HOW THE USE OF APPS CAN

SUCCESSFULLY EXPAND

ANCILLARY CHANNELS & THEIR

VIABILITY

Nelson Wee

Director, Business Development, Apps & Content

SingTel Multimedia Group

Profile: http://www.linkedin.com/in/nelsonwee

Twitter: @nelsonwee

Mobility > Growth | Reach | Engage

Why Mobile? An Ancillary Channel?

Consumers are buying time Consumer Online Habits

So-Lo-Mo Mash-Ups offer Context,

Relevancy as Ancillary Channels

Location-based apps help merchants boost real-world and digital traffic by

Integrating relevant recommendations/info with social media

Apps as ancillary channel(s) for businesses N-screens, Cross-Platform

• Airlines

• Hospitality

• F&B

• Shopping

• eBooks, eMagazines

De!ite

Ancillary Channel Development Building the Value Proposition & serving the Consumer’s & Business Needs

• What is the job to be done? How best to serve it?

• Building Brand value versus Ancillary revenue

• Build your own or use 3rd party systems to build, manage, distribute

• Costs versus time to market

• ILoveDeals is a free mobile app that brings credit card dining deals

and coupons into one single place, providing a location-based

deals platform to target dining enthusiasts anywhere, anytime.

Review Your Consumer Journey

1. Discover across multiple screens, media

2. Delightful Consumer Offers @Touchpoints

3. Affordable: Pricing, Bundles, Billing options

4. Engaging Calendar: Content, Offers

5. Measure & Profile

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Nelson Wee

l: http://www.linkedin.com/in/nelsonwee

t: @nelsonwee