beyone games: using mobile payments to jump-start customer engagement
TRANSCRIPT
BEYOND GAMESUsing Mobile Payments
to JUMP-START Customer Engagement
YOUR PRESENTERS
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Jason Miller
Digital / Mobile Practice Leader
Expert in:Digital and Mobile Strategy, Software Product
Development, Innovation
Bill Klos
Senior Architect
Expert in:Cloud and Web Services, Beacon Sensors
and Internet of Things, Technology and
Systems Architecture
WHO WE AREWe’re a business consulting and technology solutions company that’s been around for more than 15 years and we’re building a company that will be here for 100 more.
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‘99: Year
Founded
750+
Consultants
13 Locations 32+ Practice Areas
Business Consulting,
Technology Solutions,
Industry Areas, Digital
106 Million USD (2015 revenue)
Boston; Charlotte;
Chicago; Cincinnati–
Dayton; Cleveland;
Columbus; Indianapolis;
Louisville; Miami;
Seattle; St Louis;
Tampa; Gurgaon, India
BOLD VISION
to span
100 years
AG
EN
DA
1. State of Mobile2. Conquering App Fatigue
3. Get Started with Mobile Payments – 5 Steps
4. Examples
5. Closing Thoughts
MOBILE BACKGROUND
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Adoption of smart phones & mobile apps has grown faster
than any technology in history
Millions of apps in existence
MOBILE USAGE GROWTH
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Mobile usage trends over the last 10 years
Mobile browser growth rate declining
Apps used 7x more frequently than browser and 20x more time spent
https://medium.com/@sm_app_intel/mobile-app-industry-revenue-statistics-wheres-the-money-come-from-82581a45186d#.9n9blwbk6
APP FATIGUE
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App downloads are slowing down
Establishing audiences is harder
Value is creating loyalty
AG
EN
DA
1. State of Mobile
2. Conquering App Fatigue3. Get Started with Mobile Payments - 5 Steps
4. Examples
5. Closing Thoughts
ENGAGE CUSTOMERSChallenges and implications of low customer engagement
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MOBILE PAYMENTS:Trends and Statistics
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ENGAGE CUSTOMERSWith Mobile Payments
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GAMING APPS
BEYONDGAMING
APPS
BUSINESSAPPS
GAMING APPSCompanies that have embraced mobile payments
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Social Networking, Music and Games
contribute to nearly half of the total
time spent on mobile apps
Game developers have monetized
mobile apps faster than any other
industry ($58 billion in 2016)
They’re cool, fun and addictive
BEYOND GAMING APPSBusinesses that are using mobile payments for customer engagement
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Uber, Lyft , AirBnB and Starbucks
recognized as industry leaders at
monetizing their mobile users
They provide a useful service for
busy customers on-the-go
Creating stickiness and loyalty with
customers
Not technology or software
companies
Using mobile payments to position
their brand as an innovator in the
marketplace
BUSINESS APPSBusiness apps have a history of falling short
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Failure to engage business
customers on a mobile platform
Difficulty in deriving dollars and
transactions from mobile users
Not reimagining their mobile
customer experience fast enough
Failing to change their approach to
meet and exceed customer’s mobile
expectations
Not providing the opportunity for bi-
directional, real-time, interactive
relationships with mobile users
AG
EN
DA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments – 5 Steps
4. Examples
5. Closing Thoughts
STEP 1:Recognize there’s a problem
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STEP 2:Dare to be innovative
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Explore a few
examples of new
business models
using mobile
payments
Embrace the
solution: mobile
payments
DARE TO BE INNOVATIVEA few thoughts on mobile payments for business customers
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Business process management can really help automate and improve business
payment processes
MOBILE CHECK DEPOSITPAYMENT/RECEIVABLES PROCESSING
MOBILE PAYMENTS:Why they matter
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More secure
Convenient and transactional
Higher customer loyalty
Higher conversion %
Lower abandonment
Cash and plastic are going digital
No heavy investment in
e-Commerce tools
Ripe for innovation
STEP 3:Get the executive team on board
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Scalable solutions with minimal
upfront investment
Ability to evolve business model
Innovation without cannibalization of
core business
Respond to new market startups
Technology is a requirement for
customer interaction
STEP 3:Get the executive team on board
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Driving more dollars through mobile,
clearer view of ROI
Lack of in-house expertise requires
working with reputable partners
Extend the life of back-office IT
systems
Better digital apps and tools provide
customers a better experience
Customer touchpoint provide
engagement
STEP 4:Determine the approach you want to take
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DO YOU NEED A NEW APP OR DO YOU ENHANCEYOUR EXISTING APP?
