Download - Mobile Payment - the new CRM
The Online Marketing Show - 27th June 2012
Oisin Lunny, Senior Market Development Manager, OpenMarket
Mobile Payment - the new CRM
2 Proprietary & Confidential to OpenMarket
Mobile is radically disruptive
2
124 years old
17,000 employees
Chapter 11 bankruptcy
2 years old
13 employees
Bought for $1 billion
3 Proprietary & Confidential to OpenMarket
Worldwide smartphone activations…
3
…outnumber child births three to one.
4 Proprietary & Confidential to OpenMarket
One in three would…
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…give up sex rather than give up their mobile phones.
Telenav survey July 2011
5 Proprietary & Confidential to OpenMarket
What would you give up…?
5
Would choose daily use of mobile phone over daily use
of ___________, if forced to choose.
• Alcohol 70 percent
• Chocolate 63 percent
• Caffeine 55 percent
• Exercise 54 percent
• Sex 33 percent
• Toothbrush 22 percent
• Shoes 21 percent
Telenav survey July 2011
6 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
6
…more likely to cause
traffic accidents than
alcohol due to its
distracting nature
80%
Telenav survey July 2011
7 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
7
…of adults with
families regularly
check their phone at
the dinner table
35%
Telenav survey July 2011
8 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
8
…of smartphone
owners sleep with
their phone next to
them
66%
Telenav survey July 2011
9 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
9
…and look at it just
before sleeping and
first thing when
they wake in the
morning
66%
Telenav survey July 2011
10 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
10
…admit to ending
a relationship via
text message,
email, Facebook
or Twitter
48%
Telenav survey July 2011
11 Proprietary & Confidential to OpenMarket
Addicted to our smartphones?
11
Mobile
phones have
moved
beyond a
necessity into
an addiction
12 Proprietary & Confidential to OpenMarket
The Great Mobile Ad Spending Gap
12
13 Proprietary & Confidential to OpenMarket
Massive Second Screen App Audience
13
14 Proprietary & Confidential to OpenMarket
Here Me Now
14
15 Proprietary & Confidential to OpenMarket
Why “Here Me Now”?
15
• the power of now
• surprises
• social rewards
• simplicity
• free
• fun
• missions
John X. Kenny Draftfcb
Sun, sea, and mobile CRM.
Spongebob© Copyright 1999 Viacom International Inc. All Rights Reserved.
17 Proprietary & Confidential to OpenMarket
Planning the holiday
17
18 Proprietary & Confidential to OpenMarket
Planning the holiday
19 Proprietary & Confidential to OpenMarket
Flight booking confirmation
20 Proprietary & Confidential to OpenMarket
Finding the hotel
*118118 powered by OpenMarket
21 Proprietary & Confidential to OpenMarket
Hotel search
22 Proprietary & Confidential to OpenMarket
Car parking – advance booking
22
23 Proprietary & Confidential to OpenMarket
Car parking – pay on the day
23 *Mirada parking solutions powered by OpenMarket
24 Proprietary & Confidential to OpenMarket
Terminal advice
*many mobile CRM campaigns are powered by OpenMarket
25 Proprietary & Confidential to OpenMarket
CRM outreach
*many mobile gaming companies are powered by OpenMarket
26 Proprietary & Confidential to OpenMarket
Airport promotions
26
27 Proprietary & Confidential to OpenMarket
Customer compensation
27 *many mobile vouchering campaigns are powered by OpenMarket
28 Proprietary & Confidential to OpenMarket
Arrivals promotion
29 Proprietary & Confidential to OpenMarket
Pay by SMS
*many mobile payment campaigns are powered by OpenMarket
30 Proprietary & Confidential to OpenMarket
In holiday reminders
31 Proprietary & Confidential to OpenMarket
Security reminders
32 Proprietary & Confidential to OpenMarket
Customer compensation
*many mobile crediting campaigns are powered by OpenMarket
33 Proprietary & Confidential to OpenMarket
Transport innovation
• OpenMarket “Location Based Service”
API finds nearest licensed cab for
CabWise from database of over
45,000
34 Proprietary & Confidential to OpenMarket
DEC mobile charity donation
…powered by OpenMarket.
35 Proprietary & Confidential to OpenMarket
Re-activation campaigns
36 Proprietary & Confidential to OpenMarket
Marketing campaigns
*voice short codes like this are available from OpenMarket
37 Proprietary & Confidential to OpenMarket
Post campaign analytics
38 Proprietary & Confidential to OpenMarket
Bringing it all together
SMS chat
A2P SMS
Crediting
Payments
LBSVoice
shortcodeAnalytics
Vouchers
Proprietary & Confidential to OpenMarket
OpenMarket customer & partners
Proprietary & Confidential to OpenMarket
OpenMarket approach
• We supply mobile building blocks:
- messaging, payment, VAS
• For brands and agency partners
• Bring agencies creativity to life on mobile
• Reliable, scalable, remove the complexity
• Technical account management 24/7
• Great account management
• Operational excellence
• Direct connections
• Backed by $3bn revenues / year
Proprietary & Confidential to OpenMarket
Technology example
Proprietary & Confidential to OpenMarket
Technology example
Proprietary & Confidential to OpenMarket
Technology example
*Mock up of OpenMarket SMS customer care platform for Quantas Airways
Proprietary & Confidential to OpenMarket
Demo videos
Visit http://videos.cmx2.com for our demo videos.
Proprietary & Confidential to OpenMarket
Are we payment ready?
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket
Payment ready?
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket
Payment ready?
“Consumer readiness
is a critical success factor.”
“The most advanced infrastructures in the world, with
responsive legal systems, mature economies, and
sophisticated technology networks, may be fertile ground,
but until consumers embrace mobile payments,
that ground will remain fallow.
Consumer familiarity, willingness, and actual usage are
necessary conditions for mobile payments to take off.”
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket
So… Keep It Short & Simple!!!
• Text consumers and inform them about deals, new stuff,
or just continue the conversation.
• Target based on past purchasing behavior.
• Feedback loop for a multitude of cross-sell and up-sell opportunities.
twitter @openmarket
facebook @openmarket
www.openmarket.com
text “sales” to 88600
Contact OpenMarket