BRANDS IN MOTION THE FUTURE OF - Senior business leaders look toward mobility as a fuel for profitable expansion while consumers demand fresh ...
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THE FUTURE OF BRANDS IN MOTION Senior business leaders look toward mobility as a fuel for profitable expansion while consumers demand fresh experiences.
CHAPTERS
01
EXECUTIVE
02
INTRODUCTION &
03
INITIAL
04
OUR POV
05
MOBILITY
SUMMARY METHODOLOGY FINDINGS ON MOBILITY INSIGHTS
Pg. 3 Pg. 6 Pg. 8 Pg. 10 Pg. 14
06
PARTNERSHIPS
07
KEY
08
INDUSTRY
09
CONCLUSION
10
ACKNOWLEDGEMENTS
OUTCOMES PROVOCATIONS
Pg. 31 Pg. 37 Pg. 39 Pg. 45 Pg. 47
2
01 EXECUTIVE
SUMMARY
3
The world sat still for several months officers, chief marketing officers,
in 2020, and many industries were growth leads, and CX specialists across
radically disrupted — entertainment, four industries, and conducted a
travel, transportation and retail, to name quantitative assessment of 300+ US
a few. Consumers have slowed down general population consumers to
and reinvented their lives to live a more increase our understanding of both
local experience; virtual work is the sides of the conversation.
norm, and delivery and curbside pickup We found that consumers are in a state
are standard practice, with no signs of
EXECUTIVE SUMMARY going away.
of evolution — trialing, trained and ready
to adopt all kinds of new products and
The Future of Brands in Motion: As it turns out, mobility is the key
to helping businesses turn these new
services. There is no greater proof that
the pandemic is an accelerant than when
How any company can (and will) challenges into opportunities.
Over the next few years, we believe
we look at the demand for new and
improved mobility experiences.
become a mobility company. that mobility, the movement of people Business leaders are eager to react to
and goods, will quickly evolve from a consumer demand, though some
category of transportation products companies have opted to press pause
and services to a pervasive platform on innovation, while others depend on
impacting all kinds of business models it to survive the pandemic. And when
We're in the middle of the biggest and brand experiences — from shopping it comes to mobility experiences, we
mobility deprivation study ever conducted. and delivery to entertainment, healthcare see a large spectrum of readiness —
and travel. several companies are already thinking
this way while many (both in and
Businesses of all types will radically
outside of transportation) are just now
transform their customer experiences by
awakening to these changes.
harnessing technology and partnerships
to deliver new consumer expectations, So, as we look ahead to a future
media opportunities, mobility business underpinned by mobility as a platform,
models, and products and services. this report will help you internalize
not only consumer, but category and
But in order to grab these opportunities,
competitive challenges as well.
we need to understand the current gap
Our research matters because
between the vision of business leaders
businesses that learn to leverage
and the expectations of consumers.
mobility as a platform will earn growth
So, we spoke with 16 chief innovation
opportunities and customers for life.
4
Now more than ever, brands need to future-proof
themselves to stay at the forefront of change
inside and outside their categories. The pandemic
has only accelerated consumer expectations
in technology and innovation and offering
unparalleled convenience at speed has become
an essential part of people’s lives. Companies
that embrace mobility as a platform can fuel
profitable expansions and create dynamic,
future-forward strategies for growth.
–KYLA JACOBS, EVP, MARKETING & GROWTH, WPP
5
02 INTRODUCTION
& METHODOLOGY
6
INTRODUCTION & METHODOLOGY
BUSINESS LEADER INTERVIEWS CONSUMER QUANTITATIVE STUDY
We interviewed 16 chief innovation We conducted a quantitative assessment
officers, chief marketing officers, of 300+ US general population
growth leads, and CX specialists consumers. We measured things like:
We completed the ultimate mobility across four industries:
• Entertainment
• Expectations, anxieties, and preferences
related to mobility experiences
gap analysis to understand all sides • Retail • The kinds of new behaviors people are
of the conversation. • Telecom or planning to experiment with
- What products/services people
• Transportation
would like to see stay after
Together, we explored our hypothesis the pandemic
around mobility as a platform and
Through the Spring, Summer and Fall of 2020, we built - How quickly people adopted new
assessed their respective industries’
habits and learned new technologies
locations on the adoption curve.[1]
upon our own experience by conducting interviews • We also conducted 30 qualitative
with senior business leaders to explore how brands from consumer interviews to understand
the feelings behind their answers.[2]
four key industries were approaching the future of
mobility. We then compared these findings to
quantitatively measured consumer attitudes and
expectations from all over the US. The points of parity
and dissent led us to create four imperatives. KEY BUSINESS IMPERATIVES
Businesses must understand how consumers are thinking about mobility.
Sources: [1, 2] Business leader interviews were conducted during April/May of 2020. The Consumer Survey is an original piece of
WPP Research featuring a representative sample of US participants who were surveyed May-June of 2020. More information on 7
methodology for primary and secondary research featured in this report can be found in our Colophon on page 49.
03 INITIAL
FINDINGS
8
INITIAL FINDINGS
BUSINESS LEADER INTERVIEWS CONSUMER QUANTITATIVE STUDY
Current planning cycles are tightening. Consumer schedules now look and feel
completely different.
