Putting the consumer at thecentre of your brands mobileexperience 24th AprilKamran Saeed{	  ex•pe•ri•ence	  -­‐	  (n.)	  s...
Who are Brainstorm?A leading provider of mobile solutionsthat drive positive engagement withend-users through highly targe...
Where is technology today? DATA	  (meaningful	  data	  extracted	  from	  insight)	  SMARTER	  DEVICES	  &	  UBIQUITY	  (t...
Defining the brand mobile experienceTARGETED	  ENGAGEMENT	  BROWSING	  &	  SEARCH	  (on	  the	  move)	  CHECKOUT	  (comple...
Why brands struggle with mobile?ex•pe•ri•ence	  -­‐	  (n.)	  something	  personally	  lived	  through	  or	  encountered	 ...
Importance of sophisticatedengagement?ex•pe•ri•ence	  -­‐	  (n.)	  something	  personally	  lived	  through	  or	  encount...
Making data more meaningfulex•pe•ri•ence	  -­‐	  (n.)	  something	  personally	  lived	  through	  or	  encountered	  DATA...
Harnessing locationex•pe•ri•ence	  -­‐	  (n.)	  something	  personally	  lived	  through	  or	  encountered	  GPS GSM Loca...
Prerequisite for successful engagementex•pe•ri•ence	  -­‐	  (n.)	  something	  personally	  lived	  through	  or	  encount...
Compelling examplesMobileMarketingShopping-­‐  driving	  foo+all	  -­‐  enhancing	  the	  customer	  experience	  -­‐  dri...
The ultimate goal‘smarter and more-timely relationships’‘one-on-oneengagement’‘emotional andconnectedexperiences’
“aligning technology with thejourney to create a relevantand contextual experience”ex•pe•ri•ence	  -­‐	  (n.)	  something	...
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Kamran Saeed - Brainstorm - Mobile Retail Summit - April 2013

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Kamran Saeed - Brainstorm - Mobile Retail Summit - April 2013

  1. 1. Putting the consumer at thecentre of your brands mobileexperience 24th AprilKamran Saeed{  ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  }  
  2. 2. Who are Brainstorm?A leading provider of mobile solutionsthat drive positive engagement withend-users through highly targeted,relevant and contextually richexperiences.ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  
  3. 3. Where is technology today? DATA  (meaningful  data  extracted  from  insight)  SMARTER  DEVICES  &  UBIQUITY  (toggling  between  devices)  PRESENCE  (being  locaOonally  aware)  BIGGER  SPEND  (the  boQom  line)  4G  (accessing  more  sophisOcated  services  faster  than  before)  PAYMENT  TECHNOLOGY  (bricks  and  mortar  to  digital)  SOCIAL  (influence  of  senOment  and  recommends)  ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  
  4. 4. Defining the brand mobile experienceTARGETED  ENGAGEMENT  BROWSING  &  SEARCH  (on  the  move)  CHECKOUT  (compleOng  on  a  single  device  experience)  SHOWROOMING,  SOCIAL  INFLUENCE  &  RECOMMENDATIONS  ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  REWARDS  (keeping  them  and  keeping  them  happy)  ACQUISITION  RETENTION  
  5. 5. Why brands struggle with mobile?ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  •  An inconsistent and isolated experience•  Any app or mobile offering will do•  Not optimised for mobile•  Anonymous touch points•  Lack of relevance and context= Ultimately this leads tounsophisticated engagement
  6. 6. Importance of sophisticatedengagement?ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  •  First point of exposure•  Sets the tone•  Compels an action•  Implants the brandand influences theexperience83m  UK  mobile  subscribers  at  the  close  of  ‘12  
  7. 7. Making data more meaningfulex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  DATA  CONSOLIDATION  &  SEGMENTATION  merge,  enrich  and  profile  into  segments  DATA  MINING  idenOfy  paQerns  SINGLE  VIEW  OF  THE  CUSTOMER  INSIGHT  AND  ACTIONABLE  USER  PROFILES  •  Majority of companies struggle to fully understand theircustomers and leverage their customer data as a strategicasset•  Segmenting your audience appropriately will allow you totarget your content and make the device experience morerelevant to every individualAPPROACH  
  8. 8. Harnessing locationex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  GPS GSM LocalisationClose Proximity
  9. 9. Prerequisite for successful engagementex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  DON’T ABUSECustomer data is privileged information, so don’toverkill or abuse it and regulate the contactSUPER CONTEXTAND VALUEUnderstand your customers persona and whyyou’re communicating with themOPTIMISEDJOURNEYWhat you provide must be of value to yourcustomers and serve a need or desireCONTINUITYConnected customers expect a seamlessjourney from initial contact and throughoutConsumption via mobile is different so getting thisright is the ultimate game changerMEASUREUnderstand the value of your efforts in terms ofleads, customer experience and revenue
  10. 10. Compelling examplesMobileMarketingShopping-­‐  driving  foo+all  -­‐  enhancing  the  customer  experience  -­‐  driving  brand  advocacy  -­‐  growing  revenue  -­‐  seamless  brand  experience  -­‐  reducing  opera:onal  cost  -­‐  driving  brand  advocacy  -­‐  growing  revenue  CustomerDrivenServicesLifestyle and healthWhat’s the common theme?
  11. 11. The ultimate goal‘smarter and more-timely relationships’‘one-on-oneengagement’‘emotional andconnectedexperiences’
  12. 12. “aligning technology with thejourney to create a relevantand contextual experience”ex•pe•ri•ence  -­‐  (n.)  something  personally  lived  through  or  encountered  

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