The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment
Ted Schadler, Josh Bernoff, Julie Ask
Format: PDF / Kindle (mobi) / ePub
Mobile has reprogrammed your customers' brains.
Your customers now turn to their smartphones for everything. What's tomorrow's weather? Is the flight on time? Where's the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift -- the expectation that I can get what I want, anytime, in my immediate context.
Your new battleground for customers is this mobile moment -- the instant in which your customer is seeking an answer. If you're there for them, they'll love you; if you're not, you'll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?
Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. You'll learn how to:
- Find your customer's most powerful mobile moments with a mobile moment audit.
- Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze.
- Manufacture mobile moments as Krispy Kreme does -- it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales.
- Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty.
- Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. It s how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities.
Mobile is rapidly shifting your customers into a new way of thinking. You'll need your own mobile mind shift to respond.
to Assess the Impact on Platforms, Process, and People Since you will likely spend 80% of your money and effort engineering your platforms, processes, and people for mobile moments, you need to prepare. For each core system, make a list of the things you need to worry about, then assess whether that thing is available to you and if it is ready for engagement. Are your technology platforms ready to support mobile engagement? Bring technical experts into the mobile moment audit to identify the
billion it generates in ancillary revenue (products and services beyond the regular airfare) through mobile phones. In China, the retailer Carrefour sends out five to seven push notifications per store visit based on its estimates of a customer’s location and intent to buy; 15% of the time, customers click through. If you’re targeting loyalty moments, make sure you build in business metrics so you can see exactly how your app is benefiting your business. Who Else Succeeds in Loyalty Moments?
officer at the Cleveland Clinic, is using mobile apps and connected products in the Clinic’s practice. Whether it’s 90-year old patients logging their own medical history on an iPad or a connected scale that warns clinicians of a patient’s unexpected and potentially dangerous weight gain, Dave and his team have seen how connected devices make a dramatic difference in health outcomes. How did we start with a simple scale and end up with a whole system enabling improved health outcomes? It’s all
startups and identified six options for making money directly in a mobile moment (see Table 8-1). Entertainment exploits one of the most innovative new business models in the mobile mind shift: in-app purchases. This model exploits the impatience and enthusiasm of gamers in their mobile moments. Table 8-1: How to Make Money through Mobile Moments Description Examples Advertising Place ads or roll videos in a mobile app or site. Opportunities improve with enhanced location and personal context
view from what’s already happening to what will happen next. Mobile Moments Will Fill Your Day As Everything Connects As we write this, in 2014, 21% of online American adults are Shifted, reliant on their mobile devices to get most things done. That could easily be 50% or more by 2020. Younger consumers raised on touchscreens and voice control will find mouse-and-keyboard interactions clunky and slow. Toddlers already tap on TVs, tablets, and tabletops expecting to make the images dance. And