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?
• Questions
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23. Landlines
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24. Ad spend
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25. Knowledge
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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 together
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31. The Evolution of Mobile Giving
Scarcity Social proof
Early
adopters Early majority Late majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
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32. Beyond the tipping point
Scarcity Social proof
Early
adopters Early majority Late majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
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33. Regular giving now innovative
Scarcity Social proof
SMS
donation
RG PSMS
Early
adopters Early majority Late majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
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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?”
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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 barrier
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36. DEC
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37. SMS Donations – all about the Short Code
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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 DEC
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40. Peaks in donation revenue
Peak
caused
by single
TV plug
on ITV
August 2011
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41. The Faberge Big Egg Hunt
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42. Short Code at the heart of it all
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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 seat
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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 gambling
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49. Girls
Content 2-way chat Television
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50. Content Downloads
Come in two main formats
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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%
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52. Two-way chat
User driven
• ‘Chat’ services are about keeping the user engaged at their level – people won’t necessarily want to
talk about the same things
It’s a relationship
• A conversation is made up of two people, and the user will want to feel like he/she knows the chat
operator
Remarketing 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 been
Treat 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 content
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53. The Chat Platform
Having a platform that enables you to build these
relationships is key to a long term business
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54. TV
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55. Voice Short Codes
5-digit
numbers
Can be set
Voice Callable
to
Freephone
Short from
mobiles
Codes
Fixed price
for mobiles
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56. Why use a Voice Short Code
08/09 numbers potentially damaging brands
• Lack of clarity on pricing
Pricing 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 confidence
Memorable
• Can build a brand around the 5-digit Short Code
Can be enabled across different platforms
• Can be set up across Voice, SMS and MMS
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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 numbers
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58. One service drives the other
Promoted
content
downloads
Subscription
TV
clubs
Voice chat SMS Chat
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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
term
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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
information
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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 download
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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.
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65. The user can opt-out…
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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 often
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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 necessary
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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.com
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