Digital Travel Summit APAC 2024
August 14 - 15, 2024
Equarius Hotel, Sentosa, Singapore
Digital Travel Summit APAC Main Conference | Day 1 Tuesday, 2nd April 2019
8:00 am - 8:40 am
Conference Registration & Networking Breakfast
8:40 am - 8:45 am
Welcome Address
Gladys Caligagan, Conference Director, Digital Travel APAC 2019
8:45 am - 8:55 am
Ice Breaker & Welcome Remarks:
Danny Levy, General Manager, WBR Singapore
8:55 am - 9:00 am
Chairperson’s Opening Remarks
Timothee Semelin -
Global Head of Digital Marketing & Transformation,
Rosewood Hotel Group
The APAC Travel Titans
9:00 am - 9:20 am
Opening Keynote: Shattering artificial limitations to shift from why to why not
Jerome Thil -
VP Digital Innovation,
Singapore Airlines
Jerome’s key responsibility is to drive and implement digital innovation blueprint aimed at making Singapore Airlines the world’s leading digital airline. He has a proven track record of entrepreneurship and innovation spanning both start-ups and multinational organisations in Europe and Asia. Most recently, he served at Amadeus and Sabre, driving product innovation, marketing and digital transformation at the GDS leaders. Don’t miss this Opening Keynote where you will learn:
• How to take the best from all of your previous experiences and build your own playbook
• How to define a real purpose for your Digital Transformation and get significant adoption across the organization
• How to measure your real business impact
• What are your main obstacles, challenges and how to face them?
9:20 am - 9:40 am
Keynote Interview: Tectonic Plate Movements in APAC – What are the forces driving both gradual and sudden changes across the online travel industry landscape?
Brett Henry -
President Director,
MG Holiday Group
Ross Veitch -
CEO & Co-Founder,
Wego
Wego is an online travel marketplace that provides top ranked mobile apps and websites for users living in the APAC and MENA regions. It harnesses powerful technology that simplifies the process of searching, comparing and booking flights and hotels across hundreds of airlines, hotels and online travel agency websites. Ross is a veteran of the Asian internet industry having established Yahoo!s Southeast Asian operations in Singapore back in 1998 and leading product development efforts across the region for 6+ years. He is also Singapore Co-Chair of H2, the premier global leadership network for the digital industry. Ross has been an active angel investor in the technology sector for a decade and enjoys working with other passionate entrepreneurs.
9:40 am - 10:10 am
OTA Keynote Panel: Becoming the Amazon of travel – How can you create that seamless shopping experience, localise and diversify your offering to become the dominant market leader?
Timothee Semelin -
Global Head of Digital Marketing & Transformation,
Rosewood Hotel Group
Vaibhav Suri -
SVP & Head of Domestic Holidays,
Yatra
Balu Ramachandran -
VP of Air Business,
Cleartrip
Peter Yoshihara -
General Manager, Japan,
Trip.com
Robyn Grassanovits -
VP Traveler Services,
Cirium
Angus McDonald -
Co-Founder & CEO,
Cover Genius
OTAs are in a constant cycle of change and innovation. Whether they’re seeking to compete with each other, adapt to changes in traveller preferences, or push their platform forward ahead of the competition. During this keynote panel discussion our speakers will share:
· How can you localise quickly and effectively and become the dominant market leader?
· What new tools and technology are you using to create a frictionless multi-screen booking experience? And what works best in Asia?
· With hotels and airlines launching major campaigns to encourage consumers to book direct how will this impact OTA business models and relationships?
· How can you remain nimble by upping your offering and to become a one stop ‘Amazon like’’ shop for consumers?
· OTA power acquisitions and mergers: What does this mean for the future of the industry?
10:10 am - 10:40 am
Low-Cost Airline Keynote Panel: How can you think ahead and adapt your product and business models based on anticipated changes and potential disruptions of the ecosystem?
Spencer Lee -
CEO,
AirAsia BIG & Travel360
Eric Thain -
General Manager,
HK Express
Kim Chua -
Assistant Professor,
Embry-Riddle Aeronautical University, Asia
James Manderson -
GM, EMEA & VP Customer Success, EMEA & APAC,
Braze
Asian low-cost carriers such as Scoot, Air Asia and HK Express have made travel accessible to everyone and have been at the forefront of innovation in the digital space. Our keynote panel will discuss:
• Consumers have a choice when it comes to travel, how do you differentiate in providing a personalized, valuable experience for customers to ensure they choose to travel with your brand instead of the competition?
