This week Tom Butta chats with Tom Burrell, SVP of Retention Marketing with DAZN. Burrell provides an inside look at what technologies he and his team utilize to give DAZN users both engaging and unobtrusive interactions, with some of their newest features including real time sport messaging and the ability to follow your favorite teams even while you’re busy.
This week Tom Butta chats with Tom Burrell, SVP of Retention Marketing with DAZN. With online streaming quickly replacing cable and satellite services as more and more consumers “cut the cord,” DAZN has quickly to give its competitors a run for their money, and its users an amazing experience.
Burrell provides an inside look at what technologies he and his team utilize to give DAZN users both engaging and unobtrusive interactions, with some of their newest features including real time sport messaging and the ability to follow your favorite teams even while you’re busy. You’ll also hear Burrell’s thoughts around maximizing customer interaction within well-defined life cycle stages.
Additionally, Tom Butta and Tom Burrell dive deep into what steps you can take when you know you are on the verge of losing a subscriber. Whether it’s offering additional education about the product offerings or temporary discounts until favorite content is back, Burrell emphasizes the importance of engaging your customers no matter what stage they are at.
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Guest Bio
Tom Burrell is the SVP of Retention and Lifecycle Marketing at DAZN, an international over-the-top sports streaming service. In his current role, he is focused on retention marketing and keeping his customers engaged and subscribed. Tom has had quite the journey from data planning to CRM, where he has worked on both the agency and client side.
He has led Customer, CRM, Data, Digital and Marketing Departments, Programs and Projects, consultancy & client side for over 20 years. His big superpower? Enabling brands to leverage data and advanced analytics to drive customer centric commercial growth across all stages of the customer lifecycle.
Previously, he was based in the Middle East as Global CRM Director for DigitasLBi, after which he went on to become Head of CRM and Marketing at Man Utd. Most recently ,he headed up Customer Marketing at TalkTalk, before getting back to all things sport and moving over to DAZN.
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Guest Quote
“So, it's really really important to, in an organization like DAZN, make sure that you're dropping the right interaction to the right customer in the right way. Both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.” – Tom Burrell
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Time Stamps
*(00:49) Background on Tom Burrell
*(02:55) Driving customer growth throughout the entire lifecycle
*(06:36) How to build your playbook
*(10:45) Learning through testing
*(11:40) Why onboarding is critical to user numbers
*(17:33) Showing customers all your value
*(21:19 What tools does DAZN lean on
*(22:46) Can one vendor do it all?
*(24:48) Rapid Fire Questions
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Links
[00:00:00] Tom Burrell: It's really, really important in an organization like design, which is becoming increasingly complex to make sure that you're dropping the right interactions, the right customer in the right way, both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.
[00:00:25] Voiceover: Welcome to Masters of Max, a mobile app experience podcast. Please welcome your host, Tom Budda, Chief Strategy and Marketing Officer at Airship.
[00:00:37] Tom Butta: That's my pleasure to welcome a rather accomplished individual who also serves as a member of our customer advisory board, Tom Burrell from DAZN. Welcome to Masters of Max.
Thanks, Tom. How about we start out by talking a little bit about how you got to this point in your career and maybe a little bit
[00:00:54] Tom Burrell: about DAZN. Yeah. So I've spent over 20 years in retention marketing and CRM. I worked in telcos, worked in sports, in rights holders, and I've spent a chunk of my time in consultancies.
My current role is SVP of retention marketing at DAZN. I lead all of our CRM tech, including the work that we do with Airship. And others, retention strategy, so how we, how we save our customers and reduce churn. Customer value management, so driving ARPU. Retention analytics and research, and we have a central team, and then we have heads of CRM in each of our major markets, so we have, you know, big presence in about 10 different markets, and there are dedicated CRM teams, and then we have a central team, and we all collaborate and work closely together to drive the commercial objectives around retention marketing.
