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Customer Loyalty,
                    SM
    Mobile and PEER Strategies
    – Presented at the World Summit Awards in Abu Dhabi


    February 4, 2013
    Dr. Phil Hendrix
    Director, immr and Gigaom Pro analyst
    www.immr.org
    1 (770) 61211488
    phil.hendrix@immr.org



1        Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Loyalty and its Connections




                                                                                                  Sponsors




2       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Status Quo



3   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
In the Ideal World5




Businesses and consumers “in sync”
4       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
In the Real World5




     5 gaps, disconnects and conflicts
5       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Conflicting Focus, Priorities, Metrics




6    Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Symptoms of Disconnects




    Showrooming                                                Uncertainty
                             Churn Rate                                                         Risks
     Returns                                                     Time                        Costs
                           Marketing $
       Failure Rate                                              Indifference                    Regret

7          Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Third1party Apps Filling the Breach5




          Risk             Businesses Disintermediated
8       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Customer
                     Loyalty –
                   the Holy Grail


9   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
The Mobile Opportunity

     “[How long] could your
     business survive
     without marketing?”
     Doug Stephens, @RetailProphet




     “Soon [your mobile
     device] will be a remote
     control for your life5”
     Peter Fenton, Benchmark Capital, 12/2012


10          Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Loyalty Model (Simplified)




11   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Frictions, Shoulds and Wants
       Minimizing                                                 Enabling                                      Maximizing
        Friction                                                  Shoulds                                         Wants
        Avoid, minimize,                                        “Good for You”




                                                                                                                                                           Recognition
         or eliminate                                            (Resolutions)




                                                                                                                              Entertainment

                                                                                                                                              Acceptance
                                                                                                    Education
                                                                                 Savings




                                                                                                                       Food
                                                                                           Social
                                                                       Fitness




                                                                                                                Fun
                                                               Green
                                                        Cost
                                    Annoyances

                                                 Time
Bad outcomes

               Uncertainty




                                                                       “Satisfice”                                    “Maximize”




                                                                                                                                 Savings
                             Risk




                                                                                                                                                Others
12                           Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
PEER Strategies
                to Boost
            Customer Loyalty


13   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
SM
Engaging Consumers with PEER
          Learn† &
           Adapt
                                                                                      Surprise/
                                                                                       Delight




     Remove
     Frictions

                                                                                  Reinforce
 †
     Securely, with full transparency

14           Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Closing the Gap with PEER Strategies




15   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Metaphors Guide PEER Strategies




16   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
SoLoMo,
                 Digital Signals
                       and
                 Personalization

17   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Consumer Expectations – Know5
                                                         Who I
                     What                                am…                               Where I
                     I Like                                                                 am

            What I                                                                              What’s
          respond to                                                                            Nearby


           What I’ve                                                                            What’s
            bought                                                                             going On


                    Where                                                                   Where
                  I’ve been                              What                             I’m going
                                                        I need

Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing


18               Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Confluence of SoLoMo




19   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Digital Signals


     Digital Channels                                                     Digital Signals
                   • Websites • Search
     Internet
                   • Microsites • Ads                                    Traces produced
     Social
                   • Publish       • Discuss                              as consumers
                   • Share         • Review
                                                                       interact with Digital
                   • Apps     • 2D codes
     Mobile
                   • Location • NFC                                         Channels
 Interactive • Social TV • OOH


                              Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals




20              Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Significance of Digital Signals




Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

21               Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Trends in SoLoMo, Digital Signals
  #1. Hyper1local Audiences
  #2. Micro1location
  #3. Micro Networks
  #4. Mashups
  #5. Filters
  #6. Curation
  #7. Persistent Location
  #8. Ambient Analytics
  #9. PEER
 #10. Yield Management
22    Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Connecting
                        PEER
                         and
                     M1Commerce

23   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
M1Commerce Overview

                                     Mobile
                                    Marketing
                          Search          Advertising        Coupons



