Date post: | 12-May-2015 |
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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/