GSMA Events Shed Light on Building Better Mobile Relationships

Last week, I had an opportunity to discuss emerging mobile trends at two events in Atlanta hosted by the GSMA. The GSMA Mobile 360 Series – North America focused on the theme of driving innovation in connected living. At the same time, the 3rd Annual Global GSMA Connected Women Conference explored how the mobile industry can accelerate the growth of the digital economy for women by working to bring socioeconomic opportunities to women and to the mobile ecosystem globally.

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The Mobile 360 event, with me on right. 

When speaking on stage at both events, I talked about how “mobile context” will be key in realizing the emerging mobile opportunities for brands and mobile network operators (MNOs) to build stronger mobile relationships with consumers and women. Mobile context is insight into mobile users’ patterns and preferences that can enable companies to strengthen consumer engagement through relevant, real-time interactions – based explicitly on each user’s individual opt-in preferences. In everything from microtargeted marketing offers to on-the-spot customer service to instant fraud checks, mobile context offers companies the capability to revolutionize the way they reach consumers with personalized offers and information.

MNOs and brands are beginning to realize the value of mobile context by enabling the exchange of this valuable data between each other to open a new world of possibilities. With the clarity of mobile context gleaned from MNOs, brands can more precisely serve the needs of customer segments like women as well as advance new innovations in connected living.

Here are just a few uses of mobile context information for different industries that we see reshaping the mobile experience:

  • Retail – Shoppers receive special discount offers when their mobile devices are detected to be nearby a preferred retail outlet.
  • Travel – Tourists receive real-time concierge services – like messages about hotels, local attractions, directions and transportation options – at every point on their journey.
  • Financial services – Banks request that the location of an account holder’s mobile device be verified when an account holder attempts to use a credit card in a foreign country.

Many of the initial uses of mobile context have centered on location-based information, but mobile context includes much more than location, and we expect more diversified use cases as users begin to opt in for more personalized mobile engagement from brands.

It was rewarding to have the opportunity to share Syniverse’s vision at the GSMA events, and I look forward to seeing how mobile context will galvanize innovation in connected living and women’s mobile relationships in the next couple of years.

I would love to know your thoughts on mobile context. How critical do you think it is for companies to begin to more closely cater to users’ mobile preferences and patterns? Please leave me a comment.

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About the Author ()

As Chief Marketing Officer and Chief of Staff, Mary Clark leads Syniverse’s corporate communications, branding, strategic events and industry relations, as well as cross-functional alignment across the business. Previously, she served as Senior Vice President of Next-Generation Roaming Services and Standards, and, prior to that, Senior Vice President of Roaming. In these roles, Ms. Clark spearheaded new product introductions in Syniverse’s real-time intelligence and strategic consulting services, defined Syniverse’s LTE strategy from concept to product introduction, and played a strategic leadership role in Syniverse’s acquisition of MACH. Prior to joining Syniverse, in a career in mobile that has spanned more than 20 years, she held several executive-level positions at MACH, CTIA-The Wireless Association, Cibernet and Cellular One. Within the mobile industry, Ms. Clark is an Associate Director for the Competitive Carriers Association and also serves on the CMO Council North America Advisory Board. She also speaks frequently on industry topics and has presented at such conferences as Mobile World Congress, and her insights have been featured in such publications as Global Telecoms Business. Among her many accolades, Ms. Clark most recently was named to the National Diversity Council’s 2016 “Top 50 Most Powerful Women in Technology” list and Mobile Marketer’s “Mobile Women to Watch 2016” list. She holds a Bachelor of Arts in communications from the University of Delaware.

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