Moderator: Mary ClarkChief Marketing Officer, Syniverse@SyniverseCMO

In 2015, it’s all about ME…Mobile Engagement, that is!

Follow Syniverse: @Mobile4Brands

Join the conversation: #ME101

#ME101

The third party names, marks and logos used in this presentation are owned by the various, respective parties.

7.2 billion people and

7 billion mobile connections

Adults spent on average

141 minutes a dayusing mobile devices

Mobile outperforms online ads

4 to 5 times for brand favorability, awareness

and purchase intent

4 out of 5 smartphone owners use their devices to shop

Mobile commerce will exceed

$3.2 trillion by 2017

Mobile Highlights#ME101

Enterprise appsbecoming more sophisticated and context-aware

Better consumer data available or targeting and acquisition

Rich media driving customer acquisition, retention and experiences

Mobile commerce bridging the physical – digital shopping gap

Loyalty programs offering more contextual incentives and benefits

Mobile payments solution providers and integration increasing

Mobile privacy a key priority with enterprises and customers

Push notifications improving engagements with time-sensitive, relevant updates

Location services becoming more mainstream with more verticals

OTT messaging apps expanding relevance and usage with new services

Wearableslikely to improve advertising, tracking and offer redemption

Top Global Mobile Trends

#ME101

#ME101

Today’s Expert Panelists#ME101

Peggy Anne SalzChief Analyst and Founder, MobileGroove@peggyanne

• “Top 30 Mobile Marketing Influencer”

• Mobile analyst, Gigaom Research

• Forbes contributor

Todd ThayerVice President Product Management, Syniverse

• Leads Syniverse EIS product management

• 20+ years strategy and development experience

• Works with over 550 enterprise customers

Rob HammondSr. Director of Enterprise Mobility Services, Syniverse

• Experienced sales and technology leader

• 30-year career with Microsoft, Sprint and more

• Media, analyst commentator and contributor

Source: http://www.mmaglobal.com/bridging-digital

Bridging Digital and Physical Worlds#ME101

Consumers Want Proactive Communication

Bank account overdrafts

Late payments fees

Missing a delivery, orwaiting too long for a delivery

Healthcare-related problems, such as a missedappointment, or forgetting to take medication

Interruption, or near interruptionof cable or phone service

Issues proactive communications could have helped consumers avoid

39%

36%

36%

32%

31%

#ME101

Engage

Ask

Use

Explore

Discover

Buy

Locate, identify and offer incentives that accelerate the cycle

Define cross-and upsell opportunities and provide consistent experiences

Monitor service and data requests and align delivery mechanisms

Generate and deliver customized messaging

relevant to context and needs

Apply customer data to provide value and utility

Map purchase path and provide contextual

tools and information that drive decisions

Enriching the Customer Journey#ME101

Leveraging mobile at every poing along the path-to-purchase

Pick the appropriate level of engagement for your brand

Mobile Engagement Maturity Model#ME101

Example: New to Mobile

Using SMS/MMS to drive users to rich media and value-added content

#ME101

• Customers and mobile forcing a fundamental market change– More seamless, converged

experiences– Smooth, relevant transitions

between customer journey touchpoints

– Consistent interaction and delivery across all communication and sales channels

• Hyperpersonalize and hyperlocalizemobile marketing– Locate, identify, attract and

guide customers– Present persona- and geo-based

services, messaging and offers– Improve site layout, engagements,

conversion and satisfaction rates

10Syniverse Proprietary

Deliver a singular, personalized brand experience while improving mobile marketing effectiveness and operational efficiency

Critical to a Unified Strategy#ME101

Bridging Digital and Physical Worlds

“These days, customers and brands are engaged in two-way conversations thatgo far beyond marketers simply pushing out product or service offers”

How does context prompt

brand enthusiasts to buy?

Top 5Contextual

Prompts(Respondents asked toRate importance on a

Scale of 1-10 with10 being highest)

Matched expectations of the brand

Matched past interactions

Relevant to needs

Received at the right time

Helpful in making a purchase decision 8.4

8.4

8.6

8.6

8.7

#ME101

Sensor Proliferation

Source: www.fairchildsemi.com

2000 2005 2010 2015 2020

Sensor Proliferation in Cell Phones

Advanced RF Filters

Temperature

Simple RF Filters

Camera

Microphone

Front+Rear Facing Camera

Microphone Array

Ambient Light Sensor

Proximity Sensor

Acceleration

Gyro

Compass

Touch Screen

GPS

Health Sensors

Projector

CO

Humidity

Altimeter

#ME101

Enables brands to capitalize on mobile value utilizing a range of customized programs that deliver relevant real-time content directly to mobile devices across preferred channels

What is “Mobile Engagement?”

Reach customersthe way they want to be reached:

In-App Push Messaging

Manage and deliver Push offers &

notifications to your customers

Cross-Channel Messaging

Engage customers via• SMS• Voice• MMS• Email• Push

In-App Mobile Offers

Deliver targeted third party offers based on

your customers spending habits

In-App Passbook Vouchers

Create Passbook Vouchers and Provide

Passbook interoperability to all

mobile offers

Two-WaySMS Chat

Interact real-time with two way messaging for customer and concierge

services

Offers with Gamification

Engage customers with fun and creative

interactions

MMS Marketing Campaigns

Embed multimedia content to create

interest including pics, videos and voice

#ME101

Text vs. Voice

Source: Experian Marketing Services

0%

10%

20%

30%

40%

50%

60%

18-24 25-34 35-44 45-54 55+

Agree: “Texting is just as meaningful to me as an actual conversation with the person on the phone”

48% 47%

37%

28%

15%

#ME101

• SMS is: – Easy: Everyone on the planet knows

how to text

– Cheap: In most countries messaging costs just pennies or cents

– Quick: Delivery is instantaneous and reliable

– Universally acceptable: It works on all handsets — feature phones and smartphones

– Discreet: Whether watching TV or having sex, studies show people text all the time because they can

Benefits of SMS#ME101

How Do Enterprises Get Started?

• Choose a proven cloud mobile service partner

• Analyze, analyze, analyze

• Think about context

#ME101

The 3 C’s of Mobile Engagement

1. Context2. Continuity 3. Communications4. Cloud 5. Credible

#ME101

Q&A

Submit a Question• Use the hashtag #ME101 on Twitter

• Submit your question in the Q&A

panel box in WebEx

#ME101

Mary ClarkChief Marketing Officer, Syniverse@SyniverseCMO

Follow Syniverse: @Mobile4Brands

Thank You!#ME101