IABUK "Mobile & The Consumer Journey" 29/01/113 Oisin Lunny

Senior Market Development Manager, OpenMarket

Mobile & The Consumer Journey

@oisinlunny

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Your Trusted Partner for Mobile Engagement

OpenMarket are...

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OpenMarket provide...

“The industry-leading, cloud-based mobile engagement platform, allowing customers to create

complex mobile solutions without the need for their own technical

infrastructure.”

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OpenMarket customers include...

Mobile & The Consumer Journey

Worldwide smartphone activations…

…outnumber child births three to one.

One in three would…

...give up sex for smartphone access!

What would you give up…?

What % would choose daily use of mobile phone over...

•Alcohol 70 %

•Chocolate 63 %

•Caffeine 55 %

•Exercise 54 %

•Sex 33 %

•Toothbrush 22 %

•Shoes 21 %

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Sackville Travel

9

I need a holiday!!!

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Finding the hotel

10

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Hotel search

11

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Car parking

12

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Airport promotions

13

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Customer compensation voucher

14

25 Proprietary  &  Confiden0al  to  OpenMarket

CRM outreach / Above The Line adverts

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Arrivals promotion

16

29 Proprietary  &  Confiden0al  to  OpenMarket

Pay by SMS

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In holiday reminders

18

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Customer compensation

19

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Transport innovation

20

• LBS  finds  nearest  licensed  cab  from  database  of  over  45,000

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Papa Johns Pizza

21

34 Proprietary  &  Confiden0al  to  OpenMarket

Charity donation

£0

£75,000

£150,000

£225,000

£300,000TV

August 2011

TV

TV events / newspaper ads drove peak donations, in particular support from ITV

Peaking at 298k on 08/07/11

TV promotion

• 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 /second

• Record donations by mobile for DEC

Results

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Re-activation campaigns

25

I need a holiday!!!

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Multi modal short codes

26

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Post campaign analytics

27

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Bringing it all together = mCRM

28

SMS  chat A2P  SMS

Credi0ng

Vouchers

LBS Mul0  modalshortcode Analy0cs

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The Future...

29

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Every device...

30

...will be a transactional device!

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Mobile payments...

31

...add measurability to broad based campaigns!

Text

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Google wallet...

32

...trackable ROI and “ads for the real world”.

Text

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Remote proximity payments...

33

...the mobile handset is the point of sale.

Text

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text “oisin” to 88600

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