6 Mega-Trends

For Mobile in 2015

Philippe DumontCEO @ Azetone

Board Member MMA France

Mobile A/B Testing & Personalization

From "Mobile-First" to… "Mobile-Only"?

1

The Mobile RevolutionIs Here And It’s BIG!

Mobile is already #2 to TV!

Mobile alreadydwarfs PCs!

2

The END Of Mobile Marketing!

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

3

Apps Have Won! (Hands Down…)

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

… with Apps Everywhere, from Services to Objects

As A Result, Mobile Will DisruptVirtually Every Industry

• New usages

• New behaviors and

purchasing patterns

• New business models

4

Mobile Agility Now A Key Success Factor

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

5

And Let’s Talk About… Oranges?

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 personalizedMobile Customer Experiences »

Yankee Group, 2014

6

Mobile: Your Growth And Profits Driver

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

Mobile MeansBig Business

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

Ready for 2015 and beyond?

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