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