Overcoming the Challenges of Going Mobile

Going mobile can be a big step for any business and as with any change, it brings a number of challenges. With the growth in smartphone penetration around the world, many predict 2014 to be the year of mobile.

As ICE Totally Gaming approaches, and many gambling operators are looking to step up their mobile presence, it is important to be aware of the challenges and how to overcome them. Here are three issues that you may face when planning your strategy.

Targeting:
The closer to the consumer your message is, the more targeted it needs to be. When customers see billboard or magazine advertisements, this impersonal approach doesn’t annoy them, however, as we move to more personal forms of communication, for example, to their mobile handset, the communication needs to be targeted specifically to them.

With bulk SMS marketing, customers can be targeted, much like they can with email marketing. txtNation also offer highly targeted and cleaned datalists, so your initial communication with potential customers is efficient.

Localisation
This is a potential challenge across many areas, however, when looking to offer the ability to pay by mobile, it is key that you look to use a provider with a good amount of coverage. You can see our coverage section for more information on the countries which which we offer mobile messaging and billing services.

Optimisation
When optimising for mobile, the whole customer journey should be considered. Building awareness on mobile can be through mobile ads, bulk SMS marketing and augumented reality or other forms of linking offline with mobile, among other options.

Social media can be optimised by considering the user experience for your customers if they access Facebook and Twitter on their handsets. Shorter posts, visual if possible, ideally with as much as possible covered in the post itself, rather than redirecting them to other websites.

We’ve all been hearing plenty of experts tell us to optimise our websites for mobile, with responsive seemingly the current norm. However, once your customers reach the payment screen, the process needs to be as streamlined as possible. A fiddly credit card form on a mobile handset will result in a low conversion rate, however, a simple mobile payments solution will allow end-users to make payments quickly and easily, without dropping off.

 

txtNation will be exhibiting at ICE Totally Gaming at ExCeL London, 4th – 6th February at stand N12-252. If you would like to book a meeting with us to discuss mobile payments and mobile messaging, please contact us.

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