8 Shifts Shaping Our Future. Mobile Behaviours. 4 Mobile Moments. 4 Artificial Intelligence Platforms that will Increase & Challenge Mobile. New Interfaces Challenging Mobile. 7 Customer Journeys Stages. 10 Mobile Marketing Imperatives.

1. Mobile Marketing & Beyond
@johnbatistich

2. 8 Shifts Shaping Our Future
Mobile Behaviours
4 Mobile Moments
4 Artificial Intelligence Platforms
New Interfaces Challenging Mobile
7 Customer Journeys Stages
10 Mobile Marketing Imperative
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

3. 8 Shifts Shaping Our Futures

4. Demographic Power Reorder
Sustainability
Climate change
Resource shortages rising costs
Access to clean water
Resource nationalism
Carbon economy
Increased regulation
Solar/geo-thermal/nuclear green technology
Packaging/waste/carbon taxes
Eco-cynicism/hopelessness?
Oil free economy
Community shared value
1 billion new mouths
Yuan becomes benchmark currency
90% of the world’s PhDs. 55% Start-ups in Valley
Alibaba, Biadu & Sohu
Market expansion
Asset ownership
Product sourcing
Services outsourcing
Asian values & aesthetics
Resource competition
Inbound tourism growth
Sydney & Melbourne the size of London today
Higher densities
Aging
Declining fertility
Cotton wool kids. Digitally consumed youth
Rise in SINKs & DINKs
Increased immigration
Higher ethnicity
Urban-rural polarisation
Smaller households
Health/Aging Well
Increasing life-spans. Live to 150
Live healthy for longer
Retire later or not at all
Increased loneliness
New anti-ageist movement
Access to personal genome/dna
Longitudinal real-time data
Personalised predictive diet & exercise
Massive impact on government welfare budgets
Changes design requirements for housing & public places
Aging retail, pricincts and services
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

5. Connectivity
Mobile micro moments near me
2 billion smartphones growing +30%
10 billion smart communicators
5 billion active social network users
Location-based services
Seamless mobile payments
Increasing collaboration
Wearable technology
Everything personalised
Acceleration of connected everything (1%)
Hunger for real shared experiences
Cyber threats & privacy risks
Blockchain
Artificial Intelligence
Distributed ledger re-engineers financial, education & health systems
Disrupts intermediaries
No single point of failure
Enables bundling of new services
New flows of value with time & ownership proof
Decentralised governance
New legal and regulatory frameworks
Creation of crypto-currencies
New voice interface
Image recognition
Natural language processing
Machine learning
Predictive analytics
Planning, scheduling & optimisation
Siri, alexa, facebook & google now widely used
Manages life admin
Destroys service & administrative jobs
Gen/Robo/Nano
Next generation genomics (health/food)
Synthetic biology
Surgical, prosthetics & exoskeleton
Merging health care with insurance & finance
Wearable/implanted sensors
Advanced robotics (sensing/AI)
Robotic security & care
Robotic & drone warfare
Advanced materials (carbon/graphene)
Self healing, self cleaning
Energy storage
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

6. Mobile Behaviours

7. We don’t go online. We live online.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

8. Mobile has transformed from a technology
to a behaviour.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

9. 76%
79%
84%
2014 2015 2016
AU Smartphone Penetration
91% 89% 87%
84%
81% 80% 79%
73%
Norway South
Korea
Netherlands Australia UK Finland Germany Canada
Global Smartphone Penetration Benchmarks
Peak Smartphone Penetration
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

10. 63%
55%
41%
25%
18%
6%
71% 70%
65%
57%
40% 39% 37%
30% 29% 25% 21% 21% 17%
12%
29% 30%
35%
43%
60% 61% 63%
70% 71% 75% 79% 79% 83%
88%
Daily Access for 4G Activity on Browser or App
More Uses, More Time, More Data
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

11. Daily Smartphone Moments
Source: Deloitte Mobile Study 2016
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

12. How Often Smartphone Used and in What Context
Always On. Never Alone. Always Distracted.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

