I was delighted to present "Optimising the Mobile User Experience" at #EiG14, referencing a joint webinar given by SkyBet and OpenMarket for the MMA relier this year.

1. EiG
October
2014
“Optimising
the
mobile
user
experience”
Oisin
Lunny,
Senior
Market
Development
Manager,
OpenMarket

2. OpenMarket
2

3. OpenMarket
3

4. Global
Trends
4
8

5. Desktop
growth
predictions
5

6. Mobile
growth
trends
6

7. So
basically…
7

8. Phillip
Clarke,
Tescos
8
“It’s
too
late
to
have
a
digital
strategy,
every
aspect
of
your
business
needs
to
be
digital.”

9. Gerd
Leonhard,
Futurist
9
“80%
of
global
internet
traffic
will
come
from
always
connected
mobile
devices
within
four
years!”

10. Mobile
Consumers
are
Engaged
10
Source:
Our
Mobile
Planet
(Google)

11. Mobile
for
acquisition
11

12. Mobile
for
acquisition
12
Source:
Our
Mobile
Planet
(Google)

13. Mobile
is
Silo
Smashing
13

14. Mobile
is
also…
14

15. Why
all
the
silo
smashing?
15

16. Stop
interrupting!
16

17. Shut
up
and
take
my
number!
17

18. Holistic
approach
to
UX
18
Source:
http://www.senseimarketing.com/bending-­‐the-­‐linear-­‐b2b-­‐customer-­‐lifecycle/

19. Market
Trends
19
8

20. Global
Mobile
Gambling
Growth
• Global
20
mobile
gambling
market
to
generate
over
€19bn
in
2018.
• Will
account
for
44%
of
total
interactive
gambling
gross
win.
• EU
spend
per
adult
will
grow
from
€1
in
2010
to
over
€17.
• Spread
from
Asia
to
Europe
and
a
future
spread
across
N.
America.

21. UK
Growth
• UK
21
Gambling
Industry
worth
£2.28
bn
in
v.
£1.27
bn
in
2008
.
(H2
Gambling
Capital,
2013)
• The
number
of
searches
conducted
via
mobile
in
2012
rose
by
75%.
• 29%
who
have
gambled
online
do
so
by
smartphone.
(Mintel,
2012)

22. UK
Growth
• Driven
22
by
‘In-­‐Play’ Football
betting
growth

23. A
competitive
&
23
‘noisy’
market…
• A
SMS/
TV
Competitors Customer
Email
Sky
Bet Push
high
number
of
daily
communications
• Promotion
driven
industry
-­‐
Customers
actively
look
for
promotions.
• SMS
and
Push
is
used
to
stop
them
having
to
look,
to
disrupt
their
search
before
they
find
a
competitor.
• Customer
profiles
show
low
brand
loyalty.

24. SMS
is
a
key
tool
in
24
‘turning
a
customers
head’
• Instant,
reactionary,
and
can
be
contextual
–
SMS
used
to
message
customers
pre-­‐
decision,
during
half
time,
reacting
to
the
action
on
field.
• Message
must
deliver
a
feel
of
‘exclusivity’
to
add
value
and
with
‘In-­‐Play’
mobile
only
offers
give
a
small
time
frame
in
which
to
respond.
• CTA’s
must
give
place
a
customer
onsite,
within
the
chosen
market
to
speed
the
conversion
process
from
received
SMS
to
‘placed
bet’. 14

25. Targeting
• Which
25
customer
will
want
the
message?
• Record
habits,
patterns
&
customers
that
have
followed
the
journey
presented
to
them
–
have
they
gone
on
to
make
a
purchase
before?
• What
is
their
purchase
history?
• When
will
the
customer
want
the
message?
• Examine
past
campaigns,
send
times,
response
times
and
measured
opt
outs.
• If
in
doubt,
deliver
at
peak
website
times.
• Examine
post
send.
• Which
customers
responded
to
which
channel?
15

26. Consider
the
whole
mobile
experience
• Where
26
will
a
customer
go?
• Place
a
customer
on
mobile
optimised
site.
• Go
further,
link
them
to
exact
pages
that
relate
to
the
message.
• Without
a
smooth
journey
customers
will
quickly
switch
off
or
get
distracted.
• When
should
they
be
there?
• Add
a
time
to
log
it
in
their
Calendar.
• Clear
instructions?
• If
it
can’t
be
explained
in
an
SMS
or
a
push,
use
another
form
of
communication.
16

27. Examples
27
17

28. Harnessing
the
power
of
mobile
messaging
• MMS
&
Direct
Mail
28
• Impressive
forms
of
communication
increase
the
‘wow’
factor,
increase
customer
interest
in
your
brand,
if
you
impress
them,
even
if
they
are
not
interested
in
the
main
message
of
the
communication.
• SMS
&
Proactive
Calling
• Verification
–
SMS
has
shown
an
uplift
of
4%
in
customer
verification
of
a
customer’s
address.
Allowing
quick
conversion
into
a
customer
that
can
deposit
–
SMS
less
disruptive
than
a
call.
• SMS
&
Push
• A
two
layered
approach
–
SMS
for
bespoke
messages,
Push
as
an
extension
of
the
App.

