BEST PRACTICES RESEARCHCustomer Value Enhancement AwardMobile MarketingNorth America, 2011Frost & Sullivan’s Global Resear...
BEST PRACTICES RESEARCHcampaigns across different mobile data environments – including messaging, mobileapplications, mobi...
BEST PRACTICES RESEARCH                C har t 1 : B es t P rac t i ces L ev e ra g e fo r Gr ow t h Ac ce l era t i onBes...
BEST PRACTICES RESEARCH(and advertising) campaigns for leading brands and agencies in the United States.Frost & Sullivan h...
BEST PRACTICES RESEARCHHipcricket Services - Strategic Services, Account Management, IntegrationServices, Reporting and Fe...
BEST PRACTICES RESEARCHexpectations in the coming months and years.ConclusionHipcricket has emerged as the preferred provi...
BEST PRACTICES RESEARCH                          360 D e gr e e P ers p ec ti v e ™ M o de l© 2011 Frost & Sullivan       ...
BEST PRACTICES RESEARCHCritical Importance of TEAM ResearchFrost & Sullivan’s TEAM Research methodology represents the ana...
Upcoming SlideShare
Loading in...5
×

Frost & Sullivan Report - 2011 Customer Value Enhancement Award for North America

458

Published on

Based on the findings of this Best Practices research, Frost & Sullivan is proud to present the 2011 Customer Value Enhancement Award for North American Mobile Marketing to Hipcricket Inc.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
458
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Frost & Sullivan Report - 2011 Customer Value Enhancement Award for North America"

  1. 1. BEST PRACTICES RESEARCHCustomer Value Enhancement AwardMobile MarketingNorth America, 2011Frost & Sullivan’s Global Research PlatformFrost & Sullivan is in its 50th year in business with a global research organization of 1,800analysts and consultants who monitor more than 300 industries and 250,000 companies.The company’s research philosophy originates with the CEO’s 360 Degree Perspective™,which serves as the foundation of its TEAM Research™ methodology. This unique approachenables us to determine how best-in-class companies worldwide manage growth,innovation and leadership. Based on the findings of this Best Practices research, Frost &Sullivan is proud to present the 2011 Customer Value Enhancement Award for NorthAmerican Mobile Marketing to Hipcricket Inc. (Hipcricket).Significance of the Customer Value Enhancement AwardKey Industry Challenges addressed by Superior Customer Of f er ingsThe most significant challenge in the U.S. mobile marketing industry today is convincingleading brands and agencies to increase the use of the mobile channel for their digitalmarketing needs. Frost & Sullivan notes that this can be solved by making it as simple aspossible for these entities to incorporate mobile marketing into their digital marketing andadvertising programs. Specialized industry participants have emerged as early innovatorsin this space; however, this has also resulted in disparate processes and approachestowards mobile marketing.Mobile marketers and advertisers are best served by providing easy-to-use, unified andseamless solutions that allow brands and agencies to manage comprehensive mobilemarketing and advertising campaigns through a single platform. The buy-side (advertisersand agencies) expect maximum coverage for their campaigns, yet they prefer to avoidworking with multiple mobile marketing solution providers for different types of mobilemarketing campaigns). Frost & Sullivan firmly believes that the solution provider that canoffer holistic campaign planning, execution and measurement tools (along withcomprehensive support services) will emerge as the preferred provider of mobilemarketing and advertising solutions. Thus, it will be increasingly important for specialized(or niche) mobile marketing solution providers to expand their portfolio of mobilemarketing solutions – either organically or through strategic partnerships – to delivergreater value to their customers and effectively compete.Advertisers and agencies want to execute integrated, multi-channel mobile marketing© 2011 Frost & Sullivan 1 “We Accelerate Growth”
