THE DIGITAL FUTUREA CASE STUDY IN DIGITAL TRANSFORMATION – IMPLEMENTING AN OMNI CHANNEL STRATEGY

Daniel HallHead of BI/CRM Programmes

Ladbrokes

Gary FitterSenior Programme Manager

Aditi Technologies

RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST

1995

INTERNET OF

DOCUMENTS

CONTENT

2000

INTERNET OF

COMMERCE

DESIGN

2005

INTERNET OF

APPLICATIONS

CLOUD

2010

INTERNET OF

CONTEXT

DATA

2015

INTERNET OF

THINGS

DEVICE

MEET THE MOST CONNECTED PERSON

SSBT

FitBit

iWatch

Narrative Camera

Samsung Gear

Smart TV

Phones and Tablets

Gaming Console

…and our customers will be as connected in the next 2 years

4

AND WE ARE EXPECTED TO KEEP UP WITH THEM

“I WANT TO PLACE MY BETS ON ANY GAME FROM ANYWHERE, ANYTIME”

“I WANT ACCESS TO FUNDS”“I WANT TO GET THE SAME GREAT

GAMING EXPERIENCE ACROSS ALL MY DEVICES”

“I WANT YOU TO GIVE ME SUGGESTIONS AND OFFERS THAT ARE RELEVANT TO ME”

“I WANT YOU TO SEND ME REAL-TIME ALERTS”

“I WANT YOU TO ENSURE SECURITY OF MY DATA”

5

Which of the following best describes your company’s current status on cross-channel engagement?

8%

20%

28%

32%

12%

Don’t Know

If there has been

any steps towards

cross-channel

engagement

No Focus Yet

We do not have any

clear strategic

objectives or goals for

cross-channel customer

engagement

No Results Yet

We have made good

progress, but have yet

to fully realise intended

benefits

Leaders

We have achieved

cross-channel customer

engagement and are

leveraging it

60%

We would lose our

customers to

competitors with more

advanced customer

engagement capabilities

86%Our brand value could suffer

substantially

Is customer engagement important?

Slow Implementation

We have a strategic

vision, but are

progressing slowly on

implementation

56% OF ORGANISATIONS ARE NOT GEARED UP TO MEET CUSTOMERS’ DEMANDS

Source: Aditi Information Week survey

6

Users are unhappy with the existing mobile betting and gaming applications due to the lack of an unified experience and will move to another platform!

54%

Source: Gartner and Gambling Compliance

7

$45.24bnGlobal online market growth by 2015

$30bnGlobal mobile gaming revenues by 2015

4.9bnConnected devices by 2015

Source: Gartner and Gambling Compliance and Newzoo

THE OPPORTUNITY IS HUGE!

8

AND WHERE DOES THAT LEAVE US AS AN INDUSTRY?

INCREASED COMPETITION

INCREASED OPERATION COSTS

DEVICE PROLIFERATION

EXPERIENCE

ACCESS

RELEVANCE

LOYALTY

Compelling, connected and unified experience across all channels (Desktop, Mobile, Smart TV, Console, SSBTs, FOBTs and very soon, Wearables)

Being able to access all new features, new and richer content from their favourite brand, faster

Targeted and relevant content based on preferences and history

Incentives and relevant promotions

BUSINESS CHALLENGES CUSTOMER EXPECTATIONS

9

EXPERIENCE LED DIFFERENTIATION TO DRIVE PROFITABILITY

ENHANCED CUSTOMER

EXPERIENCE

ENHANCED INSIGHTRICHER DATA – BUILD

AN SCV OF OUR

CUSTOMERS

GREATER CUSTOMER

ENGAGEMENT

TO MOVE FROM TRANSACTIONS TO A UNIFIED OMNI-CHANNEL EXPERIENCE

SO WE PLACED OUR BETS ON…

12

#1 RELEASING MORE CONTENT FASTER AND ENABLING A UNIFIED

EXPERIENCE ACROSS ALL EXISTING CHANNELS AND NEW ONES AS THEY

EVOLVE

• Simultaneous content release across platforms

• Build once publish every where with responsive design

• Reduce duplication of effort

• Improve quality

• Faster time to App store and Google play with wrappers

• Agile engineering

13

#2 ENHANCING RETAIL EXPERIENCE WITH COMPANION DIGITAL TOUCH

POINTS AND EMBRACING MULTI-CHANNEL BEHAVIOUR

• Second screens for enhanced customer

engagement

• Simplify and increase loyalty card behaviour

• Extend digital wallet for use in store

• Increase in-play interaction and cross sell

• Insights for staff to understand in-store

customers and improve engagement

14

#3 HARVESTING DATA AND ENABLING A SINGLE VIEW OF OUR

CUSTOMERS

• Understanding the customer journey

• Insight into our customers’ behaviour

• Influence daily & hourly KPIs

• Detect fraud real time

• Resolve customer complaints faster

15

#4 DRIVING INFORMED AND PERSONALISED EXPERIENCES BOTH ONLINE

AND IN-STORE, LEVERAGING DATA ANALYTICS AND INSIGHTS

• Targeted content based on channel and player activity

• Predict player LTV immediately

• Reduce player churn

• Customise promotions to engage player across channels

1-EXPERIENCEBE RELEVANT

RICH OMNICHANNEL EXPERIENCE

BE THERE

BE 1-STEP AHEAD

UNIQUELY PERSONALISED EXPERIENCE

MOBILE

ANALYTICS

CLOUD

SOCIAL

POWERED BY

GENERATE DEEP UNDERSTANDING

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A CASE IN POINT: CAPABILITIES FOR DELIVERING A FASTER OMNI-

CHANNEL EXPERIENCE, FASTER

INCREASE QUALITY OF CONTENT MAXIMIZE PROFITS DURING THE

BUSIEST BETTING SEASON

REDUCE TIME TO MARKET BY 50%

DOMAIN KNOWLEDGE REUSABLE ARTIFACTS PLATFORM IAND GAMES

NTEGRATION

DATA AND INSIGHTS QUALITY ASSURANCE

MORE ENGAGEMENT MORE REVENUE

NEW CONTENT ACROSS

CHANNELSSATISFIED PLAYERS

STABLE PRODUCT FASTER DELIVERY

MORE PLAYER INSIGHTS SEAMLESS UI /UX

DRIVING

DEAR FUTURE,

WELCOME HOME!