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Quest for a mobile killer application

Quest for a mobile killer application. Michel Bayings Sr. Management Consultant Unit: Business Innovations Logica Management Consulting September, 2008. Agenda. 1. Introduction. 2. Innovation. 3. Mobile Lifestyle. 4. Trends in mobile services. 5. C1000 Supermarket mobile payments.

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Quest for a mobile killer application

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  1. Quest for a mobile killer application Michel Bayings Sr. Management Consultant Unit: Business Innovations Logica Management Consulting September, 2008

  2. Agenda 1 Introduction 2 Innovation 3 Mobile Lifestyle 4 Trends in mobile services 5 C1000 Supermarket mobile payments 6 Airline mobile travel assistant 7 What’s next & conclusions

  3. Introduction Andy Green (CEO): “an innovative company” A leading European IT and business services company with a strong international network Solutions and services span consultancy, design, systems integration and value-based applications and business process outsourcing Around 39,000 employees Operating in 36 countries Around £3 billion in revenues A worldwide client base of blue-chip organisations More than 40 years experience in IT services

  4. INNOVATION = TECHNOLOGY + CREATIVITY + ORGANIZATION

  5. FunctionalSearch, orientCoordinate activitiesSwitch off Late learners SocialInteractionFriendshipsSingle taskingYoung learners Self-expression (<30)LifestylePersonalityAlways connected, multi tasking“Online Oxygen” Morse Research Mobile lifestyle

  6. Mobile lifestyle: Current situation width 27cm, height 23cm Title of Presentation

  7. credit cards • online debit cards • loyalty cards • public transport cards • access control • privium card • Based on a unique combination of a user interface, over-the-air communication and short-range communication (with NFC) Your mobile device will hold: New situation: Your new Swiss Army knife Your mobile device becomes the remote control for your life Your mobile device is holding: • agenda • contacts • navigation • music • clips • phone And Asia is leading the way

  8. Trends in mobile (financial) services • Mobile payments 1.0 (Europe, 2000 – 2005): • Many early MP initiatives failed • Mainly Premium SMS • Consumer acceptance in niche markets • Europe far behind Asia • Mobile Payments 2.0 (Europe, 2006 – onwards) • Consumers adopt mobile lifestyle • New value-added services drive demand MP • Universal reader infrastructure Focus on creation of value added services will accelerate MFS

  9. C1000 supermarket mobile payments pilot INNOVATION = TECHNOLOGY + CREATIVITY + ORGANIZATION • Organisation: • Get stakeholders together • From theory to practice • Technology: • Stay close to existing systems • Smart system integration • Creativity: • Keep payment close to existing routines • Not one killer app – create a chain of value added services

  10. Key findings of the C1000 pilot • 100 users, 6 months: 100% satisfied • Main findings: • 53% got help for first time usage • 78% gave useful comments • MP preferred over card • “I thought I was too old for this (68 years old lady)” • More info on screen desired • Loyalty should be added first • “56% wants to use MP for fast check out (without a test)” • However: • PIN online debitnot SEPA compliant • Ecosystem stakeholders not yet clear

  11. Some new assumptions • Generation Einstein aspirational target audience: • Online Oxygen attitude • Brand fanatics instead of loyalty • Prosumers and trysumers • Valuable ID and personal profile • Service minded, fit to context MP is an enabler. Focus on creation of real value added services

  12. Services in a travel context – Proof of Concept • Airline Travel Assist demo scenario: • Showcase process of mobile service creation • Inspire marketing managers • Illustrate a range of potential contextual services (in this case for travelers and employees) Actually build applications to proof the power of the concept

  13. Airline Mobile Travel Assist – Proof of Concept • Summary of concept services: • Internet check-in, NFC boarding pass • Loyalty card services • Smartposter advertising • Change seat service • Flight (change) information • Temporary access to airline lounge • Purser latest passenger information

  14. Value Added Services? Many consumer contexts, many examples…

  15. What’s next? Many pieces to a big puzzle… • More inspiration for business • Marketing workshops • Extend demos and PoC’s • More pilots, e.g. • ServiceCorner ATM • Interactive TV • Dynamic parking pilot • Create a balanced ecosystem • Through MobeyForum • Trial (and error)

  16. Conclusions A growing target audience for mobile services • Generation Einstein Marketeers will learn to love (NFC) mobile services • Connect physical and virtual worlds • New opportunities for services For which mobile (proximity) payments are an enabler • Enabling a mobile (r)evolution? • Quest for mobile killer applications: • participation of retail and client facing brands • a set of services based on consumer context

  17. Contact address: michel.bayings@logica.com Thank you

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