Syniverse Presentation - EFT TDS Sep 2014 Panel: Intelligent Mobile Experience, Todd Thayer
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Transcript of Syniverse Presentation - EFT TDS Sep 2014 Panel: Intelligent Mobile Experience, Todd Thayer
The Intelligent Mobile Experience
Todd Thayer VP Product Management
#tdsusa @Mobile4Brands
Mobile Transforming the Travel Industry
Mobile is the only channel that reaches customer at every point in travel journey
Syniverse’s Mobile Engagement
solution allowed a major hotel
brand to launch seamless cross-channel mobile
communications to its customers
around the globe.
#tdsusa @Mobile4Brands
Extend offers and information when the customer is most likely to purchase
Upgrade to Business Class?
52% of business travelers would consider purchasing in-flight amenities
if offers were sent to their mobile before boarding (FlightView)
The Travel Journey
Plan Purchase Departure Upsell (in-flight) Cross Sell Trip info/reminders
Trip Upsell (On-site) Cross Sell Notifications Destination Activities
Return Feedback & Rating Update travelers profile Tailored offers
Next Trip
#tdsusa @Mobile4Brands
Apply Mobile Context to Personalize Travel Experience
Apply user’s shared
information...
Location
Historical Mobile Usage
Age and Date of Birth
Gender
Marital Status
Loyalty Points
Purchase/Purchase Amt.
Device Type
Device and App Usage
Read Messages
...to deliver what they
want…
Offers & Deals
Reservation Updates
Ancillary Services
Loyalty Rewards
Customer Service
…when & how they want it.
SMS/MMS
Push Notification
Social
Passbook
Voice
Allow travelers to curate their own
experience
Inte
grated ch
ann
els; o
ne
bran
d exp
erience
#tdsusa @Mobile4Brands
Top Airlines: 25% off drink tab for your flight tomorrow. Click here for more details
Enjoy 25% off in-flight drinks for tomorrow’s flight. Click here to accept & receive a code!
To: Camila Lanvin
From: Antigua Air
Camila,
Thanks for being a loyal customer- six flights in 6 months! Enjoy 25% off in-flight drinks for tomorrow’s flight from LGA to SFO. Sincerely, The Customer Service Team
Download our App for a chance to win a trip for two!
New Message from Antigua Air
NICKNAME
Jane’s Card
Antigua Air: Enjoy 25% off
your in-flight drinks tomorrow!
(LGA SFO)
Close OK
Camila
25% off in-flight drinks (LGA SFO) *Valid until 9/28
Antigua Air
Deliver Cross-Channel Communication United Airlines generated
1% ($25 million) of its $2.5 billion in annual ancillary revenue on
mobile phones. (Forrester)
#tdsusa @Mobile4Brands
See other Deals
20% OFF
cruises to the Bahamas
Travel Time Flash Deal: October
Book Now
Companies using gamification experience a
100% increase in page views, interactivity &
repeat visits. (hotelexecutive.com)
See other Deals
20% off cruises to the
Bahamas
Travel Time
Scratch off to reveal your October flash deal:
Shop Now
24 hours only!
Extend Offers to Fill Seats and Space
#tdsusa @Mobile4Brands
7
Antigua Air
Antigua Air We apologize for your
delayed flight. Click here to receive a $15 voucher to use
at any participating restaurant on Concourse D
Close OK
Raising customer retention by 5% can
increase profits by 25% (Bain & Company)
Improve the Customer Experience
#tdsusa @Mobile4Brands
Welcome to TopHotels New York!
Enjoy 2-for-1 cocktails in the lobby bar tonight
from 5-8pm.
47% of consumers want discounts and last minute deals via mobile (EyeforTravel)
Increase Revenue with Tailored Offers
Guest desire to book added in-stay services
outstrips hotels’ current provision (EyeforTravel)
#tdsusa @Mobile4Brands
Analyze mobile engagement strategy
based on what delivery channels lead to response, redemption, two-way
interaction or loyalty.
Refine target audience
based on which segments show interest; have highest
response rate
Measure Mobile Program Effectiveness
#tdsusa @Mobile4Brands
• Utilize mobile to enhance the travel experience at every step of journey
– Mobile is the only channel to reach customer at every point in traveler journey
– Apply mobile context to personalize engagement; maximize redemption
• Deliver seamless, cross-channel communications in line with customer preferences
• Optimize mobile engagement efforts by defining target audience; measuring mobile program effectiveness
Summary
#tdsusa @Mobile4Brands
Todd Thayer VP Product Management
#tdsusa @Mobile4Brands
Thank You