Analysis: Paddy Power are favourites to revolutionise social

Paddy Power In-Play

"Every man", said Paddy Power CEO Patrick Kennedy on a recent call with city analysts, "over the age of 18 on Facebook in the UK is connected to at least one Paddy Power fan."

Them's fighting words and, being a) a man, b) in the UK and c) waaaay older than 18 (weep), I thought I'd give it a go. Guess what? I'm connected to three Paddy Power fans. Turns out that hot air wasn't nearly hot enough.

The important thing, though, is that Paddy Power aren't simply sitting back on their laurels and enjoying their place at social's top table. It's not enough for them to have over a million people listening to them on Facebook, they've got people talking about them, too. In fact, if you compare them with other brands who have similar a number of Fans, they generate six times as much conversation as Costa Coffee, 48 times as much as Pringles and 83 times as much as Blackberry. And Blackberry are in the conversation business.

All this is because, 18 months ago, Paddy Power totally reassessed their growth strategy. As underdogs, they were in no position to compete on level terms with the likes of


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Analysis: How Amazon’s App Store Can Use Co-Buying To Overtake Google & Apple

Analysis: Amazon’s App Store Is On The Cusp Of Overtaking Google & Apple

If phones were cars, the screen would be the dashboard, the CPU would be the engine, the battery would be the gas tank. And the apps? The apps would be the wheels. Without apps, you’re going nowhere. With them, the world’s your oyster.

That’s why the global app market is already worth $27 billion – a massive figure that’s set to grow by 30% within the year. That’s why the world’s most popular app, Facebook Messenger, has over 700 million users. And that’s why each and every one of us has about 22 apps on our phones (in fact, if you’re an Apple muncher, that’s likely to be more like 37).

You’ll know Apple’s App Store and Google’s Play Store, but our own favourite is Amazon’s Appstore for Android – a modest player comparatively, but one with massive potential and some genuinely innovative advantages over its behemoth rivals. From its Test Drive feature (where, thanks to Amazon’s cloud computing grunt, you can try an app out on your PC before you buy it on your phone) to that 1-click checkout with 14 years’ worth of ready-to-roll customers. Plus,


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Is Social Commerce about to transform the betting industry?

Is Social Commerce about to transform the betting industry?

I spend a lot of my time working with clients, figuring out the best way to apply Social Commerce to their calendar, to their brand and to their industry. Sometimes, everything just adds up and it's a super-easy fit: retail, travel, pharma, FMCGs. Sometimes, it's not so simple (I'm recalling an interesting discussion with a sewerage wholesaler here - it might have been viable, but the project just smelled a bit 'off').

But one of the things I've always figured would be a real no-brainer is betting. What does Social Commerce excel at? Replicating the thrill of offline shopping online, adding value as people come together, ceding control to the customer in exchange for more and better business. And what does betting excel at? It's thrilling, it's about getting the most value for your stake and it's about getting one over on the house and increasing your chances of a win. Ladies and gentlemen - we have a perfect match.

So it was very cool to read this morning about Paddy Power's forthcoming real-money sports betting app, which has just started beta-ing its way through Facebook's test-tubes. The concept is simple and clever, adding: "social engagement to online betting, enabling


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