• Many businesses are surviving week to
week, making quick adjustments to • The mobility circle has gotten
stifle revenue loss smaller, trips are now local,
everything comes to us
• For some, innovation and
What we saw at a glance: The experimentation have been put on hold
in order to minimize expenses; for
• Maximizing cleanliness and
convenience is here to stay; there
pandemic has disrupted business others, they’re a key path forward will be more curbside shopping,
ordering in, virtual events, and
planning cycles and served as a • Balancing the new demands from
consumers and regulators with the quicker outings
customer experience “reset button.” long-term viability of current business
models is a major challenge
• The pandemic has made us slow down
and stop hurrying...and afterward we
won’t be so quick to run around again;
running errands at four different stores
in one day may be a thing of the past
Out of necessity planning cycles are There’s a 1950s nostalgia to be around
RESET really tight, often 24 hours to one week. people again, to put your phone down
But we’re also trying to ask — what do and connect…and this was only possible
we want to look like when we come out because we had it all taken from us.”
of this one to two years from now?” –SENIOR MARKETING EXECUTIVE, AIRLINES
–SENIOR MARKETING EXECUTIVE, AIRLINES
“There’s a real humanity coming out of this
“There are no rules for the future and time. Are the Instagram filter days over?
there is no clear timeline for when –SENIOR MARKETER, ENTERTAINMENT
things will open up. We’re on our own.
–SENIOR GROWTH LEAD, ENTERTAINMENT
Sources: (Business Leader Interviews, 2020), (Consumer Survey,Source:
2020) 9
04 OUR POV
ON MOBILITY
10OUR POV ON MOBILITY
Like digital before it, mobility is
evolving into a platform that will
radically change how we move
people and goods around the world.
Mobility is the movement of people and goods.
OGETHER
S EVOLVE T
S MODEL
USINES
ND B
NOLOGY A
TECH
EMERGING FUTURE
MOBILITY PLATFORM ECONOMY
Companies will harness technology and
TODAY partnerships to transform the movement
DIGITAL PLATFORM ECONOMY of people, goods, and services.
Companies develop digital exchanges to
facilitate transactions between consumers and
2009 ERA producers, radically changing how we work, STILL TO BE DETERMINED…
DIGITAL BUSINESS REVOLUTION socialize, and create economic value.
Companies integrate internet and computer
systems, transforming commerce, supply
chains, and customer management.
11As everything accelerates, growth can be either
elusive or overwhelming for any business, in
almost every sector. With mobility as a platform,
any company can take advantage of mobility as a
strategy for growth. Companies that invest in new
kinds of mobility experiences will see growth in
not just customer retention and revenue, but also
brand relevancy, as we expect that those who get
it right will earn customers for life.
–SUSAN MACHTIGER, EXECUTIVE PARTNER, BRAND & MARKETING STRATEGY, OGILVY CONSULTING
12OUR POV ON MOBILITY
RTATION SOLUTIO
RANSPO NS
T
PEOPLE + PRODUCTS
FROM
We believe that any company A NARROW DEFINITION
Mobility as the providers
can become a mobility company. moving people and products.
And we are living in a time when only the savviest survive. PROD
UCTS & SERVICES TO
E DEL
A MOBILITY PLATFORM
ENC
CO
NVENI IVE
RY Any brand tapping mobility
A post-pandemic opening of the All companies, not just those invested TY TOUCHPOIN
economy will accelerate opportunities in moving people or goods, need to MOBILI TS
to transform the customer
T
experience.
EN
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for forward-looking businesses and rethink their business and experiences to AV
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brands to leverage mobility as a capitalize on new mobility opportunities.
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platform to create new and different
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experiences that set them apart PEOPLE + PRODUCTS
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1305 MOBILITY
INSIGHTS
14MOBILITY INSIGHTS
Why now? Consumers are in a state
of evolution — trialing, trained and
ready for new products and services.
Even consumers who aren’t AND THEY’RE
Business leaders and consumers agree experimenting with many new activities EXPECTING IT SOON
that the pandemic has accelerated demand during the pandemic have benefited
from a mobility experience…
for new and improved mobility experiences.
35
…and the more adventurous consumers
expect rapid innovation. 67%
believe the activity they want to try
the most is either currently available
30
or will be within the next 2 years.
% of people who want to try these new activities
25
20
15
10
Less adventurous consumers
People who tried 3–4 new experiences
5 during the pandemic
More adventurous consumers
People who want to try 10+ more mobility activities
0 Contactless Drive- Drive- Tele- Delivery Shop at Contactless Contactless Concierge Try on Travel Contactless Receive Stay in 3D Print Take a Ride in Charge AV/AR
Delivery through through medicine on the Go a Mobile Hotel Stays Flying Delivery Clothes Virtually Car Buying Drone/ a Mobile your Purchases Drone Taxi an AV an EV Live Concerts
Delivery Activities Retail Store Virtually Robot Delivery Hotel Room Locally
[2] Which of these activities have you not tried but would try in the future? Please rank up to 10 options, with #1 being the activity you would most like to try.
Sources: [2] (Consumer Survey, 2020) 15As companies push category boundaries, they
often struggle to define what kind of company
they are. And that’s OK, as long as they know why
they exist. Companies with a strong sense of
purpose earn the right to evolve and defy
convention in a way that’s authentic to their core.
And bold, visionary, passionate leaders are able to
bring all key stakeholders along.
–BROOKE HOVEY, CHIEF GROWTH OFFICER, BCW
16MOBILITY INSIGHTS
The future of mobility is
shattering category boundaries
and competitive sets.
Forward-looking brands know that any company
with the ability to offer a better experience is a threat.
Shopping, payments, entertainment “Our airline spends more time thinking
and telecom can all be brought toward about players such as Disney, than we
mobility as a platform. It very much do our direct airline competitors. The
changes how I’ll think about mobility future of travel is for tech companies,
in the future.” it’s going to be about the marriage
–SENIOR MARKETER, TELECOM of new experiences.
–SENIOR MARKETING EXECUTIVE, AIRLINES
“This is an opportunity to redefine
business models and build a more
sustainable, progressive future
for the fashion industry.”[3]
–MATTHEW DRINKWATER, FIA LONDON, VIA FORBES
Sources: (Business Leader Interviews, 2020), [3] (Roberts-Islam, Forbes, 2020) 17MOBILITY INSIGHTS
Thinking about the number 1 mobility-related activity you would definitely try
in the future, what brand would be most likely to deliver that experience?[2]
1. 2. 3. 4.
