Social Media & Applications
Ecosystems and Relevancy for [Telco /Operator / Manufacturer]
CRV – the key revenue
opportunit...
Why?
What has changed?
A lot, yes. These slides came out with the
iPhone 4 for starters.
2,030 views since then, so time t...
Social Media is not new...
95’ 05’ 10’00’
“Engage or Buy”
At its simplest level business
monetize Social Media by:
Attracting new fans and followers
Encourage those...
Vision Goal Strategies Tactics
What role does Operator
Play?Operator needs to become the key provider of Social Media serv...
Vision
Operator,
the Social Network
Customers
”I can share more with
my friends and family”
Vision
Partners Operators
Values
01.
02.
03.
Operator:
Makessharingeasy
Rewardsloyalty
Encouragescreativity
Customers“Mobileco makes it easy for
our customers to
communicate positive
information about our
products and services to
...
CustomersProvide a world-class
ecosystem to enable,
measure and monetize
consumer conversations
Vision
Partners Operators
...
Why?
Opportunities for the mobile
operator:
Mobile media consumption device
Mobile at point of need (retail / location
opp...
Goals
Capture CRV
Right Message, Right Moment
NOW
Social Media is a usage driver – sticky
applications yields more data revenues
& ‘social’ handset sales – drives
deman...
Word of mouth
(recommendation)
Awareness
(promotion)
Consideration
(time sensitive offer /
membership)
Conversion
(CRV)
Ca...
Strategy
Leverage trends
Key trends defining digital life
Key trends to capture subscribers & create new consumer segments
Social
Networking &
Trus...
Trend
1. Openness & Interoperability
Strategy
Create an ecosystem & APIs to bring together:
Developers, Merchants, Partner...
Trend
2. Personalization
Strategy
Personalize based on the user’s individual behaviors
and personas:
Deliver updates and r...
Trend
3. Social Networking & Trusted
relationships
Strategy
With implicit authentication from the device, enable
trusted i...
Customer centric,
not Operator portal centric
Don’t try to be the marketplace if you are not one already, it’s just a plac...
Word of mouth
(recommendation)
Awareness
(promotion)
Consideration
(time sensitive offer /
membership)
Conversion
(CRV)
Ca...
Customers
Operator is the essential partner for
delivering high-value measurable CRV and
services for Agencies,Advertisers...
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Social media & Mobile Applications Strategy for Mobile operators / carriers

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Published on

Social media & App strategies for mobile operators. Jonathan Adams. First pub 2010.

What has changed?

A lot, yes. These slides came out with the iPhone 4 for starters.

2,030 views since then, so time to update.

Some problems are still being repeated, and they deserve a separate slide set.

Presentations are getting slimmer. The average on Slide Share now 14 sides.

This set was 35 slides, now 23 slides, for reference.

I'm cutting in half and creating a 2nd set.

Published in: Business

Social media & Mobile Applications Strategy for Mobile operators / carriers

  1. 1. Social Media & Applications Ecosystems and Relevancy for [Telco /Operator / Manufacturer] CRV – the key revenue opportunity - in Part 2 Social Media – what it means to mobile operators operators1st published Aug 2010 Jonathan Adams
  2. 2. Why? What has changed? A lot, yes. These slides came out with the iPhone 4 for starters. 2,030 views since then, so time to update. Some problems are still being repeated, and they deserve a separate slide set. Presentations are getting slimmer. The average set on Slide Share now 14 slides. This set was 35 slides, now 23. I’m cutting in half, creating a 2nd set. The ‘what’s changed’ can wait
  3. 3. Social Media is not new... 95’ 05’ 10’00’
  4. 4. “Engage or Buy” At its simplest level business monetize Social Media by: Attracting new fans and followers Encourage those people to engage or buy
  5. 5. Vision Goal Strategies Tactics What role does Operator Play?Operator needs to become the key provider of Social Media services and monetization, with a mix of internal and 3rdparty platforms, applications and services. HOW DO WE GET THERE?
  6. 6. Vision Operator, the Social Network
  7. 7. Customers ”I can share more with my friends and family” Vision Partners Operators
  8. 8. Values 01. 02. 03. Operator: Makessharingeasy Rewardsloyalty Encouragescreativity
  9. 9. Customers“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” Vision Partners Operators Operator is the leading social media operator in the region, delivering valuable, measurable commercial results.
  10. 10. CustomersProvide a world-class ecosystem to enable, measure and monetize consumer conversations Vision Partners Operators Operator is the essential partner for delivering high-value, measurable CRV and services for Agencies, Advertisers, Merchants and Content partners
  11. 11. Why? Opportunities for the mobile operator: Mobile media consumption device Mobile at point of need (retail / location opportunities) With: Applications Attract and Retain = increase Customer LifetimeValue Social Media Recommendations = new Customer ReferralValue Transactions =
  12. 12. Goals Capture CRV Right Message, Right Moment
  13. 13. NOW Social Media is a usage driver – sticky applications yields more data revenues & ‘social’ handset sales – drives demand for mobile internet packages. Problem: Commoditization of data – arrival of capped data plans. NEXT Align Social Media activity with partner brands and objectives. Facilitate sharing, recommendations and transactions, then align and measure consumer Social Media activity with real-world results. Getting there
  14. 14. Word of mouth (recommendation) Awareness (promotion) Consideration (time sensitive offer / membership) Conversion (CRV) Capture CRV and increase revenue from partners using Operator’s Social Media platforms 1 Consumption or Transaction Our Goals
  15. 15. Strategy Leverage trends
  16. 16. Key trends defining digital life Key trends to capture subscribers & create new consumer segments Social Networking & Trusted relationships Relevance (Personalization) Openness & interoperability
  17. 17. Trend 1. Openness & Interoperability Strategy Create an ecosystem & APIs to bring together: Developers, Merchants, Partners (Agencies, Advertisers) Provide tools & guidelines to build the applications Monetize the in-house platforms as a gateway for Merchants, Agencies, Advertisers and Content Partners
  18. 18. Trend 2. Personalization Strategy Personalize based on the user’s individual behaviors and personas: Deliver updates and recommendations based on their behavior, time and location Its been tried and tried, but try again!
  19. 19. Trend 3. Social Networking & Trusted relationships Strategy With implicit authentication from the device, enable trusted interactions, recommendations and transactions With too much information, filter content through people I trust and talk to. The right contacts at the right time based on customer behavior, time and location. The trusted authentication gateway for social network access, branded apps, content, services.
  20. 20. Customer centric, not Operator portal centric Don’t try to be the marketplace if you are not one already, it’s just a place to start and participate. Markets are a means to an end, you still need compelling wares to sell.
  21. 21. Word of mouth (recommendation) Awareness (promotion) Consideration (time sensitive offer / membership) Conversion (CRV) Capture CRV and increase revenue from partners using Operator’s Social Media platforms1 Consumption or Transaction Remember the Goals 2 Deliver the right branded message at the right moment or location
  22. 22. Customers Operator is the essential partner for delivering high-value measurable CRV and services for Agencies,Advertisers, Merchants and Content partners Partners Operators Provide a world-class ecosystem to enable, measure and monetize consumer conversations Remember the Goal

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