The document discusses key mobile trends for 2014 presented by Forrester Research. Some of the main points include: - Mobile usage and traffic continue to grow rapidly across platforms like Android and iOS. - Companies must meet new customer expectations of accessing what they want on their mobile devices in moments of need. - Big data and analytics will become more important for competitive advantage than experience design alone. - Mobile contextual data will provide deep customer insights beyond just mobile interactions. - Asia's large mobile audience and platforms like WeChat will drive significant mobile innovation in 2014.

1. 2014 Mobile Trends
Julie Ask, VP, Principal Analyst
February 12, 2014

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Let’s step back to January 2007
› Now, more than 1 billion Android devices have
been activated and more than 700 million iOS
devices sold.
› Facebook has more then 945 million mobile
monthly active users.
› YouTube generates 40% of its traffic via mobile.
› eBay generated $20 billion worth of mobile
transactions at the end of 2013.

3. › Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)

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The mobile mind shift
The expectation that I can get what
I want in my immediate context
and moments of need

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Your mobile mind shift
Your company must meet these
new expectations.

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Agenda
› How will mobile transform your
business?
› What will happen in 2014?
› What won’t happen in 2014?

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Agenda
› How will mobile transform your
business?
› What will happen in 2014?
› What won’t happen in 2014?

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Mobile traffic is exploding

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Your customers reach for their mobile
phones more and more often
Customer journey
Contextual opportunitiesMobile moments of truth
Will you be ready to serve them in those moments?

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For a marketer, those moments are:
› Loyalty moments
› Manufactured moments
› Borrowed moments

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Starbucks relies on loyalty moments in
the US and borrows them in China

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For an eBiz pro, those moments are:
› Impulse-buying moments
› Influenced buying moments
› Assisted buying moments

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The sound of clinking glasses triggers
impulse purchases

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Agenda
› How will mobile transform your
business?
› What will happen in 2014?
› What won’t happen in 2014?

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1. The intersection of mobile and the
physical world will be a top priority
Walmart’s mobile app uses location as
context for flipping into “store mode.”

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ML action: Expand the role mobile plays
throughout the organization
Source: www.sephora.com

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eBiz action: Expand the role mobile
plays throughout the organization

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2. Competitive advantage shifts to big data and
analytics from experience design
Is your firm leveraging
customer-generated data to
help them easily discover
your products and services?
Do you understand
customer context well
enough to help serve
customers in their mobile
moments?
Are you using customer
purchase data to improve
conversion rates in-store and
online?
Are you collecting data from
products to layer on
services? Or give
customers more control?
Traditional marketing and
customer feedback only
tells part of the story. Are
you tapping into customer
mobile data to understand
what they really think?
Are you engaging
customers in the right
moment to drive the next
purchase or brand
engagement?

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ML action: Leverage analytics to engage
customers in their mobile moments
› Use data to understand when
consumers are in their exact
moment of need and to meet
that need with the right
message or service.
› Combine real-time analytics
with push notifications to help
deliver contextualized
experiences.
› Integrate your app into your
CRM systems.

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Example: Starbucks
– 5 min
• Find nearest SBUX
• Check email, FB
• Check SBUX MSG
–30 secs
• Check balance
• Reload card
• Download song
Purchase
• Order latte
• Open Passbook
• Pay
+30 secs
• Push new balance
• Check email
• Receive receipt for
reload
+ 5 min
• Push new balance
• Check loyalty points
• Listen to new song
In 2013, Starbucks announced that its mobile loyalty and
payment app is used by 10 million customers with an average of
5 million weekly transactions at US stores.

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eBiz action: Use analytics to refine the
design of services around mobile
moments

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Anjuke used analytics and A/B testing to
refine its lead generation business
• Conversion rates were strangely
low in the evenings – its busiest
time.
• Anjuke conducted A/B testing.
• It learned that the best listings
were no longer available in the
evenings because the spending
caps set by agents had been
reached.
• It reconfigured its algorithms to
ensure the best audience; it also
offered analytics to agents to
increase spend.

