digital-campus day3 module24 mobile def lb
TRANSCRIPT
![Page 1: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/1.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 1/53
Mobile:
A pocked-sized future
DIGITAL PASSPORT - DAY 3Paris - April 5, 2013
Guillaume CABRERE, CEO, Digital University
François ROUSSEAU, Academic Consultant, Digital University
![Page 2: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/2.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 2/53
![Page 3: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/3.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 3/53
BNP PARIBAS Perso
Agenda
1. The rise of mobile: what is at stake?
2. What does mobile change for consumers?
3. The golden rule for marketers
4. Developing a mobile strategy: priorities & chec
![Page 4: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/4.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 4/53
BNP PARIBAS Perso
Consumers in a multi-device environme
Mediascope, Pan European Study, April 2012.
!" #$ %& '& () &* &+ ," ,- -$
9 % 10 % 8 % 6 %2 % 4 % 6 % 4 % 3 % 4 %
15 %10 % 10 % 12 %
3 % 5 %8 %
5 % 3 % 3 %
35 % 33 %
17 % 19 %14 %
21 % 21 %
12 % 11 %15 %
88 %83 %
79 %75 %
70 %67 %
64 % 62 %57 % 57 %
Computer Mobile TabletWeekly Internet use by device
(%, 2012)
Netherlands France Belgium Germany Czech Rep. Spain Poland Portugal TurkeyEurope*
* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway
Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, Finlan
![Page 5: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/5.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 5/53
BNP PARIBAS Perso
Europeans still mostly access the Inter
on their computer, but...
!" #$ %& '& () &* &+ ," ,- -$
35 % 33 %
17 % 19 %14 %
21 % 21 %
12 % 11 %15 %
88 %83 %
79 %75 %
70 %67 %
64 % 62 %57 % 57 %
Computer MobileWeekly Internet use by device
(%, 2012)
Netherlands France Belgium Germany Czech Rep. Spain Poland Portugal TurkeyEurope*
* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway
Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, FinlanMediascope, Pan European Study, April 2012.
![Page 6: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/6.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 6/53
BNP PARIBAS Perso
...the growth of mobile Internet usage
is spectacular
Netherlands France BelgiumGermany Spain Portugal Italy Russia
+250% +200% +19%+171% +171% +120% +67% +13%+64%
Europe*
Weekly mobile Internet usage penetration* (mobile phones only)
(%, growth April 2010 to April 2012)
Mediascope, Pan European Study, April 2012.* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway
Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, Finlan
![Page 7: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/7.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 7/53
BNP PARIBAS Perso
2014there should be more mobile Internet
users than desktop Internet users
Morgan Stanley Research, Worldwide, 2010.
![Page 8: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/8.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 8/53
BNP PARIBAS Perso
Mobile banking dramatically increase
! Most European banks have developed their mobile presenc
! 87% of banks propose SMS alert services
! 87% of banks propose smartphone apps
! 74% of banks offer mobile banking services through secured website
Berg Insight, 2010.
2009 2015
894
55 M
M
X16Mobile banking users(in million, Worldwide)
![Page 9: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/9.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 9/53
10,4 millionpeople
Ipsos & Google, «Our mobile planet», 2012.
BNP PARIBAS Perso
Europeans start using mobile banking ser
Poland Turkey Russia ItalyGermanySpainCzech Rep. NetherlandsFrance
Smartphone owners using their mobile for finance related activities"
(%, 2011)
25 %27 %
30 %32 %33 %34 %
36 %
41 %41 %
! Used their smartphone for financial activities at least once this year.
![Page 10: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/10.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 10/53
10,4 millionpeople
Ipsos & Google, «Our mobile planet», 2012.
BNP PARIBAS Perso
Europeans start using mobile banking ser
Poland Turkey Russia ItalyGermanySpainCzech Rep. NetherlandsFrance
Smartphone owners using their mobile for finance related activities"
(%, 2011)
25 %27 %
30 %32 %33 %34 %
36 %
41 %41 %
! Used their smartphone for financial activities at least once this year.
Forrester Research, Technographics Benchmark Survey Q2 2011.
