The document discusses the decline of brand trust among mobile operators, highlighting consumers' desires for transparency, security, and personalization in their interactions. It emphasizes the need for brands and mobile operators to leverage consumer data to create valuable services and earn trust over time. A transformative consumer experience is crucial for building a loyal and profitable customer base.

1. 1
Building Brand Trust with Mobile
Mary Clark, Chief Marketing Officer, Syniverse
@ClarkMaryP
#MBrandTrust

2. 2
Mobile Operator and Brand Trust is Falling
50%
35%
15%
Mobile
Operators
I trust them less I trust them about the same I trust them more
55%32%
13%
Brands
#MBrandTrust

3. 3
The Context Conundrum
#MBrandTrust
31%
41% 41%
19% 19%
10%
16% 15%
11%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%

4. 4
Expectations of Personalization
14% 13%
35%
26%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Significantly
worse than
before
A little worse
than before
Not likely to be
better or worse
than before
A little better
than before
Significantly
better than
before
#MBrandTrust

5. 5
Security
Transparency
Control
A Three-Step Mobile Promise is Required
#MBrandTrust

6. 6
Today’s Mobile Experts
Michael Becker (@mobiledirect)
Managing Partner and Co-Founder, mCordis
 Professor of Mobile Marketing at National University
 10 years as a North American board member of the Mobile Marketing
Association (MMA)
 Author, co-author and contributing author of a number of books and over
100 articles on mobile marketing and founder of the award winning
MMA International Journal of Mobile Marketing
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
#MBrandTrust

7. 7
#MBrandTrust
Why is Trust in Brands Falling?
Lack of
Transparency
Data
Breeches
Spam Privacy

8. 8
The Trust Conundrum
Apple v FBI
Ad-blockers
Trust is complicated
#MBrandTrust
Data Breaches

9. 9
The focus has been on generating
value from customers, not generating
value for customers.
The Root Cause?
#MBrandTrust

10. 10
The Answer?
Using consumer data to create services
that provide real value by solving a
consumer problem.
#MBrandTrust

11. “No single competency is
enabling us to elevate the
Starbucks brand more than our
global leadership in mobile,
digital, and loyalty.
HOWARD SCHULTZ
13 million users
8 million transactions a week
21% of revenue
Q1 2015 Forbes
#MBrandTrust

12. One mobile prescription placed every second
February 2015
#MBrandTrust

13. ABC Mobile
QuickPay
Enter Mobile
number
Enter Amount
Confirm
Contact Us
Need Help ?
App
Provide transparency and control to your
roamers before they leave the country
#MBrandTrust

14. 14
Building a Transformative
Consumer Experience
To build a loyal, profitable consumer base,
you need to enhance perceived value
Transformative
Better
Good
Video Calling
Mobile Rx Refill
Mobile Ordering
Mobile Check Deposit
Digital Payments
Fraud Prevention
Retail Rate Plans
Mobile Surveys
SMS Reservation Confirmation
Digital Loyalty Cards
Cross-Channel Communications
#MBrandTrust

15. 15
 Brands and mobile operators need to:
 Use consumer data to create services
that provide real value by solving
consumer problems along the mobile
journey
 Continue to deliver value on an
ongoing basis – brand trust is earned
over time
 Take a more transparent approach to
personalization that empowers
control and guarantees data security
and privacy
 Aspire to be able to provide
transformative experiences with
mobile
Key Takeaways
#MBrandTrust

16. 16
Thank You!
For more information, visit www.syniverse.com
or follow us @Syniverse
#MBrandTrust