The importance of mobile for gambing and gaming in recent years is clear, with players more often, choosing to play on their handsets, and operators looking to cater to their needs. In our latest webinar, Michael Greenberg, txtNation’s NBDO for iGaming discussed ways to increase conversion rates and retain and re-activate current and lapsed customers, using mobile.

You can see the recording of our webinar below:

Recorded Webinar – Increasing Conversion and Retention for iGaming from txtNation on Vimeo.

If you would like to discuss anything raised in our webinar, please contact Michael Greenberg.

We work with many dating and social sites across the web. Some use mobile billing alongside other methods of payment i.e. credit card, others have moved to just supporting purely Mobile Billing – ‘Pay by Mobile’ due to the huge benefits it brings.

The most common use of ‘Pay by Mobile’ across dating and social sites can be seen in two main areas:

Virtual Currency

Example:

Pay by Mobile

For low cost ‘virtual’ items, mobile billing is key. Who wants to pay on their credit card for a product under 10 euro when they can charge instantly to their phone account, seamlessly.

Virtual Items

 

Memberships

Example:

Loveleap Mobile Site

Allow users to pay for membership for a week or a month using Operator Billing. Pay by SMS!

 

Uplift from using Direct Operator Billing

Sites that use our billing report an uplift in sales unlike any other billing platform. On mainstream sites mobile billing has seen a 20%+ increase to their existing revenues from customer payments. Mobile Billing is the most common and ubiquitous tool and of course dating and social sites realise consumer choice is always a positive in terms of end-user conversions.

In mobile dating, customers are also attracted to the anonymity that mobile operator billing provides. Combine this with the level of credit card penetration in many worldwide markets being low. So, mobile billing, is even more important in these markets.

Speed to pay

No forms to fill out. Everyone has a mobile phone. Not everyone has a credit card or wants to use it for dating or social sites.

All the customers need to do to pay is send an SMS (or click a link!). We handle everything else from that point on. Several seconds later and the payment is made. Perfect for digital items such as Virtual Currency as example above.

txtNation’s CBDO Danny Marino and Digital Marketing Manager Patrick Macgougan discuss ways to get the most from your SMS marketing campaigns in this webinar.

Recorded in November 2013, the webinar covers metrics for SMS mobile marketing, good quality routes for bulk SMS, HLR lookup for SMS marketing, metrics and best practice. Read our articles ‘Get the Best Results from SMS Marketing‘ and ‘5 Key Metrics for Bulk SMS Marketing

SMS MarketingToday’s consumers are mobile. They’re always on the go, sending and receiving messages of all types. As a merchant wishing to promote your services, or with the objective to improve the way in which you communicate with your customers, you can meet the increasing mobile expectations of your consumers by using SMS marketing.

Here we will cover some best practice advice, to help you get the most out of your bulk SMS marketing campaigns. These fundamentals provide a solid foundation for how to communicate with mobile subscribers appropriately and comfortably using SMS.

Used in a meaningful, relevant and appropriate way for customers, SMS communication strategies can help businesses to:

  • Acquire new mobile customers
  • Welcome mobile customers
  • Increase mobile engagement and conversions
  • Retain your customers with mobile

SMS marketing and notifications should be about adding value – not just creating noise. Here are our tips for achieving these goals with your SMS marketing campaigns:

Add value
Provide above-and-beyond value via “positive disruption.” Offer exclusive offers and avoid sending offers and information that consumers can find in your emails, print ads, or on your site. Consumers are extremely connected to their phones and text messages are reserved for their inner circle. If they let you in, make it worthwhile for them.

Consider the conversation
As marketers, we know what we want from consumers. Take a step back and consider what the consumers may want to receive from your brand. What types of messages would they like to receive? What useful information can you provide? How can you make it easiest to obtain? And is it meaningful to the customer – does it save them time, engage with them better, make the business cost saving and increase awareness and interest in product?

Do not disturb
Don’t send promotional text messages after 9 PM or before 11 AM to avoid annoying those who go to bed early and those who are late risers. When a consumer opts in to receive your text messages, request time zone information; and, accordingly, send your SMS in waves to ensure you are optimizing the interaction.

Provide value first, capture data second
Get to know your customers. Right now, you may not know anything besides their phone number and that they want to receive SMS messages.

Consider the total mobile experience. While planning your campaigns, ensure you are optimizing the customer experience by linking to mobile sites. The best experiences are when customers can be directed through the SMS directly to a mobile web page or other content.

Metrics!
How do you get the most out of SMS Marketing, and what metrics do you need to be able to effectively analyse the impact of these campaigns? Read our blog ’5 Key Metrics for Bulk SMS Marketing.’

HLR Lookup to clean your data
You would use HLR on mobile data that you have stored before running a campaign in order to check its health and save costs and improve messaging accuracy. HLR Lookup – commonly used for Mobile Number Portability queries the network to obtain MCC/MNC.

txtNation Number Portability Discovery is a complete, global Number Portability service. It provides critical Number Plan and Number Portability (MCC/MNC) information enabling identification of the true destination network on a worldwide basis.

Number Portability is an API driven or managed service, dependent on your requirements. Data is continuously refreshed, scrubbed and stored by a dedicated team to provide a high quality, low latency source of number portability data. Customers, like SMS aggregators, who have typically used HLR Lookup services in the past, can now use txtNation HLR with a single interface and obtain global number portability data. In addition, new sources of data are continuously added as required, or when new countries come online.

