TOP 10 MOBILE TRENDS 2016
Welcome to the Mobile Trends of 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!
Top 10 Mobile Trends 2016 1 PUTTING CUSTOMER EXPERIENCE FIRST 2 RE-INVENTING (NOT JUST MOBILIZING) YOUR BUSINESS 3 SECURITY AND PRIVACY HITTING THE BOARDROOM AGENDA 4 REAL SOLUTIONS BY THE INTERNET OF THINGS 5 OMNI-CHANNEL AND MOBILE PAYMENTS BREAKING THROUGH 6 ACCELERATING INNOVATION THROUGH PARTNERSHIPS 7 PROGRAMMING LANGUAGES AND DEVELOPMENT TOOLS 8 MOBILE AD FORMATS CHANGING 9 PUTTING DATA INTO ACTION 10 ENSURING YOU DON’T OVERCLOUD
“CIOs who get CX are the heroes while others watch.” Forrester 1. Putting Customer Experience First When IT advisors such as Forrester and Gartner highlight customer experience as the top The average organization has less than 1 in 100 employees with CX skills versus e.g. priority you know it will be on the agenda of every boardroom. But isn’t customer eBay that has 1 in 4. Customer experience must be embedded in every part of the experience already top of mind for every product, marketing and IT organization you organization including sales, customer service, development, product management, might ask? Based on our experience the answer is “absolutely not”. marketing, administration and even finance to deliver great results. However, in most organizations it’s limited to marketing and customer service. In 2016 customers will demand one consistent cross-channel experience.
Putting Customer Experience First WHAT DOES IT MEAN FOR YOU? 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 FURTHER READING: > Harnessing Mobility In Retail WHITE PAPER > Mobile Moments to Drive Retail Sales WHITE PAPER > How Mobile Can Transform Your In-Store Shopping Experience RESEARCH as net promoter score and customer satisfaction. EXAMPLES: > 3M > CEMEX
“By 2020, 60% of existing processes will be optimized for mobile.” Gartner 2. Re-Inventing (Not Just Mobilizing) Your Business Enterprise mobility goes from “we need mobile device management (MDM), responsive Very few organizations routinely think about how they can tweak business models to websites and mobile apps” to “we need a holistic mobility plan that will change the way find better, more efficient, greater value-creating business models from their existing we do business”. Organizations are looking to transform their workforce by liberating products and services. them from the desktop, re-engineering processes, reinvent products and create new business models. Examples of killer mobile solutions include field sales, field services but also sensors collecting data that enable smarter decisions and recommendations.
Re-Inventing (Not Just Mobilizing) Your Business WHAT DOES IT MEAN FOR YOU? Think about what you would do if you redesigned your business, product or service from scratch today for mobile. Don’t 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. FURTHER READING: > Don’t Mobilize Your Business - Reinvent It BLOG POST 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. EXAMPLES: > MCH (Art Basel) > Virgin
“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 3. Security and Privacy Hitting the Boardroom Agenda With a constant flow of news about big corporates being hacked with serious damage to What you can do is implement tools and processes to minimize risk. Therefore, there is shareholder value, security is high on the agenda for every CEO. And the reported a growing demand for improved physical security, mobile device management, app intrusions are just the tip of the iceberg as at least 9 out of 10 cases are never reported. management, enhanced authentication, security testing and protection as well as The biggest threat to security however is usually your employees whether it’s ongoing monitoring combining analytics with other monitoring tools. At the same time clumsiness (losing their mobile phone or laptop) or on purpose (revenge for losing their organizations are challenged by complex privacy regulation and balancing internal job or not getting a raise). demand for customer data versus customer privacy can be challenging.
