www.aditi.com

2

Mad about

Nottingham Forest, Mountain biking,

Trying new things

20+ years in the Technology & Mobile

industries.

CTO & SVP Solutions Marketing

Mobile and Connected Devices

Symphony Teleca Corporation

Andrew Till

www.aditi.com

HERE’S WHAT WE WILL COVER

3

WHAT IS THE CURRENT STATE OF MOBILE IN BETTING AND GAMING?

WHY MOBILE EXPERIENCE IS SO DIFFICULT?

AND WHAT CAN YOU DO ABOUT IT ?

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THE RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST.

4

1995

INTERNET OF

DOCUMENTS

CONTENT

2000

INTERNET OF

COMMERCE

DESIGN

2005

INTERNET OF

APPLICATIONS

CLOUD

2010

INTERNET OF

CONTEXT

DATA

2015

INTERNET OF

THINGS

DEVICE

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IMPORTANCE OF CROSS CHANNEL CUSTOMER ENGAGEMENT: ADITI - INFORMATION

WEEK SURVEY

Which of the following best describes your company’s current status on

cross-channel engagement?

8%

20%

28%

32%

12%

Don’t Know

If there has been

any steps towards

cross-channel

engagement

No Focus Yet

We do not have any

clear strategic

objectives or goals for

cross-channel customer

engagement

Slow Implementation

We have a strategic

vision, but are

progressing slowly on

implementation

No Results Yet

We have made good

progress, but have yet

to fully realize intended

benefits

Leaders

We have achieved

cross-channel customer

engagement and are

leveraging it

60%

We would lose our

customers to

competitors with more

advanced customer

engagement capabilities

86%Our brand value could suffer

substantially

Importance of Customer Engagement

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WHAT WE SAW STUNNED US

ONLY 12% COMPANIES ARE REALLY NAILING CROSS CHANNEL ENGAGEMENT

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MEET THE MOST CONNECTED PERSON

7

AND YOUR CUSTOMERS WILL BE AS

CONNECTED IN THE NEXT 2 YEARS

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MOBILE PROPOSTION ≠ MOBILE APP

The opportunity lies elsewhere..

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users are unhappy with the existing

mobile betting applications and will

not use it in the future!54%

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MOBILE: NOT JUST ANOTHER CHANNEL BUT THE HUB OF

CUSTOMER EXPERIENCE

10

STRENGTH OF YOUR BRAND

A mobile proposition that provides

a great experience will enable true

differentiation with increase

customer engagement

With SSBTs and iBeacons, location based tailored

content, mobile is enabling a convergence of retail

and betting shops bringing a better customer

experience

IMPROVED IN-STORE EXPERIENCE

PERSONALISED PROMOTION OFFERS

Mobile will be the center of multi channel engagement.

From reducing anonymous customers to enabling targeted

promotions and advertisements, mobile will be key to garner

user data and use business insight effectively

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EXPERIENCE

RELEVANCY

REACH

STICKINESS

A compelling connected multi channel experience

with a mobile proposition fully integrated with all

betting channels

Enabling existing users to have a seamless

betting experience and engaging new users

through mobile

Incentivising users with relevant coupons

and offers to improve the app usage

ADDRESS YOUR BUSINESS AND CUSTOMER CHALLENGES

Increased loyalty and customer retention with

personalisation, targeted promotions and

notifications

INCREASED

COMPETITION

INCREASED

OPERATION COSTS

DEVICE

PROLIFERATION

BUSINESS CHALLENGES CUSTOMER CHALLENGES

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GOING BEYOND TODAY’S MOBILE APP – CONNECTED BETTING

EXPERIENCE

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KEY CONSIDERATIONS OF A MOBILE PROPOSITION

Understand the audience

Understand how customers use

mobile in your industry and

prioritize features accordingly.

For example, Top mobile

features retailers offer are Store

Locator, Deals and Promos,

Customer Support

Know your Content

Inventory required for

mobile may completely

vary from the web. The

content on mobile is

focused on giving high

value

Platforms

Choosing the right

device platform

strategy from options

such as web apps,

native apps, hybrid.

Map your teams

technology capabilities

and Infrastructure.