• How do you strip back on-board offering with a basic “no frills” ticket price, yet be profitable, compared to the standard prices charged by mainline carriers to attract customers?
• With rising fuel prices and continuing economic turmoil, what is the sustainability of low-cost air travel and new-entrant budget airlines?
• How will this industry evolve in 2019 and beyond?
10:40 am - 11:10 am
Morning Networking Break 1
Creating a Frictionless Travel Experience
11:10 am - 11:30 am
Keynote Case Study: How to bring programmatic in-house to boost revenue
Chutima Fuangkham -
Senior Director, Digital Marketing,
ONYX Hospitality
Chutima joined ONYX Hospitality Group in 2010 under the role of Manager of Digital Marketing. Since joining she has been instrumental in the planning and successful execution of the Group’s digital marketing strategy, in addition to optimising campaign performance, overseeing content and social media strategies, programmatic advertising, web analytics, and email marketing and other channels. In this session, Chutima will share how programmatic has helped the company boost revenue.
11:30 am - 12:10 pm
Keynote Panel Discussion: Helping customers convert – How to create cross-device experiences for today’s always connected consumer
Marcus Yong -
Head of Marketing, Southeast Asia,
Klook
Kei Shibata -
Co-Founder & CEO,
LINE TRAVEL jp & Trip101
Russell Young -
Managing Director, APAC,
Sojern
Chance Dubuque -
Global Director of Strategy & Solutions,
iPinYou
Raphael Rubin -
Director of Business Development, APAC,
Riskified
Andrew Cefai -
Senior Director, Regional Marketing & eCommerce, APAC,
Hilton
Today’s consumer uses more screens than ever, so it’s more important than ever to optimise every touch point that you have with them. In order to get more sales, you need to make the experience seamless no matter the channel. In this solutions focused keynote panel discussion, you’ll leave with specific takeaways to exceed the expectations of today’s connected consumer. Our keynote panel will discuss:
· Acknowledging the journey your customer takes from one screen to another in the conversion process
· Connecting the dots of customer data collected across those screens to personalise the experience provided on each, while maintaining a consistent brand message
· Helping your customer to convert no matter the screen (or device)
12:10 pm - 12:30 pm
Keynote Case Study: How Programatic Advertising helps you to be successful in China
Adrian Teh -
VP, SEA & Australia,
BiddingX
Bidding X work with China's largest technology companies to provide customers' and partners with full process marketing solutions and a range of highly sophisticated marketing technology products for more accurate and efficient marketing management. Learn from Adrian Teh who has over 10 years experience covering all aspects of digital marketing - with experience in multiple markets. His key strength is bridging the International markets with the China market and Programmatic media buy. In this keynote case study Adrian will demonstrate:
•How to combine your online and offline advertising to better reach your customers at every step of their journey
•How to increase your programmatic footprint in order to gain more control of your media performance
•How to combine creative marketing and data-driven targeting to create a bigger impression on your customers
•How to ensure business value from your programmatic spend
12:30 pm - 12:50 pm
Morning Networking Break 2
Big Idea Keynote
12:50 pm - 1:30 pm
‘Out of the Box’ Keynote: 30 Days & 30 Years – The sprint and marathon of breakthrough performance
Azran Osman-Rani -
Ex-CEO and Speaker,
Air Asia X & iflix and TEDx
The adage goes, “if you fail to plan, you plan to fail”. But sometimes, planning can lead to failure.
It today's disruptive and volatile business climate, well-laid out plans constructed in meticulous detail can be rendered useless within a few months of ‘going live’, Surviving requires moving with speed and agility to adapt to rapidly changing external environments. Underpinning that speed and agility is having a foundation of curiosity and purposefulness to keep questioning existing beliefs and assumptions and to have a thirst for learning and constant reinvention. Azran shares his experiences taking on a new challenge or building attacker businesses from scratch that goes against the “incumbency of the status quo with its might of inertial force”. Incumbents have deep pockets, established brands and distribution channels, scale and capital. The only sustainable advantage that a start-up attacker has is speed.
