Taking next-generation Mobile to new heights CMA Mobile day, May 8 2013
Taking next-generation Mobile to new heightsCMA Mobile day, May 8 2013
2
Overview
• Going Mobile – the AIR MILES approach
• The impact of Gamification
• The impact of going Native
• How to evolve your device roadmap
• The evolution of Mobile messaging
3
What is the AIR MILES Reward Program?
Canada’s premier coalition loyalty program since 1992
More than 10 million active AIR MILES Collector accounts
There are 1,000 card swipes a minute, every minute of every day, seven days a week.
4
Our Customers – Collectors & Sponsors
The Collector10+ Million Active Collector
Households
100+ Partners
100+ Online Retailers
1200+ Reward Suppliers
5
VIDEOhttp://www.youtube.com/watch?v=7s_5_18jyyk
6
Going Mobile
Consumer adoption of platforms+
devices
Features that drive business
goals
Content that is relevant to Mobile
7
Going Mobile
Design
Build
LaunchInsights
Integrate +
Iterate
8
AIR MILES Mobile
9
• First app launched in November 2010
• Built off of new APIs and Gateway
• Gather data/insights for Version 2
V1
• Capitalize on key data insights from Version 1
• Expand device set
• Drive increased engagement,
• Listen to customer feedback/iTunes ratings
V2
AIR MILES Mobile
Gamifying check-in
• Simple location check-in feature
• Enables user to self-identify location in exchange for value
• Gamification element rewarded the most active – but reward was tied to spend
10
Gamifying check-in
% of users who checked in increased from 10% to 18%
11
Gamifying check-in
Average number of Check-ins per User increased by 500%
12
Gamifying check-in
The total number of Check-ins increased from 22,000 to 400,000 per month… 1700%
13
14
• In V1 we featured our Rewards catalogue in Web views
• Resulted in a slow and disjointed experience
• Feedback from iTunes was consistent that the experience was not good for Users
Building natively
15
Average time spent in the app increased by 60%
Building natively
Evolution of devices
16
2010
2013
iPhoneAndroid
iPhone Blackber
ry iPad
BB10?Windows
?
2012
• Direct Mail• Email• Web
Traditional Marketing
• SMS• Mobile friendly
Mobile messaging • ‘Pull channels’
• Mobile applications
• Mobile Web
Mobile Accessibility
• Push Notifications
• LBS
Mobile relevancy
Evolution of Mobile Messaging
17
18
Mobile Impact
Post Install
19
Thanks!QUESTIONS
?