Evolving Relationships In a Mobile World.
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Evolving Relationships In a Mobile World.
Hattie WhitingManaging Director, Kitcatt [email protected]
Ilicco EliaHead of Mobile, [email protected]
We make brands count.
+100In-depth
interviews
150,000People
surveyed
25,000Questions
asked
What relationship are we really aiming to build?
Most people don’t want to get too close to brands.
#awkward
Relationship Status:
it’s complicated
WEAK
NEG
ATIV
E
POSI
TIVE
STRONGCOMPLETE STRANGER
BFF
For brands to play a lasting role in people’s lives they must create personal and
hyper-relevant brand experiences.
We need to rethink how we build customer experiences.
And your customers’ experiences are
predominantly mobile.
From a single app/service to linked apps to a web of apps.
App
Screen
Screen
Screen
Screen
Screen
Screen
App
Screen
Screen
Screen
App
ScreenScreen
Widgets
ScreenExtension
Screen
Screen
Screen
App
ScreenApp
Screen
Yesterday Today TomorrowSingle App or Service Multiple apps Web of inter-linked apps
The future — a sea of solutions defining the multi-channel experience.
ScreenApp Screen
Screen
App
Screen
Screen
Path
Path
Path
Web
Page
Page
Page
Bot
Wallet
Page
Page
Page
Web
Page
Page
Page
Path Smart Home
In Store
Path
Path
Path
Path
Item
Screen Screen
Screen
Screen
Widgets
Screen
Wearable
Extension
Mobile has changed financial services relationships.
0%
5%
10%
15%
20%
25%
30%
35%
ChildhoodFriend
Coach OnTheRocks PassingAcquaintance
ReliableNeighbour
StrictlyBusiness
TeamMate Trapped
Don'tUseMobilePayments
UseMobilePayments
Source: Kitcatt Nohr OnePulse Survey (N=500), October 2016
Thanks for your time.
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