A dive into the 6 mega trends that will reshape how you think your mobile presence and your mobile marketing in 2015 and beyond

1. 6 Mega-Trends
For Mobile in 2015
Philippe Dumont
CEO @ Azetone
Board Member MMA France
Mobile A/B Testing & Personalization

2. From "Mobile-First" to… "Mobile-Only"?
1

3. The Mobile Revolution
Is Here And It’s BIG!
Mobile is already #2 to TV!
Mobile already
dwarfs PCs!

4. 2
The END Of Mobile Marketing!

5. The End Of Mobile Marketing
(as we know it…)
• Mobile is no longer a niche business
• Every 2015 Marketing Plan has to not
only include, but even start with Mobile
• Just like with any other major media or
competency, Mobile Marketing is a
must-have for any marketing exec
Digital Investment Priorities
2014 Harris-Azetone Survey*
* Survey conducted by Harris interactive for Azetone
among 224 Mobile Professionals in Europe

6. 3
Apps Have Won! (Hands Down…)

7. Moving Into An "All-App" World
• Apps are now the rule across all platforms
and no, there is not such a thing as an
App Fatigue (see time spent in chart)
• However Mobile Users are raising the bar,
becoming more and more demanding
with their Apps
• And competition between Apps is now
more ferocious than ever

8. … with Apps Everywhere, from Services to Objects

9. As A Result, Mobile Will Disrupt
Virtually Every Industry
• New usages
• New behaviors and
purchasing patterns
• New business models

10. 4
Mobile Agility Now A Key Success Factor

11. Mobile
Towards real-time mobile experiences:
• In-context
• Event-driven
• Respectful of customer preferences
• Shaping in real-time mobile user
interfaces, communication and content
based on these triggers
Mobile Marketers’
2014 Harris-Azetone Survey

12. 5
And Let’s Talk About… Oranges?

14. Big Data on Small Devices
Personalized Mobile Experiences:
• A clear expectation from consumers
(for more relevant experiences)
• A strong interest from brands (for
higher conversions and ROI)
• Key Hurdles: How to industrialize and
go beyond simple messaging
customization?
« Future lies
in highly relevant, and
therefore highly personalized
Mobile Customer Experiences »
Yankee Group, 2014

15. 6
Mobile: Your Growth And Profits Driver

16. Development
2011-2012
2013-2014
2015-2016
We Are Past The
"User Acquisition" Phase
Acquisition
Key Areas of Focus by Mobile Marketing Over Time
Acquisition
Retention
Engagement
& Conversions
Development Development

17. Mobile Means
Big Business

18. Return On Mobile Investment
Entering Mobile Monetization Zone:
• Mobile Advertising takes-off
• Whether together with or via Mobile,
purchasing will no longer happen without
a Smartphone in hand
• Reluctance to complete purchase on Mobile
is going away (Apple Pay…)
• M-Commerce best practices start to emerge
2014 Harris-Azetone Survey
Mobile Marketers’ Key Objectives

19. Ready for 2015 and beyond?

20. Thank You!
For more information:
welcome@azetone.com
www.azetone.com
• Resources and surveys:
http://www.azetone.com/our-ressources.html
• Additional Presentations:
http://fr.slideshare.net/Phildu1/
• Ask us a question:
http://www.azetone.com/contact-us.html
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Mobile A/B Testing & Personalization
Sources & Credits :
Azetone: www.azetone.com
Business Intelligence: http://www.businessinsider.com
Emarketer: www.emarketer.com
Forrester: www.forrester.com
Gartner: www.gartner.com
Golden Gekko: www.goldengekko.com
IDC: www.idc.com
Nielsen: www.nielsen.com