[00:01:40] Tom Butta: What's it like having to work across different
[00:01:42] Tom Burrell: regions? Yeah, it's good, it's good, I think, I think it's good, like, you get different personalities and different types of individuals, and you get different challenges in different markets. Obviously, we've got a different mix of rights in different markets as well, so, you know, kind of, you know, working with different teams is good, but, you know, like, I think that from a business perspective or kind of practical perspective, we're all kind of pretty used to working remotely nowadays, right?
So, it's, it's not unusual to be, you know, on calls with team members from 10 different countries at the same time, right? And we need to do that to kind of make things work. And our operational function is out of India and it's very much a multinational business. Cool.
[00:02:17] Tom Butta: I love the fact that your title includes one of the most important words and one of the most challenging capabilities.
I think that many companies have, particularly subscription companies and app companies, and that is retention. Like that's the Holy
[00:02:30] Tom Burrell: Grail, isn't it? Yeah, absolutely. Uh, you know, for that, uh, our business relies on us to be able to kind of keep our customers acting on the platform. And we have a huge customer base that are obviously sports fans because we are a sports streaming and technology entertainment business.
And there's challenges with that, right? Because people want to watch live sport. So when, when the off season comes around, you've got to make sure that there's sufficient content on the platform that they can enjoy at a price point they want to pay during that off season.
[00:02:55] Tom Butta: So as a, uh, maybe my words, a CRM master for many years in your career, you've been able to really leverage data and analytics to drive customers centric growth.
And you've been able to do that across the whole lifecycle, the whole customer lifecycle. Tell us a little bit about that.
[00:03:15] Tom Burrell: Yeah. No, for sure. Yeah. And I mean, I think I've worked in many different brands throughout my career, both as a client and then, you know, in agency side roles as well. And during my time at Digitas LBI, I developed a suite of products and services that allow us to meet the customer need while being aligned to the business objectives.
And I've taken those tools and approaches through into other roles over the, you know, since I left that organization. And I think for, for multiple big brands. Still today, we see like too much kind of batch and blast CRM activity. You pull together a list because you've got a promo that you've got to get out there and, and so you, you know, you bombard your email or your push base with a message, something that you want to sell, and it's not the most effective way to approach CRM.
Really need to kind of... And it becomes a lot more complex, but you really need to try and think about how different audience segments are engaging with your brand at different stages in the life cycle. And you know, for what, what you do for a kind of active subscriber can be very different to, to what you do for a customer who's lapsed.
And of course, there's always times when you need to kind of push a commercial message, you know, season start around the corner in Italy and Germany. And we, you know, we are absolutely going big on those customers that left us over the summer and we encourage them to come back to the platform. But when you get into, into season and into the period when there's lots of content on the platform, CRM can very much be a service.
So it's about kind of engaging those active customers in content that's really relevant to them. And then throughout those, those kind of stages in the season, there's also stages in the individual customer lifecycle. So, you know, some customers will join ahead of the start of the season and never been using design before, and therefore we need to educate them on the products and services that are available within the platform so they, so they use and enjoy the service more.
For other customers, when they want to leave the platform and they want to, you know, cease their relationship with us, it's very much about trying to educate them on the content that's available. And, and, you know, in some cases giving them a discount to keep them on the platform. So really the way in which we think about, and I think about how we manage customer relationships is to think about the, the customer mindset at each of those stages in the life cycle, what we're trying to achieve from a business.
Perspective and align the two so that we can drive the best business and customer outcomes and drive the best customer experience for our customers.
[00:05:30] Tom Butta: Yeah, I suppose it's, it's, it's all about creating, you know, relevant experiences. It also sounds like given the vast, uh, majority of, I don't know, situations.
It's this giant sort of set of permutations. It's almost like a big matrix.
[00:05:43] Tom Burrell: Yeah, exactly. And it becomes hugely complex, actually, to manage and execute. You know, it's a lot simpler just to extract a list and send them a simple message or even extract a list and send them a personalized product recommendation just for, you know, because that's what you want to want to say at that moment in time.
