2. Ray Anderson
- 1. Customer Experience: How do you delight customers? Ray Anderson, CEO, Bango 12th March 2012 © 2012 Bango plc www.bango.com 1
- 2. Where Bango fits in: Streamline the user payment experience Pay For thousands of digital merchants 2
- 3. Desire Delight 3
- 4. Desire Despair 4
- 5. User experience example… Buying a sword during a mobile game: • Choose your sword • Type in your phone number • Click to continue • Wait for a text message • Open the message • Note down the PIN code • Go back to the game • Type in the PIN code • Get the sword Example using Paypal Mobile Operator Billing Payment (Zong) 5
- 6. User experience can be life or death … Pay with PayPal (Zong) • Choose your sword • Click & type phone number • Click to continue • Wait for a text message • Open the message • Note down the PIN code • Go back to the app • Type in the PIN code • Get the sword Killed b the O y gre
- 7. User experience can be life or death … Pay with PayPal (Zong) Pay with Bango • Choose your sword • Choose your sword • Click & type phone number • Click to pay • Click to continue • Get the sword • Wait for a text message • Open the message • Note down the PIN code • Go back to the app • Type in the PIN code • Get the sword Killed b the O y gre
- 8. User experience can Delight! Pay with PayPal (Zong) Pay with Bango • Choose your sword • Choose your sword • Click & type phone number • Click to pay • Click to continue • Get the sword • Wait for a text message • Open the message • Note down the PIN code • Go back to the app Defea • Type in the PIN code ted the g iant • Get the sword Met t h prince e ss Killed b the O y Ruling gre the la nd 8
- 9. Example: Bango for Dada musicbox 9
- 10. Bango for Blackberry App World
- 11. HTML5 11
- 12. Behind the Scenes…. Common user identity across multiple services / apps Enables better user experience than any other solution Bango payment platform User Identity: Single technical and commercial Operational Bango ID merges multiple identities using cross-site & app history integration with 80+ billing systems systems Carrier MSISDN Carrier UserID Payment RIM Identity Reduce ops. cost and risk Opera ID Device ID Browser ID Analytics Amazon ID Understanding drives Facebook ID revenue Open ID 12
- 13. Conversion Rate Measurement • Driving factors - good price (in local currency) - clear language - trust brand(s) 91.1% - repeating user Return to CP site - Operator / payforit payment confirmed endorsement • Causal Factors - no money available - barred by account owner / 5% 3.0% Out of funds 0.8% Payment Bar carrier Unable to pay, 0.2% Biller fault - billing failed or fraud detected 100% according to biller enter Bango • Causal Factors payment - did not expect to pay - price too high - did not like T&C 2% 1.9% CP Handled 0.1% Bango Handled collection Cancel (Decline) process • Causal Factors - biller systems lose user 0.7% - switched to other Lost - Unknown URL/bookmark (disconnect, bookmark, - loss of interest - connection fault “back”, biller loss) 2.6% 2.2% Explore T&C, Data Fail to return Charges, other after reading T&C, Data Charges, other 13
- 14. Conversion Rate is Key to Profit A small difference in conversion rate Buy 1,000 visits for $1 each ($1,000 marketing cost) Can cause a huge difference in gross 500 visitors click “BUY” profit at your mobile website A B Example: 60% CR 2% 62% CR You are selling items at Sell 300 Sell 310 $10 each which incur a =$3,000 =$3,100 royalty of $3 each Cost of sale:$1,800 Cost of sale:$2,400 You market using use 0.3*$3,000 billing 0.3*$3,100 billing performance based 300*$3 royalty 310*$3 royalty mobile search and ads ($1,000 marketing cost) ($1,000 marketing cost) Billing Cost 30% (70%out) $200 Profit 20% $240 sales 14
- 15. Bring delight a little closer… Desire Delight Delight 15