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MICHAEL NUCIFORO
Mobile Consultant, Innovator and Futurist
Developing a Mobile Proposition
Section 4: Strategy to Execution
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Strategy to execution
• Strategy definition: how to shape your proposition to achieve your objectives
• Business case: the factors to consider to ensure long-term ROI
• Delivery approach: how to structure your organisation to execute your strategy
• Moving beyond projects to an integrated channel offering
Next: Lunch Break
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Section 4 – 12:10 to 13:10
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Mobile is evolving…
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One size does not fit all…
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You need to execute…
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This means…
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“Everyone is investing in mobile. The
winners will be businesses that can deliver
their roadmap – not just talk about it”
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Select your targets…
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Understand their needs…
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Identify benefit areas…
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Prioritise your propositions…
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• Manage Payees
• Complaint Tracking
Manage
Service
Sales
• Registration
• Passcode Reset
• Marketing
• Product listing
• Alert Management
• Account Naming/Ordering
• Simple Product Offers
• Targeted Marketing
• Book Branch Appointments
• Request Call
Now… Soon… Later…
• Balance Enquiry
• Transaction History
• Standing Orders
• Direct Debits
• Credit card management
• Security/Authentication
Pay
Buy
• Account Transfers
• Payments
• Foreign Payments
• P2P Payments
• Gifting
• Order Tracking
• Mobile Wallet
• Mobile POS
• Location based Offers
• Quote and Buy
Agree your roadmap…
• Merchant Rewards
• Loyalty Discounts
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Provide preliminary guidance to the marketing strategy
Understand the key usage motivators and any potential barriers to adoption.
Identify the opportunity to launch new mobile services
Quantify the size of the opportunity or level of demand.
Confirm the most compelling new mobile services
Determine the priority features of any new services and potential business value.
Determine the opportunity for achieving benefits
Assessment of which services would likely lead to the migration from higher cost channels.
Validate through research…
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Confirm delivery approach…
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Make sure your service is secure…
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1. Establish a culture of innovation – It’s not one project
2. Set yourself up for success and deliver
3. Understand your customers, their needs and key benefit drivers
4. Use this information to guide your vision and roadmap
5. Validate your propositions with the end user
6. Confirm your delivery approach based on your organisation
7. Market the proposition to achieve your objectives
Key Takeaways…