Engaging Customers In The World's Largest Mobile Market

Charlie Dai

Consumers and businesses around the globe have entered the mobile era, and technology management leaders are shifting their organizations’ business applications toward mobile. In order to effectively make this shift, mobile teams must change their practices to simultaneously improve agility and ensure a good customer experience. This is even more critical in China — a market with unique business scenarios, technology landscapes, and competitive environments.

I’ve recently published two reports focusing on using the mobile IDEA cycle for customer engagement, including part one and part two. In these reports, I assess the current state of mobile application development planning in China and highlight four key areas that enterprise architecture (EA) professionals should focus on in each stage, namely “Identify”, “Design”, “Engineer” and “Analyze”, to enable the success of the mobile IDEA cycle. I also provide examples of how to unleash the power of digital business by analyzing the strategic mobile practices of visionary Chinese firms and highlighting how they use systems of engagement. Some of the key takeaways:

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Rethinking Hybrid Development

John M. Wargo

A few weeks back I published a report entitled New Tools Make Hybrid Apps A Safer Bet. It’s my first report at Forrester, a brief on some of the changes happening in the hybrid application space and what they mean for application development and delivery (AD&D) pros. The topic is something I was noodling on before I joined Forrester and it was a natural topic for my first report.

I’ve been a contributor to the Apache Cordova project and written 4 books on the topic, and while a lot of developers are building hybrid apps using Cordova, broad adoption of the approach has been lacking. Don’t get me wrong, a lot of developers are using the framework, and there are a lot of apps out there, but we haven’t seen a lot of big name adoption. Developers eschew the hybrid approach for reasons both valid and invalid; recent changes in the hybrid space address some of those issues and should set the stage for broader adoption of hybrid. Check out the report and I would love to hear your feedback.

The API Management Solutions Market Will Quadruple By 2020 As Business Goes Digital

Michael Yamnitsky
Often considered the poster child of digital transformation, APIs are proliferating at enterprises making industry-leading investments in mobile, IoT, and big data. As these initiatives mature, CIOs, CTOs, and heads of development are coming together with business leaders to manage and secure companywide use of APIs using API management solutions
 
Forrester recently released a report that sizes and projects annual spending on API management solutions. We predict US companies alone will spend nearly $3 billion on API management over the next five years. Annual spend will quadruple by the end of the decade, from $140 million in 2014 to $660 million in 2020. International sales will take the global market over the billion dollar mark.
 
In interviewing vendors for this piece of research, we discovered a vast and fertile landscape of participants:
Startups have taken $430 million in venture funding, and so far have realized $335 million in acquisition value. In April 2015, pure-play vendor Apigee went IPO and currently trades at a valuation north of $400 million. 
 
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No Big Bank Leads In US Mobile Banking

Rachel Roizen

[this blog post was co-authored by Peter Wannemacher]

Forrester has just published its 2015 US Mobile Banking Functionality Benchmark. The report reveals important insights about the mobile offerings from the five largest retail banks in the US: Bank of America, Chase, Citi, U.S. Bank, and Wells Fargo. Forrester clients can find the full benchmark report here:

All of these bank brands are relatively strong, providing customers with the services and functionality they’ve come to expect from mobile apps and sites. But perhaps the most significant takeaway from our research is that no single bank is leading: When it comes to mobile, the big US banks are achieving parity, not breakthrough.

  • Overall, the US banks are meeting customer’s needs... The US banks achieved overall scores of 65 or higher out of 100, scoring particularly well for enabling a wide range of touchpoints and transactional features. All five banks have extensive functionality across bill pay transfers and P2P payments, like mobile remote deposit capture and adding a payee from within the app.  
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Small Business Insurers: Are Your Digital Sites Open For Business?

Ellen Carney


Small business is booming in the US.  The US Small Business Administration declared this week as “National Small Business Week” to promote the role that small business plays in the US economy.  Why should insurance companies pay close attention to the needs of small business? For starters, small businesses mean:

  • Big economic impact. Small business spells substantial opportunity. These small businesses comprise about 49% of private sector employment, and about 43% of private sector payrolls.[i] And as small business grow, that growth translates into the need for more insurance to cover employees, vehicles, and other liabilities.
  • New revenue streams.  With self-driving vehicles tests planned in 30 cities by 2017, there’s trouble ahead for the industry’s cash cow, private passenger auto insurance.[ii] Small business insurance is one revenue stream that insurers can increase to counterbalance premium declines.
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Google Will Not Crack The Wireless Market By Following Others Into The MVNO Arena

Dan Bieler

Source: DroidLife

Much has been written about Google’s foray into the wireless service provider arena. Now Google has announced its push into this market with its Project Fi offering, which is based on the mobile virtual network operator (MVNO) business model.

