Rogier van den Heuvel – VP Benelux mGage
2014 was the ‘Year of Mobile’- finally.
What has happened since?
Rogier van den Heuvel – VP Benelux & Nordics
mGage brings 15+ years of global mobile marketing and mCRM experience to
the industry across the U.S., Europe and Asia. mGage empowers customer
interactions at all stages of the lifecycle, from acquisition through retention.
mGage = Mobile Marketing and CRM, Mobile Payments, Mobile Messaging.
mGage products and solutions are used by Fortune 1000 companies across the
globe and mGage has global Omni channel connectivity.
“Mobile is the most disruptive
technology ever. No other technology
has impacted us like the mobile phone”
…….And the fastest growing
from 0 to 7.2 Billion in less than three
Global Mobile Penetration
End of 2014
7.2 Billion Mobile Subs Unique Mobile Subs Smartphone
7.2 Billion 3.6 Billion 2.1 Billion
100% 50% 29%
Internet Users - 750.000 new mobile users per day,
2.9 Billion that’s 9 new users every second
40% - 25.000 new users during this session!
Dutch Mobile Penetration
Penetration in Netherlands
End of 2014
16.8 Million Mobile Subs Smartphone Tablet
20.4 Million > 10.6 Million 8.6 Million
121% 63% 51%
(13+ > 80%) (13+ > 65%)
Time spent on mobile grows
Time spent on mobile is by far the fastest growing media: second
Mobile will start cannibalize time spent on other media (radio, TV,
Mobile media consumption is high frequency, short bursts with device
access > 150 times a day.
90 percent of people have their mobile device at arm’s length 100
percent of the time.
Digital media consumption will become more multi screen, also for
gambling and gaming.
Mobile takes over Desktop
Mobile usage as a whole accounts for 60% of time
spent. Desktop makes up the remaining 40%.
Live without a phone for one month?
84% would rather miss alcohol for one month.
75% would rather miss their tablet for one month.
46% would rather miss sex for one month.
46% would rather miss coffee for one month.
Research on mobile usage in the Netherlands
How do people use their Mobile
35% check their Mobile last
thing before they go to
25% check them as soon as
they wake up.
32% uses their phone on
the loo (37% male, 27%
25% check their mobile
more than 100 times a day.
Apps vs Mobile Web
Mobile users spend 85% of their time using apps
Mobile user spend 15% of their time in a mobile browser
Gaming/Gambling by far most popular: 22% of all available
apps in Apple app store.
Google play> 1.3 million apps
Apple store > 1.2 million apps
Apple > 85 Billion downloads
Q1 2015: Google play 70% more downloads
Android vs Apple iOS
Market shares Q1 2015
Europe’s five largest markets: NL market:
Android 68.4% (-3.1%) Android 66%
Apple iOS 20.3% (+1.8%) Apple iOS 25%
Windows 9.9% (+1.8%) Other 9%
US market shares
Android 58.1% (+0.2%)
Apple iOS 36.5% (-0.2%)
Windows 4.3% (-0.1%)
So You can not ignore Mobile devices (Phones and tablets).
Customers are willing to switch away from desktop and off
Juniper research believes that by 2018 near 200 million
people will place bets, visit a mobile casino or buy lottery
ticket on their device.
Of the iGambling market about 39% will come from mobile in
Make sure Mobile Marketing is a part of the overall Marketing
Visit the mGage demo @14:00 pm
Powering 1-on-1 mobile interactions across marketing
and customer care
Be sure to visit www.mgage.com for more information
and to read our blog on mobile marketing insights.
Top 16 mobile Gambling Companies
16 mobile gambling companies that are helping fuel market
growth at a whopping CAGR of 43.08 percent from 2014-2019:
• Betfair Bwin
• Camelot Hong Kong Jockey club
• Intralot Ladbrokes
• Scientific Games Unibet
• William Hill Amaya
• Gala Coral Group Genting UK
• Paddy Power Playtech
• Rank Group Sportech
Of the many mobile payment options available (credit card,
Paypal, etc), paying with your phone bill is the most convenient
All you do is tap a few times; money is deducted from your phone
credit or added to your monthly phone bill.
There are two payment models that enable this simplicity —
premium SMS and Direct Carrier Billing — as well as thorough
regulation from various stakeholders.
Juniper predicts in 2017 DCB in Europe: € 5.2 Billion
Direct Operator Billing
DOB makes payment over the mobile a nearly frictionless
There’s no need to register personal details to complete a
transaction and requirement to key in lengthy credit card details.
Some providers are now able to identify a repeat user and reduce
their purchase path to a single click.
It improves conversion rates – completed purchases – which can be
six to ten times higher than by offering other mobile payment
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