Connected Mobile Experiences

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Bernard Trevor Jones
5 years ago
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2 CELLULAR WIFI MOBILE VOICE MOBILE DATA

2010 2015 Mobile data to grow x26 About 67% will be video Mobile data

3 Mobile data to grow x26 About 67% will be video Mobile data grow rate will be x3 Faster than fixed IP traffic growth 15 billion connected devices (2 per capita) Avg. mobile user to generate about 1GB /month Comparing to 63MB today Source: Cisco Visual Networking Index 2011

4 90,000 32% CAGR Petabytes / Month 80,000 70,000 60,000 50,000 40,000 30,000 Mobile Data (92% CAGR) Fixed/Wired (24% CAGR) Fixed/Wi-fi (39% CAGR) 7.77% 46.1% 20, % 10, Source: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast,

5 Compared with 2011 Changes from Search on a PC before Shopping in a store Search on Mobile before purchasing in a store Searched in a store before purchasing online % 24% 32% % 29% 40% Source: Cisco IBSG, 2012

$50-59K Women use PCs Men use smartphones / tablets Men will share more personal data 8 in 10 Über Digital Gen Y males 63% Gen Y 56% male / 44% female Median

6 8 in 10 Respondents Have Integrated Digital Shopping Into Their Daily Lives Who are they? Demographics Digital behaviors Population Digital Mass Market Gen Y, Gen X, and boomers too 50% male / 50% female Gen Y and X, Boomer female Median HHI: $50-59K Women use PCs Men use smartphones / tablets Men will share more personal data 8 in 10 Über Digital Gen Y males 63% Gen Y 56% male / 44% female Median HHI: $60-69K Smartphones + tablets Will share more personal data 1 in 10 subset of Digital Mass Living in Analog Times Boomers and Silvers Boomer Men Male-Female Silvers Cell phones Newspapers Television 2 in 10 Source: Cisco IBSG, 2012

7 Digital Shopping Is Now the Norm: Store Touchscreens, Mobile 50% Mass Eight in Ten Percentage of respondents doing now or interested in doing Digital Mass Market PC at home Touchscreen in store Phone on the go Tablet at home TV screen in store Phone at home Phone in store 97% 54% 48% 47% 47% 46% 46% Über Digital Phone in store PC at home Tablet at home Phone on the go Phone at home Touchscreen in store TV screen in store 98% 96% 95% 93% 90% 79% 64% One in Ten Source: Cisco IBSG,

8 Retailers and Own How do you prefer to access information on your mobile device? 21% mobile web 12% mobile app 20% either way How do you prefer to access information on retailers devices? 46% slanted 26 screen 26% ipad-sized screen 72% touchscreen Retailers need to offer both types of access for shoppers to use Source: Cisco IBSG, 2012

9 Self-Service Access When you use digital content in stores, what level of assistance from store employees would you prefer to receive? 80% 70% 67% 60% 50% 40% 30% 20% 10% 0% 18% I would prefer to do it completely on my own, with no assistance from store employees I would like to do it on my own, but with help from store employees when I need it 4% I would like help from store employees all the time 11% I have no preference 85% of shoppers want to access digital content on their own Source: Cisco IBSG, 2012 Majority of shoppers want immediate help accessing that content from staff if they need it

10 Personalized Experiences Would a personalized experience (service, advice, and offers) encourage you to make more purchases? Eight in Ten Digital Mass Market Über Digital Definitely Possibly No 18% 52% 18% 75% 35% 50% 8% One in Ten Source: Cisco IBSG, 2012 (U.S. data) Yes... but make it Opt-In with select data

11 INCREASED MOBILITY PERSONALIZATION Augmented Experiences Contextual, Location-Based Content Personalized Loyalty Programs 1 Cisco 2012 VNI Report 2 Microsoft Location and Privacy, Jan 2011t

A Gap Between Business Requirements and IT Capabilities

differentiated, valuable engagement Better understand and adapt

personalized mobile services IT CHALLENGES Increasing

12 A Gap Between Business Requirements and IT Capabilities MARKETING VISION Build stronger customer relationship with differentiated, valuable engagement Better understand and adapt to customer behavior Expand revenue opportunities through personalized mobile services IT CHALLENGES Increasing operational complexity Lack of infrastructure intelligence Lack of customer intelligence

Mobile device detection, registration Seamless,

13 Three Stages to Engagement DETECT CONNECT ENGAGE GUEST PRESENCE GUEST ACCESS GUEST EXPERIENCE Mobile device detection, registration Seamless, secure Wi-Fi onboarding Location-based content and services

For A Wide Range of Vertical Use Cases RETAIL

Guests Passengers Patients Students Context rich

featured attractions Happy hour show tickets Staff

directions Wayfinding patient apps Improved patient

athletic event experience In-store experiences Gift

15 For A Wide Range of Vertical Use Cases RETAIL HOSPITALITY TRAVEL HEALTHCARE EDUCATION Consumers Guests Passengers Patients Students Context rich promotions Informed purchase decisions Maps with featured attractions Happy hour show tickets Staff security to passenger traffic flow Flight updates gate directions Wayfinding patient apps Improved patient experiences Campus maps directions Stadium sales athletic event experience In-store experiences Gift shop promotions Improve travel experiences Medical device location history Real-time bus maps

ENGINE Business intelligence for marketing promotions Fast & secure w/ Hot Spot 2.

16 SDK/API for third party applications for instant mobile app MOBILE SERVICES AND APPLICATIONS Pre-integrated Cisco applications YOU ARE HERE Mall Directory Real-time context and location analytics CONTEXT-AWARE ENGINE Business intelligence for marketing promotions Fast & secure w/ Hot Spot 2.0 certification (Passpoint) Network Services Discovery - device/app/browser NETWORK INFRASTRUCTURE Indoor Hyper-location (smarter blue-dot)

19 Thank To Continue the Discussion Public Cisco CMX Web Site URL: /CiscoWireless Cisco.com/go/cmx

Managed Wi-Fi. Connect whenever, wherever

Managed Wi-Fi. Connect whenever, wherever Connect whenever, wherever Unwire your world With the proliferation of mobile devices it s not surprising that the demand for mobility is unstoppable. Users expect seamless connectivity whenever and wherever