Reward Platforms/Programs, Part 2

Part
01
of thirteen
Part
01

Reward Platforms/Programs, Part 1

Tech and loyalty rewards platforms that would compete against Colu in the US market are the 3P Partners, Moovel, VirginPulse, and Morgan Properties as stated in the attached spreadsheet.

3P Partners, Inc.

  • It picks for positive impact points digital reward platform that leverages technology, gamification, and point to reward daily life choices benefits for the planet and individual such as walking, biking, using renewable energy, or buying sustainable made clothes.
  • The company deliberately addresses the target user or partner in their websites, such as wide city residents, cities and towns, schools and universities, businesses and NGOs.
  • Once a customer installs the app, the app shows a map of the customer's location, and the map loaded with points that are each representing check-in points or environmentally friendly companies.
  • The platform's positions itself altruistic, a mindful force that helps create a better world by rewarding good deeds.
  • The company calls for the use case of the point. For instance, users earn points once they make healthy choices, shop responsibly, and go paper-free. Then, it says that the points can be used for more good deeds such as donation, buying better products and unlock scholarship.
  • The company's marketing messaging and wording is more like non-profit and it directly addresses the customers and calls them to action.

Moovel

  • Moovel is an Ohio based company ticketing solutions for transit agencies in North America. Upon acquiring Validated, a digital reward platform that partners with businesses, universities, retailers, and restaurants, the Moovel entered into the reward & loyalty platform business.
  • The mobility reward users collect reward points when they spend at the shops that enrolled in the program.
  • With the mobility reward, the users can transport through public transport, shared mobility services, and it will, in turn, reduce traffic congestion and support local businesses.
  • The company is targeting local transit agencies, shared mobility services, and local businesses.
  • The Moovel positions itself first and foremost as the leading provider of mobile ticketing solutions in North America. The mission statement says, "Our vision is a world without traffic jams" and "Simplifying urban mobility."
  • The company messaging does stress on "city life" and "open city", and on its reward program, messaging was on supporting the local businesses and reconnecting with the local community experience."
  • Ultimately, its marketing is to connect the public transport commuters to the merchant community.

VirginPulse

  • Virgin Platform is market-leading mobile-first well-being technology solutions that help the organization to keep their employee to be healthy and productive.
  • A wearable device connected to mobile application controls the wide range of the health metrics of the user, such as health assessments, bio metrics, and sleep among others.
  • The company promises, "happier, healthier, more productive workers and higher-performing organizations."
  • When the company partnered with Medica on its "My Health Rewards" program, they entered the digital reward platform business in the US. The program was implemented in the city of Minneapolis in 2020.
  • Users can earn points by being healthy, building healthy habits.
  • For instance, with 3,000 points, an individual qualifies for a discounted wellness rate on their 2021 health insurance premiums.
  • There are several ways to earn a point, like taking mass index, blood glucose, cholesterol, and a blood pressure test and earn 1,000; reporting on the date they vaccinated worth 250 points.
  • The company positions itself as a "positive, high-tech, friendly" company that helps both companies and employees.
  • VirginPulse targets bigger companies by showcasing successful business cases, customer statistics and use cases.

Morgan Properties

  • The 19th largest apartment owner and operator in the US, Morgan Properties entered the digital reward platform space in 2019 with the launch of Modern Message.
  • With the Modern Message, residents can earn points by completing various community-related tasks. For example: sharing feedback, taking online polls/surveys, renewing their lease, signing up for updates, generating referrals, and interacting with their apartment community on social media.
  • The reward platword lets the users redeem their points at local stores, such as Starbucks and Target among others.
  • Morgan Properties positions itself as one of the leading apartment owner and operator in the United States.
  • The company messaging emphasizes on "home, neighborhood, and good community".
  • The Modern Message's main target audience is the local communities and property, management teams. Their image is more professional, reputable and expert.
  • With the launch of Modern Message, Morgan Properties started to focus on the community and engagement by saying, "we believe the more engaged a community is the more valuable the experience" and "we hope that by rewarding our residents via Modern Message throughout the resident life cycle, the many who call our communities home will feel even more like valued members".

Your Research Team Applied The Following Strategy

To identify the direct competitor of the Colu in the US market, we narrowed down the digital loyalty and reward platforms with two criteria, first, it operates in the US at the city level, and second, it shares value and focus with Colu in their mission or messaging, like (community, engagement, sustainable and healthier, local businesses). Even though there were many digital loyalty and reward platforms in the market, most of the companies did not pass the criteria due to focus on sales-driven messaging and not sharing values with Colu's.
Part
02
of thirteen
Part
02

SeeClickFix, Part 1

SeeClickFix empowers residents, community organizations and municipalities to care for and develop their communities through the provision of technical resources that encourage civic engagement and transparency in government. Rows 3-15 of the attached spreadsheet has been populated with details of the company's operations.

