openmarket - girls, games, giving and gambling

Girls, Games, Giving…Gambling

October 2012

Agenda

Proprietary & Confidential to OpenMarket 2

Gambling

Gaming

Girls Giving

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?

• What is the gaming industry doing?

• Questions

Mobile is Everything

Telephones

Banking

Coupons

Directory Enquiries

Magazines

Food Shopping

Reading

Recruitment

Travelling for meetings

Scrapbooks

Shopping

Film and TV

Congratulations

Landlines

Ad spend

Knowledge

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

Giving

“Giving”

Mind the gap

The danger…

The Evolution of Mobile Giving

Innovators 2.5%

Early adopters 13.5%

Early majority

34% Late majority

34% Laggards 16%

Social proof Scarcity

Beyond the tipping point

Innovators 2.5%

Early majority

34% Late majority

34% Laggards 16%

Social proof Scarcity

Regular giving now innovative

Innovators 2.5%

Early majority

34% Late majority

34% Laggards 16%

Social proof Scarcity SMS donation

RG PSMS

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?”

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

SMS Donations – all about the Short Code

Gift Aid Innovation

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

Peaks in donation revenue

August 2011

Peak caused

by single TV plug on ITV

The Faberge Big Egg Hunt

Short Code at the heart of it all

Capturing the public’s imagination

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

Regular Giving

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

Content 2-way chat Television

Content Downloads

Come in two main formats

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%

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

The Chat Platform

Having a platform that enables you to build these relationships is key to a long term business

Voice Short Codes

5-digit numbers

Callable from

mobiles

Fixed price for mobiles

Can be set to

Freephone

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

08 Numbers Today

80% of consumers say 08 phone numbers damage

their perception of a brand

Almost 50% of consumers say they have suffered bill shock as a result of

calling an 08 number

9 out of 10 consumers want more transparency when

dialling 08 numbers

0800 numbers can

cost up to 40p per

minute when dialling from

a mobile. 084x

numbers can cost more

One service drives the other

Promoted content

downloads

Subscription clubs

SMS Chat Voice chat

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

Gaming

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

Push Notifications

Success in Gaming

Common Findings

• Twice the customer retention rate

• Customer engagement rate is four times higher

Additional Findings

• 80% higher retention rate for users receiving push notifications in the first 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

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.

The user can opt-out…

In Game Payments

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

Gambling

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

Summary

70 Proprietary & Confidential to OpenMarket

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

openmarket - girls, games, giving and gambling

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