  2. 2. BEST PRACTICES RESEARCHcampaigns across different mobile data environments – including messaging, mobileapplications, mobile web, and other channels. The challenge is to be able to measure theperformance, effectiveness and overall spend for each of the individual device types andmobile environments. This is certainly not an easy task. Industry participants that have along, proven record of successful campaign planning and execution are best positioned toachieve these objectives and can help develop the appropriate tools to help theircustomers gain cross-channel visibility into their marketing campaigns.Other important industry challenges include enhancing automation in targeted campaigncreation, execution and management; providing greater integration of mobile messagingwith other channels; improving integration of mobile commerce into the mobile marketingand advertising mix; and providing reliable and efficient service and support to customers.Impact of Customer Value Enhancement Aw ard on Key StakeholdersThe Customer Value Enhancement Award is a prestigious recognition of Hipcricket’saccomplishments in the mobile marketing space. An unbiased, third-party recognition canprovide a profound impact in enhancing the brand value and accelerating Hipcricket’sgrowth. As captured in Chart 1 below, by researching, ranking, and recognizing those whodeliver excellence and best practices in their respective endeavors, Frost & Sullivan hopesto inspire, influence, and impact three specific constituencies:  Investors Investors and shareholders always welcome unbiased and impartial third-party recognition. Similarly, prospective investors and shareholders are drawn to companies with a well-established reputation for excellence. Unbiased validation is the best and most credible way to showcase an organization worthy of investment.  Customers Third-party industry recognition has been proven to be the most effective way to assure customers that they are partnering with an organization that is leading in its field.  Employees This Award represents the creativity and dedication of Hipcricket’s executive team and employees. Such public recognition can boost morale and inspire these stakeholders to continue the best-in-class performance for superior innovation for Hipcricket.© 2011 Frost & Sullivan 2 “We Accelerate Growth”
  3. 3. BEST PRACTICES RESEARCH C har t 1 : B es t P rac t i ces L ev e ra g e fo r Gr ow t h Ac ce l era t i onBest Practice Award Analysis for HipcricketThe Frost & Sullivan Customer Value Enhancement Award is presented each year to thecompany that has demonstrated excellence in implementing strategies that proactivelycreate value for its customers with a focus on improving the return on the investment thatcustomers make in its services or products. This Award recognizes the companysinordinate focus on enhancing the value that its customers receive, beyond simply goodcustomer service, leading to improved customer retention and ultimately customer baseexpansion.Hipcricket’s Performance in Mobile MarketingHipcricket is a one-stop mobile marketing and advertising company that empowers brands,agencies and media properties to engage customers, drive loyalty and increase sales.Hipcricket’s customers connect with consumers across every mobile channel, including SMS,2D/QR codes, mobile Web sites, advertising networks, social media and branded apps. Thecompany’s proven technology, strategic marketing services and experienced accountmanagement teams have provided measurable successes through an industry-leading130,000 campaigns for clients such as Macy’s, MillerCoors, Nestle, KFC, and Clear Channel.Hipcricket was acquired by Augme Technologies in the summer of 2011.Key Performance Drivers for HipcricketAmong the competitive landscape, Frost & Sullivan independent benchmarking hasconsistently tracked Hipcricket’s proven record of executing integrated mobile marketing© 2011 Frost & Sullivan 3 “We Accelerate Growth”
  4. 4. BEST PRACTICES RESEARCH(and advertising) campaigns for leading brands and agencies in the United States.Frost & Sullivan has identified the following critical factors for Hipcricket’s success:Comprehensive Product PortfolioHipcricket offers a full range of mobile marketing and advertising solutions – includingmobile messaging, IVR, WAP and mobile web, mobile applications, mobile coupons andothers (including Hipcricket’s SocialConnect social media marketing tool). The Hipcricketmobile marketing platform offers comprehensive reporting and segmentation capabilitiesand can be integrated easily with other email and web platforms to deliver integrated digitalmarketing campaigns. The ability to provide a broader, richer solutions for mobile marketingranging from geo-fencing to mobile messaging and websites and apps has been key to thecontinued success of Hipcricket. Hipcricket’s offerings are particularly