GSMA Connected Women

Mary ClarkChief Marketing Officer

Health

Socializing

Shopping

Working

Travel

Mobile Consumer Revolution

of text messages read within 3

minutes

Consumers check their

mobile device

times more mobile phones

than PCs

of adult’s keep smartphones within arms

length

@syniverse#MAE14

Mobile Context - $44 billion market opportunity

150times a day

90%

5 90%

The Potential of Mobile Context

Mobile Ecosystem Enables Personalization of the Consumer Experience

Welcome to Barcelona, Ms. Smith. You car is awaiting your arrival at Aeroport Rental Cars. Please proceed directly to your

car in aisle 5 space 33.

Ms. Müller, thank you for shopping with Major Credit

Card Services. Your credit

card has been authorized for this purchase.

Good afternoon, Senora Cruz.

Welcome to NHS Clinic. Please view

http://nhs.healthcare.clinic.es to confirm

your arrival and appointment with

Dr. Sanchez.

Requirements for Secure Exchange of User Information or Mobile Interactions Between Operators & Third Parties

Subscriber identity and location information combined with policy

rules and relevant opt-in preferences

Confidential, real-time, anonymized actions as defined

by the user’s preferences

Double opt-in with MNO and brand putting user security first

Compliant with privacyrequirements in many countries

Assuring Data Protection and Privacy

Mobile Protection

=Aggregator

Role

Data protection and data privacy are about

trust

Understanding the effect of opt-in and opt-out processes

Compliance with regulatory

requirements

Enterprise use case

MNO approves onboard process

Enterprise campaign

Consumer opt-in/out

MNO audit file, 3rd party

opt-out

Ensure privacy;

fraud protection

Is Change Required?

Role of Education

Overcoming Cultural Paradigms

Policies Around Positive Discrimination

Mary ClarkChief Marketing Officer

mary.clark@syniverse.com

Thank You!