4. strategy to execution
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1. The document discusses developing a mobile proposition, including defining a strategy, building a business case, and structuring an organization to execute the strategy. 2. It emphasizes understanding customer needs, prioritizing propositions, agreeing on a roadmap, and validating propositions through research to confirm the delivery approach. 3. Key takeaways include establishing a culture of innovation, understanding customers, using this to guide the vision and roadmap, and marketing the proposition to achieve objectives.
4. strategy to execution
- 1. Developing a Mobile Proposition Section 4: Strategy to Execution MICHAEL NUCIFORO Mobile Consultant, Innovator and Futurist
- 2. Section 4 – 12:10 to 13:10 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 2
- 3. Mobile is evolving… 3
- 4. One size does not fit all… 4
- 5. You need to execute… 5
- 6. This means… “Everyone is investing in mobile. The winners will be businesses that can deliver their roadmap – not just talk about it” 6
- 7. Select your targets… 7
- 11. Agree your roadmap… Now… Soon… Later… • Balance Enquiry • Standing Orders • Credit card management Manage • Transaction History • Direct Debits • Security/Authentication • Registration • Alert Management • Manage Payees Service • Passcode Reset • Account Naming/Ordering • Complaint Tracking • Marketing • Simple Product Offers • Book Branch Appointments Sales • Product listing • Targeted Marketing • Request Call • Account Transfers • Foreign Payments • Mobile Wallet Pay • Payments • P2P Payments • Mobile POS • Merchant Rewards • Gifting • Location based Offers Buy • Loyalty Discounts • Order Tracking • Quote and Buy 11
- 12. Validate through research… 1 Identify the opportunity to launch new mobile services Quantify the size of the opportunity or level of demand. 2 Confirm the most compelling new mobile services Determine the priority features of any new services and potential business value. 3 Determine the opportunity for achieving benefits Assessment of which services would likely lead to the migration from higher cost channels. 4 Provide preliminary guidance to the marketing strategy Understand the key usage motivators and any potential barriers to adoption. 12
- 13. Confirm delivery approach… 13
- 14. Make sure your service is secure… 14
- 15. Key Takeaways… 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