how to catch frogs - the impact of disruptive technology to african travellers
TRANSCRIPT
MAXIMIZING MOBILITY
DFNI AFRICA CAPE TOWN JUNE 23,
2015 #DFNIFROGS
How to Catch Frogs InAfrica
#DFNIFROGS
Stephenie Rodriguez: @DigitalGodess#ROCKSTAR #LATINA #BIGDATA #MARKETING
#TFWA #SXSW #VODKA #TEDX
CHIEF ENABLING OFFICER/FOUNDER
Global nomad. Hyper sharer. Data nut. Whippet owner. Mother. Travel Executive
Innovation leader. Thought Leader. Futurist.
#DFNIFROGS
MOBILE IS… AFRICA’S GATEWAY TO
THE INTERNET!
#DFNIFROGS
5
*Adults aged 16+Source: Index Mundi (2013), World Bank (2012), ITU, Wikipedia, IDG Connect
KEY SOUTH AFRICA STATISTICS
Mobile phones dominate in South AfricaSource: Nielsen (2011)
In 2011, South Africa ranked 5th inthe world for mobile data usage – who knew?
THE FUTURE IS RIGHT NOW!
#DFNIFROGS
MOBILE IS UBIQUITOUS
#DFNIFROGS
01
THINK DIFFERENTLY
01
BUZZ WORD TO
BUSINESS INSIGHT
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“It is the enabler of disruptive innovation. Its manifests as change enabled by digital technologies that occurs at a pace and magnitude that disrupt established ways of value creation, social interaction, doing business, and our way of generally thinking.”
- Professor Riemer, UTS Sydney 2013
”
A disruptive technology displaces existing
infrastructure.
#DFNIFROGS
CONNECTIVITYMobile Internet
Automation of knowledge work Cloud technology
Wearable technology2b smart phones growing by +30%
10 Billion smart communicators5 Billion ACTIVE social media users
Location based servicesFrictionless payments Increased collaborationHyper personalization
Connected everything growing by 1%Hunger for Shared Experience
Lag of Privacy regulations
#DFNIFROGS
85% Have used a mobile shopping app while
inside a store
80%
78%
62%
58%
19%
Push notifications about sales / promotions
More tools for price comparisons, accessing list,
style guides
Content that is relevant to interests and location
Loyalty program integration
Ability to pay with mobile phone
Mobile app features travelers want most to use in-store:
77% Would share their location in return for
value
72% Would purchase in-store after receiving a relevant
offer while shopping
Swiss / Research Now survey of smartphone users, Nov 2013
CONNECTED TRAVELERS WANT:
“The biggest re-imagination of all is people enabled with mobile devices
& sensors uploading troves of findable and sharable data.”
#DFNIFROGS
#DFNIFROGS
Connectivity
CLOUD
THE HUB OF CONSUMER EXPERIENCE
Ubiquitous and maturing
WIFI IS NEARLY FREE
Connectivity is everywhere
WE’VE UNPLUGGEDCollaboration and
information are democratized
Social Media
Analytics
BIG DATA/ANALYTICS90% of all the data collected
has been collected in the past two years.
Cont
extContent
Dev
ice
Location
THE AXIS OF RELEVANCE
TRAVELERS ARE TALKING
“REAL TIME” MERCHANDISING
CONTENT PLAYS A VITAL ROLE.
CONTEXTUAL RELEVANCE
LocationWhere I am in correlation to what you are trying to
convey?
EnvironmentalWhat is happening around me
in real life?
Social Media Who are your customers and fans? Where do they share?
Who do they influence?
BehavioralDo I have distinct patterns in my daily life? What can
you learn from me by observation and listening?
HistoricalWhat have I done in the past that could impact
what you want me to do today. (Think Legacy data
here!)
Motion/DirectionAm I moving towards you or away from you? Fast or Slow? How will you get my
attention?
CONTEXTUAL INTELLIGENCE
IMMERSIVE EXPERIENCES
More than 2x by 2020!
SHE HAS NEVER HEARD THE WORD “OMNI-CHANNEL”
01
ONLY CHANNEL
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DIGITAL DRIVES REVENUE
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DIGITAL IMPACTS CONVERSIONS
MAGICAL MOMENTS
CASE STUDY: OAKWOOD ASIA PACIFIC HOTELSDIGITAL PUBLISHING
CASE STUDY: KLM
DESIGN FOR MOBILE FIRSTEnsure you work to the limitations of
the small screen and embrace rich media
INVEST IN PAID MEDIALeverage low cost digital
display to create awareness and bring new eyeballs.
USE PROXIMITY TOOLS
Deliver relevant and timely messages to the right person when they are in the optimal position to take advantage.
USE ANALYTICSSegment your database to
align with online visitor profiles
CREATE REMARKABLE CONTENT
Use digital publishing, rich media formats to drive engagement
Personalize the UX and Message
Speak their language.
HOW TO CATCH “FROGS”
THE SWEETSOUND OF SUCCESS
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Overviews can include transactions, web visits, sales data, location data, legacy data, social sentiment, emerging trends, environmental data, etc.
In retail and in travel, knowledge is power.
Data without actionable insight is just trivia.
WE CREATE EASY TO READ DASHBOARDS AND GIVE YOUR DATA MEANING
“There is no innovation without failure.
Period. – Breene Brown
THANK YOU! MOBILE APPLICATIONS, PROXIMITY SOLUTIONS, BIG DATA WORKFLOWS, MOBILITY MARKETING
NEED HELP? JUST ASK!
http://au.linkedin.com/in/digitalgodess
@Digitalgodess