Mobile World Congress 2015 Promises Greater Focus On Use Cases Away From Technology Obsession

Dan Bieler

Once again, the mobile world is getting ready for the most important mobile event of the year, the Mobile World Congress (MWC), which will take place in Barcelona from March 2 to 5. In my role as analyst with a focus on CIO requirements, I expect the following themes to dominate this year's show:

  • Everybody will talk about data — and many about data privacy. The long-anticipated marriage between big data and mobility is finally happening. I expect just about every vendor at MWC will claim a stake in these mobile data wedding arrangements. However, many big data business models remain building sites, and it remains far from clear which players will benefit via which types of business models. The growing awareness of regulatory constraints on the use of customer data as well as what the Financial Times recently called the "creepiness quotient", i.e., hyper-personalized advertising, further complicate a convincing business model for mobile analytics on a mass scale. Despite all the hype, mobile data is one of the must-focus areas for CIOs who attend MWC.
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Announcing Forrester’s 2015 B2C Global Commerce Service Providers Wave

Adam Silverman

Global Commerce Service Providers

Today’s technology-immersed customers have high expectations when it comes to the retailers they engage with. Not only do they expect their retailer of choice to offer an endless array of products that can be fulfilled from any location within the enterprise, they also expect a more fulfilling and connected experience both online and in the store.  In order to meet these higher expectations, organizations that sell directly to customers must pivot to become digital businesses, and this transformation requires them to double-down on their investments in people, process, and technology.  As the complexity and importance of commerce technology swells
B2C organizations are increasingly seeking out the help of Global Commerce Service Providers to not only implement commerce technology, but to help their organization refine business processes and create innovative omnichannel experiences. 
 
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Video Consumption Behavior -- Corroborating Evidence

Jim Nail

Sorry for that rather legalistic/nerdy headline. As I mentioned in my last post, Forrester's data on Making Sense of New Video Consumption Behaviors stimulated a discussion of methodologies, and particularly the challenges with our self-reported survey methodology. I agree, this approach has some flaws, as does any research methodology. That's why we're trained here to look for multiple data points and then to interpret them to give as accurate a view as we can of what's happening in the market.

So I just came across an article that I had read while I was writing that report which provides additional evidence. In it, NBC Universal's AlanWurtzel describes the digital viewing numbers they are beginning to provide, using behavior data from Nielsen, Rentrak, Omniture, and Hulu. These numbers point in the same direction, and perhaps point to even larger changes than Forrester's data indicate.

The article cites numbers for two shows, on a live-plus-seven-day basis. For The Blacklist, digital viewing accounts for 17% of the total viewership, while digital views are 37% of Parks & Recreation's total.

These data sets and NBC's methodology have their own gaps and weaknesses, no doubt. But I believe that is a matter of degree, not direction. These numbers -- and Forrester's -- don't have the degree of precision needed for the currency of the TV market, but they clearly indicate that a significant change is happening in consumer viewing behavior that advertisers need to factor into their planning. 

Is Big Data Enough? (Ramping Up For Strata In San Jose)

Brian  Hopkins

I’m ramping up to attend Strata in San Jose, February 18, 19 and 20th. Here is some info to help everyone who wants to connect and share thoughts. Looking forward to great sessions and a lot of thought leadership.

I’ll be setting aside some time for 1:1 meetings (Booked Full)

[Updated on 2/17] - I have set up some blocks of time to meet with people at Strata. Please follow the link below to schedule with me on a first come basis.

meetme.so/BHopkins_1on1_20Mins

[Update] - I booked out inside 2 hours...didn't expect that! I may open up my calendar for more meetings but need to get a better bead on the sessions I want to attend first. Shoot to catch me at breakfast, will tweet out when I'm there.

I’ll be posting my thoughts and locations on Twitter

The best way to connect with me at Strata is to follow me on Twitter @practicingea

You can post @ me or DM me. I’ll be posting my location and you can drop by for ad hoc conversations as well.

I’m very interested in your point of view - data driven to insights driven

I am concluding very quickly that “big data” as we have viewed it for the last five years is not enough. I see firms using words like “real-time” or “right-time” or “fast data” to suggest the need is much bigger than big data – its about connecting data to action in a continuous learning loop.

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The Future Of Mobile Wallets Lies Beyond Payments

Thomas Husson

Apple Pay makes up more than $2 out of $3 spent on purchases using contactless payment across the three major US card networks. I agree with my colleague Sucharita Mulpuru that this is likely a big chunk of a small pie, considering the lower maturity of the mobile contactless ecosystem in the US. It's always better to look for absolute value. In this regard, PayPal processed $46 billion in mobile payment volume in 2014, up 68% over 2013.

Should marketers care about mobile wallets? Yes. Mobile wallets are not just about mobile payments. Consumers want a better shopping experience. Offering faster or more-secure payments is not enough; wallet providers will have to solve real pain points, such as giving consumers the ability to see what’s on stored value cards at any moment in time, access loyalty points, or automatically receive digital copies of payment receipts. In particular, 57% of US online adult smartphone users are interested in having access to loyalty program points and rewards within a mobile wallet. Access to loyalty rewards from brands is the most wanted feature from consumers, and it's the one least integrated in mobile wallets today.