Security and Privacy Hitting the Boardroom Agenda WHAT DOES IT MEAN FOR YOU? 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 otherwise that might create new risk and holes. Evaluate security monitoring systems such as Splunk. Combine Dev Ops and Security team expertise to FURTHER READING: > Privacy in Pole Position BLOG POST > Can Someone Hack Your Banking App? BLOG POST achieve security aware application design. > 5 Ways to Invest in Privacy in 2015 Define your customer data and privacy approach. What data do you ask for? Do you use BLOG POST 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. EXAMPLES: > WING
4. Real Solutions by the Internet of Things Did you attend an IoT conference in 2015? Most of them are honestly a waste of time. production, product development, efficiency and user experience. Companies such as We found more than 200 IoT software providers in 2015 and 4 out of 5 were solutions Telit, SAP and Salesforce offer working solutions today for this. 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. 2015 was also supposed to be the year of the smartwatch after a breakthrough year for wearables in 2014. Apple Watch delivered on the high expectations, but In parallel there is a real revolution that is happening in manufacturing, transportation and smartwatches have by no means reached mass market yet. However, they become the consumer space with IoT. Sensors collecting data are improving logistics, useful devices for health, safety and security in the workplace and at home.
Real Solutions by the Internet of Things WHAT DOES IT MEAN FOR YOU? The opportunity across industries is enormous so monitor what others are doing and get inspired by the best ideas. You don’t need to be an innovator to be successful. Start with the problems you need to solve rather than an IT solution for IoT. Prioritize the biggest opportunities and use rapid prototyping to test them in smaller pilots. Test, test, test and then find the best scalable solution once you’ve figured out what you need. FURTHER READING: > How the Internet of Things Will Change Everything WHITE PAPER > How & Why the IoT is Transforming Manufacturing WHITE PAPER Don’t let existing products, services and business models be a limitation when scoping out your IoT and wearable opportunities. The most successful projects involve product and service reinvention. If security is a blocker for 2-way communication, then start with data collection which is more manageable. For more inspiration, read our white paper on industrial IoT (see links). EXAMPLES: Consumer space > Sonos, Nest, Philips Enterprise space > CEMEX, London Heathrow, Tennant
“By 2017, 50% of all online transactions will be from mobile devices so get ready.” DMI Research, 2015 5. Omni-channel and Mobile Payments Breaking Through Last year we talked about how other retailers and brands can replicate the success of payment services but also redesigning bottom up for mobile. The same thing applies Starbucks by focusing on simplicity and loyalty. We also observed how Amazon got 50% to the mobile commerce with mobile driving in-store sales as well as mobile of their revenue from mobile at the end of the year. So why do other companies find it so commerce sales. According to a recent survey by DMI, about 86% of customers are hard? Most commerce players simply took the existing desktop experience and adapted willing to pay more for a better customer experience. Nearly 75% of millennials it for mobile from the start. With majority of online commerce now coming from mobile surveyed indicated they’d purchase more from retail stores that offer great mobile in- devices we see a growing need to redesign the omni-channel user experience including store shopping tools and over 80% of high income shoppers ($100K income) believe payments. It's not just about enabling Apple Pay, or other they would improve the overall in-store shopping experience.
Omni-channel and Mobile Payments Breaking Through WHAT DOES IT MEAN FOR YOU? Omni-channel needs to become business as usual for every retailer and customer centricity needs to be at the center of all online businesses. Customers expect you to speak to them with one voice across all channels with a single view of the customer. Start by understanding what your customers want across the channels and interaction points. FURTHER READING: > Quick Guide to Mobile Payments BLOG POST Don’t wait for the next big software upgrade to provide a better customer experience. > How Mobile Can Transform Your In-Store Shopping Experience Take smaller steps to achieve what customers want on the front-end while you wait for RESEARCH back-end solutions to be “omni-channel enabled”. Ask your business intelligence analysts to report on multi-channel analytics such as mobile impact on instore, conversation rates across channels and customer satisfaction scores of each channel. Be careful about investing in digital store displays that will quickly become obsolete. Customers prefer to speak to the store staff (with the support from technology) or use their own device. Review your payment experience for mobile users, remove steps whenever possible and replace your existing payment provider for mobile if they don’t live up to customer experience expectations. EXAMPLES: > Shoe Carnival > Target
“The API is actually the driving force behind most of the digital disruption.” Mark O’Neill, Axway 6. Accelerating Innovation through Partnerships The enterprise turns to APIs and partnerships to innovate. Big companies such as Bank of America, Unilever, Coca Cola and Nike struggle to innovate by themselves. Therefore, we see a growing trend in opening up internal APIs and partnering with companies of all sizes to bring more innovation to your customers. Sometimes also referred to as frontend integration, it allows new services to be created in less than a month’s time by innovative partners without major investments in legacy systems once the APIs are up and running.
