In our previous article, we explored the Next Mobile Economy, what it means and what we think organisations will need to do to take advantage of it. We looked at some of the steps we believe that organisations need to take to help ensure that they are the disruptors, who survive, and not the disrupted, who don’t. We suggested that successful future businesses will be the ones who understand the need to be Open to Innovation, embrace Open Collaboration and Open Customisation and be Open Yet Secure.
To recap what we know about the Next Mobile Economy:
We know that businesses who understand these success factors are those who will succeed in the Next Mobile Economy. They’re the ones who see the opportunity to deliver new customer value.
Innovation in insight and analytics – Digital Loyalty
Loyalty cards have long been used by retailers and hospitality providers to generate loyalty among their clients. They range from the simple clip or stamp ‘tenth coffee free’ cards, to plastic swipe cards. The issue, especially for the smaller hospitality providers is that the clip or stamp cards give them no information about the holder of the card, and they are none the wiser about who their customers are, or their purchasing habits. They cannot drive additional business from existing customers because they don’t know who they are, so they focus on finding new customers through inefficient methods such as letter drops and local advertising. Plastic cards solve this issue, but create another one – customers simply don’t have enough room in their wallets or pockets to carry a card for every venue or retailer whose loyalty scheme they want to join.
It was an issue well understood by Ruwan Weerasooriya, the founder and CEO of Rewardle. Ruwan, however, saw not only a problem, but a massive business opportunity. As early as 2012, he realised that several trends were converging; small businesses were demanding the same level of sophistication as large enterprises; the mobile commerce revolution meant transactions were moving to mobile devices and from cash to cashless and that digital collection of customer data had gained acceptance by business and consumers.
Ruwan realised that these factors created the ‘perfect storm’ for a digital loyalty solution for hospitality venues and retailers. He developed the Rewardle app, which allows customers to collect and redeem points via a tablet at the point of sale. Their loyalty information is held in the cloud and they can access it at the tablet via an app on their phone, or, for those not quite ready to de-clutter their wallets, using a plastic card.
Having developed an app, Ruwan needed a technology partner who could put his vision into practice, and turned to Samsung. “Samsung’s tablet won on all points but most clearly on their quality and reliability; in our opinion they are streets ahead of the others in terms of hardiness,” says Ruwan.
The result is that thousands of small businesses across Australia have joined the Next Mobile Economy with a fast and efficient loyalty scheme that their customers are happy to use. They get real, actionable data and metrics about their customers and their spending habits – ‘big data’ is no longer just the preserve of the big guys. They can focus on investing in and retaining existing customers. The customers, for their part, can get loyalty points without a bulging wallet; get tailored offers information; and feel like their favourite businesses really know and care about them. It’s a win win win for Rewardle, for small business and for customers – and it represents new business value through insights and data, unlocked by the Next Mobile Economy.
Open customisation to build tailored, value-add solutions – VR for Real Estate Inspections
The real estate agent’s most powerful selling tool is an inspection of the property. Potential buyers want to see and experience the place that might be their next home or investment. The growth of ‘off the plan’ sales, where properties are sold before they are built, creates an issue for real estate agents as buyers find it difficult to visualise a property from a printed plan – they can’t get a true feel for the size, the finish, the views. Some agents have tried 360-degree video, which certainly gives a better idea than a plan, but still falls well short of a full ‘walk-through’ experience.
Real estate agents Laing + Simmons had exactly this issue, but Jason Salter, Project Marketing Director, knew it could be overcome. He engaged a series of partners to bring together computer-generated (CG) spherical renders, aerial drone photography and virtual reality (VR) headset technology to create a fully immersive experience of the interior of and views from the apartments that Laing + Simmons were selling from the plan. He chose Samsung’s Gear VR headset; “The Samsung Gear VR units were the obvious choice for their high performance, ease of use, unobtrusive style and value for money. We found Samsung Gear VR units were highly-portable, easy to use and intuitive as they don’t require tethering to a computer”, explains Jason.
With the VR application, potential customers feel that they are in the apartment. As they focus their eyes in a particular direction, they can move towards it, without the need to swipe or click. They ‘walk through’ the apartment, see the fixture and fittings and even get to see the view in daylight and at dusk. They get a clear, spherical, true to life picture of what they could be buying.
The impact on off the plan sales has been dramatic – Laing+ Simmons have seen a very high level of interest and engagement from potential buyers. They are also able to put a unique and compelling offer to developers, and have had a 100% engagement rate from those who have seen the VR experience. For buyers, it takes some of the stress out of purchasing an off the plan property, removing the hurdle of ‘I don’t know what it actually looks like’. Laing + Simmons have harnessed the power of the Next Mobile Economy to truly offer new customer value, disrupt the market and drive growth.
Open yet secure hyper-connectivity is essential to success – Transportation management
Large scale sporting events require logistics run with incredible precision. Transportation plays a key role – getting the right athletes, players and officials to the right venues at the right times is essential to the success of the event. When it comes to security sporting events are run within the strictest possible security parameters to keep all involved safe.
Games LinQ, a dedicated event transport management company, are experts in sporting event transportation. As a market leader, they understand the value of staying one step ahead of the competition and see the opportunities that technology offers them to do just that. So they developed an application to manage every aspect of event transportation; the drivers and marshals responsible for getting athletes and officials to and from events; real-time location tracking of vehicles; timetabling and driver schedules; vehicle maintenance, performance and emissions and security and emergency alerts.
To turn this smart app into a tool for mobile transformation, Games LinQ needed a Next Mobile Economy partner, so they turned to the technology experts – Samsung. The complete solution they built around their application includes smartphones for drivers with information about their shifts; tablet devices for the depot for vehicle tracking and maintenance and a satellite navigation-enabled vehicle mounted tablet – all based on Samsung’s highly secure Knox platform.
Games LinQ’s Corporate Services Director confirms that “Samsung delivered everything we needed and more without any issue on our part. From the moment we touched base they responded to everything. They have always been available and responsive.”
Security is at the heart of the solution, but without compromising connectivity. The devices can run only the Games LinQ app; a driver’s route is geo-fenced; the in-vehicle device sends an alert if there is a deviation to the route; and devices can be used to send a distress call in the case of emergency.
All of which allows Games LinQ to offer new value to its clients, in the form of security in transportation management. Event organisers have the confidence and peace of mind of knowing that their athletes and officials will get to where they need to be – efficiently, on time and above all, safely.
Find out more
The stories above show how three smart businesses have grasped and understood the principles of success in the Next Mobile Economy and have already differentiated themselves, disrupted the status quo and delivered new customer value.
And that is the heart of the Next Mobile Economy.
Read ‘Next Mobile Economy – a report by The Future Laboratory’ to find out more. Or you can contact Samsung for a one on one consultation about how your business can move into the Next Mobile Economy.