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The Ecosystem is
24.09.2016
than you
bigger !
“Mobile is eating the world”
BENEDICT EVANS
2
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6.4BN connected devices in 2016, up 30% YOY
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3
GARTNER
24.09.2016
By 2018 Connected Devices & IoT will out number Mobile
24.09.2016
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4
ERICSSON MOBILE
By 2025 Connected Devices and IoT’s total economic impact will be
$11 Trillion
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5
MCKINSEY
24.09.2016
3.4Average number of devices
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Product Service
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Product Service
TOUCH POINT
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Product Service
TOUCH POINT
Experience
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Product Service
TOUCH POINT
Experience
Brand
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Product Service
TOUCH POINT
Experience
Brand
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Product Service
TOUCH POINT
Experience
Brand
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COMPLEXITY
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OPPORTUNITY
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COMPLEXITY
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OPPORTUNITY
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GRAPHIC USER INTERFACECOMMAND
LINE
NATURAL
TOUCH
BLENDED / IMMERSIVE
UBIQUITOUS / ZERO UI
EASE OF USE & ACCESS
TIME & INTELLIGENCE
19
What is IA in the connected world?
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1THE CHALLENGES
20
How do we detail out an experience?
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2THE CHALLENGES
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How do we ensure success?
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3THE CHALLENGES
2224.09.2016
We don’t have all the answers
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§
Help us secure a $1bn loan
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Customer
Business
Tech
Experience Map
Decision Framework
Roadmap
Concepts / Prototypes Briefs
I N F O R M T E C H N I C A L C O N S I D E R A T I O N S O F M I N I - B R I E F S
I D E N T I F Y C U S T O M E R E X P E R I E N C E L E A D O P P O R T U N I T I E S P R I O R I T I Z E D
O P P O R T U N I T I E S
H I G H P R I O R I T Y O P P O R T U N I T I E SF O R E X P L O R A T I O N
I D E N T I F Y F E A T U R E S & F U N C T I O N A L I T Y F O R
P R O J E C T D E V E L O P M E N T
I N S I G H T S , C H A L L E N G E S & O P P O R T U N I T I E S F R O M
R E S E A R C H
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OIA
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6 TH
E E
CO
SYST
EM
IS B
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ER
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AN
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T R A N S P O R TMODES OF TRANSPORT
TAKEN TO AD OR NYC
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RSITS
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P E R S O N A L I Z E TO
C U S TO M E R
T R AV E L S TO
AT T R AC T S C U S TO M E R SC R E AT E S PR O F I L E
27
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OIA
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6 TH
E E
CO
SYST
EM
IS B
IGG
ER
TH
AN
YO
U
T R A N S P O R TMODES OF TRANSPORT
TAKEN TO AD OR NYC
C U S T O M E R SCORE TARGET
CUSTOMER ARCHETYPES
FAMI L
I ES
TO
U
RSITS
TE
EN
S
FA
SH
IO
NI S
TA S
C A R TA
XI L
IMO
SIN
E TRAIN
BU
S
FE
RR
Y
AI R
P L A N E
E N A B L I N G T E C H
TECHNOLOGIES THAT ENABLE CUSTOMER INTERACTIONS
AT TOUCHPOINTS
P E R S O N A L D
EV
I CE
S S
OC
IAL
COMMUNICATIONS
I
NT
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NA
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M NOTIFICATIONS SMSE MAIL CATALOG ESP
K
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T O U C H P O I N T S
DIGITAL CHANNELS WHERECUSTOMERS CAN INTERACT
WITH THE BRAND
DATA T R A NSF
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ON
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P L A C E SKey retai l & entertainment
attractionsthat del iver the value proposit ion
S H OP
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property that del iver the service experience
AS
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P L AT F O R M OMNI-CHANNEL SERVICES
POWER SERVICES & EXPERIENCES
DATADATA CAPTURED ABOUT
CUSTOMERS & THE PROPERTY
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LO
CA
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CO
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NT MANAGEMENT PARKIN
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PA I GN P
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I N T E R A C T W I T H T O U C H P O I N T
E N H A N C E DE X P E R I E N C E S
CA
PT
UR
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AR
E D
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PE
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AT T R AC T S C U S TO M E R SC R E AT E S PR O F I L E
A M E R I C A N D R E A M F U T U R E S TAT E E C O S Y S T E M
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SCORECARDXMO BRIEFS
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201
6 TH
E E
CO
SYST
EM
IS B
IGG
ER
TH
AN
YO
U
XMOEXPERIENCE MANAGEMENT OFFICE
OUR ROLE
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3224.09.2016
Your name: Date:
Wifi
• Do they have wifi?
• Is it free?
• How is it messaged?
Mobile website
• Do they have a mobile site?
• How is the mobile site messaged?
• Does it know I am in the mall?
• Does it know my exact location in the mall?
• Able to sync from web to mobile?
• Is the website multilingual?
App
• How is the app messaged?
• Does it know I am in the mall?
• Does it know my exact location in the mall?
• What features did you use during your visit?
Beacons
• Do they have beacons?
• Where are they located?
• Describe any Bluetooth/Wifi enabled messaging (non-app)?
NFC
• Any capabilities using NFC?
Wayfinding
• How intuitive is it?
• Do they have digital signage?
• Any connection to app or mobile web?
Ticketing
• Is there one connected system for ticketing or is every
venue ticketed separately?
Loyalty program
• Do they have a loyalty program?
Social integration
• Is social integrated into communications?
Personalization
• Any personalization features?
Location:
PRE!VISIT
SERVICE AUDIT ! TEAM 1! MOBILE EXPERIENCE FOCUSED
VISIT
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Website
• Can you pre-plan on the site?
• Are there Concierge services to plan ?
• Concierge services listed:
App
• Is there an app?
• Can you pre-plan on the app?
Services
• Did you sign up for any services?
Notes:
Yes No
Yes No
Yes No
Yes No
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E
UR
OIA
201
6 TH
E E
CO
SYST
EM
IS B
IGG
ER
TH
AN
YO
U
Responsible for defining the customer experience, identifying propositions & developing a future-
proof experience and technology roadmap
Acting as leaders & custodians; preserving the overall vision, delivering projects and selecting expert 3rd party product & service specialists.
“34
24.09.2016
GET ME THERE BUSINESS INSIGHT SHOP AROUND SERVE ME RIGHT BUY IT. SHIP IT LIVE SHOW
FOR THE 1% REALTIME JUST FOR ME FEED THE FAMILY REMIND RELIVE VIP ME
+3035
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CONNECT MY FRIENDS GET ME THERE FIND ANYTHING BUY ANYWHERE HELP ME NOW PRE-PLANNING
INSPIRE INSPIRE ANYTHING BUY ANYWAY SAVE ME NOW MANAGE MY DAY PERSONALIZED DAY
35
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SEARCH FIND BUY
Get Me There
Find Anything
Buy Anywhere
Help Me Now
THE MOST SEARCHABLE
PROPERTY
YEAR 1
CONNECT & INSPIRE
Pre-planning
Inspire Anything
Buy Anyway
Help Me Now
THE MOST INSPIRATIONAL
PROPERTY
YEAR 2
JUST FOR ME
Manage My Day
Personal Touch
Recommend Now
Special Moments
THE MOST PERSONAL
PROPERTY
YEAR 3
CUSTOMER PROPOSITION
ECOSYSTEM FOCUS
DATA INTELLIGENCE INSTRUMENT > LEARN > ADAPT
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PROPOSITION NAME - Customer benefit - Insight
KEY TOUCHPOINTS
BUSINESS SUMMARY & KEY CAPABILITIES
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HERO VISUAL
BENEFIT LED SCENARIO
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KEY FEATURES
ECOSYSTEM TOUCHPOINTS INVOLVED
ENABLING PLATFORMS
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Partners must not limit our ability to deliver the best
customer experience across all of the ecosystem
OUR GUIDING PRINCIPLE
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OUR APPROACH
DEFINE THE
SEARCHARTICULATE THE
PROBLEMSET THE
GOALSCREATE THE
VALUERESEARCH THE
CANDIDATE
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1TOUCH POINTS
2APPLICATIONS
3PLATFORMS
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What makes a good application partner? touch point
platform
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ESTABLISHED COMPANY
LOCAL PRESENCE
FULL SERVICE CAPABILITY
COMPREHENSIVE SUPPORT CONTRACT
LOW PROFILE BRANDING
SHAREABLE ROADMAP
applicationtouch point
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ONE SIZE DOES NOT FIT ALL
OPEN IS GOOD
EQUAL COVERAGE ACROSS PLATFORMS
DEMONSTRATED EXPERTISE IN INTEGRATION
RECOGNISED THOUGHT LEADER
YOU OWN THE APPLICATION CODE
applicationtouch point platform
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CURRENT RELEASE IS NOT 1.0
COMPREHENSIVE DOCUMENTATION
COMPREHENSIVE API
SDKS (SOFTWARE DEVELOPMENT KIT)
PROFESSIONAL SERVICES TEAM
YOU OWN YOUR OWN DATA
applicationtouch point platform
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CRITERIA WEIGHT FAILS MEETS EXCEEDS LEADS TOTAL
ESTABLISHED 10% 0 50 75 100 10
LOCAL PRESENCE 20% 0 50 75 100 0
FULL SERVICE CAPABILITY 25% 0 50 75 100 12.5
COMPREHENSIVE SUPPORT CONTRACT 20% 0 50 75 100 15
LOW PROFILE BRANDING 15% 0 50 75 100 11.25
SHAREABLE ROADMAP 10% 0 50 75 100 0
TOTAL PARTNER SCORE 52.5
4724.09.2016
CLOSING THOUGHTS
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Partner with
Experts
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THE
EC
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Expand yourHorizons
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You still
Got It!51
24.09.2016
Kieron Leppard Creative Director
[email protected] twitter @kieronleppard
Daniel Braithwaite Experience Design Manager
[email protected] twitter @danbraithwaite
Thank you
5224.09.2016
EU
RO
IA 2
016
THE
EC
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STE
M IS
BIG
GE
R T
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N Y
OU