Empower Customer
Engagement with Mobile
Context
MMA Webinar Series
August 14, 2014
Sponsored By:

About the MMA
The MMA is the world's leading global non-profit trade association comprised of more than
800 member companies, from nearly fifty countries around the world. Our members hail
from every faction of the mobile marketing ecosystem including brand marketers, agencies,
mobile technology platforms, media companies, operators and others. The MMA's mission
is to accelerate the transformation and innovation of marketing through mobile, driving
business growth with closer and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
8/18/14 Proprietary & Confidential2
Cultivating Inspiration
Aimed at the Chief Marketer; guiding best practices and driving innovation
Building Capability for Success
Fostering know-how and confidence within the Chief Marketer's organization
Demonstrating Measurement and Impact
Proving the effectiveness and impact of mobile through research providing tangible
ROI measurement and other data
Advocacy
Working with partners and our members to protect the mobile marketing industry

About the MMA
Additionally MMA committees work collaboratively to develop and advocate global best
practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging,
mCommerce and CRM on all mobile devices including smart phones and tablets. Members
include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook,
Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard,
McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/
GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart,
xAd, Zenith Optimedia and many more.
The MMA's global headquarters are located in New York and it has regional operations in
Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with
local councils in 17 countries.
For more information about membership email: membership@mmaglobal.com or visit
http://www.mmaglobal.com/member-center/benefits.
8/18/14 Proprietary & Confidential3

Today’s Agenda
• Mobile brings a new opportunity for brands
to personalize interactions with consumers.
• Brands are still trying to identify best
practices and effective mobile engagement
tactics for their business.
• Partner with trusted intermediary to
leverage consumer’s shared information
and apply mobile context.
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Key Insights to be Shared
• Mobile’s unique advantage
• The potential of Mobile Context
• The new customer experience
• Use Cases
• Mobile Context beyond marketing
• MasterCard and Syniverse relationship
8/18/14 Proprietary & Confidential5

Presenters
8/18/14 Proprietary & Confidential6
Moderator
Leo Scullin!
Head of Global Industry Initiatives!
Mobile Marketing Association!
Alastair Hanlon!
VP, Enterprise Solutions !
Syniverse!
James Davlouros!
VP, MasterCard Enterprise Partnerships!
MasterCard!

Managing Your Questions
8/18/14 Proprietary & Confidential7
Share the
Insights
#MMAWeb
#mobilecontext

#mobilecontext
@Mobile4Brands
Empower
Customer
Engagement
with
Mobile
Context

#mobilecontext
@Mobile4Brands
@MasterCardNews
@alastairhanlon
@james_davlouros
Join
the
ConversaAon

#mobilecontext
@Mobile4Brands
Search
Interest
Compare
Consider
Purchase
Customer
Service
Mobile
is
causing
a
drasAc
shiE
in
the
role
of
Marketers.
Mobile
Provides
Best
Reach
Throughout
Customer
Journey

#mobilecontext
@Mobile4Brands
44%
of
consumers
find
less
than
a
quarter
of
the
messages
they
receive
of
any
value
(Oxygen8
group)
SMS
markeAng
campaigns
are
opted
out
less
than
5%
of
the
Ame
(Smart
Insights)
Smartphone
users
worldwide
will
total
1.75
billion
in
2014
(eMarketer)
770
million
GPS-­‐
enabled
Smartphones
(Business
Insider)
141
Avg.
minutes
adults
spend
using
mobile
device
each
day
(AdAge)
5
seconds
Avg.
?me
it
takes
a
consumer
to
read
a
text
(SalesForce)
The
PotenAal
of
Mobile
Context:
$44
Billion
Market
Opportunity

Mobile
Context
enables
a
new
type
of
real-­‐?me,
rich
customer
engagement.
Deliver
a
hyper-­‐personalized
experience
and
delight
customers,
applying
user’s
shared
informa?on:
The
New
Customer
Experience
SMS
Email
Push
OPT-­‐IN
LocaAon
Opt-­‐In
Preferences
User
Behavior
#mobilecontext
@Mobile4Brands

Poll
Ques?on
#1
What
mobile
context,
if
any,
are
you
currently
using
to
support
your
customer
engagement
strategy?
• Geoloca?on
• Opt-­‐in
preferences
• User
behavior
• Other
• We’re
not
using
mobile
context

