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Why Mobile Context Matters: Using real-time contextual data to
instantly engage consumers in a multi-screen, connected world
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Device
Intelligence IP
Intelligence
a digitalelement product
What Is Mobile Context?
Mobile Context
Intelligence
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How Much Traffic Is Mobile ? Retail websites, UK: 26th December
2013
Mobile reached of traffic (up 42% on 2012)
29.9% Smartphone, 28% tablet
iOS drove of all traffic, Android Sales: 34.7% iOS, 9.8%
Android.
Source: IBM Benchmark Reports 2013
http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/boxingday.html
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How Much $ Is In Mobile?
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Evolution of the Device Landscape
Portable OR Capable
2002
Portable AND Capable
2012
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2014, And Were Just Getting Started
Portable/ Capable, and Ubiquitous
Wearables
Appliances Automotive
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Diversity at Every Level in the Stack
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Multiple Connection Types
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Provided by Many Different Carriers
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Mobile Complexity Is Here To Stay
Device Complexity Screen Size Capabilities Operating
Environments Connectivity Complexity Wired/ Mobile / WiFi Carrier
Location
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We Engage Differently In Different Environments
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Best Practice Example: Google.com
0 200 400 600 800 1000 1200 1400
Blackberry Curve
Lumia 820
iPhone
Desktop
JavaScript
HTML
Images
Source: http://prism.mobiforge.com/?url=google.com
Page weight (kB)
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The Potential Rewards Some benefits of optimisation based on
context:
Minimised data plan impact
Better network utilisation
Fast page loading
Improved engagement
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But How Do You Do That? Data Levers At Your Disposal: Device
Type
iPhone, Android, etc Operating Environment Screen Size
Connection Type Wired / Mobile / WiFi Mobile Carrier Location
(Language, Currency)
Real-Time, Solicitation-Free, Privacy-Sensitive
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Compact footprint Industry leading accuracy Scalable, resilient,
and fast.
Real time actionable intelligence, right where you need it.
Mobile Context Intelligence, delivered
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Case Studies 1. Mobile Publisher
2. Mobile Carrier
3. Mobile Commerce
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Targeted Offer
VS
1. Mobile Publisher Case Study
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Device Type OS / Screen Size Wired / Mobile / WiFi Mobile
Carrier Country / Language
1. Mobile Publisher Case Study
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1. Mobile Publisher Case Study
REQUESTING DEVICES PUBLISHER WEB SERVER
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Ads Targeted by: - Device - Screen Size - Wired/Mobile/WiFi
Knowledge of Device & Connection Type
User Content Request
Device Headers IP Address
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2. Mobile Carrier Case Study
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2. Mobile Carrier Case Study
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REQUESTING DEVICES CARRIER WEB SERVER
Targeted Content: - Device Type - Mobile Carrier
User Content Request
Knowledge of Device & Connection Type
Device Headers IP Address
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3. Mobile Commerce Case Study
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3. Mobile Commerce Case Study +
REQUESTING DEVICES MOBILE COMMERCE
WEBSITE
Targeted Offerings - Local Currency - Local Language - Screen
Size
Knowledge of Device & Country Location
User Content Request
Device Headers IP Address
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Example Analytics Applications
Goal:
Compare the quality of service delivered by different operators
over time.
Inputs: 1. Device Type
2. Connection Type and Carrier
3. Connection Speed 0
100
200
300
400
500
600
Jan-
10
May
-10
Sep-
10
Jan-
11
May
-11
Sep-
11
Jan-
12
May
-12
Sep-
12
Jan-
13
May
-13
Sep-
13
Jan-
14
May
-14
Carrier A
Carrier B
Carrier C Carrier D
Page load time (ms)
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Make the first impression count
Use real time data to your advantage
Its a journey, not a destination
Get the foundations right.
Summary & Recommendations
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Q&A
@DigitalElement
Digital Element
@dotMobiOfficial
dotMobi
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How it works
Visiting browser presents IP address as part of HTTP Headers
Local lookup of IP Address via API provides Mobile Carrier if
applicable.
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Different Contexts, Interfaces, Input Methods
Slide Number 1What Is Mobile Context?How Much Traffic Is Mobile
?Slide Number 4Evolution of the Device Landscape2014, And Were Just
Getting StartedDiversity at Every Level in the StackMultiple
Connection Types Provided by Many Different CarriersMobile
Complexity Is Here To StayWe Engage Differently In Different
EnvironmentsBest Practice Example: Google.comThe Potential
RewardsBut How Do You Do That?Mobile Context Intelligence,
deliveredCase Studies1. Mobile Publisher Case StudySlide Number
18Slide Number 192. Mobile Carrier Case StudySlide Number 213.
Mobile Commerce Case StudySlide Number 23Slide Number 24Summary
& RecommendationsQ&AHow it worksDifferent Contexts,
Interfaces, Input Methods
