360Mobile Insight Session Slides

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Facilitator: Alisdair Gunn

Interactive Scotland/PA Consulting

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Gareth Capon

CEO, Grabyo

The future of short-form video is mobile, social and ‘native’.

The world in 2020:

- more smartphones than people online. - 70% of all mobile traffic will be video.

Source: Locowise, Facebook, YouTube, eMarketer (2015)

2015: Social = Video.

Video views per day

Social video, in real-time.

‘Moments that matter.’

Native video = highest reach.

...and engagement.Social video consumption (Native vs. Non-native): first 48hrs

Note: data relates to social video clips published to FB over a 3 month period using either the FB native player or Grabyo video player – Sports federation

Grabyo drives social video distribution, engagement and monetisation…in real time.

Analytics: Optimise performance, manage rights, track campaigns.

Social video case study: AELTC, Wimbledon 2015.

Stella Artois#herestoperfection

“That Beckham catch”Ephemeral, ancillary

social content shared by AELTC and broadcasters

Esoteric, engaging

content driving tune-in and engagement

“The perfect shot”

Sponsor campaign: Twitter Amplify

AELTC: 15x social video growth in 12 months.

3.5m views

3.5m views

50m views50m views2014

2015

?m views?m views

2016

+?

Grabyo VIP: Talent-as-a-channel.

engagement per fan

We’re trusted. Talk to us…

hello@grabyo.com

@grabyo

www.facebook.com/grabyotv

?23 Heddon St, London. W1B 4BQ. U.K.

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Caroline GroskiHead of Development, Internet of Things, Telefonica

What is the Internet of Things?

Network-led Device-led User Experience-led

Focuses on the range and reach of the connectedness that IoT delivers

Is specifically concerned with on and off-net traffic flows and how they are managed across multiple network types

Often takes an approach of improving efficiency of existing processes

Tends towards industrial process led solutions

Focuses on the types and capabilities of the devices embedded in the IoT network

Is specifically concerned with the adaptive, responsive and predictive nature of sensor-based devices

Often takes an approach of applying new data-led or technical capabilities to change existing processes

Tends towards technology prompted solutions

Focuses on the nature and characteristics of the experience of users of IoT services

Is specifically concerned with the development of machine or network-initiated services vs human-initiated services

Often takes the approach of developing data-driven learned or adaptive responses (“intelligent machine”)

Tends towards systematic, data driven solutions

A customer mobile number is linked to unique insights that can be use to deliver improved businesses and experiences

Customers / Consumers

Businesses and Local Authorities

Telefónica UK

Location Based Services

NetworkBehaviour

Contract Type

Tenure

Account Status

LOCATIONLOCATION

SIM Swap

Device Type

KYC Matching

24m mobile UK customers

• Enhance competency• Improve business processes• Support business decisions• Enable new business models

• Better customer experience• Match Digital Expectations

• Industry & market insights

• Unique customer experiences

• Consent to use data• Loyalty

• Our data is derived from the network layer which is more secure than device based solutions

• Our focus is on protecting customer data and confidentiality

• More loyal customers

Using Smart Steps we are able to anonymize, aggregate and extrapolate 1.5B events and 30m journeys per day

Seasonal Trends

Weekend/Weekday

Time of day

Catchment

Home/Work location

Origin/Destination

Demographic Segmentation

Who

How

WhyWhere

When

Visit Type

Frequency

Mode of Transport

Route24mMobiles

Where have we got to so far…TransitView the effect and performance of over 100 million journeys per day. Understand where demand exists, journey type, mode of transport. Plan locations better. Replace surveys for transportation planning & modelling

CatchmentUnderstand geographic demand; plot locations based on home, work &/or prior locations. Use cases include retail catchment, rail station & airport footprint, commercial battlegrounds

ProfileUnderstand & profile audiences. Customisable segmentations about customers/prospects based on observed behaviours, habits & preferences

MeasurePerformance and uptake tracking. Benefits for retail, commercial transport operators & tourism

Transport

Retail & Leisure

Property

Media

Main industry sectors

Use case: O2 Retail expands Swindon storeThe ChallengeO2’s Swindon store seemed to be underperforming compared to similar stores. The store’s approaching lease break gave O2 Retail the opportunity to review its options.The SolutionO2 Retail approached Smart Steps team to find out if they could provide data to support the theory that the store was underperforming for its location.

