Corporate Overview

Concrete SolutionsEnterprise Mobility – Mobile Self Service

Preparado para:Forum Mobile +

AGENDA

Proposição

Contexto

Fatores Críticos de Sucesso

Business Case

Estudo de Casos

MOBILIDADE

EMPRESARIAL ProposiçãoM-Commerce

M-Self-Service

M-Content

Soluções Embarcadas

(iPhone, Blackberry,

Android)

Como estratégia de relacionamento, é crítico estabelecer uma visão única de cliente e uma abordagem multicanal consistente.

1) Qual a relevância do canal móvel e sua aplicabilidade em termos absolutose relativos?

2) Como utilizar uma plataforma tecnológica que permita introduzir com rapidez serviços de alto valor agregado e auto-atendimento Web e Móvel?

3) Como estabelecer uma visão única de cliente?

4) Como estabelecer uma abordagem multicanal consistente?

5) Qual é o papel destas mídias em captação de novos clientes, cross selling & up selling?

6) Quais são as economias possíveis neste contexto?

Questões de negócio

Mobilidade, Mercado e Adoção Number of mobile web users is growing at 35-40% every year…

Mobile Web in 2010 is where Internet was in 1998

… and Mobile web traffic is growing by a factor of 3-4x every year…

… driven by increasing penetration of SmartPhones with better browsing experience

… and increasing penetration of 3G networks / devices

# Active mobile web users in US (M) Opera US Mobile web traffic (indexed)

SmartPhone share of total shipments in US 3G penetration in US (%)

Source: Opera, Nielsen, Commscore; Goldman Sachs

2Q09 - 37%2011 - >50%*Nielsen

2009 - 89M*CNN

Incremental Disruptivo

Live

URA

Web

móvel

Live

Outros Canais

Canal de

baixo custo

dominante

Adaptado de Nauta Capital , MobileAware, 2009

Canais de Baixo Custo: Adoção Disruptiva

Adoção Disruptiva em Curso

“In the last twelve months, customers around the world have ordered more than US $1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July 2010).

“There are more than 150 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.” – Facebook official statistics (August, 2010)

Canais e Características

Adaptado de Nauta Capital , MobileAware, 2009

Custo

Usabilidade

Funcionalidade

Imediaticidade

Resolução de problemascomplexos

Live Care

$5-8/contact

2-5 minutes on hold time

10-16 minutes AHT

Limited by CSR training

Mobile access

70-80% 1st contact resolution

Store

$10-16/contact

Cost of opportunity

Shorter on hold time and AHT than live care

Limited by CSR training

In-store only

70-80% 1st contact resolution

IVR

12-18¢/contact

Limited interactivity

Limited Scope

Mobile access

10-20%

Web

6-10¢/contact

High interactivity

No on hold time

Wide scope

Internet access

Limited by usability/functionality

SMS

SMS channel cheaper than voice channel

Limited interactivity

Limited scope

Mobile access

Very limited

Mobile

Browser

Data channel cheaper than voice channel

Improving interactivity

Screen limitations

Improving scope

Mobile access

Limited by usability/ functionality

Best channel Worst channel

Resolução de problemas

simples

Problem resolution, but poor experience due to hold time

Problem resolution, but inconvenient

Limited by interactivity and poor experience

Best suited for short enquiries,, (Complex navigation)

Limited by interactivity and poor experience

Best suited for short enquiries (streamlined UI with short cuts)

FOCO

Fatores Críticos de SucessoM-Commerce

M-Self Service

M-Content

Embedded Solutions

(iPhone, Blackberry,

Android)

MOBILIDADE

EMPRESARIAL

Desafios em Mobilidade e AbordagemM

ob

ile C

RM

Ch

ann

el

Mo

bile

Emp

loye

e Se

lf-Service

1. Usability

2. Reach

3. Discovery

4. Adoption

5. Flexible integration

6. Rapid development

7. Low upfront

8. Time to market

9. Customerengagement

10. Best practices

1. Optimitization of user experience across any device

2. Solution available to any handset with a browser, no need to portapplications to different devices

3. Solution is flexible to acomodate different discovery mechanisms, for example, an on-device launcher, an SMS link or an WAP push

4. Due to high usability, reach and discovery, the solution has driven 20-40% adoption of the mobile self-care channel in mobile operators