appealing for largerbrands and agencies that want to use the risk-free services of a trusted solution provider forall mobile marketing, mobile advertising and m-commerce initiatives.Hipcricket Mobile Advertising Solutions GroupThe Hipcricket Mobile Advertising Solutions Group provides mobile media strategy andtactics, media planning, campaign execution, reporting, and optimization that effectivelydrives results for both agencies and brands. Offering a rich toolset of technology andprofessional services, this group of mobile advertising experts delivers laser-targeting andoptimization tactics that reach distinct audience segments at various points along thedecision path.From standard mobile display to rich media, interstitial and video units, the core offeringalso extends to unique sponsorship opportunities across handsets and tablets andtranscends to other media through transmedia tactics and interactivity enabled throughwireless solutions. Hipcricket’s Mobile Advertising business has grown tenfold in just 24months and has been adopted by Fortune 1000 companies in more than 15 industries –including quick service restaurants (QSR), retail, travel, technology, and consumerpackaged goods (CPG). More than half of the ad campaigns so far have been implementedby existing customers who have experienced proven results and measurable ROI from theirinitial mobile advertising campaigns. With a single buy, agencies and brands have access toover 120 million consumers on the go and across any wireless device.Hipcricket’s focus on delivering the right audience at the right time allows advertisers totarget by geography, device, operating system, carrier, demographically-salient contentverticals and day part mix. As the mobile advertising space continues to ramp, morebrands and agencies turn to the expertise and guidance of the Hipcricket Mobile AdvertisingSolutions group to leverage the mobile advertising channel as a critical component of theirof their overall marketing mix.© 2011 Frost & Sullivan 4 “We Accelerate Growth”
  5. 5. BEST PRACTICES RESEARCHHipcricket Services - Strategic Services, Account Management, IntegrationServices, Reporting and FeedbackHipcricket offers a wide range of services to help customers develop, design and manageeffective mobile marketing and advertising campaigns – including strategy formulation,creative campaign design/execution, measurement, analytics, and reporting. For example,Hipcricket’s dedicated account managers help guide the process from start to finish andaddress any questions or concerns at any point during the campaign. Hipcricket’sIntegration Services include SMS, email, mobile web/WAP, IVR and website integrationservices that allows organizations to leverage existing digital assets to offer uniquepersonalized experience to existing and potential customers. Finally, Hipcricket offers adedicated customer web reporting tool called Hipcricket Interaction Planner (HIP) thatallows brands and advertisers to measure the true effectiveness of their mobile marketingcampaigns.Speed of ExecutionHipcricket has admirably developed over industry-leading 130,000 campaigns, usingelements ranging from SMS to MMS to CRM to mobile-social programs, mobile coupons, QRcodes, branded applications, mobile web, and more. Hipcricket’s team can turn creativebriefs into executable programs in 48 hours or less by leveraging the extensive in-housedatabase of information about thousands of mobile marketing campaigns managedpreviously. Frost & Sullivan believes this is one of the fastest turnarounds in the U.S. mobilemarketing and advertising industry and is a key differentiator for the company’s offerings.With thousands of campaigns under its belt, Hipcricket has acquired an unmatchedunderstanding of the best practices in mobile marketing which helps the company improveits services to both existing and new customers.Roadmap – Product Enhancements, Augme Technologies AcquisitionHipcricket continues to invest in appropriate technologies and systems to offer innovative,next-generation and integrated mobile marketing and advertising solutions. Its recentacquisition by Augme Technologies (Augme) is expected to further consolidate thecompany’s position as an industry powerhouse in mobile marketing. Frost & Sullivan opinesthat the combined Hipcricket-Augme entity will have one of the most capable, innovativeand complete sets of mobile marketing and advertising solutions in the industry and willenable the company to realize its