By checking against the home location register, you can very quickly and easily see (for the fraction of an SMS cost) whether a number is still valid and therefore worth trying to market to.

This means you end up with an optimised data list, having removed the duds and also means you get a much clearer view on your overall return from a campaign.

If you’re blindly marketing to 50k customers but 20% of the numbers are invalid then this instantly skews your measure on return – plus costs you more money than was necessary. Read more about txtNation’s HLR Number Lookup.

Quality routes
txtNation focuses on offering local mobile network routes only , unlike many companies selling interconnect routes whereby messaging is sent via far-flung destinations before being redirected to the intended market (meaning low latency and poor reliability).

Cheap routes often result in very poor campaign results with far fewer messages successfully landing on the intended handsets, compared to local routes. In addition, interconnect routes are not officially supported by the mobile networks and are considered ‘illegal’. 

Conclusion
SMS marketing and notifications are far out performing other methods of communicating with new or existing customers; and whilst customers now demand more and more from mobile and expect you to be mobile friendly in the way they can engage with you then the most reliable and natural way to support this is SMS.

SMS is quite simply the only standardised, clear and ubiquitous mobile technology which works for every customer, every device.

Implementing SMS programmes does require thought and our biggest piece of advice is to keep your message clear and concise and above all relevant!

Think carefully about who you’re sending messages to, the message and when, and what you expect the end result to be. 

Contact us to find out how your business can benefit from bulk SMS marketing.

webinar - SMS Marketing

Mobile marketing with bulk SMS is a cost-effective way to communicate with current and potential customers, with high open and response rates. Using quality routes for delivery and HLR lookups to optimise your data, you can get even more from your campaigns.

As well as this, HLR can be used with your Mobile Billing campaigns. When using Premium SMS or Direct Billing, HLR lookups detect the mobile network based on a customers mobile number and significantly improve billing rates and flows.

In our upcoming webinar, Get the Best Results from SMS Marketing on 13th November at 15:00 (GMT), we will show you how to use SMS marketing to its full potential.

Webinar Agenda:

  • Cost saving with HLR lookup
  • Using quality messaging routes
  • Using HLR for better Bulk SMS Marketing campaigns

Register for our webinar.

register for the free webinar

txtNation sponsored the highly successful mGAMING event in London last week and showcased our mobile billing options for Gambling companies who have a web and mobile presence.

It was attended by a who’s-who of prominent players in mobile gambling and billing.

txtNation is involved in the mobile gaming space through enabling ‘pay by mobile’ billing options on the mobile device.

Making registration and depositing as easy and seamless as possible on a mobile device means operators can increase their success of acquiring new players.

It was evident from the discussions we had during the event, that most game operators recognise that mobilising their services is now a key strategy for continued growth.

Whilst some operators (a growing number) are moving from desktop to mobile, there are also those that are purely mobile focused and are operating this model as their primary and only channel to serve players.

Operators confirmed that they now find many players repeatedly return and play for lengthened periods of time on-deck – i.e. on their mobile devices and the statistics are starting to show a huge growth in mobile players, whilst traditional desktop gambling is falling.

This means that players now expect more from the mobile experience and want to play, socially interact and top-up game credit on their handsets, without needing to revert to their desktop account to manage these elements. Incorporating a payment strategy that complements that ‘purely mobile’ experience is vital to keep the whole thing seamless and enjoyable. This is even more fundamental a consideration when looking at new acquisition where new members should be offered a quick easy route through to their first play without needing to endure a multiple clicks signup and depositing process which risks diluting interest and loses impulsive appeal.

The biggest objection to payments through the mobile network operators is that you still incur a larger transaction fee compared to credit card.

This is now changing and the mobile network operators are working those transaction fees down. At the same time, it still converts better on the mobile compared to any other type of payment mechanism and whilst we wait for the operators to reduce their transaction fees to the point operators can consider it for repeat billing; it definitely has a place in encouraging that first deposit.

“We consider the slightly higher transaction fee on mobile payments as a marketing cost” said one prominent operator attending the event.

They went on to explain, “We are very happy to accept that cost in acquiring the new user and securing that first deposit. Once we have them playing then we have good retention strategies for keeping our players engaged and repeat depositing for further play via alternative means”.

With the emergence of direct billing. Payforit4 for the UK specifically, then the potential for mobile payments to increase revenues through better acquisition, means it should not be ignored.

A single click payment process to deposit cash to play is a far cry from the old-hat and undeniably unsuitable 21-click credit card flow which only serves to annoy new customers and kill conversions.

Some photos from the event below:

mGAMING Photos

photo2

When: Wednesday, 12th June, 2013 at 3pm (GMT)
Webcast: Webinar - Mobile Billing for mGaming

txtNation mGaming Webinar

txtNation providing a detailed overview of new acquisition and payment strategies for gambling and social gaming.
  • Direct Billing and Premium SMS for Gambling
  • Payforit for Gambling
  • Business models successfully using Mobile Billing for Gambling
When: Wednesday, 8th May 2013 at 3pm (GMT)
Webcast: Webinar - Payforit 4 UK – The Mobile Billing Opportunity
txtNation discuss the Mobile Billing Opportunity with Payforit version 4 for the UK market and why merchants are moving to this platform. Key points will include:
  • What is Payforit?
  • Where can Payforit be used?
  • Payment flow and implementation options
  • The benefits to both merchants and consumers
  • Use cases for Payforit
  • Technical options and support