1:30 pm - 2:30 pm
Networking Lunch
1:30 pm - 2:30 pm
VIP Lunch sponsored by Stackla
Gary Zurnamer -
Head of Sales, APAC,
Stackla
Fueling Booking Decisions with Real Traveller Content
Social media and smartphones have given rise to the era of visual content — changing the traveller's journey from inspiration to booking.
Our recent survey revealed that 86% of people say they have become interested in travelling to a certain destination after seeing social images from friends, family or peers. By leveraging this content you can stop wasting time and money producing picture-perfect visuals or buying inauthentic stock photos for all your marketing activities – instead you could be tapping into the wealth of real photos and videos travellers create and share online everyday.
•Learn how you can leverage user-generated content (UGC) to create integrated customer experiences throughout the booking journey
•Hear how real travel brands are seeing up to a 65% reduction in content costs and 33% boost in bookings
•Review the latest trends on the types of content consumers find most influential when planning travel
Track A: Customer Experience- Mastering Personalisation
2:30 pm - 3:00 pm Power Panel: Travel’s personalisation revolution – How can you build more relevant and personalised customer experiences to differentiate your brand in an increasingly competitive market? Parin Mehta - Director of Experiences, APAC, Airbnb Takashi Yokaichiya - Head of Marketing, Rakuten Travel Felix Tan - Co-Founder, Anywhr Kurt Terauchi - Head of Travel, Travelko by OpenDoor Whey Han Tan - Regional Director, APAC, KAYAKYou can’t talk about personalisation without talking about data. Is your company gathering every piece of data needed to develop a comprehensive personalisation strategy? If not, this power panel can answer your most pressing questions:
· How do you capture every piece of customer data that you possibly can?
· How can you possibly track every single interaction you have with a customer from every single touch point?
· What are the resources that you need to put behind an effort like this?
Track A: Customer Experience- Mastering Personalisation
3:00 pm - 3:20 pm Case Study: How to optimise your payments UX to increase sales Lindsay Maddock - Director of Business Development, APAC, Ingenico ePaymentsResearch shows that 20% of all online payments are not completed. Your abandoned carts are lost sales that are hurting your bottom lines. Is your payment page a conversion killer? Join Lindsay for a session on how to overcome the global barriers to conversion which restrict growth and offer your customers the quicker, safer and more convenient payment experience they expect.
Track A: Customer Experience- Mastering Personalisation
3:20 pm - 4:00 pm Case Study Revolution: How to engage the digital travel customer with humans or technology (AI and AR) Vaibhav Suri - SVP & Head of Domestic Holidays, Yatra· How to decide what chat platforms are best for your business. What to consider?
· How to integrate your CRM with your Chabot to create a more personalised experience
· How to use chat platform, like Facebook Messenger, to give even more access to quick, simple support that majority of your guests already have at hand
· How to use reinforcement learning allowing your chatbot to learn the way humans do
Track B: Digital Marketing- Mastering Social Media Marketing
2:30 pm - 3:00 pm Power Panel: Social media marketing in an experiential world – How is social media, like Facebook and Instagram, influencing today’s ‘experiential’ travellers and how can you adapt and profit from this new global trend? Cherry Anne Mungcal - Group Head of Social Media Content, AirAsia Nantaporn Waisayakul - Regional eCommerce Manager, Asia, Best Western Hotels & Resorts Kiran Girija - Director of Digital Marketing & Online Distribution, Asia, Millennium Hotels and Resorts Paul Pruangkarn - Director of Communications & External Affairs, Pacific Asia Travel Association (PATA) Amalla Vesta Widaranti - VP of Marketing & Loyalty, Sriwijaya Air, member of Garuda IndonesiaWe live in an experiential world where brands and loyalty are defined by the experience they deliver.The rise of experiential marketing has proven that the days when companies could rely on product quality and a positive image to reach the hearts and minds of their target audience are over. Despite a company being able to offer great features and benefits, it is the overall sensory experience that it can provide that now integrates a brand into the daily lives of consumers.
· How do you create an effective destination marketing strategy to promote your brand and build awareness?
· How do you build a Facebook marketing strategy when your internal budget is limited? What you should prioritise?
· Is Facebook Messenger the best platform to create your bot for customer service purposes?
· How do you integrate your CRM strategy (like push notification) with Facebook in order to increase the engagement and maximise the existing users?
