1. Title
Would the Real Mobile Wallet Please
Stand Up? (or at least stand out?)
iMedia Breakthrough Summit – Mobile Bootcamp
October 20, 2013
Dr. Phil Hendrix
Director, immr and Gigaom Research analyst
www.immr.org
1 (770) 61211488
phil.hendrix@immr.org
@phil_hendrix
#iMediaSummit
1

2. More Information in these Reports
Engaging Connected Consumers
@phil_hendrix
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Mobile Shopping
Download at www.immr.org/reports.html
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3. Topics for Discussion
Topics for Discussion
Mobile Payments, Wallets & M1commerce
Frameworks
PEERSM
8 Layers of Location
M4M (Metaphors for Mobile)
Implications/Strategies for Brands
@phil_hendrix
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4. About me
Research Consultant
Research based Strategy for
Very New Products and Markets
Advisor – Startups
• Product Market Fit
• Value Proposition
• Growth strategy
Catalyst
• Innovation
• Strategy
Analyst
• Emerging Technologies
• Mobile/M Commerce
• Location, Context
Previously
Mercer
@phil_hendrix
#iMediaSummit
Diamond Cluster
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5. Mobile Payments
and
Mobile Wallets
@phil_hendrix
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6. Drivers of M1Payments
Speed/
Ease of Use
Awareness/
Familiarity
Value to
Consumers
Merchant
Acceptance
Mobile
Payment
Unique
Benefits
Value to
Merchants
Incentives
to Adopt/Use
Security
@phil_hendrix
#iMediaSummit
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7. M1Payments Unique Benefits
Speed/
Ease of Use
Awareness/
Familiarity
Value to
Consumers
Merchant
Acceptance
Mobile
Payment
Unique
Benefits
Authentication
(visual, proximity, etc.)
Digital receipts
Integration w/ shopping,
offers, rewards
Others TBD
@phil_hendrix
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Value to
Merchants
Incentives
to Adopt/Use
Security
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8. What Will Spur Adoption of M1Payments?
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9. Significance
for
Brands
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10. Examples
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11. “The Remote for Our Lives”
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12. A Broader View of Mobile Wallets
Mobile
Marketing
Mobile
Concierge
Mobile
Payment
Mobile
Rewards
@phil_hendrix
#iMediaSummit
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13. Mobile Wallet Enabling M1Commerce
Mobile Marketing
Influencing prospective buyers with communications, incentives
Search
Mobile Payment
Operators
Challengers
Brands and businesses rewarding customers via mobile devices
Points
Mobile Concierge
Offers
Enabling payment for goods and services via mobile devices
FIs/Issuers
Mobile Rewards
Advertising
Offers
Experiences
Brands, businesses and TPPs assisting mobile customers
(including shopping)
Information
@phil_hendrix
#iMediaSummit
Recommendations
Assistance
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14. Data Fueling M1Commerce
Data
Mobile
Concierge
Mobile
Marketing
Data
Mobile
Rewards
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Data
Mobile
Payment
Data
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15. Frameworks
@phil_hendrix
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16. Wroblewski’s Theorem
Luke Wroblewski
“Anything that can
be connected to the
Internet, will be.”
Philips Hue Bulbs
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Nest Learning Thermostat
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17. Corollary – “Everything’s a Pixel”
8 Layers of Location
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18. Evolving toward Micro1Locations
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19. PEER
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20. From the 4 P’s to PEER
Learn† &
Adapt
Surprise/
Delight
Remove
Frictions
Reinforce
†
Securely, with full transparency
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
@phil_hendrix
#iMediaSummit
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21. PEER Strategies
Personalize
Leverage data about consumers and their context to
increase the relevance, timeliness and value of
communications, offers and customer experiences
Enable
Help customers complete tasks and accomplish their
goals by minimizing the risk, time, and effort as they
shop, compare, purchase and use your products
Enhance
Surprise and delight customers by anticipating and
helping them fulfill functional requirements, emotional
needs and aspirations
Reward
Using feedback, encouragement, rewards and social
influence, reinforce customers as they engage in
behaviors that are mutually beneficial
@phil_hendrix
#iMediaSummit
Allows airports to tailor info for
travelers based on profile,
destination
Mini owners can detect other
owners, share tips
Guests can manage experience
(FastPasses, reservations, rides,
etc.)
