Your SlideShare is downloading. ×
0
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Social media & mobile applications strategy for mobile operators / carriers
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social media & mobile applications strategy for mobile operators / carriers

1,960

Published on

Social media & 'app' strategies for mobile operators. This set for reading

Social media & 'app' strategies for mobile operators. This set for reading

Published in: Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,960
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The Conversation Prism
  • For customers
  • For partners
  • internal
  • Lifetime Value can also be increased by turning Advocates into Champions without compromising their CRV.Sprint (U.S.) used cross and up-selling to Advocates with bundled products and discounts to customers signing one-year contracts. Average CLV increased approximately US$110, a 61% improvement.See How Valuable Is Word of Mouth? By V. Kumar, J. Andrew Petersen, and Robert R LeoneThe objective here is to capture and capitalize on Operator’s customers social behavior by monitoring and leveraging their CRV with Operator partners.
  • Each existing customer's referral value (CRV) includes an estimate of the lifetime value of any type-1 referrals—people who would not have become customers if they had notbeen referred. Alsoinclude the value of type-2 referrals - people who would have become customersanyway, with the value of a type-2 referral is the savings in the cost of acquiring the new customer, since no direct marketing effort was needed to get them.
  • OptusMobile broadband- $30 / month for mobile broadband up to 6 Gb with free Facebook accessMobile: -$79 for free iPhone & Social networking access and 2Gb dataTelstra $49 cap with 500 Mb data on N97Virgin Mobile $49 cap for iPhone16 with 2Gb data
  • Partners are Ad Agencies, Advertisers, Retailers / Merchants and Content partners
  • With commoditization of voice & data, and competition from IP players, Mobile needs innovative ways to differentiate and increase profits. This can be accomplished through the delivery of highly relevant (personalized) and co-branded services. This attracts or builds new user groups which become new customer segments.
  • Key trends to capture subscribers & create new consumer segments
  • Use internal platforms and tools, with 3rd-party providers to develop a world-class ecosystem to enable, measure and monetize consumer conversations
  • Buy-in or Partner for Apps and Product knowledge. This releases in-house resources for higher-value local partnerships and Operator-specific apps.Allows Operator to focus on leveraging its key strengths of Brand and Customer relationships.
  • With commoditization of voice & data, and competition from IP players, Mobile needs innovative ways to differentiate and increase profits. This can be accomplished through the delivery of highly relevant (personalized) and co-branded services. This attracts or builds new user groups which become new customer segments.
  • Capture CRV and increase revenue from partners using Operator’s Social Media platformsDeliver the right branded message at the right moment or location
  • Capture CRV and increase revenue from partners using Operator’s Social Media platforms
  • Deliver the right branded message at the right moment or location
  • Vision
  • Transcript

