Mobile presentation at Super Mobility 2014. An introspective on the state of mobility—lessons from telco and tech industries provide insight for igniting opportunities presented by multi-device, multi-channel, & multi-social users.  The session will highlight both qualitative and quantitative industry data including Adobe’s 2014 Mobile Consumer Survey, Adobe’s 2014 Digital Telecom Survey (in partnership with Econsultancy), and Adobe’s Digital Index (customer benchmarks).

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. Changing the world
through digital
experiences

3. DO WE LOOK TOO OLD
TO BE MOBILE EXPERTS?
Access and experience, not age
determines digital dexterity

4. 4

5. LIGHT AT THE END OF TUBE

6. DATA CAN BE ILLUMINATING
Source: IDC 2014

8. EVEN WHEN WE HAVE AN
“ENLIGHTENED” VIEW …

9. KEEPING PACE IN
THE NEW MOBILE WORLD

10. START YOUR
JOURNEY TODAY
Learn - one useful mobile marketing data point
Share - one mobile marketing idea
Change - one mobile marketing activity
Help - one piece of feedback

11. THE NEXT COMPUTING CYCLE COULD GENERATE
100B DEVICES
For me, that’s 10-20 additional
devices in 10-20 years.
Source: Mary Meeker @ KPCB, Gartner, IDC, Strategy Analytics, Machino Research, Company Filings, Bill Estimates

12. AND THESE DEVICES WILL BE BOTH
SMART & CONNECTED

13. Where Tablets are used most frequently
(% change from 2013 to 2014)
Source: Adobe 2014 Mobile Consumer Survey

14. PURPOSE-BUILT DEVICES AND
EXPERIENCES GET BOTH LARGER
AND SMALLER

15. DEVICES BECOME
“FORCE MULTIPLIERS”
Source: TV, Radio, Digital-eMarketer, April 2014; BI Intelligence: Bureau of Labor
Statistics
Source: eMarketer, April 2014
11 hours 34 minutes
per day on devices.

16. DEVICE USAGE OVERLAP FUELS
NEW WAYS TO GET CONNECTED
AND ENGAGE
Source: Nielsen (Cable Viewership), twitchapps.com (Twitch viewership)

17. DEVICE USAGE OVERLAP FUELS NEW WAYS
TO GET CONNECTED AND ENGAGE

18. PEOPLE SEEKING TO INCREASE BOTH
CONNECTEDNESS & EFFICIENCY

19. BUT DON’T CONFUSE CONNECTIONS
WITH CONNECTEDNESS

20. “PLEASE” DON’T RECLINE YOUR SEAT
CNN Opinion Columns
•get rid of jerks
•stop reclining seats

21. WHAT EXACTLY ARE YOU WILLING TO SHARE?
34% - US respondents
unwilling to share their
fitness data with their
health insurance
provider to lower their
insurance cost.
Percent of adults age 20
years and over who are
Source: Macquarie Capital March ’14
Source: CDC ‘12
obese: 35.1%

22. HOW DOES ALL THIS IMPACT MARKETING?
Half-life of marketing effectiveness is
getting shorter
23.8% of all opens occur in
the first hour (99% in 1st 24
hours)
Source: getresponse.com
Source: Simple Search, 5/14
Average article reaches half
total social referrals in 6.5
hours on Twitter, 9 hours
on Facebook

23. *ALMOST* EVERYONE ACCEPTS THE NEW
STATE, BUT WHO *OWNS* THE EXPERIENCE?
“Customer expectations
are growing and we’re not
meeting those needs ”
“IT is focused on technology,
while marketing is focused on
brand, yet no one owns
responsibility for the overall
customer experience on the
mobile device.”
Source: Gartner: Six Best Practices to Deliver Powerful Mobile
Consumer-Facing Applications, June 2014
Source: Econsultancy & Adobe – Digital Marketing in
the Telecom Sector 2014, customer conversations

25. What single thing would most help you address
your pain points around mobile optimization?
Thought Question: If understanding & knowledge are the biggest gaps,
does it make sense to sit a mobile team off by itself?
Source: May ‘14: Econsultancy & Adobe Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity

26. SPOTLIGHT: CALCULATE CURRENT MOBILE CLOSING
DISTANCE AND CLOSING RATE
Evaluation: at the current rates
for your org, when will investment
catch mobile growth?

27. BUT HOW TO EQUATE MOBILE IMPROVEMENTS
TO ACTUAL SUCCESS?
By measuring overall business results—focus on measuring &
improving the important KPIs, not just the easily available ones

28. TELECOM INDUSTRY DATA
HIGHLIGHTS THE GAP BETWEEN
EXPERIENCE AND EXPECTATIONS
Source: Econsultancy & Adobe – Digital Marketing in the Telecom Sector 2014

45. FILLING IN THE MOBILE CONVERSION CHASM
Source: Survey respondent, Telco Primary Research

46. EXAMPLE: CLOSING THE CONVERSION GAP
PENETRATION ENGAGEMENT COMPLETION
Source: North America Wireless Operator Consumer Retail Benchmark 1H ‘14

47. WHEN WE COMPARE CONVERSION TO COMPLETION,
THE GAP BECOMES EVEN MORE OBVIOUS
Orders per Visit
COMPLETION CONVERSION
Source: North America Wireless Operator Consumer Retail Benchmark 1H ‘14