Allows hotels to personalize
rewards, experiences based on
guest’s social profile
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22. M4M
(Metaphors for Mobile
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23. More Metaphors for Mobile
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
@phil_hendrix
#iMediaSummit
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24. Propositions
Consumers Value
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25. Frictions, Shoulds and Wants
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26. Path1to1Purchase and Ownership
Discover
Buy
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Choose
Use
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27. Consumers’ Love1Hate Relationship
†
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Source: immr Shopping Survey
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28. Can Mobile Save Shopping?
Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr
@phil_hendrix
#iMediaSummit
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29. Social = Currency
@phil_hendrix
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30. Litmus Tests
for
Your Strategy
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31. Are You Tuned in to
Consumers’ Digital Signals?
Location
Social
History
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
@phil_hendrix
#iMediaSummit
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32. Expectations
Are you Engaged? Or Merely Engaging?
KnowK
What
I Like
Who I am…
Where I
am
What I
respond to
What’s
Nearby
What I’ve
bought
What’s
going On
Where
I’ve been
What
I need
Where
I’m going
Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix
@phil_hendrix
#iMediaSummit
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33. Are You Engaging by Consumers’ Rules?
Personalized
Relevant
Right1time
Rewarding
Source: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr
@phil_hendrix
#iMediaSummit
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34. Are You Tapping into PEER?
Learn† &
Adapt
Surprise/
Delight
Remove
Frictions
Reinforce
†
Securely, with full transparency
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
@phil_hendrix
#iMediaSummit
34

35. Are You Managing
Numerator and Denominator?
Loyalty = f
Customer Benefits
Customer Effort
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
@phil_hendrix
#iMediaSummit
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36. Are You Enabling Customers?
@phil_hendrix
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37. Have You Defined Your
Role(s) in Customers’ Lives?
And Aligned Organization around Role(s)?
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
@phil_hendrix
#iMediaSummit
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38. Is Your House of Loyalty “Built to Last?”
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
@phil_hendrix
#iMediaSummit
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39. Are You Doubled Down on Innovation?
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40. Are You Making the Right Strategic Bets?
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41. Are You Hitting on All 8 Cylinders?
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42. More
Info
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43. immr – Recent and Forthcoming Reports
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44. Bio – Dr. Phil Hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on market
opportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes in helping
organizations evaluate and capitalize on opportunities that are new3to3customers and new3to3market. Dr. Hendrix
has extensive experience uncovering customer needs, identifying triggers and hurdles to adoption, and developing
strategies that unlock market opportunities, both B2C and B2B.
Dr. Phil Hendrix
Director, immr
www.immr.org
+1 (770) 61211488
phil.hendrix@immr.org
@phil_hendrix
As an analyst, Phil focuses on mobile innovation and the implications for companies across industries. He is a
regular contributor at leading industry conferences, including GigaOm’s Mobilize, Structure:Data, Street Fight
(hyperlocal), ad:tech, iMedia Summit, Social3Loco and others. His current work focuses on mobile and its impact on
consumer behavior, especially shopping, M3commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100 clients in mobile,
consumer electronics, and related categories, including financial services, transportation, insurance and others. He
works closely with senior management and project teams on key issues, including market sizing, segmentation,
positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his
career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and
head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver
Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses
in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint
appointment as a research scientist in the Survey Research Center, Institute for Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available at immr and
Slideshare, with additional information available at GigaOm Pro.
@phil_hendrix
#iMediaSummit
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