CustomerAdvocacyinaMobileWorldYaron Assabi yaron@dsg.co.za @yaronassabi

HiddenAgendaü  Mobile is everything… the most personal multi-purpose device

ü Customer intimacy via branded mobile services - a game changer.

ü Mobile CX & Customer Advocacy.

ü Mobile is the most formidable media platform in Africa. ü Customer insight, 1:1 marketing, wallet share & Life Time

Value.

Mobile truly is the first screen.

times / day check phone per hour

The smartphone is the most personal device

What’s the worst that can happen? Losing the mobile phone.

Millennials admit their smartphone is always with them.

The first screen experience sets the stage. Because mobile customers are never offline.

Mobile provides customer choice

https://www.youtube.com/watch?v=zhEAhiPo5GE

6

The Mobile Multiplier

2-3x more smart phones than PCs by 2020

Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use

Vastly different customer

experience

Why is Mobile the most important channel in Africa?

https://www.youtube.com/watch?v=QRDNHVHEVFo

Key Insights To Be Shared

4

Communications is more meaningful when in context, resulting in better producing

mobile programs

Humans plus machines form the winning combination in

today’s marketing world

Mobile marketing automation enables brands to address customers and prospects holistically and to drive

business results

9

A good hockey player plays where the puck is.

A great hockey player plays where the puck is going to be.

- Wayne Gretzky

BROADERMARKETCONTEXTINCREASINGFRAGMENTATIONANDCOMPLEXITY

§  Key Market Trends

§  Voice & data becoming a commodity: margins î §  Growing demand for network capacity: cost ì §  Varied customer requirements: complexity ì

§  Telco Operators’ ICT Challenge:§  Traditional products not enough: low perceived value §  Product development too slow and costly §  Many new segments too small to justify products §  Revenue migrates to Over-the-Top players

§  Opportunity for Focused MVNOs:§  Recognized brand, retail presence and loyal base §  Understanding of customer requirements §  Low incremental operating costs §  Services with high perceived value, generating OTT

revenues and core business benefits Players who can deliver relevant and innovative services, generate Over-The-Top (OTT) revenues, and enhance their core business will benefit in the ICT Solution Dominant Era.

ICT SOLUTION DOMINANT

ERA

VOICE & DATA DOMINANT

ERA

Traffic $

Time

TELCO REVENUES

OVER THE TOP REVENUES

NETWORK COSTS

PERSONALISED EXPERIENCE !

TODAY’SCONSUMEREXPECTSRELEVANCEandempowerment-IMMEDIATELY&PERSONALIZED

MECHANISM FOR CUSTOMER ENTANGLEMENT !

TRANSACTIONAL RELATIONSHIP!(NO GRUDGE)!

EMPOWERED SELF SERVICE!

DETAILED BEHAVIORAL

DATA!

ABILITY TO INTERACT WITH

BRAND!

Today’s consumer expects relevance and a ubiquitous customer experience from brands across multiple channels – mobile services are a natural and intuitive progression of this phenomenon

Mobile Insurance Innovations Airtel Nigeria

https://www.youtube.com/watch?v=4JmZmA4CXcM

The need for branded mobile services Our interaction with just over 40 large consumer-facing brands has revealed that compelling strategic imperatives are driving their pursuit of greater ownership of the telecoms value chain

Branded telecoms services as the next natural step in consumer engagement

§  Branded Mobile services afford large consumer facing brands the ability to in effect extend their existing brand to include a mobile service offering by Ø  Issuing its own branded SIM card, Ø  Designing its own tariff plans & value

propositions e.g. R89c per minute for calls;

Ø  Sell and promote Mobile Deals to its existing subscriber base as part of its normal day-to-day operations

Transunion1CheckMobileTransformaTon

https://www.youtube.com/watch?v=3ETq7Zy9BEk

UniqueCapabiliTesofMobile

The Importance of Context The sum total of what your customer has told you and is experiencing at his moment of engagement

Forrester

Context includes:

The current location, altitude, and speed the customer is

experiencing

The history or personal decisions the customer

has shared with you

The feelings or emotions implied by the customer’s actions

or logistics

Situation Preferences Attitudes

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The Addition Of Context §  Knowing that the weather affects how we buy (and what the weather is at the time!) ..

https://www.youtube.com/watch?v=ECZa9UPkA-s

Explosive Growth of Mobile Comparison with other Mass Media Channels

0

5 000

10 000

15 000

20 000

25 000

30 000

35 000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MIL

LIO

NS

Radio TV Home telephone Cellphone Internet Any Newspaper Magazine

SPONSORED BY Source: AMPS 2015

Paradigm shift in Mobile Marketing Marketing The Mobile Paradigm

Audiences Individuals

Interruption Assistance

Batched In-the-moment

Campaigns Experiences

Irritation Effectiveness

UniqueCapabiliTesofMobile

MobilePathtoPurchase

What’s App as a service channel

Turn email into live chat via What’s App or Self service offer the customer freedom of direct interaction.

