2. ray anderson
TRANSCRIPT
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Customer Experience:
How do you delight customers?
Ray Anderson, CEO, Bango12th March 2012
© 2012 Bango plcwww.bango.com
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Where Bango fits in:
Streamlinethe userpayment
experiencePay
For thousands of digital merchants
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DelightDesire
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Despair
Desire
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Example using Paypal Mobile Operator Billing Payment (Zong)
1. Choose your sword
2. Type in your phone number
3. Click to continue
4. Wait for a text message
5. Open the message
6. Note down the PIN code
7. Go back to the game
8. Type in the PIN code
9. Get the sword
User experience example…
Buying a sword during a mobile game:
User experience can be life or death …
Killed by
the Ogre
Pay with PayPal (Zong)
1. Choose your sword
2. Click & type phone number
3. Click to continue
4. Wait for a text message
5. Open the message
6. Note down the PIN code
7. Go back to the app
8. Type in the PIN code
9. Get the sword
User experience can be life or death …
Pay with Bango1. Choose your sword
2. Click to pay
3. Get the sword
Killed by
the Ogre
Pay with PayPal (Zong)
1. Choose your sword
2. Click & type phone number
3. Click to continue
4. Wait for a text message
5. Open the message
6. Note down the PIN code
7. Go back to the app
8. Type in the PIN code
9. Get the sword
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User experience can Delight!
Pay with Bango1. Choose your sword
2. Click to pay
3. Get the sword
Defeated the giant
Met the princess
Ruling the land
Killed by
the Ogre
Pay with PayPal (Zong)
1. Choose your sword
2. Click & type phone number
3. Click to continue
4. Wait for a text message
5. Open the message
6. Note down the PIN code
7. Go back to the app
8. Type in the PIN code
9. Get the sword
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Example: Bango for Dada musicbox
Bango for Blackberry App World
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HTML5
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Behind the Scenes….
Single technical and commercial integration with 80+ billing systems
User Identity:Bango ID merges multiple identities
using cross-site & app history
Common user identity across multiple services / apps
Enables better user experience than any other solution
Operationalsystems
Bango payment platform
RIM Identity
Opera ID
Carrier UserID
Device ID
Browser ID
Amazon ID
Facebook ID
Carrier MSISDN
Open ID
PaymentReduce ops. cost and risk
AnalyticsUnderstanding drives
revenue
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• Driving factors- good price (in local currency)- clear language- trust brand(s)- repeating user- Operator / payforit endorsement
100%enter Bango
payment collection process
91.1%Return to CP site
payment confirmed
2.6%Explore T&C, Data
Charges, other
2.2%Fail to return
after reading T&C, Data Charges, other
5%Unable to pay,
according to biller
3.0% Out of funds0.8% Payment Bar0.2% Biller fault
2%Cancel (Decline)
0.7%Lost - Unknown
(disconnect, bookmark, “back”, biller loss)
• Causal Factors- no money available- barred by account owner / carrier- billing failed or fraud detected
• Causal Factors- did not expect to pay- price too high- did not like T&C
• Causal Factors- biller systems lose user- switched to other URL/bookmark- loss of interest- connection fault
1.9% CP Handled0.1% Bango Handled
Conversion Rate Measurement
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500 visitors click “BUY”at your mobile website
Conversion Rate is Key to Profit
Buy 1,000 visits for $1 each($1,000 marketing cost)
Example:
You are selling items at $10 each which incur a
royalty of $3 each
You market using use performance based
mobile search and ads
Billing Cost 30% (70%out)
60% CR 62% CR
Sell 300=$3,000
Sell 310=$3,100
Cost of sale:$1,8000.3*$3,000 billing
300*$3 royalty
$200 Profit
Cost of sale:$2,4000.3*$3,100 billing
310*$3 royalty
$240 sales
2%
20%
A small difference in conversion rate
Can cause a hugedifference in gross
profit
($1,000 marketing cost) ($1,000 marketing cost)
A B
Delight
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DelightDesire
Bring delight a little closer…