Mobile moments drive digital

“What should we focus on? Mobile? Omnichannel? Web? Or perhaps Internet of Things?”

The question was raised in the last few weeks in my meetings with several insurance companies and banks in Sweden, the Netherlands, and the UK. I’ll give my view in a few short bullets.

  • Your digital strategy needs to address customer engagement (external), operational processes (internal), and business model transformation.
  • SMACT needs to be injected into your products and services: Social, Mobile, Analytics, Cloud, Things (IoT).
  • An omnichannel view is critical. It’s both physical and digital.
  • Size of screen is never a basis for strategic level solutioning. Assume you need to support them all (as well as Things without screens).
  • Users need and want access to your products and services on mobile devices, and the best solutions drive relevancy from context (location, past behavior, transactions, etc) and are best modeled using “Mobile moments”.
  • “Mobile moments” is a modeling approach designed by Forrester Research and if you want to go deep, the book’s name is “The Mobile Mindshift”. The key idea is identifying that particular moment/place in time when/where the user needs and wants, and then optimize the feature set around that moment/place. In many ways, “mobile moments” drive the digital solutioning agenda today.
  • Assume that it’s just a microsecond from the “mobile moment” until it hits the company’s processes, people, and platforms. Therefore, you can’t really separate external solutions from internal. They are always connected to each other.

So, there you have some of the pieces of the digital puzzle.

 

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Innovation @ Home

Digital revolution is not the result of new tools. It’s driven by a fundamentally changed information behavior. Always connected, always moving around in a digitally contextually enriched augmented reality, always present in two different worlds – the physical and digital. We’re taking the tools for granted, it’s not about them.

It’s about the behavior the new tools enable. See below. I couldn’t resist but pull out some screenshots from various “Internet of Things”- and “connected home”-related sites. Look beyond the tool. In your mind, connect what you see with your location, your interests, your friends, your insurance, your bank… and see digital hitting home and hitting business. Buckle up.

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Airlines, apps, and entertainment

I recently visited Microsoft in Seattle and want to share what I noticed on my way going there and back. I shot some photos and videos of the digital touchpoints and digital marketing offered by United Airline and Alaska Airlines. Mobile, apps, social media, and modern inflight entertainment… Check out the photos and video below.

Inflight entertainment. You pay $8 for your own personal tablet filled with movies, music, and games.

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Watching the Hobbit. Check out the napkin. All covered with digital touchpoints marketing.

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… and on the other side of the napkin: social media engagement.

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By the United Airlines gate: marketing of their apps.

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The latest folder about connecting to Wi-Fi and their personal device entertainment.

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… and not just Alaska Airlines uses their napkins to market their digital services, so does United.

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Digital Transformation

Who wins? What determines who wins in today’s highly competitive markets? The new digital economy establishes new best practices and rules, driving transformation in how companies and organizations operate.

We’ve found that companies which strategically drive a digital transformation program, significantly improve in value and performance. One of our most valuable tools in helping clients define and deliver winning strategies and solutions is a framework called “Digital Transformation” The framework is created and actively maintained by Capgemini Consulting and MIT Sloan Management Review. I intend to write a few posts on the Digital Transformation framework, particularly highlighting specific examples of what actually makes a digital leader today. The framework focuses on three major domains of transformation:

  • Customer Experience
  • Operational Process
  • Business Model

In each domain, the framework highlights a number of key transformation and technology areas, and examples of best practice solutions:

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In collaboration with customers we help define detailed roadmaps which target both actual changes necessary of management, organization and processes (Transformation Management) as well as specific new digital solutions facilitating the transformation (Digital Intensity).

The framework is continuously updated through working with thousands of executives in 100+ countries. Capgemini Consulting publishes case studies, reports and framework updates frequently, and it’s a great source of business and technology insights. Below you will find the most relevant links and sources for Digital Transformation. But don’t worry… In the next few posts, I’ll consolidate and summarize what I’ve found to be the most valuable pieces. Stay tuned!

Digital Transformation sources

 

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Apple gets serious on mobile payments

For years we’ve been waiting to see what cards Apple actually holds in mobile payments. It’s getting more and more likely that they will play their hand on the “iPhone 6″ event on September 9th.

Analysts expect Apple to introduce mobile payments services and features using short-range secure communication technology  (NFC) built directly into the new iPhone. A likely security authorising feature would be the Touch ID fingerprint sensor that made its debut in iPhone 5.

Rumors have it that the three big credit card companies (MasterCard, Visa and American Express) already have signed deals with Apple supporting “iPhone 6″ contactless payments. If these rumors are true, they can potentially turn the 800 million credit card details already attached to iTunes accounts into mobile payment instruments.

I don’t know if these rumors have any substance. Even if they do, we know that succeeding in mobile payments takes more than a phone and credit card linking. Assuming that Apple manages to solve mobile payment infrastructure without significant investments in the channel (I don’t believe we’ll see Apple branded machines by store counters, instead we’ll more likely see a “iOS-device to iOS-device”-solution), it takes volume adoption throughout sectors in global markets. It also needs to address either competition and/or collaboration with banks.

That said… it would not be the first time Apple enters into a complex market, that others (including Google) already have tried addressing without succeeding, and succeed in the first blow. Looks like there’s more to anticipate than just a new phone and watch…

For more details, check out the following articles:

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