C5i Case Studies Assessment of consumer pain points in the mobile purchase journey

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	Assessment of consumer pain points in the mobile purchase journey C5i

Assessment of consumer pain points in the mobile purchase journey

C5i

Technology Category	Analytics & Modeling - Big Data Analytics Analytics & Modeling - Data-as-a-Service
Applicable Functions	Product Research & Development Sales & Marketing
Services	Data Science Services
Challenge	Mobiles/smartphones are a commodity today with multiple brands – both global and local – selling around 25,000 new models in the market at all perceivable price-points. While original equipment manufacturer (OEM), such as Apple sell devices in the millions with minimal effort, it is a herculean task for other OEMs to get a buyer to select their device – unless differentiation is shown to the buyer that is peerless and value that is unparalleled. In order to develop a unique customer experience that included the device and accompanying service, the client wanted to understand the various pain points experienced in their mobile journey. Read More
About Customer	The customer is a Fortune 50 technology company operating in the Information Technology industry. They are one of the leading manufacturers of mobiles/smartphones, with their products being sold worldwide. The company is facing a challenge in differentiating their products in a market saturated with around 25,000 new models from various brands. They aim to develop a unique customer experience that includes the device and accompanying service, and to achieve this, they want to understand the various pain points experienced by consumers in their mobile purchase journey. Read More
Solution	Blueocean Market Intelligence utilized its 360 Discovery approach that integrates information from multiple sources – such as client’s internal data, primary research findings, behavioral data, social media data and other published research. This approach helped arrive at findings around consumers’ smartphones, operator and telecom plan selection criteria, reasons for satisfaction and dissatisfaction with their purchase and selection, etc. Blueocean Market Intelligence recommended that the client develop a one-stop-solution under a sub-brand – that provides an unmatched customer experience and excellence through differentiation. The final recommendation was to have a single point retail experience for all of the users’ mobile needs. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Analytics & Modeling - Data-as-a-Service

Applicable Functions

Product Research & Development

Sales & Marketing

Services

Data Science Services

Challenge

Mobiles/smartphones are a commodity today with multiple brands – both global and local – selling around 25,000 new models in the market at all perceivable price-points. While original equipment manufacturer (OEM), such as Apple sell devices in the millions with minimal effort, it is a herculean task for other OEMs to get a buyer to select their device – unless differentiation is shown to the buyer that is peerless and value that is unparalleled. In order to develop a unique customer experience that included the device and accompanying service, the client wanted to understand the various pain points experienced in their mobile journey.

About Customer

The customer is a Fortune 50 technology company operating in the Information Technology industry. They are one of the leading manufacturers of mobiles/smartphones, with their products being sold worldwide. The company is facing a challenge in differentiating their products in a market saturated with around 25,000 new models from various brands. They aim to develop a unique customer experience that includes the device and accompanying service, and to achieve this, they want to understand the various pain points experienced by consumers in their mobile purchase journey.

Solution

Blueocean Market Intelligence utilized its 360 Discovery approach that integrates information from multiple sources – such as client’s internal data, primary research findings, behavioral data, social media data and other published research. This approach helped arrive at findings around consumers’ smartphones, operator and telecom plan selection criteria, reasons for satisfaction and dissatisfaction with their purchase and selection, etc. Blueocean Market Intelligence recommended that the client develop a one-stop-solution under a sub-brand – that provides an unmatched customer experience and excellence through differentiation. The final recommendation was to have a single point retail experience for all of the users’ mobile needs.

Impact #1	Identified five key emerging themes - ranging from device and plan selection, a confusing ordeal for a non-tech savvy customer, to improper after sales service that results in a dissatisfied experience and lack of security with user information.
Impact #2	Recommended the client to develop a one-stop-solution under a sub-brand – that provides an unmatched customer experience and excellence through differentiation.
Impact #3	The final recommendation was to have a single point retail experience for all of the users’ mobile needs.

Impact #1

Identified five key emerging themes - ranging from device and plan selection, a confusing ordeal for a non-tech savvy customer, to improper after sales service that results in a dissatisfied experience and lack of security with user information.

Impact #2

Recommended the client to develop a one-stop-solution under a sub-brand – that provides an unmatched customer experience and excellence through differentiation.

Impact #3

The final recommendation was to have a single point retail experience for all of the users’ mobile needs.

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Overview

Assessment of consumer pain points in the mobile purchase journey

Operational Impact