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10 May 2016

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Topic: "Understanding the mobile tech adoption curve – what are the new opportunities for live, in the moment, research approaches?"

What you will learn:How to predict success and adoption curve of new mobile technology.

About Me & Us

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About DMI & Me

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Magnus Jern, Swedish

Currently President DMI International

Engineer, mathematician and a passion for solving problems

Co-founder of 7 startups whereof first 4 were too early and 3 successful exits

Good timing for mobile app trend and data visualisation

Learned the hard way that we need objective research

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About DMI & Me

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OPERATIONS & MAINTENANCE

MARKETING & ENGAGEMENT

DEVELOPMENT

UX/UI DESIGN & TESTING

BUSINESSINSIGHTS AND

ANALYTICS

DISCOVERY, SERVICE CONCEPT DESIGN & INNOVATION

DMI International

Started as Golden Gekko in Europe

Early iPhone and Android apps with 100m+ downloads and $5Bn in revenue for our clients

Thought leader in Mobile First, User Centric and Data Driven Design

400+ Mobile Specialists

Clients incl. Virgin, Addison Lee, Bombardier, O2, Vodafone, Tesco, H&M, Ikea and Nike

Predicting adoptionof mobile technology

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How we forecast adoption vs what actually happens?

Forecast Actual

Conclusion: Technology adoption usually takes longer than we forecast but when it happens it goes faster than we expect

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Most enterprises and start-ups are really bad at predicting adoption of products

Selfie-stick invented and launched in 1985 was a complete failure

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Then (2005):Mobile TV with Sky, CNN, MTV and all-you-can- consume music proposition with Sony with huge campaign.

< 5% of enabled users signed up

Now:Everyone consumes video and music on mobile.

100m+ users

Insight: No testing was done on mobile devices (and they weren’t ready)

Mobile TV & Music

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Then (2011-2014):Google and Paypal launched mobile wallets/payments in 2011 followed by Apple in 2014.

Now:Early trials but limited recurring usage. Limited customer benefits.Starbucks most successful.

< 5% of enabled users

Insight: The solution to a problem is not better than plastic (yet)

Mobile Payments

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The hardest problem isn’t

technical.

It’s understanding the problem so that you can find a solution that people will use.

But the technical solution is the most expensive

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Project Duration

Cost of Change

DevelopmentDiscovery & Concept

100x

It’s cheaper to throw away a post-it

“Changing requirements are 100x more expensive during the end of a software project than the beginning.” IEEE Report, 2014

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Why research is so important

How to increase the chance of success

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1. Identify/understand the problem

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2a. Does the solution really solve the problem?

Prototype and test on mobile devices with real customers.

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2b. Mobile Research Best Practice

1. Product feedback is at the centre of mobility - rate and review (App store reviews can easily be manipulated)

2. Continuous feedback is key to success

3. Mobile research needs to be short and to the point (Virgin example)

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4. Test and decide optimal price point

How Mobile Researchcan help

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Summary: Mobile Research

1. Understand and verify the problem

2. Test the solution on the target device with real customers

3. Be realistic about the technology readiness

4. Use professional researchers generally and specifically for pricing

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