It's a lot more complex to try and understand, you know, where are your different cohorts each stage in the life cycle, you know, because you have. Different customers that may be in that early life, that first month of engagement with the brand actually have different interests and needs. And therefore it's not only about kind of segmenting your messaging according to the stage that the customer is at in the life cycle.
I would think of that as like the horizontal segmentation. It's also about segmenting vertically across those stages so you can maintain relevance according to what's motivating the customer to come onto the platform. What, what sport have they entered in for in our case and you know, where they are in that life cycle stage.
[00:06:36] Tom Butta: Well, it sounds like given this, this, this matrix that you have to work with, you have a playbook of sorts. Are there like three things that you, a path that you follow, three steps that you take or something to that
[00:06:48] Tom Burrell: effect? Yeah, basically. Yeah, absolutely. Like, so it's really about kind of defining the strategy, configuring the technology, and then the building the processes around, around that strategy and around that technology.
So you know, the first thing we. do when we're developing this capability from scratch is to understand the customer mindset at each lifecycle stage. And then actually even before that, it's actually about defining the lifecycle stages. So, you know, probably an average like common framework for most brands would be.
Awareness, Consideration, Purchase, Loyalty, Advocacy, and that's the kind of five common stages. I've worked with brands before where you might be 14 different stages in the life cycle. At DAZN we have Awareness, Consideration, First Month, In Life, Renewal, and Lapsed. And once you define those stages, and it's quite arbitrary, but you just do it, you can do it intuitively according to your specific business context.
But once you find those life cycle stages, it's then about understanding your business objectives at each of those stages. Which is often what drives the stages in many respects. So awareness, we want to drive awareness of the offer. Purchase, we want to increase the number of transactions. Advocacy, we want to encourage shareability.
And then once you've done that, which is, as I said, pretty simple exercise can be done in half an hour, an hour, usually with the right people in the room. The next step is then to understand the customer mindset at each stage and understand how that varies according to the different cohorts that exist within your base.
So the first thing that you can look at there is your customer data. And understand how people are engaging, so in our case, you know, when we think about that first month stage. What sport have they watched when they first joined to zone, you know, so that's a very strong indicator of what they're interested in.
So if you come in to watch a big pay per view boxing match, then of course you're interested in boxing, right? So that allows us to then tailor the messaging there on in. You can also use research, obviously Qual and QuantResearch, speak to customers. Social listening is also really good. And I'm actually also a really, really big fan of actually talking to your...
to people in the business, because obviously, you know, particularly your employees are very customer facing, like your customer service teams, or if you have sales and marketing teams that are in direct contact with customers, that can be a really, really powerful way of understanding, like more anecdotal and nuance that you can, that can kind of help you to maybe guide a further stage of quality research or just test within your programs.
And then through all of that process, you can kind of synthesize and start to understand what is the customer mindset at each of those different life cycle stages based on all those data sources and research. And then from that, you map what you're trying to achieve, your business objectives at the stage.
to the customer mindset, which then allows you to start to formulate communication programs. So, for example, you identify in Italy a cohort that is AC Milan fanatics. They absolutely love everything about AC Milan. They're not interested in anything else, right? So you talk to that cohort quite differently to say a soccer casual, who is perhaps in Japan, who is interested in European football, but follows Japanese players, and therefore, the whole kind of communication engagement approach would vary, you know, usually.
So, you know, it's kind of, it's pretty trial and trusted approach and it's been very effective in many brands. I mean, we've executed it at scale at DAZN, you know, we're in, we've had presence in 200 countries. We are a sports entertainment destination platform. We've built a very strong streaming business and we've been driving a lot of value for our sports rights holders through that streaming business, but, but also expanding that proposition into betting in some territories, into e commerce and, and lots more in the future as well.
So it's really, really important to. As you sort of, in an organization like Design, which is becoming increasingly complex, so make sure that you're dropping the right interaction to the right customer in the right way, both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.