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3. Mobile contextual data will offer deep
customer insights – beyond mobile

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4. The audience size in Asia will elevate
the region’s role in mobile innovation . . .
Source: Ericsson Mobility report, November 2013

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. . . and the gap is growing
Source: Ericsson Mobility report, November 2013

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WeChat will turn into a platform play
“Everybody in China is on WeChat. It is not
just IM as you think in the West. It will be
much more than that and become like the OS
on the phone. Brands can push out content,
coupons, integrate payment credentials . . .
Through WeChat APIs, you’ll be able to do
much more. We no longer recommend that
brands launch standalone apps but to embed
web apps into WeChat.”
– CEO and founder of a large advertising
agency in China

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› Line’s estimated revenues of $100 million per
quarter come from three main pillars:
• In-game purchases (estimated at 60%).
• In-app purchases.
• B2B advertising through official and sponsored
accounts.
› Stickers are a more expressive form of
communication – not compromising on the
user experience.
› It fits well with the Japanese and some Asian
cultures, but can it succeed elsewhere?
Line has a more advanced monetization
strategy

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eBiz action: Look to Asia for innovation
ShunKouLiu restaurant app

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5. Mobile will sit at the epicenter of mind-
blowing exit events

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ML action: Define a plan to hire mobile
talent and technology expertise
› Consolidation shows that ad-tech companies recognize the need to
strengthen mobile offerings.
› Define a plan to hire mobile talent and technology expertise.

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eBiz action: Create a talent and asset
“build or buy” acquisition plan
› Consider acquisitions:
• Aetna purchased Healthagen for its iTriage app.
• Google bought Nest.
• Walmart bought Small Society.
› Growth in mobile within enterprises is inhibited
by talent acquisition.

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Image source: Smaato; Flurry
6. Mobile advertising will start maturing
› New mobile-centric ad
formats will emerge.
› More mobile ad network will
shift to the exchanges.
› Short videos (5 to 10
seconds) will make a greater
impact on consumers, taking
advantage of higher
engagement levels with
video on mobile.

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ML action: Shift the way you think about
mobile advertising
› Integrate mobile into your marketing strategy by
taking advantage of mobile’s unique benefits.
› Test new ad formats and compare their ability to
meet your marketing goals.
SIMPLICTYIMMEDIACY CONTEXT

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eBiz action: Incorporate ad-network
savvy into your app
Customize content based
on your audience.
Use location to shape
service offerings.

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Agenda
› How will mobile transform your
business?
› What will happen in 2014?
› What won’t happen in 2014?

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What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap will not
close.
› Companies will not differentiate tablet and
mobile phone experiences.
› Companies will fail to leverage the convergence
of social and mobile.
› Wearables will not move past a niche market.

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What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap will not close:
• Build a broader business case to be able to differentiate.
• Expand your KPIs beyond mCommerce revenue and
engagement to justify larger spend.
› Companies will not differentiate tablet and mobile phone
experiences.
› Companies will fail to leverage the convergence of social
and mobile.
› Wearables will not move past a niche market.

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What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap will not close.
› Companies will not differentiate tablet and mobile
phone experiences:
• Differentiate your tablet approach and split your tablet budget.
• Give your tablet strategy to your online team and mobile to
your ops team.
› Companies will fail to leverage the convergence of social
and mobile.
› Wearables will not move past a niche market.

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What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap will not close.
› Companies will not differentiate tablet and mobile phone
experiences.
› Companies will fail to leverage the convergence of
social and mobile:
• Engage with younger audiences.
• Watch and learn about mobile plus social in Asia.
› Wearables will not move past a niche market.

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What won’t happen: Companies will
catch up to their customers
› The budget, spend, and expertise gap will not close.
› Companies will not differentiate tablet and mobile phone
experiences.
› Companies will fail to leverage the convergence of social
and mobile.
› Wearables will not move past a niche market:
• It is time to experiment.
• Build commerce and services opportunities on device data
from wearables.

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Questions?

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Did you know?
› The data from today’s presentation came from
Forrester’s Global Consumer Technographics®
› Attendees can receive a discount to:
• Marketing Leadership Forum 2014 – San Francisco
• Forum Discount Code: ML14WEB ($100 savings)*
• Forum Website :http://forr.com/mlus14
• Marketing Leadership EMEA Forum 2014 - London
• Forum Discount Code: MLE14WEB (£100 savings)*
• Forum Website: http://forr.com/ml14emea
› There are free mobile tools, reports, and assessments
available to you at forrester.com/mobile
* Discount codes are case sensitive

43. Thank you
#mobilemindshift
@JulieAsk
Julie A. Ask
+1 415 355.6002
jask@forrester.com
Thomas Husson
+33 (0) 6 84 82 95 03
thusson@forrester.com
@Thomas_Husson