het: casino's and mobile technology

Casinos and Mobile Technology

Jermaine BrandonMichael GreeneJohn HangeyGreg JonesAmit PatelMichael Vallejo

Business Requirements

Manage Customer Experience

WOWCreate

Take advantage of analytics

Create Interactive Customer Relationships

Casino Tech Evolution

Current State – Mobile Technology

Casino Room Reservations Events and Attractions

Current State – Mobile Technology

Find Your Way Around Deals Information

What’s next?

GPS

• Drive navigation

• Points of interest

• Friends and family locators

600 millionhandsets worldwide

0

250

500

750

1000

2008 2010 2012 2014

GPS Enabled Handsets

950 millionhandsets in 2014

0

250

500

750

1000

2008 2010 2012 2014

GPS Enabled Handsets

Embracing GPS Technology

Exits/Parking/ATMs

Promotions On site restaurantsGaming venues

Hotel Room location

• Invest in "customer centric" uses of GPS technology in customer service

• Turn customer marketing into customer interaction

• Personalized and Predictive Marketing

Casin

o

Near Field Communications

NFC Adoption

• Higher adoption rate in Europe and China

• US market is slow to adopt

• Supported by most current SmartPhones except the iPhone

• Lack of NFC in iPhone 5 impacted the global retail transaction value forecast from $180bn in 2017 to $110bn in 2017.

Customer Employee

Casin

o

Company

Analytics

• Customer-centric advertising

• Advertisement placement

• Increase Room & Venue Occupancy

• Wait sta! e"ciency

Security & RiskCompliance

JUST DO IT

Functional Analysis GPS NFCPayment-taking capabilities •

Managing customer's experience • •Creating the next new 'wow' factor • •Provide data for business analytics • •

Creating an interactive 'relationship' with customers •Take advantage of business analytics •

Real-time Advertising •Maximize Operating E"ciency •

Functional Analysis GPS NFCPayment-taking capabilities •

Managing customer's experience • •Creating the next new 'wow' factor • •Provide data for business analytics • •

Creating an interactive 'relationship' with customers •Take advantage of business analytics •

Real-time Advertising •Maximize Operating E"ciency •

Cost Analysis

$3,780,000GPS Year 1 Spend

5.27%GPS % of Operating Income

25%GPS Return on Investment

$7,320,000NFC Year 1 Spend

10.2%NFC % of Operating Income

30%NFC Return on Investment

GPS

Analytics

NFC

GPS

Analytics

NFC

(GPS + NFC) =Analytics

Thank You

• Seinfeld Clip http://www.youtube.com/watch?v=gwEmQNd6wMA

• Minority Report Clip http://www.youtube.com/watch?v=kx9IEP8pmiI

• GPS

• GPS Map Image Retrieved from http://maps.google.com

• http://www.luxurydaily.com/venetian-palazzo-use-indoor-gps-in-mobile-app-strategy/

• http://www.4-traders.com/BALLY-TECHNOLOGIES-INC-11560/news/Bally-Technologies-Inc-Red-Hawk-Casino-Launches-Mobile-App-Created-by-Bally-Interactive-14469165/

• http://www.newyorknewyork.com/press-room/press_room_releases_template.aspx?id=964

• NFC

• http://www.lvrj.com/business/las-vegas-company-pushes-mobile-wallet-expansion-174276671.html

• http://www.nfcworld.com/

• http://www.talkandroid.com/61119-george-costanza-promoting-google-wallet-video/

• http://events.iaik.tugraz.at/RFIDSec06/Program/papers/002%20-%20Security%20in%20NFC.pdf

• http://www.nextwallet.org/index.php/9-uncategorised/74-nextwallet

• http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=9&cad=rja&ved=0CHQQFjAI&url=http%3A%2F%2Fwww.deloitte.com%2Fmultifiledownload%3FsolutionName%3Ddeloitte.com%26fileIds%3Dfefaa188a68e4310VgnVCM2000001b56f00aSTFL&ei=bQa0UNewJtTq0QG52YAY&usg=AFQjCNHdR1uk_3nQeEOMuMbJ8_d-FAgxbQ&sig2=Rs_6Wm-tMhxU25R4xVaO4A

• http://www.engadget.com/2012/02/28/openways-adds-nfc-to-its-mobile-key-for-hotels/

• http://www.clarionstockholm.com/nfc-project

• http://www.nfcnews.com/2012/01/24/swedens-nordic-choice-hotels-adopt-nfc-key-solution-from-openways

• http://gaming.nv.gov/index.aspx?page=51

• http://www.nfcworld.com/2012/12/05/321429/juniper-scales-back-nfc-forecast/