TOP 10 TRENDSFOR WINNERSIN MOBILE 2016
Every year we talk to our customers, partners, employees and analysts about the big trends for the coming year. We focus on things that will
have a real impact on organizations in terms of revenue generation, customer satisfaction and mobile investments. Therefore, most of the trends
are evolutionary rather than revolutionary.
Last year, the biggest discussions were about the explosion of enterprise apps, wearables and smartwatches, privacy, backend as a service
(BaaS) tools, beacons, user testing, small data vs. big data, securing mobile applications and mHealth. Not all trends were applicable to everyone,
but they generated a great debate about how mobility is impacting society and businesses.
This year, we've put Customer First as a theme across most of the trends. With the speed of innovation in mobile including new smartphones,
operating system upgrades, wearables, software platforms and big data, we often forget about the user. In 2016, all organizations should put the
customer first in mobility whether it's consumers, employees or partners.
As usual, we've also attempted to provide practical recommendations and actions on what you can do to be a mobile leader in 2016.
Enjoy the trends and best of luck!
Welcome to the Mobile Trends of 2016
PUTTING CUSTOMER EXPERIENCE FIRST
RE-INVENTING (NOT JUST MOBILIZING) YOUR BUSINESS
SECURITY AND PRIVACY HITTING THE BOARDROOM AGENDA
REAL SOLUTIONS BY THE INTERNET OF THINGS
OMNI-CHANNEL AND MOBILE PAYMENTS BREAKING THROUGH
ACCELERATING INNOVATION THROUGH PARTNERSHIPS
DEVELOPMENT TOOLS AND PLATFORMS EVOLVING RAPIDLY
MOBILE AD FORMATS CHANGING
PUTTING DATA INTO ACTION
WEARABLES FINDING THEIR PURPOSE
Top 10 Mobile Trends 2016
When IT advisors such as Forrester and Gartner highlight customer experience (CX) as
the top priority, you know it will be on the agenda of every boardroom. But isnt customer
experience already top of mind for every product, marketing and IT organization you
might ask? Based on our experience the answer is absolutely not. Companies delivering
better customer experience and satisfaction have outperformed the S&P 500 by more
than 100% over the past 5 years according to the ACSI index.
The average organization has less than 1 in 100 employees with CX skills versus e.g.
eBay that has 1 in 4. Customer experience must be embedded in every part of the
organization including sales, customer service, development, product management,
marketing, administration and even finance to deliver great results. However, in most
organizations its limited to marketing and customer service. In 2016, customers will
demand one consistent cross-channel experience.
1. Putting Customer Experience First
CIOs who get CX are the heroes while others watch.
For most organizations the first step is to map out the customer journey. This starts with
getting a cross-functional team together to describe the customer touch points,
engagements and tools from first hearing about your company through purchasing
decision to getting the service/product, post-delivery feedback and returning
customers. With customers we mean both external and internal users.
Next, identify the projects you already have ongoing, top areas to improve, benchmark
against other leaders in your space and put together an action plan/roadmap based on
priorities and feasibility.
Finally, continuously listen to your customers and measure progress through KPIs such
as net promoter score and customer satisfaction.
WHAT DOES IT MEAN FOR YOU?Putting Customer Experience First
FURTHER READING: > Harnessing Mobility In RetailWHITE PAPER
> Mobile Moments to Drive Retail Sales WHITE PAPER
> How Mobile Can Transform Your In-Store Shopping Experience RESEARCH
EXAMPLES:> CEMEX> Fitness First
Enterprise mobility goes from we need mobile device management (MDM), responsive
websites and mobile apps to we need a holistic mobility plan that will change the way
we do business. Organizations are looking to transform their workforce by liberating
them from the desktop, re-engineering processes, reinventing products and creating
new business models. Examples of killer mobile solutions include field sales, field
services but also sensors collecting data that enable smarter decisions and
Very few organizations routinely think about how they can tweak business models to
find better, more efficient, greater value-creating business models from their existing
products and services.
2. Re-Inventing (Not Just Mobilizing) Your Business
By 2020, 60% of existing processes will be optimized for mobile. Gartner
Think about what you would do if you redesigned your business, product or service from
scratch today for mobile. Dont just mobilize what you have. Look at the bigger business
opportunity of transforming your business through mobility. To reinvent products,
processes and business models look at the key drivers for each one including e.g.
changes in customer experience/behavior or improvements in quality and reliability,
pricing and offering, distribution and channels, productivity and efficiency. Use Customer
Experience First (see trend #1) as the starting point to identify problems and
opportunities in the interaction with your customers.
WHAT DOES IT MEAN FOR YOU?Re-Inventing (Not Just Mobilizing) Your Business
FURTHER READING: > Dont Mobilize Your Business - Reinvent It BLOG POST
EXAMPLES:> MCH (Art Basel)> Virgin
With a constant flow of news about big corporations being hacked with serious damage
to shareholder value, security is high on the agenda for every CEO. More than a third of
UK cyber security pros say their companies were attacked in 2015. And the reported
intrusions are just the tip of the iceberg as at least 9 out of 10 cases are never reported.
The biggest threat to security, however, is usually your employees whether its
clumsiness (losing their mobile phone or laptop) or on purpose (revenge for losing their
job or not getting a raise).
What you can do is implement tools and processes to minimize risk. Therefore, there is
a growing demand for improved physical security, mobile device management, app
management, enhanced authentication, security testing and protection as well as
ongoing monitoring combining analytics with other monitoring tools. At the same time,
organizations are challenged by complex privacy regulation and balancing internal
demand for customer data versus customer privacy.
3. Security and Privacy Hitting the Boardroom Agenda
The only truly secure system is one that is powered off, cast in a block of concrete and sealed in a lead-lined room with armed guards. Gene Spafford, Professor of Cybersecurity
Assume that you will be hacked and plan accordingly. Get your smartest people
together to analyze the risk and come up with a plan. Hire external auditors to test your
systems but also leverage employees and partners for security hackathons to find holes.
Make sure your security systems are not only secure but also user friendly as employees
will find workarounds that might create new risk and holes. Evaluate security monitoring
systems such as Splunk. Combine Dev Ops and Security team expertise to achieve
security aware application design.
Define your customer data and privacy approach. What data do you ask for? Do you use
social login for your users/customers? How do you protect your customers data?
Most people use the same passwords everywhere, exposing both the customer and
company. This is not a new problem but companies need to help their customers stay
safe, not just add tougher password requirements. For example this can mean double
authentication from new devices and locations or fingerprint biometrics for low-security
access such as bank balance or loyalty card.
WHAT DOES IT MEAN FOR YOU?Security and Privacy Hitting the Boardroom Agenda
FURTHER READING: > Privacy in Pole Position BLOG POST
> Can Someone Hack Your Banking App? BLOG POST
> 5 Ways to Invest in Privacy in 2015 BLOG POST
EXAMPLES:> Lloyds Bank> WING
Did you attend an IoT conference in 2015? Most of them are honestly a waste of time.
We found more than 200 IoT software providers in 2015 and 4 out of 5 were solutions
looking for a problem to solve. Too many software and hardware products are
opportunistic attempts to do something in the IoT space rather than real products.
In parallel there is a real revolution that is happening in manufacturing, transportation
and the consumer space with IoT. Sensors collecting data are improving logistics,
production, product development, efficiency