Webinar: Econsultancy 2013 Mobile Sophistication and Strategy Report

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infectiously brilliant.

Mobile Customer IntelligenceEconsultancy’s Market Review

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Speakers

Dan KimballCMOKontagent

Stefan TornquistVP, Research (U.S.)Econsultancy

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Why was the study

commissioned?

Market hypothesis

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Study inception and Methodology

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Long-Term Mobile Strategy

None of these apply

We have a well defined

mobile strategy

Our current mobile tactics and activities all tie back to

our mobile strategy

We track and report on

specific KPIs for our mobile apps and/or

sites

Our mobile strategy ex-

tends beyond 2013

Senior man-agement,

marketing and technology

work together to define mo-bile strategy

0% 20% 40% 60% 80%

21%

25%

25%

28%

45%

45%

0%

64%

71%

64%

70%

71%

Mobile first Mobile mainstream

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Measuring Cross-Channel Impact

Doesn't apply to us

No plans to measure

cross-chan-nel influence

w/mobile app(s)

We plan to measure

cross-chan-nel influence

w/mobile app(s)

Measuring influence in

one direction (mobile

app(s) on other chan-

nels)

Measuring influence in both direc-

tions (mobile app(s) to and from

other chan-nels)

0% 20% 40% 60%

22%

10%

38%

8%

22%

27%

4%

25%

5%

39%

Mobile first Mobile mainstream

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Good Customer Experiences

Awful 2 3 4 Average 6 7 8 9 State of the Art

0%

15%

30%

45%

60%

3%

1%

4%5%

44%

11%13%

11%

2%

6%

2%

0%

4% 4%

26%

8%

20%18%

8%9%

2%1%

3%4%

27%

7%

13%

24%

10%11%

Mobile website Smartphone app Tablet app

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Bad Customer Experiences

Awful 2 3 4 Average 6 7 8 9 State of the Art

0%

15%

30%

45%

60%

3%

1%

4%5%

44%

11%13%

11%

2%

6%

2%

0%

4% 4%

26%

8%

20%18%

8%9%

2%1%

3%4%

27%

7%

13%

24%

10%11%

Mobile website Smartphone app Tablet app

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One Design, Many Screens?

Experiences are completely different

Experiences are quite different

Experiences have some differences

Almost the same expe-riences

Exactly the same expe-rience

0%

15%

30%

45%

33%30%

20%

14%

3%

15%

27%

42%

14%

3%

Mobile first Mobile mainstream

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Limited Updates

Always Frequently About half the time Sometimes Never0%

10%

20%

30%

40%

50%

23%

45%

19%

11%

3%

10%

30%

22%

29%

9%

Mobile first Mobile mainstream

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Agency Opinions

Most marketing organizations have a strategy around their

mobile programs

Companies have generally invested in measurement and analysis for their mobile apps

Companies have generally invested in measurement and analysis for their mobile sites

Most organizations grasp the impact of their customers'

transition to mobile devices

0%

20%

40%

60%

80%

100%

19% 22%28% 25%

54%

63% 54% 60%

27%

15% 19% 15%

Neutral

Disagree

Agree

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Spending

Significantly increase spending

Increase spending somewhat

Keep spending the same Reduce spending somewhat

Significantly reduce spending

0%

10%

20%

30%

40%

50%

28%

42%

25%

5%

0%

20%

44%

29%

4% 4%

Mobile first Mobile mainstream

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Keys to Success: Mobile Readiness and Data Savviness

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Mobile Mainstream

Mobile Readiness

Dat

a S

avvi

nes

s

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By Industry

Gaming Financial Services Retail Travel

Mobile Readiness

Data

Savvin

ess

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Kontagent Mobile Customer Intelligence

Platform, People & Process: A Formula for Success

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Questions?

@Kontagent