How the use of apps can successfully expand ancillary channels and their viability •Using Apps across multiple consumer touch points and exploring the value that apps add to customer experience •How to easily tie in apps to a working ancillary strategy- the key risk points & navigating software •Understanding that apps can extend core product whilst providing new opportunities to enhance ancillary product portfolios

1. HOW THE USE OF APPS CAN
SUCCESSFULLY EXPAND
ANCILLARY CHANNELS & THEIR
VIABILITY
Nelson Wee
Director, Business Development, Apps & Content
SingTel Multimedia Group
Profile: http://www.linkedin.com/in/nelsonwee
Twitter: @nelsonwee

2. Mobility > Growth | Reach | Engage

3. Why Mobile? An Ancillary Channel?

4. Consumers are buying time
Consumer Online Habits

5. So-Lo-Mo Mash-Ups offer Context,
Relevancy as Ancillary Channels
Location-based apps help merchants boost real-world and digital traffic by
Integrating relevant recommendations/info with social media

6. Apps as ancillary channel(s) for businesses
N-screens, Cross-Platform
• Airlines
• Hospitality
• F&B
• Shopping
• eBooks, eMagazines
De!ite

7. Ancillary Channel Development
Building the Value Proposition & serving the Consumer’s & Business Needs
• What is the job to be done? How best to
serve it?
• Building Brand value versus Ancillary revenue
• Build your own or use 3rd party systems to
build, manage, distribute
• Costs versus time to market

8. • ILoveDeals is a free mobile app that brings credit card dining deals
and coupons into one single place, providing a location-based
deals platform to target dining enthusiasts anywhere, anytime.

9. Review Your Consumer Journey
1. Discover across
multiple screens,
media
2. Delightful Consumer
Offers @Touchpoints
Ease of Use &
Satisfaction
Desirability &
Preference
3. Affordable: Pricing,
Bundles, Billing
options
4. Engaging Calendar:
Content, Offers
5. Measure & Profile

10. Nelson Wee
l: http://www.linkedin.com/in/nelsonwee
t: @nelsonwee