[00:10:37] Tom Butta: Yeah, I expect that you need to have a refined playbook that you can model, you know, given the complexities that you have in the business. But then, one thing we haven't talked about is, how much do you learn through testing?
[00:10:51] Tom Burrell: Huge amount, yeah, without a doubt, right? Testing is a key part of, you know, when you build that framework, you know, you don't just use the customer insight and then you kind of come up with a solution.
You absolutely have to kind of develop hypotheses and test on an ongoing basis. We built our lifecycle strategy about two years ago here at DAZN, and it's an... Ongoing process of evolution and optimization. We have a team, a central team, that's specifically dedicated to optimizing, testing, and improving the performance of the journeys across all life stages.
And as our business grows and becomes more complex, it's, you know, we need to introduce new services into those life cycle journeys as well. So that becomes really important as well, right? So it's a never, never ending process, I think, to get the right outcome. So it
[00:11:32] Tom Butta: sounds like you brought a lot of this process to Dazon when When you arrived, what was it, like three, three years ago?
Almost
[00:11:39] Tom Burrell: three years ago, yeah.
[00:11:40] Tom Butta: Yeah. So I do know one of the parts of the life cycle that you spend a lot of time on is the very beginning. You know, that onboarding stage. And the reason why I think this is really important for listeners is many brands don't spend as much time in the onboarding stage. And as a result, they lose all that effort or much of that effort that they deployed to actually get people to download.
But now they haven't become an active customer because of this lack of a sophisticated onboarding experience. What are you doing there?
[00:12:10] Tom Burrell: Yeah, sure. So our onboarding program is based on, I guess, a fairly obvious piece of insight that's probably pretty relevant to many app brands or app based brands, which is that if you use more features and functionalities within the, within the app, then you're more likely to be retained and engage over a long term basis.
And also it's based on the insight that when a customer first downloads an app, particularly for an app that is, you know, comes with a price tag. Those early days are when they're most keen to understand how that works and how they can get the most out of that service. So our, our onboarding program, and it varies slightly, but in different markets, but our, our onboarding program is very much about educating users on the features and functionalities that exist within our app and then nudging them to use those features and functionalities and then through that process and cut down by nudging, I mean, you know, for initially to welcome.
Then we send them a checklist of all the great things that they can do to get the most out of their experience. And as they engage in those, those experiences, we congratulate them for doing this, doing so. And when they don't, we nudge them through push notifications to encourage them to engage in those features and functionalities.
So examples of those would be the follow service, where you can follow a, a a personality like a boxer. Uh, and then when we have New content on that, on that boxer or sports or team, then we'll update you on that. And in the case of football, for example, we'll send you updates when your favorite team's fixtures are about to start.
Uh, and we've also recently deployed a program which notifies you when, when your team, if you're not watching the game and you consent at that moment to receiving these messages, that notifies you when a goal has gone in for your favorite team. And then on that push notification, you can click that link and then you can go watch that goal.
So if you're missing your favorite team because you have a, you know, personal appointment that you can't get out of, then you can still keep up to date with the sport. So we educate our users in that early life period on how to make the most out of those features, functionalities. And through that process, we've driven substantial improvements in early life retention.
You know, early life retention, historically, was a problem for us. First month was a, was a challenging period for us. But through this program, we made a really substantial impact. Because customers are using the service more, uh, getting the most out of the service. And as a result of that, they're more engaged, and therefore they're more likely to be retained.
[00:14:34] Tom Butta: Yeah, it sounds like you're actually guiding them, right? So you're talking about educating them, and it's obvious that most of us don't know, you know, all of the value that you can extract from almost anything we use, especially when it comes to technology and even apps. And the fact that you're being proactive about that in a way that seems to be welcomed because your users are maybe feeling better, more satisfied with the service.
And I guess you see that in their activity and how long they stay, but you also probably do some, as you talked about, some, some research that indicates their level of satisfaction.
[00:15:09] Tom Burrell: Yeah, definitely when MPS scores are higher, if customers are engaging in, in that early life program, yeah, they're more satisfied with the service because they're getting more out of that service.
