Syniverse E-Book: 2016 Mobile Engagement Trends

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1 The third party names, marks, and logos used in this e-book are owned by the various respective parties. Syniverse E-Book: 2016 Mobile Engagement Trends Share this E-Book:

2 2015 was a BIG year for mobile Mobile Addicts, consumers who launch applications 60 times or more per day, increased by 59% in the last year (Bank of America and Flurry Analytics) 9 out of 10 mobile searches now lead to action; more than half lead to sales (SearchEngineLand) Over 50% of e-commerce website traffic now comes through a mobile device (Shopify) 60% of global mobile consumers are using their mobile device as their primary or exclusive Internet source (Internet Retailer) 2

3 And next year is set to be even BIGGER! In 2016 Mobile will ensure a seamless, secure and transparent experience, redefining customer engagement and customer service Mobile will dominate online activity and bridge the digital and physical worlds Mobile technologies will be used to activate the buy phase and redefine commerce Digital marketing strategies will be mobile-first, adding value to customer interactions while pushing brands to find new ways to build trust and use data Read on to find out what the experts have to say 3

4 Mobile will ensure a seamless, secure and transparent experience MasterCard Your card is ready for international use. As every device is becoming a commerce device, MasterCard is focused on creating seamless experiences for users, whether accessing the subway with the tap of a card, key fob or phone, or having a consistent checkout experience across any website or app. As we look ahead to 2016, we also remain focused on empowering today s increasingly mobile consumer with solutions that allow real-time transparency and complete control over purchases and accounts, wherever they are in the world. - Hany Fam, President, MasterCard Enterprise Partnerships 4

5 redefining customer engagement MobileGroove From strategies to reimagine and 'hyperpersonalize' the customer experience to new ways brands can harness mobile and offers linked to context to improve loyalty programs, the next year will see a flurry of activity as brands and businesses work to determine the appropriate channels and approaches that will satisfy people's growing requirement for personalized and relevant brand communications and engagement. - Peggy Anne Salz, Chief Analyst, MobileGroove MediaLink Massive mobile adoption by consumers is driving smart marketers to invest heavily in solutions that will allow them to compete for share of mind and wallet. In fact, mobile is emerging as the most effective way to achieve the long-standing goal of marketing organizations to engage with their customers and prospects in relevant and even personal ways. - Daryl Evans, SVP, Mobile, MediaLink 5

6 and customer service BBVA Bancomer "More than just taking the bank to mobile devices, we want to create the ultimate customer experience that combines the best of both digital and physical life. This means that we should understand the context of each of our clients, at the moment and place, and help to make that moment better." - Alejandro Moreno Gutiérrez, Digital Banking, BBVA Bancomer Intuit Our goal is to provide targeted and consistent communication across sales, marketing, billing, customer care and in-product for end customers located anywhere, using any device and choosing any media to receive the information. - Ray Chan, Mobile Architect, Intuit 6

7 Mobile will dominate online activity emarketer View our Destination of the Month video! Mobile is the only major channel we expect to grow next year. Time spent with every other major channel TV, desktop, print, radio will decline while mobile time spent will increase by 7.9% in And while video consumption and social networking will continue to grow, we will see two newer activities capture smartphone users time mobile messaging via apps like Facebook Messenger, Snapchat and Kik, and proximity mobile payments. - Cathy Boyle, Analyst, emarketer 7

8 ... and bridge the digital and physical worlds Georillas Join us at our VIP shopping event! Brands now realize that mobile is the crossroads between the physical (brickand-mortar) world and the digital space. It is in that intersection that consumers are in constant shopping mode. Through mobile, brands have an excellent opportunity to augment, enhance, and enrich their physical presence with virtual content to create a unique customer experience. - Claudio Schapsis, Chief Georilla Officer, Location Based Marketing and Mobile Marketing Strategies, Georillas 8

9 Mobile technologies will be used to activate the buy phase Gartner 20% off in-store today For multi-channel marketers surveyed by Gartner in mid-2015, the emphasis in the next one to two years will be on mobile technologies that can energize and activate the buy phase. In particular, multi-channel marketers said they were investing in three critical areas: location-based offers, native apps and push notifications. - Survey Analysis: Mobile Marketing's Growing Role in MCCM, Gartner, August