And consumers are giving all types
of brands the permission to build 5. 6. 7. 8.
mobility experiences.
Power mobility users are actually turning to non-
9. 10. 11. 12.
traditional mobility offerings to fulfill new demand.
13. 14.
Whether Nike, Amazon, Uber,
or Playstation, consumers are
expecting their favorite brands Indicates brand was chosen by respondents
to show up in new ways. who participated in more than 8 activities.
Sources: [2] (Consumer Survey, 2020) 18MOBILITY INSIGHTS
THOSE WHO PICKED THIS BRAND…
Miss family Miss traveling Are worried Miss going to
(9.8%) but will (11.6%) and about public work/school
The people who chose each continue video
conferencing
going to bars/
restaurants
transport
(23.3%), and
(8%), socializing
(10%) and
of these brands have specific (14.9%) and
exercising
(11.6%), but are
worried about
will continue
video
exercising
outside (8%)
post-pandemic anxieties. online (15.7%). running errands
(13.9%) post-
conferencing
(14.9%).
but are
exercising
pandemic. online (16%).
The brands consumers picked to deliver new
mobility experiences are supported by people
with clear needs and anxieties.
Miss concerts Miss dining, Will continue Are afraid of ride
(11.8%) and going shopping using AR/VR hailing (16.7%).
to restaurants (12.5%) but will (11.1%) as well as They will
and bars (11.8%). continue drive-in theaters continue using
Post-pandemic streaming (11.1%) after telemedicine
they’re afraid of (30.8%) and the pandemic. (15.8%) as well as
having less time gaming (15.4%) They’re anxious AR/VR (10.5%).
for entertainment as well as about losing time
[2] Thinking about the number 1 activity you would definitely try in the future, what brand would be most likely to deliver that experience?
(14.7%) and family ordering food for entertainment
(14.7%). for delivery (20%).
(15.4%).
Sources: [2] (Consumer Survey, 2020) 19Weaving mobility experiences into the fabric of
the core consumer experience is critical, along
with using data to deliver highly relevant,
intention-predictive content and information to
increase perceived service value and brand
favorability. These experiences are not just about
dressing up existing surfaces but are about
fundamentally rearchitecting consumers’
expectations of the category and are central to
future product and marketing strategic efforts.
–JUSTIN CLAASSEN, CLIENT PARTNER, AKQA
20MOBILITY INSIGHTS
IMPORTANCE OF PRODUCT ATTRIBUTES TO THE
GENERAL POPULATION AFTER THE PANDEMIC
01
Safety
18%
Cleanliness
HIGHEST
21%
RANK
Privacy/Data
6%
02
Convenience
But product attributes have 10%
also shifted, with accountability SECOND
Trust
13%
leading the way. RANK
Transparency
7%
Exclusivity
3%
03
Value
14%
Recommend
THIRD
5%
RANK
Demonstrated respect/empathy during the pandemic
7%
Local
6%
Consumers who’ve tried 10+ mobility
activities care less about trust, Company values
cleanliness, and comfort and care 5%
more about safety, value, convenience Comfort
and transparency. 9%
[2] Which of these qualities of a brand or product/service will be most important to you after the pandemic? Please rank up to 3 options, with #1 being most important. Immediacy
2%
Sources: [2] (Consumer Survey, 2020) 21MOBILITY INSIGHTS
IMPORTANCE OF PRODUCT ATTRIBUTES TO THE
GENERAL POPULATION AFTER THE PANDEMIC
URBAN Safety
55%
Recommend
10%
Company Values
12%
Demonstrated respect/empathy during the pandemic
However, accountability means 22%
different things depending Exclusivity
7%
on where you live. Immediacy
7%
SUBURBAN Value
41%
Trust
39%
Transparency
22%
Local
14%
RURAL Convenience
28%
Cleanliness
47%
Comfort
24%
[2] Which of these qualities of a brand or product/service will be most important to you after the pandemic? Please rank up to 3 options, with #1 being most important. Privacy/Data
21%
Sources: [2] (Consumer Survey, 2020) 22MOBILITY INSIGHTS
Privacy is primed in
the minds of consumers.
Consumers know that everything from contactless
shopping to telemedicine will require a host of new data
trade-offs, and they have mixed feelings to say the least.
The pandemic will force those moving people and goods
to adopt a new set of screenings and privacy standards,
which has consumers watching carefully.
MOBILITY EXPERIENCE-BUILDERS BEWARE
Hyper-personalization has weaponized
Privacy was the top-listed product
personal data, and irresponsible What 9/11 did to personal security, the “Privacy will have to be totally
attribute by respondents when
retargeting ads have trivialized identity. pandemic will do to health checks. The revisited; the CDC may demand health
asked to rank what's most important
Post-pandemic, consumers say their way travel is arranged and organized screenings and who knows what else.
when choosing a product or service
concerns will only grow as more has or will change permanently.” –SENIOR MARKETING EXECUTIVE, AIRLINES
post-pandemic.[2]
information is collected to track –SENIOR MARKETING EXECUTIVE, AIRLINES
and trace movement, and to stop the
next pandemic. “Mobility has become much more
Going forward, business leaders may personal; during COVID-19 you want to
have access to more data, but at the know exactly who you’re riding with.”
–INNOVATION LEAD, HOSPITALITY
risk of dehumanizing or driving away
their audience.
[2] Which of these qualities of a brand or product/service will be most important to you after the pandemic? Please rank up to 3 options, with #1 being most important.
