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Girls, Games, Giving…GamblingOctober 2012
Agenda                                                          Giving                                               Girls...
Agenda•   What is the state of consumer behaviour?•   What is the charitable giving industry doing?•   How does this apply...
Mobile is Everything4   Proprietary & Confidential to OpenMarket
Telephones5   Proprietary & Confidential to OpenMarket
Banking6   Proprietary & Confidential to OpenMarket
Coupons7   Proprietary & Confidential to OpenMarket
Directory Enquiries8   Proprietary & Confidential to OpenMarket
Games9   Proprietary & Confidential to OpenMarket
Magazines10   Proprietary & Confidential to OpenMarket
Maps11   Proprietary & Confidential to OpenMarket
Food Shopping12   Proprietary & Confidential to OpenMarket
Music13   Proprietary & Confidential to OpenMarket
News14   Proprietary & Confidential to OpenMarket
Reading15   Proprietary & Confidential to OpenMarket
Recruitment16   Proprietary & Confidential to OpenMarket
Travelling for meetings17   Proprietary & Confidential to OpenMarket
Scrapbooks18   Proprietary & Confidential to OpenMarket
Shopping19   Proprietary & Confidential to OpenMarket
Taxis20   Proprietary & Confidential to OpenMarket
Film and TV21   Proprietary & Confidential to OpenMarket
Congratulations22   Proprietary & Confidential to OpenMarket
Landlines23   Proprietary & Confidential to OpenMarket
Ad spend24   Proprietary & Confidential to OpenMarket
Knowledge25   Proprietary & Confidential to OpenMarket
Mobile is not a platform               Engaging your customers using mobile is a               natural response to the cha...
Giving
“Giving”28   Proprietary & Confidential to OpenMarket
Mind the gap29   Proprietary & Confidential to OpenMarket
The danger…30   Proprietary & Confidential to OpenMarket
The Evolution of Mobile Giving                        Scarcity                      Social proof                      Earl...
Beyond the tipping point                        Scarcity                      Social proof                      Early     ...
Regular giving now innovative                        Scarcity                      Social proof                           ...
Huge growth in mobile giving                                                Survey respondents who have given to          ...
Why SMS?     Personal     • More likely to appeal to the user as a more intimate       engagement     Self contained chann...
DEC36   Proprietary & Confidential to OpenMarket
SMS Donations – all about the Short Code37   Proprietary & Confidential to OpenMarket
Gift Aid Innovation38   Proprietary & Confidential to OpenMarket
Results              500% increase in SMS donations              60% opt-in to gift aid              Double the response f...
Peaks in donation revenue         Peak        caused       by single       TV plug        on ITV                          ...
The Faberge Big Egg Hunt41   Proprietary & Confidential to OpenMarket
Short Code at the heart of it all42   Proprietary & Confidential to OpenMarket
Capturing the public’s imagination43   Proprietary & Confidential to OpenMarket
Regular Giving44   Proprietary & Confidential to OpenMarket
Regular Giving                                                Direct Debit is a big emotional                             ...
Regular Giving46   Proprietary & Confidential to OpenMarket
Lessons• Enabling a mobile payment mechanism is a  natural response to where the customer is• The use of strong calls-to-a...
Girls
GirlsContent                                         2-way chat   Television49   Proprietary & Confidential to OpenMarket
Content Downloads               Come in two main formats50   Proprietary & Confidential to OpenMarket
Heavily driven by content     Re-engage      • Once the customer has interacted with you once, keep talking to them using ...
Two-way chatUser driven     • ‘Chat’ services are about keeping the user engaged at their level – people won’t necessarily...
The Chat Platform         Having a platform that enables you to build these            relationships is key to a long term...
TV54   Proprietary & Confidential to OpenMarket
Voice Short Codes                                                  5-digit                                                ...
Why use a Voice Short Code08/09 numbers potentially damaging brands     • Lack of clarity on pricingPricing Clarity across...
08 Numbers Today                                                 80% of consumers say 08                                  ...
One service drives the other                                                         Promoted                             ...
Lessons• The use of multiple mobile communication  channels drives customer engagement• Products are not independent silos...
Gaming
Push Notifications     Push Notifications are a permission based     customer communications tool     • Specific data is a...
Push Notifications62   Proprietary & Confidential to OpenMarket
Success in Gaming                        Common Findings              Additional Findings              • Twice the custome...
Permission Based     Push Notifications can be easily turned off by the user so you     must follow some best practice gui...
