NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
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Kontagent - The Impact on Consumer Mobile Experiences
1. #MMAWeb
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The Impact of Intelligence on Consumer Mobile
Experiences
April 24, 2013
MMA Webinar Series
Sponsored by:
2. Todayâs Speakers
Josh Williams
President and Chief Data Scientist
Kontagent
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirect
Moderator
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Julie Ask
VP Principal Analyst
Forrester Research, Inc.
4. #MMAWeb
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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. Š 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. Š 2012 Forrester Research, Inc. Reproduction Prohibited
GenY are the most engaged
9. Š 2012 Forrester Research, Inc. Reproduction Prohibited
Tablets are primarily used at home while
smartphones are used everywhere
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:
â˘âŻSituation: the current location, altitude, and
speed the customer is experiencing
â˘âŻPreferences: the history and personal
decisions the customer has shared with you
â˘âŻAttitudes: the feelings or emotions implied by
the customerâs actions and logistics
14. The potential of context will evolve over
time
â˘âŻBiometrics
â˘âŻDisplay technology
â˘âŻGesture-based control
Fundamentally
altered
navigation
Add more
contextual
dimensions
â˘âŻDistance? Depth?
â˘âŻWhat floor in building? What aisle?
â˘âŻWhat direction is the consumer facing?
â˘âŻLight? Dark?
LevelofContextualSophistication
High
Low
2011 2012 2013 2014 2015 2016
â˘âŻPurchase intent?
â˘âŻIn my store? In a competitor s store?
â˘âŻWithin 1 hour of flight? Two days?
Add intelligence
â˘âŻBehavior/preferences
â˘âŻGPS
â˘âŻTime of day Basic context
15. Layering intelligence on top of location will
simplify experiences through curation
+ 2h + 2 days
â˘âŻ Room availability
â˘âŻ Hotel Information
(e.g., location, rates)
â˘âŻ Booking
â˘âŻ Access to loyalty
points/rewards
â˘âŻ Phone # / Click-to-
call
500+
Miles Away
â˘âŻ Ground
transportation
â˘âŻ Shuttle service
â˘âŻ Hotel location
â˘âŻ Cost of taxi
@ Airport
â˘âŻ In-room services
ââŻMedia
ââŻMaintenance
ââŻHousekeeping
â˘âŻ Activity availability +
booking
â˘âŻ Entertainment
â˘âŻ Food
ââŻRoom service
ââŻReservations
â˘âŻ Concierge
â˘âŻ Wake-up calls
â˘âŻ Valet (car retrieval)
â˘âŻ Bills
@ Hotel
â˘âŻ Wayfinding
â˘âŻ Nearby attractions
â˘âŻ Ratings/reviews
In Vicinity
â˘âŻ Towels
â˘âŻ Bar service
â˘âŻ Food
@ Pool
16. â2 days
â˘âŻ Change reservation
â˘âŻ Reserve seat
â˘âŻ View reservations
â2 hr
â˘âŻ Check gate
â˘âŻ Departure time
â˘âŻ Lounge access
â˘âŻ Upgrade
Flight
â˘âŻ Arrival time
â˘âŻ Food order
â˘âŻ Movies
â˘âŻ Wi-Fi
+2 hr
â˘âŻ Ground
transportation
â˘âŻ Lost luggage
â˘âŻ Navigation
+ 2 days
â˘âŻ Customer service
â˘âŻ Mileage status
â˘âŻ Reward travel
â˘âŻ Upcoming reservations
Contextual use of time will help prioritize home page content
Airline example based on user time
17. #KTWebinar
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How have companies
matured in their
approach to mobile?
Changing Landscape
#MMAWeb
18. Š 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
âWhat metrics do you use to measure the success of your mobile strategy/
business?â (Select all that apply)(by maturity)
50%
19. Š 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
âDoes your ďŹrm 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
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What is a mobile-ďŹrst
company?
Mobile First Companies
21. #MMAWeb
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Why do companies
need to be mobile
ready and data savvy?
MCIQ
22. #MMAWeb
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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
23. #MMAWeb
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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
24. #MMAWeb
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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
26. #MMAWeb
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Do these ďŹndings
cross industries?
Cross Industry Implications
27. #MMAWeb
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By Industry
DataSavviness
Mobile Readiness
Gaming
Financial Services
Retail
Travel
28. #MMAWeb
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How can businesses
get the most out of
the mobile channel?
Get More out of Mobile
29. Š 2012 Forrester Research, Inc. Reproduction Prohibited
Companies must think through mobile
scenarios and how to anticipate needs
Predict
Event
Determine
Consumer
Need
â˘âŻ Situation
â˘âŻ Behavior
â˘âŻ Emotions
Actual
ÎŁ
Context
Hypothetical
â˘âŻ Personas
â˘âŻ 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. Š 2012 Forrester Research, Inc. Reproduction Prohibited
Begin with your journey maps âŚ
31. Š 2012 Forrester Research, Inc. Reproduction Prohibited
Then think through ⌠what are the âon
the goâ use cases?
32. Š 2012 Forrester Research, Inc. Reproduction Prohibited
What combination of contextual and
existing information do we need to
anticipate needs?
Enterprise
Information
â˘âŻPassenger itinerary
â˘âŻAirport information (e.g., length
of TSA security line, gates, map,
etc.)
â˘âŻFlight status
â˘âŻPotential flights for rebooking
â˘âŻPassenger location
â˘âŻFF Status
â˘âŻTraffic information and/or
speed of passenger
â˘âŻMode of transportation
Context
33. Š 2012 Forrester Research, Inc. Reproduction Prohibited
What content/services will we deliver?
34. #MMAWeb
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What are the
challenges with
current mobile
analytic solutions?
Solution Gaps
35. Š 2012 Forrester Research, Inc. Reproduction Prohibited
Challenges: Too many enterprises lack:
â˘âŻ A âmobile firstâ vision
-⯠Fail to acknowledge mobile is different (e.g., contextual,
task-oriented, services layer)
-⯠Lack bandwidth, budget and skills to build
â˘âŻ 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
â˘âŻ Speed and agility needed to market and delivery
content or services to consumers in âreal timeâ
36. #MMAWeb
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Kontagent Mobile Customer Intelligence
Platform, People Process: A Formula for Success
37. #MMAWeb
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Key Takeaways
â ⯠Understand the users and context of your mobile
experience
âĄâŻ Mobile maturity is still in early phases
â˘âŻ Learn from mobile-ďŹrst companies
âŁâŻ Be mobile-ready and data savvy
â¤âŻ Map the customer journey and identify key KPIs
âĽâŻ Have the right people process and platform with mobile
customer intelligence
Recap
#MMAWeb #KTWebinar
39. Upcoming Events Programs
â˘âŻ MMA Forum â NewYork (May 8-10)
â˘âŻ 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
ADDITIONAL RESOURCES
Executive Brief: 2013 Mobile Sophistication and Strategy Study:
h/p://ktgt.co/MCI-ÂâMMA
Sign up for the MMA
SmartBrief:
www.smartbrief.com/mma
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