    • 1. Social media&Applications<br />Social Media – what it means to mobile operators<br />CRV – the key revenue opportunity<br />Vision – Goals – Strategies – Tactics <br />Jonathan Adams<br />
    • 2. Social Media is not new...<br />1995 2000 2005 2010<br />
    • 3. ...but the scale and opportunity to profit from Social Media is new.<br />The Conversation Prism http://www.briansolis.com/2008/08/introducing-conversation-prism/<br />
    • 4. Social dimensions <br /><ul><li> from high-trust interaction to transaction</li></ul>1,000,000<br />10,000<br />1000<br />100<br />Personal<br />Social<br />Informational<br />
    • 5. Monetizing Social Media<br />At its simplest level businesses monetize Social Media by:<br />Attracting new fans and followers<br />Encourage those people to engage or buy<br />
    • 6. What role does Operator play?<br />Operator needs to become the key provider of Social Media services and monetization, with a mix of internal and 3rdparty platforms, applications and services.<br />How do we get there?<br />Vision – Goal – Strategies – Tactics <br />
    • 7. Vision<br />Operator, the Social Network<br />
    • 8. Vision<br /> <br />“I can share more with my friends and family”<br />
    • 9. Values<br /> <br />Operator:<br />Makes sharing easy<br />Encourages creativity<br />Rewards loyalty<br />
    • 10. Vision<br />Operator is the leading social media operator in the region, delivering valuable, measurable commercial results.<br />“Mobileco makes it easy for our customers to communicate positive information about our products and services to others; and for us make relevant and valued offers”<br />
    • 11. Vision<br />Operator is the essential partner for delivering high-value, measurable CRV and services for Agencies, Advertisers, Merchants and Content partners<br />Provide a world-class ecosystem to enable, measure and monetize consumer conversations<br />
    • 12. Why?<br />Opportunities for the mobile operator:<br />Mobile media consumption device<br />Mobile at point of need (retail / location opportunities) <br /> with<br />Applications <br /> > Attract and Retain = increase Customer Lifetime Value<br />Social Media <br /> > Recommendations = new Customer Referral Value<br /> >Transactions = new Customer Referral Value <br />
    • 13. Customer Referral Value<br />This is the core metric that represents real revenue and monetization of the Operator customer base. <br /> We createnew value for and from our customers, retain the customer relationship, and monetize social networks which are increasingly being provided free by mobile operators.<br />Data is not the end product – it is the merchant and transactions. Transactions & CRV scale, data plans are capped.<br />Secondary Values: Brand Advocacy Quotient, Sentiment, Conversation (Mind) share. These are values for which advertisers are also willing to pay.<br />See How Valuable Is Word of Mouth? By V. Kumar, J. Andrew Petersen, and Robert R Leone<br />hbr.org/products/R0710J/R0710Jp4.pdf<br />
    • 14. Goals<br />Capture CRV <br />Right message, Right moment<br />
    • 15. Getting there<br />NOW<br />Social Media is a usage driver – sticky applications yields more data revenues & ‘social’ handset sales – drives demand for mobile internet packages.<br />Problem: Commoditization of data – arrival of capped data plans.<br />NEXT<br />Align Social Media activity with partner brands and objectives. <br />Facilitate sharing, recommendations and transactions, then align and measure consumer Social Media activity with real-world results.<br />
    • 16. Our Goals<br />Capture CRV and increase revenue from partners using Operator’s Social Media platforms<br />
    • 17. Our Goals<br />Deliver the right branded message at the right moment or location<br />
    • 18. Strategy<br />Leverage trends<br />
    • 19. Key trends to capture subscribers & create new consumer segments<br />Key trends defining digital life<br />Openness & interoperability<br />Relevance (Personalization)<br />Social Networking & Trusted relationships<br />
    • 20. Trend1. Openness & Interoperability<br />Strategy<br />Create an ecosystem & APIs to bring together:<br />Developers, Merchants, Partners (Agencies, Advertisers)<br />Provide tools & guidelines to build the applications<br />Monetize the in-house platforms as a gateway for Merchants, Agencies, Advertisers and Content Partners<br />
    • 21. Trend2. Personalization<br />Strategy<br />Personalize based on the user’s individual behaviors and personas:<br />Deliver updates and recommendations based on their behavior, time and location<br /> Its been tried and tried, but try again!<br />
    • 22. Strategy<br />With implicit authentication from phone/ipad, enable trusted interactions, recommendations and transactions <br />With too much information, filter content through people I trust and talk to.<br />The right contacts at the right time based on customer behavior, time and location.<br />The trusted authentication gateway for social network access, branded apps, content, services.<br />Trend3. Social Networking & Trusted relationships<br />
    • 23. note…<br />Don’t try to beat the market with a competing marketplace…<br />
    • 24. Tactics<br />Ecosystem & APIs<br />Co-branding & Partnerships<br />Unique Consumer Products <br />New Customer segments<br />
    • 25. 1. Ecosystem & APIs “Innovate from the outside”<br />Strategy<br />Widening App platform to be a community for developers to maximize 3rd party opportunities. <br />Open the application platform for services and billing<br />Seed the local application market - Application Challenges.<br />APIs for wholesale & business markets <br />e.g. Facebook for BlackBerry is 10th biggest FB download @ 18 MAU<br />In-fill with in-house applications<br />Develop strategic partnerships with brands, and industry development programs<br />
    • 26. 2. Exclusive / Unique apps<br />Treat apps as we treat content – drivers to subscription & retention. <br />Compete with co-branding to deliver the ‘best’ or most popular apps.<br />Bundle exclusive app packages on Operator handsets.<br />Creates the user base to monetize with partners.<br />
    • 27. 3. Co-branding with consumer brands. <br />There is a major opportunity to capture users with branded marketing apps <br />This follows the mobile portal experience.<br />
    • 28. Remember the Goals<br />Capture CRV and increase revenue from partners using Operator’s Social Media platforms<br />Deliver the right branded message at the right moment or location<br />
    • 29. Example 1 - capture CRV <br />Establish Operator media-zones with partner cafes and retailers. Provide this as a ‘free’ (existing network) high-bandwidth zone for smart/social Operator phone users. Is effectively a ‘permission marketing zone’.<br />Scenario: You are in a partner café redeeming your café points for a free coffee and reading a free newspaper online (authenticated in the partner media zone).<br />You read a review on credit cards in the personal finance section. <br />Your iPhone buzzes. <br />An offer arrives for a pre-approved card and a bonus points transfer. You click to accept. <br />Operator and the publisher share the $100 acquisition fee.<br />
    • 30. Example 2 – right message at the right time <br />Scenario: You are a reading a friends positive comments of a new restaurant at the end of the day (sentiment analysis).<br />Your iPhone buzzes. <br />A coupon arrives in your mobile inbox with a 2-for-1 offer for meals of $50 or more. The coupon has directions, telephone booking link and a count-down code that expires in 3 days, nudging you to act. <br />
    • 31. Next steps – map opportunities<br />Market research, find out who are your smart / social media customers<br />Competitor & Gap analysis<br />Engage in cross functional development team (marketing, products etc)<br />Dedicated business sponsors<br />Have accountability and ownership <br />Iterative development process<br />Sanity check business case at milestones for any <br /> development more than 2 months<br />User testing, BRT<br />Collate and measure customer data<br />Speed - Time to market is paramount<br />
    • 32. Vision<br />Operator is the essential partner for delivering high-value measurable CRV and services for Agencies, Advertisers, Merchants and Content partners<br />Provide a world-class ecosystem to enable, measure and monetize consumer conversations<br />

    ×