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Simplifying the app store experience to increase subscriber engagement

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Co-presented by Bango and MNO du, this keynote speech from GSMA M360 Middle East covers the importance of the app store experience to increase engagement.

Bango technology opens up online payment to the mobile mass market. Internet goliaths that want to reach everyone use the Bango Payment Platform to achieve universal scale.

Bango is the winning choice for offering carrier billing and other alternative payment methods to every customer, through one, global platform.

For more information, contact sales@bango.com
Follow us on twitter: @bangodotcom
Find out more about the GSMA M360 series here: https://www.mobile360series.com/

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Simplifying the app store experience to increase subscriber engagement

  1. 1. © 2016 Bango plc bango.com Trevor Goldberg, VP Business Development at Bango Noaf Ereiqat, Director Digital Services and DCB at du Simplifying the app store experience to increase subscriber engagement 18 October 2016
  2. 2. 0 5 10 15 20 25 30 2014 2015 2016 2017 2018 2019 2020 Revenue($bn) The importance of app store carrier billing 2 Source: Ovum Global carrier billing revenue, by segment, 2014-20 Bango delivers maximum success … Physical Goods Bundling / off-store apps Online PC games Browser based PRS / feature phones Indie stores OS app stores
  3. 3. So why doesn’t everyone pay with carrier billing? Hurdles? 1. Fear of cannibalization? 2. Customer awareness? 3. High costs / poor commercials? App store customers Customer paying by other means Customer not yet paying Customers currently paying with carrier billing
  4. 4. Fear of cannibalization Introduction of lower margin 3rd party app store business 3rd party app store SMS Voice Data 1stparty services - Erosion of high margin revenue  Customer spends no extra money on bill  Less spent on high margin 1st party services  Money redirected to lower margin app store  Loss of margin from fixed monthly budget Fixedmonthlybudget SMS Voice Data 1stpartyservices Existing high margin 1st party business
  5. 5. App store carrier billing adds incremental revenue Introduction of lower margin 3rd party app store business 3rd party app store SMS Voice Data 1stparty services - Myth Erosion of high margin revenue  Customer spends no extra money on bill  Less spent on high margin 1st party services  Money redirected to lower margin app store  Loss of margin from fixed monthly budget Fixedmonthlybudget SMS Voice Data 1stpartyservices Existing high margin 1st party business SMS Voice Data 1stpartyservices 3rd party app store +  Customer spends more money on bill  No loss of spend on 1st party services  Additional spend on 3rd party content  Total spend grows, adding new revenue Reality Addition to high margin revenue Increasedmonthlybudget
  6. 6. App store carrier billing drives other revenue streams 6 Introduction of lower margin 3rd party app store business 3rd party app store SMS Voice Data 1stparty services - Myth Erosion of high margin revenue  Customer spends no extra money on bill  Less spent on high margin 1st party services  Money redirected to lower margin app store  Loss of margin from fixed monthly budget Fixedmonthlybudget SMS Voice Data 1stpartyservices Existing high margin 1st party business Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2014 - 2015 Voice minutes Before Google Play After Google Play Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2014 - 2015 SMS sent Before Google Play After Google Play Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2014 - 2015 Mb of data Before Google Play After Google Play Download the full report from http://bango.com/resources SMS Voice Data 1stpartyservices 3rd party app store +  Customer spends more money on bill  No loss of spend on 1st party services  Additional spend on 3rd party content  Total spend grows, adding new revenue Reality Addition to high margin revenue Increasedmonthlybudget
  7. 7. Compelling content drives new users 7 1st carrier billing purchase in Google Play (single operator) Pokémon Go versus all others New DCB user – Pokémon Go New DCB user – All others
  8. 8. Result: Significant revenue growth 8 1st carrier billing purchase in Google Play (single operator) Pokémon Go versus all others New DCB user – Pokémon Go New DCB user – All others New operator revenue Pokémon Go Number 1 Number 2 Number 3 All others
  9. 9. Vertical move into adjacent business 9 No secret that revenues from voice and messaging are in decline DCB
  10. 10. Why DCB? 10 • Financial inclusion of unbanked • Seamless customer experience • Reduce revenue leakage • Higher conversion & increased stickiness • Lacking consumer education • Fear of fraud & accidental purchase • Evolving regulation & consumer protection
  11. 11. Advantages of Integration partner 11 • Single integration for multiple partners • Proactive app store onboarding • Dedicated team for technical integration & testing • Single point of contact for customer operations • Ongoing support & alignment
  12. 12. Post-Launch success 12 • Continuous month on month growth • Joint performance analysis – Bango Boost • Efficient customer care tools • Spend limit reviews & adjustment • Joint alignment on new products & services 95% 75%
  13. 13. What the future holds 13 • New partner & store onboarding • Consumer education • Expansion of DCB use cases • New app stores • Digital vouchers • Services • Physical goods
  14. 14. 14 Great event branding at Dubai’s GITEX
  15. 15. 15 Impressive speaker line-up! Etisalat – VR roller coaster STC Samsung’s presence The du Telecom booth

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