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#MEHurdles

Overcoming Hurdles on the Road to Mobile Engagement

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Join the conversation: #MEHurdles

The third party names, marks and logos used in this presentation are owned by the various, respective parties.

Moderator: Mary Clark (@SyniverseCMO)Chief Marketing Officer, Syniverse

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#MEHurdles

Mobile is THE channel – digital is a technology

70% of email is read on mobile

During 2014 holidays, more than half of online traffic was mobile

Context is king and context is EVERYTHING

Mass market consolidation underway

Mobile expectations accelerating

Apps moving from phones to other devices

Mobile Isn’t a Digital Channel

Customer acquisition

Customer loyalty

Increase revenue

Reduce costs

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#MEHurdles

It’s more than a mobile app or website

Apps offer rich experiences, functionality but adoption low

Lack of useful or valuable offers

Generic and impersonalized contact

Heavy app proliferation and user fatigue

Customers want brand interaction

Expect and want relevant mobile discounts and offers

“In the moment” campaigns encourage customer activity

Essential to a unified strategy

Bridges the digital and physical worlds

Deliver a singular, personalized brand experience

Improve marketing effectiveness and operational efficiency

What is Mobile Engagement?

Reach customers where, when andhow they want to be reached

Did you know?

Fewer than 5% of consumers have retailer’s app installed

30% of US consumers don’t use apps because offers aren’t contextual

80% of smartphone owners want more mobile-optimized info while

shopping

23% expect mobile experiences to change based on location

Click-through rates for location-based offers 4x greater

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#MEHurdles

Today’s Expert Panelists

Rob Hammond (@tech2dollars)Senior Director Mobile Engagement, Syniverse

• Experienced sales and technology leader

• 30-year career with Microsoft, Sprint and more

• Media, analyst commentator and contributor

Kevin Davis (@jkevindavis)Head of Professional Services, Syniverse Enterprise & Intelligence Solutions

• 15+ years experience in consulting, business intelligence and analytics

• Retail industry experience with various roles at Lowe’s

• Named a “Top 25 Information Manager” by Information Management

magazine in 2011

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Advice for Overcoming ME Hurdles

Get Management

Buy-in

Define the Project

Create a Business Case

Show ROI

Quantify Results

Demonstrate Proof Points

Get Started

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#MEHurdles

Get Management Buy-in

Solve a real recognized problem

Provide examples

Minimize risk by limiting resource drain

Identify a “halo” solution

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Define the Project

Customer Profile

• Built a loyalty app for marketing team

• 1/5 of customers downloaded but usage only 4 to 6%

• Increasingly difficult to support and fund

• Email marketing automation program can send personalized promo and transactional messages and third-party offers

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Airlines Hospitality Retail Financial Services

#MEHurdles

Promotional Use Cases

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Transactional Use Cases

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Airlines Hospitality Retail Financial Services

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#MEHurdles

Develop a Compelling Business Case

Did you know?

84% of mobile users actively use smartphones when shopping

Mobile app usage increases 16 times while shopping in-store

New app install and engagement costsper user up 59% and 33% YOY

Most adults consider an SMS as meaningful as a voice conversation

Enterprises using SMS can reach 95% of mobile users

90% of all text messages are read within three minutes of delivery

207 billion MMS sent in 2011 up to 276.8 million by 2016

In 2016, mobile email and MMS togenerate $32 billion and $21 billion in

revenue

Quantify the benefit

Pick realistic targets

Provide examples of quantifiable benefits

Lower the barrier to “Yes”

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Using data sharing to prove executive management

buy-in, business case development and ROI

Quantify the Results

Integrate mobile engagement with the current marketing ecosystem to get a richer, more complete picture of the consumer.

Capture mobile data and share it throughout the organization as part of the new shopper path to purchase.

Analyze and report on the captured data to support your ROI business case.

Integrate

Capture

Analyze

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Coordinate technical and business sponsors

Ensure awareness with mobile regulations

Build a mobile database

Internal communications around Halo app to ensure awareness/traction

Feedback results broadly and early

Getting Started

10 ways to get

customers to opt-in to mobile

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Case Studies

Leading U.S. Retailer

• 840+ stores

• $65k for every $5k campaign• Delivered 13.7M promo messages over

holiday

• 13 campaigns averaged 1M users

• 27 targeted segmented campaigns

In-store short code promotions and online website signup

Integration into Mobile Engagement

Leading Creative Cloud/ Software

• Marketing push service integrated on two of their apps

• Integrated campaign helped increase awareness and sales of more services to existing customer base

• Provided encryption and SAML (single sign-on)

Professional ServicesCreation of middleware solution

integrated into loyalty system to our mobile engagement platform

Financial Services

• 500k+ locations globally• Low usage/awareness of loyalty points

program• Proof of concept to virtualize loyalty

point balance redemption process via SMS

• 5.5% redemption rate; 2% opt-out

#MEHurdles

Text to Web

1200% ROI

Sales

5.5%Redeemed

points

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Case Studies

Clothing Retailer

• 500+ stores

• $66k for every $1k Campaign• MMS open rate = 97%• Customer growth rate 30% MoM

In-store short code promotions and online website signup

3 location-based text alertssent per month

Cosmetics Retailer

• 250 retail stores • 6 month pilot: increase acquisition

including on-line and in-store keyword to short code

• 73% of customers that opted into SMS made a purchase

• Recall rate = 81%

3rd Party Mobile Offers

Proof Point: Top 5 bank and carrier seeing $300k

in commissions per month

Media, Social and Web

Online Retailer

• Online promotion

• Redemption rate = 10.7%• 5,000 SMS subscribers in 24 hrs.• Sales generated = $200,000

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30%

Growth Rate

73% Make a

purchase

5,000 Opt-ins

Customer

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Solve a recognized problem

Build a reasonable business case

Partner for expertise

Quantify results

Summary and Takeaways

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Q&A

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Thank You!

For more information, visit mobilebrands.syniverse.com