Taking next-generation Mobile to new heightsCMA Mobile day, May 8 2013

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Overview

• Going Mobile – the AIR MILES approach

• The impact of Gamification

• The impact of going Native

• How to evolve your device roadmap

• The evolution of Mobile messaging

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What is the AIR MILES Reward Program?

Canada’s premier coalition loyalty program since 1992

More than 10 million active AIR MILES Collector accounts

There are 1,000 card swipes a minute, every minute of every day, seven days a week.

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Our Customers – Collectors & Sponsors

The Collector10+ Million Active Collector

Households

100+ Partners

100+ Online Retailers

1200+ Reward Suppliers

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VIDEOhttp://www.youtube.com/watch?v=7s_5_18jyyk

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Going Mobile

Consumer adoption of platforms+

devices

Features that drive business

goals

Content that is relevant to Mobile

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Going Mobile

Design

Build

LaunchInsights

Integrate +

Iterate

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AIR MILES Mobile

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• First app launched in November 2010

• Built off of new APIs and Gateway

• Gather data/insights for Version 2

V1

• Capitalize on key data insights from Version 1

• Expand device set

• Drive increased engagement,

• Listen to customer feedback/iTunes ratings

V2

AIR MILES Mobile

Gamifying check-in

• Simple location check-in feature

• Enables user to self-identify location in exchange for value

• Gamification element rewarded the most active – but reward was tied to spend

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Gamifying check-in

% of users who checked in increased from 10% to 18%

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Gamifying check-in

Average number of Check-ins per User increased by 500%

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Gamifying check-in

The total number of Check-ins increased from 22,000 to 400,000 per month… 1700%

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• In V1 we featured our Rewards catalogue in Web views

• Resulted in a slow and disjointed experience

• Feedback from iTunes was consistent that the experience was not good for Users

Building natively

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Average time spent in the app increased by 60%

Building natively

Evolution of devices

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2010

2013

iPhoneAndroid

iPhone Blackber

ry iPad

BB10?Windows

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2012

• Direct Mail• Email• Web

Traditional Marketing

• SMS• Mobile friendly

email

Mobile messaging • ‘Pull channels’

• Mobile applications

• Mobile Web

Mobile Accessibility

• Push Notifications

• LBS

Mobile relevancy

Evolution of Mobile Messaging

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Mobile Impact

Post Install

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Thanks!QUESTIONS

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