  • SeeClickFix empowers residents, community organizations and governments to care for and develop their communities through the provision of technological tools that facilitate civic engagement and accountability of government.
  • SeeClickFix presents itself as a guaranteed solution to handle the communications, workflows, and data for every request, enabling officials can take action, and complete the work while keeping residents in the loop.
  • The software's Geo-aware feature notifies government and other responsible bodies when it tracks things such as illegal dumping, and traffic safety.
  • SeeClickFix offers "Civic Points", a reward system for active members. The points are earned based on activity on the site, which is SeeClickFix's estimation of a user's engagement within their community. Users earn points by signing up on the platform, reporting an issue, logging in, uploading a YouTube video, uploading an image, commenting a problem, getting a comment or vote by other users on the issue posted, creating a watch area, and getting a reported issue fixed and archived.
  • The basic service option costs $40/month, and a "Plus" account costs $100 per month for every 100,000 users.
Part
03
of thirteen
Part
03

SeeClickFix, Part 2

SeeClickFix provides a tool for citizens of cities and communities to easily communicate or report non-emergency issues to the local government. The company works with over 300 cities including Chicago, Detroit, and Houston. The details are outlined in column F of the attached spreadsheet.

Summary

  • SeeClickFix is active in 300 cities including Houston, Detroit, Chicago, Pembroke Pines, St. Petersburg, Oakland, Washington, DC, Albuquerque, Minneapolis, Manchester, Taylor, Taunton, Princeton, Howard County, Albany, and St. Paul. SeaClickFix has partnered with each city's Mayor.
  • The company has entered into a 3-year agreement with Joplin. In this agreement, SeeClickFix will provide a customer request management system through Saas and other means.
  • SeeClickFix has contracts with Winthrop, Newark NJ, Selma, Fox Valle Park District, Mount Healthy, Miami Lakes, Wayne County, and Southfield.
  • Some of its partners include Accela, Bigbelly, Cartegraph, CentralSquare Technologies, Cityworks, Dude Solutions, esri, GeoPal, GovQA, infor, lucity, Maintenance Connection, IBM Maximo, Motorola Solutions, Open311, Oracle Service Cloud, Trakit, tyler technologies, Verint, and VueWorks.
  • SeeClickFix targets local government bodies and organizations. It works with mayors to improve communication of non-emergency issues within communities. It also works with citizens within citizens to help them better report on issues they observe in their localities.
Part
04
of thirteen
Part
04

Better Points, Part 1

BetterPoints empowers residents, community organizations, businesses, city councils, among others, by motivating users to care for health and environment. The platform offers reward incentives for challenge completions. The rewards can later be redeemed at high-end retailers for actual cash value. We have presented details of the company's operations in rows 3-15 of the attached spreadsheet.

Selected Findings

Part
05
of thirteen
Part
05

Better Points, Part 2

BetterPoints is the leading behaviour change organisation in the UK, with state-of-the-art habit-changing technology for employee well-being, reducing carbon footprint and improving sustainability in the environment. The details are outlined in column G of the attached spreadsheet.
  • BetterPoints works in Brazil, United Kingdom, Italy, Norway and Sweden. The company had contracts with the cities of Gjøvik in Norway, Kalmar in Sweden, Joinville in Brazil, and Bologna.
  • BetterPoints has partnerships with Ebbsfleet Garden City, Oasis Hub, Energise Me, Systra, Sustrans, SMASH, Gateway Housing Association, TravelWest, and EIT Climate-KIC.
  • The company target markets are individuals, clinical commissioning groups (CCG), local governments, and corporate organisations. It works towards increasing physical activity, encouraging healthy and safe travel and enhancing health.
  • According to case studies of organisations they have worked with, BetterPoints has no specific demographics of cities or individuals it works with as it is seen in the Sheffield University "Step Up Sheffield" campaign where it was targeted towards staffs and students alike and in the "Vai De Zica campaign" campaign with the City of Joinville, Brazil where all citizens were encouraged to join the programme.
  • Industries BetterPoint serves include transportation, education, government, sport organizations, non-profit organisations.


