Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Michele Marrone
24 November 2010
Dal Web alle Apps
From Web!..
- Year 2010 - A typical day for “internet surfers”
08:00 a.m. You wake up and check your email on your bedside iPad — that’s one app.
08:30 a.m. During breakfast you browse Facebook, Twitter, and The New York Times — three more apps.
09:00 a.m. On the way to the office, you listen to a podcast on your smartphone. More apps.
02:00 p.m. At work, you have Skype and IM conversations. More apps.
08:00 p.m At the end of the day, you come home, make dinner while listening to Pandora, play some games on Xbox Live, and watch a movie on Netflix’s streaming service. More apps.
All day on the Internet, but not on the Web.
!.. to Apps
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“While the use of the Internet continues to grow, the web is becoming less relevant overtaken by new ways to access the services, as the ubiquitous "app" that have colonized the Smartphones and tablet”
“The era of the Internet, lived through the browser, chaotic, creative, free and a bit anarchist, gives way to the world of mobile apps, more orderly and effective
A lot has happened in 10 years in mobility
750M mobile users
Hottest handsets: •!Nokia •!Motorola
Hottest mobile apps •!Ringtones •!Wallpaper
Hospitality apps •!Text-based Service Mgmt
4.6B mobile users
Hottest handsets: •!Apple •!Google
Hottest mobile apps •!Videos •!Social networking
Hospitality apps •!Mobile Check-in •!Hotel Analytics •!Mobile Loyalty and
Marketing
Ten years ago ! Today !
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5
Advertising & Marketing
!! 2009 U.S. mobile advertising grew 62% to $2.6 billion !! 2010 growth forecast at 45% to $3.8 billion – JP Morgan
Banking & Payments
!! Value of mobile payments to reach $110 billion in 2013, CAGR of 104.8% – IE Market Research Corp
!! Mobile banking users to be more than 150 million globally by 2011 – Juniper Research
Telematics & Location- based Services
!! Global shipments of automotive telematics systems to rise to 84.4 million units in 2016, up by more than 4x from 19.3 million in 2008 – iSuppli
!! Location Based Services user base will grow globally from 96 million in 2009 to more than 526 million in 2012 – Gartner
Energy Management
!! Over 45% of the North American and European installed base of meters to be replaced by 2015, breaking the traditional 15–20 year replacement cycle
!! $19.5 billion smart meters will be deployed worldwide between by 2015 – Pike Research
Healthcare !! 15 million wireless sensors and devices in use by 2012 – ABI Research
!! About 5,000 health/medical smartphone apps currently in the market – MobiHealth News
!! Remote patient monitoring global market at $3 billion ($8 billion by 2012) – Triple Tree
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Mobile applications are transforming traditional industries
Four trends that are shaping the future of mobile Applications
6
Diversity
Persistence
Personalization
Complexity
1
2
3
4
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Mobile applications need to manage the “next movers” in the mobility space
7
Apple iPhone GPS Connect
Locator Bracelet
Fiat Lancia Delta
Landis+Gyr Power Meter
The Chumby Phillips iPill
Amazon Kindle Tom Tom GPS Samsung Refrigerator
Yamaha Piano
Trend 1: Diversity
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Persistence refers to the “always on, always connected” nature of devices
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Trend 2: Persistence
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!! 0&'"1-2"#3+(&.%!-.(#&..%4"$&1%
!! 5+"/%67&11(#8%*+"$-),.9%:;%67&11(#8%7&+'()&.9%
!! 5+"/%6;#&<:(/&%.31&.9%:;%6;#<8"(#8%=">%"?%,+3#.3)2"#.9%
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Mobility promotes a highly personalized user experience
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Trend 3: Personalization
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!! @+&3,&%.&#.&%"?%(#2/3)A%
!! 6B,%)"/&.%,"%A"-9%'.%6A"-%8",%(,9%
!! C&'()&%6D#">.9%E")32"#.%@"#,3),.%!&F3'("+%G+&?&+&#)&%&,)%%
Offerings become more complex over time
10
Trend 4: Complexity
•! Each platform has its own SDK, and often its own programming language, so there is a high cost to develop and maintain thick client applications for multiple platforms.
•! Certification and distribution channels vary.
•! Market is saturated with niche development companies specializing in stove-pipe application development.
•! Vendor and Open IDEs to “write one set of code” and “compile to any thick client platform” are emerging, but unproven.
•! Applications need to be launched on “public application stores”.
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11
Smart-Device Offerings – B2C
Smart-Device Offerings – B2E
The mobile market place offers a variety of offerings for consumers and enterprise
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Mobile Money Management
Mobile Loyalty & Promotions
Mobile Ticketing Mobile Marketing
Enterprise App Store/MDM Mobile Data Collection
Solutions for mobile payments, mobile wallets and mobile banking
Solutions for loyalty/reward programs, and for purchase, issuance and redemption of vouchers and coupons
Solutions to purchase and redeem transportation, event and parking tickets
Solutions to design, execute and track ad campaigns through various mobile channels
Provision, deploy and manage applications and devices through out the enterprise
Solutions for automating traditional paper-based processes and capturing data remotely
Mobility for the Consumer
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%
Among smartphone users:
69% are aware of large retailers who offer free applications
48% have downloaded a retailer app
90% have found the app useful
7)+&23)-$%
Reward shoppers for scanning products, testing products or even visiting a dressing room through Shopkick‘s app
Kellogg, Coke, Pepsi, SCJ, Bertolli, General Mills and Kraft are offering specials via Shoprite Supermarket’s mobile app
Mobile operators offer differing flavors of mobile applications and support OS specific apps as well
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Visa is testing a mobile technology that transforms many smart phones with a microSD slot into a Visa payment device
Source: Accenture/Lightspeed Consumer Mobility Study; July, 2010
Mobility in the Enterprise
13
at the Information
Capturing & Delivering
increasing productivity and efficiency
service improving point of
activity decreasing
costs
The typical ROI recovery period for Enterprise Mobility projects is 6 - 18 months. Gartner cites cases of 2 to 7 months with ROI of 200 – 700% from the 480 companies they are currently tracking in this domain. (Gartner)
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In summary: Mobility is changing the way will use internet
14
Diversity
Persistence
Personalization
Complexity
Opportunity Challenge
More ways to reach customers
Must nurture more 3rd party relationships
Encourages innovation in new services
Requires opening systems to 3rd parties
Add value by tailoring offerings to individual needs
Must shift from product focus to customer focus
Services become bundled into broader offerings
Risk that brand loses visibility
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Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Thank you
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