                 Mobile                                            Mobile
                Rewards                                           Payment
     Points            Offers        Experiences          FIs†/Issuers      Operators          TPPs†



                                   Mobile
                                 Engagement
                                Information           Assistance
                                      Recommendations
                                                                            †
                                                                             FIs: Financial Institutions
                                                                             PP: Third1party Providers


24   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Information Flows in M1Commerce


                                  Mobile
                                 Marketing

  Mobile                                                                           Mobile
Engagement                                                                        Payment


                                    Mobile
                                   Rewards



25   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Disruption, Innovation in M1Commerce
     Mobile                 Influencing prospective buyers with communications, incentives
     Marketing
                                       Search                       Advertising                        Offers




     Mobile                 Enabling payment for goods and services via mobile devices
     Payment
                                    FIs/Issuers                      Operators                      Challengers




     Mobile                 Brands and businesses rewarding customers via mobile devices
     Rewards
                                       Points                          Offers                       Experiences




     Mobile                 Brands, businesses and TPPs assisting mobile customers
     Engagement
     (including shopping)           Information                 Recommendations                     Assistance




26               Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Challenges in M1Payments




27   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Rewards,
              Reinforcement
                   and
             Behavior Change

28   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Behavior Change Concepts




29   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Behavior Change Concepts

                               Behavioral Economics



                                         Gamification



     Design – User Experience – Neuroscience – Innovation



                 Ecology – Social – Experimentation


30         Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Conclusion



31   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Related Reports
     Building Customer Loyalty with Mobile†

     SoLoMo Analytics and the Transformation of Shopping†

     Tuning into Consumers’ Digital Signals

     Insights into Connected Consumers†

     Local Search

     Enterprise Mobile Solutions: Pt. 1 and 2

     The Promise of Hyperlocal:

     Tuning into Consumers’ Digital Signals

     How SoLoMo is Empowering Consumers, Transforming
     Shopping, and Disrupting Advertising and Retailing

     Location – the Epicenter of Mobile Innovation                                             †
                                                                                               Forthcoming



32   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Thank you!
          Dr. Phil Hendrix
          Director, immr and GigaOm Pro
          www.immr.org
          @phil_hendrix
          phil.hendrix@immr.org

33   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Bio
                             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 new1to1
                             customers and new1to1market. 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.
                             As an analyst, Phil focuses on mobile innovation and the implications for companies across
     Dr. Phil Hendrix        industries. He is a regular contributor at leading industry conferences, including GigaOm’s
     Director, immr          Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and
     www.immr.org            others. His current work focuses on mobile and its impact on consumer behavior, especially
     +1 (770) 61211488       shopping, M1commerce and mobile payment.
     phil.hendrix@immr.org   As a consultant and advisor, Phil has led significant engagements with startups and Fortune
     @phil_hendrix           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.


34                 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

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Customer Loyalty and Mobile Peer Strategies Dr. Phil Hendrix, immr - 20130204

