Mobile Market
Italia
The Italian mobile
market
• The Italian mobile market is full
of opportunity
• With a change in consumer habits
• A reliance on the digital
experience
• The FOCUS currently is Hardware,
Software and Connectivity
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But what’s overlooked?
What’s being missed in the
Italian mobile market?
The answer is PROTECTION
If the correct level of focus is
given to your customers and
their protection they will be
indebted to your brand.
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Let’s put things into
context……….
More than 2/3rds of people use
smartphones.
It’s predicted through to 2018
smartphone ownership will grow by 7%
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Look what a phone
can do now
A phone is not just a phone
anymore, it’s a very smart phone
indeed…, it’s a camera, a sat nav,
an alarm clock, a music player, a
pc and much much more…
Effectively a remote control
to aid us in our increasingly
busy and hectic lives.
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Can you imagine what your life would
be like without your phone now?
How much do
you rely on
your phone?
Over 50% of
phones sold
globally are
smart phones.
How long could
you live
without it?
By 2017, 75%
of phones sold
globally will be
smart phones
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WHAT IF SOMETHING
HAPPENS TO YOUR PHONE?
Naturally an incident will occur
with your phone at least once
every 4 years
How does that make you feel?
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In Reality
Be proactive
Be reactive
To help
customers
To grow your
brand
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HERE’S WHAT WE’VE DONE IN
OTHER COUNTRIES
Grown Individual ARPU by 5%
Increased Network tenure by 15%
LOYALTY = HIGH REVENUE & PRODUCT OWNERSHIP
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Great opportunities
•
In 2014 17 million smartphones sold
•
We estimate that just 1-2% of
smartphone owners in Italy are aware
of PROTECTION
•
Elsewhere in Europe that rises to 20%
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Why is this opportunity
not optimised in Italy?
We need to:
•
•
•
Look at our global business
Our successes around the world
Seek local expertise to adapt our ideas
Ask ourselves:
•
•
•
•
What should we be offering?
What features work well already?
How does the sales process differ?
What do distributors need to be successful?
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How can Assurant Solutions support this?
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Our customer service
Customer service is key for:• Creating commercial value
• Delivering brand
After all, a good sales process builds your
customer base & a good service retains it
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What do customers need?
Fast
replacement
& repair
Aftercare
service
Technical
support
Fault
diagnostic
solutions
Solution to resolving
both warranty &
incident
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CONNECTED LIVING
It’s not just about smartphones!
Typically Italians own 6 connectable devices
Think about CONNECTED LIVING
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What is a connected home?
A connected home features connected
appliances and devices.
Everyday appliances and gadgets around
the home are being given the ability to
communicate with each other allowing
you to control them remotely.
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Connected Living & Customer Need
More than 1,200 hours research has been completed
across Europe on ‘connected living’
We have discovered the ‘connected home’ will be
key for future consumers
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Connected Living Devices
The most common are mobile devices with:
• 9 out of 10 people owning a smartphone
• 8 out of 10 people owning a laptop.
•
94% place importance on internet connectivity
and 86% want access wherever they are
Traditional devices are less common with:
• 4 in 10 owning a Smart TV
• 3 in 10 owning a Smart Appliance
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Connected Living Drivers
Retailers, manufacturers
and service suppliers are
pushing for a ‘connected
home’
Customers driven to
improve and monitor
home security and
money
Use energy saving
services such as
controlling home
utilities
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Connected Living - Segments
CONNECTED
ADOPTERS
INTERNET
USERS
LOW
CONNECTIVITY
SECURITY
CONSCIOUS
Young/Family &
affluent with high
dependency on
devices
Youngest segment
mostly smartphone
owners
Older & less
affluent
preference for
laptops
Oldest segment
prefer PC but
fearful when online
92% interest in
connected home
96% interest in
protection for
their connected
living
71% interest in
connected home
81% interest in
protection for their
connected living
59% interest in
connected home
80% interest in
protection for
their connected
living
52% interest in
connected home
61% interest in
protection for their
connected living
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Connected
Living Support
Most people are confident in setting up
their mobile connected devices with the
majority of people seeking online help or
going direct to the retailer
Protection for connected devices is likely
to go beyond repair and insurance with
security and technical support valued by
security conscious people
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Connected Living
Retailers
The retail store is key to the purchase of
existing and new devices with electrical
retailers most common
Connected adopters with high online activity
favour the in-store channel for both
purchase and protection, valuing expertise
and face to face support
This is where the
OPPORTUNITY LIES
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Connected Living
Summary
There is a desire to live a more connected
life driven by protection for the home,
money saving and green living with high
ownership of internet enabled devices.
Retailers will be vital for purchases and
customer support with strong interest in
products to support connected living.
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Connected Living – What does the future
hold for Assurant Solutions?
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Summary
We have a growing market with demanding
and unprotected customers.
There are opportunities in protection and
‘connected living’ to increase brand loyalty.
Assurant Solutions can support you as a
global organisation with local presence and
knowledge of the Italian market.
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