Part
06
of thirteen
Part
06

Reward Platforms/Programs, Part 2

PIPs Rewards (Positive Impact Points) offers a digital rewards platform for users performing sustainable and socially responsible activities like reducing, reusing, recycling and repairing, making smart shopping choices. Details of the reward program has been presented in column H of the attached spreadsheet.
  • PIPs Rewards have been used by organizations such as Colorado University, Neuroflow, University of Colorado Colorado Springs, and Boulder B-cycle.
  • The platform messaging is targeted towards students, educational organizations, businesses, NGOs, and governments.
  • PIPs Reward aims to create a more sustainable environment by encouraging people to participate in doing tasks that will benefit the environment and promote healthy lifestyles. PIPs Rewards is committed to developing socially responsible behaviours and providing alternate earning incentives for university students.
  • Users earn PIPs rewards by performing socially responsible and sustainable activities like making smart shopping choices, reducing waste of energy, water and materials, using renewable energy, purchasing carbon offsets, switching to e-billing, walking, biking, volunteering, donating, micro-investing.
  • PIPs can be used to pay for tuition, secure funds from the PIPs Education Fund, donate to charity, redeemed for beneficial goods and services, gift cards, credit cards in PIPs partner vendors.


Part
07
of thirteen
Part
07

Reward Platforms/Programs, Part 3

PIPs are positive impact rewards that users earn for engaging in a sustainable activity. Users earn PIPs rewards by performing socially responsible and sustainable activities like making smart shopping choices, using renewable energy. Rows 16-19, column H of the attached spreadsheet has been provided with details on the reward program.
  • Earth Hero, Energy Sage, Refill Revolution, Instream Water, Flatiron Metal Plan, Ego CarShare, Vessel, Live Vivacity, Joro, McKinstry, Neuroflow, EvoEco, ActiveSoul, CleanChoice Energy, Edquity, and Boulder Cycle are partners of PIP Rewards.
  • PIPs Rewards is active in Boulder, Colorado, New York City, and Philadelphia, Pennsylvania.
Part
08
of thirteen
Part
08

Reward Platforms/Programs, Part 4

Moovel launched its reward and loyalty platforms for users and transit agencies at the "Loyalty and Rewards platform at the APTAtech Transportation Technology Conference in Columbus, Ohio from September 16-17, 2019." Information requested about Moovel has been populated in the attached spreadsheet.

Rewards

  • The reward and loyalty platform would enable users of the Moovel app to earn credits when they book for a ride and also be notified to redeem the credit.
  • It would allow transit agencies to integrate rewards into their mobile ticketing platforms, which will enable riders to earn credits on transit and other mobility services as they shop in their local business community.
  • Moovel as a company, therefore, offers direct reward and loyalty to its customers, and also allows its partners to integrate the reward platform on their existing app to sustain ridership and patronage.

Business Model

  • Moovel operates the service itself on their mobility app and also allows other businesses (transit agencies partners) to run the same in their app.
  • It was not specified if Moovel charges other entities that use its reward and loyalty platform monthly or annually.

Research Strategy

We first searched through the company's website and press release articles to find the relevant information on the company's reward and loyalty program. We were able to locate most of the data precompiled. However, we were unable to see any information that relates to charges on other entities that use the company's reward and loyalty platforms. As this was not available, we searched through news articles and media publications around the program. Though we found some articles that discussed Moovel's reward and loyalty platform, and how it relates to third-party entities using it, we did not find any mention of the charges that these companies pay to Moovel for using their reward platform. We, therefore, concluded that such information had not been released to the public domain. We have discussed our findings briefly above and completed column I of the attached spreadsheet.
Part
09
of thirteen
Part
09

Reward Platforms/Programs, Part 5

Moovel's primary market is the North American region but it also has services offered in Germany. Its target markets are companies like mobility service providers (MSPs) and public transit agencies. These and other details, such as its contract with Denton County, Texas and partnerships, are presented below and in column I, rows 16-20, of the attached spreadsheet.

MOOVEL

Market Reach

  • Moovel primarily operates in North America. In this region, the Moovel Group is represented by Moovel North America that is based in Oregon. It is one of the leading providers of mobile-ticketing apps in the said region, especially in the US.

Contract with City Government

  • In 2019, Moovel North America was one of the 31 firms selected by the Denton County Transportation Authority (DCTA) for a Mobility-as-a-Service (MaaS) contract model.
  • In January 2019, DCTA released an RFP or request for proposal for MaaS providers to offer innovative mobility services to the agency's member cities.
  • The contract aims to provide mobility solutions to the North Texas region through personal mobility options tailored specifically to different communities.
  • The value of DCTA's specific contract with Moovel was not publicly available but the total amount that the Board of Directors of DCTA approved for the allocation of the agency's all MaaS contracts was $2.4 million.
  • In case DCTA will require additional firms or contractors to utilize public transportation in the future, the companies that are already under contract, like Moovel, will not be required to submit new proposals.

Partnerships

  • Moovel partners with mobility service providers (MSPs) to help them reach mobility users. Its MSP partners are car2go, DriveNow, FREE NOW (formerly mytaxi), NorisBike, NextBike, stadtmobil, and TIER Mobility.
  • Moovel partners with public transit agencies to provide software solutions for operational efficiency and provide convenience to riders. Its public transport partners are TriMet, Portland Streetcar, LADOT, Metro Transit, CTA, VRE, OCTA, Pace, VIA, SFMTA, Metra, Caltrain, MTS, North Country Transit District, VTA, BART, MDOT MTA, and DASH.