  • 1. Customer Loyalty, SM Mobile and PEER Strategies – Presented at the World Summit Awards in Abu Dhabi February 4, 2013 Dr. Phil Hendrix Director, immr and Gigaom Pro analyst www.immr.org 1 (770) 61211488 phil.hendrix@immr.org 1 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 2. Loyalty and its Connections Sponsors 2 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 3. Status Quo 3 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 4. In the Ideal World5 Businesses and consumers “in sync” 4 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 5. In the Real World5 5 gaps, disconnects and conflicts 5 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 6. Conflicting Focus, Priorities, Metrics 6 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 7. Symptoms of Disconnects Showrooming Uncertainty Churn Rate Risks Returns Time Costs Marketing $ Failure Rate Indifference Regret 7 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 8. Third1party Apps Filling the Breach5 Risk Businesses Disintermediated 8 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 9. Customer Loyalty – the Holy Grail 9 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 10. The Mobile Opportunity “[How long] could your business survive without marketing?” Doug Stephens, @RetailProphet “Soon [your mobile device] will be a remote control for your life5” Peter Fenton, Benchmark Capital, 12/2012 10 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 11. Loyalty Model (Simplified) 11 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 12. Frictions, Shoulds and Wants Minimizing Enabling Maximizing Friction Shoulds Wants Avoid, minimize, “Good for You” Recognition or eliminate (Resolutions) Entertainment Acceptance Education Savings Food Social Fitness Fun Green Cost Annoyances Time Bad outcomes Uncertainty “Satisfice” “Maximize” Savings Risk Others 12 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 13. PEER Strategies to Boost Customer Loyalty 13 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 14. SM Engaging Consumers with PEER Learn† & Adapt Surprise/ Delight Remove Frictions Reinforce † Securely, with full transparency 14 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 15. Closing the Gap with PEER Strategies 15 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 16. Metaphors Guide PEER Strategies 16 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 17. SoLoMo, Digital Signals and Personalization 17 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 18. Consumer Expectations – Know5 Who I What am… Where I I Like am What I What’s respond to Nearby What I’ve What’s bought going On Where Where I’ve been What I’m going I need Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing 18 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 19. Confluence of SoLoMo 19 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 20. Digital Signals Digital Channels Digital Signals • Websites • Search Internet • Microsites • Ads Traces produced Social • Publish • Discuss as consumers • Share • Review interact with Digital • Apps • 2D codes Mobile • Location • NFC Channels Interactive • Social TV • OOH Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals 20 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 21. Significance of Digital Signals Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr 21 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 22. Trends in SoLoMo, Digital Signals #1. Hyper1local Audiences #2. Micro1location #3. Micro Networks #4. Mashups #5. Filters #6. Curation #7. Persistent Location #8. Ambient Analytics #9. PEER #10. Yield Management 22 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 23. Connecting PEER and M1Commerce 23 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 24. M1Commerce Overview Mobile Marketing Search Advertising Coupons Mobile Mobile Rewards Payment Points Offers Experiences FIs†/Issuers Operators TPPs† Mobile Engagement Information Assistance Recommendations † FIs: Financial Institutions PP: Third1party Providers 24 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 25. Information Flows in M1Commerce Mobile Marketing Mobile Mobile Engagement Payment Mobile Rewards 25 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 26. Disruption, Innovation in M1Commerce Mobile Influencing prospective buyers with communications, incentives Marketing Search Advertising Offers Mobile Enabling payment for goods and services via mobile devices Payment FIs/Issuers Operators Challengers Mobile Brands and businesses rewarding customers via mobile devices Rewards Points Offers Experiences Mobile Brands, businesses and TPPs assisting mobile customers Engagement (including shopping) Information Recommendations Assistance 26 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 27. Challenges in M1Payments 27 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 28. Rewards, Reinforcement and Behavior Change 28 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 29. Behavior Change Concepts 29 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 30. Behavior Change Concepts Behavioral Economics Gamification Design – User Experience – Neuroscience – Innovation Ecology – Social – Experimentation 30 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 31. Conclusion 31 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 32. Related Reports Building Customer Loyalty with Mobile† SoLoMo Analytics and the Transformation of Shopping† Tuning into Consumers’ Digital Signals Insights into Connected Consumers† Local Search Enterprise Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation † Forthcoming 32 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 33. Thank you! Dr. Phil Hendrix Director, immr and GigaOm Pro www.immr.org @phil_hendrix phil.hendrix@immr.org 33 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  • 34. Bio 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 new1to1 customers and new1to1market. 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. As an analyst, Phil focuses on mobile innovation and the implications for companies across Dr. Phil Hendrix industries. He is a regular contributor at leading industry conferences, including GigaOm’s Director, immr Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and www.immr.org others. His current work focuses on mobile and its impact on consumer behavior, especially +1 (770) 61211488 shopping, M1commerce and mobile payment. phil.hendrix@immr.org As a consultant and advisor, Phil has led significant engagements with startups and Fortune @phil_hendrix 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. 34 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix