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The Mobile Mind Shift
Engineering Your Business
to Win in the Mobile Moment
Josh Bernoff
Senior Vice President
Idea Development
#mobilemindshift
@jbernoff
The mobile mind shift
› What is the mobile mind shift?
› Understanding mobile moments
› The IDEA Cycle: Strategy to win in
mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff2
The mobile mind shift
› What is the mobile mind shift?
› Understanding mobile moments
› The IDEA Cycle: Strategy to win in
mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff3
Companies have historically had the power . . .
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff4
. . . but technology has empowered customers
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff5
The mobile mind shift
The expectation that I
can get what I want in
my immediate context
and moments of need
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff6
Deconstructing the mobile mind shift
Platforms
Processes
People
Mind
Devices
© 2014 Forrester Research, Inc. Reproduction Prohibited
Applications
Companies
#mobilemindshift
@jbernoff7
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff8
Mobile moments are pervasive
Photos by Garry Knight, Lizzie Ryckewaert, innovate360, Vernon Chan on Flickr; Waze from Apple App Store
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
@jbernoff9
Entrepreneurs & innovators attack
mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
10
@jbernoff
The mobile mind shift
› What is the mobile mind shift?
› Understanding mobile moments
› The IDEA Cycle: Strategy to win in
mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
11
@jbernoff
Plotting mobile moments
for Starbucks’ Customers
-10 minutes
Outside café
In line
- Check rewards
- Browse messages
- Get “Pick Of The week”
- Locate cafe
- Get directions
- Check balance
- Reload card
At register
- Redeem reward
- Scan to pay
+10 minutes
- See reward star fall
- Send eGift
- Add a tip
Who are we serving?
Who are we serving?
A commuter
Café customer
What is their context?
What is their context?
Looking for closest cafe
Has time while waiting to order
What is the motivation?
What is the motivation?
What is the motivation?
Needs caffeine fix
Passing the time
Save time and earning rewards
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
Who are we serving?
Café customer
What is their context?
Ready to pay
12
@jbernoff
Plotting mobile moments
for American Airlines customers
Flight
- 2 days
- Book reservation
- Change reservation
- Request upgrade
- Reserve seat
-2 hours
- Check in
- Confirm ETD
- Access lounge
- Find gate
© 2014 Forrester Research, Inc. Reproduction Prohibited
+2 hours
- Check ETA
- Order food
- Order movie
- Set up Wi-Fi
- Arrange ground
transportation
- Report lost luggage
- Confirm mileage
points
#mobilemindshift
+2 days
- Fill out customer
service survey
- Book reward travel
- Verify upcoming
reservation
13
@jbernoff
Mobile utility moment (Johnson & Johnson)
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
14
@jbernoff
Mobile selling moment (Trane)
Image Sources: Able-Air1, Trane
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
15
@jbernoff
The mobile mind shift
› What is the mobile mind shift?
› Understanding mobile moments
› The IDEA Cycle: Strategy to win
in mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
16
@jbernoff
IDEA cycle: The Business Discipline
for Mobile Moments
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
17
@jbernoff
Mobile moment assessment
High
Value to
your
customer
Extend
to
enhance
Avoid
for
now
Low
© 2014 Forrester Research, Inc. Reproduction Prohibited
Just
do it
Redesign
or
reconsider
Value to your business
#mobilemindshift
High
18
@jbernoff
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, and
analyze . . . and repeat.
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
19
@jbernoff
Thank you
Josh Bernoff
+1 617.613.5789
jbernoff@forrester.com
Twitter: @jbernoff
mobilemindshift.com
#mobilemindshift
@jbernoff