IABUK "Mobile & The Consumer Journey" 29/01/113 Oisin Lunny

•

1 like•618 views

I was delighted to speak at the IAB UK Mobile & The Consumer Journey event. My presentation takes a very special mobile ambassador on the journey, illustrating the multiple ways in which mobile technology can enhance his experience.

Technology

Mobile & The Consumer Journey
@oisinlunny
Senior Market Development Manager, OpenMarket

OpenMarket are...

Your Trusted Partner for Mobile Engagement
Proprietary
&
Conﬁden0al
to
OpenMarket

OpenMarket provide...

“The industry-leading, cloud-based
mobile engagement platform,
allowing customers to create
complex mobile solutions without
the need for their own technical
infrastructure.”

Proprietary
&
Conﬁden0al
to
OpenMarket

OpenMarket customers include...

Proprietary
&
Conﬁden0al
to
OpenMarket

Worldwide smartphone activations…

…outnumber child births three to one.

One in three would…

...give up sex for smartphone access!

What would you give up…?
What % would choose daily use of mobile phone over...
•Alcohol 70 %
•Chocolate 63 %
•Caffeine 55 %
•Exercise 54 %
•Sex 33 %
•Toothbrush 22 %
•Shoes 21 %

Sackville Travel
I need a
holiday!!!

9 Proprietary
&
Conﬁden0al
to
OpenMarket

Finding the hotel

10 Proprietary
&
Conﬁden0al
to
OpenMarket

Hotel search

11 Proprietary
&
Conﬁden0al
to
OpenMarket

Car parking

12 Proprietary
&
Conﬁden0al
to
OpenMarket

Airport promotions

13 Proprietary
&
Conﬁden0al
to
OpenMarket

Customer compensation voucher

14 Proprietary
&
Conﬁden0al
to
OpenMarket

CRM outreach / Above The Line adverts

25 Proprietary
&
Conﬁden0al
to
OpenMarket

Arrivals promotion

16 Proprietary
&
Conﬁden0al
to
OpenMarket

Pay by SMS

29 Proprietary
&
Conﬁden0al
to
OpenMarket

In holiday reminders

18 Proprietary
&
Conﬁden0al
to
OpenMarket

Customer compensation

19 Proprietary
&
Conﬁden0al
to
OpenMarket

Transport innovation
• LBS
ﬁnds
nearest
licensed
cab
from

database
of
over
45,000

20 Proprietary
&
Conﬁden0al
to
OpenMarket

Papa Johns Pizza

21 Proprietary
&
Conﬁden0al
to
OpenMarket

Charity donation

34 Proprietary
&
Conﬁden0al
to
OpenMarket

TV promotion
TV Peaking at 298k on 08/07/11 £300,000

£225,000
TV events / newspaper ads drove peak donations,
in particular support from ITV
£150,000
TV

£75,000

£0

August 2011

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 /second
• Record donations by mobile for DEC

Re-activation campaigns
I need a
holiday!!!

25 Proprietary
&
Conﬁden0al
to
OpenMarket

Multi modal short codes

26 Proprietary
&
Conﬁden0al
to
OpenMarket

Post campaign analytics

27 Proprietary
&
Conﬁden0al
to
OpenMarket

Bringing it all together = mCRM

SMS
chat A2P
SMS Vouchers

LBS Mul0
modal
shortcode
Credi0ng Analy0cs

28 Proprietary
&
Conﬁden0al
to
OpenMarket

The Future...

29 Proprietary
&
Conﬁden0al
to
OpenMarket

Every device...

...will be a transactional device!
30 Proprietary
&
Conﬁden0al
to
OpenMarket

Mobile payments...

Text

...add measurability to broad based campaigns!
31 Proprietary
&
Conﬁden0al
to
OpenMarket

Google wallet...

Text

...trackable ROI and “ads for the real world”.
32 Proprietary
&
Conﬁden0al
to
OpenMarket

Remote proximity payments...

