dotMobi Digital Element - why mobile context matters MWC14
1. Why Mobile Context Matters: Using real-time contextual data to
instantly engage consumers in a multi-screen, connected world
2. What Is Mobile Context?
IP
Intelligence
a digitalelement product
Mobile
Context
Intelligence
Device
Intelligence
3. How Much Traffic Is Mobile ?
Retail websites, UK: 26th December 2013
• Mobile reached
of traffic (up 42% on 2012)
– 29.9% Smartphone, 28% tablet
• iOS drove
of all traffic, Android
– Sales: 34.7% iOS, 9.8% Android.
Source: IBM Benchmark Reports 2013
http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/boxingday.html
12. Best Practice Example: Google.com
Desktop
iPhone
JavaScript
HTML
Images
Lumia 820
Blackberry
Curve
Page weight (kB)
0
200
400
600
800
1000
1200
1400
Source: http://prism.mobiforge.com/?url=google.com
13. The Potential Rewards
Some benefits of optimisation based on context:
Fast page loading
Minimised data
plan impact
Improved
engagement
Better network
utilisation
14. But How Do You Do That?
Data Levers At Your Disposal:
•
Device Type
•
Connection Type
−
−
−
iPhone, Android, etc
Operating Environment
Screen Size
−
−
−
Wired / Mobile / WiFi
Mobile Carrier
Location (Language, Currency)
Real-Time, Solicitation-Free, Privacy-Sensitive
15. Mobile Context Intelligence, delivered
+
Real time actionable intelligence,
right where you need it.
•
Compact footprint
•
Industry leading accuracy
•
Scalable, resilient, and fast.
18. 1. Mobile Publisher Case Study
Device Type
OS / Screen Size
Wired / Mobile / WiFi
Mobile Carrier
Country / Language
19. 1. Mobile Publisher Case Study
User Content
Request
REQUESTING DEVICES
+
Device Headers
IP Address
PUBLISHER WEB SERVER
Knowledge of Device
& Connection Type
Ads Targeted by:
- Device
- Screen Size
- Wired/Mobile/WiFi
21. 2. Mobile Carrier Case Study
User Content
Request
REQUESTING DEVICES
CARRIER WEB SERVER
Device Headers
IP Address
+
Knowledge of Device
& Connection Type
Targeted Content:
- Device Type
- Mobile Carrier
23. 3. Mobile Commerce Case Study
+
User Content
Request
REQUESTING DEVICES
Device Headers
IP Address
MOBILE COMMERCE
WEBSITE
Knowledge of Device
& Country Location
Targeted Offerings
- Local Currency
- Local Language
- Screen Size
24. Example Analytics Applications
Goal:
Compare the quality of service delivered by different operators
over time.
Inputs:
600
Page load time (ms)
500
Carrier A
400
1.
Device Type
2.
Connection Type and Carrier
200
3.
Connection Speed
100
300
Carrier B
Carrier C
Carrier D
May-14
Jan-14
Sep-13
May-13
Jan-13
Sep-12
May-12
Jan-12
Sep-11
May-11
Jan-11
Sep-10
May-10
Jan-10
0
25. Summary & Recommendations
• Make the first impression count
• Use real time data to your advantage
• It’s a journey, not a destination
• Get the foundations right.
27. How it works
Visiting browser presents IP address as part of HTTP Headers
Local lookup of IP Address via API provides Mobile Carrier if applicable.