Kontagent - The Impact on Consumer Mobile Experiences

#MMAWeb #KTWebinar

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 [email protected] @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


GenY are the most engaged


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


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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


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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


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.


Begin with your journey maps …


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


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


What content/services will we deliver?

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What are the challenges with current mobile

analytic solutions?

Solution Gaps


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 [email protected] @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 [email protected] 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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