1. #MMAWeb
#KTWebinar
The Impact of Intelligence on Consumer Mobile
Experiences
April 24, 2013
MMA Webinar Series
Sponsored by:

2. 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.

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

4. #MMAWeb
#KTWebinar
How has the B2C
mobile landscape
evolved?
Changing Landscape

5. Adoption of mobile phones has exploded
globally
Source: Forrester Research, Inc.89427
United States
327MMobile
subscriptions
310MPopulation
Russia
256MMobile
subscriptions
139M Population
Brazil
259MMobile
Subscriptions
198MPopulation
China
1.04BMobile
subscriptions
1.4B Population
India
960MMobile
subscriptions
1.2BPopulation
Population
Mobile phone subscriptions
Worldwide
6B Mobile subscriptions
7B population

6. © 2012 Forrester Research, Inc. Reproduction Prohibited
Both smartphone and tablet ownership
will grow in US;smartphones dominate

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

8. © 2012 Forrester Research, Inc. Reproduction Prohibited
GenY are the most engaged

9. © 2012 Forrester Research, Inc. Reproduction Prohibited
Tablets are primarily used at home while
smartphones are used everywhere

10. Use cases will diverge

11. #KTWebinar
What does the future
of mobile look like?
The Future of Mobile
#MMAWeb

12. Forrester defines context as
the sum total of what your customer
has told you and is experiencing at
their moment of engagement.

13. 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

14. 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?
LevelofContextualSophistication
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

15. 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

16. –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

17. #KTWebinar
How have companies
matured in their
approach to mobile?
Changing Landscape
#MMAWeb

18. © 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%

19. © 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)

20. #MMAWeb
#KTWebinar
What is a mobile-first
company?
Mobile First Companies

21. #MMAWeb
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Why do companies
need to be mobile
ready and data savvy?
MCIQ

22. #MMAWeb
#KTWebinar
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

23. #MMAWeb
#KTWebinar
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

24. #MMAWeb
#KTWebinar
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

25. #MMAWeb
#KTWebinar
Complete Sample

26. #MMAWeb
#KTWebinar
Do these findings
cross industries?
Cross Industry Implications

27. #MMAWeb
#KTWebinar
By Industry
DataSavviness
Mobile Readiness
Gaming
Financial Services
Retail
Travel

28. #MMAWeb
#KTWebinar
How can businesses
get the most out of
the mobile channel?
Get More out of Mobile

29. © 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
Actual
Σ
Context
Hypothetical
• Personas
• Analytics
Scenarios
Match
Patterns
Identify
Indicators
Deliver
Real-time/dynamic assembly of assets (e.g., content,
services, etc.) appropriately assembled through the right
navigation based on the consumer need/device.

30. © 2012 Forrester Research, Inc. Reproduction Prohibited
Begin with your journey maps …

31. © 2012 Forrester Research, Inc. Reproduction Prohibited
Then think through … what are the “on
the go” use cases?

32. © 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

33. © 2012 Forrester Research, Inc. Reproduction Prohibited
What content/services will we deliver?

34. #MMAWeb
#KTWebinar
What are the
challenges with
current mobile
analytic solutions?
Solution Gaps

35. © 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”

36. #MMAWeb
#KTWebinar
Kontagent Mobile Customer Intelligence
Platform, People Process: A Formula for Success

37. #MMAWeb
#KTWebinar
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
#MMAWeb #KTWebinar

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

39. Upcoming Events Programs
• MMA Forum – NewYork (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

40. ThankYou
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