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Customer Experience:

How do you delight customers?

Ray Anderson, CEO, Bango12th March 2012

© 2012 Bango plcwww.bango.com

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Where Bango fits in:

Streamlinethe userpayment

experiencePay

For thousands of digital merchants

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DelightDesire

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Despair

Desire

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Example using Paypal Mobile Operator Billing Payment (Zong)

1. Choose your sword

2. Type in your phone number

3. Click to continue

4. Wait for a text message

5. Open the message

6. Note down the PIN code

7. Go back to the game

8. Type in the PIN code

9. Get the sword

User experience example…

Buying a sword during a mobile game:

User experience can be life or death …

Killed by

the Ogre

Pay with PayPal (Zong)

1. Choose your sword

2. Click & type phone number

3. Click to continue

4. Wait for a text message

5. Open the message

6. Note down the PIN code

7. Go back to the app

8. Type in the PIN code

9. Get the sword

User experience can be life or death …

Pay with Bango1. Choose your sword

2. Click to pay

3. Get the sword

Killed by

the Ogre

Pay with PayPal (Zong)

1. Choose your sword

2. Click & type phone number

3. Click to continue

4. Wait for a text message

5. Open the message

6. Note down the PIN code

7. Go back to the app

8. Type in the PIN code

9. Get the sword

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User experience can Delight!

Pay with Bango1. Choose your sword

2. Click to pay

3. Get the sword

Defeated the giant

Met the princess

Ruling the land

Killed by

the Ogre

Pay with PayPal (Zong)

1. Choose your sword

2. Click & type phone number

3. Click to continue

4. Wait for a text message

5. Open the message

6. Note down the PIN code

7. Go back to the app

8. Type in the PIN code

9. Get the sword

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Example: Bango for Dada musicbox

Bango for Blackberry App World

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HTML5

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Behind the Scenes….

Single technical and commercial integration with 80+ billing systems

User Identity:Bango ID merges multiple identities

using cross-site & app history

Common user identity across multiple services / apps

Enables better user experience than any other solution

Operationalsystems

Bango payment platform

RIM Identity

Opera ID

Carrier UserID

Device ID

Browser ID

Amazon ID

Facebook ID

Carrier MSISDN

Open ID

PaymentReduce ops. cost and risk

AnalyticsUnderstanding drives

revenue

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• Driving factors- good price (in local currency)- clear language- trust brand(s)- repeating user- Operator / payforit endorsement

100%enter Bango

payment collection process

91.1%Return to CP site

payment confirmed

2.6%Explore T&C, Data

Charges, other

2.2%Fail to return

after reading T&C, Data Charges, other

5%Unable to pay,

according to biller

3.0% Out of funds0.8% Payment Bar0.2% Biller fault

2%Cancel (Decline)

0.7%Lost - Unknown

(disconnect, bookmark, “back”, biller loss)

• Causal Factors- no money available- barred by account owner / carrier- billing failed or fraud detected

• Causal Factors- did not expect to pay- price too high- did not like T&C

• Causal Factors- biller systems lose user- switched to other URL/bookmark- loss of interest- connection fault

1.9% CP Handled0.1% Bango Handled

Conversion Rate Measurement

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500 visitors click “BUY”at your mobile website

Conversion Rate is Key to Profit

Buy 1,000 visits for $1 each($1,000 marketing cost)

Example:

You are selling items at $10 each which incur a

royalty of $3 each

You market using use performance based

mobile search and ads

Billing Cost 30% (70%out)

60% CR 62% CR

Sell 300=$3,000

Sell 310=$3,100

Cost of sale:$1,8000.3*$3,000 billing

300*$3 royalty

$200 Profit

Cost of sale:$2,4000.3*$3,100 billing

310*$3 royalty

$240 sales

2%

20%

A small difference in conversion rate

Can cause a hugedifference in gross

profit

($1,000 marketing cost) ($1,000 marketing cost)

A B

Delight

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DelightDesire

Bring delight a little closer…