AdtechIN15

Xploree Delighted by Accolades at AD:TECH New Delhi

Ad:tech New Delhi was a successful event for Xploree. Our management team returned from the event, quite elated and satisfied by the positive response they received from possible partners, media and event attendees. It was interesting to see how our product was creating a buzz in the hall and increased traffic to our booth as attendees shared info about Xploree with their colleagues or friends. Being called the “most innovative product at the event” sure made our day! A huge thanks to all of you who came back to tell us how you loved Xploree Search and Discovery platform and most importantly for sharing it with others!

Our session on March 20th, titled “Unfolding Hyper-Contextual and Pre-Targeting Revolution in the Mobile Moment”, by lead product manager Manish Jha, evoked curiosity and awe amongst the attendees.

We are catching up with the many new contacts we have made during the two days and are confident in bringing value to our future collaborations. Xploree was very well accepted and received which proved to be a strong validation for its innovative value proposition. The widespread coverage that Xploree received across media as one of the most talked about innovations certainly Ad:tech was a successful campaign. The upcoming Ad:tech events in India, US and SEA, will serve as a force multiplier for Xploree’s success.”

This year Ad:tech New Delhi event witnessed over 3500 attendees, 96+ Speakers, 30+ Sessions, 8 Sponsored workshops, 23 Partners and Sponsors and 58 Exhibitors. Our team at the event felt that the event was very well organized and managed by DMG events.

Adtech presence in India has been strong in the recent few years and promises to grow exponentially fuelled by mobile and tech advances and global investors interest in the Indian tech market.

“Globally, companies spent about $140 billion on digital advertising last year. One or more ad tech firms have a role to play in every one of these dollars spent. Going forward, ad tech will continue to play a crucial role in targeting ad spends precisely at the right consumers…Ad tech firms — both big and small — are re-writing the rules of advertising, changing how online campaigns are created and priced and setting goals so precise that shopping for customers is no different from say, drawing up a grocery list.” Via Indiatimes.com

Ad:tech is attracting major players in the digital marketing industry and proving to be a very useful medium for building partnerships between brands, innovations and the media community. There’s no doubt the event will get bigger and grander next year. And yes, count us in!

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Reaching Mobile Users in Context, Immediacy and with Simplicity

It’s elementary, my dear Watson. On mobile, keep it simple, in context and in the immediate moment of need

Mobile offers a unique marketing opportunity that enables brands and marketers to interact with their consumers in the closest proximity to user intent and action.

Mobile users are different than those searching on the desktop. With a shorter attention span and world full of distractions, immediacy of finding information, high relevance of content and ease of making a quick decision are some expectations of a mobile user.

Successful marketing is simply about making it easier for consumers to get the things they want, when they want it, and in context.

Context Matters

On mobile, brands and businesses today have the opportunity to use information on user preferences, geolocation, app usage etc. to offer personalized recommendations to the customers in their immediate context. Contextual information about the user is becoming the core driver of innovation today. The Internet of Things that’s one of the most trending topics of recent years is all around this concept of intelligent technology communicating with each other to assist users to complete actions or predict intent. Technically defined as: “a network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment.” (Gartner Inc.)

The more we know about what, when and where our users are searching for something, or taking it a notch higher by predicting a user’s intent or actions we have the capability to present better and highly relevant content in the exact moment of need. That’s context.

In the Moment

When they need it, they need it right then. Finding relevant information on mobile whenever and wherever is a demand and expectation, if you cannot provide that information fast enough then there is a high probability that your audience or customers will leave. It can be a challenge but also a huge opportunity for technology to cater to the demands of mobile users in their ‘mobile moments’.

Search, action and conversion happens in a fraction of time on smartphones as compared to a desktop or even tablets Research shows that 70% of mobile search leads to action within an hour. Including an easy and clear call-to-action in marketing campaigns or applications will make consumer interaction on mobile more effective and give you a competitive edge.

