2M

Background & Challenges

In a rapidly changing media landscape, 2M wanted to strengthen its digital mobile presence by developing a modern, intuitive and engaging application. The objective: to offer users an enriched experience while enhancing brand image, strengthening loyalty and creating value around the mobile channel.

The challenges were both strategic (brand image, innovation, engagement, monetization) and functional (simplified access to content, interactivity, audience knowledge, targeted communication).

Our approach

• Mobiblanc designed a complete mobile platform, tailored to the new uses of mobile users in Morocco.
• Our approach is based on three pillars: Development, Dynamization and Data Exploitation.
• Development of a robust, scalable and secure native mobile infrastructure (Android and iOS)
• Implementation of a fluid, modern and immersive user experience
• Structuring of content around uses : live, replay, programs, news
• Integration of analysis, personalization, push notification and tracking tools
• Project management using agile methodology (Scrum), with delivery by sprint, testing and ongoing support

Key features

• Access to 2M live and replay programs
• News, editorial notifications, exclusive content
• TV guide, favorites, personalized push
• Multilingual browsing (FR/AR)
• Social sharing, rating and invitation modules
• Back-office for managing content and advertising campaigns
• Advertising campaign management with reporting (clicks, impressions, engagement rates)
• Usage analysis and user segmentation tools
• Offline management, security, stability and automated versioning

Results & impact

• A mobile application in line with international standards
• An enriched, interactive experience that boosts audience engagement
• A unified, modernized interface between web, mobile and social
• Improved performance thanks to usage analytics
• A scalable technological base ready for future developments
• A strategic mobile channel for 2M in its overall digital strategy

Key success factors

• Co-construction with 2M teams to ensure editorial and functional consistency
• Mobiblanc expertise in mobile design, native development and backend integration
• Agile approach, iterative deliveries and customer proximity
• Implementation of a complete ecosystem: development, acceptance, deployment, maintenance and support
• Transfer of skills and documentation to guarantee the autonomy of 2M teams

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