But the real kind of key metric for us, right, is we want our customers to have the best possible experience, of course, right, as every brand does, but that, that motivation to drive the best customer experience is driven by. The commercial needs of the business, right? And so the, the killer metric for us is our control cell that doesn't receive those communications, what's their retention rate after the first month versus those that do receive the communication and their retention rate.
And that's where we see a big difference. And it is, I think it's a, it's a, it's a real win win, right? It's a win for the customer, it's a win for us because we've given them a better experience and you know, that's driving the outcomes that we're looking to achieve as well. Very cool.
[00:15:53] Tom Butta: Does the setting of preferences have a lot to do with how you and where you can engage?
Yeah,
[00:15:59] Tom Burrell: definitely. Yeah, we have a preference center at the zone. We do, we do request that customers provide us details on the things that they want to hear about and the content and the services they'd like to hear about. And I think also it's, you know, it's really important to have a preference center for all brands because we know different types of consumers want different types of information, right?
So Manchester United fans, I used to work, I was formerly head of CRM at Manchester United. Manchester United fans. Typically love the club, right? So they want lots of information about what's happening at the club. Sports fans that are engaged with the zone, because of their different levels of interests and behaviours, have...
Different types of needs according to their preferences. So, you know, boxing fans, there's some, there's some boxing fans that are really hardcore boxing fans, and they're kind of people, we have a nightly show called The Boxing Show, they'll watch it every night, and they want to hear all the latest rumors from Eddie Hearn, and all the kind of news that's happening around the fighters, like, all the time.
But then there's also a big... Big group of people around the world that claim to be boxing fans, but really they're only kind of signing up for the very big fights. So they are boxing fans, but they're not the fanatical profile and they want a different kind of experience. They want different kinds of content.
[00:17:15] Tom Butta: You see that a lot now with F1 racing, I guess, because of the, you know, the Netflix series and, you know, celebrity involvement with Formula One racing. I think they have a term for the fans that I don't know. They're almost social fans. Yeah. Casual fans. Yeah. Yeah. Interesting. Well, one of the, one of the, I think most important parts of your CRM program is what you do when somebody is going to drop, right?
You know, there's, I don't know, 30 day notice period, you know, the subscription is about to renew, or maybe in the past you've seen that they've signed up. For a season and then dropped only to come back. How do you treat people who tend to be a little bit in and
[00:17:56] Tom Burrell: out? Yeah, I mean, I think the key if you want to cancel a service is because whatever the service is like it's because you're not getting Value from that service and in the context of what we kind of offer we have such a deep rich Portfolio of rights, you know global rights that we are able to show across multiple territories and also, you know market specific rights That may be a no more big ticket, for example, all the cereal in Italy and what we typically find is most Customers who are like sports like more than one sport, right?
I have kind of interests in sport generally, but there's usually one sport that drove them to Sign up to drive them to register, but there might be a big football fan in Italy or big boxing fan in the US or whatever it may be. But they typically have other interests and their other interests may be more casual.
So when, when a customer wants to leave the zone, there's two key things that we'd really focus on. So the first is the content. That they'll miss, like the content proposition that's coming over the future period. And if we know that they've come in for soccer, and they're, you know, we're about to enter the off season, then obviously the value proposition will still focus on soccer.
It might focus on the friendly rights that we have on the platform. It might focus on, uh, international tournament that we have on the platform in that period, that they might want to enjoy, because... You know, typically, soccer fanatics, when the season's over, there's that barren period over the summer where they're just missing football, right?
So, so they, they might watch anything at that point, right? So it's just about educating them on that available content. But if there's nothing at all in the sport, it's about understanding what have they engaged in and watched before? You know, what, what have they engaged in a bit of boxing before? Have they watched, you know, some of the Red Bull TV channel, whatever it may be.
And then using the data that we have on that. So, we've to target messages based on that previous content consumption during that 30 day notice period to explain to them what they'll miss when they leave the platform. And it's quite easy through kind of test and learn for us where, you know, where there's friendly matches.