#mobilecontext
@Mobile4Brands
Welcome
back!
If
you’d
like
to
receive
a
coupon
for
today’s
special
offer,
reply
to
this
text
with
‘BOGO’.
BOGO
Thank
you!
Click
here
to
receive
your
mobile
coupon
now.
75%
of
mobile
users
are
more
likely
to
take
acAon
aEer
seeing
a
locaAon-­‐
specific
message.
Source:
JiWire
Use
Case:
LocaAon-­‐Based
Offer

#mobilecontext
@Mobile4Brands
YES
Your
flight
op?ons
are:
1) #476
Dallas
12:30pm
2) #234
Dallas
5:30pm
Reply
‘1’
or
‘2’
for
your
selec?on.
1
You
are
now
confirmed
on
flight
#476
to
Dallas
depar?ng
from
gate
23
at
12:30pm.
Thanks
for
flying
with
us!
Brands
using
SMS
successfully
reach
95%
of
smartphone
and
non-­‐
smartphone
users.
Source:
GoMoNews.com
Use
Case:
Instant
Flight
Change
n
We
apologize
for
your
delayed
flight.
Reply
‘YES’
to
receive
flight
op?ons
via
SMS
or
call
555-­‐555-­‐0132
to
speak
with
an
agent.

82%
of
consumers
want
data
mining
for
payments
protecHon
Source:
Infosys
#mobilecontext
@Mobile4Brands
Use
Case:
Use
LocaAon
to
Assure
Payments
Mobile
device
is
currently
in
the
UK
Transac?on
requested
at:
000
Queens
Gate
Way,
London
UK
WXYZ5

Poll
Ques?on
#2
What
mobile
context
services
would
your
organiza?on
find
most
valuable?
• Loca?on-­‐based
marke?ng
• Risk
mi?ga?on
• Preference
management
• Customer
loyalty
programs
• Other

+
6
Billion
Mobile
Devices
1,000
MNOs
700+
Billion
Messages
Processed
Per
Year
2
Billion
Cardholders
25,000+
Financial
Ins?tu?ons
65,000+
Transac?ons
Processed
Per
Min.
Syniverse
&
MasterCard
RelaAonship
Maximize
mobile
context
opportuni2es
and
protect
customers
#mobilecontext
@Mobile4Brands

#mobilecontext
@Mobile4Brands
RelaAonship
applies
mobile
context
to
proacAvely
increase
customer
saAsfacAon,
security
75+
Million
people
travel
abroad
each
month
Up
to
80%
of
declined
transacAons
abroad
are
legiAmate

Poll
Ques?on
#3
Do
you
feel
your
customers
would
opt-­‐in
to
share
their
mobile
context
in
return
for
a
bejer
customer
experience?
• Yes
• Some,
but
not
all
• No
• Not
sure
• Does
not
apply

#mobilecontext
@Mobile4Brands
• Use
mobile
context
to
build
two-­‐way
engagement
throughout
the
customer
journey
• Allow
customers
to
curate
their
own
experience
and
define
how
you
contact
them
• Mobile
context
can
reach
beyond
markeAng
#mobilecontext
@Mobile4Brands
Use
Mobile
Context
to
Engage
Customers
and
Build
Brand
Loyalty

#omnitravel,
@SyniverseCMO
Q&A

#mobilecontext
@Mobile4Brands
Connect
with
the
Speakers
Alastair
Hanlon
Vice
President
of
Enterprise
and
Intelligence
SoluAons
at
Syniverse
uk.linkedin.com/in/alastairhanlon
James
Davlouros
Vice
President
-­‐
Mobile
Business
Development,
Europe
uk.linkedin.com/in/jdavlouros

#mobilecontext
@Mobile4Brands
Download
our
Mobile
Context
white
paper
here.
Thank
You!

Closing: Key Takeaways
8/18/14 Proprietary & Confidential25
• Apply customer’s shared information to
build two-way engagement.
• Closely align mobile engagement
strategy with customer opt-in preferences.
• Ensure you add value to customer’s
personal routine and habits.
• Use mobile context to protect customers
and optimize your business’s mobile
engagement strategy

MMA Webinar Series
8/18/14 Proprietary & Confidential26
StarStar Numbers and
the Future of Mobile
Engagement
September 18, 2014
Stop Your Mobile
Marketing: It’s About the
Context Not the Channel
September 23, 2014
10 Things to Know About
In-Store Mobile
Marketing
September 30, 2014
Upcoming MMA Events
Shanghai Forum
August 14, 2014
India Forum
September 11, 2014
Brazil Forum
September 23-24, 2014
The Smarties
October 1, 2014
Vietnam Forum
October 30, 2014

Additional Resources
Smartbrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work
click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
8/18/14 Proprietary & Confidential27