Accelerating Innovation through Partnerships WHAT DOES IT MEAN FOR YOU? Think about what others could do with the data, online services and capabilities from your organization. Could they create new products and services that you can benefit from? Can they innovate faster? Look at what you really do. Examine the business model and infrastructure at your core. FURTHER READING: > Top 3 Tips to Accelerate Mobile Innovation BLOG POST Define an initial MVP plan and try hackathons and competitions for your employees and > Innovation through Hackathons – A 3-Step Guide partners to drive innovations. Start small. If the opportunity is big enough then set up a PRESENTATION team whose only objective is partnerships and monetization of your APIs. EXAMPLES: > Addison Lee
“Web Apps vs. Native? It’s complicated!” Forbes 7. Programming Languages and Development Tools This year has been extremely exciting in terms of trends in software development For next year we believe that a mix of Java, Microsoft C#/.Net and Java script will languages and tools. We saw (1) Objective C drop out of the top 10 as Swift is rapidly continue to dominate development generally and Swift taking over iOS entirely. Web growing; (2) Angular.js and Node.js continuing to grow in popularity; (3) Browser apps and app wrapping using PhoneGap/Cordova will make up the bulk of enterprise performance improving, which means that web apps do better; (4) BaaS platforms application development with Xamarin as the fastest growing cross-platform tool continuing to grow with Google and Amazon in the lead and with Microsoft catching up; leaving the others behind. Native app development continues to be the first choice for (5) NoSQL seemingly taking over from MySQL; (6) Microsoft Surface gaining traction in consumer apps. the office which means that C#/.Net continues to play an important role.
Programming Languages and Development Tools WHAT DOES IT MEAN FOR YOU? Don’t jump on the latest trends, but also don’t stay behind. Many developers like sticking to the languages and tools they are familiar with as it gives them an edge. Make sure you experiment and train people on the new tools that have now gone mainstream. New programming languages and tools can provide short-term advantages in speed FURTHER READING: > Scorecard for Choosing Mobile Technology BLOG POST and cost, but make sure to consider the long-term effects. Make sure you can find > The Key to Successful Hybrid Apps enough people with skills on whatever platform you choose. BLOG POST On the 5+ year old debate of web vs. native vs. hybrid, be scientific about your choice. > The Only Mobile App Cross-Platform Solution That Works Check out our technology scorecard or use Gartner’s or Forrester’s guidelines. The winning cross-platform development tools at the moment are PhoneGap and Xamarin, BLOG POST but this will also change over time so make sure you stay informed. For consumer apps, don't duplicate existing web functionality through native apps if it's already well optimized. Even Apple now supports the use of webview where the user experience is good. EXAMPLES: > CEMEX (hybrid) > Warburtons (native)
“Mobile ads suck.” Steve Jobs, 2010 8. Mobile Ad Formats Changing Mobile ads still mostly suck despite bigger screens, better performance and improved targeting. When was the last time you intentionally clicked on a banner ad on your mobile? Probably not recently. With ad blockers, more ad dollars shifting to mobile and differences in user behavior on mobile, it's time for change. Companies that embrace the change such as Facebook, Google, Vice and Quartz are growing despite ad blockers while others are seemingly struggling. Mobile video advertising has now reached mass market penetration and delivers the most engaging format on Facebook, Instagram and, of course, Youtube.