There is nothing revolutionary about Google’s wireless offering. Rather than acting as a market disruptor, Google has opted to enter the wireless market by launching a package similar to the one that Republic Wireless has provided in the US since 2011. So why should anyone pay attention to Google Fi? Because Google is a very large and powerful player in the mobile market. My main observations are that Fi is:

  • Unlikely to disrupt pricing in the US wireless market significantly. Google Fi's pricing is a fixed $20 unlimited talk/text plan plus $10 per GB of data, plus tax; a 3GB data package will cost users about $55 per month. Interestingly, users don't pay for data that they don't use, and many Fi users will not use their full data packages: For instance, the average Republic Wireless user pays only $7.50 to $8 per month for data. Still, for penny pinchers, pure Wi-Fi plans are much cheaper. The most attractive part of the deal is the roaming aspect – but only for overseas travelers.
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Disrupt Or Be Disrupted: The Challenge For Insurers In 2015

Ellen Carney

American and Canadian insurers are facing some big challenges in 2015. Customer experience expectations, their willingness to consider a growing array of new options to buy insurance, and new competitors creeping into the business of insurance are pushing traditional insurers into new digital strategies.  It’s no longer a question of digital channels or “other” when it comes to the customer journey; they’re now intertwined. Digital-dependent customers are eyeing new and more digitally savvy market entrants, while demanding more control over the experience and how their personal information is used. This year, digital insurance teams are crafting agendas that satisfy their firm’s hunger for increase market share and revenue balanced with changing demographics, adaptations in response to extreme weather, and regulation that has lagged the changing realities of digital. One thing’s for sure: Insurance eBusiness teams can’t afford to wait around, but they also can’t afford to make the wrong digital decisions. 

Just what are the factors propelling North American insurer agendas this year? For starters, it’s about:

  • Uneven economic growth in North America. The 2008 financial crisis? It’s a distant memory in much of the US, but not for all. By most measures, the US economy is thriving, driven by rising consumer demand for homes, cars, and consumer goods, and, by extension, insurance.  And in oil-producing Canada the decline in gasoline prices isn’t good news: Canada is threatened with recession.
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Observations From Mobile World Congress 2015 From A CIO's Perspective

Dan Bieler

Mobile World Congress (MWC) was a real marathon: According to my wearable gadget, I walked 70,278 steps, or 53.7 km, in four days. So was it worth it apart from the workout?

MWC was certainly busy; it attracted more than 90,000 attendees, including about 50,000 C-level executives (of whom 4,500 were CEOs) — making it the largest MWC event to date. While MWC does not attempt to cater to CIOs’ requirements — only about one-third of the attendees come from outside the technology sector, mostly from government, financial institutions, and media and advertising firms — the event deals with all the critical topics that CIOs will have to address in the years ahead.

This year’s MWC focused on innovation, which is arguably the single most important business priority to ensure business survival in a rapidly changing marketplace. As a business enabler, every CIO must meet the expectation of today’s business customer that he can get what he wants in his immediate context and moment of need. MWC highlighted that:

  • Mobile is critical to provide a great user experience. Therefore, mobile is becoming a critical factor for CIOs in driving product, service, and process innovation and enhancing customer and employee engagement.
  • Consumerization is redefining enterprise mobility. At MWC we saw more and more vendors targeting the mobile mind shift taking place in the business segment. This is reflected in the shift of most mobile business solutions away from traditional sales and field force automation toward delivering mobile moments.
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Mobile World Congress 2015: Expect Even Shinier Objects

Julie Ask

Mobile World Congress (MWC) is “the” event in mobile. It is the event where Samsung, HTC, Huawei, Sony, Microsoft, LG … well, really everyone (but Apple) will launch new mobile phones, tablets, and wearables. And, yes big-screened mobile phones are still “in.” I’m more likely to buy a leather jacket with bigger pockets or a larger purse than to buy a smaller phone.

 

Thousands flock to Barcelona annually to hold these devices in their hands. Words too often fall short in describing the feeling of holding the next Samsung device in your hand or the emotions of delight and bewilderment when you turn the device on.

The question then is: “So what? What does it mean for my company?”

Here’s what you already know:

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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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