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/