#mobilemindshift © 2014 Forrester Research, Inc. Reproduction Prohibited

Engineering Your Business

To Win In The Mobile Moment

Senior Vice President, Idea Development

June 30, 2014

Josh Bernoff

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Companies have historically had the power . . .

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. . . but technology has empowered customers

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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Deconstructing the mobile mind shift

Companies

Platforms

People

Processes

Mind Devices Applications

Mobile moment

A mobile moment is a point in

time and space when someone

pulls out a mobile device to get

what he or she wants

immediately, in context.

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Plotting mobile moments for airline customers

Flight - 2 days +2 hours

- Book reservation

- Change reservation

- Request upgrade

- Reserve seat

- Check ETA

- Order food

- Order movie

- Set up Wi-Fi

- Check in

- Confirm ETD

- Access lounge

- Find gate

- Arrange ground

transportation

- Report lost luggage

- Confirm mileage

points

- Fill out customer

service survey

- Book reward travel

- Verify upcoming

reservation

-2 hours +2 days

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The IDEA cycle: The business discipline for mobile moments

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Identify mobile moments and context

- 2 days +2 hours Flight

- Book reservation

- Change reservation

- Request upgrade

- Reserve seat

- Check ETA

- Order food

- Order movie

- Set up Wi-Fi

- Check in

- Confirm ETD

- Access lounge

- Find gate

- Arrange ground

transportation

- Report lost luggage

- Confirm mileage

points

- Fill out customer

service survey

- Book reward travel

- Verify upcoming

reservation

Who are we serving?

A traveler

What is their context?

In the air at 35,000 feet

What is the motivation?

To adjust agenda for after landing

Who are we serving?

A traveler

What is their context?

Anytime before travel

What is the motivation?

To book seat of their choice

Who are we serving?

A traveler

What is their context?

Random time, in a spare moment

What is the motivation?

Wanting to see how far they are

from the next level

-2 hours +2 days

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Design means picking the right features

Extend to

enhance

Redesign

or

reconsider

Avoid

for now

Just

do it

Benefit to

your

customer

Value to you

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Engineer your systems

› Are platforms ready to

support mobile engagement?

› Are processes aligned for

mobile engagement?

› Are people (developers)

organized in agile teams?

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Analyze results to monitor performance and optimize outcomes › Performance metrics

› Business metrics

› Insights

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Mobile intensity

Mobile Mind Shift Index US online average (18+)

Base: 8,224 US online adults (18+)

Source: US Mobile Mind Shift Online Survey, Q3 2013

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Mobile intensity score determines if it is appropriate to connect on mobile.

• Less than 25. Low mobile intensity. Only a minority of customers

are ready.

• Between 25 and 35. Moderate mobile intensity. Move forward or not

based on mobile expectation score.

• Greater than 35. High mobile intensity. Check mobile expectation

score, then move forward quickly.

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Some things to take away

› The mobile mind shift will transform business.

› The new competitive battleground is the mobile

moment.

› Remember the IDEA cycle: identify, design,

engineer, analyze.

› Use the Mobile Mind Shift Index to analyze your

customers’ expectations.

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› Watch the three-part Mobile Mind Shift Webinar

Series, and download the presentation slides

› Download a complimentary report, "Four Steps

To Win In The Mobile Moment"

› Download the first two chapters of Forrester's

book The Mobile Mind Shift

Next Steps