The user can opt-out…65   Proprietary & Confidential to OpenMarket
In Game Payments66   Proprietary & Confidential to OpenMarket
Lessons• Mobile applications that use Push  Notifications as a marketing tool are more  likely to be kept and used for lon...
Gambling
Mobile should underpin everything                                                Every transaction is an opportunity for C...
Summary     There are many individual lessons these sectors can teach us      • Mobile is not a product, it is a way in wh...
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OpenMarket - Girls, Games, Giving and Gambling

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Transcript of "OpenMarket - Girls, Games, Giving and Gambling"

  1. 1. Girls, Games, Giving…GamblingOctober 2012
  2. 2. Agenda Giving Girls Gaming Gambling2 Proprietary & Confidential to OpenMarket
  3. 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. 4. Mobile is Everything4 Proprietary & Confidential to OpenMarket
  5. 5. Telephones5 Proprietary & Confidential to OpenMarket
  6. 6. Banking6 Proprietary & Confidential to OpenMarket
  7. 7. Coupons7 Proprietary & Confidential to OpenMarket
  8. 8. Directory Enquiries8 Proprietary & Confidential to OpenMarket
  9. 9. Games9 Proprietary & Confidential to OpenMarket
  10. 10. Magazines10 Proprietary & Confidential to OpenMarket
  11. 11. Maps11 Proprietary & Confidential to OpenMarket
  12. 12. Food Shopping12 Proprietary & Confidential to OpenMarket
  13. 13. Music13 Proprietary & Confidential to OpenMarket
  14. 14. News14 Proprietary & Confidential to OpenMarket
  15. 15. Reading15 Proprietary & Confidential to OpenMarket
  16. 16. Recruitment16 Proprietary & Confidential to OpenMarket
  17. 17. Travelling for meetings17 Proprietary & Confidential to OpenMarket
  18. 18. Scrapbooks18 Proprietary & Confidential to OpenMarket
  19. 19. Shopping19 Proprietary & Confidential to OpenMarket
  20. 20. Taxis20 Proprietary & Confidential to OpenMarket
  21. 21. Film and TV21 Proprietary & Confidential to OpenMarket
  22. 22. Congratulations22 Proprietary & Confidential to OpenMarket
  23. 23. Landlines23 Proprietary & Confidential to OpenMarket
  24. 24. Ad spend24 Proprietary & Confidential to OpenMarket
  25. 25. Knowledge25 Proprietary & Confidential to OpenMarket
  26. 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. 27. Giving
  28. 28. “Giving”28 Proprietary & Confidential to OpenMarket
  29. 29. Mind the gap29 Proprietary & Confidential to OpenMarket
  30. 30. The danger…30 Proprietary & Confidential to OpenMarket
  31. 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. 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. 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. 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. 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. 36. DEC36 Proprietary & Confidential to OpenMarket
  37. 37. SMS Donations – all about the Short Code37 Proprietary & Confidential to OpenMarket
  38. 38. Gift Aid Innovation38 Proprietary & Confidential to OpenMarket
  39. 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. 40. Peaks in donation revenue Peak caused by single TV plug on ITV August 201140 Proprietary & Confidential to OpenMarket
  41. 41. The Faberge Big Egg Hunt41 Proprietary & Confidential to OpenMarket
  42. 42. Short Code at the heart of it all42 Proprietary & Confidential to OpenMarket
  43. 43. Capturing the public’s imagination43 Proprietary & Confidential to OpenMarket
  44. 44. Regular Giving44 Proprietary & Confidential to OpenMarket
  45. 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. 46. Regular Giving46 Proprietary & Confidential to OpenMarket
  47. 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. 48. Girls
  49. 49. GirlsContent 2-way chat Television49 Proprietary & Confidential to OpenMarket
  50. 50. Content Downloads Come in two main formats50 Proprietary & Confidential to OpenMarket
  51. 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. 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. 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. 54. TV54 Proprietary & Confidential to OpenMarket
  55. 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. 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. 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. 58. One service drives the other Promoted content downloads Subscription TV clubs Voice chat SMS Chat58 Proprietary & Confidential to OpenMarket
  59. 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. 60. Gaming
  61. 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. 62. Push Notifications62 Proprietary & Confidential to OpenMarket
  63. 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. 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. 65. The user can opt-out…65 Proprietary & Confidential to OpenMarket
  66. 66. In Game Payments66 Proprietary & Confidential to OpenMarket
  67. 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. 68. Gambling
  69. 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. 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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