In a world where smartphones have become ubiquitous and mobile is quickly becoming people's only access point to the digital world, it is imperative companies and brands switch their thinking to how they can reach consumers via mobile with the right message or experience, at the right time and the right place. We present a framework on how to do that.

1. FROM MOBILE FIRST
TO MOBILE ONLY
AND THEN…

2. ‫סו‬|‫תאילנד‬

3. NO TAIL
‫הישר‬ ‫קפיצה‬
‫לאינטרנט‬
‫דור‬2.0
LEAPFROGGING
‫חדירת‬
‫המובייל‬
‫מעל‬ ‫הרבה‬
100%
‫היא‬ ‫מובייל‬
‫המובילה‬ ‫הפלטפורמה‬
(‫דסקטופ‬ ‫לא‬)
‫עסקיים‬ ‫מודלים‬
‫אלקטרוני‬ ‫סחר‬ ‫מבוססי‬
‫פרסום‬ ‫ולא‬
‫תאילנד‬|‫מדינת‬Mobile Only

4. ‫במובייל‬ ‫ומתנהלת‬ ‫שקונה‬ ‫בחברה‬ ‫מדובר‬

5. Cash On
Delivery
65%
Credit
Card
35%
‫מובייל‬ ‫תואמת‬ ‫חשיבה‬ ‫מאמצת‬

6. ‫הצעירים‬ ‫בקרב‬ ‫בעיקר‬ ‫בולטת‬ ‫זו‬ ‫גישה‬
THERE
IS NO:

7. “
We are no longer in a mobile first world,
we are in a mobile only world.”
Larry Page | Co-founder Google

8. ‫התפוצץ‬ ‫המובייל‬!

9. Last year’s mobile data traffic was nearly 30 times the size of the
entire global Internet in 2000. One exabyte of traffic traversed the
global Internet in 2000, and in 2014 mobile networks carried nearly 30
exabytes of traffic.
“ Cisco global Mobile Data Traffic
Forecast Update 2014–2019
10006 exabyte>petabyte>terabyte>gigabyte>megabyte

10. 2010
4.4H
‫ביום‬
2015
4.3H
‫ביום‬
2010
0.4H
‫ביום‬
2015
2.8H
‫ביום‬
‫שהיה‬ ‫זמן‬
(‫דור‬‫ה‬-Y-3.25‫ביום‬ ‫שעות‬)
‫מקןר‬:GWI&Mary Meeker Internet Report 2015
http://www.pymnts.com/in-depth/2015/global-m-commerce-set-to-leave-e-commerce-in-the-dust/#.Ve_fW_mqqko
‫חברתיות‬ ‫רשתות‬
(‫ה‬ ‫דור‬-Y6.55vs5.54
‫חשבונות‬)
E-commerce
+13%
CAGR
‫סחר‬‫מקוון‬
M-commerce
+42%
CAGR
2012
38%
2015
44%
2012
63%
2015
59%

11. 30%
‫ממשתמשי‬‫פייסבוק‬
‫הם‬Mobile Only
50%
‫מהקונים‬‫באינטרנט‬
‫הם‬Mobile Only
788M
‫גולשי‬‫אינטרנט‬
‫הם‬Mobile Only
‫לעומת‬14M‫ב‬-2010
1‫מתוך‬5
‫ה‬ ‫דור‬ ‫בני‬-Y
‫הם‬Mobile Only
‫מקור‬:Statista
http://www.ibnlive.com/news/tech/smartphone-ownership-about-to-overtake-the-pc-globally-1103533.html
http://marketingland.com/mobile-shoppers-nearing-50-percent-top-retailers-120996?utm_source=twitterfeed&utm_medium=twitter
http://www.ibtimes.com/1-5-millennials-access-internet-exclusively-through-mobile-devices-1880194
http://marketingland.com/mobile-only-users-surpassed-pc-only-users-in-march-comscore-126952
3 Ecommerce Trends You Need to Know for a Profitable 2015
USA
‫משתמשי‬
‫ה‬-Mobile Only
‫על‬ ‫עלו‬‫ה‬-PC Only
‫בעולם‬...

