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Related Topics: Mobile Apps and Frameworks, Internet of Things Journal

Blog Post

The Best of Mobile Commerce 2015 By @KRBenedict | @ThingsExpo #IoT

This article highlights the best strategy and thinking around mobile commerce in 2015

In 2015, a master strategy for mobile commerce emerged.  Mobile apps need to be personalized, but that is not enough. Personalization without context, relevance, value to the customer and permission is just creepy and/or obnoxious.  We recognized a new kind of partnership is required between customers and trusted vendors.  One that requires a deeper level of earned trust, and one that provides mutual benefits through the sharing of data.  We call this relationship a MME Data Partnership.

Parts of MME Data Partnerships can be found within many existing loyalty and rewards programs.  Although the purpose is rarely understood.  These programs define how the collection and use of specific data will be used to provide mutual benefits.  It is an overt agreement by both parties to share and use data in return for defined rewards.  Within a MME Data Partnership we found three types of data, we call 3D-Me, are needed to optimize a mobile user experience:

  1. Digital data - online and mobile activities and behaviors
  2. Physical data - Sensor and IoT
  3. Personal data - MME Data Partnerships

For each of these categories purposeful strategies need to be developed and implemented to collect, analyze and utilize the data in order to provide the best experiences for customers.

Personalization, as we have learned, is not enough. Personalization needs to be combined with CROME Triggers (contextually relevant opportunities, moments and environments), which are bits of data that when collected and analyzed in real-time, identify the need for specific and relevant personalized content.

All of these strategies and more are discussed in "The Best of Mobile Commerce 2015" articles listed below:

Download the full report, "Cutting Through Chaos in the Age of Mobile Me" here.

More Stories By Kevin Benedict

Kevin Benedict is an opinionated futurist, Principal Analyst at the Center for Digital Intelligence™, C4DIGI.com, emerging technologies analyst, and digital transformation and business strategy consultant. In the past 8 years he has taught workshops for large enterprises and government agencies in 18 different countries, and is a keynote speaker at conferences worldwide. He spent nearly 5 years working as a Senior Analyst at Cognizant (CTSH), and 2 years serving in Cognizant's Center for the Future of Work where he wrote many reports, hundreds of articles, interviewed technology experts, and produced videos on the future of digital technologies and their impact on industries. He has written articles published in The Guardian, wrote the Forward to SAP Press' book titled "Mobilizing Your Enterprise with SAP", published over 3,000 articles and was featured as thought leader and digital strategist in the Department of Defense's IQT intelligence journal. Kevin lectures and leads workshops, teaches and consults with companies and government agencies around the world to help develop digital transformation and business strategies. Visit his website at C4DIGI.com.