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OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
OpenMarket - Girls, Games, Giving and Gambling
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OpenMarket - Girls, Games, Giving and Gambling

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  • 1. Girls, Games, Giving…GamblingOctober 2012
  • 2. Agenda Giving Girls Gaming Gambling2 Proprietary & Confidential to OpenMarket
  • 3. Agenda• What is the state of consumer behaviour?• What is the charitable giving industry doing?• How does this apply to gambling?• What is the adult industry doing?• How does this apply to gambling?• What is the gaming industry doing?• How does this apply to gambling?• Questions3 Proprietary & Confidential to OpenMarket
  • 4. Mobile is Everything4 Proprietary & Confidential to OpenMarket
  • 5. Telephones5 Proprietary & Confidential to OpenMarket
  • 6. Banking6 Proprietary & Confidential to OpenMarket
  • 7. Coupons7 Proprietary & Confidential to OpenMarket
  • 8. Directory Enquiries8 Proprietary & Confidential to OpenMarket
  • 9. Games9 Proprietary & Confidential to OpenMarket
  • 10. Magazines10 Proprietary & Confidential to OpenMarket
  • 11. Maps11 Proprietary & Confidential to OpenMarket
  • 12. Food Shopping12 Proprietary & Confidential to OpenMarket
  • 13. Music13 Proprietary & Confidential to OpenMarket
  • 14. News14 Proprietary & Confidential to OpenMarket
  • 15. Reading15 Proprietary & Confidential to OpenMarket
  • 16. Recruitment16 Proprietary & Confidential to OpenMarket
  • 17. Travelling for meetings17 Proprietary & Confidential to OpenMarket
  • 18. Scrapbooks18 Proprietary & Confidential to OpenMarket
  • 19. Shopping19 Proprietary & Confidential to OpenMarket
  • 20. Taxis20 Proprietary & Confidential to OpenMarket
  • 21. Film and TV21 Proprietary & Confidential to OpenMarket
  • 22. Congratulations22 Proprietary & Confidential to OpenMarket
  • 23. Landlines23 Proprietary & Confidential to OpenMarket
  • 24. Ad spend24 Proprietary & Confidential to OpenMarket
  • 25. Knowledge25 Proprietary & Confidential to OpenMarket
  • 26. Mobile is not a platform Engaging your customers using mobile is a natural response to the changing patterns of behaviour already demonstrated Mobile is not just a platform on which you can offer a product Mobile should be the glue that holds your products and services together26 Proprietary & Confidential to OpenMarket
  • 27. Giving
  • 28. “Giving”28 Proprietary & Confidential to OpenMarket
  • 29. Mind the gap29 Proprietary & Confidential to OpenMarket
  • 30. The danger…30 Proprietary & Confidential to OpenMarket
  • 31. The Evolution of Mobile Giving Scarcity Social proof Early adopters Early majority Late majority Laggards 13.5% 34% 34% 16%Innovators2.5%31 Proprietary & Confidential to OpenMarket
  • 32. Beyond the tipping point Scarcity Social proof Early adopters Early majority Late majority Laggards 13.5% 34% 34% 16%Innovators2.5%32 Proprietary & Confidential to OpenMarket
  • 33. Regular giving now innovative Scarcity Social proof SMS donationRG PSMS Early adopters Early majority Late majority Laggards 13.5% 34% 34% 16%Innovators2.5%33 Proprietary & Confidential to OpenMarket
  • 34. Huge growth in mobile giving Survey respondents who have given to charity in last 3 months “In which of the following ways did you give?”34 Proprietary & Confidential to OpenMarket
  • 35. Why SMS? Personal • More likely to appeal to the user as a more intimate engagement Self contained channel • No need for the user to ‘do anything’ beyond own a phone 90% are read within 1 hour • In fact most are read within minutes Control • The initial interaction by the user overcomes the biggest barrier35 Proprietary & Confidential to OpenMarket
  • 36. DEC36 Proprietary & Confidential to OpenMarket
  • 37. SMS Donations – all about the Short Code37 Proprietary & Confidential to OpenMarket
  • 38. Gift Aid Innovation38 Proprietary & Confidential to OpenMarket
  • 39. Results 500% increase in SMS donations 60% opt-in to gift aid Double the response from other channels 25% added to these donations Over £1,500,000 raised by SMS and Gift aid OpenMarket processed over £10,000 minute Record donations by mobile for DEC39 Proprietary & Confidential to OpenMarket