DO YOU NEED A NEW APP?
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DO YOU ENHANCE YOUR APP?
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Offer in-app payments
Extend your e-commerce system
to mobile
Loyalty program rewards and
promotional offers
STEP 5:Choose your partners
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Are Marketing &
IT teams aligned?
Do we need
to work with
a partner?
Do we have
the internal
skills for this?
MARKETING & IT ALIGNMENT
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INTERNAL SKILLS?
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DO WE NEED A PARTNER?
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Third party payment processor
Mobile development services provider
Know what to look for in a partner
AG
EN
DA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments - 5 Steps
4. Examples5. Closing Thoughts
BUSINESS TO EMPLOYEEMobile Payments are Disrupting Corporate Social Responsibility
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Cash, credit cards and wallets are
going digital. Innovative mobile
payment technologies are bringing
new speed and convenience to
charitable giving programs.
Results:
• Centric Connect app enables 700+
employees to make financial
donations using Apple Pay and
Android Pay to non-profit
organizations
• Increased # of downloads 237%
• Increased # of active users 41%
BUSINESS TO CONSUMERDocument, ID Card and Check Data Capture and Processing
Emergency Medical Transportation
provider wanted to prototype a next
generation digital platform for
capturing new customer enrollment
forms, driver license and forms of
payment for checks and credit cards
in the field.
Results:
• Working with A2iA Mobility software,
prototype was successful at scanning
paper checks. Square implemented
for credit card processing
• Scanning customer enrollment forms
had mixed results
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BUSINESS TO CONSUMERIn-App Mobile Payments Increased Revenue and Customer Engagement for Grocery Retailer
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National grocery retailer was
looking for a mobile-first solution
for expanding its customer loyalty
program and driving more dollars
and transactions into lower cost
channels.
Results:
• Increased number of customers
using the app and higher frequency
of usage
• Customer lifetime value and market
basket size were higher on mobile
app than website
BUSINESS TO BUSINESSMasterCard Launches B2B Mobile Payments App
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The MasterCard Commercial Network
App connects B2B buyers and
suppliers to help them enhance
efficiency by providing them with
services such as extended payment
terms, exclusive discounts, free
advertising as well as:
• Availability of a merchants and
products directory
• A “Pay Now” option for businesses to
collect payments faster (companies
receive payment in about two days)
• Security features via MasterCard
SecureCode technology
AG
EN
DA
1. State of Mobile
2. Conquering App Fatigue
3. Getting Started with Mobile Payments
4. Examples
5. Closing Thoughts
THREE THINGS TO DO TODAYto find out!
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MAP: your customer journey
IDENTIFY: where customers are falling out of sales process
RETHINK: the customer journey using mobile payments
MAPYour Customer Journey
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Helps identify gaps in your understanding of customer’s experience
Provides high impact feedback
Share the importance of customer-focused approach with colleagues
IDENTIFYWhere Customers are Falling Out of the Sales Process
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Identify customer touchpoints across
the end-to-end journey
Emphasize touch points where
customers are abandoning the
process
Where are customers taking a pause
and evaluating their experience or
making a crucial decision
Harder – but more important – for
B2B scenarios with multiple
stakeholders in the purchase decision
RETHINKThe Customer Journey Using Mobile Payments
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Helps facilitate purchase decision
Delivers seamless, streamlined
payment experience
“Cost to serve” at most
appropriate time
Here’s what you learned today…
● Mobile app usage is growing, but users are pickier. How to engage them:
1) Think about what your customers like – Try new things to get their attention.
2) Learn from experience – Gaming, and some business apps, have figured it out.
● Business apps benefit from mobile payments, too. Five steps to get started:
1) Recognize there’s a problem – Is your mobile app outdated?
2) Dare to be innovative – Embrace mobile payments as a creative solution.
3) Get the executive team on board – Explain the investment and value.
4) Determine the approach you want to take – Enhance or develop a new app?
5) Choose your partners – Do you have the internal skills or need help?
● Not sure if mobile payments are right for you? Find out by doing this:
1) MAP your customer journey to IDENTIFY where customers are falling out of sales
process and RETHINK the customer journey using mobile payments.
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