Following the CONNECT Mobile Innovation Summit, Mobile Payments Today published an article on the "5 Tidbits You Need To Know" from the conference. #3 was contributed by our own BTP CEO, Tim Hackbardt while speaking while sharing vision and learnings from our work with restaurant chains developing new mobile Technology, big data and media strategies during the session titled "Personalized & Relevant: Cracking The Code On Mobile Success."
In the Mobile Payments Today article, his counsel included the following quote from the session: "Adoption works really well when [consumers] utilize an app and the staff knows what to do. That's the area where people are falling behind. We see everything falling down right there [with untrained staff]. Adoption isn't going to happen unless that experience at the restaurant is good."
Here is a summary of all 5 tidbits from the article.
- Douglas Kwong, digital director, Cicis Pizza: "The mobile industry right now is like [search engine optimization] in the mid-2000s. We know it's important, we're trying to figure out how to prioritize its importance against the other channels." Kwong made the statement during a panel discussion about the mobile marketer's dilemma of how best to reach consumers on smartphones. Cicis launched its mobile app in December and saw 100,000 downloads in the first five weeks.
- Graham Gunst, associate partner of interactive experience and digital strategy, IBM Interactive Experience: "I'm going to get a better experience if I exchange it for some data. Obviously, I want my data protected. [But] it's the trade-off of a better experience for privacy." Gunst shared this view during a panel discussion about how different connected devices are becoming more prevalent in the shopping experience. And with that comes questions about whether consumers are willing to share private information in exchange for an incentive or service.
- Tim Hackbardt, CEO, BrandTrip Advisors:"Adoption works really well when [consumers] utilize an app and the staff knows what to do. That's the area where people are falling behind. We see everything falling down right there [with untrained staff]. Adoption isn't going to happen unless that experience at the restaurant is good.” Hackbardt brought up this longstanding issue during a panel about cracking the code on mobile success.
- Joe Scartz, managing director of digital commerce and integration, TPN: "[Mobile] is an extension of the consumer. If you want to create great user experiences, mobile is going to be a central part." Scartz reiterated a common theme at the summit during the mobile marketer's dilemma panel.
- Rick Ruskin, marketing and product of online commerce, General Motors:"The traditional buying model is dead. It's not there anymore. As we look at this customer journey changing, the buying process is done before you talk to the customer." Ruskin's view on the current shopping experience is probably one of the best you'll hear at a conference and he made this comment as he moderated the "Going Beyond the Phone" panel.