Amazon is most mobile ready brand in India; MDEX Report

Ansible, the mobile marketing and technology agency of IPG Media brands, in partnership with global market research firm YouGov, and powered by Google, has launched the inaugural edition of MDEX, that ranks world's most mobile ready brands. The MDEX determined each brand's mobile performance against five dimensions: discoverability, mobile optimisation, navigation and content, utility and usability, and driving desired actions.

In total, more than 2,000 brands were reviewed across 15 countries (Argentina, Australia, Austria, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, UK, Uruguay, and the USA) against 60 separate criteria, producing in excess of 2,40,000 data points.

The top 10 most mobile ready brands in India Are:

1. Amazon

2. Tata Motors

3. Hyundai

4. Maruti

5. Snapdeal

6. Horlicks

7. Lakme

8. Rin

9. Iodex

10. Bournvita

The top 10 most mobile ready brands in the world are:

1. Facebook

2. Amazon

3. 7-Eleven

4. Hyundai

5. Microsoft

6. Nike

7. Google

8. Adidas

9. OLX

10. Target

Travis Johnson, global chief executive officer, Ansible, says in a press release, "The MDEX is a first-of-its-kind study that provides IPG Media brands clients with the tools, knowledge and platform insights needed to be at the forefront of mobile."

He adds, "A dynamic and robust mobile strategy is critical for brands in today's marketing ecosystem. The MDEX will serve as the corner stone of our client advisory services and strategic offerings".

Anjali Hegde, chief executive officer, Ansible India, says in a press release, "India is a mobile first nation and an entire generation has bypassed PC/Desktop to connect digitally. The new consumer is mobile first and uses it as a primary tool for information, entertainment, engagement, communication and commerce. MDEX puts into perspective and benchmarks the mobile readiness of brands to connect with this new consumer. It is an authoritative study which looks at the mobile ecosystem in a holistic way. This is a study is timely and would immensely benefit brands to remain ahead of the curve."

In June 2016, IPG Mediabrands, in partnership with Jonah Berger, associate professor, The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On, unveiled the D100, it's first-ever global analysis and ranking of the world's most dynamic brands. Both rankings serve as fundamental insights to transform the agency's offerings, and adapt to new-world brand metrics, including agility, responsiveness, innovation and sociability.

Henry Tajer, global chief executive officer, IPG Mediabrands, says in a press release, "Similar to theD100, 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."

Jake Gammon, head of Omnibus, US, YouGov, says in a press release, "The MDEX methodology synthesises multiple data to create a truly multi dimensional view in to the consumer mobile experience, and lays out a clear path for brands to innovate around their mobile web experience."

The premise behind this global study is to examine how brand shave and continue to adapt to the rapid shift in consumer engagement and behaviour. According to MAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, in 2016, consumers dedicated 33 per cent of their time to mobile devices, compared with 25 per cent to Live TV. By 2021, MAGNA projects that consumers will raise their mobile consumption to 37 per cent, with Live TV consumption decreasing to 22 per cent.

As the study evolves, the MDEX will continue to inform, educate and impact IPG Mediabrands, its clients, partners and specialty business units on best-practices, innovation and insights on mobile devices. In an ever-shifting and fragmented media landscape, with new ways to connect with audiences, mobile-first strategies serve as a key component for sustained growth and future performance.