Ease and Simplicity

Success of any application, platform or a marketing campaign lies in giving its users a positive and meaningful experience.

“The single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.” Harvard Business Review’s Corporate Executive Board’s survey report of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world.

Creating an easy path to decision is the best path. Perhaps the best example is the “two tap rule” as defined by Yahoo’s Marissa Mayer.

The test for the rule is simple, says Mayer: “Once you’re in the app, is it two taps to do anything you want to do?” If yes – the app is a go. If no, it’s back to the drawing board.

We’re glad to be following and implementing the two tap rule on our platform where you discover what you want in one tap and complete an action in another!

It’s quite evident from what we see around that a positive connect happens when users find information in context, immediacy and with ease. The aim to delight consumers in their journey is an essential element to success.

About Xploree: Xploree is the industry’s first user-initiated, hyper-contextual, platform with language intelligence that conveniently connects mobile device users with brands offers and services in the exact moment of need. Xploree predicts a user’s needs and delights them through their journey across applications as they discover most relevant content, apps, deals and services.

Contact us at info@xploree.com to know more.

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Xploree at Ad:Tech New Delhi March 19-20

KeyPoint Technologies is exhibiting their latest innovation Xploree Search and Discovery Platform at ad:tech New Delhi on 19th and 20th of March 2015.

We are also participating at the think:tech session on Friday 11am to 12 pm titled Hyper-contextual Pre-targeting Revolution in the Mobile Moment. If you have been excited about how context-aware technologies are gaining ground to unlock the potential of a brave new digital world, then our session aims to delight you. During our talk you’ll get a glimpse of how hyper-context and pretargeting can help businesses target customers with more relevance than ever before.

Users on mobile have an expectation to getting information in their immediate moment of need. Are brands and businesses leveraging these ‘mobile moments’ and reaching out their customers at the right moment, in real-time? The disruption merely begins here; how about predicting your users’ needs in the next moment and serving information that they might not have even searched for?

Experience how Xploree is bringing delight to user experience on mobile in an un-interruptive and rewarding way. In the end, customers whose wants are served in their moment of need are much likelier to feel valued, rewarded and engaged. For brands and businesses, higher consumer engagement translates to greater brand loyalty, stronger relationships and deeper trust.

Stop by our session (Friday March 20th, 11am-12pm) to know how:

  • Future of digital marketing lies in leveraging the users’ ‘mobile moments’
  • Brands can connect with consumers at the right time with most relevant content or offers
  • Delighting your customers in their journey builds likeability and loyalty
  • Xploree presents an innovative solution to brand consumer connect on mobile with ease, effectiveness and immediacy
  • Adtech

    Find us at Booth#22

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    National and International Events Bring Visibility to Innovations in Mobile Technology

    “The Indian smartphone market is becoming the next important market for growth, and competition among vendors is gaining steam. India accounted for 7% of global smartphone shipments in 2014, and that share will rise to 15% in 2020.” – BusinessInsider Report

    Indian companies like Flipkart, InMobi, Snapdeal and Olacabs have recently joined the billion dollar club; and it is exciting to see a gamut of other mobile focused Indian companies in the global forefront of mobile technology. Keeping up with the rising trends in ecommerce and mobile technology, the Internet and Mobile Association of India (IAMAI) brought an excellent opportunity for Xploree Search and Discovery Platform (powered by KeyPoint Technologies) to be part of the few companies that represented India’s mobile expertise at the India Pavilion at the Mobile World Congress in Barcelona, held March 2-5, 2015.

    Partnerships, collaborations and recognition at the global stage can offer a startup or an organization a distinct competitive advantage. Participation at such events brings the much needed visibility for innovations to be recognized earlier and to be scaled faster. But above all, an industry or organization can benefit immensely with support from the government and the vibes we are witnessing this year are definitely reassuring. #MakeInIndia is one such admirable initiative from the government encouraging companies to manufacture their products in India. We look forward to #MakeInIndia initiatives that focus on mobile technology in near future.