Sources: (Business Leader Interviews, 2020), [2] (Consumer Survey, 2020) 23MOBILITY INSIGHTS
The challenges mobility as a platform
can help you solve depend on the
kind of company you are today. Look at the top 10% of the S&P 500, the
companies that have performed really well…
they are all mobility companies. Amazon,
Business leaders note that the world’s top Uber, Tesla, even Apple have mobility strategies
companies are experts in mobility.
that are so advanced, I would argue they are
mobility companies. [1]
–SENIOR GROWTH EXECUTIVE, AUTOMOTIVE
TRADITIONAL MOBILITY PROVIDERS ANY OTHER COMPANY
Mobility as a Service Mobility as an Experience
Companies
Profitability Sustainable, Scalable Innovation
Challenges Strategic Partnerships Establishing Partnerships
Consistent Brand Experience Integrating the Brand Experience
Sources: [1] (Business Leader Interviews, 2020) 24MOBILITY INSIGHTS
Many business leaders now consider
mobility an imperative, but readiness
and investment vary dramatically.
Toyota to invest Mercedez Benz and GM invests
$500 MILLION Zhejiang Geely Holding $2 BILLION
Most traditional mobility companies have seen it coming. in Uber and expand its Group Co Ltd said they to increase electric vehicle
collaboration to bring would each invest manufacturing in the US,
autonomous vehicle ride- ¥2.7 BILLION including $4.25 million
sharing to scale. Pilot-scale to build "premium and toward additional
deployments are set to intelligent electrified" production of its Cruise
begin in 2021.[4] vehicles.[5] AV test vehicle.[6]
The companies that are going to be
really successful in the next three to
five years adopted your framework
around mobility as a platform a couple
of years ago. I think the real forward VW invests Self-driving car company Audi invests
lookers are already there.
–SENIOR GROWTH EXECUTIVE, AUTOMOTIVE
€2.6 BILLION Waymo raises €12 BILLION
in AV program $3.2 BILLION in electric vehicles as part
alongside Ford.[7] in first external round of an acceleration plan.[9]
of funding.[8]
Sources: (Business Leader Interviews, 2020), [4] (Toyota), [5] (Reuters), [6] (GM), [7] (Reuters), [8] (Waymo), [9] (Electrek) 25MOBILITY INSIGHTS
All other companies vary in readiness
— with tech players leading the way.
“I have never even "Your framework has “We’ve made the switch from
considered the thought made me think about ‘we have this thing, here come
that my company is part this question totally get it’ to ‘we want to help you,
of a mobility ecosystem." differently now, actually." or even build a new experience,
–SENIOR MARKETER, ENTERTAINMENT –SENIOR MARKETER, TELECOM how can we get it to you?’”
–SENIOR GROWTH EXECUTIVE, RETAIL
LAGGARDS FORWARD THINKERS
READINESS
“I’ve been hesitant to invest in “This is exactly why we’re trying
VR because the shared human so hard to keep the narrative
experience seems like the best part within our own mobility options —
of a live event. Maybe I need to get we want to extend our experience
over my GenX fear and start seeing on both sides.”
this as a real way that people are –SENIOR CX SPECIALIST, ENTERTAINMENT
going to experience live events.”
–SENIOR MARKETER, ENTERTAINMENT
Source: (Business Leader Interviews, 2020) 26MOBILITY INSIGHTS
Some brands have adapted quickly,
leveraging mobility + contactless.
CONTACTLESS FIT
And these new products or experiences are here to stay. Savvy retailers are already seeing
big returns on smart devices that
Human touch was common in fashion, When delivery without human help shoppers try clothes on
luxury, food, and beverage, but the interaction makes our experiences digitally, minimizing risk.[10]
pandemic has made contactless, safer, will adding a human touch
or no human touch, the norm. become premium or petrifying?
Source: [10] (Boldmetrics, 2020) 27MOBILITY INSIGHTS
Everything is being delivered.
Last-mile delivery has exploded in the past four months,
triggering new habits we expect to far outlast the pandemic.
PLAYERS TO WATCH:
Target’s acquisition of Shipt Soon to be acquired by Uber,
enables same-day delivery Postmates is more than a food
from 1,500+ stores in 48 delivery service. Uber’s board
states.[11] was also attracted to what
Postmates refers to as its
Walmart's InHome Delivery “delivery-as-a-service”
service allows Walmart platform — the white-label
associates to drop off service for retailers wanting
groceries inside the home of to offer same-day delivery.[14] WHAT CONSUMERS SAID
customers.[12]
"Share a few vehicle details It can often be very hard “It would be great to have
An alcohol marketplace and and Carvana will extend a carrying a bunch of groceries better quality groceries
delivery service saw nearly real, firm offer in 2 minutes. in the city, taking them on when traveling to a new city
1,600 percent growth in year- No haggling. No hassles.”[15] to the subway and being in — rather than getting airport
over-year new customers at a crowded train, trying to food or takeout, I would love
the end of March.[13] avoid people sneezing on fresh food to be delivered to
or crowding you. I'd like my Airbnb or hotel.”
to just see more accessible –ELENA, 25, CA
ways of using transport to
do everyday activities.” “Food delivery is so wildly
–PRIYA, 25, NY inconsistent — I don’t want
a sweaty styrofoam box!
–SCOTT, 38, IL
Sources: (Consumer Survey, 2020), [11] (Target), [12] (Walmart), [13] (The Hill), [14] (Financial Times), [15] (Carvana) 28MOBILITY INSIGHTS
And frictionless commerce
is becoming a reality.
