficiency
Source: http://www.trane.com/, Trane (Research Interview)

20. © 2014 Forrester Research, Inc. Reproduction Prohibited 21
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22
2. Alter the economics of delivery
Source: www.saizenus.com, www.emdgroup.com (Merck Serono); Don Cowling (Research Interview, 2013)

22. © 2014 Forrester Research, Inc. Reproduction Prohibited 23
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24
3. Separate place from care
Source: https://www.cellscope.com/

24. © 2014 Forrester Research, Inc. Reproduction Prohibited 25
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

25. © 2015 Forrester Research, Inc. Reproduction Prohibited 26
4. DISH improved field service efficiency
and customer satisfaction with mobile
Source: http://www.dish.com/, DISH (Research Interview)

26. © 2014 Forrester Research, Inc. Reproduction Prohibited 27
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

27. © 2015 Forrester Research, Inc. Reproduction Prohibited 28
5. TCHO improved employee quality of
life with remote monitoring tools
Source: https://www.tcho.com/, Trane, (Research Interview)

28. © 2014 Forrester Research, Inc. Reproduction Prohibited 29
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

29. © 2015 Forrester Research, Inc. Reproduction Prohibited 30
6. Scale coaching (from human to AI)
• Consumer opens app to
check her progress. “How
am I doing?”
• Needs support and
information
• Wants to know if he/she
should also walk to work to
accomplish daily goal
Consumer
finishes his/her
morning run.
Drinks 1L water
and eats an
apple.
Logs run and
food/water
intake.
Coaching
moment.

30. © 2014 Forrester Research, Inc. Reproduction Prohibited 31
1. Improve sales efficiency.
2. Alter the economics of service costs.
3. Separate service delivery from space.
4. Enhance field service operations.
5. Monitor equipment remotely.
6. Scale coaching.
7. Change business models.

31. © 2015 Forrester Research, Inc. Reproduction Prohibited 32
7. Change reimbursement models
Proteus: Help Drive Compliance
Source: https://commons.wikimedia.org

32. Mastering the mobile mind shift

33. © 2015 Forrester Research, Inc. Reproduction Prohibited 34
Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the
beating heart of your business . . .

34. © 2016 Forrester Research, Inc. Reproduction Prohibited 35
The IDEA Cycle:
The business discipline for mobile

35. © 2015 Forrester Research, Inc. Reproduction Prohibited 36
Companies
Platforms
People
Processes
Mind Devices Applications
Mobile moments
happen here

36. © 2015 Forrester Research, Inc. Reproduction Prohibited 37
Companies
Platforms
People
Processes
Mind Devices Applications
The hard work
happens here

37. The IDEA Cycle: the
business discipline to
win in the mobile
moment Analyze
results to monitor
performance and
optimize outcomes.
Engineer
your platforms,
processes, and
people for mobile.
Design
the mobile
engagement.
Identify
the mobile
moments and
contexts.
Start small
with a platform
to extend..

38. © 2015 Forrester Research, Inc. Reproduction Prohibited 39
Identify the mobile moments that matter
› Who is seeking help?
› What kind of device?
› What is his/her context?
› What can you do to serve him/her in that moment?

39. © 2015 Forrester Research, Inc. Reproduction Prohibited 40
Design mobile moments that benefit
employees and you
Extend to
enhance
Redesign or
reconsider
Avoid
for now
Just
do it
Value to
your
employees
Value to your business
Low High
High
Low

40. © 2015 Forrester Research, Inc. Reproduction Prohibited 41
Engineer your systems for
mobile moments
› Are your technology platforms ready to
support mobile engagement?
› Are your business processes designed
for mobile moments?
› Are your people organized to understand
and iteratively deploy mobile services?

