Mobile Payment - the new CRM

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Presentation from the Online Marketing Show at Marketing Week Live, London, June 27th 2012.

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Mobile Payment - the new CRM

  1. 1. Mobile Payment - the new CRM The Online Marketing Show - 27th June 2012Oisin Lunny, Senior Market Development Manager, OpenMarket
  2. 2. Mobile is radically disruptive2 years old 124 years old13 employees 17,000 employeesBought for $1 billion Chapter 11 bankruptcy2 Proprietary & Confidential to OpenMarket
  3. 3. Worldwide smartphone activations… …outnumber child births three to one.3 Proprietary & Confidential to OpenMarket
  4. 4. One in three would… …give up sex rather than give up their mobile phones.4 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  5. 5. What would you give up…?Would choose daily use of mobile phone over daily useof ___________, if forced to choose.• Alcohol 70 percent• Chocolate 63 percent• Caffeine 55 percent• Exercise 54 percent• Sex 33 percent• Toothbrush 22 percent• Shoes 21 percent5 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  6. 6. Addicted to our smartphones?80%…more likely to causetraffic accidents thanalcohol due to itsdistracting nature6 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  7. 7. Addicted to our smartphones?35%…of adults withfamilies regularlycheck their phone atthe dinner table7 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  8. 8. Addicted to our smartphones?66%…of smartphoneowners sleep withtheir phone next tothem8 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  9. 9. Addicted to our smartphones?66%…and look at it justbefore sleeping andfirst thing whenthey wake in themorning9 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  10. 10. Addicted to our smartphones?48%…admit to endinga relationship viatext message,email, Facebookor Twitter10 Proprietary & Confidential to OpenMarket Telenav survey July 2011
  11. 11. Addicted to our smartphones? Mobile phones have moved beyond a necessity into an addiction11 Proprietary & Confidential to OpenMarket
  12. 12. The Great Mobile Ad Spending Gap12 Proprietary & Confidential to OpenMarket
  13. 13. Massive Second Screen App Audience13 Proprietary & Confidential to OpenMarket
  14. 14. Here Me Now14 Proprietary & Confidential to OpenMarket
  15. 15. Why “Here Me Now”?• the power of now• surprises• social rewards• simplicity• free• fun• missions15 Proprietary & Confidential to OpenMarket John X. Kenny Draftfcb
  16. 16. Sun, sea, and mobile CRM. Spongebob© Copyright 1999 Viacom International Inc. All Rights Reserved.
  17. 17. Planning the holiday17 Proprietary & Confidential to OpenMarket
  18. 18. Planning the holiday18 Proprietary & Confidential to OpenMarket
  19. 19. Flight booking confirmation19 Proprietary & Confidential to OpenMarket
  20. 20. Finding the hotel20 Proprietary & Confidential to OpenMarket *118118 powered by OpenMarket
  21. 21. Hotel search21 Proprietary & Confidential to OpenMarket
  22. 22. Car parking – advance booking22 Proprietary & Confidential to OpenMarket
  23. 23. Car parking – pay on the day23 Proprietary & Confidential to OpenMarket *Mirada parking solutions powered by OpenMarket
  24. 24. Terminal advice24 Proprietary & Confidential to OpenMarket *many mobile CRM campaigns are powered by OpenMarket
  25. 25. CRM outreach25 Proprietary & Confidential to OpenMarket *many mobile gaming companies are powered by OpenMarket
  26. 26. Airport promotions26 Proprietary & Confidential to OpenMarket
  27. 27. Customer compensation27 Proprietary & Confidential to OpenMarket *many mobile vouchering campaigns are powered by OpenMarket
  28. 28. Arrivals promotion28 Proprietary & Confidential to OpenMarket
  29. 29. Pay by SMS29 Proprietary & Confidential to OpenMarket *many mobile payment campaigns are powered by OpenMarket
  30. 30. In holiday reminders30 Proprietary & Confidential to OpenMarket
  31. 31. Security reminders31 Proprietary & Confidential to OpenMarket
  32. 32. Customer compensation32 Proprietary & Confidential to OpenMarket *many mobile crediting campaigns are powered by OpenMarket
  33. 33. Transport innovation• OpenMarket “Location Based Service” API finds nearest licensed cab for CabWise from database of over 45,000 33 Proprietary & Confidential to OpenMarket
  34. 34. DEC mobile charity donation …powered by OpenMarket.34 Proprietary & Confidential to OpenMarket
  35. 35. Re-activation campaigns35 Proprietary & Confidential to OpenMarket
  36. 36. Marketing campaigns36 Proprietary & Confidential to OpenMarket *voice short codes like this are available from OpenMarket
  37. 37. Post campaign analytics37 Proprietary & Confidential to OpenMarket
  38. 38. Bringing it all together SMS chat Payments Vouchers A2P SMS Voice LBS shortcode Crediting Analytics38 Proprietary & Confidential to OpenMarket
  39. 39. OpenMarket customer & partners Proprietary & Confidential to OpenMarket
  40. 40. OpenMarket approach• We supply mobile building blocks: - messaging, payment, VAS• For brands and agency partners• Bring agencies creativity to life on mobile• Reliable, scalable, remove the complexity• Technical account management 24/7• Great account management• Operational excellence• Direct connections• Backed by $3bn revenues / year Proprietary & Confidential to OpenMarket
  41. 41. Technology example Proprietary & Confidential to OpenMarket
  42. 42. Technology example Proprietary & Confidential to OpenMarket
  43. 43. Technology example Proprietary & Confidential to OpenMarket *Mock up of OpenMarket SMS customer care platform for Quantas Airways
  44. 44. Demo videosVisit http://videos.cmx2.com for our demo videos. Proprietary & Confidential to OpenMarket
  45. 45. Are we payment ready? Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX. Proprietary & Confidential to OpenMarket
  46. 46. Payment ready? Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX. Proprietary & Confidential to OpenMarket
  47. 47. Payment ready? “Consumer readiness is a critical success factor.” “The most advanced infrastructures in the world, with responsive legal systems, mature economies, andsophisticated technology networks, may be fertile ground, but until consumers embrace mobile payments, that ground will remain fallow. Consumer familiarity, willingness, and actual usage are necessary conditions for mobile payments to take off.” Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX. Proprietary & Confidential to OpenMarket
  48. 48. So… Keep It Short & Simple!!! • Text consumers and inform them about deals, new stuff, or just continue the conversation. • Target based on past purchasing behavior. • Feedback loop for a multitude of cross-sell and up-sell opportunities. Proprietary & Confidential to OpenMarket
  49. 49. Contact OpenMarketsales@uk.openmarket.com twitter @openmarket facebook @openmarket www.openmarket.com text “sales” to 88600

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