· Can your Instagram posts drive real direct bookings, or it is just for branding?
Kiran Girija
Director of Digital Marketing & Online Distribution, AsiaMillennium Hotels and Resorts
Paul Pruangkarn
Director of Communications & External AffairsPacific Asia Travel Association (PATA)
Track B: Digital Marketing- Mastering Social Media Marketing
3:00 pm - 3:20 pm Case Study: Creating more engaging and shareable digital video content – How to best leverage every screen and device within your marketing plan to drive traffic and boost conversions Akshay Avasthy - Head of Product, QuaQuaThere is no channel like video to stir the emotions of a consumer, to envision themselves on that white sand beach, staying in that spectacular hotel, or enjoying a special tourism event. The case study will demonstrate:
· How to convert inspiration to interest to booking
· How to deliver your brand message in the first 3 seconds of your video ad
· How to provide a seamless transition for consumers who viewed your video ad
· How to make sure when consumers click on an ad, the website picks up where the video left off
· How to deliver more of the same type of content that drove their initial interest
· How to start optimising for millennials by using short, snackable videos to grab their attention
· How to localise with video content/influencers
Track B: Digital Marketing- Mastering Social Media Marketing
3:20 pm - 4:00 pm Case Study Revolution: Capitalising on user-generated content – How to utilise UGC to harness your brand story, in an authentic and personal way Liu Weichun - Co-founder & Executive VP, KKdayMost vacationers are willing to post holiday snaps and share their experiences across social – whether that’s saying how much they enjoyed an excursion, or complaining about flight delays on Twitter. When you consider that 86% of millennials say that UGC is a good indicator of the quality of a brand, and that 68% of social media users between the ages of 18 and 24 take into account information shared on social media when they make a purchasing decision (eMarketer), it’s easy to see why UGC is so powerful. During this interactive presentation our speaker will share:
· How to use UGC to cater/personalise solely to your customers
· People don’t trust marketers – How to turn marketing messages into brand experiences to stand out from the crowd
· Its authentic – How to encourage users to share their stories and highlight experiences for other users to discover in various different ways
· It creates a community – How to harness the power of UGC is an effective way to increase engagement, consumer trust and ultimately drive sales
Chairman: John Sinke, Marketing Director, Hong Kong Disneyland
Track C: eCommerce- Mastering Mobile Commerce
2:30 pm - 3:10 pm Case Study Revolution: The mobile only market - How to effectively adapt your overall e-commerce strategy given the vital importance of mobile in Asia Burhanuddin Pithawala - VP of Conversions, OYO Hotels & HomesOYO Hotels and Homes is South Asia’s largest, one of China’s top five, and the world’s fastest growing chain of hotels, homes and living spaces. Burhan has been a part of the key teams that instituted systems and operations helping in scaling up rapidly and continue to deliver on the key customer promise. Prior to his current role, he was heading the South region for OYO. In this interactive session, you’ll chat in groups and solve a key challenge raised during Burhanuddin’s case study presentation:
· How can you diminish cart abandonment and boost conversion?
· How can you successfully exploit mobile advertising opportunities?
· How can you overcome platform fragmentation challenges? (iOS, Android, different Android forks, Chat apps and mobile web)
· How can you ensure that your app is a part of your user’s daily life?
· How can a geo sensitive strategy revamp your mobile business?
Track C: eCommerce- Mastering Mobile Commerce
3:10 pm - 3:30 pm Case Study: Best practices in detecting and battling mobile ad fraud in this high stakes arms race Dyah Wulandari - VP of Performance Marketing, Tiket.comDon’t let your customers abandon their mobile browsing experience because your pages take too long to load! There are some easy fixes to increase speed and performance. This panel walks through the steps and helps you improve our mobile experience:
· How to evaluate the purpose of your mobile site
· How to make sure you are optimizing for speed and performance to support your customer
· How to check your load speeds
· What can you do to optimize load speed if you aren’t satisfied with it?
· What things should be prioritised or removed?
Track C: eCommerce- Mastering Mobile Commerce
3:30 pm - 4:00 pm Power Panel: Acquisition strategies to reach today’s mobile customer – What works, and what doesn’t? Kei Shibata - Co-Founder & CEO, LINE TRAVEL jp & Trip101 MIke Chen - Head of Innovation Center, KKday Balu Ramachandran - VP of Air Business, Cleartrip Winnie Tan - CEO & Founder, TripZilla Cetin Sekerciiglu - Co-Founder & CEO, upgrading.ccThere are SO many ways to reach customers via their mobile devices. Via paid marketing (ads, podcasts) or email or content or video content or social or search.