Smart Steps uses anonymised and aggregated mobile network data from O2’s 24 million customers to provide insight representative of the total population in that area.

Stores Property Portfolio – Strategy and Planning Manager, ended up with a really clear understanding of the store’s catchment and the types of customers they could expect to see and proposed doubling the size of the store, and taking on more staff.

In the two months since the store’s expansion: 72%footfall

14%Sales

Mobile IdentityFraud Management

JetSetMe uses real time roaming data to help Card Issuers better serve their traveling customers and improve their operations

Customer is happier and uses card more often when abroad

Customer no longer needs to call bank in advance to advise of travel plans

Reduce cost to serve

Increase revenue from

additional card usage

Fraud management efficiencies

Significant reduction in customer calls to advise of travel plans

Card becomes “top of wallet” due to perceived lack of declines

Circa 30% decrease in false declines

Mobile MarketingPriority Moments

With Priority Moments we help UK small businesses compete with the marketing fire power of much bigger brands

We've got the megaphone to Boost Footfall

We’ve got the technology to

Increase Profitability

51% of surveyed businesses reported that generating consumer awareness is one of their major challenges

+60% of UK adults own a smart phone. Ability to communicate directly with local customers provide a route to renewed vitality for businesses

7 million registered Priority users

Over 1 billion offers viewed to date

Up to 95% conversion rates in-store

40% basket spend increase on average244,720 chocolate

treats given away from the luxury

chocolatier (2012-14)

533,771 free hot drinks from the

nation’s favourite specialist coffee retailer (2012-14)

335,123 £1 lunches eaten by our

customers (May 2014 – Dec 2014)

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David Low

Development Advocate, Skyscanner

Reaching VelocityDavid Low

Developer Advocate

Introduction

Skyscanner and Mobile First

The shifting market

77% growthIn mobile users

Korea: 74% mobileInternet usage

The shifting market

The shifting market

India: mobile only – more revenue

The shifting market

2G connections drive ‘lite’ products

What is Mobile?

Mobile phone?Laptop with poor connection?Newspaper guy?

What’s in a phone?

Context

The Mobile Mind Shift

Marc Smith / Flickr

Mobile Moments

Degrade to Desktop

Lean on the platform

Platforms and OSsProvides guidelines and expectations

Standard ComponentsAlready provide useful, tested ways to do

things and

Your specific use casesBuild only the minimum pieces you need to

hit that platform in the most useful way

Wider InternetStandards, communities, open source

Think small

Architecture

The four-tier engagement platform

With thanks to Forrester Research

Application deliveryOptimisation, caching, personalisation

Data sourcesMany and varied, internal, external, social,

real-time

Data transformationAggregation and translation of many data sources

ClientsMany of them – mobile, IoT, desktopRendered to suit

Work back to go forwards

A world of possibilities

Reaching velocity

EdinburghQuartermile One15 Lauriston PlaceEdinburgh EH3 9EN

Glasgow5th floor, 151-155 St Vincent St, Glasgow G2 5NW

SingaporeNo. 08-01&04 & 09-048th floor, Robinson Point, 39 Robinson Rd, Singapore

BeijingLevel 19, Tower E2, Oriental Plaza, No. 1 East Chang An Avenue, Dong Cheng District, Beijing 100738

Miami1395 Brickell Ave, Suite 900, Miami, Florida 33131

BarcelonaTorre NN, Calle Tarragona, 157, 4a Planta, Barcelona, 08014

Thank you

business.skyscanner.net @skyscannertools

www.360d.org.uk @digiconx #360digi

Panel Session

- Gareth Capon : Grabyo - Caroline Gorski : Telefonica

- Geoff Ballinger : deltaDNA - David Low : Skyscanner