  • 40. Peaks in donation revenue Peak caused by single TV plug on ITV August 201140 Proprietary & Confidential to OpenMarket
  • 41. The Faberge Big Egg Hunt41 Proprietary & Confidential to OpenMarket
  • 42. Short Code at the heart of it all42 Proprietary & Confidential to OpenMarket
  • 43. Capturing the public’s imagination43 Proprietary & Confidential to OpenMarket
  • 44. Regular Giving44 Proprietary & Confidential to OpenMarket
  • 45. Regular Giving Direct Debit is a big emotional commitment User feels less in control How do you stop a direct debit (or put it on hold)? Feel like you are paying for utilities rather than donating Regular PSMS for more streamlined with the user in the driving seat45 Proprietary & Confidential to OpenMarket
  • 46. Regular Giving46 Proprietary & Confidential to OpenMarket
  • 47. Lessons• Enabling a mobile payment mechanism is a natural response to where the customer is• The use of strong calls-to-action where the user can respond within 5 seconds has dramatically changed advertising strategy• The initial interaction is the biggest step – this will be the same for gambling47 Proprietary & Confidential to OpenMarket
  • 48. Girls
  • 49. GirlsContent 2-way chat Television49 Proprietary & Confidential to OpenMarket
  • 50. Content Downloads Come in two main formats50 Proprietary & Confidential to OpenMarket
  • 51. Heavily driven by content Re-engage • Once the customer has interacted with you once, keep talking to them using SMS Produce • Get new content together all the time and advertise it constantly Call to action • Make sure every piece of marketing (TV, Print, SMS) has a direct call to action Simplicity rules • Keep the call to action simple – DO THIS NOW Segment • Keep a track of user preference and target SMS broadcasts appropriately – if they want to see Anna, tell them when Anna has a Get your content out there • If you pay 3p for a text message and charge £3 for a download, you only need a 1% conversion rate • A well targeted campaign can see conversion of over 15%51 Proprietary & Confidential to OpenMarket
  • 52. Two-way chatUser driven • ‘Chat’ services are about keeping the user engaged at their level – people won’t necessarily want to talk about the same thingsIt’s a relationship • A conversation is made up of two people, and the user will want to feel like he/she knows the chat operatorRemarketing is important • But frequency of contact should be dictated by the customer – if they normally engage with you every day but then stop for a few days, send a free message asking where they have beenTreat VIP customers well • Free interactions every month (non-billed SMS, freephone number to call their favourite girl)Give back • Offer something ‘real’ to certain customers • Credit their phone with cash • Hardcopy content52 Proprietary & Confidential to OpenMarket
  • 53. The Chat Platform Having a platform that enables you to build these relationships is key to a long term business53 Proprietary & Confidential to OpenMarket
  • 54. TV54 Proprietary & Confidential to OpenMarket
  • 55. Voice Short Codes 5-digit numbers Can be set Voice Callable to Freephone Short from mobiles Codes Fixed price for mobiles55 Proprietary & Confidential to OpenMarket
  • 56. Why use a Voice Short Code08/09 numbers potentially damaging brands • Lack of clarity on pricingPricing Clarity across VSCs • Uniform network pricing • Can be set to 0p per minute • No need for mobile users to pay ‘considerably more’ • Clarity increases consumer confidenceMemorable • Can build a brand around the 5-digit Short CodeCan be enabled across different platforms • Can be set up across Voice, SMS and MMS56 Proprietary & Confidential to OpenMarket
  • 57. 08 Numbers Today 80% of consumers say 08 phone numbers damage their perception of a brand 0800 numbers can Almost 50% cost up to of consumers 40p per say they have minute when suffered bill dialling from shock as a a mobile. result of 084x calling an 08 numbers can number cost more 9 out of 10 consumers want more transparency when dialling 08 numbers57 Proprietary & Confidential to OpenMarket
  • 58. One service drives the other Promoted content downloads Subscription TV clubs Voice chat SMS Chat58 Proprietary & Confidential to OpenMarket
