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.
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.