Ansible MDex Mobile Index

Ansible MDex Mobile Index

There are many awards that recognize brands for their mobile innovations and strategies but surprisingly there are none for how well a brand pleases its clients while driving conversions. Most of the brands focus on innovating new technologies and strategies but they tend to neglect the fundamental aspects that provide powerful mobile experiences to the customer.

To address this concern, Mediabrand's mobile marketing and technology agency, Ansible has come up with the MDex Mobile Index, in association with YouGov and Powered by Google. Assessing more than 2000 brands in 15 countries, MDEX is the largest global study determining a brand’s visibility and performance.  It also highlights crucial points that every agency must consider, for example: being mobile focused is the ultimate mantra for success. It is an increasingly essential and evolving trend that every brand and marketer should inculcate in their core strategies.

As part of The Digital Economy Keynote Session, the MDex was first launched at Mobile World Congress.

Ansible’s global footprint comprises of 23 offices across 15 countries worldwide. It is a first-of-its-kind study that provides the complete guide of mobile capabilities including apps, sites, media, mobile commerce, content, and other latest technologies such as chatbots, wearables, beacons, virtual reality and augmented reality.

Furthermore, Ansible’s offers best practices, exclusive mobile media planning strategies and patented technologies such as, the ‘MiBeacons’ platform and ‘HARK™’ (second- screen gaming technology).

Henry Tajer, Global CEO at IPG Mediabrands said, “Similar to the D100, the MDEX underpins our efforts to be the catalyst of change management and transformation for brands by harnessing the power of dynamic marketing to drive future-forward global strategies for our clients.”

Mdex has raised the bar higher for measuring and assessing mobile website and App performance. It is serving as the global standard helping people to find out brand efficacy across their mobile assets.

Scott Player, CEO at Ansible Australia said, “The MDEX is the first study in the world to benchmark a brand’s mobile performance and will provide clients with the insights and roadmap they need to power their mobile strategy.” He also added, “In our increasingly mobile-first world, it is critical to engage consumers with a frictionless and dynamic mobile customer experience. The MDEX will serve as the cornerstone of our client advisory services and strategic offerings.”

Quite predictably, the best performing mobile ready brand on the list is Facebook with Amazon at second and 7-Eleven at third position. Other brands in the top 10 are: Nike, Adidas, Hyundai, Google, Target and Microsoft. It collected and analyzed over 240,000 data-points of all the 2000 brands to come up with the list.

Let’s look at the complete list top 20 of Most “Mobile Ready” Global brands:

• Facebook

• Amazon

• 7-Eleven

• Hyundai

• Microsoft

• Nike

• Google

• Adidas

• OLX

• Target

• Bayer

• Lazada

• HP

• Walmart

• Uber

• MetLife

• Scotiabank

• Jeep

• Starbucks

• Watsons

IPG Mediabrands’s Global president, John Sintras explained, “The MDEX extends beyond research, and will be leveraged as a key product for new business generation, growth and our agency’s innovation efforts.”

So, what makes a great mobile experience and how can it be measured accurately? MDex lets you figure out what matters most to customers.

This survey ranks the world's most 'mobile ready' brand based on 60 different metrics covering 5 key dimensions.

1.           Discoverability – Assessment of how easily a user can find a brand’s application and mobile website when he needs it.

2.           Navigation and Content – The overall design and the structure of a brand’s mobile website with uncomplicated menus and high-quality content.

3.           Utility and Usability – It involves an evaluation of a mobile website’s User experience design(UX, UXD, UED or XD) with regard to intuitive design, customer experience and value proposition.

4.           Mobile Optimization– A technical evaluation of a brand’s website optimization for mobile users.

5.           Driving the Desired Actions from users– The attributes and functionality of a brand’s website which are responsible for driving users effortlessly through to the desired content or actions with auto fill, streamlined forms, call-to-action buttons, hover states, etc.

Ansible figured out that an excellent mobile experience should include these abovementioned 5 core dimensions for captivating and dynamic user experience. In partnership with YouGov, Ansible derived these data from an amalgamation of the Consumer Usability Survey and Google Design Principles.

This ranking is comprised of both qualitative and quantitative measures. Measurements consist of:

Qualitative and Quantitative Components:

·             Google Search Rankings

·             Google Mobile Page Insights and Friendliness Score

·             Google Mobile Search Results

·             Google’s Mobile Site and App Design Principles

·             Web Page Test Results

·             Consumer Usability Survey

·             Insights and analysis (consisting of product, data and research analysts)

·             Content analysis (based on three category: teach-ability, persuasion and capability to engage users)

This report reveals that approximately 33% of the brands inspected only managed to score less than 70 out of 140 points. Honestly, some brands have made their information, products and services painfully inaccessible for customers, let alone transactions and adding value to a customer’s life with their products and services.

Conclusion:

As the industry grows, the MDEX will keep on to enlighten, teach and influence IPG Mediabrands, its customers and associates on best strategies, innovation and approaches on mobile devices to satisfy the customers. In this ever-evolving and volatile media landscape, MDex can guide brands with fresh ideas to captivate customers and mobile-first tactics that act as a vital element for continuous development as well as future performance.

To  access the complete rankings list or a particular brand performance, visit www.themdex.com.