1 Building Brand Trust with Mobile Mary Clark, Chief Marketing Officer, Syniverse @ClarkMaryP #MBrandTrust
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1
Building Brand Trust with Mobile
Mary Clark, Chief Marketing Officer, Syniverse
@ClarkMaryP
#MBrandTrust
2
Mobile Operator and Brand Trust is Falling
50%
35%
15%
Mobile Operators
I trust them less I trust them about the same I trust them more
55% 32%
13%
Brands
#MBrandTrust
3
The Context Conundrum
#MBrandTrust
31%
41% 41%
19% 19%
10%
16% 15% 11%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
4
Expectations of Personalization
14% 13%
35%
26%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Significantlyworse than
before
A little worsethan before
Not likely to bebetter or worse
than before
A little betterthan before
Significantlybetter than
before
#MBrandTrust
5
Security
Transparency
Control
A Three-Step Mobile Promise is Required
#MBrandTrust
6
Today’s Mobile Experts
Michael Becker (@mobiledirect) Managing Partner and Co-Founder, mCordis
Professor of Mobile Marketing at National University
10 years as a North American board member of the Mobile Marketing
Association (MMA)
Author, co-author and contributing author of a number of books and over
100 articles on mobile marketing and founder of the award winning
MMA International Journal of Mobile Marketing
Rob Hammond (@tech2dollars) Senior Director Mobile Engagement, Syniverse
Experienced sales and technology leader
30-year career with Microsoft, Sprint and more
Media, analyst commentator and contributor
#MBrandTrust
7
#MBrandTrust
Why is Trust in Brands Falling?
Lack of Transparency
Data Breeches
Spam Privacy
8
The Trust Conundrum
Apple v FBI
Ad-blockers
Trust is complicated
#MBrandTrust
Data Breaches
9
The focus has been on generating value from customers, not generating
value for customers.
The Root Cause?
#MBrandTrust
10
The Answer?
Using consumer data to create services that provide real value by solving a
consumer problem.
#MBrandTrust
“No single competency is enabling us to elevate the Starbucks brand more than our global leadership in mobile, digital, and loyalty. HOWARD SCHULTZ
13 million users 8 million transactions a week 21% of revenue Q1 2015 Forbes
#MBrandTrust
One mobile prescription placed every second February 2015
#MBrandTrust
ABC Mobile QuickPay
Enter Mobile number
Enter Amount
Confirm
Contact Us
Need Help ?
App
Provide transparency and control to your roamers before they leave the country
#MBrandTrust
14
Building a Transformative Consumer Experience
To build a loyal, profitable consumer base, you need to enhance perceived value
Transformative
Better
Good
Video Calling Mobile Rx Refill Mobile Ordering
Mobile Check Deposit
Digital Payments Fraud Prevention Retail Rate Plans
Mobile Surveys SMS Reservation Confirmation
Digital Loyalty Cards Cross-Channel Communications
#MBrandTrust
15
Brands and mobile operators need to:
Use consumer data to create services that provide real value by solving consumer problems along the mobile journey
Continue to deliver value on an ongoing basis – brand trust is earned over time
Take a more transparent approach to personalization that empowers control and guarantees data security and privacy
Aspire to be able to provide transformative experiences with mobile
Key Takeaways
#MBrandTrust
16
Thank You!
For more information, visit www.syniverse.com
or follow us @Syniverse
#MBrandTrust
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