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【高端访谈】克拉斯塔里斯：这就是我们打造彩票移动生态系统的战略

2016-04-28 21:30阅读：

http://blog.sina.cn/dpool/blog/u/1350427000

【高端访谈】克拉斯塔里斯：
这就是我们打造彩票移动生态系统的战略
【高端访谈】克拉斯塔里斯：这就是我们打造彩票移动生态系统的战略
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Antonios KERASTARIS
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Chief Executive Officer and Executive Member of the Board of Directors, INTRALOT S.A.
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This is Our Strategy to Create a Lottery Mobile Ecosystem
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【高端访谈】克拉斯塔里斯：这就是我们打造彩票移动生态系统的战略

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Transforming into a Products and Solutions based company aiming at a universal customer experience spanning all gaming sectors.
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LGR Introduction: INTRALOT’s exhibit booth, its “Iconic Pavilion,” at the ICE Totally Gaming Expo in London is completely new and demonstrates the Product Journey vision that will be guiding INTRALOT’s offering to its customer in the coming years. Our discussion with Antonios Kerastaris reveals the singular focus that INTRALOT places on the Lottery and sports-betting sectors, and the five components in the Journey to optimize the player experience and results for the operators.
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Antonios Kerastaris joined INTRALOT in January of 2014 as Chief Financial Officer, and became CEO and executive member of the Board of Directors in November of 2014. Prior to joining the INTRALOT Group, Mr. Kerastaris served in senior management executive positions at the INTRACOM Group, Procter & Gamble, Hilton, Mercedes, and the OTE Group of Companies.
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Since its inception in 1992, INTRALOT’s focus on the Player has driven its growth to span fifty-seven jurisdictions across five continents. As a leading gaming company bringing to the industry best-in-class solutions and services for the whole spectrum of gaming verticals across multiple delivery channels, INTRALOT is forging innovation in business process and technology that promises to drive sustainable growth for state-licensed gaming organizations worldwide.
【高端访谈】克拉斯塔里斯：这就是我们打造彩票移动生态系统的战略

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【LGR】 Over the past year, INTRALOT has reshaped its organization, introduced new products and technologies, and won new contracts. What is the overarching strategy and goal that set you on this fast-track of change?
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〖 Antonios Kerastaris 〗 Like any public company, INTRALOT is committed to delivering financial results to its shareholders and sustainable value to the Society. Our method for accomplishing that is to deliver more and better value to our customers, the operators of games-of-chance. Financial success for INTRALOT’s shareholders is driven by the service and value we deliver to our customers. So that’s why the mission we hold dear is to create the fabulous player experience.
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Many of the new technologies, new products, and new ideas that you see in the INTRALOT Pavilion at ICE takes a lot of hard work to develop and requires time to be translated into financial results for our shareholders.
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The over-arching objective is to excel operationally, to deliver short-term financial performance, and to invest in the products and technologies that will position our customers for long-term success. By reshaping the organization into an efficient operator and solution provider that delivers peak performance to both customers and shareholders, we are accomplishing both of these objectives. We are winning contracts that are forming the basis for long-term organic growth. And most importantly, as you can see in our ICE Exhibit, we are filling the pipeline with the most advanced technologies and products that will serve our customers’ goals to deliver a great gaming experience to the players, and thereby maximize their return to Good Causes and their stakeholders.
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【LGR】 The current buzzword in the industry is Player Journey. You, though, refer to the Product Journey. How would you describe the difference?
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〖 Antonios Kerastaris 〗 INTRALOT’s ‘Product Journey’ is the most advanced portfolio of gaming solutions that enhance the customer experience across different sectors such as Lotteries and Sports-Betting. We separate this Product Journey into five compartments. Retail, Retail-Plus, Systems, Interactive, and VLTs. We define the status of these categories as they exist in the present, and we chart a course for where we think they need to be for the benefit of our customers in the future. These functional areas represent the five ways that cover all essential players’ needs through technological innovation, hardware solutions and advanced software offerings, all incorporated seamlessly in an omni-channel approach. Players are reached through all available touch-points in the most efficient way, thus adding value not only to the end-customer but also to every stakeholder involved in the process.
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INTRALOT is the biggest sports betting organizer in the retail world. Sports-betting is a fabulous looking glass into the world of retail as it applies to gaming in general. We transform with modern tools the insights we gain from the retail world of sports betting into understanding consumer and player behavior in the broader sector of gaming that includes our valuable clients in the lottery sector. The goal is to think of Retail in this broader context, to see it as a Product Journey that all consumers are part of in each sector. Retail in our industry is modernizing to keep up with the fast changing gaming ecosystem. Lottery needs to understand where Retail is going in order to sharpen its focus on how it will modernize in order to align with those macrotrends that are driving consumer ‘shopping’ behavior. We broaden our scope to include the entirety of Retail consumer behavior, not just the behavior we see in the current players of lottery games and this becomes a great advantage in our approach.
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Of course, the Product Journey always leads us back to the consumer experience. What we want to understand, though, is the consumers’ perspective that enables us to create the products, technologies, and strategies that will drive growth for our Lottery and sports-betting customers.
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Retail and Lottery have very few similarities to casinos and casino-style gambling. That’s why the focus of INTRALOT is on the lottery playing experience. The business of delivering the superior lottery playing experience is a world unto itself and that is our mission.
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【高端访谈】克拉斯塔里斯：这就是我们打造彩票移动生态系统的战略
http://www.intralot.com/

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【LGR】 Retail-Plus?
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〖 Antonios Kerastaris 〗 This concept relates with how Retail is evolving over the next six months to three years. We want to understand how a product and the distribution channels will change and position our customers to adapt to the new ideas that are shaping the modern market-place. The products and technologies on display in our booth are testament to a future that includes digitization of the in-store shopping experience and integration of the online and off-line connection to the consumer. That’s the future and it is the “plus” in Retail-Plus.
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The next component to the Product Journey is Interactive and Mobile. This has become so vital to the lifestyle of the modern consumer that it now occupies a focus of its own at INTRALOT. We have immersed ourselves in this product category over the past two years, pioneering innovative products that connect Retailers, Lotteries, and Consumers to an Interactive platform based on Mobile. More than ever before, INTRALOT is investing in the development of the most advanced Mobile and Interactive solutions and distribution channels. They have been tested successfully with our customers and so are now also being sold separately and integrated into the technology platforms of a much broader cross-section of operators.
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The third component to the Product Journey is Systems. INTRALOT has always excelled at Systems, the central servers and technology platforms that support the operations and distribution of games-of chance and Lottery. Systems will always be one of our core competencies and the basis for winning contracts like Polla Chilena in Chile where we provide the most comprehensive range of operational and distributional services.
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Our expertise in Systems is also our advantage in adding value to the VLT category. We are not a VLT operator and will never become a VLT operator. We provide the software to manage, monitor, and improve the VLT player experience. This is all done at the Systems level. We are pioneers in the development of effective Responsible Gaming solutions and those are implemented at the Systems level as well.

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