Kontagent - The Impact on Consumer Mobile Experiences

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The Impact of Intelligence on Consumer Mobile

Experiences

April 24, 2013

MMA Webinar Series

Sponsored by:

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.

Q&A

Don’t forget to Tweet about this session using hashtag: #MMAWeb #KTWebinar

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How has the B2C mobile landscape

evolved?

Changing Landscape

Adoption of mobile phones has exploded globally

Source: Forrester Research, Inc.89427

United States327M Mobilesubscriptions310M Population

Russia256M Mobilesubscriptions139M Population

Brazil259M MobileSubscriptions198M Population

China1.04B Mobilesubscriptions1.4B Population

India960M Mobilesubscriptions1.2B Population

Figure 1 Nearly One-Fifth of the World’s Mobile Population Is In China

PopulationMobile phone subscriptions

Worldwide6B Mobile subscriptions

7B population

© 2012 Forrester Research, Inc. Reproduction Prohibited

Both smartphone and tablet ownership will grow in US;smartphones dominate

Installed base of tablets will grow ~ 10x over the next 5 years globally

© 2012 Forrester Research, Inc. Reproduction Prohibited

GenY are the most engaged

© 2012 Forrester Research, Inc. Reproduction Prohibited

Tablets are primarily used at home while smartphones are used everywhere

Use cases will diverge

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What does the future of mobile look like?

The Future of Mobile

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Forrester defines context as “the sum total of what your customer has told you and is experiencing at

their moment of engagement.”

Context includes:

• Situation: the current location, altitude, and speed the customer is experiencing

• Preferences: the history and personal decisions the customer has shared with you

• Attitudes: the feelings or emotions implied by the customer’s actions and logistics

The potential of context will evolve over time

• Biometrics • Display technology • Gesture-based control

Fundamentally altered

navigation Add more contextual dimensions

• Distance? Depth? • What floor in building? What aisle? • What direction is the consumer facing? • Light? Dark?

Leve

l of C

onte

xtua

l Sop

hist

icat

ion

High

Low

2011 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

Layering intelligence on top of location will simplify experiences through curation

+ 2h + 2 days

• Room availability • Hotel Information

(e.g., location, rates) • Booking • Access to loyalty

points/rewards • Phone # / Click-to-

call

500+ Miles Away

• Ground transportation

• 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/reviews

In Vicinity

• Towels • Bar service • Food

@ Pool

–2 days

• Change reservation • Reserve seat • View reservations

–2 hr

• Check gate • Departure time • Lounge access • Upgrade

Flight

• Arrival time • Food order • Movies • Wi-Fi

+2 hr

• Ground transportation

• Lost luggage • Navigation

+ 2 days

• Customer service • Mileage status • Reward travel • Upcoming reservations

Contextual use of time will help prioritize home page content

Airline example based on user time

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How have companies matured in their

approach to mobile?

Changing Landscape

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© 2013 Forrester Research, Inc. Reproduction Prohibited 18

Base: Mobile eBusiness professionals; Source: Q1 2013 Global Mobile Maturity Executive Survey, N=128

Mature mobile strategies incorporate more metrics

“What metrics do you use to measure the success of your mobile strategy/business?” (Select all that apply)(by maturity)

50%

© 2013 Forrester Research, Inc. Reproduction Prohibited 19

Base: Mobile eBusiness professionals; Source: Q1 2013 Global Mobile Maturity Executive Survey, N=128

Mature mobile strategies more likely to track consumers across channels “Does your firm connect mobile users to other channels? i.e. Do they know who uses

mobile sites/devices and offline or digital channels? (Select one) (by maturity)

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What is a mobile-first company?

Mobile First Companies

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Why do companies need to be mobile

ready and data savvy?

MCIQ

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Which of the Following Apply to your Long-Term "Mobile Strategy

21%

25%

25%

28%

45%

45%

0%

64%

71%

64%

70%

71%

0% 20% 40% 60% 80%

None of these apply

We have a well defined mobile strategy

Our current mobile tactics and activities all tie back to our mobile strategy

We track and report on specific KPIs for our mobile apps and/or sites

Our mobile strategy extends beyond 2013

Senior management, marketing and technology work together to define mobile strategy

Mobile first Mobile mainstream

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Are your web, smartphone and tablet experiences "the same?

33% 30%

20%

14%

3%

15%

27%

42%

14%

3%

0%

15%

30%

45%

Experiences are completely different

Experiences are quite different

Experiences have some differences

Almost the same experiences

Exactly the same experience

Mobile first Mobile mainstream

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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 Never

Mobile first Mobile mainstream

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Complete Sample

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Do these findings cross industries?

Cross Industry Implications

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By Industry D

ata

Savv

ines

s

Mobile Readiness

Gaming Financial Services Retail Travel

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How can businesses get the most out of the mobile channel?

Get More out of Mobile

© 2012 Forrester Research, Inc. Reproduction Prohibited

Companies must think through mobile scenarios and how to anticipate needs

Predict Event

Determine Consumer

Need

•  Situation •  Behavior •  Emotions Act

ual

Σ Context

Hyp

othe

tical

•  Personas •  Analytics

Scenarios

Match Patterns

Identify Indicators

Del

iver

Real-time/dynamic assembly of assets (e.g., content, services, etc.) appropriately assembled through the right

navigation based on the consumer need/device.

© 2012 Forrester Research, Inc. Reproduction Prohibited

Begin with your journey maps …

© 2012 Forrester Research, Inc. Reproduction Prohibited

Then think through … what are the “on the go” use cases?

© 2012 Forrester Research, Inc. Reproduction Prohibited

What combination of contextual and existing information do we need to anticipate needs?

Enterprise Information

• Passenger itinerary • Airport information (e.g., length

of TSA security line, gates, map, etc.)

• Flight status • Potential flights for rebooking

• Passenger location • FF Status • Traffic information and/or

speed of passenger • Mode of transportation

Context

© 2012 Forrester Research, Inc. Reproduction Prohibited

What content/services will we deliver?

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What are the challenges with current mobile

analytic solutions?

Solution Gaps

© 2012 Forrester Research, Inc. Reproduction Prohibited

Challenges: 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 solutions

rather than anticipating needs through insights -  Lack predictive solutions

•  Speed and agility needed to market and delivery content or services to consumers in “real time”

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Kontagent Mobile Customer Intelligence " Platform, People & Process: A Formula for Success

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Key Takeaways

①  Understand the users and context of your mobile experience

②  Mobile maturity is still in early phases

③  Learn from mobile-first companies

④  Be mobile-ready and data savvy

⑤  Map the customer journey and identify key KPIs

⑥  Have the right people process and platform with mobile customer intelligence

Recap

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Q&A

Michael Becker Managing Director, North America ���Mobile Marketing Association michael.becker@mmaglobal.com @mobiledirect

Moderator  

Upcoming Events & Programs

•  MMA Forum – New York (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

Thank You

ADDITIONAL RESOURCES

Executive Brief: 2013 Mobile Sophistication and Strategy Study: h/p://ktgt.co/MCI-­‐MMA

Sign up for the MMA SmartBrief: www.smartbrief.com/mma

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