Casinos are exploring using GPS and NFC mobile technologies to enhance the customer experience. GPS can be used for navigation, location-based promotions and analytics. Nearly 1 billion smartphones worldwide have GPS. NFC adoption is growing but has been slower in the US. Casinos could use NFC for payments, loyalty programs and room keys. Both GPS and NFC provide opportunities for improved customer analytics, experiences and operating efficiencies, though costs are significant.

2. Casinos and
Mobile Technology
Jermaine Brandon
Michael Greene
John Hangey
Greg Jones
Amit Patel
Michael Vallejo

3. Business Requirements

4. Manage Customer Experience

5. WW
O
Create

6. Take advantage of analytics

7. Create Interactive Customer Relationships

8. Casino Tech Evolution

9. Current State – Mobile Technology
Casino Room Reservations Events and Attractions

10. Current State – Mobile Technology
Find Your Way Around Deals Information

11. What’s next?

12. GP
S

14. • Drive navigation
• Points of interest
• Friends and family locators

15. 600 million
handsets worldwide
1000
750
500
250
0
2008 2010 2012 2014
GPS Enabled Handsets

16. 950 million
handsets in 2014
1000
750
500
250
0
2008 2010 2012 2014
GPS Enabled Handsets

17. Embracing GPS Technology
Promotions Gaming venues On site restaurants
Exits/Parking/ATMs Hotel Room location

18. • Invest in "customer centric" uses of GPS technology in
customer service
• Turn customer marketing into customer interaction
• Personalized and Predictive Marketing

19. si no
Ca

21. Near Field
Communications

23. 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.

26. n o
a si
C
Customer Employee Company

27. Analytics

28. • Customer-centric advertising
• Advertisement placement
• Increase Room & Venue Occupancy
• Wait staff efficiency

29. Security & Risk
mpl iance
Co
JUST DO IT

30. Functional Analysis GPS NFC
Payment-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 Efficiency •

31. Functional Analysis GPS NFC
Payment-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 Efficiency •

32. Cost Analysis

33. $3,780,000
GPS Year 1 Spend

34. 5.27%
GPS % of Operating Income

35. 25%
GPS Return on Investment

36. $7,320,000
NFC Year 1 Spend

37. 10.2%
NFC % of Operating Income

38. 30%
NFC Return on Investment

39. NFC
GPS
Analytics

40. NFC
GPS
Analytics

41. Analytics
(GPS + NFC) =
Thank You

42. • 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/