41. © 2015 Forrester Research, Inc. Reproduction Prohibited 42
Your investment portfolio will change
Network
Hardware/
infrastructure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagement
UX
Network
Design
starts with
engagement
Design
starts with
transactions

42. © 2015 Forrester Research, Inc. Reproduction Prohibited 43
- 2 days
+2 hours
Flight
-2 hours
+2 days
- Book reservation
- Change reservation
- Request upgrade
- Reserve seat
- Check ETA
- Order food
- Order movie
- Set up Wi-Fi
- Check in
- Confirm ETD
- Access lounge
- Find gate
- Arrange ground transportation
- Report lost luggage
- Confirm mileage points
- Fill out customer service survey
- Book reward travel
- Verify upcoming reservation
Reservation systems
Customer loyalty
Flight systems
Baggage handling
You will need
atomized APIs
to access your
data and
processes
Source: https://commons.wikimedia.org

43. © 2015 Forrester Research, Inc. Reproduction Prohibited 44
IDEA Team
…
Consider chartering a
mobile steering
committee
Mobile Steering Committee
Mobile Center
Of Excellence
IDEA Team
1
IDEA Team
2

44. © 2015 Forrester Research, Inc. Reproduction Prohibited 45
Analytics results to monitor performance
and optimize mobile moments
Metrics Real-time Operational Historical
Technical Location, proximity,
speed
Battery, session
performance
Crashes, feature
use
Engagement Offers,
recommendations,
next-best action
Bounce rates, A/B
testing,
convergence
Segmentation,
source driver, cohort
analysis
Business Real-time pricing,
conversions
Revenue, SKU
availability,
Revenue trends,
channel contribution
Source: “Measuring Mobile Apps,” Forrester report, November 2014

45. 7%
Source: https://commons.wikimedia.org

46. An app is not a mobile strategy.

47. 1. Owning mobile moments is
important, but will fall short
2. Your employees will demand apps …
3. … but they will use few apps
4. There is an arms race for mobile
moments
5. Mobile moments will move beyond
phones

48. © 2016 Forrester Research, Inc. Reproduction Prohibited 50
What do these challenges
mean for you?

49. Disintermediate
the mobile OS (or become it)
which in turn will allow them to…

50. Disintermediate
Dominate
your employees’ mobile moments
and own their data, which in turn
will allow them to…

51. Disintermediate
Dominate
Distance
you from your employee with
services that better utilize data
and insights.

52. © 2016 Forrester Research, Inc. Reproduction Prohibited 54
What should you do?

53. © 2016 Forrester Research, Inc. Reproduction Prohibited 55
Build an App +

54. App +
Omnichannel
Automation
Messaging
Fragments
Ecosystem
Data
Services
Products
Web

55. © 2016 Forrester Research, Inc. Reproduction Prohibited 57
The future brings even
more challenges.

57. Source: https://fit.google.com/, https://www.myfitnesspal.com/,

58. Channel
Context
Construction
the vehicle to deliver the experience
the sum of everything we know
how the experience is built

59. Channel:
Phase 1: Single Device App And Web Experiences
Context: Construction:
Food
Cal
1320
141lb
Single App Provided Hard Coded

60. Channel:
Phase 2: Mobile Platform Experiences
Context: Construction:
T
App Platform App ExtensionsShared
Steps
12,649
Cal:
1,265

61. Channel:
Phase 3: Virtual Agent Experience
Context: Construction:
? $
• Location/Paths
• Pollen
• Humidity
App/Device
as a Service
Managed Static Assembly

62. Channel:
Phase 4: Blended Ecosystem Experiences
Context: Construction:
Food
Location
Schedule
Medical History
Oxygen
Steps
Medication
Environment
DataInsights
• Vital signs are not normal
• No food allergies
• No environmental effects
e.g., pollution
• Possible medication allergy
Assembled Dynamic
Assembly
Anywhere in an
Ecosystem

63. Channel
Platforms
App/Device
Ecosystem
Context Construction
Platform
(2016+)
Virtual Assistant
(2017+)
Blended Experience
Ecosystem
(2021+)
Shared
Managed
Assembled
Apps
Device
(Today) Provided Hard-Coded
App
Extensions
Static
Assembly
Dynamic
Assembly
Experience Stage
SUMMARY

64. forrester.com
Thank you
Julie Ask
+1 415.355.6002
jask@forrester.com
@JulieAsk