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www.360d.org.uk
@digiconx #360digi
www.360d.org.uk @digiconx #360digi
Facilitator: Alisdair Gunn
Interactive Scotland/PA Consulting
www.360d.org.uk
@digiconx #360digi
www.360d.org.uk @digiconx #360digi
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…
www.360d.org.uk
@digiconx #360digi
www.360d.org.uk @digiconx #360digi
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)
www.360d.org.uk
@digiconx #360digi
www.360d.org.uk @digiconx #360digi
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