Text

...the mobile handset is the point of sale.
33 Proprietary
&
Conﬁden0al
to
OpenMarket

Contact OpenMarket
sales@uk.openmarket.com
twitter @OpenMarketEU
www.openmarket.com
text “oisin” to 88600

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IABUK "Mobile & The Consumer Journey" 29/01/113 Oisin Lunny

1. Mobile & The Consumer Journey @oisinlunny Senior Market Development Manager, OpenMarket

2. OpenMarket are... Your Trusted Partner for Mobile Engagement Proprietary & Conﬁden0al to OpenMarket

3. OpenMarket provide... “The industry-leading, cloud-based mobile engagement platform, allowing customers to create complex mobile solutions without the need for their own technical infrastructure.” Proprietary & Conﬁden0al to OpenMarket

4. OpenMarket customers include... Proprietary & Conﬁden0al to OpenMarket

5. Mobile & The Consumer Journey

6. Worldwide smartphone activations… …outnumber child births three to one.

7. One in three would… ...give up sex for smartphone access!

8. What would you give up…? What % would choose daily use of mobile phone over... •Alcohol 70 % •Chocolate 63 % •Caffeine 55 % •Exercise 54 % •Sex 33 % •Toothbrush 22 % •Shoes 21 %

9. Sackville Travel I need a holiday!!! 9 Proprietary & Conﬁden0al to OpenMarket

10. Finding the hotel 10 Proprietary & Conﬁden0al to OpenMarket

11. Hotel search 11 Proprietary & Conﬁden0al to OpenMarket

12. Car parking 12 Proprietary & Conﬁden0al to OpenMarket

13. Airport promotions 13 Proprietary & Conﬁden0al to OpenMarket

14. Customer compensation voucher 14 Proprietary & Conﬁden0al to OpenMarket

15. CRM outreach / Above The Line adverts 25 Proprietary & Conﬁden0al to OpenMarket

16. Arrivals promotion 16 Proprietary & Conﬁden0al to OpenMarket

17. Pay by SMS 29 Proprietary & Conﬁden0al to OpenMarket

18. In holiday reminders 18 Proprietary & Conﬁden0al to OpenMarket

19. Customer compensation 19 Proprietary & Conﬁden0al to OpenMarket

20. Transport innovation • LBS ﬁnds nearest licensed cab from database of over 45,000 20 Proprietary & Conﬁden0al to OpenMarket

21. Papa Johns Pizza 21 Proprietary & Conﬁden0al to OpenMarket

22. Charity donation 34 Proprietary & Conﬁden0al to OpenMarket

23. TV promotion TV Peaking at 298k on 08/07/11 £300,000 £225,000 TV events / newspaper ads drove peak donations, in particular support from ITV £150,000 TV £75,000 £0 August 2011

24. 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 /second • Record donations by mobile for DEC

25. Re-activation campaigns I need a holiday!!! 25 Proprietary & Conﬁden0al to OpenMarket

26. Multi modal short codes 26 Proprietary & Conﬁden0al to OpenMarket

27. Post campaign analytics 27 Proprietary & Conﬁden0al to OpenMarket

28. Bringing it all together = mCRM SMS chat A2P SMS Vouchers LBS Mul0 modal shortcode Credi0ng Analy0cs 28 Proprietary & Conﬁden0al to OpenMarket

29. The Future... 29 Proprietary & Conﬁden0al to OpenMarket

30. Every device... ...will be a transactional device! 30 Proprietary & Conﬁden0al to OpenMarket

31. Mobile payments... Text ...add measurability to broad based campaigns! 31 Proprietary & Conﬁden0al to OpenMarket

32. Google wallet... Text ...trackable ROI and “ads for the real world”. 32 Proprietary & Conﬁden0al to OpenMarket

33. Remote proximity payments... Text ...the mobile handset is the point of sale. 33 Proprietary & Conﬁden0al to OpenMarket

34. Contact OpenMarket sales@uk.openmarket.com twitter @OpenMarketEU www.openmarket.com text “oisin” to 88600

IABUK "Mobile & The Consumer Journey" 29/01/113 Oisin Lunny

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IABUK "Mobile & The Consumer Journey" 29/01/113 Oisin Lunny