The document discusses IBM's mobile customer engagement platform. It highlights how the platform allows companies to send targeted push notifications and messages to customers based on their location, behaviors and other attributes. Specific features covered include segmentation, location services, omni-channel messaging, analytics and use cases from companies in industries like retail, airlines and entertainment.

1. © 2015 IBM Corporation
Mobile Customer Engagement

2. © 2015 IBM Corporation
Agenda
• The State of Customer Engagement
• IBM Mobile Customer Engagement
• Real-World Use Cases
• Next Steps

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Last year’s holiday season,
53% of web traffic was
from mobile devices
– IBM 2014 Holiday Benchmark
Mobile is Now Essential

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The State of Customer Engagement
Separated
Channels are disparate
and do not communicate
with each other
Not Contextual
This leads to content that
is less relevant to the
customer
Less Value
$2
$1
No context means less
value for the end-user

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The State of Vendors
Specialty Vendors
Fast innovators
Great at one thing
One product leads
to less than
optimal integration
Typically smaller
companies
x
x
Platform Solutions
Multi-product
Continuous growth
Less agile
All or nothing
x
x

6. Mobile Customer
Engagement

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Simple and Rich Messages
Simple Notifications Rich Notifications
Dynamic Messages
Build contextually relevant
and dynamic messages
based on customer
segment as well as
triggering location or
event.
Measurable Actions
Drive customers deeper
into the app, view mobile
websites, click to call,
take social actions, and
configure your own
action.

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Notification Inbox
Increase Response
Rates
Slot rich push notifications
into your app so that app
users can view them on
their terms.
Inbox-Only Notifications
Deliver rich push messages
without interrupting users.
These messages can be
delivered even if a user has
not opted into push
A place for your rich notifications
within your app

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Specificity of Messaging
Broadcast Narrowcast 1:1 Cast
message all app users message some app users
based on rules & segments
message individual users
Brands should employ all three types of messaging campaigns

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Segmentation Location Omni-Channel
Security Analytics Services
Six Key Mobile Features

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Segmentation

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Create or Upload Segments and Lists
Create new segments
within our interface
Upload Lists

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Location

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IBM Mobile Engagement offers the only complete location-based messaging
solution enabling enterprise marketers to communicate with users throughout
the entire customer journey
Industry-Leading Location Targeting
Arrival & Departure
Create advanced geo-fences
that allow for messaging on
arrival or departure of a location
Location Segments
Drive users to locations by
messaging broad locations such
as “NYC” or “The West Coast”
Indoor Messaging
Employ hyper-targeted areas
inside a location with iBeacon,
Presence Zones, and more

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Omni-channel

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Omni Channel Source and Execution
Customer enters geo-
fenced location
Feed into Universal
Behaviors
IBM Mobile CloudCampaign Flow from
Engage
User receives targeted mobile offer
PT

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Omni Channel Source and Execution
Customer enters geo-
fenced location
Feed into Universal
Behaviors
email
web
social
mobile
point of sale
call center
Campaign Flow from
Engage

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Security

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IDID
via Channel ID
IBM Cloud Customer Database

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Analytics

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Mobile Data Source Feed Into Larger Analytics
callback
Mobile as a Data Source
app opensclick through rate
location
rich clicks
shares
dwell time
time in app
opt-out
rich opens

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Services

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Enterprise Support and Services
Marketing
</>
Development
Ongoing SupportOnboarding Services
Marketing
</>
Development

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Mobile Engagement Use Cases

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!
Mobile Engagement for Airlines
Location Messaging
Services & Alerts Loyalty Program
9:41 AM
Messages
Flights Alerts Profile Settings
Ready for takeoff?
Trip Details
Simple Notification Rich Notification
x
Sales and Promotions

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Mobile Engagement for Retail
Pickup and Shipping
In-Store Messaging
Loyalty Programs
Sales and Promotions
9:41 AM
Messages
Shop Alerts Profile Settings
My Account
Simple Notification Rich Notification
PT
Profile
x
Almost there!
Only 15 points
to Silver Status

27. © 2015 IBM Corporation
75,000 Monthly Downloads
1%
Percent Influence by Push
to Open and Fund New
Accounts
750
Net New & Funded Mobile
Accounts
$12.61 Avg Commission Per Trade
15.81
Avg Trades Per Account
Per Year
$199.36
Revenue Per Account Per
Year
$149,523.08
Incrimental Monthly
Revenue from Net New &
Funded Mobile Accounts
Airline Financial Benefit Model
758%ROI in the first year

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Sephora Uses Push for Holidays
Simple Notification
• Sephora comes to the
rescue for last-minute
shoppers with an instant
gift idea
• Last shipping day,
customers are reminded
it’s not too late to shop
and get Christmas
delivery
Notification Inbox

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Sephora Uses Notification Inbox
Simple Notification
• Sephora sends simple
push notification to keep
customers engaged with
brand and offer tips and
suggestions on the latest
beauty trends
• Notifications are stored in
inbox, allowing customers
to refer back at later date
Notification Inbox

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Vueling Airlines Sends Messages in Local
Language and Timezone
• Vueling Airlines sends
notifications of promotions to
users in their local language
• Messages are sent to
relevant users in English,
Catalan, Dutch, French,
Italian, and Spanish
Rich NotificationSimple Notification - Spanish

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• Users choose movie
preferences in a customized
preference center
• Targeted messages are sent
to users of ticket releases,
new trailers, and news of
their favorite movies
AMC Theaters use Preference-Based
Notifications
Customized Preference Center Notification Inbox

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The Championships Wimbledon Pushes
Real-Time Preference-Based Alerts
Customized Preference Center in App
• The Championships Wimbledon
allows app users to set favourite
players, events, and countries in
their preference center, as well
as customized readings that the
user would like to receive
updates on
• The user receives push
notifications of real-time
tournament alerts based on their
preferences

33. © 2015 IBM Corporation
Thank you.