How to execute a mobile strategy that effectively acquires, engages and services the

customer?

Who am I?

Co-founder foodpanda singapore, hong kong

What is foodpanda?

Our customers have 2 payment option:Cash on delivery and online payment

Partner restaurants

Online food ordering marketplace

Order placement1

Delivery details2

Food delivery3

Customers

#1 app on the free F&B category on app store

WHY AM I HERE ?

We are the Michael Schumacher of 2002!

7 time F1 champion - 1994, 1995, 2000, 2001, 2002, 2003, 2004

Mobile Strategy

Introduction

What is #1 rule for mobile strategy?

“It's not about mobile its about mobility”

Focus is not on app downloads, always on creating value to customers

- Microsoft CEO Satya Nadella

Key figures to digest first

• Time spent on apps is 80%• People on average use 24 apps monthlyBUT• People spend 80% of their time on 5 apps

there is even an App Inspired by App Overload

Don’t be a Zombie app

an app that does not attract enough measurable attention to regularly receive rankings in the App Store lists

• 1.6 million apps on Apple store• 80% apps are Zombie

Mobile Strategy

Product Focus

Give what customers want

• Adapt to their needs. Eg – Korea’s #1 food delivery player baedari minjok (call-to-order button)

• Win the early adopters but always keep eye on the masses

always listen to them first

Be original, not someone you are not

Mobile Strategy

Understand your goals

why is mobile a big focus for us at foodpanda?

1. CUSTOMER BEHAVIOUR

Loyalty on mobile is 3 times more than on the web and 8 times more than phone

2. REVENUE

• Additional platform channel• Higher Frequency - Customer lifetime value• Higher basket

3. Look at COMPETITION(direct/indirect)

Grubhub in States, 60% MOBILE

nearly 40% orders are on mobile in SG as we speak today!

4. Market conditions

Eg - Africa no desktop age, directly into mobile

- Mobile phones raise long-term growth rates, 2x - Extra 10 phones per 100 people increases GDP growth by 0.6

% points

cashless payments/operator billing

Its time for africa!

Acquisition

Internet.org by Mr. Zuckerburg

• Partner with telcos in developing markets to give this app for free with facebook and other services

• One of the strongest customer acquisition tools to partner with OEM/telcos

Pre-installations

MWC 14, barcelona

Tie-up with WeChat

Paid vs Organic channels

Splash page (brand)

Splash page (non-brand)

Engaging

be more than an app

• Synonymous to food, fun, family, weekend, party - lifestyle choice

Panda is everyone’s best friend

Or atleast we try to be

Gradual transition from performance marketing to brand marketing

Push notifications

-Targeted by time, frequency, customer behavior

-Don’t become noise!

Reviews – customer generated content

Servicing customer

Continuous innovation

Noone is invincible!

Samsung story

From one of the leading smartphone makers to a 60% profit slump

“what is next is now, tomorrow is today” - Samsung galaxy s6 launch, MWC15 Barcelona

Always keep reading the customer journey

• the customer cycle by tracking every step CR(for every step) and not just overall

Improving Conversion = double sales with 0 incremental marketing spend

We know which area of singapore likes pizza and which likes more sushi

Delight the customer Past History and Re-order button

Other interesting findings

1. user preferences – More sensitive to min delivery amount, delivery time >>> ratings, reviews. Also love for deals.

2. Guest checkout super successful

Adding current GPS tracker

Deals section

One product for all countries

Localisation of product

Even use different sorting logics for different customers

More upcoming features

Social Facebook login

• Easy login and registration

• First step towards personalisation

Group ordering

friends can order together with a shared link on their own device, viral spread of app + higher basket size

Delight your partners, processesApp for restaurants, delivery riders

And many more :

• Better search –> restaurants + product• upsell option• Giftcards• Photo blogs (more user content)• Live chat with customer service

Keep innovating

commit to highest service levelsto win in the long run

Net promoter score – how many new people will promote/demote

foodpanda :gateway to m-commerce for asia?

• Traditional industry of food ordering always existed

• Low basket• Much higher repeat cycles• Cash on delivery

And you have to eat 3 times a day

Topics for group discussion

1. Have Mobile apps completely replaced the mobile Web ?

2. How to migrate current customers to mobile?

3. Paid vs organic ways of getting app downloads

1. Have mobile apps completely replaced the mobile web?

2. How to migrate current customers to mobile?

3. Paid vs organic ways of getting app downloads