    It was truly encouraging to see participation and interest from the India’s delegation from the Department of Telecommunications at the Mobile World Congress. It was good to interact with eminent members from the DoT, who shared their perspectives on expectations from the government of India for mobile inclusion and how language solutions can help millions of mobile users in India. We look forward to sharing our experience and skills in linguistics and user input technology to assist any related government initiatives.

    Apart from the global events like the MWC, there are other events like those organized by NASSCOM that present opportunities to Indian leaders to collaborate and participate at a global scale. Also, organizations like the Indian product think tank, iSPIRT, has been diligent in bringing innovation showcase event, InTech50, which serves as a platform for recognizing the most promising software products by early stage innovators of India.

    “The last one-year has changed that perception of India as just a software services destination, and we have now generated early but enthusiastic interest in the international markets for our software products.” – Sharad Sharma, co-founder iSPIRT.

    We agree, there’s been an upswing in development and growth in the entire Indian mobile ecosystem. From operators, manufacturers to digital marketing firms, India is efficiently riding the mobile wave and making the best of it!

    We now look forward to Ad-Tech India in New Delhi, which is the leading digital marketing & advertising conference & exhibition in India. We hope to receive an equally positive and enthusiastic response for Xploree Search and Discovery Platform as we experienced at the Mobile World Congress in Barcelona. Watch this space, we’ll keep you posted.
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    KeyPoint Technologies Demos Xploree Search and Discovery Platform at Mobile World Congress #MWC15

    Mobile World Congress 2015, held at Barcelona, March 2-5, was undoubtedly the largest mobile focused show in the world. Keeping up with the theme of the year ‘The Edge of Innovation’, KeyPoint Technologies was proud to showcase their latest innovation Xploree Search and Discovery Platform to the world. From CEOs, executives and media, we connected with a wide range of attendees at the event and are stoked by the response we received from all.

    Some very exciting products and connected technology were on display, but devices by themselves do not represent a holistic transformation to consumers experience on mobile. It’s the apps, services and technology that enable intelligent and meaningful interactions in the connected world.

    SumitSumit Goswami, CEO of KeyPoint Technologies, says, “MWC 2015 was a platform created for startups and app development companies to showcase their products and services to a global audience. App planet, App showcase and startup presentations had the highest footfall amongst all the other exhibition halls. Many new devices were launched this year like Galaxy X6 from Samsung, M9 from HTC etc but it was all about wearables and they had a dominating presence in all the OEM booths. Wearables are definitely going to change the device landscape going forward. KeyPoint Technologies had a successful presence this year with many strategic meetings and customer visits. The response to Xploree was very encouraging and it definitely validated our effort on making it a successful search and discovery product”.

    In the brave new world of smart mobile technology, it was quite evident that user experience is the key to engaging interfaces and context aware and non-intrusive applications will be the centerpiece of the entire mobile ecosystem. We saw an enthusiastic response to Xploree’s user-initiated and non-intrusive platform that enables instant brand-consumer connect on mobile. Xploree was seen as providing the best opportunity on mobile for brands to be in context and to reach out to their audience in the users’ exact moment of need.

    The mobile marketing landscape is complex and we are delighted to have made a positive impact on the path to an exceptional user experience by serving uniquely relevant brand offers, services, information and more in real-time with hyper-contextual, language intelligence.

    We thank the Internet and Mobile Association of India (IAMAI) for bringing the India Pavilion to the MWC for the first time this year. It was highly encouraging to see genuine interest from the Indian government’s Department of Telecommunications during their visit at our booth.

     

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    Mobile World Congress 2015 – Xploree Search and Discovery Platform

    KeyPoint Technologies will be introducing their latest innovation – Xploree Search and Discovery Platform at this year’s Mobile World Congress in Barcelona, March 2-5.

    Our team, including Sumit Goswami, CEO KeyPoint Technologies, Helene Anderson, Head of Marketing and Prima Dona, VP Innovation, will be participating in the largest global conference for mobile industry leaders in Barcelona this year.