9%of Western Europeans! use mobile banking regularly"
! EU-7, Western European adults with a mobile phone." Checked bank account balances, view transactions, or transfer money to another account using a mobile device in the past three mont
![Page 11: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/11.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 11/53
BNP PARIBAS Perso
21% of online Western Europeans (16
used mobile banking in 2011
Forrester Research, Technographics Financial Services Online Surveys.
14% use SM
alerts
9% access m
banking webs
5% use app
adoption is g
fast
![Page 12: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/12.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 12/53
BNP PARIBAS Perso
Mobile banking experience: still room for imp
Retail banking customers that have had a positive experience with...(%, Western Europe)
2011 2012
49 %47 %...online banking
2011 2012
28 %24 %
...mobile bankin
Capgemini and Efma, «World Retail Banking Report», April 2012.
![Page 13: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/13.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 13/53
BNP PARIBAS Perso
Improving the user experience on mobile
57%of users say they won’t recommen
business with a poorly-designed m
40%have turned to a competitor’s site
mobile experience.
Compuware, «What Users Want From Mobile», 2011, in Google, «The Mobile Playbook».
![Page 14: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/14.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 14/53
BNP PARIBAS Perso
And mobile is a «small» personal worl
RussiaGermany Netherlands PolandSpainFrance Italy Czech Rep.
67777
99
11
15161616
19
2322
28Number of apps installed Number of apps used during the last 30 days
Ipsos & Google, «Our Mobile Planet», 2012.
![Page 15: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/15.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 15/53
BNP PARIBAS Perso
And mobile is a «small» personal worl
RussiaGermany Netherlands PolandSpainFrance Italy Czech Rep.
67777
99
11
15161616
19
2322
28Number of apps installed Number of apps used during the last 30 days
Ipsos & Google, «Our Mobile Planet», 2012.
26%of all apps downloaded are opened only once and then never u
Localytics, February 2011.
![Page 16: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/16.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 16/53
BNP PARIBAS Perso
Kill time Save tim /
![Page 17: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/17.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 17/53
BNP PARIBAS Perso
! Apple.com, March 2012, Worldwide.
All-time TOP 5most downloaded Apps
Free
1.
2.
3.
4.
5.
Paid
1.
2.
3.
4.
5.
Kill time
![Page 18: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/18.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 18/53
BNP PARIBAS Perso
Save time
![Page 19: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/19.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 19/53
BNP PARIBAS Perso
Save time
![Page 20: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/20.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 20/53
BNP PARIBAS Perso
Kill time Save tim
/
Added value
![Page 21: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/21.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 21/53
BNP PARIBAS Perso
Agenda
1. The rise of mobile: what is at stake?
2. What does mobile change for consumers?
3. The golden rule for marketers
4. Developing a mobile strategy: priorities & chec
![Page 22: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/22.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 22/53
BNP PARIBAS Perso
Trans
Loy
Mob
com
Inform
![Page 23: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/23.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 23/53
BNP PARIBAS Perso
Trans
Inform
Loy
Mob
com
![Page 24: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/24.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 24/53
![Page 25: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/25.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 25/53
BNP PARIBAS Perso
All your accounts in one place
ING delivers an overview of
multiple accounts, like credit
and savings, in one place
![Page 26: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/26.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 26/53
BNP PARIBAS Perso
BNP Paribas decided to develop an iPad App
an efficient and playful user experienc
![Page 27: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/27.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 27/53
BNP PARIBAS Perso
Trans
Inform
Loy
Mob
com
![Page 28: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/28.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 28/53
BNP PARIBAS Perso
Transactional functions are the second mos
of mobile banking
Forrester Research, European Technographics
Financial services online survey, Q4 2011.
Potential growth lever
![Page 29: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/29.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 29/53
BNP PARIBAS Perso
4 main families of mobile payment syste
Text message
SMS
NFC, RFID, and FeliCa (Sony)
CONTACTLESS
Payment through
mobile browser
WEB
![Page 30: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/30.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 30/53
BNP PARIBAS Perso
Google bets on NFC...
![Page 31: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/31.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 31/53
BNP PARIBAS Perso
... to totally replace your wallet
http://www.youtube.com/watch?v=cVDyd4G0
E b f th d ti ti f NFC
![Page 32: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/32.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 32/53
BNP PARIBAS Perso
$5 billiontransactions processed per year
1 millionmerchants are using this techology
Square
Even before the democratization of NFC,
solutions to pay with mobile are already
![Page 33: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/33.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 33/53
BNP PARIBAS Perso
In the near future, all card
payments at Starbucks will be
processed through Square.