Variety of handsets… …operating systems … …and stakeholders

Getting the right message to the right person. Ensuring a real Return On Investment

•  ROI is measurable flexibility to change campaigns in real time based on clearly defined metrics.

AComplexEnvironment

Wi-fi

2G/ 3G/ LTE

Access

Brands

Agencies

Ad Networks

Demand

Campaign Management

Inventory Management

Targeting

Analytics & Reporting

Mediation / Yield Optimization

[a•mo•bee] PULSE

RTB

3D

Rich Media

Banner

Video

Text

Ads

Mobile Web

Applications

App Stores

MMS

SMS

Channels

Smart Phones

Feature Phones

Tablets

Desktop

Smart Devices

Devices Supply

WiFi Service

Rands

Impressions

Ad Experiences

Our Focus :Connect Supply to Demand Sources

Supply

Marketing in Real Time – Self Service

ü  Brands, agencies and publishers want to increase results by leveraging data to create and to execute the right strategy.

ü  One of the keys to success is real-time, scalable user intelligence. This intelligence

enables the optimal engagement model, reaching the right users at the right times, at the right locations, on the right devices, on the right channels, in the right context.

ü  Media planners /strategists can design a campaign in 2 minutes and tweak based on clear KPIs

How Mobile Marketing Automation Works

3 2 1

Determine Track Build

Track every event your users

take

Determine the funnels you want users to

experience and guide them down that path through personalized

messaging

Build campaigns that are triggered by user

actions and delivered in real time

23

Leverage Your Data

24

Enrich CRM data with up-to-date mobile data

Get a 360-degree view of your customers and optimize the omni-channel customer experience

Create highly relevant end-to-end experience of your mobile customers

Leverage Your Data

25

Adding value to users by serving them in their mobile moments

Making your marketing spend work harder and be more measurable

Building brand loyalty through contextual engagement

UseAllFiveLevelsofENGAGEMENTSTRATEGY

Broadcast

We are experiencing an issue with balance transfers. Please try

again later. We apologize for

inconvenience.

Broad Reach

2 - 5%

Segmentation

We updated our app to add some great new features. Click

here to update.

Targeted Reach

5 - 12%

Relevance

Thinking about investing for your

future? Visit our retirement resource

page here.

Custom Reach

12 - 18%

Contextual

Stop by Sandton branch for coffee and to find out about low home

loan rates.

Geo Fencing and Situation

19 - 24%

Personalized 1:1

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for 5 commission free trades. Click here

to learn more.

CRM & Self- Triggered

>25%

Level

Value

Conversion rate

Sample message

OmniChannelApproach+Toolkit

Banner Ads

QR Codes Content

App Usability

Rich Media

SMS | MMS

Coupons

Search Augmented Reality

Location based

Native Ads

3D

VisualQRCode

https://www.youtube.com/watch?v=-QFa3Kkl1tk

CaseStudyAugmentedReality

ü  AR has taken off globally, market is set to increase from 60 million unique customers in 2013 to nearly 200 million in 2018.

ü  Gamification

ü  Nag Factor – buy more packs to win

ü  CPD campaign to drive downloads with limited budget , over 3 months , average of R18 per download + 10,000 downloads ( iOS & Android only ) in a few weeks.

Chargifi–WirelessCharging-MobileCX

https://www.youtube.com/watch?v=GXnTSC567gg

35

Geofence

Sephora special -10% off every purchase over R100

Walk-in rewards

Drive in store

Push-based LBA

SMS MMS marketing

Street marketing

Indoor

Proximity-based marketing

Geo-targeting

MobileCX=Geofencing

ImpactofTargeTng&Profiling=RevenueUpli\

100% increase

300% increase

Blind Location aware

Visitor Intelligence

TheWi-FiRevoluTon

Wi-Fi is impacting mobile user behaviour

37

Wi-Fi is

everywhere

Wi-Fi first is

becoming a reality

InnovaTonwillbroadenwhatMobilemeans

https://www.youtube.com/watch?v=qsiVBgbieEE

Super Premium Ads for Premium Supply

§  PULSE 3D § Best Ads in the market § 3x Engagement vs. Rich Media § > 90 seconds spent in Ad § Customer driven experience § Incorporate mobile video § Use native capabilities of the device

§ Monetization & engagement

End to End Solution

“White Glove” service

“We keep it simple”

THANKYOU!

the company defining digital advertising