Contactless payments and experiences are giving further The majority of new mobility innovations consumers are eager to try simply
remove friction from pre-existing experiences.
rise to the idea of frictionless commerce: finding and
removing common barriers or challenges to enabling TRADITIONAL CONSUMER FRICTIONLESS
or fulfilling a purchase. EXPERIENCE FRICTION EXPERIENCE
Scheduling, wait times,
HERTZ FAST LANE POWERED BY CLEAR To remove this point of friction, Doctor appointment Telemedicine
Imagine: you’ve just been on a flight sick patient contact
Hertz has partnered with Clear, a
for hours and all you want is to get to provider that brings Hertz credibility
your final destination. Instead, you’re and expertise in air travel-related Delivery times, Cash tip,
Food/package delivery Contactless delivery
greeted with a long wait at the car queue management. The result is Contact safety
rental counter. a reimagined, faster, contactless
car rental experience. Hotel stay Queue for room registration Contactless hotel stay
[2] Q7: Which of these activities have you not tried but would try in the future? Please rank up to 10 options, with #1 being the activity you would most like to try.
Source: [2] (Consumer Survey, 2020) 29MOBILITY INSIGHTS
Leading us all to a
period of experimentation.
The pandemic has accelerated mobility innovation.
WHAT BRANDS ARE DOING:
Airbnb offers virtual Using public transportation (46%) and
experiences such as dance attending a concert (40%) once the
and cooking classes.[16] pandemic ends gives people the most
anxiety — an opportunity for brands
Walmart has launched a new to delight consumers.
membership service that gives
members unlimited free home
delivery, fuel discounts,
and faster in-store checkout WHAT CONSUMERS SAID
via the Walmart app and
Walmart Pay. Many subway locations offer I’ve become more “I recently started a new
contact-free delivery of limited technologically capable job. It was actually the first
Sephora has increased how-to groceries at a time when over the last few weeks. job I've ever gotten, just a
and Q&A content on social many Subway dining rooms I’m learning a lot.” hundred percent through
and is arming beauty advisors are closed.[19] –TASHA, 41, MD Zoom interviews.”
–CHRISTOPHER, 49, NY
with apps that allow for virtual
makeup application.[17] Allstate is providing full “I've had to learn to use “I would like to try a
coverage insurance for car grocery app delivery contactless hotel stay,
Ticketmaster quickly shifted owners and borrowers services, which I've never and I’d be up to trying
gears, helping artists launch participating in Avail's Park & done before. And I think I on clothes virtually.
drive-in concert series.[18] Share car sharing program.[20] would continue to learn and –JACQUELINE, 66, PA
experiment with these types
of apps after COVID-19.”
–PRIYA, 25, NY
Sources: (Consumer Survey, 2020), [16] (Airbnb), [17] (Beauty Packaging), [18] (Billboard), [19] (Subway), [20] (Avail) 3006 PARTNERSHIPS
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partnerships, ripe to reward daring exponential impact.[21]
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While 2020 will go on to earn
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NG
R S H ARI
Source: [21] (Rosnowski, Forbes, 2020) 32Mobility partnerships have the potential to
highlight shared values across brands, heighten
the ‘mobility experience’ in unforeseen ways,
and put bold companies in the position to
grow the value of products and services.
–LATHA SUNDARAM, GROUP BUSINESS LEADER, EXECUTIVE DIRECTOR, MEDIACOM
33PARTNERSHIPS
Provocative partnerships.
High risk…high reward.
TOYOTA X YOUR BRAND
Toyota is combining AVs and retail into
futuristic pop-up shops. The new
TRAVIS SCOTT
X FORTNITE
In a world devoid of
72%
of consumers expressed active interest
concept, called e-Palette, is a vehicle concerts and mosh pits, or neutrality in brand partnerships.[2]
similar to a food truck that is highly Epic Games partnered
customizable by the brand or retailer. with Travis Scott to usher
When I think about what is to come
Uber and Pizza Hut are both partners.[22] in the era of interactive virtual
in terms of new experiences, the
performances. Over 12M
companies with winning solutions
concurrent viewers attended
will be the ones who realize their
the opening show in April.[23]
weaknesses and just partner with the
best companies who can fill the need. [1]
–FORMER SENIOR VICE PRESIDENT, TELEVISION
Sources: [1] (Business Leader Interviews, 2020), [2] (Consumer Survey, 2020), [22] (Toyota, 2020), [23] (Holmes, Rolling Stone, 2020) 34PARTNERSHIPS
But consumers have an opinion
on who pairs with whom.
The pandemic has renewed a love for small business —
a potential opportunity for localized partnerships with WHAT CONSUMERS SAID WHAT BUSINESS LEADERS SAID
large tech players.
I think everyone wins. The “Brands who do interact will need to
Consumers don’t want just any Business leaders added that synergy
local company could get share some synergy in terms of desired
partnership, they want to see their in brand purpose is key.
the big company pricing experience, brand ethos, values. The
local businesses come out on top,
benefits, the consumer business case alone will not suffice.”
supported by larger players who
could have a wider array of –SENIOR INNOVATION LEAD, HOSPITALITY
put community needs first.
choices, and we could still
“The mashup brands should be able
keep our local storefronts
to move faster, be more nimble and
open, I see that as a win.”
–RENNIE, 40, CA
impressive. We’re long past partnering
for novelties sake.”
“A monopoly of large tech players is not “I am totally okay with local
companies partnering with
–SENIOR INNOVATION LEAD, HOSPITALITY
appealing to me, I don’t want the major players bigger companies. In fact, “Those most capable to leverage
I think that's a great idea for mobility as a platform can also be
to continue dominating the world and further them to grow.” the most loathed, small business
–KOFI, 31, VA
needs to win here too.
aggregate small companies. It’s important that “I think it's great that a local
–SENIOR MARKETING EXECUTIVE, AIRLINES
local, more fragmented brands remain in play — company has a chance to
partner with a bigger
they offer a feeling of community that even company who could help
sustain and advance them.”
big data can’t create.” –CONSUMER SURVEY PARTICIPANT, CHRIS, 49, NY –STEPHANIE, MA, 30
Sources: (Business Leader Interviews, 2020), (Consumer Survey, 2020) 35PARTNERSHIPS
Of course, these new experiences
must align with business goals.
