Kontagent - The Impact on Consumer Mobile Experiences


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Kontagent - The Impact on Consumer Mobile Experiences

  1. 1. #MMAWeb      #KTWebinar  The Impact of Intelligence on Consumer MobileExperiences April 24, 2013 MMA Webinar Series Sponsored by:
  2. 2. Today’s Speakers Josh Williams President and Chief Data Scientist Kontagent Michael Becker Managing Director, North America Mobile Marketing Association michael.becker@mmaglobal.com @mobiledirect Moderator  Julie Ask VP Principal Analyst Forrester Research, Inc.
  3. 3. QA Don’t forget to Tweet about this session usinghashtag: #MMAWeb #KTWebinar
  4. 4. #MMAWeb      #KTWebinar  How has the B2Cmobile landscapeevolved?Changing Landscape
  5. 5. Adoption of mobile phones has explodedgloballySource: Forrester Research, Inc.89427United States327MMobilesubscriptions310MPopulationRussia256MMobilesubscriptions139M PopulationBrazil259MMobileSubscriptions198MPopulationChina1.04BMobilesubscriptions1.4B PopulationIndia960MMobilesubscriptions1.2BPopulationPopulationMobile phone subscriptionsWorldwide6B Mobile subscriptions7B population
  6. 6. © 2012 Forrester Research, Inc. Reproduction ProhibitedBoth smartphone and tablet ownershipwill grow in US;smartphones dominate
  7. 7. Installed base of tablets will grow ~ 10x over thenext 5 years globally
  8. 8. © 2012 Forrester Research, Inc. Reproduction ProhibitedGenY are the most engaged
  9. 9. © 2012 Forrester Research, Inc. Reproduction ProhibitedTablets are primarily used at home whilesmartphones are used everywhere
  10. 10. Use cases will diverge
  11. 11. #KTWebinar  What does the futureof mobile look like?The Future of Mobile#MMAWeb
  12. 12. Forrester defines context asthe sum total of what your customerhas told you and is experiencing attheir moment of engagement.
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. –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
  17. 17. #KTWebinar  How have companiesmatured in theirapproach to mobile?Changing Landscape#MMAWeb
  18. 18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18Base: Mobile eBusiness professionals; Source: Q1 2013 Global Mobile Maturity Executive Survey, N=128Mature mobile strategies incorporate moremetrics“What metrics do you use to measure the success of your mobile strategy/business?” (Select all that apply)(by maturity)50%
  19. 19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19Base: Mobile eBusiness professionals; Source: Q1 2013 Global Mobile Maturity Executive Survey, N=128Mature mobile strategies more likely totrack consumers across channels“Does your firm connect mobile users to other channels? i.e. Do they know who usesmobile sites/devices and offline or digital channels? (Select one) (by maturity)
  20. 20. #MMAWeb      #KTWebinar  What is a mobile-firstcompany?Mobile First Companies
  21. 21. #MMAWeb      #KTWebinar  Why do companiesneed to be mobileready and data savvy?MCIQ
  22. 22. #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
  23. 23. #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
  24. 24. #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
  25. 25. #MMAWeb      #KTWebinar  Complete Sample
  26. 26. #MMAWeb      #KTWebinar  Do these findingscross industries?Cross Industry Implications
  27. 27. #MMAWeb      #KTWebinar  By IndustryDataSavvinessMobile ReadinessGaming Financial Services Retail Travel
  28. 28. #MMAWeb      #KTWebinar  How can businessesget the most out ofthe mobile channel?Get More out of Mobile
  29. 29. © 2012 Forrester Research, Inc. Reproduction ProhibitedCompanies must think through mobilescenarios and how to anticipate needsPredictEventDetermineConsumerNeed•  Situation•  Behavior•  EmotionsActualΣContextHypothetical•  Personas•  AnalyticsScenariosMatchPatternsIdentifyIndicatorsDeliverReal-time/dynamic assembly of assets (e.g., content,services, etc.) appropriately assembled through the rightnavigation based on the consumer need/device.
  30. 30. © 2012 Forrester Research, Inc. Reproduction ProhibitedBegin with your journey maps …
  31. 31. © 2012 Forrester Research, Inc. Reproduction ProhibitedThen think through … what are the “onthe go” use cases?
  32. 32. © 2012 Forrester Research, Inc. Reproduction ProhibitedWhat combination of contextual andexisting information do we need toanticipate needs?EnterpriseInformation• Passenger itinerary• Airport information (e.g., lengthof TSA security line, gates, map,etc.)• Flight status• Potential flights for rebooking• Passenger location• FF Status• Traffic information and/orspeed of passenger• Mode of transportationContext
  33. 33. © 2012 Forrester Research, Inc. Reproduction ProhibitedWhat content/services will we deliver?
  34. 34. #MMAWeb      #KTWebinar  What are thechallenges withcurrent mobileanalytic solutions?Solution Gaps
  35. 35. © 2012 Forrester Research, Inc. Reproduction ProhibitedChallenges: Too many enterprises lack:•  A “mobile first” vision-  Fail to acknowledge mobile is different (e.g., contextual,task-oriented, services layer)-  Lack bandwidth, budget and skills to build•  Consumer intelligence and analytics solution-  Collect limited if any mobile contextual information-  Measure engagement and revenue with analytics solutionsrather than anticipating needs through insights-  Lack predictive solutions•  Speed and agility needed to market and deliverycontent or services to consumers in “real time”
  36. 36. #MMAWeb      #KTWebinar  Kontagent Mobile Customer Intelligence Platform, People Process: A Formula for Success
  37. 37. #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
  38. 38. QA Michael Becker Managing Director, North America Mobile Marketing Association michael.becker@mmaglobal.com @mobiledirect Moderator  
  39. 39. 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 northamerica@mmagobal.com to get involved
  40. 40. 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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