Brands also need to reach customers with the right messaging at the right time. Join this panel to hear our distinguished group of mobile experts answer the following questions:
· What are the most effective ways to reach potential mobile customers today on their phones?
· Have you tested this out in different ways?
· Should acquisition be your prime focus when it comes to mobile strategy?
· How can you attribute where certain customers are coming from?
Track D: Synergy Workshop- Mastering Programmatic
2:30 pm - 4:00 pm Workshop: Evolving to a comprehensive, multi-channel digital marketing strategy – How to raise your brand's profile, and drive more travelers to your specific offerings Katy Gallagher - Senior Sales Director, SojernToday's travel marketers are constantly challenged with how best to engage with travelers across the purchase funnel. It's time to evolve past thinking about individual marketing channels, towards a more comprehensive marketing strategy that will raise your brand's profile, and drive more travelers to your specific offerings. In this deep-dive workshop you will learn how to:
· Highlights from Sojern's State of the Industry Report (to be released in early 2019)
· How to harness the power of traveller audiences, rather than marketing channels
· How to use data to inform marketing strategies
· Sharing industry successes
Track E: Synergy Workshop- Airlines Think Tank (Open for airlines only)
2:30 pm - 4:00 pm Airlines Think Tank: How to step up your game to meet customer expectations at every touch point – Critical success factors Akihide Yoguchi - VP of Marketing & Strategy Research, Asia & Oceania Region, Japan Airlines Eric Thain - General Manager, HK Express Prasanna Vee - Chief Product Officer, GoQuoIn this airline only gathering, you’ll join your fellow attendees in an intimate environment. The private setting means you can discuss your challenges openly with peers and make new friends based on common interests. You will learn:
· How to drive continuous usability optimisation whilst marketing and digital teams partner with each other
· Sharing UX and eCommerce success stories – What works and what doesn’t?
Looking forward: navigating the future landscape of eCommerce strategies
4:00 pm - 4:30 pm
Afternoon Networking
Track A: Customer Experience
4:30 pm - 4:50 pm Case Study: How to deliver personalised AI-driven journeys across web, email, and mobile to deliver an authentic, stress-free and tailored experience Angie Bell - Head of APAC & Japan, TwilioArtificial intelligence is one of the latest new technologies that marketers are still figuring out how to play with. AI offers many possibilities for improving the way brands interact with their audiences, and one of the key ones could be personalising the customer journey. In this presentation, you will learn:
· How to use data management platforms to centralise audience management and audience activation
· How to manage data governance via the data management platform
· How to ceate data monetisation channels through peer-to-peer second-party data transactions
Track A: Customer Experience
4:50 pm - 5:30 pm Case Study Revolution: Building a rewards strategy that works – How to use first party and third party data to target, retarget and retain more customers Michael Perera - Head of Loyalty & Product Owner of Go-Points, Go-JekMichael is responsible for the design, execution, and lead of the GO-POINTS and GO-DEALS product-tech and business streams of GO-JEK which include its growth, strategy, business development and operations. GO-POINTS is a loyalty program from GO-JEK exclusively for GO-PAY users.. In this interactive session, you’ll chat in groups and solve a key challenge raised during Michael’s case study presentation:
•How to analyse your customer’s behavior to design segment-specific loyalty program strategies
•How to use data to identify future opportunities to maximise customer lifetime value
•How to use algorithm to customise your carts to help your customer decide where to use their loyalty points
•How to increase customer satisfaction with your app as well as your rewards program
Track A: Customer Experience
5:30 pm - 6:00 pm Power Panel: How can you surprise and engage customers with your brand’s unique voice to create genuine emotional connections with your clients and customers? Rashmi Chadha - Founder, wovoyage Peter Yoshihara - General Manager, Japan, Trip.com Alan Liu - Director of Business Development and Partnership, Payment and Loyalty, Grab Kiren Tanna - Co-Founder & Managing Director, ZEN Rooms Purav Shah - Founder & CEO, QuaQuaCreating genuine emotional connections with your clients and customers is not only key to driving loyalty, but it’s also essential in creating brand advocacy and passion. Transparency, authenticity and an element of fun sounds simple enough to achieve, yet countless brands still struggle in this arena. This session will articulate how customer experiences and effective brand storytelling can become your organisations key differentiator. Panelists will discuss:
· Coming to terms with the fact that sometimes, the more fun you have the more people want to engage with you
· How to bring that aspect of your brand to your customer at scale
· How can marketing and CX work together to make your brand connect emotionally with customers?