Mobility strategies are not the same as mobility ideas —
the big question is how will a new experience pay for itself?
CUSTOMER ACQUISITION AND meals and transportation was reduced
RETENTION WERE CONSIDERED by 36%, enabling many young families
KEY METRICS IN PILOTS to take the vacation they had only
One former theme park executive said dreamed of previously.[24]
mobility experiments were subject to
strict internal debate — all ideas were
welcome, but each had to fit within a
certain framework: does it make the
experience cheaper OR substantially
better for visitors?
Separately, faced with the challenge of For us, if something doesn’t help with
making a week-long vacation at Disney customer retention, no matter how
World more affordable in an increasingly great it’s killed.”
–SENIOR MARKETER, ENTERTAINMENT
competitive theme park market,
Disney implemented Magic Your Way.
“When we think about mobility
The strategy pulled guests into optimal
experiences, the question we ask is,
behavior with the ability to customize
how is it going to evolve and impact
their vacation travel, leveraging the
our business in 1,2 and 3 years?
strategic application of non-core assets
If it’s not clear, it doesn’t happen.”
(such as airport to hotel transportation –SENIOR GROWTH EXECUTIVE, AUTOMOTIVE
and inter-park shuttles) to improve the
guest experience and capture higher “The more we can move people around our
spend. Upon launch, the cost of an all- property, the more money we can make.
inclusive seven night vacation with –SENIOR CX SPECIALIST, ENTERTAINMENT
Sources: (Business Leader Interviews, 2020), [24] (Integrated Insight, 2019) 3607 KEY OUTCOMES
37KEY OUTCOMES
New Consumer
Expectations
Harnessing mobility as a platform New Media
drives four key outcomes. Opportunities
New Products
& Services
New Business
Models
Source: 3808 INDUSTRY
PROVOCATIONS
39INDUSTRY PROVOCATIONS
A look at how mobility as a
platform solves key challenges
across four industries.
As we look ahead to a future underpinned by mobility
as a platform, we focus on how a strong mobility strategy
can help to solve not only consumer, but category and
competitive challenges as well.
RETAIL ENTERTAINMENT TELECOM TRANSPORTATION
Challenge Responding to new New distribution channels and Maintaining relevance Establishing new,
consumer expectations production methods (not just a commodity) profitable business models
Opportunity Not just about offline or online Delivering social and emotional Becoming the face of Improved brand experiences and
anymore, but how to flex retail (potentially virtual) experiences IoT services at scale tech-enabled disruption of how
models around expectations at scale we move people and goods
or even reinvent them
40INDUSTRY PROVOCATIONS
Consumer Expectations
in Retail
FROM TO
Come and get it. How can we get this to you?
Going forward, consumers will expect
evolved experiences in both physical
retail and mobile commerce —
from ones that are one-sided today,
to multi-way, mobile exchanges of
goods, information and experiences.
THE TRANSACTION NETWORK FOR DELIVERY WHERE YOU ARE WITH
MOBILITY: Car parts manufacturer DOMINOS: With the launch of
ZF Friedrichshafen’s Car eWallet is Domino's Hotspots in 2018,
the first automotive block chain customers can have their pizza
that enables cars to become delivered to parks, beaches,
I think there will be a consumer business entities on their own to and more.[27]
expectation of information. You’re autonomously consume services
walking by a retail store and you see like parking or charging.[25]
something you like, you can get a lot
of information about that particular WALMART'S NEW “SCAN & GO”
product. I think augmented reality is TECHNOLOGY allows customers to
going to be a standard in every walk of scan items as they shop, and pay
Convening in-
life — from museums to car dealerships. category, adjacent using Walmart Pay for a quick,
–FINANCIAL EXECUTIVE, RETAIL industry and out-of-
category partnerships easy, touch-free payment
experience.[26]
Sources: (Business Leader Interviews, 2020), [25] (Car eWallet), [26] (Walmart), [27] (Dominos) 41INDUSTRY PROVOCATIONS
Consumer Expectations
in Entertainment
FROM TO
Live Connected, Shared Experiences
In the new age of mobility, and even
during the pandemic, entertainment
providers must deliver experiences that
go beyond “live.” Consumers crave these
events for the shared human experience,
and it will be imperative for providers
to replicate the social and emotional
sensations loved about live events.
TESLA'S VIDEO GAME HUB, TESLA HOLORIDE is turning vehicles into
ARCADE, allows Tesla owners to moving theme parks, transforming
play a collection of classic video everyday journeys into hyper-immersive
games on the car's display console experiences by combining navigational
while charging the electric car.[28] and car data with XR.[30]
EPIC GAMES is becoming a
Mobility as a platform goes much deeper. destination to watch concerts and
Maybe in addition to building your shows, debut movie trailers. Nearly 28
you are developing your AR and VR million fans flocked to an April
strategies. Maybe we need to focus on concert by rapper Travis Scott,
how to get the experience to people who which was held virtually in Fortnite.[29]
Convening in-
don’t want to leave their homes, or can’t. category, adjacent
–SENIOR ENTERTAINMENT EXECUTIVE, GROWTH industry and out-of-
category partnerships
Sources: (Business Leader Interviews, 2020), [28] (Wired, 2019), [29] (Bloomberg, 2020), [30] (Holoride) 42INDUSTRY PROVOCATIONS
Consumer Expectations
in Transportation
FROM TO
A to B Everything in Between
In a future underpinned by mobility,
transportation players will see their
roles elevating and broadening —
from getting consumers and goods
from point A to point B, to creating
meaningful experiences in every
in-between moment. [
HYUNDAI'S HIGHLY VERSATILE
PURPOSE-BUILT VEHICLES CONCEPT
can be transformed into nearly
any mobility of choice — from
In addition to their core product, Airbnb home delivery vehicles to mobile
is also exploring online experiences such restaurants, or even medical clinics.[31]
as online trivia, masterclasses, and
cooking experiences [during COVID-19].” AUTONOMOUS TRAVEL SUITES
–MARKETING LEAD, HOSPITALITY
could allow travelers to reach their
“We want to make travel easier, more fun destination in what's essentially
and safe, anything that reduces friction a mobile hotel with built-in beds,
(from one click checkout to the bus on a private bathroom, a kitchen and
Convening in-
the tarmac). category, adjacent room for entertaining.[32]
–SENIOR MARKETING EXECUTIVE, AIRLINES industry and out-of-
category partnerships
Sources: (Business Leader Interviews, 2020), [31] (Hyundai), [32] (Travel and Leisure) 43INDUSTRY PROVOCATIONS
Consumer Expectations
in Telco
FROM TO
Utility Becoming the Face of IoT Services at Scale
In the future, telcos will be both the
backbone and most important enabler of
any and all mobility experiences. Faced
with the threat of commoditization
today, a strong mobility strategy will
be the way to growth, and strong
partnerships will create renewed
relevance and customer engagement.
