To really embrace mobile as an organization, we have to understand the paradigm shift that it represents. And how we should rethink the customer experience and our organizations ability to deliver. That is the framework and process of this presentation.

1. The Transformation to Mobile
Mobile & IT Conference, Tallinn, April 18th, 2017
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers
linkedin.com/in/brianegerup

2. A New Approach to Mobile
Idea: Mobtimizers
IndividualExperience
AlignOrganization
ParadigmShift
BlankCanvas

3. Mobile Strategist, Marketeer and Optimization Consultant
20 years of digital marketing experience
7 years experience with the mobile sphere
Mobile, Analytics and App Store Optimization Expert.
Co-Founded Mobtimizers - a Strategic Mobile Consultant Agency

4. Paradigm Shift
Idea: Mobtimizers
ParadigmShift

5. Mobile Moments
150-200daily micro moments

6. Mobile Everywhere

7. Mobile Moments - 5 Hours Per Day
U.S. Consumers Time-Spent on Mobile
Crosses 5 Hours a Day
Source: http://flurrymobile.tumblr.com/ March 27, 2017

8. Future for Mobile
of media consumption
will be mobile by 2019
Source: Widespace
70%

9. Source: ComScore Media Metrix, 2013-2016 growth
2016
2015
2014
2013
Digital media time spent (Minutes, Billions)
0 400 800 1200 1600
Mobile Apps (111% increase)
Desktop (3% increase)
Mobile Web (62% increase)
How Important Is Mobile?
Mobile Usage Surpasses Desktop Usage - Apps Grow Fastest

10. App Growth In Time Spent Cross Industries
Source: AppAnnie: Percentage Growth in Total Time Spent, 2016 vs. 2015

11. 30 Day Retention Rate Averages By Industry
Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/

12. Blank Canvas - Why Invest In Mobile
Why invest in mobile,
when conversions rates are underperforming?

13. Source: Monetate Q4 2016
Why Invest In Mobile When Conversion Rates Are Low?
Traditional
Smartphone
Tablet
0 1,25 2,5 3,75 5
3,74
1,35
4,21
Q4 2015 Q4 2016
Traditional
Smartphone
Tablet
0 1,25 2,5 3,75 5
3,56
1,55
4,14
Conversion Rates By Device (Global)

14. Source: Monetate Q4 2016
Why Invest In Mobile When Conversion Rates Are Low?
Overall
E-commerce
Spend
Average
E-Commerce
Order Size
Mobile
Conversion
Rates

15. Source: Source: Nielsen. May 2016.
Why Invest In Mobile When Conversion Rates Are Low?
• 73% use their mobile device to research an item before buying it
• 70% check the price of an item
• 60% find a nearby store
• 36% make a purchase (online or offline)

16. Paradigm Shift
Source: The Mobile Mind Shift
by Josh Bernoff, Julie Ask, and Ted Schadler
“Your customer is experiencing a mobile mind shift:
the expectation that she can get what she wants in
her immediate context and moments of need. As a
result, mobile is central to customer experience (CX).”
ParadigmShift

17. Blank Canvas
Idea: Mobtimizers
ParadigmShift
BlankCanvas

18. Blank Canvas - Optimal Mobile Budget Allocation
What is the optimal budget allocation for mobile?

19. Mobile Advertising - Estimated ROI Index by Medium (January-February)
Source: SMOX - research by MMA (Mobile Marketing Association)
50
100
150
200
TV Overall OOH (Includes Cinema) Digital Video Mobile
199
61
21
118
Advertising ROI indexed to Total Campaign ROI
Overall index: 100
Sales Contribution
due to Mobile
of sales
of budgets4%
8%

20. Only 5% of marketing budget is used on mobile
Source: SMOX - research by MMA (Mobile Marketing Association)
Blank Canvas - Optimal Mobile Budget Allocation

21. Blank Canvas - Optimal Mobile Budget Allocation
Source: SMOX - research by MMA (Mobile Marketing Association)
Calculations are based on total marketing spend, not digital alone.
The optimal spend for
mobile is between 8-16%

22. Blank Canvas - Optimal Mobile Budget Allocation
With Optimized Creative, Format, Location, Time of day
Source: SMOX - research by MMA (Mobile Marketing Association)
The optimal spend for
mobile is between 20-30%

23. Paradigm Shift
Source: The Mobile Mind Shift
by Josh Bernoff, Julie Ask, and Ted Schadler
“Your customer is experiencing a mobile mind shift:
the expectation that she can get what she wants in
her immediate context and moments of need. As a
result, mobile is central to customer experience (CX).”
ParadigmShift

24. Individual Experiece
Idea: Mobtimizers
ParadigmShift
BlankCanvas
IndividualExperience

25. Mobile Moments is The Window of Opportunity
Source:Think With Google
I-want-to-know
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments

26. …a successful
mobile experience delivers
personalized communication
relevant to the right user
at the right time…
The Mobile Mind Shift

27. Pairing Individual With Data
DATA
INDIVIDUAL

28. “To succeed… you must understand
their journey and identify their needs and
context at each potential moment…”
Source: The Mobile Mindshift - Forrester Research
A Mobile Moment - Songkick

29. A Mobile Moment - Songkick

30. A Mobile Moment - Songkick

31. Personalization

32. Source: Think with Google
https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
0
10
20
30
40
50
60
70
US United Kingdom Netherlands Denmark Germany
Mobile browser
Mobile app
App / Mobile Web or Both
How Do Consumers Research Retail Products on Mobile?

