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@ThingsExpo: 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 serves as the Senior Vice President, Solutions Strategy, at Regalix, a Silicon Valley based company, focused on bringing the best strategies, digital technologies, processes and people together to deliver improved customer experiences, journeys and success through the combination of intelligent solutions, analytics, automation and services. He is a popular writer, speaker and futurist, and in the past 8 years he has taught workshops for large enterprises and government agencies in 18 different countries. He has over 32 years of experience working with strategic enterprise IT solutions and business processes, and he is also a veteran executive working with both solution and services companies. He has written dozens of technology and strategy reports, over a thousand articles, interviewed hundreds of technology experts, and produced videos on the future of digital technologies and their impact on industries.

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