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Guiding Your Enterprise to Mobile Success Steve French, Global VP, Product Management August 19, 2014
Agenda
• About OpenMarket • Technology Trends Fueling Mobile • The Significance of Mobile Engagement • Guidance: Mobile Strategy & Reality • Case Study • Summary • Q&A
Proprietary & Confidential to OpenMarket 2
About OpenMarket
Proprietary & Confidential to OpenMarket 3
About OpenMarket
4
Supporting 4 of the Top 10 most respected global
brands1
40% of mobile messaging
vendors rely on OpenMarket2
Over 1 billion mobile messaging interactions each
month
Offices in Seattle, Detroit, London,
Sydney & Pune, India
A division of Amdocs (NASDAQ: DOX)
Smart, interactive connectivity to over
200 countries
1 Harris Interactive 2013
2 Forrester Mobile Messaging Vendor Overview Report 2013
For more than 15 years, OpenMarket has been a leading provider of mobile solutions for enterprises to engage with their customers and employees
Proprietary & Confidential to OpenMarket
Technology Trends Fueling Mobile
5 Proprietary & Confidential to OpenMarket
Proprietary & Confidential to OpenMarket 6
Technology Trends
MOBILE DEVICES ENTERPRISE CONSUMERIZATION
With more than a billion smartphones in use, mobile is driving a second Internet revolution that may prove more profound than the first one.
84% of CIOs are focusing on mobility solutions to support better customer
engagement Personal cloud, mobile, social, BYOD,
etc.
CLOUD
67% of CIOs are actively looking into how cloud technologies can better serve
their customers
Proprietary & Confidential to OpenMarket 7
The Mobile Explosion
of businesses are prioritizing mobile as a way to be more responsive
to customers
BUSINESSES NEED TO REACH THEM
84% 3+ Billion
A CONNECTED WORLD
mobile subscribers and 6B devices globally
TEXT MESSAGING
SMS is the most frequently used aspect of the mobile phone. 90% of SMS
messages are opened within 3 minutes
#1
90%
of the US population has at least one mobile phone
CONSUMERS ARE MOBILE TODAY
MOBILE APPS
61% of mobile phones are smartphones and users spend on average over 2 hours
a day on mobile apps
61%
INVESTING IN MOBILE
90%
of companies are looking to sustain or increase investments in mobile
over the next year
Mobile Engagement
8 Proprietary & Confidential to OpenMarket
The Significance of Mobile Engagement
Use the mobile channel to transform your business by engaging with your customers and employees to enhance relationships, optimize business operations and create a competitive advantage
Proprietary & Confidential to OpenMarket 9
Customer Engagement
Feedback & Surveys
Emergency Alerts
Employee Engagement
Wellness Updates
Corp. Communications
Appointment Management
Offers & Promotions
Shipping Notifications
Service Scheduling & Alerts
Mobile Apps
Proprietary & Confidential to OpenMarket 10
Request a Car Flight Check-in Rewards Program Mobile Banking
Mobile Messaging
Proprietary & Confidential to OpenMarket 11
Customer Survey Order Alert Promotional Travel Update
Apps vs Messaging
Proprietary & Confidential to OpenMarket 12
Mobile Apps Mobile Messaging
Device Support
User Acquisition & Adoption
Customer Type
Frequency of Use
Features/Capabilities
Regulated Information
Time to Market
Smartphones & Tablets
Discovery, download, learn
High value/power users
Generally low
Access to device capabilities (e.g. camera, phone, GPS)
Potentially
3 to 6+ months
All mobile phones
Native support, #1 most frequently used feature
All mobile phone users
High
SMS, MMS, clickable URLs, click-to-call
Depends on use case
1 to 8 weeks
Guidance
13 Proprietary & Confidential to OpenMarket
Develop Your Mobile Strategy
IDENTIFY BUSINESS OBJECTIVES
Proprietary & Confidential to OpenMarket 14
EVALUATE MOBILE CHANNELS
FIND YOUR MOBILE MOMENTS
SOLUTIONS, APIs OR IN-HOUSE DEVELOPMENT
VENDOR SELECTION POINT SOLUTIONS, PLATFORM, EXPERIENCE, STABILITY
15 Proprietary & Confidential to OpenMarket
Reality
What’s Really Happening Potential Issues
LOB managers independently implementing solutions (rogue IT purchasing)
Single use case focus
Building in-house “not made here”
Mobile application bias
• Vendor management • Data fragmentation • Less visibility/oversight for IT
• Potential inability to support new use cases or customization
• Limited extensibility to scale across organization
• Distraction from core business • Increased cost/time to develop new non-core
technologies • Huge burden on already over taxed IT
• Limited reach – smart phones only • Discovery, download, & learning challenges • High support requirements (multiple OS support) • Incongruent with end user needs/wants
Mobile Engagement Case Study
16 Proprietary & Confidential to OpenMarket
Company Profile & Initial Needs
Company Profile • Global Retailer of mobile phones, computers and
tablets
Objectives • Improve customer experience • Lower support costs
Mobile Opportunity • Improve customer touch point w/ technical
support to more effectively diagnose mobile phones issues
Proprietary & Confidential to OpenMarket 17
Channel, Solution & Benefits
Channel Requirements • Global reach • Customer familiarity
Solution: Text Initiated Diagnostics • Via SMS, technical support advisors could send
customers a link that when accessed would perform diagnostics on the customer’s mobile phone
Benefits • Improved customer experience • Streamlined communications via channel customers
are familiar with • Quicker resolution of mobile phone issues • Reduction in customer support calls
18 Proprietary & Confidential to OpenMarket
Additional Use Cases Deployed
Operations & Logistics • Order/Shipment updates sent via SMS
IT & Security • Multiple SMS-based 2 Factor Authentication
services to enhance security and prevent fraud
Customer Service • SMS confirmation of new service and product
protection plans • SMS reminders and confirmation for in-store
appointments
Proprietary & Confidential to OpenMarket 19
Summary
20 Proprietary & Confidential to OpenMarket
Summary
• The technology environment for businesses is rapidly changing and fueling the growth of mobile engagement
• Mobile engagement has the power to transform your business
• IT, more than ever, needs to partner with other business leaders to drive the mobile strategy across the entire organization
Proprietary & Confidential to OpenMarket 21
Q&A
Proprietary & Confidential to OpenMarket 22
Steve French, Global VP of Product Management [email protected]
Text CIO to 10991 to receive a free copy of our white paper on Mobile Engagement.