AT&T'S ACQUISITION OF DIRECTV AND VODAFONE AND AT&T ARE TEAMING UP
TIME WARNER helped grow AT&T's TO WORK ON:
free cash flow, which is expected to • 5G and autonomous vehicle technology
be in the $28 billion range in 2020.[33] • V2X capabilities (vehicle-to-everything)
• In-vehicle entertainment
[In the future] you are going to see that LAMBORGHINI, POWERED BY ALEXA. • Connected car applications
bringing consumers rich experiences is Lamborghini drivers can use Alexa and services
going to take three to four people who voice commands to control car • Global service quality models
didn’t necessarily work together in the features like climate control, • Connected car/smart cities intersection[35]
past. Imagine having the smart watch that interior lighting, seat heating, and
monitors people, the healthcare provider drive modes without having to take
who gets that information, the pharmacy their hands off the wheel.[34]
Convening in-
that is then able to fill prescriptions category, adjacent
immediately. That’s one example of a richer industry and out-of-
category partnerships
healthcare experience and what anchors
it is the person at the center.
–SENIOR EXECUTIVE, TELCO
Sources: (Business Leader Interviews, 2020), [33] (AT&T Annual Report, 2019), [34] (Motor Authority), [35] (AT&T) 4409 CONCLUSION
45CONCLUSION
Mobility is emerging
1
as a pervasive platform.
Business leaders and consumers agree, mobility is accelerating
as a pervasive platform, extending into just about every industry.
2 Partnerships.
Partnerships are key in harnessing mobility as platform,
but consumers are experts in brand collaborations and will vet
Four things to remember. your pick for parity in core values, community benefits and more.
3 Experimentation is key.
Experimentation is a necessary part of building new mobility
experiences, but you don’t have to start from scratch;
consumers have made their anxieties and expectations clear.
4 Consumers are primed and ready to
adopt new mobility technologies.
The pandemic has rapidly accelerated the adoption and interest
of new mobility technologies. For anyone encouraged to stay in
place, brands that effectively move services to meet consumers
are being rewarded.
4610 ACKNOWLEDGEMENTS
47ACKNOWLEDGEMENTS
Authors Contributors
These individuals created the report, providing research, analysis, insight, and editorial. These individuals and companies contributed additional expertise
and perspective.
ASHLEY WOOD SHELIN MEI JUSTIN CLAASSEN Strategy Development
Senior Global Consulting Partner, Global Consulting Director, Client Partner
Brand Strategy & Communications APAC AKQA
KYLA JACOBS
OGILVY CONSULTING OGILVY CONSULTING
BROOKE HOVEY EVP, Marketing & Growth
WPP
Chief Growth Officer
BCW
CARLA HENDRA
Global Chief Executive,
LATHA SUNDARAM
Growth & Innovation; Global CEO
Group Business Leader, OGILVY CONSULTING
MICHAEL LOMBARDI LEIGH ENGEL Executive Director
Global Consulting Partner Global Analyst MEDIACOM
OGILVY CONSULTING OGILVY CONSULTING Design & Production
ILANA NOLTE
President, mPlatform CHIDO TSENMUNHU
MEDIACOM
Director, Marketing & Growth
WPP
ANNE BRINICH
MANOJ GOPALAN CARLA HENDRA Design Director
Global Consulting Partner Executive Sponsor MAKERHOUSE
OGILVY CONSULTING OGILVY CONSULTING
ARLENE ZHAO
Designer
MAKERHOUSE
REID LITMAN SUSAN MACHTIGER
Global Analyst Executive Sponsor
OGILVY CONSULTING OGILVY CONSULTING
48ACKNOWLEDGEMENTS
Colophon
PRIMARY RESEARCH [9] https://electrek.co/2019/11/29/audi-accelerates-electric-vehicle-plans-12- [24] The Making of Magic Your Way. (n.d.). Integrated Insight. Retrieved July
[1] Business Leader Interviews, 2020. Qualitative Interviews were conducted billion-investment/ 28, 2020, from https://integratedinsight.com/wp-content/uploads/
April-May 2020 with industry leaders across Transportation and Travel, [10] https://www.boldmetrics.com/case-studies/ 2016/01/The-Making-of-Magic-Your-Way-2016.pdf
Entertainment, Telecom, and Retail. Expert names and titles have been [11] https://corporate.target.com/about/products-services/pickup-delivery [25] https://car-ewallet.de/
blinded as pursuant to standard use agreement. [12] https://corporate.walmart.com/newsroom/2019/06/07/were-taking- [26] https://corporate.walmart.com/newsroom/2020/09/01/walmart-
walmart-grocery-delivery-one-step-further introduces-walmart
[2] Consumer Survey 2020 conducted May-June 2020 included 320 panelist [13] https://thehill.com/business-a-lobbying/business-a-lobbying/491922- [27] https://www.prnewswire.com/news-releases/redefining-delivery-
selected to reflect U.S. averages in income, location, and sex. Names, coronavirus-business-booms-for-alcohol-app-drizly convenience-over-150–000-dominos-hotspots-launched-
ages, and locations of participants are sourced in this report [14] https://www.ft.com/content/0503496a-4cbc-44f1-b46c-5c268e401834 nationwide-300630059.html