vision of providing end-to-end service and support tomobile marketers. The combined client roster is expected to include over 300 customers –including ten of the world’s top twenty pharmaceutical companies, six of the largest mediacompanies in the world, four of the largest advertising agencies in the world, three of theleading fast service restaurant groups in the world; and, one of the largest food companiesin the world. This acquisition also strengthens Hipcricket’s position in mobile web basedmarketing and advertising. With Hipcricket’s management retaining the key positions at thenew entity, Frost & Sullivan expects that Hipcricket will continue to exceed performance© 2011 Frost & Sullivan 5 “We Accelerate Growth”
  6. 6. BEST PRACTICES RESEARCHexpectations in the coming months and years.ConclusionHipcricket has emerged as the preferred provider of high-impact mobile marketingsolutions in the United States. Key reasons for its strong performance include strength ofits product portfolio, strong service and support capabilities, exceptional speed ofexecution, and overall strategic acumen of its leadership team. Hipcricket is a uniquecompany that has successfully adopted a full-service approach to help marketersunderstand and leverage the potential of mobile marketing. Frost & Sullivan believes thatHipcricket is poised for continued success in the U.S. mobile marketing and advertisingmarkets, and presents the company with the 2011 Customer Value Enhancement Award inrecognition of its ability to deliver the best results to its customers and partners.The CEO 360 Degree Perspective T M - Visionary Platform for GrowthStrategiesThe CEO 360 Degree Perspective™ model provides a clear illustration of the complexbusiness universe in which CEOs and their management teams live today. It representsthe foundation of Frost & Sullivans global research organization and provides the basis onwhich companies can gain a visionary and strategic understanding of the market. The CEO360 Degree Perspective™ is also a “must-have” requirement for the identification andanalysis of best-practice performance by industry leaders.The CEO 360 Degree Perspective™ model enables our clients to gain a comprehensive,action-oriented understanding of market evolution and its implications for their companies’growth strategies. As illustrated in Chart 5 below, the following six-step process outlineshow our researchers and consultants embed the CEO 360 Degree Perspective™ into theiranalyses and recommendations.© 2011 Frost & Sullivan 6 “We Accelerate Growth”
  7. 7. BEST PRACTICES RESEARCH 360 D e gr e e P ers p ec ti v e ™ M o de l© 2011 Frost & Sullivan 7 “We Accelerate Growth”
  8. 8. BEST PRACTICES RESEARCHCritical Importance of TEAM ResearchFrost & Sullivan’s TEAM Research methodology represents the analytical rigor of ourresearch process. It offers a 360 degree view of industry challenges, trends, and issues byintegrating all seven of Frost & Sullivans research methodologies. Our experience hasshown over the years that companies too often make important growth decision s based ona narrow understanding of their environment, leading to errors of both omission andcommission. Frost & Sullivan contends that successful growth strategies are founded on athorough understanding of market, technical, economic, financial, customer, bestpractices, and demographic analyses. In that vein, the letters T, E, A and M reflect ourcore technical, economic, applied (financial and best practices) and market analyses. Theintegration of these research disciplines into the TEAM Research methodology provides anevaluation platform for benchmarking industry players and for creating high-potentialgrowth strategies for our clients. C har t 3 : B e nc h mar ki ng P e rf or ma nc e w i t h TE A M R es ea rc hAbout Frost & SullivanFrost & Sullivan, the Growth Partnership Company, enables clients to accelerate growthand achieve best-in-class positions in growth, innovation and leadership. The companysGrowth Partnership Service provides the CEO and the CEOs Growth Team with disciplinedresearch and best-practice models to drive the generation, evaluation and implementationof powerful growth strategies. Frost & Sullivan leverages 50 years of experience inpartnering with Global 1000 companies, emerging businesses and the investmentcommunity from more than 40 offices on six continents. To join our Growth Partnership,please visit http://www.frost.com.© 2011 Frost & Sullivan 8 “We Accelerate Growth”

×