| Date post: | 16-Jan-2017 |
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Technology |
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simple software solutions to big business problems.
Making Software. Better.
Keeping the Customer as the Priority for O2
Equal Experts & MongoDB
Alex Haylock
Brian Blignaut
“O2 Priority is our way of saying thanks. It’s exclusive to O2 customers and brings you great offers from high street brands, tickets and experiences, as well as access to the best in entertainment.”
http://priority.o2.co.uk/
© Equal Experts UK Ltd 2015
■ The focus is customer retention
■ UK's largest digital loyalty scheme
■ Multi-channel: available on the web and native mobile apps
■ Developed across 3 time zones
■ Uses MongoDB extensively
O2 Priority
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© Equal Experts UK Ltd 2015
■ Over 9 million registered customers in 4 years
■ Over 2 million active customers
■ Majority of customer usage is via mobile apps
■ An offer is redeemed on average every 12 seconds
■ +5 point benefit in CSI for customers who use Priority vs. those who don’t
Some key stats
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© Equal Experts UK Ltd 2015
What kind of offers?
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© Equal Experts UK Ltd 2015
Most Popular after £1 lunch
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Prize Draws Tickets
© Equal Experts UK Ltd 2015
Challenge #1 - Getting people to download it
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■ People naturally distrust “free” – what’s the catch?
■ There is a perception among PAYG customers that it’s not for them
■ PAYG customers often have limited data allowances, creating an obstacle for use.
© Equal Experts UK Ltd 2015
Challenge #2 - Spikes in Demand
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■ Demand is unpredictable
○ You can never be sure how successful an offer will be
○ You can be entirely sure when an offer is likely to come online
■ How we handle this:
○ Stateless microservice architectures
○ Cloud based deployments
○ Circuit breaks to prevent cascading failures
© Equal Experts UK Ltd 2015
Challenge #3 - Realtime metrics
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■ How successful is an offer?
■ Redemption is currently a manual process
○ It can take days to reconcile data
○ Often the data doesn’t match
○ Major source of frustration
© Equal Experts UK Ltd 2015 10
UK Patent Application Numbers: 1509628.2 & 1519252.9
We needed a seamless way to automate the redemption process, with the
customer’s mobile device at the centre of the process.
■ Bluetooth Magnetic tap
■ Portable/wear round neck design
■ iBeacon
■ 60 m BLE Broadcast radius
■ 3 cm Magnetic tap radius
■ 17+ Month Battery
© Equal Experts UK Ltd 2015
Trials during RWC
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O2 have used the first iteration of our terminals for promotion redemption at the Rugby World Cup – 50,000 products were redeemed
They are huge advocates of the technology, and have extended the trial to all their staff canteens.
© Equal Experts UK Ltd 2015
■ Low operational overhead
■ Scales well out of the box
■ No “object relational impedance”
■ Support for geospatial queries
■ Support for map/reduce type operations
■ Open source
■ Developer friendly
Why MongoDB?
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© Equal Experts UK Ltd 2015
■ 2 x 3 node replica sets
■ Managed via an internal operations team (light touch)
■ Persists all offers, user profiles, stock and analytics
■ 2D indexes used to support geospatial queries
How we use MongoDB
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© Equal Experts UK Ltd 2015
■ Lower support costs
■ Reduced time to market
■ Ability to easily scale
■ No license fees!
Benefits to the Customer
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© Equal Experts UK Ltd 2015
■ Think about your schema, avoid relational modelling
■ Cleanup unused data
Learnings
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simple software solutions to big business problems.
Making Software. Better.
More Information
Equal Experts Blog
http://www.equalexperts.com/blog
O2 Priority
https://priority.o2.co.uk/
simple software solutions to big business problems.
Making Software. Better.
Thank You
Twitter@EqualExperts
LinkedInlinkedin.com/company/equal-experts
UNITED KINGDOM
+44 203 603 7830
Equal Experts UK Ltd
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London NW1 3FG
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T2X 1M2
Calgary, Alberta
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