    Xploree is empowering brands and services with an innovative and effective mobile platform to reach their audience with intent precision in the users’ exact moment of need. We’re proud to have partnered with many leading brands and helping them reach out to millions of new consumers in a very likeable and unobtrusive way. Our CTRs are already much higher than the industry standards and this coming year promises to be extremely exciting and happening for us.

    If you are attending Mobile World Congress in Barcelona this year, do stop by and we’d be glad to demo our product Xploree. We are at Hall 6 Booth 6K50 Stall 6. You can also schedule an in-person meeting to ensure we are around to meet you.

    We are looking forward to this year’s Mobile World Congress to share our innovation and to cheer the new creative solutions in the mobile universe.

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    Location is a context, not THE context

    This article originally appeared on Product Nation

    Being context aware is about knowing location, identity, activity and time.

    Many context-aware technologies give a huge importance to location, but location is just one aspect of context, not the context. Location awareness can improve user experience, but knowing a user’s preferences and specific environment makes it all the more personal and all the more powerful. Mobile apps and devices can tap into this information, as can ad platforms, to create relevant experiences for consumers. Location is certainly important, but it’s just one piece of the puzzle.

    There are plenty of applications that use location-awareness successfully from tracking deliveries to managing inventory or simply helping a user find their lost smartphone, or even a pet. But what if those same applications could know, not just where you are, but what you’re doing? Or better yet, what you’ll be doing or needing in the future. In that case, you’ll get a lot more targeted and helpful information rather than educated guesses.
     

    The experts say…
    According to Gartner Inc., “context-aware technologies will affect $96 billion of annual consumer spending worldwide by 2015.” In addition, the company’s research shows that by next year, 40 percent of smartphone users will opt-in to context service providers that track their activities. This would equal about 720 million people, by their count. The research company believes that transportation, utilities, energy and healthcare firms, in particular, stand to gain from these trends.

    “Context-aware computing is the method by which new experiences are constructed that blend information from mobile, social, digital and physical world sources,” said William Clark, research vice president at Gartner. “The disruptions caused by context-aware computing will include major user, technology and business shifts, including the use of model-driven security in fraud detection and prevention, convergence in television, game, Web and mobile advertising, and new styles of application programming.”

    He added that “organizations that do not prepare for thoughtful information sharing — balancing usage, privacy and business models of consumers, context providers, and the enterprises themselves, will be at a severe disadvantage.”

    Currently, context-awareness is being leveraged by mobile applications and wearable technology such as fitness trackers from companies like Fitbit, Garmin and Nike as well as numerous smart watches like the upcoming Apple Watch, and finally, Google Glass. In the app realm, one example is Easilydo, a virtual assistant that manages your contacts, calendar and more, in much the same way that Google Now does, by learning from your actions and stored data.

    These smart apps and devices are still limited in their intelligence; they only know what a user shares whether it be actively or passively. For example, location-awareness becomes a challenge when one is indoors and out of range of Wi-Fi. Beacons, standalone devices that beam Bluetooth signals, are one solution that can be seen in the retail sector, where stores can communicate with shoppers, for example. Apple has joined the game with iBeacon, which is built into its devices and OS and can communicate with compatible beacons at retailers. Additionally, apps like Placed can be used to launch apps based on which room of your house you’re in, which makes the beacon experience more personal. But there is so much more potential to be tapped in this arena.

     

    How business benefits
    On the business side, mobile ad platforms can use your location to serve ads, but they can become more targeted through user profiling. Here too, location is just one tool at their disposal. InMobi, a mobile ad network, uses context-aware technology to create “SmartAds” which exploit a user’s immediate environment to trigger relevant ads. For instance, a user checking the weather on a hot summer day might see an ad for a cold drink or an air conditioner; conversely, on a snowy day, that same user might see an for a hot drink or winter boots. Looking into the future, a platform that knows not only that a user is at a ski resort, but is actually skiing, could serve ads for nearby après ski locations, or other relevant businesses and services.

