This is a summary of some topline findings from our Q1 2013 report based on the Mobile Strategy and Sophistication Study, conducted in partnership with Kontagent. The study had over 1,300 participants, most of them client side, 60% in management.

1. Mobile Customer
Intelligence
Econsultancy’s Market Review
infectiously brilliant.
In association with Econsultancy @MarketingStefan

2. Speakers
Dan Kimball Stefan Tornquist
CMO VP, Research (U.S.)
Kontagent Econsultancy
In association with Econsultancy @MarketingStefan

3. Study inception and Methodology
• 1,300+ total respondents
• ~250 agencies – they were asked general industry questions,
given their exposure to multiple brands
• ~1,050 clients – 70% have a mobile site/app, etc…the rest were
asked about their plans in mobile
• 60% of total in management, 20% of total senior management
• Good spread across sizes, with ~20% above $1B in revenues
• Lots of industries represented but particularly strong in retail,
gaming, travel, software/tech, financial services
In association with Econsultancy @MarketingStefan

4. Long-Term Mobile Strategy
Mobile first Mobile mainstream
Senior management, marketing and technology work together to 71%
define mobile strategy 45%
70%
Our mobile strategy extends beyond 2013
45%
64%
We track and report on specific KPIs for our mobile apps and/or sites
28%
Our current mobile tactics and activities all tie back to our mobile 71%
strategy 25%
64%
We have a well defined mobile strategy
25%
0%
None of these apply
21%
0% 20% 40% 60% 80%
In association with Econsultancy @MarketingStefan

5. Measuring Cross-Channel Impact
39%
Measuring influence in both directions (mobile app(s) to and
from other channels)
22%
5%
Measuring influence in one direction (mobile app(s) on other
channels)
8%
25%
We plan to measure cross-channel influence w/mobile app(s)
38%
4%
No plans to measure cross-channel influence w/mobile app(s)
10%
Mobile first Mobile mainstream
27%
Doesn't apply to us
22%
0% 20% 40% 60%
In association with Econsultancy @MarketingStefan

6. Mobile Customer Experiences
60%
Mobile website Smartphone app Tablet app
Average isn’t good enough –
consumers consider the
45%
44% average mobile experience to
be pretty poor.
30% 27%
26%
24%
20%
18%
15% 13% 13%
11% 11% 11%
10%
8% 9%
8%
7%
5% 6%
3% 4% 4% 4% 4%
2% 2% 3% 2%
1% 1%
0%
0%
Awful 2 3 4 Average 6 7 8 9 State of the
Art
In association with Econsultancy @MarketingStefan

7. One Design, Many Screens?
Mobile first Mobile mainstream
45% 42%
33%
30%
30% 27%
20%
15% 14%
15% 14%
3% 3%
0%
Experiences are Experiences are quite Experiences have some Almost the same Exactly the same
completely different different differences experiences experience
In association with Econsultancy @MarketingStefan

8. How Often do Companies Use Data When
Making Changes?
Mobile first Mobile mainstream
50%
45%
40%
30%
30% 29%
23%
22%
20% 19%
10% 11%
10% 9%
3%
0%
Always Frequently About half the time Sometimes Never
In association with Econsultancy @MarketingStefan

9. Agency Opinions
100%
15% 15%
19%
27%
Neutral
80%
60%
63% 54% 60% Disagree
54%
40%
Agree
20%
28% 25%
19% 22%
0%
marketing organizations have a strategy generally invested inprograms
Companies have around their mobile measurement and analysis for Most mobile apps and analysis for their mobile sites
Companies have generally investedtheir organizations grasp the impact of their customers' transition to mo
in measurement
In association with Econsultancy @MarketingStefan

10. Spending
Mobile first Mobile mainstream
50%
44%
42%
40%
30% 29%
28%
25%
20%
20%
10%
5%
4% 4%
0%
0%
Significantly increase Increase spending Keep spending the same Reduce spending Significantly reduce
spending somewhat somewhat spending
In association with Econsultancy @MarketingStefan

11. Keys to Success:
Mobile Readiness and Data Savviness
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12. Mobile Mainstream
Data Savviness
Mobile Readiness
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13. By Industry
Gaming Financial Services Retail Travel
Data Savviness
Mobile Readiness
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14. Questions?
@MarketingStefan
In association with Econsultancy @MarketingStefan