Obviously, that's not the same as watching another course season, yeah? It's not the value, it's not the same. So we then offer them a discount for that period and we might incentivize them to take a contract which involves having a period at low cost or free over the summer so that then they're right there at the start of the season and they're with us for the further 12 months and we give them a good price on that.
Or we might just give them a discounted offer over that summer period and then they can come back full price at the start of the season. So we do a lot of testing and our tactics are variable according to the market but. But in, you know, in that cancellation period, it's, you know, it's very much about highlighting the content that they'll miss first and foremost, uh, and then making sure that the content that they're interested in and the content that we're showing at the upcoming period is aligning to the price they'll pay.
[00:20:37] Tom Butta: Yeah. So it's really sophisticated and it's, to be honest, as a consumer, it's a lot to commend you on because you're treating people as the humans that they are, right? It's like, it's a natural for the active sports fan in a given sport to. Feel a letdown. Maybe there are other things to keep them engaged, but most likely they're not going to be as interesting as maybe what they were doing.
And you're saying, look, we want to make sure you're ready for the next season. There's some interesting things we have going on. We're going to drop your, I don't know, your monthly rate for the next three months. I mean, I think that's just really sophisticated and intuitive. People have to feel good about that.
As opposed to like these, uh, anonymous kind of attempts to, you know, you're 30 days late, you're about to expire, you know, kind of pushing as it were. The model, the programs are really, really smart and you have such a massive dependency on data. Clearly, you need to leverage tools and the right kinds of data for insights.
Can you tell us a little bit about that? Yeah,
[00:21:33] Tom Burrell: for sure. Yeah, of course, you know, part of the customer advisory board, we're, you know, a big customer of Airship and a big fan of everything the Airship team do, and that drives all of our kind of push capability, including the follow service that I mentioned before.
This is all automated. We're also, you know, delivering real time support messaging, as I mentioned as well, with the opportunity for customers when a, you know, goal goes in that they can click through and see that goal if they're not watching the game. So, so, you know, we use airship technology for that integrated to our own systems.
And then we have a relationship with a company called OptiMove, which is a CDP for CRM, and we pull. Uh, data from our data warehouse, which is Snowflake that we need for our CRM journeys and our CRM programs into OptiMove and OptiMove is a brilliant tool as a CDP for driving our CRM programs because it allows us to forecast and predict revenue upside.
It allows us to forecast and predict engagement. And you know, we've been, we've been rolling that tool out over the last four or five months now. And then, you know, starting to bear fruit, and there's plenty more to go to get the most of your account out of that tool. But, you know, that with Airship, I think it's a really good combination.
The OptiMove also, we have the OptiMail part of OptiMove as well, which is for email. So those two tools together is the crux of our CRM tech stack. Nice.
[00:22:46] Tom Butta: So there's a lot these days, and I think a lot of it has to do with, you know, the economic pressures. I own organizations of consolidation, right, and especially, you know, this, I think every single CFO is saying, so tell me how many, you know, SaaS platforms we have.
And because it's so easy to buy a SaaS platform, typically there's, there's a lot of like growth in that area. And so they look to consolidate to say, is there a way we can consolidate? Like, for example, is there a single platform that can do what you now have three different vendors doing? Do you think that's possible?
Yeah,
[00:23:21] Tom Burrell: yeah, I think so. I think it is possible. You know, my experience, you know, working in this area, like, over 20 years, I think there is organizations that definitely offer that, right? Like, Adobe's probably a good example with their CDP and their marketing automation capability, and they're also testing capability on platform as well, or being, you know, part of one stack, although they're separate tools that you purchase individually.
I think you can definitely do that, and obviously there's advantages of that, right? If you're going to go out to one of those vendors, I think that probably the word of caution I would advise on is sometimes they're buying tech and it may not be as integrated as they claim on day one, you know, depending on where, you know, where they are in the kind of rollout lifecycle of that new acquisition.
