[P R O D U C T
VIEWPOINT
OISIN LUNNY
Senior market development manager at OpenMarket
The average gap between search and purchase for a customer on their mobile is 60 minutes: compare this with a 30-day average for online players. There’s a ready market of potential players who can quickly be signed up. The first challenge is to make the transaction experience on mobile frictionless and positive. The second challenge is keeping close to customers with timely and relevant engagement for long-term customer retention.
NEWS
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IN-PLAY HEADS TO THE CLOUD
? Sporting Solutions unveils its new Cloud Calculation Engine
EXCLUSIVE
Positive transactions
Reliable and frictionless mobile payment transactions are one of the most effective tools in customer acquisition. Mobile users are often reluctant to provide credit or debit card details via their mobile. The solution is direct carrier billing, allowing simple processing of low value payments without players having to fill in credit card details.
SMS is king
New technologies such as LocationBased Services, HTML5 and Optical Recognition are on the path to creating richer experiences in m-gaming. But most players are more likely to respond to the simpler and more personal nature of SMS and Premium SMS. The recent explosion of opportunities in in-play betting shows the ability of SMS to mobilise online and TV interaction.
Mobile as a bridge
Gaming companies recognise t