Mobile Payment - the new CRM

The Online Marketing Show - 27th June 2012

Oisin Lunny, Senior Market Development Manager, OpenMarket

2 Proprietary & Confidential to OpenMarket

Mobile is radically disruptive

124 years old

17,000 employees

Chapter 11 bankruptcy

2 years old

13 employees

Bought for $1 billion

Worldwide smartphone activations…

…outnumber child births three to one.

One in three would…

…give up sex rather than give up their mobile phones.

Telenav survey July 2011

What would you give up…?

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

Addicted to our smartphones?

…more likely to cause

traffic accidents than

alcohol due to its

distracting nature

…of adults with

families regularly

check their phone at

the dinner table

…of smartphone

owners sleep with

their phone next to

…and look at it just

before sleeping and

first thing when

they wake in the

morning

…admit to ending

a relationship via

text message,

email, Facebook

or Twitter

Mobile

phones have

beyond a

necessity into

an addiction

The Great Mobile Ad Spending Gap

Massive Second Screen App Audience

Here Me Now

Why “Here Me Now”?

• the power of now

• surprises

• social rewards

• simplicity

• free

• fun

• missions

John X. Kenny Draftfcb

Sun, sea, and mobile CRM.

Planning the holiday

Flight booking confirmation

Finding the hotel

*118118 powered by OpenMarket

Hotel search

Car parking – advance booking

Car parking – pay on the day

23 *Mirada parking solutions powered by OpenMarket

Terminal advice

*many mobile CRM campaigns are powered by OpenMarket

CRM outreach

*many mobile gaming companies are powered by OpenMarket

Airport promotions

Customer compensation

27 *many mobile vouchering campaigns are powered by OpenMarket

Arrivals promotion

Pay by SMS

*many mobile payment campaigns are powered by OpenMarket

In holiday reminders

Security reminders

Customer compensation

*many mobile crediting campaigns are powered by OpenMarket

Transport innovation

• OpenMarket “Location Based Service”

API finds nearest licensed cab for

CabWise from database of over

45,000

DEC mobile charity donation

…powered by OpenMarket.

Re-activation campaigns

Marketing campaigns

*voice short codes like this are available from OpenMarket

Post campaign analytics

Bringing it all together

SMS chat

A2P SMS

Crediting

Payments

LBSVoice

shortcodeAnalytics

Vouchers

Proprietary & Confidential to OpenMarket

OpenMarket customer & partners

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

Technology example

*Mock up of OpenMarket SMS customer care platform for Quantas Airways

Demo videos

Visit http://videos.cmx2.com for our demo videos.

Are we payment ready?

Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.

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.”

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.

sales@uk.openmarket.com

twitter @openmarket

facebook @openmarket

www.openmarket.com

text “sales” to 88600

Contact OpenMarket

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