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TRANSCRIPT
Harnessing Location to Improve the Customer Experience
Kamran Saeed [brainstorm.co.uk] 1st Oct – 2012 MML
def. a lo·ca·tion based services (LBS) provide the ability to discover the geographical location of a mobile device and then deliver services based on that location.
“simply put, location changes everything”
- matthew honan, wired magazine
LBS techniques
Close Proximity using Wi-Fi, WLAN etc. for engagement in closed locations
GPS (Check-in) typically mobile apps for social, sharing etc.
GSM Localisation: Geo-fencing geo-fencing to deliver security, utility, marketing services etc.
Geo-fence services types
Local Offers / Coupons
Traffic Updates
Enhanced Emergency Services
Locating People / Assets & People In Your Area
Utility (Banking, Lifestyle)
Service Engagement Notifications
Case Study
Text
> 2.3m impressions
> near 1% click through rate
6
Source: Microsoft, Location Based Services Usage & Perception Survey – 1,500 respondents across UK, US, Germany, Canada and Japan
Barriers and challenges
Perception Distinctly negative perception has hindered adoption
Value SP’s need to offer more convenient and valuable services in order to make consumers experience the benefits
Trust A wild west scenario will not help consumer peace of mind
In 2010 a big brand coffee chain trialled a location-based mobile marketing service’ – why haven’t we seen more?
Access Operator’s still nervous about exposing location source
Monetisation Operator’s/SP’s still undecided on a model
Security Security implications around location not yet fully known and personal privacy still highly guarded
Tips for a successful LBS strategy (1/2)
Don’t abuse Customer location is privileged information, so don’t overkill or abuse it
Super-Context Understand why you’re communicating and make it valuable for the consumer
Don’t exclude Make your service device agnostic and don’t limit to niche devices (GF reaches 92% devices)
Mobile is different Don’t just replicate your internet strategy for mobile and consider the design of mobile
Passion appeal Align the audience with products/services they are passionate about – ‘relevant’
Accuracy Make sure your location content is actually timely and local
Value What you serve must be of value or able to drive real utility
Watch for trends Traditional products/service are all going digital, so look for opportunities
Be creative Study campaigns that win and understand why they do – be genuinely different
Be realistic Outline your goals at the start and ensure you measure success (physical click-through’s)
Tips for a successful LBS strategy (2/2)
How to enhance the experience
Profile Behaviour
Location
The Experience
Relevance &
Context
360
360
360
Compelling LBS examples
What’s the common theme?
Utility
- Content relevant experience
- Cost efficiency in heating management
- Revenue opportunity to serve product promos
Benefits
Travel
- Product simplicity - Sustainable customer
engagement (securing long term revenues)
Benefits - Operational/cost efficiency
for FO’s - Customer peace of mind - Enhanced customer
journey - Drive FSP revenues
Money
Benefits
Brand advocacy and value!
Lifestyle & Business
- Context relevant experience
- Time management - Revenue opportunity to
serve product promos
Benefits
What to expect in the future
‘big data-driven location based services’
MoLoDat [mobile location data]
Enabling marketers to provide ever more hyper-targeted location based mobile services
Greater usage Greater data collection Data driven services
Remember....
Thank you [email protected]
It’s all about crafting the experience,
which in turn will enhance perception,
ultimately leading to adoption!