Slide presentation showing how Wifi Connected mobile phones / smartphones require a totally new identification system to enable analytics and billing.

1. Identity
The key to unlock the mobile web
Lee Davies
CTO
© 2009 Bango plc
www.bango.com
Version 1.0

2. Who we are
Chosen by leading
 A global mobile web technology company operators to enable
on-bill payments
 Key technology and relationships to deliver
accurate identification of mobile visitors and
off-portal billing solutions
 Over 9 years industry experience
Award winning
 On London Stock Exchange technology
(AIM: BGO)
 Offices in Cambridge, UK
and New York, USA
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3. What do we do
Mobile web analytics
Bango gives you the most accurate, in-depth data on your mobile customers
as they visit your sites and interact with your mobile marketing campaigns.
Mobile billing
With Bango you will make more sales of your mobile content and services.
Customers include:
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4. Your users matter most
• As a developer, you are building solutions for your users
• They are individuals C l i cked t
he ad,
p
trying t
o signu my
– Visiting your site ’s isit
It h v
t
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– Purchasing your products, content and services
– Interacting with your service
• Developers need to know
– Who are your users and where they come from
– What they are doing and what they want
– Their history, behavior, trends
• You can build the best possible products with
– Knowledge and understanding about your users and markets
– Engagement and strong relationships
– Focus and personalization
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5. Mobile delivers a superior platform
• Personal, always on and always with you
• Mobile has:
– Identity
– Location
– Direct, single-click method of payment (high conversion)
• Precise user identification delivers
– Highest accuracy of information and measurement
– Best understanding of your users
– Opportunity to truly personalize and engage
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6. Personalizing the experience
• Having an identity opens up many possibilities
• Detect first-time users
• Recognize returning customers
– Reward them
– Offer things you know they love
• Offer a “My downloads” area
• Personalization features
– Preferred content types
– Visual appearance
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7. Developing for mobile is complex
Operator WAP gateway
Operator Internet gateway
RIM gateway Internet
Browser gateway
Corporate gateways
• Growing range of devices
– Classic phones thru feature phones to smart phones…
– Varying capabilities – screens, media, touch…
– Multiple browsers – Safari WebKit, IE, Opera, Mozilla, SkyFire…
• Multiple connections that change frequently
– MNO, MVNO connections
– WiFi
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8. The challenges of multiple connections
Operator WAP gateway
Internet
Operator Internet gateway
• Consumer confusion over connection types
– WAP, GPRS, Internet, WiFi
– Which should I use?
– Some things only work using WAP
• Some connections hide operator & identity
– Devices frequently change connection type
– Some devices never connect via operator gateways
– Many BlackBerry devices connect via RIM gateways
• Some operators don’t support services on Internet
gateways
– Orange, O2, AT&T support only WAP gateways
– Even operator-hosted payment solutions can fail to
identify the user
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9. 4 year Mobile web activity trend via MNO
700
User connected via MNO Gateway
Weekly transactions - Ref 100=May 1st 2005
600
500
400
300
200
100
0
Nov-05
Nov-06
Nov-07
Nov-08
May-06
May-05
Feb-06
Feb-07
May-07
Aug-07
Feb-08
Aug-08
May-09
May-08
Aug-05
Aug-06
Feb-09
Transaction volumes (payment or ID) for 20 mobile websites that have been tracked since May 2005
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10. Unique users per week - Ref 100=May 1st 2005
0
100
200
300
400
500
600
700
May-05
Aug-05
Nov-05
Feb-06
May-06
Aug-06
Nov-06
User connected via Wifi
Feb-07
May-07
Aug-07
Nov-07
Feb-08
May-08
4 year Mobile web activity trend – plus WiFi
Aug-08
Nov-08
User connected via MNO Gateway
Feb-09
May-09
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11. Unique users per week - Ref 100=May 1st 2005
0
100
200
300
400
500
600
700
May-05
Aug-05
Nov-05
Feb-06
May-06
Aug-06
Nov-06
User connected via Wifi
Feb-07
May-07
Aug-07
Nov-07
Feb-08
Wifi connectivity entering “mass market”
May-08
Aug-08
Nov-08
User connected via MNO Gateway
Feb-09
May-09
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12. Unique users per week - Ref 100=May 1st 2005
0
100
200
300
400
500
600
700
May-05
Aug-05
Nov-05
Feb-06
May-06
Aug-06
Nov-06
Feb-07
May-07
Aug-07
Nov-07
Feb-08
Increasing WiFi usage to these 20 sites
May-08
Aug-08
Nov-08
Feb-09
May-09
0%
5%
10%
15%
20%
25%
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13. Trend across all Bango tracked sites
Transaction volumes (payment or identity) across more than 17,000 mobile websites
35%
30%
31%
27%
25%
23%
20%
19%
17%
15%
13%
10%
9%
8%
5%
0%
2q07 3q07 4q07 1q08 2q08 3q08 4q08 1q09
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14. Usage of both WiFi and MNO connection
• Sample of 100,000 random unique users visiting sites in May:
Thousands of sites
69,017 visited by mobile operator ONLY
16,681 visited using WiFi ONLY
14,302 visited using MNO AND WiFi during May alone
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15. Building a global solution for identification
• Bango assigns a unique identity to every visitor
– Independent of operator identity – MSISDN, subno, client-id, nothing
– All devices and connections – WiFi, BlackBerry, iPhone, Opera
– Identity upgraded as connection changes
• E.g. WiFi identity upgraded with operator information when known
• Single, persistent ID across all connections and multiple visits
• Multi-tier logic using authenticated ID from operator relationships
A user identity – e.g. 523679
Their country of origin (e.g. USA)
Which operator they use (e.g. Sprint)
How they are currently connected
User ID
Their device and mobile number
523673
Where they are right now (e.g. Starbucks)
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16. Open platform, based on standards
• Bango is an open platform
• Based on standard internet technologies
– HTTP and HTTPS
– SOAP Web Services
• Use the platform how you want, using your chosen technology
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17. How you can collect data
• Collecting data is simple and non-intrusive
– Invisible image tags
– HTTP redirection
– Web Services
• Real-time user information collected for you
– Unique, persistent user identity
– Device details
– Operator information
– Current location
• Data available in real-time via Web Services
• Or can be viewed using rich web reports
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18. Analyzing the results
• Precise unique visitor identification
– Accurate foundation – better than desktop
– Meaningful customer-centric information
– Accurate path analysis
– History of visits, payments, goals
• Real-time visitor IDs
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19. Rich mobile information
• Devices
– Device Atlas, WURFL
• Operators and country
– MNO – Sprint, Telefonica, O2 etc
– MVNO – Boost, Jitterbug etc
– Any internet connection
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20. Recommendations
• Don’t ignore WiFi
• Record and understand individual customers
• There is a lot of value in your data
• Personalize the experience (use a real-time user ID)
– Build user history and trends
– Target messages and offers
– Welcome new visitors and reward loyal customers
– Store preferences
– Avoid logins
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21. We’d like your input
• You are the experts in your field
• The mobile landscape continues to change
• More devices are moving off-network
• We’d like to help you build great products..
… and get your feedback
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22. Questions?
• Lee Davies
– lee@bango.com
• Bango Analytics
– http://bango.com/analytics
• Bango Payment
– http://bango.com/payment
• More information
– http://blog.bango.com
– http://forums.bango.com
– http://analyticsonmobile.com
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