Track B: Digital Marketing
4:30 pm - 4:50 pm Case Study: Transforming digital marketing operations: How Minor Hotels streamlines creative operations, approvals, compliance and reporting across the Asia Pacific region Isaac Gerstenzang - Director of Marketing Planning & Operations, Minor Hotels Adam Nowiski - VP, Growth, IntelligenceBank
Track B: Digital Marketing
4:50 pm - 5:20 pm Panel: Overcoming being data rich but information poor – How can you bring together disparate consumer data sets to establish a single customer view and provide more personalised experiences that boost sales? Paul Pruangkarn - Director of Communications & External Affairs, Pacific Asia Travel Association (PATA) Anton Baitsur - COO, Aviasales Sandy Tsang - Managing Director, AVADO Jerry Estrera - Revenue Head, Grand Park Orchard
Track B: Digital Marketing
5:20 pm - 6:00 pm Case Study Revolution: Getting deeper insights from consumer behaviour – How to streamline attribution modeling and transform the customer experience at every touchpoint Akira Mitsumasu - VP of Products & Services Planning, Japan AirlinesRemix your experience! You’ll chat in groups and solve a key challenge raised during a case study presentation.
Track C: eCommerce
4:30 pm - 5:20 pm Case Study Revolution: How to enable online transactions for financially excluded population to expand your reach and get more customers Benito Gliponeo III - Head of IT Project Management, Commercial, Philippine AirlinesTechnology is impacting consumer preferences and companies have to move faster than ever to adopt a customer-centric mindset. But, customers also want personalisation. In an increasingly mobile world with self-service on the rise, customers are still looking for a 1 to 1 relationship and a personal touch. Benito will shed light on:
· Understanding the potential for digital transactions in the Philippines
· How to use technology to bridge financial ecosystem and digital solutions
· How to reach more markets with offline payment ecosystem
· How to strike a balance between providing an easy, more automated mobile experience while also making sure customers feel heard and appreciated
Track C: eCommerce
5:20 pm - 5:40 pm Presentation: Targeting mobile consumers with the right ad at the right time to increase conversion Kei Shibata - Co-Founder & CEO, LINE TRAVEL jp & Trip101 Yoshihiro Sakurai - Head of Accommodation Business, LINE TRAVEL jp, Venture Republic
Track C: eCommerce
5:40 pm - 6:00 pm Presentation: Innovation in emerging markets – How to drive user acquisition, activation, engagement, and purchase in emerging markets to help both customers and suppliers get ahead Henky Prihatna - Head of Next Billion Users Indonesia, Google
Track D: Synergy Workshops
4:30 pm - 6:00 pm Spotlight on China: Digital Media Innovation: How to use your media tools to drive more engagement and conversion online in China Subramania Bhatt - Business Development, BiddingXBidding X works with China's largest technology companies to provide customers' and partners with full process marketing solutions and a range of highly sophisticated marketing technology products for more accurate and efficient marketing management. During this deep-dive workshop Subbu will demonstrate:
•Overview of China’s digital landscape: What are the main differences between China and the western world
oWhat are the marketing requirements in China
oKey travel trends
oChanging customer preference
oNew media landscape
•What are the different stages of travel consumer journey and how to attract them effectively at each stage
•How to gather insights from all your data sources to create better audience segmentation
•How to take the real insights from your data to create good audience segmentation
•How to combine the online and offline worlds to better respond to your customers at every step of their journey
6:00 pm - 6:10 pm
Chairperson’s Closing Remarks:
6:10 pm - 7:10 pm Carnival and Magic Drinks Reception (Open for all registered participants)
Sponsored by Yandex
6:30 pm - 8:30 pm Private Drinks Reception (By invitation only)
Sponsored by: Sojern
6:30 pm - 8:30 pm VIP Dinner (By invitation only)
Sponsored by Braintree