33. Most App Installs Motivated by Specific Need
Source:Tune Blog
Friends Recommendation
Ad Looked Interesting
App Featured by Apple or Google
Found in Google Results
Had a Specific Task
Was a Customer
Other
0 % 10 % 20 % 30 % 40 % 50 %
(2,6 %)
(10,8 %)
(37,3 %)
(13,5 %)
(13 %)
(20,2 %)
(31 %)

34. Thought Experiment
Design for Mobile Only

35. Some Unique Mobile Features
• Voice-activated virtual assistant
• Camera (still and video)
• GPS and location based services
• Mobile tag readers (Barcodes and QR)
• Gyroscope

36. Contextual, Personal and Timely

38. A New Approach
Idea: Mobtimizers
IndividualExperience
AlignOrganization
ParadigmShift
BlankCanvas

39. The Mobile Challenges For Organizations
End-to-end mobile
experience not defined
KPI’s and
business value
is unclear
Data quality is low,
data gaps and siloed data
Understanding and
connecting with consumers
Limited organizational and
management buy-in
KPI’s

40. Which of These Challenges are Pervasive Within Your Organization
]
End-to-end mobile experience not defined
Data quality is low, data gaps and soloed data
Limited organizational and management buy-in
KPI’s and business value is unclear
Understanding and connecting with consumers
0 % 17,5 % 35 % 52,5 % 70 %
25 %
30 %
39 %
47 %
70 %
Source: Mobtimizers Survey on Adobe Webinar

41. Determine ROI and ensure constant optimization. A comprehensive KPI framework.
OBJECTIVE SOLUTION
C-Level Insights
• % of members
using app
frequently
• ——-
• ——-
• ——-
• Active/inactive
app users
• ——-
• ——-
• ——-
• ——-
User Insights
0%
0,5%
1%
1,5%
2%
Solving the challenge: KPI’s and business value is unclear

42. Solving the challenge: Data Quality is Low, Data gaps and Siloed data
C-Level Insights
• % of member that uses
the app frequently
• —————
• —————
• —————
• Active/inactive app
users
• —————
• —————
• —————
• —————
• Opted-in (%)
• —————
• —————
• —————
• —————
• Cost pr. install
• —————
• —————
• —————
• —————
User Insights Operational insights Marketing Insights

43. To create awareness about the current
performance of the app portfolio - important KPI’s
as usage and retention rates.
Visualizing the performance on KPI’s by
benchmarking the app portefolio
OBJECTIVE SOLUTION
Solving the Challenge: Limited Organizational and Management buy-in

44. Benchmarking App Portofolio (Relative Visualization)
Active Users (30 days)
Active Users (7 days)
Total Installs

45. Business Case Building Opportunity Loss (Benchmarking Ecommerce Conversion)
0%
0,5%
1%
1,5%
2%
Smartphone Global Conversion Rates Mobile Conversion Rate
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Average
Conversion Rate: 0.33%
Global Conversion
Rate Average: 1.22%
(27% af benchmark)
Data from 2015 EQ3 Monetate Ecommerce Quarterly Report

46. Solving the challenge: Understanding and Connecting with Consumers
Personal communication with users of the app,
increase usage and reduce churn rate of apps.
A channel for personalized, relevant,
contextual and timely communication.
OBJECTIVE SOLUTION

47. Personalized Feed and Offers based on Individuals

48. Effect Measurement: Personal Push vs Generic Push
0
100
200
300
400
Generic message Personal message
333,63
260,39
Increased Sessions per 1,000 Push Messages
~25% better
performance
Source: Data Analysis of Push Effect

49. Platform Overview
Rich Intelligence
Action
Solving the challenge: Understanding and Connecting with Consumers

50. New Possibilities In The Worlds Of Push
Rich Push
Emojies
Intelligent
Delivery
Geolocation
(Foursquare)
Web Push

51. Source: Google Play Experiments.
10%
13% 3%
6%
Source: Google Play Experiments.
Solving the challenge: Understanding and Connecting with Consumers

52. Optimize Conversion with Visuals, Screenshots
Analysis & Optimization
1st iteration 2nd iteration
+45%

53. Analysis & Optimization
Optimize Conversion with Visual, Video
Analysis & Optimization
+13%

54. Continuous Experiments - Accumulated Conversion Improvement
Source: Google Play Experiments
0 %
10 %
20 %
30 %
40 %
Accumulated improvement in App Store conversion
4,8 %
1,5 %
5 %
12 %
13 %
3 %
Experiment 1:
best practices screenshots
Experiment 2:
App Trailer Video
Experiment 3:
Changed first value proposition
Experiment 4, 5, & 6:
New order in value propositions
+39.3%

55. The Mobile Challenges For Organizations
End-to-end mobile
experience not defined
KPI’s and
business value
is unclear
Data quality is low,
data gaps and siloed data
Understanding and
connecting with consumers
Limited organizational and
management buy-in
KPI’s

56. Mobile Moments
150-200daily micro moments

57. Mobile Moments is The Window of Opportunity
Source:Think With Google
I-want-to-know
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments

58. Q&A & Get in Touch
linkedin.com/in/brianegerup
mobtimizers.com
brian@mobtimizers.com
• Strategy
• Visibility
• Engagement
• Insights