13. 11%
33%
51%
85%
12%
29%
45%
75%
Immediately Within 5 Minutes Within 15 Minutes Within An Hour
21%
23%
15%
6%
1% 1%
41%
37%
31% 31%
23%
25%
18-24 25-34 35-44 45-54 55-64 65-75
Photo & Video Sharing. First & Last Thing Daily?
Photo Sharing Use When We Wake Up & Go to Sleep
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
2015 2016

14. 4G. Apple & Samsung. Longer Replacement
27%
41%
77%
2014 2015 2016
4G/LTE Subscription
38% 41% 43%
32%
32%
33%
11%
12%
12%
7%
6% 4%7% 5% 5%
5% 4% 3%
2014 2015 2016
Brand of Smartphone Replacement Cycle (Years)
23% 21% 20%
42% 45%
41%
27%
22%
25%
5%
10% 10%
3% 3% 4%
2014 2015 2016
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Apple
Samsung
Other
Sony
HTC
Nokia
>1
1-2
+4
3-4
2-3

15. 4 Mobile Moments

16. Source: Adapted from Google
Know, Go, Do & Buy Mobile Moments
I Want to KNOW
Moments
Accessing more
information
Look up something related
to an interested touchpoint
I Want to GO
Moments
Explosion of ‘near me’
searches
Find something locally to
me now
I Want to DO
Moments
Consult smartphone for
ideas doing a task
Video playing an important
role in ‘how to’
I Want to BUY
Moments
Consult smartphone in
store for purchase
information/reviews/pricing
Big increases in mobile
conversion
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

17. Moments of Truth
Intent
Context Immediacy
Micro
Moments
Source: Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

18. Be There & Measure
Measure
Across screens/channels
Active sessions
Sales actions
Search
Awareness at moment
Category, product & brand
Location
Utility
Useful information
User driven design
Customise to location
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

19. Be Quick: Speed Thrills. Friction Kills
Lightning Load
Growing expectations
Load in 2 seconds or less
Slow loads result in bounce &
weak conversion
Eliminate Steps
One click functionality
Efficient intuitive design
Preferences for Members
Anticipate Needs
Prioritise call to actions
Leverage location for context
Use customers’ past behaviour
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

20. Be Useful
Fastest Buy
Minimise pages
One click payment
Fulfilment options
Near Me
Find store & content
Find product. Make a booking
Directions
Shopping Assistant
Find what you want
Access reviews. Compare value
Help make product decisions
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

21. Be Shareable
Snackable Content
Entertaining
Educational
Sharable
How-To Video Content
Inspire me
Teach me
Make it easy
Support Sharing
Photo
Short Video
Products & Content
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

22. Make Payment Easy
On Demand
Transport
On Demand
Food Ordering
Amazon GoApple Pay
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

23. 4 AI Platforms Transforming Mobile

24. AI Platforms Increase/Challenges Mobile Usage
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

25. "AI will make this product even more
essential to you. It will become even a
better assistant than it is today. So
where you probably aren't leaving home
without it today - you're really going to be
connected to it in the future. That level of
performance is going to skyrocket."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

26. Search First
Mobile First
Artificial Intelligence First
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

27. "Thanks to advances in deep learning,
we're able to make images, photos and
videos useful for finding things. Speech
and vision are becoming as important to
computing as the keyboard.
Understanding images and video has
profound implications.
We are an ‘AI First’ company."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

28. "So the biggest thing that we're focused on
with artificial intelligence is building
computer services that have better
perception than people. So the basic
human senses like seeing, hearing,
language, core things that we do. I think
it's possible to get to the point in the next
five to 10 years where we have computer
systems that are better than people at each
of those things."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

29. "We are now solving problems with
machine learning and artificial
intelligence that were…in the realm of
science fiction for the last several
decades. And natural language
understanding, machine vision
problems, it really is an amazing
renaissance. AI is an enabling layer
that will improve every business."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

30. AI Enables New Utility
Translate
Images
Environment
Search
Place
Search
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Retail
Search

31. AI & AR Enabled Utility & Entertainment
Technology
Connectivity
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
AR
Gaming
AR Personal
Sharing
AR
Navigation

