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Mobile
Success Story:
Premier Lotto
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Premier
Lotto now uses SMS to communicate multiple daily drawing results
to customers who are mobile or unable to access the information
otherwise.
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Premier
Lotto Ltd. is a Nigerian gaming company established to carry out
the Lotto business in Nigeria. One of the biggest lotto practices
in West Africa, operates an average of four drawings per day, seven
days a week. The company was seeking to expand the channels it uses
to deliver the drawing results to lottery ticket holders.
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| Private
Company, established in 2000 |
| Number
of Employees: 200 |
| Operating
Systems Served: All |
| Markets
Served: Direct-to-Consumer, Education, Entertainment
Industry, Field Service, Finance, General Enterprise,
Healthcare, Hospitality, Military, Public Safety, Real
Estate, Retail, Sales, Social Networks, Supply Chain,
Telecom, Transportation, Utilities |
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2010
Mobile
Star Awards™
Winner:
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With
ticketholders scattered throughout the country, in both heavily
populated and rural areas, Premier Lotto already utilized mass media
channels, such as newspapers and radio, to communicate drawing results
in addition to its draw centers. But SMS provided a way to deliver
the information faster and to ticket holders who were on the move,
out of range of a traditional channel or were too far away from
a draw center.
Launched
in October 2009 with just 200 subscribers initially, the mobile
results service from Premier, also known as Baba Ijebu, now draws
a daily average of 3,000 lotto players who sign up for draw results.
After purchasing a lottery ticket, lotto fans use their phones to
send a PIN number printed on the card to create an account with
credits for 30 results. As drawings take place, the subscribers
are notified and when their credits run low, they receive an alert.
Word
of mouth has led to the dramatic rise in Premier Lotto's subscriber
base, showing how popular mobile delivery of information truly has
become. The success of Premier Lotto's SMS program demonstrates
how pervasive the demand for mobile information delivery has become
and how even organizations like Premier, which are adept at reaching
huge customers bases through mass media channels, can improve their
customer engagement using SMS services.
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