We have been hearing this for several years now: this year will be the year of mobile! The same was heard at the beginning of the new year. While mobile has become well established, smartphones have become ubiquitous and mobile data has proven its value, some elements are missing.

During this CMO breakfast, we want to address the current state of mobile experience. Together with Google and IBM, we want to show you how crucial mobile is to your marketing strategy, which advantages come from the data you derive from having a mobile marketing strategy and which steps you can take today.

Before diving into the discussion, we will listen to a keynote intervention by Kevin Put, Senior Consultant in Experience Design at IBM in Zurich. He is designing applications together with Apple and he creates visual designs that evoke the desired user behavior. Human behavior and purchase patterns are based on emotions. Marketers who manage to create a delightful mobile user experience are more than one step ahead of the competition.