1. How to execute a mobile strategy that effectively acquires, engages and services the customer?

2. Who am I? Co-founder foodpanda singapore, hong kong

3. What is foodpanda? Our customers have 2 payment option: Cash on delivery and online payment Partner restaurants Online food ordering marketplace Order placement 1 Delivery details 2 Food delivery 3 Customers

4. #1 app on the free F&B category on app store WHY AM I HERE ?

5. We are the Michael Schumacher of 2002! 7 time F1 champion - 1994, 1995, 2000, 2001, 2002, 2003, 20041994, 1995, 2000, 2001, 2002, 2003, 2004

6. Mobile Strategy Introduction

7. What is #1 rule for mobile strategy? “It's not about mobile its about mobility” Focus is not on app downloads, always on creating value to customers - Microsoft CEO Satya Nadella

8. Key figures to digest first Time spent on apps is 80% People on average use 24 apps monthly BUT People spend 80% of their time on 5 apps there is even an App Inspired by App Overload

9. Don’t be a Zombie app an app that does not attract enough measurable attention to regularly receive rankings in the App Store lists 1.6 million apps on Apple store 80% apps are Zombie

10. Mobile Strategy Product Focus

11. Give what customers want Adapt to their needs. Eg – Korea’s #1 food delivery player baedari minjok (call-to-order button) Win the early adopters but always keep eye on the masses

12. always listen to them first

13. Be original, not someone you are not

14. Mobile Strategy Understand your goals

15. why is mobile a big focus for us at foodpanda?

16. 1. CUSTOMER BEHAVIOUR Loyalty on mobile is 3 times more than on the web and 8 times more than phone

17. 2. REVENUE Additional platform channel Higher Frequency - Customer lifetime value Higher basket

18. 3. Look at COMPETITION (direct/indirect) Grubhub in States, 60% MOBILE nearly 40% orders are on mobile in SG as we speak today!

19. 4. Market conditions Eg - Africa no desktop age, directly into mobile -Mobile phones raise long-term growth rates, 2x -Extra 10 phones per 100 people increases GDP growth by 0.6 % points

20. cashless payments/operator billing Its time for africa!

21. Acquisition

22. Internet.org by Mr. Zuckerburg Partner with telcos in developing markets to give this app for free with facebook and other services One of the strongest customer acquisition tools to partner with OEM/telcos

23. Pre-installations

24. MWC 14, barcelona

25. Tie-up with WeChat

26. Paid vs Organic channels

27. Splash page (brand)

28. Splash page (non-brand)

29. Engaging

30. be more than an app

31. Synonymous to food, fun, family, weekend, party - lifestyle choice Panda is everyone’s best friend

32. Or atleast we try to be

33. Gradual transition from performance marketing to brand marketing

34. Push notifications -Targeted by time, frequency, customer behavior -Don’t become noise!

35. Reviews – customer generated content

36. Servicing customer

37. Continuous innovation Noone is invincible!

38. Samsung story From one of the leading smartphone makers to a 60% profit slump “what is next is now, tomorrow is today” - Samsung galaxy s6 launch, MWC15 Barcelona

39. Always keep reading the customer journey the customer cycle by tracking every step CR(for every step) and not just overall Improving Conversion = double sales with 0 incremental marketing spend We know which area of singapore likes pizza and which likes more sushi

40. Delight the customer Past History and Re-order button

41. Other interesting findings 1.user preferences – More sensitive to min delivery amount, delivery time >>> ratings, reviews. Also love for deals. 2. Guest checkout super successful

42. Adding current GPS tracker

43. Deals section

44. One product for all countries

45. Localisation of product Even use different sorting logics for different customers

46. More upcoming features

47. Social Facebook login Easy login and registration First step towards personalisation

48. Group ordering friends can order together with a shared link on their own device, viral spread of app + higher basket size

49. Delight your partners, processes App for restaurants, delivery riders

50. And many more : Better search –> restaurants + product upsell option Giftcards Photo blogs (more user content) Live chat with customer service Keep innovating

51. commit to highest service levels to win in the long run Net promoter score – how many new people will promote/demote

52. foodpanda : gateway to m-commerce for asia? Traditional industry of food ordering always existed Low basket Much higher repeat cycles Cash on delivery And you have to eat 3 times a day

53. Topics for group discussion

54. 1. Have Mobile apps completely replaced the mobile Web ?

55. 2. How to migrate current customers to mobile?

56. 3. Paid vs organic ways of getting app downloads

57. 1.Have mobile apps completely replaced the mobile web? 2.How to migrate current customers to mobile? 3.Paid vs organic ways of getting app downloads