kontagent - the impact on consumer mobile experiences
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#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 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
#MMAWeb #KTWebinar
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
#MMAWeb
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
Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com
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