• What we do
  • The People
  • About Us
  • Why Innovation Africa
  • Contact Us
Innovation AfricaCreating the Future Today
  • Feature Articles
  • Innovation
  • Agriculture
  • ICT
  • Technology
  • Entrepreneurship
  • Health
  • Store
  • Contact Us
Menu
  • Feature Articles
  • Innovation
  • Agriculture
  • ICT
  • Technology
  • Entrepreneurship
  • Health
  • Store
  • Contact Us
  • Quality vs Frequency: What’s Your Mobile Strategy?

    June 12, 2013 Editor 0

    Your customers are in the midst of a mind shift. First they get a smartphone. Then they learn that they can ask for any information and get an instant result. What’s the weather forecast? Is this dishwasher highly rated, and is it available more cheaply elsewhere? What’s the song playing on the radio in the deli? Mobile answers all these requests and reinforces, in a Pavolovian way, the concept that we call the mobile mind shift: the expectation that any desired information or service is available, on any appropriate device, in context, at a person’s moment of need.

    Based on an analysis of data from over 4,000 online American consumers, we estimate that 22% of consumers have made this shift already. They are among your best customers: typically younger and more affluent than other Americans. And they are demanding mobile utility. Your job is reduce the distance between what they want and what they get. Meet their demands and they’ll be loyal to you. Fail, and they’ll switch to a competitor, or a digital disruptor like Uber or Mint or Google News. When attempting to deliver on mobile, we’ve recognized that company strategies vary based on where they fall on two dimensions: quality of experiences and frequency of experiences.

    qualityexperiences2.gif The vertical axis reflects the quality of experiences, as measured by tools like Net Promoter or the Customer Experience Index. The horizontal axis reflects the frequency of experiences — companies whose customers interact with them weekly or more frequently are on the right, those with less frequent interactions on the left. What strategy should you use for mobile? That depends on what quadrant you fall into. Companies in the upper right deliver frequent, high-quality experiences. Their customers will expect those frequent experiences to include mobile elements. A good example: Tesco stores in Korea. They put graphics up on the walls of subway tunnels that look similar to store displays. Customers can use their smartphones to photograph the items they want, and have them delivered as soon as their subway gets them home. Result — demanding customers get what they want, and remain loyal to Tesco. Companies in the upper left deliver great experiences, but infrequently — they need to use mobile to increase the frequency. Think of brands like Nike, with which a customer might interact only two or three times a year, when they buy running shoes. Nike realized that on mobile, people were interacting with mobile brands more often, so they created a whole line of free mobile apps, like the Nike Plus Running app that runners interact with every day. Now the Nike customer thinks of Nike in a favorable light far more often. Those in the lower right deliver frequent experiences, but often disappoint customers. Most telecom operators and banks fall in this quadrant. Fixing customer experience problems is slow and expensive. In the meantime, companies in this quadrant can add good mobile experiences to help counteract the poor ones. Take Verizon, whose tablet app delivers access to 75 channels of TV when viewers are connected to their home networks. This gives customers reasons to think favorably of Verizon many times a day. This app was popular enough to get a three-and-a-half star rating. If you’re in the lower left, mobile probably won’t solve your customer problems. But you can use mobile utility to remind customers that you’re on their side, perhaps by partnering with a digital disruptor in your space. Many health insurers are in this spot, since they typically rate at the bottom of scores like the Forrester Customer Experience Index. One of those insurers, Cigna, helped its subscribers by providing free access to an app that helps with meditation, an app that would otherwise cost subscribers money. As more and more customers make the mobile mind shift, companies need to make mobile strategy decisions that match their customers’ experience. Failing to deliver mobile utility could drive these customers away. But choosing the wrong strategy could be costly. Choose based on the quadrant your company lands in, and you’re more likely to create mobile experiences that match your customers’ expectations.

    Innovations in Digital and Mobile Marketing An HBR Insight Center
    •  

    Go to Source

    Related Posts

    • Implementation of product strategy with differentiated standards
    • Agricultural Mobile FinanceAgricultural Mobile Finance
    • Micro-politics and strategy formation in SMEsMicro-politics and strategy formation in SMEs
    • Closing the Chasm Between Strategy and Execution
    • Mobile Statistics in East AfricaMobile Statistics in East Africa
    • How Can Digital Marketing Improve East African Development Outcomes?How Can Digital Marketing Improve East African Development Outcomes?
    Sovrn
    Share

    Categories: HBR, Insights

    Tags: mind shift, mobile, strategy

    How to Reduce ‘Infant Entrepreneur Mortality’ The Imperatives of an Organization Built for Speed

    Leave a Reply Cancel reply

    You must be logged in to post a comment.

Subscribe to our stories


 

Recent Posts

  • Entrepreneurial Alertness, Innovation Modes, And Business Models in Small- And Medium-Sized Enterprises December 30, 2021
  • The Strategic Role of Design in Driving Digital Innovation June 10, 2021
  • Correction to: Hybrid mosquitoes? Evidence from rural Tanzania on how local communities conceptualize and respond to modified mosquitoes as a tool for malaria control June 10, 2021
  • BRIEF FOCUS: Optimal spacing for groundnuts in smallholder farming systems June 9, 2021
  • COVID-19 pandemic: impacts on the achievements of Sustainable Development Goals in Africa June 9, 2021

Categories

Archives

Popular Post-All time

  • A review on biomass-based... 1k views
  • Can blockchain disrupt ge... 808 views
  • Apply Now: $500,000 for Y... 806 views
  • Test Your Value Propositi... 759 views
  • Prize-winning projects pr... 727 views

Recent Posts

  • Entrepreneurial Alertness, Innovation Modes, And Business Models in Small- And Medium-Sized Enterprises
  • The Strategic Role of Design in Driving Digital Innovation
  • Correction to: Hybrid mosquitoes? Evidence from rural Tanzania on how local communities conceptualize and respond to modified mosquitoes as a tool for malaria control
  • BRIEF FOCUS: Optimal spacing for groundnuts in smallholder farming systems
  • COVID-19 pandemic: impacts on the achievements of Sustainable Development Goals in Africa
  • Explicit knowledge networks and their relationship with productivity in SMEs
  • Intellectual property issues in artificial intelligence: specific reference to the service sector
  • Africa RISING publishes a livestock feed and forage production manual for Ethiopia
  • Transforming crop residues into a precious feed resource for small ruminants in northern Ghana
  • Photo report: West Africa project partners cap off 2020 with farmers field day events in Northern Ghana and Southern Mali

Tag Cloud

    africa African Agriculture Business Business model Business_Finance Company Crowdsourcing data Development East Africa economics Education Entrepreneur entrepreneurs Entrepreneurship ethiopia ghana Health_Medical_Pharma ict Information technology Innovation kenya knowledge Knowledge Management Leadership marketing mobile Mobile phone nigeria Open innovation Organization Research rwanda science Science and technology studies social enterprise social entrepreneurship south africa Strategic management strategy tanzania Technology Technology_Internet uganda

Categories

Archives

  • A review on biomass-based hydrogen production for renewable energy supply 1k views
  • Can blockchain disrupt gender inequality? 808 views
  • Apply Now: $500,000 for Your Big Data Innovations in Agriculture 806 views
  • Test Your Value Proposition: Supercharge Lean Startup and CustDev Principles 759 views
  • Prize-winning projects promote healthier eating, smarter crop investments 727 views

Copyright © 2005-2020 Innovation Africa Theme created by PWT. Powered by WordPress.org