29. Sky
Poker
MMS
• Bespoke
product
needed
a
bespoke
campaign.
29
• Poker
customers,
tech
savvy,
appreciative
of
quality
technology.
• Cost
effective
vs.
Direct
Mail.
• Targeting
• Ensuring
a
customer
can
receive
the
MMS.
• Picking
customers
lapsed
on
Sky
Poker
that
have
used
the
Sky
Vegas
&
Sky
Poker
App.
• Delivery
• Harnessing
the
OpenMarket
MMS
function
with
support
from
their
team.

30. Sky
Poker
MMS
-­‐
results
30
Uplift Response
5.98%
9.06%
A
uplift
in
response
of
3.08%.
5.98%
(DM)
vs.9.06%
(MMS).
9.14%

31. Key
takeaways
31
22

32. Test,
test,
test
• Use
every
opportunity
to
test
a
communication
–
this
adds
value.
• Plan
tests,
tie
into
appropriate
campaigns
–
ensure
with
SMS
the
test
does
not
break
the
32
‘golden
rules’
of
SMS.
• Multi
layered
results,
to
look
at
each
aspect,
e.g.
click
throughs,
days
on
site,
deposits,
App
launches
(Push),
customer
value
segmentation
(did
the
comm.
achieve
more
of
a
reaction
from
Higher
Value
customers?)
Plan
Test
Analyse
Feedback Deliver

33. Use
SMS/Push
to
stretch
33
‘normal
buying
habits’
SMS/Push Consumer
Normal
buying
habits
Added
buying
habit
• Create
extra
value
or
Added
buying
habit
perceived
extra
value.
• Give
customers
offers
just
outside
their
normal
buying
habit.
• Personalised
offers
&
extras
related
to
their
purchases.
• Give
customers
reasons
to
revisit
your
site/visit
earlier
than
expected.
• Must
be
used
carefully
–
close
to
their
normal
habits.

34. and
finally….
34
22

35. Our
Mission
• OpenMarket
35
helps
enterprises
use
mobile
to
transform
their
business.
• OpenMarket
provides
mobile
engagement
solutions
for
organisations
to
optimise
their
operations
and
enhance
relationships
with
their
customers
and
employees.
• Major
enterprises
choose
OpenMarket
for
our
domain
expertise,
service
flexibility,
demonstrated
performance
and
reliability,
global
scale,
and
corporate
maturity.
• Our
clients
trust
us
to
power
their
mobile
business.

36. Why
OpenMarket
• We
36
help
enterprises
use
mobile
to
transform
their
business
!
Domain
Expertise
–
OpenMarket
resolves
the
complexities
and
fragmentation
of
the
mobile
ecosystem
by
providing
expertise
in
mobile
engagement
solutions,
regulatory
compliance,
and
industry
best
practices
Service
Flexibility
–
OpenMarket’s
portfolio
of
solutions,
flexible
Mobile
Engagement
Platform
and
professional
services
allow
enterprises
to
support
multiple
use
cases
for
customers
and
employees
Demonstrated
Performance
&
Reliability–
Global
enterprises
trust
OpenMarket
with
their
mobile
engagement
business
because
of
our
scalable
and
highly
reliable
platform,
industry-­‐leading
SLAs
and
operational
expertise
Global
reach
–
A
number
of
the
world’s
largest
enterprises
choose
OpenMarket
for
our
global
reach,
market
leadership,
capacity
and
support,
helping
them
engage
with
their
customers
and
employees
globally
Corporate
maturity
–
Enterprises
partner
with
OpenMarket
for
our
breadth
of
solutions,
global
scale,
industry
expertise,
financial
stability,
mature
business
practices,
and
data
security
and
privacy
policies,
all
of
which
help
minimize
business
risk
and
optimize
ROI

37. Contact
details:
@OisinLunny
oisin.lunny@openmarket.com
+44
7740
819
480 @openmarket