32. New Interfaces Challenge Mobile

33. “Alexa is primarily about
identifying tasks in the
household that would be
improved by voice. (For shopping)
Alexa is good for reordering
consumables, where you don’t
have to make a lot of choices.”
Photo Source: Google Images
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

34. “Alexa, the voice service that powers Echo,
provides skills, that enable customers to interact
with devices in a more intuitive way using voice.
Examples of these skills include the ability to play
music, answer general questions, set an alarm or
timer or order needs. Alexa is built in the cloud, so it
is always getting smarter. The more customers use
Alexa, the more she adapts to speech patterns,
vocabulary, and personal preferences.”
Photo Source: Google Images
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

35. 84.9% 82.4%
66%
45.9%
40.9%
25%
34%
17%
31%
10%
Tell Time Play Music Read News Control Lights Shop/Order
Source: Experian, Creative Strategies (Basedup on a survey of 180 Amazon Echo users conducted May 2016)
Echo Usage (%)
Amazon Echo Use Cases
Tried once
Used frequently
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

36. Google Home is a voice-activated
speaker powered by the Google
Assistant platform. Ask it
questions. Tell it to do things. It's
your own Google, always
available and ready to help.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

37. Google Home is a voice-activated
speaker powered by the Google
Assistant platform. Ask it
questions. Tell it to do things. It's
your own Google, always
available and ready to help.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Apple Home Pod
Use Siri for commands, question & music.

38. Customer Journey Implications

39. 7 Customer Journey Stages are Mobile Enabled
Buy
Pay
Use &
Share
Relationship
Discovery Find
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

40. Mobile Dominates Find & Ongoing Relationship
Buy
Pay
Use &
Share
Relationship
Discovery Find
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
HeavyMedium
Light
Light
Light
Light
Heavy

41. Future: Voice Eliminates Find & Payment Stages
Buy
Pay
Use &
Share
Relationship
Discovery
Need
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

42. 10 Mobile Marketing Actions

43. 1.Develop a
mobile-optimised
responsive website
with lightning quick
load
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
4.Encourage photo-
based social
sharing of customer
experiences
3.Optimise your
email and landing
page systems for
mobile engagement
5.Create video and
high-impact
graphics for
promoted social
posts
2.Continuously test
and optimise the
website and app
user design
experiences
Mobile Marketing Playbook
Source: Adapted from Oracle

44. 10.Test & learn one
new emerging
capability every year
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
8.Implement mobile
advertising
campaigns that use
location-based
data
9.Create an app
that delivers
functional native
utility for existing
customers
6.Link user identities
across devices to
provide a seamless
experience
7.Execute
permission-based
messaging programs
that are highly
relevant
Mobile Marketing Playbook
Source: Adapted from Oracle

45. 8 Shifts Shaping Our Future
Mobile Behaviours
4 Mobile Moments
4 Artificial Intelligence Platforms
New Interfaces Challenging Mobile
Mobile Innovation Transforms Customer Journey
10 Mobile Marketing Imperative
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

46. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
Author/Curator
@johnbatistich
https://www.linkedin.com/in/john-batistich-14876222/
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

47. Sources
Deloitte Mobile Survey 2016
Oracle Marketing Cloud‘Beyondthe Hype: WhatReally Works in Mobile Marketing’ »
https://www.slideshare.net/AleksBozhinov/micromoments-and-the-shopper-journey-economedia?qid=12b94e39-a23f-443f-a327-582b6f88deea&v=&b=&from_search=5
https://www.slideshare.net/julesaicherre/build-the-future-of-mobile-apps-with-facebook-mobile-app-europe-berlin-sept-14/5-0_5_10_15_20
https://www.slideshare.net/jbatistich/understanding-amazoncom-the-worlds-most-disruptive-company?qid=3b571ced-016e-4f6c-8f59-
a5b845f9af0d&v=&b=&from_search=5
https://www.slideshare.net/michaelbuckley/2-new-customerjourneyistrategy17april2013byjohnbatistich?qid=74102c10-015d-46df-95c1-
a3b8a55f8df6&v=&b=&from_search=2
McKinsey & Company: The CEO guide to customer experience 2016
Google IO 2017 Keynote
Facebook F8 Keynote
Experian
Business Insider
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing