1. Customer Experience:
How do you delight customers?
Ray Anderson, CEO, Bango
12th March 2012
© 2012 Bango plc
www.bango.com
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2. Where Bango fits in:
Streamline
the user
payment
experience
Pay
For thousands of digital merchants
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3. Desire Delight
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4. Desire
Despair
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5. User experience example…
Buying a sword during a mobile game:
• Choose your sword
• Type in your phone number
• Click to continue
• Wait for a text message
• Open the message
• Note down the PIN code
• Go back to the game
• Type in the PIN code
• Get the sword
Example using Paypal Mobile Operator Billing Payment (Zong)
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6. User experience can be life or death …
Pay with PayPal (Zong)
• Choose your sword
• Click & type phone number
• Click to continue
• Wait for a text message
• Open the message
• Note down the PIN code
• Go back to the app
• Type in the PIN code
• Get the sword
Killed
b
the O y
gre

7. User experience can be life or death …
Pay with PayPal (Zong) Pay with Bango
• Choose your sword • Choose your sword
• Click & type phone number • Click to pay
• Click to continue • Get the sword
• Wait for a text message
• Open the message
• Note down the PIN code
• Go back to the app
• Type in the PIN code
• Get the sword
Killed
b
the O y
gre

8. User experience can Delight!
Pay with PayPal (Zong) Pay with Bango
• Choose your sword • Choose your sword
• Click & type phone number • Click to pay
• Click to continue • Get the sword
• Wait for a text message
• Open the message
• Note down the PIN code
• Go back to the app
Defea
• Type in the PIN code ted
the g
iant
• Get the sword
Met t
h
prince e
ss
Killed
b
the O y Ruling
gre
the la
nd
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9. Example: Bango for Dada musicbox
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10. Bango for Blackberry App World

11. HTML5
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12. Behind the Scenes….
Common user identity across
multiple services / apps
Enables better user experience
than any other solution
Bango payment platform
User Identity: Single technical and commercial Operational
Bango ID merges multiple identities
using cross-site & app history
integration with 80+ billing systems systems
Carrier MSISDN
Carrier UserID Payment
RIM Identity Reduce ops. cost and risk
Opera ID
Device ID
Browser ID Analytics
Amazon ID Understanding drives
Facebook ID revenue
Open ID
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13. Conversion Rate Measurement
• Driving factors
- good price (in local currency)
- clear language
- trust brand(s)
91.1%
- repeating user Return to CP site
- Operator / payforit payment confirmed
endorsement
• Causal Factors
- no money available
- barred by account owner /
5% 3.0% Out of funds
0.8% Payment Bar
carrier Unable to pay, 0.2% Biller fault
- billing failed or fraud detected
100% according to biller
enter Bango • Causal Factors
payment
- did not expect to pay
- price too high
- did not like T&C
2% 1.9% CP Handled
0.1% Bango Handled
collection Cancel (Decline)
process
• Causal Factors
- biller systems lose user 0.7%
- switched to other Lost - Unknown
URL/bookmark (disconnect, bookmark,
- loss of interest
- connection fault “back”, biller loss)
2.6% 2.2%
Explore T&C, Data
Fail to return
Charges, other after reading T&C, Data
Charges, other
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14. Conversion Rate is Key to Profit
A small difference in
conversion rate
Buy 1,000 visits for $1 each
($1,000 marketing cost)
Can cause a huge
difference in gross
500 visitors click “BUY”
profit
at your mobile website
A B
Example: 60% CR 2% 62% CR
You are selling items at Sell 300 Sell 310
$10 each which incur a =$3,000 =$3,100
royalty of $3 each
Cost of sale:$1,800 Cost of sale:$2,400
You market using use 0.3*$3,000 billing 0.3*$3,100 billing
performance based 300*$3 royalty 310*$3 royalty
mobile search and ads ($1,000 marketing cost) ($1,000 marketing cost)
Billing Cost 30% (70%out)
$200 Profit 20% $240 sales
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15. Bring delight a little closer…
Desire Delight
Delight
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