Why Mobile Context Matters: Using real-time contextual data to
instantly engage consumers in a multi-screen, connected wor...
What Is Mobile Context?

IP
Intelligence

a digitalelement product

Mobile
Context
Intelligence

Device
Intelligence
How Much Traffic Is Mobile ?
Retail websites, UK: 26th December 2013
• Mobile reached

of traffic (up 42% on 2012)

– 29.9...
How Much $ Is In Mobile?
Evolution of the Device Landscape

2002

Portable OR Capable

2012

Portable AND Capable
2014, And We’re Just Getting Started…

Wearables…

Appliances…

Automotive…

Portable/ Capable, and Ubiquitous
Diversity at Every Level in the Stack
Multiple Connection Types…
… Provided by Many Different Carriers
Mobile Complexity Is Here To Stay

Device Complexity
• Screen Size
• Capabilities
• Operating Environments
Connectivity Co...
We Engage Differently In Different Environments
Best Practice Example: Google.com
Desktop

iPhone
JavaScript
HTML
Images

Lumia 820

Blackberry
Curve
Page weight (kB)
0

...
The Potential Rewards
Some benefits of optimisation based on context:
Fast page loading
Minimised data
plan impact
Improve...
But How Do You Do That?
Data Levers At Your Disposal:
•

Device Type

•

Connection Type

−
−
−

iPhone, Android, etc
Oper...
Mobile Context Intelligence, delivered

+

Real time actionable intelligence,
right where you need it.
•

Compact footprin...
Case Studies
1. Mobile Publisher
2. Mobile Carrier
3. Mobile Commerce
1. Mobile Publisher Case Study
Targeted Offer

VS
1. Mobile Publisher Case Study

Device Type
OS / Screen Size
Wired / Mobile / WiFi
Mobile Carrier
Country / Language
1. Mobile Publisher Case Study
User Content
Request

REQUESTING DEVICES

+

Device Headers
IP Address

PUBLISHER WEB SERVE...
2. Mobile Carrier Case Study
2. Mobile Carrier Case Study
User Content
Request

REQUESTING DEVICES

CARRIER WEB SERVER
Device Headers
IP Address
+
Know...
3. Mobile Commerce Case Study
3. Mobile Commerce Case Study
+

User Content
Request

REQUESTING DEVICES

Device Headers
IP Address

MOBILE COMMERCE
WEBS...
Example Analytics Applications
Goal:
Compare the quality of service delivered by different operators
over time.
Inputs:

6...
Summary & Recommendations
• Make the first impression count
• Use real time data to your advantage
• It’s a journey, not a...
Q&A
@DigitalElement

@dotMobiOfficial

Digital Element

dotMobi
How it works

Visiting browser presents IP address as part of HTTP Headers
Local lookup of IP Address via API provides Mob...
Different Contexts, Interfaces, Input Methods
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dotMobi Digital Element - why mobile context matters MWC14

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How the intersection of web visitors' device type and connection type can be bring additional context to mobile and display advertising.

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dotMobi Digital Element - why mobile context matters MWC14

  1. 1. Why Mobile Context Matters: Using real-time contextual data to instantly engage consumers in a multi-screen, connected world
  2. 2. What Is Mobile Context? IP Intelligence a digitalelement product Mobile Context Intelligence Device Intelligence
  3. 3. How Much Traffic Is Mobile ? Retail websites, UK: 26th December 2013 • Mobile reached of traffic (up 42% on 2012) – 29.9% Smartphone, 28% tablet • iOS drove of all traffic, Android – Sales: 34.7% iOS, 9.8% Android. Source: IBM Benchmark Reports 2013 http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/boxingday.html
  4. 4. How Much $ Is In Mobile?
  5. 5. Evolution of the Device Landscape 2002 Portable OR Capable 2012 Portable AND Capable
  6. 6. 2014, And We’re Just Getting Started… Wearables… Appliances… Automotive… Portable/ Capable, and Ubiquitous
  7. 7. Diversity at Every Level in the Stack
  8. 8. Multiple Connection Types…
  9. 9. … Provided by Many Different Carriers
  10. 10. Mobile Complexity Is Here To Stay Device Complexity • Screen Size • Capabilities • Operating Environments Connectivity Complexity • Wired/ Mobile / WiFi • Carrier • Location
  11. 11. We Engage Differently In Different Environments
  12. 12. Best Practice Example: Google.com Desktop iPhone JavaScript HTML Images Lumia 820 Blackberry Curve Page weight (kB) 0 200 400 600 800 1000 1200 1400 Source: http://prism.mobiforge.com/?url=google.com
  13. 13. The Potential Rewards Some benefits of optimisation based on context: Fast page loading Minimised data plan impact Improved engagement Better network utilisation
  14. 14. But How Do You Do That? Data Levers At Your Disposal: • Device Type • Connection Type − − − iPhone, Android, etc Operating Environment Screen Size − − − Wired / Mobile / WiFi Mobile Carrier Location (Language, Currency) Real-Time, Solicitation-Free, Privacy-Sensitive
  15. 15. Mobile Context Intelligence, delivered + Real time actionable intelligence, right where you need it. • Compact footprint • Industry leading accuracy • Scalable, resilient, and fast.
  16. 16. Case Studies 1. Mobile Publisher 2. Mobile Carrier 3. Mobile Commerce
  17. 17. 1. Mobile Publisher Case Study Targeted Offer VS
  18. 18. 1. Mobile Publisher Case Study Device Type OS / Screen Size Wired / Mobile / WiFi Mobile Carrier Country / Language
  19. 19. 1. Mobile Publisher Case Study User Content Request REQUESTING DEVICES + Device Headers IP Address PUBLISHER WEB SERVER Knowledge of Device & Connection Type Ads Targeted by: - Device - Screen Size - Wired/Mobile/WiFi
  20. 20. 2. Mobile Carrier Case Study
  21. 21. 2. Mobile Carrier Case Study User Content Request REQUESTING DEVICES CARRIER WEB SERVER Device Headers IP Address + Knowledge of Device & Connection Type Targeted Content: - Device Type - Mobile Carrier
  22. 22. 3. Mobile Commerce Case Study
  23. 23. 3. Mobile Commerce Case Study + User Content Request REQUESTING DEVICES Device Headers IP Address MOBILE COMMERCE WEBSITE Knowledge of Device & Country Location Targeted Offerings - Local Currency - Local Language - Screen Size
  24. 24. Example Analytics Applications Goal: Compare the quality of service delivered by different operators over time. Inputs: 600 Page load time (ms) 500 Carrier A 400 1. Device Type 2. Connection Type and Carrier 200 3. Connection Speed 100 300 Carrier B Carrier C Carrier D May-14 Jan-14 Sep-13 May-13 Jan-13 Sep-12 May-12 Jan-12 Sep-11 May-11 Jan-11 Sep-10 May-10 Jan-10 0
  25. 25. Summary & Recommendations • Make the first impression count • Use real time data to your advantage • It’s a journey, not a destination • Get the foundations right.
  26. 26. Q&A @DigitalElement @dotMobiOfficial Digital Element dotMobi
  27. 27. How it works Visiting browser presents IP address as part of HTTP Headers Local lookup of IP Address via API provides Mobile Carrier if applicable.
  28. 28. Different Contexts, Interfaces, Input Methods

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