    These apps and devices are only scratching the surface. Currently, all of them require at least some user intervention or prompting. Eventually, we’ll see smarter applications that can infer more about a user, digging deeper into their interests and preferences and learning from mistakes. For instance, apps could know without explicitly asking, where a user works and lives and what their regular schedule entails, and when they might need a break–almost reading one’s mind.

    The possibilities are endless.

    Guest Post by Prima Dona, Keypoint Technologies

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    Collaborating with consumers in their mobile moment of need

    Originally published on Digital Market Asia

    Mobile adoption rates are increasing all over the world and smartphone engagement is playing an important role in decision making process for customer purchases. Today we know where our consumers are, what their preferences are and even predict what they would like to find or buy in the next moment.

    As in any journey, experience is foremost. Purchase intention and positive brand image increases with brand service and engagement value and flow experience. Brands need to step up their game to improve the experience throughout the buyer’s journey.

    Overall, marketers need to focus on three crucial factors in order to deliver a positive and memorable user experience:
    • Serving mobile users in their moment of need
    • Making content or services relevant and contextual
    • Delivering a non-interruptive user experienceNew Picture

    Mobile users expect immediacy
    When users pick up their mobile devices, the primary expectation is to access content, find help, share information and get things done in that very moment. When marketers fail to meet the immediate needs of their users or serve content and information that is irrelevant, the services and content can be a turnoff for the user.

    Mobile offers an incredible opportunity to engage consumers with highly targetable deals and services closest to the users’ purchase or consumption intent. If brands can deliver service and content in expected immediacy and context, users’ likeability factor is likely to increase.

    A success story on serving users in their moment of need
    New Picture (1)A recent success story of a company that meets users’ immediate needs is Uber. Uber is a car service company that immediately connects riders and drivers through its mobile app. The Uber smartphone app accepts real-time requests from users who want immediate car service. Uber’s efforts are just one example of how meeting the immediate need of a user is shaping the future of search and service.

    Weaving intelligence into contextual content

    New Picture (2)On relevancy and hyper-context, Emu promised to be an efficient messaging app that lets its users message each other about say, a lunch date and get instant information on restaurant location or ratings etc. within the app. Letting you do more of what you need in fewer clicks or switching between apps, Emu did promise to do a lot, and has been a recent Google acquisition. We might see its integration with Google which already is refining its capabilities in delivering relevant and hyper-contextual search results.

    Another interesting player who got their mobile moment story right is WeChat. With a single usecase of enabling their users in China to book a taxi ride from within the chat context, their taxi ride partner Didi Dache received 0.7M taxi bookings per month via WeChat. That is a vision of meeting a pertinent user need in the mobile moment.

    Give users a non-interruptive experience
    Mobile ads are usually not click-worthy because they interrupt users’ actions and experiences. When users are playing a game, watching a video or browsing the Internet, they do not want to be interrupted by pop-ups or an unexpected ad.

    Interrupting users’ experiences inhibits a brand’s ability to engage consumers and limits the effectiveness of the service and offering. One way to drive an effective user engagement and to create a positive user experience is to give users control and let them decide how and when they want to interact with a brand. Another way is build the intelligence around the consumers needs at the point of intent to bring relevancy and accuracy to the brand engagement.

    Customers tend to perceive pre-targeted content and services in a more positive light when they have more control. Marketers must focus on giving careful consideration of users’ needs, preferences, interests and context. A hyper-contextual, useful user experience combined with an uninterrupted flow is essential for a successful campaign and a positive brand image.
    Early this year Jason Spero, Google’s head of performance media, talked of helping advertisers realise and measure the ‘full value of mobile’. He touched on Google’s vision of mobile moments around a consumer that marketers must engage with and part of how locally relevant experiences is relevant to this vision.