12. 22%
‫לעומת‬17.4‫שעות‬
‫בעולם‬ ‫ביום‬
90%
‫סמארטפון‬‫אחד‬
‫לפחות‬-84%‫בעולם‬
10M
‫של‬ ‫אוכלוסייה‬ ‫על‬
‫איש‬ ‫מיליון‬ ‫שמונה‬
11y
‫סמארטפון‬‫הראשון‬
...‫בישראל‬ ‫וגם‬
‫מקור‬:Globes 2015
GSMA Intelligence 2015 + Bezeq Israeli Smartphone & Online Consumer Habits Dec. 2014 Survey
70% 90%78%
‫סמארטפון‬|‫לפטופ‬|‫נייח‬ ‫מחשב‬
: http://my1.bezeq.co.il/DIGITAL_LIFE.PDF
http://www.calcalist.co.il/Ext/Comp/ArticleLayout/CdaArticlePrintPreview/1,2506,L-3648482,00.html
E-com
+17%
2014-2015
M-com
+39%
2014-2015
37%‫קונים‬‫במובייל‬

13. ‫קורה‬ ‫זה‬ ‫למה‬?

14. ‫עלינו‬ ‫משפיע‬ ‫זה‬ ‫איך‬ ‫אז‬?

15. ‫מקור‬:3 Ecommerce Trends You Need to Know for a Profitable 2015
‫הפך‬ ‫השיווק‬ ‫עולם‬‫לבאמת‬-Always On

16. ‫השינוי‬ ‫את‬ ‫הפנימו‬ ‫כבר‬ ‫אחדות‬ ‫חברות‬

17. 77%
‫אתר‬ ‫יש‬ ‫מהחברות‬
‫מובייל‬ ‫מותאם‬
60%
‫טוענות‬ ‫מהחברות‬
‫אפליקציות‬ ‫כי‬
‫מיותרות‬
46%
‫טוענות‬ ‫מהחברות‬
‫ב‬ ‫משתמשות‬ ‫שהן‬-
Responsive Design
‫מקור‬:117883-survey-burner-back-apps-modest-spending-mobile-priority-marketingland.com/retailershttp://
https://www.barclayscorporate.com/content/dam/corppublic/corporate/Documents/research/Future-of-m-commerce.pdf
‫מבינות‬ ‫הרוב‬‫זה‬ ‫את‬‫בתיאוריה‬ ‫רק‬

18. ‫לחלוטין‬ ‫גישה‬ ‫שינוי‬ ‫מצריך‬
Mobile - increasingly the entry point to a
business - is the place to begin
“ HBR Review
MICRO-MOMENTS AND THE SHOPPER JOURNEY

19. ‫העקרון‬:IDEA
Identify
‫הרגעים‬ ‫של‬ ‫זיהוי‬
‫הצרכן‬ ‫בהם‬
‫במובייל‬ ‫משתמש‬
Mobile Moments
1
Design
‫של‬ ‫ועיצוב‬ ‫יצירה‬
‫האינטראקציה‬
‫הדיגיטאלית‬
2
Analyze
‫אחרי‬ ‫ומעקב‬ ‫ניטור‬
‫שקיים‬ ‫הדאטה‬/‫נוצר‬
‫האינטראקציה‬ ‫לטיוב‬
‫הדיגיטאלית‬
3

20. Discover
Explore
Buy
Use
Engage
Mobile Moment
Need: I want to
know do/go/buy
Int/Ext.
Marketing:
Manufactured Moments
Opportunity for engagement
Marketing:
Borrowed Moments: drive
discovery through social media
Sales:
Influenced Sale Moments
Sales:
Purchase moment
Product:
Setup / use
Customer Service:
Care moment
Marketing:
Loyalty moment
Marketing:
Social Depth moment
DIGITAL TOUCHPOINTS
PHYSICAL TOUCHPOINTS

