View our webinar with Econsultancy Vice President of Research Stefan Tornquist. He’ll discuss the results of the 2013 Mobile Sophistication and Strategy Study, which examine how global corporations are looking at mobile consumer behaviors, where they’re spending, and why they may be missing the mark. Use these insights to: - Strengthen your long-term mobile strategy; - Effectively measure cross-channel behaviors; - Design more fluid user experiences across screens and devices. - Don’t be like the two-thirds of business leaders who say they’re not prepared for mobile.

1. Mobile Customer
Intelligence
Econsultancy’s Market Review
infectiously brilliant.
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2. Speakers
Dan Kimball Stefan Tornquist
CMO VP, Research (U.S.)
Kontagent Econsultancy
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3. Market hypothesis
Why was the study
commissioned?
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4. Study inception and Methodology
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5. Long-Term Mobile Strategy
Mobile first Mobile mainstream
Senior management, marketing and technology work together to 71%
define mobile strategy 45%
70%
Our mobile strategy extends beyond 2013
45%
64%
We track and report on specific KPIs for our mobile apps and/or sites
28%
Our current mobile tactics and activities all tie back to our mobile 71%
strategy 25%
64%
We have a well defined mobile strategy
25%
0%
None of these apply
21%
0% 20% 40% 60% 80%
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6. Measuring Cross-Channel Impact
39%
Measuring influence in both directions (mobile app(s) to and
from other channels)
22%
5%
Measuring influence in one direction (mobile app(s) on other
channels)
8%
25%
We plan to measure cross-channel influence w/mobile app(s)
38%
4%
No plans to measure cross-channel influence w/mobile app(s)
10%
Mobile first Mobile mainstream
27%
Doesn't apply to us
22%
0% 20% 40% 60%
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7. Good Customer Experiences
60%
Mobile website Smartphone app Tablet app
44%
45%
30% 27%
26%
24%
20%
18%
15% 13% 13%
11% 11% 11%
10%
8% 9%
8%
7%
5% 6%
3% 4% 4% 4% 4%
2% 2% 3% 2%
1% 1%
0%
0%
Awful 2 3 4 Average 6 7 8 9 State of the
Art
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8. Bad Customer Experiences
60%
Mobile website Smartphone app Tablet app
44%
45%
30% 27%
26%
24%
20%
18%
15% 13% 13%
11% 11% 11%
10%
8% 9%
8%
7%
5% 6%
3% 4% 4% 4% 4%
2% 2% 3% 2%
1% 1%
0%
0%
Awful 2 3 4 Average 6 7 8 9 State of the
Art
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9. One Design, Many Screens?
Mobile first Mobile mainstream
45% 42%
33%
30%
30% 27%
20%
15% 14%
15% 14%
3% 3%
0%
Experiences are Experiences are quite Experiences have some Almost the same Exactly the same
completely different different differences experiences experience
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10. Limited Updates
Mobile first Mobile mainstream
50%
45%
40%
30%
30% 29%
23%
22%
20% 19%
10% 11%
10% 9%
3%
0%
Always Frequently About half the time Sometimes Never
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11. Agency Opinions
100%
15% 19% 15%
27%
80% Neutral
60%
Disagree
63% 54% 60%
54%
40%
Agree
20%
28% 25%
19% 22%
0%
arketing organizations have a have generally invested in measurement and analysis fororganizationsapps analysis for of their customers' transition to mobile device
Companies strategy around their mobile programs
Companies have generally invested in their mobile grasp the impact their mobile sites
Most measurement and
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12. Spending
Mobile first Mobile mainstream
50%
44%
42%
40%
30% 29%
28%
25%
20%
20%
10%
5%
4% 4%
0%
0%
Significantly increase Increase spending Keep spending the same Reduce spending Significantly reduce
spending somewhat somewhat spending
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13. Keys to Success:
Mobile Readiness and Data Savviness
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14. Mobile Mainstream
Data Savviness
Mobile Readiness
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15. By Industry
Gaming Financial Services Retail Travel
Data Savviness
Mobile Readiness
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16. Kontagent Mobile Customer Intelligence
Platform, People & Process: A Formula for Success
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17. Questions?
@Kontagent
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