    Industry’s first pre-targeting platformNew Picture (3)
    In alignment with the the ad-tech momentum around mobile moments, we have spent more than a year researching and prototyping products that define hyper-contextual happy mobile moment experiences for consumers. Ensuring likeability and user engagement through a user’s mobile experience, Xploree intelligently empowers users to discover & search services, content, deals and offers when they need it. Xploree, New Picture (4)powered by KeyPoint Technologies is an innovative search and discovery platform that is user initiated and non-intrusive.

    Providing what perhaps Emu could not achieve, Xploree is a platform that works with all messaging apps, helping marketers and brands to connect with users in three ways: through discovery, search and intent.

    ‘Mobile Moments’ are THE opportunities
    By 2018, e-commerce sales across many retail categories are projected to grow to USD 414 billion. With increased innovation opportunities and users that are more receptive to finding new technology that serves them in their ‘mobile moment’, this is an exciting time for brands to improve their users’ mobile experience and buying process.

    – See more at: http://www.digitalmarket.asia/collaborating-with-consumers-in-their-mobile-moment-of-need/#sthash.hSXrzPuN.dpuf

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    Integrating Localization in Mobile Strategies

    This post originally appeared on gizmolead.com

     

    The proliferation of smart devices and the latest technologies have changed the way people interact with each other, unlocking several opportunities for e-commerce players to make the most of the available technologies.

    Mobile devices are increasingly becoming the preferred media choice with the greatest impact on consumer purchasing behavior.  With millions of users around the world accessing mobile info in local languages, there is no doubt that localized campaigns and local-language content is ranking high in marketing strategies.  Companies and organizations are now reaching out to a wider set of audiences and making products available to them.

    It’s All About Being at the Right Place at the Right Time:

    As mobile marketing matures in this decade, it is important to integrate localization in mobile strategies. Successful marketing campaigns are about delivering consumers value in an engaging manner and in a way that connects with them. Successful campaigns are seen through delivering the right content at the right time to users in their “mobile moment.”

    Recent studies show that most Internet and mobile users prefer localized content and ads. With multilingual ad campaigns, marketers have a better chance in building an effective campaign with a wider reach and have a huge opportunity to promote their products and service in a global marketplace.

    The Benefits of Being Global to Local

    Being an international business

    The growth of the Internet has placed businesses in a position where international trade is virtually on their doorstep. However, we live in a world where there isn’t one uniform language and that’s a key fact to accept. To be recognized as a global player it is important to communicate in the local language of the particular region.

    Building confidence and creating trust:

    A solid localization strategy incorporates multiple languages. It is a general mindset that customers are more likely to trust and do business with companies who can interact with them in their most preferable language.

    To build a strong presence it is important to secure and make consumers feel comfortable so that they can learn more about your business in their own language.

    Be conscious

    When companies use the multi lingual approach it shows they care and understand the requirements of their users or consumers.

    Show cultural sensitivity

    A properly designed multilingual marketing strategy can break down potential cultural barriers. Overseas customers can stay in their comfort zone rather than struggling to understand what is being communicated to them. Culturally informed usability is never a bad thing.

    A study earlier this year by Flurry shows that consumers spent 139 minutes out of 162 minutes of overall mobile engagement per day with apps. Hence for publishers it becomes important to bring value to the consumers with delightful features and offerings in their local language. The language forms a key piece in the mobile moment of a glocal consumer.

    Conclusion

    To capture a bigger portion of the global ecommerce pie, marketers must understand the importance of mobile as 50 percent of people who own a mobile phone use it as their primary Internet source.

    It is important to include a localization strategy that suits all of your business goals no matter where you’re doing business.

    Contributed by: Prima Dona – VP Product Innovation, IP, Business Strategy at KeyPoint Technologies

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    Exploring Mobile Moments and Building a Consumer Strategy for your App

    This post originally appeared on Product Nation

    It’s all about delivering the right message to the right audience at the right time. Today mobile offers us this capability to capture, analyse and execute in real-time on users immediate needs. Mobile is the disruptive force that is here to change long standing business models. When building a consumer strategy for your app, it is important to understand that the journey to business success begins with the consumers.

