22 December, 2017
What a great year it has been at MPower MSL, 2017 has been a truly transformative year for the company!
Thank you to all our customers, partners and staff for making this year such a fun, exciting and successful journey for MSL.
I feel lucky to be involved with a team expanding into an industry I am so passionate about, the Sport, Leisure & Hospitality industry. Our customers are established to serve a community of members or fans, and we exist to help develop loyal communities to empower our customers.
The sustainability of our customers is very important for our communities, they are major contributors to the economy and key to our collective social well-being.
It is great to be playing our part in making a difference.
MSL is in a rapid growth phase. Whilst we are focused on the future, it is often good to reflect on what we have achieved together. Many of our team have remarked in recent times of how much we have advanced over the last 12 months in the business. Christmas is always a good time to reflect on some milestones achieved during the year, so taking a brief look back on 2017…
At the end of 2016 we welcomed new team members from UK (Verteda) and Denmark (GolfBox) to the MSL family, and we have had fun kicking many goals together out there in the Australasian, European and US markets as we have integrated solutions and teams in 2017.
In May we brought Pallister Games into the fold, adding a gamification element to our engagement platform. The integration of Pallister Games and the upgraded BI platform have continued to get a wow response from our customers.
On 4th May 2017 we successfully listed on the ASX under ticker code MPW. A great endorsement of our company’s track record and support of our vision & strategy to grow. This was a massive effort over 18 months to hit this date, and importantly sets us up for accelerating our company’s growth in future years.
Expansion into the US
The UK team successfully deployed the Vantage workforce management solution into the US market, and established a dozen clients through the year, including some iconic franchise groups.
Verteda solutions deployed in the new ‘Tunnel Club’ at Manchester City’s Etihad Stadium
The luxurious new hospitality area, ‘The Tunnel Club’, brings fans closer to the players at Etihad Stadium and is believed to be the first Hospitality Suite of its kind in Europe. We implemented mobile Point of Sale applications to help provide an outstanding guest service to supporters in The Tunnel Club. We also deployed the Primo and Variance applications providing more flexible and focused centralised controls for match day events.
Max (a Tatts Group Company) endorsed MSL’s BI solution
MAX staged a roadshow in July across Queensland, showcasing the integration between MPower BI and the MAX gaming platform. The partnership between MPower MSL and MAX has allowed clients to have increased visibility into business and finance analytics, emphasising the focus on member behaviour to drive additional revenue opportunities.
MSL and Community First Credit Union formed an industry leading arrangement in July
Our partnership with CFCU entails the provision of a VISA debit card provided by CFCU, which has been integrated into the MPower MSL Buying Club product. The CFCU arrangement enhances the Buying Club offerings, placing the platform in an industry leading position, allowing loyalty points to be exchanged into currency. The CFCU Visa component went live during the period at St. George Motor Boat Club in Sydney.
Secured our first European stadium outside of the UK
We sold and deployed our stadium solutions into the new Atletico Madrid stadium ‘Wanda’ in the second half of 2017. This is a great reference for our company, adding to our customer base of leading European football teams with iconic customers including around 50% of the English Premier League stadiums in the UK.
A bonus live scoring module for our Golf Tournament Platform was released in August
The GolfBox development team in Denmark worked hard to bring a real-time scoring module into the Tournament platform. The new module allows players to live score during a round across smartphones and tablets. The development of the real-time scoring module keeps us as the leading-edge platform in the market, and opens a broader market of opportunities down to golf club level – already leading to more sales!
Partnership with the PGA’s of Europe, representing 35 counties agreed in September
We signed an agreement for PGA’s of Europe to endorse our GolfBox ProPlanner and GolfBox Tournament software solutions, removing a prior long-term relationship with a US company. The PGA’s of Europe are based at the Belfry in the UK, and winning this deal involved great collaboration between our UK and Denmark teams.
Royal New Zealand Yacht Squadron continued adding MSL products to grow their business
In 2017 Royal New Zealand Yacht Squadron brought back the America’s Cup to New Zealand soil, with its team Emirates Team New Zealand beating the Oracle Team USA 7-1 in Bermuda. MSL is proud to have supported the Royal New Zealand Yacht Squadron since 2014. The Royal New Zealand Yacht Squadron uses the MPower Software suite to manage front and back office operations, creating a seamless environment to enhance the member experience and are adding the business intelligence products to meet their requirements of improving their data insights to better understand, engage and grow a loyal customer base.
Upgrade at Village Roadshow for the inaugural TopGolf site
Village Roadshow has been a long-term customer in Australia. We are working closely with the Village Roadshow team to create a great experience for the TopGolf site roll-out on the Gold Coast in Queensland, which we hope to become a global benchmark for TopGolf as they execute on their rapid expansion plans globally.
GolfBox Tournament expanded into Singapore – now used by 16 National Golf Federations
Just a few weeks ago MSL’s tournament platform was confirmed to be the official scoring system for the SGA (Singapore Golf Association) boosting our presence in South East Asia. SGA will use the solution for all the national tournaments over the next three years.
In addition to the above milestones, our technical teams globally have worked hard to enhance our solutions to support our future growth initiatives.
Full Venue Analytics
We have enhanced our business insights platforms and predictive analysis capability, improving operations and elevating guest engagement and experience. Clients have been receiving benefits, providing a return on investment within 3 months!
Member & Fan Engagement Tools
MSL is turning the traditional CRM into a customer engagement model. In today’s world people have a short attention span and are impatient, they demand convenience and increased value from their relationships. We enhanced MSL’s mobile offerings and introduced gamification products to facilitate customer interaction, increasing a venues fun factor – driving more engagement and diversity in revenue streams.
MSL has enhanced the convenience and the ease of making a transaction, we refer to it as ‘PoS Anywhere’. PoS Anywhere is the evolution from physical to mobile registers, allowing transactions to take place at remote kiosks, on tablet devices, and even from the convenience of smart-device such as your phone.
The industry refers to creating tribal Loyalty. Our customers were asking for us to make localised loyalty programs more rewarding for the member or fan. This is achieved by allowing interaction within the venue, but also facilitating the transacting of loyalty points with national and local retail merchants building a relationship with the venue. Because of our partnering with Community First Credit Union in Australia, local venue loyalty points can be transferred into real cash on a debit card and transacted outside of the venue. We will look for opportunities to extend this in 2018.
Golf is the origin of MPower MSL. We continue to excel in our full value chain solution offerings globally, from association to the venue, with our teams in Australia & Europe leading the charge. There are great opportunities here for MSL, as the segment evolves to a unified world handicapping system, given our leading presence across Australia and Europe. During the year we rolled out upgraded club management systems, tournament software and a pro-lesson booking on cloud based platforms.
We have come a long way in the last 12 months. I very much look forward to working with the team here in at MSL to execute on our strategies and kicking more goals for our customers in 2018.
Please have a safe and merry break over the holiday season with your friends and families.