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The Mobile Customer of the Future Anywhere, Anytime Witold Sitek Partner

The Mobile Customer of the Future Anywhere, Anytime Witold Sitek Partner. Witold Sitek. …is a partner with Andersen Consulting ANS in Norway. He is member of the executive team for our ”Communication & High Tech” practice i Oslo. He is in charge of the focus area

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The Mobile Customer of the Future Anywhere, Anytime Witold Sitek Partner

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  1. The Mobile Customer of the Future Anywhere, Anytime Witold SitekPartner

  2. Witold Sitek... …is a partner with Andersen Consulting ANS in Norway. He is member of the executive team for our ”Communication & High Tech” practice i Oslo. He is in charge of the focus area ”Innovation and Architecture” and is a member of the”Technology Architecture Council” with primary responsibility for mobile solutions. Besides extensive experience from client projects in Norway and abroad, he has also worked 2 1/2 years at Andersen Consulting’s global Technology Parks in USA. witold.sitek@ac.com

  3. What are we going to cover? • Why do we believe in mobility? • What should companies do in order to prepare themselves? • Why should they start now? “What is now proven was once only imagined” William Blake

  4. Mobility:Focus on the core - not the hype “Everybody overestimates what you’ll accomplish in a year and nobody can comprehend what’s going to happen in five.” Paul Sagan, President and Editor of New Media at Time Inc.

  5. What will your company do differently when... …you have continuous access to your customers 24 hours a day? …you know where the customer is? …you know what the customer is looking for? …the same goes for your employees? …the same goeas for your business contacts? B2C B2E B2B

  6. Simple is beautiful • Most attractive and profitable part of the Telecom market • More mobie phones than regular phones • Covers the customer’s basic communication needs • Is a personal device • Behavioral changes • New market = +

  7. Exciting possibilities What if the same happened to data traffic? = +

  8. Technology drives the market • Payment • Voice recognition • Simplicity • Broadband • Mobile/Wireless • “Always on” • Positioning

  9. Japan is the leading Mobile Internet market • 12 of 15 millioner users* • Focus on Services and Customers, not technology • “Fair” price model • Win-Win business models • High number of core quality services • Many entertainment services • Proprietary platform *Source: IT-Avisen sep 2000

  10. Tomorrow’s demanding customers • Require accessibility and simplicity via multiple channels and devices, eg. Smartphones, web, interactive TV and physical channels. • Expect to same time and money by using the net. • Require both value and entertainment • Are loyal to only a few sites. • Expect an answer here and now • Instinctively uses the net to perform tasks • Young trendmakers

  11. “Situated Computing” • “Smart” environments • Equipment communicates wirelessly

  12. Situated computing -Transactions enerywhere Your smartphone uses your mobile wallet to pay for your ride as you enter ore exit the bus Your smartphone pays your taxi ride via creditcard by communicating with in-board equipment in the taxi

  13. Why do we believe in mobility? • What should companies do in order to prepare themselves? • Why should they start now? “Daring ideas are like chessmen moved forward. They may be beaten, but they may start a winning game.” Goethe

  14. Move your business, not your customer ”My business is where my customers are” • The company must reach and serve the customer anywhere, anytime • CRM will require service across channels • Channels must be combined correctly for maximum effectiveness • Usage and buying patterns are dependent on channel Physical world Web Interactive TV Mobile Internet TV

  15. Gravitation field in cyberspace Early participants will establish relations to customers and the best Attract new customers Targeted marketing / ower customer acquisition costs Customer insight Higher quaity of content and services More sophisticated knowledge about customers Economic effect Network effect More customers Stronger network Improved customer value and service More transactions and improved content Stronger brand Higher marins Loyalty to community Better loyalty Attract the best partners Source: Andersen Consulting Analysis

  16. Why do few people shop on the net ? Trust is a bigger issue than security Basic needs are most important to cover Build trust through customer service and cooperation with partners with good reputation Account or credit card number may be exposed The quality of the product is not as promised Provider may not be trusted Inadequate return-and complaint policies Product not delivered on time Difficult to order and pay 0 20 40 60 80 Prosent Kilde: MMI 2000

  17. Tomorrow’s top companies • Are extremely customer focused • Are always available through mulitple channels • Build loyalty through products and services that reflect understanding of customers’ needs • Build networks with other companies that have relations to customers in the same segments • Build trust - cooperate with partners with a good reputation • Deliver as promised - Have world class logistics and customer servicce • Set the rules and are excellent on timing

  18. Why do we believe in mobility? • What should companies do in order to prepare themselves? • Why should they start now? “Business is like riding a bicycle. Either you keep moving or you fall down.” John D. Wright

  19. Some things move quickly • Do not wait for 3G in 2002 • The most important technical obstacles will be overcome already in Q2 2001. • Speed • “Always on” • Two-way communication • Positioning • Security

  20. Other things take time... • …to understand the possibilities of mobility • Positioning, time sensivitivity • …to change • Processes, Products, Organisation, IT • …to establish networks • Find the right partners and alliances

  21. Mobile internetPossible evolution scenario • First came SMS, ring tones, logos • Today’s WAP is an intermediate step in a quickly evolving mobile internet technology • Standards - incompatibilities • Web déja vu • From publish to interactio to transaction • More speed, functionality, processing power and memory • Will not replace other channels • Separate channel - requires customization

  22. Higher throughput - new possibilities GSM 9.600 bps GPRS Up to: 164.000 bps (x15) UMTS Outdoors: 384.000 bps (x40) Indoors: 2.000.000 bps (x200) Throughput UMTS GPRS GSM Time 2001 2002?

  23. Summary • Why do we believe in mobility? • Uniquepossibilities for customers, employees and business partners • Customers will expect access to company inormation and services via mobile devices • What should companies do in order to prepare themselves? • Understand the potential of the mobile channel. • Plan the channel and alliance strategies • Why should they start now? • Several important technical barriers are disappearing • It takes time to change and establish networks

  24. GPRS Bluetooth 2,5G HSCSD WAP UMTS 3G Web clipping iMODE AvantGo Mobile Operator Wireless LAN

  25. witold.sitek@ac.com +47 908 47 871

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