SAP Mobile Services: Why Customer Engagement Campaigns Pay Dividends

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Mobile has come to represent the most pervasive channel of communications and targeted engagement on the planet. …

Mobile has come to represent the most pervasive channel of communications and targeted engagement on the planet.

What’s more, the immediacy, convenience and personal attachment around our connected devices makes mobile an ideal mass media and means of delivering relevant marketing messages and application interaction to a global customer base.

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  • 1. Why Customer Engagement Campaigns Pay Dividends SAP Mobile Services Operator Guide 2013
  • 2. Why Customer Engagement Campaigns Pay Dividends Mobile has come to represent the most pervasive channel of communications and targeted engagement on the planet. What’s more, the immediacy, convenience and personal attachment around our connected devices makes mobile an ideal mass media and means of delivering relevant marketing messages and application interaction to a global customer base.
  • 3. Why Customer Engagement Campaigns Pay Dividends Mobile phone users vastly outnumber PC Internet users by a ratio of more than four to one. Within the mobile market, smartphone usage still has huge upside.
  • 4. Why Customer Engagement Campaigns Pay Dividends The dominance of mobile and the importance of SMS are reflected in numerous surveys:   Portio Research projects over 7 billion mobile subscribers globally by end-2013 and annual handset shipments of over 2.15 billion by 2016.   According to Gartner, there are roughly one billion PCs installed worldwide, and the number of users connecting to the Internet via their PCs is estimated at 1.7 billion. This pales in comparison to the number of mobile Internet users, which is pegged at 6 billion-plus.   Worldwide SMS traffic reached 8.6 billion messages in 2012, a number expected to exceed 9.5 trillion by 2015, according to Portio Research.
  • 5. Why Customer Engagement Campaigns Pay Dividends Mobile as a marketing channel has tremendous potential. The result is what mobile ad and platform company Millennial Media calls a “vertical explosion” and one that has seen triple digit growth or greater in mobile advertising spend.
  • 6. Why Customer Engagement Campaigns Pay Dividends Mobile changes the rules of engagement, impacting how people communicate with each other and how they choose to connect with brands and businesses. The marketing firm Ruder Finn, for example, reports that 91 percent of mobile phone users reach to their devices to connect with their social networks and keep up-to-date with their communities. It’s a huge opportunity that brands around the world are grasping with both hands.
  • 7. Why Customer Engagement Campaigns Pay Dividends Multi-screeners – how mobile phones are the backbone of interactions. People have become what Google terms ‘multi-screeners,’ choosing their screen (mobile, tablet, PC or TV) depending on their context and what they want to accomplish. Against this backdrop, mobile phones have become “the backbone of our daily media interactions.” Smartphones, in particular, have the highest number of user interactions per day and serve as the starting point for activities across multiple screens. In fact, people are relying on their mobile phones at every stage of the consumer journey.
  • 8. Why Customer Engagement Campaigns Pay Dividends
  • 9. Why Customer Engagement Campaigns Pay Dividends What does this mean for mobile operators? Faced with the decline in the ‘average revenue per user’ (ARPU) mobile operators have two options: Attract more customers from rival operators 2.  Wring more value from their existing customers 1.  Success is all about learning how to sell more services to more customers better.
  • 10. Why Customer Engagement Campaigns Pay Dividends
  • 11. Why Customer Engagement Campaigns Pay Dividends How can mobile operators stay ahead? They own the network: This control allows them to connect with their audience and deliver targeted marketing messages about services, tariffs and special offers. They own the customer relationship: This allows them visibility into key subscriber information, including service usage, personal preferences and purchase patterns.
  • 12. Why Customer Engagement Campaigns Pay Dividends Mobile operators are in the enviable position to deliver personal, relevant and valuable marketing messages from the get-go because these communications are completely aligned with the customer data the mobile operator already owns.
  • 13. Why Customer Engagement Campaigns Pay Dividends Consumer trust is key Surveys show consumers trust their operators to deliver useful marketing. A survey of 2,198 U.K. adults reveals that over half (59 percent) of consumers are happy to be contacted by their operator with relevant offers.
  • 14. Why Customer Engagement Campaigns Pay Dividends The most popular format was text message and 51 percent said that they would like to be informed about new offers and services within the normal flow of SMS messages that they already receive. Specifically, respondents would welcome mobile marketing messages as:   Part of top-up confirmations (9 percent)   Missed call and voicemail alerts (8 percent)   Balance updates (7 per cent)   Roaming notifications (7 percent)
  • 15. Why Customer Engagement Campaigns Pay Dividends “Mobile operators that show a deep understanding of the individual user can position themselves to make their subscribers an offer they will find hard to refuse.” The optimised use of the mobile channel allows mobile operators to maintain continuous customer touch, enabling them to deliver sustained support and service and participate in two-way conversations with their subscribers. Mobile operators gain greater insights into what their subscribers want and appreciate. This is data that can help them refine their services and ultimately ensure customer loyalty is deep and long-lasting.
  • 16. Why Customer Engagement Campaigns Pay Dividends As an effective mass media on its own or well integrated into a comprehensive digital strategy, mobile has vast potential to create business value, improve process efficiency, trigger product consumption and use, and increase customer feedback. The key is executing this strategy correctly, so that mobile doesn’t simply clinch the one-off deal. It furthers loyalty, cements relationships and improves CRM.
  • 17. Why Customer Engagement Campaigns Pay Dividends For the complete article, updates and to join the conversation please visit: https://community.sapmobileservices.com Download the complete guide here: http://sap.com/mobileoperatorguide
  • 18. © 2013 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices. ©  2013 SAP AG or an SAP affiliate company. All rights reserved. 18