beyond mobile payments, enhancing the customer experience through mobile wallet
TRANSCRIPT
Beyond Mobile Payments, Enhancing the Customer Experience Through Mobile Wallet
MMA Webinar SeriesFebruary 4, 2016
Sponsored By:
MMA Purpose
Cultivating InspirationAimed at the Chief Marketer; guiding best practices and driving innovation
Building Capability for SuccessFostering know-how and confidence within the Chief Marketer's organization
Demonstrating Measurement and ImpactProving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data
AdvocacyWorking with partners and our members to protect the mobile marketing industry
WHO The People We ServePrime Audience: Chief MarketersBy helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe.
WHY Our Reason for BeingMission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
WHAT Our Strategic Priorities
2 For more information about membership email: [email protected]
MMA is 800+ Members Strong GloballyMarketers, Agencies, Media Sellers, Technology & Operators
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Managing Your Questions
Share the Insights
#MMAWeb
@3Cinteractive
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Presenters
Moderator
Leo ScullinVP of Industry ProgramsMobile Marketing Association
Brian HeikesVP Product3Cinteractive
Ellen CarpeSenior Product Manager3Cinteractive
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• What&Is&Mobile&Wallet&— Key&Features• Benefits&of&Mobile&Wallet&for&Marketers&• Use&Cases• Results&Delivered• Keys&to&Success• Q&A
Agenda
3C.com
The&Rise&of&Mobile&Wallet&— Beyond&Mobile&Payments
127.5%Expected&CAGR&of&global&mobile&wallet&market&from&
2012P2020&1
1.6BNumber&of&coupons&that&will&be&delivered&annually&to&customers&via&beacon&technology&by&2020&2
1)in)2Number&of&ticket&
transactions&that&will&occur&on&mobile&devices&by&2019&3
1. Allied&Market&Research,&20132. Juniper&Research,&20153. Juniper&Research,&2015 3C.com 6
3C.com 7
Cutting&Through&the&Clutter
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What&Is&Mobile&Wallet&— Beyond&Mobile&Payments
Apple)Wallet Android)Pay
3C.com
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What&Is&Mobile&Wallet&— Beyond&Mobile&Payments
Apple)Wallet Android)Pay
3C.com
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What&Is&Mobile&Wallet?
Mobile&Wallet&is&the&digital&equivalent&of&the&physical&wallet&we&already&have&in&our&pockets&today.
Payments
Coupons&and&Offers
Gift&Cards
Tickets&and&Boarding&Passes
Loyalty&Cards
Membership&Cards
3C.com
CUSTOMIZABLE)LOGO/HEADER
BARCODE)SUPPORT
SHARE)VIA)AIRDROP,)SMS,)AND)EMAIL
DATE)OF)ISSUE)/)EXPIRATION
CUSTOMIZABLE)BANNER)IMAGE
DETAILS,)APP)DISCOVERY,)AND)UPDATES
Front
What&Is&Mobile&Wallet&— Apple&Wallet&Anatomy
3C.com 11
APP)DISCOVERY)AND)ENGAGEMENT
LOCK)SCREEN)NOTIFICATION)SETTINGS
ADDITIONAL)DETAILS)
Back
What&Is&Mobile&Wallet&— Apple&Wallet&Anatomy
3C.com 12
What&Is&Mobile&Wallet&— Android&Pay&Anatomy
SETTINGS)SUCH)AS)DELETE,)SHARE
CUSTOMIZABLE)LOGO)/)HEADER
AZTEC,)PDF417,)AND)QR)CODE)SUPPORT
ANDROID)PAY)TEMPLATE)IS)ONE)SIDED.)FEATURES)CONTINUOUS)SCROLL)FOR)ADDITIONAL)INFO
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What&Is&Mobile&Wallet&— Automatic&Updates
Dynamically&updated&to&reflect&new&data&such&as&flight&changes&or&a&loyalty&points&balance.
3C.com
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What&Is&Mobile&Wallet&— LocationPBased&Notifications
Deliver&contextuallyPrelevant¬ifications&to&customers&based&on&time&and&location&information.
3C.com
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What's&in&It&for&Marketers?
Much&more&than&just&a&payment&mechanism.
Amplify&the&effectiveness&of&your&existing&marketing&efforts.
Establish&a&perpetual&presence&on&your&customer’s&device.
Distribution&through&nearly&any&digital&channel.