5. Architecture allows for web clipping of an existing online self-carepresence or back-end integration via APIs and Web services

6. Development framework facilitates design and customization of pre-existing self-care templates

7. The mobile self-care solution can be provided on a SaaS basis (butlicensing model is also available), reducing the upfront costs and IT investments in CAPEX

8. Due to flexible integration, rapid development, and SaaS model, time to market is minimized to 6-15 weeks

9. Due to flexibility of a browser-based solution, the initial functionalityaround mobile self-care can be easily expanded to address up-sell / cross-sell / retention campaigns

10. Best practices from other implementations can be leveraged andadapted to new mobile self-care channels

Fatores Críticos de Sucesso –Implantação de Auto-Serviço Móvel

1. Intuitive and simple user interface

2. Intuitive and simple workflow

3. Optimized user experience by maximizing use of handset capabilities

4. Easy discovery (and re-use)

5. Quick problem / question resolution

1. Usabilidade

1. Easy development and integration

2. Scalability and wide reach of devices

3. Robust and flexible architecture

4. Secure and high reliability hosted environment

5. Customer Care focus and expertise

C. Plataforma

1. Rapid deployment

2. End-to-end and turn-key approach

3. Variable cost structure with low upfront costs

4. Wide availability in device base and adoption

5. Analytics to measure results and ROI

2. Fatores Econômicos

Auto Serviço Móvel : Implantação de sucesso

1. Intuitive and simple user interface

2. Intuitive and simple workflow

3. Optimized user experience by maximizing use of handset capabilities

4. Easy discovery (and re-use)

5. Quick problem / question resolution

1. Usabilidade

1. Easy development and integration

2. Scalability and wide reach of devices

3. Robust and flexible architecture

4. Secure and high reliability hosted environment

5. Customer Care focus and expertise

C. Plataforma

1. Rapid deployment

2. End-to-end and turn-key approach

3. Variable cost structure with low upfront costs

4. Wide availability in device base and adoption

5. Analytics to measure results and ROI

2. Fatores Econômicos

Self-care apps will not deliver reach in terms of addressable handsets in the base, limiting self-care adoption.

User Experience (Richness / Usability)

Addressable Handsets (Reach)

Mobile Browser

Mobile Browser

SMS

Mobile Browser

iPh

on

e A

pp

s

Bla

ckb

err

y A

pp

s

Carrier

Platform Provider

User Experience Control / Customer Ownership

MobileAware platform

Mobilization Framework

Richer browsers

Better displays / touch screens / qwerty keyboards

An

dro

id A

pp

s

Pre

Ap

ps

Sym

bia

nA

pp

s

Usabilidade: Equilibrar “Reach and Richness”

Adaptado de Nauta Capital , MobileAware, 2009

Reporting and analyticsSuperior Mobile ExperienceUser Discoverability

Device Management

Live Agent Care

SMS MMS Messaging

Widgets - Launchers

Reporting

Analytics

Maximizar taxa de adoção

Auto Serviço Móvel : Implantação de sucesso

1. Intuitive and simple user interface

2. Intuitive and simple workflow

3. Optimized user experience by maximizing use of handset capabilities

4. Easy discovery (and re-use)

5. Quick problem / question resolution

1. Usabilidade

1. Easy development and integration

2. Scalability and wide reach of devices

3. Robust and flexible architecture

4. Secure and high reliability hosted environment

5. Customer Care focus and expertise

C. Plataforma

1. Rapid deployment

2. End-to-end and turn-key approach

3. Variable cost structure with low upfront costs

4. Wide availability in device base and adoption

5. Analytics to measure results and ROI

2. Fatores Econômicos

Business CaseM-Commerce

M-Self Service

M-Content

Embedded Solutions

(iPhone, Blackberry,

Android)

MOBILIDADE

EMPRESARIAL

• Deflexão de chamadas do call center para o celular

• “Opt in” de serviços via canal impresso para web

• Up Selling, Cross Selling,

• Novo canal de conversão de compras com imediacidade e presença

• Gestão de “churn”

