BR - API

axway.com 5 Copyright © Axway 2017. All Rights Reserved. AXWAY_SUCCESS_STORY_STAR_ENTERTAINMENT_EN_032817 New sources of revenue realized With the rollout of each new API, The Star Entertainment Group has extended its customer reach to capture new sources of revenue. "Our business strategy is to use digital channels to let customers know what's happening and increase the appeal of our properties," said Fresnel. Today, Axway APIs are the backbone of several key customer programs, including: • Loyalty program. "Our loyalty program is critical for the success of our business," said Fresnel. "It's key for customer retention." Casino members can swipe their loyalty cards at API-enabled iPad-based kiosks on the gaming floor to check their points and get the latest news and promotions. They can also log on to the mobile app or website to see a compilation of that information including loyalty balance and offers coming from the CMS. • Sports bar VIP package. Each casino features a large sports bar with giant screens for viewing events. To pull in more customers, the company's Sidney property created a VIP package that encourages customers to book their table in advance. "We saw that 80% of those VIP bookings were made from mobile phones," said Fresnel. "So the responsive websites and the API layer are generating revenue we didn't capture before." Increased revenue and faster time to market with Axway The Star Entertainment Group has seen a host of benefits with the launch of the new APIs: • Increased revenue. "The Axway API solution is an incremental revenue generator for us," said Fresnel. " It displays real-time content across all our channels, and that's what enables customers to engage with us any time." • Enhanced customer experience. Mobile app feedback for hotel room bookings is very positive. • Faster time to market. Reusable APIs are the difference maker. "Whatever we create on one channel is reusable on another," said Fresnel. "Also, we can reuse APIs to filter information, restricting and encrypting data that's sent to third parties." • Process optimization. The content creation process features self-service publishing, with content written once and displayed everywhere. To speed development, mock-up APIs can be created so new websites and native mobile apps can be developed in parallel by developers in India, the US and Italy. An ambitious roadmap for the future New API-powered program roll outs include: • In-room entertainment system with restaurant information, order-taking and member promotions • Employee mobile app allows management to communicate with the 70% of staff who do shift work • Pure-play digital products "Axway API Management is mission-critical for The Star Entertainment Group. The API layer enables our digital channels, which are increasingly important to our business," Fresnel said. axway.com/APIManagement Want to up your game with the right API solution? START HERE "Axway API Management is mission-critical for The Star Entertainment Group. The API layer enables our digital channels, which are increasingly important to our business."

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