as pursuant to standard use agreement. [15] https://www.carvana.com/sellyourcar [28] https://www.wired.com/story/bored-charging-your-tesla-play-
[16] https://news.airbnb.com/enjoy-the-magic-of-airbnb-experiences-from- videogame-your-car/
the-comfort-of-your-home/ [29] Fortnite maker Epic Games nears funding at $17 billion value. (2020, June
SECONDARY RESEARCH [17] https://www.beautypackaging.com/contents/view_experts-opinion/ 16). Bloomberg. Retrieved July 28, 2020, from https://
[3] Roberts-Islam, B. (2020, April 6). Virtual Catwalks And Digital Fashion: How 2020–04–13/mintel-reports-on-the-impact-of-covid-19-on-beauty-retail/ tech.hindustantimes.com/gaming/news/fortnite-maker-epic-games-
COVID-19 Is Changing The Fashion Industry. Forbes.com. Retrieved July 26, [18] https://www.billboard.com/articles/business/touring/9406554/live- nears-funding-at-17-billion-value-71592273395241.html
2020, from https://www.forbes.com/sites/brookerobertsislam/ nation-drive-in-concert-series-lineup-dates-cities [30] https://www.holoride.com/
2020/04/06/virtual-catwalks-and-digital-fashion-how-covid-19-is- [19] https://shop.subwaygrocery.com/ [31] https://www.hyundai.com/worldwide/en/brand/time-to-stop-wasting-
changing-the-fashion-industry/#3f31fea7554e [20] https://availcarsharing.com/car-sharing-insurance time
[4] https://global.toyota/en/newsroom/corporate/24330817.html [21] Rosnowski, S. (2020, January 15). 2020: The Year Of The Brand Mashup. [32] https://www.travelandleisure.com/hotels-resorts/self-driving-hotel-
[5] https://www.reuters.com/article/us-geely-daimler-jv/geely-mercedes- forbes.com. Retrieved July 28, 2020, from https://www.forbes.com/ rooms
benz-launch-780-million-jv-to-make-electric-smart-branded-cars- sites/forbesagencycouncil/2020/01/15/2020-the-year-of-the-brand- [33] https://investors.att.com/~/media/Files/A/ATT-IR/financial-reports/
idUSKBN1Z7162 mashup/#3b150cd46082 annual-reports/2019/2019-letter-to-shareholders.pdf
[6] https://investor.gm.com/news-releases/news-release-details/gm- [22] Swant, M. (2018, January 10). Pizza Hut's Self-Driving Delivery Trucks With [34] https://www.motorauthority.com/news/1126657_lamborghini-becomes-
investing-2-billion-transition-spring-hill-tennessee-plant Toyota Could Be on the Road by 2020. adweek.com. Retrieved July 28, first-automaker-to-integrate-alexa-for-in-car-control
[7] https://www.reuters.com/article/us-volkswagen-argo/volkswagen- 2020, from https://www.adweek.com/digital/pizza-huts-self-driving- [35] https://about.att.com/story/2019/iot_in_automotive.html
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investment.html 28, 2020, from https://www.rollingstone.com/music/music-features/ P. 39 Getty Images
travis-scott-fortnite-concert-989209/
49THANK YOU Visit wpp.com/mobilityfutures to learn more. Kyla.Jacobs@wpp.com Ashley.Wood@ogilvy.com EVP, Marketing & Growth Senior Global Consulting Partner WPP Ogilvy Consulting
APPENDIX
51APPENDIX
Research Factoids
1. Which of the following activities are you 1. Going to restaurants 5. Which of the following activities or 1. TV/Movies/Streaming
missing during the pandemic? Select all 2. Socializing services will you continue to use after 2.Gaming
that apply. 3. Taking vacation / traveling the pandemic? Select all that apply. 3.Grocery / meal delivery
4. Visiting Family 4.Video conferencing
5. Shopping 5.Online exercise
2.Which of the activities are you able 1. Driving 6. Which of these qualities of a brand or 1. Cleanliness
to do despite the pandemic? 2. Outside exercise product/service will be most important 2.Trust
Select all that apply. 3. Shopping to you after the pandemic? Please rank 3. Safety
up to 3 options, with #1 being most
4. Privacy / Data
important.
5. Convenience
3. Which do you think will give you the 1. Attending a concert 7. Which of these activities have you not 1. Wear a mask in public
most anxiety after the pandemic ends? 2. Having less time for entertainment tried but would try in the future? Please 2. Telemedicine
3. Taking public transportation rank up to 10 options, with #1 being the 3. Contactless delivery
activity you would most like to try.
4. Spending less time with family 4. Contactless hotel stay
5. Try on clothes virtually
4.Which of these activities have 1. TV/Movies/Streaming 6. Delivery on the go
you tried during the pandemic? 2.Video conferencing 7. Travel virtually
Select all that apply. 3.Gaming 8. Drive through delivery
4.Grocery / meal delivery 9. Shop at a mobile retail store
5.Online exercise 10. Drive through activities
The Consumer Survey is an original piece of WPP Research featuring a representative sample of US participants who were surveyed in May-June of 2020. More information on methodology for primary and secondary research featured in this report can be found in our Colophon on page 49. 52You can also read