Fundamentos do Business Case

Exemplo ilustrativo de Business Case

Redução de custo Total, valores estimados em 1000 R$, base 07/2009

10.837

49 72 96 119 143 166 190 213 237 260 284 307

3.684 3.684 3.684

-

2.000

4.000

6.000

8.000

10.000

12.000

VPL

@12%

1 2 3 4 5 6 7 8 9 10 11 12 ano 2 ano 3 ano 4

Usuários Mês 100.000

Redução de Custo por ligação R$ 5

Ligações por mês 3

incremento mensal 10%

deflexão para web/móvel 15%

Usuários Mês 10.000

Redução de Custo Mensal R$ 1

incremento mensal 10%

Atendimento

Faturamento

Premissas

Auto Serviço Móvel : Implantação de sucesso

1. Intuitive and simple user interface

2. Intuitive and simple workflow

3. Optimized user experience by maximizing use of handset capabilities

4. Easy discovery (and re-use)

5. Quick problem / question resolution

1. Usabilidade

1. Easy development and integration

2. Scalability and wide reach of devices

3. Robust and flexible architecture

4. Secure and high reliability hosted environment

5. Customer Care focus and expertise

C. Platforma

1. Rapid deployment

2. End-to-end and turn-key approach

3. Variable cost structure with low upfront costs

4. Wide availability in device base and adoption

5. Analytics to measure results and ROI

2. Fatores Econômicos

Browser

Apps

Telco/Cont. Svcs.

Fin. Serv.

Mobilidade Empresarial – Visão x Plataforma

Arquitetura – Exemplo de Nuvem e ArquiteturaOrientada a Serviços

M-Commerce

M-Self-Service

M-Content

Embedded Solutions

(iPhone, Blackberry,

Android)

CRM MóvelNa Prática

– Estudos de Caso

MOBILIDADE

EMPRESARIAL

2000 & 2005 : Oi/Motorola – Portal B2C e Mobilidade

Situação

A Oi desejava, em conjunto com a Motorola, implantar uma solução de valor agregado para conseguir diferenciação no competitivo mercado de telefonia celular

Desafio

Conseguir integrar redes móveis, com internet numa estratégia de convergência de mídia que envolve milhares de usuários e um enorme volume de fotos digitais armazenadas. Utilização de diferentes protocolos e dispositivos de acesso ao serviço.

Solução

Portal integrado de comércio eletrônico convergindo as mídias de celular (WAP/MMS), Internet, quiosques, lojas de revelação.

Ficha Técnica

Apache/Tomcat

JAVA J2EE

SQL Server

Digicel – Portal Móvel e Internet

Situação

Empresa de telefonia móvel necessitava uma oferta estruturada de conteúdo e serviços para seus clientes.

Desafio

Integração com plataformas de billingpré e pós pago, streaming, autenticação, com gestores de conteúdo, wap.

Grande quantidade de fabricantes e aparelhos.

Solução

Utilização da plataforma de portal de acesso utilizando BEA Portal 8.1 e o BEA Mobility Server.

Ficha Técnica

•BEA Portal 8.1,

•MobileAware Mobility Server

•Oracle 9i

Saudi Telecom – Portal SDP

Situação

Empresa de telefonia móvel necessitava uma oferta estruturada de conteúdo e serviços para seus clientes.

Desafio

Integração com plataformas de billingpré e pós pago, streaming, autenticação, com gestores de conteúdo, wap.

Grande quantidade de fabricantes e aparelhos.

Solução

Utilização da plataforma de portal de acesso utilizando BEA Portal 8.1 e o MobileAware Mobility Server.

Ficha Técnica

Plataforma Ericsson

BEA Portal 8.1,

MobileAware Mobility Server

Oracle 9i

M-Content + M-Commerce – Telco

M-Self Service – Telco

M-Self Service – Travel

M-Commerce - Concrete Solutions - iShop

M-Commerce – Auto Serviço

Social Networking – TAPKUT – Orkut no iPhone

40.000 Downloads downloads em duas semanas

12.000 hits no google em três dias

Q&AEnterprise Mobility

M-Commerce

M-Self Service

M-Content

Embedded Solutions

(iPhone, Blackberry,

Android)

MOBILIDADE

EMPRESARIAL

Contato

Fernando de La Riva

fernando.delariva@concretesolutions.com.br

Rua São José, 90 - 2121

Centro - Rio de Janeiro / RJ

CEP 20010-090

t: +55 (21) 2240-2030

Rua Flórida 1670, bl.2, cj.51

Brooklin – São Paulo / SP

CEP 04565-001

t : +55 (11) 4119-0449

http://www.concretesolutions.com.br