10 ... and redefine commerce Forrester Your item is back in stock! In 2016, Forrester forecasts mobile and tablet commerce will represent 38% of online transactions in the U.S. and 32% in the EU-7. And in the U.S., more than 30% of sales will have a mobile cross-channel component, meaning consumers will use mobile at some point throughout the purchase life cycle, from product research to in-store interactions. Indeed, trust and convenience and logged-in experiences will lead consumers to spend more via mobile and to start using mobile payments and wallet solutions like Apple Pay or Android Pay. - Predictions 2016: The Mobile Revolution Accelerates, Forrester Research, November

11 Digital marketing strategies will be mobile-first Fiserv Mobile-only users or mobivores are one of the fastest growing consumer segments. In order to better serve these users and meet expectations for more robust mobile capabilities from all users, Fiserv is thinking differently about the mobile channel. As we move into 2016, it s going to be all about the app and how we can leverage mobile technologies like the smartphone camera, location-based services, and push notifications to add value to mobile banking and provide rich, engaging experiences for our customers. - Shirra Frost, Director, Product Marketing, Digital Banking Group, Fiserv Banorte We know the market is changing. Our communication channels and the way to consume are also changing. We think a digital strategy nowadays is necessary. Here in Grupo Financiero Banorte, we have as a main objective mobile payments. However, it s important not to forget mobile banking because the strategy in 2016 is mobile-first ; every strategy must be accompanied with good digital marketing. - Edgar Iván Estrella Resendiz, Deputy Director of Mobile Banking, Banorte 11

12 ... adding value to customer interactions Western Union Your reward points are available. Mobile is playing a key role in our strategy to present and deliver more value to the customers that engage with our membership programs. With the mobile adoption growing around the world, members expect us to not only be present in the channel, but also innovate the way we personalize the communications (engage), exchange value (reward), and empower them to do more at any given time (self-serve). - Felipe Echeverri, Director of Product Delivery, Global Loyalty, GPMO, Western Union 12

13 while pushing brands to find new ways to build trust and use data mcordis Thank you for opting in! As consumer awareness and use of ad blocking grows, it will force the whole mobile advertising ecosystem to re-evaluate how it works. Consumers are prompted to use ad blocking to reduce data consumption, but more importantly as a reaction against their data being used for targeting, so their decision is based on both monetary reasons and real concerns about privacy. From 2016 onwards, brands will have to figure out new, more consumer-friendly ways to gain trust and use data if they are going to make more personalized communication through the mobile channel work. - Paul Berney, Managing Partner and Co-Founder, mcordis 13

14 Quite simply, 2016 will be the year of mobile engagement! Syniverse Rate your experience with us! 2016 will be the year of mobile engagement. The rise of the mobile-first customer is transforming mobile marketing, meaning that marketing will no longer be about a one way push of information, but a two-way exchange that engages the customer in the mobile moment. Brand marketing strategies must become mobile-centric and focus on relevant, timely, and secure mobile experiences that raise awareness, strengthen loyalty, and drive incremental revenues. - Mary Clark, CMO, Syniverse 14

15 Syniverse is the only mobile engagement provider uniquely positioned to offer a comprehensive solution to make mobile work for your brand 25+ year history of working as a pioneer of mobile innovation Connectivity Connection to 6+ billion mobile devices globally Cross-channel platform to enable seamless engagement and communications Scalable, proven, secure, quick-to-market solutions Engagement Communicate with customers on their preferred channel Provide global network connectivity, transport and interoperability Syniverse Value Security Deliver messages securely, legitimately and efficiently Little to no IT involvement or CAPEX Identification Reach the right mobile number 15

16 Check out our mobile engagement resources for best-practice examples and guides to help you further realize the power of mobile! 2016 Mobile Engagement Trends Guide to Choosing a Mobile Engagement Partner [Infographic] The Life of a Mobile Enabled Customer [Infographic] The Power of the SMS Embedded Link Blueprint for Protecting and Engaging Your Mobile-First Customers Are you ready to make mobile work for your brand in 2016? Contact us today to talk to a mobile engagement expert Share this E-Book: 16