But, um, you can definitely do that. My general experience of that is it can cost you more. You won't get the best kind of fit for your specific needs. And therefore I'm not like, I think I'm somewhere on the spectrum, like, of a You know, get a tool that's perfect fit for your need and therefore diverse as far as you stack and do more integration versus have one tool for everything.
I would say you've got, my advice would be to try and go somewhere in the middle, try and find a compromise. So, definitely go kind of best of breed for specific capabilities that you need that are really good fit for what you need, but don't end up with a, Overly complex stack. And I, I'm also kind of against going all in one, all in with one company because honestly, my experience is that you generally pay more.
Yeah.
[00:24:45] Tom Butta: Great. Well, this has been a fascinating conversation, Tom. At the end of every one of these, we do a quick rapid strike set of questions. So I'm going to ask you a few and, you know, first thing that comes to mind, let us know. And also, you know, maybe why Android or iPhone?
[00:25:03] Tom Burrell: iPhone. I'm a bit of a Mac guy.
Long time. Yeah, uh, not that long, but, uh, yeah, I've been 10 years. Yeah, yeah.
[00:25:11] Tom Butta: What app can't you live without?
[00:25:14] Tom Burrell: It's been something I've got into over the last three or four years, but I would say, um, Headspace. Um, I think, you know, I've probably been part of that wave of interest in meditation. I just find it's a real good start to the day.
And, um, so yeah, Daily Dose of Calm.
[00:25:28] Tom Butta: What's that like? Personally, I'm interested in that. I think we can all use a little bit more calm. I think
[00:25:33] Tom Burrell: the best way today is just to try it yourself. You know, it's a headspace is basically provides guided meditations. So, you know, just 10 minutes a day and you can pick a subject or topic where you'd like to do some work or need some help and help you on that or you can, you know, as you do more there's different levels.
That 10 minutes in the morning just I find helps me set me up for the day well.
[00:25:56] Tom Butta: Yeah, cool. I have a different experience. It's, it's my workout in the morning, but it doesn't necessarily help my head as much. What new app or feature or mobile trend are you currently
[00:26:07] Tom Burrell: fascinated by? Oh no. I could easily just like talk about like, um, what we are doing.
Yeah. We're gonna be doing, we're going quite soon and I could probably, this is a breaking news perhaps, uh, we're gonna start to be able to deliver, uh, rich push notifications to some of our customers. We're gonna start that in Italy. When you're not watching, we'll ask if you want the updates. And, uh, as I mentioned that we do already, rather than meaning that you have to click through with the app, you'll be able to watch the goal on the push note.
So, um, that's, that's something that we're pretty excited about. And we're starting to do for the big teams in Italy over the next quarter or so. Outside of our business, I don't know, really. I mean, I think the, the apps I find can travel quite a bit, obviously, because we've got such a big global presence on that.
And, uh, I just find, like, Some airline apps are brilliant and really easy to check in and enter your details and save everything the next time. Like Lufthansa, and some are just like a little bit frustrating and bounce you around, like BA. So, not particularly new, I'd say, but I definitely think that a good airline app is pretty useful if you travel a lot.
[00:27:08] Tom Butta: Yeah, I agree with that. Favorite
[00:27:10] Tom Burrell: vacation spot? Uh, Italy, I'd say. We went to Sardinia a few years ago, my family, and um, yeah, this is part of northern Sardinia, which is stunning, like the Maldives, incredibly beautiful.
[00:27:22] Tom Butta: Yeah, yeah, yeah. Well, like, most anywhere in Italy to me is a great place to always go.
Yeah. Well, Tom, it's been a pleasure. It's always good chatting with you. Thank you for joining us and I hope everybody enjoys these amazing insights that Tom shared with us today.
[00:27:36] Tom Burrell: Thanks a lot, Tom. Really great to be here and good speaking with you.
[00:27:40] Voiceover: Thank you for listening to Masters of Max, a mobile app.
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