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Black Friday Plagues the 2014 UK Holiday Sales Season

Michelle Beeson

Black Friday has been a constant feature in the postmortem of the 2014 UK holiday sales season. It has gradually extended its influence across the Atlantic over the years; despite having no cultural significance outside of the US (Black Friday is a sales day that traditionally follows the US Thanksgiving holiday). Retailers in France, Germany and Spain tested the waters with Black Friday promotions in 2014. But it was in the UK where Black Friday sales surged to new heights.

UK retailers who embraced Black Friday reported massive sales uplift on the day. Department store House of Fraser recorded a 125% increase in year on year sales while Very.co.uk saw orders jump 134% compared to Black Friday 2013.Yet, for most, this uplift did not translate to an overall sales increase or the holiday season.

Our new report "Black Friday: The Sales That Stole Christmas", written with my colleague Martin Gill, evaluates the impact of Black Friday sales in the UK holiday season 2014, foretelling what is on the horizon for the rest of Europe as:

Black Friday Has Changes The Cadence Of Holiday Sales. Black Friday has arrived in the UK with a bang, but for most eBusiness executives it hasn’t driven a massive sales uplift. Instead, it’s pulled customer purchasing forward in the holiday season, leaving like-for-like sales reasonably static.

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Black Friday: The Sale That Stole Christmas

Martin Gill

Black Friday is here.

By here, I mean here in Europe. And it’s here to stay.

Amazon launched Europe’s first Black Friday sale in 2010, with a small fanfare and some success. Most European retailers did the polite thing, and looked bashfully away while their brash American cousins celebrated a day with zero cultural significance this side of the Atlantic. “We’ll wait for Boxing Day” was the overwhelming sentiment.

But consumers bit, and the following year a small handful of global brands like Apple and Walmart (in the form of its UK subsidiary Asda) followed suit. Black Friday grew somewhat organically.

But 2014 was different.

Previous Black Friday successes unleashed a literal tidal wave of copy-cats in the run up to Christmas last year. This was most publically a UK phenomenon, with well-known brands like John Lewis taking part, but don’t fool yourself into thinking it was just a quaintly British emulation of the American trend. French and German retailers like Darty and Saturn also indulged. Akamai saw triple the normal web traffic to retail websites across Europe on Black Friday. But it was the UK that bore the brunt of the impact as:

  • High profile websites buckled and crashed under unprecedented load, with many retailers reporting upwards of a 300% uplift in traffic on Black Friday.
  • Riots in stores saw police called.
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Two Weeks Left To Enter The 2015 Forrester Groundswell Awards!

Nate Elliott

You deserve to be recognized for the great work you do in social -- but there's not much time left! 

We're now accepting entries for the 2015 Forrester Groundswell Awards, and we'd love a chance to recgonize your social programs for their excellence. The deadline for entries this year is February 20, and we're once again accepting entries in both B2C and B2B marketing categories. Entry is free, and winners will be invited to accept their trophies in person at the Forrester Marketing Leadership Forum in April.

For more details, check out our FAQ and our entry form. We look forward to seeing your entries by February 20!

Welcome back to integration technologies!!!

Henry Peyret

There’s a renewed interest in integration technologies due to new needs for integration to mobile, the Internet of Things (IoT), and cloud — but also because integration requirements betwen systems of engagement and systems of record are requiring realtime for seamless boundaries omnichannel, higher volume, with end-to-end security highlight the changes in integration practices. Forrester will soon publish a report about the integration trends around these subjects.

I am happy to pick up this subject again from Stefan Ried after being away from the space for the past six years. Stefan left Forrester in December and I regret his departure, because he was a very passionate analyst and a smart guy to work with.

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Understand The Promise Of Real-time Speech Analytics To Prepare To Overcome A (Large) Budget Hurdle

Ian Jacobs

“With the gift of listening comes the gift of healing.”

-Catherine de Hueck Doherty

We’ve all heard the canned notifications when we call companies for customer service: “this call may be recorded for security or quality purposes.” Most customer service organizations today record their phone interactions with their customers. Often those recordings just sit untouched on the digital equivalent of a dusty shelf in a storage closet. The recordings are there to ensure regulatory compliance or, in rare cases, to be pulled off the shelf in case of a major dispute with a customer.  In essence, the part of the notification about security rings true; the quality part, not so much.

But, as part of continuous improvement programs, companies have begun to change that by actually analyzing the recordings for quality purposes. That process of quality monitoring allows firms to select recordings for review and assessment. In forward-thinking organizations, the tools enable managers to replay agent screen actions, allowing evaluations to include screen activity in addition to voice content. Managers use these reviews to pinpoint which agents perform well, which need further training, and to identify processes that need to be refined.

Companies doing this basic form of quality monitoring, however, find they cannot change the outcome of those calls — the interactions are long since over. This is where the emerging field of real-time speech analytics comes into play. Vendors of real-time speech analytics tools promise to allow companies to intervene at the moment of truth, while the customer and the contact center agent are still talking.

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