Kontagent - The Impact on Consumer Mobile Experiences
#MMAWeb #KTWebinar The Impact of Intelligence on Consumer MobileExperiences April 24, 2013 MMA Webinar Series Sponsored by:
Today’s Speakers Josh Williams President and Chief Data Scientist Kontagent Michael Becker Managing Director, North America Mobile Marketing Association firstname.lastname@example.org @mobiledirect Moderator Julie Ask VP Principal Analyst Forrester Research, Inc.
QA Don’t forget to Tweet about this session usinghashtag: #MMAWeb #KTWebinar
#MMAWeb #KTWebinar How has the B2Cmobile landscapeevolved?Changing Landscape
Adoption of mobile phones has explodedgloballySource: Forrester Research, Inc.89427United States327MMobilesubscriptions310MPopulationRussia256MMobilesubscriptions139M PopulationBrazil259MMobileSubscriptions198MPopulationChina1.04BMobilesubscriptions1.4B PopulationIndia960MMobilesubscriptions1.2BPopulationPopulationMobile phone subscriptionsWorldwide6B Mobile subscriptions7B population
#KTWebinar What does the futureof mobile look like?The Future of Mobile#MMAWeb
Forrester defines context asthe sum total of what your customerhas told you and is experiencing attheir moment of engagement.
Context includes:• Situation: the current location, altitude, andspeed the customer is experiencing• Preferences: the history and personaldecisions the customer has shared with you• Attitudes: the feelings or emotions implied bythe customer’s actions and logistics
The potential of context will evolve overtime• Biometrics• Display technology• Gesture-based controlFundamentallyalterednavigationAdd morecontextualdimensions• Distance? Depth?• What floor in building? What aisle?• What direction is the consumer facing?• Light? Dark?LevelofContextualSophisticationHighLow2011 2012 2013 2014 2015 2016• Purchase intent?• In my store? In a competitor s store?• Within 1 hour of flight? Two days?Add intelligence• Behavior/preferences• GPS• Time of day Basic context
Layering intelligence on top of location willsimplify experiences through curation+ 2h + 2 days• Room availability• Hotel Information(e.g., location, rates)• Booking• Access to loyaltypoints/rewards• Phone # / Click-to-call500+Miles Away• Groundtransportation• Shuttle service• Hotel location• Cost of taxi@ Airport• In-room services− Media− Maintenance− Housekeeping• Activity availability +booking• Entertainment• Food− Room service− Reservations• Concierge• Wake-up calls• Valet (car retrieval)• Bills@ Hotel• Wayfinding• Nearby attractions• Ratings/reviewsIn Vicinity• Towels• Bar service• Food@ Pool
–2 days• Change reservation• Reserve seat• View reservations–2 hr• Check gate• Departure time• Lounge access• UpgradeFlight• Arrival time• Food order• Movies• Wi-Fi+2 hr• Groundtransportation• Lost luggage• Navigation+ 2 days• Customer service• Mileage status• Reward travel• Upcoming reservationsContextual use of time will help prioritize home page contentAirline example based on user time
#KTWebinar How have companiesmatured in theirapproach to mobile?Changing Landscape#MMAWeb
#MMAWeb #KTWebinar What is a mobile-ﬁrstcompany?Mobile First Companies
#MMAWeb #KTWebinar Why do companiesneed to be mobileready and data savvy?MCIQ
#MMAWeb #KTWebinar Which of the Following Apply to your Long-Term Mobile Strategy21%25%25%28%45%45%0%64%71%64%70%71%0% 20% 40% 60% 80%None of these applyWe have a well defined mobile strategyOur current mobile tactics and activities all tie back to our mobilestrategyWe track and report on specific KPIs for our mobile apps and/or sitesOur mobile strategy extends beyond 2013Senior management, marketing and technology work together todefine mobile strategyMobile first Mobile mainstream
#MMAWeb #KTWebinar Are your web, smartphone and tablet experiences the same? 33%30%20%14%3%15%27%42%14%3%0%15%30%45%Experiences arecompletely differentExperiences are quitedifferentExperiences have somedifferencesAlmost the sameexperiencesExactly the sameexperienceMobile first Mobile mainstream
#MMAWeb #KTWebinar How often do you update your mobile app? 23%45%19%11%3%10%30%22%29%9%0%10%20%30%40%50%Always Frequently About half the time Sometimes NeverMobile first Mobile mainstream
#MMAWeb #KTWebinar Kontagent Mobile Customer Intelligence Platform, People Process: A Formula for Success
#MMAWeb #KTWebinar Key Takeaways① Understand the users and context of your mobileexperience② Mobile maturity is still in early phases③ Learn from mobile-ﬁrst companies④ Be mobile-ready and data savvy⑤ Map the customer journey and identify key KPIs⑥ Have the right people process and platform with mobilecustomer intelligenceRecap#MMAWeb #KTWebinar
QA Michael Becker Managing Director, North America Mobile Marketing Association email@example.com @mobiledirect Moderator
Upcoming Events Programs • MMA Forum – NewYork (May 8-10) • Cannes Lions Festival (June 16-23) Visit www.mmaglobal.com/events for more details on future events and webinars Planning for 2013, contact Michael Becker at firstname.lastname@example.org to get involved
ThankYou ADDITIONAL RESOURCESExecutive Brief: 2013 Mobile Sophistication and Strategy Study:h/p://ktgt.co/MCI-‐MMA Sign up for the MMASmartBrief:www.smartbrief.com/mma Search for partners or get listed at theMobile Marketing Industry Directory:www.mobilemarketingindustrydirectory.com
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