• How to get executive buy-in for a mobile strategy that’s more than an app • How to build an opted-in mobile database • How to integrate mobile with your current CRM program

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#MEHurdles
Overcoming Hurdles on
the Road to Mobile Engagement
Follow Syniverse:
@Mobile4Brands
Join the conversation:
#MEHurdles
The third party names, marks and logos used in this
presentation are owned by the various, respective parties.
Moderator: Mary Clark (@SyniverseCMO)
Chief Marketing Officer, Syniverse

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#MEHurdles
 Mobile is THE channel – digital is a
technology
 70% of email is read on mobile
 During 2014 holidays, more than half
of online traffic was mobile
 Context is king and context is
EVERYTHING
 Mass market consolidation underway
 Mobile expectations accelerating
 Apps moving from phones to other
devices
Mobile Isn’t a Digital Channel
Customer
acquisition
Customer
loyalty
Increase
revenue
Reduce
costs

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#MEHurdles
 It’s more than a mobile app or website
 Apps offer rich experiences, functionality but
adoption low
 Lack of useful or valuable offers
 Generic and impersonalized contact
 Heavy app proliferation and user fatigue
 Customers want brand interaction
 Expect and want relevant mobile discounts and offers
 “In the moment” campaigns encourage customer
activity
 Essential to a unified strategy
 Bridges the digital and physical worlds
 Deliver a singular, personalized brand experience
 Improve marketing effectiveness and operational
efficiency
What is Mobile Engagement?
Reach customers where, when and
how they want to be reached
Did you know?
Fewer than 5% of consumers have
retailer’s app installed
30% of US consumers don’t use apps
because offers aren’t contextual
80% of smartphone owners want
more mobile-optimized info while
shopping
23% expect mobile experiences to
change based on location
Click-through rates for location-
based offers 4x greater

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#MEHurdles
Today’s Expert Panelists
Rob Hammond (@tech2dollars)
Senior Director Mobile Engagement, Syniverse
• Experienced sales and technology leader
• 30-year career with Microsoft, Sprint and more
• Media, analyst commentator and contributor
Kevin Davis (@jkevindavis)
Head of Professional Services, Syniverse Enterprise & Intelligence Solutions
• 15+ years experience in consulting, business intelligence and analytics
• Retail industry experience with various roles at Lowe’s
• Named a “Top 25 Information Manager” by Information Management
magazine in 2011

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#MEHurdles
Advice for Overcoming ME Hurdles
Get
Management
Buy-in
Define the
Project
Create a
Business Case
Show ROI
Quantify
Results
Demonstrate
Proof Points
Get Started

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#MEHurdles
Get Management Buy-in
Solve a real
recognized problem
Provide examples
Minimize risk by
limiting resource drain
Identify a “halo”
solution

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Define the Project
Customer Profile
• Built a loyalty app for
marketing team
• 1/5 of customers
downloaded but usage
only 4 to 6%
• Increasingly difficult to
support and fund
• Email marketing
automation program can
send personalized promo
and transactional
messages and third-party
offers

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Airlines Hospitality Retail Financial Services
#MEHurdles
Promotional Use Cases

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Transactional Use Cases
#MEHurdles
Airlines Hospitality Retail Financial Services

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#MEHurdles
Develop a Compelling Business Case
Did you know?
84% of mobile users actively use
smartphones when shopping
Mobile app usage increases 16 times
while shopping in-store
New app install and engagement costs
per user up 59% and 33% YOY
Most adults consider an SMS as
meaningful as a voice conversation
Enterprises using SMS can reach 95% of
mobile users
90% of all text messages are read
within three minutes of delivery
207 billion MMS sent in 2011 up to
276.8 million by 2016
In 2016, mobile email and MMS to
generate $32 billion and $21 billion in
revenue
Quantify the benefit
Pick realistic targets
Provide examples of
quantifiable benefits
Lower the barrier to
“Yes”

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#MEHurdles
Using data sharing to prove
executive management
buy-in, business case
development and ROI
Quantify the Results
Integrate mobile engagement with the
current marketing ecosystem to get a richer,
more complete picture of the consumer.
Capture mobile data and share it
throughout the organization as part
of the new shopper path to
purchase.
Analyze and report on the captured data to support
your ROI business case.
Integrate
Capture
Analyze

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#MEHurdles
 Coordinate technical and
business sponsors
 Ensure awareness with
mobile regulations
 Build a mobile database
 Internal communications
around Halo app to ensure
awareness/traction
 Feedback results broadly
and early
Getting Started
10 ways to
get
customers to
opt-in to
mobile

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Case Studies
Leading U.S. Retailer
• 840+ stores
• $65k for every $5k campaign
• Delivered 13.7M promo messages over
holiday
• 13 campaigns averaged 1M
users
• 27 targeted segmented campaigns
In-store short code promotions and
online website signup
Integration into Mobile Engagement
Leading Creative Cloud/
Software
• Marketing push service integrated on
two of their apps
• Integrated campaign helped increase
awareness and sales of more services
to existing customer base
• Provided encryption and SAML
(single sign-on)
Professional Services
Creation of middleware solution
integrated into loyalty system to our
mobile engagement platform
Financial Services
• 500k+ locations globally
• Low usage/awareness of loyalty points
program
• Proof of concept to virtualize loyalty
point balance redemption process via
SMS
• 5.5% redemption rate; 2% opt-out
#MEHurdles
Text to Web
1200
% ROI

Sales
5.5%
Redeemed
points

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Case Studies
Clothing Retailer
• 500+ stores
• $66k for every $1k Campaign
• MMS open rate = 97%
• Customer growth rate 30% MoM
In-store short code promotions and
online website signup
3 location-based text alerts
sent per month
Cosmetics Retailer
• 250 retail stores
• 6 month pilot: increase acquisition
including on-line and in-store
keyword to short code
• 73% of customers that opted
into SMS made a purchase
• Recall rate = 81%
3rd Party Mobile
Offers
Proof Point: Top 5 bank
and carrier seeing $300k
in commissions per
month
Media, Social and Web
Online Retailer
• Online promotion
• Redemption rate = 10.7%
• 5,000 SMS subscribers in 24 hrs.
• Sales generated = $200,000
#MEHurdles
30% 
Growth
Rate
73%
Make a
purchase
5,000
Opt-ins
Customer

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#MEHurdles
 Solve a recognized
problem
 Build a reasonable
business case
 Partner for expertise
 Quantify results
Summary and Takeaways

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#MEHurdles
Q&A
#MEHurdles

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#MEHurdles
Thank You!
For more information, visit mobilebrands.syniverse.com