vmob: building a cloud-based mobile marketing platform with scott bradley
DESCRIPTION
Scott Bradley the CEO of VMob talked to NZSA members about the VMob journey so far, including lessons learnt from capital markets and international expansion. Founded just 3 years ago, VMob has built a cloud based mobile marketing platform that profiles an individual user based on social, location and consumer behaviour, allowing bricks and mortar retailers to deliver personalised and relevant offers to incentive sales. Today VMob is a multinational business with a number of high profile global customers including McDonalds (Netherlands and Sweden), Loyalty NZ, Telecom NZ, Vodafone, ESSO Norway, Tribal DDB UK, The Yellow Pages and MetraNet Indonesia.TRANSCRIPT
Building a cloud-based mobile marketing platform
Scott BradleyCEO & Founder
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Top 250 global retailers =$4.3 trillion in sales
Only 7% online…
Retailers around the world are struggling with the same problems…
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1. Driving Customers Into StoresBy pushing personalised and relevant offers to consumers’ mobiles.
2. Increasing Customer Transaction SizeBy delivering relevant upsell offers that drive increased transaction value.
3. Driving New ConsumptionBy delivering new product offerings that drive trial at exactly the right time for the customer.
4. Closing the loop on analyticsEasily view campaign redemption rates measured down to an individual customer level for
accurate measurement of ROI and campaign effectiveness.
Mobile Marketing & Campaign Management
Here to help increase retail sales by:
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Wow, that was easy!
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9NZ Pilot - VoucherMob
Proove the business model
Never going to scale in NZ
Looked to launch into Australia
Commitments of A$2m
But there was a bigger
opportunity…..
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Indonesia242.3m Population6.5% GDP Growth11% Retail Growth
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120m customers2nd largest mobile advertising marketA problem we could fix - churn & VAS revenue
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1325 September 2012
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Guess what?
Telco’s don’t ‘get’ mobile
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We are fanatical about mobile and partner with the worldʼs best brands to prove its power
17So who does?
Global Retail BrandsBy 2017 the CMO will Spend More on IT than the CIOMarketing ‘Cloud’
18McDonalds Netherlands 1.0
Product
Location
19McDonalds Netherlands 2.0
Special Offer Coupons
Sweepstakes
Push Messages and Notifications
Browse Menu
Share with Friends
Gift Coupons
News and Activities
Share Coupons
Mystery Coupons
Find a Restaurant
Loyalty Rewards
Order
Special Offer Coupons
Sweepstakes
Push Messages and Notifications
Browse Menu
Share with Friends
Gift Coupons
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Menu preferences
Loyalty Data/Points
App Usage
Location Data - Work/Home
Social DataName/Age/DOB/Gender/Likes/Friends/Sports
Transaction History
Frequency of visit
Channel PreferenceEmail/App/Web/Mobile/SMS
Price Elasticity
Favourite products
Most interesting News and Activities
Predictive modeling
21Results (first 5 weeks)
1m downloads - #1 2.1% of all McDonald’s customers used at least 1 mobile coupon.2% of the revenue in this period is related to payments with mobile coupons.0.7% of the additional revenue related to mobile coupons.47% increase on ‘tray value’ / upsells for customers using mobile coupons.
22Global opportunity & challenges….
23The funding journey so far….
2010-12 $1.75m Angels & Founders
2012 Completed reverse listing on NZAX
2012 $1.4m Private Placement2013 $4.0m Private Placement2013 $2.3m SPP2014 $500k Option
24Where to from here
Proven platform Proven commercial modelRenewing & upselling clientsMulti vertical applicationMulti geography / lingual
Sell, sell, sell…..
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Thank you