Target Market

  • Moovel's target markets are companies like MSPs and public transit agencies/operators or organizations, regardless of size and complexity.
  • It helps MSPs provide cities, residents, and riders with mobility options that fit their specific needs.
  • It provides public transit agencies with sustainable and convenient mobility solutions to cities through state-of-the-art apps and easy transit management.

Part
10
of thirteen
Part
10

Reward Platforms/Programs, Part 6

Virgin Pulse offers rewards programs such as My Health Rewards program to cities and companies for promoting their employee health. More details have been provided in rows 3 to 15 of the attached spreadsheet.
  • Virgin Pulse offers customizable technology to promote the cultivation of proper wellness and fitness habits for the employees of their clients.
  • The customers of Virgin Pulse are city governments and companies that want to promote the health and wellness of their employees. Some examples include Ascend, BBVA Compass, Brown-Forman, C3 Collaborating for Health, and Finish Line.
  • Participants can be rewarded for volunteering or other activities depending on the sponsor.
  • The company operates in 190 countries but it has offices only in Providence, Singapore, Southbank, Toronto, Tuzla, and Barroca.



Part
11
of thirteen
Part
11

Reward Platforms/Programs, Part 7

Virgin Pulse has a global reach, supporting over 4,000 organizations in 190 countries and overseas territories. In the US, it has contracts with the cities of San Antonio, Minneapolis, Virginia Beach, Boise, Aspen, and Fort Worth. Details are available in column J, rows 16-20 of the attached spreadsheet.

Market Reach

Existing Contracts with City Governments

  • While Virgin Pulse has contracts with cities such as San Antonio, a review of the company's website, press releases, and blog posts, as well as media sites, did not reveal details about the contract terms, values, or how they were agreed. Communications from the partnering cities also didn't mention the contract details but were instead focused on how employees could benefit from the partnership.
  • However, the company's partnership with the city of San Antonio is with the health resources department.

Partnerships

  • Virgin Pulse's website lists 30 of its partners who provide pre-configured integrations that help to simplify and extend health and wellbeing for its clients and members.
  • These partners include Jellyvision, MinuteClinic, Higi, Quest Diagnostics, Wellness Corporate Solutions, Helpsy, SelfHelpWorks, Workplace Options, Enrich, FinFit, myFiTage, Gympass, Sleepio, Zeamo, and Newtopia.

Target Market

  • With 5 million members in over 4,000 organizations in 190 countries and overseas territories and 20 languages, the company's target market includes organizations of all sizes around the world.
  • Its clients include employers in private sector organizations, the public sector, health plans, and distributors. These clients, which include 84 of the Fortune Global 500, engage their various employees (members) to cultivate habits that foster positive outcomes in health and wellbeing.
Part
12
of thirteen
Part
12

Reward Platforms/Programs, Part 8

Modern Message enable residents can earn points by completing various community-related tasks. Details are available in column K, rows 16-20 of the attached spreadsheet.

Key Findings

  • Modern Message has partnered with property management companies like Highmark Residents, Lincoln Property Company, Greystar, Pinnacle, Asset, among others.
  • The target markets for the Modern Message are property management companies, schools, and residents that use their community rewards such as Gables Residential, Lincoln Property Company, Highmark Residential, and more.
  • Residential community management companies grant Modern Message access to the data of their clients, thus, enabling them to reach directly to their residents.
  • The company offers a reward that enables residents to participate in a community contest.


Part
13
of thirteen
Part
13

Reward Platforms/Programs, Part 9

Morgan Properties, through its Modern Message reward platform, offers community reward to apartment residents. The community reward is a web and app-based platform that enables residents to earn reward points when they share about their apartment on social media, refer friends, renew rents online, renew their leasing, among others. The information about the Morgan Property reward platform has been completed in column K of the attached spreadsheet.

Reward

  • It offers a reward system for residents of their clients. The reward is called the Community Reward.
  • Its free incentive reward program allows apartment management companies to deliver reward cards directly to their residents without hassle.
  • Residents earn points when they share about their apartment community on social media, referring friends, sharing feedback, paying rent online, among others.
  • The reward can not be converted to real money but can be used for different purposes, including rent concession, gift cards, Leasing promotion, event participation. Property owners and property management companies fund it.

Platform

  • It is a web-based as well as an app-based platform. It is tied to a citywide initiative that aims at improving the residents' experience.
  • To earn a point, customers need to do any of these: post positive information about their apartment on social media, refer friends to use the company, filling out surveys, sharing feedback, paying rent online, and renew their leasing.


Sources
Sources