3C.com
Identifying&Areas&of&the&Customer&Journey&to&Enhance&with&Mobile&Wallet
AWARENESS CONSIDERATION
PURCHASE
RETENTION
ADVOCACY
3C.com 17
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Deployment&Options&That&Fit&Your&Brand's&Needs
OnePtoPmany OnePtoPoneGet&to&market&quickly. Deeper&integration,&bigger&return.
1
A B C A B C
1 2 3
3C.com
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Mobile&Wallet&Easily&Integrates&with&Existing&Email&Promotions
1
3C.com
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Mobile&Wallet&Easily&Integrates&with&Existing&Email&Promotions
2
3C.com
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Mobile&Wallet&Also&Amplifies&SMS&Promotions
1
3C.com
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Mobile&Wallet&Also&Amplifies&SMS&Promotions
2
3C.com
RealPtime&loyalty&points&balance&and&offers
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Enhancing&Loyalty&Engagement
3C.com
Drive&store&traffic&with&locationPbased&triggers
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Enhancing&Loyalty&Engagement
3C.com
Store&reservation&information&for&easy&access
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Improving&the&Guest&Experience
3C.com
Drive&traffic&to&onsite&restaurant&and&shopping
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Improving&the&Guest&Experience
3C.com
3C.com 27
Distribution&Across&Nearly&Every&Digital&Channel
Mobile)Wallet
Messaging Email Web Social
Mobile&Wallet&Client&Case&Study&
1 2
How&It&Worked
1
Users&receiving&traditional&email&
offers
Campaign&participants&were÷d&into&3&groups:
3C.com 29
How&It&Worked
2
Users&receiving&walletPenabled&email&offers
Campaign&participants&were÷d&into&3&groups:
3C.com 30
How&It&Worked
3
Users&receiving&walletPenabled&email&offers&+&location
Campaign&participants&were÷d&into&3&groups:
3C.com 31
The&Results
4x
Email+
Wallet
Email+
Wallet+
Location
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Keys&to&Success&with&Mobile&Wallet
3C.com
• Know&thyself&(and&what&you&want)&— Understand&your&capabilities&and&goals&for&the&use&of&wallets
• Understand&where&you&are&(and&where&your&customer&is)&— Identify&your&approach&for&locationPbased&messaging
• Update,&update,&update&— Create&an&experience&across&the&life&of&the&wallet&object
• Keep&the&customer&first&— Temper&your&desires&with&what&customers&will&enjoy
• If&at&first&you&don’t&succeed...&
Q&A
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About&Today’s&Presenters
• Responsible&for&the&definition,&development&and&management&of&3C’s&product&portfolio
• Internet&industry&veteran,&with&over&15&years&of&product&and&technology&leadership&experience
• Former&executive&at&AOL,&responsible&for&the&AOL&desktop&software,&AIM,&iPhone&applications
• His&work&during&this&time&has&resulted&in&numerous&innovative&products&along&with&eight&patents&on&communications&and&personalization
• Responsible&for&defining&and&developing&mobile&marketing&solutions&through&products&and&services,&with&a&focus&on&3C’s&mobile&wallet&capabilities
• Over&15&years&of&product&and&program&management&experience&working&in&software&and&web&development&environments
• Led&development&teams&to&successful&launches&of&services&and&products&with&companies&such&as&AOL,&Scripps&Network,&and&Pay&Pal
Brian)Heikes)VP,&Product
Ellen)Carpe)Senior&Product&Manager
3Cinteractive)(3C))empowers&leading&brands&and&retailers&to&develop&deeper,&more&valuable&relationships&with&their&customers.&Through&its&mobile&marketing&services,&3C&extends&the&connection&between&customers&and&brands,&driving&increased&loyalty,&brand&awareness,&and&results.&Click)here)to)learn)more.)
Contact)us:))))[email protected] |&&&866.443.5505&&&|&&&@3Cinteractive&&
Text)MMAto)34343To&see&a&demo&of&3C’s&Mobile&
Wallet&capabilities&or&visit&3C.com for&more&info
By&texting&MMA)to&34343,&3C&will&send&you&text&messages&providing&information&and&examples&about&its&products&and&services.&Message&and&data&rates&may&apply.&You&will&
receive&recurring&messages&in&connection&with&your&choice&selections.&Terms:&http://www.3csms.mobi/3Cdemo&&|&Privacy:&3C.com/privacy
Upcoming MMA Events
Mobile: Shaping the First-screen Customer Experience Tuesday, February 9
Why Everything You Thought You Knew About Mobile Marketing Is About to Change Wednesday, February 17
MMA Webinar Series
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MMA Mobile Programmatic Leadership ForumApril 14, 2016
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