  • 59. Lessons• The use of multiple mobile communication channels drives customer engagement• Products are not independent silos but are all used to drive each other• Simple, easy to use mobile payment mechanism leads to more impulse led purchases and greater revenue in the long term59 Proprietary & Confidential to OpenMarket
  • 60. Gaming
  • 61. Push Notifications Push Notifications are a permission based customer communications tool • Specific data is automatically sent to the user via their mobile device • User is identified by a native application on their handset • Enables brands to socialise with their customers, hopefully on their customers’ terms • A range of potential uses include customer service alerts, social updates, new content advice, relevant offers, breaking news, reminders and location specific information61 Proprietary & Confidential to OpenMarket
  • 62. Push Notifications62 Proprietary & Confidential to OpenMarket
  • 63. Success in Gaming Common Findings Additional Findings • Twice the customer • 80% higher retention rate retention rate for users receiving push • Customer engagement rate notifications in the first is four times higher month after app download • Over half of all app usage is driven from push notifications • 67% during the first moth after app download • 74% during the second month after app download • 81% during the third month after app download63 Proprietary & Confidential to OpenMarket
  • 64. Permission Based Push Notifications can be easily turned off by the user so you must follow some best practice guidelines • Provide user controls and preferences – Via application user preferences let users select the times they get content and the types of content they are interested in. In doing so users can make the experience more customized and personal • Make messages relevant – Think more in terms of how can a message serve the customer versus how it can market. • Make the messages engaging and entertaining – With push you can deliver more than just text so make the interaction as engaging and interesting for the user as possible. This also lends itself to sharing opportunities which will help your brand. • Maintain brand consistency – Keep your messaging, look and feel consistent across all your channels. This reinforces your brand image and lessons confusion about different messages. • Track results – Pay attention to what works and what doesn’t so your messaging strategy can improve over time.64 Proprietary & Confidential to OpenMarket
  • 65. The user can opt-out…65 Proprietary & Confidential to OpenMarket
  • 66. In Game Payments66 Proprietary & Confidential to OpenMarket
  • 67. Lessons• Mobile applications that use Push Notifications as a marketing tool are more likely to be kept and used for longer• This marketing must be relevant to the user and ‘play to their rules’• In Game Payments using a mobile payment mechanism (online or on mobile) create a different breed of player – one that spends little but often67 Proprietary & Confidential to OpenMarket
  • 68. Gambling
  • 69. Mobile should underpin everything Every transaction is an opportunity for CRM Put the user in control by giving them the ability to talk to you as well as the other way round Keep it simple by send short communications that relay a simple point Use a call to action on everything – in message, on TV, in print, on the radio Use these to measure the impact of your marketing in real time and change as is necessary69 Proprietary & Confidential to OpenMarket
  • 70. Summary There are many individual lessons these sectors can teach us • Mobile is not a product, it is a way in which you can interact with your customers across all of your products • The majority of customers will want to contact you from their mobile and so won’t want to be constrained by limitations of other channels • Give your customers a multi-modal access point – Voice and SMS using the same number • Keep calls-to-action simple, but make sure they are on everything • A mobile payment mechanism will create a different breed of player – one who becomes a VIP in the long term • Mobile is the glue that can keep your entire product suite together For more information please contact: Siamac Rezaiezadeh – siamac.rezaiezadeh@openmarket.com Text „siamac‟ to 88600 (from a UK mobile phone number) Go to www.openmarket.com70 Proprietary & Confidential to OpenMarket

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