    Influential factor of brand messages and services increases when the message caters to the consumer’s need, preferences, and context. Engagement and incentives can make mobile moments more memorable.

    mobile momentsBrand experience must be pleasant and relevant to your consumers’ experience. However, marketers need to look beyond demographic, location specific or personal preferences and execute more on better targeting options like hyper-context. Hyper-context applications delve deeper in contextual understanding, going a step ahead to combine context with users past behaviours and preferences and to even predict the users’ need in the next moment. A personalized mobile experience that enriches consumer experience can augment favourable attitude toward a brand message, increasing purchase intention and significantly add to a company’s bottom line.

    Consumer strategies on mobile must focus on improving engagement with consumers in their mobile moment – defined by Forrester as:
    A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.

    The faster companies and marketers adapt to giving contextual experiences to their users the faster they would be able to keep pace with their competitors who are already engaging with their mobile consumers.

    Starbucks of US has emerged as a clear leader in catering to consumers in their mobile moments of need. Building a strong loyalty program (My Starbucks Rewards), when members pay via smartphone, they get to redeem their awards for free drinks and food. Talking revenue, the rewards for the company has been huge: “The Starbucks app is on track to process over $1.5 billion in payment volume in the U.S. in 2014.”(Via Business Insider)

    Adding on to their brand experience, Starbucks recently announced that they are ‘working on an order-ahead mobile application this year in a bid to speed up service and boost sales.’ The app will allow users to place their order before they arrive, reducing their wait time thereby adding to a more positive experience at their stores. Starbucks, through its successful consumer strategy has established a strong message on how influential factor of brand messages and services increases when the service caters to the consumer’s need, preferences, and context.

    With a truly mobile-first Indian market, there is an unprecedented opportunity for marketers and brands to reach out to mobile users and capitalize through new innovative platforms that leverage on the mobile moments of consumers. According to Gartner the Indian eCommerce market will reach $6 billion in 2015 a 70 percent increase over 2014 revenue of $3.5 billion. The report cites the biggest challenge is in ‘getting the business digital commerce strategy right and adequate investments in people, process and technology to engage with customers across channels, which has been ignored by Indian enterprises so far.’

    Brands and marketers must focus on creating a strong consumer strategy to increase customer connection and customer delight to overcome this challenge. Engagement and incentives can make mobile moments more memorable and add to measurable revenue growth and improved customer loyalty.

    Insights for creating a better mobile experience
    The App Publishers need to understand their consumers’ intent and patterns.  Once the app publishers identify these patterns and intents and analyse the need and behaviour, it will further help to pre-target user with relevant services, information and content. For example in iOS 8, users can take quick actions in response to a push notification like – accepting an invitation to a party, one-click offers on sensor enabled shoes which indicate a wear outAnother big step in this direction is Google’s step towards indexing mobile app intents/pages. This aids fastest hop discoveries of apps and services from one app to another. With such innovations, it gives marketers a hyper-moment of opportunity to make itself relevant and visible to users when they are in a moment of need.

    Another scenario is about enabling a user looking for second hand cars via search, online discussions with friends etc discover great deals catering to his needs and specific to his location while conversing. It is a hyper-moment where the users’ needs have been seamlessly met by just a click, and on the go. Mobile apps have opened up brilliant opportunities to connect consumers and brands in the mobile moment.

    Conclusion
    Creating such mobile moment, a user can be given the fastest service to solve his need at that instance and helping simplify the process of buy and sell. Apps which are able to weave this intelligence into their offerings will succeed in connecting to consumers in enriching and positive ways. This will not only delight the consumer but will also benefit brands.

    Contributed to Ms. Prima Dona – VP Product Innovation, IP, Business Strategy at KeyPoint Technologies