48. LET’S TAKE A LOOK AT A REMARKETING
APPROACH WHERE THE CUSTOMER EXPERIENCE
IS CONSIDERED
When users meet
roadblocks during
checkout …

49. MOBILE (OR DIGITAL) ISN’T NECESSARILY THE
IDEAL CHANNEL FOR ALL CONVERSIONS
Source: Deloitte: Customer Conversion: The Changing Nature of Retail: Planting the seeds for sustainable growth

50. SPOTLIGHT: FIRST WE SHOULD LEVERAGE MOBILE INSIGHT TO
TARGET USERS BOTH IN & OUT OF CURRENT CHANNEL

51. CHECKOUT ABANDONMENT: EMAIL VISITORS
FROM COMPETITOR NETWORKS

52. CHECKOUT ABANDONMENT:
TEXT EXISTING CUSTOMERS

53. CHECKOUT ABANDONMENT:
IN-APP MESSAGES & PUSH MESSAGES

54. SINCE APPS HAVE MOMENTUM, LET’S EXAMINE
HOW CUSTOMER EXPERIENCE IS EVOLVING

55. WHAT’S THE USER CASE FOR AN APP?
Percentage of total visits
Source: Luth Research, ZQ Tracking data ‘14
54% of survey respondents
say mobile-optimized sites
don’t give enough information
Source: ExactTarget 2014 Mobile Behavior Report

56. SPOTLIGHT: LEARN WHAT YOUR CUSTOMERS WANT AND BUILD
THAT EXPERIENCE
For respondents who frequently engage in industry, here’s the area engaged by most users:
Source: Adobe Mobile Consumer Survey 2014

57. Source: Nielsen, 7/14

58. APP ECONOMY
GOING TO FREE &
FREE-ER MODEL
Phone & Tablet Usage in
Free versus Paid:
• 3x+ greater downloads
• 6x+ more usage
Source: Distimo, December 2013
Source: IDC Consumerscape 360°

59. “ONLY 20% OF APP EXPERIENCES ARE COMPLETELY
DIFFERENT THAN DESKTOP WEB EXPERIENCES”
Source: Econsultancy/Adobe Quarterly Digital Intelligence briefing

60. REALITY CHECK:
WE’RE LIVING IN A 4+ STAR WORLD

61. 4 STARS: THE CONTENT WE “READ”

62. 4 STARS: THE PRODUCTS WE BUY

63. 4 STARS: THE APPS WE USE
Apps I currently use at least weekly.

64. 4 STARS: THE APPS WE USE
(LESS FREQUENTLY)
Apps I currently use at least monthly.

65. BY THE WAY, IF YOU AREN’T BUILDING
3+ STAR APPS
YOU SHOULD EITHER:
1. Invest so you start
building good apps
2. Stop building apps

66. QUESTION: WHAT’S THE HALF LIFE FOR YOUR
APP RATING?
Hint: create a rating curve
for each version

67. MOBILE APP INNOVATION REQUIRES
TECHNOLOGY INVESTMENTS
Source: Adobe Mobile Marketing Survey 2014

68. SPOTLIGHT: MAGNIFY MOBILE APP MARKETING
INVEST IN YOUR CUSTOMERS
• Build your apps with the full customer
experience in mind (multi-everything)
• Monitor social channels for feedback (esp. app
store reviews)
• Take a clear approach to privacy including opts
(in/out)
• Integrate with physical location and other native
device capabilities where appropriate
INVEST IN YOUR APP
MARKETING TEAM
• Minimize marketing SDKs (single SDK
preferred)
• Improve experiences through Analytics,
Personalization & Targeting
• Streamline acquisition budgets & onboarding
based on data
• Engage customers in a timely manner via
messages (In-app, push, email)
Use app-centric approach while maintaining full business

69. TICKETMASTER & LIVE NATION:
EXPANDING BRAND ACROSS MOBILE &
MONETIZING MOBILE APPS & WEB
RESULTS:
 Mobile app conversion rate is 5X higher than
mobile web
 Mobile apps drive 80% of orders with only 20%
of visits
 Push notifications for mobile apps drove 11%
increase in ticket purchases and 142% boost in
time spent

70. MOBILE INVESTMENT OSCILLATION IS
SETTING YOU UP FOR FAILURE DURING THE
NEXT CYCLE

71. Should we be “timing” the
opportunity for new
technologies?

72. JUMP SLOWLY :)
Source: SOASTA, “Internet of Things Survey” June 17, 2014

73. CHALLENGE: CATCH UP ON MOBILE BEFORE
THE NEXT CYCLE HITS

74. 20??: ALS LAUNCHING TARGETED
ICE BUCKET CHALLENGE
“INVITATIONS”

75. NOW THAT WE’VE CROSSED THE
GALAXY
Learn - one useful mobile marketing
data point
Share - one mobile marketing idea
Change - one mobile marketing
activity
Help - one piece of feedback

76. Feedback to @ed_hewett or
ed.hewett@adobe.com
•One mobile analogy: My mobile
marketing team is like …
•One trend we should have included…
•One change you would make before
sharing with a friend…

77. RESOURCES
Adobe & Econsultancy: Digital Marketing in the Telecom Sector
Adobe & Econsultancy: Finding the Path to Mobile Maturity
Adobe 2014 Mobile Consumer Survey Results
Adobe Mobile Marketing Survey 2014
Forrester Predictions 2014: Mobile Trends For Marketers (blog, slideshare, full report)