User Experience

Design

When a website is

mobile friendly, 74% say

they are more likely to

return to that site in the

future and 67% say they

are more likely to buy a

site’s product or service

Personalize the

customer interactions

Integrate the mobile

solution with analytics to

personalize content for

customers.

14

LACK OF A CONSOLIDATED VIEW OF CUSTOMER

Consumers today expect companies to

know them well

Consumers want

companies to

demonstrate that they

know her

But, the companies lack a good

understanding of their customer

No plans to attempt a single customer view 16%

Not yet started, but planning to do so 23%

Recently started taking steps 35%

Have a SCV, but it’s not effective 10%

Have a SCV, and it is effective 11%

Don’t know 6%

59% 64%

Consumers want

companies to know what

products or services she

likes

15

TOP 5 REASONS FOR THE DISCONNECT

47%

41%

46%

41%

43%

46%Quality of customer data obtained from various

sources

43%Lack of data from various sources, including

external sources such as social media

Regulatory requirements and privacy concerns

that limit data collection41%

Company’s Organizational Structure47%

The lack of a trustworthy, step-by-step roadmap

for getting from present state to desired target

state41%

16

FAILURE TO TREAT EACH CUSTOMER AS ONE

Consumers today want intelligent engagement

Consumers expect more

precise, personalized

offers

But, the companies lack a good understanding of their

customer

No plans to attempt personalization 19%

Not yet started, but planning to do so 20%

Recently started taking steps 34%

Personalization strategy, but it’s not effective 9%

Personalization Strategy, and it is effective 11%

Don’t know 7%

59% 53%

Consumers want companies to

maintain a cross-channel history

of all her purchases

17

TOP 5 REASONS FOR THE DISCONNECT

44%

40%

44%

38%

42%

44%Lack of a trustworthy, step-by-step roadmap for getting

from the present state to desired target state

42%Matching the offering with the customer need using

available data

Limitations and gaps in your company’s internal skills and

expertise40%

Lack of capability to perform real-time analysis of customer

data44%

Technology backbone to have the ability to execute

campaigns in real-time and on-demand when they are

contextually relevant38%

18

DISCONNECT IN MULTICHANNEL ENGAGEMENT

But, the current state of multi-channel engagement is

underwhelming

No plans to unify channels

18%

Not yet started, but planning to do so

20%

Recently started taking steps

36%

Multi-channel strategy, but it’s not effective

5%

Multi-channel strategy, and it is effective

12%

Don’t know

8%

19

TOP 5 REASONS FOR THE DISCONNECT

54%

42%

51%

47%

51%

51% Your company’s budget constraints

51%Limitations and gaps in your company’s internal skills and

expertise

Decentralized channel ownership42%

The time, effort, and difficulty associated with

understanding and evaluating new customer engagement

technology solutions.54%

The lack of a trustworthy, step-by-step road map for

getting from present state to desired target state47%

BUSINESS CONTEXT

Packaged tourism is a lucrative,

and competitive industry. TUI,

the largest travel conglomerate

in the world, wanted to create a

companion app to increase

customer satisfaction and drive

retention.

USER CONTEXT

Travel can be hectic & stressful.

If my travel provider could help

to make the process simpler,

they might just win my long-

term loyalty.

CHALLENGES

Creating value through a

companion app, and the

seamless UI/UX experience

required to reflect the leisure

travel experience.

ENGAGEMENT

Customers derived value

through the targeted feature set

including a comprehensive

itinerary with weather and

countdown information.

CASE STUDY: INCREASED CUSTOMER LOYALTY WITH A MOBILE PROPOSITION

HELPING TUI REACH MORE CUSTOMERS AND WIN ON THE APP STORE LEADERBOARD

Developed and brought to market the #1 travel app in

Europe in just 6 months.SOLUTION

HIGHLIGHTS

SOLUTION

SHOWCASE

Shortlisted for major industry awards, including the

Travolucion award.

Digital marketing across email, social media & major blogs

drove 15K downloads of the app in the 1st week.

The app is the first of 15 apps to come for TUI across

diverse business and use cases on the travel wheel.

2 MONTHS

TO MOBILE

STRATEGY

TOPAPP IN

TRAVEL

CATEGORY

ADITI CAN NAVIGATE YOUR BUSINESS

THROUGH A DIGITAL TRANSFORMATION

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