Will mobile replace cash registers?
Mobile payment will be
gradually implemented.
http://www.youtube.com/watch?v=W
![Page 34: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/34.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 34/53
![Page 35: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/35.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 35/53
BNP PARIBAS Perso
Keep in touch with the customer between tw
Sephora To Go
http://www.youtube.com
![Page 36: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/36.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 36/53
BNP PARIBAS Perso
... and optimize the sales process in-sto
• When she scans the cu
loyalty card with her iP(equiped with this B2B
beauty advisor gets all
customer profile infos
in France):
• her amount of loyalty po
• her average basket,
• the kind of products she• the brands she buys the
• her personal info details
• The "Playlist", (a person
recommendations list, g
algorythm).
mySephora
![Page 37: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/37.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 37/53
BNP PARIBAS Perso
Brand utility can help build retention
Main menu Photo of damages Pre-declare form Rep
![Page 38: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/38.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 38/53
BNP PARIBAS Perso powered
by
![Page 39: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/39.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 39/53
![Page 40: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/40.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 40/53
BNP PARIBAS Perso
Passbook: the future Apple’s CRM platfo
Loyalty cards & coupons
Cinema tickets
Plane and train tickets
A central repository for:
![Page 41: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/41.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 41/53
BNP PARIBAS Perso
Amex has already integrated this new pla
- Account balance- Last transaction
- Push notification
http://amexpassbook.com
A d
![Page 42: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/42.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 42/53
BNP PARIBAS Perso
Agenda
1. The rise of mobile : what is at stake?
2. What does mobile change for consumers?
3. The golden rule for marketers
4. Developing a mobile strategy: priorities & chec
![Page 43: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/43.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 43/53
A mobile content should not simply mim
![Page 44: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/44.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 44/53
BNP PARIBAS Perso
A mobile content should not simply mim
one’s website content
A smaller screen Precise needs
Find
Book
Check
Specific
M bil b it A li ti
![Page 45: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/45.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 45/53
BNP PARIBAS Perso
Mobile website vs. Application
*: Localytics, May 2011.
• Compatibility
• Access
• Share
• Reach
• Time and cost
• Lifetime
• 100%online access
• Tracking method:Mostly JavaScript
tags and cookies
• Interactivity/gaming
• Frequent use/
personnalization
• Hardware functions
• Push alerts
• 15%
of apps are launchedwhile offline*
• Tracking method:Software
Development Kit (app
source code based)
![Page 46: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/46.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 46/53
BNP PARIBAS Perso
Think inside the boxes?
Th f t ti h d h
![Page 47: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/47.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 47/53
BNP PARIBAS Perso
The fragmentation headache
Responsive Web Design seems to be an a
![Page 48: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/48.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 48/53
BNP PARIBAS Perso
Responsive Web Design seems to be an a
• A consistent and optimized experience across all web-enabled touchpoints: a single code base and a single site for
all web experiences
• A reduction in maintenance risks and release cycle times
• A better marketing visibility thanks to a single « device-
agnostic » url structure.
• A way to size up as well as down
• One single web team with a breakdown of development silos
* Forreste r’s « Unde rstanding r e sponsive de sign”, Re port, July 2012
Agenda
![Page 49: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/49.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 49/53
BNP PARIBAS Perso
Agenda
1. The rise of mobile : what is at stake?
2. What does mobile change for consumers?
3. The golden rule for marketers
4. Developing a mobile strategy: priorities & chec
Two priorities
![Page 50: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/50.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 50/53
BNP PARIBAS Perso
Two priorities
FINDABILITY
1. Is your website optimized for mobile devic
BRAND
UTILITY
2. Could a mobile platform leverage a consumer insigh
![Page 51: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/51.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 51/53
![Page 52: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/52.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 52/53
![Page 53: Digital-Campus Day3 Module24 Mobile Def Lb](https://reader031.vdocuments.site/reader031/viewer/2022021319/577cc8991a28aba711a30da1/html5/thumbnails/53.jpg)
8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb
http://slidepdf.com/reader/full/digital-campus-day3-module24-mobile-def-lb 53/53
BNP PARIBAS Perso
Questions?