Mobile Ad Formats Changing WHAT DOES IT MEAN FOR YOU? If you’re an advertiser, then make sure your media buyers understand and embrace the changes that are happening. Offer great content or utility rather than selling people something, make it location and context aware, encourage engagement/interaction, go for quality rather than quantity and make sure the size is right for each device. Follow FURTHER READING: > Geo-Targeted Mobile Ads: Creepy or Convenient? BLOG POST new best practice and monitor your ad spend and ROI closely with a good attribution platform. Publishers need to work with their end users and the media buyers to find the right mix of use of ad space, frequency, targeting and formats. Ensure that mobile video is part of your marketing mix and experiment with more engaging formats such as VR 360° recently launched by Youtube in partnership with Samsung. EXAMPLES: > Quartz
“We don’t have better algorithms. We just have more data.” Peter Norvig, Google 9. Putting Data Into Action For several years it’s been all about big data but the tide is changing. The focus for 2016 monitoring, smart buildings and cities, smart cars, manufacturing, finance, healthcare will be what we do with all the data. How do we make smarter recommendations? How and home electronics where they learn through behavior and make better do we provide better customer service, better products, increased productivity and give recommendations and decisions than humans can. customers what they need? Algorithms and smart machines have redefined how humans will interface with Algorithms are of course nothing new in software development and analytics. The technology in the coming years, according to Gartner and others and will be a hot difference however is that they will play a much bigger role in real-time service topic at IT conferences throughout 2016.
Putting Data Into Action WHAT DOES IT MEAN FOR YOU? Analytics and big data tools are great to segment, analyze trends, measuring effect of multi-channel sales and campaigns and providing intelligence back to the business. However, the next step is to experiment with and later commercialize implementations where the data is leveraged through machine-based optimization leveraging artificial FURTHER READING: > Leveraging Big Data, Big Time BLOG POST intelligence and beautiful algorithms. The incentives for getting this right are big - early movers should be able to speed up the quality and pace of decision-making in a wide range of tactical and strategic areas and gain new insights from analysis of unstructured data, such as e-mails between sales representatives or social media discussions. As with all new trends it will begin with understanding what data you have access to, defining the desired outcome and testing, testing, testing. But before you even consider smart algorithms and big data, make sure you get the basics right to understand your customers and their behavior. EXAMPLES: > Smart office buildings > Tennant
“If someone asks me what cloud computing is, I try not to get bogged down with definitions. I tell them that, simply put, cloud computing is a better way to run your business.” Marc Benioff, Salesforce 10. Ensuring You Don’t Overcloud Mobile service development, integration and backend development is moving to the This is also posing a challenge as performance and reliability is degraded with cloud at a rapid pace. Benefits include faster development, lower cost, better scalability, the number of processes, network calls and memory usage. It also means that version reliability and security. In addition to the core services this also means that app and web control becomes more challenging, a threat to privacy as the data ends up in too many developers are embedding a myriad of SDKs, APIs and tags in their services including e. places and costs may spiral out of control as the free versions cannot be used. g. Analytics, A/B Testing, Push notifications, Bug reporting, Payments, Content feeds, Advertising, Attribution tracking, Performance monitoring, Social networks, Translation and Customer service.
Ensuring You Don’t Overcloud WHAT DOES IT MEAN FOR YOU? Analyse how your applications are performing today in terms of speed, reliability and battery usage. Experiment with optimizing and changing the SDKs you use to improve performance. API and SDK aggregation is set to be a major theme of 2016. Developers need to start evaluating the number of different cloud services they use and what the impact is on the performance, reliability, cost and privacy of the service. In some cases, it may be time to consolidate to solutions that offer a broader set of functionality in one package even if it means not having the most cutting-edge features. It may also be wise to choose services with APIs that allow the developer to write their own SDK rather than using an existing one. Another alternative is API aggregation services such as Segment.io, Cloud Elements and Cloudrail. Finally, Amazon, Google and Microsoft now offer a large range of these services within their portfolios. FURTHER READING: > What's the Best Mobile Cloud Platform? BLOG POST
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