21. Discover|Manufactured Moments|‫הזדמנות‬ ‫יצירת‬
Local Inventory Ad Local Storefront Related Items in Store
Search Ads InStore Beacons
Interactive WindowFlash Sales / Local Discounts & Deals
73% of purchases following a mobile search happen not online, but in a physical store

22. Facebook Carousel Ad
Facebook Autoplay
Pinterest Cinematic Pins
YouTube Shopping Ads
Discover|Borrowed Moments|‫מינוף‬‫האישי‬ ‫הפיד‬

23. Interactive ads Outbrain-‫אישית‬ ‫מותאם‬ ‫תוכן‬
‫מחירים‬ ‫השוואת‬
Explore|Influence Sale Moments|‫הגילוי‬ ‫חווית‬ ‫העמקת‬
Product Reviews
82% of smartphone users say they consult their phones on purchases they're about to make in a store.
Those that do have a 20X higher conversion rate.
the

24. Buy|Purchase Moment|‫בעדיפות‬One Click Purchase
GoogleFacebookTwitterPinterestInstagram
Facebook- New Shopping Tag

25. Product|Set up - Use|‫במוצר‬ ‫שימוש‬
Whole Foods | RecipesIkea |Furniture Set Up
Nike Shift Sneaker | Concept Shoe Wearables

26. ‫שטראוס‬+

27. Customer Service|Care Moment
Multi/omni channel service: voice, email, web chat, video chat, SMS and social media
Make a call to a call center and you have a 90% chance of a successful resolution;
jump to social channels or other web-services and that falls to around 70%

28. Marketing|Loyalty Moment
Make a call to a call center and you have a 90% chance of a successful resolution;
jump to social channels or other web-services and that falls to around 70%

29. Push notifications have 50% higher open rates, ten times higher click-through rates
and even 1200% greater conversion rates
Marketing|Social Depth Moment
Wish list Notifications
Abandoned Cart Notifications
Order Notifications
Offer Notifications

30. Audience Data
‫להתאים‬ ‫כדי‬ ‫בדאטה‬ ‫שימוש‬
‫לצרכן‬ ‫הדיגיטאלי‬ ‫תוכן‬ ‫את‬
‫הספציפי‬
Situational
Signals Data
‫כגון‬ ‫דאטה‬ ‫בסוגי‬ ‫שימוש‬,
‫זמן‬,‫מיקום‬,‫ועוד‬ ‫אוויר‬ ‫מזג‬
‫מותאמים‬ ‫מסרים‬ ‫לייצר‬ ‫כדי‬
‫לקונטקסט‬
‫המסר‬ ‫שיגור‬‫הנכון‬,‫הנכון‬ ‫בזמן‬ ‫הנכון‬ ‫לאדם‬

32. ‫הדיגיטאליים‬ ‫והכלים‬ ‫הקמפיינים‬ ‫טיוב‬
‫שיפור‬
‫חווית‬
‫הצרכן‬
‫הענקת‬
‫ערך‬
‫שימור‬
‫טיפוח‬
‫נאמנות‬
‫העמקת‬
‫צריכה‬

34. I-want-to-know
where I can buy lip gloss
I-want-to-buy
lip gloss
I-want-to-go
to the nearest store
I-want-to-choose
top up on other items too

35. - Pizza Tracker2008 - Emoji Ordering2015- Dom Voice Ordering2014- Dominos Live2013

36. Identify
‫הרגעים‬ ‫של‬ ‫זיהוי‬
‫הצרכן‬ ‫בהם‬
‫במובייל‬ ‫משתמש‬
Mobile Moments
1
Design
‫של‬ ‫ועיצוב‬ ‫יצירה‬
‫האינטראקציה‬
‫הדיגיטאלית‬
2
Analyze
‫אחרי‬ ‫ומעקב‬ ‫ניטור‬
‫שקיים‬ ‫הדאטה‬/‫נוצר‬
‫האינטראקציה‬ ‫לטיוב‬
‫הדיגיטאלית‬
3
‫תזכרו‬ ‫אז‬.‫העקרון‬:IDEA